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Google Digital
Garage Certificate
“Fundamentals of digital marketing” Course
Topics of the Course

Part 1 Track and measure web traffic

Part 2 Advertisements on Mobile devices

Part 3 Content Marketing

Part 4 Advertisements locally

Part 5 Get Started with Search

“Fundamentals of digital marketing” Course 02

Track and measure web traffic

● Analytics is defined as the act of measuring,

collecting, analyzing, and reporting on how a
visitor behaves on a website to better optimize the
webpage (Dodson, 2016)
● Analytics is essential for digital marketing because
Google Analytics - the
it helps set up and track specific KPIs to reach the
most used web analytic
ultimate business goals. tool worldwide (Chaffey
and Ellis-Chadwick, 2019)

The key stages of analytic process:
1. Goals: Setting objectives for the analytic to
measure
2. Setup: Setting up and tweak your analytic
account to best match your goals
3. Monitor: Following the statistics provided by
the analytic (traffic sources, audience, content)
4. Analyze: Using the collected data to formulate
the perfect campaign
The process
● To set up goals, think of what you can do by
analyzing data to improve your business (i.e
generate leads, increase sales, drive traffic)
● Google Analytics account setup is
recommended due to its overwhelming perks
● Studying audience behavior will greatly benefit
the monitoring process
● ‘Conversion, conversion, conversion!’ because
none of these data matters without KPIs
analysis. Leads, sales, and engagement rate
conversion decides the success of business.
Example of list of custom reports on Google Analytics
Adobe Analytics - another useful analytic tool
 Advertisements on
Mobile devices
Knowledge gains
In general, since mobile devices play a
Elements Advantages Disadvantages significant role in human lives, two

● Videos with modules carry out the major knowledge

2 courses ● Lack of
transcripts below to connection of mobile devices, such as origin,
● Make mobile
better understand with users revolution and benefits of using it for
work for you the content of the (questions,
businesses.
modules. feedbacks)

● Discover the
● Various types of ● Repeated On top of that, the way of online
possibilities of questions to check guiding and
teaching has a clear structure and
mobile the knowledge. testing form
brings effective results.
● Time management

Examples of Advertisements on
Mobile devices
Mobile SEO
“The search engine optimization of
websites combined with flawless
viewing on mobile devices, such as
smartphones and tablets”. (Barker,
2015)
● Tools to make business website become
more mobile-friendly.
● Benefits of mobile applications.
Google’s Mobile
Friendly Test Mobile App
Increase customer loyalty by
A check-up tool for business
actively communicating with them
mobile website in order to have a
and support them in purchasing
mobile-friendly appearance
products on mobile devices,
(Modern Marketing Partners,
2016)
 Content Marketing
Get started with content marketing
Writing the content for audience:
● Content marketing should brings valuable for
customers, which can have positive impact on their
purchase (Müller & Christandl, 2019). Focusing on
resolving the problems of clients and keeping them to
continue to visit your website that is necessary.
● The content must consistent, short with catchy tone.
● Including relevant hashtags and update the latest
trends
● Auto-post setting saves time
How your content is viewed
● Reach the right audience by customer
segmentation. Customer segmentation
help companies to analysis and decide
on different ways of marketing (Wong
& Wei, 2018).
● Learn from the competitors or using
some tools like “Answer the Public”
and “Keyword Planner” will help
business to know more what people
search for the most
● Analysing visitors number through
“Google Analytics”
Example of Content Marketing
Local advertising Main points :

Help people nearby to find your business online

Overall, search engines are powerfu
tools for connecting potential customer

Factors Strengths Weakness with businesses (Tian and et al, 2021)

Local advertising can help company fin
3 courses ● Know why local ● Lack of potential customers that are close t
● Using digital to advertising is connection
significant where they do business (Emelianova
with users
advertise
(questions, 2021). Local companies have to set u
locally ● Show how to use feedbacks) locations on Google research or mobil
● Reaching mobile app to
bring more local apps to limit the reach and focus o
locals on their
buyers target customers.
mobiles
● SEO for local ● Using SEO to
attract more local
businesses
consumers
 How to reach targert customers ?

- Limit the reach of target customers in the

local area
Social media - Review website, Facebook, Instagram,
Local directory

- Website look great and includes contact

information
Mobile phone - Using GPS functionality for business
application

- Utilize the local offerings of the search

engines themselves
SEO - Bring out key words related to the location
and local business
Example of Local Advertising
Get Started with Search
With the help of search engine, people are Crawling
allowed to gather interested and valuable
information faster and easier due to the
unnecessary of wading through various irrelevant
web pages.

Indexing
.

Ranking

Fundamentals of digital marketing Course

 How search engines see the web

- Page title describes content

Title tag - Use a CMS to make changes

- Research the right terms

Pages text - Write the suitable content

- Give image a descriptive name

Pages images - Add alternative text in the code
(alt tag)
 Organic Search VS Paid Search

=> Great way to help customer

find information => Reach customer easier
=> Make sure content is => Make reasonable bid
relevant => Put relevant ads
=> Prepare SEO strategy
 Google Search Console Search Analytics Reports Mobile Usability Report

Crawl Reports Google Index Reports

- Free Google service

- Give feedbacks about your website
efficiency in Google search results
- Monitor your performance and show how
Google sees your sites
=> www.google.com/webmasters
 References
Barker, S. (2015). An Introduction To Mobile SEO | Smart Insights. [Online]. 23 February 2015. Smart Insights. Available from:
https://www.smartinsights.com/search-engine-optimisation-seo/mobile-seo/mobile-seo/. [Accessed: 29 June 2021].

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing PDF eBook. Available at: https://app.kortext.com/read/377668 (Accessed: 25 June 2021).

Dodson, I. (2016) The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Available at:
https://app.kortext.com/read/182514 (Accessed: 25 June 2021).

Emelianova, M., 2021. Application of digital marketing strategies to increase the profitability of the enterprise. [online] Urn.fi. Available at:
<http://urn.fi/URN:NBN:fi:amk-202104275996> [Accessed 30 June 2021]

Modern Marketing Partners (2016). Google Launches New Version Of It’s Mobile-Friendly Test. [Online]. 30 June 2016. Modern Marketing Partners.
Available from: https://www.modernmarketingpartners.com/2016/06/30/google-launches-new-efficient-version-mobile-friendly-test-includes-mobile-
desktop-page-speed/. [Accessed: 29 June 2021].

Müller, J. & Christandl, F. (2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated
content on brand responses. Computers in Human Behavior. [Online]. 96. pp. 46-55. Available from: http://10.1016/j.chb.2019.02.006. [Accessed: 29
June 2021].

Tian, F., Yang, Y., Mao, Z. and Tang, W. (2021), "Forecasting daily attraction demand using big data from search engines and social media",
International Journal of Contemporary Hospitality Management, Vol 1, (1). https://doi.org/10.1108/IJCHM-06-2020-0631 [Accessed: 29 June 2021].

Wong, E. & Wei, Y. (2018). Customer online shopping experience data analytics. International Journal of Retail & Distribution Management. [Online]. 46
(4). pp. 406-420. Available from: http://10.1108/ijrdm-06-2017-0130. [Accessed: 29 June 2021].

12
Certificate
HAN19080134
Certificate
HAN20030014
Certificate
HAN20010006
Certificate
HAN19080142
Certificate
HAN19120006