Digital Marketing, Search Marketing & Data Analytics

Looker Studio for Marketers Masterclass

September 15, 2022

Understanding and Using the Reporting Tool, You’ll Wish You Had All Along.

Special Winter 2025 Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll here .

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Winter 2025
Live Online
Mod 1: Feb 07
Mod 2: Feb 12

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Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

Looker Studio, Google’s free-to-use Business Intelligence tool, helps you manage and visualize marketing data, create interactive reports, and gain valuable insights to continually refine and improve your ad campaigns. And you can do it even when your data is scattered across multiple platforms, including Google Ads, Facebook, and Google Analytics and CRM tools. In this 2-module masterclass, you’ll learn everything you need to know to fully leverage this powerful tool for your marketing strategies.

You’ll learn how to integrate data from multiple platforms, build insightful dashboards, and make informed decisions. You’ll be able to visualize performance by various metrics, including campaigns, conversions, spending, platform and many more criteria. You’ll know how to create reports to help you explain your results and champion your strategies to other stakeholders. You’ll also learn how to set up data pipelines and warehouses that combine your marketing analytics to streamline your marketing analytics efforts.

Instructor Adam Finer, a BI professional with over 25 years of experience in data analytics and training, will do a live deep dive into the Looker Studio and its powerful functions. You’ll come away with the skills to begin using that knowledge immediately in your work.

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.

In this first module, you’ll get a comprehensive live demonstration of Looker Studio. You’ll learn how to access and transform raw data into actionable insights through clear and impactful data visualizations, and to create custom dashboards for viewing your marketing performance and trends.

In this module, you’ll learn:.

Fundamental data concepts, to improve your grasp of analytics as a whole.
How to connect to all your data sources (online and on-premises).
How to set up the data queries behind data visualizations.
How to manipulate and enhance your data using Looker Studio’s powerful calculation engine.
How to build automated, interactive dashboards and reports that communicate your data effectively.

Module 2: Building Data Pipelines and Advanced Reporting.

With marketing data scattered across platforms like Google Ads, Facebook, Google Analytics, and CRM tools, it’s crucial to centralize that information for more streamlined analysis. In the second module, you’ll learn the practical skills to integrate marketing data from various platforms into a cloud data warehouse. You’ll also learn how to create dashboards that fully represent your marketing performance.

In this class, you’ll be guided through the process of building data pipelines, using data hubs, and connecting all your marketing sources to Looker Studio for effective data management.

In this module, you’ll learn:

How to use data hubs to set up data pipelines that automatically pull data from multiple marketing platforms into a cloud data warehouse.
Techniques for modeling your data using basic SQL commands.
The step-by-step process of integrating Looker Studio with your cloud data warehouse.
How to design advanced dashboards that visualize your aggregated data and provide deeper marketing insights.
Data visualization best practices and techniques to optimize the impact of your reporting..

By the end of this workshop series, you will be equipped with the tools and knowledge necessary to use Looker Studio effectively and streamline your marketing data process for improved decision-making and business outcomes.

How to Convince Your Boss Why You Should Take this Workshop:

Probably one of the most unique and helpful features of Looker Studio comes from its ability to draw from over 20 different Google-provided data sources plus hundreds of third-party ones, which you can consolidate in your reports. Meaning you can pull and pool data from different platforms. A few examples include Google Analytics, Google Ads, YouTube, Google Search Console, and more. This feature makes Looker Studio a one-stop shop for your reporting needs and ensures your reports look incredibly professional. Don’t miss the chance to help your employees “WOW” your company’s decision-makers with more visually attractive and useful reports, plus demonstrate the value of digital marketing.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! This workshop will be recorded, and you’ll receive the recording within 24 hours of the class date.
If you have questions, you’re welcome to email the instructor.
Video of the presentation with slides and audio.
PDF of the PowerPoint slides.
You can listen to the complete presentation with audio as often as you like.

Download Material:

Additional materials:

In addition to the class slides, you will also get access to:

The demo dataset used during the class for you to practice what you have learned. – SampleSuperstore_data2023
A free ebook, 7 Top Tips for Better Dashboard Design, to help you better communicate your data. – 7 Top Tips Dashboard Design.pdf

Who is the course for?

This class is for anyone, especially marketing management (marketing managers, digital marketing managers, data analysts, e-commerce managers), who has ever wanted to go beyond Excel and find a simpler and more intuitive way of managing, analyzing, and presenting data.

If your job involves working with data from multiple sources (especially in the Google ecosystem) and you’d like to be able to bring them all together in one place, Google Looker (Data Studio) is the perfect tool for you.

You don’t need to have any experience working with data analysis tools, even Excel, to gain huge value from this class. You will learn everything you need to be up and running in next to no time.

The Presenter:

Adam Finer

Founder
LearnBI
Adam Finer headshot

Adam Finer is a Business Intelligence professional with over 25 years experience of working with data and teaching beginners how to analyze and present their data using various tools.

Starting off in Market Research, he has now been working in BI for over 10 years.

His career has seen him work in the UK (London), France (Montpellier) and the US (San Francisco) on projects for some of the world’s biggest brands.

He is also an accomplished teacher having built in-house training programs around data analysis tools for companies of all sizes.

He now runs a BI Consultancy while also building a sizable YouTube following and educational website, LearnBI.online.

ENROLL NOW

Winter 2025
Live Online
Mod 1: Feb 07
Mod 2: Feb 12

BUY NOW!

Prerecorded
Online

Absolutely an amazing webinar. This will empower my team to begin creating better dashboards.

Joey PruittAnalyst, TDBBS LLC

This is exactly what I needed. Awesome live demos and I can actually leave this class and go build a report.

Amanda PruynDigital Specialist, Progressive Medical

Very informative workshop, with ability to play back and follow along with the handouts.

Samantha JackMarketing Manager, WAC Lighting

The Google Data Studio webinar was excellent! Adam clearly communicated the step by step process to creating reports using all of the available widgets, as well as the importance of understanding your data sources and defining goals prior to developing the reports. I was surprised at all of the dimensions available and am looking forward to getting started!

Susan BernardMarketing Director, Maze Health

I found the webinar very informative and like having the ability to ask questions live with the presenter.

Ken BarrMarketing Manager, We Florida Financial

Enjoyed this workshop. Instructor presentation was helpful and I look forward to applying some of the learnings to my current reports.

Whitney HartAssistant Director, Marketing Strategy Services at American Academy of Pas

Workshop dates and times:

WINTER 2025

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.
Friday, February 7, 2025
9:00 AM – 11:00 AM PST

Module 2: Building Data Pipelines and Advanced Reporting.
Wednesday, February 12, 2025
9:00 AM – 11:00 AM PST

ENROLL NOW

Winter 2025
Live Online
Mod 1: Feb 07
Mod 2: Feb 12

BUY NOW!

Prerecorded
Online

September 15, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

Digital and Advertising Copywriting Masterclass

September 14, 2022

Write With More Confidence and Effectiveness for All Digital and Advertising Media.

Special Winter Pricing: Regularly ~~$1,110~~ is now 50% off—$550. Enroll here (series beginning March 7th).
Note: The December 2024 series has been rescheduled to the March 2025 series.

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Winter 2025
Live Online
Mod 1: Mar 7
Mod 2: Mar 14
Mod 3: Mar 21

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

MODULE 1

Learn More

MODULE 2

Learn More

MODULE 3

Learn More

Introduction:

In this three-part copywriting Masterclass, you’ll be introduced to the essential principles of copywriting for digital and advertising channels, and explore the role that good copy plays in influencing behaviors and driving purchases. If you’re looking for inspiration for your email, ads, website, social posts and video scripts, you’ll come away with a greater feeling of confidence and a desire to experiment. You’ll also benefit from useful tips in writing longer web copy.

The course covers the role that tone of voice plays in cultivating a unique brand identity and how writers can adapt content and messaging to specific audiences. You’ll have the opportunity to take part in discussion with other participants while trying your hand at practical exercises and receiving constructive commentary and critique. Share your ideas in the interactive session online and get live feedback from instructor Phil Woodford, a top copywriter, creative director, and trainer. This course is limited to 15 participants.

In Module 1, you’ll focus on fundamental rules and practice writing headlines for advertising and short-form captions for social media. There’s an opportunity to consider the close relationship between words and imagery.

Module 2 is centered around audience and tone of voice as we explore website copy from both B2C and B2B environments.

The Masterclass concludes in Module 3, with advice on writing longer-form web copy, email, and video scripting.

In this course, you will:

Gain confidence in your own practical writing skills.
Learn techniques to make your copy more impactful and effective.
Focus on your readers and tailor copy to their needs.
Discover the best ways to approach copy and content online.
Explore the challenges of short attention spans, good usability, and SEO on the web.
Pick up techniques that can help you create more effective email, social posts, ads, and video scripts.

This interactive course has a student limit and sells out quickly. Enroll now to ensure your place.

Copywriting Masterclass, Module 1: Essential rules for writing and techniques for engaging the reader.

Description:

Good copy doesn’t emerge by magic. It’s most often the result of a writer observing several clear rules and principles. In this session, you’ll learn how to approach the writing task and gain tips on best practice.

After drawing up a checklist to guide you in your marketing copy, you’ll spend time exploring short-form communications, such as ads and social posts. How can we make them stand out in a world where people’s attention spans are diminished, and everyone is confronted by an increasing volume of messages?

Key Takeaways:

An understanding of the copywriter’s various roles as interpreter, salesperson, and psychologist.
Key inputs a writer needs to create better outputs—the role of the marketing communications brief.
Best-practice principles for writing in plain English, structuring copy effectively, focusing on your audience and conveying a clear central message.
The principles of persuasion that help convince readers to act.
Techniques for short-form copywriting in advertising and social media, including ways of approaching headlines designed to interrupt and engage.
The relationship between words and images and how both can play a part in creating an effective communication.

Copywriting Masterclass, Module 2: Audience and tone of voice.

Description:

Copy is usually stronger when it is written for a specific audience—making use of segmented data and effective targeting. In this module, you’ll look at the use of personas in marketing communication and the way in which writers adapt their copy to different readers, reflecting their aspirations and motivations.

There will also be an opportunity to examine tone of voice in shaping perception of brand and to observe some of the devices writers use to establish a rapport with an audience. Your instructor will encourage you to explore website content during the session, drawing conclusions about the strategies of the writer and their understanding of the reader.

Key Takeaways:

An awareness of different models of tone of voice – brand-focused, audience-focused and situational.
The use writers can make of demographic and psychographic profiles in a marketing communications brief.
Comparisons between different writing styles and tone of voice in both B2C and B2B environments.
Appreciation of the use of personas by copywriters and the role they can play in targeting copy effectively.
The importance of omission in copywriting—making informed decisions about what to include and exclude in a communication.
Tips on experimenting with tone of voice—practical exercises beyond the course.

Copywriting Masterclass, Module 3: Writing for different media and channels.

Special Pricing: Regularly ~~$1,320~~ is now 50% off—$660.

Description:

In this final session, you’ll have the chance to explore some of the rules that surround web writing in the 2020s—whether it’s the pressure to impress search engines, the science of usability and user experience or the need to engage people instantly in a world of diminishing attention. You’ll also look at some of the techniques that create more successful emails and different approaches to video content, including strategies for short-form video on social platforms.

You’ll be shown the way in which story-telling principles can be applied by copywriters, particularly in longer pieces of online content such as articles, blogs, case studies and thought leadership .

Key Takeaways:

Rules for writing online—taking into account the input of usability experts on scanning, chunking and page layout.
The best approaches for delivering impactful headings and subheads on web pages.
The relationship between copywriting and Search Engine Optimization (SEO) and general principles to follow.
How to use key words in copy while retaining naturalism and aiming for ‘elegant variation’ in your writing style.
Story-telling principles, including the application of the Freytag pyramid to the world of business writing.
Structuring and sustaining longer pieces of copy and strategies for creating powerful ‘kicker’ and intro paragraphs.
Tips for effective scripting and the role of the writer in shaping the narrative and effectiveness of online video.
Principles for more compelling emails—including subject line tactics to enhance open rates and options for A/B split testing.

How to Convince Your Boss Why You Should Take this Class:

Greater confidence: You’ll come out of the course with a more detailed understanding of the copywriter’s role and craft skills, allowing you to work more efficiently and effectively.

Greater competence: You’ll learn rules for copywriting best practice and be more aware of some of the potential pitfalls to avoid, leading to fewer errors.

Greater understanding: You’ll explore the way copy works across different media and platforms, helping you to craft words that are more appropriate and engaging. You’ll create more effective, social posts, emails, web pages and video scripts.

Greater cut-through: You’ll experiment with headline-writing techniques and examine the close interrelationship between words and images, leading to more impact with ads and social posts.

Greater adventurousness: You’ll be happier to experiment and try new approaches to copy, which may open up opportunities for more effective and impactful communication.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is the course for?

Marketing professionals at a range of levels and those working in communications, design and related fields.

The Presenter:

Phil Woodford

Phil Woodford headshot

Phil started his career organizing and marketing international conferences for an engineering institute in London, England, before pursuing a career as a copywriter. He became an agency creative director and subsequently embarked on a freelance career, in which he works as a writer, trainer, consultant and lecturer. His current clients are based in the UK, France, Italy and the USA.

Honors degree in Sociology from the London School of Economics.
Master’s degree with distinction in Occupational & Business Psychology from Kingston University, London.
Course Director for the UK Chartered Institute of Marketing (CIM) since 2006.
Member of the Judging Panel for CIM’s Global Marketing Excellence Awards 2023.
Professeur Référent at OMNES Education – France’s largest private university network.
Former visiting lecturer at University of the Arts London; University of Westminster; Birkbeck College, University of London; and St Mary’s University, London–teaching in a diverse range of areas including advertising, media trends, business writing and presentation skills.
Mentor to freelance and in-house copywriters.
Co-host of a weekly news review show on Colourful Radio, broadcast from the Africa Centre in London.
Trustee of Off The Record, a London-based charity which provides counselling services for young people aged 11 to 24.

Website: www.herecomesthecavalry.com

LinkedIn: https://www.linkedin.com/in/phil-woodford-9160421/

ENROLL NOW

Winter 2025
Live Online
Mod 1: Mar 7
Mod 2: Mar 14
Mod 3: Mar 21

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

The presenter, Phil Woodford was knowledgeable and proficient in his craft of copywriting. He posed great questions for feedback and collaboration. He always had valuable insights. The insight from the group was also beneficial. Phil’s voice was also an asset to this being an online course. He was easy to listen to and had an engaging speaking voice. I learned a lot from this course. Thank you. eneuman

Emily NeumanMarketing Specialist, Honor Credit Union

Workshop dates and times:

WINTER 2025

Module 1: Essential rules for writing and techniques for engaging the reader.
Friday, March 7, 2025
from 10:30 a.m. to 12:30 p.m. PST.

Module 2: Audience and tone of voice.
Friday, March 14, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

Module 3: Writing for different media and channels.
Friday, March 21, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

SUMMER 2025

Module 1: Essential rules for writing and techniques for engaging the reader.
Friday, July 11, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

Module 2: Audience and tone of voice.
Friday, July 18, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

Module 3: Writing for different media and channels.
Friday, July 25, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

ENROLL NOW

Winter 2025
Live Online
Mod 1: Mar 7
Mod 2: Mar 14
Mod 3: Mar 21

ENROLL NOW

Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

September 14, 2022/.

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to start maximizing your current email marketing strategy for acquiring and retaining customers, in a world of crowded email inboxes and mobile viewers.

We’ll talk about best practices for both B2B and B2C businesses around email copy, design, and implementation including setting SMART objectives to guide your campaigns, designing emails for engagement (and different devices), writing winning subject lines and email copy, when to send and how often, maximizing the size and quality of your email list, understanding your metrics and successfully conducting testing that gets results.

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy (2)

September 13, 2022

DMAnc.org Online Certification Workshops

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Special Pricing: regularly ~~$300~~ now $200. Enroll here.

(Special Series Pricing: All four Email Marketing Masterclass modules $1,200 now 35% off—$780. Enroll here.)

Introduction:

Email marketing is the foundation of any good multi-channel marketing strategy.

(Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Workshop date and time:

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy.
Tuesday, September 20, 2022 (9:00 am to 11:00 am PDT).

ENROLL NOW
Live Online
Sept 20th

ENROLL NOW
(Pre-Recorded Online)

(Special Series Pricing: All four Email Marketing Masterclass modules $1,200 now 35% off—$780. Enroll here.)

Key Takeaways:

Why you should add affiliate marketing to your marketing strategy:

Defining affiliate marketing:
1. What it is.
2. What it is not.
Clarifying terms to know:
1. Affiliate program.
2. Advertiser/Merchant.
3. Affiliate/Publisher.
4. Affiliate network.
  1. ShareASale.
  2. CJ Affiliate.
Affiliate software.
EPC—Effective Cost per Click.
Common mistakes:
1. Managing expectations.
2. Planning as part of the marketing mix.
3. Setting and forgetting.
4. Payout and incentives.
5. Time to recruit, activate and optimize.
6. Maximizing internal teams for opportunities.
Competitor analysis of choices, offers and activities.
Various methods available to advertisers:
1. Display ads and text links.
2. PPC.
3. Email.
4. Content (Bloggers, Podcasters, Influencers).
5. Coupon and discounts.
6. Cashback & loyalty.
7. Technology.
How to set up a program:
1. Choosing software and/or affiliate networks.
2. Dashboard.
3. Reporting.
4. Program description.
5. Parameters and terms.
6. Products:
  1. Descriptions.
  2. Images (such as logos).
  3. Ads.
  4. Payout.
7. Payment (credit card).
8. Specifications for basic starter ad groups (Checklist).
Running a program:
1. Planning offers to affiliates, such as coupons, discounts and payout tiers.
2. Recruiting affiliates.
3. Approval: manual vs. automatic.
4. Nurturing affiliates.
5. Payments: timely.
Join as an affiliate:
1. View competitor programs and leaderboards.
2. As additional income stream: Printful (swag).
3. As additional income stream: synergistic products & services.
Create referral and loyalty program to incentivize customers, affiliate partners.
Outsource to an affiliate manager or agency.

Enroll in Module 1 (Live Online) Enroll in Module 1 (Pre-Recorded)

The Presentations:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

The Presenter:

Kate Barrett

Founder
eFocus Marketing

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 14 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Some of the companies she has worked with or trained include Return Path (now known as Validity), Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others. Kate is a member of the DMA Email Council, regularly speaks at events around the world, and is a marketing lecturer for the IDM and CIM in the UK.

Kate is also the author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ available on Amazon.

Testimonials

Very pleased with today’s workshop! Received a lot of useful information and resources that will help me in my job. Can’t wait for the next one!

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great course for taking email strategy and tactics to the next level.

Rouba NajjarSenior Product Manager, GenScript, Inc.

Kate did a great job going through each topic in great detail, and I left the presentation with some clear action items on how to improve my email results.

Michael MarzeottiMarketing Automation Specialist, Advisor Investments

A great presentation that covered all the important details about the whole process of email marketing while giving great examples.

Amanda HiggsVisual Designer, Intuit

September 13, 2022/.

Email Marketing

Email Marketing Masterclass, Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy

September 13, 2022

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll Here (Module 1, Live).

ENROLL NOW

Winter 2025
Live Online
Mod 1: Jan 16

ENROLL NOW

Winter 2025
Live Online
Mod 1: Jan 16
Mod 2: Jan 23
Mod 3: Jan 30
Mod 4: Feb 06

BUY NOW!

Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

This is part 1 of a 4-part Email Marketing Masterclass series covering the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.

(Can’t attend a live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit recordings.)

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to maximize your current email marketing strategy. In a world of crowded email inboxes and mobile viewers, you’ll have the tools you need to acquire and retain customers more effectively than ever before.

We’ll talk about best practices for both B2B and B2C businesses for email copy, design, and implementation. We’ll cover designing emails for engagement (and different devices) and writing winning subject lines and email copy. You’ll learn when and how often to sendemails, , gain a useful new understanding of your campaign metrics, and successfully conduct testing that gets results.

Key Takeaways:

What you’ll learn:

Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement:
- Creating open-worthy subject lines.
- The anatomy of an email—key sections that every email should have, and that all need to be optimized, regardless of design.
- Optimizing for mobile and responsive design to enhance engagement across multiple devices.
- Optimizing email for the preview pane and blocked images, to ensure that your message always gets across and is actionable.
- Design techniques to draw the eye to your Call-to-Action (CTA).
- Optimizing your CTA color, placement, and wording to maximize clicks.
- Advanced email design: Interactive email to bring your message to life and help subscribers engage there and then:
  - Video in email—key do’s and don’ts.
  - GIFs—the right and wrong way to use them.
  - What are AMP and Creative HTML and how can you use them to better deliver your content to subscribers and generate engagement?
- Techniques to create copy that converts and connects with your subscribers.
Know your metrics—analyzing your results for trends, issues, and potential future opportunities.
Testing as a strategic issue; five steps to creating tests that get results you can use (across channels!).

ENROLL NOW

Winter 2025
Live Online
Mod 1: Jan 16

ENROLL NOW

Winter 2025
Live Online
Mod 1: Jan 16
Mod 2: Jan 23
Mod 3: Jan 30
Mod 4: Feb 06

BUY NOW!

Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

How to Convince My Boss Why I Should Take This Course:

According to eConsultancy*, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels. Email marketing is at the forefront of delivering on customer’s expectations of personalized communications that deliver on their expectations, with the right content and offers at the right time. This email series prepares marketers to think through how to turn your email marketing program into a customer-centric, high-performing multi-touch digital experience.

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentation:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is this Course For?

Anyone who manages the email marketing and marketing automation strategy for their company, including Email Marketing Managers, Demand Generation Managers, eCommerce Managers, Digital Marketing Managers, and Agency Account Managers who manage the email marketing strategy for their clients.

The Presenter:

Kate Barrett

Kate Barrett photo

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.

Publications:

eFocus Marketing Blog: https://e-focusmarketing.com/blog/.
Only Influencers Blog: https://www.onlyinfluencers.com/most-recent-articles/search?query=kate%20barrett.
Spotler & eFocus Marketing Podcast.

I have many years digital marketing experience and found the workshop useful. It was a good level in the middle of beginners and advanced.

Dawn ChamberlainMarketing Manager, Horsesmouth

The DMANC has expertly identified what the marketing community needs: in-depth training with the flexibility of a multi-day format. I can use the certificate of completion at the end to show my organization that I am committed to my ongoing development and improvement of our customer-facing emails.

Karen LoggiaDirector of Marketing, Tension Corp.

The session was thought-provoking and provided me with testing ideas to implement immediately.

Kelly StimpsonMarketing Manager, Advance Local

Kate was a very well-spoken host with a lot of insight and knowledge. She used real world examples of what works and doesn’t work within an email and used statistics to back up those ideas.

Meredith ChristmanMarketing Manager, Cornerstone Advisors Asset Management, LLC

The first workshop was extremely informative, and I came out of the session with takeaways that I will implement into future email campaigns. I learned more about placing pre-header text and a CTA at the very beginning of the email, and I am interested to see how this performs for us.

Erika WagnerDigital Marketing and Campaigns Specialist, General Electric Credit Union

Direct Marketing Association’s webinars are a must-attend for anyone in marketing! Kate is fantastic and keeps you engaged throughout the entire webinar. She offers greater insight and new ways of thinking about email marketing. Awesome job!

Janice SpiersMarket Insights and Communications Analyst, Synergy Flavors

This workshop was an excellent mix of technical and practical material that was easily absorbed. Excited to start applying the learning as soon as possible.

Craig ChamberlainMarketing Manager, Watlow

The knowledge I gained far exceeded the cost of the workshop. I walked away with a clearer understanding of applying concepts and practices I already know in an effective way around email automation, digital personalization, and omnichannel strategy.

Joseph KellyContent Lead, TE Connectivity

The workshop inspired me to improve my email practices and I can’t wait to implement the suggestions and see what improvements I get.

Maddie KapfhammerGraphic Designer, The Deciding Factor

The workshop moved at a very comfortable pace and had a great balance of concepts and real-life examples that made it easy to grasp the new information. I came away with a list of next steps that I want to tackle as the result of this workshop.

Darin JitchakuCRM Manager, Prince Resorts Hawaii

I thought this workshop was really interesting and relative to what I was hoping to learn more about. I appreciate that it covered all aspects of data, how to gather, analyze and use it properly to make the most of it. Plus it covered how personalization is the way to go from now on. Very well done!

Marwah AfifiPaula’s Choice Europe B.V.

Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great content and very skilled presenters.

Cecelia FleishmanGraphic Designer, Truly Nolen of America

Workshop dates and times:

WINTER

Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.
Thursday, January 16, 2025.
9:00 AM to 11:00 AM PST.

Module 2: Improving Email Deliverability to Get Your Emails in the Inbox.
Thursday, January 23, 2025.
9:00 AM to 11:00 AM PST.

Module 3: Improving Email Engagement with Personalization and Automation.
Thursday, January 30, 2025.
9:00 AM to 11:00 AM PST.

Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving Email Results with the Right Content at Each Stage to Drive Engagement.
Thursday, February 6, 2025.
9:00 AM to 11:00 AM PST.

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Winter 2025
Live Online
Mod 1: Jan 16

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Winter 2025
Live Online
Mod 1: Jan 16
Mod 2: Jan 23
Mod 3: Jan 30
Mod 4: Feb 06

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Module 1
Prerecorded
Online

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Modules 1-4
Prerecorded
Online

September 13, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

Video Production for Social Media Masterclass

September 12, 2022

A 4-Module Series on All Aspects of Video Production that Marketers Need for 2025

Special Winter Pricing: Regularly ~~$1,300~~ is now 50% off—$650. Enroll here (series beginning January 14th).

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Winter 2025
Live Online
Mod 1: Jan 14
Mod 2: Jan 28
Mod 3: Feb 4
Mod 4: Feb 11

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Spring 2025
Live Online
Mod 1: May 13
Mod 2: May 20
Mod 3: Jun 10
Mod 4: Jun 17

Learn More

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Introduction:

Now more than ever, organizations understand that video is a powerful tool for marketers. Video content in marketing is the most consumed and most engaged by consumers. It allows you to convey stories and identities in a short time, so you can quickly connect with your audiences and differentiate your brand or service.

Creating video content for social media can be enjoyable and rewarding. But if you’re a marketing manager, social media manager, graphic designer, or other marketing professional who doesn’t have dedicated video training, it can be challenging, too. Do you need a new camara? Can you use a smartphone? What are you supposed to do in pre-production? What software is best for editing? How and where do you post your finished product?

If you’ve got a lot of time, not much else on your plate, and are willing to wade through a ton of YouTube videos to find the ones with useful advice, you can try to figure it out on your own. But if you’d like to get to the good stuff faster and more efficiently, this is the course for you.

Award-winning film educator Sa-Ra Zwarteveen has created this four-module Masterclass specifically for marketing pros. You’ll skip the trial and error, and get expert, step-by-step guidance, training, and instructions that’ll save you time and frustration. You’ll practice, too, and get expert feedback while you plan, shoot, and edit short-form videos during this interactive course. By the time you finish, you’ll have the knowledge, skills, and confidence you need to produce professional videos for your social media and marketing content needs.

Module 1 of this course will cover the role and importance of video in social media and marketing, video content strategies, visual storytelling, and how to plan a video.

Module 2 will focus on technical aspects of video production, whether on your smartphone, tablet, or DSLR/Mirrorless camera.

Module 3 will help you gain editing skills in Adobe Premiere Pro for your laptop and CapCut for your smartphone or tablet.

Module 4 will cover the last stage of the video process: distribution and sharing your video with the audience you want to reach.

Key Takeaways

Gain hands-on experience in planning, shooting, and editing short-form marketing videos for social media.
Introduction to video content strategies and platforms.
Understand pre-production: storyboarding, creating shot lists, and writing scripts.
Practical experience in using camera angles, shot types, and camera movements to convey a brand story.
Understand technical camera aspects such as shutter speed, aperture, ISO, and white balance.
Basic editing techniques and principles, including adding graphics, captions, sound editing, and color correction, using Adobe Premiere Pro and CapCut.
Exporting video to different specs for different social media platforms.

Video Editing Software We’ll Be Using in This Masterclass:

We strongly recommend that you download the following software before the start of the workshops, as this is what the demos will be focused on:

Adobe Premiere Pro for your laptop, this is a professional-grade editing software. There is a 7-day free trial available at: https://www.adobe.com/products/premiere/free-trial-download.html
CapCut for your smartphone/tablet is a free editing app.
The Adobe Premiere Rush app for your smartphone if you plan to film on your smartphone instead of a DSLR or Mirrorless camera.

Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.

Description:

The first step in making a short-form video for social media and marketing is to understand the aim of your video and your target audience. This will then help you with the next stage in the video-making process: pre-production. Translating your idea and written copy to video requires an understanding of video terminology, language and grammar: what can a close-up convey? And how can you make your audience relate to the message in your video? In this module, you will learn about the different aspects of video language and put this knowledge into practice by starting pre-production for a marketing video.

Key Takeaways:

Learn about different video content strategies.
Learn about the importance of video in marketing through compelling figures and statistics.
Understand how to create video content for different social media platforms.
Understanding video language and how to use this to tell a story visually.
Learn about shot sizes, camera angles, camera movements, and composition.
Practice writing a short script for social media and marketing.
Experience in writing shot lists and storyboards.

Module 2: Shooting on Your Smartphone or DSLR/Mirrorless Camera.

Description:

Once the plan for your short video is finalized, you can start on the production stage of your video making process. This is when you would shoot all the footage that you need to tell your story coherently. In this module, you will learn how you can elevate your video and make your footage look professional by understanding and practicing technical aspects of your camera, as well as understanding how to set your lighting and record sound professionally. During this module and before the next module, you will shoot your own footage that you planned in the previous module.

Key Takeaways:

Practical experience in shooting different shot types, and camera angles.
Understand camera functions such as shutter speed, aperture, ISO, white balance, and manual focus.
Learning how to use Adobe Premiere Rush on your smartphone to shoot video, and how to use the DSLR/Mirrorless camera effectively.
Understand the importance of lighting and sound in video.
Practical experience in shooting interviews.
Learn about the importance of a-roll and b-roll footage.

Module 3: Editing Your Video and Exporting for Social Media.

Description:

After shooting all the footage for your video, you would progress into the next stage of the video-making process: post-production. It is important to edit your footage into a coherent story and ensure the message you want to convey is clear. In this module, you will learn about professional editing workflow and fundamental editing principles by editing the video you shot in the previous module. Adding titles and graphics, editing sound, and correcting color can elevate your video to make it stand out on social media. During this module and before the next module, you will edit your footage into a short marketing piece and receive feedback on your edit during the next module.

Key Takeaways:

Understand professional editing workflow and fundamental editing theory.
Video editing for continuity.
Montage editing.
Edit sound, correct color and add transitions.
How to add titles and motion graphics.

Module 4: Distribution and Tips and Trends in Video Marketing.

Description:

The last stage of the video-making process is distribution: this is where you will share your video with the audience you want to reach. You will gain an understanding of the different social media platforms, and what the audience’s expectations are for videos on each platform. You will also learn how to repurpose footage for landscape (horizontal) and portrait (vertical) videos to suit the social media platform. We will also look ahead to the future and discuss tips and trends in video marketing. In the last module, you will share your work and receive feedback from the course instructor.

Key Takeaways:

Understand social media platforms and audience expectations for video on each one.
Fundamental knowledge of aspect ratio, ideal video length, and video dimensions
How to repurpose footage for multiple platforms
Tips and trends in video marketing
The future of video marketing and how you can adapt to developing technologies.

How to Convince Your Boss Why You Should Take this Class:

Competitive advantage: video is at the epicenter of modern digital life. Having high-quality content that cuts through the noise will distinguish your brand from competitors.
Positive return on investment: 92% of marketers report that video marketing produces a positive return on investment. Doing this to a high level will increase that return.
Highly skilled workforce: a highly skilled workforce in video marketing means fewer outsourcing costs and better professional development for existing staff. The skills are there when you need them without extra costs.
Brand awareness: 94% of marketers report that video has improved public perception and awareness of their brand or service. Video content will build bridges between your identity and that of customers/clients.
Expert-led: With an instructor from the world-leading British Film Institute, your employees will be learning from the best.

The Presentations:

This workshop series gives the participant hands-on video-making practice with feedback from the instructor at every step of the video production process.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete PPT presentation.
Digital handouts on shot sizes, exposure triangle, and 3-point lighting.
Digital templates for shot lists and storyboards.
Motion graphics templates for Premiere Pro.
Color grading LUTs for Premiere Pro.

Who is the course for?

Marketing professionals at a range of levels and those working in social media, communications, design, and related fields.

The Presenter:

Sa-Ra Zwarteveen

Sa-Ra Zwarteveen teaches the Video Production for Social Media Masterclass for the Direct Marketing Association of Northern California.

Sa-Ra is an award-winning film educator and specialist in digital media, culture, and education. She works as a film educator and education programs coordinator at the British Film Institute. Sa-Ra also works as a lecturer at University College London, teaching film production to undergraduate and postgraduate students at the Institute of Education.

Her previous experience includes working at the Stedelijk Museum and EYE Filmmuseum in Amsterdam, where she programmed and delivered engagement and education events. Recent film education projects include the Chartered Institute of Marketing, London Film School, Cambridge University, Durham University, England and Wales Cricket Board, the Singaporean Government, and the Saudi Film Council.

Sa-Ra has extensive experience providing digital marketing and filmmaking courses for professionals in the UK and internationally. She is dedicated to film education and visual literacy as a discipline that can empower and drive creative experience.

Social media: www.linkedin.com/in/sarazwarteveen.

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Winter 2025
Live Online
Mod 1: Jan 14
Mod 2: Jan 28
Mod 3: Feb 4
Mod 4: Feb 11

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Spring 2025
Live Online
Mod 1: May 13
Mod 2: May 20
Mod 3: Jun 10
Mod 4: Jun 17

Sa-Ra was incredibly knowledgeable and professional in her presentation. She articulated everything in a way that was easy to follow and understand, and engaged with the class to make all participants feel welcomed.

Lindsay McFeleaDigital Marketing, COPFCU

Great workshop that can be applied to many different roles.

Jordan KnappSocial Media Manager, DiBella’s Subs

The first module of Video Production for Social Media was very informative and the 2-hour class flew by. Excellent instructor.

Robyn AdlerMarketing Manager, Chartwell, Inc.

I am exited about the Video Production for Social Media Masterclass. Sa-Ra is doing a great job with explanations and examples of the concepts that she is teaching. The Types of Videos, Filmmaking Stages and Film Language topics are covered well and exciting to learn about.

Robert FergusonCreative Services Producer, Patterson Pope

Sa-Ra did a fabulous job breaking down really complex subjects about filmmaking and video content strategy!

Alessandra DuqueSocial Media Manager, McKeeman Communications

This course does a great job introducing step by step of filming and social media.

Dana Van DeventerMarketing Admin Assistant, Southern Insurance Underwriter

Workshop dates and times:

WINTER

Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.
Tuesday, January 14, 2025 from 9:00 a.m. to 11:00 a.m. PST.

Module 2: Shooting on your smartphone or DSLR/Mirrorless camera.
Tuesday, January 28, 2025 from 9:00 a.m. to 11:00 a.m. PST.

Module 3: Editing your video and exporting for social media.
Tuesday, February 4, 2025 from 9:00 a.m. to 11:00 a.m. PST.

Module 4: Distribution and tips and trends in video marketing.
Tuesday, February 11, 2025 from 9:00 a.m. to 11:00 a.m. PST.

SPRING

Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.
Tuesday, May 13, 2025 from 9:00 a.m. to 11:00 a.m. PDT.

Module 2: Shooting on your smartphone or DSLR/Mirrorless camera.
Tuesday, May 20, 2025 from 9:00 a.m. to 11:00 a.m. PDT.

Module 3: Editing your video and exporting for social media.
Tuesday, June 10, 2025 from 9:00 a.m. to 11:00 a.m. PDT.

Module 4: Distribution and tips and trends in video marketing.
Tuesday, June 17, 2025 from 9:00 a.m. to 11:00 a.m. PDT.

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Winter 2025
Live Online
Mod 1: Jan 14
Mod 2: Jan 28
Mod 3: Feb 4
Mod 4: Feb 11

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Spring 2025
Live Online
Mod 1: May 13
Mod 2: May 20
Mod 3: Jun 10
Mod 4: Jun 17

September 12, 2022/.

Digital Marketing, Organic & Paid Social Media

Social Media Marketing Fundamentals

September 08, 2022

Content Marketing Strategies for Facebook, Instagram, TikTok, LinkedIn, and X

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll here (December 12th).

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Winter 2024
Live Online
Dec 12

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Winter 2025
Live Online
Feb 11

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Spring 2025
Live Online
Jun 10

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Prerecorded
Online

Why Take This Course?

Social media has altered how the world learns, connects, views, and purchases online, and offline. If you’re responsible for marketing a brand, you need to create a positive and consistent presence on the appropriate media channels for your industry, target audience, and goals. Doing it right can help you increase access, strengthen trust, build relationships, create a dialogue, and enhance your reputation. Doing it wrong—or not at all—risks making your brand invisible.

But when you already have many responsibilities on your plate, how can you be successful in a media-saturated market, and make it a repeatable process?

This one-module workshop gives a quick overview of the mechanics of social media from a social media manager’s standpoint. Social media strategist and instructor Beverly Theresa unpacks how organic social media works, where it is most effective, and ways to structure, manage and execute social media communications effectively.

In this two-hour workshop, you will learn the best practices for creating strategies that get results, understand what the data is telling you about your stakeholders, and leverage content to build an online presence that strengthens your brand reputation.
This fundamentals class will walk you through the process and give you the tools to succeed in social media marketing through 2025.

Quick Key Takeaways:

Overview of the social media landscape in 2025 and benefits of using social media marketing.
A look at Facebook, Instagram, Twitter, TikTok, and LinkedIn, comparisons of each platform, and how to decide which platforms are best for your business.
Fundamentals of an effective social media strategy.
Creating content that resonates and appeals to your audience, including real-life examples and what type of content performs best on each platform.

(Can’t attend the live workshop? No problem. This workshop is recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Key Takeaways:

Overview of the social media landscape in 2024 and benefits of using social media marketing.
A look at Facebook, Instagram, Twitter, TikTok, and LinkedIn, comparisons of each platform, and how to decide which platforms are best for your business.
Fundamentals of an effective social media strategy.
Creating content that resonates and appeals to your audience, including real-life examples and what type of content performs best on each platform.

How to Convince Your Boss Why You Should Take this Workshop:

For businesses wondering when to start making greater investments in social media, the time is now. The sooner you start embracing social media as a critical business function, the farther the strong social current will take you. Companies that fail to do so risk being left behind.

Not convinced? Consider these stats that prove just how important social media marketing is for businesses of every shape and size.

55% of consumers learn about new brands on social
43% of consumers increased their social media use to discover new products in the last year
78% of consumers are willing to buy from a company after having a positive experience with them on social
80% of business executives think it’s very important or essential to invest additional resources in social media marketing

This course helps advance your employee’s ability to manage your reputation and serve your customers on social media. As the statistics prove, this will have a positive impact on your ROI.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! This DMAnc.org workshop will be recorded, and the recording will be sent out within one business day of the live online class.
If you have further questions, you’re welcome to email the instructor.

Download Material:

Video of the presentation with slides and audio.
PDF of the PowerPoint slide presentation.
Social Media Kickstart Workbook.
2025 Content Calendar, Editorial Calendar, and Blog Calendar.
Social Media Management Checklist.
Social Media Image & Post Guidelines Template.
Content Creation Blueprint.
Social Media Engagement Strategies.
30 Social Media Tips Cheatsheet.
Social Media Management Weekly Planner.

Who is the course for?

This class is ideal for professionals who either have yet to launch a social media presence for their business or have just started their journey in social media marketing in the past year. If you’re unsure if what you’re doing is right, how to create content that converts, and are second guessing your posts, this class is for you!

The Presenter:

Beverley Theresa

Beverley Theresa is a social media strategist, consultant, and owner of Throwdown Social Media. She is an instructor for the Direct Marketing Association of Northern California, teaching two very popular courses: Social Media Marketing Fundamentals and Social Media Marketing Bootcamp. Her classes focus on organic social media marketing for businesses and brands looking to increase their social media presence to drive customers, leads, and awareness.

Over a decade of digital marketing experience focusing on social media strategies and tactics.
Specializes in social media consulting and training for service-based businesses.
Contributing author in Search Engine Journal How to Dominate Social Media: A Complete Strategy Guide.
Past featured speaker at conferences such as Social Media Camp, SocialWest, SocialEast, and SocialPacific.
Past clients include: the United Nations Association, Cushman & Wakefield, Terry Fox Foundation, and more.
Website: https://hellobeverley.com.
LinkedIn: https://www.linkedin.com/in/hellobeverley/.

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Winter 2024
Live Online
Dec 12

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Winter 2025
Live Online
Feb 11

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Spring 2025
Live Online
Jun 10

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Prerecorded
Online

I was very pleased with the workshop today. I thought that Beverly gave a good presentation on the basics of social media. It was really helpful to hear her suggestions for streamlining and making content for each platform.

Mnemosyne ChirollaDigital Media Coordinator, Construction Association of Michigan

I really liked the workshop– It was informative and I learned a lot!

Kelsey LongMarketing Coordinator, Chankaska Creek Ranch, Winery & Distillery

This was a good workshop for people looking to learn about social media and for those who are social media professionals for major corporations and businesses.

Derek PierceDigital Media Producer, United Way of King County

DMAnc and Beverley offered a great introduction to social media management that dove beneath the surface level to give actionable tips and training.

Zach TrumppMarketing Specialist, Heilind Electronics

Recycling TikToks and posting them as reels on Instagram is a great way to reuse content and gain traction! Most of the time TikToks do better on Instagram.

Kelly VanegasSocial Media Coordinator, Minerva Beauty

It was a good introduction to all of the current main social media platforms to help you figure out what might work best for your audience .

Nicole FiamengoLead Marketing Coordinator, Catalyst Pharma

Highly recommend! Applicable to all companies selling a service or product!

Christi KeevenMarketing Manager, Birge & Held Asset Management

A phenomenal overview–with suitable “deeper dives”–of the major social media channels. Also, brief description of what other webinars are upcoming. Best part: informational, no “puffing up about how great we are!!” That’s really refreshing. I got what I signed up for–and more!! Thanks.

Larry HarmsAZM/Houston Saengerbund

When I take a webinar, I look for engaging content that will be helpful. I didn’t realize two hours flew by because Beverley made this course fun and full of knowledge!

Nicole GraboyesGraphic Designer, Heilind Electronics

It was very informative and I’m glad I was able to attend. I learned some tips and tricks for social media marketing, as well as tools I think would be great for streamlining my content. I can’t wait to put into practice what I learned.

Kimberly GoochDigital Marketing Coordinator, The Everglades Foundation

Beverly was very knowledgeable and informative with a super friendly tone to her voice.

Amanda CramerS.E. International, Inc.

It’s a fantastic course if you feel lost when you hear the words “social media marketing”. Easily digestible information to help put those who are intimidated by social media at ease.

Stephanie SolaresInside Sales Coordinator, Delta Technology

The Social Media Marketing Fundamentals workshop was great and very insightful. Whether you’re just starting out on social media or want to go back to the basics, this is a great place to go.

Adrianna AzaraContent Designer, Trim-Tex

The course was so great. I will take the elements I learned back to my internal team members so we can implement with our clients. A lot of tips and information resonated with my day-to-day and ways to get better engagement for my clients.

Else RiemenschneiderAccount Manager, Studiothink

Presenters were inviting and friendly. happy to answer any question basic or more advanced.

Jen SchulzServices and Marketing Specialist, Cochlear Americas

Great overview if you’re new to social media marketing and want a broad view of where to start!

Heidi HarrisEcommerce Marketing Manager, Kendal Floral Supply

I enjoyed the presentation, I would recommend this to anyone that is interested in learning more about Social Media Marketing

Arlene DuncanCorporate Marketing & Digital Assistant, Brio Living Services

A great informative course that dives into each facet of social media.

Erin GeogheganGraphic Designer/Social Media Coordinator, Blount Fine Foods

This workshop was very informative. Covered the basics or multiple platforms. I would recommend this workshop.

Megan GrebeHealthcare Admissions Coordinator, Frederick Living

Good job with showing us the basic fundamentals of social media. Gained some good valuable information and will use that with our social media

Sergio SanchezBusiness Development, Huntington Brass

DMAnc workshop on Social Media Fundamentals is a great class. so many great tips and tricks. and sooooo much to learn!

Vicki KriczkyDirector of Marketing and Sales, Director of Marketing

DMAnc offered a great presentation on the Fundamentals of Social Media. It is exactly what I needed to know to get started marketing our Small Business and Social Car Club.

Rachelle BrownDirector, Metro Elevator., Inc.

This workshop helps to build a really solid foundational understanding of the importance of social media and actionable steps to having a strong social presence.

Arielle ChesterDigital Content Producer at ABC News

Very insightful presentation that will surely help us kickstart not only the brainstorming process for content, but how to best utilize this content on each social media platform.

Allison LandryMarketing Manager and Social Media Strategist, The Christopher Companies

Workshop date and time:

WINTER

Social Media Marketing Fundamentals: 1-Module Course
Thursday, December 12, 2024
from 12:00 p.m. to 2:00 p.m. PST.

Tuesday, February 11, 2025
from 12:00 p.m. to 2:00 p.m. PST.

SPRING

Social Media Marketing Fundamentals: 1-Module Course
Tuesday, June 10, 2025
from 12:00 p.m. to 2:00 p.m. PDT.

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Winter 2024
Live Online
Dec 12

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Winter 2025
Live Online
Feb 11

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Spring 2025
Live Online
Jun 10

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Prerecorded
Online

September 8, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

YouTube Channel Strategy and Production Masterclass

September 08, 2022

How to Succeed on the World’s Favorite Search Engine: YouTube

Special Winter Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll Here (Winter 2025).

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Winter 2025
Live Online
Mod 1: Jan 29
Mod 2: Feb 4

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Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

You could call 2024 the year that YouTube took over: growing 79% year-over-year, surpassing Instagram and Facebook in popularity, and becoming the second-most-visited website in the world. Most importantly for marketers, YouTube has become the world’s favorite search engine. It’s where consumers and business users go first for entertainment, education, product reviews, how-tos, and engaging content.

The power of that platform makes it essential for businesses of all sizes. That’s why 61% of B2C marketers and 48% of B2B marketers make YouTube an integral part of their marketing strategy. To achieve success on the platform, to build an audience, and to achieve your desired KPIs, you need to understand YouTube’s audience, its content types, and the algorithm that gets you in front of viewers.

Whether you’re just getting started on YouTube, looking for ways to revitalize a low-performing channel, or seeking to create a powerful strategy on the platform, this 2-module masterclass is the perfect place to start. This course is led by Adam Finer, a marketing data specialist and video creator whose YouTube channel on Business Intelligence (BI) has more than 100k subscribers. You’ll learn how to formulate a successful strategy for your YouTube content. And that, in turn, will help you to build your brand’s audience and influence.

This course will cover:

The mindset, focus, and steps you need to launch or revamp your channel for the best chance of success.
Different YouTube content types, their pros and cons, and how to choose the right mix for your goals and target audience.
Strategies and techniques for building your audience on and off YouTube.
Video production tips and tricks that help you maximize audience retention and engagement.
The video upload process, from export settings to thumbnails to keyword tags, and more.
How to improve video SEO and SERP ranking.

(Can’t attend the live workshop? No problem. These workshops will be recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Module 1: YouTube Content Strategy for Building Influence and Brand Positioning

In this first module, you’ll learn how to maximize the marketing potential of video content on the YouTube platform. You’ll learn:

The stats: understanding the value of video, mobile traffic, ad revenues, and video’s impact on SERPs.
What makes video engaging, and how it helps your customers to connect with your brand.
How to develop a content strategy that adds value for your audience.
How to conduct competitor research and content analysis to make sure your videos provide the most value and answer all the questions the YouTube audience is asking.
How to use YouTube Analytics data your content generates to continually fine-tune your content as you go.
SEO techniques you can use to feed the YouTube algorithm and rank your videos higher in search results.
Strategies and techniques for building your audience on and off YouTube.

With YouTube being the 2nd biggest search engine in the world receiving 3 billion more monthly visits than Facebook, it is essential for businesses of all sizes to have a presence on the platform.

However, without a good understanding of YouTube’s audience, its content types, and its algorithm, it can be hard to build influence and correctly position your brand.

This class will teach you what you need to know to formulate a successful strategy for your YouTube content that will, in turn, help you to build your brand’s audience and influence.

Key Takeaways:

In this class you’ll learn:

The correct mindset and focus necessary for starting your channel with the best chance of success.
The different content types at your disposal, and their pros and cons.
How to conduct competitor research and content analysis to make sure your videos provide the most value and answer all the questions the YouTube audience is asking.
How to use YouTube Analytics data your content generates to continually fine-tune your content as you go.
SEO techniques you can use to feed the YouTube algorithm and rank your videos higher in search results.
Strategies and techniques for building your audience on and off YouTube.

Workshop 2: YouTube practical guide to producing videos and optimizing content; and how to grow your channel and influence

In this second workshop, you will learn loads of practical tips and tricks on how to produce high-quality video content for your YouTube channel that will keep viewers engaged and increase your brand awareness and influence.

You’ll also be guided on the equipment and software you’ll need, from basic to advanced, to produce the best quality video possible.

With over 50 million channels on YouTube, it is becoming increasingly important to produce video content that cuts through the noise.

Fortunately, there are tried and tested ways of optimizing your content to help make it stand out from the crowd, feed the YouTube algorithm, and boost its SEO.

Key Takeaways:

In this class you’ll learn:

All about the different types of equipment you’ll need to produce the best quality videos possible.
Video production tips and tricks that help you prepare your videos to maximize audience retention and engagement.
The video upload process, from export settings to thumbnails to keyword tags, and more.
How to improve video SEO and SERP ranking.

How to Convince Your Boss Why You Should Take this Class:

YouTube is the second largest search engine after Google. Starting a YouTube channel for your business isn’t just a good idea. It may be one of the most important short-term, and long-term decisions you’ll make in terms of your larger marketing efforts. This is true for a huge variety of different reasons. From creating brand awareness to creating an online educational hub for your customers, there are a lot of different ways you can leverage your YouTube channel to grow your business and generate new leads. Many companies don’t get their YouTube or any video efforts off the ground due to a lack of staff training and resources. This course gets your employees trained and ready to launch a YouTube channel with step-by-step processes for each phase of a project. It’s time to get your team going!

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
Can’t attend the live workshop? No problem! These DMAnc.org workshops are recorded, and you will be sent the recording within 24 hours of the live class date.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
List of selected items for additional reading.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.
List of additional reading.
Video upload checklist.
Access to a plug-and-play YouTube dashboard template for Data Studio that you can use to easily monitor performance.
In addition to the PDF of the PPT presentation, you will also receive a video upload checklist as well as personalized feedback on one of your videos from the class instructor.

Who is the course for?

Marketing managers, social media managers, digital marketing managers, e-commerce managers, influencers, trainers, and agency account managers. This class is for anyone who has decided to start a YouTube channel to market their business/brand but is daunted by the idea of producing video content and would like to be guided by someone who has successfully built their own channel to the top 2% of all YouTube channels. Whether you already have experience creating video content or not, this class will make sure you’re producing content that is optimized for the YouTube audience and algorithm.

The Presenter:

Adam Finer

Adam Finer is a Business Intelligence professional, brand owner and YouTuber. His career has seen him work in the UK (London), France (Montpellier) and the US (San Francisco) on BI projects for some of the world’s biggest brands.

He has also built a rapidly growing YouTube channel (LearnBI.online) teaching BI concepts and techniques that currently boasts 30K subscribers.

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Winter 2025
Live Online
Mod 1: Jan 29
Mod 2: Feb 4

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Prerecorded
Online

Adam was very clear with how he presented the information and I absolutely loved how he had real examples of how he’s utilized these strategies on his own page – it shows all these tips and tricks work!

Rachael BlairVideo Producer, Marriott International

This is a thorough and detailed workshop around breaking into YouTube with best practices across search, audience and more. Highly recommended whether you’re just starting out or need a serious revamp of your low-success channel.

Kelsey KittleManager, Brand Marketing, Lumens

The insight I gained during this workshop is INVALUABLE. I can’t wait to start incorporating what I’ve learned into our digital / video strategies moving forward.

Kristen ModzelewskiSr. Digital Marketing Specialist, Clark-Reliance

A great way for anyone looking to start their YouTube brand to get their feet wet.

Trey YoungCreative Media Specialist, Candid Color Systems

Adam’s class was exceptionally well thought out, informative, and approachable to anyone of any experience level. It surpassed all of my expectations.

Aaron YoungDigital Content Specialist, HPC Fire Inspired

I really liked this webinar, it was easy to follow, understand, and you could tell Adam really prepared for it.

Belicia HernandezMarketing Associate, Pathfinder Systems

This educational session offers great information for those considering starting a YouTube channel and some basic reminders for those who already have established a channel. This is great information for any size company or organization.

Nicole HallSenior Communications Specialist, San Diego County Regional Airport Authority

Well thought out, wide range of topics covered and done so in an authoritative way.

John-Michael SeeberContent Manager, Designory

Workshop dates and times:

WINTER 2025

Module 1: Covers content strategy for building influence and brand positioning.
Wednesday, January 29, 2025.
from 9:00 a.m. to 11:00 a.m. PST.

Module 2: Provides a practical guide to producing videos and optimizing content; and how to grow your channel and influence.
Tuesday, February 4, 2025.
from 9:00 a.m. to 11:00 a.m. PST.

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Winter 2025
Live Online
Mod 1: Jan 29
Mod 2: Feb 4

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Prerecorded
Online

September 8, 2022/.

Digital Marketing, Search Marketing & Data Analytics

Using Google Analytics 4.0 Masterclass

September 06, 2022

Practical Applications of GA 4.0 for Digital Advertising

Special Fall Pricing: Regularly ~~$1,100~~ is now 50% off—$550. Enroll here.

Special Winter Pricing: Regularly ~~$1,100~~ is now 50% off—$550. Enroll here.

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Fall 2024
Live and Prerecorded Online
Mod 1: Recorded
Mod 2: Dec 11
Mod 3: Dec 18

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Winter 2025
Live Online
Mod 1: March 05
Mod 2: March 12
Mod 3: March 19

Prerecorded
Online

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Marketing professionals live and die by web analytics. We use that data to make marketing decisions about SEO, SEM/PPC, social media, email marketing, and all other digital marketing efforts. We also need to be able to share our data with other teams and upper management, to get buy-in from stakeholders, to champion our work, and to foster growth and success in our organizations as a whole.

With Google Analytics 4.0, Google has introduced an incredibly powerful tool for gathering and understanding web traffic data. The reporting isn’t limited to data from websites, either, but also from social media, YouTube, ad platforms, streaming services, blogs, and other online sources—everywhere you want your brand to be.

In Google Analytics 4.0, Google fundamentally rewrote their analytics tool. It has more exciting features but it works differently than GA3, its predecessor. To take full advantage of Google Analytics 4.0, you need to know how it works, where to find hidden tools, and how to use them.

This masterclass, taught by bestselling author and Google insider, Andreas Ramos, guides you through the landscape of Google Analytics 4.0. You’ll learn how to make the most of this analytical powerhouse, from installation to mastery. We also cover the new Explore tool that lets you create your own data dashboards, and you’ll get a 22-page PDF guide to the Explore tool, for convenient reference when you’re implementing it in your own work.

The course is taught with a live Google Analytics 4.0 account. Google continues to develop Google Analytics 4.0, so the course is updated for every presentation to give you the most current information, tips, insights, and techniques.

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.

The first module includes an introduction to Google Analytics 4.0 (GA4), and its interface. You’ll learn how to install GA4, and how to create and use tracking tags in Google Tag Manager (GTM) for WordPress, Wix, and other CMS systems. We also cover how to configure the GA4 Admin panel and add and manage users.

You can follow along with your Google Analytics 4.0 account, or use a free, publicly accessible Google Analytics 4.0 account. If you need a step-by-step refresher after you complete the course, you can review the recorded video anytime.

Key Takeaways:

Why did Google create Google Analytics 4.0 (GA4)?
How to get access to the public version of a GA4 account.
How to install and configure GA4.
How to install the GA4 tracking tags in WordPress and other CMS tools with Google Tag Manager (GTM).
How to check the GA4 and GTM tags.
How to configure the GA4 Admin panel.
How to add and manage users.
How to increase data retention.
How to use the change history.
Filters, dashboards, views, automated reports, and alerts in GA4.
How to understand analytics data with a bit of statistics.
Resources for GA4: Links at Google, other sites, and ebooks.

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.

In this module, we’ll look at preconfigured reports in GA4. Use these to learn about your visitors, how they found your website, what pages they are opening, and the devices they are using. With a better understanding of who comes to your website and how they got there, you can attract more visitors, target your audiences more accurately, create better marketing messages, and discover untapped markets. You can also export and share data with other teams so they can improve their work.

Key Takeaways:

GA4 has 14 basic reports.
- We start with the Real Time report, which is invaluable for short-term data snapshots of minute-by-minute activity.
- The Life Cycle Section includes acquisition, engagement via events, monetization, retention, and other metrics.
- The Monetization report lets you track purchases and revenue.
- The Retention report shows your website’s “stickiness” in getting visitors to come back. You get easy-to-understand reports of Daily Active Users (DAU), Weekly Active Users (WAU), and Monthly Active Users (MAU) and how these compare to each other.
- The Users Section includes valuable demographics, such as age, gender, language, city, country, and interests.
- The Technology report tells you about your visitors’ devices, OS, browsers, screen size, app version (iOS and Android), and so on. Knowing this not only tells you valuable information about your target audience, but can also help you craft better experiences for them.
- The Advertising section includes reports on your website’s ad revenue.
- The Events report (Called “Conversions” in GA3) has been updated. It now shows all of your active events, and includes additional user actions. GA4 uses a new data model so you can track literally any action as a conversion.
In addition, we cover the search bar, calendar, and the Insights Panel. We also cover how to use Comparison (called Segmentation in GA3). Instead of a graph with a single line for all devices, you can separate that line into different devices, such as desktop, mobile, and tablets. You can compare your traffic sources such as direct, organic, search, paid, and referral. Just by looking, you can easily spot trends, compare differences, and see which are having the most impact on your campaigns.
A few final slides cover general issues with GA4, such as how to use UTM tags to track clicks on social media postings and social media ads, how to know when you’ll have to switch to the paid version of GA4, what happened to Google FloC, Google Topics, and how to get additional help from Google.

Module 3: Using GA4’s Explore to Build Custom Reports.

In this third workshop module, you learn how to create custom reports with the Explore tool. In contrast to GA3, which has dozens of ready-to-use reports, GA4 offers only a few basic reports and then leaves it up to you to create the others you need. Explore, a core feature of GA4, allows you to select and present your data in many formats, which is invaluable when you need to share your data with others in your organization, and gives you powerful new ways to analyze your data. Once you master it, you’ll find its flexibility indispensable.

Another major new feature of Explore is predictive analytics. Google AI uses your data to predict audiences (such as men 18-24 in California who use desktop computers, or women 25-34 in New York who use Android phones) who are likely to buy from you in the next 28 days. You can easily adjust this to capture the value that you want.

This class uses a live connection to GA4, so you can see it working in real time. You’ll get a video recording of the class, plus a 22-page handout with numbered steps that you can use to create your custom reports.

Key Takeaways:

The Explore Tool: How to create your customized GA4 reports.
Overview of Explore of the tools and features.
The template gallery and the types of reports that you can use.
An acquisition report.
A conversion report.
User behavior report.
Predicted top spenders report.
Ecommerce report.
Gaming report.
User lifetime report.
How to see anomalies in your data.
How to use Segments to create audiences in your reports. You can create just about any kind of group as a segment for further analysis and comparison.
How to use filters to focus the data in your reports. Instead of all cities in the world, you can see only the cities in your state.
The predictive metrics report is new in GA4. Google uses your data to predict the demographics of who will likely buy from you.
Finally, a few notes on the future of Google Analytics.

How to Convince Your Boss Why You Should Take this Class:

Google will be sunsetting Google Analytics 3.0 sometime in 2023, they say. Your digital marketing team needs to understand the data presented in Google Analytics 4.0 and how to manipulate the reports.

With objective data, your teams can create and manage digital marketing that reaches your business goals.

Google Analytics shows you what works or doesn’t work. Use data (not guesswork, tradition, or opinions) to make marketing decisions.

The Presentations:

The Google Analytics 4.0 workshops are hands-on and practical.
You’ll see many examples, tips, notes, and insights so you’ll understand how to use Google Analytics 4.0.
Workshops are live, so you can ask your questions.
Can’t attend live workshops? No problem! All workshops are recorded. If you have questions, you’re welcome to email the instructor.
Screenshots with step-by-step instructions in numbered lists with links.
You can copy the examples, edit them, and use them in your work.
Each section has handy checklists that you can use for your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.
Guide to using the Explore tool. Fifteen pages of numbered steps show you how to build your reports.
A list of the 1,300 topics that Google uses for targeting in marketing.

Who is the course for?

This masterclass is for digital marketing managers, marketing managers, social media managers, web masters, ecommerce managers, demand generation managers, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits who use Google Analytics to understand their digital marketing data.

It’s especially useful to:

Anyone who relied on GA 3.0 before.
Anyone who must present or share their data with other stakeholders and decision-makers in their organization.
Anyone who manages a marketing team, agency, or consultant, whether you do the data analytics work yourself or oversee others who do it for you.

The Presenter:

Andreas Ramos

Andreas Ramos head shot

Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.

Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
In Palo Alto since 1992.
Master’s degree from Universität Heidelberg, Germany.
Website is https://andreas.com (online since 1994).
Social media: LinkedIn https://linkedin.com/in/andreasramos/ and X (formerly Twitter) https://twitter.com/Andreas_Ramos.
Contact Andreas at [email protected].

ENROLL NOW

Fall 2024
Live and Prerecorded Online
Mod 1: Recorded
Mod 2: Dec 11
Mod 3: Dec 18

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Winter 2025
Live Online
Mod 1: March 05
Mod 2: March 12
Mod 3: March 19

BUY NOW!

Prerecorded
Online

Excellent introduction to G4 Analytics!

Abigail BrowningVice President, Penny Publications, LLC

This is a great intro to GA4 and helps clarify many things that are not included in Google’s documentation.

Nataly WelchMarketing Trainee, ICAST

Excellent course in explaining the new features and changes of Google Analytics 4

Josephine BrienzaManager Design & Production, Web & Digital Publishing, Penny Publishing, LLC

Great value and insights into Google Analytics GA 4.0 and beyond. Highly recommend the full course covered in three workshop modules.

Dana Fodorean-MarinovaSenior Analyst Search Engine Marketing, Digi-Key Electronics, Germany, GmbH

This GA4 course gave me a better understanding of how to leverage the platform. It was helpful to understand how to build segments using AI.

Karn FiskMarketing Analyst, Hamilton Company

GA4 isn’t the end of the world, it’s a new world. Be prepared for it.

Bud KleppeDirector of Marketing, CarTech Books

Terrific course especially for those who do not know much about GA4 (like me)!

Barbara EjnesVP Marketing, Continuing Education Company

This workshop is very informative and helpful with understanding the differences between 3.0 and 4.0, as well as getting started with 4.0

Kyleigh ForbesMarketing and Communications Specialist, ASCEND Cardiovascular

One of the best courses I have ever taken! Amazing, relevant, unique content. Worth every dollar and minute of your time!

Danielle ThorntonDigital Growth Manager, Nature’s Way

The teacher was extremely detailed and great at explaining the difference between GA3 and GA4.

Kathryn BasileSpringer Publishing Company

This workshop provided very useful information and it allows me to develop my knowledge about Google Analytics’ tools.

Dana Fodorean-MarinovaSenior Analyst Search Engine Marketing, Digi-Key Electronics Germany GmbH

Great course! Instructor is very knowledgable and definitely has tons of experience. I’m more on the advanced side of things, using the Google stack for over a decade and the intro course was still very helpful.

Jesse NuttallDirector of Digital, Director of Digital

Very knowledgeable instructor.

Dina CliffordDirector of Marketing, NIC, Inc.

For not knowing much about Google Analytics, I now have the confidence to tackle this beast.

Richard MoralesDirector of Marketing and PR, Mid-Valley Hospital & Clinic

Great overview of GA4. It will help you understand what GA4 is, how it differs from it’s predecessor, UA, and how to install it.

Matthew WillisWeb Developer, Hoyu America Co, LTD

Andreas is a great resource on a variety of topics, explaining things in an easy to understand way whether you are a novice or seasoned professional.

Steven LafontaineInternet Marketing Director, West Coast Self-Storage

Workshop dates and times:

FALL

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.
Prerecorded Online.

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.
Wednesday, December 11, 2024
12:00 p.m. to 2:00 p.m. PST

Module 3: Using GA4’s Explore to Build Custom Reports.
Wednesday, December 18, 2024
9:00 a.m. to 11:00 a.m. PST

WINTER

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.
Wednesday, March 5, 2025
12:00 p.m. to 2:00 p.m. PST

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.
Wednesday, March 12, 2025
12:00 p.m. to 2:00 p.m. PDT

Module 3: Using GA4’s Explore to Build Custom Reports.
Wednesday, March 19, 2025
12:00 p.m. to 2:00 p.m. PDT

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Fall 2024
Live and Prerecorded Online
Mod 1: Recorded
Mod 2: Dec 11
Mod 3: Dec 18

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Winter 2025
Live Online
Mod 1: Mar 05
Mod 2: Mar 12
Mod 3: Mar 19

BUY NOW!

Prerecorded
Online

September 6, 2022/.

Digital Marketing, Search Marketing & Data Analytics

SEO 2025 for Digital Marketing Masterclass

August 06, 2022

Revolutionize Your SEO with New Insights and AI

Special Winter Pricing: Regularly, ~~$1,300~~ is now 50% off—$650. Enroll here.

ENROLL NOW

Winter 2025
Live Online
Mod 1: Feb 05
Mod 2: Feb 12
Mod 3: Feb 19
Mod 4: Feb 26

Prerecorded
Online

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In 2024, the digital marketing world was rocked by two transformative events. The first is something everybody is talking about: the rise of AI, and its utility as a tool that marketing professionals can use to save time and work more efficiently. The second has largely passed under the radar, but it’s just as consequential: the testimony of Google VPs and engineers in the 2023 Google antitrust trial revealed a treasure trove of insights into how Google structures its search. And that has revealed unprecedented information about improving SEO for your websites and pages.

This course has been completely rewritten to help you take advantage of these two changes. In this four-module SEO masterclass, you’ll get the knowledge you need to formulate an effective SEO strategy. Instructor Andreas Ramos will lead you on a deep dive that will help you to understand and master Google search. And you’ll learn how to use AI to execute your SEO plan with confidence and results.

You’ll learn:

Google’s Ranking Secrets: Uncover how Google evaluates and ranks pages. Learn what works, what to avoid, and how to align your pages with Google’s criteria.
How to leverage AI for SEO: We will also show you how to leverage the new AI tools like ChatGPT and Bing Chat to optimize your keywords, meta-tags, and page content. Learn to craft messages that resonate with your audience while effectively integrating your USP, UVP, and CTA. Our course includes Andreas’s eBook on prompt crafting.
Keyword Mastery: Discover methods to find the most effective keywords and spoken queries tailor-made for your content and target audience.
On-Page SEO Excellence: Learn techniques to enhance user experience and engagement on your pages.
Technical SEO Insights: Identify and fix technical issues that hamper your page rankings.
Off-Page SEO Strategies: Additional tactics to bolster your page’s position in search results.
Speed Optimization: Understand how to accelerate your page loading times, a key factor preferred by Google.
Skills beyond SEO: What you’ll learn here will be applicable beyond web pages, to help you gain more reach and better ROI in digital advertising, social media, and content marketing.
Bonus 1: Codes, checklists, tips and techniques you can immediately apply in your work.
Bonus 2: This Masterclass includes a free copy of Andreas Ramos’ eBook, Prompt Crafting for Digital Marketing.

Module 1, Keyword Research and AI for SEO.

Description:

Understanding Google sorting and ranking. We begin by looking at how Google selects which pages will appear in search results. You’ll understand how Google sorts and ranks websites and pages. This is entirely new material, based on what we learned from Google’s internal documents and testimony in the 2023 Google antitrust trial. We interpret what it means and how to adapt your SEO to Google’s systems.

Understanding AI and how to use it in your work. We’ll explore how AI tools, such as ChatGPT, Microsoft Copilot, Google Gemini, Anthropic Claude, Sonnet, and others, can be used for SEO. These AI applications make it easy to find good keywords, write meta-tags, and do many other SEO tasks…if you write good prompts. By understanding how Large-Language Model (LLM) AI works, you can use it better. We will show how to write advanced prompts so the AI can create replies to you that present your company and goals. These replies also match your target audiences and add USPs, UVPs, and CTAs. We include a 28-page PDF on how to write prompts.

Keyword research. Keyword Research is the foundation of SEO. You’ll see how to use Google tools and AI to find your audience’s keywords to search for your company, products, and services on desktop, mobile, and voice search. This includes how to find the keywords that bring visitors to your competitors. Then, use these questions, keywords, and phrases to write your meta-tags (TITLE tags and DESCRIPTION tags), page headings, body text, image captions, links, and more. You also use keywords for pages, ads, social posts, content marketing, and to make videos.

You’ll also see how to convert all keywords to lowercase in one step, sort keywords into categories, make permutations of the best keywords, and quickly translate keywords into other languages.

Key Takeaways:

In this class you’ll learn:

Learn how Google reviews and selects websites. For any topic, there may be millions of pages. How does Google select ten to twenty thousand of those pages and narrow it down to a few hundred, which ends up as the few dozen pages presented to users? What do Google’s 16,000 Quality Reviewers look for? What are the red flags for Google? We’ll cover this, step by step, based on Google’s internal documents and court testimony in the 2023 Google antitrust trial. You’ll have clear guidelines for improving your pages to match Google’s goals.
How to use LLM AI (ChatGPT and so on) for SEO: This covers how to write advanced prompts that use your organization, goals, and target audiences so it can write text that matches your visitors’ interests.
Keyword Research: We examine free tools for finding thousands of keywords, including your competitors’ keywords. You’ll also learn how to find your audience’s questions when they search.
Competitive Research: You can also use tools to find your competitors’ keywords and understand their pages, which gives you ideas for your pages.
Checklists: Each section includes a checklist for your work.
Bonus: We also give you spreadsheet templates for managing your keywords.

Module 2, On-page, Image, UX/UI, and Speed SEO.

Description:

In the second module, we dive into on-page SEO, image SEO, UX/UI SEO, and Speed SEO.

On-page SEO is all about enhancing what your visitors see on your website and pages. By improving site architecture, page design, grammar, text, and visuals, you can directly boost your search rankings, you can directly boost your search rankings by improving site architecture, page design, grammar, text, and visuals. We’ll guide you in utilizing AI tools to elevate your content and image quality, making your site more appealing to users and search engines.

Image SEO looks at issues around image formats (JPG, PNG, WebP, and so on), the kilobyte size of images and how to compress them while keeping high quality, methods to get images to load faster, and other items.

UX/UI SEO (UX = User Experience) and UI (User Interface) look at improving the visitor’s experience. The better the website works for visitors, the higher your engagement rate and conversion rate, which are part of Google’s metrics for scoring pages.

Finally, we look at Speed SEO. Studies show visitors prefer faster pages, so this section shows you how to measure the speed of pages and steps to improve page speed.

Our approach is straightforward and user-friendly. We provide clear, step-by-step instructions with practical examples that you can easily replicate and adapt. This workshop will empower you with knowledge and tools.

Key Takeaways:

In this class you’ll learn:

You’ll see how to use AI to sort keywords into categories quickly, use that to create additional pages, find more keywords, sort keywords by the target audience, interests, intent, and seasonality, generate word clouds, create mind maps, translate your keywords into sixty-six languages, and more. This lets you write better pages that align with Google’s criteria quickly.
We’ll look at how images work in SEO. How to reduce the kilobyte weight of images on your site. The impact of image formats. Which images to compress? Comparison of results when compressing images. New image formats. Size of webP format, GIFs, SVG, carousels, and video. How do you use different sizes of the same image? Examples of code that you can add to your web pages to accelerate images.
On-page SEO covers changes that you can make to the webpage for visitors.
UX/UI SEO looks at how to improve the visitor’s experience. The better the website works for visitors, the better your engagement and conversion rates. Examples of good and bad web design: placement of buttons, tracking tags, content, and more.
Speed SEO shows how to measure the speed of pages and steps to improve that page speed. Google’s new CWV speed metrics include FCP, LCP, CLS, and FID. What does this mean, and how do you see the scores? How to use your Google Analytics to see page speed and decide which pages to optimize first. How to reduce the amount of text on your site.
Optimizing for mobile vs. desktop: See traffic results and share them with your team to guide design changes.
Dozens of practical tips and ideas to improve the speed of your pages.

Module 3, Technical SEO.

Description:

Module three dives into technical SEO. This involves tweaking your site’s HTML code to ensure search engines categorize your pages correctly. We cover the essentials of editing HTML meta-tags, page headings, body text, ALT tags, and link texts. To simplify this process, you’ll receive a handy spreadsheet that helps keep your meta-tags within Google’s character limits. Plus, we’ll demonstrate effective methods to test and optimize your meta-tags.

You’ll also learn to use analytics to strategically select pages for SEO enhancement and discover advanced techniques for optimizing images, including editing hidden text. The workshop doesn’t stop there; we’ll explore other technical areas such as canonical tags and HRefLang tags, handling 404-error pages, implementing 301 redirects, repairing broken internal links, and creating XML sitemaps for pages and images.
.
Many SEO steps in this module can be enhanced with good AI use. We’ll show you examples, prompts, and results so you can copy them and use them in your work.

Key Takeaways:

In this class you’ll learn:

What does Google consider a good page? You’ll see how you can use AI to compare your pages with Google’s ideas.
How do you use AI to write better meta-tags and headings, tools to suggest and optimize all the meta-tags on your site, and a spreadsheet to manage meta-tags?
Tools to see the meta-tags on your site (and your competitors’ sites).
SEO includes the text on your page, such as headings, sub-headings, body text, and links. You can also use AI to write these.
Technical issues include canonical tags and HRefLang tags, 404-error pages, 301-Redirects, how to find and fix broken internal links, and XML sitemaps for pages and images.
How can you quickly create structured data for your pages that Google can use to index your pages?
Bonus: Code examples to copy, edit, paste, and use

Module 4, Off-Page SEO and SEO ROI Analysis.

Description:

Our fourth module looks at off-page SEO. For many years, Google said you can’t improve ranking by making changes outside of your web pages, but it turns out you can. This module focuses on strategies to enhance your online presence and visibility beyond your website. Off-page SEO is crucial in attracting more visitors and boosting your site’s visibility, credibility, and authority. We’ll navigate through various techniques, including effective link building, social media engagement, securing links on news sites, link directory registrations, optimizing your Google My Business profile, and more. These tactics are vital to expanding your digital footprint and driving increased traffic to your site.

But that’s not all. This session also looks at the essentials of SEO reporting. Learn how to create insightful SEO reports and analyze visitor data, page performance, rankings, and keywords. We’ll guide you through justifying the ROI of your SEO efforts, equipping you with the knowledge to demonstrate the value of your work.

Additionally, we provide an overview of the most common SEO topics and metrics essential for anyone in the field. We’ll discuss establishing an effective SEO helpdesk to further support your organization’s SEO initiatives and ensure ongoing support and optimization.

We add a list of comprehensive SEO tools and resources list. This curated collection will help you stay updated with the latest trends and best practices in SEO and digital marketing, ensuring you remain at the forefront of the industry.”

We provide clear, real-world examples and a series of practical, step-by-step tactics tailored to your organization’s website.

Additionally, the workshop includes a wealth of resources: examples, links, and customizable code snippets. These materials are designed for easy application, allowing you to immediately implement changes and see tangible improvements in your website’s loading speed.

We close this module and the course with a brief look at the future of search engines, SEO, and AI
.

Key Takeaways:

In this class you’ll learn:

Off-page SEO covers the changes you can make outside your website that affect your ranking.
How to build quality inbound links.
How do you check for links from your site to bad sites?
How to block bad (toxic) incoming links.
You need to explain why you need to include experts on your site, how to find them, and how to cite them on your pages.
How to place your press releases on 100+ media sites, magazines, and newspapers.
If your organization has dozens (or hundreds) of locations, there’s a way to list all of them on Google.
Off-page SEO includes social media. You’ll see how to use ChatGPT to write hundreds of audience-specific social media posts in minutes, complete with the tone, emoji, and CTAs.
How do you get your organization in the Knowledge Box at the top of Google?
How to use web analytics to get data and create reports for SEO.
How do you justify the cost of SEO work?
List of resources for information and help in SEO.
The future of search engines, SEO, and AI.

How to Convince Your Boss Why You Should Take this Class:

Completely updated for 2024, this course offers fresh insights into Google Search’s workings, especially in light of testimony and documents from the 2023 Google antitrust trial. We emphasize using AI tools to better understand your audience and create web pages that resonate with their interests. This course is for every company size, from SMB to enterprise-level SEO, aimed at boosting traffic, enhancing brand awareness, and increasing sales and conversions.

SEO isn’t just about visibility in search engines; its concepts can also be applied to digital advertising across platforms like Google Ads, Facebook, and LinkedIn, as well as social media posts, content marketing, and videos to attract more visits, leads, and sales.

Our course is particularly valuable for internal teams who possess an intimate understanding of your organization’s goals, products, and services. Unlike external agencies or consultants, internal teams can communicate these aspects more effectively. This course empowers your internal team to:

Implement advanced SEO strategies tailored to your business’s unique needs.
Use AI and data analytics to create content that aligns with your audience’s preferences.
Integrate SEO techniques across digital marketing channels for a cohesive online presence.
Measure and analyze the effectiveness of your SEO efforts to continually refine your approach.

Equipping your team with these skills enhances online visibility and ensures a consistent and effective digital marketing strategy across all platforms.”

The Presentations: Live or On-Demand

The presentation is both live and on-demand (recorded).
The live presentations let you ask your questions and get answers immediately.
Take the recorded presentations if the schedule doesn’t fit your calendar.
Step-by-step instructions in numbered lists complete with links to do this yourself.
The course includes illustrations and examples you can copy, edit, and use in your work.
You’re welcome to ask follow-up questions by email.

Download Material:

Recorded video of the presentation with slides and audio.
All PowerPoint presentations as PDFs.
Step-by-step instructions in numbered lists with links and checklists.
Supplementary materials, including spreadsheets for managing keywords, sorting keywords, and translating keywords, and eBooks.
The Google Quality Rater Manual, Google’s internal training manual for their 15,000 reviewers.
LinkedIn Profile Optimization eBook by Andreas Ramos.
Prompt Crafting for Digital Marketing eBook by Andreas Ramos.

Who is the Course for?

Marketing managers, digital marketing managers, search marketing managers, webmasters, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits.

The Presenter:

Andreas Ramos

Andreas Ramos head shot

Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.

Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
In Palo Alto since 1992.
Master’s degree from Universität Heidelberg, Germany.
Website is https://andreas.com (online since 1994).
Social media: LinkedIn https://linkedin.com/in/andreasramos/ and X (formerly Twitter) https://twitter.com/Andreas_Ramos.
Contact Andreas at [email protected].

ENROLL NOW

Winter 2025
Live Online
Mod 1: Feb 05
Mod 2: Feb 12
Mod 3: Feb 19
Mod 4: Feb 26

BUY NOW!

Prerecorded
Online

These workshops have a lot of great information and is presented in a straightforward manner. Thank you for making it possible for people to learn without having to go to college for it.

Crystal SchwartzDirector of Marketing, Pine Village

I liked the detailed examples along with links and recent data point. Some slides were updated right before the class to address news in the market.

Anna PlehnEcommerce Marketing Manager, ViewSonic

This is about the 3 rd class i’ve taken with DMANC, and i keep coming back for the relevance of the content, and we get updates to the information in real time.

Amanda PruynDigital Specialist, Progressive Medical

Eye-opening! There’s so much I need to do and check on our eCommerce site!

Lily HunterSenior Product Manager, eCommerce and Supplies, Roland DGA

This was a nice simple intro into SEO. Nice and basic with some helpful hints and tricks.

Jennifer VandeWaterDigital Marketing Execution Manager, Chevron North America

The workshop was great! I would like to actually learn how to do SEO on our firm’s website. I have signed up for the additional classes to learn more about how to do that.

Beth HopkinsMarketing Director, Capehart Scatchard

I highly recommend this course for learning the ins and outs of SEO.

Brad SurrattSr. Marketing & Events Manager, 3 | Share

Presentation was clear, it would be valuable for those who have no basics of SEO.

Melissa KrotE-Commerce Marketing Manager, Chevron North America

Workshop dates and times:

WINTER

Module 1: Unleashing the Synergy of AI and Creative Writing,
Wednesday, Feb 5, 2025. 12:00PM – 2:00PM PST.

Module 2: Grammar and the Art of Effective Prompt Engineering.
Wednesday, Feb 12, 2025. 12:00PM – 2:00PM PST.

Module 3: Mastering Sales-Winning Social Videos and Marketing Writing.
Wednesday, Feb 19, 2025. 12:00PM – 2:00PM PST.

Module 4: Integration, Expansion, and Overcoming Challenges.
Wednesday, Feb 26, 2025. 12:00PM – 2:00PM PST.

ENROLL NOW

Winter 2025
Live Online
Mod 1: Feb 05
Mod 2: Feb 12
Mod 3: Feb 19
Mod 4: Feb 26

BUY NOW!

Prerecorded
Online

August 6, 2022/.

Use SEO for Digital Marketing Masterclass, Module 4, Page Optimization for Speed

June 14, 2022

DMAnc.org Online Certification Workshops

Spring Discount: 25% Off
Free Lifetime Workshop Updates

Special Pricing, Module 4 Only: regularly ~~$300~~ now 25% off—$225. Enroll here (pre-recorded).

Special Series Pricing: All four SEO workshop modules $1,200 now 45% off—$660. Enroll here (pre-recorded).

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Module 4
(Pre-recorded Online)

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SEO Four-Module Series
(Pre-recorded Online)

Why Take this Course?

This is Module 4 of a four-workshop series that shows you what to do to get your pages to appear higher on Google and other search engines to get more visitors, leads, and sales. The four-part series covers:

Keyword research: How to find the best keywords and spoken queries.
On-page SEO: How to get better site indexing and improve what your visitors see on the page.
Technical SEO: How to find and fix technical issues that affect your site ranking.
Off-page SEO: Additional steps to improve your page’s ranking in Google.
Page Optimization for Speed: Google gives preference to pages that open quickly.

In this workshop, you will learn how to update your website for Google’s focus on the speed of webpages. You will get clear examples of what this means and step-by-step actionable tactics that you can apply to your organization’s website, so you will not experience a radical drop in traffic. You’ll also see how to measure your website to see how it meets Google’s standards. The workshop has examples, links, and code for you to copy, edit, and paste.

Update: Google announced the speed of webpages also applies to desktop search. How quickly a web page opens for desktop or mobile visitors is part of the Google ranking algorithm. If everything is equal for two pages, the faster page will rank higher. This workshop covers many best practices that you can apply to your websites.

We cover the parts of speed optimization:

Why optimize for speed?
How to measure your page’s speed.
How to reduce the kilobyte size of text and images

Why Optimize for the Speed of Pages?

Whenever Google rolls out a core update such as mobile-first indexing, hundreds of thousands of websites suddenly take a nosedive in ranking and traffic—and they scramble to triage the problem. You can prevent this from happening to your website by learning about Google’s update and improving your website’s page speed right away.

(Can’t attend the live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Each module is two hours and the 4-module series is a total of eight hours. Take the courses either live or recorded.

Module 4, workshop date and time:
Pre-recorded. Next live series coming in Fall 2023!

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Module 4
(Pre-recorded Online)

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SEO Four-Module Series
(Pre-recorded Online)

Key Takeaways:

In this class you’ll learn:

Should your website be designed for desktop or mobile? How to see and share the trend at your site.
Most of your visitors have a slower connection than they expect. Shared WIFI connections and VPNs impact the page speed. You can throttle your browser to experience how your pages open for your visitors.
Google’s new CWV speed metrics: FCP, LCP, CLS, FID: what these mean and how to see the scores.
Examples of good and bad web design: placement of buttons, tracking tags, content, and more.
How to use your Google Analytics to see page speed and decide which pages to optimize first.
How to reduce the amount of text on your site.
How to reduce the kilobyte weight of images on your site. The impact of image formats. Which images to compress. Comparison of results when compressing images. New image formats. Size of webP, GIFs, SVG, carousels, and video. How to use different sizes of the same image.
How to use segmentation in Google Analytics to see your traffic and page speed.
Dozens of practical tips and ideas to improve the speed of your pages.

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Module 4
(Pre-recorded Online)

ENROLL NOW
SEO Four-Module Series
(Pre-recorded Online)

How to Convince Your Boss Why You Should Take this Class:

You use SEO to ensure your web pages show up when people use search engines. You can also use ideas in SEO for digital advertising (Google Ads and ads on Facebook, LinkedIn, and so on), social media posts, content marketing, and video to reach your audience. This brings more visits, leads, and sales.

Internal teams know the organization’s goals, products, and services better than agencies or consultants and can communicate better than them. This course will help your internal team to:

Manage SEO: You’ll understand how to set up and run your SEO projects. If you manage staff, interns, agencies, or contractors, you’ll be able to tell them what to do and get results that matter.
Use the Before/After Reports: This SEO course includes reports for you to fill out before and after the SEO work. This lets you measure your results.
Cost-effective: This course will help you to carry out SEO faster and at a lower cost.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
Can’t attend the live workshops? No problem! All DMAnc.org workshops are recorded. If you have questions, you’re welcome to send an email to the instructor.

Download Material:

Recorded video of PowerPoint presentations with audio.
Complete PDF of the PowerPoint presentation.
Step-by-step instructions in numbered lists with the links and checklists.
Supplementary materials, including spreadsheets for managing keywords, sorting keywords, and translating keywords, and eBooks.
Google’s internal training manual for their page quality review team.
LPO ebook by Andreas Ramos.

Who is the course for?

Marketing managers, digital marketing managers, search marketing managers, web masters, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits.

The Presenter:

Andreas Ramos

Vice President, Digital Marketing
Beasley Direct and Online Marketing, Inc.

Andreas Ramos head shot Andreas is the author of 22 books on SEO, SEM, social media, and content marketing, including #TwitterBook, How to Write a Book!, The Big Book of Content Marketing, Search Engine Marketing (McGraw-Hill), and technical editor of Search Engine Marketing, Inc. by Mike Moran (IBM Press). He is an adjunct professor in digital marketing at INSEEC, a leading French university, and CSTU in Silicon Valley. He also led the digital marketing agency at Acxiom and was the Manager of Global SEO at Cisco. His clients include Stanford and Harvard. He graduated from Universität Heidelberg, the top German university. He and his wife live in Palo Alto. Visit him at andreas.com.

Publications

Google Analytics 4.0: Install, Configure, Use GA4 (July 2021). Google Analytics has been updated from Google Analytics 3.0 (GA3) to Google Analytics 4.0 (GA4). It’s not an upgrade or update. Google Analytics 4.0 is substantially different in how it works and how you use it. Available on Amazon.
Ad Fraud (September 2020). How to change the settings in Google Ads so you don’t lose money. Available at Amazon.
LinkedIn Profile Optimization (November 2019). Just as Google has an algorithm to rank pages and show the best ones at the top, LinkedIn also has an algorithm to rank profiles and show the best ones at the top. This eBook shows you how to improve your LinkedIn profile so you show up. If there’s SEO (search engine optimization) for Google, then there’s LPO (LinkedIn Profile optimization) for LinkedIn. Available at Amazon.
Mastering LinkedIn for Professional Lead Generation (July 2019). This book is for B2B bizdev to use LinkedIn Sales Navigator to find leads and build connections. Sales Navigator is a powerful tool with advanced filters that let you search millions of members to find the right ones for your business. You then use Sales Nav to learn about your leads, watch their activity, contact them, and develop business connections with them. Available at Amazon.
Startup. (January 2017). #1 Amazon Best Seller in two categories. How to build a Silicon Valley startup. Interviews with twenty-six founders, angels, and VCs. Available at Amazon.
Technical editor of Search Engine Marketing, Inc. by Mike Moran and Bill Hunt (IBM Press, 3^rd edition, December 2014), the authoritative book on enterprise SEO for global companies.
The ASO Book (October 2014). App Store Optimization (ASO). Available at Amazon.
#TwitterBook (September, 2014). #1 Amazon Best Seller in three categories. How to use Twitter. ISBN 978-0-9893600-4-3 USA. Available at Amazon.
How to Write a Book! (August 2014). #1 Amazon Best Seller in two categories. How to write books to improve your career. Step-by-step, hands-on process for researching, outlining, drafts, and copyediting to produce ebooks and printed books. Interviews with ten authors and two publishers. Available at Amazon.
SEO eBook (March, 2014). A 53-page ebook on the changes at Google, Baidu, Yandex, and Bing and how this affects the future of SEO. Based on interviews with senior engineers at Baidu, Yandex, and Google.
The Big Book of Content Marketing (May 2013). Strategy and tactics for content marketing with SEO, PPC, and social media. How to set goals and tracking to determine KPIs, including CPL, and CPA. The book is an Amazon Best Seller and reached the #2 position for web marketing books. Praise from Act-On Software, The Experts Bench, Stanford Graduate School of Business, YouSendIt, Citrix, and Polycom. ISBN 978-0-9893600-0-5 USA. Amazon Best Seller. Published in the US and Paris.
Search Engine Marketing. How to use analytics to manage multichannel marketing (SEO, PPC, social networks, email, radio, TV, mobile, and other channels). McGraw-Hill, 2009. At Amazon, Barnes & Noble, and other bookstores. Published in US and Taiwan by McGraw-Hill. The China edition was published by Tsinghua University Press, Beijing, 2010. The Taiwan edition was published by McGraw-Hill Taiwan, 2009. Available at Amazon.
Search Marketing Professional. Created a 3-day course with certification by the Silicon Valley American Marketing Association (SV-AMA). Course covers business strategy, demand generation, digital marketing, e-commerce, search marketing, search engine optimization, and web analytics. The courseware is used at Tsinghua University in Beijing and Rider University in New Jersey.
Insider SEO & PPC. How to use search engines to get qualified leads, prospects, and customers by building and managing SEO and PPC campaigns. Interviews with Google, Microsoft, Clicktracks Web Analytics, and others. Second edition. Jain Publishing, 2006.
Insider’s Guide to SEO. Book on SEO. This was the first edition. After a year, we updated it as a second edition (see the book above). Jain Publishing, 2004.
Hands-On Web Design. This came out in early 1996. By 1998, there were hundreds of books on HTML but this was one of the first books about HTML web development. Jain Publishing. 1996.

Testimonials

I just finished the 4 course series for SEO, and what I’ve learned can be implemented right away. Also appreciate the follow up information for up to a year!

Amanda PruynDigital Specialist, Progressive Medical

I learn something new to work on with each module! It was easy to understand and follow, even for a beginner like me.

Lily HunterSenior Product Manager, eCommerce and Supplies, Roland DGA

This is a great introduction to why you should be paying attention to mobile-first SEO practices.

Carrin WelchDigital Marketing Manager at Magpul Industries Corp.

As someone who has been in digital marketing for over 14 years, I really enjoyed this presentation on the forthcoming updates needed for websites. It was great to see all the small tips that really make a difference when it comes to designing with mobile-first in mind. I learned a lot even though I have a lot of experience!

Tina LloydVP Digital Content & Social Media, INSP, LLC

Andreas presented several, great SEO insights. So refreshing to learn from a source who is actually keeping up on such an everchanging topic. Great webinar, Andreas!

Tracie YoungVP, Marketing Officer, First Bank

It’s not very common to receive actionable takeaways from some webinars as they are often just a company trying to earn your business and it becomes a “pitch” in disguise with minimal takeaways at best. This webinar was extremely educational with key insights and tangible takeaways that I can actually execute! I learned about several tools I can start using today to optimize our mobile site. Thank you Andreas for an amazing presentation! I’ll definitely be attending more DMAC workshops in the future!

Cassie PekarMarketing Director, Sylvie Collection

June 14, 2022/.

Use Google Ads for Digital Advertising, Module 3: The Google Ads Bidding System and Quality Score

June 09, 2022

DMAnc.org Online Certification Workshops

Spring Discount: 25% Off
Free Lifetime Workshop Updates

Individual workshops $300 each, now 25% off—$225 each

Special Series Pricing: All three Google Ads workshops $900 now 45% off—$495. Enroll here (Pre-recorded).

ENROLL NOW
(Pre-Recorded Online)
Google Ads
Module 3

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Pre-Recorded Online
Google Ads
3-Part Series

Why Take this Course?

This is Module 3 of a three-workshop series that covers how to place and manage Google Ads. Use digital advertising to reach your target audience in search engines to get leads and sales. A search in Google shows the user’s intent: they are looking for the product or service. When you place your ad at the top of Google, your ad appears in front of those people who are actively searching.

In this workshop, we’ll dig into the Google Ads engine. You’ll see how the bidding system works. This means you can use lower bids and lower budgets to get better results than your competitors. We’ll also discuss how Google Ads uses Quality Score to set the ranking position of your ad and how much you’ll pay for the click (your cost-per-click). You’ll be able to increase your Quality Score, which lets you lower your bids yet rank higher. You’ll see how to optimize your Google Ads account for maximum results by managing bids to KPIs. The workshop also covers additional software from Google that lets you manage dozens of accounts in one account.

Finally, we’ll show you how to manage Google Ads by time zones, continent, and language.

Workshop date and time:

Next live masterclass coming in Fall 2023!

Key Takeaways:

In this class you’ll learn:

Google’s auction system and how the bidding algorithm works (with examples).
Google Ads Quality Score determines your final bid and ranking. You’ll see how to improve your Quality Score so you can use a lower budget and lower bids, yet your ads will show more often, rank higher, and cost less per click than your competitors (you can bid $0.25 and rank higher than a competitor who bids $5.)
How to set bids, manage bids, and manage your budget.
How to use portfolio theory for your ads.
How to calculate KPI’s (Key Performance Indicators). We’ll send you a KPI eBook.
An example of a large account with 200,000 keywords where cost-per-click (CPC) fell from $0.76 to $0.07, clicks jumped up from 52 clicks per day to 17,650 clicks per day, and the click-through-rate (CTR) went from 0.12% to over 8%.
We’ll look at a tool that lets you manage several Google Ads accounts. Another Google tool that lets you manage hundreds of thousands of keywords. These tools are available only by request from Google. We’ll show you how to get them.
A series of slides cover how to manage global ad campaigns by time zone, continents, and languages.
Finally, if you’re a non-profit, how to use Google Foundation Grants as a test bed for your Google Ads campaigns.

ENROLL NOW
(Pre-Recorded Online)
Google Ads
Module 3

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Pre-Recorded Online
Google Ads
3-Part Series

How to Convince Your Boss Why You Should Take this Class:

You use digital ads to place your ads at the top of search engines. You can use ideas from Google Ads in ads for Microsoft Bing, Facebook, LinkedIn, and so on. Use ads to reach your audience to get more visits, leads, and sales.

Your internal teams know your goals, products, and services and can create and manage better advertising.

Manage Digital Advertising: You’ll understand how to set up and run your advertising projects. If you manage staff, interns, agencies, or contractors, you’ll be able to tell them what to do and get results that matter.
Cost-effective: This course will help you to carry out digital ad campaigns faster, at a lower cost, and with better results.

The Presentations:

The workshops are hands-on and practical.
In addition, the workshops are live so you can ask your questions.
Can’t attend the live workshops? No problem! All workshops are recorded. If you have questions, you’re welcome to email the instructor.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.
Spreadsheet to collect and manage thousands of keywords.
Spreadsheet tool to convert your keywords to lower case.
Free software to make permutations of your keywords.
Spreadsheet tool to translate your keywords into 66 languages.
The KPI eBook by Andreas Ramos explains KPIs, including CPL (Cost-per-Lead), CPA (Cost-per-Action), BEP (the breakeven point), and more.

Who is the course for?

Marketing managers, digital marketing managers, search engine marketers, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits who manage digital advertising (paid search).

The Presenter:

Andreas Ramos

Vice President, Digital Marketing
Beasley Direct and Online Marketing, Inc.

Andreas Ramos head shot

Andreas Ramos has over 20 years of professional experience in SEO and digital marketing. He was the head of Global SEO at Cisco, where he worked with 44 languages in 85 countries, and the digital agency at Acxiom. He has worked in digital marketing since the mid-90s for small startups and global companies. He is the author of 22+ books on SEO and digital marketing. His book on SEO was published in three languages by McGraw-Hill. You’ll learn hands-on Google Ads from one of the leading experts in Silicon Valley.

Testimonials

“DMANC’s course on Google Ads is phenomenal. The host (Andreas Ramos) gives students such a vast wealth of information and knowledge on Google Ads, that it’s surely guaranteed to help them improve their own campaigns.”

Trey PaschMarketing Specialist, Walker Tape Co.

Well worth the money spent.

Michele ChristianGlobal Marketing Specialist, Hutchinson Industries, Inc.

Great webinar, love to learn from a best selling author.

Ashley GaseEcommerce Specalist, Frontier Co-op

Great Webinar! Andreas shared valuable information and tips that save me much time and will help me better manage Google Ads for the businesses I manage. I look forward to utilizing what I have learned through this series!

Kim KinsellaDirector of Marketing, FIRC Group

Another great course from the DMA of Northern California!

Katie WilliamsonCommunity Manager, Matson Alarm

June 9, 2022/.

Harness the Power of AI for Transformative Marketing Strategies. Prepare for 2025 Now.

Module 1: Mastering Prompts.

Module 2: Applying AI Tools for Creativity, Writing, and Persuasion.

Module 3: AI-Enhanced SEO and Digital Advertising–Navigating the New Era.

Andreas Ramos

Workshop dates and times:

WINTER

Understanding and Using the Reporting Tool, You’ll Wish You Had All Along.

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.

Module 2: Building Data Pipelines and Advanced Reporting.

Adam Finer

Workshop dates and times:

WINTER 2025

Write With More Confidence and Effectiveness for All Digital and Advertising Media.

Introduction:

Copywriting Masterclass, Module 1: Essential rules for writing and techniques for engaging the reader.

Copywriting Masterclass, Module 2: Audience and tone of voice.

Copywriting Masterclass, Module 3: Writing for different media and channels.

Phil Woodford

Workshop dates and times:

WINTER 2025

SUMMER 2025

Introduction:

Why you should add affiliate marketing to your marketing strategy:

Kate Barrett

What you’ll learn:

Kate Barrett

Workshop dates and times:

WINTER

A 4-Module Series on All Aspects of Video Production that Marketers Need for 2025

Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.

Module 2: Shooting on Your Smartphone or DSLR/Mirrorless Camera.

Module 3: Editing Your Video and Exporting for Social Media.

Module 4: Distribution and Tips and Trends in Video Marketing.

Sa-Ra Zwarteveen

Workshop dates and times:

WINTER

SPRING

Content Marketing Strategies for Facebook, Instagram, TikTok, LinkedIn, and X

Why Take This Course?

Beverley Theresa

Workshop date and time:

WINTER

SPRING

How to Succeed on the World’s Favorite Search Engine: YouTube

Module 1: YouTube Content Strategy for Building Influence and Brand Positioning

Workshop 2: YouTube practical guide to producing videos and optimizing content; and how to grow your channel and influence

Adam Finer

Workshop dates and times:

WINTER 2025

Practical Applications of GA 4.0 for Digital Advertising

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.

Module 3: Using GA4’s Explore to Build Custom Reports.

Andreas Ramos

Workshop dates and times:

FALL

WINTER

Revolutionize Your SEO with New Insights and AI

Module 1, Keyword Research and AI for SEO.

Module 2, On-page, Image, UX/UI, and Speed SEO.

Module 3, Technical SEO.

Module 4, Off-Page SEO and SEO ROI Analysis.

Andreas Ramos

Workshop dates and times:

WINTER

Why Take this Course?

Andreas Ramos

Publications

Why Take this Course?

Andreas Ramos

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