4 - FUNDAMENTALS II.pptx.pdf for digital marketing

It's user guidance

1. DIGITAL
FUNDAMENTALS II
BENJAMIN RWOTHOMIO

2. RECOMMENDED FOR
Advertising Platforms:
TOOLS FOR DIGITAL MARKETING
Google Ads - is the biggest online advertising platform. It
lets you build and manage paid search, display, and video
campaigns across the Google network.
Facebook Ads - is a powerful advertising platform that lets
you reach Facebook and Instagram users based on their
hobbies, demographics, and actions.
With Twitter Ads - you can build and manage promoted
tweets and other types of ads that target users based on
their interests, keywords, and lists of people who follow
them.
LinkedIn Ads is - a B2B advertising platform that lets you
reach professionals and decision-makers through a variety of
ad formats and targeting choices.
Snapchat Ads???

3. PAID DIGITAL ADVERTISING
Paid digital advertising can be highly effective because it allows precise
targeting and measurement.
Digital ads can be priced in a variety of ways:
Cost-per-thousand (CPM): The cost per
1,000 ad impressions.
Cost-per-click (CPC): You pay for an ad
only when it’s clicked on.
Cost-per-action (CPA): The cost per
completion of a predetermined action
(a.k.a. conversion), such as a purchase.

4. CONTINUED PAID DIGITAL ADVERTISING
Cost Per View (CPV): Video advertisers pay per view or full view with CPV pricing.
YouTube and other video platforms with skippable advertising use this technique to
ensure advertisers only pay for content engagement.
Cost Per Action (CPA): Advertisers pay when a user who interacts with their ad
completes an action like a purchase, form submission, or app download. CPA
campaigns employ extensive targeting and optimization to reach the most likely
users.
Cost Per Engagement (CPE): CPE pricing is used for interactive ads like rich
media ads and interactive quizzes. Advertisers are charged when users interact
with their ads, which better measures user interest.
Flat Rate: Some advertising platforms or publishers charge a flat amount for a
certain number of impressions, clicks, or other desired outcomes. This strategy has a
more predictable cost structure but less optimization and targeting flexibility.
Performance-based pricing: Advertisers and publishers agree on a conversion
rate or ROAS target. Advertisers only pay if performance parameters are
reached.

5. AFFILIATE MARKETING
TOOLS FOR DIGITAL MARKETING
Affiliate marketing is a popular and effective
online marketing strategy that involves
promoting products or services from other
businesses and earning a commission for
each sale or lead generated through your
unique affiliate link.
This is not AIM Global

6. Key Players in Affiliate Marketing
Merchants: Companies or individuals who create
and sell products or services
Affiliates: Individuals or organizations that promote
merchants' products or services in exchange for
commissions
Affiliate Networks: Platforms that connect
merchants with affiliates and manage tracking,
reporting, and payment
Customers: End-users who purchase products or
services through affiliate links

7. BENEFITS OF AFFILIATE MARKETING AGENCIES
Increased Sales: Affiliate marketing can increase sales by reaching a
wider audience and leveraging the affiliate's existing customer base.
Cost-Effective: Affiliate marketing can be a cost-effective way to
promote products or services, as businesses only pay affiliates
when
they make a sale or generate a lead.
Access to New Markets: Affiliate marketing allows businesses to
reach
new markets and demographics that they may not have otherwise
been able to reach.
Brand Awareness: Affiliate marketing can increase brand awareness
by
exposing the brand to the affiliate's audience and potentially driving
new customers to the business.
Improved SEO: Affiliate marketing can help businesses improve
their
search engine rankings by increasing backlinks and driving traffic to
their website.

8. BENEFITS OF AFFILIATE MARKETING FOR AFFILIATES
Additional Income: Affiliates can earn commissions on
sales and leads by marketing products and services.
Flexibility: Affiliate marketers can work remotely and at
their own speed.
Affiliates don't have to spend in product creation or
inventory, making affiliate marketing a low-risk
business model.
Access to a Wide Range of Products: Affiliate
marketers can choose products that match their
hobbies and experience.

9. Building an Affiliate Marketing Platform
Create a website or blog
Build an email list
Leveraging social media and other online
channels like Facebook Groups and WhatsApp
groups
Developing high-quality, value-driven content

10. Finding Affiliate Programs and Products
Identifying your niche and target audience
Researching and evaluating affiliate programs
(commission rates, cookie durations, payment
terms, etc.)
Popular affiliate networks (Amazon Associates,
JUMIA AFFLIATES (kol.jumia.com) CJ Affiliate,
ShareASale)
Direct affiliate programs (merchant-specific
programs)

11. Affiliate networks to try out
Amazon Associates: Amazon Associates is one of the largest affiliate
marketing networks, allowing affiliates to promote millions of products on
Amazon and earn commissions on sales.
ClickBank: is a popular affiliate marketing network that offers a range of
digital products for affiliates to promote and earn commissions on sales.
Commission Junction: Commission Junction (CJ) is a popular affiliate
marketing network that offers a wide range of products and services for
affiliates to promote and earn commissions on sales.
Rakuten Marketing: is a global affiliate marketing network that offers a
range of products and services for affiliates to promote and earn
commissions on sales.
ShareASale: is a popular affiliate marketing network that offers a range of
products and services for affiliates to promote and earn commissions on
sales.

12. Affiliate networks to try out
eBay Partner Network: eBay Partner Network is an affiliate marketing
network that allows affiliates to promote eBay products and earn
commissions on sales.
Avangate Affiliate Network: is a popular affiliate marketing network that
offers a range of software and digital products for affiliates to promote and
earn commissions on sales.
FlexOffers: is a popular affiliate marketing network that offers a range of
products and services for affiliates to promote and earn commissions on
sales.
Partnerize: is a global affiliate marketing network that offers a range of
products and services for affiliates to promote and earn commissions on
sales.
Awin: is a global affiliate marketing network that offers a range of products
and services for affiliates to promote and earn commissions on sales.

13. KAPAPULA!!

14. MOST POPULAR AFFILIATE NETWORKS FOR BETTING
Bet365 Affiliates: is a popular affiliate network for promoting
the Bet365 betting site, which offers a range of sports betting
options and casino games.
William Hill Affiliates: is an affiliate network for promoting the
William Hill betting site, which offers sports betting, casino
games, and other betting options.
Betway Partners: is an affiliate network that promotes Betway,
a sports betting, casino, and other betting site.
Betfair Affiliates: promotes sports betting, casino games, and
other betting alternatives on Betfair.
888 Affiliates: 888 Affiliates promotes 888, a sports betting,
casino, and other betting site.

15. Search marketing—promoting a website
by increasing its visibility in search engines
SEARCH ENGINE MARKETING - BASIC UNDERSTANDING
Crawling: Google uses spiders or crawlers to find new web pages.
These bots are little explorers that visit each website, follow its links,
and move on to the next.
Indexing: Crawlers examine a page's text, structure, and other
elements. This is like a massive list of bot-visited websites. In our
library example, this is like storing each book's title, author,
description, and more in a master catalog for easy retrieval.
Ranking: Search engines use indexing to locate the most relevant web
pages for your search. Search engines utilize intricate formulae that
consider keywords, page content, user experience, and the amount of
other websites that link to a page to determine its trustworthiness.
This is like the librarian browsing the catalog and recommending the
best books by subject, quality, and popularity.

16. SEARCH ENGINE MARKETING - BASIC UNDERSTANDING
In summary, search engines work by constantly
exploring the internet (crawling), organizing the
information they find (indexing), and presenting
the most relevant and high-quality results when
you search for something (ranking). This process
helps you find the information you need quickly
and efficiently.

17. On-Page SEO
TOOLS FOR DIGITAL MARKETING
On-page SEO means optimizing the parts of a
website that you can change directly. This
includes making sure that the content,
structure, and HTML source code of each web
page are optimized so that search engines
and users find them more relevant and
interesting.

18. ON-PAGE SEO TACTICS
Optimizing title tags, meta descriptions, and
header tags
Creating high-quality, engaging, and
keyword-optimized content
Internal linking strategies to improve site
navigation and user experience
Image optimization (file size, alt tags, file names)
Mobile-friendliness and responsive design

19. Off-Page SEO
TOOLS FOR DIGITAL MARKETING
Off-page SEO looks at things outside of your
website that you don't have direct control over
but that you can affect in different ways. The
main goal is to improve the website's authority,
credibility, and popularity by getting
high-quality backlinks, social signals, and other
external endorsements.

20. Off-Page SEO tactics
Building backlinks through content marketing, guest
posting, and outreach
Leveraging social media platforms to increase website
traffic and brand exposure
Local SEO strategies, such as optimizing Google My
Business listings and earning local citations
Monitoring and managing your online reputation,
including reviews and ratings
Analyzing and learning from competitors' backlink
profiles and off-page strategies

21. Mobile-Friendliness and Responsive Design
SEARCH ENGINE MARKETING - BASIC UNDERSTANDING
Optimizing page load speed on mobile devices
Avoiding pop-ups and intrusive interstitial that
hinder the mobile experience
Implementing Accelerated Mobile Pages (AMP)
for faster-loading content

22. On-Page SEO tactics
Optimizing title tags, meta descriptions, and
header tags
Ensuring high-quality, engaging, and
keyword-optimized content
Implementing a well-structured, mobile-friendly,
and responsive website design
Internal linking strategies to improve site
navigation and user experience

23. TECHNIQUES FOR SITE
SPEED OPTIMISATION

Compressing images E.G mozjpeg.com, Google's
WebP,tinypng.com
Minifying Cascading Style Sheets (CSS), JavaScript, and
HTML files by removing unnecessary characters and
whitespace.
Leveraging browser caching of frequently requested website
resources such as images, CSS, and JavaScript files.
Implementing a Content Delivery Network (CDN) that cache
e.g Cloudflare, Akamai, Amazon's CloudFront etc
Optimizing server response time

24. Mobile-Friendliness and Responsive Design
SEARCH ENGINE MARKETING - BASIC UNDERSTANDING
Optimizing page load speed on mobile devices
Avoiding pop-ups and intrusive interstitial that
hinder the mobile experience
Implementing Accelerated Mobile Pages (AMP)
for faster-loading content. AMP HTML, which is a
subset of HTML that includes only the necessary
tags and properties needed for the page to
display properly.

25. How CDN works - Lay
Man's Understanding
A content delivery network (CDN) saves copies of
a website's information in different places around
the world, like how a Cafe Javas delivery service
(from their closest branch say you at Motiv when
you order from Oasis Mall branches sorts you
instead of Entebbe Branch. When you ask a
website for something, the CDN finds the closest
computer that has a copy of what you want and
sends it to you from there. This makes it much
faster and easier for websites to send out their
information.

26. Mobile-Friendliness and Responsive Design
SEARCH ENGINE MARKETING - BASIC UNDERSTANDING
Third-party tools for mobile-friendliness testing,
such as BrowserStack and GTmetrix.
Use Google Search Console's Mobile Usability
Report
Explore Google's Mobile-Friendly Test

27. EMAIL
TOOLS FOR DIGITAL MARKETING
Mailchimp: An easy-to-use email marketing
tool.
Constant Contact: Popular email marketing
service with configurable themes, contact
management, and automation.
GetResponse: Email, landing page, and
marketing automation software.
Sendinblue: SMS marketing, transactional
email, and email marketing platform.

28. CONTENT MANAGEMENT SYSTEMS
TOOLS FOR DIGITAL MARKETING
WordPress: The most widely-used CMS, with a
massive library of plugins and themes for easy
customization and scalability.
Joomla: A popular open-source CMS with a strong
developer community, offering flexibility and
extensibility.
Drupal: A robust and secure CMS, well-suited for large
organizations and complex websites.
Wix: A user-friendly website builder and CMS, ideal for
small businesses and personal projects.

29. RECOMMENDED PLUGINS
FOR WORDPRESS
TOOLS FOR DIGITAL MARKETING
Yoast SEO: This is a plugin that helps optimize content
for search engines and provides suggestions to improve
the website's SEO.
Jetpack: is a plugin that offers a range of features including
site stats, security, backups, and social sharing.
WooCommerce: This plugin helps turn your WordPress
website into an e-commerce store and provides features for
product management, shipping, and payment gateways.
Contact Form 7: A simple and flexible plugin for
creating contact forms on your website.
Type text

30. RECOMMENDED
PLUGINS FOR JOOMLA
TOOLS FOR DIGITAL MARKETING
JomSocial: A social networking extension for Joomla
websites.
EasyBlog: A blogging extension for Joomla
websites.
JCE Editor: A powerful and easy-to-use content editor
for Joomla websites.
Akeeba Backup: A comprehensive backup and
restoration solution for Joomla websites.
Type text

31. RECOMMENDED THEMES FOR
CREATING WORDPRESS WEBSITES
TOOLS FOR DIGITAL MARKETING
Elementor: is a popular drag-and-drop page builder plugin for
WordPress that also allows you to create custom themes. With
Elementor's Theme Builder, you can design custom header,
footer, and other theme templates visually without coding.
ThemeForest: is one of the largest marketplaces for WordPress
templates. It offers a wide range of premium templates for
different purposes, such as e-commerce, business, blogging, and
more.
TemplateMonster: is a marketplace that offers a range of
premium templates for WordPress and other content
management systems.
WPZoom: is a provider of premium WordPress templates with
a range of features and customization options.

32. RECOMMENDED THEMES FOR
CREATING JOOMLA WEBSITES
TOOLS FOR DIGITAL MARKETING
ThemeForest: ThemeForest is a major Joomla template
marketplace. E-commerce, business, blogging, and other
premium themes are available.
JoomShaper: JoomShaper offers premium Joomla
templates with many customization options.
TemplateMonster: TemplateMonster sells premium
Joomla and other CMS templates.
RocketTheme: RocketTheme offers a range of premium
Joomla templates with a modern and stylish design.
Type text

33. RECOMMENDED FOR Social
Media Management Tools:
TOOLS FOR DIGITAL MARKETING
Hootsuite: A comprehensive social media management
tool, allowing you to schedule, monitor, and analyze your
social media content across multiple platforms.
Buffer: A user-friendly social media scheduling tool, with
built-in analytics and team collaboration features.
Sprout Social: A social media management platform,
offering scheduling, analytics, and customer relationship
management features.
Agorapulse: A complete social media management tool,
with scheduling, monitoring, and reporting capabilities.

34. RECOMMENDED FOR Landing Page
and Conversion Optimization Tools::
TOOLS FOR DIGITAL MARKETING
Unbounce - is a landing page builder that lets you drag and
drop elements to make pages. It has built-in A/B testing, lead
capture, and conversion optimization tools.
Leadpages - is a landing page builder and lead generation tool
that focuses on making pages that work well on mobile devices
and improving conversion rates.
Optimizely - is a powerful tool for A/B testing and personalization
that lets you try out different versions of your website to improve
the user experience.
Hotjar - is a tool for analyzing how users behave. It offers
heatmaps, session records, and analysis of the conversion funnel
to help improve the user experience and increase conversions.

35. RECOMMENDED FOR Landing Page
and Conversion Optimization Tools::
TOOLS FOR DIGITAL MARKETING
Google Analytics - is a strong tool that lets you look at website
traffic, user behavior, and conversions. This lets you improve
your website's search engine visibility by optimizing it for search
engines.
Google Search Console - lets you keep an eye on your website's
appearance in Google Search results and make sure it stays there.
It also lets you find and fix any crawling or indexing problems.
Moz is - a complete SEO suite with tools for keyword research,
rank tracking,
site audits, and a large forum for SEO experts.
Ahrefs is - a famous set of SEO tools that focuses on
backlink analysis, competitor research, keyword research,
and site auditing.
SEMrush - is a flexible SEO and digital marketing platform
with tools for keyword research, competition analysis, site
auditing, and content optimization.