Inhalt: Facebook is a key advertising platform for businesses of all sizes. This course showcases advanced techniques to help marketers accomplish their advertising and engagement goals. Instructor Michael Taylor first shows how to efficiently create and manage large ad volumes as well as ad campaigns across different ad accounts and pages. You can also learn to use the Business Manager tool to allow multiple users with different permission levels manage ad campaigns. He introduces time-saving techniques for bulk uploading ads, using custom audiences, duplicating ads with different targeting and imagery, split testing ads, and adjusting ads for Instagram and other placements. Next, learn marketing attribution and optimization techniques, such as mix modeling, funnel event targeting, and advanced conversion tracking with the Facebook Ads Conversions API. Finally, discover how to automate your ads at scale using the Facebook Business API and let AI-based tools generate ads for you. Umfang: 01:35:14
Inhalt: You've mastered the fundamentals of using Google Ads for marketing campaigns. Want to ensure that you're leveraging all that this popular advertising analytics tool has to offer? In this advanced course, Michael Taylor helps you take your Google Ads knowledge to the next level. Unsure if you're consistently making the right decisions to maximize performance? Learn how to follow bid and budget optimization rules and defend the optimization decisions you make. Curious how top advertisers work efficiently on large accounts? Get tips for using the Google Ads Editor to quickly make changes in bulk, as well as how to modify campaigns via bulk sheets. Plus, learn how to run Google Ads scripts that automate nearly anything on your account, efficiently track campaign performance, and leverage other Google channels, such as Google Shopping. Umfang: 01:12:28.00
Inhalt: Google Tag Manager has upgraded to add a suite of powerful features that fine-tune your control and insights in Google Analytics. Instructor Michael Taylor teaches you about creating custom variables, advanced tagging techniques, advanced tag management techniques, modifying page contents, and server-side tagging. Michael shows you how to capture data you need for custom variables. He walks you through advanced tagging techniques like measuring how many users are reading each post and using the full Enhanced ECommerce implementation for Google Analytics. Michael shows you ways to modify your page contents with Google Tag Manager. He explores some naming conventions and templates that help track and standardize your projects, then explains how to make sure you are compliant with GDPR and CCPA cookie consent. Michael also covers the three major benefits of server-side tagging and shows you how to receive those benefits. Umfang: 01:04:07
Inhalt: Excel is a tremendously powerful tool for analyzing marketing data and trends. Yet it's easy to be scared off by its hundreds of different formulas and functions. Most marketers are barely scratching the surface of what Excel can really do. In this course, veteran marketer and Excel power user Michael Taylor walks you through all the key features that can speed up your work and help you make smarter marketing decisions. Michael begins with the basics, showing how to work with marketing data sources and explaining basic formulas for analysis. Next, he walks through how to build a data-driven marketing plan, including mapping out your marketing funnel, reviewing volume vs. cost tradeoff, and running A/B testing. Michael shows how to analyze a campaign's performance, working with PivotTables, charts, and dashboards. Finally, he demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and automating the most boring, repetitive tasks with macros. Umfang: 01:42:16.00
Inhalt: Want to make more data-driven decisions? Learn how to set and track key performance indicators (KPIs) using Google Analytics. In this in-depth course, instructor Michael Taylor details how to set up your KPIs, as well as ensure that you''re using the right KPIs for your business. Michael goes over how to import dashboards to measure your KPIs and keep track of relevant data. He explains how to implement event tracking, familiarize yourself with the different stages of the marketing funnel, and map your own business''s funnel. Plus, he shows how to use indicator metrics as KPIs when you don''t have enough data; relate what you can measure back to actions you can take to achieve your goals; and determine which KPIs to track for six common business models. Umfang: 00:35:01.00
Inhalt: Proving ROI is one of the toughest challenges facing marketers. Stakeholders want quantitative and qualitative data that prove campaigns are working. This course aims to help users of social media prove its value, beyond vanity metrics such as likes or comments. You can learn the skills you need to measure and drive ROI from organic social media, without needing to spend a penny on advertising. Expert Michael Taylor covers the measurements that really matter-from conversation amplification to the word-of-mouth coefficient-and shows how to define and track them using tools such as Google Analytics. He then explains how to turn insight into action and drive continuous improvement for a business. Learn high-performing tactics for major platforms including Facebook, Instagram, Twitter, Reddit, and LinkedIn, and reverse-engineer emerging channels like TikTok. The skills you learn in this course will help you maximize your investment in social media. Umfang: 01:09:54
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