White Belt Certification – Detailed Curriculum

White Belt Level Certification

The White Belt-level is your introduction to data-driven marketing, and it will prepare you for the concepts that all the following training levels will build on.  By passing the White Belt-level, you will understand the fundamental “whys” and “whats” of digital marketing — you will then learn the “hows” in subsequent lessons. 

Here are some of the questions that you will be able to answer after you complete this level:

  1. What is the definition of search?
  2. What is Google Ads (formerly Google AdWords)?
  3. What are keywords?
  4. What is an ad group?
  5. What is the difference between Google Ads and SEO?
  6. What is one example of a limitation of SEO when compared to Google Ads?
  7. What is an example of an advantage of SEO when compared to Google Ads?
  8. Why do businesses use Google Ads?
  9. Which keyword match type is most restrictive?
  10. What role does a landing page play in a Google Ad campaign?

 

LESSON OUTLINE

The Foundational Concepts of Data-Driven Marketing (42 minutes)

  1. An Introduction to Royku
  2. What is Google Search?
  3. What networks make up Google Ads?
  4. How is Google Ads organized?
  5. The difference between Google Ads and SEO.
  6. What is KAL Alignment?
  7. What Does a Data-Driven Marketer Do With Google Analytics?
  8. What Is the Definition of Metrics?
  9. What Does Success Look Like for a Data-Driven Marketer?

Basic Organizational Principles (40 minutes)

  1. How AdWords Is Structured: Campaigns, Ad Groups, Ads + Keywords
  2. What Is An MCC?
  3. How To Setup an AdWords Account Within An MCC
  4. How To Setup a Campaign and Ad Group
  5. What Are Keyword Match Types?
  6. What Is the Google Grant Program for Nonprofits?

Client Types (10 Minutes)

  1. Understand the differences between the following types of clients (note that they may overlap)
    1. An e-Commerce client
    2. A B2B client
    3. An local business client
    4. A venture backed client
    5. A nonprofit client.