Digital Marketing Essentials


A two-day course taking place on Monday 14 October and Monday 21 October, Digital Marketing Essentials equips you with all the need-to-know digital basics. Whether you’re in-house, at an agency or a publisher, this course is great if you’re new to digital or looking to get more comfortable with digital channels.

This is a two-day course taking place over two consecutive Mondays.

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: £750.00 + VAT
IAB Agency: £750.00 + VAT
IAB Advertiser: £750.00 + VAT
Non-member: £875.00 + VAT

Who is this course is for?


Account Executives and Graduates, plus Senior Managers who need to understand all areas of digital marketing


Account Managers, Executives, Graduates and Apprentices


Marketing Executives and Junior Marketing Managers

What will you learn?

This course has been designed to help you understand…
  • Key aspects of the digital marketing ecosystem in 2019, including planning and strategy, with a strong focus on real-world business outcomes

  • The consumer path-to-purchase in detail using analytical tools

  • All aspects of search marketing including SEO, paid search and voice, and display marketing

Agenda - Day One

Welcome & breakfast
9:00 - 9:30

9:30 - 11:00

Including an overview of UK ad spend, identification of key growth areas and assessment of specific current market issues.

Coffee break
11:00 - 11:15

Planning for success
11:15 - 12:45

We will cover:

  • Using a well-established planning framework to understanding the consumer journey

  • The role of conversion rate optimisation including micro and macro conversions

  • Setting objectives using analytical tools, including financial components to measure ROI

  • Interactive exercises using analytical tools

Lunch break
12:45 - 13:30

Search: SEO, Paid & beyond
13:30 - 15:00

We will cover:

  • The role of data ‘signals’ in search, including hands-on use of analytical tools

  • How SEO operates, including the latest requirements around rankings factors

  • On-the-page and off-the-page tactics and their use as effectives tactics

Coffee break
15:00 - 15:15

Strategies for search
15:15 - 17:00

A deep-dive into how search impacts as-rank, quality score and auctions mechanics. We'll also explore various bidding strategies, including use of bid modifiers and automated techniques. 

Finish & questions

Agenda - Day Two

Welcome & breakfast
9:00 - 9:30

Ad tech: walled gardens
9:30 - 11:00
  • An overview of ad tech, including the differences between walled gardens and the open web

  • Google Ads – key formats and targeting techniques across GDN and YouTube

  • Facebook and FAN, including hands-on demonstration of Facebook Audience Insights and Ad Manager

  • How 1st, 2nd and 3rd  party data is used in data-driven targeting techniques such as Facebook Custom Audiences and Google’s RLSA

Coffee break
11:00 - 11:15

Ad tech: programmatic overview
11:15 - 12:45

We will cover:

  • The evolution of display advertising on the open web

  • The status of programmatic media in 2019, including header bidding, auction mechanics and supply path optimisation

  • The role of ad operations (e.g. tagging and tracking in third-party ad-serving)

  • Difficulties and solutions to tackle complexity

Lunch break
12:45 - 13:30

Content marketing: what works & why?
13:30 - 15:00

We will cover:

  • The role of engagement in content marketing.

  • Well-established planning frameworks with examples

  • Hub and spoke execution techniques

  • Automation techniques including content remarketing

  • Use of analytical tools for content research

  • Demonstration and exercises using analytical tools

Coffee break
15:00 - 15:15

Mobile: what's happening
15:15 - 16:00

A look at key ad spend trends in mobile, the impact of apps on consumer behaviour and user experience design, plus what developments are improving the consumer journey.  

Metrics & testing
16:00 - 17:00

What is the purpose of metrics in digital media and marketing? We’ll take a look at key metric categories and the role of testing .

Finish & questions

Meet your trainer

James Cherkoff
Director, Collaborate Marketing Services

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