Digital Marketing for NGOs Series: Session 3 – SEM/PPC vs SEO (FULL)
Introduction
Objective
• To address common challenges and pain-points of NGOs, e.g. lack of resources (time and staff), budget constraint, knowledge gap on new digital marketing strategies and tactics, inability to measure campaign effectiveness, struggle to prove Return on Investment (ROI) internally
• To put theories into cases, and allow NGOs to take away with solid and practical know-hows to improve their digital marketing campaigns
Content
• Basic knowledge of Search Engine Marketing (SEM/PPC)
• Basic knowledge of Search Engine Optimisation (SEO)
• How to drive quality traffics to your online assets
• Deep-dive on SEM/PPC campaign management, e.g. keyword research, ad copy writing, budgeting and scheduling, keyword bidding, targeting, landing page,
• Common myths on SEM
Details
| Course Code | : | 17A-24 |
| Date(s) | : | 14/09/2017 |
| Time | : | 0930 - 1230 (3 Hours) |
| Venue | : | Duke of Windsor Social Service Building, 15 Hennessy Road, Wanchai, HK |
| Target Participants | : | NGO staff with hands-on experience of digital marketing channels (Please note that basic concepts will not be covered in these two sessions) |
| Class Size | : | 30 |
| Language | : | Cantonese (supplemented with English) |
| Fee | : | HKD 545.00 |
| HKD 505.00 (For HKCSS Agency Member Staff Only) | ||
| HKD 92.00 ("Small NGO Talent Development Subsidy Programme"- the highest subsidy amount is 80% of the course fee. Please refer to “Financial Assistance”.) | ||
| Early Bird Fee | : | HKD 460.00 (Payment on or before 24/08/2017 for HKCSS Agency Member Staff Only) |
| Enquiries | : | 2876 2470 or institute@hkcss.org.hk |
| Speaker(s) | : |
Ms. CHENG Cara 鄭嘉納女士
Channel Partner, Greater China Region
Facebook
Cara is a digital marketing and ad technology entrepreneur with over 12 years of experience and expertise on omni-channel strategy and optimization, including SEO & SEM, social media marketing, mobile marketing, email marketing, analytics & data. Her current venture at Facebook aligns with her personal vision on leveraging the power of digital to achieve both business and social missions. In 2016, Cara founded Digital Cause to bridge digital marketing knowledge for the non-profit sector.
Before Facebook, Cara was the founding member and senior management of iClick Interactive, a Nasdaq-listed performance marketing company in Asia, with over 450 employees in 8 offices globally. Cara managed key accounts at Yahoo! HK, and her client portfolio included Citibank, American Express, Estee Lauder, Lane Crawford, Burberry, NIKE, eBay, Cathay Pacific, Asia Miles, HK Disneyland, HK Tourism Board, HK Trade Development Council. Cara holds MBA and BA degrees in business administration and economics. |
Remarks
Quota is set for each course in "Small NGO Talent Development Subsidy Programme". All applications are subject to approval. For details, please click HERE .
There are other 2 sessions in this series.
Course code: 17A-22
Course code: 17A-23
