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Digital Marketing for NGOs Series: Session 3 – SEM vs SEO


This series is designed for NGO practitioners to upgrade their knowledge and skills in digital and social media marketing to cope with the challenges and dynamics of the changing market. Those who have no prior knowledge of digital marketing or hands-on experience are highly encouraged to take the first workshop.


Ÿ To introduce the concepts of digital marketing, the features and benefits of each digital channel, and how NGOs can leverage digital marketing to achieve social missions.
Ÿ To address the common pain-points of NGOs on digital marketing, e.g. lack of resources (time and staff), budget constraint, knowledge gap on digital marketing strategies and tactics, inability to measure campaign effectiveness, struggle to prove Return on Investment (ROI) internally.


Ÿ 101 of Search Engine Marketing (SEM)
Ÿ 101 of Search Engine Optimization (SEO)
Ÿ  How to drive quality traffics to your digital assets through search engine?
Ÿ  Deep-dive on SEM campaign management, e.g. keyword research, ad copy writing, budgeting and scheduling, keyword bidding, targeting, landing page, tracking & analytics
Ÿ Common myths on SEM & SEO


Course Code : 18A-10
Date(s) : 27/07/2018
Time : 1400 - 1700 (3 Hours)
Venue : Duke of Windsor Social Service Building, 15 Hennessy Road, Wanchai, HK
Target Participants : NGO Managers/Supervisors/Team leaders with hands-on experience of digital marketing channels (Please note that basic concepts will not be covered in this session)
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 06/07/2018 for HKCSS Agency Member Staff Only)
Enquiries : 2876 2470 or [email protected]
Speaker(s) :
Ms. CHENG Cara 鄭嘉納女士
Channel Partner, Greater China Region
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.


Quota is set for each course in "Small NGO Talent Development Subsidy Programme". All applications are subject to approval. For details, please click HERE .

Related courses:

Digital Marketing for NGOs Series: Session 1 – Overview of Digital Marketing
Digital Marketing for NGOs Series: Session 2 – Social Media & Content Marketing
Digital Marketing for NGOs Series: Session 4 – Making Infographics: Principles and Pitfalls
Digital Marketing for NGOs Series: Session 5 – Public Relation Strategy in Social Media for NGOs