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Planning for Paid Advertising on Digital Platforms


Course Overview

This course will discuss how you can develop and implement an effective and targeted paid advertising strategy. From pre-planning essentials to the best practices for a successful advertising campaign, you’ll learn how you can use various platforms to achieve your goals.

The course will cover advertising tools that marketers can use to show ads on Facebook, Instagram, LinkedIn, YouTube, search engines, websites and apps. In addition, it will discuss how to analyze data and generate actionable insights.

What You Will Learn

At the end of this course, you will be able to:

  • determine the foundations of paid advertising, and how you can create a holistic and effective strategy across multiple touchpoints
  • examine the tools and techniques to reach the right audience, create effective ads, and implement campaigns using various digital platforms
  • analyze data and generate insights to create engaging reports and optimize campaigns

Course Content

Week 1: Getting Started with Paid Advertising

6 Videos | 2 Activities

6 Videos

  • Welcome to the course!
  • The Value of Paid Advertising
  • Types of Ads
  • Building a Paid Advertising Plan
  • Targeting and Segmentation
  • Creating a Customer Journey Map

2 Activities

  • Recall Activity
  • Exit Assessment

Week 2: Facebook Ads Manager

5 Videos | 2 Activities

5 Videos

  • The Value of Facebook Ads
  • Creating a Facebook Campaign
  • Choosing an Objective
  • Targeting on Facebook Ads Manager
  • Metrics that Matter

2 Activities

  • Recall Activity
  • Exit Assessment

Week 3: LinkedIn Campaign Manager

3 Videos | 2 Activities

3 Videos

  • Learning the Value of LinkedIn ads
  • Targeting on LinkedIn
  • LinkedIn Ad Formats

2 Activities

  • Recall Activity
  • Exit Assessment

Week 4: Google Ads: Search, Display, and Video

8 Videos | 2 Activities

8 Videos

  • Introduction to Google ads
  • How to Create a Search Campaign
  • Best Practices for Search Ads
  • Best Practices for Display Ads
  • The Value of YouTube Ads
  • Targeting
  • YouTube’s Ad Formats
  • Types of Bidding

2 Activities

  • Recall Activity
  • Exit Assessment

You can apply for access to the 36 FREE online courses by filling out this registration form. Your registration will be processed in 1-2 business days, and you will be notified via email once access is granted.

  1. Course Number

  2. Classes Start

  3. Estimated Effort

    2 hrs./week (8 hours)
  4. Price