Planning for Paid Advertising on Digital Platforms
Coursebank
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