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Planning for Paid Advertising on Digital Platforms


Department of Information and Communications Technology
Enrollment in this course is by invitation only

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:

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

Course Content

Week 1:Getting started with paid advertising

13 Videos | 1 Activity

13 Videos

  • Welcome to the course!
  • The value of paid advertising
  • Steps on crafting a paid advertising plan
  • Targeting and segmentation
  • Creating a Customer Journey Map

1 Activity

  • Exit Assessment

Week 2: Facebook ads Manager

5 Videos | 1 Activity

5 Videos

  • The Value of Facebook ads
  • Creating a Campaign
  • Choosing your Objective
  • Targeting: Core, Custom, and Lookalike
  • Metrics that Matter

1 Activity

  • Exit Assessment

Week 3: LinkedIn Campaign Manager

3 Videos | 1 Activity

3 Videos

  • Learning the value of LinkedIn ads
  • Targeting efficiently on LinkedIn
  • LinkedIn’s ad Formats

1 Activity

  • Exit Assessment

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

9 Videos | 1 Activity

9 Videos

  • Introduction to Google ads
  • Search ads: Best practices
  • Display ads: Targeting
  • Measuring your Google ads Campaign
  • The value of YouTube ads
  • Targeting efficiently for video campaigns
  • YouTube’s ad formats
  • Tips on ads
  • Key Takeaways

1 Activity

  • Exit Assessment
  1. Course Number

    DICT-DM005
  2. Classes Start

    TBA
  3. Estimated Effort

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

    Free