Digital Advertising Excellence, Driving Online Success
About This Course
This module offers an immersive experience that not only builds and strengthens existing understanding of digital advertising fundamentals, it also offers participants insight into digital performance marketing and its strategy and planning processes. The key to driving online success starts with a behind-the-scenes understanding of how major advertising platforms such as Google Ads work. Participants will be able to get hands-on experience in planning and setting up a successful Google Search ad campaign aimed at achieving a return on investment (ROI).
Upon completion of the course, learners will have the necessary knowledge and skills to explore technological advancements in digital advertising, including bidding strategies and the generation of ad creatives.
What You'll Learn
1. Gain a comprehensive understanding of the evolution from traditional to digital advertising.
2. Explore components of a digital advertising strategy, mapping channels to the acquisition funnel and comprehending essential metrics aligned with the customer journey.
3. Understand the intricacies of the digital advertising auction model to drive better cost-effectiveness and results.
4. Plan and construct an effective digital advertising campaign like Google Ads by combining market research and applying techniques on how to structure campaigns.
5. Define key metrics and goals, apply optimisation levers for return on investment (ROI) and cost efficiency, and comprehend the basics of conversion rate optimisation (CRO).
6. Discuss future trends in digital advertising, with a focus on the evolving role of technology.
Entry Requirements
Participants should have at least 2 years of working experience.