ONCE0390 - Online Advertising
Course Description
Get the keys to making online advertising work for you and your organization. See how pay-per-click advertising with Google AdWords works. Find out how to test low budget Adword campaigns. Learn how you can target local audiences. Then discover Facebook advertising and how you can determine the demographics and even numbers of people you want to reach. No experience necessary, but if you are at an advanced level, your instructor is an online ad expert and can answer your toughest questions as well. No discounts apply this course.
Course Outline
Unit 1
- The evolution of online advertising
- From mass marketing to targeted marketing
- The role of search in online advertising
- Return on investment for online advertising
- Competing effectively with online advertising
Unit 2
- Creating Google AdWord Campaigns
- Determining keywords
- Selecting your AdWord territory
- Understanding pricing strategies
- Creating an AdWord budget and evaluation
Unit 3
- Improving Online Advertising Results
- How SEO and online advertising complement each other
- Testing keywords and related keywords
- Using Traffic Estimator to improve keyword selection
- Successful strategies in using online advertising
Unit 4
- Facebook Ads
- Understanding Facebook uses and users
- Using demographics to target Facebook Ads
- Setting up Facebook Ads
- Trends and future of online advertising
Learner Outcomes
Course outcomes
At the end of the course, you will:
- Have an overall understanding of how online advertising works;
- Possess guidelines on how to create, maintain and analyze Google AdWords and Facebook Ad campaigns;
- Know how to test and improve your online advertising strategies;
- Gain the technical knowledge to utilize and analyze results using Google Adwords and Facebook Ads;
- Know how keyword variations, related keywords, language and estimated click-per-pay statistics can improve your online advertising results.
Course objectives
- To provide participants with an overview and understanding of online advertising functions today and its role in advertising and marketing;
- To provide participants with the practical, how-to knowledge of how to create, maintain and analyze an online advertising campaign;
- To provide participants with the knowledge of how to test online advertising campaigns;
- To provide participants with the knowledge of how to determine Return on Investment, pricing, and ad positions for Google Ads;
- To provide participants with an understanding of Facebook Ads, how they differ from Google Ads, and current and likely future trends in online advertising.
Notes
Instructors: Dan Belhassen and Susan Hurrell
Dan Belhassen is an expert in eMarketing. He does writing, training, and consulting all over North America on the topic. He is founder of Modern Earth, located in Winnipeg, Manitoba, Canada. Modern Earth does a range of eMarketing for its clients, including email promotions, web site development, search engine optimization, and online advertising.
Susan Hurrell is an Online Marketing specialist with Modern Earth, Winnipeg, Manitoba, Canada. She helps clients know how to connect web viewers to the products, services or information they are searching for. PPC or Facebook ads, search engine optimization and dynamic sell-copy creation are her specialties to help websites deliver measurable results in viewer conversion, and increase traffic driven by online marketing initiatives.
This course is part of the Digital Marketing Certificate Program.
Applies Towards the Following Certificates
- Digital Marketing Certificate : Digital Marketing Certificate
- e-Marketing Essentials Certificate (online) : eMarketing Essentials Certificate