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Digital Advertising: Foundations
- Level: Beginner
- Length: 80 minutes
- Krista Neher
Digital advertising accounts for the majority of advertising and marketing budgets. Why? Because it gets results. Digital ads are measurable, reliable, scalable, and flexible, proven to deliver value for any business objective. This foundational course covers exactly how digital ads work, why businesses use them, and how to incorporate them into your plans. We’ll cover the full spectrum of digital ads, from display to search, social, and video ads.
This course is perfect for business and marketing professionals to understand the foundations and mechanics of digital advertising.
- Understand the benefits and challenges of digital ads and how they grow business results.
- Grow media impact with a strategic ad plan.
- Define your objective and target audience effectively based on digital best practices.
- Choose strategic ad channels, formats, and creative to maximize results.
- Measure the impact of your ads and optimize to grow results.
- Build a strategic digital advertising plan for your business.
What’s Included In The Course
- Downloadable Resources
- Completion Certificate
- Live Demonstrations
- Activities to Implement
- Real-world Examples
Resources
-> Digital Ads Quickstart Guide
-> Digital Ads Planner
-> Digital Ads Targeting Cheat Sheet Guide
Digital Advertising: Foundations is a beginner course for understanding digital ads and their importance. In this course, you’ll learn the foundations of digital advertising to understand how ads can contribute to your marketing success.
Digital marketing & social media E-Learning or virtual workshops for your team or organization.
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Get the training, resources and support you need to build online success for you and your business for just $77/month
Sign Up For All Access PassDigital marketing & social media E-Learning or virtual workshops for your team or organization.
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Digital Advertising: Foundations Course Outline
- Importance of digital ads.
- Business benefits of digital ads.
- Strategic advantages of using digital ads.
- Key challenges of digital ads.
- Issues that impact ad effectiveness.
- What media impact is.
- Factors that influence media impact.
- Effects of factors on results.
- Define steps of an ad plan.
- Importance of each step on ad success.
- Define ad objective.
- Clearly defining ad objective.
- Align ad objective with your business goal.
- Importance of selecting the right audience.
- Main types of targeting available.
- How to choose the right audience.
- How to choose the right ad channel.
- What each channel is and how it works.
- What is an ad format.
- Considerations when choosing format.
- What is ad creative.
- Importance of ad creative.
- Balance user value and business value.
- Purchasing digital ads.
- Online bidding systems.
- What is ad optimization.
- Importance of ad optimization.
- Evaluate ad success relative to KPIs.
- Setting KPIs.
- Linking KPIs to business objectives.
- Importance of strategy in ad plan.
- Plan elements.
Course Description
Digital Advertising: Foundations is a beginner course. You’ll learn the foundations of digital advertising to understand how ads can contribute to your marketing success.
Digital ads are one of the most powerful marketing channels. Over 50% of ad spending is digital (and growing). There are many digital ad channels, and the opportunities to use them to deliver impact for your business are endless. Digital ads include search ads (SEM), social media ads, display ads, and video ads (or YouTube ads).
This course will show you why digital ads are important and how they fit into your marketing strategy. You’ll discover the benefits and challenges of digital advertising. We’ll explore how to grow media impact to optimize your advertising budget and results.
You’ll learn the exact steps to create an advertising plan and how and why each step is important. We’ll cover the importance of choosing the right objective, defining your target audience, selecting the right format, and creating the right content or creative.
You’ll learn how ads are purchased and how this impacts your ad strategy and outcomes. We’ll cover how to optimize ads, measure the success, and create a specific and focused plan with best practices.
At the end of this course, you’ll be ready to articulate how digital ads fit into your overall marketing strategy and how to create a plan for your ads to maximize your budget.
Learning Objectives
- Articulate what digital ads are and their benefits and drawbacks.
- Apply the levers of growing media impact.
- Implement the steps to building an ad plan.
- Choose the right channel for your ads.
- Optimize and measure the impact of your ads.
Resources
- Digital Ads QuickStart Guide
- Digital Ads Planner
- Digital Ads Targeting Cheat Sheet
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Get the training, resources and support you need to build online success for you and your business for just $77/month!
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Instructor
Krista Neher is a six-time bestselling author, international speaker, award-winning entrepreneur, global thought-leader, and an expert in social media, digital marketing, and personal branding, with over 20 years of experience.
She is the CEO of Boot Camp Digital and a contributor on Forbes and Newsweek. She wrote the first textbook on social media and created the first accredited digital marketing certification in the world.
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