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Digital Advertising: Optimization Foundations
- Level: Advanced
- Length: 45 minutes
- Krista Neher
Optimization is about adjusting ad elements to improve performance over time. This foundational course covers the why, what, and how of strategically optimizing campaigns. To successfully optimize, advertisers must understand which elements can be adjusted, how to find signals of performance issues, and make adjustments that improve performance. We’ll dive into core optimization concepts that allow you to translate data into action to improve your ads. At the end of this course, you’ll be able to mine data to identify and act on performance issues.
This course is ideal for digital advertisers who want to improve the performance of their campaigns.
- Discover how to diagnose and find campaign performance issues.
- Understand the learning phase and how it impacts campaign performance.
- Learn why strategic setup is vital to creating automatically optimizing campaigns.
- View performance over time to spot issues that aren’t visible on standard campaign reports.
- Understand how AI algorithms are automatically optimizing campaigns.
- Spot common campaign performance issues with ad platform data.
What’s Included In The Course
- Downloadable Resources
- Completion Certificate
- Live Demonstrations
- Activities to Implement
- Real-world Examples
Resources
-> Digital Ads Creative Playbook
Optimization is the process of improving ads based on data and insights. Optimization is often vital when there are issues with ad performance, but even ads that perform well can be improved. This course will show you how to approach optimization and find possible issues with ad performance. You’ll learn how to optimize campaign strategy.
Digital marketing & social media E-Learning or virtual workshops for your team or organization.
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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: Optimization Foundations Course Outline
- What digital ads optimization is.
- Why optimization of ads is important.
- Why campaigns don’t perform as expected.
- Diagnosing campaign performance issues and opportunities.
- What the learning phase is.
- Factors that reset the learning phase.
- How to view ad results to maximize impact.
- Understand result trends over time.
- How reach and frequency metrics can indicate the need for optimization.
- How to evaluate data to know when it’s time to adjust.
- How AI optimizes ads.
- How AI optimization works.
- How AI ad optimization reduces manual optimization.
- How scent and strategy impact campaign performance.
- How to evaluate your campaigns for scent or strategy issues.
Course Description
Digital Advertising: Optimization Foundations is an advanced course. You’ll learn what digital ads optimization is and tips and best practices for optimizing ad campaigns.
Optimization is the process of improving ads based on data and insights. Optimization is often vital when there are issues with ad performance, but even ads that perform well can be improved. This course will show you how to approach optimization and find possible issues with ad performance. You’ll learn how to optimize campaign strategy.
In this course, you’ll learn what optimization is and why it is important. You’ll also discover how AI and machine learning are influencing optimization. We’ll cover best practices for optimization and how the “learning phase” and AI learning impacts how we optimize ad campaigns.
You’ll learn how to approach ad optimization, and how to identify potential performance issues with a campaign. Specifically, we’ll cover how to evaluate performance over time, analyze reach and frequency and look for potential issues like creative wear-out and audience saturation.
You’ll learn how to diagnose and adjust issues with campaign strategy and “scent” – or alignment between your strategy, ad elements and website or landing page.
At the end of this course, you’ll be able to diagnose and adjust campaigns based on data to improve performance over time. You’ll be able to recognize common campaign issues and correct them.
This interactive course includes a Digital Ads Planner to implement your plan. It also has live examples, interactive activities, and opportunities to apply your learning.
Learning Objectives
- Identify campaign performance issues.
- Identify learning phase and what resets it.
- Optimize ad performance.
- Analyze frequency and reach to find performance issues.
- Articulate how AI automatically optimizes ads.
- Evaluate and optimize scent and strategy.
Resources
- Digital Ads Creative Playbook
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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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