/Online Advertising - Beginner

Course Curriculum

Section 1 · Module 1: Introduction to Online Advertising

▶ What is online advertising? ○ Types of online advertising (search, display, social media, native, video) ○ Benefits of online advertising over traditional methods ○ Key metrics: impressions, clicks, CTR, CPC, CPA, ROAS

Section 2 · Module 2: Online Advertising Platforms Overview

○ Google Ads: Search, Display, and YouTube ○ Meta Ads: Facebook and Instagram ○ LinkedIn Ads for B2B Marketing

Section 3 · Module 3: Understanding Target Audiences

○ Creating buyer personas ○ Tools for creating buyer personas

Section 4 · Module 4: Designing Ad Creatives

○ Types of ad creatives: text, image, video, carousel ○ Writing compelling ad copy ○ Crafting a strong call-to-action (CTA)

Section 5 · Module 5: Search Engine Advertising (Google Ads and Bing Ads)

○ How search engine advertising works ○ Setting up a search ad campaign ○ Keyword research and match types ○ Optimizing ads for high Quality Scores

Section 6 · Module 6: Display and Native Advertising

○ Overview of display ad networks ○ Creating visually engaging display ads ○ Best practices for native advertising

Section 7 · Module 7: Social Media Advertising

○ Creating campaigns for Facebook, Instagram, and LinkedIn ○ Advanced targeting options (custom audiences, lookalike audiences) ○ Best practices for A/B testing on social media

Section 8 · Module 8: Video Advertising

○ Why video ads are powerful ○ Platforms: YouTube, Instagram Reels, and Facebook ○ Creating engaging video ads on a budget ○ Measuring video ad performance (view rate, completion rate)

Section 9 · Module 9: Remarketing and Retargeting

○ What is remarketing and why it matters ○ Setting up remarketing campaigns on Google and Meta ○ Dynamic retargeting for e-commerce businesses ○ Personalizing ads for higher conversions

Module 1: Introduction to Online Advertising

What is online advertising?

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