(16 Hrs) WSQ – Digital Advertising
Do you see many ads when you are surfing the net? Some of them take up the whole screen, some of them are positioned in between the texts that you are reading and some appear as banners at the top of your web page. When you leave the page, do you sometimes find the ads following you on whichever web page you are visiting and you start to get curious about what is on offer and click on it? Welcome to the world of digital advertising, where everyone of us are unwittingly targeted by digital advertisers who can track our browsing habits and show us advertisements related to our interests.
This is an introductory course to digital advertising where you will be guided to recognize the importance of having dynamically crafted digital ad copies and creatives to increases the chances of your ads being clicked on for profitable online transactions to take place.
In our 2-day ‘Digital Advertising’ course, you will first be given an overview of the role that digital advertising plays in the overall digital marketing strategy, followed by the important exercise of creating your buyer personas and mapping out their buying journeys. After you have your digital advertising strategy formulated, you will be guided to create Google ads with online tools and Facebook ads on the Facebook platform. Finally, you will learn how to develop a tracking and optimization plan to achieve better ROI for future ad campaigns.
Course Objectives – (16 Hrs) WSQ – Digital Advertising
At the end of the course, you will be able to:
- Recognize the key features that make up an online and offline marketing mix
- Determine the appropriate engagement media and channels for your target audiences
- Design and manage a media plan to achieve organizational and/or project KPIs
- Tactically execute a Google search ad to drive traffic to a landing page
- Tactically execute a FB retargeting ad for re-engagement and conversion
- Use attribution modelling to identify how different channels assist in conversion to optimize your ad spend
Participants are encouraged to attend our suite of digital marketing courses such as Developing Integrated Digital Marketing Strategy, Content Marketing Strategy, Search Engine Optimization, Social Media Marketing and Digital Marketing Analytics to get a more holistic and in-depth perspective on how to develop an integrated digital marketing strategy, create enticing copy, drive free and paid traffic to your websites and track the performances of your digital marketing campaigns.