Digital Advertising 101

Overview

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Master the art of building a digital advertising strategy in this comprehensive course. Set objectives, profile your audience, analyze competitors, choose effective channels, create resonant content, allocate budget, and diagnose underperformance.

Syllabus

Intro

In this course, Tim will provide a comprehensive overview of digital advertising, delving into the intricacies of paid channels, retargeting strategies, lead generation tactics, and the keys to customer retention. By the end of the course, you'll possess all the essential tools to craft a winning digital advertising strategy.

Lesson 1: Goals of Digital Advertising

This lesson covers diverse aspects of digital advertising—paid channels, brand awareness, and strategies for remarketing, purchases, lead generation, and customer retention. It sets the stage for a deeper exploration of specific ad types in the next lesson.

Lesson 2: Types of Digital Advertising

This lesson provides insights into various digital ad channels—search, social media, display, programmatic buying, and video ads. You'll learn about their characteristics, effectiveness, and ideal applications.

Lesson 3: Advertising CPM & Other Metrics

In this lesson, you'll delve into key digital advertising metrics such as CPM, CPC, Conversion Rate, and ROAS. You'll develop a comprehensive understanding of measuring and analyzing campaign performance, beyond numerical metrics.

Lesson 4: Competitor Research

In lesson 4, you'll dive into competitor research, understanding the significance of analyzing the competitive landscape. You'll gain insights into competitors' strategies, ad styles, targeting, strengths, weaknesses, and areas of opportunity.

Lesson 5: Creating Your Digital Advertising Strategy

In this final lesson, you'll learn how to create a powerful digital advertising strategy. From setting clear objectives aligned with business goals, identifying and understanding your target audience, to selecting the right channels and crafting compelling ad content, this lesson guides you through the essential steps.