According to the Interactive Advertising Bureau (IAB), US internet advertising revenue has surpassed $250 billion. At nearly 70% of $380 billion in US total ad spend, it is essential for marketers to understand and plan for continued investments in digital advertising. This course explores digital advertising on Search, Display, Digital Video, Social, and Retail Media. Students review various advertising campaigns for best practices on Google, Meta, and Amazon, while also learning industry standards in the ever-changing digital space. Course projects include conducting audience and keyword research, developing ads, analyzing landing pages, and exploring effective digital ad campaigns. Students learn how to launch lead generation and ecommerce campaigns, while also setting up tracking to ensure return on investment (ROI) is properly attributed.
Continuing Education Units (CEU) : 2.5
Continuing Education Units (CEU) : 2.5
You'll walk away with
- ..Course Learning Outcomes:
- Define the key metrics and terminology used in digital advertising.
- Classify core functions and strategic differences between major digital advertising platforms.
- Differentiate the performance data of various digital ad campaign elements to evaluate key performance indicators.
- Analyze landing pages and campaigns to recommend specific, actionable improvements for optimizing conversion rates.
- Create a digital advertising strategy plan to meet specific business goals.
Certificates that include this course
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