Overview

Successful digital ad campaigns generate $4.33 for every $1 spent (Statista). Marketers with strong digital advertising skills are in high demand! This course gives marketers, small business owners, D2C founders, and freelancers the foundation to run successful digital advertising campaigns. During this course, you'll explore the core elements of digital advertising—search engine marketing (SEM), keyword search, bidding strategies, and ad grouping. You'll learn techniques for planning and optimizing Google search campaigns. You'll dive into B2B marketing, lead generation, advertising strategies, audience targeting, and ad formats. Plus, you'll look at all major social media platforms, including LinkedIn, Facebook, and Instagram. You'll also learn about shopping campaigns on Google and influencer marketing fundamentals, including selecting, evaluating, and collaborating with influencers effectively. And you will learn about how digital advertising is evolving with generative AI. Through hands-on labs and real-world applications, you'll gain experience creating and optimizing campaigns using data-driven strategies. You will use tools like Shown.io and Facebook Ad Account to maximize return on investment (ROI). If you're keen to build high-performing ad campaigns that generate real results, ENROLL today!

Syllabus

Fundamentals of Digital Advertising and Search Engine Marketing (SEM)

This module provides a foundational understanding of digital advertising, covering core concepts, key terms, and buying models. You will explore campaign optimization techniques, search engine marketing (SEM), keyword research, bidding strategies, and ad grouping. The module also covers planning and setting up search campaigns on Google, including creating search ads and selecting the right marketing channels, buying models, and ad formats. Additionally, you will gain insights into search optimization techniques and data analysis methods to enhance campaign performance and maximize ROI.

B2B Lead Generation and Facebook and Instagram Advertising

This module provides an understanding of B2B marketing and its significance in lead generation campaigns. You will explore how LinkedIn advertising works, including audience identification techniques, different ad formats, targeting options, and campaign types to develop effective B2B lead-generation strategies. Further, you will gain insights into running advertising campaigns on Meta platforms, including Facebook and Instagram. You will learn how to select audiences using demographic, behavioral, and interest-based targeting and understand the different ad formats. Finally, the module covers optimization techniques for LinkedIn and Meta, focusing on strategies to improve campaign performance and maximize return on investment (ROI). Through practical exercises and real-world applications, you will develop the skills needed to create, manage, and optimize successful B2B marketing campaigns on social media.

Shopping Campaigns and Influencer Marketing

This module will introduce you to the essential concepts of how shopping campaigns work on Google and the fundamentals of Influencer marketing. It covers key topics like Google Merchant Centre, running shopping campaigns on Google, and finding and evaluating influencers for influencer marketing. The module will also help you understand the various metrics that you should use to determine the effectiveness of shopping and influencer marketing campaigns. Through hands-on exercises and practical examples, this module will equip you with the knowledge and skills to optimize campaigns using precise strategies.

Course Wrap up and Final Exam

The module includes a final project based on the concepts covered in the course. In this module, you will also attempt a graded quiz to test and reinforce your understanding of concepts.