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Digital Advertising

via Hubspot Academy

Overview

Today's digital advertisers require many skills to be successful: design, audience targeting, optimization, analysis, and more. Organic content channels are flooded and not reaching as many people as before, so paid advertising is an effective way to get your content to the top of people's feeds (and their minds). In this certification course, you'll learn everything you need to create a customer-centric advertising strategy, including journey-based advertising, bidding and targeting strategies, paid search, social media advertising, programmatic, reporting, and more.
  • Advertise at every stage of the buyer's journey
  • Create digital advertising campaigns that convert
  • Evaluate the performance of your digital advertising strategy

Syllabus

  • Setting the Foundation for Digital Advertising Strategy
    • Digital advertising can work alongside your organic marketing efforts to maximize impact. In this lesson, you'll learn how content marketing fundamentals can be applied to digital advertising and gain access to HubSpot Academy's Digital Advertising Workbook.
  • Getting Started With Journey-Based Advertising
    • Developing a digital advertising strategy is crucial to businesses looking to build brand awareness, expand their reach, and drive revenue. Whether you are new to advertising or looking to amplify your current efforts, learn how to get started building a journey-based advertising plan.
  • How to Strategize and Plan Your Paid Media Campaigns
    • Great digital advertisements have a well-thought-out campaign behind it. In this lesson, you'll learn how to strategize and plan your paid media campaigns by identifying your target audience, setting your goals and objectives, and more.
  • How to Use Targeted Advertising
    • Across the various advertising platforms, there are three key types of ad targeting, including demographic targeting, behavioral targeting, and contextual targeting. In this lesson, you'll learn the difference between each of these targeting strategies and understand how they fit into your digital advertising strategy.
  • Mastering the Art of Ad Copy, Creative, and Conversion
    • An optimized conversion path is the key to a successful digital advertising strategy. In this lesson, you'll learn how to communicate the value of your offer, design your ad creative, and optimize your conversion path.
  • Introduction to Social Media Advertising
    • There are a lot of options out there when it comes to social media advertising. In this lesson, you’ll learn about the advertising options that are available across multiple platforms, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat, and TikTok. Plus, you’ll learn best practices for creating remarkable digital ads for social media and see examples of effective social media ads in action.
  • Introduction to Paid Search Advertising
    • When it comes to paid search advertising, Google is by far the most popular option. In this lesson, you’ll learn how paid advertising on search engines works and how to get started with advertising on Google. Plus, you’ll learn best practices for creating remarkable digital ads for paid search and see examples of effective paid search ads in action.
  • Advanced Google Ads Strategies
    • Once you understand the basics of Google Ads, dive into the advanced Google Ads strategies to create high-performing ad campaigns. In this lesson, you'll learn the ins and outs of Google Ads extensions, dive deeper into the Google auction, and learn how to diagnose and optimize your campaigns.
  • What is Programmatic Advertising and How Does It Work?
    • Programmatic advertising is the automated buying and selling of digital ads. In this lesson, you'll learn how programmatic advertising works, the types of programmatic media buying, understand the programmatic advertising channels, and be introduced to the ad platforms.
  • How to Monitor and Report on Ad Performance
    • Digital advertising does more than just receive clicks or drive website traffic. They are a fundamental element of driving revenue and growing a business. In this lesson, you'll learn what attribution models are, how to build and scale your reports, measure and communicate return on investment, and launch experiments to improve your performance.
  • Digital Advertising Certification Course Next Steps
    • Next Steps for Digital Advertising Certification Course

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