Digital Marketing: Advertising

Dive into the world of digital advertising and learn to design successful campaigns through planning and optimizing Google search campaigns, search engine marketing, and ad grouping. This course gives aspiring marketers, freelancers, small business owners, and D2C founders the critical digital marketing skills required to design and manage digital marketing campaigns that drive business success.

After completing this course, you will be able to:

Run successful digital advertising campaigns using fundamental digital advertising concepts and strategies
Apply the principles of Search Engine Marketing (SEM) by conducting keyword research, setting up Google Search campaigns, and optimizing for better ROI
Create and manage effective social media advertising campaigns using platform-specific tools and best practices
Analyze influencer marketing strategies and evaluating campaign effectiveness through relevant metrics

Course Overview

During this course, you’ll explore the core elements of digital advertising, including search engine marketing (SEM), keyword search, bidding strategies, and ad grouping. You’ll learn how to plan and optimize Google search campaigns, and explore B2B marketing, lead generation, advertising strategies, audience targeting, and ad formats across social media platforms.

You’ll also gain insights into Google Shopping Campaigns and influencer marketing, including how to select, evaluate, and collaborate with influencers strategically. Plus, you’ll explore how generative AI can transform your work, adding creativity and efficiency.

Additionally, you’ll apply your skills through hands-on labs and real-world projects, developing data-driven strategies to create and optimize campaigns using 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!

Prerequisites

This is a beginner-friendly course. No prior experience is required. However, you should have basic computer skills and be familiar with MS Office. It is advantageous to have a fundamental knowledge of marketing concepts.

Related Professional Certificates

This course is part of the Digital Marketing and Growth Hacking Professional Certificate, which is designed to give you the job-ready skills you need to run successful digital marketing campaigns and growth hacking initiatives.

Course Syllabus

Module 0: Welcome

Course Introduction
General Information
Objectives and Syllabus
Grading Scheme
How to Make the Most of This Course

Module 1: Fundamentals of Digital Advertising and Search Engine Marketing

Module Introduction and Learning Objectives
Introduction to Digital Advertising
Digital Advertising Terms
Buying Models and Formats in Digital Advertising
Digital Advertising Planning
Introduction to Growth Hacking in Digital Advertising
Advertising Planning
Introduction to Search Engine Marketing
Keyword Research
Bidding Strategies
Creating Text Ads in Google Ads
Setting Up a Google Ads Search Campaign
Keyword Research and Ad Grouping
Setting up a Search Campaign on Google
Campaign Optimization Fundamentals
Optimization Techniques
Data Analysis for Growth Hacking
Campaign Optimization
Optimizing a Campaign
Module 1 Practice Quiz: Fundamentals of Digital Advertising and Search Engine Marketing
Module 1 Summary: Fundamentals of Digital Advertising and Search Engine Marketing
Module 1 Graded Quiz: Fundamentals of Digital Advertising and Search Engine Marketing

Module 2: B2B Lead Generation and Facebook and Instagram Advertising

Module Introduction and Learning Objectives
Introduction to B2B Advertising and LinkedIn Advertising Platform
Introduction to Growth Hacking in B2B Marketing
Audience Identification on LinkedIn
B2B Campaigns on LinkedIn
Setting Up Campaigns on LinkedIn
B2B Lead Generation
B2B Targeting: LinkedIn Audience Creation
Setting Up a Campaign on LinkedIn Ad Platform
Facebook and Instagram Advertising Platform
Audience Identification on Facebook
Advertising Formats on Meta
Meta Advertising Platform
Audience Targeting for Meta
Creating a Facebook Advertising Campaign
Optimization Fundamentals
Optimization Techniques: Meta
Search Campaign Optimization
Optimizing a Campaign Based on Data
Module 2 Practice Quiz: B2B Lead Generation and Facebook and Instagram Advertising
Module 2 Summary: B2B Lead Generation and Facebook and Instagram Advertising
Module 2 Graded Quiz: B2B Lead Generation and Facebook and Instagram Advertising

Module 3: Shopping Campaigns and Influencer Marketing

Module Introduction and Learning Objectives
Introduction to Shopping Campaigns Using Google Merchant Center
Google Shopping Campaigns
Integrating Google Merchant Centre with Google Ads Campaign
Growth Hacking for Online Sales
Shopping Campaign Planning
Introduction to Influencer Marketing
Influencer Identification and Evaluation
Influencer Marketing Guide
How to Hack Influencer Marketing for Faster Growth
Influencer Evaluation and Selection
Introduction to ROI Metrics
Shopping Campaign Optimization
Metrics and Analysis Guide
Shopping Campaign Optimization
Module 3 Practice Quiz: Shopping Campaigns and Influencer Marketing
Module 3 Summary: Shopping Campaigns and Influencer Marketing
Module 3 Graded Quiz: Shopping Campaigns and Influencer Marketing

Module 4: Final Exam

Module Introduction and Learning Objectives
Evolution of Digital Advertising
Final Exam: Digital Advertising
Course Wrap-Up
Video: Course Wrap-Up
Course Glossary: Digital Advertising
Congratulations and Next Steps
Team and Acknowledgments
Course Rating and Feedback
Feedback

Digital Marketing: Advertising

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