This course has been designed as an introduction to digital advertising where learners will be guided to recognize the importance of having a dynamically crafted digital ad creative to increase the chances of the ads being clicked on and reaching a satisfying conclusion with a profitable transaction.

Learners will first be given an overview of the role that digital advertising plays in the overall digital marketing strategy, followed by a quick revision of creating buyer personas and mapping out buying journeys and sales funnels. After formulating their digital advertising strategies, they will be guided on the creation of Google ads with online tools and Facebook ads using the Facebook platform. Finally, learners will learn how to develop a tracking and optimization plan to achieve better ROI for future ad campaigns.

The main objective is to equip learners with the requisite digital marketing knowledge, skills, and attitudes to make informed decisions in formulating digital advertising strategies, executing a range of digital ads on various marketing media such as Google and Facebook and in managing the performance of the ads by tracking and optimizing them in accordance to organizational business goals and objectives. These skills will help our learners to explore a career in digital marketing or to scale up their businesses.

Introduction to Digital Advertising

- Concept of digital marketing Function of digital advertising Creating SMART marketing goals Online and Offline advertising Digital advertising platforms Types of digital ads

Understanding Your Customer Journey

-  Creating buyer personas Mapping buying journeys Developing a communication plan Mapping out digital touchpoints Creating assets for digital touchpoints Landing page: the last critical mile

Formulating Your Digital Advertising Strategy

- Identify, align, and prioritize goals KPI measuring plan
- Developing a media buying plan
- Formulating an ad spend budget

Creating Your Google Search Ad

- Ad structure and budget
- Devising bid strategy
- Selecting ad groups and finding keywords
- Types of Extension
- Google Ad Metrics

Creating Your FB Retargeting Ad

- Deciding on campaign goals
- Facebook account structure
- Types of campaign
- Audience targeting
- Facebook Ad metrics
- Importance of UTM tracking
- Develop a Tracking and Optimization Plan
- Analyzing a Google Ads report
- Analyzing a Facebook campaign report
- Analyzing multi-channel report for optimizatio
- Tracking and integrating offline campaigns