Digital Advertising (WSQ)

Welcome to the world of digital advertising, where everyone of us are unwittingly targeted by digital advertisers who can track our browsing habits and show us advertisements related to our interests.

This is an introductory course to digital advertising where you will be guided to recognize the importance of having dynamically crafted digital ad copies and creatives to increases the chances of your ads being clicked on for profitable online transactions to take place.

At the end of the course, you will be able to:

• Recognize the key features that make up an online and offline marketing mix
• Determine the appropriate engagement media and channels for your target audiences
• Design and manage a media plan to achieve organizational and/or project KPIs
• Tactically execute a Google search ad to drive traffic to a landing page
• Tactically execute a FB retargeting ad for re-engagement and conversion
• Use attribution modelling to identify how different channels assist in conversion to optimize your ad spend