Digital Marketing and Advertising: A Guide to Get Started

Are you prepared to delve into the realm of digital marketing and advertising?

Are you ready to explore the multitude of companies beyond Google and Facebook that wield influence over the ads displayed on your devices?

Are you ready to grasp the intricacies of terms, pricing models, ad units, and everything essential for thriving in the digital advertising sphere?

If so, you've come to the right place!

Professional Background

With over a decade of experience in the digital marketing industry, I have worked with a diverse range of clients, from small businesses in upstate NY to prominent advertisers at NYC-based ad agencies. My expertise extends to the mobile and tech aspects of the industry, allowing me to split my time between New York and Silicon Valley. The advertisers I collaborate with include national and international brands spanning entertainment, fashion, liquor, government agencies, and more.

Navigating the Digital Advertising Landscape

To effectively create and oversee digital advertising campaigns on this scale, it's crucial to comprehend not only the fundamental advertising principles taught in academia, but also to fully grasp the continually evolving digital advertising ecosystem.

Course Objectives

This course is designed to equip you with the knowledge necessary to secure a role in advertising and marketing, execute successful campaigns, expand your current business, or discover new avenues to enhance your professional value within your current employment.

This course serves as an introduction to the realm of digital and online advertising. It comprehensively covers various digital ad units, advertising partners, processes, purchasing, and more. It is ideal for individuals interested in promoting their business online, seeking opportunities in digital media planning, understanding how leading brands choose to advertise online, marketing and advertising students, as well as those intrigued by the creation and delivery of online ads.

Course Subjects

The course covers the following subjects:

Introduction: Understanding digital advertising and marketing

• Display/Banner Ads
• Video Ads & Pre-Roll
• Social Media
• Audio
• Rich Media & Takeovers
• The IAB, and more

The Digital Ecosystem: Understanding Digital Advertising

In the world of digital advertising, it is crucial to have a comprehensive understanding of the various components that make up the digital ecosystem. This includes knowing the different types of digital advertising vendors, the buying models and their advantages, ad targeting and data collection mechanisms, the ad serving process, and the importance of reporting and measurement.

When it comes to digital advertising vendors, there are several key players to be aware of. Publishers, for example, are responsible for creating and distributing content, while exchanges act as intermediaries between publishers and advertisers, facilitating the buying and selling of ad inventory. Networks, on the other hand, connect advertisers with a wide range of publishers, allowing for broader reach and increased visibility. Lastly, DSPs (Demand-Side Platforms) provide advertisers with the tools and technology needed to manage and optimize their digital ad campaigns.

In terms of buying models, advertisers have a few options to choose from, each with its own advantages. CPM (Cost Per Mille) is a popular model that charges advertisers for every thousand impressions their ads receive. This model is particularly useful for brand exposure and awareness campaigns, as it allows advertisers to reach a large audience. On the other hand, CPC (Cost Per Click) charges advertisers based on the number of clicks their ads generate. This model is effective for driving website traffic and measuring direct response. Lastly, GRPs (Gross Rating Points) are used to measure and compare media efficiency. This model is particularly useful for advertisers looking to evaluate the effectiveness of their ad campaigns.

When it comes to ad targeting and data collection, there are various mechanisms and data sources at play. Targeting mechanisms utilize a combination of Cookie Data, Personally Identifiable Information (PII), Registration Data, IP Addresses, and Data Management Platforms (DMPs) to deliver personalized ads to the intended audience. Data collection, on the other hand, involves the gathering of information such as Cookies, PII, User Registration Details, and IP Addresses. This data is then used to determine the most relevant ads to serve to users.

The ad serving process is facilitated by ad servers, which are platforms designed to store, manage, and deliver ads to users. The purpose of ad servers is to efficiently deliver targeted ads to the intended audience. They utilize the targeting data collected to serve relevant ads to users in real-time, ensuring that the right message reaches the right people at the right time.

Reporting and measurement play a crucial role in the success of digital advertising campaigns. Advertisers look for key metrics such as Click-Through Rates (CTR), Conversion Rates, Impressions, and Return on Investment (ROI) to evaluate the performance of their ads. Key Performance Indicators (KPIs) are set to measure the effectiveness of ad campaigns and achieve specific advertising goals. Reports are pulled and formatted to analyze performance and optimize future campaigns, allowing advertisers to make data-driven decisions and improve their overall advertising strategy.

Skills with Global Applicability

The course equips you with skills that transcend borders and are applicable to any business worldwide. Given the global nature of the digital advertising industry, professionals must adopt a global perspective to thrive.

Universal Relevance

While costs and engagement rates differ by country, the fundamental skills and overarching trends remain consistent across all regions. Thus, irrespective of your location or workplace, this course is invaluable.

Additional Benefits

By enrolling, you gain:

• Lifetime Access
• Responsive Q&A Support

Don't miss this opportunity! Every moment you delay is potentially losing you valuable leads and sales. Take the first step towards growing your online business by clicking "Buy now".

1. Great for anyone working in advertising/sales, digital or otherwise, who wants an update on the digital space
2. Students, those looking for a job in digital advertising, business owners, anyone looking to monetize their website, or anyone interested in the process behind ads they see everyday
3. Traditional media professionals with decades of experience in broadcast media, television advertising, radio advertising, and print looking to get up to speed on digital advertising

1. Have some interest in the digital advertising industry
2. Come to the course ready to learn
3. Suitable for all types of businesses (digital product, physical product, service, B2B, B2C)

1. ★★★★★ “The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority - i.e. he knows what he's talking about and it shows.” ~ AJ Du Toit
2. ★★★★★ “Thought this was an excellent introduction course. Working in the industry without a huge amount of experience in this area, it was a great way to familiarize myself with topics in ongoing conversations internally and externally. Will be taking 201 to further my understanding.” ~ Jocleyn Armour
3. ★★★★★ “It is advertised as a 101 course and it did exactly that and very well, touching on the building blocks of Digital Advertising and Marketing. Good job Ben.” ~ Jean C
4. ★★★★★ “Yes, this is a very good initiative to educate the employees with supporting acknowledges to improve their skills more effectively.” - Seshantu Chatterjee★★★★★ “Thanks so much for the insightful course. The course gave me an in-depth information for a beginner like me and still I could understand it. I love the way the facilitator explained everything, and lastly thank you for the recommendation reads. Now I'm ready to move to 201.” ~ Motsidisi Maureen Ried
5. ★★★★★ “Very informative, to the point and covered all the foundations of digital advertising.” ~ Robert Janes