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Digital Marketing and Advertising: How to Do Well Like a Pro

Equips professionals with in-depth knowledge of location targeting, retargeting, ad blocking, and practical campaign setup in major ad-tech platforms.

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Last updated 11/2024
English

Overview

In today’s digital advertising and marketing industry, staying abreast of new products, trends, and companies is crucial for success. However, doing so without on-the-job training can be challenging. This course delves into vital topics and their application to major brands and businesses.

The course on digital advertising 101 and marketing, not only explains essential concepts such as location targeting and retargeting, but also provides insights into specialized companies offering these products, offering a comprehensive understanding of the industry landscape.

Designed for professionals in digital advertising, media, digital, or related fields, this course goes beyond basic geo-targeted media requests, equipping participants with the knowledge to discern between different targeting options and make more informed purchasing decisions. Moreover, it offers practical demonstrations of setting up campaigns in DSPs and SSPs, illuminating the disparities between the two.

For those needing to navigate contract negotiations, the course provides a detailed walkthrough of the process, the involved parties, and valuable advice for effective handling. Additionally, it demystifies Ad Blocking, elucidating its mechanisms and the industry’s responses.

Furthermore, the course features exclusive interviews with industry experts from renowned companies like Google. These seasoned professionals, boasting extensive experience and holding senior management positions, share invaluable insights and knowledge unique to their insider perspective.

Course Subjects

Location Targeting

Explanation of IP, Wifi, and GPS targeting methods and their differences on Desktop and Mobile devices.

Beacons

Understanding Beacon technology, its distinctions from GPS, and best practices for its use.

Retargeting

Unveiling the workings of retargeting digital advertising campaigns.

Bid Requests

Shedding light on the Real Time Bidding (RTB) process, including how bidding works and what it entails.

Research

Utilizing research tools to formulate effective communication strategies and showcasing professional approaches.

Platform Demos

Practical setup of real-life ad campaigns in major ad-tech platforms such as Demand Side Platform (DSP), Supply Side Platform (SSP), and Facebook Power Editor.

Contract Negotiations

Exploring the process and stakeholders involved in negotiating media buying for effective campaigns, especially with larger budgets.

Ad Blocking

In-depth review of ad blocking mechanisms, ad blocking companies, and the industry's response to this pervasive issue.

Social Listening

Demonstrating the intricacies of Social Listening platforms beyond basic social media searches.

Interviews with Industry Experts

Insightful interviews with experts from Google/JWT and more.

Course Enrollment

Enroll now, take detailed notes, and let's begin!

Who this course is for

  1. Those looking to become a true pro at digital advertising and marketing
  2. Students looking to expand their knowledge of the digital advertising industry
  3. Professionals looking to further their career in digital marketing and digital advertising

Testimonials

  1. ★★★★★ “The course is really helping me to understanding the ideas and the tools of digital advertising and marketing which will surely attached on my knowledge book.” ~ Ajinkya Khadse
  2. ★★★★★ “The hands on demos of the various platforms and research tools in the digital advertising ecosystem, along with the insightful interview with an industry professional, really set this course apart. Good foundational knowledge for somebody looking to enter the digital advertising space. Together with the digital advertising 101 and 201 course, this was a comprehensive and coherent summary of many of the key topics to get you started.” ~ Josh Crowhurst
  3. ★★★★★ “Great course good content and easy to understand.” ~ Sriram Achanta
  4. ★★★★★ “Great course; very insightful and useful for digital marketing professionals!” ~ Rosemarie
  5. ★★★★★ “A very detailed and knowledge-deepening course. Worth the price and time spent.” ~ Marcin Szymczak

What you'll learn

  1. Understand advanced digital advertising and marketing topics
  2. Fully understand how location targeting works, GPS targeting, and beacons
  3. Understand how retargeting works, and how advertisers serve you a message
  4. See what a bid request looks like and the data it contains
  5. Find out where to get the best research for your campaigns
  6. Become a pro at contract negotiations
  7. Understand how ad-blocking works, the history behind it, and how the industry is adapting
  8. Run a social media marketing campaign
  9. Facilitate a social listening exercise
  10. Join over 7,000 students who have taken similar courses on digital advertising and digital marketing
  11. Hear first hand from industry professionals what's coming up in the world of digital marketing and digital advertising

Requirements

  1. Have a working knowledge of digital marketing and digital advertising
  2. Complete both Digital Advertising 101 & Marketing 101 and 201 courses
  3. Know the difference between ad-tech companies like DSPs, Networks, Exchanges, and others
  4. Understand the basics of programmatic advertising
  5. Be aware of the different kinds of companies like agencies, publishers, tech companies, and end advertisers
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Course Content

12 Sections 25 Lectures 4h 19m total length

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