| Self-Study: Start anytime, end anytime!
Get the keys to making online advertising work for you and your organization. See how pay-per-click advertising with Google AdWords works. Find out how to test low budget AdWords campaigns. Learn how you can target local audiences. Then discover Facebook advertising and how you can determine the demographics and even numbers of people you want to reach. No experience necessary, but if you are at an advanced level, your instructor is an online ad expert and can answer your toughest questions as well.
Agenda
Unit 1
The evolution of online advertising
From mass marketing to targeted marketing
The role of search in online advertising
Return on investment for online advertising
Competing effectively with online advertising
Unit 2
Creating Google AdWords Campaigns
Determining keywords
Selecting your AdWords territory
Understanding pricing strategies
Creating an AdWords budget and evaluation
Unit 3
Improving Online Advertising Results
How SEO and online advertising complement each other
Testing keywords and related keywords
Using Traffic Estimator to improve keyword selection
Successful strategies in using online advertising
Unit 4
Facebook Ads
Understanding Facebook uses and users
Using demographics to target Facebook Ads
Setting up Facebook Ads
Trends and future of online advertising
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