Course Modules

Module 1: Introduction to Digital Advertising

• Defining digital advertising and its evolution
• Key differences between traditional and digital media
• Overview of major digital platforms (Google, Meta, LinkedIn, etc.)
• Understanding consumer behavior in the digital age
• Case Study: How Google revolutionized advertising through AdWords

Module 2: Digital Advertising Channels

• Search engine marketing basics
• Display networks and video advertising
• Social media advertising platforms
• Emerging channels: native and influencer ads
• Case Study: Multi-channel strategy for a retail brand

Module 3: Audience Targeting & Segmentation

• Basics of audience profiling
• Demographic, geographic, and psychographic targeting
• Behavioral and interest-based targeting
• Custom and lookalike audiences
• Case Study: Facebook Ads audience segmentation for an e-commerce store

Module 4: Ad Formats & Creative Strategies

• Text, image, and video ads explained
• Interactive and carousel ad formats
• Importance of ad design and copywriting
• Personalization in digital ads
• Case Study: Nike’s personalized video campaigns

Module 5: Campaign Measurement & Optimization

• Key performance metrics (CTR, CPC, ROAS)
• A/B testing for ad creatives
• Budget allocation and pacing
• Tools for monitoring and reporting
• Case Study: Optimizing ad spend for a SaaS company