Digital Paid Media Online Course

Master the skills to leverage paid media to market your brand or business, on this fully supported, 10-week online training course delivered by our partners Red & Yellow.

Digital Paid Media
Course length 10 weeks
Start date 14th Oct, 2019
Register by 7th Oct, 2019
Moderated course 8 modules
£999
ex VAT

Digital Paid MediaOnline8 modules

This course will teach you how to use digital channels and platforms such as Google Ads and Google Marketing Platform as a powerful promotional tool by targeting the right audiences, based on demographics, occupation, interests and locations.

After completing this course, you’ll be able to create focused, well planned, and cleverly executed campaigns with compelling calls-to-action that provide measurable results.

What will I learn?
Upon completion of this online course you'll gain the skills to:
  • Learn the fundamentals of paid search
  • Discover how to set-up, track, budget and optimise paid search campaigns with acquisition in mind
  • Understand the difference between paid search and programmatic advertising
  • Understand use and get maximum benefit from the full Google stack
  • Learn how to leverage insights from tracking and analysing data to optimise campaign performance
Why should I take this course?
This course is for anyone interested in managing and optimising effective paid search and display campaigns. This course is perfect for people who have little or no experience of paid media, such as small business owners or start-ups. You’ll also benefit if you have relatively good knowledge of paid media, such as digital marketers, brand managers, content marketers and marketing strategists.
Course Overview
Module 1: Introduction to Paid Media
  • What is paid media and why do we use it?
  • How to plan a media strategy that factors in the customer journey and delivery formats
  • Understand paid search and programmatic display
  • Get on top of Google Marketing Platform
Module 2: The basics of paid search
  • How to set up a paid search account
  • What terms like Quality Score and Ad Rank mean
  • How to research and match keywords
  • How to create ads and insert sitelinks
Module 3: Paid search in depth
  • Creating mobile and dynamic search ads
  • Targeting audiences and remarketing across video, search and customer lists
  • Setting up Google Shopping Campaigns
  • Understanding Search Ads 360 including how to set up and manage ads and budgets.
Module 4: Programmatic display
  • The difference between traditional vs programmatic display vs native advertising
  • What programmatic advertising is all about and the components of a programmatic buy
  • How to research and implement display, with creative guidelines
  • Ad servers vs DSP (demand side platform)
Module 5: Display in depth
  • Planning a display campaign within your media strategy
  • Targeting strategies for viewability and audience types
Module 6: Optimisation and bid management
  • What optimisation is and why it’s important
  • How to track performance against goals
  • What bid management means and how to optimise for different campaign types
Module 7: Tracking and tagging
  • Why it’s important to track campaigns
  • What is tagging?
  • How to use analytics and campaign integration with tags
Module 8: Google Marketing Platform (GMP)
  • The benefits of GMP and how to optimise.
  • How to get the most out of the Google Stack - Search Ads 360, Display & Video 360; Analytics 360 and Data Studio.
How the course works
The Digital Paid Media course is completed entirely online on the Red & Yellow learning platform. The course involves:
  • 8 modules (1 per week)
  • 8 assignments (1 per week, mix of quizzes and written questions)
  • 1 research project (completed over the duration of the course)
  • 8-10 hours of study per week (including reading the course notes, further research and assignments)
  • The first week is dedicated to orientation. You’ll get to familiarise yourself with the online learning platform, understand how everything works and meet the team that’ll support you during this upskilling process. Then in weeks 2-10, you’ll start delving into the learning modules.
Upcoming courses
This Digital Paid Media course will start on the following date:
  • 14th October 2019
Full Course 10 weeks£999 ex VAT
Online Learning USPs
Flexible Learning

Flexible Learning

Access the course content from anywhere in the world and participate in live chat sessions, forums and discussions. All assignments are designed to give you skills that you can immediately apply in the workplace.

Red & Yellow

Red & Yellow

All of the online courses delivered by our partner Red & Yellow offer part-time flexibility and are fully supported by a course coordinator, so you can focus on what matters – the learning.

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5
Inspiring and knowledgeable trainer

Gained very practical advice that I could immediately put into practice.

5
Great environment for learning

The training was relevant, insightful and presented in a fun but professional manner.

5
They certainly know the digital world

Very useful insights that have paid off time and time again since the course.