Digital Paid Media 1: Foundations and Best Practice

Course Outline

Module One: An Introduction to Paid Media - Module One introduces students to the world of Paid Media, and looks at its role within the overall digital marketing process, leaving them knowledgeable and aware of the evolving world of online advertising.

Module Two: Pay-per-Click Advertising (Desktop and Mobile) - In Module Two, students are schooled on the many mechanisms involved in pay per click advertising, from creating ads to understanding targeting options, giving them a working knowledge and the practical skills needed to manage PPC campaigns on desktop and mobile devices.

Module Three: Booked Media Advertising (Desktop and Mobile) - Module Three tackles the process involved in creating a sound booked media advertising strategy, the various formats available and the multiple targeting options that make Paid Media such an alluring marketing option.

Module Four: Tracking and Measurement - A powerful characteristic of Internet marketing is its empirical nature. In Module Four, students are taught about the importance of and mechanisms involved in tracking ad campaigns, from web analytics to third-party ad server tracking, giving them total control and the ability to optimise their Paid Media campaigns for the highest returns possible.