Prerequisites: Restricted to MS in Digital Advertising Students.
This course covers the enduring foundation of digital advertising --- Search Advertising and Display Advertising, which is a part of the bigger scope called programmatic advertising. Students will be exposed to 1) fundamental concepts in search and display advertising, 2) hands-on practices on creating both search and display advertising campaign, and 3) evaluation skills in optimizing search & display advertising campaigns. This course is mostly built upon Google's advertising products. However, the fundamental logics, once acquired, can be applied to all forms of paid ads in digital space.
Outcomes: Knowledge of the key terms and development process of search & display advertising; Knowledge of the various factors that could influence the success of search & display campaigns; Ability to develop and implement search & display advertising campaigns; Ability to evaluate and optimize for search & display advertising campaigns; Analyze and interpret complex campaign data using industry-standard analytics tools to drive performance improvements; Integrate search and display advertising strategies with broader digital marketing efforts for cohesive brand messaging and improved customer journey mapping.
This course covers the enduring foundation of digital advertising --- Search Advertising and Display Advertising, which is a part of the bigger scope called programmatic advertising. Students will be exposed to 1) fundamental concepts in search and display advertising, 2) hands-on practices on creating both search and display advertising campaign, and 3) evaluation skills in optimizing search & display advertising campaigns. This course is mostly built upon Google's advertising products. However, the fundamental logics, once acquired, can be applied to all forms of paid ads in digital space.
Outcomes: Knowledge of the key terms and development process of search & display advertising; Knowledge of the various factors that could influence the success of search & display campaigns; Ability to develop and implement search & display advertising campaigns; Ability to evaluate and optimize for search & display advertising campaigns; Analyze and interpret complex campaign data using industry-standard analytics tools to drive performance improvements; Integrate search and display advertising strategies with broader digital marketing efforts for cohesive brand messaging and improved customer journey mapping.