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Online Advertising

Monday, August 5 @ 12:00 AM - Friday, August 30 @ 12:00 AM

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 AdWord 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.


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 AdWord Campaigns
Determining keywords
Selecting your AdWord territory
Understanding pricing strategies
Creating an AdWord 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