Online Advertising Course Curriculum

Our curriculum covers the essential concepts and practical skills needed to understand and manage digital advertising campaigns.

Module 1: Introduction to Online Advertising

• What is online advertising?
• Difference between organic marketing and paid advertising
• Benefits of online advertising for businesses
• Overview of major advertising platforms
• Understanding the customer journey and marketing funnel
• Setting advertising objectives and campaign goals

Module 2: Meta Ads (Facebook and Instagram Advertising)

• Introduction to Meta Ads Manager
• Understanding campaigns, ad sets, and ads
• Selecting the right campaign objective
• Audience research and targeting
• Location, age, interest, and demographic targeting
• Custom audiences and retargeting fundamentals
• Advertising budgets and scheduling
• Ad placements and creative formats
• Writing primary text, headlines, and descriptions
• Lead generation and messaging campaigns
• Campaign monitoring and optimization

Module 3: Google Ads

• Introduction to Google Ads
• Understanding the Google Ads account structure
• Keyword research for paid search campaigns
• Search campaign setup
• Keyword match types and negative keywords
• Writing effective search advertisements
• Bidding strategies and campaign budgets
• Ad assets and ad relevance
• Conversion tracking fundamentals
• Campaign monitoring and optimization

Module 4: Advertising Budget and Performance Metrics

• Understanding advertising budgets and bidding
• Cost Per Click (CPC)
• Cost Per Mille (CPM)
• Click-Through Rate (CTR)
• Cost Per Lead (CPL)
• Cost Per Acquisition (CPA)
• Conversion rate
• Return on Ad Spend (ROAS)
• Reach, impressions, clicks, and leads
• Evaluating campaign performance using data

Module 5: Ad Copywriting and Creative Strategy

• Understanding customer needs and pain points
• Writing persuasive advertising copy
• Creating effective headlines and descriptions
• Developing calls to action (CTAs)
• Selecting suitable images and videos for advertisements
• Matching ad creatives with campaign objectives
• Testing different advertising messages and creatives

Module 6: Campaign Analysis and Optimization

• Reading advertising reports
• Identifying underperforming campaigns
• Analyzing audience and creative performance
• Understanding campaign delivery and learning
• Improving click-through and conversion rates
• Budget optimization
• A/B testing fundamentals
• Making data-driven advertising decisions

Module 7: Practical Projects and Campaign Planning

• Developing an advertising strategy for a business
• Selecting suitable advertising objectives
• Preparing audience targeting plans
• Creating campaign structures and ad copy
• Planning budgets and expected results
• Interpreting campaign performance data
• Preparing an advertising performance report