Digital Paid Media (Search, Display, Social)

Registration Cost(s):
General: $500.00

This course can be taken as part of the Digital Marketing Certificate or it can be taken as a stand-alone course.

Digital Paid media is one method that allows organizations to promote their content through sponsored social media posts, display ads, paid search results, video ads, pop-ups and other forms of multimedia. These means can be an effective opportunity to expand your brand reach, get more clicks and generate more traffic.

Topics covered include:

  • Understanding and identifying the pros and cons of different online advertising channels (Search, Display, Social, etc.)
  • How to identify the best advertising channels for your business
  • How to write effective ad copy that will increase qualified clicks to your website
  • Quality scores and other tactics for creating landing pages that convert
  • Customer Lifetime Value (CLV)
  • Bid strategies
  • Match-Types and Negative Keywords

Course Meetings Times:

  • Wednesday, April 21, 6-7:30 pm (online)
  • Wednesday, April 28, 6-7:30 pm (online)
  • Wednesday, May 5, 6-7:30 pm (online)
  • Wednesday, May 12, 6-7:30 pm (online)


Who should attend?


  • Business Community
  • Higher Education
  • Government
  • Non-profit


  • Executive
    • Executive MBA
  • Continuing Professional Education


  • Marketing

This event is part of the Digital Marketing Certificate series.