Digital Paid Media (Search, Display, Social)

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, Oct. 19, 6–8 p.m. (in person)
• Wednesday, Oct. 26, 6–7:30 p.m. (online)
• Wednesday, Nov. 2, 6–7:30 p.m. (online)
• Wednesday, Nov. 9, 6–7:30 p.m. (online)