Click: Online Advertising

Schedule June 13 - 27, 2012
Regular Rate P8900+VAT
Early Bird Rate P7900+VAT (if you pay up to 2 weeks before the course starts)

To get a click or to get customer interaction is the goal of display ads found online. This course tackles the different aspects of web advertising using Online Advertising, Advergaming and other online marketing strategies.

Objectives:

  1. Provide basic framework and common language for online advertising
  2. Provide various web advertising and case studies for learning
  3. Identify the appropriate marketing model based on usage requirements
  4. Be familiar with the metrics and guidelines of online advertising
  5. Enable participants in integrating online advertising strategies in their respective brand campaigns

I. Introduction to Online Advertising

  1. Why Does Being Online Matter?
  2. Global Advertising Expenditure by Medium
  3. Who's Online? (Results from Synovate)
  4. The Future of Online Advertising
  5. Some Common Terms in Web Advertising POEM Model

II. Online Advertising Formats and Platforms

  1. Text Ads
  2. Banner Ads
  3. Rich Media
    1. Image Ads
  4. Rich Media
    1. Advertising on Facebook
    2. Advertising on Twitter
  5. Video Ad Placements
  6. Mobile Advertising
  7. Branded Content/Custom-Branded Executions
  8. Advertorials
  9. Advergames
  10. Email Marketing

    11. III. DM Plan Framework: Planning the Platform

    • Setting Objectives and KPIs
      1. Some Samples of Sales Funnel and KPIs
      2. Types of Campaign Goals
      3. Performance Metrics
      4. Webinar on Metrics
      5. Budget Planning and ROI
    • Media/Budget Planning
      1. Other Considerations in Web Advertising
      2. Webinar on Online Campaign Planning and Development (Jonathan Joson)
    • Channel Planning

    IV. DM Plan Framework: Creating the Platform

    1. Setting Up with Adwords
    2. Principles of Campaign Management
      1. Contextual / Keyword Targeting
      2. Placement (Site-Based Targeting)
        1. Using DoubleClick (Google) AdPlanner
      3. Other targeting options
    3. Budgeting and Bidding
      1. Budgeting for Your Online Advertising
      2. Setting Up Bids
    4. Conversion Tracking & Landing Pages

    V. DM Plan Framework: Publicizing the Platform

    1. Facebook Marketplace
    2. Google Content Network
      1. Introduction to Google Adwords & the Google Content Network
      2. Walk-thru of building a campaign on Google Adwords
      3. Tips on campaign structure, targeting (placement, contextual)
      4. Other tips
      5. Webinar Walkthrough on Google Adwords
    3. YouTube advertising
    4. Best practices on implementation
      1. Best Results for Banner Ad Placements, Ad Sizes and Ad Formats
      2. Tips on campaign implementation

    VI. DM Plan Framework: Analytics & Optimization

    1. Optimizing Facebook ads
    2. Optimizing in Google Adwords
      1. Understanding Google Adwords & Google Analytics reporting
      2. Tips on optimization
      3. Other optimization secrets

    C. Optimizing Creatives

    1. Tips on optimization

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You can take each course on its own or take the full program. You will be a Certified Digital Marketer once you complete all 11 courses.

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