AI Academy

Introduction to Digital Advertising

Instructor: Chris J. Vargo , Harsha Gangadharbatla Duration: 7 hours to complete
Objective 1 Identify key digital advertising types in digital advertising
Objective 2 Understand key terms and metrics in digital advertising
Objective 3 Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs.
Objective 4 Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms
Advertising
Pay Per Click Advertising
Digital Advertising
Return On Investment
Business Metrics
Digital Marketing
Consumer Behaviour
Augmented Reality
Data Ethics
Advertising Campaigns
Online Advertising
Paid media

Search and Display Advertising

Instructor: Chris J. Vargo , Harsha Gangadharbatla Duration: 7 hours to complete
Objective 1 Understand why search can be a powerful part of any marketing campaign
Objective 2 Plan a search campaign, including: setting economic goals, defining targeting parameters, and aligning a campaign with business goals
Objective 3 Build a search campaign from start to ongoing optimization
Objective 4 Leverage Google’s tools including optimization score, campaign planner, and automated bidding
Google Ads
Online Advertising
A/B Testing
Automation
Consumer Behaviour
Digital Advertising
Contextual Advertising
Keyword Research
Pay Per Click Advertising
Search Engine Optimization
Advertising
Search Engine Marketing
Advertising Campaigns
Web Analytics and SEO

Social Media Advertising

Instructor: Chris J. Vargo Duration: 6 hours to complete
Objective 1 Identify social media advertising types that are likely to succeed
Objective 2 Understand the different types of social media ads
Objective 3 Implement effective social media targeting parameters to match desired audiences
Objective 4 Execute social media advertising campaigns
Marketing Communications
Advertising Campaigns
Social Media
Facebook
Content Performance Analysis
Target Audience
Instagram
Online Advertising
Customer Engagement
Social Media Strategy
Brand Awareness
Business Ethics
Paid media
Advertising
Social Media Marketing
Web Analytics
Digital Advertising

Programmatic Advertising

Instructor: Chris J. Vargo , Harsha Gangadharbatla Duration: 11 hours to complete 3 weeks at 3 hours a week
Objective 1 Execute native advertising campaigns in Taboola
Objective 2 How to target native ad campaigns to desired audiences
Objective 3 Use free tools to actively gather news coverage for native advertising
Objective 4 Develop content seeding strategies through incentive programs
Target Audience
Data Ethics
Content Strategy
Social Media Campaigns
Paid media
Contextual Advertising
Advertising
Business Ethics
Google Ads
Digital Advertising
Advertising Campaigns
Media Planning
Online Advertising