Do you see many ads when you are surfing the net? Some of them take up the whole screen, some of them are positioned in between the texts that you are reading and some appear as banners at the top of your web page. When you leave the page, do you sometimes find the ads following you on whichever web page you are visiting and you start to get curious about what is on offer and click on it? Welcome to the world of digital advertising, where every one of us is unwittingly targeted by digital advertisers who can track our browsing habits and show us advertisements related to our interests.

This is an introductory course to digital advertising where you will be guided to recognize the importance of having dynamically crafted digital ad copies and creatives to increases the chances of your ads being clicked on for profitable online transactions to take place.

• Recognize the key features that make up an online and offline marketing mix
• Design and manage a media plan to achieve organizational and/or project KPIs
• Tactically execute a FB retargeting ad for re-engagement and conversion
• Determine the appropriate engagement media and channels for your target audiences
• Tactically execute a Google search ad to drive traffic to a landing page
• Use attribution modelling to identify how different channels assist in conversion to optimize your ad spend

Introduction to Digital Advertising

• Concept of digital marketing
• Function of digital advertising
• Creating SMART marketing goals
• Online and Offline advertising
• Digital advertising platforms
• Types of digital ads

Understanding Your Customer Journey 

• Creating buyer personas
• Mapping buying journeys
• Developing a communication plan
• Mapping out digital touchpoints
• Creating assets for digital touchpoints
• Landing page: the last critical mile

Formulating Your Digital Advertising Strategy

• Identify, align, and prioritize goals
• KPI measuring plan
• Developing a media buying plan
• Formulating an ad spend budget

Creating Your Google Search Ad

• Ad structure and budget
• Devising bid strategy
• Selecting ad groups and finding keywords
• Types of Extension
• Google Ad Metrics

Creating Your FB Retargeting Ad

• Deciding on campaign goals
• Facebook account structure
• Types of campaign
• Audience targeting
• Facebook Ad metrics
• Importance of UTM tracking

Develop a Tracking and Optimization Plan

• Analyzing a Google Ads report
• Analyzing a Facebook campaign report
• Analyzing multi-channel report for optimization
• Tracking and integrating offline campaigns

This course is designed for the following audience groups:

• Corporate marketers who are familiar with traditional marketing channels but would need to upgrade themselves for the digital world;
• Young and tech savvy digital native marketers who are looking to build upon their basic knowledge on digital marketing to better engage their customers via digital marketing platforms;
• Professionals and small enterprise owners who are seeking to leverage on digital marketing strategies to increase the public’s awareness of their products and services

Participants need to have basic computer knowledge to navigate the Internet for research purposes and basic Microsoft Word and Excel skills. Participants are highly encouraged to bring their personal laptops so that recommended marketing tools and their respective passwords can be saved on their own laptops to make it more convenient for the next login. Should participants choose not to bring their personal laptops, then we can provide each participant with a laptop for the duration of the course.

Duration: 2 day, 18 hours

Face to Face, classroom

24 & 25 Feb 2025, 9am to 6pm @ JTC Summit

6 & 7 Mar 2025, 9am to 6pm @ JTC Summit

25 & 26 Mar 2025, 9am to 6pm @ Mountbatten

This is a 2 day practical oriented course that can be delivered face-to-face classroom mode OR live virtual learning via Zoom.