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Dec 2020

WSQ – Digital Advertising

Course Information

Start Date8 Dec 2020, Tuesday
End Date9 Dec 2020, Wednesday
Time09:00 am to 06:00 pm
VenueOnline Learning
Fee$988 (Excluding GST)
Contact6720 3333 (Ms Rina) training.aventis@gmail.com
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LIVE Stream

Fees and Grants

$1057.16 per participant (Inc. GST)

SMEs Company Sponsored Singaporean/PR only: $257.16 (Inc. GST).

SDF subsidy: WSQ Courses. For more information on SDF, please refer to www.skillsconnect.gov.sg > Funding Mechanism.

Applicants may use SkillsFuture Credit for this course. Click here to register

Course Schedule:  08 & 09 Dec 2020 | 07 & 08 Jan 2021 | 08 & 09 Feb 2021 | 11 & 12 Mar 2021


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 everyone of us are 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.

Course Objectives

In our 2-day ‘Digital Advertising’ course, you will first be given an overview of the role that digital advertising plays in the overall digital marketing strategy, followed by the important exercise of creating your buyer personas and mapping out their buying journeys. After you have your digital advertising strategy formulated, you will be guided to create Google ads with online tools and Facebook ads on the Facebook platform. Finally, you will learn how to develop a tracking and optimization plan to achieve better ROI for future ad campaigns.

Key Takeaways

At the end of the course, you will be able to:

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

Participants are encouraged to attend our suite of digital marketing courses such as Developing Integrated Digital Marketing Strategy, Content Marketing Strategy, Search Engine Optimization, Social Media Marketing and Digital Marketing Analytics to get a more holistic and in-depth perspective on how to develop an integrated digital marketing strategy, create enticing copy, drive free and paid traffic to your websites and track the performances of your digital marketing campaigns.

Course Outline

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
Who Should Attend

This course is designed for the following audience groups:

(1) corporate marketers who are familiar with traditional marketing channels but would need to upgrade themselves for the digital world;

(2) 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;

(3) 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.

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