DCIM260
Online Display Advertising and Pay-Per-Click Platforms
The role of pay-per-click (PPC) and display advertising platforms is becoming increasingly prominent within the web-based marketing mix. This class will provide you with the skills you need to research, set up, and operate a Google AdWords campaign.
We’ll cover topics such as keyword research, A/B and multivariate testing, analytics, and bidding strategies. We’ll also examine and compare platforms such as Google AdWords, Bing adCenter, Facebook, LinkedIn, and various display-advertising networks. Successful students will leave this course prepared to take the Google AdWords certification and HootSuite University certification.
This course is available only as part of the Digital Communications Certificate.
What will I learn?
By the end of the course, you should be able to do the following:
- Conduct keyword research
- Use Google Analytics data for PPC
- Conduct A/B or multivariate testing for a Google Adwords campaign
- Configure, manage, and evaluate Google Adwords, PPC, and display advertising campaigns (Bing, Facebook, LinkedIn)
How will I learn?
You will set up a Google Adwords account, then create and operate a real campaign, using Google Analytics to monitor performance. You’ll also complete course readings. Lectures will cover a variety of other topics.
In addition to regular attendance and class participation, you will complete the following:
- One assignment
- In class presentations
- In-class work
Learning materials
We will provide custom materials.