EXSM 3917 - Paid Digital Marketing Tactics
Course Description
Learn how to leverage current paid digital marketing tactics and best practices to expand your reach and ultimately increase ROI for your organization. This course will introduce you to the principles of paid tactics such as paid social, paid search, display, remarketing, and video advertising. Learn when to use paid tactics, how to create and manage a paid digital marketing budget, how to grow your conversion rate, and how to benchmark your expenses and budget performance.
This course may be eligible for the Canada-Alberta Productivity Grant (CAPG), with final approval determined by CAPG administrators. Employers and applicants can review the CAPG guidelines and full details on the University of Albertaโs Continuing Education website.
Learning Objectives
By the end of this course, students should be able to:
- ๐ธ Understand the difference between primary and secondary paid services and how to apply them in your business.
- ๐ธ Learn the basics of Google Ads (including paid search, shopping, display, and video campaigns).
- ๐ธ Learn the basics of paid social media advertising (including Facebook, Instagram, LinkedIn, and Twitter) and Identify the appropriate campaign to use in various online content.
- ๐ธ Demonstrate familiarity with online tools for merchants and how they connect to paid advertising.
- ๐ธ Explore audience creation and targeting as it relates to paid tactics.
- ๐ธ Learn and utilize conversion planning to establish strong existing traffic.
- ๐ธ Understand the basics of google analytics to track the business performance.
Notes
- ๐ธ EXSM 3917 Paid Digital Marketing Tactics is 21 hours.
Recommendations
Applicants intending to complete a program are encouraged to apply as soon as possible to lock in their course requirements.
Applies Towards the Following Programs
- Digital Marketing Certificate : Core Courses