Measuring and Optimizing Digital Advertising Performance
( 24 Modules )
Module #1 Introduction to Digital Advertising Measurement Overview of the importance of measuring digital advertising performance and the objectives of the course
Module #2 Understanding Digital Advertising Metrics Key metrics used to measure digital advertising performance, including impressions, clicks, CTR, CPC, and CPA
Module #3 Setting Up Google Analytics for Digital Advertising Configuring Google Analytics for digital advertising measurement, including tracking codes and conversion tracking
Module #4 Understanding Google Ads Metrics and Reporting Overview of Google Ads metrics and reporting, including campaign performance, ad group performance, and keyword performance
Module #5 Setting Up Facebook Ads Manager for Measurement Configuring Facebook Ads Manager for digital advertising measurement, including tracking pixels and conversion tracking
Module #6 Understanding Facebook Ads Metrics and Reporting Overview of Facebook Ads metrics and reporting, including campaign performance, ad set performance, and ad performance
Module #7 Defining and Tracking Conversions Defining and tracking conversions across different platforms, including website conversions, lead generation, and e-commerce transactions
Module #8 Understanding Attribution Modeling Overview of attribution modeling, including linear, position-based, time-decay, and data-driven attribution models
Module #9 Measuring Cross-Channel Campaign Performance Measuring and optimizing campaign performance across different channels, including search, social, display, and email
Module #10 Analyzing Ad Copy and Landing Page Performance Analyzing and optimizing ad copy and landing page performance, including ad testing and landing page testing
Module #11 Understanding Audience Insights and Segmentation Using audience insights and segmentation to target and optimize digital advertising campaigns
Module #12 Measuring and Optimizing Mobile Advertising Performance Measuring and optimizing mobile advertising performance, including mobile-specific metrics and optimization strategies
Module #13 Video Advertising Measurement and Optimization Measuring and optimizing video advertising performance, including video-specific metrics and optimization strategies
Module #14 Influencer Marketing Measurement and Optimization Measuring and optimizing influencer marketing campaigns, including influencer selection, tracking, and ROI measurement
Module #15 A/B Testing and Experimentation for Digital Advertising Using A/B testing and experimentation to optimize digital advertising campaigns, including testing hypotheses and measuring results
Module #16 Budget Allocation and Optimization Strategies Strategies for budget allocation and optimization, including budgeting frameworks and bid optimization techniques
Module #17 Using Data Management Platforms (DMPs) for Targeting and Optimization Using data management platforms (DMPs) to target and optimize digital advertising campaigns
Module #18 Measuring and Optimizing Digital Advertising ROI Measuring and optimizing digital advertising ROI, including calculating ROI and using data to inform optimization decisions
Module #19 Using Machine Learning and AI for Digital Advertising Optimization Using machine learning and AI to optimize digital advertising campaigns, including predictive modeling and automation
Module #20 Digital Advertising Metrics and Reporting Best Practices Best practices for digital advertising metrics and reporting, including data visualization and stakeholder communication
Module #21 Common Digital Advertising Measurement Mistakes and How to Avoid Them Common mistakes in digital advertising measurement and how to avoid them, including tracking errors and data discrepancies
Module #22 Staying Up-to-Date with Digital Advertising Measurement Trends and Updates Staying current with the latest trends and updates in digital advertising measurement, including industry developments and platform updates
Module #23 Case Studies in Digital Advertising Measurement and Optimization Real-world case studies of successful digital advertising measurement and optimization, including lessons learned and best practices
Module #24 Course Wrap-Up & Conclusion Planning next steps in Measuring and Optimizing Digital Advertising Performance career
