Module 6 – Paid online advertising (intermediate level)

Aim of the module:

In today’s digital age, paid online advertising is a critical component of successful marketing strategies. This module aims to equip adult educators, especially those working with adult learners from migrant backgrounds, with essential knowledge and practical skills in paid online advertising. By mastering the intricacies of digital advertising, educators can empower their learners to thrive in the digital marketing landscape, opening doors to economic integration and career opportunities. This training module is designed to enable educators to guide their learners effectively in creating and optimizing ad campaigns, ensuring that they can navigate the digital world with confidence and ethical responsibility.

Training methodology:

The training methodology of this module should be interactive and practical, involving real-life examples, discussions and practical exercises to effectively engage educators of adult learners with migrant backgrounds. It aims to equip them with both theoretical knowledge and practical skills in paid online advertising, developing digital skills and promoting responsible advertising practices in their communities.

Learning goals:

• Understand the basics and terminology of paid online advertising.
• Recognize types of paid advertising and select appropriate ones.
• Develop skills in creating effective ad campaigns.
• Measure and analyse campaign performance.
• Comprehend compliance, ethics, and best practices in digital advertising.

Expected learning outcomes:

• Exhibit a strong grasp of paid online advertising concepts, including key terminology and various advertising types, enabling them to converse confidently about digital marketing.
• Make informed decisions when selecting the most suitable advertising type for specific objectives, and demonstrate the ability to optimize ad campaigns for improved results.
• Develop practical skills in creating persuasive ad content, from defining target audiences and utilizing segmentation to crafting compelling ad copy and engaging visuals.
• Measure and analyse campaign performance using relevant key performance indicators (KPIs) and analytics tools, allowing them to assess the effectiveness of advertising efforts.
• Understand the importance of compliance, ethics, and best practices in digital advertising, and guide their learners to adhere to advertising policies and ethical considerations.
• Equip themselves with comprehensive knowledge and skills to support adult learners from migrant backgrounds effectively in the digital marketing realm, enhancing their learners’ digital competencies and opportunities for success.
• Encourage a culture of continuous learning by fostering a mindset of adaptability and the ability to stay updated in the dynamic digital advertising landscape.
• Enable their adult learners to navigate the digital world with confidence, empowering them with essential digital marketing competencies that can lead to career advancement and opportunities in the digital space.
• Embrace the diverse backgrounds and perspectives of their adult learners from migrant backgrounds, fostering an inclusive learning environment that values diversity in digital marketing.
• Advocate for ethical advertising practices and responsible use of digital advertising platforms, ensuring that their adult learners conduct advertising activities ethically and responsibly.
• Prepare their adult learners to thrive in the digital marketing field, providing them with the knowledge and skills needed to achieve success in online advertising campaigns and initiatives.
• Contribute to the economic integration of adult learners from migrant backgrounds by empowering them with digital marketing expertise, which can open doors to employment and entrepreneurship opportunities in the digital economy.

Further information:

Keywords:

• Online advertising
• Paid advertising
• Digital marketing
• Ad campaigns
• Social media ads
• Display advertising
• Search Engine Marketing (SEM)

Entrecomp competences:

• Spotting opportunities
• Creativity
• Taking the initiative
• Learning through experience
• Self-awareness and self-efficacy
• Planning and management
• Coping with uncertaintly, ambiguity & risk
• Mobilising resources