Module 6 – Paid online advertising (foundation level)

Aim of the module:

This module aims to provide learners with a foundational understanding of the essential concepts, strategies, and practices in the field of digital advertising. This module is designed to equip learners with the knowledge and skills necessary to effectively navigate and leverage paid online advertising to enhance business visibility, engagement, and overall marketing success. By the end of this module, learners will have a solid foundation in paid online advertising, empowering them to create and manage impactful advertising campaigns that drive business growth while adhering to ethical standards and best practices.

Training methodology:

The training program is designed to be comprehensive yet accessible for beginners. It is divided into five submodules, each with specific learning goals and aligned with EntreComp competences to foster a wellrounded understanding and practical skills in paid online advertising. This training methodology aims to equip learners with a foundational understanding of paid online advertising, enabling them to effectively create, manage, and analyze ad campaigns while adhering to ethical standards.

Learning goals:

• Comprehend the definition and key concepts of paid online advertising.
• Understand the importance of measuring advertising campaign performance and its impact on marketing strategies and business goals.
• Gain insights into setting clear and measurable campaign objectives that align with broader marketing and business goals.
• Learn about key metrics for evaluating advertising campaigns, such as impressions, CTR, conversion rate, ROI, CPA, and engagement metrics.
• Utilize best practices for ethical digital advertising, including value-driven content, opt-in consent, responsible targeting, and accountability.

Expected learning outcomes:

• Define and articulate the core concepts and principles of paid online advertising.
• Demonstrate proficiency in setting up and managing a paid online advertising campaign.
• Evaluate the benefits and strategic objectives of various types of online advertising.
• Apply key terminology and metrics in analyzing the performance of advertising campaigns.
• Identify target audiences and set clear objectives for advertising campaigns aligned with broader marketing goals.
• Utilize tools and techniques for measuring and optimizing the performance of advertising campaigns.
• Demonstrate an understanding of ethical principles and compliance requirements in digital advertising.
• Implement best practices for ethical digital advertising, ensuring transparency, privacy, and fairness.
• Adapt strategies and tactics to comply with regulatory standards and platform policies.
• Exhibit critical thinking and problem-solving skills in creating effective advertising campaigns.
• Collaborate effectively with team members to develop comprehensive advertising strategies.
• Communicate advertising strategies and performance metrics effectively to stakeholders.
• Reflect on and evaluate personal learning experiences and apply insights to future endeavors in digital advertising.
• Continuously adapt and update skills and knowledge in response to evolving trends and technologies in the digital advertising landscape.

Further information:

Keywords:

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

Entrecomp competences:

• Learning through experience
• Taking the initiative
• Spotting opportunities
• Vision
• Valuing ideas
• Ethical and sustainable thinking