Here is a complete guide to digital advertising for educators:
Introduction to Digital Advertising
- Definition and overview of key digital ad types like display, search, social, video, native etc.
- Benefits of digital advertising - targeting, measurability, automation etc.
- Digital advertising ecosystem including DSPs, SSPs, ad networks etc.
Goal Setting
- Identify campaign goals and target KPIs (enrollments, registrations, traffic etc.)
- Align goals with student personas and decision journey
Ad Formats
- Explain different ad unit formats like banners, pre-roll, social ads etc.
- Best practices for creative assets - size, length, design etc.
Media Planning
- Evaluate optimal media mix - search, social, display etc. based on goals
- Consider budget, targeting capabilities and audience behaviors
Measurement
- Set up tracking and analytics to quantify campaign performance
- Analyze metrics like impressions, clicks, conversions, cost per lead etc.
Optimization
- Use insights from measurement to optimize campaigns for better results
- Adjust targeting, creatives, landing pages and more to improve performance
Covering these key aspects will help educators leverage digital advertising successfully. Let me know if you need any clarification or have additional questions!
Introduction to Digital Advertising
- Definition and overview of key digital ad types like display, search, social, video, native etc.
- Benefits of digital advertising - targeting, measurability, automation etc.
- Digital advertising ecosystem including DSPs, SSPs, ad networks etc.
Goal Setting
- Identify campaign goals and target KPIs (enrollments, registrations, traffic etc.)
- Align goals with student personas and decision journey
Ad Formats
- Explain different ad unit formats like banners, pre-roll, social ads etc.
- Best practices for creative assets - size, length, design etc.
Media Planning
- Evaluate optimal media mix - search, social, display etc. based on goals
- Consider budget, targeting capabilities and audience behaviors
Measurement
- Set up tracking and analytics to quantify campaign performance
- Analyze metrics like impressions, clicks, conversions, cost per lead etc.
Optimization
- Use insights from measurement to optimize campaigns for better results
- Adjust targeting, creatives, landing pages and more to improve performance
Covering these key aspects will help educators leverage digital advertising successfully. Let me know if you need any clarification or have additional questions!