Online Display Advertising
Gain the skills to create, manage and optimise successful online display advertising campaigns that deliver results.
Duration
Approx 8 weeks3 hrs per week
Learn to plan, implement and measure online display advertising campaigns
Online display advertising can be a highly targeted and effective channel to promote your business or brand to potential customers who are browsing the internet, from watching YouTube and shopping, to checking their email and using apps.
Put simply, online display advertising is a digital marketing tool to place ads in front of targeted audiences. It’s based on traditional display advertising – where ads are placed in newspapers and magazines, on billboards and interactive display units – but adapted for the online setting.
On this ExpertTrack, you’ll explore how to plan, implement and measure high-performing online display advertising campaigns. You’ll learn what it takes to get the right message in front of the right user, in the right place, and at the right time. What’s more, you’ll discover how the combination of these factors is what makes display advertising an impactful channel.
Create high-performing online display advertising campaigns that deliver business objectives
Over eight weeks, you’ll discover how to use online display advertising successfully across each stage of the user journey. You’ll be introduced to the essential building blocks, including tools, proven techniques and metrics, and common pitfalls of online advertising. You’ll also learn how to create display campaigns that are not disruptive or annoying for your target audience.
You’ll learn about setting objectives, the range of formats and creative options you can use, and the importance of selecting the right audience targeting. To ensure you can understand your advert’s effectiveness, you’ll learn how to measure performance using advertising platform and web analytics, and use data and insights to optimise campaigns. You’ll also look at the technical considerations that can improve the effectiveness of your adverts.
Develop in-demand digital skills and knowledge
By looking at best practices in online display advertising, you’ll reflect on what you can learn from award-winning industry examples and gain the practical skills you need to support your organisation and progress your career in digital marketing.
By the end of this ExpertTrack, you’ll be able to plan online display advertising campaigns across a range of networks using effective creative. You’ll know how to use the Google Display Network and display insight tools, interpret analytics reports, and improve your campaigns to deliver better return on investment (ROI).
Keep your skills up to date with learning created by digital marketing experts
You’ll learn with industry experts Target Internet, who have more than two decades of experience in planning and implementing digital campaigns for high profile brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Lead Educator, Daniel Rowles, is the voice behind the Digital Marketing Podcast and is an award-winning author in the field.
It’s recommended that you take the courses in this ExpertTrack in the order presented to develop your knowledge effectively.
Industry statistics
Median base salary
£42,500UK job openings/month
1,966
Key skills you will learn
- Plan user-centric online display campaigns
- Use online display insights tools
- Use the Google Display Network
- Optimise online display campaigns
- Use audience and content- based targeting effectively
- Interpret and analyse ad platform and web analytics reports
- Use creativity in campaigns
- Use retargeting and lookalike audiences
Learning outcomes
By the end of the ExpertTrack, you’ll be able to...
- Explore and plan online display campaigns across a range of networks
- Produce online display campaigns using effective creative
- Interpret online display advertising analytics reports
- Improve online display campaigns using analytics data
Experience required
This ExpertTrack is ideal for anyone who would like to build their confidence in online display advertising. You don’t need any prior knowledge to join, although any work experience will help contextualise and enhance your learning.
Whether you are a beginner or have some understanding of display advertising in practice, each course is clearly explained in a way that’s suitable for all levels.
Getting started
This ExpertTrack will help anyone who would like to plan and implement online advertising campaigns.
The courses are suitable for those who want to grow their career in digital marketing, whether they are new to the field and want to build their knowledge; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and keep their skills up to date.
The content has a global focus and the skills you learn can be applied to a wide range of marketing roles in diverse sectors and organisations.
ExpertTrack course overview
Course 1
Online Display Advertising: The User Journey
Learn to use online display advertising throughout the user journey to drive engagement and deliver marketing objectives.
2 tests
2 weeks
3 hours per week
Course 2
Online Display Advertising: Formats and Creative
Explore online display advertising formats, creative, and best practices to maximise the impact of your marketing campaigns.
2 tests
2 weeks
3 hours per week
Course 3
Online Display Advertising: Targeting Options
Improve your online display advertising targeting to maximise your marketing campaign results and benefit your business.
2 tests
2 weeks
3 hours per week
Course 4
Online Display Advertising: Measuring Performance
Discover how to use ad platform and web analytics to improve the ROI of your online display advertising and deliver results.
2 tests
2 weeks
3 hours per week
Prove you're job ready
Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.
- Learn the latest in your chosen industry or subject.
- Complete each course and pass assessments.
- Receive certificates validated by the educating organisation.
- Impress employers with learning outcomes you can add to your CV.
- Make your career dreams a reality.
Download a PDF
How ExpertTracks work
Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.
Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.
Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.
Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.
Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.
World-class learning with The Open University
As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.
Established
1969Location
Milton Keynes, UKWorld ranking
Top 510Source: Times Higher Education World University Rankings 2020
This ExpertTrack is in collaboration with Target Internet
Target Internet delivers digital marketing training to the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.
Meet your instructor
MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.
Host of the Digital Marketing Podcast, a global top 20 business podcast.
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ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.
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