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DMI Tracks – Digital Display

DMI Tracks – Digital Display

8 Hours Online • Short Course

Learn how to set up a display campaign in this powerful interactive Digital Display course. You’ll discover the principles of graphic design, campaign strategy and budget management, and how to test and measure different creative to make the most of your display strategy.

With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with digital display and advertising campaigns.

Program learning outcomes and content

WHAT WILL I LEARN?

Key skills and competencies you will gain
  • Project Management
  • Advertising Campaigns
  • Graphic Design
  • Script Writing
  • Measuring Data
  • Budget Management
Module 1 - Planning and Managing Display Advertising

Understand practical tools, tactics, and best practices to plan an effective outbound campaign to generate interest and capture search intent as well as the core concepts of project management, and how project management processes can be used to achieve project success

Knowledge Gain:

  • Planning a Demand
  • Generation Campaign
  • Video Advertising

Tookits Included:

  • Buyer Persona Template
  • Digital Marketing Campaign Brief
  • Digital Media Plan Template
  • Guide to Content Ideation
  • One-year Gantt Calendar Template
  • Content and Channel Matrix Template
Module 2- Demand Generation & Video Advertising

Understand key demand generation channels including the Google Display Network, social display advertising, and advertising on the Meta network. The module then demonstrates how to use YouTube ads and other social video platforms – like TikTok and Twitch – in your campaigns.

Knowledge Gain:

  • Outbound Channels and Ad Formats for Demand Generation
  • Video Advertising
 

CaseStudy/Webminar:

  • Aviation American Gin: Using humor to lift spirits
Module 3-Setting up and Targeting a Display Advertising Campaign

Understand how to set up a demand generation campaign using Responsive Display Ads and drill down into the tactics, tools, and techniques for effective targeting, bidding, and remarketing to reach audiences in demand generation campaigns.

Knowledge Gain:

  • Display and Video Advertising for Demand Generation
  • Demand Generation Targeting and Bidding

Tookits Included:

  • Google Ads Creator Template

Casestudy/Webinar:

  • A Juicy Future for Lemondade Insurance
Module 4- Measuring Display Advertising and Presenting Results

Develop your knowledge by learning metrics, reports, and best practices to optimize demand generation campaigns, how you can use video analytics to measure the performance of your social video campaigns, good data visualization and the difference between reporting dashboards and data visualization tools. Alongside the presenter-led lessons, you’ll find a range of other assets – including articles, videos, and toolkits. These are designed to expand your learning, spark new ideas, and provide illuminating insights.

Knowledge Gain:

  • Measuring and Optimizing Demand Generation Campaigns
  • Video Advertising and Analytics
  • Data Visualization
  • Improving Your Presentation Skills

Tookits Included:

  • Paid Media Performance Dashboard (With PMI)
  • Channel Performance Tracker
  • Targets and KPIs – Your Essential Toolkit
  • Master your Presentations
  • The Best Social Media Metrics to Focus on

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