Brief Overview

This beginner-level course introduces event marketers to the world of paid advertising. Focused on foundational knowledge, it guides students through creating and launching their first campaigns on Google and social media, with an emphasis on understanding conversion tracking basics.

Prerequisites:

None

Duration

4 weeks, 2-3 hours/week.

Format

Video lectures, interactive quizzes, practical assignments, weekly live Q&A sessions.

Assessment and Certification

Watch the content and complete weekly quizzes. Certification awarded upon successful completion, verifying foundational skills in paid advertising for events.

What You Will Learn

1. Understand the Fundamentals of Paid Advertising – you will be able to define what paid advertising is and explain its importance in modern marketing, particularly in the event industry. You will be able to identify different channels for paid advertising and describe how these channels fit into the marketing funnel.

2. Analyse Key Metrics in Digital Advertising – You will be able to measure and interpret key performance indicators (KPIs) such as impressions, clicks, and conversions. You will also understand how these metrics impact the effectiveness of advertising campaigns and how to adjust strategies based on data analysis.

3. Create, Manage, and Optimise Google Ads Campaigns – You will be able to create, manage, and optimise Google Ads campaigns. You will understand the structure of Google Ads accounts, including campaign and ad group settings, and you will be able to apply audience targeting and keyword planning to maximise campaign performance.

4. Create, Manage, and Optimise Meta (Facebook and Instagram) Advertising Campaigns – You will be able to set up, launch, and manage advertising campaigns on Meta Ads. You will understand the differences between social media and search engine campaigns and will be able to use Meta Business Manager to configure campaign objectives, budgets, and audience targeting.

5. Create, Manage, and Optimise LinkedIn Advertising Campaigns – By the end of the course, you will be proficient in creating and managing LinkedIn advertising campaigns. You will be able to set up LinkedIn Business Manager, create campaigns targeting specific professional audiences, and utilise LinkedIn’s ad formats effectively to achieve marketing objectives.

7. Evaluate and Adjust Campaign Strategies Based on Performance Data – You will be able to continuously monitor and assess the performance of your advertising campaigns across Google, Meta, and LinkedIn. You will learn how to make data-driven decisions to refine campaign settings, optimise budgets, and improve return on investment (ROI).