Learning Outcomes

In this free course, you will learn how to:

• Define the concept of digital advertising within the broader digital space
• Describe the role of the Interactive Advertising Bureau in setting standards
• Identify key players in the digital advertising ecosystem and their functions
• Apply Google Ads tools to create and manage digital marketing campaigns
• Categorise audiences through ad segmentation and targeting strategies
• Analyse ad serving processes and reporting methods for campaign insights
• Calculate key performance indicators to measure campaign effectiveness
• Evaluate attribution models to determine campaign contribution to goals
• Compare campaign optimisation techniques to improve ad performance
• Summarise essential strategies for effective digital ad execution