Course curriculum

  • 1

    Module 1: Introduction

    • Lesson 1: Introduction (1 min read)
  • 2

    Module 2: Introduction to Paid Advertising

    • Lesson 2: What is Paid Advertising (1 min read)

    • Lesson 3: Advertising Networks (3 min read)
  • 3

    Module 3: Advertising platforms throughout the funnel

    • Lesson 1: Advertising platforms throughout the funnel (2 min read)
  • 4

    Module 4: Budgeting

    • Lesson 1: Creating your advertising budget (1 min read)

    • Lesson 2: Use lifetime value (LTV) to determine customer acquisition cost (CAC) (1 min read)

    • Lesson 3: How to use your marketing budget (1 min read)

    • Knowledge Check
  • 5

    Module 5: Keywords

    • Lesson 1: Introduction to Keywords (1 min read)

    • Lesson 2: Keyword matching options (1 min read)

    • Lesson 3: Why keyword match types matter (1 min read)
  • 6

    Module 6: Search Engine Advertising with Google

    • Lesson 1: Advertising on Google (1 min read)

    • Lesson 2: Google Ads Structure (2 min read)

    • Lesson 3: Google campaign types (4 min read)

    • Lesson 4: Google Ads Case Study (1 min read)
  • 7

    Module 7: Search Engine Advertising with Microsoft

    • Lesson 1: Microsoft Ads (1 min read)
  • 8

    Module 8: Other Advertising Networks

    • Lesson 1: Paid content syndication (1 min read)

    • Lesson 2: Social Media Advertising (1 min read)
  • 9

    Module 9: Next Steps

    • Lesson 1: Choosing your advertising platforms (2 min read)

    • Lesson 2: How to hire help to manage your paid ads (2 min read)
  • 10

    Module 10: Paid Advertising Workshops

    • Lesson 1: Paid Advertising Principles with Marc Weisinger (58 min video)

    • Lesson 2: Retargeting across digital channels (51 min video)
  • 11

    Conclusion

    • Summary (1 min read)