Get the keys to making online advertising work for you and your organization.  See how pay-per-click advertising with Google AdWords works.  Find out how to test low budget Adword campaigns. Learn how you can target local audiences.  Then discover Facebook advertising and how you can determine the demographics and even numbers of people you want to reach.

No experience necessary, but if you are at an advanced level, your instructor is an online ad expert and can answer your toughest questions as well.

One month course, Dan Belhassen & Susan Hurrell, instructors.

$195


 outlineCourse Outline

Unit 1
The evolution of online advertising
From mass marketing to targeted marketing
The role of search in online advertising
Return on investment for online advertising
Competing effectively with online advertising

Unit 2
Creating Google AdWord Campaigns
Determining keywords
Selecting your AdWord territory
Understanding pricing strategies
Creating an AdWord budget and evaluation

Unit 3
Improving Online Advertising Results
How SEO and online advertising complement each other
Testing keywords and related keywords
Using Traffic Estimator to improve keyword selection
Successful strategies in using online advertising

Unit 4
Facebook Ads
Understanding Facebook uses and users
Using demographics to target Facebook Ads
Setting up Facebook Ads
Trends and future of online advertising

Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends.  It’s easy. It’s fun. 

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom.  You will have a password and use your email address and password to gain access.

Once inside the online classroom, here’s what you can expect.

CalendarParticipate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

For each Unit, you will:

  • Read the print readings (about 20 pages a week)
  • Have the option of accessing the online readings
  • Listen to the audio presentation for the Unit and view the slides
  • Have the option of taking a self-quiz to see how much you have learned
  • Engage in written online discussion with your instructor and other participants

For best learning, you should make one or more comments at 2-3 different times each week.

The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.

DiscussionDiscussion

The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.

It’s easy. It’s fun.

Next offering(s):
June 2 - 27
August 5 - 29
November 3 - 28

$195 for individual course ($495 total for eMarketing Essentials Certificate)

Ave. hours 16, 1.6 CEUs/ILUs


About Your Instructors

Dan Belhassen is an expert in eMarketing. He does writing, training, and consulting all over North America on the topic.

He is founder of Modern Earth, located in Winnipeg, Manitoba, Canada.  Modern Earth does a range of eMarketing for its clients, including email promotions, web site development, search engine optimization, and online advertising.

Dan spends about 3 hours a day researching eMarketing and is a popular instructor on the topic.


Susan HurrellSusan Hurrell is an Online Marketing specialist with Modern Earth, Winnipeg, Manitoba, Canada.  She helps clients know how to connect web viewers to the products, services or information they are searching for.  PPC or Facebook ads, search engine optimization and dynamic sell-copy creation are her specialities to help websites deliver measurable results in viewer conversion, and increase traffic driven by online marketing initiatives.

 

What some students say:

"Very informative and the instructors provided a lot of feedback!" - Andrea Kehler-Kristoff

"I look forward to reviewing all of the readings and PowerPoint again since there is so much to learn!" - Sandra Strickland 

Directional ArrowsCourse Objectives

  • To provide participants with an overview and understanding of online advertising functions today and its role in advertising and marketing;
  • To provide participants with the practical, how-to knowledge of how to create, maintain and analyze an online advertising campaign;
  • To provide participants with the knowledge of how to test online advertising campaigns;
  • To provide participants with the knowledge of how to determine Return on Investment, pricing, and ad positions for Google Ads;
  • To provide participants with an understanding of Facebook Ads, how they differ from Google Ads, and current and likely future trends in online advertising.

Puzzle PiecesCourse Outcomes

At the end of the course, you will:

  • Have an overall understanding of how online advertising works;
  • Possess guidelines on how to create, maintain and analyze Google AdWords and Facebook Ad campaigns;
  • Know how to test and improve your online advertising strategies;
  • Gain the technical knowledge to utilize and analyze results using Google Adwords and Facebook Ads;
  • Know how keyword variations, related keywords, language and estimated click-per-pay statistics can improve your online advertising results.
Completion Requirements