Class Overview

Online Advertising | Seattle Central College - Continuing Education

Learn how to make online advertising work for you and your organization!

During this class, you'll:

  • Learn how pay-per-click advertising with Google AdWords works
  • Find out how to test low budget AdWord campaigns
  • Learn how to target local audiences
  • Discover Facebook advertising, and how you can determine the demographics and number of people you want to reach

The goals of this course are to provide you with:

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

No experience necessary, but if you are at an advanced level, your instructor is an online ad expert and can provide you more detailed guidance.

Course Outline

  • 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
  • Creating Google AdWord Campaigns
  • Determining keywords
  • Selecting your AdWord territory
  • Understanding pricing strategies
  • Creating an AdWord budget and evaluation
  • 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
  • Facebook Ads
  • Understanding Facebook uses and users
  • Using demographics to target Facebook Ads
  • Setting up Facebook Ads
  • Trends and future of online advertising

Learning 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

Who Should Take this Class?

  • Marketing professionals who are interested in expanding their knowledge of Google and Facebook PPC advertising
  • Small business owners seeking to expand their website's reach through paid options
  • Anyone interested in pursuing a career in the field of marketing

Session Details

  • Class ID: 5921
  • Instructor: Susan Hurrell
  • When:
    • Spring 2018 Session: 6/4/18 - 6/29/18
    • Summer 2018 Session: 8/6/18 - 8/31/18
  • Total Number of Hours: 16
  • Where: Online
  • Fee: $195
  • Additional Notes: This course is part of our Digital Marketing Certificate program.