Description
Advertising campaigns on the web and social networks are an effective way to improve your visibility on the Web and attract new customers. The reduced effectiveness of natural referencing on search engines and the reduction in the organic reach of messages on social networks are now leading marketing and communication managers to better exploit the resources of advertising solutions available on the web and social networks.
Who is this training for ?
For whom ?
Marketing and digital marketing manager. Responsible for digital communications. Communication manager. Communications Officer. Executive in charge of external or global communications. Press Officer. Advertising manager.
Prerequisites
None.
Training objectives
Training program
- Before the face-to-face
- - A self-diagnosis.
- The digital advertising ecosystem Media complementarity through the POEM model (Paid,
- - Owned, Earned, Shared).
- - SEA, affiliation, click-through advertising, social ads...
- - digital advertising solutions.
- - RTB and Adexchanges.
- Make your display campaign successful Define your display strategy. Display purchasing methods: CPM, CPC, CPL, CPA, etc.
- - Formats: banners, skyscrapers, button, pre-roll, ...
- - Adexchange, DMP (Data management platform) and RTB (Real time bidding).
- Social media advertising
- - Native Advertising, Sponsored Publications...
- - the advertising offer of social media (Facebook, Instagram, Twitter, LinkedIn, Snapchat).
- - Opportunities for targeting these networks.
- - Campaign management tools (planning, budget monitoring, etc.).
- Measure the performance of your campaigns
- - The criteria for evaluating a plan.
- - The statistical markers in the banners.
- - Calculate the ROI of your campaigns.
- - Evaluate performance according to media and objectives.
- After face-to-face, implementation in a work situation
- - A reinforcement program to help me implement the training.
