Executive Development Programme in Ad Buying for Maximum Impact
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⢠Introduction to Ad Buying: Understanding the basics of ad buying, including the difference between programmatic and traditional ad buying, the importance of ad buying for businesses, and the key players involved in the ad buying process.
⢠Targeting and Audience Segmentation: Learning how to identify and target specific audiences, including the use of first-party data, lookalike audiences, and contextual targeting. Understanding the importance of audience segmentation for effective ad campaigns.
⢠Ad Formats and Placements: Exploring the various ad formats available, such as display, video, native, and audio ads, and determining the best placements for each format. Understanding the benefits and drawbacks of each ad format and placement.
⢠Data Analytics and Measurement: Utilizing data analytics to measure the success of ad campaigns, including key metrics such as click-through rates, conversion rates, and return on ad spend. Understanding how to use data to optimize ad campaigns for maximum impact.
⢠Programmatic Ad Buying: Learning the ins and outs of programmatic ad buying, including real-time bidding, private marketplaces, and header bidding. Understanding the benefits and challenges of programmatic ad buying and how to use it to improve ad campaign performance.
⢠Ad Fraud and Viewability: Understanding the risks of ad fraud and how to mitigate them, including the use of fraud detection tools and third-party verification. Learning how to ensure ad viewability and improve ad engagement.
⢠Cross-Channel Ad Buying: Exploring the benefits of cross-channel ad buying, including the ability to reach audiences across multiple devices and platforms. Understanding how to create and execute effective cross-channel ad campaigns.
⢠Ethical Considerations in Ad Buying: Learning about the ethical considerations involved in ad buying, such as privacy concerns, brand safety, and transparency. Understanding how to navigate these issues and create responsible ad campaigns.
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