Marketing & Communication

Digital Advertising and Paid Media

Paid search, social and display advertising can drive fast, measurable growth when managed well. This course teaches digital advertising: campaign objectives, audience targeting, ad formats and creative, bidding and budgets, landing pages, conversion tracking, testing and optimisation across major platforms.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Poorly managed ad accounts waste budget quickly. You will learn to plan, run and optimise campaigns profitably.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Platform walkthroughs, campaign setup exercises, ad copy workshops and performance optimisation case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Set objectives and KPIs for paid media
Target audiences precisely
Create effective ads and landing pages
Manage bids and budgets
Track conversions accurately
Test and optimise campaigns

Target audience

Who should attend.

This course is suitable for:

Digital marketers
Performance marketing specialists
Marketing managers
E-commerce managers
Small business owners

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Campaign setup
Targeting
Ad creative
Budget management
Optimisation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Paid Media Landscape

09:00–10:08Search, social and display
10:08–11:00Objectives and KPIs
11:00–11:30Coffee break
11:30–11:45Objectives and KPIs (continued)
11:45–12:53Account structure
12:53–14:00Exercise

Day 2Targeting

09:00–10:08Keywords and audiences
10:08–11:00Remarketing
11:00–11:30Coffee break
11:30–11:45Remarketing (continued)
11:45–12:53Lookalike audiences
12:53–14:00Workshop

Day 3Creative and Landing Pages

09:00–10:08Ad copy
10:08–11:00Visuals
11:00–11:30Coffee break
11:30–11:45Visuals (continued)
11:45–12:53Landing page basics
12:53–14:00Exercise

Day 4Bidding and Tracking

09:00–10:08Bidding strategies
10:08–11:00Budgets
11:00–11:30Coffee break
11:30–11:45Budgets (continued)
11:45–12:53Conversion tracking
12:53–14:00Demonstration

Day 5Optimisation

09:00–10:08A/B testing
10:08–11:00Reporting
11:00–11:30Coffee break
11:30–11:45Reporting (continued)
11:45–12:53Scaling
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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