Masterclass Media Buying

Define a new conversion action to count unique purchases and optimize campaigns using a convergence window and last click logic, with proper pixel setup for conversion events.

Identify audiences by analyzing available data and audience segments to find the best performing audiences. Test new audiences against existing ones, review converters and territorial data to optimize media buying.

Structure the campaign by organizing ad groups around keywords, separating them by brand and searches. Use exact match to control spend and broad match cautiously to optimize results.

Learn how to integrate map links by linking a client's Google My Business, manage multiple locations, and set up ad extensions like location, price, and promotion to drive mobile-friendly leads.

Identify and organize brand, competitive, and generic keywords to boost relevancy and clicks, then use the search terms report to exclude nonrelevant terms.

Explore auction insights to measure impression share and see how often your ads appear versus competitors across campaigns and regions like Greece, including top of page and top three placements.

Assess how media buying recommendations drive campaign optimization, bidding, and performance, and learn when to apply automated suggestions while tracking keywords, volume, CPC, and city and smart display campaigns.

Master the basics of remarketing by targeting visitors, defining audiences, and planning concise campaigns linked to your site’s pages and the thank you page, while prioritizing efficient ad spend.

Explore campaigns for YouTube within media buying, touching on challenges, starting points, changes, and testing to improve outcomes.

Link Google accounts to reconnect campaigns and observe how a paid ad connects to an organic ad in analytics, using link options and notifications to track the connection.

Apply audience creation, custom and exclusion lists, and black/white lists to refine targeting. Use the performance planner, forecasts, and location extensions to estimate reach and optimize impressions and bidding.

Learn how to choose search terms for a new product by prioritizing specific keywords over broad terms, using display and YouTube ads, and building a keyword list to control reach.

Explore the types of Facebook and Instagram ads, including boosted posts, video ads, and app install campaigns, and learn how placements and audience targeting affect reach and results.

Learn to build retargeting leads by creating custom audiences from form interactions (opened, submitted) with any or all conditions, and saving segments for campaigns and date ranges.

Set up a Facebook conversion campaign by installing pixels, selecting a conversion event (lead or sign-up), and optimizing with targeted audiences, budgets, and UTM tracking to boost quality leads.

Discover how to use facebook sources to retarget video viewers, lead forms, events, and page engagers with lookalike audiences. Analyze audience overlap to maximize unique reach and minimize waste.

Learn how instant experience ads boost mobile branding by creating from scratch or from existing posts, using Facebook-provided templates with video or carousel formats and optional lead forms.

Set up click-to-call ads and footfall campaigns on Facebook for mobile users with a call now button. Map destinations to drive store visits and hyperlocal traffic.

Learn to set up remarketing campaigns for apps, define conversion goals, map events like add to cart or registrations, and build audiences with custom and lookalike segments using pixel tracking.

Explore how to use Facebook lead forms to collect and manage leads, download data to Excel or feed a CRM, and reduce junk clicks with optimized questions.

In this course, learn the programmatic buying flow from publishers through DSPs to buyers via SSPs, focusing on audience targeting and data-driven inventory bidding.

Real time bidding replaces traditional buying by using audience data to select impressions in real time, with publishers, SSPs, DSPs, and advertisers competing in first- or second-price auctions.

Learn how demand-side platforms buy impressions and connect with supply-side platforms to access publisher inventory, via programmatic bidding and ad networks.

Learn how ad agencies leverage SSPs for publisher inventory and DSPs for targeting, and how platforms can serve as both to streamline media buying.

Understand how advertiser demand and publisher supply drive programmatic media buying, with SSPs and ad exchanges like Google, as traffic flows and pricing is determined.

Explore how supply side platforms help publishers sell inventory by connecting to thousands of advertisers through ad exchanges and demand-side platforms, enabling more revenue across multiple SSPs.

Explore how data management platforms enable precise audience targeting, using segments like TV buyers and real estate investors to optimize impressions and campaign spend.

Explore campaign-level reporting with transparency, showing CPC and CPM costs, reach and frequency, and identify where ads appear across websites and placements.

Explore LinkedIn campaign manager basics: target audiences by company, job titles, and seniority; set daily and total budgets with CPC or CPM bids; run image or video ads.

Learn how Twitter ad campaigns are structured, gain access to create ads, and choose campaigns like engagement or app installs with budgeting and targeting options.

Execute remarketing on Twitter by implementing conversion events and placing the tracking code across your website to target actions and events across the web.