Masterclass Media Buying

Explore creating campaigns for search, display, shopping, and maps, choose campaign objectives like website visits, leads, or store visits, and learn how to assign conversion pixels for optimization.

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.

Continue building a media buying campaign by selecting search options over display, configuring geo and language targeting, refining audience segments, and using tracking templates to optimize performance.

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.

Set daily budgets and test campaigns while choosing bidding strategies to maximize clicks or optimize for CPI and CPC, rotating best performing ads for optimal reach.

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.

Explore responsive search ads by testing multiple headlines, letting Google decide which are performing and rearranging the ad order. Provide six or seven headlines; Google tests them.

Explore Google ads extensions, including callout, location, price, app, promotion, and form extensions, to showcase services, maps, pricing, and lead capture within your campaigns.

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.

Create one list with all available keywords, then add it to the campaign and determine how to exclude keywords in a partner campaign with Onkalo.

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.

Explore programmatic targeting tactics, including gender and income targeting, geographic and age-based exclusions, and audience building from pages, forms, and video 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.

Learn how to place pixels on analytics by navigating Google permissions and linking the correct account through the available link options.

Analyze negative campaigns on all campaigns, including those related to the Muslim faith campaign, and discuss how these patterns influence media buying decisions.

Masterclass media buying: ad preview explains why campaigning isn't always foolproof and how testing helps identify issues.

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

Explore how to plan a new campaign in universal app campaigns, selecting headlines, descriptions, and images, optimizing targeting options to drive installs.

Link Google Merchant Center to AdWords to verify your business and auto populate products, create product groups in a catalog, and run shopping ads with budgeted campaigns and no keywords.

Learn how smart campaigns automate ad creation around conversions, monitor convergence, and manage location targeting, budget, and assets for lead and conversion campaigns.

Explore YouTube discovery ads within Masterclass media buying, learn how discovery ads appear at the bottom of videos, target audiences by country and language, and optimize for channel subscriptions.

Explain how display ads work within campaigns, including setup, publishers, and ad properties, and compare bidding options like group pricing and manual optimization for clicks.

Measure performance across campaigns, ads, keywords, audiences, and landing pages using reports. Create and customize dashboards with drag-and-drop tools and key metrics like impressions to showcase results.

Explore attribution and assisted convergence across multi-channel campaigns, trace the complete conversion path from ad click to sale in analytics, and compare Facebook, Google, display, and organic search effects.

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.

Identify key search terms in masterclass media buying to exclude irrelevant keywords and optimize campaigns based on impressions and convergence.

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 dynamic ads for Google by learning how keyword-based line items shape responsive ads with three headlines, three descriptions, and images, driven by product feeds for shopping and display campaigns.

Learn the basics of Facebook ads, including creating a Facebook page, setting up payments, choosing targeting options, and selecting campaign objectives from brand awareness to conversions and store visits.

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 how to drive footfall to a physical store using a Facebook location listing and distance-based directions, and how a store-only coupon converts online traffic into in-store visits.

Pin your business locations in Facebook ads, select specific locations to showcase, and target hyper-local geofencing within five kilometers for precise local reach.

Master the Facebook ads manager structure: campaigns, ad sets, and ads, and learn targeting, campaign-level budgeting, and auction-based modeling to drive and measure performance.

Explore optimization options to limit ad impressions by creating custom audiences and excluding viewers who already saw your ad, aiming for unique reach and targeting viewers at specific completion levels.

Explore detailed audience targeting on Facebook ads, including location, age, language, demographics, interests, behaviors, exclusions, and budget options for web traffic or app campaigns.

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.

Launch an app install campaign by configuring conversion goals, choosing lookalike audiences, and optimizing for Android installs from the Google Play Store to maximize registrations.

Explore dynamic creatives and dynamic ads that test multiple headlines, descriptions, and images on Facebook to optimize media buying and improve convergence with top performing variants.

Learn how to use automatic versus manual placements, target Instagram or Facebook, and optimize for landing page views, link clicks, or traffic with regional and device targeting.

Explore a live campaign example from a masterclass in media buying, detailing audience targeting across three cities, health sector interests, ad placements on Facebook and Instagram, and budget optimization.

Learn how to create and save custom audiences, reuse them across campaigns, and refine targeting with exclusions for more unique reach in Facebook ad campaigns.

Learn to set up Facebook and Instagram ads by selecting existing posts, applying call-to-action options, choosing placements, and navigating Facebook review, publish, and learning phases.

Implement and debug Facebook pixels to track conversions on your site, using base and event codes, custom events, and the events manager to optimize purchases, signups, and bookings.

Explore how dynamic ads optimize creatives and targeting for audiences, compare A/B testing and campaign-level strategies, and apply dynamic creative for shopping ads and product catalogs.

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.

Place and manage site pixels using Google tag manager to track form submissions and page actions, while gtm reduces loading time by firing all pixels from a single container.

Learn to set up pixels with Google Tag Manager, creating base and event pixels, and configure triggers for page views and form submissions to track conversions.

Learn to create lookalike audiences from website visitors, conversions, and app events, using custom audience rules, exclusions, and offline data to target similar users.

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.

Targeting only messenger isn't possible; Facebook requires including news feeds or other placements to reach messenger, due to reach limitations and placement restrictions.

Explore how audience network monetizes apps with ads, uses Facebook's apps and sites inventory, and targets demographics while excluding irrelevant placements for brand safety.

Discover how to view and select audience networks from the list, and apply a partner-level block list to protect brand safety while balancing reach.

Explore how the catalogue manager automates Facebook and Instagram ads by uploading a product feed, organizing items into product sets, and targeting audiences with pixel data.

Publish the ad and link it to the specific product, ensuring landing page shows headline, description, price, and stock status, with a shop now action guiding shoppers to the product.

Explore how pixels are used for catalogues and remarketing on Facebook, and how audience segmentation and tracking affect your media buying strategies.

Create a campaign plan with budget, targeting, and reach estimates, and forecast performance before going live; customize reports and dashboards to track demographics, frequency, impressions, and engagement.

Manage business settings by adding users, assigning permissions to Facebook pages and ad accounts, approving access, and linking Instagram accounts to Ads Manager.

Explore tools to identify relevant Facebook audiences and segments, view audience size, apply targeting options, and verify pixels with the Facebook Pixel Helper and Google Tag Assistant.

Set up a conversion campaign to generate leads by installing pixels, using sign-up or schedule events, and optimize budgets and targeting for lead quality.

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.

Explore how Facebook bidding uses an auction with budgets and targeting to drive reach, guided by audience overlap. Learn to analyze data to optimize audience segments and placements.

Explore programmatic media buying, tracing its evolution from ad sales to real-time marketplaces and impressions. Learn how publishers, advertisers, and DSPs drive cost savings and margins through automated inventory.

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.

Explore how three bidders navigate first-, second-, and third-place outcomes in auctions, where the highest bid wins in a first-price setting and the second-highest can win in a second-price context.

Learn how demand side platforms and supply side platforms enable media buying for agencies, linking to publishers via deals, while DMP coordinates data-driven targeting with first-, second-, and third-party data.

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

Investigate how DSPs and SSPs interact through ad exchanges. Explore Google's DoubleClick tools, including DV360 and Bid Manager, and how intermediaries between DSPs and SSPs use their own algorithm.

Explore how supply and demand connect publishers and advertisers through demand-side and supply-side platforms, linking sites to ad exchanges and real-time bidding algorithms.

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

Discover how demand side platforms structure campaigns with advertisers, campaigns, ad sets, and line items, including budgeting, cpm/cpc pricing, frequency caps, and display, video, and audio targeting.

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.

Create and upload display and video creatives for programmatic ads using fixed banner sizes like 160x600 and attach landing pages. Use JPEG, GIF, or BMP formats for click-through.

Learn to add pixels on programmatic ads using image pixels, JavaScript pixels, or iframes, and apply them for conversion tracking and lookalike audiences.

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

Masterclass media buying teaches you to set up remarketing campaigns by assigning conversion pixels and building retargeting audiences using post-click and post-view attribution windows.

Explore how ad supply works across four slots and waterfall placements, including bidding, branding campaigns, first fold costs, and options to control ad visibility and reloads.

Compare AdWords with DoubleClick DV360: AdWords serves small shops with plug-and-play setup and credit card use, while DoubleClick targets larger agencies with advanced DSP and higher minimum budgets.

Master the basics of DV360 media buying by creating campaigns, setting objectives, budgets, pacing, and frequency caps, while selecting targeting by demographics, geography, and channels, and using AI optimization tools.

Discover how to add targeting content by selecting keywords and categories like arts and entertainment, cartoons, and advertising, and ensure visibility is more than 50 percent for two seconds.

Combine first-party data with third-party audiences, exploring affinity and in-market segments for precise targeting. Build and retarget custom audiences using CRM data, geography, and demographics to optimize media buying.

Learn how to implement targeting technology in media buying, choosing devices and models, optimizing connections and speeds, and coordinating data providers for effective campaigns.

Set up and upload creatives for campaigns, selecting video, YouTube, audio, or bulk formats, and apply tags to guide development.

Discover programmatic media buying concepts such as open auctions, private marketplaces, and guaranteed or preferred deals, and how budgets, targeting, and deal structures drive publisher inventory delivery.

Learn how guaranteed deals lock a budget and deliver volume at a discounted CPM with fixed spend. Compare this to preferred deals for smaller budgets focused on performance and duration.

Explore how guaranteed deals in media buying lock fixed site placements to ensure visibility for every visitor, regardless of whether the content is relevant to them.

Learn how guaranteed deal rates are set through budget-driven negotiations with publishers and sales teams, with CPM ranges and the impact of targeting and spend on price.

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 to manage your campaign by promoting existing content or creating a new ad, using formats like single image, carousel, or video with engagement options such as message ads.

Discover how to run a LinkedIn lead generation campaign with customized forms, branded privacy policies, and predefined lead questions, then download and consolidate leads across platforms.

Learn how to implement LinkedIn pixels on your website, track specific events, and set up a custom conversion to support your campaigns.

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.

Set up ad groups with consistent naming across platforms and timed delivery, track with DoubleClick, and optimize with automatic or fixed bids while targeting age, language, location, and interests.

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

Master how to create Twitter cards, including tweet cards, video cards, and image cards, by selecting the image and landing page to build engaging ad structures.