Module 11: Paid Ads - Social, Search/PPC, Display

Welcome to Module 11. This course is part of a complete 20-module Real Digital Marketing training programme. Each module can be taken individually or as part of the full series.

In this module, we focus on paid advertising and how businesses can use different digital channels to reach their target audience more quickly and effectively. Paid advertising is a powerful way to generate visibility, traffic, and leads, but it requires a clear understanding of the platforms, structures, and strategies involved.

We begin by exploring the main types of paid advertising in digital marketing, including social media advertising, search advertising (often referred to as pay-per-click or PPC), and display advertising. Each of these channels serves a different purpose, and understanding when and how to use them is essential for achieving the best results.

A key part of this module is helping you determine which type of advertising is right for your business, based on your product or service and your target audience. Different platforms attract different users, and choosing the right channel can significantly improve the effectiveness of your campaigns.

There is a strong focus on the major advertising platforms, particularly Google and Meta (Facebook and Instagram). You will learn about the structure and setup of Meta advertising campaigns, followed by a step-by-step demonstration showing how to create an advert using Meta Ads Manager. As part of this module, you will also receive a practical 12-step framework to guide you through the process of creating effective Meta ads.

We then expand into other key platforms, including LinkedIn and TikTok, exploring how their advertising structures work and how they can be used to reach different audiences.

The module also covers Google Ads in detail, including how campaigns are structured and how to create search-based adverts. In addition, we explore YouTube advertising and how video-based campaigns can be used to engage audiences in a different way.

We then move on to display advertising, looking at the different formats available and how they can be used to increase brand awareness across a wide range of websites and platforms.

Finally, we cover important considerations such as website cookies and legal obligations, helping you understand the responsibilities that come with running digital advertising campaigns.

This is one of the most practical and interactive modules in the programme, combining theory with real demonstrations to show you exactly how paid advertising works in practice.

By the end of this module, you will have a clear understanding of the different types of paid advertising, how to choose the right platforms, and how to begin creating your own campaigns with confidence.