HubSpot Digital Advertising Certification

HubSpot Digital Advertising Certification Overview

HubSpot Digital Advertising Certification

The following is a brief summary of the HubSpot Digital Advertising Certification located within the HubSpot Academy (https://academy.hubspot.com/courses?page=1).  In total, the Digital Advertising course consists of 11 lessons, lasting 4 hours.   You can also “speed up” the videos to view at 125% speed.   The course provides supplemental material.   In particular, they offer a Digital Advertising Workbook that is linked to other resources (i.e. corresponding blog posts, buyer persona generator, etc.).  It includes 10 practical exercises and 4 pages of advertising related glossary words and definitions.

To save you some time and energy – I have provided a list of interesting useful statistics and observations regarding the course.  Below this material, I have provided a list of all the videos and have highlighted (**) specific videos that I have found to provide more specific, meaningful content.   In general, the titles are quite descriptive and will give you an overview of the material covered.  Overall, the videos are strong – however, the lessons that are not highlighted include more general information related to digital advertising. Please be aware that if you assign specific videos to students, they must first open an account in HubSpot Academy and then find the Digital Advertising course.  You are unable to link directly to any of the course material.  The course concludes with a 60 question multiple choice exam. You need to get 45 questions right to pass the exam.  

As a whole the course provides a good overview.  That said, to adequately cover the topic in class – more time and information needs to be allocated to Google Paid Search, keywords and ad creation (both display and search), and ad networks. Furthermore, instructors should make an effort to expose students to the actual Google platform, along with the various social media advertising related pages.

Course Objectives:

  • Understand the relationship between digital advertising and the buyer’s journey
  • Apply targeting strategies to digital advertising
  • Create ad copy and design creative imagery.
  • Develop paid search advertising
  • Understand programmatic advertising
  • Evaluate the performance of digital advertising campaigns

Statistics/Observations/Notes:

  • Focus on Inbound Marketing/Buyer Persona
  • Ads are one of out 4 posts users see on Instagram.
  • Average organic reach of post on Facebook is “as low as” 2 percent.
  • “95% of traffic goes to the sites on the first page of Google”
  • Journey Based Advertising (Awareness, Consideration, Decision)
  • Reasons to Believe (RTB) = value proposition/positioning
  • Set budget on “profitable areas of opportunity”
    • “The highest level of efficiency”
    • “The greatest ability to increase volume”
  • 70, 20, 10 budget split (70% based on historical performance to primary KPI; 20% new social channel/conversion rate optimization; 10% big/experimental ideas)
  • Pixel based retargeting and list based retargeting – retargeting and remarketing.    Retargeting – new audiences and visitors /remarketing – existing and previous customers
  • Questions to Ask Yourself when you write an ad:   How does this ad align with my customer’s values; What are the principles of my business? What makes my offer unique?  How does this ad help my audience?
  • Best Practices for Simplifying Language:  Avoid Jargon and Acronyms; Reduce Verb Phrases; Reduce Wordy Phrases to Single Words; Avoid Vague Nouns
  • In media res –put the consumer into the middle of messaging/the problem (no – Hey Bob)
    • Tools:  Hemingway Editor; Grammarly
    • Use Amazon reviews to create ads
  • 3 Primary Ad purposes:   Concept ads drive awareness (video, big ideas); Content Ads drive engagement and lead generation (helpful resources, awareness and consideration) native advertising, educational value; Commerce ads drive sales (shopping, offers, etc.)
  • Ad Creative Best Practices:   Use contrast to make your design stand out (Color Wheel); Follow the rule of thirds; Use seasonality to theme your designs
  • Tools:  Adobe Creative Cloud; Envato; Canva
  • 8.5 billion dollars spent on social media advertising
  • 3.5 Billion Google Searches a day; 70% of total searches a day done on Google
  • “Advertisers make $8 for every $1 they spend on Google Ads”
  • Use at least 3 Google Ad Extensions in paid search ads
  • “On average each type of extension drives a clickthrough rate uplift of 10-20%”
  • 5 possible UTM Parameters:  Source; Medium; Campaign; Term and Content
  • Tracking Pixel discussion; Google Tag Manager; First/Third Party Cookie

Video Course Overview

Setting the Foundation for Digital Advertising Strategy

              Ads are Content (4 minutes)

              How Organic and Paid Work Together (6 minutes)

Getting Started with the Journey-Based Advertising

              Unpacking the Evolution of the Modern Ad (3 minutes)

              **What is Journey-Based Advertising? (8 minutes)**

              Adapting Journey-Based Advertising for Search and Social (6 minutes)

How to Strategize and Plan Your Paid Media Campaigns

              Understanding Your Target Audience (6 minutes)

             ** Identifying Your Goals and Objectives (4 minutes)**

            ** Determining Your Paid Media Budget (5 minutes)**

              Manual Bidding vs. Automated Biding (5 minutes)

              How to Optimize your Paid Media (6 minutes)

How to Use Targeted Advertising

What are Ad Targeting Strategies (2 minutes)

Understanding Demographic Targeting (3 minutes)

**Understanding Behavioral Targeting (7 minutes)**

Understanding Contextual Targeting (3 minutes)

Mastering the Art of Ad Copy, Creative and Conversion

   **Communicating the Value of Your Offer Through Copywriting (9 minutes)**

**Designing Your Ad Creative (9 minutes)**

      Optimizing Your Conversion Path (7 minutes)

Introduction to Social Media Advertising

              The Advantages of Social Media Advertising (3 minutes)

              Exploring the Social Media Advertising Platforms (12 minutes)

              How to Create Remarkable Digital Ads for Social Media (4 minutes)

Introduction to Paid Search Advertising

              The Advantages of Paid Search Advertising (2 minutes)

            Exploring Keywords Research and Match Type (7 minutes)

How to Create Remarkable Digital Ads for Paid Search (5 minutes)

Organizing your Account Structure (2 minutes)

Advanced Google Ads Strategies

              The Ins and Outs of Google Ads Extensions (8 minutes)

              Diving Deeper into the Google Auction (4 minutes)

What is Programmatic Advertising and How Does it Work?

              The Advantages of Programmatic Advertising (2 minutes)

              Programmatic Advertising Explained (5 minutes)             

              Exploring the Programmatic Advertising Channels (5 minutes)

How to Monitor and Report on Ad Performance

              **Understanding Ad Tracking (11 minutes)**

              Running Experiments to Improve Ad Performance (5 minutes)

              Exploring Attribution Reporting (6 minutes)

              Calculating Return on Ad Spend (8 minutes)

Published by Caroline Munoz

Associate Professor of Marketing at the University of North Georgia

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