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Digital Media Analytics

Paid Media

Jessica Welch and Sorin Adam Matei

Jessica Welch and Sorin Adam Matei

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

Topics Covered

Read more

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

Topics Covered

Introduction to Paid media
How can a business benefit from using Paid media
Social media advertising and returns on investment
Google Adwords
Facebook Ads
Twitter Ads
Youtube Ads
Using keywords
Differences between campaign, ad set, and ad

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Learners who complete Digital Media Analytics: Paid Media will develop knowledge and skills that may be useful to these careers:

Reading list

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Outsmarting Social Media

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Comprehensive guide to paid media, covering everything from campaign planning to measurement. It is written by an experienced paid media marketer.

Outsmarting Social Media

Outsmarting Social Media

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Implementing Digital Marketing That Actually Works

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Collection of best practices for paid media, covering a variety of topics, such as campaign planning, execution, and measurement.

Implementing Digital Marketing That Actually Works:...

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Guide to paid media for lead generation, covering everything from campaign planning to measurement.

Media Selling: Digital, Television, Audio, Print...

Media Selling: Digital, Television, Audio, Print...

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Selling Your Marketing Agency

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Practical guide to paid media, written by a former Google executive. It provides step-by-step instructions on how to create and execute successful paid media campaigns.

Selling Your Marketing Agency: Making the Most of...

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Covers advanced paid media strategies, such as retargeting, dynamic creative optimization, and cross-device tracking.

Call to Action: Secret Formulas to Improve Online...

Call to Action: Secret Formulas to Improve Online...

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Marketing to Women

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Focuses on paid social media marketing, covering platforms such as Facebook, Instagram, and Twitter.

Marketing to Women: How to Increase Your Share of...

Marketing to PrimeTime Women: How to Attract,...

Marketing to Women

Marketing to Women: How to Increase Your Share of...

Marketing to PrimeTime Women: How to Attract,...

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Digital Marketing Analytics

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Provides a comprehensive understanding of how to analyze digital data, which is fundamental to effective paid media campaigns. It's a valuable resource for understanding the metrics and ROI of paid channels. This book is often used as a textbook in academic settings and by professionals seeking to leverage data for better marketing decisions.

Digital Marketing Analytics: Making Sense of...

Digital Marketing Analytics: Making Sense of...

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Think and Grow Rich - English : For Personal Growth...

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Offers an in-depth analysis of programmatic advertising, exploring its practical application and potential for competitive advantage. It's suitable for marketers looking to deepen their understanding of automated media buying.

From Here to the Great Unknown: Oprah's Book Club:...

Good Energy: The Surprising Connection Between...

Be Ready When the Luck Happens: A Memoir

The Anxious Generation: How the Great Rewiring of...

Onyx Storm (Deluxe Limited Edition) (The Empyrean,...

Spooky Cutie: Coloring Book for Adults and Teens...

The Leaf Thief: (The Perfect Fall Book for Children...

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Introduction to Programmatic Advertising

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Serves as an excellent introduction to the complex world of programmatic advertising, a key component of modern paid media. It clearly explains the ecosystem, technologies, and trading of programmatic advertising, making it ideal for beginners looking to gain a broad understanding.

Introduction to Programmatic Advertising

Introduction to Programmatic Advertising

Introduction to Programmatic Advertising

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Hey, Whipple, Squeeze This

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Widely respected guide to creating compelling advertising in any medium. It emphasizes creative strategy and execution, which is crucial for developing effective paid media campaigns that capture attention.

Hey, Whipple, Squeeze This

Hey, Whipple, Squeeze This

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Digital Marketing Strategy

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Provides a strategic framework for digital marketing, including the role of paid media within an integrated approach. It helps readers understand how to plan, implement, and measure digital marketing activities effectively.

Digital Marketing Strategy: An Integrated Approach...

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While focused on SEO, this book is highly relevant to paid search (SEM), a significant part of paid media. It provides a deep understanding of search engines and keyword strategy, which is essential for successful paid search campaigns.

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Explores modern advertising ideas and how they are evolving in the digital age, with relevance to paid media strategies. It delves into communication theory, neuroscience, and emerging technologies to provide a broader perspective on capturing attention.

Paid Attention: Innovative Advertising for a...

Paid Attention: Innovative Advertising for a...

Paid Attention: Innovative Advertising for a...

Unknown Binding

Paid Attention: Innovative Advertising for a...

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Ultimate Guide to Google Adwords

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A comprehensive guide specifically focused on Google Ads, a major platform for paid media. provides detailed strategies and tactics for running successful search and display advertising campaigns.

Ultimate Guide to Google Adwords

Ultimate Guide to Google Adwords

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While not directly about paid media, this book on the psychology of persuasion is invaluable for understanding consumer behavior and crafting persuasive ad copy and creatives. It provides foundational principles applicable to all forms of marketing, including paid media.

Influence, New and Expanded: The Psychology of...

(Português) As armas da persuasão: Como influenciar e não se...

Audible Audiobook

(中文) Influence, New and Expanded: The Psychology of...

Influence: The Psychology of Persuasion

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The New Rules of Marketing and PR

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Discusses how to reach buyers directly in the digital age, integrating traditional marketing with new digital strategies, including paid media. It provides a broader context for how paid media fits into a comprehensive marketing plan.

The New Rules of Marketing and PR

The New Rules of Marketing and PR

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Digital Marketing Analytics

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Written by a Google executive, this book offers insights into collecting, analyzing, and visualizing digital marketing data. It's highly relevant for understanding the performance of paid media campaigns and optimizing ROI.

Digital Marketing Analytics: In Theory And In...

Digital Marketing Analytics: In Theory And In...

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Social Media Marketing Workbook

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This workbook provides practical guidance on marketing on various social media platforms, which are significant channels for paid media. It offers step-by-step instructions and resources for implementing social media marketing strategies.

Social Media Marketing Workbook: How to Use Social...

Social Media Marketing Workbook: How to Use Social...

Social Media Marketing Workbook: How to Use Social...

Social Media Marketing Workbook: How to Use Social...

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Explores the science behind why things catch on, which can inform the creation of highly shareable content and effective paid media campaigns that generate word-of-mouth. It focuses on the principles of social transmission.

Contagious: Why Things Catch On

Jonah Berger Collection 3 Books Set (Contagious,...

(Bahasa Indonesia) Contagious: Rahasia di Balik Produk dan Gagasan...

Hooked [hardcover], contagious and growth hacker...

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E-Mail Marketing For Dummies

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Beginner's guide to paid media, covering the basics of campaign planning, execution, and measurement.

E-Mail Marketing For Dummies

E-Mail Marketing For Dummies

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Time

12 hours

Via

FutureLearn

Institution

Purdue University

Instructors

Jessica Welch

Sorin Adam Matei

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