Classes and courses in web advertising are offered as part of certificate programs in internet marketing, or they may count toward an associate degree in advertising. Many web advertising courses may also be found in bachelor's or master's degree programs for general marketing students. Common degrees earned by students enrolled in these types of programs are the Associate of Arts (AA), Bachelor of Fine Arts (BFA) and Master of Fine Arts (MFA).
Here is an outline of common concepts explored in web advertising courses:
- How to engage online communities
- Creative development
- Website analytics
- Campaign design and management
- Tracking and reporting methods
List of Common Courses
Internet Marketing Strategies Course
Due to the increased popularity of the Internet over the past decade, companies are now taking advantage of the opportunity to make contact with over one billion users worldwide. Advertisements now have a much larger reach than they did with local newspaper or radio, and they are also more cost effective, so this introductory course covers effective strategies for utilizing the Internet in marketing and advertising campaigns. A few of the topics discussed include:
- Creating e-mail campaigns
- Analyzing a target market
- Crafting strategic messages for a target audience
- Building a cohesive brand across all online mediums
- Measuring the effects of online advertising
Upon completion, participants are better prepared to design and implement their own successful Internet marketing campaign.
Search Engine Optimization Course
One key component of web advertising is getting the piece to appear higher in search results in order to be in front of more users; learning the ins and outs of search engine optimization (SEO) will increase those chances. In order to properly implement SEO for web advertisements, one must understand the best practices for selecting and placing keywords, how often to use them and what to avoid. Students also learn how to measure traffic of the advertising piece, find out what is being said about the brand in question, research algorithms and, ultimately, increase campaign rankings. This course provides hands-on experience for students by allowing them to take the information learned to build their own optimized site or blog.
Pay-Per-Click Advertising Course
Many job boards, search engines and social networks will place featured ads or companies near the top of the page, resulting in more views and likely more hits. A common method for getting a message in that prime location is pay-per-click (PPC) advertising. During this course, students learn how to properly set up a PPC advertising campaign, while monitoring it for effectiveness. One strategy covered is bidding on relevant keywords and phrases in order to keep an ad visible for longer, as opposed to waiting for it to be picked up by the search engine. Students also learn how to check for and improve click and conversion rates.
Social Media Marketing Course
Social networks are utilized by millions of individuals, and they provide real-time access to consumers. Because of this, social media marketing is a growing web advertising segment, and participants in the course are provided with several options for successful use. The course focuses on methods for building a space to engage with customers while conveying a message that resonates with the rest of the target audience. Social media marketing campaigns are a low-cost way to evaluate competitors online, monitor customer feedback, run promotions and get consumers actively involved; by the end of the course, students have a better understanding of how to start a social media marketing campaign of their own. However, it typically takes additional training and practice to master the skill.