Native Advertising And Paid Search

This course focuses on the history, growth, use and implementation of native advertising and paid search. Emphasis will be on paid search platforms, networks, bidding and strategy including components that are essential to executing a paid search campaign across various major search platforms. The course will cover the shifts in digital media consumption platforms as well as consumer habits in relation to digital ad consumption. Topics include ad development, network selection, content marketing as it applies to native advertising, mobile, video and introduction to basic programmatic ad delivery.