Google & Meta Ads

Search is the largest digital advertising format in Canada. In 2022 it represented over 46% of total digital ad spend. Social media marketing follows close behind at 25%. For the modern digital marketer, understanding how to create, run and optimize effective paid search and paid social media campaigns is an essential skill. In this course, students will learn the fundamentals and strategies needed to create, run, and optimize effective paid search and paid social media campaigns. In the first half of the course students will focus on the most popular search engine marketing channel available to marketers today, Google Ads. In the course's latter half, students will delve into popular paid social media advertising channels mainly, the Meta Ads Manager. By the end of the course, students will be proficient in the tools and strategies needed to develop, manage, and optimize paid search and paid social media advertising campaigns that drive business results. As a final group project students work together to plan and create a creative Meta Ads campaign using various ad creation tools and techniques.