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The Digital Advertising & Marketing 101 Certification Bundle

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5
Lessons
91
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133

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Content
1.0 hours
Lessons
11

Digital Advertising & Marketing 101: Take The Complete Guide

Learn How to Succeed in the Digital Ad Space

By Ben Silverstein | in Online Courses

Are you ready to understand the terms, pricing models, ad units, and everything else you need to succeed in the digital advertising space? To successfully create and manage digital advertising campaigns on that scale you need to understand not just the basic advertising principles you learn in school, but fully understand the ever-changing digital advertising ecosystem. This course will teach you everything you need to know to get a job in advertising and marketing, run a successful campaign, grow your current business or find new ways to increase your personal value at your current job.

1,610 positive ratings from 6,123 students enrolled

  • Access 11 lectures & 1 hours of content 24/7
  • Get a full understanding of Digital Marketing foundations
  • Think strategically about where & how to place ads
  • Know the different types of ads, how they're bought, how much they cost & more
  • Create your own digital advertising campaign

“The real-world examples almost makes it self-explanatory. Professionally done and author speaks with authority. He knows what he's talking about and it shows.” – AJ Du Toit

Ben Silverstein | Digital Advertising Professional & Entrepreneur in NYC
4.3/5 Instructor Rating: ★ ★ ★ ★

Ben Silverstein is an award-winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space and is a consultant for the IAB's Learning & Development and certification group.

28,075 Total Students
3,133 Reviews

Important Details

  • Length of time users can access this course: lifetime
  • Access options: web & mobile
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Updates included
  • Experience level required: all levels

Requirements

  • Any device with basic specifications

Course Outline

  • Your First Program
  • Introduction
    • Welcome to the course - 3:11
  • Introduction to Digital Ads
    • Introduction Part 1 - The IAB, banner ads, video ads and rich media - 11:28
    • Introduction Part 2 - Custom, skins, social media, audio ads, and search - 8:53
  • The Digital Advertising Ecosystem
    • Digital Ecosystem Part 1 - Publisher direct, exchanges, networks, DSPs & ATDs - 11:43
    • How DSPs, SSPs, Exchanges, Networks, and publishers all work together - 7:21
  • Buying the Ads
    • Buying Digital Ads - How to buy digital ads, price ranges, process and more - 12:26
  • Ad Targeting
    • Ad Targeting - Contextual, behavioral, demographic, geographic & more - 7:58
  • Ad Serving
    • What is an ad server? DoubleClick, DFP, DFA, third party ad servers, etc. - 3:11
    • Illustration of how ad servers work - 3:28
  • Reporting
    • Digital Advertising Reporting Overview - Impressions, Clicks, CTR, CPC, & more - 3:12
  • Course Review
    • Final course review and Thank You! - 4:26

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Lessons
17

Digital Advertising & Marketing 201: Today's Trends and Topics

Advance Your Career with a Deeper Understanding of the Digital Advertising Industry

By Ben Silverstein | in Online Courses

Are you a media professional or student who already has a baseline understanding of the space and is looking to expand to more advanced subjects? Then Digital Advertising & Marketing 201 is for you! This course gives a more in-depth explanation of the complex world of Digital Marketing. From programmatic advertising to data collection, the skills you will learn in this course can be applied in any country and to any company. There is so much more to digital marketing and advertising than just Facebook and Google and this course explains what those “other things” actually are and how you can use them to promote your product or brand or to further monetize your content.

483 positive ratings from 2,442 students enrolled

  • Access 17 lectures & 1 hour of content 24/7
  • Know what Header Bidding & Waterfalls are and why they're important
  • Learn about an industry on track to be worth over $330B a year by 2021
  • Understand what Viewability is & how it affects advertising buys
  • Make smarter decisions about your digital advertising efforts

"Excellent and to the point, the instructor has complete knowledge about the course, I would definitely recommend this to everyone." – Syed Mehdi Asghar

Ben Silverstein | Digital Advertising Professional & Entrepreneur in NYC
4.3/5 Instructor Rating: ★ ★ ★ ★

Ben Silverstein is an award-winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space and is a consultant for the IAB's Learning & Development and certification group.

28,075 Total Students
3,133 Reviews

Important Details

  • Length of time users can access this course: lifetime
  • Access options: web & mobile
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Updates included
  • Experience level required: intermediate

Requirements

  • Basic to intermediate understanding of digital marketing
  • Be able to differentiate between paid advertising, regular press, and word of mouth marketing

Course Outline

  • Introduction
    • Welcome to Digital Advertising & Marketing 201 - 3:08
  • Programmatic Advertising - Real Time Bidding and the automated buying process
    • Programmatic Advertising Explained - Intermediate Digital Marketing Skillset - 7:56
    • RTB (Real Time Bidding) Explained - Intermediate Digital Marketing Skillset - 3:23
  • Waterfalls & Header Bidding - What they are & how they are changing advertising
    • Traditional Waterfalls - Advance Level Digital Marketing Skillset - 9:09
    • Header Bidding - How publishers increase revenue from their ad inventory - 4:35
    • Header Bidding in Mobile - Advance Level Digital Marketing Skillset - Publishers - 5:33
  • Mobile - SDKs & Trends: Mobile Marketing is big business. Learn how it works
    • SDKs (Standard Development Kit) - Mobile marketing must-haves - 6:46
    • Mobile Trends - Understand the grow of mobile in digital marketing efforts - 10:17
  • Verification & Viewability
    • Ad Verification - MOAT/IAS/Double Verify and other ad-tech platforms - 7:11
    • Bots & Fraud - Identify and prevent fraud in digital marketing and advertising - 11:18
    • Ad Viewability - How to identify when a real human sees your ad - 5:01
    • Ads.txt - A new way to Identify and Prevent Fraud - 4:07
  • Data Collection & Use
    • Types of Data Advertisers Collect - Google/Amazon/Facebook & others - 4:57
    • Laws & Privacy Concerns Around Data - 6:45
    • Data Management Platforms & How Advertisers Use Them - 5:09
  • The Future
    • Google's EBDA & Amazon's TAM - The future of digital advertising & marketing - 9:50
  • Thank You
    • Thank You for Taking the Course! - 1:27

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Content
4.0 hours
Lessons
25

Digital Advertising & Marketing 301: The Professional Course

Become a Pro at Location Targeting, Retargeting, Programmatic/RTB Process, Contracts, Ad Blocking & More

By Ben Silverstein | in Online Courses

To be successful in today’s digital advertising industry, you need to keep up with new products, trends, and companies. But without on the job training, this can be difficult. In this course, you'll learn about important topics and how it applies to major brands and businesses. It will cover location targeting, Beacons, retargeting, bid requests, platform demos, research, contract negotiations, ad blocking, social listening, and more. It also includes interviews with industry experts from major companies like Google.

103 positive ratings from 616 students enrolled

  • Access 25 lectures & 4 hours of content 24/7
  • Understand advanced digital marketing topics
  • Know how retargeting works & how advertisers serve you a message
  • Find out where to get the best research for your campaigns
  • Fully understand how location targeting works, GPS targeting, & beacons
  • Hear first hand from industry professionals what's coming up in the world of digital marketing & advertising

"The hands-on demos of the various platforms and research tools in the digital advertising ecosystem, along with the insightful interview with an industry professional, really set this course apart." – Josh Crowhurst

Ben Silverstein | Digital Advertising Professional & Entrepreneur in NYC
4.3/5 Instructor Rating: ★ ★ ★ ★

Ben Silverstein is an award-winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space and is a consultant for the IAB's Learning & Development and certification group.

28,075 Total Students
3,133 Reviews

Important Details

  • Length of time users can access this course: lifetime
  • Access options: web & mobile
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Updates included
  • Experience level required: intermediate

Requirements

  • Working knowledge of digital marketing and digital advertising
  • Know the difference between ad-tech companies like DSPs, Networks, Exchanges, and others
  • Understand the basics of programmatic advertising
  • Be aware of the different kinds of companies like agencies, publishers, tech companies, and end advertisers

Course Outline

  • Digital Advertising & Marketing 301 - Welcome to the Course!
    • Welcome! I'm Your Host, Ben - 2:20
  • Location Targeting - IP, Wifi, Cell Tower, GPS and how to detect fraudulent data
    • Location Targeting Part 1 - How it works, IP, Wifi, & Cell Tower Targeting - 7:54
    • Location Targeting Part 2 - GPS Targeting, + How to Find Lat/Longs on Google - 6:07
    • Location Targeting Part 3 - Location Tech Companies & Fraud Detection/Prevention - 6:08
  • Beacons - Beacon Target in Digital Marketing, Super Targeted Location Data
    • Beacons - Beacon Target in Digital Marketing, Super Targeted Location Data - 4:52
  • Retargeting - Retargeting in Digital Marketing & Live Examples
    • Retargeting - How Advertisers run Digital Retargeting Advertising Campaigns - 6:22
  • Bid Requests & CPM Breakdown
    • Bid Request/Bid Response - The RTB buying process explained - 10:31
    • Cost Break Down - How is a Final CPM Calculated - 8:06
  • Research - Publisher, Competitor Spend, Trends, and Social Media Listening
    • Research: Introduction & Publisher Research, Comscore, Quantcast, Kantar & more - 14:01
    • Research: Competitor & Spend information, find where competitors are spending - 10:07
    • Research: Trends, eMarketer, Google Keywords, AdWeek/AdAge/Digiday - 13:55
  • Platform Demos: Running Facebook Ads, DSP Use, SSP Use & more
    • Setting a Facebook Brand Page to use for Facebook Ad Campaign - 7:01
    • Social Media Marketing: Creating a paid Facebook Advertising Campaign - 20:33
    • DSP Demo Part 1 - Setting up a campaign in a Demand Side Platform - 20:09
    • DSP Demo Part 2 - Uploading Creative & Custom Audiences - 6:42
    • SSP Demo Part 1 - How to work with an SSP and Getting Setup - 10:19
    • SSP Demo Part 2 - Setting up a Mediation Group in Google's AdMob - 5:19
    • Mobile Banner Ad Best Practices - A Quick Guide from AdMob - 2:38
  • Contract Negotiations - Who's Involved in the Process and T&Cs
    • Contract Negotiations - How to Review and Execute a digital media IO - 14:20
  • AdBlocking - This history of AdBlocking, Trends, and Industry Response
    • AdBlocking - This history of AdBlocking, Trends, and Industry Response - 14:50
  • Social Listening
    • Social Listening Part 1 - How to find out what people say about your brand - 16:06
    • Social Listening Part 2 - Post-Campaign Results & Social Media War Rooms - 6:18
  • Interviews with Industry Experts
    • Interview Setup - What to expect from our industry experts - 1:16
    • Kat Earls - Industry Insights Lead at Google / Former Head of Strategy JWT-SF - 35:57
  • Digital Advertising & Marketing 301 - Recap & Thanks!
    • Time to Review & Thanks for Taking the Class! - 7:06

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1.0 hours
Lessons
14

Introduction to Programmatic Advertising: Digital Marketing

Learn the Inner Workings of a Massive Digital Industry

By Ben Silverstein | in Online Courses

Have you heard the term Programmatic Advertising before? What about RTB? Maybe you've heard of an SSP or a DSP or an exchange. But do you really know what these terms mean and what these companies do? In this course, you'll learn what programmatic advertising actually is and how it's executed. It is perfect for anyone who is interested in advertising their business online, looking for a job in digital media planning, wondering how major brands decide to place an ad online, a student focusing on marketing and advertising, or those who are generally interested in how the ads you see online are created and served to you.

586 positive ratings from 2,098 students enrolled

  • Access 14 lectures & 1 hour of content 24/7
  • Understand advertising strategy & how programmatic fits in
  • Get introduced to all the players in the programmatic advertising space
  • Know digital marketing processes & how programmatic changed that

"Solid baseline intro to Programmatic Advertising. The instructor was insightful and did a great job delivering the right level of content, tone and pace." – Claudia Blake

Ben Silverstein | Digital Advertising Professional & Entrepreneur in NYC
4.3/5 Instructor Rating: ★ ★ ★ ★

Ben Silverstein is an award-winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space and is a consultant for the IAB's Learning & Development and certification group.

28,075 Total Students
3,133 Reviews

Important Details

  • Length of time users can access this course: lifetime
  • Access options: web & mobile
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Updates included
  • Experience level required: intermediate

Requirements

  • Any device with basic specifications

Course Outline

  • Introduction to Programmatic Advertising
    • Welcome to Programmatic Advertising - Digital Marketing in Today's World - 1:06
    • High level, what is programmatic advertising and what are the advantages? - 4:23
  • Digital Marketing Introduction - Programmatic Advertising
    • Digital Marketing Introduction - Qualifying Media and Ad Standards - 4:36
    • How it Works - A walkthrough of the programmatic process - 5:01
    • The Programmatic Process In Action - Walking Through the Process - 4:49
    • Data Enhanced Ad Buys - Using DMPs to Make More Informed Buying Decisions - 3:30
  • Programmatic vs. RTB - Defining RTB and Programmatic
    • Programmatic vs. RTB - They are not one in the same, so what are they? - 4:18
    • Reporting - Go beyond Impressions and Clicks and Discover Response, Win, & Fill - 4:08
    • Setting Pricing in a Programmatic Environment - 6:52
  • Auctions - Waterfalls, Header Bidding, and all about Programmatic Auctions
    • Auctions - An Introduction to First & Second Price Auctions in Digital Marketing - 3:31
    • Traditional Waterfall - Digital Marketing Process of Serving an Ad - 8:51
    • Header Bidding - Programmatic Advertising 2.0 - Digital Marketing's New King - 4:26
    • Mobile Header Bidding - How This Auction Works Specifically In-App - 5:23
  • Recap & Thank You
    • Recap - Thank You - and Bonus Lecture! - 2:06

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Lifetime
Content
2.0 hours
Lessons
24

Digital Ad Sales Certification: Be Prepared for Your First Sale Today

Sell & Resell Digital Ads Without Any Upfront Investment and Grow Your Sales Toolkit

By Ben Silverstein | in Online Courses

Over the past 5 to 10 years advertisers have shifted budget from traditional media (TV, Radio, Print, OOH) to digital solutions. Media professionals have had to adapt to these changing trends by not just changing their sales pitch, but starting to offer new digital products in order to compete. However, if you don’t work for a digital company it can be confusing to figure out how to start selling digital ads. This course walks you through digital advertising basics and shows you how you can start selling and executing digital ad campaigns today.

4.2/5 rating from 446 students enrolled: ★ ★ ★ ★

  • Access 24 lectures & 2 hours of content 24/7
  • Sell digital without any upfront investment
  • Know the pros & cons of Display Advertising
  • Determine KPIs & success metrics
  • Grow local & small clients into large yearly spenders

"Lovely course. Good for beginners. A deeper insight into certain KPI's would have added a wow factor!" – Deepak Warrier

Ben Silverstein | Digital Advertising Professional & Entrepreneur in NYC
4.3/5 Instructor Rating: ★ ★ ★ ★

Ben Silverstein is an award-winning digital media professional with over a decade of experience working in the digital space. He's managed hundreds of millions of dollars for local, national, and international brands including Six Flags Amusement Parks, Giorgio Armani, Cafe de Columbia, William Grant & Sons, and the FDA Real Cost which won a 2015 gold Effie in the Disease Awareness and Education category. When he's not teaching on Udemy, Silverstein works full time in the mobile advertising space and is a consultant for the IAB's Learning & Development and certification group.

28,075 Total Students
3,133 Reviews

Important Details

  • Length of time users can access this course: lifetime
  • Access options: web & mobile
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Updates included
  • Experience level required: intermediate

Requirements

  • Any device with basic specifications

Course Outline

  • Introduction: What we’re going to cover in this course
    • Introduction: What we’re going to cover in this course - 2:39
  • Media Trends: Review changing consumer and ad spending trends and how some major
    • Media Trends: Review changing consumer and ad spending trends and how some major - 4:33
  • Defining Digital Media - Review each media type and their Pros and Cons
    • Define Digital Media Part I: Social & Display - 10:41
    • Define Digital Media Part II: Video, Search, and OTT - 7:33
  • Awareness vs. Direct Response: How to identify the type of campaign your client
    • Awareness vs. Direct Response: How to identify the type of campaign your client - 4:40
  • Targeting Options: How can we find our audience in a digital setting
    • Targeting Options: Behavioral, Contextual, Demographic, and Location - 6:40
  • Data Platforms: Companies that collect and sell targeting data
    • Data Platforms: Companies that collect and sell targeting data - 4:49
  • KPIs & Success Metrics: How should we define success for each campaign
    • KPIs & Success Metrics: How should we define success for each campaign - 9:06
    • Pick which KPIs would be best for each situation
  • Pricing Models: How to buy and sell digital ads
    • Pricing Models: How to buy and sell digital ads - 6:53
  • Benchmarks & Building a Proposal
    • Performance Benchmarks: Review benchmarks for different ad types - 4:13
    • Building a Proposal: Use known information to build a digital proposal - 6:36
    • Download Media Plan
  • Finding Clients: Who can benefit from digital advertising
    • Finding Clients: Who can benefit from digital advertising - 8:52
  • Client Conversations
    • Starting a Conversation: Three questions that you can use to build a plan - 3:55
    • Test your skills to see what you can learn from asking these three questions.
    • Common Client Q&As: What to expect, and how to answer client concerns - 15:23
  • Expanding Your Reach: Get those first clients to increase reach and spend
    • Expanding Your Reach: Get those first clients to increase reach and spend - 7:11
    • Going Pro: Finding White Labeled Reseller Solutions - 4:08
  • Finding a Digital Product Solution
    • Self-Serve Platforms: Start executing campaigns with self-serve platforms - 14:56
  • Thank You!
    • Thanks for taking the Course! - 3:39
  • Bonus! - Setting up a Facebook Ad Campaign
    • Creating a Facebook Page - This is required for running Facebook ads - 6:48
    • Boosting a Post - What is Boosting and why is it different from normal ads? - 3:09
    • Create a New Ad Campaign Using Facebook Ads Manager - 15:27

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  • Unredeemed licenses can be returned for store credit within 30 days of purchase. Once your license is redeemed, all sales are final.