Digital Marketing Academy

Module 1: Preparation for Online Advertising – How to Check Your Website Before Advertising

Date and Time: September 18, 2024, at 6-8 PM CET

The foundation for successful online advertising begins with thorough website preparation and quality control. This module focuses on evaluating your website to ensure it is ready for effective advertising campaigns. Participants will learn to use 40 essential quality control tools to significantly reduce advertising costs. The session will cover setting SMART advertising goals, defining key metrics, and tracking performance. Additionally, attendees will explore online market research tools, such as Google Trends and Google Keyword Planner, to better understand their target audience and optimize their advertising strategy.

Preparation for Online Advertising – How to check your website before advertising, use 40 quality control tools, set advertising goals in SMART format, and research the online market using Google Trends, Google Keyword Planner, and other tools. Lecturer: Miroslav Varga

Module 2: Launching Google Advertising – Types of Google Advertising Accounts and Campaigns

Date and Time: September 26, 2024, at 6-8 PM CET

Navigating the complexities of Google advertising starts with understanding the different types of Google advertising accounts and their specific advantages. This module provides a comprehensive overview of how to set up various accounts, including MCC, ‘regular,’ and Smart accounts. Participants will also learn about different Google campaign types—Search, Display, Demand Generation, Performance Max, Shopping, and App campaigns—understanding their purposes and determining the best scenarios for each. The session will include practical steps for launching and correctly setting up Google Search campaigns and utilizing key tools like Google Keyword Planner.

Launching Google Advertising – Types of Google advertising accounts, how to open them, the advantages and disadvantages of each, and the setup of different campaign types in Google (Search, Display, Demand Generation, Performance Max, Shopping, and App campaigns). Lecturer: Miloš Dimić

Module 3: Types and Setting Up Google Ad Campaigns – Display, DemandGen, and Pmax Campaigns

Date and Time: October 2, 2024, at 6-8 PM CET

This module delves into the diverse range of Google ad campaigns and their strategic implementation. Attendees will learn how to set up and manage different campaign types, including Display (banner) campaigns, DemandGen, and Pmax campaigns. The session will cover how to efficiently place ads across various platforms and the specifications required for creating effective materials, such as videos and visuals. Participants will also explore how to target specific audiences to enhance the effectiveness of their campaigns.

Types and Setting Up Google Ad Campaigns – Setting up display (banner) campaigns, DemandGen, and Pmax campaigns, and placing ads efficiently. Includes specifications for materials and setting up relevant audiences. Lecturer: Miloš Dimić

Module 4: Setting Up and Connecting Google Analytics and Google Ads

Date and Time: October 9, 2024, at 6-8 PM CET

Understanding the synergy between Google Analytics and Google Ads is crucial for measuring advertising success. In this module, participants will be introduced to GA4 (Google Analytics 4) and its functionalities, including how to connect it with Google Ads. The session will cover how to interpret the data from both platforms to gain insights into campaign performance. Attendees will also learn to create custom reports in GA4, enabling them to track and analyze their advertising effectiveness comprehensively.

Setting Up and Connecting Google Analytics and Google Ads – Basics of GA4 (Google Analytics 4), how and why to use it, connecting GA4 and Google Ads, and creating a custom report within GA4. Lecturer: Adam Vovra

Module 5: How to Make a Good Video – Techniques for Creating High-Quality Content

Date and Time: October 15, 2024, at 6-8 PM CET

Creating compelling video content is key to engaging audiences on social networks. This module provides a detailed guide to producing high-quality videos, covering essential aspects such as camera settings, movements, angles, framing, lighting, sound, and editing. Participants will gain practical tips on using various editing software and optimizing videos for different social media platforms. The session aims to enhance participants’ skills in crafting professional videos that captivate and retain viewer attention.

How to Make a Good Video – Comprehensive guide to creating high-quality video content for social networks, covering camera settings, movements, angles, framing, lighting, sound, editing, and optimization for social networks. Lecturer: Ivan Šokac

Module 6: Short Video Formats for Advertising – Strategies for Success on TikTok

Date and Time: October 24, 2024, at 6-8 PM CET

Short videos have become a powerful tool for advertising, especially on platforms like TikTok. This module focuses on successful strategies for creating engaging short video content. Participants will analyze examples of effective TikTok campaigns and learn key techniques for producing short videos that stand out. The session will emphasize creative practices, including the use of music and interaction with viewers, to maximize visibility and engagement. Practical tips for capturing attention and retaining audience interest will also be covered.

Short Video Formats for Advertising – Practical examples and analyses of successful TikTok campaigns, key strategies for shooting short videos, creative content practices, and methods for attracting and retaining audience attention. Lecturer: Dora Pakšec

Module 7: Reading and Understanding Feedback Data – Interpreting Campaign Performance

Date and Time: October 30, 2024, at 6-8 PM CET

Effective advertising relies on interpreting feedback data to refine strategies and improve outcomes. In this module, participants will learn how to analyze feedback from reports and understand what metrics are crucial for assessing campaign success. The session will cover how to read data from GA4 and Google Ads, connect various data sources in Looker Studio, and differentiate between critical and less important metrics. Additionally, participants will gain insights into presenting results to stakeholders effectively.

Reading and Understanding Feedback Data – Interpreting feedback data, measuring in GA4 and Google Ads, connecting data in Looker Studio, critical data for campaign success, and presenting results to management. Lecturer: Miloš Dimić