YouTube and Display Advertising (5 ECTS)

Learning outcomes

• Learn about the fundamentals of video and display advertising.
• Get familiar with YouTube advertising and bidding strategies,
• Learn about Google Display Network and Types
• Understand how to define display ad campaign goals
• Learn how to create display ad campaigns with Google Ads
• Learn how to create and manage YouTube channel
• Get familiar with different types of video Ad formats
• Understand different types of Google Ad video campaigns on YouTube
• Learn how to create a Video Ad campaign
• Get familiar with YouTube ad tools

Content

1. Fundamentals of Video and Display Advertising
What Is Display Advertising?, Display Advertising Effectiveness, Pros and Cons of Display Advertising, What Is Video Advertising? Video Ad Terminology and Bidding, Basic Metrics

2. Google Display Network
What is Google Display Network?, Search Network Vs. Display Network, Benefits of Display Ads, Display Network Ads Appearance, Smart Display Campaigns, Defining Display Ad Campaign Goals, Creating Your First Display Ad Campaign

3. Creating and Managing a YouTube Channel
What Is YouTube Channel?, Why YouTube Channel?, Creating YouTube Channel, Upload A Video On YouTube, Edit YouTube Video In YouTube Studio, YouTube Analytics Reporting

4. Video Ad Formats in YouTube
Skippable In-stream Ads, Non-skippable In-stream Ads, Bumper Ads, In-feed Video Ads, Masthead Ads, Choosing The Right Video Ad Format in Google Ads

5. YouTube Video Advertising
Why Advertise On YouTube?, Create Video Campaigns, Video Reach Campaigns, Outstream Video Campaigns, Video Ad Sequencing, Choosing Video Campaign Subtypes
6. Audience Planning in Google Ads
Audience Manager in Google Ads, Audience Targeting, Audience Segment Types, Different Audience Targeting Options, Choose Right Audience on YouTube Ad

7. YouTube Ad Tools
YouTube Mockup Tool, YouTube Masthead Preview, YouTube Director Mix, YouTube Video Builder

Prerequisites

Calculus

Teaching methods

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Location and time

Course can be done in own pace in course environment on TechClass portal.

Learning materials and recommended literature

Lecture slides, tutorial videos, quizzes and exercises can be find in TechClass portal.

Alternative completion methods of implementation

N/A

Internship and working life connections

N/A

Exam dates and retake possibilities

Online.

International connections

N/A

Student workload

- Tutorial Videos
- Exercise
- Quiz
- Project
- Self-study

Content scheduling

Up to student her-/himself.

Assessment methods and criteria

Exercise 30%
Quiz 20%
Project 30%
Essay 20%

Evaluation scale

Hyväksytty/Hylätty

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.