Week 8 (2.23.2015): Online Advertising

Monday Class Agenda

·         Overview of Online Advertising

Complete IQ12 before Wednesday Class

·     GOMC Digital Marketing Course: Display Advertising: Introduction to Display (12:50)

·     GOMC Digital Marketing Course: Display Advertising: Google’s Display Offering (18:33) 

·     GOMC Digital Marketing Course: Display Advertising: Topic Targeting (9:57)

·     GOMC Digital Marketing Course: Display Advertising: Placement Targeting (6:40)

Wednesday Class Agenda

·         [Ahra] Discussion Lead 4: Online Advertising
·        Claudia Perlich, Chief Scientist at Dstillery talks about her work using machine learning in digital advertising with podcast Talking Machine

Complete IQ13 before Friday Class

·     GOMC Digital Marketing Course: Display Advertising: GDN Reserve (11:01)

·     GOMC Digital Marketing Course: Display Advertising: Interest Categories (11:27)

·     GOMC Digital Marketing Course: Display Advertising: Keyword Contextual Targeting (7:15)

·     GOMC Digital Marketing Course: Display Advertising: Remarketing (11:55)

Friday Class Agenda

·   More on Online Advertising

Complete IA6 before Monday Class

·     Digital Analytics Fundamentals Unit 5: Navigating Google Analytics Reports

·     Digital Analytics Fundamentals Unit 6: Navigating Conversion Reports

·   Questions for Impaqt speaker

Additional Resources
How Google Breaks Through: Lorraine Twohill, Google’s senior vice president of global marketing, describes what has and hasn’t changed for marketers trying to connect with customers.