IPLUSO 21877

Online Advertising

• ApresentaçãoPresentation

  The Online Advertising discipline explores digital marketing strategies in paid channels. These channels make it possible to advertise on search engines, websites, maps and email clients. The discipline deepens the use of the Google Ads platform and puts into practice various types of campaigns and actions.
• ProgramaProgramme

  Advertise with Google Ads Analyze campaign success Create and define campaigns Choose keywords depending on the stage of the marketing funnel Write ads Working with ad extensions Integrate Google Analytics with other platforms Create Display Campaigns Segment audiences Establish budgets Decide placements Establish conversions Identify importance metrics Analyze landing pages
• ObjectivosObjectives

  The discipline addresses the essentials behind effective campaigns on paid channels, namely search actions and banners on google network websites and partners. At the end of the course, students will know how to use the Google Ads platform at a basic level and will be able to create and configure search and display campaigns appropriate to a marketing strategy.
• BibliografiaBibliography

  Google. (n.d.). Think With Google. Google Academy - Think With Google. Retirado em setembro 20, 2021, de https://www.thinkwithgoogle.com/intl/en-gb/future-of-marketing/digital-transformation/google-digital-academy/ Odabasi, K. (2020b). Google Ads: A Complete Guide (October 2020 New Release ed.). Independently published. Google. (n.d.-a). Google Ads Ajuda. Suporte Google. Retrieved September 20, 2021, from https://support.google.com/google-ads/?hl=pt
• MetodologiaMethodology

  Sharing synergies with chairs that provide skills in the field of online publishing, website construction and design. Such chairs provide the necessary basis for implementing scripts and monitoring paid traffic activity.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não