Digital Display
This is an on-demand course that you can start anytime. Once you register, you will be enrolled in the course within 3 business days.
Designed for career advancement and delivered through a comprehensive blend of essential readings, real-world case studies, and practical implementation toolkits, this course rapidly builds your expertise in digital display advertising campaigns and strategic campaign management.
This course is ideal for: digital marketing managers, paid media specialists, performance marketers, demand generation marketers, marketing coordinators, campaign managers, brand managers, product marketers, marketing operations professionals, agency account managers & strategists and small business marketing leaders.
The course is comprised of 4 modules, and you will have the flexibility to complete them within 12 weeks from your enrollment date. To obtain your certificate, you must complete all modules and assignments.
Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.
Members: $350
Non-Members: $695
CM Non-Members: $556
CPD Credits: Earn 9.5 CPD
Learning Outcomes:
By completing this course, you'll confidently:
- 1. Master strategic planning and project management for display advertising campaigns, including comprehensive campaign development, timeline coordination, and resource allocation to generate measurable interest and capture search intent.
- 2. Develop expertise across multiple demand generation channels including Google Display Network, social display advertising, Meta network, and video platforms such as YouTube, TikTok, and Twitch to maximize campaign reach and effectiveness.
- 3. Build technical proficiency in campaign setup and optimization using Responsive Display Ads, advanced targeting techniques, strategic bidding approaches, and sophisticated remarketing strategies to reach precise audience segments.
- 4. Master performance measurement and analytics by implementing comprehensive metrics tracking, optimizing campaign performance, leveraging video analytics, and utilizing data visualization techniques to demonstrate ROI and campaign effectiveness.
- 5. Create compelling campaign presentations and reports through advanced data visualization skills, strategic insight development, and professional presentation techniques that communicate results and drive stakeholder buy-in.
Benefits:
- Anywhere and anytime access
- Flexible to suit your schedule
- No travel time
- Interactive learning experience
CMA x DMI Dual Online Certificate awarded upon successful completion of all course requirements
Course Outline:
Module 1 - Planning and Managing Display Advertising
Master essential tools, tactical approaches, and industry best practices to strategically plan effective outbound campaigns that generate measurable interest and capture valuable search intent. Explore comprehensive project management concepts and methodologies, discovering how structured project management processes drive successful campaign execution and deliver consistent results.
Knowledge Gain:
- Planning a Demand Generation Campaign
- Video Advertising
Toolkits Included:
- Buyer Persona Template
- Digital Marketing Campaign Brief
- Digital Media Plan Template
- Guide to Content Ideation
- One-year Gantt Calendar Template
- Content and Channel Matrix Template
Module 2 - Demand Generation & Video Advertising
Develop comprehensive understanding of critical demand generation channels including Google Display Network, social display advertising, and Meta network strategies. Master the implementation of YouTube ads and other social video platforms such as TikTok and Twitch to maximize campaign reach and engagement effectiveness.
Knowledge Gain:
- Outbound Channels and Ad Formats for Demand Generation
- Video Advertising
Case Study/Webinar:
- Aviation American Gin: Using humor to lift spirits
Module 3 - Setting up and Targeting a Display Advertising Campaign
Build expertise in demand generation campaign setup using Responsive Display Ads while mastering advanced tactics, tools, and techniques for precise targeting, strategic bidding, and effective remarketing. Learn to systematically reach and engage target audiences through sophisticated demand generation campaign strategies.
Knowledge Gain:
- Display and Video Advertising for Demand Generation
- Demand Generation Targeting and Bidding
Toolkits Included:
- Google Ads Creator Template
Case Study/Webinar:
- A Juicy Future for Lemonade Insurance
Module 4 - Measuring Display Advertising and Presenting Results
Advance your expertise by mastering essential metrics, comprehensive reports, and optimization best practices for demand generation campaigns. Learn to leverage video analytics for social video campaign performance measurement, utilize effective data visualization techniques, and distinguish between reporting dashboards and data visualization tools. Access diverse learning resources including articles, videos, and toolkits designed to expand knowledge, inspire innovation, and provide actionable insights.
Knowledge Gain:
- Measuring and Optimizing Demand Generation Campaigns
- Video Advertising and Analytics
- Data Visualization
- Improving Your Presentation Skills
Toolkits Included:
- Paid Media Performance Dashboard (With PMI)
- Channel Performance Tracker
- Targets and KPIs - Your Essential Toolkit
- Master your Presentations
- The Best Social Media Metrics to Focus on
Course Requirements:
Workload:
This CMA x DMI course consists of 4 modules. On average, this course will take 9.5 hours to complete, and learners have 12 week from the date of enrollment to complete
all course requirements. This on-demand course, available on the online learning platform, offers the flexibility to learn at your own pace.
Pass Requirements:
Learners must receive an overall grade of 80% on a 40-question multiple-choice exam online to pass the course.
Internet Requirements:
You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed.
To review the CMA academic policy, click here.
