Advanced Digital Advertising

Master Advanced Digital Advertising – Significantly Elevate Your Campaigns’ Success

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Apply Now

Reserve your seat today.

Advanced Digital Advertising

Master Advanced Digital Advertising – Significantly Elevate Your Campaigns’ Success

Download Brochure

Apply Now

Reserve your seat today.



Re-attend the Course Once Within 3 Years

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3-year access to the courseware via our LMS



Post-Training Mentoring with Industry Experts



Lifetime Access to Community Support Group

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Course Description

This course is designed to equip learners with the necessary skills to develop a comprehensive digital advertising strategic plan.

Over 2 days, learners will conduct advertising audits, perform audience persona research, set campaign objectives, create advertising campaign plans, develop a digital marketing optimisation strategy and finally establish the human resources needed to execute the entire digital advertising plans.

Each learner will work on developing a strategic plan either for their own company or a host organisation. Learners will benefit from the guidance of mentors who are industry veterans in digital advertising, enabling them to create actionable and data-driven advertising strategies.

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Target Audience

This programme is designed for a diverse range of professionals who are looking to develop or enhance their digital marketing strategic planning skills. Whether you are a marketing professional aiming to take on a more strategic role, an entrepreneur seeking to grow your business, or a consultant looking to expand your service offerings, this course provides the knowledge and hands-on experience necessary to create comprehensive, data-driven digital marketing strategies.

Marketing Professionals: Mid-level executives or managers in organisations and agencies looking to enhance their strategic digital marketing skills.
Business Owners and Entrepreneurs: Individuals aiming to develop an in-house digital advertising strategy to grow their business.
Digital Marketing Specialists: Professionals seeking to expand their expertise by integrating multiple digital channels into cohesive strategies.
Marketing Consultants and Freelancers: Consultants looking to offer more comprehensive strategic advertising services to clients.
Corporate Marketing Teams: Teams aiming to align digital advertising strategies with business goals and streamline multi-channel efforts.
Career Changers: Individuals transitioning into digital advertising who want to build strategic planning skills.
Organisation-Sponsored learners: Employees tasked with developing customised digital advertising strategies for their organisations.

Pre-requisites

Basic Knowledge of Digital Advertising and Marketing Concepts: Learners should have a foundational understanding of core digital marketing concepts, such as SEM, social media marketing, and paid advertising. This can be demonstrated by completing introductory-level digital advertising courses or having equivalent work experience.
Experience in Advertising or Related Field: Learners should have at least 1 year of experience in advertising, communications, or a related role where they have been exposed to basic advertising strategies and tools. Experience in a digital advertising capacity is highly recommended.
Familiarity with Digital Marketing Tools: Learners should be comfortable using basic digital advertising tools such as Google Ad platforms, and Meta Ad platforms.
Access to an Organisation or Host Company: Learners must have access to a company (whether their own or a host organisation) where they can apply the digital advertising strategies and audits developed throughout the course. Company-sponsored learners will use their own organisation, while non-sponsored learners will be attached to a host company.
Basic Analytical Skills: Learners should have basic analytical skills, including understanding performance metrics, interpreting data, and making data-driven decisions.
Comfort with Presenting: Learners should be comfortable delivering simple presentations as they will be required to present their strategic advertising plans during the course.

Course Highlights

Develop a complete digital advertising strategy tailored to your organisation or host company.
Gain hands-on experience in auditing digital advertising performance, conducting market research, and setting SMART KPIs.
Work with experienced mentors to optimise your strategies using data-driven techniques.
Learn to integrate multiple digital advertising channels into cohesive campaign plans.
Personalised learning and mentoring.

Course Objectives

By the end of the class, trainees will be able to:

Evaluate marketing strategies effectiveness against campaign objectives using advertising campaign evaluation tools and methods to establish new campaign objectives.
Develop ideal target audience profiles for campaign activation
Design effective creative assets and messaging to generate optimal engagement and performance for a brand’s products and services
Design integrated marketing communications structures to drive and meet campaign objectives and performance targets.
Synthesise advertising strategies and campaign objectives through evaluating performance metrics.
Assess agency management and team scaling practices to recommend strategies for improved team integration and operational plans.

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Certification

A Certification of Completion will be issued upon achieving at least 75% attendance for the course.

Course Outline

LU1: Advanced Digital Advertising Campaign Planning

Topics Covered:

Digital Advertising fundamentals (customer journey, pricing model, competitive research tools, performance metrics)
7Ps of Marketing Mix (product, price, promotion, place, people, process, physical evidence)
Research past campaign performance and setup
Develop success metrics for campaign performance outcome

Instructional Methods:

Lectures
Demonstration and modelling
Practice and feedback
Case study

LU2: Advanced Audience Persona Development

Topics Covered:

Performance metrics deep dive
Establish target customer profiles and custom audience setup
Identify Consumer Buying/Engagement Behaviours
Determine Campaign Performance Metrics

Instructional Methods:

Lecture
Demonstration and modelling
Group Discussion
Practice and feedback
Case study

LU3: Develop Performance-Driven Creative Strategies

Topics Covered:

Creative strategy development – understanding the role of creative strategies in advertising campaigns
Creatives performance analysis – what works and what doesn’t
Ad copies message strategy and development
Optimization based on A/B testing or Multi-Variate Testing

Instructional Methods:

Lecture
Demonstration and modelling
Practice and feedback
Group Discussion
Peer Review
Case study

LU4: Advanced Digital Advertising Campaign Design For Success

Topics Covered:

Integrated Marketing Communications Overview – understanding the components and mechanics of an integrated marketing communications structure
Structuring different campaigns for success based on your marketing objectives (SEM, Social Media, Programmatic, OOH)
Establishing Campaign Objectives – setting clear, measurable objectives aligned with overall marketing strategies
Performance Metrics Selection – identifying and selecting the appropriate metrics and targets to measure campaign effectiveness

Instructional Methods:

Lectures
Demonstration and modelling
Practice and feedback
Case study

LU5: Digital Advertising Performance Metrics That Really Matter

Topics Covered:

How to optimise your paid media campaigns
Understanding Targeting and Bid capabilities
Transitioning from manual bidding to automated bidding
Cross-channel digital advertising reporting
How to create reports that matter to the respective key stakeholders

Instructional Methods:

Lecture
Demonstration and modelling
Practice and feedback
Case study

LU6: In-housing or Outsourcing your Digital Advertising Campaigns

Topics Covered:

Building In-House vs. Outsourcing Agency Teams – evaluating the benefits and drawbacks of building in-house teams versus working with external agencies
Developing ideal team structure of a successful media planning/buying team
Evaluating operational performance for better client-agency integration
Performance Evaluation – tools and methods for evaluating campaign performance and agency’s performance to enhance client-agency collaboration
Agency Management Practices – best practices for managing agency relationships and ensuring alignment with campaign goals

Instructional Methods:

Lecture
Demonstration and modelling
Practice and feedback
Case study

Trainer

Alex Fong

Alex is a seasoned Digital Marketer who has worked for both brands and agencies in Singapore, US, and Canada. He spent more than 20+ years studying and working in US and Canada before coming home to Singapore several years ago. He was Head of Digital Marketing for StarHub heading a team who managed performance marketing, SEO, content writing, and social media marketing and was the lead for managing the brand’s consumer media agency.

Why Learn at Equinet?

At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.



Re-Attend the Course Once Within 3 Years

Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.



3-Year Access to the Courseware via Our LMS

Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.

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Post-Training Mentoring with Industry Experts

Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

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Lifetime Access to Community Support Group

Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Fees

Course Fee:
S$588.00 (exclusive of 9% GST)

Course Schedule

Advanced Digital Advertising Course
Learning Mode	Course Dates	Duration
In-Person	08, 09 Apr 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	20, 21 May 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	15, 16 Jul 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	25, 26 Aug 2025 (Mon, Tue)	9.00am - 6.00pm
In-Person	09, 10 Oct 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	18, 19 Nov 2025 (Tue, Wed)	9.00am - 6.00pm

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FAQs

Who is this programme designed for?

This programme is designed for digital advertising professionals, business owners, digital marketing specialists, consultants, and career changers who want to develop a comprehensive digital marketing strategic plan. It’s also suitable for organisation-sponsored learners who need to create a customised strategy for their company.

What are the prerequisites for this course?

Participants should have a basic understanding of digital advertising concepts, some experience with digital advertising tools, and basic analytical skills. Familiarity with platforms such as Google Ads platform is ideal.

How is the course structured?

The course is divided into 2 days over 16 hours (8 hours per day). The learning units are sequenced to guide you through the entire process of creating a strategic digital advertising plan—from conducting audits to presenting the final plan.

Do I need access to a company to participate?

Yes, participants need access to a company where they can apply the strategies and audits developed in the course. If you are not sponsored by your own company, we will assign you to a host organisation or digital marketing or advertising agency for hands-on experience.

What will I be able to do after completing this programme?

By the end of the programme, you’ll be able to conduct a full digital advertising audit, perform target customer audience research, set SMART KPIs, develop multi-channel digital advertising campaigns, and use analytics to optimise your efforts. You will also present a comprehensive digital advertising strategy that is ready for implementation.

What kind of support will I get during the course?

You will receive mentorship from experienced digital marketing/advertising professionals throughout the programme. There will also be group critiques, peer feedback, and individual guidance to help you refine your strategy.

How are participants assessed?

You will be assessed through a case study assessment whereby you will be assessed on the K and B of the Digital Advertising landscape according to the Learning Objectives. You’ll also develop a strategic marketing plan and present it to mentors and peers. There will also be a case study project where you’ll present your plan to potential clients or digital agencies for feedback.

Is the course suitable for beginners?

This programme is best suited for individuals with some background in digital advertising. If you are completely new to the field, we recommend completing the Digital Advertising Course first.

Can I apply the skills I learn to my own business?

Absolutely! One of the key objectives of this programme is to help participants develop a customised digital advertising strategy that they can immediately apply to their own business or the organisation they work for.

What tools and software will I learn to use?

You will work with tools like Google Ad Platforms, Meta Ad Platforms, and Tik Tok Ad Platforms. These tools will help you plan, track, and optimise your digital advertising campaigns.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.