Welcome to the course
Paid Advertising
Welcome to Paid Advertising. You will learn how to plan, launch and measure ads on Facebook, Instagram, LinkedIn, YouTube, TikTok, X, Pinterest and Google. Most of the course is about decisions: who to reach, what to offer and how to know it worked. Worksheets help you set a small test budget and read your results, so you spend money carefully.
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Meet your course
Every course opens with a short welcome, so you know what you will build, how the lessons flow and what you will take away. Each lesson ends with a printable worksheet, and the course ends with a final exam and certificate.
What you will be able to do
Skills you will walk away with
This course covers
Ad networksLanding pagesMeta adsGoogle ads
- Use paid online ads to get more leads and make more sales of a product or service
- Make the most of your advertising budget
Course roadmap
3 short, focused modules, 20 lessons
Module 1: Paid Social
Facebook, X, LinkedIn, Instagram, YouTube, Pinterest and TikTok all let businesses promote their products and services. In this module, you'll get an introduction to each platform.
Lesson 1: Facebook Ads
- Why Facebook Ads suits businesses that target by interest, behavior and location
- How targeting and ad types work
- Example: a Facebook ad and its targeting
- Plan a campaign with the ad budget template
Lesson 2: X Ads
- How ads on X increase your following and influence
- The ad options available
- Example: an X campaign
- Plan a campaign with the ad budget template
Lesson 3: LinkedIn Ads
- Why LinkedIn suits promoting to businesses and professionals
- The ad formats and targeting options
- Example: a B2B LinkedIn ad
- Plan a campaign with the ad budget template
Lesson 4: YouTube Ads
- Why video ads can deliver a large return on investment
- Why YouTube needs different content from other platforms
- Example: a YouTube ad and its structure
- Storyboard an ad and set a budget
Lesson 5: TikTok Advertising
- Why TikTok belongs in your social advertising plan
- Their ad options
- Example: a TikTok ad
- Plan a campaign with the ad budget template
Lesson 6: Instagram Ads
- Why Instagram offers the most ad options
- The ad formats and when to use each
- Example: an Instagram campaign using several formats
- Plan a campaign with the ad budget template
Lesson 7: Pinterest Ads
- Why Pinterest is often overlooked but can suit the right brands
- The ad options
- Example: a Pinterest ad
- Decide if Pinterest fits and set a test budget
Module 2: Search Ads
Google Ads and Microsoft Advertising are powerful tools for reaching people as they search for products online. Learn how to make the most of these platforms.
Lesson 1: Intro to Google Ads
- How Google Ads drives qualified traffic from people already searching
- The basics of how search ads work
- Example: a search ad from query to click
- Define your search advertising goals
Lesson 2: Getting Started With Google Ads
- Setting up an account is the first step
- How to create it and what to set first
- Example: a new account set up for a small business
- Complete the account setup checklist
Lesson 3: Google Ad Networks and Campaigns
- The three main campaign types available
- How to choose the right campaign for a goal
- Example: choosing a campaign type
- Pick a campaign type with the decision sheet
Lesson 4: Keyword Planner
- Why keywords are the backbone of search campaigns
- How to use Keyword Planner to find them
- Example: building a keyword list
- Create your keyword list
Lesson 5: Quality Score
- How Quality Score affects ad position
- Strategies to improve it
- Example: a campaign whose Quality Score improved
- Audit an ad with the quality checklist
Lesson 6: Match Types
- How match types let you target with precision
- The different match types and when to use them
- Example: the same keyword under different match types
- Assign match types to your keywords
Lesson 7: Ad Extensions
- How extensions add detail and lift click-through rates
- The main extension types
- Example: an ad with and without extensions
- Choose extensions for your ad
Lesson 8: Microsoft Ads
- Why Microsoft Advertising is still effective for reaching your audience
- How it compares with Google Ads
- Example: a campaign run on Microsoft Advertising
- Decide whether to add Microsoft Ads
Module 3: Landing Pages
A landing page tells users about your offer and encourages them to take action. Learn how to create high-converting landing pages for your ad campaigns.
Lesson 1: Creating Your Offer
- Why an irresistible offer is the first step to a high-converting page
- How to build an offer
- Example: a strong offer
- Write your offer with the worksheet
Lesson 2: Headlines
- Why the headline makes the first impression
- How to write headlines that work
- Example: headline variations compared
- Write five headlines
Lesson 3: Page Content
- How content decides whether people act or leave
- How to write content that converts
- Example: a landing page, section by section
- Outline your page with the template
Lesson 4: CTA
- Why the call to action is vital for generating leads
- How to write and place a CTA
- Example: CTAs compared
- Write your CTA options
Lesson 5: Tracking Codes
- Why tracking shows what is working and what is not
- How to set up tracking codes
- Example: tracking a campaign end to end
- Complete the tracking setup checklist
Final exam and certificate
The final exam has 10 multiple-choice questions. Pass with 80 percent to unlock your certificate and a LinkedIn-ready badge. You can retake it as often as you like.
How every lesson works
Four short sections, built around real examples
1
Learn the concept
A clear, focused introduction to one idea, with no filler.
2
See real examples
Strong and weak examples, plus the data behind them.
3
Study an example
A realistic scenario, or a real-world case study where noted, that shows the idea in action.
4
Apply it and download
Build your own version using a worksheet or template you keep.
Free downloadable takeaway
Ad budget template
A budget planner to split spend across channels, set targets and track return on ad spend.
Every lesson has a printable worksheet, and the playbook gathers them all in one document. Print it or save it as a PDF, then use it in your job search, freelance projects or your own marketing.
Free template
Ad budget template
Certification
Pass the final exam. Earn your certificate.
- A 10-question multiple-choice final exam that covers every module
- Pass with 80 percent. Retake it as often as you like
- A certificate with a verification code, plus a LinkedIn-ready badge and an Add to LinkedIn button
A
Certificate of completion
Paid Advertising
Awarded to you by Acadium
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Quick answers
Course questions
Is this course really free?
Yes. Acadium courses are free to take.
How long does it take?
You learn at your own pace. Lessons are short and focused, so they fit around work or school.
How do I get my certificate?
Finish the lessons, then take the final exam. Pass with 80 percent and your certificate appears straight away, with a verification code, an Add to LinkedIn button and a downloadable badge.
Can this help me get an apprenticeship?
Yes. Finishing courses and building a portfolio helps you stand out to mentors when you apply for a remote apprenticeship.