GO FROM "GOOD" TO "GREAT"

Advertising is a mix of art and science. We unpack it for you and show you HOW to grow your brand and grow sales by making your paid campaigns work harder using the latest AI, data strategies and proven media and creative best practices. This course gives you the 'insiders' cheat sheet for the framework and approach used by the world's best agencies who manage the most effective ad campaigns on the planet. So, regardless of your industry, your company size, or whether you're BtoB or BtoC, you'll learn how to dramatically improve your advertising program. We simplify everything and cover all digital channels, across the entire funnel.

WHAT YOU'LL LEARN

This course simplifies the increasingly complicated digital advertising landscape. With an emphasis on strategy and campaign optimization, this course will teach you how to create and optimize effective advertising campaigns across the entire customer journey - from brand awareness to purchase.

Learn the framework used by top global agencies

* Unlock the power of the Marketing Funnel to establish goals, KPIs and strategy.

* Tailor your ad campaign based on industry, market positioning and competitive landscape.

* Set goals and KPIs.

Master the marketing funnel - brand awareness to sales/conversions

* Create media and messaging strategy that drives prospects down the funnel.

* Optimize specific media and messaging to increase engagement at each stage of the customer journey.

Data and AI tools for audience definition and segmentation strategy

* Define and segment your target audience.

* Choose the best media channels and platforms to reach that audience most cost effectively.

Optimize your media channel mix

* Video and Display

* Programmatic Display, Video & Audio

* Search

* Social Media

* CTV (Connected TV): Hulu, YouTube, Disney+ etc.

* Influencer

Data tactics for audience targeting and campaign optimization

* Harness 1st and 3rd party data, prepare for a "cookieless" world.

* Optimize performance using marketing analytics data - and learn how to avoid the noise from meaningless data.

Learn about current and emerging AI tools

* Preexisting AI and ML within platforms.

* Third party AI tools for market research, audience targeting, ad and content creation, automating optimization and more.

* Emerging AI tools to watch.

Continuously squeeze more ROI from your campaigns

* Create a culture and practice of continuous optimization.

* Understand how to assess performance using analytics data and identify elements that can be improved.

Develop creative, content and messages that compel and engage audiences

* Each channel is different and requires a tailored approach.

* We'll show you how to develop successful creative and messaging for each channel.

LEARN FROM SEASONED PROS

Patricia and Lindsey have each been in the digital advertising trenches for over 20 years working at the world's top ad agencies and brands. And we each have worked client-side as CMOs so we understand both perspectives - agency and client/brand.

We bring you proven knowledge and wisdom about what works - and what doesn't. We are expert at the 'art and science' that goes into creating effective paid ad campaigns across the ever-changing digital media landscape.

We'll show you how to make smart decisions and will simplify an ever-increasingly complicated digital media landscape.

We focus on best practices and strategies learned from years of managing full funnel digital advertising strategy for the world's biggest and best brands: Apple, Disney, Amazon, Vans, Nintendo, Lexus, Spotify, UCLA, Honda, VW, Ritz Carlton Hotels, Red Bull, AI Start Ups, Qualcomm, BtoB SaaS and many more.

BEGAN AS THE MOST POPULAR MARKETING COURSE AT UCLA

Patricia co-created and taught a longer version of this course at UCLA. She taught this course to entrepreneurs, MBA students, global marketing professionals, ad agencies and corporate training programs from around the world.

Patricia's course was extremely popular because it revealed actual best practices, knowledge and wisdom gained from her experience leading digital advertising for some of the world's top brands - delivered in an entertaining and interactive experience using lots of case studies from successful brands that she advised or directly worked for.

Patricia and Lindsey know how to create great learning experiences for busy professionals. Each session is designed to be engaging, enjoyable and most importantly - useful!

LIVE SESSIONS, HIGHLY INTERACTIVE, CAPPED AT 25 STUDENTS

We've worked hard to design this course to enable rapid and immersive learning without useless homework or generic theory - and we deliberately capped at 25 students to ensure lots of personalized training.

After just 2 weeks, you'll launch your next campaign with confidence and dramatically improve your outcomes.

You'll also get bonus 1:1 time with Patricia and Lindsey to review the material or optimize your own ad campaign.

JOIN US!

We're excited to delve into this learning journey with you and show you how to perfect your ad game.