Boost your advertising ROI in 2 weeks. Learn the approach, AI, tools and practices used by the world's most successful brands and agencies.
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
* Social Media
* CTV (Connected TV): Hulu, YouTube, Disney+ etc.
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.
We're excited to delve into this learning journey with you and show you how to perfect your ad game.
Ad Agency Rising Stars
Build skills to advance your career. Go beyond the basics. Learn full funnel ad strategy, and the latest AI tools.
Marketing Directors, Entrepreneurs, Product Marketers / Managers.
Get more ROI from your precious ad budget - and more from your agency.
Experienced marketers who want to master paid advertising. Advance your marketing career by learning the latest digital advertising skills.
Ad Channel Specialists - approach integrated advertising that utilizes ALL channels: Display, Programmatic, CTV, Search, Social, Influencer.
Ad Sales & Media Partnerships pros
Improve your media strategy and negotiation with your clients. Improve ad sales strategies and campaigns.
Learn the framework to develop effective advertising strategy: how to plan, track and optimize campaigns across the consumer journey. Powered by AI tools, data and ideas.
Digital advertising is a great and rewarding career. This course will give you the skills, knowledge and perspective to advance your marketing career.
Learn how to test and create a channel mix across the funnel. Some channels are better at driving awareness; some are better at driving sales. We make it simple to plan the right mix and keep optimizing that mix.
Give students an idea of how they can expect to grow throughout your course. Include specificity and precise results so students can benchmark exactly what they’ll learn.
Know when to adjust your message or when to adjust your media -- or both!
Data is a powerful tool -- learn how to use data to make smart decisions and to target your audience more effectively.
4 interactive live sessions
Lifetime access to course materials
Direct access to instructor
Projects to apply learnings
Guided feedback & reflection
Private community of peers
Course certificate upon completion
Maven Satisfaction Guarantee
This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.
Digital Advertising Masterclass
For the past 23 years, I've led digital advertising strategy for big brands like Amazon, Disney, Spotify, Lexus, Honda, Sony Pictures Entertainment, UCLA, Nintendo, Converse, SaaS BtoB and many more.
I began my career at Accenture then spent years at big global agencies (Omnicom, Publicis, WPP, Edelman, IPG Mediabrands) and client side roles at Disney, UCLA and Draiver (AI BtoB SaaS). My focus has been on all facets of digital advertising and marketing.
On the side, I co-founded and launched the digital advertising curriculum at UCLA in 2004 and continue to advise them on digital media/marketing curriculum. I co-founded and was co-instructor for one of the most popular marketing courses that served as a basis for this Maven course. I have taught and lectured over 1000 students to date at UCLA -- from professionals attending UCLA Extension; MBA students at UCLA Anderson; and corporate leaders from around the world that travel to UCLA for custom training programs.
I have a passion for teaching real knowledge and wisdom - gained from my real world experience being at the forefront of the ever changing digital media landscape.
I'm also proud of my ongoing mentorship of MBA students at UCLA Anderson Easton Technology Management Center, focusing on the intersection of Tech and Management.
I look forward to helping you advance your business and your career!
I bring a wealth of diverse marketing experience, spanning both client and agency roles. Notably, as the former CMO of Ring, an Amazon subsidiary, I orchestrated the entire marketing landscape. Some of my responsibilities included brand and product strategy, creative direction, marketing operations, media acquisition, analytics, and content creation. My track record demonstrates adeptness in crafting marketing strategies anticipating industry trends and connecting meaningfully with consumers, setting businesses on a path for sustainable growth.
Throughout my career, I've embraced a spectrum of domestic and international roles, all rooted in using strategic acumen. My portfolio covers a broad spectrum, including digital strategies, brand development, media and advertising ventures, social and influencer initiatives, emerging technologies, sports marketing, entertainment, music, gaming, event planning, partnerships, retail, packaging, footwear, apparel, toys, and innovative product launches.
11am - 12:45pm PT
Establish goals and campaign strategy
11am - 12:45pm PT
Campaign planning and media channels
11am - 12:45pm PT
Track and analyze campaigns
11am - 12:45pm PT
Optimize campaigns, AI campaign planning demo, cookies and data
TBD 30 min time slot
1:1 consulting session with Patricia and/or Lindsey.
Active hands-on learning
This course builds on live workshops and real case studies from Patricia and Lindsey's experience.
Small class size = Interactive and personalized learning
Only 10 students means there's plenty of personalized coaching and instruction
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
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