Contextual advertising specialist - course RUB 24,900. from Brunoiam, training 3 months, date November 28, 2023.

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Module 1 - Introduction to contextual advertising
This module is intended for general familiarization with the course and material on contextual advertising for a more comfortable further passage. We will learn what contextual advertising is. Let's briefly discuss 2 contextual advertising systems - Direct and Ads. We will also analyze 2 main types of context - search advertising and advertising in networks.

• Course material
• About contextual advertising
• Contextual advertising systems
• Types of contextual advertising
• 4 stages of creation

Module 2 - Yandex. Direct
This module is dedicated to immersion in Yandex. Direct. We will create an account in Direct and learn the main functions of the advertising account. Let's figure out how search advertising works in Yandex and how advertising works in networks in Yandex (YAN)

• What is Yandex. Direct
• How search advertising works
• How advertising works in networks (YAN)
• Getting to know the interface

Module 3 - Semantic core
We will talk about all the stages of creating key masks. Let's look at what "life hacks" there are for more accurate selection of key masks, look at different collection possibilities key phrases and figure out how to make our semantic core so that it attracts only the target audience

• Search for key masks
• Collecting key phrases
• Cleaning Keyphrases
• Grouping keywords

Module 4 - Copywriting
This module is devoted to advertisements in two aspects: technical and marketing. On the one hand, we will figure out how to fill out advertisements correctly - Yandex requirements, character restrictions. On the other hand, we will understand what specific information needs to be filled out in ads so that they bring real clients

• Writing headline #1
• Writing headline #2
• Quick links and their descriptions
• Display link
• Business card
• Announcement text
• How to upload ads to Yandex. Direct

Module 5 - Preparing campaigns for launch

This section of the course is devoted to the final stage of preparing advertising campaigns - setting parameters. We'll make sure our launch campaigns are more likely to pay off through accurate bidding and proper post-analysis

• How to cross-minus and remove duplicates in keys
• How to set campaign parameters
• How the auction works
• How to calculate rates 

Module 6 - Campaign in networks (YAN)
The module is devoted to the work of advertising with pictures-YAN. We will find out what types of advertisements there are. And also how to choose the right key phrases to find only the right audience

• How to create ads - choose pictures, write texts
• Detailed mechanics of targeting in networks
• How to set the parameters of the advertising campaign - rates, budget, strategy

Module 7 - Creating a search campaign in Ads. Transfer from Direct
Let's go through the method of working with keywords and ads. Let's discuss how to prepare a file for transferring a campaign from Direct to EDS and get practical skills in working with Ads Editor

• Differences between search advertising in Direct and Ads
• Preparing a file for uploading campaigns from Direct to Ads
• A tour of Ads Editor (similar to Commander)
• Tour of the web interface
• Setting up campaign parameters
• We will figure out what is special about working in Google Eds compared to Yandex. Direct 

Module 8 - KMS
CMS is a tool that requires special attention. On the one hand, it makes it possible to advertise on those sites where you cannot advertise in YAN. On the other hand, this is an opportunity to waste a huge part of the budget. How to achieve the desired results using the Display Network in this module

• Rules of use and possible problems
• Setting up targeting
• Creating Ads

Module 9 - Web Analytics
The most important thing in advertising campaigns is their results. In this module we will talk about how to interpret the results and how you can influence them. We will discuss and gain practical skills in working in Metrica and Analitics

• Analytics services
• How Metrics and Analytics work
• Interface overview and main reports
• What are goals and how to set them
• Rules of analysis (comparison, credible interval, from general to specific)