Overview
The Digital Advertising course will equip digital organizers with the knowledge and skills to create impactful digital advertising campaigns. This course aims to foster a deep understanding of how digital advertising campaigns can be harnessed to advocate for social justice and change. We will cover ethical considerations, account setup, strategy, segmentation, creative content, analytics, and ads for multilingual audiences.
*In order to do practice assignments, students will need access to a Meta and YouTube account, EIN Documentation (commonly referred to as a tax ID), Certificate of Incorporation or Formation, Business License, or Form 990. Your organization’s name should match the URL of your website and domain name for the email addresses. If you are unable to access or create an organizational Meta and YouTube account, you can still come to class and learn. Please email digital@repower.org if you have questions.
Who is this for?
- Organizing Insight: Folks with experience doing organizing work on the ground. That work can be tied to grassroots, electoral, and/or issue organizing. We seek to support organizers who are currently part of a campaign effort or are seeking to build one.
- Technical Aptitude: Whether you have experience in organizing online or not, we are interested in organizers and campaign practitioners who want to rapidly develop their technical skills.
- Graphic Design Experience: Ideal applicants will have a basic understanding of graphic design and/or graphic design tools like Canva.
What will you learn?
Lesson Plan
- Module 1: Digital Advertising Fundamentals & Ad Account Setup
- Module 2: Audience, Narrative & Content Development
- Module 3: Strategic Campaign Planning & Management
- Module 4: Advanced Targeting Techniques
- Module 5: Data-Driven Decision-Making & Optimization
- Module 6: Reporting & Budget Management
