Paid Media Training:

Paid Media Course: Digital Media Planning and Buying

FREE Course

Discover how to build highly effective paid media campaigns in HubSpot Academy’s Paid Media Course! Learn how to allocate budget, plan and optimize campaigns across various channels, and achieve maximum ROI. Gain valuable insights from industry experts! 

Who is this for?
  • Small business owners looking to level up their digital advertising strategies
  • Marketers seeking to specialize in paid media or grow their paid media skills
  • Individuals interested in learning how to build a successful paid media strategy
What you'll learn
  • Integrate paid media seamlessly into your inbound strategy
  • Learn effective budget allocation for paid media campaigns
  • Gain insider tips for planning, buying, and optimizing paid media efforts
Includes
    6 Lessons
    14 Videos
    1 Quiz
    1 hr 28 min
  • Social Media

Watch preview

Instructors

Photo of Corey Braccialini

Corey Braccialini

Corey is a content creator who is passionate about teaching people how to do complicated things in simple ways. Corey received an M.S. in Digital Marketing Strategy from Trinity College Dublin and is inspired by using new technologies to solve timeless problems. On the weekends, you can find Corey drinking a pint of local craft beer while thinking of ways to reduce flywheel friction.

Photo of Meghan Keaney Anderson

Meghan Keaney Anderson

VP Marketing

Jasper

Meghan Keaney Anderson is a writer and marketing executive with twenty years of experience at the intersection of brand, product marketing and demand generation. She currently runs Marketing for Jasper, an AI copilot for marketing teams that want better outcomes not just faster outputs. Prior to Jasper, Meghan was in executive marketing roles at HubSpot and The Wanderlust Group. She helped HubSpot grow from a start-up to a publicly traded global company over the course of 10 years. Outside of…

Photo of Gaurav Nihalani

Gaurav Nihalani

Gaurav enjoys working with others who are passionate, confident, humorous and genuine. In his role at LinkedIn, he has the pleasure of working with many people fitting this description. His career consists of utilizing LinkedIn's robust data set and media platform to bring targeted audiences the content they care about.

Photo of Melissa McKay

Melissa McKay

Melissa McKay is the Director of Display at Booyah Advertising, a full service digital agency in Denver, Colorado. Melissa is the lead subject matter expert for the display channel, which, at Booyah, includes banner, video, native, audio, digital out of home, and paid email advertising. She is responsible for the thought leadership, strategic direction, training and onboarding of staff members, and application of learnings within display advertising. Originally hailing from Chicago, Illinois,…

Photo of Samantha Noble

Samantha Noble

Samantha Noble is the Founder of Biddable Moments, a Paid Media Consultancy Agency dedicated to helping brands and agencies increase their revenue through PPC and Paid Social. They have helped many brands across the UK and US including Tenpin, Roland Mouret, OKA, Leisure Jobs and the University of Southampton to name a few. She can often be found speaking at leading conferences across the world sharing her knowledge on all things paid media related. In 2019, she launched her first online course…

Photo of Tom Hammel

Tom Hammel

Tom became well acquainted with Wpromote while partnering with them as a Googler on profit-driven marketing. After spending six years building partnerships and sales revenue in Silicon Valley, he returned to his native SoCal to lead Wpromote's Paid Media teams. Tom is responsible for delivering fully-integrated, profit-driven advertising services across paid channels to accelerate bottom-line growth for clients. When he's not geeking out about customer lifetime value modeling, you'll find him…

Photo of Costas Tsiappourdhi

Costas Tsiappourdhi

Having joined Brainlabs in 2016 as part of an early iteration of the graduate scheme, Costas has moved from account manager, account director, strategy lead to Head of Strategy and Planning where he now acts to ensure Brainlabs' client strategies are best-in-class across the agency.

Photo of Kirk Williams

Kirk Williams

Kirk is the owner of ZATO, his Paid Search micro-agency of experts, and has been working in Digital Marketing since 2009. He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero the past 4 years, and is known for his Ecommerce PPC articles across various industry publications. He is one of the revolving hosts of the weekly #PPCChat on Twitter, as well as an international conference speaker presenting on all things Paid Search (especially Shopping Ads). Kirk…

Photo of Faylís Matos

Faylís Matos

Faylis Matos is a Manager on the Customer Onboarding Team in North America. In addition to teaching, public speaking, film & video at HubSpot, she also leads several initiatives dedicated to employee growth, leadership development and building an inclusive company culture.

Photo of Richard Cliffton

Richard Cliffton

Rich is a Head of Biddable at Brainlabs, the smartest digital marketing agency in the world! He is responsible for a division of 50 paid social, search and programmatic display specialists, working on some really interesting clients such as F1 and Financial Times. His goal is to truly understand the challenges that his clients are facing, then build bespoke, cross-functional teams that can deliver real value to businesses. When he isn't marketing, he loves to DJ!

Curriculum

  • Thumbnail for Fundamentals of Paid Media

    Fundamentals of Paid Media

    • Lesson
    • 9 min

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    Lesson instructor: Corey Braccialini

    Paid media is an essential part of your inbound methodology. In this lesson, you’ll learn how to use paid media to enhance your inbound marketing.

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    Start course
  • Thumbnail for Building a Paid Media Plan

    Building a Paid Media Plan

    • Lesson
    • 14 min

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    Lesson instructor: Corey Braccialini

    Great paid media strategies start with a well thought out plan. In this lesson, you’ll learn how to understand your target audience, identify your paid media goals and objectives, and use a variety of paid media tactics across the awareness, consideration, and decision stages of the buyer’s journey.

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  • Thumbnail for Maximizing Your Media Buying Budget

    Maximizing Your Media Buying Budget

    • Lesson
    • 20 min

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    Lesson instructor: Corey Braccialini

    In order to see a strong return-on-investment for your paid media, you need to allocate your budget wisely. In this lesson, we’ll cover how to identify what your budget actually is, how to allocate your budget across channels, and how to maximize success with automated bidding.

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  • Thumbnail for Using Reporting to Optimize Your Paid Media

    Using Reporting to Optimize Your Paid Media

    • Lesson
    • 17 min

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    Lesson instructor: Corey Braccialini

    Optimizing your paid media requires ongoing testing and reporting. In this lesson, you’ll learn what to look for when optimizing your campaigns, how to tie performance together across platforms, and how to get started with automated reporting.

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  • Thumbnail for If, When, and How to Work With a Paid Media Agency

    If, When, and How to Work With a Paid Media Agency

    • Lesson
    • 8 min

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    Lesson instructor: Corey Braccialini

    Working with an agency can help you scale your paid media efforts – and there is an agency out there for businesses of all shapes and sizes. In this lesson, you’ll learn what to look for when choosing a paid media agency and how to build an effective relationship built on trust.

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  • Thumbnail for Paid Media Course Next Steps

    Paid Media Course Next Steps

    • Lesson
    • 21 min

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    Lesson instructor: Corey Braccialini

    Learn what to do after you take the Paid Media Course.

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Course transcript

Hi there. I'm Corey with HubSpot Academy. Welcome to the paid media course. This course is designed to educate marketers and business leaders on how to create an effective paid media strategy that maximizes your return on investment. If you've ever wondered how to figure out the right paid media mix for your company, how much budget to put into which paid media channels or how to scale your advertising efforts, then great, you've come to the right place.


In this course I've teamed up with a handful of paid media experts to learn their best advice for planning, buying and optimizing paid media campaigns. We'll start off by going through how paid media fits into your inbound strategy. Then we'll talk about how to determine your paid media budget and allocate it across all of your channels. You'll learn how to build a paid media plan, buy paid media in a way that maximizes your budget, and use reporting to optimize your efforts. We also know that a lot of you might be wondering if, when and how to work with an agency, so we've dedicated some time to that as well. Throughout this course you'll have access to templates, blog posts and additional resources to reference along the way. Ready to get started? Let's jump on in.

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