Paid advertising basics
Understand the core paid-ads metrics, manage a budget's pace, match ads to landing pages, keep claims and targeting honest, and test one change at a time.
- Level
- Beginner
- Length
- About 50 minutes
- Contents
- 3 lessons · 1 video · final exam
- Status
- Published · updated 1 Oct 2026
Skills you'll practise
- Calculate CPM, CPC, CTR, conversion rate, CPA and ROAS from campaign data
- Judge whether a budget is pacing to plan and act before it runs out
- Check that an ad and its landing page make the same offer
- Keep ad claims substantiated and targeting within policy and consent
- Design a test that changes one thing at a time
Course outline
- 1.Paid advertising basicsVideo · 3 min
- 2.The core metricsLesson · 16 min
- 3.Budgets, pacing and landing pagesLesson · 14 min
- 4.Honest claims, careful targeting and clean testsLesson · 14 min
- 5.Paid advertising basics: knowledge checkKnowledge check · 18 questions
- 6.Paid ads: cost per sign-up doubles overnightScenario
- 7.Final exam9 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- General paid advertising practice: metrics, budgets, testing and landing pages
- US FTC: Advertising and marketing basics (truth in advertising)
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