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Digital Advertising spending is growing rapidly worldwide. In the United States, total spending in 2020 is forecast to reach $ 151 bln (eMarketer, 2019), while European spending in 2018 exceeded € 55 bln (IAB, 2019).


Many companies face a number of challenges in managing their online advertising spending. These can be summarised as follows:


  • Audience Definition and Selection. Managers have difficulty defining their target audiences. They are unaware of tools such as Facebook mirror audiences or the Facebook Audience Insights. When spending on Google Adwords, they have difficulty in selecting specific audience segments that are both geographically and demographically defined.


  • Messaging: Most messaging is generic: it is not adapted to specific audience segments. The information or content provided cannot be relevant across multiple segments, yet companies often insist on providing a one-size-fits-all approach.


  • Channel Selection: When choosing channels, for example media sites on Google Adwords Branded Advertising, companies are often unaware that their content is being distributed on unsuitable sites. For example, one Navigator client imports and distributors hardware and gardening equipment in Pafos. Their advertisements are being shown on Reuters using Google Adwords. This is a totally irrelevant channel.


  • Calls-to-Action and Conversion: Very often, the incoming link to a website (from the advertisement) is to an irrelevant or generic page. There is no specific offer, and there is no sales funnel approach or call-to-action on the page that would enable conversion.


  • Budgeting, Spend and ROI: Most companies do not adequately control budgeting and spend. Spending is typically done on a 24-hour basis rather than in those time windows when consumers are most likely to be online and in a receptive mood. The costs of conversion are rarely measured.


Both Facebook and Google offer robust tools for self-managing digital advertising campaigns. These are the same tools that are used by external advertising or media firms, that typically charge between 10-30% of a total budget to manage a campaign. Most enterprises, therefore, should not only be aware of how to use these platforms, but can use them to monitor third party contractors and improve efficiency and return.


2-day in-company training course

1-day preparation and follow-up


Course is delivered in-person or online

Instructor: Philip Ammerman

Pricing: Upon Request, depending on number of participants, degree of customisation, and travel




Digital Advertising Training programme is innovative in that it takes the most sophisticated tools available for managing online digital advertising campaigns, and places them into the hands of enterprise managers using a simple and practical approach.

The training will help you to understand the strategic media and advertising cycle and adapt this cycle to your own enterprise in the online environment. It will also help you to define online customer and other segments and audiences and define messaging for specific services that can be promoted or sold online. After the training, you will be able to develop the online sales funnel, Calls to Action and messaging and develop online advertisements. Finally, you will be able to place and budget these advertisements using Facebook Adverts, Google PPC and Google Branded Adverts as well as budget campaigns.

The following tools will be demonstrated during the training: The following tools will be demonstrated: MS Excel for budgeting, Facebook Advertising, Facebook Audience Insights, Google Adwords Keyword Tool Finder, Google Adwords: PPC, Google Adwords: Display Network, Google Console – Analytics and Backlink Tracker, Google Analytics, Youtube Advertising Framework, Video editing software.





  • Strategic Advertising and the Advertising Life Cycle

  • Audience Definition

  • Message Definition and Medium

  • Technical Copywriting across Message and Content

  • Setting up a Google Adwords PPC Campaign

  • Conversion Seminar and Workshop




  • Understanding Display Marketing

  • Workshop: Creating a Facebook Display Advert

  • Workshop: Creating a Google Display Advert

  • Video Advertising

  • Workshop: Youtube Video Advertising

  • Reinforcing and Differentiating the Message

  • The Digital Action Plan

  • Conclusions and Closing


Prior to the training programme, we will implement the trainee survey. This will analyse individual competencies and knowledge on the Digital Advertising. In this way we will determine the starting level of knowledge of participating companies and customise the training materials according to the survey’s results.


The training will be followed by a full day Company Visit to each participating company. The visit will be used review specific requirements, training needs and development needs of each company.


All managers who complete the training will be awarded Certificates of Participation. These can be co-branded with your company's logo. 


philip ammerman.png


Philip is a consultant, entrepreneur and investment advisor who has advised start-ups, investors and enterprises on digital disruption, internationalisation and investment-led growth since 1994. He is founder of Navigator ConsultingNumenor Capital and the Centre for Innovation & Entrepreneurship.

Philip started his consultancy career in 1992. He supported the first wave of disruption in sectors such as banking and travel between 1995 and 2000, when the first crash took place. 


In parallel, he supported “real economy” investments, primarily in industry and manufacturing, that took place in Greece, Central & Eastern Europe and the former Soviet Union. He has advised on over 220 investment transactions, (including M&A, loans and restructuring) with a total investment value exceeding € 6 billion.

Preparation & Followup
About the Trainer
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