DIGITAAL ADVERTEREN
Communicatie – Fase 2: semester 2 | jaar 2025 - 2026
Docent: Peter Van Edom
Daniëlle Chan
,Digitaal adverteren 2 COM
Introductie:
Evalutatie:
• 75% Schriftelijk examen theorie, met compensatie voor gokken door middel
van hogere cesuur voor meerkeuzevragen. De cesuurbepaling is terug te
vinden op Canvas. (15/20)
• 25% Permanente evaluatie in de vorm van opdrachten (5/20)
In dit vak leer je hoe je data en creativiteit combineert om de juiste doelgroep te bereiken via
kanalen zoals sociale media, zoekmachines en display-advertising. Je ontwikkelt de
strategische en technische skills om effectieve online campagnes op te zetten, te optimaliseren
en de impact ervan meetbaar te maken.
Wat zal je leren?
• Online publishing
• Keyword Research
• Search Engine Optimization (SEO)
• Search Engine Advertising (SEA)
• Display Advertising
• Social Media Advertising
• E-mailmarketing
• AI in dit alles
-------------------------------------------------------------------------------------------------
40 examenvragen – meerkeuzevragen
Hij zegt altijd hoeveel antwoorden je moet aanduiden.
De vragen die hij stelt, vindt hij dat je moet kennen om in het 3de jaar te zitten.
28/40 verhoogd cesuur!!
Vragen over de hotspot video + alle presentaties op Canvas.
Daniëlle Chan Pagina | 1
,Digitaal adverteren 2 COM
Table of Contents
Introductie: ............................................................................................................ 1
Hoofdstuk 1: Customer journey (12/2) .................................................................... 6
1.1 Aandacht ............................................................................................................ 6
1.1.1 Touchpoints - awareness ................................................................................................... 6
1.2 Oriëntatie ............................................................................................................ 6
1.2.1 Touchpoints – oriëntatie .................................................................................................... 6
1.3 Conversie ............................................................................................................ 7
1.3.1 Conversie – touchpoints .................................................................................................... 7
1.4 Retentie .............................................................................................................. 7
1.4.1 Retentie - touchpoints ....................................................................................................... 7
1.5 Customer journey map ........................................................................................ 7
Hoofdstuk 2: HTML – Online publishing (19/2) ......................................................... 8
2.1 Je website ........................................................................................................... 8
2.2 Technische elementen ........................................................................................ 8
2.2.1 URL ................................................................................................................................... 8
2.2.2 Webhosting ....................................................................................................................... 8
2.2.3 Publishing.......................................................................................................................... 8
2.2.4 Protocol............................................................................................................................. 8
2.2.5 Sitemap ............................................................................................................................. 9
2.2.6 Afbeeldingen ..................................................................................................................... 9
2.2.7 404-pagina’s - ERROR ...................................................................................................... 10
2.2.8 Web development (back-end vs front-end) ...................................................................... 10
2.3 Client sided ....................................................................................................... 10
2.3.1 HTML + CSS ..................................................................................................................... 10
2.3.2 Javascript ........................................................................................................................ 10
2.3.3 Tracking with scripts ........................................................................................................ 10
Hoofdstuk 3: Keyword research & tools (26/2) ........................................................11
3.1 SERP onderdelen/ features (Search Engine Result Page) ..................................... 11
3.2 Google Search Console ..................................................................................... 11
3.3 Goolge Analytics ............................................................................................... 11
3.3.1 SEO doelstellingen .......................................................................................................... 11
3.3.2 KeyWordResearch ........................................................................................................... 11
3.4 Terminologie ..................................................................................................... 12
3.5 Zoekintentie ...................................................................................................... 12
3.5.1 Waarom? ......................................................................................................................... 12
3.5.2 In een stappenplan .......................................................................................................... 12
3.6 Long tail zoekwoorden ....................................................................................... 12
3.7 KWR tools ......................................................................................................... 12
3.8 On-page SEO (indexing) ..................................................................................... 13
3.8.1 URL ................................................................................................................................. 13
3.8.2 Title tag............................................................................................................................ 14
3.8.3 Meta description ............................................................................................................. 14
3.8.4 CTA - AIDA principe ......................................................................................................... 14
Daniëlle Chan Pagina | 2
, Digitaal adverteren 2 COM
3.8.5 Breadcrumbs................................................................................................................... 15
3.8.6 H1 (Kop 1) ........................................................................................................................ 15
3.8.7 Eerste alinea.................................................................................................................... 15
3.8.8 Tussenkoppen (H2, H3, …) ............................................................................................... 16
3.8.9 Tools ................................................................................................................................ 16
3.9 Samenvatting .................................................................................................... 16
Hoofdstuk 4: SEA basics (12/3) ..............................................................................17
4.1 Awarenss .......................................................................................................... 17
4.2 Consideration ................................................................................................... 17
4.3 Conversion ........................................................................................................ 17
4.4 Responsieve zoekadvertenties* ......................................................................... 17
4.5 Conversietracking ............................................................................................. 18
4.6 Search network ................................................................................................. 18
4.6.1 Voordelen Search Ads ..................................................................................................... 18
4.7 Display network ................................................................................................ 18
4.8 Keyword research (handige sites) ....................................................................... 18
4.9 Match Types – KWR ............................................................................................ 19
4.10 Ranking SEA ...................................................................................................... 19
4.11 Setup account ................................................................................................... 20
4.12 Campagne namen ............................................................................................. 20
4.12.1 Campagne voorkeuren .................................................................................................... 20
4.12.2 Campagne biedingen....................................................................................................... 21
4.13 Extensions ........................................................................................................ 21
4.14 Hoe bepaal je succes? (KPI’s) ............................................................................ 21
4.15 Advertentieteksten & zoekwoorden ................................................................... 22
Hoofdstuk 5: Social Advertising (23/4) ...................................................................23
5.1 Doelstellingen van Facebook Ads ...................................................................... 23
5.1.1 Doelgroepen .................................................................................................................... 24
Hoofdstuk 6: Copy voor (online) ads (30/4) .............................................................27
6.1 Strategische fundamenten ................................................................................ 27
6.1.1 Context is alles (funnel alignment) ................................................................................... 27
6.1.2 Persona ........................................................................................................................... 27
6.2 Frameworks & psychologie ................................................................................ 28
6.2.1 Schaarste & urgentie (FOMO) .......................................................................................... 29
6.2.2 Autoriteit ......................................................................................................................... 29
6.2.3 Storytelling ...................................................................................................................... 29
6.3 Anatomie van de advertentie ............................................................................. 30
6.3.1 De kop (headline) ............................................................................................................ 30
6.3.2 De kernboodschap (body)................................................................................................ 30
6.3.3 Landingspagina- consistentie .......................................................................................... 30
6.3.4 Slot.................................................................................................................................. 31
Hoofdstuk 7: Conversion optimization (7/5) ...........................................................32
Daniëlle Chan Pagina | 3
Communicatie – Fase 2: semester 2 | jaar 2025 - 2026
Docent: Peter Van Edom
Daniëlle Chan
,Digitaal adverteren 2 COM
Introductie:
Evalutatie:
• 75% Schriftelijk examen theorie, met compensatie voor gokken door middel
van hogere cesuur voor meerkeuzevragen. De cesuurbepaling is terug te
vinden op Canvas. (15/20)
• 25% Permanente evaluatie in de vorm van opdrachten (5/20)
In dit vak leer je hoe je data en creativiteit combineert om de juiste doelgroep te bereiken via
kanalen zoals sociale media, zoekmachines en display-advertising. Je ontwikkelt de
strategische en technische skills om effectieve online campagnes op te zetten, te optimaliseren
en de impact ervan meetbaar te maken.
Wat zal je leren?
• Online publishing
• Keyword Research
• Search Engine Optimization (SEO)
• Search Engine Advertising (SEA)
• Display Advertising
• Social Media Advertising
• E-mailmarketing
• AI in dit alles
-------------------------------------------------------------------------------------------------
40 examenvragen – meerkeuzevragen
Hij zegt altijd hoeveel antwoorden je moet aanduiden.
De vragen die hij stelt, vindt hij dat je moet kennen om in het 3de jaar te zitten.
28/40 verhoogd cesuur!!
Vragen over de hotspot video + alle presentaties op Canvas.
Daniëlle Chan Pagina | 1
,Digitaal adverteren 2 COM
Table of Contents
Introductie: ............................................................................................................ 1
Hoofdstuk 1: Customer journey (12/2) .................................................................... 6
1.1 Aandacht ............................................................................................................ 6
1.1.1 Touchpoints - awareness ................................................................................................... 6
1.2 Oriëntatie ............................................................................................................ 6
1.2.1 Touchpoints – oriëntatie .................................................................................................... 6
1.3 Conversie ............................................................................................................ 7
1.3.1 Conversie – touchpoints .................................................................................................... 7
1.4 Retentie .............................................................................................................. 7
1.4.1 Retentie - touchpoints ....................................................................................................... 7
1.5 Customer journey map ........................................................................................ 7
Hoofdstuk 2: HTML – Online publishing (19/2) ......................................................... 8
2.1 Je website ........................................................................................................... 8
2.2 Technische elementen ........................................................................................ 8
2.2.1 URL ................................................................................................................................... 8
2.2.2 Webhosting ....................................................................................................................... 8
2.2.3 Publishing.......................................................................................................................... 8
2.2.4 Protocol............................................................................................................................. 8
2.2.5 Sitemap ............................................................................................................................. 9
2.2.6 Afbeeldingen ..................................................................................................................... 9
2.2.7 404-pagina’s - ERROR ...................................................................................................... 10
2.2.8 Web development (back-end vs front-end) ...................................................................... 10
2.3 Client sided ....................................................................................................... 10
2.3.1 HTML + CSS ..................................................................................................................... 10
2.3.2 Javascript ........................................................................................................................ 10
2.3.3 Tracking with scripts ........................................................................................................ 10
Hoofdstuk 3: Keyword research & tools (26/2) ........................................................11
3.1 SERP onderdelen/ features (Search Engine Result Page) ..................................... 11
3.2 Google Search Console ..................................................................................... 11
3.3 Goolge Analytics ............................................................................................... 11
3.3.1 SEO doelstellingen .......................................................................................................... 11
3.3.2 KeyWordResearch ........................................................................................................... 11
3.4 Terminologie ..................................................................................................... 12
3.5 Zoekintentie ...................................................................................................... 12
3.5.1 Waarom? ......................................................................................................................... 12
3.5.2 In een stappenplan .......................................................................................................... 12
3.6 Long tail zoekwoorden ....................................................................................... 12
3.7 KWR tools ......................................................................................................... 12
3.8 On-page SEO (indexing) ..................................................................................... 13
3.8.1 URL ................................................................................................................................. 13
3.8.2 Title tag............................................................................................................................ 14
3.8.3 Meta description ............................................................................................................. 14
3.8.4 CTA - AIDA principe ......................................................................................................... 14
Daniëlle Chan Pagina | 2
, Digitaal adverteren 2 COM
3.8.5 Breadcrumbs................................................................................................................... 15
3.8.6 H1 (Kop 1) ........................................................................................................................ 15
3.8.7 Eerste alinea.................................................................................................................... 15
3.8.8 Tussenkoppen (H2, H3, …) ............................................................................................... 16
3.8.9 Tools ................................................................................................................................ 16
3.9 Samenvatting .................................................................................................... 16
Hoofdstuk 4: SEA basics (12/3) ..............................................................................17
4.1 Awarenss .......................................................................................................... 17
4.2 Consideration ................................................................................................... 17
4.3 Conversion ........................................................................................................ 17
4.4 Responsieve zoekadvertenties* ......................................................................... 17
4.5 Conversietracking ............................................................................................. 18
4.6 Search network ................................................................................................. 18
4.6.1 Voordelen Search Ads ..................................................................................................... 18
4.7 Display network ................................................................................................ 18
4.8 Keyword research (handige sites) ....................................................................... 18
4.9 Match Types – KWR ............................................................................................ 19
4.10 Ranking SEA ...................................................................................................... 19
4.11 Setup account ................................................................................................... 20
4.12 Campagne namen ............................................................................................. 20
4.12.1 Campagne voorkeuren .................................................................................................... 20
4.12.2 Campagne biedingen....................................................................................................... 21
4.13 Extensions ........................................................................................................ 21
4.14 Hoe bepaal je succes? (KPI’s) ............................................................................ 21
4.15 Advertentieteksten & zoekwoorden ................................................................... 22
Hoofdstuk 5: Social Advertising (23/4) ...................................................................23
5.1 Doelstellingen van Facebook Ads ...................................................................... 23
5.1.1 Doelgroepen .................................................................................................................... 24
Hoofdstuk 6: Copy voor (online) ads (30/4) .............................................................27
6.1 Strategische fundamenten ................................................................................ 27
6.1.1 Context is alles (funnel alignment) ................................................................................... 27
6.1.2 Persona ........................................................................................................................... 27
6.2 Frameworks & psychologie ................................................................................ 28
6.2.1 Schaarste & urgentie (FOMO) .......................................................................................... 29
6.2.2 Autoriteit ......................................................................................................................... 29
6.2.3 Storytelling ...................................................................................................................... 29
6.3 Anatomie van de advertentie ............................................................................. 30
6.3.1 De kop (headline) ............................................................................................................ 30
6.3.2 De kernboodschap (body)................................................................................................ 30
6.3.3 Landingspagina- consistentie .......................................................................................... 30
6.3.4 Slot.................................................................................................................................. 31
Hoofdstuk 7: Conversion optimization (7/5) ...........................................................32
Daniëlle Chan Pagina | 3
