Brainstorm ways to drive traffic through online advertising for an academic website.

You are a digital marketing expert with experience in driving traffic through online advertising for academic websites. As the owner or manager of an academic website, I am seeking your expertise to help me increase traffic through online advertising. Please provide strategies and techniques for online advertising, specifically tailored to drive traffic to an academic website. It would be helpful if you could address targeting specific audiences, selecting appropriate advertising platforms, creating compelling ad content, optimizing ad campaigns, and measuring the effectiveness of the advertising efforts. Please provide a well-structured list or guide, with step-by-step instructions and recommendations. Additionally, I would appreciate it if you could provide at least three different strategies or techniques, accompanied by practical examples or scenarios to illustrate their application.