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Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising

Chris J. Vargo and Harsha Gangadharbatla

This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk.

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What's inside

Four courses

Introduction to Digital Advertising

The digital advertising landscape is complex, with many types of ads and ad tech. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. Students will gain an understanding of digital advertising in its various forms and how to strategically identify digital advertising opportunities.

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Search and Display Advertising

Consumers search for everything, including what small businesses offer. Search ads are relevant and useful, and consumers don't ignore them like other digital ads.

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Social Media Advertising

Social media platforms are driven by digital advertising, making it affordable and accessible for businesses of all sizes. This course explores the use of Facebook, Instagram, and Twitter advertising for small businesses. From basic campaigns to advanced techniques like lookalike modeling and audience retargeting, this course provides a comprehensive guide to effective social media advertising.

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Programmatic Advertising

Native advertising leverages the design and format of news and entertainment content. It's less about selling products and more about producing useful content for consumers who are in the ‘consideration’ phase of the advertising purchase funnel. Often in the form of news-like stories, native advertising has been shown to persuade consumers. It's affordable and doesn’t require graphic design to get started.

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Learning objectives

Understand the major advertising platforms, including: display, video, audio, sponsored, native, social media, search and programmatic.
Execute tailored digital advertising campaigns on: google ads (search), facebook, instagram, twitter and taboola.

Interpret ad performance metrics for most popular advertising types and develop measurement plans for a business given an objective.
Earn the google ads search certification.

Understand the major advertising platforms, including: display, video, audio, sponsored, native, social media, search and programmatic.
Execute tailored digital advertising campaigns on: google ads (search), facebook, instagram, twitter and taboola.
Interpret ad performance metrics for most popular advertising types and develop measurement plans for a business given an objective.
Earn the google ads search certification.

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Time

0 hours

Level

Introductory

Via

Coursera

Institution

University of Colorado Boulder

Instructors

Chris J. Vargo

Harsha Gangadharbatla

Level

Introductory

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