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Chris J. Vargo
and
Harsha Gangadharbatla
Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads.
Read more
Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads.
Read more
Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads.
Search ads can be a small business opportunity. While larger advertisers pay massive amounts to place their ads via search, we highlight smart ways small businesses can create their own tailored search campaigns on small budgets.
This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts.
Register for this course and see more details by visiting:
OpenCourser.com/course/bj0ax0/search
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What's inside
Syllabus
Readings: Search
This series of lectures provides an overview of search advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of search engines and the emergence of Google as the dominant player in the market. They also explain the process of search advertising, including bidding, audience targeting, and search engine optimization (SEO). The advantages and disadvantages of search advertising are explored, highlighting its relevance to consumers, effectiveness in generating leads, and potential challenges such as high competition and limited creative options. Finally, the lectures touch on the future of search advertising, with a focus on the increasing role of artificial intelligence and voice search.
Read more
Syllabus
Readings: Search
This series of lectures provides an overview of search advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of search engines and the emergence of Google as the dominant player in the market. They also explain the process of search advertising, including bidding, audience targeting, and search engine optimization (SEO). The advantages and disadvantages of search advertising are explored, highlighting its relevance to consumers, effectiveness in generating leads, and potential challenges such as high competition and limited creative options. Finally, the lectures touch on the future of search advertising, with a focus on the increasing role of artificial intelligence and voice search.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Introduces students to the Google Ads Search Certification, helping them to gain a recognized industry credential
Offers practical, hands-on learning through expert-led content and exercises
Provides a comprehensive overview of search advertising, covering essential concepts, strategies, and best practices
Empowers small business owners by demonstrating how to create and optimize search campaigns within a budget
Taught by experienced practitioners, ensuring the relevance and applicability of the course content
Covers current industry trends and best practices in search advertising, providing learners with up-to-date knowledge
Save this course
Create your own learning path.
Save this course to your list so you can find it easily later.
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Reviews summary
Practical guide to search & display ads
According to learners, this course provides a solid foundation in search and display advertising, with a strong emphasis on Google Ads Search Certification preparation. Many students find the content practical and applicable, particularly for beginners and small business owners. Reviewers highlight the clear explanations and structured approach. While the course covers both search and display, the focus leans heavily towards search advertising and the Google certification exam. Some reviewers note that the pace might be fast in certain sections or that content, like in any digital marketing course, requires staying updated beyond the course material.
Needs awareness of platform changes.
"Digital advertising changes constantly; be aware that some specific interface details or features mentioned might update quickly."
"While concepts are solid, Google Ads platform updates frequently, requiring learners to double-check current settings."
"I understand the course can't update weekly, but some parts felt slightly behind the very latest Google Ads interface."
Heavily weighted towards search advertising.
"While it mentions display ads, the vast majority of the course is dedicated to search advertising."
"The display advertising section felt much shorter and less detailed compared to search."
"I expected a more balanced view, but the course is really centered around Google Search Ads and the certification."
Accessible introduction for those new to ads.
"As a complete beginner to search advertising, I found this course incredibly easy to follow and understand."
"This course is perfect for someone with no prior experience in online advertising."
"I had zero background in this area, but the course explained everything clearly from scratch."
Learn tools & strategies for real campaigns.
"I learned practical steps on how to set up and manage actual Google Ads campaigns for my small business."
"The exercises and projects provide hands-on experience that is directly applicable."
"Provided practical tools and strategies I could immediately apply to my work."
Helps pass the official Google Ads Search exam.
"The primary goal is to get you certified in Google Ads Search, and it does a great job preparing you for the exam."
"This course gave me the knowledge and confidence to take and pass the Google Ads Search Assessment easily."
"I appreciate how this course focuses specifically on preparing students for the Google Ads Search Certification..."
"Focuses heavily on the Google Ads Search study guide, which is very helpful for certification."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Search and Display Advertising with these
activities:
Review key search advertising terminology
Show steps
Revisit essential search advertising terminology to ensure you have a clear understanding of the key concepts and vocabulary used in this course.
Browse courses on
Search Advertising
Show steps
-
Create a glossary of search advertising terms
-
Review the Google Ads Help Center glossary
Review basic principles of online advertising
Show steps
Refresh your understanding of fundamental online advertising concepts to strengthen your foundation for learning search advertising.
Browse courses on
Online Advertising
Show steps
-
Read articles or blog posts about online advertising
-
Watch videos or tutorials on online advertising basics
Read the official Google Ads Search Certification Guide
Show steps
Review the official Google Ads Search Certification Guide to build a strong foundation of knowledge in search advertising.
Show steps
-
Download the Google Ads Search Certification Study Guide
-
Read through the module overviews and learning objectives
-
Complete the practice exercises and quizzes
-
Review the key concepts and best practices
Five other activities
Expand to see all activities and additional details
Show all eight activities
Follow Google's Search Ads tutorials
Show steps
Complete the official Google Ads Search tutorials to gain hands-on experience and practical knowledge in search advertising campaign management.
Browse courses on
Search Advertising
Show steps
-
Visit the Google Ads Help Center
-
Select the 'Search Ads' section
-
Explore the available tutorials and choose the ones relevant to your learning goals
-
Follow the step-by-step instructions and complete the exercises
Conduct practice search campaigns
Show steps
Create and manage practice search campaigns to apply your knowledge in a real-world setting, allowing you to experiment with different strategies and optimize for better results.
Browse courses on
Search Advertising
Show steps
-
Set up a Google Ads account
-
Create a new search campaign
-
Configure your campaign settings, including targeting, bidding, and budget
-
Write compelling ad copy and select relevant keywords
-
Monitor and optimize your campaign performance
Write a blog post or article on a search advertising topic
Show steps
Compose a blog post or article to demonstrate your understanding of search advertising concepts and share your insights with others, reinforcing your knowledge and enhancing your communication skills.
Browse courses on
Search Advertising
Show steps
-
Choose a specific search advertising topic
-
Research and gather relevant information
-
Outline your blog post or article
-
Write clear and engaging content
-
Proofread and publish your blog post or article
Attend a Google Ads Search workshop
Show steps
Participate in a Google Ads Search workshop to gain expert insights and practical guidance from industry professionals, allowing you to advance your skills and knowledge.
Browse courses on
Search Advertising
Show steps
-
Search for upcoming Google Ads Search workshops
-
Register for the workshop
-
Attend the workshop and actively participate
-
Network with other attendees and industry experts
Participate in a search advertising competition
Show steps
Engage in a search advertising competition to challenge yourself, showcase your skills, and potentially win recognition and rewards, driving your motivation and pushing you to excel.
Browse courses on
Search Advertising
Show steps
-
Research and identify relevant search advertising competitions
-
Carefully read the competition guidelines
-
Develop a compelling search advertising strategy and campaign
-
Submit your entry and track your progress
Review key search advertising terminology
Show steps
Revisit essential search advertising terminology to ensure you have a clear understanding of the key concepts and vocabulary used in this course.
Browse courses on
Search Advertising
Show steps
Show steps
Show steps
- Create a glossary of search advertising terms
- Review the Google Ads Help Center glossary
Review basic principles of online advertising
Show steps
Refresh your understanding of fundamental online advertising concepts to strengthen your foundation for learning search advertising.
Browse courses on
Online Advertising
Show steps
Show steps
Show steps
- Read articles or blog posts about online advertising
- Watch videos or tutorials on online advertising basics
Read the official Google Ads Search Certification Guide
Show steps
Review the official Google Ads Search Certification Guide to build a strong foundation of knowledge in search advertising.
Show steps
Show steps
Show steps
- Download the Google Ads Search Certification Study Guide
- Read through the module overviews and learning objectives
- Complete the practice exercises and quizzes
- Review the key concepts and best practices
Five other activities
Expand to see all activities and additional details
Show all eight activities
Follow Google's Search Ads tutorials
Show steps
Complete the official Google Ads Search tutorials to gain hands-on experience and practical knowledge in search advertising campaign management.
Browse courses on
Search Advertising
Show steps
Show steps
Show steps
- Visit the Google Ads Help Center
- Select the 'Search Ads' section
- Explore the available tutorials and choose the ones relevant to your learning goals
- Follow the step-by-step instructions and complete the exercises
Conduct practice search campaigns
Show steps
Create and manage practice search campaigns to apply your knowledge in a real-world setting, allowing you to experiment with different strategies and optimize for better results.
Browse courses on
Search Advertising
Show steps
Show steps
Show steps
- Set up a Google Ads account
- Create a new search campaign
- Configure your campaign settings, including targeting, bidding, and budget
- Write compelling ad copy and select relevant keywords
- Monitor and optimize your campaign performance
Write a blog post or article on a search advertising topic
Show steps
Compose a blog post or article to demonstrate your understanding of search advertising concepts and share your insights with others, reinforcing your knowledge and enhancing your communication skills.
Browse courses on
Search Advertising
Show steps
Show steps
Show steps
- Choose a specific search advertising topic
- Research and gather relevant information
- Outline your blog post or article
- Write clear and engaging content
- Proofread and publish your blog post or article
Attend a Google Ads Search workshop
Show steps
Participate in a Google Ads Search workshop to gain expert insights and practical guidance from industry professionals, allowing you to advance your skills and knowledge.
Browse courses on
Search Advertising
Show steps
Show steps
Show steps
- Search for upcoming Google Ads Search workshops
- Register for the workshop
- Attend the workshop and actively participate
- Network with other attendees and industry experts
Participate in a search advertising competition
Show steps
Engage in a search advertising competition to challenge yourself, showcase your skills, and potentially win recognition and rewards, driving your motivation and pushing you to excel.
Browse courses on
Search Advertising
Show steps
Show steps
Show steps
- Research and identify relevant search advertising competitions
- Carefully read the competition guidelines
- Develop a compelling search advertising strategy and campaign
- Submit your entry and track your progress
Career center
Learners who complete Search and Display Advertising will develop knowledge and skills
that may be useful to these careers:
Search Marketing Manager
Search Marketing Manager
Search Marketing Managers are responsible for developing and executing search engine marketing (SEM) campaigns. They research keywords, create ad copy, and manage budgets. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search advertising. You will learn how to create effective search ads, target your audience, and track your results. This knowledge will help you to create successful SEM campaigns that drive traffic to your website and generate leads.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. They develop strategies, create content, and manage social media. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective digital marketing campaigns that reach your target audience and achieve your marketing goals.
Content Marketer
Content Marketer
Content Marketers are responsible for creating and distributing content that is valuable and engaging to their target audience. They write blog posts, articles, social media updates, and other types of content. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective content that ranks well in search results and attracts your target audience.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for managing social media accounts for businesses and organizations. They create content, engage with followers, and track results. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective social media campaigns that reach your target audience and achieve your marketing goals.
Email Marketing Manager
Email Marketing Manager
Email Marketing Managers are responsible for planning and executing email marketing campaigns. They create email content, manage email lists, and track results. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective email marketing campaigns that reach your target audience and achieve your marketing goals.
Marketing Analyst
Marketing Analyst
Marketing Analysts are responsible for collecting, analyzing, and interpreting data to help businesses make better marketing decisions. They use a variety of tools and techniques to track marketing performance and identify areas for improvement. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to use data to track your marketing campaigns and identify ways to improve your results.
Product Marketer
Product Marketer
Product Marketers are responsible for developing and executing marketing strategies for products and services. They research target markets, identify customer needs, and develop messaging and positioning. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective marketing campaigns that reach your target audience and achieve your marketing goals.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing brands. They create brand strategies, develop marketing campaigns, and manage brand reputation. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective marketing campaigns that reach your target audience and achieve your marketing goals.
Advertising Manager
Advertising Manager
Advertising Managers are responsible for planning and executing advertising campaigns. They develop advertising strategies, create advertising materials, and manage advertising budgets. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective advertising campaigns that reach your target audience and achieve your marketing goals.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of organizations. They develop public relations strategies, create press releases, and manage media relations. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in search and display advertising. You will learn how to create effective public relations campaigns that reach your target audience and achieve your public relations goals.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and managing sales teams. They develop sales strategies, create sales presentations, and close deals. This course may be useful for those who want to develop the skills needed to succeed in this role by providing a strong foundation in search and display advertising. You will learn how to create effective sales presentations that reach your target audience and achieve your sales goals.
Business Development Manager
Business Development Manager
Business Development Managers are responsible for generating new business for organizations. They identify new sales leads, develop business proposals, and close deals. This course may be useful for those who want to develop the skills needed to succeed in this role by providing a strong foundation in search and display advertising. You will learn how to create effective business proposals that reach your target audience and achieve your business development goals.
Account Manager
Account Manager
Account Managers are responsible for managing relationships with clients. They develop account plans, provide customer service, and resolve issues. This course may be useful for those who want to develop the skills needed to succeed in this role by providing a strong foundation in search and display advertising. You will learn how to create effective account plans that reach your target audience and achieve your account management goals.
Customer Success Manager
Customer Success Manager
Customer Success Managers are responsible for ensuring that customers are satisfied with their products or services. They provide customer support, resolve issues, and identify opportunities for upselling. This course may be useful for those who want to develop the skills needed to succeed in this role by providing a strong foundation in search and display advertising. You will learn how to create effective customer success plans that reach your target audience and achieve your customer success goals.
Operations Manager
Operations Manager
Operations Managers are responsible for planning and executing the day-to-day operations of an organization. They develop operational plans, manage budgets, and oversee staff. This course may be useful for those who want to develop the skills needed to succeed in this role by providing a strong foundation in search and display advertising. You will learn how to create effective operational plans that reach your target audience and achieve your operational goals.
For more career information including salaries, visit:
OpenCourser.com/course/bj0ax0/search
Reading list
We've selected 15 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Search and Display Advertising.
Is written by a former Google employee and provides a comprehensive overview of search engine marketing (SEM). It covers topics such as keyword research, on-page optimization, and link building.
Provides a practical guide to display advertising for small business owners, covering the basics of display advertising, banner ad design, and campaign management.
This handbook provides a practical guide to display advertising for small business owners, covering the basics of display advertising, banner ad design, and campaign management.
This handbook provides a practical guide to search advertising for small business owners, covering the basics of search engine marketing, keyword research, and campaign management.
Save
This comprehensive guide to search engine optimization (SEO) provides a deep dive into the techniques and strategies used to improve website visibility and ranking in search engine results pages (SERPs).
This in-depth guide to Google AdWords Search advertising provides a comprehensive overview of the platform's features and capabilities.
Save
Provides a practical guide to social media marketing, covering topics such as content creation, community management, and social media advertising. It valuable resource for anyone looking to create and manage successful social media marketing campaigns.
Save
Provides a practical guide to web analytics, covering topics such as data collection, analysis, and interpretation. It valuable resource for anyone looking to learn about the basics of web analytics.
Is an in-depth guide to Google AdWords, covering everything from campaign setup to optimization. It valuable resource for anyone who wants to learn more about how to use Google AdWords to drive traffic and sales to their website.
Provides a practical guide to email marketing, covering topics such as list building, email design, and email automation. It valuable resource for anyone looking to create and manage successful email marketing campaigns.
Save
This beginner-friendly guide to search engine optimization (SEO) provides a solid foundation in the principles and practices of improving website visibility and ranking.
Provides a comprehensive overview of internet marketing, covering all aspects of the field from social media marketing to email marketing. It valuable resource for anyone who wants to learn more about how to use internet marketing to drive traffic and sales to their website.
Provides a comprehensive overview of marketing principles, covering all aspects of the field from market research to marketing strategy. It valuable resource for anyone who wants to learn more about the fundamentals of marketing.
Save
Provides a comprehensive overview of marketing management, covering all aspects of the field from product development to marketing research. It valuable resource for anyone who wants to learn more about how to market products and services to consumers.
Save
Beginner's guide to search engine optimization (SEO), covering all aspects of the field from keyword research to link building. It valuable resource for anyone who wants to learn more about how to improve their website's ranking in search results.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/bj0ax0/search
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Level
Introductory
Via
Coursera
Institution
University of Colorado Boulder
Instructors
Chris J. Vargo
Harsha Gangadharbatla
Language
English
Transcripts
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آذربایجان دیلی
This course belongs to a
collection
called
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising. It's comprised of four courses:
- Social Media Advertising
- Search and Display Advertising (viewing)
- Programmatic Advertising
- Introduction to Digital Advertising
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