Search and Display Advertising from Coursera

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.

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.

Lecture Videos: Search Advertising

In this lecture series, we delve into Google's dominance in the search and advertising market, exploring the debate surrounding its monopoly status and the implications of the Department of Justice's investigation. We examine the value of search intent in advertising, the basics of Search Engine Optimization (SEO), and the importance of landing page experience. Furthermore, we discuss the concept of impression share, the ongoing tension between Google's push for automation in PPC advertising, and the potential for automating campaign optimization using Python.

Project: Search Advertising

In this project, students will complete the Google Ads Search Study Guide, focusing on increasing efficiency with automated bidding, reaching valued customers with search audiences, boosting performance with optimization score, and increasing conversions with performance planner. Upon completion, students will take the Google Ads Search Assessment to earn their certification. They will then create a PDF of their certificate to submit for credit in the peer-review assignment.

Readings: Banner and Video Advertising

This series of readings provides an overview of video advertising, banner advertising, and rich media in the digital marketing landscape. The lectures discuss the differences between these formats, their advantages and disadvantages, and their impact on consumer behavior. They also explore the future of video and rich media advertising, highlighting the increasing role of programmatic advertising, artificial intelligence, and emerging formats such as live broadcasting and virtual reality. Additionally, the lectures touch on the challenges faced by these advertising formats, such as ad blockers and complex ad placements.

Lecture Videos: Display and Video Advertising

This lecture series covers the evolution and various aspects of display advertising, from banner ads to video ads, and their effectiveness in achieving advertising objectives. Students will learn about the importance of ad design, quality, and attribution models, as well as the significance of selecting appropriate key performance indicators (KPIs) for each campaign. The lectures also delve into the limitations and challenges of video advertising, including measurement issues and viewability scores. By analyzing real-world video campaign data, students will develop critical thinking skills in assessing the value of various metrics and their impact on advertising campaign performance.

Good to know

Know what's good

, what to watch for

, 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

Reviews summary

Comprehensive search advertising knowledge

Learners say that this well-received course covers all aspects of search advertising. The videos and lectures are clear and helpful, and the recommended readings are useful. Students appreciate the practical assignments and discussions, which provide an opportunity to apply their knowledge. There is a Google certification available, which is a bonus for those looking to advance their career.

Recognized credential

"Great course!"

"Thanks a lot"

"Good learning"

"very difficult"

"Awesome course"

"I learned a lot. Thanks"

"Very Practical and useful course"

"Great cousre and not easy one for sure"

"Amazing Course . I am more than happy to do this kind of coursera"

"Great Learning Experience from Coursera.I would love to more courses here"

"Good Course. I recommend to do the full specialization of this course series"

"Practical, applies to actually employing these skills for business. Highly recommend!"

"Very informative and practical examples were very valuable + google certification is a plus"

"Gives the basics and a little more to have enough understanding on how to create a successful google ads campaign"

"Отличный курс. Имея уже некоторые знания в поисковой рекламе приобрел новые понимания. Получил сертификат. Программа насыщенная и интересная. Спасибо за курс!"

"Very complete course. It covers all aspects of search advertising. The recommended readings are very good and useful. Having the opportunity to get a Google Certificate is also a very good plus of this course"

" It´s a practical course, really useful. I had realized the google skillshop course before, but this one was much more complete and explained much better the different elements to make a good Google search campaign. "

"The content materials are as expected. However, the quality of lessons from the videos themselves are sub par. You learn more from the external 3rd party videos/assignments than the ones that are provided by the lecturers here"

"Great course overall. You are able to know everything about social media advertising, even you are not an expert. I definitely recommend this course. Videos are clear and well explained, and lectures are very helpful. If you are taking any course do the discussions, even though are optional it is good way to put what you've already learned into practice."

"I fully understand that you need to know the mechanics of search to be a good strategist. However, in my experience some parts of the course delved deep into mechanics with a low degree of connection to strategy - personally I would like to see more strategy-level insights connected to each segment in the course. Apart from that, I am glad I finished the course and feel much more confident with search!!"

"Enough to get the basics, but most of the course materials are external articles from search marketing blogs. I'd put more effort into creating original course content with more insights and practical lessons. I've found it a bit unfair to forward students to external articles but make them create almost a full-scale campaign in the pre-graded assignment (the exercise takes way longer than 2 hours). It's a good course in general but needs some better approach. Thanks anyway!"

Apply knowledge and skills

"Having the opportunity to get a Google Certificate is also a very good plus of this course"

"Gives the basics and a little more to have enough understanding on how to create a successful google ads campaign"

"Discussions were not proper"

"It´s a practical course, really useful"

In-depth explanations

"The videos are clear and well explained"

"You learn more from the external 3rd party videos than the ones that are provided by the lecturers here"

"Apart from that, I am glad I finished the course and feel much more confident with search!!"

Limited original materials

"Many materials are external"

"Enough to get the basics, but most of the course materials are external articles from search marketing blogs"

"I've found it a bit unfair to forward students to external articles but make them create almost a full-scale campaign in the pre-graded assignment (the exercise takes way longer than 2 hours)"

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

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Create a glossary of search advertising terms
Review the Google Ads Help Center glossary

Review basic principles of online advertising

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Refresh your understanding of fundamental online advertising concepts to strengthen your foundation for learning search advertising.

Browse courses on Online Advertising

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Read articles or blog posts about online advertising
Watch videos or tutorials on online advertising basics

Read the official Google Ads Search Certification Guide

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Review the official Google Ads Search Certification Guide to build a strong foundation of knowledge in search advertising.

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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

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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

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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

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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

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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

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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

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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

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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

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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

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 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.

See salaries and explore the career path for Search 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.

See salaries and explore the career path for Digital Marketing Manager

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.

See salaries and explore the career path for Content Marketer

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.

See salaries and explore the career path for Social Media 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.

See salaries and explore the career path for Email Marketing Manager

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.

See salaries and explore the career path for Marketing Analyst

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.

See salaries and explore the career path for Product Marketer

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.

See salaries and explore the career path for Brand 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.

See salaries and explore the career path for Advertising 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.

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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.

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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.

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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.

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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.

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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.

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