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Digital Media Analytics

Paid Media

Jessica Welch and Sorin Adam Matei

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

Topics Covered

Introduction to Paid media
How can a business benefit from using Paid media
Social media advertising and returns on investment
Google Adwords
Facebook Ads
Twitter Ads
Youtube Ads
Using keywords
Differences between campaign, ad set, and ad

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Reviews summary

Foundational paid media for beginners

According to learners, this course offers a largely positive introduction to paid media, especially for beginners and those new to the field. Students frequently praise the clear explanations and practical examples provided, particularly for Google Ads and Facebook Ads. However, some learners find the depth of analytics limited, suggesting the title might be somewhat misleading as it focuses more on setup than deep analysis. More experienced professionals often report the content as too basic. Additionally, coverage of platforms like Twitter Ads and YouTube Ads is noted as uneven or sparse compared to other sections. Recent feedback suggests potential improvements in content relevancy, which is a positive trend.

Strong on Google/Facebook, but sparse on other platforms.

"I particularly appreciated the detailed modules on Facebook and Google Ads."

"The Twitter and YouTube ad sections felt a bit rushed. The information on Twitter and YouTube ads was very sparse."

"The coverage of platforms is uneven; Google and Facebook are okay, but others are glossed over."

"The Google Ads section particularly useful... content on YouTube ads was almost non-existent."

Ideal for beginners, too basic for experienced learners.

"Good for absolute beginners, not for intermediate users... if you have some prior experience, you might find it a bit too superficial."

"I completed this course a few months ago... The course is not for experts, but for beginners, it's great."

"Very basic, almost useless if you have any prior experience. Was hoping for more advanced material."

"Recommended for those new to paid advertising... good for professionals needing a quick primer."

Recent updates may have improved content relevance.

"The content is up-to-date and directly applicable to my work."

"Some parts felt a bit generic, but overall, it delivered on its promise."

"The information on some platforms feels dated, especially given how fast digital advertising changes."

"The content on YouTube ads was almost non-existent."

Provides a clear, practical introduction to paid media.

"Really great course, especially for beginners in paid media. The instructor explained complex topics like Google Ads and Facebook Ads in a very digestible way."

"Fantastic! This course provided a clear, comprehensive overview of paid media strategies... This course really sets you up for further learning."

"A very practical course for anyone starting out in digital marketing. It's a great starting point for understanding paid media."

"Excellent foundational course! As someone transitioning into a digital marketing role, this provided exactly what I needed."

Analytics content is minimal, focusing more on setup.

"Disappointed with the depth. It's more of a 'how-to set up' than 'how-to analyze and optimize'."

"The 'analytics' aspect is minimal. I expected more on data interpretation and advanced metrics."

"The title 'Digital Media Analytics' is a bit misleading. It's more 'Paid Media Fundamentals'."

"Honestly, I found much of the content easily searchable online for free. It gives a very high-level overview but lacks the practical depth."

Career center

Learners who complete Digital Media Analytics: Paid Media will develop knowledge and skills that may be useful to these careers:

Reading list

We've selected 50 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 Digital Media Analytics: Paid Media.

The Manual of Ideas

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Provides a step-by-step guide to generating and evaluating investment ideas. Mihaljevic's insights on ROI and the importance of due diligence are essential reading for any investor.

The Manual of Ideas: The Proven Framework for...

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The Manual of Ideas: The Proven Framework for...

Kindle Edition

The Little Book of Common Sense Investing

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By John Bogle great resource for anyone who wants to learn about index investing and how to build a low-cost, diversified portfolio. Bogle's insights on ROI and the importance of long-term investing are essential reading for any investor.

The Little Book of Common Sense Investing: The Only...

Hardcover

The Little Book of Common Sense Investing: The Only...

Hardcover

The Little Book of Common Sense Investing: The Only...

Kindle Edition

The Alchemy of Finance

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Classic work on financial markets and is still considered one of the most important books on the subject. Soros's insights on ROI and the importance of reflexivity are essential reading for any investor.

Digital Media Analytics

Topics Covered

Topics Covered

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Reviews summary

Foundational paid media for beginners

Career center

Reading list

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