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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
Read more
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
Read more
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
Register for this course and see more details by visiting:
OpenCourser.com/course/olujzu/digital
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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."
Activities
Coming soon
We're preparing activities for
Digital Media Analytics: Paid Media.
These are activities you can do either before, during, or after a course.
Career center
Learners who complete Digital Media Analytics: Paid Media will develop knowledge and skills
that may be useful to these careers:
For more career information including salaries, visit:
OpenCourser.com/course/olujzu/digital
Reading list
We haven't picked any books for this reading list yet.
Comprehensive guide to paid media, covering everything from campaign planning to measurement. It is written by an experienced paid media marketer.
Collection of best practices for paid media, covering a variety of topics, such as campaign planning, execution, and measurement.
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Guide to paid media for lead generation, covering everything from campaign planning to measurement.
Practical guide to paid media, written by a former Google executive. It provides step-by-step instructions on how to create and execute successful paid media campaigns.
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Covers advanced paid media strategies, such as retargeting, dynamic creative optimization, and cross-device tracking.
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Focuses on paid social media marketing, covering platforms such as Facebook, Instagram, and Twitter.
Provides a comprehensive understanding of how to analyze digital data, which is fundamental to effective paid media campaigns. It's a valuable resource for understanding the metrics and ROI of paid channels. This book is often used as a textbook in academic settings and by professionals seeking to leverage data for better marketing decisions.
Serves as an excellent introduction to the complex world of programmatic advertising, a key component of modern paid media. It clearly explains the ecosystem, technologies, and trading of programmatic advertising, making it ideal for beginners looking to gain a broad understanding.
Widely respected guide to creating compelling advertising in any medium. It emphasizes creative strategy and execution, which is crucial for developing effective paid media campaigns that capture attention.
Provides a strategic framework for digital marketing, including the role of paid media within an integrated approach. It helps readers understand how to plan, implement, and measure digital marketing activities effectively.
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While focused on SEO, this book is highly relevant to paid search (SEM), a significant part of paid media. It provides a deep understanding of search engines and keyword strategy, which is essential for successful paid search campaigns.
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Explores modern advertising ideas and how they are evolving in the digital age, with relevance to paid media strategies. It delves into communication theory, neuroscience, and emerging technologies to provide a broader perspective on capturing attention.
A comprehensive guide specifically focused on Google Ads, a major platform for paid media. provides detailed strategies and tactics for running successful search and display advertising campaigns.
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While not directly about paid media, this book on the psychology of persuasion is invaluable for understanding consumer behavior and crafting persuasive ad copy and creatives. It provides foundational principles applicable to all forms of marketing, including paid media.
Discusses how to reach buyers directly in the digital age, integrating traditional marketing with new digital strategies, including paid media. It provides a broader context for how paid media fits into a comprehensive marketing plan.
Written by a Google executive, this book offers insights into collecting, analyzing, and visualizing digital marketing data. It's highly relevant for understanding the performance of paid media campaigns and optimizing ROI.
This workbook provides practical guidance on marketing on various social media platforms, which are significant channels for paid media. It offers step-by-step instructions and resources for implementing social media marketing strategies.
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Explores the science behind why things catch on, which can inform the creation of highly shareable content and effective paid media campaigns that generate word-of-mouth. It focuses on the principles of social transmission.
Beginner's guide to paid media, covering the basics of campaign planning, execution, and measurement.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/olujzu/digital
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