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Campaign Planning and Optimization

Amazon Ads

This course is targeted towards digital marketers, advertising professionals, business owners, marketing students, freelancers, and third-party businesses seeking skills to plan and optimize digital campaigns. Campaign planning refers to the process of documenting the steps of a marketing or advertising campaign and how they will be implemented. Learning to effectively engage in campaign planning can unlock your brand’s potential by working backwards from customer experiences and interests, as well by tapping Amazon Ads insights to plan, buy, and optimize media.

This course will teach you how to strategically leverage Amazon Ads solutions to meet campaign goals and accomplish day-to-day tasks in strategy and planning roles.

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What's inside

Syllabus

Campaign Planning

This module will measure your proficiency in strategically leveraging Amazon Ads solutions toward meeting campaign goals and day-to-day tasks in strategy and planning roles. Topics include campaign planning using audience tools, using retail insights to make decisions on campaign strategy, and identifying strategies to meet both long and short-term goals.

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Read about what's good

what should give you pause

and possible dealbreakers

Leverages Amazon Ads industry expertise, providing insights and strategies relevant to digital marketing professionals and business owners

Designed for professionals in advertising and marketing, business owners, students, and freelancers seeking practical skills in digital campaign planning and optimization

Covers advanced campaign strategy, reporting, and optimization techniques for Amazon Ads products, including Sponsored Ads, Amazon DSP, and cross-product campaigns

Practical learning through a capstone project where learners optimize a Sponsored Brands campaign for a key shopping period with guidance from example answers

Incorporates the use of retail insights and audience tools to inform campaign planning and strategy

Focuses on video ads offerings, providing learners with an introduction to video advertising and its role in digital marketing

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Reviews summary

Practical amazon ads campaign mastery

According to students, this course provides a highly practical and focused dive into campaign planning and optimization within the Amazon Ads ecosystem. Learners praise its ability to equip them with actionable strategies for meeting campaign goals. The capstone project is frequently highlighted as a significant strength, offering hands-on experience crucial for applying learned concepts. While it serves as a strong foundation for those new to Amazon Ads or digital marketing, some experienced professionals noted that certain sections might feel foundational or basic, suggesting it's primarily designed for beginners to intermediate learners looking to specialize in Amazon's platform.

Concentrates exclusively on the Amazon Ads platform.

"The course is very focused on Amazon Ads, which is exactly what I needed."

"Don't expect broad digital marketing theory; it's all about Amazon."

"Great if your goal is solely to master advertising on Amazon."

Well-suited for those new to Amazon Ads or digital marketing.

"As a beginner, I found the explanations clear and easy to follow."

"It's a great introduction to campaign planning and optimization on Amazon."

"I had limited experience, but this course built a solid foundation for me."

The capstone project provides crucial hands-on experience.

"The capstone was incredibly helpful for applying what I learned about sponsored ads."

"Developing an advertising strategy in the project solidified my understanding."

"The practical exercise with the client brief was the best part of the course."

Offers highly practical insights into the Amazon Ads ecosystem.

"I found the strategies immediately applicable to my Amazon ad campaigns."

"The course clearly explains how to leverage Amazon Ads solutions effectively."

"This course directly addresses real-world challenges in managing ads on Amazon."

Experienced professionals may find some content foundational.

"For someone with years in digital marketing, some sections felt like a review."

"I was hoping for more advanced optimization tactics, but it's a solid intro."

"If you already manage complex Amazon campaigns, parts might seem basic."

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 Campaign Planning and Optimization with these activities:

Review audience targeting techniques

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Sharpen your skills in identifying and targeting specific customer segments.

Browse courses on Campaign Planning

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Review different targeting options
Practice creating audience segments

Develop a hypothetical digital advertising strategy

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Develop a strong foundation for designing effective digital advertising campaigns.

Browse courses on Campaign Planning

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Research and analyze target audience
Define campaign goals and objectives
Select appropriate Amazon Ads solutions
Create a media plan and budget
Track and measure campaign performance

Utilize video ads to engage customers

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Discover the power of video ads and how to use them effectively to connect with customers.

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Create engaging video content
Select the right video ad formats
Target and optimize video ad campaigns

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Explore Amazon DSP for cross-channel advertising

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Learn the fundamentals of using Amazon DSP to expand your advertising reach beyond Amazon.

Browse courses on Campaign Planning

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Create an Amazon DSP account
Set up and target campaigns
Monitor and optimize campaign performance

Optimize Sponsored Ads campaigns

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Gain practical experience in optimizing Sponsored Ads campaigns for improved performance.

Browse courses on Campaign Planning

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Identify areas for optimization
Adjust bids and budgets
Test and refine ad copy and creative
Monitor and analyze campaign performance

Create a study guide covering course concepts

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Solidify your understanding by creating a comprehensive study resource.

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Review course materials
Summarize key concepts
Organize and compile materials

Develop a capstone project for a key shopping period

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Demonstrate your understanding of campaign planning and optimization by creating a comprehensive advertising strategy.

Browse courses on Capstone Project

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Define the campaign goals
Select the target audience
Choose the right Amazon Ads solutions
Create a media plan and budget
Track and measure campaign performance

Develop a blog post on Amazon Ads best practices

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Share your knowledge and understanding of Amazon Ads strategies with a wider audience.

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Choose a relevant topic
Research and gather information
Write and edit blog post
Publish and promote blog post

Career center

Learners who complete Campaign Planning and Optimization will develop knowledge and skills that may be useful to these careers:

Reading list

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Level

Introductory

Via

Coursera

Institution

Amazon Ads

Instructor

Amazon Ads

Language

English

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Leverages Amazon Ads industry expertise, providing insights and strategies relevant to digital marketing professionals and business owners

Designed for professionals in advertising and marketing, business owners, students, and freelancers seeking practical skills in digital campaign planning and optimization

Covers advanced campaign strategy, reporting, and optimization techniques for Amazon Ads products, including Sponsored Ads, Amazon DSP, and cross-product campaigns

Practical learning through a capstone project where learners optimize a Sponsored Brands campaign for a key shopping period with guidance from example answers

Incorporates the use of retail insights and audience tools to inform campaign planning and strategy

Focuses on video ads offerings, providing learners with an introduction to video advertising and its role in digital marketing