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.
Ce cours fait partie de la Spécialisation Digital Advertising Strategy
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Spécialisation Digital Advertising StrategyUniversité du Colorado à BoulderÀ propos de ce cours
6 958 consultations récentes
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 2 sur 4 dans le
Niveau débutant
Approx. 10 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Ce que vous allez apprendre
Understand why search can be a powerful part of any marketing campaign
Plan a search campaign, including: setting economic goals, defining targeting parameters, and aligning a campaign with business goals
Build a search campaign from start to ongoing optimization
Leverage Google’s tools including optimization score, campaign planner, and automated bidding
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 2 sur 4 dans le
Niveau débutant
Approx. 10 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Offert par
Université du Colorado à Boulder
CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
Search Basics
We’ll start high level with an overview of the attributes that make search such a valuable tool for marketers. You’ll learn about the terms and basic systems of how Google and paid search customers use search to get their message in front of users. You’ll understand the key components of how an advertiser can move his advertisement up the search rankings.
2 heures pour terminer
3 vidéos (Total 45 min), 4 lectures, 1 quiz
1 heure pour terminer
Google's Take on Auction Ads
This week you’ll start your preparation for the Google Ads Search Certification with the first five Google study guides. You’ll build off your understanding of the value of search with an introduction to some of Google’s complementary products. Within search, you’ll learn how Google represents the components of their auction and how ads are ranked. You’ll get exposure to Google’s advice on building text ads and dive into ad extensions and how they can make your ads more dynamic.
1 heure pour terminer
2 vidéos (Total 18 min), 4 lectures
4 heures pour terminer
Google's Take on Bidding, Audiences, and Tools
This week you’ll complete the Google Ads Search study guides in preparation for your certification. You’ll learn about the many data-driven tools that Google has developed to make search campaign management more accessible for small businesses. These include automated bidding systems, campaign optimization scores and recommendations, and the performance planner. You’ll also learn how to use audiences to take advantage of what Google knows about its users to help advertisers target a specific group. At the end of this module, you will be required to pass the certification exam.
4 heures pour terminer
5 vidéos (Total 39 min), 5 lectures, 1 quiz
1 heure pour terminer
Google Ads Campaigns
Now that you’re armed with your Google certification and have a mastery of the key concepts in search, you’ll put that understanding into action by creating a campaign with keywords, ads, and ad groups. This module covers the critical concepts needed to prepare for building your campaign including developing economic goals for the campaign. Then you’ll learn the best practices for making decisions around campaign settings and structure. You’ll also learn some practical optimization techniques to keep your campaign performing well.
1 heure pour terminer
3 vidéos (Total 11 min), 3 lectures
Avis
Meilleurs avis pour SEARCH ADVERTISING
par SC5 janv. 2021
Gives the basics and a little more to have enough understanding on how to create a successful google ads campaign
par PY13 janv. 2020
Very informative and practical examples were very valuable + google certification is a plus.
par BN3 déc. 2020
Practical, applies to actually employing these skills for business. Highly recommend!
par JS26 juil. 2020
Good Course. I recommend to do the full specialization of this course series.
À propos du Spécialisation Digital Advertising Strategy
This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk.
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