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.
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
Instructors: Chris J. Vargo
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Beginner level
Recommended experience
4 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Understand the major advertising platforms, including: display, video, audio, sponsored, native, social media, search and programmatic.
Execute tailored digital advertising campaigns on: Google Ads (Search), Facebook, Instagram, Twitter and Taboola.
Interpret ad performance metrics for most popular advertising types and develop measurement plans for a business given an objective.
Earn the Google Ads Search Certification.
Skills you'll gain
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Taught in English
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Specialization - 4 course series
Introduction to Digital Advertising
Course 17 hours
What you'll learn
Identify key digital advertising types in digital advertising
Understand key terms and metrics in digital advertising
Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs.
Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms
Skills you'll gain
Category: Digital Marketing
Category: Paid media
Category: Data Ethics
Category: Business Metrics
Category: Return On Investment
Category: Pay Per Click Advertising
Category: Consumer Behaviour
Category: Augmented Reality
Category: Advertising Campaigns
Category: Advertising
Category: Digital Advertising
Category: Online Advertising
Search and Display Advertising
Course 27 hours
What you'll learn
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
Skills you'll gain
Category: Web Analytics and SEO
Category: Keyword Research
Category: Consumer Behaviour
Category: Advertising
Category: Digital Advertising
Category: Google Ads
Category: Automation
Category: Search Engine Optimization
Category: A/B Testing
Category: Search Engine Marketing
Category: Pay Per Click Advertising
Category: Advertising Campaigns
Category: Contextual Advertising
Category: Online Advertising
Social Media Advertising
Course 36 hours
What you'll learn
Identify social media advertising types that are likely to succeed
Understand the different types of social media ads
Implement effective social media targeting parameters to match desired audiences
Execute social media advertising campaigns
Skills you'll gain
Category: Content Performance Analysis
Category: Facebook
Category: Customer Engagement
Category: Marketing Communications
Category: Advertising
Category: Instagram
Category: Business Ethics
Category: Digital Advertising
Category: Target Audience
Category: Social Media Strategy
Category: Paid media
Category: Web Analytics
Category: Social Media Marketing
Category: Advertising Campaigns
Category: Social Media
Category: Brand Awareness
Category: Online Advertising
Programmatic Advertising
Course 411 hours
What you'll learn
Execute native advertising campaigns in Taboola
How to target native ad campaigns to desired audiences
Use free tools to actively gather news coverage for native advertising
Develop content seeding strategies through incentive programs
Skills you'll gain
Category: Paid media
Category: Data Ethics
Category: Media Planning
Category: Social Media Campaigns
Category: Advertising Campaigns
Category: Advertising
Category: Business Ethics
Category: Target Audience
Category: Content Strategy
Category: Digital Advertising
Category: Google Ads
Category: Online Advertising
Category: Contextual Advertising
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Frequently asked questions
This specialization should take about 20 weeks to complete.
Prospective learners in this specialization should have strong web skills and be curious when it comes to digital ads.
No. It's recommended that prospective learners complete the first course, "Introduction to the Digital Advertising Landscape", first. The next three courses are deeper dives in three particular types of digital advertising: search, social, and native. Learners can take these courses in order or pick and choose depending on interest.
More questions
Financial aid available,