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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4.6
(500 reviews)
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
- Paid media
- Search Engine Optimization
- Digital Marketing
- Web Analytics and SEO
- Media Planning
- Pay Per Click Advertising
- Advertising Campaigns
- Web Analytics
- Advertising
- Digital Advertising
- Online Advertising
- Contextual Advertising
- Keyword Research
- Social Media Marketing
- Marketing
- Search Engine Marketing
- Social Media
- Social Media Strategy
- Data Ethics
Tools you'll learn
Details to know
Shareable certificate
Add to your LinkedIn profile
Taught in English
26 practice exercises
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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
Digital Advertising, Advertising, Augmented Reality, Advertising Campaigns, Consumer Behaviour, Google Ads, Digital Marketing, Online Advertising, Pay Per Click Advertising, Marketing, Data Ethics, Paid media, and Business Metrics
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
Digital Advertising, Search Engine Optimization, Google Ads, Bidding, Consumer Behaviour, Advertising, Online Advertising, Paid media, Keyword Research, Marketing Automation, Contextual Advertising, Search Engine Marketing, Web Analytics and SEO, Advertising Campaigns, Analysis, Key Performance Indicators (KPIs), A/B Testing, Automation, and Pay Per Click 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
Social Media, Social Media Marketing, Content Performance Analysis, Advertising Campaigns, Instagram, Web Analytics, Online Advertising, Brand Awareness, Consumer Behaviour, Marketing Communications, Digital Advertising, Target Audience, Paid media, Facebook, Advertising, Driving engagement, and Social Media Strategy
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
Google Ads, Social Media Campaigns, Digital Advertising, Online Advertising, Advertising, Media Planning, Content Strategy, Paid media, Target Audience, Business Ethics, Advertising Campaigns, and Contextual Advertising
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
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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,