University of Colorado Boulder - Search and Display Advertising
- Offered byCoursera
Search and Display Advertising at Coursera Overview
Search and Display Advertising
at Coursera
Duration | 8 hours |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Search and Display Advertising at Coursera Highlights
Search and Display Advertising
at Coursera
- Earn a certificate of completion
- Add to your LinkedIn profile
- 8 quizzes
Search and Display Advertising at Coursera Course details
Search and Display Advertising
at Coursera
Skills you will learn
What are the course deliverables?
- 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
More about this course
- This includes the things that small businesses do, from restaurants to bespoke products
- When consumers search they get organic results along with paid results
- As a result, they are often useful at getting consumers where they want to go. Consumers don't tune out paid search like other types of digital ads
- While larger advertisers pay massive amounts to place their ads via search, we highlight smart ways small businesses can create their own tailored search campaigns on small budgets
- This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords)
- Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification
- Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts
Search and Display Advertising at Coursera Curriculum
Search and Display Advertising
at Coursera
Readings: Search
Lecture Videos: Search Advertising
3.1 - Is Google a Monopoly?
3.2 - Purchase Intent
3.3 - A Tiny Primer to SEO
3.4 - Search Campaign Data
3.5 - Search Ad Observations
coursera_search_keywords.xlsx
Search Advertising
Project: Search Advertising
Readings: Banner and Video Advertising
Lecture Videos: Display and Video Advertising
4.1 - Display Ad Considerations
4.2 - Display Ad Objectives
4.3 - Video Ads
4.4 - Video Ad Analytics
video_campaign_data.xlsx
Display and Video
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