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
Included with 
Get in-depth knowledge of a subject
(500 reviews)
Beginner level
Recommended experience
1 month at 10 hours a week
Flexible schedule
Earn a career credential
Share your expertise with employers
Get in-depth knowledge of a subject
(500 reviews)
Beginner level
Recommended experience
1 month at 10 hours a week
Flexible schedule
Earn a career credential
Share your expertise with employers
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.
Overview
Skills you'll gain
- Paid media
- Advertising Campaigns
- Online Advertising
- Search Engine Optimization
- Social Media Strategy
- Pay Per Click Advertising
- Digital Marketing
- Web Analytics
- Search Engine Marketing
- Media Planning
- Advertising
- Digital Advertising
- Data Ethics
- Social Media
- Web Analytics and SEO
- Keyword Research
- Contextual Advertising
- Marketing
- Social Media Marketing
Tools you'll learn
What’s included
Shareable certificate
Add to your LinkedIn profile
Taught in English
26 practice exercises
Advance your subject-matter expertise
- Learn in-demand skills from university and industry experts
- Master a subject or tool with hands-on projects
- Develop a deep understanding of key concepts
- Earn a career certificate from University of Colorado Boulder
Specialization - 4 course series
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, Augmented Reality, Advertising Campaigns, Advertising, Consumer Behaviour, Google Ads, Pay Per Click Advertising, Data Ethics, Marketing, Paid media, Business Metrics, Digital Marketing, and Online Advertising
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
Search Engine Optimization, Digital Advertising, Google Ads, Advertising, Consumer Behaviour, Bidding, Online Advertising, Automation, Contextual Advertising, Key Performance Indicators (KPIs), Paid media, Keyword Research, A/B Testing, Pay Per Click Advertising, Marketing Automation, Advertising Campaigns, Analysis, Search Engine Marketing, and Web Analytics and SEO
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, Facebook, Social Media Strategy, Brand Awareness, Advertising Campaigns, Digital Advertising, Advertising, Paid media, Target Audience, Web Analytics, Content Performance Analysis, Online Advertising, Driving engagement, Consumer Behaviour, Instagram, and Marketing Communications
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
Advertising, Target Audience, Social Media Campaigns, Contextual Advertising, Business Ethics, Advertising Campaigns, Media Planning, Google Ads, Online Advertising, Content Strategy, Paid media, and Digital 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.
Instructors
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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,