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
31,992 enrolled
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
Included with 
Get in-depth knowledge of a subject
(497 reviews)
Beginner level
Recommended experience
Flexible schedule
1 month at 10 hours a week
Earn a career credential
Share your expertise with employers
Get in-depth knowledge of a subject
(497 reviews)
Beginner level
Recommended experience
Flexible schedule
1 month at 10 hours a week
Earn a career credential
Share your expertise with employers
Overview
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
- Digital Advertising
- Pay Per Click Advertising
- Social Media
- Keyword Research
- Web Analytics
- Advertising Campaigns
- Online Advertising
- Media Planning
- Search Engine Optimization
- Social Media Marketing
- Data Ethics
- Search Engine Marketing
- Digital Marketing
- Social Media Strategy
- Paid media
- Web Analytics and SEO
- Content Performance Analysis
- Contextual Advertising
- Advertising
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
Category: Digital Advertising
Category: Advertising
Category: Advertising Campaigns
Category: Augmented Reality
Category: Consumer Behaviour
Category: Paid media
Category: Data Ethics
Category: Digital Marketing
Category: Online Advertising
Category: Pay Per Click Advertising
Category: Return On Investment
Category: Business Metrics
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: Advertising
Category: Digital Advertising
Category: Search Engine Optimization
Category: Online Advertising
Category: Google Ads
Category: Search Engine Marketing
Category: Consumer Behaviour
Category: Advertising Campaigns
Category: Automation
Category: Pay Per Click Advertising
Category: Keyword Research
Category: A/B Testing
Category: Contextual Advertising
Category: 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
Category: Social Media Marketing
Category: Social Media
Category: Customer Engagement
Category: Brand Awareness
Category: Advertising
Category: Social Media Strategy
Category: Online Advertising
Category: Facebook
Category: Target Audience
Category: Marketing Communications
Category: Content Performance Analysis
Category: Paid media
Category: Advertising Campaigns
Category: Business Ethics
Category: Instagram
Category: Web Analytics
Category: Digital Advertising
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: Google Ads
Category: Media Planning
Category: Marketing Communications
Category: Content Strategy
Category: Advertising Campaigns
Category: Contextual Advertising
Category: Paid media
Category: Target Audience
Category: Digital Advertising
Category: Business Ethics
Category: Digital Media Strategy
Category: Advertising
Category: Online 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,