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
Access provided by Coursera Learning Team
31,181 already enrolled
Get in-depth knowledge of a subject
4.6
(485 reviews)
Beginner level
Recommended experience
1 month
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
Details to know
Shareable certificate
Add to your LinkedIn profile
Taught in English
See how employees at top companies are mastering in-demand skills
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
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
Specialization - 4 course series
Introduction to Digital Advertising
Course 17 hours4.6 (409 ratings)
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: Advertising
Category: Advertising Campaigns
Category: Augmented Reality
Category: Business Metrics
Category: Consumer Behaviour
Category: Information Privacy
Category: General Data Protection Regulation (GDPR)
Category: Data Analysis Software
Category: Media Buying
Category: Media Planning
Category: Campaign Management
Category: Marketing
Category: Web Analytics
Category: Digital Marketing
Category: Payment Systems
Category: Data Ethics
Category: Marketing Analytics
Category: A/B Testing
Category: Marketing Strategies
Search and Display Advertising
Course 27 hours4.5 (96 ratings)
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: Bidding
Category: Consumer Behaviour
Category: Emerging Technologies
Category: Search Engine Marketing
Category: Web Analytics and SEO
Category: Automation
Category: Key Performance Indicators (KPIs)
Category: Digital Marketing
Category: Campaign Management
Category: Google Analytics
Category: Advertising Campaigns
Social Media Advertising
Course 36 hours4.6 (317 ratings)
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: Digital Marketing
Category: Social Media
Category: Social Media Strategy
Category: Social Media Content
Category: Media Planning
Category: Target Market
Category: Facebook
Category: Law, Regulation, and Compliance
Category: MarTech
Category: Advertising
Category: Instagram
Category: Brand Awareness
Category: Marketing Analytics
Category: Target Audience
Category: Campaign Management
Category: Advertising Campaigns
Category: Marketing Strategy and Techniques
Category: Marketing
Category: Business Ethics
Programmatic Advertising
Course 411 hours4.6 (62 ratings)
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: Media Buying
Category: Business Ethics
Category: Marketing
Category: Media Strategy
Category: Promotional Strategies
Category: Digital Marketing
Category: Content Strategy
Category: Target Audience
Category: Data Ethics
Category: Advertising Campaigns
Category: Advertising
Category: Marketing Communications
Category: Content Marketing
Offered by
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy