Digital Advertising Strategy Specialization

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.
WHAT YOU WILL 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.

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Native Advertising (Coursera)

Native advertising is a niche form of advertising that leverages the design and format of news and entertainment content. Native advertising is less about selling products and more about producing useful content for consumers who are in the ‘consideration’ phase of the advertising purchase funnel. Often in the form [...]
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Search Advertising (Coursera)

Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they [...]
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Introduction to the Digital Advertising Landscape (Coursera)

The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to [...]
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Social Media Advertising (Coursera)

Social media platforms are driven by digital advertising. As a result, social media advertising is affordable and can be purchased at almost any budget. Targeting options in social media advertising are also sophisticated. It is possible to tailor ads around a user’s behaviors (e.g., likes, posts and clicks). This [...]
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