This specialization from the University of Colorado Boulder provides a comprehensive understanding of digital advertising tactics for small businesses. Students will learn to execute tailored ad campaigns on major platforms such as Google Ads, Facebook, Instagram, Twitter, and Taboola. The course covers search, social media, and programmatic advertising, enabling students to interpret ad performance metrics and develop measurement plans for businesses. Upon completion, students will earn the Google Ads Search Certification and a certification from programmatic advertising leader, The Trade Desk.
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This course comprises four modules covering key aspects of digital advertising, including search and display advertising, social media advertising, and programmatic advertising. Students will gain hands-on experience in executing tailored ad campaigns on major platforms and interpreting ad performance metrics.
Gain insights into various digital advertising types and understand the advertising lumascape, including advertising agencies, DSPs, and SSPs. Learn to critically evaluate the pros and cons of different digital platforms and claims made by demand side platforms.
Explore the power of search in marketing campaigns and learn to plan and execute search and display advertising campaigns. Understand how to leverage Google’s tools for optimization and automated bidding to enhance campaign performance.
Identify social media advertising types and effectively implement targeting parameters to reach desired audiences. Execute social media advertising campaigns and enhance brand visibility across different social media platforms.
Learn to execute native advertising campaigns in Taboola and target desired audiences effectively. Utilize free tools for news coverage gathering and develop content seeding strategies through incentive programs to maximize campaign impact.
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