Search and Display Advertising
Master digital advertising with Google Ads search campaigns and display advertising strategies for effective marketing.
Master digital advertising with Google Ads search campaigns and display advertising strategies for effective marketing.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
4.5
(88 ratings)
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English
پښتو, বাংলা, اردو, 3 more
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What you'll learn
Plan and execute effective search advertising campaigns
Create and optimize Google Ads search campaigns
Understand display and video advertising fundamentals
Use Google's campaign optimization tools
Analyze campaign performance and metrics
Skills you'll gain
This course includes:
2.65 Hours PreRecorded video
8 assignments
Access on Mobile, Tablet, Desktop
FullTime access
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There are 5 modules in this course
This comprehensive course covers both search and display advertising, with a focus on Google Ads. Students learn to create and optimize search campaigns, understand consumer search behavior, and leverage Google's advanced tools. The curriculum includes display and video advertising strategies, campaign planning, and performance analysis. Through practical exercises and real-world examples, learners develop skills in campaign creation, optimization, and measurement.
Readings: Search
Module 1 · 46 Minutes to complete
Lecture Videos: Search Advertising
Module 2 · 1 Hours to complete
Project: Search Advertising
Module 3 · 1 Hours to complete
Readings: Banner and Video Advertising
Module 4 · 45 Minutes to complete
Lecture Videos: Display and Video Advertising
Module 5 · 2 Hours to complete
Fee Structure
Instructors
Associate Professor
Dr. Chris J. Vargo is an Associate Professor at the University of Colorado Boulder, specializing in data analytics and digital advertising. His research integrates computer science techniques to analyze social media data through the lenses of communication, psychology, and political science. With expertise in data mining, machine learning, and predictive analytics, Dr. Vargo employs advanced methodologies such as network analysis and information retrieval to investigate contemporary media landscapes. His goal is to enhance the quantitative analytical skills of students, preparing them for the demands of the industry.In the classroom, Dr. Vargo teaches various courses related to advertising analytics at both undergraduate and graduate levels, including "Introduction to Digital Advertising" and "Programmatic Advertising." He also directs the CMCI/Leeds Marketing and Business Analytics partnership, fostering collaboration between departments. His scholarly contributions have been published in notable journals such as the Journal of Communication and New Media & Society. Additionally, he serves as the Editor of The Agenda Setting Journal, focusing on agenda-setting theory in new media contexts. With a robust academic background that includes a Ph.D. from The University of North Carolina at Chapel Hill and practical experience in public relations and digital marketing, Chris J. Vargo is dedicated to advancing research and education in the rapidly evolving field of digital advertising.
Associate Professor of Advertising
Harsha Gangadharbatla is an Associate Professor of Advertising at the University of Colorado Boulder, where he has made significant contributions to the field of advertising and communication. He previously served as the founding chairperson of the Department of Advertising, Public Relations, and Media Design. With a robust academic background that includes a BE in Electrical Engineering from Motilal Nehru National Institute of Technology in India, an MA in Advertising from Michigan State University, and a PhD in Advertising from the University of Texas at Austin, Dr. Gangadharbatla combines technical expertise with a deep understanding of media and communication.His research interests lie at the intersection of technology, business, and communication, leading to over 40 publications in esteemed journals such as the Journal of Advertising and the Journal of Business Ethics. He specializes in areas including digital advertising, programmatic advertising, and the impact of technology on consumer behavior. In the classroom, he teaches courses like "Introduction to Digital Advertising" and "Search and Display Advertising," focusing on equipping students with practical skills relevant to today's advertising landscape. Dr. Gangadharbatla's commitment to advancing knowledge in advertising and his leadership in academia continue to influence both students and professionals in the field.
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4.5 course rating
88 ratings
Frequently asked questions
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