Ementorhub

Search and Display Advertising

This course is part of Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization

Instructors: Chris J. Vargo +1 more

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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

Contextual Advertising

Advertising

Digital Advertising

Search Engine Optimization

Search Engine Marketing

Advertising Campaigns

A/B Testing

Web Analytics and SEO

Automation

Keyword Research

Pay Per Click Advertising

Consumer Behaviour

Google Ads

Online Advertising

There are 5 modules in this course

Search ads can be a small business opportunity. While larger advertisers pay massive amounts to place their ads via search, we highlight smart ways small businesses can create their own tailored search campaigns on small budgets. This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts.

Lecture Videos: Search Advertising

Project: Search Advertising

Readings: Banner and Video Advertising

Lecture Videos: Display and Video Advertising

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