Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising

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

• 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

• No deep prior experience is required, but basic computer and internet skills are helpful
• Ability to read course instructions in English and complete short practice activities