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

University of Colorado Boulder via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

4 weeks, 10 hours a week
Sessions

Self-Paced
Level

Beginner

Found in

Overview

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This four-course specialization develops practical skills for planning, evaluating, and improving digital advertising across search, display, video, social, native, and programmatic channels. Learners connect business objectives to audience and placement decisions, analyze campaign data, and build evidence-based recommendations for budgets, creative, brand safety, measurement, and optimization.

Syllabus

Course 1: Introduction to Digital Advertising
Course 2: Search and Display Advertising
Course 3: Social Media Advertising
Course 4: Programmatic Advertising

Courses

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Plan and evaluate social media advertising campaigns using durable strategy, audience, creative, regulation, and measurement principles. You will study the history and evolution of social advertising, compare advantages and tradeoffs, and connect business objectives to targeting, placements, formats, budgets, and performance evidence. Applied work covers major platform capabilities, influencer disclosure, audience development, retargeting, campaign setup, and the interpretation of campaign results. Named services such as X, Facebook, and Instagram are presented as dated examples because interfaces, policies, and product names change. The course emphasizes responsible decision-making, including privacy, transparency, disclosure, and the limits of platform data. By the end, you will be able to choose an appropriate social advertising approach, document assumptions and evidence, evaluate performance, and build a defensible campaign recommendation for a real or hypothetical organization.
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Learn how digital advertising connects business objectives, audiences, creative formats, media buying, and performance measurement across the marketing funnel. You will examine display, search, social, video, native, mobile, and programmatic advertising; distinguish the roles of agencies and advertising-technology partners; and use common campaign metrics and spreadsheet calculations to evaluate results. The course emphasizes practical decision-making: selecting formats and placements, interpreting evidence, weighing privacy and targeting tradeoffs, and identifying opportunities to improve creative, budgets, and measurement. Examples of platforms and industry organizations are presented as dated illustrations of broader capabilities, so the concepts remain useful as tools and policies change. By the end, you will be able to explain how digital campaigns work, connect objectives to key performance indicators, and make more defensible advertising recommendations.
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Understand and evaluate programmatic advertising across the full digital advertising supply chain. You will examine how advertisers, agencies, publishers, demand-side and supply-side platforms, exchanges, data, auctions, and measurement systems work together across display, native, connected television, and other inventory. The course develops practical skills in targeting, prospecting, contextual strategy, cookies, privacy, brand safety, seeding, placement selection, and campaign evaluation. Named companies, platforms, and logos are presented as dated examples of broader capabilities and do not imply affiliation or endorsement. Applied assessments ask you to document objectives, audiences, evidence, assumptions, and tradeoffs, then turn them into defensible recommendations. By the end, you will be able to explain the programmatic supply chain, compare targeting and placement approaches, interpret privacy and brand-safety constraints, and build a reasoned programmatic advertising plan.
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Plan, build, and evaluate search, display, and video advertising campaigns around clear business objectives. You will examine how search intent, keywords, bidding, targeting, creative formats, placements, and campaign metrics work together, then use spreadsheet data and structured audits to diagnose performance and recommend improvements. The course covers the history and process of search advertising, keyword research, display and video formats, tradeoffs across channels, and evidence-based optimization. Platform tools and policies are treated as evolving examples, while the underlying planning and measurement skills remain durable. Official Google Skillshop study materials and certification are available as optional enrichment; course completion does not require or guarantee an external certification. By the end, you will be able to connect audience intent to campaign structure, assess strengths and limitations of formats, interpret campaign evidence, and explain defensible budget, targeting, creative, and measurement decisions.