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

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.

The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities.

Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads.

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.