Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

Syllabus

Readings: Search

This series of lectures provides an overview of search advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of search engines and the emergence of Google as the dominant player in the market. They also explain the process of search advertising, including bidding, audience targeting, and search engine optimization (SEO). The advantages and disadvantages of search advertising are explored, highlighting its relevance to consumers, effectiveness in generating leads, and potential challenges such as high competition and limited creative options. Finally, the lectures touch on the future of search advertising, with a focus on the increasing role of artificial intelligence and voice search.

Lecture Videos: Search Advertising

In this lecture series, we delve into Google's dominance in the search and advertising market, exploring the debate surrounding its monopoly status and the implications of the Department of Justice's investigation. We examine the value of search intent in advertising, the basics of Search Engine Optimization (SEO), and the importance of landing page experience. Furthermore, we discuss the concept of impression share, the ongoing tension between Google's push for automation in PPC advertising, and the potential for automating campaign optimization using Python.

Project: Search Advertising

In this project, students will complete a certification from Google in Search Advertising

Readings: Banner and Video Advertising

This series of readings provides an overview of video advertising, banner advertising, and rich media in the digital marketing landscape. The lectures discuss the differences between these formats, their advantages and disadvantages, and their impact on consumer behavior. They also explore the future of video and rich media advertising, highlighting the increasing role of programmatic advertising, artificial intelligence, and emerging formats such as live broadcasting and virtual reality. Additionally, the lectures touch on the challenges faced by these advertising formats, such as ad blockers and complex ad placements.

Lecture Videos: Display and Video Advertising

This lecture series covers the evolution and various aspects of display advertising, from banner ads to video ads, and their effectiveness in achieving advertising objectives. Students will learn about the importance of ad design, quality, and attribution models, as well as the significance of selecting appropriate key performance indicators (KPIs) for each campaign. The lectures also delve into the limitations and challenges of video advertising, including measurement issues and viewability scores. By analyzing real-world video campaign data, students will develop critical thinking skills in assessing the value of various metrics and their impact on advertising campaign performance.