University of Colorado Boulder
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
University of Colorado Boulder

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

Chris J. Vargo
Harsha Gangadharbatla

Instructors: Chris J. Vargo

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4.6

(464 reviews)

Beginner level

Recommended experience

1 month
at 10 hours a week
Flexible schedule
Learn at your own pace
Get in-depth knowledge of a subject
4.6

(464 reviews)

Beginner level

Recommended experience

1 month
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • 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.

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Taught in English

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  • Earn a career certificate from University of Colorado Boulder
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Specialization - 4 course series

Introduction to Digital Advertising

Course 17 hours4.5 (378 ratings)

What you'll learn

  • Identify key digital advertising types in digital advertising

  • Understand key terms and metrics in digital advertising

  • Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs. 

  • Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms

Search and Display Advertising

Course 28 hours4.5 (90 ratings)

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

Social Media Advertising

Course 36 hours4.6 (307 ratings)

What you'll learn

  • Identify social media advertising types that are likely to succeed

  • Understand the different types of social media ads

  • Implement effective social media targeting parameters to match desired audiences

  • Execute social media advertising campaigns

Programmatic Advertising

Course 411 hours4.5 (57 ratings)

What you'll learn

  • Execute native advertising campaigns in Taboola

  • How to target native ad campaigns to desired audiences

  • Use free tools to actively gather news coverage for native advertising

  • Develop content seeding strategies through incentive programs

Instructors

Chris J. Vargo
University of Colorado Boulder
7 Courses68,488 learners

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