Native AdvertisingGoogle Ads Search AdvertisingFacebook AdvertisingSearch AdvertisingTwitter Advertising
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Digital Advertising Strategy 专项课程科罗拉多大学波德分校您将学到的内容有
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.
您将获得的技能
关于此 专项课程
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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.
可分享的证书
完成后获得证书
100% 在线课程
立即开始，按照自己的计划学习。
灵活的计划
设置并保持灵活的截止日期。
初级
1) Students should have strong web skills. Do you work at your computer often and enjoy everything but the carpal tunnel? While the platforms and tools we leverage for this specialization don’t require computer programming or a technical degree, strong computing skills always translate into success. If you’re “good with computers,” you’re technical enough for this course.
2) Students should be curious when it comes to digital ads. Do you notice the advertisements you see online? Do you have opinions on whether an ad was good or bad, or relevant to you or not? Are you interested in thinking critically about how these ads might be used for business objectives? If so, you’ve got the right disposition that will allow you to learn a lot about the digital advertising ecosystem, and you’re a great fit for the subject matter here in this course.
完成时间大约为5 个月
建议 2 小时/周
英语（English）
字幕：英语（English）
可分享的证书
完成后获得证书
100% 在线课程
立即开始，按照自己的计划学习。
灵活的计划
设置并保持灵活的截止日期。
初级
1) Students should have strong web skills. Do you work at your computer often and enjoy everything but the carpal tunnel? While the platforms and tools we leverage for this specialization don’t require computer programming or a technical degree, strong computing skills always translate into success. If you’re “good with computers,” you’re technical enough for this course.
2) Students should be curious when it comes to digital ads. Do you notice the advertisements you see online? Do you have opinions on whether an ad was good or bad, or relevant to you or not? Are you interested in thinking critically about how these ads might be used for business objectives? If so, you’ve got the right disposition that will allow you to learn a lot about the digital advertising ecosystem, and you’re a great fit for the subject matter here in this course.
完成时间大约为5 个月
建议 2 小时/周
英语（English）
字幕：英语（English）
此专项课程包含 4 门课程
Introduction to the Digital Advertising Landscape
144 个评分
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.
Search Advertising
39 个评分
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.
Social Media Advertising
127 个评分
Social media platforms are driven by digital advertising. As a result, social media advertising is affordable and can be purchased at almost any budget. Targeting options in social media advertising are also sophisticated. It is possible to tailor ads around a user’s behaviors (e.g., likes, posts and clicks). This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.
Native Advertising
19 个评分
Native advertising is a niche form of advertising that leverages the design and format of news and entertainment content. Native advertising is less about selling products and more about producing useful content for consumers who are in the ‘consideration’ phase of the advertising purchase funnel. Often in the form of news-like stories, native advertising has been shown to persuade consumers. Native advertising is affordable, and doesn’t require graphic design to get started. For these reasons, it’s a compelling advertising technique for small businesses. This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no-creative native campaign are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.
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科罗拉多大学波德分校
CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
常见问题
完成专项课程后我会获得大学学分吗？
此专项课程不提供大学学分，但部分大学可能会选择接受专项课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
Can I just enroll in a single course?
如果订阅，您可以获得 7 天免费试听，在此期间，您可以取消课程，无需支付任何罚金。在此之后，我们不会退款，但您可以随时取消订阅。请阅读我们完整的退款政策。
我可以只注册一门课程吗？
可以！点击您感兴趣的课程卡开始注册即可。注册并完成课程后，您可以获得可共享的证书，或者您也可以旁听该课程免费查看课程资料。如果您订阅的课程是某专项课程的一部分，系统会自动为您订阅完整的专项课程。访问您的学生面板，跟踪您的进度。
Can I take the course for free?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
我可以免费学习课程吗？
完成注册课程后，您可以学习专项课程中的所有课程，并且完成作业后可以获得证书。如果您只想阅读和查看课程内容，可以免费旁听该课程。如果您无法承担课程费用，可以申请助学金。
此课程是 100% 在线学习吗？是否需要现场参加课程？
此课程完全在线学习，无需到教室现场上课。您可以通过网络或移动设备随时随地访问课程视频、阅读材料和作业。
完成专项课程需要多长时间？
Prospective learners in this specialization should have strong web skills and be curious when it comes to digital ads.
Do I need to take the courses in a specific order?
No. It's recommended that prospective learners complete the first course, "Introduction to the Digital Advertising Landscape", first. The next three courses are deeper dives in three particular types of digital advertising: search, social, and native. Learners can take these courses in order or pick and choose depending on interest.
Will I earn university credit for completing the Specialization?
No.
完成专项课程后我会获得大学学分吗？
Upon completing this specialization, you will have a familiarity with the different types of digital advertising that can be used by small businesses to target potential customers and generate more revenue. You will be able to generate and launch ad campaigns on small budgets with limited-to-no design skills.
还有其他问题吗？请访问 学生帮助中心。
