Enroll Course: https://www.coursera.org/learn/search-and-display-advertising
In today’s digital landscape, understanding search and display advertising is crucial for anyone looking to enhance their marketing skills or boost their small business. The course “Search and Display Advertising” on Coursera offers a comprehensive overview of these essential elements of digital marketing.
### Course Overview
This course is designed to provide learners with insights into search and display advertising, a strategy that’s particularly valuable in a world where consumers heavily rely on search engines. It explores how businesses, big and small, can leverage paid search ads, which have proven to be effective at driving relevant traffic to their websites. Unlike many other digital ads, consumers do not easily tune out of paid search ads, making them a significant opportunity for businesses.
### Syllabus Breakdown
The course is divided into insightful modules:
1. **Readings: Search** – These lectures delve into the history of search advertising and its evolution, focusing on Google’s role as a dominant force. You’ll learn about the intricacies of bidding, audience targeting, and the importance of SEO. The discussion also touches on the future of search advertising, highlighting the impact of AI and voice search.
2. **Lecture Videos: Search Advertising** – Gain an understanding of Google’s monopoly and the debate around it. This section discusses search intent, landing page experience, and the concept of impression share, empowering students to understand how these elements contribute to successful campaigns.
3. **Project: Search Advertising** – Here, students engage with hands-on projects using the Google Ads Search Study Guide. By the end of this module, participants will complete the Google Ads Search Assessment, earning their certification and enhancing their employability.
4. **Readings: Banner and Video Advertising** – Dive into the world of video and banner advertising, understanding their advantages and challenges, as well as the future trends in programmatic and AI-driven advertising.
5. **Lecture Videos: Display and Video Advertising** – This module emphasizes the importance of ad design, quality, and selecting KPIs to measure campaign success, while addressing the challenges related to video advertising, such as measurement issues.
### Why You Should Enroll
If you’re a small business owner, marketer, or just curious about the world of digital advertising, this course is highly recommended. The insights gathered from real-world examples and hands-on projects ensure that learners leave the course with applicable skills. Understanding how to navigate search engine marketing can be a game-changer for your business, and this course sets you up for success.
In conclusion, “Search and Display Advertising” on Coursera is not just a theoretical study; it equips you with the tools and knowledge necessary to make a measurable impact in your digital marketing efforts. Whether you’re looking to optimize your ad campaigns or understand the wider implications of advertising in the digital era, this course provides a holistic view that is immensely valuable.
Enroll Course: https://www.coursera.org/learn/search-and-display-advertising