About this Course

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Flexible deadlines
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Beginner Level
Approx. 10 hours to complete
English

What you will 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

Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 10 hours to complete
English

Offered by

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University of Colorado Boulder

Syllabus - What you will learn from this course

Week
1

Week 1

2 hours to complete

Search Basics

2 hours to complete
3 videos (Total 45 min), 4 readings, 1 quiz
3 videos
Key Terms11m
How Search Works, the Bidding Process17m
4 readings
What Exactly is the Difference Between SEO and SEM10m
Google Adwords: Pros and Cons10m
7 Quick Tips: Adwords on a Small Budget10m
PPC Keyword Match Types10m
1 practice exercise
Module 1 Quiz15m
Week
2

Week 2

1 hour to complete

Google's Take on Auction Ads

1 hour to complete
2 videos (Total 18 min), 4 readings
2 videos
Pre-campaign Budgeting6m
4 readings
Everything You Should Know for Your First Google Ads Campaign15m
Adwords and Ad Extensions15m
Sitelink Best Practices15m
Ad Copy: How To15m
Week
3

Week 3

4 hours to complete

Google's Take on Bidding, Audiences, and Tools

4 hours to complete
5 videos (Total 39 min), 5 readings, 1 quiz
5 videos
Budgeting, Timing, and Rotation6m
Ad Extensions, Callouts, and Call Extensions5m
Ad Groups3m
Writing and Launching an Ad8m
5 readings
Google Recommendations: Are They Helping or Hurting?20m
Google Ads: Automated Bidding20m
Demographic Targeting for Search Campaigns20m
Online Study Guide1h 30m
Online Certification1h
Week
4

Week 4

1 hour to complete

Google Ads Campaigns

1 hour to complete
3 videos (Total 11 min), 3 readings
3 videos
Optimizing Ad Copy1m
Negative Keywords3m
3 readings
Guide to Setting Up Adwords Account10m
Adwords Account Structure Guide10m
Google Ads Campai10m

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About the Digital Advertising Strategy Specialization

Digital Advertising Strategy

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