About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 14 hours to complete

Suggested: 6 hours/week...

English

Subtitles: English

What you will learn

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    Understand why search can be a powerful part of any marketing campaign

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    Plan a search campaign, including: setting economic goals, defining targeting parameters, and aligning a campaign with business goals

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    Build a search campaign from start to ongoing optimization

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    Leverage Google’s tools including optimization score, campaign planner, and automated bidding

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 14 hours to complete

Suggested: 6 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Search Basics

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
1 hour to complete

Google's Take on Auction Ads

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
4 hours to complete

Google's Take on Bidding, Audiences, and Tools

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
1 hour to complete

Google Ads Campaigns

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

Instructors

Avatar

Chris J. Vargo

Assistant Professor
College of Media, Communication and Information
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Harsha Gangadharbatla

Associate Professor
Advertising, Public Relations and Media Design

About University of Colorado Boulder

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....

About the Digital Advertising Strategy Specialization

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....
Digital Advertising Strategy

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.