This course is part of the Digital Advertising Strategy Specialization

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stars
290 ratings

Chris J. Vargo

30,692 already enrolled

Offered By

Digital Advertising Strategy SpecializationUniversity of Colorado Boulder

About this Course

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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.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

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Course 3 of 4 in the

Digital Advertising Strategy Specialization

Beginner Level

Approx. 10 hours to complete

English

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What you will 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

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 4 in the

Digital Advertising Strategy Specialization

Beginner Level

Approx. 10 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.79/5 (73 Ratings)

Chris J. Vargo

Associate Professor

College of Media, Communication and Information

55,363 Learners

7 Courses

Offered by

University of Colorado Boulder

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Syllabus - What you will learn from this course

Content Rating94%(1,796 ratings)

Week1

Week 1

2 hours to complete

Case Study

2 hours to complete

5 videos (Total 21 min), 5 readings, 1 quiz

5 videos

City Shopping Center, Objectives5mObjective 1 - Increase Sales6mObjective 2 - Increase Value2mObjective 3 - Increase Traffic2mObjective 4 - Grow and Engage4m

5 readings

Wired Magazine - Online Ad Targeting Does Work as Long as it's Not Creepy15mPPC Hero - Pros and Cons of Top Social Media Advertising Platforms15mThe Next Web - The complete beginner’s guide to social media benchmarks15mIMPORTANT: A Note about Course Assessments10mOptional Assignment #1: Conceptual Strategy Practice10m

1 practice exercise

Case Study Quiz15m

Week2

Week 2

2 hours to complete

Facebook

Facebook is the largest and farthest reaching social media platform. Facebook offers robust location and interest based social media targeting. Facebook collects a lot of data about consumers, for the primary aim of serving more relevant advertising. A wide variety of ad types on Facebook exist, each suited to specific objectives. Basic campaign and ad creation in the Twitter ads platform is covered. This module also touches on budgeting, limitations and current trends in Facebook advertising.

2 hours to complete

9 videos (Total 62 min), 5 readings, 1 quiz

9 videos

What is Facebook?9mTargeting Parameters14mFacebook Pixel10mPayment Models and Ad Elements8mBudgeting and Trends5mIntroduction to Facebook Ads Manager46sChoosing an Objective1mAd Set Creation7mAd Creation4m

5 readings

What is a Facebook pixel?15mFacebook advertising cost15mHow to use Facebook offer ads to drive sales15mWhat is a Facebook split test?15mOptional Assignment #2: Targeting Parameters10m

1 practice exercise

Facebook

Week3

Week 3

1 hour to complete

Instagram

Instagram advertising provides the option to capture audiences and engage them with compelling photos and short videos. Instagram is home to many influencers, and as a result consumers of Instagram use it to digest high quality content based on interests. In recent years, many startups and small businesses have had luck directly selling products on Instagram. This module goes from campaign advice to pro-tips and shows how basic Instagram campaigns are set up in the Facebook Ads manager.

1 hour to complete

7 videos (Total 27 min), 4 readings, 1 quiz

Week4

Week 4

2 hours to complete

Twitter

2 hours to complete

9 videos (Total 76 min), 4 readings, 1 quiz

9 videos

What is Twitter?9mInterests8mAd Types8mCampaign Types8mCreative Best Practices12mTargeting Failures and Limitations8mUnpacking Click Results9mCreating a Twitter Campaign9mAds Manager, Tweet Analytics and Customer Insights56s

4 readings

Get Started with Twitter Ads10mTwitter Ad Options10mAvailable Targeting Options on Twitter10mOptional Assignment #4: Twitter Case Study10m

1 practice exercise

Twitter15m

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TOP REVIEWS FROM SOCIAL MEDIA ADVERTISING

by MHNov 18, 2020

Excellent Course! So, knowledgably, strategically sound, practical, and efficiently applicable. Thank you Professor for everything, thanks to Coursera and University of Colorado Boulder.

by LMSep 10, 2020

It is my favourite course so far! Just amazing content with tutorials, examples, extra readings. Just perfect! This course was literally what I needed. Thank you for creating such an amazing program!

by YYOct 4, 2020

that was an amazing and helpful course it helped me a lot to understand the right advertising techniques that can boost my targeted audience

by CMAug 10, 2020

Great content. Lectures provide a good overview of Social Media Advertising with clear examples that illustrate the concepts.

View all reviews

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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