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.
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Digital Advertising Strategy SpecializationUniversity of Colorado BoulderAbout this Course
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Beginner Level
Approx. 11 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
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
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 11 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Offered by
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.
Syllabus - What you will learn from this course
2 hours to complete
Case Study
Through an hour long case-study, Rob Drews of Placewise will walk through how a small business, City Center Shopping mall, successfully leveraged Facebook and Instagram to satisfy an array of business objectives.
2 hours to complete
5 videos (Total 21 min), 5 readings, 1 quiz
2 hours to complete
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
1 hour to complete
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
2 hours to complete
Twitter is a social media of niche interests and breaking news. Celebrities, journalists and industry experts alike all use platform. Twitter can be useful to target niche audiences. This module walks through campaign types and creative best practices for Twitter’s Ad platform. Basic campaign creation in the Twitter ads platform is also covered.
2 hours to complete
9 videos (Total 76 min), 4 readings, 1 quiz
Reviews
TOP REVIEWS FROM SOCIAL MEDIA ADVERTISING
by VASep 28, 2020
loved how informative and helpful this course was in giving an insider on social media advertising and the platforms out there that can be used and how to use them to your full advantage.
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 MAJun 25, 2020
It was an amazing learning experience. I would recommend this courses to everyone who has a passion for social media marketing and wants to understand that universe thoroughly.
by LRNov 3, 2020
This course is full of useful lessons that will equip learners who are needing this. Thanks for the opportunity. Thanks to Professor Chris J. Vargo's dedication and passion.
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.
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