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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Shareable Certificate
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Course 3 of 4 in the
Flexible deadlines
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Beginner Level
Approx. 10 hours to complete
English
Subtitles: English
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. 10 hours to complete
English
Subtitles: English
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
5 videos
Objective 1 - Increase Sales6m
Objective 2 - Increase Value2m
Objective 3 - Increase Traffic2m
Objective 4 - Grow and Engage4m
5 readings
Wired Magazine - Online Ad Targeting Does Work as Long as it's Not Creepy15m
PPC Hero - Pros and Cons of Top Social Media Advertising Platforms15m
The Next Web - The complete beginner’s guide to social media benchmarks15m
IMPORTANT: A Note about Course Assessments10m
Optional Assignment #1: Conceptual Strategy Practice10m
1 practice exercise
Case Study Quiz15m
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
9 videos
Targeting Parameters14m
Facebook Pixel10m
Payment Models and Ad Elements8m
Budgeting and Trends5m
Introduction to Facebook Ads Manager46s
Choosing an Objective1m
Ad Set Creation7m
Ad Creation4m
5 readings
What is a Facebook pixel?15m
Facebook advertising cost15m
How to use Facebook offer ads to drive sales15m
What is a Facebook split test?15m
Optional Assignment #2: Targeting Parameters10m
1 practice exercise
Facebook
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
7 videos
Who Advertises on Instagram2m
Instagram Ad Features3m
Instagram Ad Objectives1m
Example Instagram Campaigns1m
Instagram Benchmarks and Limitations5m
Instagram Ad Setup1m
4 readings
Get Started With Instagram Ads10m
Instagram Shopping Ads10m
Everything You Need to Know About Instagram Ad Features10m
Optional Assignment #3: Instagram Case Study10m
1 practice exercise
Instagram
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
9 videos
Interests8m
Ad Types8m
Campaign Types8m
Creative Best Practices12m
Targeting Failures and Limitations8m
Unpacking Click Results9m
Creating a Twitter Campaign9m
Ads Manager, Tweet Analytics and Customer Insights56s
4 readings
Get Started with Twitter Ads10m
Twitter Ad Options10m
Available Targeting Options on Twitter10m
Optional Assignment #4: Twitter Case Study10m
1 practice exercise
Twitter15m
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?
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.
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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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