About this Course
3,453 recent views

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

What you will learn

  • Check

    Identify social media advertising types that are likely to succeed

  • Check

    Understand the different types of social media ads

  • Check

    Implement effective social media targeting parameters to match desired audiences

  • Check

    Execute social media advertising campaigns

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

Case Study

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
Week
2
2 hours to complete

Facebook

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
Week
3
1 hour to complete

Instagram

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
Week
4
2 hours to complete

Twitter

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

Instructor

Avatar

Chris J. Vargo

Assistant Professor
College of Media, Communication and Information

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.