Performance Marketing and MultiChannel Campaign Optimization

This course is part of Market Research Analyst Professional Certificate Professional Certificate

Instructor: Professionals from the Industry

Access provided by Campus BBVA

9 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

9 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Launch multi-channel ad campaigns with proper tracking, budget allocation, and performance measurement across Google Ads and Meta.
Optimize Google Ads campaigns using Quality Score analysis, keyword research, and negative keyword implementation for improved ROI.
Analyze campaign performance data to calculate CPA, ROAS, and cost savings while presenting actionable budget reallocation recommendations.
Measure advertising effectiveness using brand lift surveys and control group analysis to quantify campaign impact on brand awareness.

Skills you'll gain

Tools you'll learn

Google Ads

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

21 assignments¹

AI Graded see disclaimer

Taught in English

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Build your Marketing expertise

This course is part of the Market Research Analyst Professional Certificate Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Coursera

There are 9 modules in this course

You'll learn to launch, optimize, and measure multi-channel digital advertising campaigns that drive measurable results. This hands-on course combines strategic campaign management with performance analytics to help you become proficient in managing advertising budgets across Google Ads, Meta, and other platforms. You'll gain practical experience creating ad groups, implementing tracking systems, conducting keyword research, and analyzing Quality Scores to improve campaign performance.

What makes this course unique is its focus on real-world execution - from setting up UTM parameters to calculating ROAS and presenting budget reallocation recommendations to stakeholders. You'll also learn advanced measurement techniques like brand lift surveys to quantify advertising impact beyond direct response metrics. By integrating campaign management, performance analysis, and strategic optimization, you'll develop the complete skill set needed for digital marketing roles focused on paid media and performance advertising.

You will learn the foundational elements of multi-channel campaign management by understanding strategic principles, implementing proper tracking systems, and executing coordinated campaigns across Meta and Google Ads platforms.

What's included

3 videos2 assignments

3 videos Total 16 minutes

Why Multi-Channel Campaign Management Matters in Digital Marketing 3 minutes
UTM Tracking and Campaign Structure Fundamentals 5 minutes
Setting Up Coordinated Campaigns Across Meta and Google Ads 7 minutes

2 assignments Total 18 minutes

Execute Your First Multi-Channel Campaign Setup 15 minutes
Campaign Management and Tracking Knowledge Check 3 minutes

You will learn performance analysis techniques by understanding key metrics, systematically evaluating multi-channel campaign data, and developing data-driven budget reallocation recommendations that maximize advertising ROI.

What's included

3 videos3 assignments

3 videos Total 16 minutes

The Strategic Impact of Data-Driven Budget Optimization 4 minutes
Understanding CPA, ROAS, and Performance Metrics 5 minutes
Analyzing Campaign Data for Optimization Insights 7 minutes

3 assignments Total 39 minutes

Multi-Channel Campaign Optimization Analysis 15 minutes
Develop Performance Analysis and Budget Reallocation Strategy 20 minutes
Performance Analysis Knowledge Check 4 minutes

You will learn the systematic setup of Google Ads campaigns by creating tightly themed ad groups, implementing multiple ad formats, and configuring strategic bidding approaches for optimal campaign performance.

What's included

3 videos1 reading2 assignments

3 videos Total 20 minutes

Ad Group Architecture Determines Campaign Success 5 minutes
Setting Up Ad Groups in Google Ads Editor 9 minutes
Configuring Bid Strategies and Ad Extensions 6 minutes

1 reading Total 10 minutes

Google Ads Campaign Architecture Fundamentals 10 minutes

2 assignments Total 18 minutes

Build Complete Ad Group with Multiple Formats 15 minutes
Ad Group Setup and Strategy Knowledge Check 3 minutes

You will learn the systematic analysis of Quality Score components and implement data-driven optimization strategies to improve keyword relevance, ad copy effectiveness, and landing page experience for enhanced campaign performance and reduced advertising costs.

What's included

3 videos1 reading3 assignments

3 videos Total 23 minutes

Quality Score Optimization Transforms Campaign ROI 6 minutes
Analyzing Quality Score Reports and Data 10 minutes
Optimizing Keywords and Match Types for Quality Scores 7 minutes

1 reading Total 10 minutes

Quality Score Components and Analysis Framework 10 minutes

3 assignments Total 28 minutes

Quality Score Optimization Mastery Assessment 10 minutes
Conduct Quality Score Analysis and Optimization Planning 15 minutes
Quality Score Analysis and Optimization Knowledge Check 3 minutes

You will learn the strategic process of identifying irrelevant search terms through systematic keyword research and transform this analysis into comprehensive negative keyword lists that prevent budget waste in paid search campaigns.

What's included

3 videos1 reading2 assignments

3 videos Total 31 minutes

Negative Keyword Fundamentals: Your Shield Against Budget Waste 13 minutes
SEMRush Data Analysis Techniques for Negative Keyword Research 12 minutes
Building Negative Keyword Lists in SEMRush: Step-by-Step 6 minutes

1 reading Total 5 minutes

Keyword Research Methodology for Negative Keyword Discovery 5 minutes

2 assignments Total 11 minutes

Create Your Comprehensive Negative Keyword Strategy 8 minutes
Negative Keyword Implementation Knowledge Check 3 minutes

You will learn systematic measurement techniques to quantify the financial impact of campaign optimizations using before-and-after analysis of key performance indicators and cost metrics that demonstrate ROI improvements to stakeholders.

What's included

4 videos1 reading3 assignments

4 videos Total 48 minutes

ROI Measurement Makes or Breaks Your Marketing Career 5 minutes
Performance Metrics Framework: Building Your Optimization Measurement System 15 minutes
Before/After Analysis Techniques for Optimization Impact Assessment 16 minutes
ROI Calculation Methods: Quantifying Campaign Optimization Financial 11 minutes

1 reading Total 6 minutes

Cost Analysis Methodologies for Campaign Optimization ROI 6 minutes

3 assignments Total 30 minutes

Summative Campaign Optimization Effectiveness Assessment 10 minutes
Campaign Optimization ROI Report: Comprehensive Financial Impact Analysis 15 minutes
Campaign Optimization Measurement Mastery Check 5 minutes

You will learn how to set up and configure brand-lift surveys within advertising platforms to measure campaign effectiveness among new audiences.

What's included

2 videos1 reading2 assignments

2 videos Total 11 minutes

Why Brand-Lift Surveys Transform Campaign Measurement 3 minutes
Brand-Lift Survey Fundamentals and Platform Integration 8 minutes

1 reading Total 8 minutes

Brand-Lift Survey Setup for New Audience Effectiveness 8 minutes

2 assignments Total 18 minutes

Configure Your First Brand-Lift Measurement Study 15 minutes
Brand-Lift Survey Configuration Knowledge Check 3 minutes

You will learn the analysis and interpretation of brand-lift measurement results to quantify campaign effectiveness and generate strategic insights for executive reporting and campaign optimization.

What's included

3 videos3 assignments

3 videos Total 19 minutes

From Data to Strategic Insights: Transforming Brand-Lift Results into Executive Action 5 minutes
Understanding Brand Lift Metrics and Statistical Significance 8 minutes
Brand-Lift Results Analysis and Control Group Comparison 6 minutes

3 assignments Total 33 minutes

Brand-Lift Campaign Effectiveness Analysis 13 minutes
Generate Strategic Insights from Brand-Lift Campaign Results 15 minutes
Brand-Lift Analysis and Interpretation Knowledge Check 5 minutes

You will create a comprehensive multi-channel digital advertising campaign by integrating campaign management, performance optimization, keyword research, and brand measurement skills to launch, monitor, and evaluate advertising effectiveness across Google Ads and Meta platforms.