In this lecture series, we delve into Google's dominance in the search and advertising market, exploring the debate surrounding its monopoly status and the implications of the Department of Justice's investigation. We examine the value of search intent in advertising, the basics of Search Engine Optimization (SEO), and the importance of landing page experience. Furthermore, we discuss the concept of impression share, the ongoing tension between Google's push for automation in PPC advertising, and the potential for automating campaign optimization using Python.

In this project, students will complete a certification from Google in Search Advertising

This series of readings provides an overview of video advertising, banner advertising, and rich media in the digital marketing landscape. The lectures discuss the differences between these formats, their advantages and disadvantages, and their impact on consumer behavior. They also explore the future of video and rich media advertising, highlighting the increasing role of programmatic advertising, artificial intelligence, and emerging formats such as live broadcasting and virtual reality. Additionally, the lectures touch on the challenges faced by these advertising formats, such as ad blockers and complex ad placements.

This lecture series covers the evolution and various aspects of display advertising, from banner ads to video ads, and their effectiveness in achieving advertising objectives. Students will learn about the importance of ad design, quality, and attribution models, as well as the significance of selecting appropriate key performance indicators (KPIs) for each campaign. The lectures also delve into the limitations and challenges of video advertising, including measurement issues and viewability scores. By analyzing real-world video campaign data, students will develop critical thinking skills in assessing the value of various metrics and their impact on advertising campaign performance.