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Search Advertising

About

Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads. Search ads can be a small business opportunity. While larger advertisers pay massive amounts to place their ads via search, we highlight smart ways small businesses can create their own tailored search campaigns on small budgets. This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts.

Modules

Readings and Comprehension Quizzes

    • 3 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • 2.1
  • 2.2
  • 2.3

3 Readings

  • History of Search Advertising
  • Process of Search Advertising and Some Key Terms
  • Advantages and Disadvantages of Search Advertising

Search Advertising

    • 5 Videos
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5 Videos

  • 3.1 - Is Google a Monopoly?
  • 3.2 - Purchase Intent
  • 3.3 - A Tiny Primer to SEO
  • 3.4 - Search Campaign Data
  • 3.5 - Search Ad Observations

Quiz

    • 1 Assignment
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1 Assignment

  • Search Advertising

Data

    • 1 Readings
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1 Readings

  • coursera_search_keywords.xlsx

Final Project

    • 2 Readings
    • 1 PeerReview
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1 Peer Review

  • Certification Verification

2 Readings

  • Online Study Guide
  • Online Certification

Readings and Comprehension Quizzes

    • 3 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • 3.1
  • 3.2
  • 3.3

3 Readings

  • Video Advertising Basics
  • Advantages and Disadvantages of Video Advertising
  • Banner Advertising and Rich Media

Display

    • 2 Videos
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2 Videos

  • 4.1 - Display Ad Considerations
  • 4.2 - Display Ad Objectives

Video

    • 2 Videos
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2 Videos

  • 4.3 - Video Ads
  • 4.4 - Video Ad Analytics

Quizzes

    • 1 Assignment
Show info about module content

1 Assignment

  • Display and Video

Data

    • 1 Readings
Show info about module content

1 Readings

  • video_campaign_data.xlsx

Auto Summary

Explore the essentials of Search Advertising in this foundational course offered by Coursera. Ideal for those interested in personal development, this course delves into the dynamics of consumer search behavior and the impact of paid search ads. Available through Starter and Professional subscriptions, it's perfect for small business owners and marketing enthusiasts looking to enhance their online presence.