Harvard University
Exercising Leadership: Foundational Principles
4.71,590 ratingsMobilize people to tackle tough problems and build the capacity to thrive through the dangers of change
Overview
Learn how to implement and optimize Google Ads campaigns with precision. This course covers bidding strategies, campaign settings, audience segmentation, and conversion tracking to help you reach the right users and drive meaningful results. You’ll select bid strategies aligned to goals, refine targeting with audience data, and implement conversion tracking and attribution models to measure performance and maximize return on investment.
What you'll learn
- Choose manual, automated, or smart bidding by objective
- Optimize bids for awareness, conversions, or return on investment
- Configure networks, locations, and language campaign settings
- Target users with affinity, in-market, and custom segments
- Implement Google conversion tracking tags accurately
- Compare last-click and data-driven attribution models
Skills you'll practise
Advantages and disadvantages
Advantages
- University courses you can audit for free, with lectures, readings and practice quizzes.
- A verified certificate from the university if you pay for it.
- Covers niche tools that universities don't teach.
- Self-paced: start any time.
Disadvantages
- Graded assignments and the certificate need the paid track.
- Audit access can expire a few weeks after the course ends.
- Many courses are produced quickly from slides and screen recordings; read the reviews first.
- Learning is free, but the certificate costs money.
- Some parts (graded work, certificate) are paid.
Some points apply to every course of this kind; see how we rank.
Free to audit
- Free: Choose "Audit this course" when you enrol: lectures, readings and practice are free.
- Paid: Graded assignments and the verified certificate (Certificate $79.99). Audit access may end after the course closes.
Before you start
We recommend completing the previous courses, "Get Started with Google Ads" and "Build Text Ads," before this one.
Taught by
- Anke AudenaertCEO & Co-Founder Aptly, Adj. Professor, UCLA Anderson School of Management
- Daniel KobMarketing Leader & Enterpreneur
Aptly is in Tier 5: mass-produced or unclear of our institution ranking (36/100).
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