University of Colorado Boulder via Coursera

Search and Display Advertising

Name: Search and Display Advertising
Rating: 4.5 (99 reviews)

4.599 ratings at Coursera

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Overview

Plan, build, and evaluate search, display, and video advertising campaigns around clear business objectives. You will examine how search intent, keywords, bidding, targeting, creative formats, placements, and campaign metrics work together, then use spreadsheet data and structured audits to diagnose performance and recommend improvements. The course covers the history and process of search advertising, keyword research, display and video formats, tradeoffs across channels, and evidence-based optimization. Platform tools and policies are treated as evolving examples, while the underlying planning and measurement skills remain durable. Official Google Skillshop study materials and certification are available as optional enrichment; course completion does not require or guarantee an external certification. By the end, you will be able to connect audience intent to campaign structure, assess strengths and limitations of formats, interpret campaign evidence, and explain defensible budget, targeting, creative, and measurement decisions.

Syllabus 5

Readings: Search 50 minutes
This series of lectures provides an overview of search advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of search engines and the emergence of Google as the dominant player in the market. They also explain the process of search advertisin…
Lecture Videos: Search Advertising 2 hours
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 Op…
Project: Search Advertising 4 hours
In this project, students will complete a certification from Google in Search Advertising
Readings: Banner and Video Advertising 50 minutes
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 futu…
Lecture Videos: Display and Video Advertising 2.5 hours
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 sele…

Skills you'll practise

Advertising Marketing Digital Marketing Social Media Search Engine Optimization

Advantages and disadvantages

Advantages

Structured courses with graded quizzes, assignments and deadlines you can reset.
A shareable certificate from the university or company when you pay.
Financial aid is often approved for students in India (apply 15 days before you need it).
Self-paced: start any time.
A clear syllabus (5 parts) you can see before you start.
Hands-on: you build or practise, not just watch.

Disadvantages

Paid after a 7-day free trial (Coursera Plus or per course).
Some courses can be audited for free, but graded work and certificates need payment.

Some points apply to every course of this kind; see how we rank.

This course is paid. Here is how to take it for free

Free trials: You can start a 7-day free trial for many individual courses, Specializations, or a Coursera Plus subscription to test full course features. Cancel before the seventh day if you do not want to be charged.
Financial aid: If you cannot afford the fee for a certificate, you can apply for financial aid through the link on the course home page by filling out an application about your background and goals.