Search and Display Advertising

О курсе

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.

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Chris J. Vargo

Associate Professor