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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/search-and-display-advertising
课程评论：没有评论
课程简介：搜索与展示广告 本课程围绕消费者搜索行为展开，强调了搜索广告在数字营销中的重要性，特别是对于小型企业的潜在机会。课程探讨了付费搜索广告的系统设计以及其与消费者相关性，这些广告能有效吸引消费者并帮助他们实现目标。与其他数字广告形式不同，消费者不会轻易忽视付费搜索广告。 课程大纲： 1. 阅读材料：搜索广告 - 概述搜索广告的发展历程及其在数字营销中的角色，分析搜索引擎的演变及谷歌的市场主导地位。讨论搜索广告的流程，包括出价、受众定位和搜索引擎优化（SEO），以及其利弊，探讨未来趋势如人工智能和语音搜索的影响。 2. 讲座视频：搜索广告 - 深入探讨谷歌在搜索与广告市场中的主导地位，以及其垄断地位的争议。讲解搜索意图在广告中的重要性、搜索引擎优化的基础知识和落地页体验的重要性，分析印象份额与谷歌在PPC广告中的自动化推力，讨论使用Python进行广告活动优化的潜力。 3. 项目：搜索广告 - 学生将完成由谷歌提供的搜索广告认证项目。 4. 阅读材料：横幅与视频广告 - 介绍视频广告、横幅广告及丰富媒体在数字营销中的角色，分析不同广告格式的优缺点及其对消费者行为的影响，探讨程序化广告、人工智能和新兴广告格式（如实时直播和虚拟现实）的未来发展及相关挑战。 5. 讲座视频：展示与视频广告 - 覆盖展示广告的演变与各个方面，包括横幅广告和视频广告，实现广告目标的重要性。学习广告设计、质量、归因模型以及为每个活动选择合适的关键绩效指标（KPI）的必要性，分析视频广告的局限性与挑战，通过真实的视频广告活动数据培养学生的批判性思维能力。 此课程为希望在搜索与展示广告领域提升技能的学员提供了全面的训练，引导学员深入理解这一快速发展的领域。
Name:Readings: Search
Description: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 advertising, including bidding, audience targeting, and search engine optimization (SEO). The advantages and disadvantages of search advertising are explored, highlighting its relevance to consumers, effectiveness in generating leads, and potential challenges such as high competition and limited creative options. Finally, the lectures touch on the future of search advertising, with a focus on the increasing role of artificial intelligence and voice search.
Name:Lecture Videos: Search Advertising
Description: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.
Name:Project: Search Advertising
Description:In this project, students will complete a certification from Google in Search Advertising
Name:Readings: Banner and Video Advertising
Description: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.
Name:Lecture Videos: Display and Video Advertising
Description: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.
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 a
