Hi, welcome to Digital Advertising for Small Businesses. We've created this Coursera to help small businesses better understand the digital advertising landscape. And to better prepare themselves to launch their own campaigns and to drive business results using digital advertising. We're really a team of two people with a lot of really great guest lecturers that you'll see along the way. Harsha and I really have designed this course to help improve the quality of digital advertising education. If you're a small business and you want to learn more about digital advertising, this course can help you learn how to launch practical digital advertising campaigns that can drive results. This course is really for small businesses at its core, and what we mean by that is we go through lots of examples of how small businesses actually leverage digital advertising campaigns to drive results. Beyond that, we're going to show you how big businesses use digital advertising. And we will give you a better understand of what digital advertising can do to help your business do business better. This course is also for advertising students. Let's say maybe you don't know as much about digital as you'd like to before you hit the job market. Or you're in the job market now and you want to add some skills that will really help you stand out. This course is also for digital advertising agencies. If you want to offer more digital services and need to learn a little bit more, this course can help you really think about the digital advertising landscape and launch practical campaigns. This Coursera specialization is made up of four courses. We start with an intro course, and then we dive into three practical digital advertising mediums that you can use. If you've already spent some time with digital advertising and know the landscape at a basic level, you should be able to move quickly through the first course and spend the majority of your time in the deep dive courses. We're proud of the fact that we packed a ton into every course, but we want you to show some autonomy, and we expect you to focus on the courses that you feel will add the most value to your resume. Our first course will really help you understand the digital advertising landscape. Everything from key metrics in terms that you would use in digital advertising to the history of it, to some current trends and some things that you might expect to see in the future in digital advertising. This course is really designed to help you get a broader understanding of the landscape in general. We'll also touch on programmatic advertising and some of the key terms and concepts inside of that complicated space. At the end of the day this course really should help you with the basics and understanding some of the fundamental ways in which digital advertising works and why it's been adopted by so many businesses across the country. Our first deep dive course is in search. This course helps you understand why search can be a powerful part of any marketing campaign. We'll show you how to setup your own first search campaign. How to set that ecenomic goals. How to define targeting parameters. And align a campaign that really matches with a business goal that is consistent with a small business. This course is primarily driven through Google Ad Search, and you'll actually get a certification out of it that says you know how to use that platform as a result of taking our Coursera course. The social media advertising course is really geared around Instagram, Facebook, and Twitter. These are three of the most popular social media platforms. And we're actually going to show you, again, how to launch campaigns and how to actually drive business results using ads on these platforms. For this course we'll go through hands-on walkthroughs, and we'll actually give you some real practical ways to think about and evaluate social media campaigns. We'll show you how to actually do social media ad campaigns. The different types of social media ads that you can use and their pros and cons. We'll show you how to implement targeting parameters on social. And evaluate your social media campaigns so that you can make sure that you're getting a good bang for your buck. Our final course on native advertising will show you the strategy behind executing native campaigns. We'll show you actually how to pull off those campaigns in Taboola. You'll learn how to collect news and leverage it and amplify it, seeding. And we'll actually touch a little bit on generating your own native content. At the end of the day this Coursera specialization gives you a broad understanding of digital advertising. We'll dive into three popular cutting edge ways in which you can do digital advertising for your small business, for your company, or for your agency. We look forward to having you as a part of the program.
