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Digital Advertising

Course

This course is about effectively engaging audiences with digital advertising across websites, mobile apps, streaming videos and other types of digital content through programmatic technology, campaign planning frameworks, and the Google Ads self-serve campaign management platform. Consumers are increasingly spending more of their time online through a variety of connected devices. Advertisers can now promote their products or services through targeted display, video and audio ads in a way that is non-disruptive - and increasingly integrated into the digital experience for these customers.

This course is about effectively engaging audiences with digital advertising across websites, mobile apps, streaming videos and other types of digital content through programmatic technology, campaign planning frameworks, and the Google Ads self-serve campaign management platform. Consumers are increasingly spending more of their time online through a variety of connected devices. Advertisers can now promote their products or services through targeted display, video and audio ads in a way that is non-disruptive - and increasingly integrated into the digital experience for these customers.

Beginner

4 weeks

Real-world Projects

Completion Certificate

Last Updated February 22, 2024

Skills you'll learn:
Google ads • Native advertising • Ad campaign management • Audience targeting
Prerequisites:
Marketing channels • Marketing objectives • Marketing metrics

Course Lessons

Lesson 1

Introduction to Digital Advertising

In this introductory overview on the course, you'll meet your instructor, and discuss more about what you'll learn, the project, and what tools you'll use.

Lesson 2

Audience Fundamentals

In this lesson on Audience Fundamentals, we will introduce you to key concepts and fundamentals for reaching audiences in digital advertising.

Lesson 3

Multichannel Formats

In this lesson on Multichannel Ad Formats, we will review the different types of ads that advertisers can create to engage audiences who are consuming digital content across a variety of devices.

Lesson 4

Programmatic Technology

In this lesson on programmatic ad technology, we will explore how the use of automated technology enables advertisers to buy and measure digital ads delivered across publishers.

Lesson 5

Campaign Planning

In this lesson on campaign planning, Walkthrough a framework for planning an effective campaign and introduce you to display and video advertising through the Google Display Network and Youtube.

Lesson 6

Campaign Management

In the final lesson on Campaign Management, we will show you how to efficiently create your campaigns and deliver successful outcomes for your advertising goal using Google Ads' self-service features.

Lesson 7 • Project

Plan a Multichannel Ad Campaign

Put your campaign planning and management skills to use in a real-world example of digital advertising on the Google Display network and Youtube.

Lesson 8

Jobs in Display Advertising

An overview of the kind of jobs you can find in Display Advertising.

Taught By The Best

Photo of John Triggs

John Triggs

Product Leader

John is a product leader who helps businesses connect with customers through digital marketing technology. He has led teams at Amazon, Capital One, comScore and has helped clients achieve marketing goals through digital automation, personalization and insights. He has a Duke MBA and a UVA Systems Engineering degree.

Photo of Anke Audenaert

Anke Audenaert

Instructor

Anke led the development of Digital Marketing programs at Udacity. She previously ran Market Research at Yahoo!, co-founded two companies, and is on the marketing faculty at UCLA Anderson.

The Udacity Difference

Combine technology training for employees with industry experts, mentors, and projects, for critical thinking that pushes innovation. Our proven upskilling system goes after success—relentlessly.

Demonstrate proficiency with practical projects

Projects are based on real-world scenarios and challenges, allowing you to apply the skills you learn to practical situations, while giving you real hands-on experience.

  • Gain proven experience

  • Retain knowledge longer

  • Apply new skills immediately

Top-tier services to ensure learner success

Reviewers provide timely and constructive feedback on your project submissions, highlighting areas of improvement and offering practical tips to enhance your work.

  • Get help from subject matter experts

  • Learn industry best practices

  • Gain valuable insights and improve your skills