Search & Display Advertising

Catalog description

This course covers the enduring foundation of digital advertising --- Search Advertising and Display Advertising, which is a part of the bigger scope called programmatic advertising. Students will be exposed to 1) fundamental concepts in search and display advertising, 2) hands-on practices on creating both search and display advertising campaign, and 3) evaluation skills in optimizing search & display advertising campaigns. This course is mostly built upon Google's advertising products. However, the fundamental logics, once acquired, can be applied to all forms of paid ads in digital space.