Social media platforms are driven by digital advertising. As a result, social media advertising is affordable and can be purchased at almost any budget. Targeting options in social media advertising are also sophisticated. It is possible to tailor ads around a user’s behaviors (e.g., likes, posts and clicks). This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.
Social Media Advertising
Social Media Advertising
This course is part of Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
Instructor: Chris J. Vargo
35,007 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.6
(307 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 6 hours
Learn at your own pace
94%
Most learners liked this course
What you'll learn
Identify social media advertising types that are likely to succeed
Understand the different types of social media ads
Implement effective social media targeting parameters to match desired audiences
Execute social media advertising campaigns
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
6 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 4 modules in this course
This series of lectures provides an overview of social media advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of social media platforms and their impact on the communication model. They also explain the advantages and disadvantages of social media advertising, highlighting its interactive nature, trackable metrics, and potential challenges such as negative content moderation and social media burnout. The lectures touch on the future of social media, with a focus on the increasing role of augmented reality, virtual reality, and influencer marketing. Finally, practical tips for small businesses looking to get started on social media advertising are provided.
What's included
5 readings3 assignments
In this comprehensive lecture series, students will explore the intricacies of advertising on social media platforms, particularly Twitter and Facebook. The lectures will cover the differences between social media and search engine advertising, ad types, targeting options, and challenges associated with inferenced data and user anonymity. We will also discuss the limitations of Twitter and Facebook advertising, such as ad relevance, targeting challenges, and spam prevalence. Furthermore, students will learn about the effectiveness of ads on both platforms, analyzing campaign data, and utilizing the Twitter Ads API and Facebook Pixel for demographic prospecting. By the end of this lecture series, students will have a comprehensive understanding of social media advertising and how to optimize their campaigns on both Twitter and Facebook.
What's included
6 videos2 assignments
In this lecture series, we will explore the power and effectiveness of Instagram as an advertising platform, examining its unique features, targeting capabilities, and performance metrics. We will discuss the role of influencers in marketing and the evolving landscape of influencer marketing, as well as the importance of aesthetics and authenticity in Instagram content. Additionally, we will compare Instagram to other social media platforms like Facebook and Twitter, and delve into strategies to overcome the lack of purchase intent on social media. Lastly, we will touch upon the regulations surrounding sponsored content and the immersive nature of Instagram as a medium.
What's included
4 videos1 assignment
This project offers three assignment options for students to apply their knowledge of social media advertising on platforms such as Facebook, Instagram, and Twitter. Students will either create a report identifying an audience persona and relevant targeting parameters for a Facebook ad campaign, assess the potential success of an Instagram advertising campaign for two small businesses, or develop a Twitter ad strategy for a gourmet deli. Through these assignments, students will demonstrate their understanding of targeting parameters, creative options, and key metrics for evaluating the success of social media advertising campaigns.
What's included
4 readings1 peer review
Instructor
Instructor ratings
4.8 (77 ratings)Offered by
Recommended if you're interested in Marketing
Coursera Instructor Network
Coursera Project Network
The University of Sydney
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Learner reviews
Showing 3 of 307
4.6
307 reviews
- 5 stars
75.24%
- 4 stars
16.93%
- 3 stars
4.23%
- 2 stars
2.28%
- 1 star
1.30%
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.