Transform your digital marketing capabilities from basic campaign execution to sophisticated multi-channel optimization with this comprehensive specialization in campaign management and performance measurement. This program equips marketing professionals with the complete toolkit to plan, launch, optimize, and measure digital advertising campaigns across Google Ads, Meta, and other channels while demonstrating measurable ROI through advanced analytics and KPI management.
You'll progress from foundational keyword research and campaign setup through advanced optimization techniques including Quality Score improvement, negative keyword implementation, and brand lift measurement. You'll learn to orchestrate multi-channel campaigns, implement systematic UTM tracking, conduct data-driven budget allocation, and create performance dashboards that connect marketing activities to business outcomes. The specialization emphasizes practical application through hands-on projects using industry-standard tools like Google Ads, SEMRush, and project management platforms.
By completing this specialization, you'll develop expertise in CPC optimization, campaign workflow management, KPI frameworks, and cross-channel attribution. Whether advancing your marketing career or leading optimization initiatives, this program provides strategic frameworks and tactical skills to maximize advertising performance, reduce wasted spend, and deliver measurable impact through data-driven decision-making.
Applied Learning Project
Learners will complete hands-on projects that simulate real-world campaign management scenarios, including building multi-channel advertising campaigns with coordinated messaging and UTM tracking, conducting keyword research and Quality Score optimization in Google Ads, implementing negative keyword strategies to reduce wasted spend, designing brand lift surveys to measure campaign effectiveness, creating visual project management workflows for campaign execution, developing comprehensive KPI frameworks with performance dashboards, and analyzing cross-channel attribution to optimize budget allocation. Each project emphasizes practical application using industry tools like Google Ads, SEMRush, spreadsheet software, and project management platforms to solve authentic marketing challenges.
