Paid Advertising: Clicks to Conversions is an advanced, skills-based course that teaches learners how to create, manage, and analyze digital advertising campaigns that turn audience engagement into measurable business growth. The course provides a complete understanding of paid media across search, social, and display networks, showing how to connect creativity with strategy for maximum return on investment. Students learn how to plan and execute campaigns that reach the right audience at the right time through precise targeting, budgeting, and performance tracking.
Earn this credential. Anywhere, anytime.
Learning Outcomes:
➊ Plan and execute paid media campaigns using platforms such as Google Ads, Facebook Ads Manager, and Instagram Promotions.
➋ Conduct keyword research and apply bidding and budgeting strategies to improve ad performance and reach.
➌ Design impactful and visually appealing display advertisements that capture audience attention and encourage conversion.
➍ Evaluate data and performance metrics to optimize campaigns and maximize ROI.
➎ Integrate advanced remarketing and out-of-home (OOH) strategies into broader digital marketing efforts.
Requirements:
There are no specific entry requirements for this Micro Credential, however, this credential is ideal for:
Small business owners or entrepreneurs who want to promote their brand and grow their online presence.
Marketing and communications professionals seeking to upskill or stay current with emerging digital trends.
Freelancers and content creators aiming to strengthen their ability to manage social platforms effectively.
Career changers interested in entering the marketing field with practical, job-ready skills.
Course Content:
Learners begin by exploring the foundations of paid advertising and its role in a complete marketing strategy. The course introduces the mechanics of pay-per-click (PPC) and search engine marketing (SEM), explaining how targeted ads, keywords, and quality scores influence visibility and conversion rates. Students gain experience designing, managing, and optimizing campaigns on platforms like Google and Facebook, learning how to balance creative content with analytical precision to attract and retain customers.
The course continues with a deep dive into display advertising and creative design principles that enhance engagement. Learners study how to use visuals, color, typography, and layout effectively to communicate brand messages while maintaining consistency and authenticity across platforms. The course also explores out-of-home (OOH) and remarketing campaigns, teaching how to integrate online and offline strategies to strengthen brand recognition and re-engage users who have previously interacted with a brand.
Finally, learners apply analytical thinking to evaluate campaign performance using metrics such as impressions, click-through rates, conversions, and cost-per-acquisition. They interpret these results to refine future strategies and improve overall performance. By combining creativity, targeting, and data-driven decision-making, learners graduate from this course ready to plan and manage advanced paid advertising campaigns that deliver measurable success.
