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URL: https://www.coursera.org/learn/performance-marketing-and-multichannel-campaign-optimization

⇱ Performance Marketing and MultiChannel Campaign Optimization | Coursera

Performance Marketing and MultiChannel Campaign Optimization

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Performance Marketing and MultiChannel Campaign Optimization

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

9 hours to complete
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

9 hours to complete
Flexible schedule
Learn at your own pace

What you'll learn

  • Launch multi-channel ad campaigns with proper tracking, budget allocation, and performance measurement across Google Ads and Meta.

  • Optimize Google Ads campaigns using Quality Score analysis, keyword research, and negative keyword implementation for improved ROI.

  • Analyze campaign performance data to calculate CPA, ROAS, and cost savings while presenting actionable budget reallocation recommendations.

  • Measure advertising effectiveness using brand lift surveys and control group analysis to quantify campaign impact on brand awareness.

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Recently updated!

March 2026

Assessments

21 assignments¹

AI Graded see disclaimer
Taught in English

Build your Marketing expertise

This course is part of the Marketing Specialist Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
  • 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 from Coursera

There are 9 modules in this course

You'll learn to launch, optimize, and measure multi-channel digital advertising campaigns that drive measurable results. This hands-on course combines strategic campaign management with performance analytics to help you become proficient in managing advertising budgets across Google Ads, Meta, and other platforms. You'll gain practical experience creating ad groups, implementing tracking systems, conducting keyword research, and analyzing Quality Scores to improve campaign performance.

What makes this course unique is its focus on real-world execution - from setting up UTM parameters to calculating ROAS and presenting budget reallocation recommendations to stakeholders. You'll also learn advanced measurement techniques like brand lift surveys to quantify advertising impact beyond direct response metrics. By integrating campaign management, performance analysis, and strategic optimization, you'll develop the complete skill set needed for digital marketing roles focused on paid media and performance advertising.

You will learn the foundational elements of multi-channel campaign management by understanding strategic principles, implementing proper tracking systems, and executing coordinated campaigns across Meta and Google Ads platforms.

What's included

3 videos2 assignments

3 videos•Total 16 minutes
  • Why Multi-Channel Campaign Management Matters in Digital Marketing•3 minutes
  • UTM Tracking and Campaign Structure Fundamentals•5 minutes
  • Setting Up Coordinated Campaigns Across Meta and Google Ads•7 minutes
2 assignments•Total 18 minutes
  • Execute Your First Multi-Channel Campaign Setup•15 minutes
  • Campaign Management and Tracking Knowledge Check•3 minutes

You will learn performance analysis techniques by understanding key metrics, systematically evaluating multi-channel campaign data, and developing data-driven budget reallocation recommendations that maximize advertising ROI.

What's included

3 videos3 assignments

3 videos•Total 16 minutes
  • The Strategic Impact of Data-Driven Budget Optimization•4 minutes
  • Understanding CPA, ROAS, and Performance Metrics•5 minutes
  • Analyzing Campaign Data for Optimization Insights•7 minutes
3 assignments•Total 39 minutes
  • Develop Performance Analysis and Budget Reallocation Strategy•20 minutes
  • Performance Analysis Knowledge Check•4 minutes
  • Multi-Channel Campaign Optimization Analysis•15 minutes

You will learn the systematic setup of Google Ads campaigns by creating tightly themed ad groups, implementing multiple ad formats, and configuring strategic bidding approaches for optimal campaign performance.

What's included

3 videos1 reading2 assignments

3 videos•Total 20 minutes
  • Ad Group Architecture Determines Campaign Success•5 minutes
  • Setting Up Ad Groups in Google Ads Editor•9 minutes
  • Configuring Bid Strategies and Ad Extensions•6 minutes
1 reading•Total 10 minutes
  • Google Ads Campaign Architecture Fundamentals•10 minutes
2 assignments•Total 18 minutes
  • Build Complete Ad Group with Multiple Formats•15 minutes
  • Ad Group Setup and Strategy Knowledge Check•3 minutes

You will learn the systematic analysis of Quality Score components and implement data-driven optimization strategies to improve keyword relevance, ad copy effectiveness, and landing page experience for enhanced campaign performance and reduced advertising costs.

What's included

3 videos1 reading3 assignments

3 videos•Total 23 minutes
  • Quality Score Optimization Transforms Campaign ROI•6 minutes
  • Analyzing Quality Score Reports and Data•10 minutes
  • Optimizing Keywords and Match Types for Quality Scores•7 minutes
1 reading•Total 10 minutes
  • Quality Score Components and Analysis Framework•10 minutes
3 assignments•Total 28 minutes
  • Conduct Quality Score Analysis and Optimization Planning•15 minutes
  • Quality Score Analysis and Optimization Knowledge Check•3 minutes
  • Quality Score Optimization Mastery Assessment•10 minutes

You will learn the strategic process of identifying irrelevant search terms through systematic keyword research and transform this analysis into comprehensive negative keyword lists that prevent budget waste in paid search campaigns.

What's included

3 videos1 reading2 assignments

3 videos•Total 31 minutes
  • Negative Keyword Fundamentals: Your Shield Against Budget Waste•13 minutes
  • SEMRush Data Analysis Techniques for Negative Keyword Research•12 minutes
  • Building Negative Keyword Lists in SEMRush: Step-by-Step •6 minutes
1 reading•Total 5 minutes
  • Keyword Research Methodology for Negative Keyword Discovery•5 minutes
2 assignments•Total 11 minutes
  • Create Your Comprehensive Negative Keyword Strategy•8 minutes
  • Negative Keyword Implementation Knowledge Check•3 minutes

You will learn systematic measurement techniques to quantify the financial impact of campaign optimizations using before-and-after analysis of key performance indicators and cost metrics that demonstrate ROI improvements to stakeholders.

What's included

4 videos1 reading3 assignments

4 videos•Total 48 minutes
  • ROI Measurement Makes or Breaks Your Marketing Career •5 minutes
  • Performance Metrics Framework: Building Your Optimization Measurement System •15 minutes
  • Before/After Analysis Techniques for Optimization Impact Assessment •16 minutes
  • ROI Calculation Methods: Quantifying Campaign Optimization Financial •11 minutes
1 reading•Total 6 minutes
  • Cost Analysis Methodologies for Campaign Optimization ROI •6 minutes
3 assignments•Total 30 minutes
  • Campaign Optimization ROI Report: Comprehensive Financial Impact Analysis•15 minutes
  • Campaign Optimization Measurement Mastery Check •5 minutes
  • Summative Campaign Optimization Effectiveness Assessment •10 minutes

You will learn how to set up and configure brand-lift surveys within advertising platforms to measure campaign effectiveness among new audiences.

What's included

2 videos1 reading2 assignments

2 videos•Total 11 minutes
  • Why Brand-Lift Surveys Transform Campaign Measurement•3 minutes
  • Brand-Lift Survey Fundamentals and Platform Integration•8 minutes
1 reading•Total 8 minutes
  • Brand-Lift Survey Setup for New Audience Effectiveness•8 minutes
2 assignments•Total 18 minutes
  • Configure Your First Brand-Lift Measurement Study•15 minutes
  • Brand-Lift Survey Configuration Knowledge Check•3 minutes

You will learn the analysis and interpretation of brand-lift measurement results to quantify campaign effectiveness and generate strategic insights for executive reporting and campaign optimization.

What's included

3 videos3 assignments

3 videos•Total 19 minutes
  • From Data to Strategic Insights: Transforming Brand-Lift Results into Executive Action•5 minutes
  • Understanding Brand Lift Metrics and Statistical Significance •8 minutes
  • Brand-Lift Results Analysis and Control Group Comparison•6 minutes
3 assignments•Total 33 minutes
  • Generate Strategic Insights from Brand-Lift Campaign Results•15 minutes
  • Brand-Lift Analysis and Interpretation Knowledge Check•5 minutes
  • Brand-Lift Campaign Effectiveness Analysis•13 minutes

You will create a comprehensive multi-channel digital advertising campaign by integrating campaign management, performance optimization, keyword research, and brand measurement skills to launch, monitor, and evaluate advertising effectiveness across Google Ads and Meta platforms.

What's included

3 readings1 assignment

3 readings•Total 80 minutes
  • Why This Project Matters•10 minutes
  • Project Requirements•10 minutes
  • Assignment: Multi-Channel Digital Advertising Campaign•60 minutes
1 assignment•Total 15 minutes
  • Graded Quiz: Multi-Channel Digital Advertising Campaign •15 minutes

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Frequently asked questions

In this course, multi-channel campaign optimization means planning, tracking, and improving paid advertising as one connected effort across more than one platform. The emphasis is on coordinating setup and measurement so you can compare performance clearly and adjust budgets based on results.

You would use this approach when your audience may move between platforms and you need a clearer view of how those channels work together. It is especially useful when you want consistent tracking, coordinated messaging, and a repeatable way to decide where budget should shift.

It sits in the middle of a broader paid media workflow, linking campaign setup to ongoing analysis and improvement. In this course, it turns separate launch tasks into a connected process for tracking performance, spotting weak points, and refining spend over time.

Multi-channel campaign optimization treats campaigns across platforms as parts of one measured system rather than separate ad buys. The course focuses on shared tracking, coordinated structure, and cross-platform decision-making instead of judging each channel in isolation.

No deep paid media or analytics experience is required because the course is designed for beginners and teaches the process in a hands-on way. What matters more is being comfortable following a structured workflow, organizing campaign details, and comparing results across channels.

The course mainly uses Google Ads and Meta, with UTM tracking to connect campaign data across platforms. It also uses keyword research and performance analysis methods to improve campaign structure and guide optimization decisions.

You practice planning coordinated campaigns, setting up consistent tracking, organizing ad groups and keywords, and reviewing cross-channel performance. You then use those findings to make optimization and budget recommendations, so the workflow stays connected from setup through measurement.

Financial aid available,

¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.