Display Advertising | Clustering Creativity

Display Advertising

Display advertising is one of the most broadly-used means of letting the world know a brand, company, etc. There are so many possibilities of using it that the only thing an advertiser needs is enough of imagination how to successfully combine all of them in order to achieve his/her business goals.  

    You will learn:

    1. What Display Advertising (DA) is
    2. What KPI's DA can have
    3. Main methods of buying DA
    4. Methods of targeting audiences in DA campaigns in Google Display Network (GDN)
    5. Main metrics to look at when optimizing GDN campaigns
    6. Main ad formats in GDN

    Display Advertising topic in TEDEd lesson

    Display advertising is one of the most broadly-used means of letting the world know a brand, company, etc. There are so many possibilities of using it that the only thing an advertiser needs is enough of imagination how to successfully combine all of them in order to achieve his/her business goals.
    Duration: 
    90 minutes

    Display Advertising Slides

    A presentation covering the main principles of creating, managing and evaluating display campaigns, with a great focus on Google Display Network advertising.

    Remember: Display Advertising basics

    Some of the main things while working with Display Advertising:
    - Using Display Advertising for branding
    - Using Display Advertising for performance
    - Using Display Advertising for remarketing
    - Main methods of buying Display Advertising:
    1. CPM (cost per thousand impressions)
    2. CPC (cost per click)

    Remember: Google Display Network Targeting

    Main means of targeting a Google Display Network campaign are:
    - Topics
    - Interests
    - Demographic
    - Placements
    - Geo-language
    - Remarketing
    You can mix all/some of them or you can put each of them as a separate means of targeting. Do experiment and optimize!

    Remember: Optimizing Google Display Network ads

    Besides cost per click and daily budget, here are some things to keep in mind while optimizing a Google Display Network campaign:
    - Exclusions
    - Frequency capping
    - Schedules
    - Automated rules
    - Scripts

    Remember: Ad Formats in Google Display Network

    Main formats while working with GDN campaigns are:
    - Text ads
    - Image ads
    - Video ads (on websites)
    - Mobile environment ads

    Lectors

    Milda Prušinskaitė
    Lecturer
    Digital Academy
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