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More About This Title Display Advertising: An Hour a Day
English
The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign.
- Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns
- Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites
- Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use
- Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more
Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
English
David Booth (left) and Corey Koberg (right) are Founding and Senior Partners of Cardinal Path, a leading professional services firm specializing in digital intelligence, measurement, and online marketing. They can be found speaking and training around the world, and they are Google AdWords, Analytics, Urchin, and Website Optimizer Certified Partners and Trainers. They have consulted and worked with clients such as Google, NPR, National Geographic, Lollapalooza, Universal Music, Chevron, Papa John's, and many more.
English
Foreword xvii
Introduction xix
Chapter 1 Online Advertising 1
An Overview of Search Engine Marketing 2
Search Engine Marketing 3
Pay per Click Advertising 4
Search Advertising vs. Display Advertising 6
Search Advertising 6
Display Advertising 9
Problem Solving and Distraction 13
Chapter 2 Overview of Display Advertising 17
The Display Advertising Landscape 18
Why We Focus on the Google Display Network 19
Identifying Display Ad Types and Formats 23
Text Ads 24
Image Ads 24
Video Ads 25
Rich Media Ads 26
Defi ning Advertising Objectives 26
Defi ning Your Goals 27
Direct Response Advertising 32
Branding and Positioning Goals 35
Chapter 3 Fundamental Display Advertising Concepts 39
The Ecosystem: Advertisers and Publishers 40
Display Networks Come of Age 41
Technological Advances Lead to Extreme Complexity 41
Starting Out with the Google Network 45
What Is This Page Really About? 45
Google-Owned Properties 46
AdSense for Content 48
The DoubleClick Network 53
Campaign Targeting Strategies 54
Targeting Campaigns with Keywords 54
Targeting Campaigns with Placements 54
Targeting Campaigns with Audiences 55
The Big Picture: The Process of Display Advertising 56
Chapter 4 Month 1: Planning Your Campaigns 59
Week 1: Defi ne Your Display Advertising Goals 60
Monday: Understand the Objectives of Display Advertising 60
Tuesday: Define Your Direct Response Goals 62
Wednesday: Defi ne Success Metrics for Direct Response Goals 65
Thursday: Defi ne Branding and Positioning Goals 67
Friday: Create Strategies to Measure Branding and Positioning 71
Week 2: Showcase What You Do Best 74
Monday: Solve Your Customers’ Problems 74
Tuesday: Look at Your Competition 76
Wednesday: Identify Your Competitive Advantage 79
Thursday/Friday: Defi ne and Find Your Customers 81
Week 3: Take Stock of Your Resources 83
Monday: Understand the Process of Success 83
Tuesday: Identify the Campaign Implementer 85
Wednesday: Identify the Market Researcher 86
Thursday: Identify the Graphic Designer and Developer 88
Friday: Identify the Analyst 89
Week 4: Plan Your Budget . 90
Monday: Choose between Bid Types 91
Tuesday: Understand How the CPC Auction Works 93
Wednesday: Understand How CPM Bids Compete in the Auction 96
Thursday: Understand How Google Spends Your Budget 97
Friday: Understand AdWords Billing Options 98
Chapter 5 Month 2: Targeting Your Audience 101
Week 5: Understand Targeting Options 102
Monday: Using Contextual Targeting 102
Tuesday: Using Placement Targeting 104
Wednesday: Using Audience Targeting 108
Thursday: Using Additional Campaign Targeting Options 110
Friday: Combining Targeting Types 112
Week 6: Find Good Keywords 114
Monday: How Google Determines Relevance 115
Tuesday/Wednesday: Using the Google Keyword Tool 117
Thursday/Friday: Using the Contextual Targeting Tool 123
Week 7: Find Good Placements 126
Monday/Tuesday: Use the DoubleClick Ad Planner 126
Wednesday: Using the Placement Tool 133
Thursday: Evaluating Placements 137
Friday: Automatic and Managed Placement Strategies 139
Week 8: Organize Campaigns and Ad Groups 141
Monday: Separating Your Display Campaigns 141
Tuesday: Organizing by Campaign Settings 145
Wednesday: Organizing by Themes 146
Thursday: Organizing by Audiences 149
Friday: Using Exclusions 150
Chapter 6 Month 3: Building Your First Display Campaign 153
Week 9: Choose Your Display Campaign Settings 154
Monday: Create a New Campaign 154
Tuesday/Wednesday: Target Locations and Languages 156
Thursday: Set Target Networks 160
Friday: Use Device Targeting 162
Week 10: Choose Your Bidding Style and Budget 164
Monday: Learn Manual CPC Bidding 164
Tuesday: Learn Automatic & Enhanced CPC Bidding 166
Wednesday: Learn CPM Bidding 167
Thursday: Learn the Conversion Optimizer 168
Friday: Set Your Budget 171
Week 11: Confi gure Advanced Campaign Settings 173
Monday/Tuesday: Learn the Ad Scheduler 174
Wednesday: Understand Rotation and Frequency Capping 177
Thursday/Friday: Integrate with Google+ 178
Week 12: Create Your First Ad Group 181
Monday: Add Keywords for Contextual Targeting 181
Tuesday: Add Placements for Placement Targeting 183
Wednesday: Add Audiences for Audience Targeting 185
Thursday: Exclude Placements, Audiences, and Keywords 186
Friday: Add Ads to Your Ad Groups 188
Chapter 7 Month 4: Creating Image Ads 191
Week 13: Study the Science behind Great Image Ads 192
Monday: Maintaining the Scent 192
Tuesday: Creating Strong Calls to Action 195
Wednesday: Using Enticing Imagery 197
Thursday: Writing Good Copy for Display Ads 202
Friday: Visual and Cognitive Psychology Concepts 204
Week 14: Understand the Rules 215
Monday: Supported Formats, Sizes, and File Sizes 215
Tuesday: Flash Ad Requirements 218
Wednesday: Editorial and Graphical Requirements 220
Thursday: Content Guidelines and Family Status 221
Friday: Site-Level Guidelines 225
Week 15: Dig Deeper on Image Ads 227
Monday: What You’re Trying to Accomplish 227
Tuesday: Image Ads for E-Com, Lead Gen, B2B, and Non-Profi t Scenarios 228
Wednesday: Choosing Static or Rich Media Ads 231
Thursday: Importing Your Image Ads into AdWords 232
Friday: The Approval Process 233
Week 16: Build Ads with Display Ad Builder 235
Monday: Benefi ts and Drawbacks of the Display Ad Builder 235
Tuesday: Browsing Your Options—Themes and Filters 236
Wednesday: Creating and Previewing an Ad 237
Thursday: Advanced Ad Types 240
Friday: Tips For Creating Unique Ads 242
Chapter 8 Month 5: Video Ads 245
Week 17: Understand AdWords Video Ads 246
Monday: What They Are, Where They Show and When to Use Them 246
Tuesday: Click-to-Play Video Ads 247
Wednesday: In-Stream and In-Slate Video Ads 247
Thursday: InVideo Ads 249
Friday: Evaluating Video Ads 250
Week 18: Create Video Ads 252
Monday: Best Practices for Video Ads 252
Tuesday: The AdWords for Video Interface 254
Wednesday/Thursday: Creating a Campaign, Ad, and Targeting Group 255
Friday: Guest Lecture by Charlie Stone 257
Week 19: Advertise on YouTube 258
Monday: Advertising on YouTube 258
Tuesday: Channel and Call-to-Action Overlays 260
Wednesday: TrueView In-Search and In-Display 261
Thursday: Additional Tools 262
Friday: YouTube Analytics 263
Week 20: Advertise on Television with AdWords 265
Monday: Is TV Advertising Right for You? 266
Tuesday: Networks and Targeting 267
Wednesday: Creating Your Own Ads 268
Thursday: Outsourcing Ad Production 270
Friday: Measuring the Success of a Television Campaign 271
Chapter 9 Month 6: Launch and Measure Your Campaign’s Performance 273
Week 21: Launch the Campaign 274
Monday: Setting a Benchmark By Taking Stock of Where You Currently Stand 274
Tuesday: What to Expect and Do in Your First Week 275
Wednesday: Getting Familiar with Reported Metrics 277
Thursday: Calculating ROI 278
Friday: Linking Google Analytics and Google AdWords Accounts 284
Week 22: Use AdWords Reports 285
Monday: Understanding AdWords Conversion Tracking 285
Tuesday: Installing Conversion Tracking Code 286
Wednesday and Thursday: AdWords Display Network Reports 289
Friday: Using the Dimensions Tab 291
Week 23: Use Google Analytics 295
Monday: Campaign Level Report and Clicks Tab 296
Tuesday: Campaign Tagging for Non-Google Networks 297
Wednesday: Drilling Down to Ad Groups and Using Secondary Dimensions 301
Thursday and Friday: Very Useful Reports for Display 302
Week 24: Measure Branding and Positioning Goals 309
Monday: Dealing With Soft Metrics 309
Tuesday: Multiple Touch Point Analysis 312
Wednesday: Social Media Metrics—Traffi c on Your Site 315
Thursday: Social Media Metrics—Activity Outside Your Site 321
Friday: Correlation and Causation 324
Chapter 10 Month 7: Optimizing the Performance of Your Campaigns 329
Week 25: Refi ne Your Campaigns and Ad Groups 330
Monday: Evaluating Performance 330
Tuesday: Optimizing Ads 334
Wednesday: Optimizing Placements 337
Thursday: Optimizing with Contextual Keywords 338
Friday: Optimizing Audiences 339
Week 26: Expand Your Reach 341
Monday: Expanding Reach with Ad Group Bids 341
Tuesday: Adjusting Keyword and Placement Level Bids 343
Wednesday: Adjusting Audience Bids 344
Thursday: Using Ad Planner to Find More Placements 345
Friday: Using Display Campaign Optimizer 350
Week 27: Test Your Ads 352
Monday: Understanding Ad Split Testing 352
Tuesday: Understanding Statistical Significance and Sample Size 353
Wednesday: Setting Up a Split Test 358
Thursday: Interpreting the Results and Tools 361
Friday: What Should I Test? 362
Week 28: Create Effective Landing Pages 365
Monday: Understanding What Makes a Good Landing Page to Google 366
Tuesday: Understanding What Makes a Good Landing Page to Your Visitor 367
Wednesday: The Importance of Dedicated Landing Pages 374
Thursday: A/B Split Testing 375
Friday: Multivariate Testing 376
Chapter 11 Month 8: Advanced Topics 379
Week 29: Retarget and Remarket 380
Monday: Understanding Retargeting 380
Tuesday: Using AdWords Remarketing 382
Wednesday: Creating Remarketing Lists 385
Thursday: Using Custom Combinations 388
Friday: Leveraging Remarketing Best Practices 390
Week 30: Learn Tools for Testing Landing Pages 394
Monday: Understanding Google Analytics Content Experiments 395
Tuesday: Set up a Google Analytics Content Experiment 396
Wednesday: Run a Content Experiment 399
Thursday: Reading Content Experiment Reports 401
Friday: Running a Test with Optimizely 404
Week 31: Go beyond Clickstream Analytics 411
Monday: Using Qualitative Feedback 412
Tuesday: Using Visual Analytics 416
Wednesday: Using Form Analytics 419
Thursday/Friday: Evaluating the User Experience 424
Week 32: Target Topics 427
Monday: Understanding Topic Targeting and When to Use It 428
Tuesday: Adding and Editing Topic Targets 429
Wednesday: Working with Ad Planner Codes 431
Thursday: Managing Topic Exclusions 432
Friday: Using Topic and Audience Targeting Reports 433
Chapter 12 Month 9: Using LinkedIn and Facebook Display Ads 437
Week 33: Advertise on LinkedIn 438
Monday: Understanding LinkedIn Advertising 438
Tuesday: Knowing When to Use LinkedIn Advertising 440
Wednesday: Working with LinkedIn Ad Formats 442
Thursday: Setting LinkedIn Targeting Options 445
Friday: Selecting LinkedIn Bidding and Budget Options 447
Week 34: Launch and Measure LinkedIn Campaigns 448
Monday: Launching Your LinkedIn Campaign 448
Tuesday: Using the LinkedIn Interface 452
Wednesday: Integrating with Google Analytics 455
Thursday: Optimizing LinkedIn Campaigns 458
Friday: Taking LinkedIn to the Next Level 460
Week 35: Advertise on Facebook 462
Monday: Understanding Facebook Advertising Destinations 462
Tuesday: When to Use Facebook Advertising 463
Wednesday: The Ad Format and Where it Shows 463
Thursday: Targeting Options 467
Friday: Setting Your Pricing and Choosing between CPC and CPM 469
Week 36: Launch and Measure Facebook Campaigns 470
Monday: Launching Your Facebook Campaign 470
Tuesday: The Ads Manager 472
Wednesday: Facebook Insights Information 473
Thursday: Using the Power Editor 475
Friday: Integrating with Google Analytics 478
Glossary 483
Index 489
