Display Advertising: An Hour a Day

656 Pages·2012·25.96 MB·English

by  David Booth

Table of Contents
Cover
Praise for Display Advertising: An Hour A Day
Acknowledgments
About the Authors
Introduction
Chapter 1: Online Advertising
An Overview of Search Engine Marketing
Search Advertising vs. Display Advertising
Problem Solving and Distraction
Chapter 2: Overview of Display Advertising
The Display Advertising Landscape
Identifying Display Ad Types and Formats
Defining Advertising Objectives
Chapter 3: Fundamental Display Advertising Concepts
The Ecosystem: Advertisers and Publishers
Starting Out with the Google Network
Campaign Targeting Strategies
The Big Picture: The Process of Display Advertising
Chapter 4: Month 1: Planning Your Campaigns
Week 1: Define Your Display Advertising Goals
Week 2: Showcase What You Do Best
Week 3: Take Stock of Your Resources
Week 4: Plan Your Budget
Chapter 5: Month 2: Targeting Your Audience
Week 5: Understand Targeting Options
Week 6: Find Good Keywords
Week 7: Find Good Placements
Week 8: Organize Campaigns and Ad Groups
Chapter 6: Month 3: Building Your First Display
Campaign
Week 9: Choose Your Display Campaign Settings
Week 10: Choose Your Bidding Style and Budget
Week 11: Configure Advanced Campaign Settings
Week 12: Create Your First Ad Group
Chapter 7: Month 4: Creating Image Ads
Week 13: Study the Science behind Great Image Ads
Week 14: Understand the Rules
Week 15: Dig Deeper on Image Ads
Week 16: Build Ads with Display Ad Builder
Chapter 8: Month 5: Video Ads
Week 17: Understand AdWords Video Ads
Week 18: Create Video Ads
Week 19: Advertise on YouTube
Week 20: Advertise on Television with AdWords
Chapter 9: Month 6: Launch and Measure Your
Campaign’s Performance
Week 21: Launch the Campaign
Week 22: Use AdWords Reports
Week 23: Use Google Analytics
Week 24: Measure Branding and Positioning Goals
Chapter 10: Month 7: Optimizing the Performance of
Your Campaigns
Week 25: Refine Your Campaigns and Ad Groups
Week 26: Expand Your Reach
Week 27: Test Your Ads
Week 28: Create Effective Landing Pages
Chapter 11: Month 8: Advanced Topics
Week 29: Retarget and Remarket
Week 30: Learn Tools for Testing Landing Pages
Week 31: Go beyond Clickstream Analytics
Week 32: Target Topics
Chapter 12: Month 9: Using LinkedIn and Facebook
Display Ads
Week 33: Advertise on LinkedIn
Week 34: Launch and Measure LinkedIn Campaigns
Week 35: Advertise on Facebook
Week 36: Launch and Measure Facebook Campaigns
Glossary
Index
Advertisement

Praise for Display Advertising: An
Hour A Day
The Google Display Network can be an amazing source of new customers if
you do it right. However, for years it’s been misused causing many to have a
negative impression of display. Finally, there is a book that concentrates solely
on display and tells you how to do it correctly. Display Advertising: An Hour a
Day is a must read for anyone serious about expanding their AdWords reach
beyond search to finding new sources of revenue in the massive world of display
advertising.
Brad Geddes, Author, Advanced Google Adwords & Founder of Certified
Knowledge
Display advertising represents an incredible opportunity to do three delightful
things: Engage consumers, deliver relevance and impact your bottom-line. In
this wonderful book David and Corey provide a blueprint for going from Zero to
Awesome!
-Avinash Kaushik, Author: Web Analytics 2.0 & Web Analytics: An Hour A Day
(Wiley/Sybex)
Dave and Corey are two of the most respected digital marketing professionals
in the industry today serving some of the largest companies around the world.
For a fast moving field such as Display Advertising, their new book is adding
the much needed clarity on the latest development in this area. Their metrics
focused approach offers the critical perspective to how to be successful in
Display Advertising.
Phil Mui, Ph.D., EVP, Chief Product & Engineering Officer, Acxiom
Corporation
Contrary to popular belief, display advertising is not dead: It’s alive and well
and will continue its explosive growth in the coming years. Now more than ever
before, you as a business owner have more and more choices about where and
how to spend your advertising budget. Dave and Corey help you navigate the
complex landscape of ad networks and ad formats, and present a logical
overview of the tools and techniques you need to effectively use and measure
display ads. These are data-driven guys that have put together a roadmap that
will help you focus your ad spend on productive display campaigns that can
drive your bottom line.
Justin Cutroni, Analytics Advocate, Google
No longer is display advertising a black art. Written by master practitioners,
this book breaks down the practical details for mastering your online campaigns.
Get it before your competitors do, and put it to work!
Tim Ash, CEO of SiteTuners, chair of Conversion Conference, author of
Landing Page Optimization (Wiley/Sybex)
Winning in Paid Search Advertising has become a numbers game and proper
ROI is almost impossible to achieve without a data driven attitude. Surprisingly,
Display Advertising is, to this day, managed far less diligently—Dave and Corey
are here to change that and their book is a great first step toward realizing that
robust ROI you should demand from your display campaigns!
Dennis R. Mortensen, author of Data Driven Insights (Wiley) and CEO and
Founder of Visual Revenue Inc.
In an increasingly noisy digital marketing environment, competing for
consumers’ attention online is no easy task. Deciding where to allocate your
advertising dollars, determining which ad networks deliver the most targeted
audiences, and managing your daily operations can be overwhelming for even
the most seasoned veteran. Dave and Corey take the guesswork out of display
advertising with this pragmatic approach to managing your investments in time
and money using sound judgment and quantifiable measurement tactics. This is a
must read for anyone managing display advertising.
John Lovett, President, Digital Analytics Association, Senior Partner at Web
Analytics Demystified, author of Social Media Metrics Secrets (Wiley)
I’ve been fortunate to know Dave and Corey for many years. They stand out as
being truly passionate about data-driven marketing (I’m not exaggerating, they
really love it) and are two of the most knowledgeable, intelligent people I know.
This book shares their experience with actionable insights that will help take
your Display campaigns to a new level of success and accountability.
Anastasia Holdren, Author, Google AdWords (O’Reilly) & President of SEM
Training
Throughout its lifetime the Google AdWords Display Network has been
viewed by advertisers as a dark, scary, dangerous place. Google has never done a
good job of explaining the crucial differences between Search and Display
advertising, and as a result many advertisers have written off the Display
Network as a source of poor-quality traffic that burns cash and fails to convert.
With Display Advertising: An Hour A Day, Koberg and Booth have demystified
the topic with tons of meaty, specific advice on profiting from display
advertising. The ROI on this book is huge!
David Szetela, AdWords expert and author of PPC SEM: An Hour a Day
(Wiley/Sybex)
It’s not very common to find people in the online market who understand the
whole lifecycle of a digital strategy. From the mysterious realm of branding
campaigns to the most concrete analysis of direct response objectives, there’s no
doubt that David and Corey are two of the few people who can gather it all
together in a comprehensive yet easy to understand piece. In this book they do
an extraordinary job explaining the high level importance of your digital strategy
while providing clear, tactical steps to achieve any goal you define for your
company. Whether you’re starting your online business or have years of
experience in the market, you’ll find tons of actionable information and tips in
this book. A must-read, for sure!
Enrique Quevedo, Google Latin America
Display advertising can be complicated and difficult to master. Without a core
understanding of how display advertising functions, and how to manage and
optimize campaigns, advertisers are setting themselves up for failure. The day-
by-day plan laid out in this book will provide campaign managers with a deep
comprehension on targeting, ad messaging, and every other aspect of display
advertising. If you’ve never done display advertising, this book is a great starting
point. If you’ve been doing display for a while, this book can provide new ideas
on how to re-vamp and optimize your campaigns.
Joseph Kerschbaum, Vice President of Clix Marketing and co-author of PPC
Advertising: An Hour a Day (Wiley/Sybex)
This book covers the basics from the fundamentals of advertising campaigns
and targeting the right audience to building and executing a campaign,
measuring its effectiveness and making necessary adjustments. It’s appealing in
its layout and provides a step-by-step recipe for success. Kudos to Dave Booth
and Corey Koberg.
Fredric Kropp, PhD, Professor of Entrepreneurship, Creativity and Innovation;
Chair of the Fisher
International MBA Program, Monterey Institute of International Studies.
Dave & Corey wrote this book in the midst of some amazing but major
changes to Google’s Display Network. How quickly they reacted to those
changes says a lot about their core knowledge of display advertising and this
industry. The book is full of step by step instructions but it is also full of
concepts that are timeless and won’t change...even if interfaces, editors and user
panels do.
Shelley Ellis, Display Advertising and Retargeting Writer and Speaker,
ContentNetworkPulse.com
Aristotle wrote ‘Those that know, do. Those that understand, teach.’ Corey and
Dave are the kind of professionals that both know and understand, which put
them in a perfect place to write an encompassing book about any subject. And
since they have such a vast experience in the online advertising and analytics
worlds, this is a book you should certainly read!
Daniel Waisberg, Founder & Editor, Online Behavior