Google Display Advertising

  • Intro to display advertising
  • Defining display advertising
  • Display vs search
  • Branding campaigns
  • Direct response campaigns

Display Advertising Targeting

  • Keyword contextual targeting
  • Placements targeting
  • Topics targeting
  • Demographics, Gender, Age
  • Exclusions

Types of Ads

  • Ad formats
  • Text ads
  • Image ads
  • Ads with animation

Remarketing Advertising

  • Measuring success
  • Segmenting
  • Dimensions
  • CPA management

Bidding Features & Strategy

  • Understanding remarketing
  • Installing remarketing
  • Setting up audiences
  • Setting up remarketing ads

Measuring & Optimising Display

  • Types of bidding
  • CPM vs CPC bidding
  • Mobile bidding

Setting up a Display Campaign

  • Implementing a campaign
  • Creating a display campaign
  • Settings
  • Targeting

Tracking & Reporting

  • Setting up tracking for Google Ads
  • Setting up goals
  • What metrics to look out for
  • Reporting to management