Display Advertising: An Hour a Day

Front Cover
John Wiley & Sons, Sep 11, 2012 - Computers - 528 pages
A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign

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.

 

Selected pages

Contents

Acknowledgments
Online Advertising
Overview of Display Advertising
Defining Advertising Objectives
Fundamental Display Advertising Concepts
Month1 PlanningYour Campaigns
Month 2 Targeting Your Audience
Month 3 Building Your First Display
Month 5 Video
Month 6 Launch and Measure Your
Launch theCampaign
Month 7 Optimizing the Performance
Target Topics Chapter 12 Month 9 Using LinkedIn and Facebook Display
Glossary
Copyright

Other editions - View all

Display Advertising: An Hour a Day
David Booth,Corey Koberg
No preview available - 2012

Common terms and phrases

ad group adgroup AdSense audience targeting brand browser budget button campaign settings Chapter choose Content Experiments contextual targeting Conversion Optimizer conversion rate conversion tracking cost cost per click CPC bid create creative defined demographic display ads display advertising display campaigns Display Network DoubleClick drop­down evaluate example exclude Facebook Figure Flashads formats frequency capping goals Google AdWords Google Analytics Google’s image ads impressions interaction interest interface inthe keywords landing pages LinkedIn look managed placements marketing messaging metrics ofthe onthe percent performance platform potential Quality Score reach relevant remarketing lists reports retargeting search engine segment social media someone specific spend strategy target audience targeting options thead tool topic targeting tothe traffic understand user’s users variations video ads visitors web analytics Week you’re youcan yourads YouTube

About the author (2012)

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.

Bibliographic information

TitleDisplay Advertising: An Hour a Day
AuthorsDavid Booth, Corey Koberg
Editionillustrated
PublisherJohn Wiley & Sons, 2012
ISBN1118240294, 9781118240298
Length528 pages
Subjects ›  › 

Computers / Internet / General
  
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