Display & Video Advertising

This module will equip you with the technical understanding and skills to build and maintain an effective Display & Video advertising strategy. You will learn how to setup and manage Display & Video campaigns, create Display & Video ads to run on the Google Display Network and YouTube, apply targeting to your ads, and then analyze their effectiveness by pulling detailed reports in Google AdWords and Google Analytics which measure the most important metrics. Upon completion of this module, you will be able to:

1. Understand the fundamental concepts of Display & Video advertising and its role in an advertiser’s marketing strategy by:

  • Identifying the key concepts, benefits and value of Display & Video advertising
  • Distinguishing between the main platforms available for Display & Video advertising
  • Distinguishing between the advertising buying mechanisms available for Display & Video advertising
  • Determining objectives for a Display & Video marketing strategy

2. Create a YouTube channel and manage video content by:

  • Setting up a YouTube Channel
  • Uploading a video to a YouTube Channel using best practices
  • Identifying best practices for developing effective video content on YouTube and managing YouTube content using the Creator Studio
  • Analyzing the organic performance of video content using YouTube Analytics reports

3. Identify ad formats available on the Google Display Network and YouTube by:

  • Identifying the various campaign types available on the Google Display Network
  • Identifying the various ad formats and ad sizes available on the Google Display Network
  • Identifying ad formats available on YouTube

4. Use Google AdWords to create campaigns and ads for the Google Display Network and YouTube by:

  • Creating a Display advertising campaign in Google AdWords
  • Creating responsive and non-responsive ads to run on the Google Display Network
  • Linking a YouTube Channel with a Google AdWords account Creating a Standard Video Advertising campaign in Google AdWords
  • Creating a variety of ads to run on YouTube

5. Add targeting, re-marketing and a bidding strategy to your Display & Video campaigns by:

  • Identifying the types of targeting available
  • Applying audience targeting to Display & Video campaigns
  • Applying contextual targeting to Display & Video campaigns
  • Refining Display & Video campaigns by using advanced features
  • Refining where ads show by including exclusions in Display & Video campaigns
  • Recognizing the various remarketing options available for Display & Video campaigns
  • Applying a bidding strategy to Display & Video campaigns

6. Measure results and optimize Display & Video campaigns by:

  • Identifying the various metrics associated with Display campaigns
  • Identifying the various metrics associated with Video campaigns
  • Using Google AdWords to analyze the performance of Display campaigns against KPIs
  • Using Google AdWords to analyze the performance of Video campaigns against KPIs
  • Using Google Analytics to evaluate the impact of Display & Video campaigns on website performance
  • Optimizing Display & Video campaigns based on performance against KPIs