Warwick

1.1 Welcome to this unit!

1.2 Introducing display advertising

1.3 What this unit will cover

1.4 What you’ll learn

1.5 A note on completing this unit

1.6 Chapter 1 quiz

2.1 Welcome to section 2

2.2 Essentials for display advertising

2.3 The evolution of display advertising

2.4 Display advertising networks

2.5 Banner ad sizes

2.6 Understanding interstitial ads

2.7 Rich media ads

2.8 Ads that appear in Gmail

2.9 YouTube in-feed video ads

2.10 YouTube skippable in-stream ads

2.11 Non-skippable ads on YouTube

2.12 Other video advertising options

2.13 Viewability and memorability

2.14 Display advertising costs

2.15 Section 2 Quiz

3.1 Welcome to section 3

3.2 Introducing display advertising strategies

3.3 The role of display advertising

3.4 Selecting target audiences

3.5 Setting goals, objectives and KPIs

3.6 Choosing advertising networks

3.7 Targeting strategies

3.8 Using retargeting

3.9 Monitoring strategies

3.10 Legal and ethical considerations

3.11 Planning actions

3.12 Documenting your display advertising strategy

3.13 Display advertising strategy template

3.14 Section 3 quiz

4.1 Welcome to section 4

4.2 Creating display advertising campaigns

4.3 Creative best practices

4.4 Briefing creative professionals

4.5 Creative brief template

4.6 Preparing creative for display and video ads

4.7 Using responsive display ads

4.8 Setting up a Google Ads account

4.9 Setting up a Google Ads display campaign

4.10 Setting up a YouTube ad campaign

4.11 Integrating ecommerce and analytics

4.12 Setting up a Google Merchant Center account

4.13 Understanding ad approvals

4.14 Implementing retargeting

4.15 Section 4 quiz

5.1 Welcome to section 5

5.2 Improving display campaigns

5.3 Important metrics

5.4 Using reports in Google Ads

5.5 Optimising frequency

5.6 Improving bids and use of budget

5.7 Enhancing targeting

5.8 Dynamic Creative Optimisation

5.9 Preparing recommendations

5.10 Campaign performance report template

5.11 Section 5 quiz

6.1 Introduction to section six

6.2 Key takeaways

6.3 The future of display and video advertising

6.4 How to keep your knowledge up to date

6.5 Get display certified

6.6 Congratulations and what’s next