Course curriculum

    1. 1.1 Welcome to this unit!

    2. 1.2 Introducing display advertising

    3. 1.3 What this unit will cover

    4. 1.4 What you’ll learn

    5. 1.5 A note on completing this unit

    6. 1.6 Chapter 1 quiz

    1. 2.1 Welcome to section 2

    2. 2.2 The evolution of display advertising

    3. 2.3 Display advertising networks

    4. 2.4 Traditional display ad formats

    5. 2.5 Understanding interstitial ads

    6. 2.6 Rich media ads

    7. 2.6 Ads that appear in Gmail

    8. 2.7 YouTube in-feed video ads

    9. 2.8 YouTube skippable in-stream ads

    10. 2.9 Non-skippable ads on YouTube

    11. 2.10 Other video advertising options

    12. 2.11 Viewability and memorability

    13. 2.12 Display advertising costs

    14. 2.13 Section 2 Quiz

    1. 3.1 Welcome to section 3

    2. 3.2 The role of display advertising

    3. 3.3 Selecting target audiences

    4. 3.4 Setting goals, objectives and KPIs

    5. 3.5 Choosing advertising networks

    6. 3.6 Targeting strategies

    7. 3.7 Using retargeting

    8. 3.8 Monitoring strategies

    9. 3.9 Legal, ethical and policy considerations

    10. 3.10 Planning budgets and actions

    11. 3.11 Documenting your display advertising strategy

    12. 3.12 Display advertising strategy template

    13. 3.13 Section 3 quiz

    1. 4.1 Welcome to section 4

    2. 4.2 Implementing display advertising campaigns

    3. 4.3 Creative best practices

    4. 4.4 Briefing creative professionals

    5. 4.5 Creative brief template

    6. 4.6 Preparing creative for display and video ads

    7. 4.7 Using responsive display ads

    8. 4.8 Setting up a Google Ads account

    9. 4.9 Setting up a Google Ads display campaign

    10. 4.10 Setting up a YouTube ad campaign

    11. 4.11 Integrating ecommerce and analytics

    12. 4.12 Setting up a Google Merchant Center account

    13. 4.13 Understanding ad approvals

    14. 4.14 Implementing retargeting

    15. 4.15 Section 4 quiz

    1. 5.1 Welcome to section 5

    2. 5.2 Important metrics

    3. 5.3 Using reports in Google Ads

    4. 5.4 Optimising frequency

    5. 5.5 Improving bids and use of budget

    6. 5.6 Enhancing targeting

    7. 5.7 Dynamic Creative Optimisation

    8. 5.8 Preparing recommendations

    9. 5.9 Campaign performance report template

    10. 5.10 Section 5 quiz

    1. 6.1 Introduction to section six

    2. 6.2 Key takeaways

    3. 6.3 The future of display and video advertising

    4. 6.4 How to keep your knowledge up to date

    5. 6.5 Get display certified

    6. 6.6 Congratulations and what’s next

About this course

  • Free
  • 77 lessons
  • 0 hours of video content