Display Advertising

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.

Foreword xvii Introduction xix Chapter 1 Online Advertising 1 An Overview of Search Engine Marketing 2 Search Engine Marketing 3 Pay per Click Advertising 4 Search Advertising vs. Display Advertising 6 Search Advertising 6 Display Advertising 9 Problem Solving and Distraction 13 Chapter 2 Overview of Display Advertising 17 The Display Advertising Landscape 18 Why We Focus on the Google Display Network 19 Identifying Display Ad Types and Formats 23 Text Ads 24 Image Ads 24 Video Ads 25 Rich Media Ads 26 Defi ning Advertising Objectives 26 Defi ning Your Goals 27 Direct Response Advertising 32 Branding and Positioning Goals 35 Chapter 3 Fundamental Display Advertising Concepts 39 The Ecosystem: Advertisers and Publishers 40 Display Networks Come of Age 41 Technological Advances Lead to Extreme Complexity 41 Starting Out with the Google Network 45 What Is This Page Really About? 45 Google-Owned Properties 46 AdSense for Content 48 The DoubleClick Network 53 Campaign Targeting Strategies 54 Targeting Campaigns with Keywords 54 Targeting Campaigns with Placements 54 Targeting Campaigns with Audiences 55 The Big Picture: The Process of Display Advertising 56 Chapter 4 Month 1: Planning Your Campaigns 59 Week 1: Defi ne Your Display Advertising Goals 60 Monday: Understand the Objectives of Display Advertising 60 Tuesday: Define Your Direct Response Goals 62 Wednesday: Defi ne Success Metrics for Direct Response Goals 65 Thursday: Defi ne Branding and Positioning Goals 67 Friday: Create Strategies to Measure Branding and Positioning 71 Week 2: Showcase What You Do Best 74 Monday: Solve Your Customers Problems 74 Tuesday: Look at Your Competition 76 Wednesday: Identify Your Competitive Advantage 79 Thursday/Friday: Defi ne and Find Your Customers 81 Week 3: Take Stock of Your Resources 83 Monday: Understand the Process of Success 83 Tuesday: Identify the Campaign Implementer 85 Wednesday: Identify the Market Researcher 86 Thursday: Identify the Graphic Designer and Developer 88 Friday: Identify the Analyst 89 Week 4: Plan Your Budget . 90 Monday: Choose between Bid Types 91 Tuesday: Understand How the CPC Auction Works 93 Wednesday: Understand How CPM Bids Compete in the Auction 96 Thursday: Understand How Google Spends Your Budget 97 Friday: Understand AdWords Billing Options 98 Chapter 5 Month 2: Targeting Your Audience 101 Week 5: Understand Targeting Options 102 Monday: Using Contextual Targeting 102 Tuesday: Using Placement Targeting 104 Wednesday: Using Audience Targeting 108 Thursday: Using Additional Campaign Targeting Options 110 Friday: Combining Targeting Types 112 Week 6: Find Good Keywords 114 Monday: How Google Determines Relevance 115 Tuesday/Wednesday: Using the Google Keyword Tool 117 Thursday/Friday: Using the Contextual Targeting Tool 123 Week 7: Find Good Placements 126 Monday/Tuesday: Use the DoubleClick Ad Planner 126 Wednesday: Using the Placement Tool 133 Thursday: Evaluating Placements 137 Friday: Automatic and Managed Placement Strategies 139 Week 8: Organize Campaigns and Ad Groups 141 Monday: Separating Your Display Campaigns 141 Tuesday: Organizing by Campaign Settings 145 Wednesday: Organizing by Themes 146 Thursday: Organizing by Audiences 149 Friday: Using Exclusions 150 Chapter 6 Month 3: Building Your First Display Campaign 153 Week 9: Choose Your Display Campaign Settings 154 Monday: Create a New Campaign 154 Tuesday/Wednesday: Target Locations and Languages 156 Thursday: Set Target Networks 160 Friday: Use Device Targeting 162 Week 10: Choose Your Bidding Style and Budget 164 Monday: Learn Manual CPC Bidding 164 Tuesday: Learn Automatic & Enhanced CPC Bidding 166 Wednesday: Learn CPM Bidding 167 Thursday: Learn the Conversion Optimizer 168 Friday: Set Your Budget 171 Week 11: Confi gure Advanced Campaign Settings 173 Monday/Tuesday: Learn the Ad Scheduler 174 Wednesday: Understand Rotation and Frequency Capping 177 Thursday/Friday: Integrate with Google+ 178 Week 12: Create Your First Ad Group 181 Monday: Add Keywords for Contextual Targeting 181 Tuesday: Add Placements for Placement Targeting 183 Wednesday: Add Audiences for Audience Targeting 185 Thursday: Exclude Placements, Audiences, and Keywords 186 Friday: Add Ads to Your Ad Groups 188 Chapter 7 Month 4: Creating Image Ads 191 Week 13: Study the Science behind Great Image Ads 192 Monday: Maintaining the Scent 192 Tuesday: Creating Strong Calls to Action 195 Wednesday: Using Enticing Imagery 197 Thursday: Writing Good Copy for Display Ads 202 Friday: Visual and Cognitive Psychology Concepts 204 Week 14: Understand the Rules 215 Monday: Supported Formats, Sizes, and File Sizes 215 Tuesday: Flash Ad Requirements 218 Wednesday: Editorial and Graphical Requirements 220 Thursday: Content Guidelines and Family Status 221 Friday: Site-Level Guidelines 225 Week 15: Dig Deeper on Image Ads 227 Monday: What You re Trying to Accomplish 227 Tuesday: Image Ads for E-Com, Lead Gen, B2B, and Non-Profi t Scenarios 228 Wednesday: Choosing Static or Rich Media Ads 231 Thursday: Importing Your Image Ads into AdWords 232 Friday: The Approval Process 233 Week 16: Build Ads with Display Ad Builder 235 Monday: Benefi ts and Drawbacks of the Display Ad Builder 235 Tuesday: Browsing Your Options Themes and Filters 236 Wednesday: Creating and Previewing an Ad 237 Thursday: Advanced Ad Types 240 Friday: Tips For Creating Unique Ads 242 Chapter 8 Month 5: Video Ads 245 Week 17: Understand AdWords Video Ads 246 Monday: What They Are, Where They Show and When to Use Them 246 Tuesday: Click-to-Play Video Ads 247 Wednesday: In-Stream and In-Slate Video Ads 247 Thursday: InVideo Ads 249 Friday: Evaluating Video Ads 250 Week 18: Create Video Ads 252 Monday: Best Practices for Video Ads 252 Tuesday: The AdWords for Video Interface 254 Wednesday/Thursday: Creating a Campaign, Ad, and Targeting Group 255 Friday: Guest Lecture by Charlie Stone 257 Week 19: Advertise on YouTube 258 Monday: Advertising on YouTube 258 Tuesday: Channel and Call-to-Action Overlays 260 Wednesday: TrueView In-Search and In-Display 261 Thursday: Additional Tools 262 Friday: YouTube Analytics 263 Week 20: Advertise on Television with AdWords 265 Monday: Is TV Advertising Right for You? 266 Tuesday: Networks and Targeting 267 Wednesday: Creating Your Own Ads 268 Thursday: Outsourcing Ad Production 270 Friday: Measuring the Success of a Television Campaign 271 Chapter 9 Month 6: Launch and Measure Your Campaign s Performance 273 Week 21: Launch the Campaign 274 Monday: Setting a Benchmark By Taking Stock of Where You Currently Stand 274 Tuesday: What to Expect and Do in Your First Week 275 Wednesday: Getting Familiar with Reported Metrics 277 Thursday: Calculating ROI 278 Friday: Linking Google Analytics and Google AdWords Accounts 284 Week 22: Use AdWords Reports 285 Monday: Understanding AdWords Conversion Tracking 285 Tuesday: Installing Conversion Tracking Code 286 Wednesday and Thursday: AdWords Display Network Reports 289 Friday: Using the Dimensions Tab 291 Week 23: Use Google Analytics 295 Monday: Campaign Level Report and Clicks Tab 296 Tuesday: Campaign Tagging for Non-Google Networks 297 Wednesday: Drilling Down to Ad Groups and Using Secondary Dimensions 301 Thursday and Friday: Very Useful Reports for Display 302 Week 24: Measure Branding and Positioning Goals 309 Monday: Dealing With Soft Metrics 309 Tuesday: Multiple Touch Point Analysis 312 Wednesday: Social Media Metrics Traffi c on Your Site 315 Thursday: Social Media Metrics Activity Outside Your Site 321 Friday: Correlation and Causation 324 Chapter 10 Month 7: Optimizing the Performance of Your Campaigns 329 Week 25: Refi ne Your Campaigns and Ad Groups 330 Monday: Evaluating Performance 330 Tuesday: Optimizing Ads 334 Wednesday: Optimizing Placements 337 Thursday: Optimizing with Contextual Keywords 338 Friday: Optimizing Audiences 339 Week 26: Expand Your Reach 341 Monday: Expanding Reach with Ad Group Bids 341 Tuesday: Adjusting Keyword and Placement Level Bids 343 Wednesday: Adjusting Audience Bids 344 Thursday: Using Ad Planner to Find More Placements 345 Friday: Using Display Campaign Optimizer 350 Week 27: Test Your Ads 352 Monday: Understanding Ad Split Testing 352 Tuesday: Understanding Statistical Significance and Sample Size 353 Wednesday: Setting Up a Split Test 358 Thursday: Interpreting the Results and Tools 361 Friday: What Should I Test? 362 Week 28: Create Effective Landing Pages 365 Monday: Understanding What Makes a Good Landing Page to Google 366 Tuesday: Understanding What Makes a Good Landing Page to Your Visitor 367 Wednesday: The Importance of Dedicated Landing Pages 374 Thursday: A/B Split Testing 375 Friday: Multivariate Testing 376 Chapter 11 Month 8: Advanced Topics 379 Week 29: Retarget and Remarket 380 Monday: Understanding Retargeting 380 Tuesday: Using AdWords Remarketing 382 Wednesday: Creating Remarketing Lists 385 Thursday: Using Custom Combinations 388 Friday: Leveraging Remarketing Best Practices 390 Week 30: Learn Tools for Testing Landing Pages 394 Monday: Understanding Google Analytics Content Experiments 395 Tuesday: Set up a Google Analytics Content Experiment 396 Wednesday: Run a Content Experiment 399 Thursday: Reading Content Experiment Reports 401 Friday: Running a Test with Optimizely 404 Week 31: Go beyond Clickstream Analytics 411 Monday: Using Qualitative Feedback 412 Tuesday: Using Visual Analytics 416 Wednesday: Using Form Analytics 419 Thursday/Friday: Evaluating the User Experience 424 Week 32: Target Topics 427 Monday: Understanding Topic Targeting and When to Use It 428 Tuesday: Adding and Editing Topic Targets 429 Wednesday: Working with Ad Planner Codes 431 Thursday: Managing Topic Exclusions 432 Friday: Using Topic and Audience Targeting Reports 433 Chapter 12 Month 9: Using LinkedIn and Facebook Display Ads 437 Week 33: Advertise on LinkedIn 438 Monday: Understanding LinkedIn Advertising 438 Tuesday: Knowing When to Use LinkedIn Advertising 440 Wednesday: Working with LinkedIn Ad Formats 442 Thursday: Setting LinkedIn Targeting Options 445 Friday: Selecting LinkedIn Bidding and Budget Options 447 Week 34: Launch and Measure LinkedIn Campaigns 448 Monday: Launching Your LinkedIn Campaign 448 Tuesday: Using the LinkedIn Interface 452 Wednesday: Integrating with Google Analytics 455 Thursday: Optimizing LinkedIn Campaigns 458 Friday: Taking LinkedIn to the Next Level 460 Week 35: Advertise on Facebook 462 Monday: Understanding Facebook Advertising Destinations 462 Tuesday: When to Use Facebook Advertising 463 Wednesday: The Ad Format and Where it Shows 463 Thursday: Targeting Options 467 Friday: Setting Your Pricing and Choosing between CPC and CPM 469 Week 36: Launch and Measure Facebook Campaigns 470 Monday: Launching Your Facebook Campaign 470 Tuesday: The Ads Manager 472 Wednesday: Facebook Insights Information 473 Thursday: Using the Power Editor 475 Friday: Integrating with Google Analytics 478 Glossary 483 Index 489