Search Marketing - Course

Display Advertising

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Ad Creation

Digital Marketing Lessons

Display Advertising
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Digital Marketing - Study Notes:

Consideration for responsive ads

When writing responsive ads, bear the following in mind:

  • Use clear and concise messaging: It should be something that can be easily interpreted on its own. So that 40% discount was quite clear and it related also to the image that we chose.
  • Consider appearance in all formats: Consider how the headline’s body copy images work together. Is your offer reflected in your image and in your copy and around the CTA?
  • Use a CTA: What is the CTA that you want to choose? Obviously, Book Now suits hotel offers and different things like that but maybe download wouldn’t. So you have to choose what exactly is the ideal CTA for that.
  • Preview multiple ad placements: Look at how the responsive ads look in different ad placements on mobile and desktop. Check whether it works across all the different placements and what might you need to alter in order to make it optimized for everything.

Guidelines

Just some guidelines for manually creating ads.

Do: Upload the correct sizes and dimensions

We had the option at the start of that to choose responsive ad or upload our own ads. However, we must choose the correct size and dimensions. Otherwise they won’t be shown. There are other options around the amount of copy that has to go in there and certainly the image size.

Don

Don’t: Exclude websites text-only websites

rsquo;t: Exclude websites text-only websites

People have a view that image ads are more impactful but not every single website shows image ads. So, in order for you to show on those websites, you need to show text ads. That’s where the responsive piece comes in, and that gives you the flexibility there. It makes yourself more eligible to appear across all the websites in the Google Display Network if you use both text display and image display.

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Cathal Melinn

Digital Marketing Manager @ Digital Marketing Institute

  • 13 years’ experience in search and display
  • Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical
  • Moved to the world of agency in 2010 as Head of Search and Online Media for five years 
  • Currently working at the Digital Marketing Institute as a Digital Marketing Manager
  • Previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC
Cathal Melinn

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

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ABOUT THIS DIGITAL MARKETING MODULE

Display Advertising
Cathal Melinn Cathal Melinn
Skills Expert

This module introduces the key concepts involved in display advertising. It covers the advantages of different types of display platforms and demonstrates how to set up a display advertising campaign. It also explores the key considerations for targeting and bidding in a display advertising campaign, and how to report on and optimize campaign performance.

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