DMI Pro - Course

Display and Video Advertising

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Digital Marketing - Study Notes:

Display metrics

There are a number of metrics available to see how your display campaigns are performing.

  • An impression is counted every time your ad appears.
  • A click is counted every time someone clicks on your ad.
  • Your clickthrough rate (CTR) is the rate at which people click through your ad versus how often it appears.
  • Your cost per click (CPC) is the average cost that is incurred for you.
  • Your vCPM is your viewable cost per thousand impressions.
  • Your conversions column will count how many conversions your advertising campaign has generated for you.
  • Your conversion rate is how often your clicks have led to conversions.
  • Your view-through conversions are when someone has seen your ad but not clicked on it, but later goes to your website and converts.
  • Reach and frequency gives you an idea of how many people have seen your ad and how often.

Video metrics

You have similar metrics for your YouTube campaigns with some dedicated metrics for the video format.

  • Impressions are recorded when the ad is served for five seconds or more or if the ad appeared in the search results page.
  • Views are recorded when a user has watched 30 seconds of your video or the full length of the video, whichever comes first.
  • Your view rate measures how often a view has occurred compared to how often your ad appears.
  • Your clicks are how many people have clicked on your ad.
  • Your cost per view (CPV) is how much each view has cost you and what you're charged on.
  • Your CPM is the bidding mechanism that you use for your bumper ads. It allows the advertiser to pay for every thousand impressions your ad receives.
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies
Lisa Dunn

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

Display and Video Advertising
Lisa Dunn Lisa Dunn
Skills Expert

This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.

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