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Ad Creation

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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.


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’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

Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition.  Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

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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    Display Advertising
    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.