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Digital Marketing - Study Notes:

Combine audience and contextual

We looked at adding an audience, and then we doubled up on that audience by adding some topic targeting. This meant that not only were we targeting that audience, but that audience must be on a website that contains the same interest as the audience itself.

That brings a level of solidity. Not only is the audience our target audience, but they’re actively reading about the product that we’re trying to target them towards. So that type of doubling up allows you to really refine your audience targeting and define the results as best as you can.

Use observations

When you add an audience to your ad group, you can choose to add it as a target, or you can choose to add it as an observation. So, if you have a primary targeting type like an in-market audience, you might be interested to see whether there is anyone within that in-market audience that you can target even more specifically. But you don’t want to put all your eggs in one basket and add them directly as an audience type, so you can add them as observations. That means that you simply report on the number of people within the in-market audience or within the affinity audience that represents the second-tier audience.

If you’re happy with the results, you’re then able to add a bid modifier, or change the targeting, or double it up. But you begin with your observation piece in order to see how they actually interact before you’re making that decision.

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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

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.

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

You will not be assessed on this content in your final exam.


    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.