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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 digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.

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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.