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Campaign Creation

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Digital Marketing - Study Notes:

Display campaign types

Within campaign creation, the Google Display Network is our core display learning network.

And we must obviously distinguish between search and display. Within Google, we have two options with display:

  • Display Network only
  • Search Network with Display Opt-in

This is a kind of blended result. We don’t recommend Search Network with Display Opt-in. If you’re going to run a search campaign, run a search campaign with search only and if you’re going run a display campaign, run a display campaign on the Display Network only option.

Align campaign goals to business goals

When we set up our campaigns automatically within Google itself, we have several predefined goals, or objectives, that we can follow within the system.

  • Brand awareness and reach: This increases the awareness of your product to those most likely interested in us.
  • Brand and product consideration: You can engage your audience with compelling, creative based on the product that you’re trying to advertise.
  • Website traffic: This is now changing focus a little bit. So website traffic is now moving away from the internal response around awareness to actually driving some action. The action is only traffic. It’s not a complete action like a purchase, but it is an action, nevertheless.
  • Leads: The next stage after driving that traffic obviously will be devising display campaigns around driving leads. So if you’re an insurance company or if you’re a company that works off what’s called an assisted e-commerce model, where someone enters their details and then they might get a phone call from a sales rep trying to sell them insurance or a holiday or another product, lead generation is essential. Display can feature in that.
  • Sales: This serves ads to people who are in the market for your product and hopefully ready to purchase.

Google has some specific audience targeting methodology based on this. It has looked at search signals over a period of time and browsing signals to decide that, based on this type of behavior for this person, we think they’re most likely to be in the market for a car or a holiday, or whatever it may be.

By referring to your media plan and your creative brief, you’re able to choose what goal is most suitable for your campaign setup and apply it appropriately. Likewise, the measurement of that goal will and can rely on your conversion tracking. So if you have a goal set up around leads or sales, you do want it to track those actions as conversions, so conversion tracking setup will be essential to those deeper funnel objectives.

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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.

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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.