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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 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.

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.