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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:
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.
When we set up our campaigns automatically within Google itself, we have several predefined goals, or objectives, that we can follow within the system.
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.Back to Top
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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ABOUT THIS DIGITAL MARKETING MODULE
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.