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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 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.
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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.