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Targeting allows us to place our ad in front of the right person at the right time. Targeting our campaigns increases our audience engagement by ensuring our ads are displayed to the right people and as often as possible. Accomplishing this reduces wasted spend and increases the likelihood that campaigns will deliver a strong return in investment for us.
You may choose to start your targeting strategy by using the Display Planner Tool.
This shows you the potential reach and cost of your chosen targeting. It can be a good place to start when you start running campaigns for the first time.
When you think of targeting, there are two distinct forms, audience and contextual. Think of it as who and where.
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
PPC Account Manager @ OMD Ireland
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. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.
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