
Study Guide
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Video and display advertising are outbound awareness- and demand-generating digital channels. They combine both the science and precision of online audience targeting, which means they’re highly relevant, with the emotional engagement of audio/visual, and creative visual formats that capture the attention of the audience and make the most of your advertising placements.
It’s important to distinguish display and video advertising (which are push channels that spread a message), from paid search marketing (which is a pull channel, in that it captures existing demands).
Paid search marketing is about showing ads to people who are actively seeking your product, so they have a certain amount of consumer intent for your products or services.
Both display and video advertising serve ads to people who are on Google partner websites and/or browsing YouTube, and match your audience targeting criteria. Be aware they may not be in the market for your product at the precise moment when they see your banner ad, compared to the level of interest that a potential customer performing a search has. However, they could fit your target audience profile and may be a potential customer in the future. This is why video and display are regarded as awareness-driving channels.
Paid search marketing is used to reach people at the end or near the end of the buyer’s journey. Video and display, on the other hand, can reach people at all stages of the buyer’s journey. However, its main strength is in reaching people at the beginning of the buyer’s journey – in other words, the awareness stage.
Back to TopCathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes 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 optimization. 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 too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.
This guide draws your attention to the specific modules and lessons that you need to focus on to prepare effectively and ensure success in your recertification exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module covers two essential areas of digital marketing: paid search (PPC) and display/video advertising. It explains how paid search captures consumers actively looking for information, products, or services, while display and video ads aim to reach a broader audience, build brand awareness, and generate interest. These strategies, while distinct, complement each other in a comprehensive digital marketing approach.
Starting with the basics of paid search, the module covers search engine roles, keyword strategies, and optimizing PPC campaigns using Google Ads. It then addresses display and video advertising through the Google Display Network (GDN), including ad formats, AI-powered features, and targeting options for audience engagement and remarketing. It continues with budget management, and measuring and optimizing campaigns using Google Ads. The module concludes by examining the advantages and disadvantages of Google AI Assistant and Performance Max campaigns in Google Ads, along with AI-powered bid strategies and ad creation optimization.