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Display Advertising

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A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaignThe display business is onli... Weiterlesen
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Beschreibung

A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign

The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign.

  • Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns
  • Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites
  • Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use
  • Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more

Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.



David Booth (left) and Corey Koberg (right) are Founding and Senior Partners of Cardinal Path, a leading professional services firm specializing in digital intelligence, measurement, and online marketing. They can be found speaking and training around the world, and they are Google AdWords, Analytics, Urchin, and Website Optimizer Certified Partners and Trainers. They have consulted and worked with clients such as Google, NPR, National Geographic, Lollapalooza, Universal Music, Chevron, Papa John's, and many more.



Autorentext

David Booth (left) and Corey Koberg (right) are Founding and Senior Partners of Cardinal Path, a leading professional services firm specializing in digital intelligence, measurement, and online marketing. They can be found speaking and training around the world, and they are Google AdWords, Analytics, Urchin, and Website Optimizer Certified Partners and Trainers. They have consulted and worked with clients such as Google, NPR, National Geographic, Lollapalooza, Universal Music, Chevron, Papa John's, and many more.



Inhalt

Foreword xvii

Introduction xix

Chapter 1 Online Advertising 1

An Overview of Search Engine Marketing 2

Search Engine Marketing 3

Pay per Click Advertising 4

Search Advertising vs. Display Advertising 6

Search Advertising 6

Display Advertising 9

Problem Solving and Distraction 13

Chapter 2 Overview of Display Advertising 17

The Display Advertising Landscape 18

Why We Focus on the Google Display Network 19

Identifying Display Ad Types and Formats 23

Text Ads 24

Image Ads 24

Video Ads 25

Rich Media Ads 26

Defi ning Advertising Objectives 26

Defi ning Your Goals 27

Direct Response Advertising 32

Branding and Positioning Goals 35

Chapter 3 Fundamental Display Advertising Concepts 39

The Ecosystem: Advertisers and Publishers 40

Display Networks Come of Age 41

Technological Advances Lead to Extreme Complexity 41

Starting Out with the Google Network 45

What Is This Page Really About? 45

Google-Owned Properties 46

AdSense for Content 48

The DoubleClick Network 53

Campaign Targeting Strategies 54

Targeting Campaigns with Keywords 54

Targeting Campaigns with Placements 54

Targeting Campaigns with Audiences 55

The Big Picture: The Process of Display Advertising 56

Chapter 4 Month 1: Planning Your Campaigns 59

Week 1: Defi ne Your Display Advertising Goals 60

Monday: Understand the Objectives of Display Advertising 60

Tuesday: Define Your Direct Response Goals 62

Wednesday: Defi ne Success Metrics for Direct Response Goals 65

Thursday: Defi ne Branding and Positioning Goals 67

Friday: Create Strategies to Measure Branding and Positioning 71

Week 2: Showcase What You Do Best 74

Monday: Solve Your Customers' Problems 74

Tuesday: Look at Your Competition 76

Wednesday: Identify Your Competitive Advantage 79

Thursday/Friday: Defi ne and Find Your Customers 81

Week 3: Take Stock of Your Resources 83

Monday: Understand the Process of Success 83

Tuesday: Identify the Campaign Implementer 85

Wednesday: Identify the Market Researcher 86

Thursday: Identify the Graphic Designer and Developer 88

Friday: Identify the Analyst 89

Week 4: Plan Your Budget . 90

Monday: Choose between Bid Types 91

Tuesday: Understand How the CPC Auction Works 93

Wednesday: Understand How CPM Bids Compete in the Auction 96

Thursday: Understand How Google Spends Your Budget 97

Friday: Understand AdWords Billing Options 98

Chapter 5 Month 2: Targeting Your Audience 101

Week 5: Understand Targeting Options 102

Monday: Using Contextual Targeting 102

Tuesday: Using Placement Targeting 104

Wednesday: Using Audience Targeting 108

Thursday: Using Additional Campaign Targeting Options 110

Friday: Combining Targeting Types 112

Week 6: Find Good Keywords 114

Monday: How Google Determines Relevance 115

Tuesday/Wednesday: Using the Google Keyword Tool 117

Thursday/Friday: Using the Contextual Targeting Tool 123

Week 7: Find Good Placements 126

Monday/Tuesday: Use the DoubleClick Ad Planner 126

Wednesday: Using the Placement Tool 133

Thursday: Evaluating Placements 137

Friday: Automatic and Managed Placement Strategies 139

Week 8: Organize Campaigns and Ad Groups 141

Monday: Separating Your Display Campaigns 141

Tuesday: Organizing by Campaign Settings 145

Wednesday: Organizing by Themes 146

Thursday: Organizing by Audiences 149

Friday: Using Exclusions 150

Chapter 6 Month 3: Building Your First Display Campaign 153

Week 9: Choose Your Display Campaign Settings 154

Monday: Create a New Campaign 154

Tuesday/Wednesday: Target Locations and Languages 156

Thursday: Set Target Networks 160

Friday: Use Device Targeting 162

Week 10: Choose Your Bidding Style and Budget 164

Monday: Learn Manual CPC Bidding 164

Tuesday: Learn Automatic & Enhanced CPC Bidding 166

Wednesday: Learn CPM Bidding 167

Thursday: Learn the Conversion Optimizer 168

Friday: Set Your Budget 171

Week 11: Confi gure Advanced Campaign Settings 173

Monday/Tuesday: Learn the Ad Scheduler 174

Wednesday: Understand Rotation and Frequency Capping 177

Thursday/Friday: Integrate with Google+ 178

Week 12: Create Your First Ad Group 181

Monday: Add Keywords for Contextual Targeting 181

Tuesday: Add Placements for Placement Targeting 183

Wednesday: Add Audiences for Audience Targeting 185

Thursday: Exclude Placements, Audiences, and Keywords 186

Friday: Add Ads to Your Ad Groups 188

Chapter 7 Mo...

Produktinformationen

Titel: Display Advertising
Untertitel: An Hour a Day
Autor:
EAN: 9781118240298
ISBN: 978-1-118-24029-8
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (epub)
Herausgeber: Sybex
Genre: Internet
Anzahl Seiten: 528
Veröffentlichung: 11.09.2012
Jahr: 2012
Untertitel: Englisch
Dateigrösse: 39.4 MB