Book description
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.
Table of contents
- Cover
- Praise for Display Advertising: An Hour A Day
- Acknowledgments
- About the Authors
- Foreword
- Introduction
- Chapter 1: Online Advertising
- Chapter 2: Overview of Display Advertising
- Chapter 3: Fundamental Display Advertising Concepts
- Chapter 4: Month 1: Planning Your Campaigns
- Chapter 5: Month 2: Targeting Your Audience
- Chapter 6: Month 3: Building Your First Display Campaign
- Chapter 7: Month 4: Creating Image Ads
- Chapter 8: Month 5: Video Ads
- Chapter 9: Month 6: Launch and Measure Your Campaign’s Performance
- Chapter 10: Month 7: Optimizing the Performance of Your Campaigns
- Chapter 11: Month 8: Advanced Topics
- Chapter 12: Month 9: Using LinkedIn and Facebook Display Ads
- Glossary
- Index
- Advertisement
Product information
- Title: Display Advertising: An Hour a Day
- Author(s):
- Release date: September 2012
- Publisher(s): Sybex
- ISBN: 9781118179710
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