Chapter 4

Month 1: Planning Your Campaigns

The key to running successful campaigns lies in the planning stages, and successful advertisers spend plenty of time there. Before you start creating ads and setting up campaigns, you must clearly define the goals you’re trying to accomplish and understand just who your customer is. Then it’s time to plan your budget, messaging, and message positioning in the marketplace and take stock of the resources you need to create, maintain, and optimize your campaigns.

Chapter Contents:

  • Week 1: Define Your Display Advertising Goals
  • Week 2: Showcase What You Do Best
  • Week 3: Take Stock of Your Resources
  • Week 4: Plan Your Budget

Week 1: Define Your Display Advertising Goals

Perhaps the biggest mistake advertisers ...

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