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Display Advertising: An Hour a Day by Corey Koberg, David Booth

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Chapter 10

Month 7: Optimizing the Performance of Your Campaigns

One of the primary benefits of online display advertising compared to other media is the ability to hone, tweak, and optimize your campaigns to maximum effect. Initially in this chapter we focus on the ads themselves, but the real improvements are realized when the entire life cycle of the customer’s journey is optimized, including your landing pages.

The perfect ad has the right message directed to the right audience at the right time. This chapter is about optimizing those elements to create high-performing campaigns for your business.

Chapter Contents:

  • Week 25: Refine Your Campaigns and Ad Groups
  • Week 26: Expand Your Reach
  • Week 27: Test Your Ads
  • Week 28: Create Effective Landing ...

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