Course curriculum

  • 1

    Section 1: Introduction to display advertising

    • 1.1 Welcome to this unit!

    • 1.2 Introducing display advertising

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Chapter 1 quiz
  • 2

    Section 2: Display advertising essentials

    • 2.1 Welcome to section 2

    • 2.2 The evolution of display advertising

    • 2.3 Display advertising networks

    • 2.4 Traditional display ad formats

    • 2.5 Understanding interstitial ads

    • 2.6 Rich media ads

    • 2.7 Ads that appear in Gmail

    • 2.8 YouTube in-feed video ads

    • 2.9 YouTube skippable in-stream ads

    • 2.10 Non-skippable ads on YouTube

    • 2.11 Other video advertising options

    • 2.12 Viewability and memorability

    • 2.13 Display advertising costs

    • 2.14 Section 2 Quiz
  • 3

    Section 3: Developing an advertising strategy

    • 3.1 Welcome to section 3

    • 3.2 The role of display advertising

    • 3.3 Selecting target audiences

    • 3.4 Setting goals, objectives and KPIs

    • 3.5 Choosing advertising networks

    • 3.6 Targeting strategies

    • 3.7 Using retargeting

    • 3.8 Monitoring strategies

    • 3.9 Legal, ethical and policy considerations

    • 3.10 Planning budgets and actions

    • 3.11 Documenting your display advertising strategy

    • 3.12 Display advertising strategy template

    • 3.13 Section 3 quiz
  • 4

    Section 4: Creating advertising campaigns

    • 4.1 Welcome to section 4

    • 4.2 Implementing display advertising campaigns

    • 4.3 Creative best practices

    • 4.4 Briefing creative professionals

    • 4.5 Creative brief template

    • 4.6 Preparing creative for display and video ads

    • 4.7 Using responsive display ads

    • 4.8 Setting up a Google Ads account

    • 4.9 Setting up a Google Ads display campaign

    • 4.10 Setting up a YouTube ad campaign

    • 4.11 Integrating ecommerce and analytics

    • 4.12 Setting up a Google Merchant Center account

    • 4.13 Understanding ad approvals

    • 4.14 Implementing retargeting

    • 4.15 Section 4 quiz
  • 5

    Section 5: Measuring and optimising performance

    • 5.1 Welcome to section 5

    • 5.2 Important metrics

    • 5.3 Using reports in Google Ads

    • 5.4 Optimising frequency

    • 5.5 Improving bids and use of budget

    • 5.6 Enhancing targeting

    • 5.7 Dynamic Creative Optimisation

    • 5.8 Preparing recommendations

    • 5.9 Campaign performance report template

    • 5.10 Section 5 quiz
  • 6

    Section 6: Display advertising summary

    • 6.1 Introduction to section six

    • 6.2 Key takeaways

    • 6.3 The future of display and video advertising

    • 6.4 How to keep your knowledge up to date

    • 6.5 Get display certified

    • 6.6 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 Google Ads Creative Best Practices Guide

    • 7.3 YouTube Creator Playbook for Brands

    • 7.4 Winning at Retargeting - Tips to Reconnect and Convert

    • 7.5 A Playbook for Building Effective Creative on YouTube

    • 7.6 2024 State of Video Marketing Report

    • 7.7 20 Video Marketing Ideas for Every Skill Level

    • 7.8 5 Top Performing Banner Ad Sizes

    • 7.9 100+ Video Ideas

    • 7.10 The Guide to Contextual Advertising

    • 7.11 How to Attract Your Audience with Video

    • 7.12 The Marketer’s Guide to Mastering Display Advertising

    • 7.13 Glossary of Digital Marketing Terms