Display Advertising: An Hour a Day - Softcover

Booth, David

Softcover

ISBN 10: 1118179714 ISBN 13: 9781118179710

Publisher: Sybex, 2012

Synopsis

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.

About this title

About the Author

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.

From the Back Cover

Boost Conversions and Drive Results

A Step-by-Step Guide

Fueled by compelling new ad formats and targeting capabilities,display advertising is revolutionizing how marketers reach andengage with their audience. This ultimate how-to guide, with itspractical and proven steps to do-it-yourself display advertising,gives today's marketers the tools to succeed. Whether you're amarketer, consultant, or small business owner, you'll quickly learnthe key concepts, trends, and best practices you need to know todevelop, launch, manage, and measure a winning plan.

• Identify, define, and assign value to the display advertisinggoals against which you'll measure success
• Walk through examples using the Google AdWords™ DisplayNetwork to reach targeted audiences and maximize campaignperformance
• Launch campaigns that stay within budget and provide the rightmessage to the right audience at the right time
• Present your message following best practices with richimagery, video, strong calls to action, and more
• Target and re-target your audience across millions of websites,24 hours a day, 365 days a year
• Determine the most effective ads, landing pages, and campaignsthrough testing and analysis
• Take advantage of unique targeting options on Facebook andLinkedIn to further your reach

You'll also find:

• Strategies, techniques, and tactics to get the most out of yourads and budget
• Measurement tools and analytics to quantify the return on youradvertising investment
• Real-world case studies that illustrate successes to learn fromand mistakes to avoid
• An example of a high-impact test strategy that any website canuse

Praise for Display Advertising: An Hour a Day

"David and Corey help you navigate the complex landscape of adnetworks and ad formats, and present the tools and techniques youneed to effectively use and measure display ads. These aredata-driven guys that have put together a roadmap that will helpyou focus your ad spend on productive display campaigns that candrive your bottom line." —Justin Cutroni, AnalyticsAdvocate, Google

"Dave and Corey's new book adds much-needed clarity on thelatest development in this area, and their metrics-focused approachoffers the critical perspective to how to be successful in displayadvertising." —Phil Mui, Ph.D., EVP, Chief Product& Engineering Officer, Acxiom Corporation

"No longer is display advertising a black art. Written by expertpractitioners, this book breaks down the details for mastering youronline campaigns. Get it before your competitors do, and put it towork!" —Tim Ash, CEO of SiteTuners, chair of ConversionConference, and author of Landing Page Optimization

Edition details

• Publisher: Sybex
• Publication date: 2012
• Language: English
• ISBN 10: 1118179714
• ISBN 13: 9781118179710
• Binding: Paperback
• Number of pages: 528