Display Advertising by Booth, David -- Read -- Imperial Library of Trantor

Index

Cover Praise for Display Advertising: An Hour A Day Acknowledgments About the Authors Foreword Introduction

Keep Up-to-Date: The Companion Site How to Contact the Authors

Chapter 1: Online Advertising

An Overview of Search Engine Marketing Search Advertising vs. Display Advertising Problem Solving and Distraction

Chapter 2: Overview of Display Advertising

The Display Advertising Landscape Identifying Display Ad Types and Formats Defining Advertising Objectives

Chapter 3: Fundamental Display Advertising Concepts

The Ecosystem: Advertisers and Publishers Starting Out with the Google Network Campaign Targeting Strategies The Big Picture: The Process of Display Advertising

Chapter 4: Month 1: Planning Your Campaigns

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

Chapter 5: Month 2: Targeting Your Audience

Week 5: Understand Targeting Options Week 6: Find Good Keywords Week 7: Find Good Placements Week 8: Organize Campaigns and Ad Groups

Chapter 6: Month 3: Building Your First Display Campaign

Week 9: Choose Your Display Campaign Settings Week 10: Choose Your Bidding Style and Budget Week 11: Configure Advanced Campaign Settings Week 12: Create Your First Ad Group

Chapter 7: Month 4: Creating Image Ads

Week 13: Study the Science behind Great Image Ads Week 14: Understand the Rules Week 15: Dig Deeper on Image Ads Week 16: Build Ads with Display Ad Builder

Chapter 8: Month 5: Video Ads

Week 17: Understand AdWords Video Ads Week 18: Create Video Ads Week 19: Advertise on YouTube Week 20: Advertise on Television with AdWords

Chapter 9: Month 6: Launch and Measure Your Campaign’s Performance

Week 21: Launch the Campaign Week 22: Use AdWords Reports Week 23: Use Google Analytics Week 24: Measure Branding and Positioning Goals

Chapter 10: Month 7: Optimizing the Performance of Your Campaigns

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

Chapter 11: Month 8: Advanced Topics

Week 29: Retarget and Remarket Week 30: Learn Tools for Testing Landing Pages Week 31: Go beyond Clickstream Analytics Week 32: Target Topics

Chapter 12: Month 9: Using LinkedIn and Facebook Display Ads

Week 33: Advertise on LinkedIn Week 34: Launch and Measure LinkedIn Campaigns Week 35: Advertise on Facebook Week 36: Launch and Measure Facebook Campaigns

Glossary Index Advertisement