Details

<p>Foreword xvii</p> <p>Introduction xix</p> <p>Chapter 1 Online Advertising 1</p> <p>An Overview of Search Engine Marketing 2</p> <p>Search Engine Marketing 3</p> <p>Pay per Click Advertising 4</p> <p>Search Advertising vs. Display Advertising 6</p> <p>Search Advertising 6</p> <p>Display Advertising 9</p> <p>Problem Solving and Distraction 13</p> <p>Chapter 2 Overview of Display Advertising 17</p> <p>The Display Advertising Landscape 18</p> <p>Why We Focus on the Google Display Network 19</p> <p>Identifying Display Ad Types and Formats 23</p> <p>Text Ads 24</p> <p>Image Ads 24</p> <p>Video Ads 25</p> <p>Rich Media Ads 26</p> <p>Defi ning Advertising Objectives 26</p> <p>Defi ning Your Goals 27</p> <p>Direct Response Advertising 32</p> <p>Branding and Positioning Goals 35</p> <p>Chapter 3 Fundamental Display Advertising Concepts 39</p> <p>The Ecosystem: Advertisers and Publishers 40</p> <p>Display Networks Come of Age 41</p> <p>Technological Advances Lead to Extreme Complexity 41</p> <p>Starting Out with the Google Network 45</p> <p>What Is This Page Really About? 45</p> <p>Google-Owned Properties 46</p> <p>AdSense for Content 48</p> <p>The DoubleClick Network 53</p> <p>Campaign Targeting Strategies 54</p> <p>Targeting Campaigns with Keywords 54</p> <p>Targeting Campaigns with Placements 54</p> <p>Targeting Campaigns with Audiences 55</p> <p>The Big Picture: The Process of Display Advertising  56</p> <p>Chapter 4 Month 1: Planning Your Campaigns 59</p> <p>Week 1: Defi ne Your Display Advertising Goals 60</p> <p>Monday: Understand the Objectives of Display Advertising 60</p> <p>Tuesday: Define Your Direct Response Goals 62</p> <p>Wednesday: Defi ne Success Metrics for Direct Response Goals 65</p> <p>Thursday: Defi ne Branding and Positioning Goals 67</p> <p>Friday: Create Strategies to Measure Branding and Positioning 71</p> <p>Week 2: Showcase What You Do Best 74</p> <p>Monday: Solve Your Customers’ Problems 74</p> <p>Tuesday: Look at Your Competition 76</p> <p>Wednesday: Identify Your Competitive Advantage 79</p> <p>Thursday/Friday: Defi ne and Find Your Customers 81</p> <p>Week 3: Take Stock of Your Resources 83</p> <p>Monday: Understand the Process of Success 83</p> <p>Tuesday: Identify the Campaign Implementer 85</p> <p>Wednesday: Identify the Market Researcher 86</p> <p>Thursday: Identify the Graphic Designer and Developer 88</p> <p>Friday: Identify the Analyst 89</p> <p>Week 4: Plan Your Budget . 90</p> <p>Monday: Choose between Bid Types 91</p> <p>Tuesday: Understand How the CPC Auction Works 93</p> <p>Wednesday: Understand How CPM Bids Compete in the Auction 96</p> <p>Thursday: Understand How Google Spends Your Budget 97</p> <p>Friday: Understand AdWords Billing Options 98</p> <p>Chapter 5 Month 2: Targeting Your Audience 101</p> <p>Week 5: Understand Targeting Options 102</p> <p>Monday: Using Contextual Targeting 102</p> <p>Tuesday: Using Placement Targeting 104</p> <p>Wednesday: Using Audience Targeting 108</p> <p>Thursday: Using Additional Campaign Targeting Options 110</p> <p>Friday: Combining Targeting Types 112</p> <p>Week 6: Find Good Keywords  114</p> <p>Monday: How Google Determines Relevance 115</p> <p>Tuesday/Wednesday: Using the Google Keyword Tool 117</p> <p>Thursday/Friday: Using the Contextual Targeting Tool 123</p> <p>Week 7: Find Good Placements  126</p> <p>Monday/Tuesday: Use the DoubleClick Ad Planner 126</p> <p>Wednesday: Using the Placement Tool 133</p> <p>Thursday: Evaluating Placements 137</p> <p>Friday: Automatic and Managed Placement Strategies 139</p> <p>Week 8: Organize Campaigns and Ad Groups  141</p> <p>Monday: Separating Your Display Campaigns 141</p> <p>Tuesday: Organizing by Campaign Settings 145</p> <p>Wednesday: Organizing by Themes 146</p> <p>Thursday: Organizing by Audiences 149</p> <p>Friday: Using Exclusions 150</p> <p>Chapter 6 Month 3: Building Your First Display Campaign 153</p> <p>Week 9: Choose Your Display Campaign Settings 154</p> <p>Monday: Create a New Campaign 154</p> <p>Tuesday/Wednesday: Target Locations and Languages 156</p> <p>Thursday: Set Target Networks 160</p> <p>Friday: Use Device Targeting 162</p> <p>Week 10: Choose Your Bidding Style and Budget  164</p> <p>Monday: Learn Manual CPC Bidding 164</p> <p>Tuesday: Learn Automatic & Enhanced CPC Bidding 166</p> <p>Wednesday: Learn CPM Bidding 167</p> <p>Thursday: Learn the Conversion Optimizer 168</p> <p>Friday: Set Your Budget 171</p> <p>Week 11: Confi gure Advanced Campaign Settings 173</p> <p>Monday/Tuesday: Learn the Ad Scheduler 174</p> <p>Wednesday: Understand Rotation and Frequency Capping 177</p> <p>Thursday/Friday: Integrate with Google+ 178</p> <p>Week 12: Create Your First Ad Group 181</p> <p>Monday: Add Keywords for Contextual Targeting 181</p> <p>Tuesday: Add Placements for Placement Targeting 183</p> <p>Wednesday: Add Audiences for Audience Targeting 185</p> <p>Thursday: Exclude Placements, Audiences, and Keywords 186</p> <p>Friday: Add Ads to Your Ad Groups 188</p> <p>Chapter 7 Month 4: Creating Image Ads 191</p> <p>Week 13: Study the Science behind Great Image Ads  192</p> <p>Monday: Maintaining the Scent 192</p> <p>Tuesday: Creating Strong Calls to Action 195</p> <p>Wednesday: Using Enticing Imagery 197</p> <p>Thursday: Writing Good Copy for Display Ads 202</p> <p>Friday: Visual and Cognitive Psychology Concepts 204</p> <p>Week 14: Understand the Rules 215</p> <p>Monday: Supported Formats, Sizes, and File Sizes 215</p> <p>Tuesday: Flash Ad Requirements 218</p> <p>Wednesday: Editorial and Graphical Requirements 220</p> <p>Thursday: Content Guidelines and Family Status 221</p> <p>Friday: Site-Level Guidelines 225</p> <p>Week 15: Dig Deeper on Image Ads 227</p> <p>Monday: What You’re Trying to Accomplish 227</p> <p>Tuesday: Image Ads for E-Com, Lead Gen, B2B, and Non-Profi t Scenarios 228</p> <p>Wednesday: Choosing Static or Rich Media Ads 231</p> <p>Thursday: Importing Your Image Ads into AdWords 232</p> <p>Friday: The Approval Process 233</p> <p>Week 16: Build Ads with Display Ad Builder 235</p> <p>Monday: Benefi ts and Drawbacks of the Display Ad Builder 235</p> <p>Tuesday: Browsing Your Options—Themes and Filters 236</p> <p>Wednesday: Creating and Previewing an Ad 237</p> <p>Thursday: Advanced Ad Types 240</p> <p>Friday: Tips For Creating Unique Ads 242</p> <p>Chapter 8 Month 5: Video Ads 245</p> <p>Week 17: Understand AdWords Video Ads 246</p> <p>Monday: What They Are, Where They Show and When to Use Them 246</p> <p>Tuesday: Click-to-Play Video Ads 247</p> <p>Wednesday: In-Stream and In-Slate Video Ads 247</p> <p>Thursday: InVideo Ads 249</p> <p>Friday: Evaluating Video Ads 250</p> <p>Week 18: Create Video Ads 252</p> <p>Monday: Best Practices for Video Ads 252</p> <p>Tuesday: The AdWords for Video Interface 254</p> <p>Wednesday/Thursday: Creating a Campaign, Ad, and Targeting Group 255</p> <p>Friday: Guest Lecture by Charlie Stone 257</p> <p>Week 19: Advertise on YouTube 258</p> <p>Monday: Advertising on YouTube 258</p> <p>Tuesday: Channel and Call-to-Action Overlays 260</p> <p>Wednesday: TrueView In-Search and In-Display 261</p> <p>Thursday: Additional Tools 262</p> <p>Friday: YouTube Analytics 263</p> <p>Week 20: Advertise on Television with AdWords 265</p> <p>Monday: Is TV Advertising Right for You? 266</p> <p>Tuesday: Networks and Targeting 267</p> <p>Wednesday: Creating Your Own Ads 268</p> <p>Thursday: Outsourcing Ad Production 270</p> <p>Friday: Measuring the Success of a Television Campaign 271</p> <p>Chapter 9 Month 6: Launch and Measure Your Campaign’s Performance 273</p> <p>Week 21: Launch the Campaign 274</p> <p>Monday: Setting a Benchmark By Taking Stock of Where You Currently Stand 274</p> <p>Tuesday: What to Expect and Do in Your First Week 275</p> <p>Wednesday: Getting Familiar with Reported Metrics 277</p> <p>Thursday: Calculating ROI 278</p> <p>Friday: Linking Google Analytics and Google AdWords Accounts 284</p> <p>Week 22: Use AdWords Reports 285</p> <p>Monday: Understanding AdWords Conversion Tracking 285</p> <p>Tuesday: Installing Conversion Tracking Code 286</p> <p>Wednesday and Thursday: AdWords Display Network Reports 289</p> <p>Friday: Using the Dimensions Tab 291</p> <p>Week 23: Use Google Analytics 295</p> <p>Monday: Campaign Level Report and Clicks Tab 296</p> <p>Tuesday: Campaign Tagging for Non-Google Networks 297</p> <p>Wednesday: Drilling Down to Ad Groups and Using Secondary Dimensions 301</p> <p>Thursday and Friday: Very Useful Reports for Display 302</p> <p>Week 24: Measure Branding and Positioning Goals  309</p> <p>Monday: Dealing With Soft Metrics 309</p> <p>Tuesday: Multiple Touch Point Analysis 312</p> <p>Wednesday: Social Media Metrics—Traffi c on Your Site 315</p> <p>Thursday: Social Media Metrics—Activity Outside Your Site 321</p> <p>Friday: Correlation and Causation 324</p> <p>Chapter 10 Month 7: Optimizing the Performance of Your Campaigns 329</p> <p>Week 25: Refi ne Your Campaigns and Ad Groups 330</p> <p>Monday: Evaluating Performance 330</p> <p>Tuesday: Optimizing Ads 334</p> <p>Wednesday: Optimizing Placements 337</p> <p>Thursday: Optimizing with Contextual Keywords 338</p> <p>Friday: Optimizing Audiences 339</p> <p>Week 26: Expand Your Reach  341</p> <p>Monday: Expanding Reach with Ad Group Bids 341</p> <p>Tuesday: Adjusting Keyword and Placement Level Bids 343</p> <p>Wednesday: Adjusting Audience Bids 344</p> <p>Thursday: Using Ad Planner to Find More Placements 345</p> <p>Friday: Using Display Campaign Optimizer 350</p> <p>Week 27: Test Your Ads 352</p> <p>Monday: Understanding Ad Split Testing 352</p> <p>Tuesday: Understanding Statistical Significance and Sample Size 353</p> <p>Wednesday: Setting Up a Split Test 358</p> <p>Thursday: Interpreting the Results and Tools 361</p> <p>Friday: What Should I Test? 362</p> <p>Week 28: Create Effective Landing Pages 365</p> <p>Monday: Understanding What Makes a Good Landing Page to Google 366</p> <p>Tuesday: Understanding What Makes a Good Landing Page to Your Visitor 367</p> <p>Wednesday: The Importance of Dedicated Landing Pages 374</p> <p>Thursday: A/B Split Testing 375</p> <p>Friday: Multivariate Testing 376</p> <p>Chapter 11 Month 8: Advanced Topics 379</p> <p>Week 29: Retarget and Remarket  380</p> <p>Monday: Understanding Retargeting 380</p> <p>Tuesday: Using AdWords Remarketing 382</p> <p>Wednesday: Creating Remarketing Lists 385</p> <p>Thursday: Using Custom Combinations 388</p> <p>Friday: Leveraging Remarketing Best Practices 390</p> <p>Week 30: Learn Tools for Testing Landing Pages 394</p> <p>Monday: Understanding Google Analytics Content Experiments 395</p> <p>Tuesday: Set up a Google Analytics Content Experiment 396</p> <p>Wednesday: Run a Content Experiment 399</p> <p>Thursday: Reading Content Experiment Reports 401</p> <p>Friday: Running a Test with Optimizely 404</p> <p>Week 31: Go beyond Clickstream Analytics 411</p> <p>Monday: Using Qualitative Feedback 412</p> <p>Tuesday: Using Visual Analytics 416</p> <p>Wednesday: Using Form Analytics 419</p> <p>Thursday/Friday: Evaluating the User Experience 424</p> <p>Week 32: Target Topics 427</p> <p>Monday: Understanding Topic Targeting and When to Use It 428</p> <p>Tuesday: Adding and Editing Topic Targets 429</p> <p>Wednesday: Working with Ad Planner Codes 431</p> <p>Thursday: Managing Topic Exclusions 432</p> <p>Friday: Using Topic and Audience Targeting Reports 433</p> <p>Chapter 12 Month 9: Using LinkedIn and Facebook Display Ads 437</p> <p>Week 33: Advertise on LinkedIn 438</p> <p>Monday: Understanding LinkedIn Advertising 438</p> <p>Tuesday: Knowing When to Use LinkedIn Advertising 440</p> <p>Wednesday: Working with LinkedIn Ad Formats 442</p> <p>Thursday: Setting LinkedIn Targeting Options 445</p> <p>Friday: Selecting LinkedIn Bidding and Budget Options 447</p> <p>Week 34: Launch and Measure LinkedIn Campaigns 448</p> <p>Monday: Launching Your LinkedIn Campaign 448</p> <p>Tuesday: Using the LinkedIn Interface 452</p> <p>Wednesday: Integrating with Google Analytics 455</p> <p>Thursday: Optimizing LinkedIn Campaigns 458</p> <p>Friday: Taking LinkedIn to the Next Level 460</p> <p>Week 35: Advertise on Facebook  462</p> <p>Monday: Understanding Facebook Advertising Destinations 462</p> <p>Tuesday: When to Use Facebook Advertising 463</p> <p>Wednesday: The Ad Format and Where it Shows 463</p> <p>Thursday: Targeting Options 467</p> <p>Friday: Setting Your Pricing and Choosing between CPC and CPM 469</p> <p>Week 36: Launch and Measure Facebook Campaigns 470</p> <p>Monday: Launching Your Facebook Campaign 470</p> <p>Tuesday: The Ads Manager 472</p> <p>Wednesday: Facebook Insights Information 473</p> <p>Thursday: Using the Power Editor 475</p> <p>Friday: Integrating with Google Analytics 478</p> <p>Glossary 483</p> <p>Index 489</p>

<p>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.</p>

<p><b>Boost Conversions and Drive Results</b></p> <p><b>A Step-by-Step Guide</b></p> <p>Fueled by compelling new ad formats and targeting capabilities, display advertising is revolutionizing how marketers reach and engage with their audience. This ultimate how-to guide, with its practical and proven steps to do-it-yourself display advertising, gives today's marketers the tools to succeed. Whether you're a marketer, consultant, or small business owner, you'll quickly learn the key concepts, trends, and best practices you need to know to develop, launch, manage, and measure a winning plan.</p> <ul> <li>Identify, define, and assign value to the display advertising goals against which you'll measure success</li> <li>Walk through examples using the Google AdWords™ Display Network to reach targeted audiences and maximize campaign performance</li> <li>Launch campaigns that stay within budget and provide the right message to the right audience at the right time</li> <li>Present your message following best practices with rich imagery, video, strong calls to action, and more</li> <li>Target and re-target your audience across millions of websites, 24 hours a day, 365 days a year</li> <li>Determine the most effective ads, landing pages, and campaigns through testing and analysis</li> <li>Take advantage of unique targeting options on Facebook and LinkedIn to further your reach</li> </ul> <p>You'll also find:</p> <ul> <li>Strategies, techniques, and tactics to get the most out of your ads and budget</li> <li>Measurement tools and analytics to quantify the return on your advertising investment</li> <li>Real-world case studies that illustrate successes to learn from and mistakes to avoid</li> <li>An example of a high-impact test strategy that any website can use</li> </ul> <p>Praise for Display Advertising: An Hour a Day</p> <p>"David and Corey help you navigate the complex landscape of ad networks and ad formats, and present the tools and techniques you need to effectively use and measure display ads. These are data-driven guys that have put together a roadmap that will help you focus your ad spend on productive display campaigns that can drive your bottom line." —<b>Justin Cutroni,</b> Analytics Advocate, Google</p> <p>"Dave and Corey's new book adds much-needed clarity on the latest development in this area, and their metrics-focused approach offers the critical perspective to how to be successful in display advertising." —<b>Phil Mui, Ph.D.,</b> EVP, Chief Product & Engineering Officer, Acxiom Corporation</p> <p>"No longer is display advertising a black art. Written by expert practitioners, this book breaks down the details for mastering your online campaigns. Get it before your competitors do, and put it to work!" —<b>Tim Ash,</b> CEO of SiteTuners, chair of Conversion Conference, and author of <i>Landing Page Optimization</i></p>

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