The Digital Display Advertising course will help you to create and implement effective digital display advertising campaigns. It covers the core concepts and terminology associated with digital display advertising as well as key campaign aspects including: Ad formats, campaign setup and planning, target audience definition and publisher selection, campaign administration, budgeting (including different pricing metrics), measurement and optimization.

The course will reference different display advertising campaigns, and use a wide range of ad campaign examples showcasing strong ad creativity to demonstrate how different formats can be applied and published.

At the end of this course, students should be able to:

• Define digital display advertising
• Identify the key benefits of digital display advertising
• Recognize the importance of digital display advertising in the digital marketing strategy
• Identify the digital advertising platforms
• Recognise the different digital advertising buying mechanisms
• Outline display and video advertising campaign objectives
• Set up a YouTube channel, create and manage video content and analyse video performance
• Use Google ads and the Google Display Network (GDN)
• Design and create simple display ads in different formats
• Link Google Ads with YouTube
• Outline audience and content targeting strategies

Identify methods of measuring and optimizing video and display campaigns