Display Advertising: An Hour a Day 1st Edition

Description

This is the ultimate guide to do-it-yourself display advertising. It clearly explains important display ad concepts, trends, and best practices before laying out a day-by-day plan for developing, managing, and measuring a successful plan. The popular An Hour a Day approach makes what can be an overwhelming task feel approachable perfect for overworked advertisers, marketers, small-business owners, and others who want to leverage display advertising.    Display Advertising: An Hour a Day begins with an overview of display advertising concepts, including its types, formats, and how theyre placed on websites. The book then steps readers day-by-day through how to plan a campaign, including defining goals and planning resources. Readers are then shown how to target their audience with contextual and placement targeting as well as via keyword and then theyre guided through setting up their first campaign, including bidding, important campaign settings, and creating all sorts of compelling display ads. The task-based, hands-on book then  details campaign launch and measurement, including which metrics to focus on to meet the readers display ad goals. If those goals arent being met, the authors show readers how to optimize campaigns for better performance. The book then delves into more advanced topics and features dedicated sections on Facebook and LinkedIn display advertising.    This detailed, hands-on guide also features case studies drawn from the authors experience with clients large and small. Its destined to be come the de facto resource on modern display advertising strategies, techniques, and tactics.