Display Advertising Strategy & Campaign Optimization

Overview

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Learn how to plan, create, and optimize display advertising campaigns that reach the right audience and deliver measurable results. This course provides a structured introduction to display advertising, helping you understand how digital ads are used to build brand awareness and drive engagement across the web. You will begin with the fundamentals of display marketing, including key concepts, terminology, and how platforms like the Google Display Network operate. You will then explore campaign planning techniques, learning how to identify and target the right audiences using contextual, interest-based, and advanced targeting strategies. The course also covers tools such as display planning platforms that help refine audience selection and campaign reach. As you progress, you will develop practical skills in creating and managing display campaigns. You will learn how to structure campaigns, design engaging and interactive ads, and apply audience controls such as affinity and in-market targeting. A strong focus is placed on optimization and performance. You will learn how to implement remarketing strategies, re-engage potential customers, and improve campaign results using data-driven insights. By the end of the course, you will be able to confidently design and optimize display advertising campaigns that improve visibility, engagement, and return on investment.

Syllabus

Foundations of Display Advertising

This module introduces the core principles of display advertising in digital marketing. Learners explore essential terminology, understand how display advertising works, and examine how marketers develop strategic campaigns and leverage the Google Display Network to reach large online audiences.

Planning and Targeting Display Campaigns

This module focuses on planning display advertising campaigns using tools such as Display Planner and applying audience targeting techniques. Learners examine contextual, interest-based, and advanced targeting strategies to deliver relevant ads to the right audiences.

Creating and Optimizing Display Campaigns

This module explores how to build and manage effective display advertising campaigns. Learners examine campaign structure, create engaging interactive ads, apply audience controls such as affinity and in-market targeting, and implement remarketing strategies to improve campaign performance.