In this write-up for Certified Knowledge – a website dedicated for Google AdWords, PPC, and Internet Marketing Training - I walk users through the process of conducting research in preparation for a display ad campaign.
It was a special privilege to be featured on Certified Knowledge because the website’s founder – Brad Geddes – authored what I believe to be the most insightful and comprehensive book on Google AdWords. Entitled “Advanced Google AdWords” I encourage anybody within the digital advertising space to check it out.
Back to the post – Here’s a small excerpt:
I’d like to give readers of this blog some insight into how I approach display advertisements on a strategic level – something I’ll demonstrate by creating a fictional campaign. Although I usually stick closely with the mind-set of allowing data to speak, there are numerous amount of other factors that need to be evaluated for correct branding purposes – factors that won’t reflect in mere metrics (at least in the short term). Therefore, this write-up may seem very stream of thought, but they all have elements that will ultimately influence the decisions advertisers should make in preparation of a campaign launch. Additionally, as I believe many circumstances warrant a combination of both display & direct platforms for advertisements, I will follow up with this post with a part II of when display advertisers should take that next step to negotiate directly with publishers.
You can catch the rest of the article here.