|  | Booth, David / Koberg, Corey
Display Advertising
An Hour a Day
 1. Edition September 2012
25.90 Euro
2012. 528 Pages, Softcover
ISBN 978-1-118-17971-0 - John Wiley & Sons
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Sample Chapter
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| Detailed description
A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign
The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign.
* Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns
* Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites
* Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use
* Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more
Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
From the contents
Foreword xvii
Introduction xix
Chapter 1 Online Advertising 1
Chapter 2 Overview of Display Advertising 17
Chapter 3 Fundamental Display Advertising Concepts 39
Chapter 4 Month 1: Planning Your Campaigns 59
Chapter 5 Month 2: Targeting Your Audience 101
Chapter 6 Month 3: Building Your First Display Campaign 153
Chapter 7 Month 4: Creating Image Ads 191
Chapter 8 Month 5: Video Ads 245
Chapter 9 Month 6: Launch and Measure Your Campaign's Performance 273
Chapter 10 Month 7: Optimizing the Performance of Your Campaigns 329
Chapter 11 Month 8: Advanced Topics 379
Chapter 12 Month 9: Using LinkedIn and Facebook Display Ads 437
Glossary 483
Index 489
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