Book 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.
David Booth (left) and Corey Koberg (right) are Founding and
Senior Partners of Cardinal Path, a leading professional services firm
specializing in digital intelligence, measurement, and online
marketing. They can be found speaking and training around the world,
and they are Google AdWords, Analytics, Urchin, and Website Optimizer
Certified Partners and Trainers. They have consulted and worked with
clients such as Google, NPR, National Geographic, Lollapalooza,
Universal Music, Chevron, Papa John's, and many more.
