Module Presenter s Manual Display Advertising Effective from: April 2017 Ver. 1.0 Presenter s Manual

Transcription

1 Module Presenter s Manual Display Advertising Effective from: April 2017 Ver. 1.0 Presenter s Manual Aptech Limited Page 1

2 Amendment Record Version No. Effective Date Change Replaced Pages 1.0 April 2017 New - Presenter s Manual Aptech Limited Page 2

3 TABLE OF CONTENTS INTRODUCTION DISPLAY ADVERTISING... 4 MODULE - SESSION ALLOCATION... 5 MODULE DELIVERABLES... 6 WEEK WISE SCHEDULE... 8 SESSION COVERAGE... 9 Presenter s Manual Aptech Limited Page 3

4 Introduction Display Advertising At the end of this module, the student will be able to: Explain the features of Google Display Network Understand various display ad formats on display network Use Display Ad Builder tool in creating various kinds of display ads Understand bid and auction features Explain Google Display Network tab Explain and create Display Network campaigns and its subtypes Explain and create specialized Display Network only campaigns Understand Google s personalized advertising policy and prohibited categories Explain how to plan the Display Network campaigns Explain how to create Display Network app installs campaigns Explain targeting methods available for the ad group Understand targeting settings on the Display Network Explain the types of exclusions applicable with targeting methods Explain the settings you can do in the Display Network tab Explain the various targeting tools Explain how to enable ad group bids, bid adjustments and custom bids for the ad groups Understand how to optimize and improve campaign performance Explain how to optimize campaign performance Explain best practices in optimizing bids Learn the tips and various steps involved in optimizing campaigns Comprehend the importance of measuring performance of display campaign Explain campaign success metrics Learn the evaluation of ad performance Understand the customization of performance data Explain tracking and measuring results Learn tracking and improving ad campaign results Understand how video campaign works across GDN Explain TrueView video ad formats Explain how TrueView in-stream ads work Explain how to use video remarketing Learn optimizing video campaigns Presenter s Manual Aptech Limited Page 4

5 Module - Session Allocation Module Duration Skill Book Code Name Theory Lab Total Code Code Name OV- Display OV- Display DiAd Advertising ADV0004 Advertising Grand Total Tool Presenter s Manual Aptech Limited Page 5

6 Module Deliverables To aid the teaching process, following are the deliverables Faculty Deliverables: 1. Presenter Manual (PM) 2. Classroom Presentations 3. Trainers Guide To aid the learning process, following are the deliverables Student Deliverables: 1. (ebook) Resources available on OnlineVarsity for Students: Icons Feature - Description / Functionality Availability Download Book - Student has the option to download the subject related e-book and read offline Glossary - Student can access a list of subject related specialized words with their definitions. FAQ - Student can access frequently asked questions and their answers Show Me How - Student can view a step-wise simulation / demonstration of the module related topics. Not Applicable Work Assignments - Student can solve scenario based lab assignments (Hands-on). The faculty will evaluate and give their feedbacks. Download Source code / Files Student can download courseware related source files. Not Applicable Presenter s Manual Aptech Limited Page 6

7 References - Student can access additional subject related material for reading. Feedback - Student can provide feedback on the course material Ask to Learn Student can submit subject related technical queries. Queries submitted will be directed to the particular course coordinator/head. Presenter s Manual Aptech Limited Page 7

8 Week wise Schedule Theory vs. Lab Coverage (2 hrs a day/ 3 days a week) Weeks / Modules OV- DiAd D1 D2 D3 OV- O1-O6 DiAd Display Advertising T Theory session; L Lab session; O - Online Session Presenter s Manual Aptech Limited Page 8

9 Session Coverage Session No Session Details Session Topic: Google Display Network: An Overview Session Contents: How it works Ads on the Display Network Display Network getting started guide Bidding features on the Display Network Display Network ad auction The Display Network tab Session Topic: About Display Network only campaigns Session Contents: How it works Plan your Display Network campaigns Display Network app installs campaigns Session Topic: Targeting Ads in The Display Network Session Contents: Targeting methods available for your ad group Targeting settings on the Display Network Types of targeting methods and exclusions What to do in your Display Network tab Targeting Tools How to enable ad group bids, custom bids, and bid adjustments for your ad groups Session Topic: Optimize Display Network ads and campaigns Session Contents: Improving Campaign Performance Using Best Practices at Different Levels in General Campaign Optimizing and Refining Campaign Performance Optimizing Bids best practices Managing Display Ad cost Optimizing AdWords Campaigns Deliverables Mapping Presenter s Manual Aptech Limited Page 9

10 5 6 Session Topic: Evaluate ad Performance on the Display Network Session Contents: Importance of Measuring Performance of Display Campaign Generating Campaign Success Metrics Evaluating ad performance Customize your performance data Measure and Track Tracking and improving results Session Topic: Video Campaigns across the Google Display Network Session Contents: TrueView video ad format How TrueView in-stream ads work Understanding video campaigns in a unified AdWords Using video remarketing Tips for optimizing your video campaign Presenter s Manual Aptech Limited Page 10