Displaying Your Google Prowess on the Display Advertising Advanced Exam

Oct 14, 2010

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Plan a Campaign

You'll need to plan your campaign based on the desired audience, competition, price, and what you're trying to sell. As an advertiser, or someone who manages ads, you should check out the Ad Planner tool. It will help you complete research, check relevancy, and examine insights about your target audience. This objective will also touch on the target options for your advertisements.

Another tool you'll be tested on is the fascinating Wonder Wheel (see Figure 1).

Figure 1 Wonder Wheel tool.

Generate Creatives

You'll need to actually create the advertisements for the Google Content Network, so there are some rules and policies you'll have to abide by. This objective details the rules and specifics for text ads, display ads, rich media ads, and video ads. You should spend some time with the Display Ad Builder, the Ad Builder templates, and creating an ad from scratch. You can find details and a video on the Ad Builder.

Implement a Campaign and Ad Groups

A big objective for this examination is managing your campaigns and ad groups. You'll need to know how to create ad groups, customize each group for different targeting, bidding, and identified audiences. You will also be tested on how to create a display ad group for managed placements; these are sites that you hand-pick versus automatic placements.

Measure Performance

All online ads should be tracked for performance. Google provides several tools you should be familiar with as you prep for the examination to track ad performance: Google Analytics, AdWords Conversion Tracking, and View-through Conversions. You'll also be tested on the AdWords Report Center for keyword performance, ad performance, URL performance, and overall campaign performance.

Optimize and Refine

Based on how well your ads are performing, or not performing, you'll want to change settings and bids, refine your audience, and take action to generate more conversions. This exam objective tests your knowledge on improving performance for network campaigns, performance, and the Google Display Network Tools.

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