Display Advertising: An Hour a Day

Boost Conversions and Drive Results

A Step-by-Step Guide

Fueled by compelling new ad formats and targeting capabilities,display advertising is revolutionizing how marketers reach andengage with their audience. This ultimate how-to guide, with itspractical and proven steps to do-it-yourself display advertising,gives today’s marketers the tools to succeed. Whether you’re amarketer, consultant, or small business owner, you’ll quickly learnthe key concepts, trends, and best practices you need to know todevelop, launch, manage, and measure a winning plan.

• Identify, define, and assign value to the display advertisinggoals against which you’ll measure success
• Walk through examples using the Google AdWords™ DisplayNetwork to reach targeted audiences and maximize campaignperformance
• Launch campaigns that stay within budget and provide the rightmessage to the right audience at the right time
• Present your message following best practices with richimagery, video, strong calls to action, and more
• Target and re-target your audience across millions of websites,24 hours a day, 365 days a year
• Determine the most effective ads, landing pages, and campaignsthrough testing and analysis
• Take advantage of unique targeting options on Facebook andLinkedIn to further your reach

You’ll also find:

• Strategies, techniques, and tactics to get the most out of yourads and budget
• Measurement tools and analytics to quantify the return on youradvertising investment
• Real-world case studies that illustrate successes to learn fromand mistakes to avoid
• An example of a high-impact test strategy that any website canuse

Praise for Display Advertising: An Hour a Day

“David and Corey help you navigate the complex landscape of adnetworks and ad formats, and present the tools and techniques youneed to effectively use and measure display ads. These aredata-driven guys that have put together a roadmap that will helpyou focus your ad spend on productive display campaigns that candrive your bottom line.” —Justin Cutroni, AnalyticsAdvocate, Google

“Dave and Corey’s new book adds much-needed clarity on thelatest development in this area, and their metrics-focused approachoffers the critical perspective to how to be successful in displayadvertising.” —Phil Mui, Ph.D., EVP, Chief Product& Engineering Officer, Acxiom Corporation

“No longer is display advertising a black art. Written by expertpractitioners, this book breaks down the details for mastering youronline campaigns. Get it before your competitors do, and put it towork!” —Tim Ash, CEO of SiteTuners, chair of ConversionConference, and author of Landing Page Optimization

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.