BeginnerStart here. No prior knowledge assumed.
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Lesson 1
What is Display Advertising?
How display advertising works — banner ads, the Display Network, and the role of visual advertising in the funnel.
Lesson 2
Google Display Network
GDN scale, placements, and how Google decides where to show your ads.
Lesson 3
Display Targeting Options
Contextual, audience, placement, and topic targeting — how to reach the right people on the Display Network.
Lesson 4
Responsive Display Ads
How responsive display ads work — assets, automation, and how Google assembles ads from your components.
Lesson 5
Display Campaign Setup
Campaign structure, bidding, budget, and the settings that matter most for display campaigns.
What is the Google Display Network?
What is a responsive display ad?
IntermediateBuild on the basics.
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Lesson 1
Display Creative Best Practices
What makes display creative effective — visual hierarchy, clear value proposition, and CTA.
Lesson 2
Display Retargeting
Remarketing to website visitors with display ads — list creation, frequency caps, and message sequencing.
Lesson 3
Display Prospecting
Using display to reach new audiences — lookalike targeting, interest audiences, and in-market segments.
Lesson 4
Brand Safety in Display
Placement exclusions, content categories, and protecting your brand in programmatic display environments.
Lesson 5
Measuring Display Performance
Viewability, brand lift, view-through attribution — the metrics that indicate display value beyond last click.
What is display retargeting?
What is frequency cap in display?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Programmatic Display
How display buying connects to the programmatic ecosystem — DSPs, SSPs, and the technology stack.
Lesson 2
Native Advertising
Content-matching ads that blend with the page — formats, targeting, and where native fits in the mix.
Lesson 3
Rich Media and Interactive Display
Expanding ads, video in display, and interactive formats — when rich media justifies the additional cost.
Lesson 4
Display Attribution
How to credit display for its contribution to conversions it influences but does not directly cause.
Lesson 5
Display vs Social Paid
When to use Google Display versus Facebook/Instagram — audience quality, creative requirements, and cost comparison.
What is view-through attribution?
What is native advertising?