Online Display Advertising: Measuring Performance

Learn to use online display advertising analytics to improve performance

Measuring the success of online display campaigns isn’t straightforward. Just because you saw an ad and didn’t click doesn’t mean you won’t buy it. Just because you click doesn’t mean you’ll go on to purchase. So how do you measure the true value of your online display advertising?

On this two-week course, you’ll learn how to measure and calculate your online display advertising activity, including the metrics that matter. You’ll learn how to interpret and analyse ad platform and web analytics and use key insights to improve performance and return on investment (ROI).

Discover how to use ad platform and web analytics to analyse performance

You’ll learn about the ad measurement options, such as impressions, clicks and conversion, along with some of the variables that can impact your results. Exploring ad platforms and web analytics like Google Analytics, you’ll learn how to analyse performance and how to use attribution modelling to calculate the ROI of your adverts.

Develop an iterative approach to online display advertising that leads to ongoing improvements

You’ll explore the opportunity to iterate and use a data-based approach to improvement. You’ll also learn about A/B and multivariate testing and consider what can impact these tests.

By the end, you’ll understand how to use analytics, measurement, and iteration to calculate the value of online display advertising and drive improvements for your business.

Learn from email marketing experts and take your digital skills to the next level

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel is an award-winning author and voice of the Digital Marketing Podcast, providing expertise to leading brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

This course is ideal for those who are interested in deepening their understanding of online display advertising as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

• Planning an iterative approach to online display advertising
• Welcome to the course!
• Iteration in display advertising
• Core measures: impressions, clicks and conversion
• Testing display advertising
• Week 1 review
• Online display advertising measurement and analytics analysis
• Welcome to the week!
• Ad platform analytics
• Web analytics for display advertising
• Attribution modelling to calculate the true value of display campaigns
• Week 2 review