Display & Media Advertising Training

Our courses dedicated to DV360 and Google Display Network, labeled Display & Media Advertising, are perfect for those wanting a deep-dive into display and video advertising practices.

Media 101 takes attendees through display advertising via Google Ads in the Google Display Network (GDN) and Media 201 details Display & Video 360 for enterprise companies.

While the courses are labeled ‘101’ and ‘201’ you do not have to take them in succession – choose which product fits your company’s current media buying needs.

Our trainers are actually consultants here at Bounteous, working every day in the materials they’ll be teaching – so you’ll get real-world tips and someone who can answer the difficult questions.

Media 101 – Google Display Network

You can use online display and video advertising to build awareness and consideration for your product or brand. Introduce new users to your brand and drive qualified audiences to your site. Savvy marketers can build sophisticated marketing programs, but first, you have to understand the basics. This introductory course to display & native advertising through the Google Display Network (GDN) gives attendees a basic understanding of the fundamentals of display advertising and best practices.

Business Benefits
  • Instill best practices from the top down. In-house teams learn the fundamentals of display & video advertising for a consistent knowledge base across your organization.
  • Eliminate wasted spend. Learn how to target and optimize campaigns to get the most out of an advertising budget.
  • Get real-time personalized feedback and advice specific to your Google Ads account.
Who Should Attend?
  • Advertisers looking to create and manage their own accounts.
  • Managers needing to interact with third-party contractors who manage their display or video campaigns.
  • Entry-level digital marketing professionals looking to strengthen their skills. 
  • Common attendee roles: Digital Marketing Director, Digital Marketing Manager, Performance Marketing Manager, Paid Media Specialist, Entrepreneur.
Need-To-Knows
  • It is strongly recommended, but not required, attendees have access to a Google Ads account prior to class.
  • It is strongly recommended, but not required, attendees are familiar with Google Analytics prior to class. Check out the Google Analytics 101 course to get up to speed.
Course Overview

Introduction to Google Display Network
This section is all about understanding the basics of display and video advertising, and focuses on account structure and navigating the Google Display Network via the Google Ads interface. 

Ad Formats & Building a Campaign
Learn about the various display and video creative formats available. You’ll also learn how to build a new campaign from scratch, including a brief intro to targeting options and settings.

Metrics & Reporting
Learn about performance metrics that are critical to the success of your campaigns. We’ll walk through why these metrics are important, as well as how to structure reporting to best analyze your metrics.

Reaching Users - Targeting & Settings
Learn how targeting and campaign settings impact every campaign and how to ensure the proper targeting and settings are in place for your account.

Measuring Success - Conversions
Learn the basics of measuring campaign performance by tracking conversions. You’ll learn about what constitutes a ‘conversion’, different types of conversions, and how to set up conversion tracking to optimize performance.

Campaign Manager Overview
Get an introduction to Google’s Campaign Manager 360 ad server. You’ll learn about the role of an ad server in your adtech stack, and the basics of Floodlights, trafficking & reporting in Campaign Manager 360.

Dedicated Q&A Time
Let your instructors weigh in on your setup. There will be Q&A time to ask your instructors for advice and feedback specific to your account.

Media 201 – Display & Video 360

Building on the basics learned in Media Ads 101, attendees will gain a deeper understanding of the media buying landscape, framed around Google Marketing Platform’s Display & Video 360 (DV360) demand-side platform (DSP). This course will outline a variety of topics critical to successful enterprise-level media buying campaigns, such as audience segmentation, creative trafficking, performance reporting & measurement, and programmatic buying best practices.

NOTE: It is strongly encouraged that you already have access to DV360 as demo account access cannot be provided on an individual basis.

Business Benefits
  • Take your media buying to the next level - attendees will be exposed to advanced and enterprise-level display & video advertising techniques that digitally mature brands and organizations utilize.
  • Eliminate wasted spend. Learn how to target and optimize campaigns to get the most out of an advertising budget.
  • Get real-time personalized feedback and advice specific to your DV360 account.
Who Should Attend?
  • Advertisers looking to create and manage their own accounts.
  • Managers needing to interact with third-party contractors who manage their display or video campaigns
  • In-house programmatic teams or director-level digital marketing professionals looking to strengthen their skills. 
  • Common attendee roles: Digital Marketing Director, Digital Marketing Manager, Performance Marketing Manager, Digital Strategist, Entrepreneurs
Need-To-Knows
  • It is strongly recommended, but not required, attendees have access to a DV360 account prior to class. A demo account for DV360 cannot be provided.
  • It is strongly recommended, but not required, attendees are familiar with display advertising and Google Analytics prior to class. Check out the Google Analytics 101 course and Media Ads 101 to get up to speed.
Course Overview

Campaign Manager Floodlight and Audience Creation
This section is all about understanding Campaign Manager’s ‘floodlight’ tag. How to create & configure floodlights, and then use them to build audiences.

Campaign Manager Trafficking
Learn about uploading your creative assets, how to configure them within the Campaign Manager ad server, and how to deliver your tags to publishers.

Campaign Manager Reporting
Learn about performance metrics and reporting capabilities within Campaign Manager. We’ll walk through the different types of reporting available, and how to build reports.

Integrations
We’ll walk through key integrations between Google Marketing Platform products, and discuss the role of each integration and efficiencies gained.

Intro to Programmatic Media Buying
A high-level overview of what programmatic media buying is, how it works, and different platforms and tools within the programmatic ecosystem.

Display & Video 360 Overview 
An in-depth discussion of the DV360 demand-side platform. We’ll discuss deal types, environments & devices, creative assets, account structure, and walk through a step-by-step campaign build.

Measurement Framework
We’ll discuss floodlights--what they are, and how to use them to track campaign performance, as well as their role in building audience segments. Metrics and reporting will also be covered.

Dedicated Q&A Time
Let your instructors weigh in on your setup. There will be Q&A time to ask your instructors for advice and feedback specific to your account.