Five Steps of a Display Ad Campaign
Planning and executing a display ad campaign has five major steps:
1. Research target websites: You begin by researching websites where your display ads are most likely to be seen by your target audience.
2. Choose how to approach your target sites: There are several ways to approach target websites about purchasing ad space. In general, you can approach the websites directly or go through a placement agency. (I’ll give you examples of the different types of placement agencies in this chapter.)
3. Create your ad.
4. Deploy your campaign.
5. Test your campaign.
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