Paid Acquisition

Google Display & YouTube Ads: Reach, Retarget & Convert at Scale.

Duration Full Day (8h)
Level Intermediate
HRDF Confirmed Claimable

Learning Outcomes

By the end of this course, participants will be able to:

  1. Explain when to use Display vs YouTube vs Search campaigns based on funnel stage and objective
  2. Build audience targeting using in-market, affinity, custom intent, and remarketing lists
  3. Produce ad creative briefs for Display and YouTube formats that follow best practice
  4. Set up, monitor, and optimise a Display or YouTube campaign with correct exclusions and reporting

Course Outline

Module 1: Display & Video Ecosystem (60 min)

  • Difference between Display Network, YouTube Ads, and Search — when to use each
  • Awareness vs consideration vs retargeting — funnel thinking for paid media
  • Common mistakes: why Display Ads often appear to waste budget

Module 2: Audience Targeting (90 min)

  • In-market audiences, affinity audiences, custom intent
  • Remarketing setup — website visitors, video viewers, customer lists
  • Audience layering — combining signals for precision targeting

Module 3: Creative & Ad Formats (90 min)

  • Display: responsive display ads vs uploaded creatives — which performs better
  • YouTube: skippable in-stream, non-skippable, bumper ads — format for each objective
  • Creative best practices: hook in 5 seconds, visual hierarchy, clear CTA

Module 4: Campaign Setup, Optimise & Measure (90 min)

  • Campaign setup for Display and YouTube in one session
  • Placement exclusions — remove irrelevant sites and channels
  • View-through conversions vs click conversions — how to read them correctly
  • Brand lift vs direct response — measure success against the right objective

Deliverable

Live Display or YouTube campaign setup + audience list configured