OC Tour (Fictional Company)
ROLE
For this assignment, I acted as an ads specialist who made the ad creative guidelines (according to IAB Standard Ad units), determined the campaign goal, and researched the critical parameters for the Google Display campaign. I also looked for necessary keywords, audience segments, and appropriate messages for the targeted audience.
PROBLEM BEING SOLVED
After I studied the targeted audience a little bit further, I decided that the appropriate message for the campaign would be a “feeling of exclusivity and affordability.” I excluded at least five websites to protect the brand so the creatives wouldn’t show on those sites. Based on the keyword “California tour,” I found at least ten states where prospective tourists resided and could be targeted.
CONCEPTS
- How to use display ads for brand awareness.
- display ads is more suitable to create a demand than to answer a demand.
- Location targeting is necessary to reach more targeted audience.
- Brand safety is very critical in display ads.
TECHNOLOGIES
- Google Search Display
- Google Search Engine