Display Ads

• You are launching a banner or display campaign and need to choose formats, sizes, or buying channels.
• You are setting up retargeting display campaigns and need audience and creative guidance.
• You need to decide between Google Display Network, a programmatic DSP, or a direct publisher deal.
• You want to structure UTM parameters correctly for display traffic attribution in GA4.

• You need high-level cross-channel paid media strategy — use the paid-ads-strategy skill instead.
• You are running search ads or Google Search campaigns — use the google-ads skill.
• You are buying streaming or connected TV video inventory — use the ctv-ads skill.

Covers all major IAB standard sizes — 300×250, 728×90, 160×600, and 320×50 mobile — along with supported file types (static image, animated GIF, HTML5) and creative messaging best practices.

Explains the trade-offs between Google Display Network, programmatic DSPs such as The Trade Desk and Magnite, direct publisher deals, and ad networks so you can choose the right channel for your goals.

Provides guidance on automated buying via demand-side platforms, real-time bidding mechanics, and audience-based targeting strategies.

Defines CPM, CPC, CTR (with typical banner benchmarks of 0.1–0.5%), viewability, and video completion rate so you can set realistic KPIs and evaluate campaign performance.

Recommends utm_medium=display tagging conventions and aligns attribution guidance with GA4 reporting via the traffic-analysis skill.

A ready-to-use checklist covering creative sizes, landing page alignment, UTM parameters, retargeting audience definition, and viewability targets before any campaign goes live.

Get format recommendations, creative spec guidance, and buying channel selection tailored to your campaign objective — brand awareness or direct response.

Define retargeting audiences, choose the right buying option, and align creatives to re-engage past site visitors across the display network.

Evaluate whether to use a DSP, Google Display, or a direct deal based on scale, audience targeting needs, and budget constraints.

Structure UTM parameters correctly for display and banner traffic so campaign performance is accurately attributed in GA4 analytics.