Module 9 Challenge: DisPLAY On, DisPLAYas
In this module challenge, you are tasked with developing a display ad campaign for a local tour guide business. The objective of the campaign is to generate brand awareness and make the business a household name in the city.
The challenge is divided into three sections:
Section 1: Your Company’s Campaign Brief
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- Fill out a campaign brief that outlines the campaign goals and constraints.
- Specify the brand, industry, campaign objective, campaign type (display), Google Ads campaign goal, KPIs, location targeting, budget, flight length, daily budget, brand safety considerations, audience targeting recommendations, and placement and topic recommendations.
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Section 2: Your Company’s Creative Brief
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- Fill out the creative brief to guide the design team in creating ads that align with the objective of making the brand a household name.
- Include three different aspect ratios and two versions of ad copy per aspect ratio, resulting in a total of six ads.
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Section 3: LeathrINC Campaign Takeaways and Recommendations
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- Analyze performance data for a leather company’s display campaign to drive sales of a $99 briefcase.
- Identify key performance indicators (KPIs) and assess the performance of different ad groups.
- Provide four takeaways/learnings from the data and make four recommendations on how to optimize the campaign.
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Additionally, there is a bonus task to take the Google Ads Display Advertising certification assessment, and a question about identifying the song and artist(s) that inspired the title of the homework assignment.
The required deliverables for this challenge include the completed campaign brief, creative brief, analysis of LeatherINC’s campaign data, takeaways and recommendations, and optimization recommendations.