Adwords Display Advertising Certification Exam Notes 2018

I recently took, and passed, the Google Adwords Display Advertising certification exam. I though I would publish all my quick study notes as reference point.

Benefits of Display Ads

  • Over 2 million websites are in the Google Display Network
  • This gives access to around 90% of people online

Display Ads can help with the following advertising goals:

  1. Build Awareness
  2. Influence Consideration
  3. Drive Action (through remarketing)
  4. Customer Loyalty

Search Vs Display

  • Search
    • Primed to engage
    • Limited branding opportunities
  • Display
    • Direct response
    • Branding
    • Remarketing for engement
    • Reach throughout buying cycle

Formats Available

  • Responsive / Text Ads
    These are search ads, which are displayed on display network or
  • Image Ads
    Ads setup as an image format
  • TrueView Video Ads
    Video ads
  • Lightbox Ads
  • Ads on Gmail
    Image based ads which are shown on the Gmail interface
  • Ads on Mobile Apps


  • Keyword Targeting
    • Can add negative keywords just like in search
    • This is a contextual target which is automated by Adwords, so you are shown on sites or pages where the content is similar to your keywords, say holiday blogs.
  • Placement Targeting
    • Allow you to target specific sites like for example
    • A managed placement type, you have the option to select
      • URL
      • Section of site
      • Youtube Channel
  • Topic
    • This is like keyword targeting but broader
    • Topics can include like Health
    • Another example of a contextual targeting which is automated by Adwords
  • Remarketing
  • Interests
  • Demographics
    • Target ads by age, gender and other demographics
    • A downside is there is a percentage of users with unknown demographical data

Ad Extensions

Only two are available for display ads:

  • Call Extension
  • Location Extension

Bidding & Bid Types

Can be measured in Viewable Cost Per Thousand Impressions (vCPM), CPC or CPA

At the time of auction, cost per click bids are converted to effective Cost Per Thousand (eCPM)

An impression is only counted if 50% of the ad is shown on screen and seen for 1 second if a image ad, or 2 seconds if a video ad.

Dynamic Display Ads

  • Setup via a custom feed (like XML I guess) from your website
  • Good for product based websites, if you dont make a purchase on your initial visit, then the products


  • This is the preference in format
  • Easy to update and no plugins are required

Common Terms

View Through Conversion

  1. View Ad
  2. Don’t click
  3. Return to the site at a later time
  4. Convert


Total users who see the ad


Average number of times an individual has been shown the ad

Frequency Capping

Controls the amount of times an individual will view the same ad. Can be set per day, week or month. This feature is only available on display ads.


DoubleClick Campaign Manager (DCM) is the third-party ad server that allows you to plan, execute and measure your display campaigns through DoubleClick by Google.


Google AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience. These advertisements are administered, sorted, and maintained by Google



Photo by Michał Kubalczyk on Unsplash