AMITY UNIVERSITY KOLKATA
Digital Business
A Complete Semester Course · Strategy, Search, Advertising & the Web
MKTG106
3 Credits (L2·T1·P0)
Undergraduate
5 Modules
Dr. Indraneel Mukhopadhyay · Professor
Amity Institute of Information Technology · Amity University Kolkata
Delivery: Classroom + PSDA · Assessment: 40% Internal + 60% End-Term
MODULE III
III
Display & YouTube Advertising
Weightage: 20% · Approx. Weeks 7–9
Display & Video — Overview
LEARNING OBJECTIVE Position display and video as the reach-and-engagement channels.
Display and video advertising dominate the awareness and consideration stages of the funnel. Display uses visual banners spread across millions of sites and apps to build broad reach and to remarket. Video — especially YouTube, the world's second-largest search engine — combines sight, sound and motion for unmatched engagement and storytelling. This module teaches how to plan, format, place, run and measure both, using Google's advertising platforms (Google Ads/AdWords) and publisher monetisation (AdSense).
THIS MODULE
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DISCUSS Why is YouTube described as the 'second-largest search engine'?
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Module 3 · Display & YouTube Advertising
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Module III — Learning Outcomes
LEARNING OBJECTIVE State what you will be able to do after Module III.
1
Master Display
Explain display types, formats, terminology and placement techniques.
2
Measure ROI
Apply ROI measurement and attribution to display and video campaigns.
3
Use Google Platforms
Distinguish and use Google Ads (AdWords) and Google AdSense.
4
Run YouTube Ads
Design, target, launch and monitor YouTube video campaigns.
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DISCUSS Which outcome requires a running campaign to truly demonstrate?
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Module 3 · Display & YouTube Advertising
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Display Advertising In Depth
LEARNING OBJECTIVE Revisit display with a focus on reach, remarketing and creative.
Display advertising shows image, banner and rich-media ads across a network of websites, apps and videos. Its superpower is scale plus remarketing: it can build mass awareness and then follow up with users who visited but did not convert. Because the audience is passively browsing rather than actively searching, creative quality and relevance carry the campaign — the ad must earn a glance. Display works best as part of a funnel: awareness at the top, remarketing lower down, measured by view-through as well as click-through.
DISPLAY JOBS
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DISCUSS Why measure 'view-through' conversions for display but rarely for search?
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Module 3 · Display & YouTube Advertising
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Display Ad Tools
LEARNING OBJECTIVE Know the tools used to create, buy and manage display ads.
G
Google Ads
Create and manage display campaigns across the Google Display Network.
D
Display & Video 360
Google's enterprise DSP for programmatic display and video buying.
C
Canva / Creative Tools
Design banner creatives in standard IAB sizes quickly.
R
Responsive Ad Builder
Auto-generate ads that adapt to available ad slots.
A
Google Analytics
Track on-site behaviour, conversions and audience for remarketing.
T
Tag Manager
Deploy conversion and remarketing tags without editing site code.
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DISCUSS Which tool would a solo entrepreneur reach for first, and why?
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Google Display Network (GDN)
LEARNING OBJECTIVE Understand the reach and structure of the GDN.
The Google Display Network is a vast collection of websites, apps and Google properties (like YouTube and Gmail) where display ads can appear, reaching the large majority of internet users worldwide. Advertisers pick where and to whom ads show using targeting: contextual (page topic/keywords), audience (interests, remarketing, demographics), and managed placements (specific chosen sites). The GDN's scale makes it ideal for awareness and remarketing, while its targeting keeps that scale relevant and controllable.
TARGETING ON GDN
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DISCUSS How do managed placements trade reach for control?
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Display Advertising Terminology
LEARNING OBJECTIVE Speak the language of display advertising fluently.
Core terms every media buyer must know when discussing display campaigns.
Term | Meaning |
Impression | One display of an ad to a user |
Viewability | Whether an ad was actually seen (≥50% in view for ≥1 second) |
Frequency | Average number of times a user sees the ad |
Frequency cap | A limit on how often one user is shown the ad |
Above the fold | Ad position visible without scrolling |
View-through conversion | Conversion after seeing (not clicking) an ad |
Ad rank | Position determined by bid × quality in the auction |
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DISCUSS Why is 'served' an impression different from a 'viewable' one?
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Types of Display Ads
LEARNING OBJECTIVE Identify the main display ad varieties.
B
Static Banner
A fixed image ad in a standard size. Simple, fast, widely supported.
A
Animated / GIF
Short looping animation to draw the eye without heavy media.
R
Rich Media
Interactive ads with video, expandable panels or mini-games.
I
Interstitial
Full-screen ads between content transitions, common in apps.
N
Native Display
Ads styled to match the host site's look and feel.
S
Responsive Display
Assets that auto-assemble to fit any available slot.
?
DISCUSS Which display type risks the most user annoyance, and how would you mitigate it?
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Standard Ad Formats & Sizes
LEARNING OBJECTIVE Recognise the most-used IAB banner dimensions.
These standard sizes have the widest inventory and best delivery across the network.
Size (px) | Name | Typical placement |
300 × 250 | Medium Rectangle | In-content; high availability & performance |
728 × 90 | Leaderboard | Top of page, above the fold |
160 × 600 | Wide Skyscraper | Sidebars |
320 × 50 | Mobile Banner | Bottom of mobile screens |
300 × 600 | Half Page | High-impact sidebar unit |
970 × 250 | Billboard | Premium top-of-page branding |
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DISCUSS Why do the 300×250 and 728×90 sizes deliver the most impressions?
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Responsive Display Ads
LEARNING OBJECTIVE Use adaptive ads that fit any slot automatically.
Responsive display ads let you upload a set of assets — several images, logos, headlines and descriptions — which Google automatically combines and resizes to fit almost any available ad slot, across sizes and formats. The system tests combinations and serves the best performers. This dramatically reduces design effort, widens eligible inventory, and improves performance through automatic optimisation. The trade-off is less pixel-perfect control over the final look, so strong, flexible assets and clear branding matter more than fixed layouts.
GOOD ASSETS
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DISCUSS When would a brand still prefer fixed-size ads over responsive ones?
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Rich Media & Interactive Ads
LEARNING OBJECTIVE Explore engaging, interactive display formats.
Rich media ads go beyond static images to include video, audio, animation, expandable panels, carousels and even mini-games. Because they invite interaction, they can achieve far higher engagement and dwell time than standard banners, and they measure interactions (expansions, plays, hovers) as well as clicks. They suit brand campaigns and product experiences where storytelling or demonstration adds value. The costs are higher production effort and heavier file sizes, so performance must justify the investment.
INTERACTIONS
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DISCUSS Does interactivity always improve results? When might it distract from the message?
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Ad Placement Techniques
LEARNING OBJECTIVE Control where ads appear for relevance and brand safety.
Placement techniques determine on which sites, pages or positions your display ads run. Automatic placements let the network choose based on your targeting, maximising reach; managed placements let you hand-pick specific sites or YouTube channels for control and brand safety. Exclusions remove unsuitable topics, sites or apps. Position matters too — above-the-fold and in-content placements typically outperform footers. The art is balancing reach (automatic) with control (managed and exclusions) to hit the right audience in a safe, relevant environment.
PLACEMENT LEVERS
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DISCUSS Give an example where automatic placement could damage a brand.
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Contextual vs Placement Targeting
LEARNING OBJECTIVE Choose between topic-based and site-based targeting.
Contextual Targeting
Placement Targeting
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DISCUSS For a premium watch brand, which approach fits better and why?
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Key Advertising Terminology
LEARNING OBJECTIVE Expand fluency with essential campaign terms.
Terms you'll meet in any Google Ads dashboard or media plan.
Term | Meaning |
Quality Score | Google's 1–10 rating of ad, keyword and landing-page relevance |
Ad Rank | Determines position: bid × Quality Score (and extensions) |
CPC (max/avg) | The most you'll pay, versus what you actually pay per click |
Conversion tracking | Tags that record valuable actions after an ad click |
Impression share | Impressions received ÷ impressions you were eligible for |
Ad extensions | Extra info (sitelinks, calls, location) that enrich an ad |
Landing page | The page users reach after clicking — key to conversions |
?
DISCUSS How can a lower bid still win a better position than a higher one?
Digital Business · MKTG106
Module 3 · Display & YouTube Advertising
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ROI Measurement Techniques
LEARNING OBJECTIVE Quantify the return on advertising investment.
formula
ROI = ( Revenue − Ad Cost ) / Ad Cost × 100%
ROAS = Revenue / Ad Cost
Example:
Ad Cost = ₹50,000
Revenue = ₹2,00,000
ROI = (2,00,000 − 50,000)/50,000 = 300%
ROAS = 2,00,000 / 50,000 = 4× (₹4 per ₹1)
TECHNIQUES
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DISCUSS Why can a 4× ROAS still be unprofitable once all costs are included?
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Attribution Models
LEARNING OBJECTIVE Credit conversions across multiple touchpoints fairly.
Users rarely convert on first contact — attribution decides which ads get credit for the sale.
L
Last Click
All credit to the final click. Simple but ignores earlier influence.
F
First Click
All credit to the first touch. Highlights discovery channels.
N
Linear
Equal credit to every touchpoint along the path.
T
Time Decay
More credit to touches closer to conversion.
P
Position-Based
40% first, 40% last, 20% shared among the middle.
D
Data-Driven
Algorithmic credit based on actual contribution patterns.
?
DISCUSS Why can last-click attribution make display and awareness ads look worthless?
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Google Ads (AdWords)
LEARNING OBJECTIVE Understand Google's advertising platform for advertisers.
Google Ads — historically 'AdWords' — is Google's platform for buying advertising across Search, Display, YouTube, Shopping, Discovery and apps. Advertisers create campaigns, choose networks and goals, target audiences, set budgets and bids, and design ads; Google runs an auction for every query or impression, ranking ads by bid and quality. It is the dominant tool in digital advertising and the practical home of most concepts in this module. Mastery of Google Ads is a core, employable digital-marketing skill.
CAMPAIGN TYPES
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DISCUSS Why did Google rename 'AdWords' to 'Google Ads'?
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Google Ads Account Structure
LEARNING OBJECTIVE Organise campaigns for control and performance.
1
Account
The top level, tied to billing and one business.
2
Campaign
Set network, budget, goal and geo/language targeting here.
3
Ad Group
A tightly themed set of keywords/audiences sharing ads.
4
Keywords / Audiences
The triggers that decide when ads are eligible to show.
5
Ads & Extensions
The creatives users see, enriched with extensions.
?
DISCUSS Why keep each ad group tightly themed around one topic?
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Google AdSense
LEARNING OBJECTIVE Understand how publishers monetise content with ads.
Google AdSense is the flip side of Google Ads: it lets website and content owners (publishers) earn money by displaying Google's ads on their pages. The publisher places an ad code; Google fills the slots with relevant ads from advertisers via auction and shares the revenue. AdSense is how blogs, news sites and creators turn traffic into income. For students, understanding both sides — buying (Ads) and selling (AdSense) — completes the picture of how the display ecosystem funds the free web.
PUBLISHER NEEDS
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DISCUSS Why does Google reject sites with thin or policy-violating content from AdSense?
Digital Business · MKTG106
Module 3 · Display & YouTube Advertising
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Google Ads vs Google AdSense
LEARNING OBJECTIVE Distinguish the buy side from the sell side.
Google Ads (Buy)
Google AdSense (Sell)
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DISCUSS Can one business use both at once? Give an example.
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YouTube Advertising
LEARNING OBJECTIVE Grasp why YouTube is a premier advertising channel.
YouTube is the world's largest video platform and second-largest search engine, watched by billions across devices and TVs. For advertisers it offers massive reach, deep interest and intent signals (from Google), and the persuasive power of sight, sound and motion. Ads are bought through Google Ads as video campaigns and can target by demographics, interests, keywords, topics and remarketing. YouTube supports the whole funnel — from broad awareness with in-stream ads to direct response with action-focused formats.
WHY YOUTUBE
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DISCUSS How does video persuade differently from a text search ad?
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YouTube Channels
LEARNING OBJECTIVE Understand the channel as a brand's video home.
A YouTube channel is a brand's or creator's home on the platform — where videos are published, organised into playlists, and where subscribers, community posts and branding live. For businesses, an owned channel builds an audience organically (complementing paid ads), hosts content for embedding and remarketing, and earns trust through consistent, useful videos. A strong channel has clear branding, a compelling trailer, well-titled and thumbnailed videos optimised for search, and a regular publishing rhythm.
CHANNEL ESSENTIALS
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DISCUSS How does an owned channel strengthen a brand's paid YouTube campaigns?
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Setting Up a YouTube Channel
LEARNING OBJECTIVE Follow the steps to launch a professional channel.
1
Create & Brand
Set up the channel, add logo, banner and a clear description.
2
Define Content Pillars
Choose 3–4 recurring themes aligned to audience interests.
3
Optimise Metadata
Keyword-rich titles, descriptions, tags and custom thumbnails.
4
Publish & Organise
Upload consistently; group videos into playlists.
5
Engage & Analyse
Reply to comments; use YouTube Analytics to refine.
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DISCUSS Why choose content pillars before publishing anything?
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Types of YouTube Videos
LEARNING OBJECTIVE Match video types to marketing goals.
E
Educational / How-To
Tutorials and explainers that build trust and rank in search.
P
Product Demos
Show features and benefits; strong for consideration.
B
Brand Stories
Emotional narratives that build awareness and affinity.
T
Testimonials
Customer proof that boosts credibility and conversions.
S
Shorts
Vertical short-form video for fast reach and discovery.
L
Live / Webinars
Real-time engagement, Q&A and launches.
?
DISCUSS Which video type best serves the awareness stage, and which the decision stage?
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Module 3 · Display & YouTube Advertising
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YouTube Ad Formats
LEARNING OBJECTIVE Choose the right YouTube ad format for a goal.
Formats differ in length, skippability, placement and billing.
Format | Description | Best for |
Skippable in-stream | Plays before/during video; skippable after 5s | Awareness + consideration |
Non-skippable in-stream | Up to 15s, cannot be skipped | Guaranteed message |
Bumper ads | 6s, non-skippable | Reach & recall |
In-feed video ads | Appear in search/feed as thumbnails | Discovery & intent |
Masthead | Premium homepage banner (reserved) | Mass reach / launches |
Shorts ads | Between short-form videos | Young, mobile audiences |
?
DISCUSS Why might a bumper ad outperform a 30-second ad for brand recall?
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YouTube Buying Models
LEARNING OBJECTIVE Understand how YouTube ads are priced.
YouTube ads use pricing models suited to video. Cost-per-view (CPV) charges when a viewer watches a set duration (often 30 seconds or the full ad if shorter) or interacts — you pay for genuine attention, common on skippable in-stream ads. Cost-per-thousand-impressions (CPM), including target CPM and viewable CPM, suits bumper and non-skippable reach campaigns. Action-focused campaigns can optimise toward conversions (target CPA). The model you choose should follow your objective: views and engagement, reach, or conversions.
MODEL → GOAL
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DISCUSS Why is CPV considered advertiser-friendly for skippable ads?
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YouTube Targeting & Optimization
LEARNING OBJECTIVE Aim and refine video campaigns for efficiency.
YouTube inherits Google's targeting: demographics, detailed interests (affinity and in-market audiences), life events, keywords, topics, specific placements (channels/videos), and remarketing to past viewers or site visitors. Optimisation is continuous: test multiple creatives, monitor view rate and cost-per-view, prune weak placements, adjust bids and audiences, and align landing pages for conversion campaigns. Because video creative drives so much of performance, a strong hook in the first five seconds is often the single biggest lever.
OPTIMISE LEVERS
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DISCUSS Why do the first five seconds of a skippable ad matter more than the rest?
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Designing a Video Campaign
LEARNING OBJECTIVE Plan a YouTube campaign end-to-end.
1
Set Objective
Awareness, consideration or action — this drives every later choice.
2
Define Audience
Pick demographics, interests, keywords and remarketing lists.
3
Create Creative
Produce format-appropriate video with a strong opening hook.
4
Choose Format & Bid
Select ad format and buying model aligned to the objective.
5
Launch & Optimise
Go live, monitor metrics and iterate on creative and targeting.
?
DISCUSS Why must the objective be fixed before choosing format and bidding?
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Monitoring Video Campaigns
LEARNING OBJECTIVE Track the metrics that reveal video performance.
YouTube Analytics and Google Ads reporting show whether a campaign earns attention and action.
View
Rate
Views ÷ impressions (engagement)
CPV
Average cost per view
Watch
Time
Total minutes viewed / retention
Conv.
Conversions & conversion rate
?
DISCUSS A video has high views but a steep early drop-off. What does that tell you?
Digital Business · MKTG106
Module 3 · Display & YouTube Advertising
110 / 200
Running a Display Campaign
LEARNING OBJECTIVE Execute a display campaign from goal to optimisation.
1
Goal & Audience
Define objective (awareness/remarketing) and target audience.
2
Creative Assets
Design responsive assets and key standard sizes.
3
Targeting & Placements
Set contextual/audience targeting and exclusions.
4
Budget & Bidding
Set budget, choose CPM/CPC, apply frequency caps.
5
Measure & Optimise
Track viewability, CTR, view-through and conversions; refine.
?
DISCUSS Which single step most often decides a display campaign's success?
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Display & Video Best Practices
LEARNING OBJECTIVE Apply proven tactics across both channels.
H
Hook Fast
Grab attention in the first seconds; front-load the message and brand.
C
Clear CTA
One obvious call to action per ad; match the landing page to it.
M
Mobile-First
Design for small screens and sound-off viewing with captions.
F
Cap Frequency
Limit repeats to avoid fatigue and wasted spend.
T
Test Creatives
A/B test visuals and copy; let data pick winners.
B
Protect the Brand
Use exclusions and managed placements for safety.
?
DISCUSS Which best practice is most often ignored by beginners?
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Common Pitfalls
LEARNING OBJECTIVE Avoid the mistakes that waste display and video budgets.
Most wasted ad spend comes from a handful of avoidable errors. Chief among them: launching without conversion tracking, so you optimise blind; sending clicks to a weak or irrelevant landing page; ignoring mobile and sound-off viewing; over-frequency that fatigues audiences; relying on a single creative; and using last-click attribution that undervalues awareness. Recognising these pitfalls early — and building measurement and creative variety from the start — protects budget and makes optimisation possible.
FIX FIRST
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DISCUSS Of these pitfalls, which would you fix first on a struggling campaign, and why?
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Module III — Summary
LEARNING OBJECTIVE Consolidate display and video advertising before website planning.
Module III turned advertising theory into channel practice. You learned display formats, terminology, placement and ROI measurement; the difference between buying with Google Ads and monetising with AdSense; and the full YouTube advertising lifecycle — channels, video types, ad formats, buying models, targeting, campaign design and monitoring. With attribution and ROI as your compass, you can now run reach- and engagement-focused campaigns. Every ad, though, needs a destination — which is exactly what Module IV builds: the website.
NEXT UP
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DISCUSS Every campaign sends users somewhere — what makes a good destination page?
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Course Complete
You can now get found (SEO · M1), get seen (advertising · M2), engage audiences (display & YouTube · M3), plan a website (M4) and build it in WordPress (M5) — a complete, measurable digital presence.
Keep the funnel in mind, keep measuring, and keep building. Best of luck in your end-term examination and your digital careers.
Digital Business · MKTG106 · Dr. Indraneel Mukhopadhyay · Amity University Kolkata