Display Advertising Display Advertising Campaign Strategy 2 — Questions and Answers
Question 1: What is 'recency targeting' in display campaign strategy?
- Prioritizing users who visited your website most recently for retargeting (Correct answer)
- Showing ads more frequently as a campaign launch date approaches
- Targeting users based on how recently they made a purchase
- Adjusting bids based on how recently a keyword was searched
Correct answer: Prioritizing users who visited your website most recently for retargeting
Recency targeting focuses retargeting spend on users who visited the site most recently—such as within the last 24–72 hours—when purchase intent is still highest.
Question 2: Why is 'creative rotation' important in display advertising strategy?
- To prevent ad fatigue by showing different creatives to the same audience over time (Correct answer)
- To meet ad network requirements for a minimum number of ad sizes
- To test which creative performs best in A/B split tests
- To comply with frequency capping rules set by the publisher
Correct answer: To prevent ad fatigue by showing different creatives to the same audience over time
Rotating display ad creatives periodically keeps the messaging fresh for audiences who have already seen earlier versions, maintaining engagement and preventing banner blindness.
Question 3: What is 'daypart optimization' in display campaign strategy?
- Allocating more budget to the hours and days that generate the best campaign performance (Correct answer)
- Splitting the campaign budget equally across all hours of the day
- Running ads only during business hours to reduce wasted impressions
- Pausing campaigns overnight to protect the daily budget
Correct answer: Allocating more budget to the hours and days that generate the best campaign performance
Daypart optimization uses performance data to identify peak hours and days, then shifts budget and bids toward those windows to maximize ROI and reduce waste during low-performance periods.
Question 4: What is 'incrementality testing' in display advertising strategy?
- Measuring the additional conversions that occur because of the display ad, versus what would have happened without it (Correct answer)
- Testing small budget increments to find the optimal daily spend
- A/B testing ad creatives to find incremental improvements
- Gradually increasing bids to improve impression share
Correct answer: Measuring the additional conversions that occur because of the display ad, versus what would have happened without it
Incrementality testing uses holdout groups or randomized controlled experiments to isolate the true causal impact of display advertising, separating genuine ad-driven conversions from those that would have occurred organically.
Question 5: What is a 'full-funnel' display advertising strategy?
- Running display campaigns simultaneously at awareness, consideration, and conversion stages (Correct answer)
- Using display ads exclusively at the bottom of the funnel for direct response
- Targeting only high-intent users closest to purchase
- Building one campaign that serves all funnel stages with a single creative
Correct answer: Running display campaigns simultaneously at awareness, consideration, and conversion stages
A full-funnel display strategy uses different campaign types, targeting, and creatives tailored to each stage of the buyer journey—from broad awareness at the top to specific conversion messaging at the bottom.
Question 6: What is 'competitive conquesting' in display advertising?
- Targeting users who have visited or engaged with competitor websites (Correct answer)
- Bidding on competitor brand names in search campaigns
- Placing ads on competitor websites directly
- Copying competitor ad creatives to match their messaging
Correct answer: Targeting users who have visited or engaged with competitor websites
Competitive conquesting uses display advertising to specifically target audiences who have shown interest in or visited competitors' websites, attempting to attract them to a rival brand.
Display Advertising Display Advertising Campaign Strategy 2
What is 'recency targeting' in display campaign strategy?