Display Advertising Display Advertising Campaign Strategy 2

Question 1

What is 'recency targeting' in display campaign strategy?

Accepted Answer

Prioritizing users who visited your website most recently for retargeting

Answer

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?

Accepted Answer

To prevent ad fatigue by showing different creatives to the same audience over time

Answer

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?

Accepted Answer

Allocating more budget to the hours and days that generate the best campaign performance

Answer

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?

Accepted Answer

Measuring the additional conversions that occur because of the display ad, versus what would have happened without it

Answer

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?

Accepted Answer

Running display campaigns simultaneously at awareness, consideration, and conversion stages

Answer

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.

Display Advertising Practice Test

Display Advertising Practice Test

Display Advertising Display Advertising Campaign Strategy 2