Learning library
Unit 2 · Media Planning and Budgeting · Module 15 of 40
Web and Search Advertising
Learning objective
Deploy search, display, video and retargeting against intent stages.
Concept summary
Search captures declared intent and rewards keyword-to-landing relevance; display and video generate demand and need frequency control; retargeting converts warm traffic but decays fast. Quality score, viewability and frequency caps govern efficiency.
Application task
Map four web ad types to funnel stages with the metric you would optimise for each.