Module 12 · Analytics & Paid Media track
Display & Remarketing
This is where marketing stops being guesswork and starts being measurable, budgeted, and accountable.
Display & Remarketing extends your paid-media skills beyond search into visual banner campaigns and the remarketing audiences that re-engage visitors who didn’t convert the first time.
1 wk
Module duration
3
Hands-on assignments
Performance Marketing Executive
Job role this maps to
Why this module matters
Search campaigns capture existing demand; display and remarketing create and recapture it. Employers hiring for Performance Marketing Executive roles expect both skill sets, not just search.
Real-world example
Someone visits a shoe store’s website, looks at two pairs, and leaves without buying. A well-set-up remarketing ad brings them back three days later with those exact shoes — and this module teaches you to build that flow yourself.
What you'll actually learn
- Display Network targeting: placements, topics, audiences
- Designing effective banner ad creative sets
- Setting up remarketing audiences from website visitors
- Dynamic remarketing for e-commerce catalogs
- Frequency capping and ad fatigue management
- Meta pixel-based remarketing basics
- Measuring display campaigns beyond click-through rate
- Budget allocation between search, display and remarketing
Practical assignments — you'll do these, not just read about them
Assignment 1 — Design a 3-creative display ad set for a sample brand.
Assignment 2 — Set up a remarketing audience and launch a small test campaign.
Assignment 3 — Compare performance metrics between a cold display campaign and a remarketing campaign.
Tools you'll get hands-on with
Google Display Network
Google Ads Manager
Meta Ads Manager
Canva (display creatives)
GA4 audiences
Where this takes you: Performance Marketing Executive
Employers view remarketing skills as a signal of full-funnel thinking, which is a common differentiator for Performance Marketing Executive hires over single-channel candidates.
Have questions about the Display & Remarketing module?
Leave your number and a BIIM counselor will walk you through this module, batch timing and what you’ll be doing week to week.
Related modules
See the full Digital Marketing Course curriculum
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