display-ads

$npx mdskill add kostja94/marketing-skills/display-ads

Place display ads on publisher sites for brand awareness and retargeting

  • Identify suitable publishers and ad networks based on user goals and budget.
  • Select appropriate ad formats such as banners, native ads, video pre-roll, or rich media.
  • Automatically bid through DSPs using real-time bidding (RTB) for optimal placement and performance.
  • Deliver the selected ads to the publisher sites via API integrations.

SKILL.md

.github/skills/display-adsView on GitHub ↗
---
name: display-ads
description: When the user wants to run display, banner, or ad network campaigns. Also use when the user mentions "display ads," "banner ads," "ad network," "ad alliance," "programmatic display," "native ads," or "retargeting display." For strategy, use paid-ads-strategy.
metadata:
  version: 1.0.1
---

# Paid Ads: Display / Banner

Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## What Is Display / Banner

- **Ad networks**: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
- **Banner ads**: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
- **Programmatic**: Automated buying via DSPs; real-time bidding (RTB); audience targeting

## Formats

| Format | Use |
|--------|-----|
| **Display banner** | IAB sizes; CPM or CPC; brand, retargeting |
| **Native** | Blends with page content; higher engagement |
| **Video pre-roll** | Pre-roll on publisher video; see **ctv-ads** for streaming |
| **Rich media** | HTML5; expandable, interactive |
| **Mobile interstitial** | Full-screen between content |

## Buying Options

| Option | Use |
|-------|-----|
| **Google Display** | Part of Google Ads; automated placements; retargeting |
| **Programmatic DSP** | The Trade Desk, Magnite, etc.; audience-based; scale |
| **Direct publisher** | Deal with specific site; guaranteed placement |
| **Ad network** | Network aggregates inventory; simpler than full programmatic |

## Metrics

| Metric | Use |
|--------|-----|
| **CPM** | Cost per thousand impressions |
| **CPC** | Cost per click |
| **CTR** | Click-through rate; typically low for banners (0.1–0.5%) |
| **Viewability** | % of impressions actually seen |
| **Completion rate** | For video; % who watch full ad |

## Creative

- **IAB sizes**: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
- **File types**: Static image, animated GIF, HTML5
- **Message**: Clear CTA; minimal text; brand visible in 3 seconds

## UTM

Use `utm_medium=display` or `cpc` with `utm_source` (publisher or network name) for attribution. See **traffic-analysis** for GA4 alignment.

## Pre-Launch Checklist

- [ ] Creative in required sizes
- [ ] Landing page aligned with ad message
- [ ] UTM parameters set
- [ ] Retargeting audience defined (if applicable)
- [ ] Viewability target set

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use display
- **google-ads**: Google Display Network; retargeting campaigns
- **traffic-analysis**: UTM for display; attribution
- **analytics-tracking**: Conversion tracking; viewability

More from kostja94/marketing-skills

SkillDescription
404-page-generatorWhen the user wants to create, optimize, or audit 404 error pages. Also use when the user mentions "404 page," "404 error," "error page," "page not found," "broken link page," "404 design," "custom 404," "404 redirect," "404 page UX," or "404 recovery." For sitewide page planning, use website-structure.
about-page-generatorWhen the user wants to create, optimize, or audit About page content. Also use when the user mentions "about page," "about us," "company story," "our team," "about section," "company overview," "brand story," "team page," or "who we are." For sitewide page planning, use website-structure.
affiliate-marketingWhen the user wants to plan, implement, or optimize affiliate marketing strategy. Also use when the user mentions "affiliate marketing," "affiliate program strategy," "CPS model," "affiliate recruitment," "commission structure," "affiliate partners," "affiliate network," "affiliate tracking," "affiliate commission," or "partner marketing." For affiliate page, use affiliate-page-generator.
affiliate-page-generatorWhen the user wants to create, optimize, or audit affiliate program page content. Also use when the user mentions "affiliate program," "affiliate page," "partner program," "referral program page," "affiliate landing," "partner landing," "commission page," or "affiliate signup." For affiliate program strategy, use affiliate-marketing.
ai-traffic-trackingWhen the user wants to track AI search traffic in GA4 or GSC. Also use when the user mentions "AI traffic," "ChatGPT referral," "Perplexity traffic," "AI Overviews," "GA4 AI sources," "AI search analytics," "track AI referrals," "AI search traffic," "Claude traffic," or "how to track AI traffic." For AI SEO strategy, use generative-engine-optimization.
alternatives-page-generatorWhen the user wants to create, optimize, or audit alternatives or comparison content (page or blog article). Also use when the user mentions "alternatives page," "alternatives listicle," "X alternatives," "competitor comparison," "vs page," "compare page," "best alternatives to X," "switch from X," "competitor brand traffic," "brand keyword ads," or "intercept competitor search." For competitor research, use competitor-research.
api-page-generatorWhen the user wants to create, optimize, or audit the API introduction/overview page. Also use when the user mentions "API page," "API landing page," "/api page," "API overview," "developer landing," "API marketing," or "API for developers." Note: API documentation (endpoint reference) lives in docs; use docs-page-generator.
app-adsWhen the user wants to run app install ads, user acquisition (UA), or promote mobile apps. Also use when the user mentions "app ads," "app install ads," "UA," "user acquisition," "Google App Campaigns," "Apple Search Ads," "ASA," "UAC," "App Store ads," "Play Store ads," "CPI," or "app promotion." For store listings, use distribution-channels.
article-contentWhen the user wants to write, generate, or create article body content—blog post body, long-form content, how-to guide, listicle. Also use when the user mentions "write article," "article content," "blog post content," "article body," "long-form content creation," "generate article," "article draft," "how-to guide content," "listicle content," "information gain," or "content density." For single post page structure, schema, and SEO metadata, use article-page-generator. For blog index/listing page, use blog-page-generator. For short ad, landing, or email copy, use copywriting.
backlink-analysisWhen the user wants to analyze backlinks, audit link profile, or identify link issues. Also use when the user mentions "backlink analysis," "backlink audit," "referring domains," "toxic links," "link profile," or "disavow file." For acquisition, use link-building.