CCT356H5 Lecture Notes - Lecture 1: Adwords, Q Score, Geotargeting
20 Jan 2017
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Document Summary
Online ads: tracking, measuring, building, growth, reach: advantages: many similarities to trad media, pot. for interact. , data, challenges: mult. Ad networks: servers, billing and distribut. , data, freq. capping (q score), sequencing, exclusivity, roadblocking, geo-targeting. Online ad design standards: know the limitations! Payment methods: impressions (cpm), cpclick, cpacquis. , cpinteract. , flat-rate: publishers love cpm, ad buyers love cpa. Bidding/ad x-change: $ + relevance, higher bid usually = better reg. placement, quality makes difference (eg q score) just not spam! Adwords: broad: search term, semantically related, misspellings, phrase: specific (pot. to broaden, exact: hits only spec. phrases, negative: excludes spec. phrases. Tracking/budgeting: stat info from ad networks, a-b testing, budget targets ads to certain. Can provide high roi, key to crm. Cost effective, targeted + measureable, inbox = access point to internet. Fairly new, int"n patterns & etiquette changes. Forms of dir. marketing, more viral but demographics change. Email marketing kpls: want users to open/click; new legis.
