CCT356H5 Lecture Notes - Lecture 2: Ad Serving, Online Advertising, Pareto Principle
27 Apr 2019
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Document Summary
Why online advertising, mobile; can be accessed on portable devices, tracking; impressions and clicks can be measured, measuring; kpis, growth; opportunities to send , and share ads, reach; millions of people have access to the internet, online advertising. Bandwidth, connection speed issues, media (easy to understand, buyers are familiar) plug-ins, multiple platforms. Generates data: types of display ads, wallpaper/banners. Data overload or mismatching: main purpose is branding. Phrase match": advert will appear only for search terms with the keywords in them (in the same order); potential to broaden specific parts. [exact match]: advert will appear for search terms only. It can be an existing page, or a page custom-built for the campaign: good landing pages should send users to a page relevant to their search with a very visible call to action, benefits to good landing pages. Increased qs, lowered cpc of the keyword: seo benefits, buying strategy, 1. Establish target demographic; business needs; competitive environment: 2.
