JOUR 651 Lecture Notes - Lecture 32: Google News, Google Search
11 Feb 2020
School
Department
Course
Professor
Document Summary
As ad viewability becomes a larger consideration than ads served, a lot of the tricks that we as publishers had in our toolbox are less impactful. The silver lining is we are no longer married to the page views as our single metric of success. Now we can get excited when people actually read what we write as opposed to just clicking on what we write. The internet still has an incredibly short attention span so comparison points are useful when looking at metrics and analytics. There are split tactics between audience development and traffic generation. Audience development: this is when you build a loyal audience that"s aware of your company as a brand. You should focus on your best content, which has a frequent emphasis on long-form. You should measure the return rate of this audience as well as their engagement, so things like depth, frequency, time spent. You should also think about increased volume to facebook.
