ADV 3008 Lecture Notes - Lecture 17: Adwords, Adsense, Harvey Nichols
13 Nov 2018
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Document Summary
Google makes money from ads: adsense. Part of a webpage given to google. Key consumer behavior: click through: click to a sponsoring page earns the host page money, adwords. Higher bids for keywords increase ranking of paid listings, don"t guarantee top listing. Google rewards performance: lots of click-through increase listing, no activity decreases listing. The audience is uniquely targeted when they are ready to act: relevance. Advertisers don"t pay for eyeballs, pay for clicks/results: accountability. Tuesday, november 6, 2018: kayak makes money on a referral and a purchase, overall revenues: million, less than 200 employees, over million in revenue per employee. Super banner ad: later when i visit cnn, it"s also a part of this network and serves up an ad. Is creativity more valuable than intelligence: creativity wins, solves problems. It is a characteristic of people: picasso, faulkner, mozart, lady gaga. It is the outcome of actions: my roommate"s drawing was creative.
