MKTG2238 Chapter Notes - Chapter 13: Click Fraud, Pay Per Click, Behavioral Targeting
Document Summary
Topic twelve: internet and mobile advertising (chapter 13) Purchasing keywords & selecting content-oriented web sites: keyword matching advertising. Advertising bid for keywords by indicating how much they"re willing to pay each time internet shopper clicks on a sponsored link to reach their website during a search. Cost per click (cpc: content-targeted advertising. Google acts as an ad agency placing ads & receiving commission: click fraud. Occurs when competitor clicks on sponsored link repeatedly in order to harm other advertiser. Occurs when employees of content-oriented websites click on links to advertised web sites to revenue. Involves directing online ads only to consumers showing interest in product / service by their site-selection behaviors. Record activities of visitors to web sites. Measuring internet ad effectiveness: metrics for measuring internet ad performance. Exposure value / popularity of web site / internet ad: no. of users exposed to ad, no. of unique visitors, click-through rate.
