P R 301 Chapter Notes - Chapter 7: Bounce Rate, Web Analytics, Search Engine Marketing

• School: Iowa State University
• Department: Public Relations
• Course: P R 301
• Professor: A. King

Document Summary

Pay-per-click advertising: a sponsor buys a keyword so when you search with that key word their ad comes up. Search engine optimization: paying to have your brand come up when a user searches a relevant term. Media outside of the internet can be easily counted and measured, but it is much harder to measure the online world. Metered tracking to find out which site is used by an audience in order to place an ad in the best spot. Can be done through phone surveys as well. Instant feedback as to what is or isn"t working. There are companies who keep track of awareness, advertising recall, intention to buy and information awareness. Knowing who is coming to your site and how long they stay there. It is important to be ranked high in search engines. Bounce rate: when you go onto a site and don"t click anything else - just get out.