ch.12

Question 1

Online advertising Purpose?

Answer 1

• Increase sales
• Improve brand awareness
• Raise share of voice in the
  marketplace

Question 2

Online advertising objectives

Answer 2

• Building brand awareness
• Creating demand
• Satisfying demand
• Driving direct response and sales

Question 3

Why is online advertising unique?

Answer 3

• Advert to merchant in one easy click
• Highly trackable and measurable
• Target adverts
• Track and gauge efficacy accurately

Question 4

Types of display adverts

Answer 4

1-Banner adverts
2- interstitial banners: zy egybest byftah kaza e3lan
3-Pop-ups and pop-unders: pops a new window
4-Floating adverts: ads that floats as you are scrolling down
5-Wallpaper adverts: ads that take up to the wallpaper
6-Map adverts:

Question 5

Display advertising payment models

Answer 5

1- cost per click: pays every time someone clicks on the ad
2- costs per impression: pays per 1000 impressions
3- costs per action: affiliation
4- flat rate: pre agreed fee
5- cost per engagement: story reacts

Question 6

how to Get your ads online?

Answer 6

1- Premium booked media: Contacting the site owner and
booking an ad placement
2- Advertising networks: Purchasing ad space on an affiliated
group of websites
3- Advertising exchange: Publishers offering unsold inventory to advertisers in a bidding system
4- Social media advertising: Placing ads on social media
5- Mobile advertising: Formatting and booking as space on mobile sites, search results and apps
6- Ad servers: Computer servers that store and send
out ads to websites for publication.

Question 7

Targeting and optimizing
how to target ads?

Answer 7

1-Frequency capping: The advertiser can limit the number of times any specific user sees the ad
2- Sequencing: A series of ads can appear in
sequence for the user, so that they
see the correct order.
3- Exclusivity: The site prevents ads from direct
competitors from appearing on the
page.
4- Roadblocks: The advertiser owns 100% of the ad inventory

Question 8

How else can I target ads?

Answer 8

• Geo-targeting
• Network or browser type
• Connection type
• Day and time
• Social serving
• Behavioural targeting:
• Contextual advertising

Question 9

What can be tracked?

Answer 9

1- Info about who clicked on the ad: Connection type, Browser, Time of day
2- Info about the ad: impressions and clicks

Question 10

advantages of online advertising?

Answer 10

1- wider reach
2- cost effective
3-Interactive and engaging
4- measurable

Question 11

challenges of online advertising?

Answer 11

1-Intrusive
2-Popup blockers and extensions
3-Bandwidth
4-Advertising fatigue

Question 12

guide that you can follow to ensure
that you run effective adverts:

Answer 12

1. Determine the goal of your campaign
2. Identify your key performance indicators (KPIs)
3. Investigate your target audience
4. Research potential websites to host your adverts
5. Set a budget
6. Create your adverts
7. Choose or create a landing page
8. Run your adverts
9. Track, measure, optimize