Chap 7 Flashcards
Display ads
video, image, and text ads that appear on a website
Display network
a group of online publishers that agree to a set of advertising standards dictated by the company managing the ad network
Publisher
a website typicall with media content that also allocated space for ads from an ad network to show on its pages
Advertisers
those that create and upload ads that meet the specifications of the diplay ad network
Through the display network method all three parties can benefi by:
- the advertiser makes money from the traffic
- the display ad network makes money by charging the advertiser to dip;ay ads
- the publisher gets paid a percentage of the revenue made each time the display network charges an advertiser
how to solve the problem when multiple advertisers want the same space
a bidding system
difference between bidding for a search ad and bidding for a display ad
-display ads have multiple bidding formats to choose from.
-search ads pay on a cpc basis
-display ads pay CPC, CPM, CPA
advertisers can target their ads bases on which targeting methods
- audiene segments
- demographics
- keywords
- topics
- placements
in market audience
users who have been judged by google bases on browsing history
life events targeting
target internet users who have just had, are currently having. or will have an important event occur
fat finget ad clicks
accidental clicks on display ads
six options for selecting display ad targets
- demographics
2.interest and hobbies - in market audiences and life events
4.interactions with your business - customer segments
6.combination
an effective display ad must do:
- attract attention
- communicate a value proposition
- invite action
retargeting ads
ads shown to internet users who have previously visited the advertisers site
advantage of online display advertising
effectiveness of the ads can be directly measured
three ways to have consistent messaging
- tout the same value proposition
- use similar calls to action
- enact the same design elements
