Digital advertising

Question 1

PPC advertising

Answer 1

pay-per-click

Question 2

SERP

Answer 2

Search Engine Result Pages

Question 3

GDN

Answer 3

Google Display Network

Question 4

Native Advertising

Answer 4

Advertising on social media

Question 5

CPM

Answer 5

Cost Per thousand (Mille) impressions: price which an advertiser pays for thousand ad
impressions; model preferred by media

Question 6

PPC, CPC

Answer 6

Pay Per Click, Cost Per Click: price which an advertiser pays for every ad click; model
preferred by advertisers

Question 7

CPS, CPA

Answer 7

Cost per sale/action: price which an advertiser pays for every ad click which led to a
conversion; still rare in practice

Question 8

Quality score

Answer 8

Quality Score is an estimate of how relevant your ads, keywords, and landing page
are to a person seeing your ad

Question 9

Click-through rate

Answer 9

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

Question 10

Ad extensions

Answer 10

• Sitelinks extensions - link to multiple pages inside the website
• Location extensions
• Call extensions
• App extensions
• Review extensions
• Callout extensions - add words that help describe the business
• Automated extensions (consumer ratings,
  previous visits, social extensions)

Question 11

GDN targeting options

Answer 11

• Keyword
• Demographics
• Interest Categories
• Topics
• Placement
• Remarketing

Question 12

Rich Media Ad

Answer 12

Digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content

Question 13

What are the goals of display advertising?

Answer 13

Direct response vs.
brand awareness

Question 14

What is the goal of native social media advertising?

Answer 14

• Increasing brand awareness
• Increasing brand engagement (Shares, Comments, Likes)
• Boosting website traffic
• Promoting new content or blog posts

Question 15

Direct marketing

Answer 15

1:1 should be based on permission, message personalised (direct e-mail, e-newsletters)

Question 16

CRM

Answer 16

Customer relationship management

Question 17

Permission marketing

Answer 17

Doing marketing communication only when a customer gives an explicit consent

Question 18

Direct email marketing

Answer 18

Used for maintaining existing contacts (users) and attracting new ones.

Due to the large e-mail traffic, users are reading e-mail with less attention.

Question 19

Direct marketing campaign measurements

Answer 19

1. Delivery rate: the percentage of emails that were actually delivered to recipients’ inboxes
2. Open rate: a measure of how many recipients open a particular email campaign/message
3. Clickthrough rate: the ratio of users who clicks on a link in a message and the number of total
   users who receive an email
4. Viral rate: the percentage of sent messages which are forwarded by the recipients to their
   contacts