Digital advertising Flashcards
PPC advertising
pay-per-click
SERP
Search Engine Result Pages
GDN
Google Display Network
Native Advertising
Advertising on social media
CPM
Cost Per thousand (Mille) impressions: price which an advertiser pays for thousand ad
impressions; model preferred by media
PPC, CPC
Pay Per Click, Cost Per Click: price which an advertiser pays for every ad click; model
preferred by advertisers
CPS, CPA
Cost per sale/action: price which an advertiser pays for every ad click which led to a
conversion; still rare in practice
Quality score
Quality Score is an estimate of how relevant your ads, keywords, and landing page
are to a person seeing your ad
Click-through rate
The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
Ad extensions
- 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)
GDN targeting options
- Keyword
- Demographics
- Interest Categories
- Topics
- Placement
- Remarketing
Rich Media Ad
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
What are the goals of display advertising?
Direct response vs.
brand awareness
What is the goal of native social media advertising?
- Increasing brand awareness
- Increasing brand engagement (Shares, Comments, Likes)
- Boosting website traffic
- Promoting new content or blog posts
Direct marketing
1:1 should be based on permission, message personalised (direct e-mail, e-newsletters)
CRM
Customer relationship management
Permission marketing
Doing marketing communication only when a customer gives an explicit consent
Direct email marketing
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.
Direct marketing campaign measurements
- Delivery rate: the percentage of emails that were actually delivered to recipients’ inboxes
- Open rate: a measure of how many recipients open a particular email campaign/message
- Clickthrough rate: the ratio of users who clicks on a link in a message and the number of total
users who receive an email - Viral rate: the percentage of sent messages which are forwarded by the recipients to their
contacts
