Exam #2 Flashcards
What are the 2 Ad Targeting Techniques?
Target the User
and
Targeting the Website.
What are the 2 parts of the Targeting the User
Ad targeting Technique?
Targeting The User
- Audience Segments
- Demographics
What are the 3 parts of the Targeting the Website
Ad Targeting Technique?
Designing an ad campaign that targets specific websites or web pages that match the target audience.
- Keywords
- Topics
- Placements
What is CPC or Cost Per Click?
Advertisers pays when the ad is clicked.
How much an advertiser pays for each click on their ad.
It includes images, videos, and text.
What is CPM or Cost Per Mille or Cost Per Thousand?
Cost per 1,000 impressions.
Adverisers pay a fixed amount for every 1,000 times their ad is displayed.
1,000 x Cost / # of Impressions
(Total amount spent/ Impressions) x 1,000
What is CPA Cost Per Acquisition?
Advertisers pay only when the ad results in a
conversion.
Advertising Cost / Conversions
What is a Display Ad?
The videos, images, and text ads that appear on websites.
What are the 3 Effective Banner Ad Design Elements?
- Attract attention
- Communicate/Offer a value proposition (UVP)
- Invite action
What is Remarketing/Retargeting?
Its displaying ads to web users who have
previously visited a website.
What are the Advantages of Remarketing?
Highly targeted, Profitable, and Cost-effective.
What are the 4 Popular Ad Formats?
1.Large Rectangular Ad
- Medium Rectangular Ad
3.Leaderboard Ad
- Large Skyscraper Ad
What is A/B testing?
A test that compares two versions of content to see which one is more appealing to visitors.
Mobile Display Ads Characteristics?
Ads typically perform worse on mobile devices
Accidental clicks → high bounce rate
What are the 3 Parts of Creating a Email Marketing Campaign?
- Building a List
- Creating good content
- Maintaining list
How to create an Email List 5 Parts?
- Provide access to interesting content.
- Provide an incentive for signing-up and describe the
benefits (e.g., discounts, giveaways, free e-book…). - Be creative in creating their list.
- Capturing email addresses in an ethical way.
Preferable to use an opt-in or double opt-in rather than opt-out. - Capturing supplemental information. Con Low conversion to long to fill out user info. Pro: strong leads better info/segmentation.
How often should a company send emails?
As often as it can create valuable content.
At what hour of the day should emails be sent?
Whenever customer response will be highest.
What is valuable email content for Online Retail Websites?
Emails that generate purchases.
What is valuable email content for Lead Generation Emails?
Emails that help maintain long-term relationships with customers.
Examples: Airlines and Hotels.
What is valuable email content for Search Engine Emails?
sending regular emails highlighting deals can lead to added business.
Examples: Airline deals, flight deals, and Car deals.
What is valuable email content for Online Media Emails?
Goal should be to encourage visits to the website.
What is valuable email content for Online B2B Emails?
Goal is “lead nurturing”: the process of cultivating and maintaining leads with potential customers.
Promoting a software such as Adobe.
What are the 3 Triggered Emails?
- Abandoned Cart
- In-store purchase
- Past purchase
What is a Abandoned Cart Trigger Email?
- Remind customer of product
- Offer coupon