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Digital Marketing Applications > EXAM TWO > Flashcards

EXAM TWO Flashcards

1
Q

Who uses Google AdSense?

A

Publishers

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2
Q

Who uses Google Ads

A

Advertisers

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3
Q

This type of ad gets credit for the purchase

A

Search Ads

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4
Q

AdMob is for

A

apps

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5
Q

AdSense is for

A

websites

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6
Q

Display Ads can be bought in two ways; which ways?

A

CPM (cost per thousand impressions) and CPC (cost per click)

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7
Q

CPM is more for companies that want

A

brand awareness

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8
Q

CPC is more for companies that want

A

maximizing click and conversion rates

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9
Q

CPM Formula (with Display Cost)

A

(Display Cost/Impressions) x 1000

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10
Q

Display Ad Cost for CPC

A

Clicks x CPC

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11
Q

Analysis Process for Display Ads

A
  • What is a conversion
  • # of conversions
  • Display ads cost
  • Display ads profit
  • Display ads ROI
  • Display ads CPA
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12
Q

Automated buying and selling of advertising space using software and algorithms

A

Programmatic channels

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13
Q

Ad Networks Examples

A

Google AdSense -> Google Display Network

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14
Q

Bidding between advertisers and publishers

A

Ad Exchanges

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15
Q

Simple counts of Positive and Negative keywords

A

Sentiment Analysis

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16
Q

Types of Affiliate Commissions

A

CPA and CPC

17
Q

Digital Analytics Marketing Funnel

A

Acquisition -> Engagement -> Monetization

18
Q

TAO Model

A

Track -> Analyze -> Optimize

19
Q

Omnichannel Shopping

A

Buying from different distribution channels

20
Q

List all non-scientific Attribution Models

A
  • Last-Click
  • First Interaction
  • Linear
  • Time Decay
  • Position-Based
21
Q

List both scientific attribution models

A

Regression or Model-Based and Experiment Based

22
Q

Cookie Period

A

A time until the cookie expires (the website owner determines how long a brand lasts)

23
Q

The Predictor is the

A

Independent Variable

24
Q

The Outcome Variable is the

A

Dependent Variable

25
Q
A

Digital Marketing Applications (4 decks)

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