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business information system > online advertisement > Flashcards

online advertisement Flashcards

1
Q

types of advertisement

A
  • Email advertising
  • Display advertising
  • Search engine advertising
  • Social media advertising
  • Ad networks
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2
Q

display advertisement

A

Text Ads:
Banner Ads:
Pop-up Ads:
Pop-under Ads:

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3
Q

Pop-up ads or pop-ups

A

new web browser window opens (pops up) to display
advertisement message either when user clicks a
button/link, or automatically when webpage is first
viewed (loaded) or is linked away from (unloaded)

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4
Q

Pop-under ads

A

– new browser window hidden under active window
– do not interrupt user immediately and are not seen
until covering window is closed, making it more
difficult to determine which web site opened them
– probably less irritating for user than pop-ups (lower
intrusiveness)

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5
Q

Interstitials

A

full-page add loaded before actual page
no actions possible: no scrolling, no or very limited content visible
either timed (only few seconds, with possibility to close earlier), or remains
until visitor closes add
– then reverted to intended page

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6
Q

YouTube ads

A

Skippable in-stream ads
Nonskippable in-stream ads
In-feed video ads
Bumper ads:

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7
Q

SEO considers

A

– site’s content and meta tags
– incoming links from other sites

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8
Q

What is the competitiveness of a keyword?

A

It refers to how difficult it is to rank for that keyword. Highly competitive keywords have many other websites targeting them.

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9
Q

What does high search volume indicate for a keyword?

A

It means many users are interested in that term, making it potentially valuable to target.

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10
Q

How can you ensure search engines are aware of your website?

A

Submit your website’s URL directly to search engines.

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11
Q

How can backlinks help your website get indexed faster?

A

If an indexed site links to yours, it can help search engines discover your site.

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12
Q

What are meta tags and why are they important?

A

Meta tags provide information about a webpage to search engines, improving its relevance and ranking.

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13
Q

What is link building?

A

It involves acquiring backlinks from other websites to improve your site’s authority and trustworthiness.

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14
Q

How can you request links from other website owners?

A

Reach out to them and ask if they would be interested in linking to your content.

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15
Q

robots.txt

A

is a text file placed in the root directory of a website that provides instructions to web crawlers (also known as search engine bots) about which parts of the site they should or should not index. This helps website owners control how their content is indexed and appears in search engine results.

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16
Q

Keyword Stuffing

A

Filling website content with irrelevant keywords to rank higher, harming user experience.

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16
Q

Black Hat SEO

A

Unethical practices used to manipulate search engine rankings, potentially leading to penalties.

16
Q

what are the options of robotext

A

allow
disallow
crawl delay
sitemap

17
Q

Invisible Text

A

White text on a white background, making keywords invisible to users but readable by search engines (deceptive tactic).

18
Q

Cloaking:

A

This involves showing different content to search engine bots than to human users.

19
Q

Doorway Pages

A

These are temporary pages designed to rank for specific keywords and then quickly redirect users to a different, unrelated page.

20
Q

Reciprocal Link Schemes

A

This involves agreeing to exchange links with other websites in an attempt to boost each other’s rankings.

21
Q

SE manipulation techniques

A

– doorway pages: transfer visitor from chosen page to unrelated
page using meta HTML tag:

<meta></meta>

– buying links from link farms
– reciprocal link schemes

22
Q

Key components of SEA

A

Paid listing
Keyword Bidding:
Cost-Per-Click (CPC):

23
Q

Social Graph

A

A network diagram representing connections between individuals or entities on a social media platform.

24
Q

Social ads often use social signals (e.g., “Person X liked this too”) to enhance user engagement.

A

The effectiveness of social signals is influenced by the strength of the relationship between the user and the person who liked the content.

25
Q

ad networks

A

Ad Networks act as intermediaries between advertisers and publishers, facilitating the buying and selling of advertising space. They bring together a wide range of advertisers and publishers, offering benefits to both parties

26
Q

benefits of ad network

A

Benefits for Advertisers and Publishers
Efficiency:
Quality Control:
Automation:
Customization:
Targeting:

27
Q

pixel targeting

A

Pixel Targeting or Retargeting is a form of online advertising that allows you to follow users who have visited your website but didn’t make a purchase or complete a desired action. This is done by placing a small piece of code, called a pixel, on your website.

28
Q

Cost Per Click (CPC)

A

A flat fee paid for each click on an ad.

29
Q

Cost Per Action (CPA)

A

A fee paid only when a user takes a desired action (e.g., purchase).

30
Q

Cost Per Mille (CPM)

A

A fee paid for every 1,000 times an ad is viewed (impressions).

31
Q

Cost Per Install (CPI)

A

A fee paid for each app download attributed to an ad.

32
Q

Click Fraud

A

Threat to Pay-Per-Click: Click fraud can undermine the effectiveness of the pay-per-click model by artificially increasing clicks and costs.

33
Q

Types of click fraud

A

Competitor Click Fraud: A competitor intentionally clicks on a rival’s ads to deplete their advertising budget.
Publisher Click Fraud: A publisher repeatedly clicks on their own ads to generate revenue.

34
Q

According to GDPR, the principal party responsible for consent, right to access, right to erasure, etc. is the

A

data controller.

35
Q

Ad networks such as Google Adsense and Apple advertising

A

often use an auctioning system where advertisers enter their maximum cost per click to advertise on publishers’ websites and/or for certain target groups.

36
Q

Layer ads are typically

A

expensive

37
Q

ad words

A

Used by advertisers to create and manage online advertising campaigns on Google’s search engine and network.

38
Q

ad sense

A

A platform for website owners to monetize their content by displaying ads from Google’s network.

business information system (14 decks)

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