Digital Advertising

• IP Adress
• Timpestamp
• Files Accessed (what you did and where you went)
• Referrer URL (previous site)
• Username (if logged in)

Information stored on a user's computer by a web server that can be written, read, and modified (session data, authentication data, site preferences)

Stored on a computer by the site you are visiting (usually account/profile/preference data)

Stored on a user's computer by a third party, usually an ad company, to collect behavior data

period of interaction between visitor's browser and website. (There is an inactive time of 30 minutes)

A distinct person visiting a website as near as can be distinguished (distinguished by the IP address)

• Any file or content delievered by a web server that is considered a web document. Includes:
• HTML pages
• Script-generated pages
• Plain text pages
• Sound files
• Video Files
• ECT

An instance of a page being loaded by a browser

Percentage of single page visits or visits in which the person left your site from the landing page

Pages per visit is the average number of pages viewed per visit (good indication of engagement)

Time on site is the difference between the first page request and the last page request in a single visit. (engagement metric)

• The primary metrics you will use to evaluate success of an online presence. They depend on specific goals. Examples:
• Conversions/Lead submissions
• Reach (Unique visitors)
• Frequency (pages per visit)
• Clickthrough rate
• Interactions/Engagements

Optimizing the pagerank and appearnce of a website/page in organice search results

• Create unique, accurate, descriptive page titles (title tags)
• Use a clear description meta tag
• Optionally use a meta keywords tag
• Use descriptive file names

Creating relevant advertising for targeted search results pages

When a digital ad is displayed onscreen

Ad inventory that is sold at a certain price per 1,000 views or impressions

An interactive advertising model where an advertiser ONLY pays for clicks on an ad and not impressions

The price an advertiser pays if their google ad is clicked on by a user

The price an advertiser pays if their google ad is clicked on by a user

• Link text is limited to 35 characters. Languages using double-width
• characters (such as Chinese, Japanese, and Korean) can have 17
• characters.
• The Destination URL is limited to 1024 max characters.

• Accurate and clear link text: Your link text must directly relate to the content on the landing page for your ad. When users see your ad, they should be able to understand what kind of product, service, or other content they will find on the site you are directing to.
• Use of symbols: Symbols used in link text that do not serve any purpose other than to draw attention to the Ad Sitelinks are not allowed.
• No Keyword insertion: You cannot use the keyword insertion feature within your link text.

Google AdWords doesn't allow ads that make inaccurate claims. Inaccurate claims include competitive claims, superlatives, and unverified offers.

• Competition
• Global Monthly Searches
• Local Monthly Searches
• Suggested Keywords (keyword ideas)

• Kewword
• Global Montly Searches
• Local Monthly Searches
• Estimated Avg CPC
• Estimated AD Postion
• Estimated Daily Clicks
• Estimated Daily Cost

"Billboard" advertisments appearing on content-rich websites alongside primary pages and articles using rich media options and associated with branding campagins (low CTR)

Target by physical location; exampe: banner ads for UNI appearing only in Iowa

Targeting by the time of day ads run; example: budwiser ads running on friday afternoons

Targeting by age, gender, income, occupation, and household size/type.

Targeting with ads that have a relationship to the content appearing with

Targeting people who have completed a particular action or online behavior with ads in unexpected places

• A set of four ad sizes that all compliant member publishers have agreed to support. Can be a gif, jpeg or swf. No higher than 40k of download and recommend animation lenght of 15sec. Include:
• Leaderboard - 728 x 90
• Wide Skyscraper - 160 x 600
• Medium Rectangle - 300 x 250
• Rectangle - 180 x 150

Is the idea: Interactive, Customizable, Contextual, Entertaining, Playable, Useful

Max Bid x Quality Score = Position

Price of A x Quality A = Bid B Quality B

Price of A = Bid B (Quality B) / Quality A OR

Price of A = Ad Rang/Quality A

Is unsolicited (recipient did not ask to recieve it) and Sent in Bulk

• Bans false or misleading header information (header is subject, from, and first few lines)
• Prohibits desceptive subject lines
• Requires that your email give recipients an unsubscribe method
• Commercial email must be identified as an advertisement and include the senders valid postal address
• Cannot "harvest" email addresses
• Cannot generate email addresses using a "dicitonary attack" (combinbing random names, letters, numbers)
• Tehcnical provisions on how they are actually sent

• # Sent: the number initially sent out
• # Delivered: the number of sent emails that get to the recipient
• # Opened: delivered emails actually opened
• # Clickthroughs: opened emails resulting in a clickthrough to a landing page
• # Unsubscirbed
• # Complaints

• Transaction: Single sale focus
• Aquisition: Aquiring new contacts via email subscriptions (newsletters, daily updates, special announcements, ect)
• Retention: "lifetime value" customer relationship focus, created focused relevant content, loyalty programs

• Action-oriented
• Targeted
• Rapid deployment
• Low maintenance
• Inexpensive

• Lead Generation
• Drive Sales
• Branded Experience

• Logo
• Response Channel
• Prominent Call to Action
• Offer/Value
• Consise Supporting Copy
• Video
• Relevant Internal Links

• A simplified view of what will appear on each screen
• Purpose: to communicate innitial ideas
• Scope: to visiualize and prioritie content and structure

• Content Areas
• Content Descriptions
• Content Pirorities
• Links and Form Elements
• Annotations/Identifiyin information
• Page objectives/Rationale

• Playing to an Attentive Market
• Can ignit market into direct action
• Can establish an emotional connection
• Engagement can be measured

• Viral (Swagger wagon)
• Simple Story/Webisode (Will it Blend)
• Product benefit (google chromebook)
• Direct Response (enterprise car sales)

• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories

• Attention Getting intro (something to get and keep their attention)
• Simply stated true value (the offer)
• A call to action
• A window of opportunity (time-based deadline)