University:
California State University, Northridge
Course:
MKT 448 | Digital Marketing
Academic year:

2021
Views:

438

Pages:

2
Author:

Maverick Martin

Chapter 7: Display Advertising QUIZ: 1. Advertisers on a display network can pay through each of the following methods EXCEPT a. flat fee 2. The three broad methods of display ad targeting on Google’s display network are a. audiences, demographics, content 3. A website that sells wedding dresses targets ads to (1) women (2) ages 22 to 35 (3) actively searching for a wedding dress (4) with an interest in fashion (5) in the top 10% of income (6) within the greater Denver area. What is a major downside of this targeting? a. The audience will be so small that the ads are not likely to generate a large volume 4. An advertiser bids $10 CPM, achieves a 1% CTR and achieves a 5% conversion rate. What would an equivalent CPA bid for this advertiser be? a. $20 5. Two advertisers achieve the same 1% CTR on their ads. Advertiser A bids $10 CPM while Advertiser B bids $1.50 CPC. Which advertiser will be awarded more impressions from the ad network? a. Advertiser B because his/her bids are expected to earn the ad network more money 6. Good display ad copy does everything EXCEPT a. invite action b. pre-convert the consumer c. communicate a value proposition d. attract attention 7. Showing the same advertisement too many times to the same person can annoy consumers, and in addition, is less effective than showing ads fewer times to more people. To avoid showing the same ad 10 or more times to the same person, advertisers engaging in remarketing should a. Employ frequency caps 8. Dynamic remarketing ads a. use different ad content across targets 9. To determine whether a new ad copy is better at attracting attention, an advertiser should conduct an A/B test and measure a. The click-through rate 10. When a consumer clicks on a display ad, the landing page should match the ad’s a. all of these options b. value proposition c. color scheme d. imagery Irene’s Notes: KNOW HOW TO EVALUATE MEDIA REACH - #FREQUENCY CPM Cost x 1000 / Reach $452,000 x 1000 / 3,500,000 CPM = $129.14 - Native ads allow publishers & advertisers to create custom ad experiences in publisher apps that maximize yield & user experience. Remarketing Groups you can target: - Everyone that has visited any page on the advertiser’s site - Anyone that has visited only the advertiser’s homepage - Visitors that did NOT make a purchase - Visitors that added an item to the shopping cart - Customers that made a previous purchase that the advertiser would like to up-sell or cross-sell - Visitors that have been to the advertiser’s site within a specific time period (usually 30-90 days) 4 WAYS TO STAY CONSISTENT WITH ADS & LANDING PAGES (GOOGLE ADS STRATEGIES!) 1. Keyword consistency 2. Tout the same UVPs 3. Use similar CTAs 4. Enact the same design elements (color scheme, characters, fonts, imagery, etc.)