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D098 Unit 5 Module10
Digital Advertising Fundamentals: Strategy
| Question | Answer |
|---|---|
| Audience targeting | A form of targeted advertising that uses data about a user, built up over websites visited, to determine which advertisements to show |
| Contextual targeting | A form of targeted advertising that automatically selects advertisements based on the context of what a consumer is viewing online or with an electronic device |
| Geo-targeting | A form of targeted advertising that displays a particular advertisement based on the geographic location of potential buyers |
| IP targeting | A form of targeted advertisement that targets specific households based on a user's Internet Protocol address (IP address) |
| Geofencing | Use of GPS coordinates to determine where advertisements will be displayed in a specific location |
| Tracking pixel | Technology used to track when users take certain actions online, such as visiting a site or an advertisement |
| The Federal Trade Commission (FTC) | United States Independent Agency aimed at consumer protection |
| Fair Information Practice Principles | Guidelines established by the Federal Trade Commission relating to acceptable information practice in an electronic marketplace |
| General Data Protection Regulation (GDPR) | European Union regulation that requires businesses to protect the personal data and privacy of European Union citizens |
| Awareness, consideration | Stage in which advertisements are aimed at a wide audience and are geared at introducing the product or brand |
| Purchase | Stage in which consumer is converted to a customer |
| Post-purchase experience | Interactions a customer has with the brand after purchase |
| Loyalty loop. | A customer's choice to re-purchase without returning to the awareness and consideration stages |
| Click-through rates (CTRs). | Percentage of visitors who saw an ad and clicked on it |
| Conversion tracking | When a brand monitors what happens after a consumer interacts with an advertisement, such as signing up for a newsletter or adding an item to a cart |
| Paid placement | Technique where advertisers bid to a search engine in order to have their products displayed prominently among keyword search results |
| Contextual advertising | Form of targeted advertising that automatically selects advertisements based on the context of what is being viewed |
| Paid inclusion | A search engine marketing product in which the search engine company charges fees for the inclusion of websites in their search index |
| Display advertising | Type of paid advertising on websites or electronic devices |
| Display banner advertisements | Type of paid advertising on websites or electronic devices where users can click an image to go to a specific landing page |
| Pop-ups | An ad that pops up or under, the web page being viewed and opens in a new and smaller window |
| Pop-up blockers | Technology that prevents pop-up advertisements on a user's computer |
| Floating advertisements | A type of pop-up that appears in a layer over the content, but is not in a separate window |
| Mobile advertising | Advertising over mobile devices by using text messaging and applications |
| App-vertising | Applications such as games and videos that heavily promote a brand |
| Instream advertisements | Advertisements which appear at the start of, or during, regular videos |
| Overlay Ads | Ads that are only available on YouTube's desktop platform and will appear in a semi-transparent state over the lower 20 percent of the video |
| In-Search Ads | Ads based on search terms that appear on the search results page, above the organic results |
| Discovery Ads | Thumbnail image ads that appear in the upper right corner of the search and watch pages |
| Sponsored Cards | Display content that appears during the video to display relevant products featured in the video |
| Bumper Ads | Non-skippable ads up to six seconds long that must be watched before a video can be viewed |
| Cost-per-click (CPC). | A bidding approach in which marketers only pay when someone actually clicks the ad and is lead to the website |
| Target impression share goal | Smart Bidding strategy that automatically sets bids with the goal of displaying an ad on the top of the page or anywhere on the page of Google search results |
| Cost per thousand (CPM) | The price of 1,000 advertisement impressions on a single web page |
| Cost per acquisition (CPA) | Advertising bidding model is which a marketer only pays when a visitor takes a certain action such as applying for a quote, signing up for a newsletter, etc. |
| Cost-per-view (CPV) | Bidding method for video campaigns in which marketers pay for a view (typically counted as the viewer watching 30 seconds of the clip or interacting with the ad) |
| Programmatic advertising | Advanced, ever-evolving inventory system used in the automation of the buying and selling of digital ads |
| Demand-side platform (DSP) | System that allows buyers of digital advertising inventory to manage multiple ad exchanges through one interface |
| Supply-side platform (SSP) | Technology platform that enables web publishers to manage their advertising space inventory, such as by filling it with ads and receiving revenue |
| Programmatic guaranteed | Type of programmatic advertising that guarantees a volume of impressions at a fixed price |
| Usability testing | Testing to evaluate the user experience in order to see where users experience confusion |
| parameter testing | Setting defined parameters around experiments |
| A/B testing (Split testing) | A test that creates two versions of content with one varying element. Marketers test both groups to determine which version is more effective |
| Multivariate testing | Technique for testing a hypothesis in which multiple variables are modified to determine the best combination of variations |
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