ELECTRONIC BUSINESS AND SOCIETY

• explain three key differences between the search and display/content networks (AdWords overview, complemented by Ad formats)
• give three best practices for each of these ad formats: text, image, video, mobile and rich media (Ad formats, complemented by Paid search and AdWords overview)
• explain the relevance of the following terms: Geotargeting, CTR, impressions, CPM, Cost per Click and Cost per Conversion (Ad formats and AdWords overview)

• Why is the future of online advertising on the content or search network?
• Why will advertising kill or save the Internet?
• What online ad format(s) do you recommend, and why?

• Sit quiz
• Share client AdWord compaigns

Optional Fun Material

• AdWords Campaign Experiments -- coming soon
• AdWords Help Center
• AdWords Learning Center
• [JA] Ten years of learning on how online advertising builds brands, Journal of Advertising Research (2005) 45(2):255-281
• [JA] Generating website traffic," Journal of Advertising Research, (2002) 42(5):49-61