ELECTRONIC BUSINESS AND SOCIETY

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Week 8 | Online Advertising

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Targeting and measuring get so much better

Learning Objectives: using examples,
  • 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)

Assigned Material
Discussion and Reflection
  • 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?

Activities
  • Sit quiz
  • Share client AdWord compaigns

Optional Fun Material

Last Updated on Friday, 13 July 2012 09:41  

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