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    Chapter 7: Display Advertising: Welcome, Shivakumar!

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    This document is a chapter about display advertising from a digital marketing textbook. It contains introductory information about the chapter and sections on topics like display ad targeting methods, cost-per-click versus cost-per-thousand bidding, remarketing, and optimizing banner ads through A/B testing and measuring click-through rates. The chapter also includes a multiple choice quiz to test understanding of key concepts covered in the chapter.

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    Chapter 7: Display Advertising: Welcome, Shivakumar!

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    Arun
    275 views6 pages
    This document is a chapter about display advertising from a digital marketing textbook. It contains introductory information about the chapter and sections on topics like display ad targeting methods, cost-per-click versus cost-per-thousand bidding, remarketing, and optimizing banner ads through A/B testing and measuring click-through rates. The chapter also includes a multiple choice quiz to test understanding of key concepts covered in the chapter.

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    This document is a chapter about display advertising from a digital marketing textbook. It contains introductory information about the chapter and sections on topics like display ad targeting methods, cost-per-click versus cost-per-thousand bidding, remarketing, and optimizing banner ads through A/B testing and measuring click-through rates. The chapter also includes a multiple choice quiz to test understanding of key concepts covered in the chapter.

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    Download as docx, pdf, or txt
    275 views6 pages

    Chapter 7: Display Advertising: Welcome, Shivakumar!

    Uploaded by

    Arun
    This document is a chapter about display advertising from a digital marketing textbook. It contains introductory information about the chapter and sections on topics like display ad targeting methods, cost-per-click versus cost-per-thousand bidding, remarketing, and optimizing banner ads through A/B testing and measuring click-through rates. The chapter also includes a multiple choice quiz to test understanding of key concepts covered in the chapter.

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    Welcome,Shivakumar!
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    Digital Marketing Essentials


    November 2019
    Larson & Draper
    Digital Marketing Essentials
    Chapter 1: Digital Marketing Foundations
    Chapter 2: Web Design (Desktop and Mobile)
    Chapter 3: Analytics
    Chapter 4: On-Site SEO
    Chapter 5: Off-Site SEO
    Chapter 6: Paid Search Marketing
    Chapter 7: Display Advertising
    Introduction
    1: Understanding Display ...
    2: Targeting the Right Au...
    3: Banner Ad Design
    4: Retargeting
    5: Optimizing Banner Ads
    6: Consistent Messaging
    Chapter 7 Quiz
    Expert Session
    Student Resources
    Chapter 8: Email Marketing
    Chapter 9: Social Media 1
    Chapter 10: Social Media 2
    Chapter 11: Online Reputation Management (ORM)
    Chapter 12: Mobile Marketing
    Chapter 13: Digital Strategy
    Acknowledgments
    Book Information
    Expert Sessions
    Student Resources

    DIGITAL MARKETING ESSENTIALS

    Chapter 7: Display
    Advertising
    Chapter 7 Quiz
    Sunday, April 19, 2020 8:30
    Due Date:
    PM
    Time
    None
    Limit:
    Status: Incomplete

    Advertisers on a display network can pay through each of the following methods EXCEPT

    CPM (cost per mille)

    CPA (cost per acquisition)

    flat fee

    CPC (cost per click)

    The three broad methods of display ad targeting on Google’s display network are

    audiences, demographics, content

    people, behavior, content

    demographics, behavior, ad size

    people, demographics, ad style


    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?

    The audience will be so small that the ads are not likely to generate a large volume

    Demographics like gender and age cannot be used to target ads

    It is unethical to use income as a targeting method

    Some of those targeting methods cannot be combined on Google’s ad network

    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?

    $20

    $10

    $200

    $100
    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?

    Advertiser A because CPM bidding is preferred by the ad network

    Advertiser B because CPC bidding is preferred by the ad network

    Advertiser B because his/her bids are expected to earn the ad network more money

    Advertiser A because his/her bids are expected to earn the ad network more money

    Good display ad copy does everything EXCEPT

    pre-convert the consumer

    invite action

    communicate a value proposition

    attract attention

    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


    employ frequency caps

    periodically turn off remarketing campaigns

    show remarketing ads only to consumers who have visited the advertiser’s website within the last 24 hours

    rethink their use of remarketing

    Dynamic remarketing ads

    use dynamic animation

    are universally more effective than other remarketing ads

    are the best starting place for a digital marketer

    use different ad content across targets

    To determine whether a new ad copy is better at attracting attention, an advertiser should conduct

    an A/B test and measure

    the ROAS

    the conversion rate


    the impression volume

    the click-through rate

    When a consumer clicks on a display ad, the landing page should match the ad’s

    value proposition

    all of these options

    imagery

    color scheme
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