Advertising Final Exam

Retargeting by OBA

- online ads are targeted to consumers who previously showed intention to buy the brand (mostly by visiting the brand site, searching the brand, opening emails from the brand) expected to increase CTR and conversion rate - consider / evaluate on CDJ

ISP (internet service provider) based tracking

- with every computer/mobile device there is an internet protocol (IP) address (unique IP) which keeps log files recording every single move on the network -can track users without cookies - one of the most concerning tracking behaviors - allows ad networks/exchanges to access their log data

Ad rank in PPC

1. high ad rank score = higher ad position 2.high ad quality score (CTR) = lower actual CPC Your actual cpc (ad rank score of the competitor below you/ your ad quality score) + 0.01

Data brokers : DMP (data management performance

A big data platform that aggregates data from 1st 2nd and 3rd parties to provide the data to ad exchanges, SSP, DSP, and ATD to enable real-time bidding (RTB) and programmatic buying - create each consumer profile using code (ID) matching process with technologu

Contextual vs. Behavioral targeting

Contextual targeting: is a form of site based thats based on relevance between the ad and publishers site contents Behavioral targeting : (audience based targeting) based on relevance between the ad and the users browsing history

2. Which, among the below, is NOT an entity Google Display Network (GDN) a. Google O & O (Owned and Operated) b. Google Ad Sense network c. Google DoubleClick network d. Google AdWords network

D. Google AdWords network

First party cookie

A cookie that is created from the website currently being viewed. Ex: ESPN.com

third-party cookies

A cookie that was created by a third party that is different from the primary Web site. -send ad messages to the users

What is the planners role in PPC?

Ask these questions: What are potential consumer interests? What keywords? What copy of ad text? What is the content of the website? *Planners role is to interpret all indicators (ad impression, click, ctr, conversion rate)

Remnant Inventory

Buyers' market (supply > demand) CPM very cheap -75% of display ad inventory is remnant ; but not sold to advertisers

pricing model for frequency

CPM : If the cost for each site was Yahoo: $100 AOL:$80 ESPN : $100 (TOTAL : $300) What was overall cpm and which is the most cost efficient medium Overall? (300/12,000 ad impression) x 1000 = CPM $25 Yahoo (100//4,000 ad impression) x 1000 CPM = $25 Most cost efficient medium is always the cheapest

Real-time auction system

CPM basis - The highest bidder will take the [target audience] ad impressions, by paying one cent more than the second bidder (second price rule)

Ad revenue sharing structure

Intermediaries (ad networks and exchanges) take significant proportion of ad revenue

Campaign goals of sem- Micro (direct goal): Maco (ultimate goal)

Micro: to increase traffic --> KPI:CTR Macro: to increase conversion

FMA: Facebook Marketplace Ads

Targeting based on users behavioral tracking data in facebook - effective in increasing awareness - retargeting by facebook data

On-page (on site) SEO: within website components

The act of optimizing parts within the website. With good on-page SEO, search engines can easily index your web pages, understand what your site is about, and easily navigate the structure and content of your website, thus ranking your site accordingly - URL structure, headlines (with target words), page load speed, page content, title tagZcfx cv , internal linking

Negative keywords

a list of keywords that prevents your ad from being displayed in the SERP by a certain irrelevant word or phrase. Your ads are not shown to anyone who is searching for that negative keyword

5. If you want to look at the cost efficiency of your campaign, what indices you need to look at on the ComScore data result page? a. "Display ad estimated spending ($)" and "Total display ad impression" b. "Average Frequency" and "Total display ad impression" c. "Advertising exposed reach (%)" and "Total display ad impression" d. "Display ad estimated spending ($)" and "Average Frequency"

a. "Display ad estimated spending ($)" and "Total display ad impression"

5. What are the two main components that determine the rank position of PPC (Pay-per- click) ad in the sponsored ad section? a. Bidding cost (Max. CPC) and Ad quality score (mostly click-through-rate) b. Ad impression and Unique visitors c. By Google search algorithm (on-site factors) d. By Google search algorithm (off-site factors)

a. Bidding cost (Max. CPC) and Ad quality score (mostly click-through-rate)

Which is the right explanation about SEM (search engine marketing)? a. IN SEM marketers can work two areas - SEO and PPC b. The purpose of SEO is to show an ad text at the highest position in the sponsored ad section in the search engine page c. the purpose of PPC is to show a website link in the highest position in the organic search engine page d. search engine is not a main traffic driver to the brand website, so SEM is not an important tool in digital marketing and interactive brand ecosystem

a. IN SEM marketers can work two areas - SEO and PPC

5. About where this campaign ad (ad text) will be positioned in average? a. In between the first and the second ad rank positions in the sponsored ad section b. In between the second and the third ad rank positions in the sponsored ad section c. In between the third and the fourth ad rank positions in the sponsored ad section d. In between the fourth and the fifth ad rank positions in the sponsored ad section

a. In between the first and the second ad rank positions in the sponsored ad section

In general, which type of keywords are better to increase CTR and conversion rate? a. Long-tail keywords b. Short-tail keywords c. No difference

a. Long-tail keywords

4. If your campaign goal is to increase brand awareness to the largest number of your target, which index you should look at on ComScore My Metrix results? a. Total display ad impression b. Average Frequency c. Advertising exposed reach (%) d. Display ad estimated spending ($)

c. Advertising exposed reach (%)

stealth browser-based tracking

cookie deletion does not perfectly remove the tracking - no way of knowing how they collect, analyze, and use individual data - SWF (small web format) contains video and vector based animations and sound

frequency capping

cutting waste of ad impressions over effective (optimal) frequency to heavy users, and move them to light users

Search engine ad (PPC)

goal is to capture demand. pull advertising is used where the user is actively seeking info about product or service. Branding- search advertising as the ability to deliver your brand as top result CPC - pricing model More effective to lower funnel (evaluate ; visit; buy)

SEM (search engine marketing)

goal is to drive site traffic from search engine and ultimately to convert from prospects to current customers

Google policy

google penalizes advertisers with lower than average CTR and gives advantage to advertisers with higher CTR

Frequency optimization : minimum (less) reach and maximum (more) frequency

if you campaign goal is to increase engagement (click , conversion) KPI: CTR , conversion rate pros: drive behavioral reactions cons: reach only a limited target

Frequency optimization - maximum (more) reach and minimum (less frequency)

if your campaign goal is to increase. awareness (exposure) -ad impression is KPI pros: reach broader target cons: not enough to drive behavioral reaction (due to limited frequency)

What should planners do if conversion rate is lower than expected?

improve website contents

mobile tracking

includes all devices/platforms operated by a certain software/application (IOS operating system) -app based tracking

Which keyword drives higher conversion rate

long tail

Which keyword drives higher CTR

long tail (more detail on specific interest)

what keyword drives lower cpc?

long tail keywords (lower competitions)

Short tail keywords

one or two words that include very broad and general meanings (e.g vacation)

Social retargeting

practice of serving social media ads to those who have previously visited a brand website or react to the brand in social media

total exposures formula

reach x frequency

Ad exchange

sells aggregated remnant inventory by audience-based targeting

Ad network

sells aggregated remnant inventory by site-based targeting

Which keyword drives more ad impression

short tail (higher search volume)

FEX: facebook exchanges

targeting based on users' behavioral tracking data from facebook and third parties - effective in increasing engagement -retargeting inside and outside data

Audience based targeting

targeting by individual internet users' browsing history (not the sites data) - IP targeting -Time based targeting - Behavioral targeting - awareness

Site based targeting

targeting by publisher site's data (i.e facebook user profile) -Demographic targeting: based on the site user's overall profile - Contextual Targeting: context deals with specific topics ( insurance ad on google money) -awareness

mere exposure effect

the more exposure the more likely to increase consumer awareness and following reactions

Geo targeting

the placement of ads in geographic regions where higher purchase tendencies for a brand are evident - too narrow will limit d impression , sometimes you need a broader area to gain sufficient ad impression

SEO (Search Engine Optimization)

the process of optimizing website components to increase site rank in the organic search engine result page (organic SERP) (unpaid)

PPC (pay-per-click/paid search ad)

the process of paying (bidding) money to increase text as rank in the sponsored ad section of the search engine result page (PPC SERP) -cost paid by marketer every time someone click on PPC Pricing model : CPC (cost per click)

What is reach formula

(Total # of uv / total # of target audience) x 100

1. Which is the typical Good Ads PPC campaign's account structure (from high to low order)? a. Account - Campaigns - Ad groups- Keywords b. Ad groups - Ad texts - campaigns c. No structure required - only keywords d. Keywords - Campaign - Ad groups

Account - Campaigns - Ad groups- Keywords

Google ads bidding system - PPC

Ad rank score = Bidding cost x ad quality score (i.e CTR) Bidding cost (max cpc) : max amount of cost that a marketer wants to bid to get click Ad quality score: click through rate (60%) relevance between keyword and ad text (30%) landing page quality/web page content (10%)

Consumer Data Protection

DNT - do not track (initiative in the US) but only an opt-out option -Ad blockers =GDRP (general data protection regulation in EU ; opt in and opt out

Google Display Network

Google O&O : Google owned and operated website Double click network: premium publishers' ad placements by ad exchange technology Ad sense Network: any website that has signed up to recieve ads from google as part of a system wherein those site can earn money

registration data based tracking

Google and facebook use their user profile data for behavioral targeting

What is SEO determined by?

Google search algorithm determines the relevance between your site components and keywords

Why does google go off actual cpc?

Google wants consumers to perceive the PPC ads as useful, not a burden. Therefore, they encourage better ad quality so that they have a better CTR. CTR determines how well users like the ad, and bad ctr is punished.

What is PPC determined by?

Human reaction (e.g. ad click) determines the relevance between your ad and keywords

Display ad (Display network ad)

Passive users with the goal to create demand. users visit pages, not ads, that relate to their needs. Push advertising - end user is not actively seeking your product or service Branding - the ability like other broadcast messaging to create brand impression, generate CTA, and create desire to follow-up CPM (cost per thousand) - pricing model for display advertising micro goal : increase awareness and consider macro goal : drive traffic and conversion more effective to upper funnel (aware; consider)

Email retargeting

Practice of serving ads to people who have previously received and opened your email -reduces waste of resending emails to users who already opened your emails and did not covert

Real Time Bidding (RTB)

Refers to the use of software to purchase display ad inventory (audience-based) in lightning speed (real time) in a huge display advertising marketplace

Premium inventory

Sellers' marketing (supply < demand): only small amount of inventory available and expensive CPM

site retargeting

Serving display ads to people who have previously visited your brands/ product website (owned media) - practice of serving ads to people who have previously showed intentions to convert

Which is a correct description of online behavioral advertising (OBA)? a. OBA displays allegedly relevant ads based on users' previous internet browsing behaviors. b. OBA does not track users and hence does not infringe personal privacy. c. OBA uses target consumers' demographic profile data that publishers have d. OBA see whether the ad message is relevant to the publisher website's contents

a. OBA displays allegedly relevant ads based on users' previous internet browsing behaviors.

5. "Frequency capping" allows marketers to stop waste of ad impressions over a certain optimal point. Which, among the below, is the right metrics to show the certain optimal point? a. Effective frequency b. Average frequency c. Reach d. CPM

a. effective frequency

If you want to see overall audience traffic data on a certain platform, which will be the best data option ComScore My Metrix? a. Media Metrix b. Ad Metrix c. Video Metrix d. Reach/Frequency Matrix

a. media metrix

What is the micro (direct) goal of SEM? a. to increase site visit/traffic (KPI:CTR) b. to increase acquisition/action (KPI: conversion rate) c. TO get the higher rank in SERP d. To increase awareness (KPI: ad impressions)

a. to increase site visit/traffic (KPI: CTR)

Examples of ad groups of "Coffee" campaign in Dunkin Donuts account are "coffee discount," "cold brew coffee," and/or "Columbian coffee." a. true b.false

a. true

What should planners do if ad impression is lower than expected?

add/delete keywords

Ad wear-out effect

after a certain number of exposure consumers get tired of the same message repetitions and are less likely to react

4. Which is a right interpretation of "Reach 90% & Average Frequency 1.33"? a. This campaign showed its ad message to 1.33 % of entire US population b. 90% of the target audience had at least one chance to see the ad message of this campaign. c. The target audience of this campaign stopped clicking the ad message after 1.3 times exposure d. The advertiser of the campaign paid $1.33 for 1,000 ad impressions

b. 90% of the target audience had at least one chance to see the ad message of this campaign.

If you want to see ad performance data on all the devices and formats, which will be the best data option in ComScore My Matrix? a. Media Metrix b. Ad Metrix c. Video Metrix d. Reach/Frequency Matrix

b. Ad Metrix

3. Which is the most common pricing model in digital display advertising? a. Flat rate b. CPM c. CPC d. CPA

b. CPM

total ad impression formula

budget (cost) / cpm x 100

Various targeting technologies are available in digital display advertising, which can be broadly categorized as site-based vs audience-based. Which of the below does NOT provide a correct definition? a. Site-based targeting includes displaying ads that match the content of the website on which they appear. b. Site-based targeting includes displaying ads that match the website's users' age c. Audience-based targeting means displaying ads that match the content of the website on which they appear d. Audience-based targeting means displaying ads to users who have previously visited the advertising brand's website.

c. Audience-based targeting means displaying ads that match the content of the website on which they appear

What is the pricing model of PPC(Cost-per-click) ad? a. Flat rate. b.CPM (Cost per thousand ad impression) model c. CPC (Cost per click) modeld. d. CPM (Cost-per click model)

c. CPC (cost per click) model

5. Which is NOT right regarding PPC management? a. While both bidding cost and CTE are important determinants, it is more important to manage CTR in PPC campaign than biding more money (Max CPC). b. Google penalizes advertising with lower CTR than average and give advantages to advertisers with higher CTR than average. c. If marketers bid more money (max CPC) they will always get the highest ad rank position than competitors d. Actual CPC is what advertisers actually need to pay as a result of their management of Max CPC and CTR (or Ad quality score) and competitors' ad rank score

c. If marketers bid more money (max CPC) they will always get the highest ad rank position than competitors

1. Which, among the below, is NOT considered as display ad triopoly? a. Amazon b. Facebook c. Microsoft d. Google

c. Microsoft

Which of the statement below is true about retargeting? a. Retargeting is based on users' overall profile (e.g., targeting teenagers on 'Snapchat') b. Retargeting is not a good method of using your budget, because it waste your money on irrelevant exposures. c. Retargeting is targeting advertising to consumers based using data data on consumers' previous visits to advertising brand's websites d. Retargeting is targeting advertising based on the relevance between the ad and the publisher site's content

c. Retargeting is targeting advertising to consumers based using data data on consumers' previous visits to advertising brand's websites

There are several types of retargeting (broadly defined). Which of the options below is NOT a type of retargeting? a. Social retargeting b. Email retargeting c. Contextual targeting d. Search retargeting.

c. contextual retargeting

What should planners do it CTR is lower than expected

change ad texts (headline, copy, benefit)

Browser-based tracking (typical OBA)

collection of data by third party cookie - cookie matching technology identifies one unique users behaviors across multiple device platforms without knowing who s/he is

How is the website rank position determined in the organic search engine result page (SERP), which is the area for SEO (Search engine optimization)? a. By the bidding cost b. By the CTR (Click though-rate)? c. By the searcher's click d. By Google search algorithm (on-site and off-site factors)

d. By Google search algorithm (on-site and off-site factors)

5. Which of the types below is a type of audience - based targeting? a. IP-based (geo) targeting b. Behavioral targeting c. Retargeting d. All of the above

d. all of the above

If you select a keyword of "running shoes" with broad match option, in which keyword's SERP will display your ad text message? a. Running shoes b.Running shoes discount c.Best running shoes d.All of the above

d. all of the above

ComScore data does NOT include the following a. Audience measurement through a recruited panel of demographically diverse individuals. b. A census of activity from one site at a time monitored through onsite tags. c. Observe behavior from a sample of users across sites/apps. d. Sale data for each advertising campaign.

d. sale data for each advertising campaign

3. Which is NOT true? Google Keyword Planner is a tool that a. helps Google Ads users find keyword relevant for their brand b. helps campaign planners estimate search ad performance c. is used by campaign planners to develop more effective and cost efficient PPC plans d. will automatically set up your campaign goal based on Google algorithm

d. will automatically set up your campaign goal based on Google algorithm

Basics of PPC keyword rules

do consumer research (interviews), quantitative method (google trench search) , qualitative method (google ads keyword planner)

Long tail keywords

those with over three/four keyword or phases which have very specific meaning (e.g costa rica adventure travel in june)

Average Frequency Formula

total # exposures / Total Audience Reached

what is frequency formula

total # of ad impression/ total # of uv = average frequency

Two issues in digital privacy paradox

transparency (notice) knowledge Consumer control (choice) : opt-in and opt-out

SEM is a major traffic driver to the brand site (over 80% of online traffic) True/false

true

cost per click (CPC) is the pricing model for ppc true/false

true

Online Behavioral Advertising (OBA)

type of audience based targeting exposing relevant ads based on the person's past browsing behavior (also called inference based targeting) - goal : to increase engagement based on inferred data, using third party cookie tracking technology

Display advertising

type of digital advertising that comes in several forms including banner ads, rich media, and more - relies of creative elements ( images, audio, video ,animation)