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Digital Marketing Lecture 4 (Metrics (Click through rate (CTR) (The…

- - - - 3 types
        
        Prefereed deal
        
        Single Buyer enters into an agreement with a publisher to purchase inventory with specific deal terms
        
        Single advertisers are invited
        
        I don't know who you are
        
        Private auction
        
        Only invite people can put the bid
        
        Great for quality control
        
        Pros & Cons
        
        Advantages
        
        You can get invite to get this option
        
        Premium inventory
        
        First Look
        
        Disadvantatges
        
        Quasi-Automated
        
        Open Auction
        
        Publishers put unsold inventory on real-time bidding marketplace
        
        Pros & Cons
        
        Advantages
        
        Cheaper
        
        Complete automation
        
        Max. Reach
        
        Data-driven targeting
        
        High accessible
        
        Disavantages
        
        No publisher relationship
        
        Lowest priority
        
        Unpredictable inventory volume
    - - 从上到下
        
        Price priority preidictability: High to Low
        
        Targeting efficiency accisibility: Low to High
- - - - 1
        
        $2 is the CPM – but what’s the overall cost?
        
        – Ad shown 10,000 times = impressions
        
        – Overall cost = (CPM * Number of Impressions) / 1000
        
        – $20 Overall cost
        
        = 2 x 10000 / 1000= = $20
  - - - – CPA = $10
      - – Advertiser pays website $10 every time ad leads to a purchase
      - – The ad led to 6 acquisitions
      - 过程
        
        𝐶𝑃𝐴 = 𝑂𝑣𝑒𝑟𝑎𝑙𝑙 𝐶𝑜𝑠𝑡 / 𝑁𝑜 𝑜𝑓 𝐴𝑐𝑞𝑢𝑖𝑠𝑖𝑡𝑖𝑜𝑛
        
        Overall cost = CPA No of Acquisitions
        = 106=$60
- - - - Tracking the behaviour, and push you to do the behaviour agian
      - types
        
        Cut-and- pate Content Sharing 這是什麼？
        
        Retailer Cooperative Database
        怎麼區別Search Retargeting
        
        Buy shampoo on Amazon but you don't buy, it will pop up agian
        
        Owner Targeting
        
        Ssearch Retargeting
        
        Look up the jewerly, but you don't buy, it will pop up again?
  - - - Attract Attention
        
        Start your slimdown
      - Invite Action
        
        Sace 75 $ now
      - Communicate a value proposition
        
        Slim Down
  - - - Increase brand awareness
      - High-targeted
        
        Re-targeting
      - Low costs
    - - " Banner Blindness"
      - Reactive
      - Declining response rates
        
        Ad blockers
      - Less predictable
        
        Auction system
- - - - 每個Campaign 有一個ad group
        
        每個Group 有很多keyword
        
        最後跑出一個Ad
  - - - You can put bid for each single keyword
      - Full control over max CPC bid for each individual keyword
  - - - Keyword, location, intertes
- - - - Search terms, words, phrases that are selected by users when making search
      - Term that are bid on PPC system
    - - Bid for each keyword
      - Quality score
        
        Ad relevance
        
        Expected click-through rate
        
        Landing page experience
  - - - Who is your target market?
      - What do they search for along the customer journey?
      - Which keywords are the most improtant and value-for- money?
      - Competitive Research
        
        SEMRush.com
        
        SpyFu.com
        
        Wordstream
        
        • Google Keyword Planner
    - - Relavance
      - Traffic
        
        International Marketing Business School 比 Uk university specialising in international Marketing
        
        Fat Head
        
        Keywords with very high search volume
        
        Long Tail
        
        Keywords with low search volume
    - - Keword Match Types
        Individual reports 放更加match的
        放Broad Match
        
        To control who sees your ads and manage your budget more effectively
        
        Conctrol how closely customers' search matches your chosen keyword before it shows up
        
        Use Broad Match could increase the volume 放在individual report
        （real word also works)
      - Exact Match
      - Negative Match