Chapter 7: Display Advertising

Question 1

In-market audience

Answer 1

o : users who have been judged by Google based on recent history to make a purchase from a product category

Question 2

components of dimply network

Answer 2

• Advertiser -> Ad network -> advertises on publisher
• Display networks
  o : group of online publishers that agree to a set of advertising standards dictated by the company
  o Coordinates which ads can be displayed on which websites at which time
  o Give ad performance and metrics to advertisers
  o Dictate the ad size that can be displayed
• Publishers
  o Given a % of revenue
  o Embeds code from ad network in website
• Advertisers
  o Create an upload ads up to the specifications

Question 3

what to focus on when targeting audience

Answer 3

AIDA model
and
o Audience segments
o Demographics
o Keywords
o Topics
o placements

Question 4

effective display ads have what?

Answer 4

consistent messaging