Digital Marketing Analytics

Question 1

What is the difference between advertisers and publishers?

Answer 1

Publishers have space on their sites and access to people. Advertisers just want to sell their goods.

Question 2

What are some pricing models for display ads?

Answer 2

1. Cost per mille
2. Cost per action
3. Cost per click
4. Cost per lead
5. Cost per interaction

Question 3

What’s CPM?

Answer 3

Cost-per-mille = buying 1,000 impressions or views of the ad

Question 4

What’s CPA?

Answer 4

cost-per-action = user “acts” or buys th product

Question 5

What’s CPC?

Answer 5

cost-per-click = user clicks on the ad

Question 6

What CPL?

Answer 6

cost-per-lead = user submits information into an online form

Question 7

What’s CPI?

Answer 7

Cost per interaction = user interacts with the ad

Question 8

What are interest categories?

Answer 8

• Analyzes users’ behavioral cues, including site visitation, cookie content, etc. to infer age, demographics, and interest in order to match with relevant ads across the Google Display network, regardless of the relevancy of a specific page’s content.