PPT-Pay-Per-Click Advertising

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Pay-Per-Click Advertising: Transcript

What is PPC and How Does It Work Ivan Surjanovic ivanipowerlabcom Copyright 2014 by iPower Lab wwwipowerlabcom PayPerClick Advertising . Chapter . Objectives. After reading this chapter you should be able to:. Appreciate the magnitude, nature, and potential for online and mobile advertising.. Describe how the online advertising process works.. MBA 563. WEEK 5 . Today’s class will cover:. Search Engine Advertising: Methods of pay-per-click contextual advertising used in search engines. How to set up a Google AdWords campaign. Display advertising. advertising on Bing. Webinar. 1. Microsoft Advertising adCenter: Intro to Search Advertising Basics.. We look forward to helping you expand. your . online reach with . Bing. . Host. : . Cedric Chambaz. The Digital Frontier*. Randall A. Lewis, Google, Inc.. Justin M. Rao, Microsoft Research. David . Reiley. , Google, Inc.. * Opinions expressed are our own, not our huge employers. Introduction. advertising is a $200+ billion per-year industry. Mobile advertising lingo. Impression – one instance shown online. Click – the actual click. PPC – pay per click. CPM – cost per thousand impression. CTR click through rate, number of click per impression. ZeroAccess. With: . Chris Grier . (Berkeley/ICSI), . Vern . Paxson. . (Berkeley/ICSI), . Vacha. Dave . (Microsoft/UCSD), . Saikat. . Guha. (Microsoft), . Damon . McCoy . (George Mason). 3. Objectives. Advertising’s Role in Capitalism. Role in Manufacturing & Retailing. Know Era’s & Association with Culture. Identify Evolutionary Forces. The Value of an Evolutionary Perspective. advertising on Bing. Webinar. 1. Microsoft Advertising adCenter: Intro to Search Advertising Basics.. We look forward to helping you expand. your . online reach with . Bing. . Host. : . Cedric Chambaz. Bhanu C. Vattikonda, . Vacha. . dave. , . Saikat. . Guha. , Alex C. . Snoeren. Organic . results. Sponsored. results. Query. 2. Huge and growing industry. 20%. 3. Source: . IAB/PwC Internet Ad Revenue reports. ZeroAccess. With: . Chris Grier . (Berkeley/ICSI), . Vern . Paxson. . (Berkeley/ICSI), . Vacha. Dave . (Microsoft/UCSD), . Saikat. . Guha. (Microsoft), . Damon . McCoy . (George Mason). Search Advertising. What . you’ll learn. How to put together a search advert. How . to target your search ad at relevant users. The . process of bidding on key phrases and how this affects your ranking. (Pay-Per-Click). Topics in . this module. Pay-per-click (PPC) advertising concepts . PPC campaign sequence. PPC bidding. PPC budgeting. Optimize and measure results. PPC best practices. Types of PPC ads. Lecture Plan. HW . 3. Required additional . lecture readings. :. HBS case: Google Inc.. HBS industry note: Paid Search Advertising. Online Advertising Models. Long Tail. Real time bidding. Online Advertising. to . Calculate . Advertising . Costs. ?. Payam Hanafizadeh and Mehdi Behboudi. http. ://. www.igi-global.com/book/online-advertising-promotion/60769. . 1. Flat fee means paying a . fixed amount . for displaying an ad in a .

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