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PART III: DIGITAL AD TYPES AND AD DESIGN #MKTOGUIDE
PART III: DIGITAL AD TYPES AND AD DESIGN PAY-PER-CLICK (PPC) SEARCH ADS With pay-per-click (PPC) search ads, your ad is placed as a “sponsored result” on the top or side of your search engine results, and you pay for each received click. You can tailor your PPC ads to appear when specific search terms are entered, creating highly targeted ads. For many organizations, PPC ads make up the majority of their advertising spend. In fact, according to an Interactive Advertising Bureau report, in 2014, search ads accounted for $9.1 billion, or 39%, of the total internet ad revenue. PPC ads are flexible, extremely visible, and most of all, effective for many different types of organizations. They are also contextual advertisements—ads that appear when a person is searching for a particular keyword or term. As an example, you can see the PPC ads that appear for the keyword “sunglasses”. You can see the individual ads on the top and on the right-hand side of the Google search results. PPC Ad Examples
Page 1 and 2: #MKTOGUIDE
Page 3 and 4: INTRODUCTION WHY SHOULD I READ THE
Page 5 and 6: PART I: WHAT IS DIGITAL ADVERTISING
Page 13 and 14: PART II: DIGITAL AD STRATEGY DEVELO
Page 15 and 16: PART II: DIGITAL AD STRATEGY DEFINI
Page 17 and 18: PART II: DIGITAL AD STRATEGY AUDIEN
Page 19 and 20: PART II: DIGITAL AD STRATEGY YOUR D
Page 21 and 22: PART II: DIGITAL AD STRATEGY YOUR D
Page 23 and 24: PART II: DIGITAL AD STRATEGY BUDGET
Page 25 and 26: PART II: DIGITAL AD STRATEGY ADVERT
Page 31: THOUGHT LEADERSHIP INSIGHTS (CONTIN
Page 35 and 36: PART III: DIGITAL AD TYPES AND AD D
Page 69 and 70: THOUGHT LEADERSHIP INSIGHTS (CONTIN
Page 71 and 72: PART IV: DIGITAL AD LANDING PAGES L
Page 73 and 74: PART IV: DIGITAL AD LANDING PAGES L
Page 75 and 76: THOUGHT LEADERSHIP INSIGHTS JULIE R
Page 77 and 78: PART V: AD TARGETING #MKTOGUIDE
Page 79 and 80: PART V: AD TARGETING AUDIENCE-FOCUS
Page 81 and 82: PART V: AD TARGETING AUDIENCE-FOCUS
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PART V: AD TARGETING AUDIENCE-FOCUS
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PART V: AD TARGETING CONTENT-ORIENT
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THOUGHT LEADERSHIP INSIGHTS STEVE J
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PART VI: DIGITAL AD PRICING #MKTOGU
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PART VI: DIGITAL AD PRICING DIGITAL
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PART VI: DIGITAL AD PRICING TWO TYP
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PART VII: DIGITAL AD TECHNOLOGIES #
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PART VII: DIGITAL AD TECHNOLOGIES T
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PART VII: DIGITAL AD TECHNOLOGIES M
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PART VIII: AD TESTING AND OPTIMIZAT
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PART IX: MEASUREMENT METRICS Measur
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PART IX: MEASUREMENT METRICS Back E
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PART IX: MEASUREMENT ATTRIBUTION La
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CONCLUSION Today’s buyers interac
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