Digital Marketing Ch. 8

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Across
  1. 4. search setting that is the opposite of what is desired; used to avoid paying for unnecessary clicks.
  2. 5. using social media platforms to assist in or to conduct ecommerce activities.
  3. 9. regular posts for which the marketer pays a fee to have the post prominently displayed in a feed or on the platform page.
  4. 13. “a dynamic assessment that calculates the ad quality, ad position, what type of device the user is searching from and where they’re located, the search terms used, and related auctions.”
  5. 14. a way to monetize a website or a blog on Google by showing paid ads.
  6. 15. using a local search term in a search query.
  7. 16. paid search parameter that is set to display to those looking for a particular phrase.
  8. 18. the amount paid in purchasing advertising; in this case, the cost per thousand (M is the Roman numeral for “thousand”) impressions, or the cost divided by the total number of impressions.
  9. 19. a bidding system for online advertising where the advertiser pays every time a user clicks on an ad.
Down
  1. 1. video ads that appear in the video stream itself—either before (also called a “pre-roll”), during, or after the video plays.
  2. 2. the paid aspect of SEM based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or “keywords” in the hopes of a lucrative ad ranking; also known as “PPC (pay-per-click).”
  3. 3. providing additional information with the ad such as a phone number, locations, and reviews that can increase the click-through rate.
  4. 6. how relevant an ad and website links are to the person who will see the ad.
  5. 7. search setting allowing for matching on a wide variation of keywords or sets of keywords.
  6. 8. the ad with the highest ad rank gets shown in the top position, and so on.
  7. 10. any type of paid promotion on social media platforms.
  8. 11. search setting that includes an entire phrase.
  9. 12. the number of clicks that a link receives divided by the number of times it is shown (in an ad, email, etc.).
  10. 17. an advertising payment model where an advertiser is only charged when a user clicks on an ad.