Assignment 7 - COIN 72

#7 HW Bk 4 Ads/PPC

#7 HW on Book 4 Online Advert/Pay per Click HW (worth 25 points)

All missing work from first 1/2 of the course should be in by this weekend. Also, review for Midterm Exam, coming up next week on Tues-Weds 2/14-15.


We are on the Online Advertising/Pay Per Click chapters, Everybody -- starting off with the cartoon on 'cluck-through' rates (p. 337)! PPC is an Internet advertising model used to direct traffic to websites, where advertisers pay the website owner when the ad is clicked (whether viewers do it on purpose or accidentally).

PPC display ads show up on websites/search engine results with related content that agreed to show ads (which is different from 'pay per impression' advertising used in TV and newspapers (per Wikipedia).

Learn how PPC works and how to combine with search engines (examples from Google AdWords, Yahoo! Search Marketing, and MSN adCenter in your text), how to make keyword lists that sell, writing ads that earn clicks and pay you back, budgeting/bidding on keywords, PPC and the law, and the wonderful catch-all (tools, tips, tricks of the trade) -- just what Everybody wants and needs!

TO DO: For this assignment, try to specifically address each of these questions from your reading, supplying details and examples and outside information as well, about 65+ words for each, total of around 500 words.

1. How are flat-rate and bid-based models for determining cost per click different? give examples.

2. What are some benefits and drawbacks of using PPC? for whom? examples?

3. What is an ad campaign (Ch 2)? what kinds are there? examples?

4. Which do you prefer for your project, Google AdWords, MSN Ad Center, or Yahoo!Search Marketing (or yet another one) and why?

5. What did you learn in Ch 3 Keyword Lists chapter that wasn't covered in SEO Ch 2? Which keywords would work for your Web marketing project/website?

6. What did you learn from Ch 4 Writing Ads that Earn Clicks that you didn't know before? How do you test for successful ads? What was useful for your own project in our class?

7. What's a PPC budget all about? Is the cost worth it for your own Web marketing project? why do we have to know about bidding by day/time?

8. What's PPC got to do with the Law? What is Click Fraud? examples?

As you answer each question with specific examples, try to relate this chapter to the kind of Web Marketing Project you will be working on starting next week (you might want to review MODULES/Projects section)

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TO SUBMIT: Write up, label with Name, Book, Assignment #7; proofread, save, and copy/paste into the space below. Click on Finish/Submit to hand in.



FOR ALL: Post your Week 5 Discussion contribution/s (choose whichever thread you prefer and read what others have written) and review material from the first 1/2 of the course for our Midterm Test next week. Please submit any missing work by this weekend.

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