Paid Advertising Campaigns – Unit Three
Learn some of the most popular options to enhance your website’s visibility through paid search.
PAID ADVERTISING CAMPAIGNS COURSE
About this Unit
This unit offers some of the most popular paid options to further enhance your website’ content and visibility on popular search engines and social sites.
Topics include:
- Search ads
- Display ads
- Ads on social
- Opportunities on mobile (QR, Text)
- Retargeting, view ability, contextual, behavioral
- Multiscreen campaigns
- E-bay Affiliate marketing CASE
What you’ll learn:
- The different types of online advertisements (search, display, native, retargeting, contextual, behavioral)
- The pros and cons of the use of a third-party provider for an affiliate marketing program
- How to design a multiscreen marketing campaign for a business
Related Learning Topics
PAID ADVERTISING CAMPAIGNS COURSE
Regulators have a Warning for Ads that Masquerade as Real Content
by Brian Fung
December 22, 2015
“Native advertising. It’s like porn: You know it when you see it. Except that sometimes, you don’t really see it, or at least you don’t recognize it as advertising — and that’s an issue that regulators have decided to take on.
The Federal Trade Commission has rolled out a series of new guidelines for websites that want to publish native ads, or in common parlance, advertisements that are designed to look just like other, “real” content on the page you’re visiting…” Read More
Buzz feed’s Future Depends on Convincing us Ads Aren’t Ads
by Josh Constine
August 12, 2014
“BuzzFeed makes the majority of its money on ads that pretend to be content, but can it keep up this charade? Or, is the Starbucks-sponsored “10 Summer Emojis That Should Definitely Exist” no charade at all, but actually the future of media that we should just smile and accept?
These are the questions that popped out to me from the news that Andreessen Horowitz invested $50 million in BuzzFeed at an $850 million valuation…” Read More
PAID ADVERTISING CAMPAIGNS COURSE
Native Advertising
by John Oliver
August 3, 2014
Share it Maybe
by Sesame Street
July 10, 2012
PAID ADVERTISING CAMPAIGNS COURSE
Katie Krueger
Marketing Instructor
Lecture Slides
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Lecture Transcription
[embeddoc url=”http://www.MarketingintheDigitalAge.com/wp-content/uploads/2016/03/Advertising-Overview-Trimmed-for-MITDA.doc” download=”all”]
Lecture Audio
PAID ADVERTISING CAMPAIGNS COURSE
PAID ADVERTISING CAMPAIGNS COURSE
eBay Partner Network (A)
by Benjamin Edelman and Ian Larkin
September 2009
“eBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale for outsourcing online marketing efforts to independent affiliates. The case presents the history and development of ePN, ePN’s importance to eBay, and the mechanics of online affiliate marketing...” Purchase Now
Follow-up Questions
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eBay runs substantial online marketing through paid search (ads on search engines) as well as display campaigns (banner advertisements on thousands of web sites). What, if anything, does affiliate marketing add?
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The case presents eBay deciding to cease using Commission Junction, the web’s largest affiliate marketing network, and instead go it alone. Is this a wise decision? Why or why not?
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Exhibit 6 presents commission schedules. Why do you think eBay chose this commission structure? Could it be improved? How?
PAID ADVERTISING CAMPAIGNS COURSE
- Are native ads unethical – specifically when they are within news sources, such as the New York Times, or Atlantic? If so, why? If not, what do we need to do to protect the consumer, or do you not care at all? Should we just assume the consumer is responsible for understanding on their own and expect them to make decisions for themselves about what content to consume?
