Blog Four: Keywords

In one of this week's readings, the case study on how the Michael Jordan brand used the Google Display Network to increase awareness and engagement, keyword targeting was at the fore front of the campaign's success. Keyword targeting is when an advertiser selects a list of keywords related to their businesses or products. Later on these words are matched to different banner- and text-ads which are shown every time the chosen keywords are used or according to the website content. Through using keywords, the Michael Jordan add showed up on relevant sites and targeted a niche market of basketball blogs. The campaign was a success with a high click through rate. It had said in the article that their banner was displayed in blogs. How do you run Google Ads to be displayed in blogs verses paid search advertising?

Another topic that relates to the GOMC is HTTP cookies. Cookies are a small piece of data sent from a website and stored in a user's web browser while the user is browsing that website. Every time the user loads the website, the browser sends the cookie back to the server to notify the website of the user's previous activity. Persistant or tracking cookies are used to store user preferences on a website. During the GOMC, cookies are used to track site visitors and through Google Analytics, more valuable and comprehensive information can be record. Analytics generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.

“An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets” was an insightful read on how different types of keywords influenced metrics like click through rate, cost per click, conversion rate and ranking. The study looked at keyword length and keywords related to specific retailers and brands. Data was observed and collected on the relationship between keyword varients and their relationship to the metrics mentioned. This may end up being helpful in revising the keywords choosen for GOMC if they prove to have low conversion or click through rates.