Exam III Digital Marketing Review Flashcards

A complete set of vocabulary flashcards covering display advertising, email marketing, social media metrics, and AI concepts as outlined in the Exam III lecture notes.

Advertiser

The party responsible for creating ads and paying to have them displayed to potential customers.

Publisher

The party that provides the space (website or platform) where advertisements are displayed.

Ad Network

An intermediary entity that connects advertisers with publishers looking to host advertisements.

Cookie

A small text file stored in the browser that tracks user behavior.

Temporary Cookie

A type of cookie that is erased when the user closes their web browser.

Persistent Cookie

A type of cookie that remains on the user's computer for a pre-defined period of time or until it is manually deleted.

First-party Cookie

A cookie created and stored by the website a user is directly visiting.

Third-party Cookie

A cookie set by a domain other than the one the user is currently visiting, often used for tracking across different sites. (Ad Network)

Retargeting or Remarketing

A strategy of serving ads to people who have previously visited a website or interacted with a brand.

CPM

Cost Per Mille, a payment method where the advertiser pays for every $1,000$ impressions of an advertisement.

CPC

Cost Per Click, a payment method where the advertiser pays only when a user clicks on the advertisement.

CPA

Cost Per Acquisition, a payment method where the advertiser pays only when an ad leads to a specific action or conversion.

SPAM

Unsolicited bulk email messages; email marketers avoid this to maintain sender reputation and reach customers effectively.

Hard Bounce

A permanent reason an email cannot be delivered, such as an invalid or non-existent email address.

Soft Bounce

A temporary delivery failure that occurs when an email address is valid but the message cannot reach the recipient (e.g., a full inbox).

Email Open Rate

% of delivered emails that were opened.

Formula: Opens ÷ Delivered.

Email CTR

% of delivered emails that got a click.

Formula: Clicks ÷ Delivered.

Conversion Rate (CR)

The percentage of users who take a desired action, mathematically expressed as $\frac{\text{Conversions}}{\text{Clicks}} \times 100\%$.

Facebook EdgeRank

The algorithm used by Facebook to determine which articles and posts should be displayed in a user's News Feed based on three specific factors.

oCPM

Optimized Cost Per Mille; a Facebook bidding option where the system shows ads to people most likely to take action.

eCPM

Effective Cost Per Mille, used to measure the revenue generated per $1,000$ impressions regardless of the buying method.

YouTube Impressions

The number of times video thumbnails are shown to viewers on YouTube.

YouTube Views

The count of how many times a video has been watched on the platform.

YouTube Unique Viewers

The estimated number of individual people who watched the videos within a certain timeframe.

X (Twitter) For You Timeline

The personalized feed on X constructed using three distinct stages to select and rank content.

What are the responsibilities for Advertisers

Advertisers create ads, choose target, set budget and measure performance

What are the responsibilities of Publishers

Publishers provide website space for ad placements, manage inventory, and ensure content complies with advertising guidelines.

What are the responsibilities of Ad Networks?

Ad Networks connect advertisers with publishers, aggregate ad inventory, and optimize the delivery of ads across multiple platforms.

How do advertisers target customers in display ads?

Advertisers target customers in display ads by analyzing demographics, interests, and online behavior to create tailored ad campaigns that reach the right audience.

How do you convert CPM to CPC?

CPC = CPM ÷ (CTR × 1000)

Advantages of email marketing?

Low cost, high ROI, personalized, measurable, direct communication, automation.

Why should the email marketers avoid SPAM

Email marketers should avoid SPAM to maintain a positive brand reputation, protect sender credibility, and ensure compliance with regulations like the CAN-SPAM Act, which requires permission from recipients and provides tools for opting out.

How to avoid being marked as SPAM?

Use opt‑in lists, avoid spammy subject lines, authenticate domain, provide unsubscribe link.

What is email bounce rate?

% of emails not delivered.

What is social media?

Platforms enabling user‑generated content and interaction (Facebook, Instagram, X, YouTube, TikTok).

What is Facebook EdgeRank?

Algorithm determining the visibility of posts in users' news feeds based on engagement, relevance, and recency.

What are the ad types on YouTube?

include skippable ads, non-skippable ads, bumper ads, display ads and overlay ads.

What are impressions

The number of times an ad is displayed to a user, irrespective of whether it is clicked or not.

What are views

The total number of times a video has been watched by users, often used to measure engagement and reach.

What are unique viewers

The distinct number of individual users who watch a video over a specific period, helping to assess audience size and reach.

YouTube CTR formula?

Clicks ÷ Impressions.

YouTube conversion rate formula?

Conversions ÷ Clicks.

How do YouTubers make money?

Ad revenue (CPM), sponsorships, memberships, merch.

What are the three stages of the “For You” timeline?

Candidate sourcing → Ranking → Filtering.

What key questions are answered at each stage?

Sourcing: What tweets are available?

Ranking: Which tweets are most relevant?

Filtering: What should be removed?

Opportunities AI brings to digital marketing?

Opportunities AI brings to digital marketing include enhanced customer personalization, predictive analytics for targeting, automation of ad campaigns, and improved content creation strategies.

Challenges AI brings?

Challenges AI brings to digital marketing include data privacy concerns, the need for transparent algorithms, potential job displacement, and ethical implications of automated decision-making.

Display Ads – CTR formula?

The Click-Through Rate (CTR) formula for display ads is calculated by dividing the number of clicks by the number of impressions and multiplying by 100 to get a percentage.

Clicks ÷ Impressions.

Display Ads – Conversion Rate formula?

The Conversion Rate formula for display ads is calculated by dividing the number of conversions by the total number of visitors and multiplying by 100 to express it as a percentage.

Conversions ÷ Clicks.

Display Ads – CPM formula?

Cost ÷ (Impressions ÷ 1000).

The Cost Per Mille (CPM) formula for display ads calculates the cost of acquiring 1,000 impressions. It is often used to measure the cost of ad campaigns in relation to exposure.

Display Ads – CPC formula?

The Cost Per Click (CPC) formula for display ads is calculated by dividing the total cost of the ad campaign by the number of clicks received. It reflects the amount spent for each click on the ad.

Cost ÷ Clicks.

Email – Bounce Rate formula?

Bounced ÷ Sent.

The Bounce Rate formula for email is calculated by dividing the number of bounced emails by the total number of emails sent, then multiplying by 100 to express it as a percentage.

Email – Open Rate formula?

Opens ÷ Delivered.

The Open Rate formula for email is calculated by dividing the number of emails opened by the number of emails delivered, expressing the effectiveness of email campaigns in generating engagement.

Email – CTR formula?

The Click-Through Rate (CTR) formula for email is calculated by dividing the number of clicks on links within the email by the total number of emails delivered, then multiplying by 100 to express it as a percentage.

Clicks ÷ Delivered.

Email – Conversion Rate formula?

The Conversion Rate formula for email is calculated by dividing the number of conversions (e.g., purchases, sign-ups) resulting from the email campaign by the total number of emails delivered, then multiplying by 100 to express it as a percentage.

Conversions ÷ Clicks.

YouTube – Revenue calculation?

The revenue calculation for YouTube is determined by dividing total earnings from ads, memberships, and other sources by the total number of views, often expressed as revenue per thousand views (RPM).

Revenue = (Views ÷ 1000) × CPM