PUB 355W Lecture Notes - Lecture 6: Affiliate Marketing, Bounce Rate, Google Analytics

• School: Simon Fraser University
• Department: Publishing Program
• Course: PUB 355W
• Professor: Monique Sherrett

Document Summary

Goals > objectives > tactics > metrics: goals are general statements about the big picture, where you plan to go, objectives are specific statements about measurable outcomes, what milestones you need to reach. Objectives: specific: a specific target to hit. We care about different metrics for each channel, and how they work together: website, users, sessions, pageviews, % traffic from different sources, time on site. Impressions: reach, likes, comments, clicks, follow/unfollow, @mentions, use of #hashtag. You will still define creative, targeting and bidding for each of your ads. Impressions (times seen: link clicks, ctr (clicks/impressions or clicks/reach, cost (total ad spend) The search network: what is it: a group of search-related websites and apps where ads can appear. What is quality score: this metric determines how relevant your keywords and ads are to the user search query, qs = expected click through rate (ctr) + ad relevance + landing page experience, relevance,