CHAPTER 3Digital Advertising
By Brad Geddes
Digital advertising is placing ads across the web. These can range from banner ads alongside content, video ads seen when streaming video, native advertising that fits in the content users are engaging with, to ads they see in search results.
The most common form of digital advertising is known as pay‐per‐click, or PPC, because it is one of the most effective advertising methods.
Consider your average day. There are times you do not know the answer to a question such as the weather, the next show time at your movie theater, how to use a service, or which product to buy.
When people do not know an answer to a question, they turn to a search engine to find more information. They enter their question or search term into a search engine, and suddenly they have many sources of information from which to choose, and some of those sources are ads.
Across the globe, billions of times each day people repeat this process: searching for information, finding their answers in ads, and becoming customers of search advertisers. From an advertising perspective, this is an amazing reach. Your ads can be viewed almost anywhere in the world, while reaching the vast majority of Internet users with a single advertising method.
The reason this advertising channel is so effective is that the user told a search engine what they were trying to learn so the advertiser can always create ads relevant to their needs. Users are currently seeking information, so ...
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