Next up was Tim Hesterberg from Google, who talked about how Google determines the effectiveness of display ads for its customers. When a brand-name company places a display (or banner) ad on a popular website like ESPN.com or CNN.com, it can be hard to judge its effectiveness, because a small percentage of visitors will click on a display ad. But that's not to say that a display ad won't affect future purchasing behavior, for example by searching for "HTC" or visiting the HTC website a couple of days after seeing a display ad for an HTC phone. Using observational data from more than 10 million web users, Google compares the search behavior of people who were exposed to the display ad (i.e. those that never visited a web page displaying the ad) to similar users who did see the ad, to figure out how many additional people visit the advertiser's web site as a result of seeing the display ad.
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