Below the fold?

For you to understand below the fold, you have to understand abov

e the fold. What is Above the Fold (ATF)? Above the fold refers to where an ad is placed on a web page. Placement above the fold means the visitor can see the ad in a browser without having to scroll. Above the fold can refer to how your landing page for lead capture or how your ad appears on your browser.

Behavioral targeting

What is behavioral targeting? User Information from browsing history, registrations, online purchases can be collected through data mining which is designed to find patterns in users digital behavior.

This collected information can then be used to create ads that are more relevant to a user's interest. So, instead of creating an ad that targets a general audience, marketers would create ads that targets people that has certain interests, behaviors, purchase pattern, browsing history.

The ideology behind this is that users are shown ads and products or services that are more likely be of interest to them instead of showing them random ads that they don't care about. Showing people ads around the things that interest them means that the ads will be more effective and have greater influence on them than ads about things that are of no interest to them.

Business to Business VS Business to Consumer VS Business to business to consumer.

B2B

B2B or Business to Business

What is B2B? What is Business to Business? Business to business is a business model where the primary customer of a business is another business. So, instead of businesses exchanging values such as products and services with consumers, they will exchange products and services with other businesses.

B2C, Business to Consumer

What is B2C? B2C which stands for Business-to-Consumer is a business model where the direct customers of the business is the consumers of the product. The product or service goes directly from the business to the consumer with no middle man.

An example of B2C would be software companies like Kajabi, when you buy a product directly from the manufacturers website.

B2B2C

What is business to business to consumer? This is a combination of B2B, and B2C. This is a business model where businesses sell to other businesses(B2B) but the final consumer of the product or service is the consumers. So, the product goes from the original business to another business before going to the consumer.

Example of B2B2C. Retail companies like Wal-Mart. Businesses sell to Wal-Mart in bulk, and Wal-Mart sells to consumers. Pharmaceutical companies also does B2B2C because they sell their products to hospitals and other businesses and those hospitals and business sell the products to the consumers.

API

What is an API? Application programming interface (API) is a way for software programs owned by different companies to talk to each other.

 

Example of API. Company B has a software called Bread, and company C has a software called crumbs. In order for bread and crumbs to communicate with each other and exchange some information, company B and Company C need to integrate each other's API.

This way, software Bread and Software Crumbs will be able to talk to each other and form bread-crumbs.

 

Basically, an API specifies how software components should interact.

Anchor text

What is anchor text? The text that is usually highlighted in blue that contains a link to some webpage. When you click on the text, you will be taken to the webpage hidden within the text.

 

Example of anchor text. The phrase FREE Digital Marketing Membership is highlighted in blue. When you look at it, it does not look like a link such as https://www.professorevidence.com/resource_redirect/landing_pages/370165

 

But when you click on the phrase above, it takes you to the link mentioned above https://www.professorevidence.com/resource_redirect/landing_pages/370165

 

Therefore, "FREE Digital Marketing Membership" is the anchor text for the hyperlink or just link https://www.professorevidence.com/resource_redirect/landing_pages/370165

Analytics

What is Marketing analytics? Marketing analytics is the practice of measuring, managing and scrutinizing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Marketing analytics allows for more efficiency and reduction of marketing cost.

 

Example of marketing analytics: marketers could measure email marketing performance. How many people opened the email, how many people clicked the link in the email, how many people purchased a product from a particular email.

Ad words match type:

What is ad words match type? In google AdWords, you can have control of what searches in the search engine will trigger your ads to show up.

There are four types of AdWords match type:

○ Broad match type

○ Modified match type

○ Exact match type

○ Phrase match type

Lets explore each one in detail!!!

What is ad pod? Ad pod is combining multiple video ads together back to back during one ad break. This is more like the ads you will watch on cable tv, but this is for the digital world.

 

Example of ad pod: you are watching an awesome ProfessorEvidence video and a video ad pops up in the middle of your video (annoying I know), instead of the video ad playing just one video, it will play 2 or 3 video ads at the same time back to back.

After all the different video ads are done playing, then the original video you were watching will continue to play. This is what ad pods are. Ad pod servers or networks make this possible in a digital world.

Example of ad exchange and example of ad network: I have a website that I have space to run ads on, you have video or display ads that you want to show my audience. The duty of the ad network like google is to use an ad exchange platform like google ads to connect me and you.

Google ad is the ad exchange platform and google is the ad network. Facebook is the ad network, and Facebook ad is the ad exchange platform. There are many different ad networks and ad exchange platforms, but these two are the biggest ones.

Ad network vs ad server vs ad exchange: ad network is the company that serves ads like google and Facebook, ad exchange is the platform that people use to buy ad and sell ads like Facebook ads and google ads. Ad server is the technology that takes the ads and puts them in the appropriate places like a website, search engine result page, social media pages and other spaces that ads are placed.

Ad copy

What is an ad copy? Ad copy is the words of the ads marketers create. So, when marketers create ads, they use words to convey the message they are trying to send to the customers. The words the marketers use to convey their message is called the ad copy.

Ad creative

What is an ad creative? The ad creative is the image, gif, emoji, animation, the video, or the series of images the marketers use in their ads. The words the marketers use in their ads is call the ad copy and the visual element they use like image, is the ad creative.