Chapter $11$: Search and Display

$1.$ What is keyword marketing?

$2.$ What is Google$$s mission?

$3.$ What is the difference between organic and paid search?

$4.$ What$$s SEO vs$.$ SEM?

$5.$ What are the three factors of Google Ads Auction? Describe each.

$6.$ When do advertisers pay for a google ad$?$

$7.$ What$$s the main difference between Amazon and Google search?

$8.$ Describe the three types of advertising on Amazon?

$9.$ What are banner ads? Why are they still relevant?

$10.$ Which metric goes with which goal of advertising $($see slide $14)?$

$11.$ How has print changed as a result of digital advertising?

$12.$ What is OOH? How has its measurement changed $($see slide $25)$

$13.$ Describe $2-3$ ideas for how you can use search and display in your campaign