...Also you can track those who clicked your ads. Benefits of google adworks: adwords is about showing your ads to the right people in the right place at the right time. 1. Target your ads: specific interests. You can make your marketing campaings more targeted. a. Keywords: words or phrases relevant to your products or services. So when customers type those words it will show em your websites. b. Ad location: you can show your ads in search engines, commercial sites, or personal sites. c. Age, location, language: you chose that depends on the customers. d. Days, times, frecuency: you decide when to show your ads. e. Devices: you chose which devices or maybe all of them. 2. Control your costs: gives you control on how to spend your money. You only pay when someone licks your ad. 3. Measure success: it will allow you to see which ads are being clicked the most. And of course give you an idea in which ads to invest more. Also, you can learn on how long do customers take to purchase something. 4. Manage your campaings: MCC allows you to manage all accounts in just one location. i. You can also use adwords editors. 1.2 Google Advertising networks: the google search network and the google display network. You can advertise in each or both . 1. search network: this search networks include all google engines to search and also other non google sites. Such as aol 2. display network:you can use gmail...
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...A Case Study of BBVA Compass BBVA Compass is the fifteenth-largest bank in America. In December 2010, they considered about how to allocate the bank’s marketing budget in order to improve the brand awareness and market share. Based on the data and time line provided in the case material, this essay will use expected Customer Lifetime Value (LTV) to measure customer attractiveness versus customer profitability in their marketing decision making. 1. The role of online and offline advertising. From its marketing purpose, the major role of offline and online advertising was to build brand awareness and improve consideration among potential bank customers. In 2009, the brand awareness and consideration dropped significantly because of they changed their brand name to BBVA Compass. Another role is to bringing in new customers and increasing the total number of accounts at the bank. In this aspect, online advertising has a distinct advantage than offline advertising that is information tracking. This can help BBVA have a good sense of return on investment and thus allocate marketing budget in different channel effectively. Additionally, BBVA also want to utilize online and offline marketing to support its product lines such as checking, savings, mortgage, commercial banking and improve satisfaction and retention of the current customers and cross-sell to them. Because, from a survey, the top-three criteria for customer to choose a bank includes free checking service, convenient...
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...How to increase visibility and conversion rate for our web site: Topics: SEM and SMM (optimizing Budgets) Social Media Link Exchange and Breadcrumbs App Responsive Design Google Content Network Eye-track Web Temperature map SEM and SMM We are planning on investing around 5000 EUR every month between SEM and SMM, we are going to focus on SEM more than SMM because we know that people click on the ads when is the specific information that they are looking for, appears on the right side of their search results. We are planning on targeting two kind of audiences doing SEM, the first of all is the one that is looking for projects to invest money on those, this audience in mainly from US and Asia, those are already venture capitalist, whose are looking for profitable projects, while are working on our SEO strategy, that takes around 2 months at least to get on the first page of the search results, we are planning on doing SEM, to target the long-tail of investors who are interested on not only profitable projects, but also to invest in India in solar parks, for those queries we already made a research and we don’t have competitors, so maybe we will get to the first position very easy, but when targeting venture capitalist that are looking for profitable projects, is not that simple, because there are many projects available, many ventures as well as people looking for investors that fund theirs, in that case, we are willing to invest in the most expensive...
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...CPA online advertising is a really broad and numerous business and you'll usually get exactly what you put into it. While there are some free methods of online advertising with which you'll be able to participate in CPA on-line marketing, you will probably see the most effective results in case you're not against putting up a bit of cash to fund your web sites and campaigns. CPA is an option that over half of the net poker affiliate applications offer. It explains how simple CPA Marketing actually is and talks about why most Associates fail to make money on-line. Because of this CPA networks will normally be a little stricter than your typical affiliate community when allowing individuals into their network. When you be a part of an affiliate community, be sure you promote these Prime-Performing Affiliate Advertising Merchandise to...
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...Proposed Accounting Standards Update Financial Instruments: Credit Losses ( Subtopic 825-15) Issued December 20th 2012 ACCT 6003: Financial Accounting Theory Professor Bill Dawson Completed by: Rich Allen, Jordan Keuken, Karen Vander Vloet, Lillian Cuevas Rosales June 28th, 2013 Executive Summary The recent global economic crisis of 2008 created a glaring need for changes in accounting standards in US GAAP. One of the many issues that contributed to the recession was accounting policies for the recognition of credit losses. Banks and large financial institutions usually recognized credit losses through an “expected credit losses” approach that included an initial recognition threshold. Credit losses would be recognized on financial statements once they were “probable to occur”. The recognition of a loss was based on a multitude of information. The difficulty with the existing method is that market events and many other variables make it very difficult to predict when credit losses are probable. This accounting policy lead to gross understatements of expected credit losses in the recent crisis and contributed to crashes in the stock market. The exposure draft for Financial Instruments - Credit Losses (Subtopic 825-15) aims to broaden the amount of information when calculating an allowance for expected credit losses. The financial instruments that are in question are loans, debt securities, trade receivables, lease receivables, loan commitments and any...
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...it better, the advice in this guide can help you reach your business goals. You’ll learn: • How many new customers you can find online • 10 ways to use the Internet to grow your business • How to measure your results • How one small business gets 90% of its sales online • Key terms and what they mean We’ve also created a daily tip sheet filled with ideas to help you get started as well as marketing plans for four different types of businesses. Get started right away by filling out the worksheet to create an action plan. As with anything else, practice and persistence will lead to online marketing success. We hope this guide starts you on the path to becoming an online superstar. Sincerely, Brynn Zuccaro North America Business Marketing Google 3 Why Your Business Needs to Market Online Did you know that 94% of consumers research products...
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...content 1. Introduction 1 1.1. Google Inc. 1 1.2. Google Glass 1 2. Operations management & strategic planning 2 2.1. Operations management 2 2.2. Strategic planning 3 2.3. Link between operations management and strategic planning 3 3. Systems Diagram 4 3.1. Systems theory 4 4. Cost Minimization and quality maximization 5 4.1. Cost minimization 5 4.2. Quality maximization 6 4.3. Cost minimization and quality maximization at Google 6 5. The five performance objectives of operations management 7 5.1. The five performance objectives 7 5.2. Significance of the five performance objectives 8 6. Network planning and critical path analysis 9 6.1. Network planning 9 6.2. Critical path analysis 10 6.3. Evaluation of network planning and critical path analysis for Glass 10 7. Operational planning and control 11 7.1. Nature of operational planning and control 11 7.2. Need for Operational Planning and Control 13 8. Operational outcomes 14 9. Quality 15 9.1. Quality Defined 15 9.2. Quality Maintained 15 9.3. Quality for Google Inc. 17 Bibliography 19 1. Introduction 1.1. Google Inc. “Organise the world’s information and make it universally accessible and useful.” is Google’s mission statement (http://www.google.com). Google Inc. is a United States based international technology corporation which specialises in Internet oriented services and products. Google Inc. was founded in 1998 by Larry Paige...
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...A Proposal for the Standardization of Corporate Responsibility In Response to the Presidential Commission from the desk of the President - Barak Obama CR 503 – Business and Society I. Presidential Commission President Obama, heading a special commission, has requested a draft for a National Code of Corporate Responsibility. Once completed, the Code will be widely disseminated as a national blueprint for proper business conduct. It is, therefore, imperative that the new code contain the necessary business, social and ethical policies that will lift the American corporate community out of its disreputable position and accelerate its return to global superiority -- as both economically productive and socially/morally unassailable. There are two aspects to the Corporate Responsibility Code which the President wants addressed. First, what conduct or practice rules, principles or policies should be in place for corporations, and how they function as business entities, interacting with other institutions and with individual members of the public? Secondly, what conduct or practice rules, principles or policies should be in place for individual business managers, and how they function and relate to their subordinates, their stockholders, and members of the public? Your assignment is to draft the two parts of this Code. Congress will only approve the new Corporate Responsibility Code that is proposed if it addresses key issues for both corporate conduct...
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...Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Pavel Kireyev Koen Pauwels Sunil Gupta1 February 9, 2013 Pavel Kireyev is a Ph.D. student and Sunil Gupta is the Edward Carter Professor of Business Administration at the Harvard Business School, and Koen Pauwels is Professor at Ozyegin University, Istanbul, Turkey. 1 Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to overspend on some actions and thus waste money, and/or underspend in others, leaving money on the table. We develop a multivariate time series model to investigate the interaction between paid search and display ads, and calibrate the model using data from a large commercial bank that uses online ads to acquire new checking account customers. We find that display ads significantly increase search conversion. Both search and display ads also exhibit significant...
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...Welcome to the Google Online Marketing Challenge The Google Online Marketing Challenge is an exciting opportunity for students to experience and create online marketing campaigns using Google AdWords and Google+. Over 50,000 students and professors from almost 100 countries have participated in the past 5 years. With a $250 budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period. The teams that develop and communicate the most successful campaigns win awesome prizes, including a trip to Google for the students and their professor. Students also have the opportunity to participate in the optional Google+ Social Media Marketing Award by maintaining a Google+ Page for their clients over a six week period. The Challenge is open to student teams of three to six members, regardless of their majors. All students must register under a verified professor/instructor at a higher education institution. Visit Discover GOMC to learn more about the Challenge and how to participate. Be sure to follow us on our Google+ page for the latest updates and announcements throughout the year Competition Process For more details on each of the steps, please refer to the sections on the left side of this page. Step 1: Register for the Challenge. Professors register for the Challenge and are verified by Google. Students form teams of 3-6 members and appoint a team campaign. The team captain then registers...
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...AdWords Chapter 2: Getting Started with AdWords Chapter 3: Targeting Chapter 4: Costs and Billing Chapter 5: Tracking Ad Performance Chapter 6: Optimizing Ad Performance Chapter 7: Account Performance Tools Chapter 8: Google Analytics Chapter 9: Managing Client Accounts 2 5 8 11 13 16 18 20 22 AdWords Study Guide © Naper Solutions, Inc 1 Chapter 1 Introduction to AdWords AdWords Basics Google and Google AdWords Google is a search engine Google uses keyword based advertising to target your ads to users searching for your product or service The text ad headline is limited to 25 characters (including spaces) Basic AdWords Features The CTR helps determine whether your ad is effective If you elect to show your ads on the Google content network, your ads will be eligible to show on websites that contain content related to your ad. Google ads can be targeted to any language or location available worldwide. Benefits of AdWords There is no minimum spending limit with Google AdWords AdWords allows an unlimited amount of changes to an account per month Google Ads appear primarily on the right hand side of the screen or above the search results and are titled “sponsored links” Your ads will appear when a user’s search query includes a keyword that is part of your ad campaign You control the budget for your advertising campaign. You can set a daily budget and Google will stop showing your ad when you reach the daily limit. AdWords Policies Link Policy A Destination URL must Link...
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...spent about $7 billion on R&D, Merger and Acquisition. The turnaround initiatives expected with Ms. Meyer’s appointment as the Chief Executive Officer has not come into being, for there has been a high turnover of senior executives. The board of directors and senior management has failed in their attempts to turn around the firm. Yahoo share price has declined year to date by 34% as of November 25, 2015, whereas its’ main competitors Facebook, Goggle, and Microsoft increased by 35%, 45%, and 16% respectively. This is despite the assertion made by the board of directors and management that they are “committed to shareholders value through sustained growth”. Table 1 Source – Google Finance Table 1 above compares the share price of Yahoo with its main competitors Facebook, Google, and Microsoft from Jan 2, 2015, through November 25, 2015....
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...AB TESTING With regards to SEM AB testing is a means of testing single variable test subjects (such as a web page) against a control element with the aim of improving customer response. Also sometimes referred to as Split Testing. ACTUAL COST PER CLICK The amount you actually pay for each click, considering your click through rate and the performances of your competitor ads. In this way, you may get to pay less than you bid. AD GROUP An ad group can contain one or more ads targeting the same group of keywords. AD RANK/AD POSITIONING The ad rank is calculated by considering the bid (max. cost per click), the click through rate and ad text. AD SERVED PERCENTAGE The number of times an ad is displayed, in relation to the number of searches and the other ads in the ad group. ADSENSE An advertising program by which Google acts as the intermediary between content sites and web advertisers. ADWORDS DISCOUNTER The Google tool that allows you to pay less that your maximum bid, as soon as your competition loosens. ADWORDS PRODUCT PLUSBOX When your AdWords ad appears, and your Google Base feed contains a product that is relevant to the user’s query, the Product Plusbox shows the images, titles, and prices of your products under your ad. For more on this feature visit the dedicated page. AFFILIATE DIRECTORY A list on the web where you can find affiliate programs. AFFILIATE LINK A link on your website that refers to a...
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...TRIPLE BOTTOM LINE 3 ii. GOOGLE'S CSR REFUSAL/ACCEPTANCE: DEFENSIVE STANCE 4 3. Conclusion 6 4. ARTICLE– Google paying a fraction of the tax in Australia it should 7 5. REFERENCEs 9 1. Introduction It is without a doubt that globalisation has been the driver of the increased link between nations, allowing for the operation of many organisations in borderless economies. As globalisation continues to impact organisations, they are forced to undertake new and innovative approaches in order to maintain or gain a competitive advantage. As a result of this, many ethical issues have come to light, so it is important to acknowledge organisations adopting methods of corporate social responsibility. Corporate social responsibility (CSR) essentially encompasses the refraining from any action that will attract unfavourable publicity due to its social unacceptability (Carroll, 2010). The concept of CSR has proven to be an area of focus in recent times, especially in regards to consumers and stakeholders. This report will explore Google Inc’s corporate social responsibility when implementing strategies in tax dealings in order to reap the benefits of globalisation, especially as CSR’s importance and significance continues to grow. (Carroll, 2010). Google is a well-renowned American multinational technology company which provides a service to individuals worldwide. Google takes pride in undertaking corporate social responsibility in the form of active philanthropy,...
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...Proposal for an Online Expansion of Company A By: QRT2 E-Business (V2 GRADUATE-0413) Introduction: Company A is a brand name of SKG, Inc. It is a small start-up family-owned company in Houston, Texas, founded in January 2013. Company A owns myquiltedbags.com website which was registered to conduct online retail business. The website is under construction and is yet to be launched. The projected date for its launch is September 1, 2013. The owners are starting this business with small budget. This is going to be 100% online retail business. Products: A handbag is an important and useful woman’s accessory which she uses to carry her essentials. It is also used express her style and make a statement. Company A will sell niche and premier brand of cotton quilted handbags which are pretty, attractive and appealing. It intends to sell different styles of cotton quilted handbags and accessories in different colors from wallets up to travel handbags. Initially it would like to launch 22 different styles of handbags and accessories. It intends to launch new collections every few months on-line. All the styles of handbags and accessories will be designed in-house. All the products will be made in China. Viability of Cotton Quilted Handbags in an Online Environment: According to Global Industry Analysts, Inc. (GIA) report, dated July 15, 2012, “the US market for Handbags is projected to reach UA$9.0 billion by 2015. Though the recent bout of worldwide financial...
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