Online Marketing at Big Skinny

Display Advertising
a type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items
Ad Networks
a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand
Ad Exchanges
technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory
Algorithmic (results)
the web pages the search engine’s algorithm deemed most relevant to the user’s query
Site Submit
website designers could submit new content to search engines’ databases
Product Feeds
a file made up of a list of products and attributes of those products organized so that each product can be displayed, advertised or compared in a unique way. A product feed typically contains a product image, title, product identifier, marketing copy, and product attributes
Product Search
services including Google Shopping and Microsoft’s Bing Shopping
Search Engine Optimization
he process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users
Sponsored Search
let advertisers place their listings within search engines’ results for specific keywords
Exact Match
an ad assigned to an exact match keyword would only be shown following a query for that precise word
Broad Match
were served widely, to a host of queries deemed similar by the search engine. a broad match ad could shown to a user who mentioned the specified keywords in a muti-word query or to users with misspellings or variations in pluralization
advertisers paid search engines only when their ads were clicked (prices were typically set through auctions)
A/B Testing
a simple randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment. In online settings, such as web design (especially user experience design), the goal is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement)
Affiliate Marketing
systems could let any interested site – even small blogs – send traffic to Big skinny in exchange for commisions
Email Marketing
could keep Big Skinny in touch with its existing customers
Coupon Sites
such as Groupon and LivingSocial could promote Big Skinny in daily emails to their members, offering large discounts to entice puchases

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