Destination urls google adwords generates a search

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Unformatted text preview: of understanding their interests and intentions, and exposing them to advertisements that are uniquely suited to their behavior o Can backfire since leads to invasion of privacy Behavioral targeting- at individual Web sites and on various advertising networks that track users across thousands of Web sites All Web sites collect data on visitor browser activity and store it in a database Websites build profiles of users and then sell this information to advertising firms • • “blast and scatter” advertising- placed randomly on any available page with minimal targeting Social E- commerce and social network marketing o Social e- commerce based on the idea of the digital “social graph”- a mapping of all significant online social relationships Synonymous with social network but used to describe offline relationships o Important as marketer to realize people are enmeshed in social networks, share interests and values, and communicate and influence one another o Features of social commerce Social sign- on Collaborative shopping Network notification Social search (recommendations) Google Search Engine Optimization Starter Guide • • • • • • • • • • • • • • • • • Ultimate consumers are users, not search engines Search engine optimization affects only organic search results, not paid Create unique, accurate page titles (brief but descriptive) Make use of the “description” meta tag Improve the structure of your URLs- simple to understand Make your site easier to navigate- use breadcrumb lists- row of internal links at top or bottom of page, allow for possibility of a part of URL being removed Offer quality content and services (mix of keyword phrases) Write better anchor text (clickable text that users will see as a result of a link) Optimize your use of images (alt attribute) Use heading tags appropriately Make effective use of robots.txt- tells search engines whethe...
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This note was uploaded on 10/21/2013 for the course SMG IS 323 taught by Professor Freedman during the Fall '11 term at BU.

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