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Online Marketing & PPC Management

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Management (or managing) is the administration of an organization, whether it is a business, a not-for-profit organization, or government body. Management includes the activities of setting the strategy of an organization and coordinating the efforts of its employees (or of volunteers) to accomplish its objectives through the application of available resources, such as financial, natural, technological, and human resources. The term "management" may also refer to those people who manage an organization. Social scientists study management as an academic discipline, investigating areas such as social organization and organizational leadership. Some people study management at colleges or universities; major degrees in management include the Bachelor of Commerce (B.Com.) Bachelor of Business Administration (BBA.) Master of Business Administration (MBA.) Master in Management (MScM or MIM) and, for the public sector, the Master of Public Administration (MPA) degree. Individuals who aim to become management specialists or experts, management researchers, or professors may complete the Doctor of Management (DM), the Doctor of Business Administration (DBA), or the PhD in Business Administration or Management. There has recently been a movement for evidence-based management. Larger organizations generally have three levels of managers, which are typically organized in a hierarchical, pyramid structure: Senior managers, such as members of a Board of Directors and a Chief Executive Officer (CEO) or a President of an organization. They set the strategic goals of the organization and make decisions on how the overall organization will operate. Senior managers are generally executive-level professionals, and provide direction to middle management who directly or indirectly report to them. Middle managers, examples of these would include branch managers, regional managers, department managers and section managers, who provide direction to front-line managers. Middle managers communicate the strategic goals of senior management to the front-line managers. Lower managers, such as supervisors and front-line team leaders, oversee the work of regular employees (or volunteers, in some voluntary organizations) and provide direction on their work.In smaller organizations, an individual manager may have a much wider scope. A single manager may perform several roles or even all of the roles commonly observed in a large organization.

Certified Public Accountant (CPA) is the title of qualified accountants in numerous countries in the English-speaking world. In the United States, the CPA is a license to provide accounting services to the public. It is awarded by each of the 50 states for practice in that state. Additionally, almost every state (49 out of 50) has passed mobility laws to allow CPAs from other states to practice in their state. State licensing requirements vary, but the minimum standard requirements include passing the Uniform Certified Public Accountant Examination, 150 semester units of college education, and one year of accounting related experience. Continuing professional education (CPE) is also required to maintain licensure. Individuals who have been awarded the CPA but have lapsed in the fulfillment of the required CPE or who have requested conversion to inactive status are in many states permitted to use the designation "CPA Inactive" or an equivalent phrase. In most U.S. states, only CPAs are legally able to provide attestation (including auditing) opinions on financial statements. Many CPAs are members of the American Institute of Certified Public Accountants and their state CPA society. State laws vary widely regarding whether a non-CPA is even allowed to use the title "accountant." For example, Texas prohibits the use of the designations "accountant" and "auditor" by a person not certified as a Texas CPA, unless that person is a CPA in another state, is a non-resident of Texas, and otherwise meets the requirements for practice in Texas by out-of-state CPA firms and practitioners.Many other countries also use the title CPA to designate local public accountants. The CPA demand globally is driven by the top market cap of $8563 billion of dominant American companies present across the world with a growth of 236% over the last decade.

In computer technology and telecommunications, online indicates a state of connectivity, and offline indicates a disconnected state. In modern terminology this usually refers to an Internet connection, but (especially when expressed "on line" or "on the line") could refer to any piece of equipment or functional unit that is connected to a larger system. Being online means that the equipment or subsystem is connected, or that it is ready for use."Online" has come to describe activities performed on and data available on the Internet, for example: "online identity", "online predator", "online gambling", "online shopping", "online banking", and "online learning". Similar meaning is also given by the prefixes "cyber" and "e", as in the words "cyberspace", "cybercrime", "email", and "ecommerce". In contrast, "offline" can refer to either computing activities performed while disconnected from the Internet, or alternatives to Internet activities (such as shopping in brick-and-mortar stores). The term "offline" is sometimes used interchangeably with the acronym "IRL", meaning "in real life".

The personal pronoun you is the second-person personal pronoun, both singular and plural, and both nominative and oblique case in Modern English. The oblique (objective) form, you, functioned previously in the roles of both accusative and dative, as well as all instances following a preposition. The possessive forms of you are your (used before a noun) and yours (used in place of a noun). The reflexive forms are yourself (singular) and yourselves (plural).

We is the first-person plural personal pronoun (nominative case) in Modern English.

Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the primary components of business management.

Facebook, Inc. is an American online social media and social networking service company based in Menlo Park, California. It was founded by Mark Zuckerberg, along with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. It is considered one of the Big Four technology companies along with Amazon, Apple, and Google.The founders initially limited the website's membership to Harvard students and subsequently Columbia, Stanford, and Yale students. Membership was eventually expanded to the remaining Ivy League schools, MIT, and higher education institutions in the Boston area, then various other universities, and lastly high school students. Since 2006, anyone who claims to be at least 13 years old has been allowed to become a registered user of Facebook, though this may vary depending on local laws. The name comes from the face book directories often given to American university students. Facebook held its initial public offering (IPO) in February 2012, valuing the company at $104 billion, the largest valuation to date for a newly listed public company. Facebook makes most of its revenue from advertisements that appear onscreen and in users' News Feeds. The Facebook service can be accessed from devices with Internet connectivity, such as personal computers, tablets and smartphones. After registering, users can create a customized profile revealing information about themselves. They can post text, photos and multimedia which is shared with any other users that have agreed to be their "friend". Users can also use various embedded apps, join common-interest groups, and receive notifications of their friends' activities. Facebook claimed that had more than 2.3 billion monthly active users as of December 2018. However, it faces a big problem of fake accounts. It caught 3 billion fake accounts in the last quarter of 2018 and the first quarter of 2019. Many critics questioned whether Facebook knows how many actual users it has. Facebook is one of the world's most valuable companies. It receives prominent media coverage, including many controversies. These often involve user privacy (as with the Cambridge Analytica data scandal), political manipulation (as with the 2016 U.S. elections), psychological effects such as addiction and low self-esteem, and content that some users find objectionable, including fake news, conspiracy theories, and copyright infringement. Facebook also does not remove false information from its pages, which brings continuous controversies. Commentators have stated that Facebook helps to spread false information and fake news. Facebook has exempted political advertisements from their ban on making false claims.Facebook offers other products and services. It acquired Instagram, WhatsApp, Oculus, and GrokStyle and independently developed Facebook Messenger, Facebook Watch, and Facebook Portal.

The personal pronoun you is the second-person personal pronoun, both singular and plural, and both nominative and oblique case in Modern English. The oblique (objective) form, you, functioned previously in the roles of both accusative and dative, as well as all instances following a preposition. The possessive forms of you are your (used before a noun) and yours (used in place of a noun). The reflexive forms are yourself (singular) and yourselves (plural).

Certification refers to the confirmation of certain characteristics of an object, person, or organization. This confirmation is often, but not always, provided by some form of external review, education, assessment, or audit. Accreditation is a specific organization's process of certification. According to the National Council on Measurement in Education, a certification test is a credentialing test used to determine whether individuals are knowledgeable enough in a given occupational area to be labeled "competent to practice" in that area.

The BMW film series The Hire is a series of eight short films (averaging about ten minutes each) produced for the Internet in 2001 and 2002. A form of branded content, the shorts were directed by popular filmmakers from around the globe and starred Clive Owen as "the Driver" while highlighting the performance aspects of various BMW automobiles. The series made a comeback in 2016, fourteen years after its original run ended.

A file manager or file browser is a computer program that provides a user interface to manage files and folders. The most common operations performed on files or groups of files include creating, opening (e.g. viewing, playing, editing or printing), renaming, moving or copying, deleting and searching for files, as well as modifying file attributes, properties and file permissions. Folders and files may be displayed in a hierarchical tree based on their directory structure. Some file managers contain features inspired by web browsers, including forward and back navigational buttons. Some file managers provide network connectivity via protocols, such as FTP, HTTP, NFS, SMB or WebDAV. This is achieved by allowing the user to browse for a file server (connecting and accessing the server's file system like a local file system) or by providing its own full client implementations for file server protocols.

Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware. It is considered one of the Big Four technology companies, alongside Amazon, Apple, and Facebook.Google was founded in September 1998 by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University in California. Together they own about 14 percent of its shares and control 56 percent of the stockholder voting power through supervoting stock. They incorporated Google as a California privately held company on September 4, 1998, in California. Google was then reincorporated in Delaware on October 22, 2002. An initial public offering (IPO) took place on August 19, 2004, and Google moved to its headquarters in Mountain View, California, nicknamed the Googleplex. In August 2015, Google announced plans to reorganize its various interests as a conglomerate called Alphabet Inc. Google is Alphabet's leading subsidiary and will continue to be the umbrella company for Alphabet's Internet interests. Sundar Pichai was appointed CEO of Google, replacing Larry Page who became the CEO of Alphabet. The company's rapid growth since incorporation has triggered a chain of products, acquisitions, and partnerships beyond Google's core search engine (Google Search). It offers services designed for work and productivity (Google Docs, Google Sheets, and Google Slides), email (Gmail), scheduling and time management (Google Calendar), cloud storage (Google Drive), instant messaging and video chat (Duo, Hangouts), language translation (Google Translate), mapping and navigation (Google Maps, Waze, Google Earth, Street View), video sharing (YouTube), note-taking (Google Keep), and photo organizing and editing (Google Photos). The company leads the development of the Android mobile operating system, the Google Chrome web browser, and Chrome OS, a lightweight operating system based on the Chrome browser. Google has moved increasingly into hardware; from 2010 to 2015, it partnered with major electronics manufacturers in the production of its Nexus devices, and it released multiple hardware products in October 2016, including the Google Pixel smartphone, Google Home smart speaker, Google Wifi mesh wireless router, and Google Daydream virtual reality headset. Google has also experimented with becoming an Internet carrier (Google Fiber, Google Fi, and Google Station).Google.com is the most visited website in the world. Several other Google services also figure in the top 100 most visited websites, including YouTube and Blogger. Google was the most valuable brand in the world as of 2017, but has received significant criticism involving issues such as privacy concerns, tax avoidance, antitrust, censorship, and search neutrality. Google's mission statement is "to organize the world's information and make it universally accessible and useful". The company's unofficial slogan "Don't be evil" was removed from the company's code of conduct around May 2018, but reinstated by July 31, 2018.

Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines (such as Google Ads and Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models. However, websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list that has been added in different ad groups, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.

Twitter () is a microblogging and social networking service on which users post and interact with messages known as "tweets". Tweets were originally restricted to 140 characters, but on November 7, 2017, this limit was doubled to 280 for all languages except Chinese, Japanese, and Korean. Registered users can post, like, and retweet tweets, but unregistered users can only read them. Users access Twitter through its website interface, through Short Message Service (SMS) or its mobile-device application software ("app"). Twitter, Inc. is based in San Francisco, California, and has more than 25 offices around the world.Twitter was created in March 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams, launched in July of that year. The service rapidly gained worldwide popularity. In 2012, more than 100 million users posted 340 million tweets a day, and the service handled an average of 1.6 billion search queries per day. In 2013, it was one of the ten most-visited websites and has been described as "the SMS of the Internet". As of 2018, Twitter had more than 321 million monthly active users. Since 2015 Twitter has been a hotbed of debates and news covering politics of the United States. During the 2016 U.S. presidential election, Twitter was the largest source of breaking news on the day, with 40 million election-related tweets sent by 10:00 p.m. (Eastern Time) that day.

Analytics is the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns towards effective decision making. In other words, analytics can be understood as the connective tissue between data and effective decision making within an organization. Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Organizations may apply analytics to business data to describe, predict, and improve business performance. Specifically, areas within analytics include predictive analytics, prescriptive analytics, enterprise decision management, descriptive analytics, cognitive analytics, Big Data Analytics, retail analytics, supply chain analytics, store assortment and stock-keeping unit optimization, marketing optimization and marketing mix modeling, web analytics, call analytics, speech analytics, sales force sizing and optimization, price and promotion modeling, predictive science, credit risk analysis, and fraud analytics. Since analytics can require extensive computation (see big data), the algorithms and software used for analytics harness the most current methods in computer science, statistics, and mathematics.

Google Ads (previously Google AdWords, before July 24, 2018) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.Google Ads has evolved into Google's main source of revenue, contributing to Google's total advertising revenues of US$95.4 billion in 2017. Google Ads offers services under a pay-per-click (PPC) pricing model. Although an advanced bidding strategy can be used to automatically reach a predefined cost-per-acquisition (CPA), this should not be confused with a true CPA pricing model.Sales and support for Google's AdWords division in the United States is based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor and New York City. The third-largest US facility is the Googleplex, Google's headquarters, which is located in Mountain View, California. Google AdWords engineering is based at the Googleplex, with major secondary offices in Los Angeles and New York. As of June 2018, Google derives 86% of its total revenues from trading advertising inventory through AdWords, DoubleClick AdExchange, and DoubleClick Bid Manager, among others.


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