| Abstract [eng] |
The title of the master‘s thesis is Google AdWords optimization in the internet marketing. The aim of this work, is to analyze the importance of Google AdWords and optimization in the internet marketing. The work tackles the following tasks: to assess Google search engine marketing features; to evaluate the benefits of Google AdWords advertising; to analyze Google AdWords optimization; to experimentally verify the method in accordance with the suggested hypothesis; to examine and offer how to create more effective Google AdWords campaign. The work consists of two theoretical parts, research and findings. The first theoretical part describes the importance of Google's search engine for internet marketing, it's characteristics, segmentation and applications. It also describes the Internet marketing strategy. The second theoretical part of the work details the basic principles of operation of the Google AdWords: auction, describes how to obtain the Quality Score for AdWords, the conversions and discusses the structure of AdWords optimization. In the exploratory part of the work the company, which sells airline tickets over the Internet is considered. The advertising campaign has already been launched in countries such as Lithuania, Turkey, Norway, Sweden and Denmark. The same keywords used in different languages are studied in the research work and the material collected during the investigation is analysed. The following methods are used in the paper: the experiment, observation, statistical methods - correlation calculation. The results are presented in tables and graphs. The work ends by presenting conlusions of a theoretical analysis and research material. In order to achieve the stated objective the following research methodology has been applied: search of scientific publications and articles, descriptive and comparative analysis of the material collected; Google AdWords application possibilities and optimization analysis; experimental techniques; monitoring method; statistical analysis - correlation calculation method. The practical application of investigation. As the Internet advertising is the fastest-growing advertising sector, the Google AdWords online advertising is a majority of companies is not only desirable but also necessary condition for successful work. Therefore, corporate executives, marketing professionals need to know just how to successfully optimize their AdWords advertising campaign. It is our hope that the present work will be useful for for businesses, advertising agencies, advertising discipline’s teachers and students. |
