Google Ad-words Advertising: Model of the Effectiveness

Abstract

Many of the most common types of e-marketing are Search Engine activities nowadays. Pay per Click is a type of advertising displayed in search engines in the form of a banner or a link with the summary, suggestion or opinion of the client. The key benefits are the payment model based on advertisement-only impact clicks. The aim of this publication is an attempt to develop an Adwords ad campaign model. To accomplish this aim, an overview was performed of selected campaigns. Taking into account all aspects influencing the efficacy of the Adwords campaign, particular design phases will include determinants such as: keyword collection, design of add descriptions with extensions, implementation of excluded keywords, scheduling and geo-location determination, website optimization and design, and continuous optimization of campaign parameters. Proposed model of Adwords campaign depends on two groups of factors. The first one is strictly connected with the campaign’s parameters, while the second one is related to the features of the promoted product and the company itself. In this literature e-marketing in SEM, effectiveness of Google ads, Google ads for pay-per-click marketing and pay per click (PPC) campaign model has been broadly discussed.