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master's thesis
Analiza google adwords oglašavanja
Pula: University of Pula, 2018. urn:nbn:hr:137:179998
Špada, Daniela
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Institutional repository: Digital Repository Juraj Dobrila University of Pula

Cite this document

Špada, D. (2018). Analiza google adwords oglašavanja (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:179998

Špada, Daniela. "Analiza google adwords oglašavanja." Master's thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:179998

Špada, Daniela. "Analiza google adwords oglašavanja." Master's thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:179998

Špada, D. (2018). 'Analiza google adwords oglašavanja', Master's thesis, University of Pula, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:137:179998

Špada D. Analiza google adwords oglašavanja [Master's thesis]. Pula: University of Pula; 2018 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:137:179998

D. Špada, "Analiza google adwords oglašavanja", Master's thesis, University of Pula, Pula, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:137:179998

Metadata
TitleAnaliza google adwords oglašavanja
Title (english)Google Adwords Analysis
AuthorDaniela Špada
MentorDražen Alerić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberDražen Alerić (član povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2018-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Google AdWords najveća je suvremena oglašivačka platforma na svijetu koja je od svojeg osnivanja uvelike promijenila sve do tada poznate kanale oglašavanja poput novina, televizije i drugih. Zahvaljujući Google AdWords-u, oglašavanje je postalo cjenovno pristupačno, te se takvo oglašavanje smatra najjeftinijim ulaganjem u promociju poduzeća, neovisno o njegovoj veličini. Predmet diplomskog rada analiza je revolucionarnog Google AdWords oglašavanja, sagledavanje kompleksnosti upravljanja oglasima obzirom na jaku konkurenciju koja je prisutna na internet mreži te uloga kvalitetnih i relevantnih oglasa na uspješnost oglašivačkih kampanja na Google AdWords-u. Cilj rada je istaknuti važnost Google AdWords oglašavanja kao vodećeg kanala internet marketinga, kao i važnost savladavanja osnova pri korištenju te platforme, sa kojima bi svako suvremeno poduzeće trebalo biti upoznato. U radu je predstavljena Google AdWords kampanja jednog poduzeća te je dan kritički osvrt na korištene ključne riječi. Prioritet poduzeća prilikom oglašavanja Google AdWords oglasima je poznavanje osnova funkcioniranja njegove platforme te optimalno upravljanje oglasima, ključnim riječima i proračunom kako bi se omogućio povrat ulaganja u što kraćem roku.
Abstract (english)
Google AdWords is the biggest and most used advertising service owned and created by Google Co. Google AdWords, along with the other internet marketing channels, pushed aside advertising through other media like newspapers, radio and television. Thanks to Google AdWords, online advertising is availible to companies with both low and high advertising budget, because of its pay per click cost method. The subject of this thesis is the complexity of Google AdWords advertising for small as well as the bigger companies, handling fierce competitors on the internet advertising field and the importance of creating and using short, relavant and creative Google Ads with all the right keywords which will bring the targeted audience to the desired website. In this thesis, you'll find an example of a Google AdWords campaign created by small Slovenian company, as well as the keywords used in the campaign. The advertisers priority in Google AdWords must be continuous improving and learning how to optimize campaigns to reach the target audience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:179998
Study programmeTitle: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-10-17 19:26:20