Publicação
Determinants of success in Adwords campaigns of portuguese small and medium enterprises
| Resumo: | Adwords allows companies to deliver relevant ads to consumers who are already on the search stage of the buying funnel. As the use of search engines increases and the search costs decrease, it is becoming increasingly mandatory for companies to use this technology. The goal of this research is to understand the factors that contribute to the success of an Adwords campaign for small and medium enterprises by undergoing three research phases. During the first phase we did a secondary research to summarize the reasons to adopt this type of advertising, its benefits, and the best course of action both strategically and in terms of measurement to small and medium enterprises. On the second phase we did a qualitative research through interviews to 8 Adwords managers in order to understand which factors influence their management decisions in a Adwords campaign. In the third phase we did a quantitative analysis based on a questionnaire inquiry answered by 144 Adwords campaign managers. We concluded that many Adwords managers lack theoretical knowledge in this type of advertising, that theoretical knowledge affects management decisions and the results of an Adwords campaign and that not all strategies defined in specialized literature about the matter have the expected impact on the results of an Adwords campaign. At the end of this dissertation we present the main conclusions, limitations and recommendations for further studies. |
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| Autores principais: | Paço Gomes, Vasco |
| Assunto: | Google Adwords publicidade em pesquisa pequenas e médias empresas internet marketing Google Adwords search and engine advertising small and medium enterprises internet marketing |
| Ano: | 2019 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Instituição associada: | ISCA da Universidade de Aveiro |
| Idioma: | português |
| Origem: | Estudos do ISCA |
| Resumo: | Adwords allows companies to deliver relevant ads to consumers who are already on the search stage of the buying funnel. As the use of search engines increases and the search costs decrease, it is becoming increasingly mandatory for companies to use this technology. The goal of this research is to understand the factors that contribute to the success of an Adwords campaign for small and medium enterprises by undergoing three research phases. During the first phase we did a secondary research to summarize the reasons to adopt this type of advertising, its benefits, and the best course of action both strategically and in terms of measurement to small and medium enterprises. On the second phase we did a qualitative research through interviews to 8 Adwords managers in order to understand which factors influence their management decisions in a Adwords campaign. In the third phase we did a quantitative analysis based on a questionnaire inquiry answered by 144 Adwords campaign managers. We concluded that many Adwords managers lack theoretical knowledge in this type of advertising, that theoretical knowledge affects management decisions and the results of an Adwords campaign and that not all strategies defined in specialized literature about the matter have the expected impact on the results of an Adwords campaign. At the end of this dissertation we present the main conclusions, limitations and recommendations for further studies. |
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