Abstract
The present article examines success factors by using and implementing google ads in enterprises. In order to assess the importance of google ads for marketing success, the first step is to classify the importance of google as a search platform. Measured in terms of page views, google was the clear market leader in the search engine market with a market share of 87.66 percent, ahead of Bing and Yahoo. 5.8 billion search queries per day - two trillion search queries per year - also generate opportunities for companies to present themselves and win customers. The results of this research suggest that the keyword for successful online marketing in SEA focuses on relevance. Only if content is created that, in addition to the actual promotion of a product or service, leads to further and for the user target-oriented information, the campaign experiences a quality upgrade, which not only affects the ranking and quality factors, but also the conversion behavior of customers. Based on the execution of a literature review, which has been carried out with emphasis on empirical studies and essays since 2010, four main success factors, such as presentation and content of the website, accordingly keyword marketing, the complementary use of analytics, and ad extension have been evolved.
Highlights
The average click-through rate (CTR)1 of a top-listed search result on Google is currently 19.3 percent
Google Ads offers an efficient platform for online marketing
The article revealed that relevance, which should run like a red thread through the marketing measures, is the magic word in marketing with Google Ads in order to achieve a positive evaluation of the results
Summary
The average click-through rate (CTR) of a top-listed search result on Google is currently 19.3 percent. With a 31.2 percent share of the global digital advertising market, Google is the undisputed leader [2] While these figures may sound impressive, it is highly individual for each company how much traffic is generated via google on the company's websites and to what success, measured in revenue, an ad placed via pay per click leads.. In the start-up phase of a company, the time when customers must be acquired, so that the break-even is reached as quickly and sustainably as possible, successful advertising is necessary [3] It is explicitly not about a description of the application of the Ads program, but on the economic effect paths to be expected in the Manuscript received on November 15, 2021.
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