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Search engine marketing on Google: the level of effectiveness and efficiency of AdWords
2008 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today’s techniques have opened up new opportunities of market a company. One of the main developments has been within Internet and the alternatives it brings. More and more people around the world get access to computers and Internet, which makes it a place easier to be reached. As people spend more time in front of their computers it also becomes an obvious place for information gathering and purchasing. This, we believe is of high importance when companies tries to achieve market shares. To have ones company available on the Internet is almost necessary in order to give the customers as much information as possible about products. To increase the chances that the customers will find a company’s homepage becomes therefore important. One way to succeed in doing this is to have the company shown on search engines, where many people often search for their products that they are interested in. The purpose with this essay is to gain more understanding and knowledge about how this could be done successfully, as well as to see how this could affect small and medium sized companies. One method we found was Google AdWords, which is leading in the world when it comes to search engine marketing, or pay per click marketing. Pay per click means that the searchers who click on an ad at Google’s web site will be a specific cost for the company that have placed the ad on Google. To reach our purpose we formulated two research questions that would underline our essay. Data was collected through interviews and information-gathering oncerning e- marketing, Google, AdWords and different theories that could be suitable for the study. By that time it there was no specific theories about pay per click marketing to be find. Examples of findings from this essay are that pay per click marketing still can be considered quite new, and that smaller companies do not use it as frequently as we thought. However, we found that the companies who did use it tend to do that because of its flexible cost and the efforts did not have to be much too still see a result. The companies did in general seem to be satisfied with pay per click marketing as a marketing method.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Marketing, Google Adwords, Search engine, Google, e-, marketing, Internet marketing
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-47528ISRN: LTU-CUPP--08/286--SELocal ID: 51120fe3-9b9f-417c-a370-fc4f52f8e27dOAI: diva2:1020853
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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