In paid search advertising, keyword identification is an important factor in the success of advertising activity. Keywords determine to which search engine users the ads will be displayed. They are identified by advertisers through a multi-step process in which they evaluate various statistical and substantive aspects of keywords with the aim of using them in advertising activity. The challenge for advertisers is to identify keywords that will lead to as many positive advertising effects as possible for the least amount of money spent. Therefore, it is important that the process provides suitable and quality keywords and that the process itself is efficient. The goal of the thesis was to study the process of identifying keywords in a Google Ads advertising campaign, with an emphasis on finding ways to improve it. We made an overview of the field of keyword identification and conducted a case study of a concrete keyword identification process in an advertising agency. We have identified three points of possible process improvement. Advertisers must strive for high-quality and time-efficient familiarization with the field of advertising. In their work, they must also know and use automated tools for identifying keywords. Finally, they must also carry out a high-quality and fast interpretation of the advertising results in order to be able to change the lists of keywords and other advertising parameters as soon as possible if they judge that the advertising is not achieving the expected effects.
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