Vpliv spletnega oglaševanja na povečanje obiskanosti novega spletnega mesta : študija primera portala Lakomlacen.si

Čampa, Anja (author), Kropivnik, Samo (author)

Spletno oglaševanje se pogosto uporablja tudi za povečanje obiskanosti spletnega mesta. Za uspeh pa je pomemben izbor prave oblike oglaševanja in sprotno merjenje odziva. Na študiji primera, portalu za naročanje hrane lakomlacen.si, smo izvedli dve oglaševalski akciji: eno na iskalniku Google in drugo na družbenem omrežju Facebook. Z orodjem Google Analytics smo merili obiskanost spletnega mesta pred oglaševanjem, med njim in po njem. Spletno oglaševanje je močno vplivalo na večjo obiskanost portala in povečanje naročil. Oglaševanje na Facebooku je prineslo več obiskovalcev kot oglaševanje na Googlu, vendar je oglaševanje na Googlu pripeljalo kvalitetnejše obiskovalce, ki so se na spletnem mestu zadržali dlje časa, si ogledali več podstrani in izvedli več naročil. Glede na cilj portala, ki je predvsem pridobivanje naročil, je najbolj smiselno še naprej izvajati oglaševanje na Googlu.

• Language: Slovenian
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Year: 2012
• Number of pages: Str. 24-36
• Numbering: Letn. 11, [št.] 20
• PID: 20.500.12556/RUL-76258
• UDC: 004.738.5:659.1
• ISSN on article: 1408-1652
• COBISS.SI-ID: 31861597
• Publication date in RUL: 21.12.2015

Record is a part of a journal

• Title: Akademija MM
• Shortened title: Akad. MM
• Publisher: Marketing magazin
• ISSN: 1408-1652
• COBISS.SI-ID: 65123840

Secondary language

• Language: English
• Title: How online advertising increases a newly developed website's traffic: Lakomlacen.si case study

Abstract

To increase a website traffic, online advertising is often employed. Choosing the right type of advertising and continuously measuring the performance of the campain are essential conditions for success. This is a case study of two advertising campaigns promoting an online food delivery service lakomlacen.si: one on the Google search engine and the other one on Facebook. Online advertising had a strong impact on increasing the popularity of the site and on the provision of its services. Advertising on Facebook attracted more visitors than advertising on Google. On the other hand, advertising on Google brought more desirable visitors, as they stayed on the website longer, visited more pages and placed more orders. Given that the goal of the website is to collect orders, advertising on Google brings better results.