For decades, researchers in marketing communications have sought to understand how advertising affects consumer purchasing decisions through hierarchical models of achieving communication effects and, lately, through the customer decision journey. The development of online communication channels has brought new challenges related to the effective addressing of increasingly dispersed (wishes of) consumers. One way to increase the effectiveness of online advertising is remarketing. It is a way to connect with website visitors who may not have made an immediate purchase or query. It is also a marketer's way to a target a customer group that has already visited a particular website and is presented with targeted ads while browsing elsewhere on the web. This diploma thesis deals with the empirical example of the assessment of the effectiveness of Google remarketing on the basis of two research questions that relate to differences in the performance of remarketing in terms of conversions (i.e. successfully completed online purchases) with respect to organic and paid traffic at the first visit to (RQ1) and with respect to the differences between the first and returning visitors when paid traffic in the online store (RQ2). The empirical results suggest that remarketing is key to achieving paid traffic for the first visitors, as they do not know the ads and their content yet, and therefore they probably feel the need for additional information.
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