The Effectiveness Analysis of Using Google Adwords － A Case study of the Industrial PC Company

• Main Authors: Kai-Ping LI, 李凱斌
• Other Authors: Yi-Chuan Lu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77521845957527404934

碩士 === 元智大學 === 資訊管理學系 === 99 === Internet technology has been changed the data transmit mode in recent years, not only made the Internet advertising model available but also present diverse situation. Today, the keyword advertising model has been widely accepted and used. According to the latest research shows that Google''s search accounted is already shared 60% in the U.S. and Google''s keyword advertising revenues accounted for most of Google''s revenue. Therefore, Google''s keyword advertising is still the main priority for advertisers. The advantage of Keyword ads is it’s targeted and focused which can be based on product features, developed for specific customer preferences, advertising proposals, to achieve the target customers. In this study, the industrial computer manufacturers are the research object, who included a small amount of the industrial computer industry diverse, customized products features. This is the key to Google keyword ads to reach the maximum effectiveness of advertising and marketing. This study focuses on the effectiveness after industrial computer manufacturers using Google AdWords ads, and using eight performance indicators to evaluate the performance of Google keyword Ads. We are trying to do the actual analysis of the data summarized and recommendations. The study found that Google keyword Ads can bring new visitors, but it can’t raise the advertisement performance if we put more advertising budget. The advertising key word setting is the important key to impact of the advertisements. Therefore, the use of the Keyword tool companies need to train professionals in this area, learn how to adjust ad set to play the maximum effectiveness of keyword advertising to get the maximum performance.