Utilizing pay-per-click search engine marketing for an SME’s B2B marketing mix
Röyskö, Miika (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060622157
https://urn.fi/URN:NBN:fi:amk-2023060622157
Tiivistelmä
This thesis was commissioned by Company X to analyse the company’s current Google ads campaigns and gain insight into what the data entails. The company’s historical and current data was analysed and fluctuations in the data were linked to certain changes in the advertising.
The objective was to discover what were the main causes to the fluctuations in data and what are the best practices for utilizing Google ads pay-per-click search engine marketing from the perspective of a SME company doing B2B marketing. This was achieved by creating a timeline of known events that could affect data and then diving deeper into what could be causing the changes by referring to relevant literature.
The main finding of the thesis was that advertisers (especially ones with niche offerings, specific target audiences and low conversion numbers) should proceed with caution when enabling Google’s recommendations or enabling auto-apply recommendations. Another major discovery was how the case company had been getting a huge part of their clicks from the Google display ads extension that was accidentally enabled at the start of the campaigns and resulted in very low-quality clicks from very irrelevant ad placements on websites.
These discoveries help the case company avoid certain pitfalls in the further development of their Google ad campaigns and creates a description of what needs to be considered in order to create campaigns that avoid irrelevant traffic and optimize campaign budgets.
The objective was to discover what were the main causes to the fluctuations in data and what are the best practices for utilizing Google ads pay-per-click search engine marketing from the perspective of a SME company doing B2B marketing. This was achieved by creating a timeline of known events that could affect data and then diving deeper into what could be causing the changes by referring to relevant literature.
The main finding of the thesis was that advertisers (especially ones with niche offerings, specific target audiences and low conversion numbers) should proceed with caution when enabling Google’s recommendations or enabling auto-apply recommendations. Another major discovery was how the case company had been getting a huge part of their clicks from the Google display ads extension that was accidentally enabled at the start of the campaigns and resulted in very low-quality clicks from very irrelevant ad placements on websites.
These discoveries help the case company avoid certain pitfalls in the further development of their Google ad campaigns and creates a description of what needs to be considered in order to create campaigns that avoid irrelevant traffic and optimize campaign budgets.