Model of the Effectiveness of Google Adwords Advertising Activities

Nowadays, some of the most popular forms of e-marketing are activities in search engines. Pay Per Click is a type of advertisement in the form of a banner or a link with the description, recommendation or opinion of the client - displayed in search engines. The main advantages are the payment model based only on effects - clicks in advertisement. The aim of this publication is an attempt to design an model for AdWords advertising campaign. In order to achieve this goal, an analysis of selected campaigns was carried out. Taking into account all elements affecting the effectiveness of the AdWords campaign, particular stages of design should include such determinants as: selection of keywords, design of add descriptions with extensions, implementation of excluded keywords, determination of a schedule and geolocation, optimization and design of websites and continuous optimization of campaign parameters. Proposed model of AdWords campaign depends on two groups of factors. The first one is strictly connected with the campaign's parameters, while the second one is related to the features of the promoted product and the company itself.