undergraduate thesis
Advertising on Search Engines: Pay-per-click (PPC)

Mihael Ilić (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleOglašavanje na tražilicama: plaćanje po kliku (PPC)
AuthorMihael Ilić
Mentor(s)Vanja Bevanda (thesis advisor)
Abstract
Pored niza kanala za promociju proizvoda ili usluge, postalo je teško izabrati onog koji će najbolje vratiti uloženo, a uz to dobro predstaviti proizvod ili uslugu. Uz tradicionalne kanale za oglašavanje kao što su radio, televizijsko i tiskovno oglašavanje, u posljednjih desetak godina u potpunom je procvatu Internet oglašavanje, koje nudi razne segmente oglašavanja, a najveća prednost je praćenje učinkovitosti. Prikazati oglašavanje na Internetu na različitim tražilicama bio je cilj ovog rada. Obradom najpoznatije svjetske tražilice Google, uvidom o tražilice Bing i Yahoo te pregledom i manje poznatijih Yandex i Baidu, omogućena je kompletna predođba oglašavanja na različitim razinama i u različitim sustavima. Razumijeti funkcioniranje tražilica i oglašavanja na njima najbitnije je kako bi se proizvod koji se planira oglašavati, mogao u potpunosti i kvalitetno promovirati. Plaćanje po kliku je najjednostavniji, ali i najučinkovitiji oblik internet oglašavanja na kojem funkcioniraju sve tražilice, ali i neki drugi servisi poput Facebooka, Twitera i sličnih. Odabirom odgovarajućeg oblika oglašavanja, CPC, CPI ili CPA, oglašivač može znatno poboljšati svoju prodaju. Usporedba oglašavanja, specifičnosti i simulacija oglašavanja na nekim od tražilica, te evaluacija rezultata, segmenti su koje je ovaj rad definirao i objasnio. Internet oglašavanje će u budućnosti biti bitna stavka u proračunu svake tvrtke. Razvojem modernih tehnologija, društvenih mreža i raznih uređaja koji dopuštaju svakodnevnu upotrebu Interneta i sličnih tehnologija, primorat će i najtradicionalnije poduzetnike na korištenje ovakvih vrsta oglašavanja i promocije.
Keywordsadvertising search engines pay per click (PPC)
Parallel title (English)Advertising on Search Engines: Pay-per-click (PPC)
Committee MembersDanijela Rabar (committee chairperson)
Vanja Bevanda (committee member)
Goran Matošević (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Business Informatics
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Study specializationBusiness Informatics
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-26
Parallel abstract (English)
Between a number of channels for promotion of one's product or service, it has become difficult to choose the best in terms of return on investment, withal rendering a well-presented product or service. In addition to traditional advertising channels such as radio, television and press advertising, over the last ten years Internet advertising has made a boom. It offers various segments of advertising, with tracking efficiency being its biggest advantage. The goal of this paper was to present Internet advertising on various search engines. By comparing the world's most popular search engine Google with Bing and Yahoo as well as reviewing the less known Yandex and Baidu, this paper put across the overall idea of advertising on different levels and in different systems. In order for a product to be fully and well promoted, it is essential to understand how these search engines work and how they can be used for advertising. Pay per click is the easiest and most effective form of online advertising, used not only by all search engines, but also by services such as Facebook, Twitter, etc. By choosing the appropriate form of advertising, CPC, CPI, or CPA, the advertiser can significantly improve their sales. The comparison of advertising, specific qualities and simulation of advertising on some of the search engines along with the evaluation of the results, are some of the segments this paper has defined and explained. In the future, Internet advertising will be an important item in each company's budget. With the development of modern technologies, social networks and various devices that allow everyday use of the Internet and related technologies, even the most traditional entrepreneurs will be forced to use these types of advertising and promotion.
Parallel keywords (Croatian)oglašavanje tražilice plaćanje po kliku (PPC)
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:880454
CommitterTihana Gerić