Investigation of search engine advertisements with data mining techniques: The case of e-commercial site

Changing living conditions and widespread use of the internet have increased the need for e commerce. Accessing the products and services without going to the stores and making comparisons between them can be counted as the advantages of e commerce. Internet advertising is of great importance in the orientation of consumers to products and services. Businesses benefit from internet advertising in order to present their products and services to customers in a short way and on a large scale, without time space limitations. This study was created by using data mining methods in order to determine the positive effects of Google Ads on order performance. The business in the sample of study has been doing e commerce since 2014 and has been using internet advertising since 2019. The order and advertisement data of the enterprise were examined by considering the advertisement metrics affecting the orders, thus the effects of advertisements on the orders were tried to be determined. Regression, correlation and cluster ing analysis methods of data mining were used to evaluate the relationships between the data. As a result of this study, it was determined that internet advertisements affect product sales positively, and order conversions increase when advertising activities increase. Businesses can improve their advertising performance by analyzing the variables that affect advertising performance with data mining methods.