A research on the effectiveness of search engine advertising: A Google Adwords implementation

Internet advertising is differantiated besides traditional advertising channels with its versitale structurure and various types which satisfies the changing needs of different businessess. The most important charecteristics of internet differantiate it from other mediums are being interactive, pesonalized and measurable that provides more advantages to businesses. Since it provides some advantages to local businesses such as increasing the brand awareness and website traffic and also reaching large mass audiences, search engines are favored tools to access to information from internet in recent years search engine advertising has become the most prefered type of internet advertising. The purpose of this study is measuring the effectiveness of search engine advertising on local businesses by creating a keyword advertising campaign with Google Adwords. In this study history and types of internet advertising summarized also search engine marketing techniques are explained. Furthermore, Google Adwords which is the most successful search engine advertising platform is presented. To provide an example of assesment of search engine advertising a special keyword advertising campaign is created for a local business. One month results of keyword advertising campaign are examined and suggestions for increasing the effectiveness of next study of keyword advertising on local businesses are provided. This study results show that keyword advertising increases the web site traffic of a local business. Keywords: internet advertising, search engine advertising, keyword advertising, search engine marketing, Google Adwords