The comparative analysis of the efficiency of the digital marketing activities

Search engine advertising is one of the important part of the internet advertising business. Because it helps to improve the target group quality and brand awareness. With the world's biggest search engine Google's advertising platform Adwords, companies web sites are shown at the top of the searches. By doing that, companies get an opportunity to show their products and services to wider populaces. Therefore most companies are increasing the competition by turning their heads towards search engine advertising. Also because the companies budgets are short, it effects to make the most effective advertising. There must be an optimization for the right managing of the budgets. Optimization is one of the keystones for search engine advertising. This study includes information for search engine advertising. Also advertised, one of the most successful in search engine advertising sector, Google Adwords. For practice, there has been prepared search networks and shopping offers one of the companies which sells online books by using Google Adwords. One year data has been studied carefully and results and findings evaluated and has been made suggestions for the increase the effectivity for the next study. The reason of this study is to make comparative analysis for search engine advertising types between search networks and shopping offers. As the result of this study has shown the shopping offers is more efficient then the search network. With shopping offers can reach the right populaces with lower cost and have high rotation.