E-marketing is a fast-developing field of marketing, with new tools constantly emerging in the market. The opportunities within e-marketing provide businesses with a chance to advertise to audiences ...worldwide without the high costs associated with above-the-line advertising. Many e-marketing tools are available to facilitate marketing and one such tool is Google AdWords. AdWords as it is commonly known is a paid-for search-engine marketing tool offered by Google, the dominant search engine worldwide. Google AdWords allows businesses to bid on keywords that are related to the product or service offering. The top bidder’s advertisement is then displayed at the top of the results page when a chosen keyword is searched for in a search engine. A research study was conducted in 2016 with the aim to ascertain star-graded overnight accommodation establishments’ attitude towards and intention to use search engine marketing specifically Google AdWords as e-marketing tool. A self-administered web-based survey was conducted to collect data and 278 fully completed and usable responses were received. The study revealed that a minority of respondents are making use of Google AdWords. The respondents who are using AdWords regard AdWords as useful and are above average satisfied with the outcomes of using AdWords. It is clear from the results that Google AdWords is not perceived as an e-marketing tool that decreases marketing expenditure for accommodation.
Search Engine Marketing (SEM) agencies manage thousands of search keywords for their clients. The campaign management dashboards provided by advertisement brokers have interfaces to change search ...campaign attributes. Using these dashboards, advertisers create test variants for various bid choices, keyword ideas, and advertisement text options. Later on, they conduct controlled experiments for selecting the best performing variants. Given a large keyword portfolio and many variants to consider, campaign management can easily become a burden on even experienced advertisers. In order to target users in need of a particular service, advertisers have to determine the purchase intents or information needs of target users. Once the target intents are determined, advertisers can target those users with relevant search keywords. In order to formulate information needs and to scale campaign management with increasing number of keywords, we propose a framework called Topic Machine, where we learn the latent topics hidden in the available search terms reports. Our hypothesis is that these topics correspond to the set of information needs that best match-make a given client with users. In our experiments, Topic Machine outperformed its closest competitor by 41 percent on predicting total user subscriptions.
In search engine marketing, such as on Google, advertisements' ranking and prices paid per click result from generalized, second-price, sealed bid auctions that weight the submitted bids for each ...keyword by the quality of an advertisement. Conventional wisdom suggests that advertisers can only benefit from improving their advertisement's quality. With an empirical study, this article shows that quality improvements have complex effects whose returns are actually unclear: 5% of all quality improvements to an advertisement lead to higher prices (measured by price per click) per keyword, 100% to a higher number of clicks, 53% to higher costs for search engine marketing, and 37% to lower profits. Quality improvements lead to higher weighted bids, which only lower prices if they do not improve the ranking of the advertisement. Otherwise, better ranks likely lead to higher prices. A decomposition method can disentangle these effects and explain their effects on search engine marketing costs and profits. Finally, the results indicate that advertisers benefit if they lower their bids after improvements to advertising quality.
► We calculate the return on ad quality improvements in search engine marketing. ► Our empirical analysis indicates that improvements to advertising quality can even lower profit. ► The reason is that ad quality improvements only lead to lower prices if the ad keeps its rank. ► Advertisers benefit if they lower their bids after improvements in their advertising quality.
The paper deals with the characterization and comparison of selected tools of performance-based internet marketing. These are search engine optimization (SEO), AdWords and Sklik advertising and ...Facebook social network advertising. Research compares individual marketing channels in terms of their cost and visit quality. The cost is expressed by the average cost of the website’s visit to from the particular source. Quality is then determined by a set of subscripts that measure user behavior on the web. For the overall comparison, the overall visit quality indicator was also defined. The comparison is made on data of 74 websites of various industries for the years 2014 - 2016. Research has shown statistically significant differences of the cost per visit between the analysed channels, on the contrary, the observed differences in the conversion rate have not proved as statistically significant. In conclusion, the article provides recommendations for using these tools with a focus on small and medium-sized businesses.
The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages ...are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media.
Many advertisers hire agencies to run their search engine marketing campaigns; increasingly, they use innovative performance-based compensation plans. In these plans, the advertiser pays the agency a ...fee for each conversion (i.e., acquired customer) but requires the agency to pay all of the search engine marketing costs. In this article, the authors address compensation decision problems for search engine marketing for the first time and conclude that such fee-based plans lower the advertiser's profit by as much as 26–30%. This article uses a simulation study and four empirical data sets to better understand what drives this profit loss. Two causes account for the loss: first, the agency spends less on advertising than is optimal for the advertiser. Second, the agency often earns more to manage the advertiser's campaign than its minimum requirement. This higher profit for the agency occurs because the advertiser pays the agency more in order to limit the agency's potential underspending on advertising. The authors show that this latter reason accounts for more than one-third of the advertiser's profit loss. This article also offers insights into how the advertiser's profit changes if the advertiser is uncertain about its profit per conversion or if the advertiser does not truthfully reveal its profit per conversion to the agency.
► How to best compensate agencies for running search engine marketing campaigns? ► Fee-based plans lower advertisers’ profit by as much as 26–30%. ► First reason: agencies do not spend enough on advertising. ► Second reason: agencies often earn more than they minimally require. ► Results hold even if advertisers were uncertain/unwilling to reveal their profit.
Digital marketing in hotel industry Javed Parvez, Shaik; M. Moyeenudin, H; Arun, S ...
International journal of engineering & technology (Dubai),
2018, Letnik:
7, Številka:
2.21
Journal Article
Digital marketing is the promotion of products or brands through online. In recent days the demand of digital marketing in hotels has become increasingly high with Social Media Marketing (SMM) which ...works with social networking sites and Search Engine Optimization (SEO) making the website to appear in search results with advertisement on Google and online magazines by search engine marketing (SEM), video marketing through you tube and websites are types of digital marketing. Searching hotels through online by computers and mobile with the hotel websites is the new trend of digital marketing and it makes the possibilities to enhance the local search on hotels by giving required content, User profiles, managing citations and in search results. The aim is to study the role of digital marketing in hotel industry. This article is also focused to identify which type of digital marketing will work best with hotel industry.
In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 ...million daily records from a key word advertising campaign of a major U.S. retailer. The campaign spanned nearly four years, involved approximately $8 million in advertising cost, and generated more than $23 million in sales. We categorize key phrases and advertisements as either brand focused or non-brand focused. Using analysis of variance in a 2 × 2 design, we analyze use of branded terms on the critical key word advertising metrics of number of clicks, cost per click, sales revenue generated, number of orders, number of items ordered, and return on advertising cost, as well as number of impressions triggered by these key phrases. Therefore, we investigate a significant spectrum of user actions and consumer behaviors in a sponsored search campaign. Our findings show that there is a significant advantage to matching branding terms in key phrases and advertisements relative to any other combination of key phrase or advertisement for all the metrics examined. A combination of a branded phrase and a branded advertisement generated 15 times more sales revenue than any other combination of phrase and advertisement. Therefore, a focus by key word advertisers on branded terms for search engine ads could be quite beneficial for both the effectiveness and efficiency of key word advertising. The implication for online advertising and key word search in the e-commerce domain, especially for large retailers, is that brand mentions in both key phrase and advertisements correlate with higher conversions.
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