Understanding Google Ads Metrics for SME

Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital marketing professionals, as it presents important clues on measuring the effectiveness of Google Ads campaigns.

Search Engine Marketing to Attract International Digital Traffic

This chapter discusses search engine marketing (SEM) techniques that companies should implement in order to stimulate digital traffic. Those techniques include the attraction of organic traffic by search engine optimization (SEO) as well as search engine advertising (SEA). The authors used SEM techniques to a specific case of a company with the purpose of attracting international traffic and develop external marketing. The research discusses the effectiveness of SEM techniques in the case developed through an experimental method. New insights emerged from the experiment and are presented with contributions for international managers who want to de develop international digital traffic.

PENERAPAN MODEL UTAUT UNTUK MEMAHAMI NIAT MENGGUNAKAN SEARCH ENGINE ADVERTISING PADA PELAKU UMKM PROVINSI BALI

The purpose of this study was to examine the effect of performance expectancy, effort expectancy and social factor on intention to use search engine advertising. This research was conducted on UMKM in Bali province. Questionnaires became a means of collecting data in this study. The study sample was 75 respondents. The data processing technique in this study is Multiple Linier Regression (MLR). Based on the results of data processing it is known that performance expectancy has a significant positive effect on intention to use search engine advertising. Effort expectancy has no influence on intention to use search engine advertising. Social factor has a significant positive effect on intention to use search engine advertising. Keywords: performance expectancy, effort expectancy and social factor.

Search Engine Advertising Perceived Effectiveness

Search engine advertising (SEA), in which businesses (or advertisers) bid on keywords and pay search engine providers (e.g. Google) to get a secure place on the first page of search results, is a prominent source of revenue for search engine companies, and an effective method for businesses to promote their visibility on the Web. SEA is a complex and dynamic form of advertising and managing it effectively is still a challenge for many businesses, particularly smaller businesses. Building upon resource-based theory, this study has developed a context-specific model for understanding advertisers' competency factors that influence SEA effectiveness. Using structural equation modelling and survey data collected from 142 businesses, this research has found that SEA effectiveness is influenced by organizations' ability to manage keywords and bids, ability to analyse and monitor outcomes, advertising expertise, commitment to SEA task, and the use of external experts. Moderating relationships between the factors have been examined, and the implications of the findings for both academics and practitioners have been discussed.

User Perception Affects Search Engine Advertising Avoidance: Moderating Role of User Characteristics

Researchers have examined avoidance of traditional media advertising (e.g., television advertising) and general Internet advertising (e.g., banner advertising), but less attention has been paid to search engine advertising (SEA) avoidance, particularly in the Chinese context. Therefore, I analyzed the effects of 3 components of user perception of SEA (perceived goal impediment, perceived advertising clutter, and prior negative experience) and 2 components of user characteristics (monthly income and advertising location awareness) on SEA avoidance in a sample of 348 working professionals who use Chinese search engines. Results showed that user perception had a significantly positive impact on SEA avoidance, monthly income attenuated the positive impact of perceived advertising clutter but intensified the positive impact of prior negative experience on SEA avoidance, and advertising location awareness enhanced the positive impact of perceived advertising clutter on SEA avoidance. Implications of the findings for effective advertising on search engines are discussed.