Google Ads Search Engine Marketing. Starter's Guide for Companies.
Junttila, Aatu (2022)
Lataukset:
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205169528
https://urn.fi/URN:NBN:fi:amk-202205169528
Tiivistelmä
In the 21st century, digital marketing has become one of the most important ways for companies to promote their products and services. The largest digital marketing provider measured by digital ad expenditure in 2021 was Google, which highlights the importance of the Google Ads digital advertising ecosystem. The ability of companies generating more leads was identified as the top marketing priority of 2021 and it is also one of the key goals of the client company of the thesis. Hence, this thesis focuses on the concepts of inbound marketing and leads combined with Google Ads as the marketing platform.
The thesis process was divided into two parts. The first step was to investigate the concepts of digital marketing, inbound marketing and leads, and Google Ads search engine marketing. The second step was to create a Google Ads search engine marketing guide for companies. The study applied a research-based development method as a guideline in the preparation of the guide.
Information was collected, analyzed, and structured with a literature review, interviews, and the industry experience of the author to provide the reader with an easy-to-understand study. The process resulted in an extensive study that was then used as a basis for the product guide.
The guide was approved by the client company Talentree Ltd. It will be taken into use as a lead magnet, once translated into Finnish, in spring 2022. Its purpose is to entice potential clients to exchange their contact information for access to the guide. This contact information will then be used to sell products and services of the client company to the leads generated with the help of the guide.
The thesis process was divided into two parts. The first step was to investigate the concepts of digital marketing, inbound marketing and leads, and Google Ads search engine marketing. The second step was to create a Google Ads search engine marketing guide for companies. The study applied a research-based development method as a guideline in the preparation of the guide.
Information was collected, analyzed, and structured with a literature review, interviews, and the industry experience of the author to provide the reader with an easy-to-understand study. The process resulted in an extensive study that was then used as a basis for the product guide.
The guide was approved by the client company Talentree Ltd. It will be taken into use as a lead magnet, once translated into Finnish, in spring 2022. Its purpose is to entice potential clients to exchange their contact information for access to the guide. This contact information will then be used to sell products and services of the client company to the leads generated with the help of the guide.