Pregledni rad
COMPLEMENTARY ANALYSIS OF GOOGLE TOOLS FOR DIGITAL ADVERTISING
Antonija Ražov
; Odjel za ekonomiju, Sveučilište u Zadru, Splitska 1, 23000 Zadar, Hrvatska
Ante Panjkota
; Odjel za informacijske znanosti, Sveučilište u Zadru, Ul. dr. F. Tuđmana 24i, 23000 Zadar, Hrvatska
Aleksandra Krajnović
orcid.org/0000-0003-0553-2690
; Odjel za ekonomiju, Sveučilište u Zadru, Splitska 1, 23000 Zadar, Hrvatska
Sažetak
The expansion of digital marketing has conditioned the development of tools used in digital advertising for the purpose of insight into consumer behavior, whereby Google's tools stand out in particular. Research of advantages and disadvantages and complementarity of individual digital advertising of tools is an extremely important activity of marketing management, in order to adequately create a media plan and optimize the marketing budget. This research paper analyzes the specific characteristics and complementarities of Google tools used for digital advertising - Google Ads, Search Engine Optimization (SEO) and Google Analytics. The analysis is aimed to determine the conditions and models of using a combination of Google tools in digital advertising through a comparative analysis and determining the complementarity of those three Google tools. Based on the research carried out, the authors of the article provide guidelines on the circumstances in which it is suitable to use Google tools individually, and in which it is most effective the option of using a combination of these tools. As the most recommended optimal combinations, the authors recommend the following: the use of Google Ads as an advertising method, the use of SEO services offered by external companies, and the use of Google Analytics tools to collect and process analytical data about website users. So, there is a possibility of using both individual and complementary use of Google Ads, SEO and Google Analytics tools in order to improve marketing efficiency. This analysis brings useful practical implications for the improvement of digital marketing strategy in small and mediumsized enterprises as well as large companies, and as a scientific contribution of the paper, the contribution to the theory related to the knowledge of the characteristics of Google's advertising tools in the context of consumer behavior and the theory of the Zero Moment of Truth (ZMOT) stands out.
Ključne riječi
digital advertising; Google Ads; Search Engine Optimization (SEO); Google Analytics; ZMOT; multichannel strategy
Hrčak ID:
295880
URI
Datum izdavanja:
17.3.2023.
Posjeta: 1.278 *