IDEAS home Printed from https://ideas.repec.org/a/ddj/fserec/y2019p401-406.html
   My bibliography  Save this article

A Model for Analyzing the Efficiency of SEO and Adwords Campaigns in the Romanian and American Online Media

Author

Listed:
  • Irina Olimpia Susanu

    (Dunarea de Jos University of Galati, Romania)

  • Daniela Damian

    (Dunarea de Jos University of Galati, Romania)

  • Constantin Avram

    (Dunarea de Jos University of Galati, Romania)

  • Robert Rusu

    (Dunarea de Jos University of Galati, Romania)

Abstract

Focusing and investing in SEO and AdWords campaigns is the secret weapon underlying the acquisition of supremacy on a scene of a tacit war on the market. Thus, if the presence in the online environment was not important in the past, it has now become crucial. The purpose of this paper is to identify the link between the campaign budget, its period, the position of the main competitors and the elements used so that the results are optimal regardless of the type of organization or its geographical area. In this sense, an analysis model has been developed that highlights the link between these elements and the obtained performance. The methodology used focused on monitoring and quantifying the performance of SEO and AdWords campaigns for two US and one Romanian websites, and the quantification of performance was done using Balanced ScoreCard.

Suggested Citation

  • Irina Olimpia Susanu & Daniela Damian & Constantin Avram & Robert Rusu, 2019. "A Model for Analyzing the Efficiency of SEO and Adwords Campaigns in the Romanian and American Online Media," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 401-406.
    • Handle: RePEc:ddj:fserec:y:2019:p:401-406
    DOI: 10.35219/rce2067053246
    as

    Download full text from publisher

    File URL: http://www.rce.feaa.ugal.ro/images/stories/RCE2019/Susanu_Damian_Avram_Rusu.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.35219/rce2067053246?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ron Berman & Zsolt Katona, 2013. "The Role of Search Engine Optimization in Search Marketing," Marketing Science, INFORMS, vol. 32(4), pages 644-651, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Oana PRICOPOAIA & Adrian MICU & Irina Olimpiua SUSANU, 2022. "The Implications of Digital Marketing on Business Performance," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 5-16.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.
    2. Fei Long & Kinshuk Jerath & Miklos Sarvary, 2022. "Designing an Online Retail Marketplace: Leveraging Information from Sponsored Advertising," Marketing Science, INFORMS, vol. 41(1), pages 115-138, January.
    3. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    4. Raluca M. Ursu, 2018. "The Power of Rankings: Quantifying the Effect of Rankings on Online Consumer Search and Purchase Decisions," Marketing Science, INFORMS, vol. 37(4), pages 530-552, August.
    5. W. Jason Choi & Amin Sayedi, 2019. "Learning in Online Advertising," Marketing Science, INFORMS, vol. 38(4), pages 584-608, July.
    6. Lijia Ma & Xingchen Xu & Yong Tan, 2024. "Crafting Knowledge: Exploring the Creative Mechanisms of Chat-Based Search Engines," Papers 2402.19421, arXiv.org.
    7. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
    8. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 2020. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1367-1392, December.
    9. Margarida V. B. Santos & Isabel Mota & Pedro Campos, 2023. "Analysis of online position auctions for search engine marketing," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 409-425, September.
    10. Martin Reisenbichler & Thomas Reutterer & David A. Schweidel & Daniel Dan, 2022. "Frontiers: Supporting Content Marketing with Natural Language Generation," Marketing Science, INFORMS, vol. 41(3), pages 441-452, May.
    11. Patrick Winter & Paul Alpar, 2020. "Effects of search engine advertising on user clicks, conversions, and basket choice," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 837-862, December.
    12. Ologunebi, John & Taiwo, Ebenezer, 2023. "The Importance of SEO and SEM in improving brand visibility in E-commerce industry; A study of Decathlon, Amazon and ASOS," MPRA Paper 119205, University Library of Munich, Germany.
    13. Ravneet Singh Bhandari & Sanjeev Bansal, 2019. "An Analysis Between Search Engine Optimization Versus Social Media Marketing Affecting Individual Marketer’s Decision--Making Behavior," Jindal Journal of Business Research, , vol. 8(1), pages 78-91, June.
    14. Gebhardt, Marcel & Gebhardt, Linda, 2019. "Datenbasierte Ansätze der Lead-Generierung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(5), pages 76-82.
    15. Peter Landry, 2021. "Keywords, limited consideration, and organic product listings," Quantitative Marketing and Economics (QME), Springer, vol. 19(3), pages 505-566, December.
    16. Chen, Yiwen & Chen, Li & Smith, Robert, 2022. "Linking passion to performance in the social commerce community: The role of collaborative information exchange," Journal of Business Venturing Insights, Elsevier, vol. 18(C).
    17. Goldberg, Mitchell & Schär, Fabian, 2023. "Metaverse governance: An empirical analysis of voting within Decentralized Autonomous Organizations," Journal of Business Research, Elsevier, vol. 160(C).
    18. Karol Król & Dariusz Zdonek, 2023. "Cultural Heritage Topics in Online Queries: A Comparison between English- and Polish-Speaking Internet Users," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    19. Ravneet Singh Bhandari & Ajay Bansal, 2018. "Impact of Search Engine Optimization as a Marketing Tool," Jindal Journal of Business Research, , vol. 7(1), pages 23-36, June.
    20. Aswani, Reema & Kar, Arpan Kumar & Ilavarasan, P. Vigneswara & Dwivedi, Yogesh K., 2018. "Search engine marketing is not all gold: Insights from Twitter and SEOClerks," International Journal of Information Management, Elsevier, vol. 38(1), pages 107-116.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ddj:fserec:y:2019:p:401-406. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gianina Mihai (email available below). General contact details of provider: https://edirc.repec.org/data/fegalro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.