Recommended Keyword Match Types for Bing Ads’ Campaigns on Mobile Device in France. Case: Company X
Ho, An (2018)
Ho, An
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052510386
https://urn.fi/URN:NBN:fi:amk-2018052510386
Tiivistelmä
This Bachelor’s thesis is a project-based study conducted for Company X, an internet media company specialized in data management. The thesis examines the effect of a keyword element on the success of search engine advertising campaigns. The cam-paigns were run for Website Y, a domain of Company X’s client. The overall purpose of the study is to test the performance of keyword match type of advertising campaigns on a specific search engine. The final objective is to select the most suitable keyword match types for Bing Ads’ campaigns of Website Y in French market and on mobile de-vice. It is decided based on the need of both parties.
The thesis consists of a theoretical framework and a project management method which is divided into two chapters. The theory section contains information about search en-gine advertising, especially on Bing Ads platform with recent statistics. The primary part of this chapter is characteristics of keyword in search engine advertising and the intro-duction of keyword match type which is an unfamiliar term for readers. A list of common metrics with their definitions used to assess the performance of campaigns is also pre-sented.
The project management chapters are written according to the order of project tasks. First, two face-to-face interviews were carried out between the author and Company X representative. Second, campaigns were implemented and monitored on Bing Ads plat-form for a time span of 42 days. Next, data were collected using daily reports of Bing Ads and the author’s report. The last step was to present data using Excel graphics tools.
As the results of the project, the author concluded that not all keyword match types should be used for the campaigns of Website Y. Some of them failed to deliver positive profit despite having advantageous traits over the others. The comparison between theo-ry and real performance data highlights the importance of frequent assessment and tests on different options of search engine advertising elements to decide which ones work best for a project.
Based on the conclusions, recommendation on the most suitable keyword match types was given to Company X. The results of this study can help the company maximize profitability of the campaigns and be applied to their other projects with proper adjust-ments. In the last chapter, process and outcome of the project are evaluated from the author’s perspective and commissioning company feedback. The thesis reinforces the knowledge of search engine advertising and provides essential skills for the author in working life.
The thesis consists of a theoretical framework and a project management method which is divided into two chapters. The theory section contains information about search en-gine advertising, especially on Bing Ads platform with recent statistics. The primary part of this chapter is characteristics of keyword in search engine advertising and the intro-duction of keyword match type which is an unfamiliar term for readers. A list of common metrics with their definitions used to assess the performance of campaigns is also pre-sented.
The project management chapters are written according to the order of project tasks. First, two face-to-face interviews were carried out between the author and Company X representative. Second, campaigns were implemented and monitored on Bing Ads plat-form for a time span of 42 days. Next, data were collected using daily reports of Bing Ads and the author’s report. The last step was to present data using Excel graphics tools.
As the results of the project, the author concluded that not all keyword match types should be used for the campaigns of Website Y. Some of them failed to deliver positive profit despite having advantageous traits over the others. The comparison between theo-ry and real performance data highlights the importance of frequent assessment and tests on different options of search engine advertising elements to decide which ones work best for a project.
Based on the conclusions, recommendation on the most suitable keyword match types was given to Company X. The results of this study can help the company maximize profitability of the campaigns and be applied to their other projects with proper adjust-ments. In the last chapter, process and outcome of the project are evaluated from the author’s perspective and commissioning company feedback. The thesis reinforces the knowledge of search engine advertising and provides essential skills for the author in working life.