Development of methodology and tools for the optimal allocation of the advertising budget through the Google Adwords system

Student: Golota Evgenii

Supervisor: Yulia Taratuhina

Educational Programme: Electronic Business (Master)

Year of Graduation: 2017

In this research work will describe the technology of Internet advertising, contextual advertising, and contextual advertising in the Google AdWords system, will describe the main indicators of the effectiveness of advertising campaigns, describe and research about existing solutions and methodologies for optimizing advertising campaigns in the Google AdWords system, Their advantages and disadvantages are revealed. It will describe how to create new methodology for optimizing the advertising budget for the Google AdWords system, describe a mathematical model that allows you to describe the advertising campaigns introduced in the Google AdWords system with the least error for further modeling. A tool is described that is based on the created methodology and allows to optimize most effectively advertising campaigns in the Google AdWords system, will give the main conclusions on this topic.

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