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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Evgenii Golota
Development of methodology and tools for the optimal allocation of the advertising budget through the Google Adwords system
Electronic Business
(Master’s programme)
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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