Analysis of the Influence Keywords’ Type on the Effectiveness of the Advertising Campaign Using the Example of B2motor.ru Online Store

This work is devoted to the study and testing of various types of keywords in contextual advertising. The work is aimed at the auto parts industry, however, the described results can be applied to other areas of the economy. Graduation work is divided into three chapters. The first chapter discusses the features of setting up contextual advertising in general, types of payment, and definitions of keywords. The focus is on the study of the Google Ads advertising service, which carried out the practical part of the work. The second chapter presents analytical and forecast data on the contextual advertising market in Russia, its capabilities and the pace of development. In the third chapter, a test advertising campaign is carried out, divided into 4 types of keywords - by brand, car model, type of spare part and general keywords on the online store. Also, the influence of the frequency of keywords on the effectiveness of advertising has been studied. The practical significance of this work lies in the fact that the recommendations made and the test results can be used by other auto parts companies to promote online stores.