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Contextual Advertising Effectiveness Evaluation and Analysis(the Case of Online Retailer)

Student: Chesnokova Anastasiia

Supervisor: Natalia Kim

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2020

The purpose of this final qualification work is to optimize the strategy and structure of online store advertising campaigns, basing on the analysis of the effectiveness of contextual advertising campaigns. The object of this research is contextual advertising as a channel for promoting an online store of designer women's shoes made of genuine leather. The subject of this research is the analysis and evaluation of the effectiveness of contextual advertising in an online store. The result of this work is a theoretical and practical proof of the necessity to analyze the effectiveness of contextual advertising campaigns in the systems of Yandex. Direct and Google Ads, where practical proof is a positive trend of changes in the marketing indicators of advertising campaigns, through successful optimization work based on the analysis of performance evaluation and developed recommendations.

Full text (added May 23, 2020)

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