Sistema de links patrocinados: Google adwords

Abstract

This work’s objective is to develop a study about Google AdWords, a new system that uses searches made in Google, as well as navigation data from each user, to provide a directed digital advertise, offering the user exactly what he is looking for at the moment of his search. The problematic proposed to this work was: what are the possibilities of Google AdWords system as a communicational strategy? The general objective of this research was to identify the possibilities of Google AdWords system as a communicational strategy. The specific objectives was defined: (a) describe the Strategies of Acting from Google AdWords; and (b) identify which strategy fits better the studied case. The more information we have about the available tools on the internet, the better the advantage we can take of this media, that’s been only advancing in the advertising market. For this we made a campaign to a real client, and an analysis on the tools that the system offers. The research was sustained by the Fundamented Theory and the book “Google AdWords: a arte da gurra”, Monteiro (2008), a manual of development to Google Adwords campaigns. During the study, we analyzed and applied the Strategy of Acting proposed by the author that better fits the client objectives, to verify the behavior of the campaign through a case study. We notice, thorough the analysis, the increase on the visits in the fanpage from Facebook and in the sales of the offered product. We conclude that the campaign made using the Strategy of Acting “direct attacks where you are stronger”, proposed by Monteiro (2008), had an positive result, with high conversion index.