Google Ads as a means of achieving competitive advantage

Abstract

This thesis mainly focuses on Google Ads from the perspective of creating a digital marketing campaign. The study is conducted on a real-life case of a small company entering a market, and trying to get leverage over its rivals. During the second chapter, many insights into the market itself would be presented such as an Industry overview, target market, market research, and competitors. Later on, the work’s focus will shift to Google Ads, its notions, types of strategies, and factors that affect the results of a digital marketing campaign. Based on data from the previous chapters a step-by-step campaign creation process will be presented, and then its results will be analyzed based on the data from the previous five months. At the end of the thesis, the overall results of the project will be brought up as well as conclusions and contributions