Today's techniques have opened up new opportunities of market a company. One
of the main developments has been within Internet and the alternatives it
brings. More and more people around the world get access to computers and
Internet, which makes it a place easier to be reached. As people spend more
time in front of their computers it also becomes an obvious place for
information gathering and purchasing. This, we believe is of high importance
when companies tries to achieve market shares. To have ones company
available on the Internet is almost necessary in order to give the
customers as much information as possible about products. To increase the
chances that the customers will find a company's homepage becomes therefore
important. One way to succeed in doing this is to have the company shown on
search engines, where many people often search for their products that they
are interested in.
The purpose with this essay is to gain more understanding and knowledge
about how this could be done successfully, as well as to see how this could
affect small and medium sized companies. One method we found was Google
AdWords, which is leading in the world when it comes to search engine
marketing, or pay per click marketing. Pay per click means that the
searchers who click on an ad at Google's web site will be a specific cost
for the company that have placed the ad on Google. To reach our purpose we
formulated two research questions that would underline our essay. Data was
collected through interviews and information-gathering oncerning e-
marketing, Google, AdWords and different theories that could be suitable
for the study. By that time it there was no specific theories about pay per
click marketing to be find.
Examples of findings from this essay are that pay per click marketing still
can be considered quite new, and that smaller companies do not use it as
frequently as we thought. However, we found that the companies who did us...
