GOOGLE ANALYTICS AS A SUPPORT TO GOOGLE ADWORDS IN THE INTERNET MARKETING – MOBILE VS. DESKTOP

Ukoliko poslovni subjekti ne ulažu u marketing, može se reći kako i ne postoje na tržištu. Važnost marketinga proizlazi iz upravljanja i isticanja u turbulentom okruženju i neizvjesnoj okolini, naime, poslovni subjekti se moraju istaknuti među konkurencijom. Navedeno isticanje poslovnih subjekata, odnosno privlačenje i zadržavanje potencijalnih kupaca, još je izraženije u online okruženju. Postoje bezbrojne mogućnosti oglašavanja, to jest privlačenja potencijalnih kupaca, putem interneta. U ovom radu će se prikazati značaj Google oglašavanja, odnosno korištenje Google Adwords alata uz pomoć i analizu oglašavanja u Google Analytics alatu. Ispravno ulaganje u Google Adwords oglašavanje neupitno donosi rezultate, s obzirom na velik i kontinuirano rastući broj svakodnevnih Google pretraga od strane potencijalnih kupaca. Kako bi se značajno unaprijedili i detaljnije proučili rezultati Google Adwords oglašvanja, potrebno je koristiti Google Analytics. Google Analytics putem brojnih izvještaja pruža vrijedne podatke, kako o ponašanju i karakteristikama posjetitelja, tako i o konverzijama i putu do istih. Provedeno istraživanje u ovome radu potvrdilo je važnost i svrhu povezivanja navedenih Google alata, kao korak pri boljem i kvalitetnijem poslovanju.If the business entities do not invest in marketing, it can be said that they do not exist on the market. Therefore, marketing is of great importance because managing and being visible in the business environment is turbulent and unpredictable, which is why the business entities have to stand out from the competition. The emphasis on business entities, i.e. the attracting and keeping the potential buyers is even more prominent in the online environment. There are numerous ways of advertising or attracting the potential buyers via Internet. This paper presents the significance of Google advertising, that is the use of advertising in Google Adwords with the help of the analysis in Google Analytics. Smart investing in Google Adwords advertising undoubtedly shows results, especially if it is taken into account that there is a growing number of buyers who search Google daily. In order to significantly improve the results of Google Adwords advertising, as well as study the results in more detail, it is necessary to use Google Analytics tool. Google Analytics provides valuable results which are shown in numerous reports. The reports show the behaviour and the characteristics of visitors, as well as the conversion path. The research presented in this paper confirms the importance and the purpose of connecting the abovementioned Google tools, which is a step towards quality business