PERSONALISED ADVERTISING USING THE GOOGLE ADS PLATFORM : Final paper

Svrha ovog završnog rada je istražiti i prezentirati mogućnosti Google Ads platforme i personaliziranog oglašavanja koje navedena platforma nudi. U izradi završnog rada korištene su induktivne, deskriptivne, komparativne i povijesne metode te metode sinteze i kompilacije. Predmet istraživanja rada je personalizirano oglašavanje pomoću Google Ads platforme. Google Ads je Googleova platforma za oglašavanje na prikazivačkoj i pretraživačkoj mreži. Ova platforma nudi mnoštvo savjeta koji pomažu oglašivačima prije samog početka oglašavanja i tijekom postavljanja kampanje. Google Ads je omogućio oglašivačima da se približe svojim ciljanim skupinama. Kroz rad je istraženo kako se postavlja kampanja te koje mogućnosti Google Ads nudi oglašivačima. Platforma je jednostavna i intuitivna čak i za početnike u području marketinga. Za potrebe izrade završnog rada napravljena je internetska stranica „Organizator vjenčanja I do“ te je za istu kreiran oglas. Provedeno istraživanje pokazalo je da je Google Ads, s ciljem povećanja broja korisnika olakšao upotrebu uz niz savjeta koji oglašivače usmjeravaju kako bi kreirali oglase koji postižu zadovoljavajuće rezultate.This final paper aims to investigate and present the possibilities of the Google Ads platform and personalized advertising offered by the platform. In preparing the final paper, inductive, descriptive, comparative, and historical methods, as well as synthesis and compilation methods, were used. The subject of research is personalized advertising using the Google Ads platform. Google Ads is Google's display and search advertising platform. This platform offers many tips to help advertisers before they start advertising, as well as during campaign setup. Google Ads has enabled advertisers to get closer to their target groups. This paper presents different campaign types and possibilities Google Ads offers to advertisers. The platform is simple and intuitive for even beginners in the field of marketing. For the demonstrational purpose of the final paper, the "Wedding Organizer I Do" website and an advertisement were created. The research showed that with a series of tips guiding advertisers to create ads, Google Ads makes it easier to achieve satisfactory results