COMPARISON OF ADVERTISING ON GOOGLE AND FACEBOOK

Internet pomeni na področju trženja nov tip interaktivnega oglaševanja, ki poleg oglaševanja ponuja še dvostransko komunikacijo. Oglaševanje na svetovnem spletu je v zadnjih nekaj letih najhitreje rastoči trend v oglaševanju nasploh in ima za oglaševalce veliko prednosti v primerjavi z uporabo ostalih medijskih kanalov. Namen oglaševanja na internetu je v tem, da oglaševalec pritegne čim več obiskovalcev na svojo spletno stran, kjer ponudi informacije o podjetju in njegovih izdelkih oz. storitvah, posledično pa uporabnika poskuša spodbuditi k nakupu. Podjetja vedno več pozornosti in sredstev namenijo iskalnemu marketingu, ki je oglaševanje na spletnih iskalnikih in spletnemu socialnemu marketingu, ki predstavlja oglaševanje na socialnih omrežjih, saj je dandanes za podjetja skoraj nujno, da svoje izdelke oz. storitve ponudijo na internetu. Trenutno je Google AdWords vodilni predstavnik oglaševanja na spletnih iskalnikih, namenjen je vsem, ki želijo ustvariti oglase in jih prikazovati na spletnih iskalnikih, kakršen je Google. Pomembno je poudariti, da AdWords zahteva nekaj predznanja in je primeren za profesionalno rabo, neizkušenim oglaševalcem lahko predstavlja prezapleten proces. Uporabniki, ki se začenjajo srečevati s spletnim oglaševanjem, lahko začnejo z oglaševanjem na socialnem omrežju Facebooku, ki je poleg tega, da je preprosto, lahko tudi brezplačno. Dobro oglaševanje je za podjetje ključnega pomena, zato je pomembno, da se nekje pojavljamo, predstavljamo podjetje in izdelke oz. storitve, obveščamo o novostih in akcijah ter ohranjamo stik z obstoječimi in morebitnimi odjemalci. Diplomska naloga temelji na primerjavi oglaševanja s pomočjo programa AdWords in oglaševanja na socialnem omrežju Facebook. Vodi nas skozi postopek izdelave oglasa pri obeh modelih, v zaključnem delu pa poskušamo prikazati prednosti in slabosti posamezne oblike oglaševanja.In marketing internet offers a new way of interactive advertisement, which along advertisement offers a two-way communication. Online advertising is in the past few years the fastest growing trend in advertisement and has a huge advantage compared to other media for advertisers. Purpose of online advertisement is to attract as much visitors as possible on the website, where we have information about company, their product and services and consequently trying to encourage the user towards purchase. Companies are devoting more attention and resources to advertisement on search engines such as Google and social networks as it became almost a necessity to advertise your services and products online. At the moment Google AdWords has a leading role in advertisement on search engines. It\u27s intended for all who wish to advertise their services on a search engine such as Google. It is important to point out that use of Google AdWords demands some prior knowledge. Google AdWords is ideal for proffesional and can be a complicated process for inexperienced advertisers. Users that are new to online advertisement can start with advertisement on social network such as Facebook which is fairly easy to use and can even be free in some cases. Good advertising campaign is a key to a company\u27s success, so it is important to advertise your products, services and to inform users about discounts, campaigns and thus staying in contact with our current and potential costumers. This study is based on comparison between advertising on Google AdWords and social network Facebook. It leads us through the process of creating an ad on both platforms and it tries to show advantages and disadvantages of each form of advertising