Google Ads Campaigns in Promotional Activities of Theaters

Szymański Grzegorz ()
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Szymański Grzegorz: Lodz University of Technology, Faculty of Management and Production Engineering, Piotrkowska Street 266, 90-924Lodz, Poland

Marketing of Scientific and Research Organizations, 2020, vol. 37, issue 3, 73-86

Abstract: Although the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be said that definitely theaters do not use PPC as an advertising tool. Among the popular keywords only 5 theaters were identified using this form, which represents less than 3% of all the theaters in Poland. The reasons for low popularity are the high costs and the lack of advertising due to the relatively large number of contemporary theater customers.

Keywords: Search Engine Marketing; SEM; Google Ads; Google AdWords; SEO (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:37:y:2020:i:3:p:73-86:n:5

DOI: 10.2478/minib-2020-0023

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