| Abstract [eng] |
The evolving modern technologies and changing consumer behavior converting virtual space into an important communication channel. The increasing usage of virtual space and the growing number of internet users are lead to a decline in the popularity of traditional media and a growing demand for digital marketing. Changes in the virtual space offer greater opportunities for digital marketing. Today advertising on different Google advertising networks reaches as much as 97% of all internet users in the country. Google Ads allow to reach users in the virtual space through search, video and video networks. Evaluating the growing number of internet users and internet shoppers, it is very important for businesses to reach potential online users and influence their behavior. The object of the paper is the Google Ads impact on consumer behaviour in virtual space. The purpose of this paper is to reveal the impact of Google Ads on the consumer behaviour in virtual space. To accomplish this purpose, four tasks are formulated: 1. To reveal the preconditions, conception and measures of Google Ads; 2. To present Google Ads measures in virtual space and its influence on the behavior of electronic users; 3. Introduce Google Analytics as one of the most popular virtual consumer behavior research tools; 4. To empirically research the impact of Google Ads on consumer behavior in virtual space. Paper methodology, that helped to solve the above tasks, consists of scientific literature analysis, statistical data analysis, questionnaire survey, experiment. Based on the scientific insights into consumer behaviour stages and the impact of Google Ads in them, a conceptual scheme for evaluating the impact of Google Ads on consumer behavior in virtual space was developed and used as a basis for the research. The research was consisted of two parts – a questionnaire survey and an experiment. The research showed that users are more likely to click the search ad with special offers in it, that featuring a keyword that appears in the Google search box, that is displayed in the top positions of Google search results, and mentions a brand. Consumers are more likely to choose display ads that are related to their interests, previous searches, geographic and demographic data, which contains not too small text that is also easy to read, and it is also important for consumers to see a larger banner. Consumers are more likely to watch a video ad when it appears before or during the video they are watching and when the content of the video ad is relevant to the video that they were watching. Based on the insights from the scientific literature and the results of an empirical research, Google Ads guidelines are provided to create effective search, display and video ads, that would make an impact on consumers behaviour. |
