<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

Google Ads Campaigns in Promotional Activities of Theaters

Faculty of Management and Production Engineering

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Google Ads Campaigns in Promotional Activities of Theaters"}

Although the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are...

Google Ads Campaigns in Promotional Activities of Theaters

Publié en ligne: 08 oct. 2020

Pages: 73 - 86

DOI: https://doi.org/10.2478/minib-2020-0023

Mots clés
Search Engine Marketing, SEM, Google Ads, Google AdWords, SEO

© 2020 Grzegorz Szymański, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Google Ads Campaigns in Promotional Activities of Theaters

Publié en ligne: 08 oct. 2020

Pages: 73 - 86

DOI: https://doi.org/10.2478/minib-2020-0023

Mots clésSearch Engine Marketing, SEM, Google Ads, Google AdWords, SEO

© 2020 Grzegorz Szymański, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
Search Engine Marketing, SEM, Google Ads, Google AdWords, SEO