DEVELOPING AUTONOMOUS SMART SYSTEMS BASED ON DIGITAL MARKETING DATA VIA INNOVATIVE BUSINESS INTELLIGENCE APPLICATIONS: A GOOGLE ADS APPLICATION

Abstract

Google Ads is an online marketing platform that enables companies to present their_x000D_ websites to users within predetermined targets (keywords, demographics, area of interests)_x000D_ and daily budgets. Advertisers pay cost-per-click in order to draw potential customers_x000D_ to their websites. Users who make search at search engine click to sponsored search_x000D_ results via Ads advertisements and they are directed to advertiser’s websites. Lack of_x000D_ effective management of Ads accounts causes a failure in reaching the target audience and_x000D_ inefficient advertisement expenditures. Thus, accurate optimization of digital marketing_x000D_ data of companies’ websites is needed. Due to high rate of increase in customer demands_x000D_ to digital marketing agencies and number of customers, it is very important for digital_x000D_ marketing agencies to decrease amount of manual operations and; increase employee_x000D_ efficiency and added value in account optimization. Therefore, an autonomous system_x000D_ was developed for analysis of digital marketing data that accumulated with user accounts_x000D_ who want to advertise and sell their products and services to potential customers. With the_x000D_ aim of performance follow-up and optimization, controls of Daily Budget and Bidding_x000D_ adjustments, Keyword and Negative Keyword Conflicts, and Advertisement, Keyword_x000D_ and URL link breakdowns were made with the help of software coded in JavaScript_x000D_ programming language, which provides automation rules.Google Ads is an online marketing platform that enables companies to present their websites to users within predetermined targets (keywords, demographics, area of interests) and daily budgets. Advertisers pay cost-per-click in order to draw potential customers to their websites. Users who make search at search engine click to sponsored search results via Ads advertisements and they are directed to advertiser’s websites. Lack of effective management of Ads accounts causes a failure in reaching the target audience and inefficient advertisement expenditures. Thus, accurate optimization of digital marketing data of companies’ websites is needed. Due to high rate of increase in customer demands to digital marketing agencies and number of customers, it is very important for digital marketing agencies to decrease amount of manual operations and; increase employee efficiency and added value in account optimization. Therefore, an autonomous system was developed for analysis of digital marketing data that accumulated with user accounts who want to advertise and sell their products and services to potential customers. With the aim of performance follow-up and optimization, controls of Daily Budget and Bidding adjustments, Keyword and Negative Keyword Conflicts, and Advertisement, Keyword and URL link breakdowns were made with the help of software coded in JavaScript programming language, which provides automation rules