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[{"key": "dc.contributor.advisor", "value": "Halttunen, Veikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Liisanantti, Tuomas", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-06-01T08:27:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-06-01T08:27:44Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/58272", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Hakusanamainontaa toteuttavien mainostajien tyypillisen\u00e4 pyrkimyksen\u00e4 on onnistua tuottamaan kustannustehokkaasti mainoksia, jotka aktivoituvat mainostajan t\u00e4rkeimmiksi valitsemilla avainsanoilla, sijoittuvat hakutulossivulla mahdollisimman korkealle, ja ovat mahdollisimman vetovoimaisia. Yhten\u00e4 t\u00e4rkeimmist\u00e4 hakusanamainoksen vetovoimaa kuvaavista mittareista pidet\u00e4\u00e4n klikkausprosentiksi (CTR) kutsuttua mainosn\u00e4ytt\u00f6jen ja mainokseen kohdistuneiden klikkausten v\u00e4list\u00e4 suhdelukua. Mainoksen toteutuneen klikkausprosentin vaikutus mainoksen hakutulossivulle sijoittumiseen on merkitt\u00e4v\u00e4. Vastaavasti, ylimm\u00e4s hakutulossivulla sijoittuvia mainoksia klikataan tyypillisesti eniten. T\u00e4ll\u00e4 mekanismilla klikkausprosentti ja sijoitus hakutulossivulla muodostavat osittain itse\u00e4\u00e4n vahvistavan tai heikent\u00e4v\u00e4n keh\u00e4n. Niin klikkausprosenttiin kuin hakutulossivulle sijoittumiseen on toistensa lis\u00e4ksi vaikuttamassa my\u00f6s joukko muita tekij\u00f6it\u00e4, kuten avainsanojen vastaavuus ja hakutyypit, mainostekstin ominaisuudet ja vaikuttavuus, sek\u00e4 mainostajan br\u00e4ndin tunnettuus ja uskottavuus. T\u00e4m\u00e4 kandidaatin tutkielma on katsaus hakusanamainontaan liittyv\u00e4\u00e4n markkinointikirjallisuuteen, jossa pyrit\u00e4\u00e4n tunnistamaan ja kokoamaan yhteen kaikki tunnetut hakusanamainosten klikkausprosentteihin vaikuttavat tekij\u00e4t, sek\u00e4 analysoimaan niiden v\u00e4lisi\u00e4 suhteita ja mainostajan vaikutusmahdollisuuksia. Koska Google on Suomessa markkinaosuudeltaan selke\u00e4sti hallitsevin hakukone, on tutkimus rajattu koskettamaan ainoastaan Googlen hakukonetta, Google AdWords -mainoshuutokauppaj\u00e4rjestelm\u00e4\u00e4, sek\u00e4 sen tuottamia tuloksia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "A typical aspiration for search engine advertisers is to cost-effectively produce appealing search engine advertisements which activate on the chosen keywords, and position themselves to the top of the search engine result page (SERP). One of the most significant indicators of search engine advertisement\u2019s appeal is the so-called clickthrough rate (CTR) \u2013 the ratio of ad views and clicks. Advertisement\u2019s clickthrough rate is a major influencer to the advertisements ranking on the search engine result page (AdRank) and correspondingly the highest ranked advertisements tend to be clicked the most. This leads to a partially self-amplifying or a self-weakening feedback loop. In addition to this, both the clickthrough rate and the ranking are affected by a number of other factors such as keyword selection and match types, ad text, and the advertiser\u2019s brand. This study is a review of current marketing literature, exploring and analyzing factors effecting search engine advertising and their interconnected relationships and significance in effecting an ad\u2019s clickthrough rate. Due to Google\u2019s dominant market share in the Finnish market, the study is restricted to concern only the Google search engine, Google AdWords advertising system, and its results.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-06-01T08:27:44Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-06-01T08:27:44Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "33", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "hakusanamainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "pay-per-click mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Google AdWords", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Klikkaa t\u00e4st\u00e4: Klikkausprosenttiin vaikuttavat tekij\u00e4t hakusanamainonnassa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201806012976", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkomainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukonemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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