Paid Traffic - Pay per click advertising in Swedish companies

摘要

According to Kotler online marketing is the fastest growing form of direct marketing. Ithas gotten increasingly important for companies to have a strategic plan forcommunicating with the public online. Statistics show that the yearly ad spend online isincreasing at a rapid pace showing us that companies have understood the importance ofappearing on the search engines and being available in appropriate environments.The purpose of this study was to investigate how Swedish companies use pay per clickadvertising. This was achieved by sending out a digital survey to Swedish companieswho were bidding on various keywords in March 2012.The results show that there are many areas where Swedish companies can improve howthey are working with pay per click. Some of them include keywords research, use ofcustom landing pages and implementing tracking.