Nowadays, some of the most popular forms of e-marketing are activities in search engines. Pay Per Click is a type of advertisement in the form of a banner or a link with the description, recommendation or opinion of the client - displayed in search engines. The main advantages are the payment model based only on effects - clicks in advertisement. The aim of this publication is an attempt to design an model for AdWords advertising campaign. In order to achieve this goal, an analysis of selected campaigns was carried out. Taking into account all elements affecting the effectiveness of the AdWords campaign, particular stages of design should include such determinants as: selection of keywords, design of add descriptions with extensions, implementation of excluded keywords, determination of a schedule and geolocation, optimization and design of websites and continuous optimization of campaign parameters. Proposed model of AdWords campaign depends on two groups of factors. The first one is strictly connected with the campaign's parameters, while the second one is related to the features of the promoted product and the company itself.

The food industry is characterized by a constant increase in value. The purpose of this study is to identify the most popular marketing forms used by the analyzed enterprises, which were food producers selling online among the local community and identification of the correlation of the analyzed variables with the age of companies. The survey was carried out with the use of the CATI (Computer Assisted Telephone Interviewing) method, and the research tool was a questionnaire. The Chi-square statistics was used to examine the dependencies of individual variables and V-Cramer coefficient was used to identify the strength of the correlation. The obtained results and their analysis enable to conclude that there is a strong relation between the number of encountered problems in conducting online sales and the period of the company’s existence. The relationship (with a moderate strength) between sources of marketing inspirations used in e-stores and the company’s age was also confirmed. Furthermore, it was noticed that the number of marketing tools increases with the period of the company’s existence. Sales promotion, social media marketing and website positioning were indicated among the most popular tools.

Wydawnictwo Naukowe Uniwersytetu Szczecińskiego