DIGITAL ADVERTISING MANAGEMENT-EFFICIENCY AND PROFITABILITY COMPARISON OF GOOGLE ADWORDS AND BING ADS CAMPAIGNS IN THE INDUSTRY OF TOURISM

Abstract

In recent years, managing digital marketing campaigns has become crucial to enable the growth of business. This paper emphasis the efficiency and profitability of digital marketing campaigns in tourism industry through Google AdWords and Bing Ads services. Google AdWords is nowadays the biggest advertising serach engine platform, however, Bing Ads is showing a huge potential on search enginge advertising market. Marketing experts use different strategies to attract the right customers with the lowest costs, and with the necessary knowledge in managing the ratios of profitability and efficiency of these campaigns. The analysis of the campaigns will show the comparison of this two services providers, which is essential in making and managing the campaigns, especially for SME.