Download or read book Sponsored Ads in Instagram as a Marketplace and the Concept of Social Affiliation Differing Outlook of Contemporary Advertising written by Naim Cetinturk and published by Peter Lang. This book was released on 2019-01-01 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a broad concept and has an ever-shifting nature. The practice fields of advertising vary largely and today's consumers make it necessary for the corporations to take the essential precautions. Against the current conjunctures in technology, economy and politics, advertising is one of the key concepts that the corporations focus on.

Download or read book Do Instagram and Facebook Ads Like a Boss written by Aleksandr Litavsky and published by Independently Published. This book was released on 2019-06-21 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: Facebook has 2.32 billion users, Instagram has 1 billion users. In total, the Internet has 4.38 billion users. Do you want to get customers from these social media for cheap? Read on! With Facebook and Instagram advertising you can reach specific people, based on their interests, behavior, geographical position, and demographical characteristics. These options provides you with the possibility toof showing your ads to those people who you really need it. However, you need to know how to do it efficiently. Otherwise, you may lose your money! This book will provide you with the ultimate guide on creating ads within Facebook and Instagram. - What is the key to success in Facebook Advertising? - How to correctly setup an ad account? - What are the 4 key steps to create advertisement in Facebook Ads Manager? - How to setup Instagram Ads? - How to monitor an ads' performance effectively? - How to avoid common mistakes? And all this you get for the price of a cup of coffee. So, scroll to the top of the page and click the "BUY NOW" button! And you can still get this Kindle book for free since it is enrolled in Kindle Matchbook program. The book will be available for free when you purchase the paperback version from Amazon.com.

Download or read book The Power of Advertising Sponsorships and Affiliate Marketing written by Sunil Kumar Saini and published by Sunil Kumar Saini. This book was released on 2023-04-27 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Power of Advertising, Sponsorships, and Affiliate Marketing" is a book that delves into the world of marketing and how businesses can effectively use advertising, sponsorships, and affiliate marketing to increase their reach and revenue. The book covers various aspects of advertising such as understanding consumer behavior, creating effective ad campaigns, and measuring the effectiveness of ads. It also explores how sponsorships can help businesses reach their target audience and build brand awareness, while also discussing the benefits and challenges of affiliate marketing. The book provides practical insights and strategies that businesses can use to create successful marketing campaigns, increase customer engagement, and drive sales. It is a valuable resource for entrepreneurs, marketers, and anyone interested in learning more about the power of advertising, sponsorships, and affiliate marketing.

Download or read book Social Media Marketing on Instagram Exploration of Strategic Perspectives written by Lisa Jessen and published by GRIN Verlag. This book was released on 2018-06-20 with total page 71 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Potsdam, language: English, abstract: With 800 million users worldwide Instagram is one of the world’s leading social media platforms. The reason for the increasing relevance of Instagram is its mobile, local, social and visual character, which reflects how individuals are currently using social media and will continue to do so in the future. Instagram's combination of emotional visual content, story-telling and interaction with the community also makes it a platform that allows brands to differentiate themselves from others - to become unique in what are often very saturated markets. While Instagram is a new application and previous research focuses mainly on long established social media platforms such as Facebook, this thesis aims to explore the various strategic perspectives of successful social media marketing on Instagram by developing a theoretical frame work and presenting the practical strategies of three very different organisations in a multiple-case study design. The framework and the case studies prove that the five identified social media dimensions - content marketing, engagement marketing, influencer marketing, hashtags and Instagram advertising - are applied in practice but are adapted very individual on each organisation, its goals and its target group.

Download or read book Instagram Marketing Advertising written by Roberts Ronald and published by . This book was released on 2019-12-16 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you looking to boost your brand visibility and gain new clients for your business? Would you like to build an excellent presence on Instagram? Are you interested in becoming a thought leader in your industry? If you're ready to learn all the essential tricks of the Instagram trade, this is the perfect book to take you through the process, step by step. Read on! Instagram has transformed from just another photo app to a huge business hub for countless brands and organizations. Over one billion users have accounts on the growing social network, and at least 60 percent of them log in daily. Therefore, there are bound to be thousands of Instagram users interested in your offerings, if not more. Now, companies and corporations on IG, as the site is fondly nicknamed, can sign up for business accounts. Brands from every industry can adopt the use of Instagram. Whether your brand is related to health, technology, law, security, education, agriculture, tourism or any other field, Instagram is a powerful tool for promoting your products and services and gaining traction. In this comprehensive guide entitled Instagram Marketing Advertising 2019: $10,000/Month Ultimate Guide for Personal Branding, Affiliate Marketing, and Drop-Shipping: Best Tips and Strategies to Skyrocket Your Business with Instagram Ads, Roberts Ronald outlines all the knowledge you need to get you up to speed on using IG to promote your business or personal brand. By the end of this book, you will discover: How to create and optimize your Instagram business profile Tips for creating amazingly effective posts How to choose hashtags that will boost post engagements, build your brand and connect with your target audience Ways to measure your performance using IG analytics How to run a successful Instagram ad campaigns with photo ads, video ads, story ads, canvas story ads and carousels Tips and tricks to increase your followers How to design a top-notch Instagram contest Ways to use Instagram for building a personal brand How to build passive income through affiliate marketing and drop-shipping on IG And much more! Instagram is the new television. Instagram marketing is a potent tool being used by more and more individuals to effectively gain the attention of their potential clients and customers and advertise their products and services. Even if you've never used Instagram before, the tools and strategies presented in this easy-to-read guide will teach you everything you need to know to get started. Check out this book to learn all there is about how to use Instagram ads to enhance your brand's reputation and increase revenue.

Download or read book The New Advertising written by Valerie K. Jones and published by Bloomsbury Publishing USA. This book was released on 2016-09-19 with total page 845 pages. Available in PDF, EPUB and Kindle. Book excerpt: The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring.

Download or read book Social Media Marketing Instagram Marketing written by Mark Hollister and published by . This book was released on 2019-05-23 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media Marketing: Secrets and Hacks Top Influencers Use to Grow Their Personal Brand and Business Using Facebook Advertising, Instagram and YouTube. ☆★☆ WARNING: Do Not Read This Book If You Hate Money ☆★☆ Facebook is the most popular and effective social media to advertise a product or a business. It has more than 1.8 billion active users, and several ad formats. In this era people spend a tremendous amount of time on their phone and if you learn to target the right audience Facebook Advertising will help you sell almost anything. This book covers the latest strategies that are working on Facebook right now. Instagram is one of the most effective social media to advertise a product or a business. IT has more than 800 million users. In this era people spend a tremendous amount of time on their phone and if you learn to target the right audience Instagram Marketing will help you sell almost anything. YouTube has changed our world-from how we view video to how we connect and market-opening a new entrepreneurial landscape to ambitious individuals. Thousands of people generate six to seven figures annually from online video content. And, with the right roadmap, you too could be en route to real influence and income. What makes this book different? Here are some of the things you can take away from the book FACEBOOK- More than 10 incredible Facebook features including one that allow you to interact with potential customers without sending them a private message! How to leverage the Facebook Ads Manager to create highly profitable Facebook Ads. while keeping ad costs extremely low. How to set up a highly converting sales funnel YOUTUBE- How the YouTube algorithm works in 2019 Proper use of titles, descriptions, and thumbnails How to engage with your comments The top techniques for making quality content on YouTube Instagram Marketing This book should be a book on advanced Instagram strategies to grow an audience and to monetize the followers. This book should contain up-to-date information on what's working and what's not. Also, include secrets form successful and big brands and influencers. Include plenty of handy examples and mini case studies of brands and influencers that have built an enviable social media presence. The reason why you should advertise on Instagram Building a Strong Instagram Profile Instagram Content Growing your Fan Base Converting Followers into Clients Via Instagram Sales Funnel Road to 10k Followers a Month Personal marketing has never been more important, and your personal brand should communicate the best you have to offer. Personal branding benefits your business by: Establishing credibility and through leadership Growing your network Helping you market yourself Attracting new opportunities Increasing sales So, don't delay it any longer. Take this opportunity and get this book now. You will be amazed by the skills you quickly attain! Furthermore, because this book is enrolled in Kindle Matchbook Program, the kindle edition of this book will be available to you for free when you purchase the paperback version from Amazon.com Grab your copy today! Scroll up and click the "Buy Now" button

Download or read book Instagram Advertising written by Priti Gangwar and published by . This book was released on 2017-05-30 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: ARE You Ready to Create an Effective Advertising Campaign for YOUR Business? Want to take advantage of the most active social media platform of 2017? Are you seeking a new way to promote your business and engage new customers? If so, "INSTAGRAM ADVERTISING" by (Priti gangwar) is THE book for you! Learn how to master the essential tool for promoting modern businesses online with a step by step guide to dominate advertising on Instagram With Instagram being identified as having the most active user base of any social media platform, you can guarantee that your advertisement will not only be seen by millions of people but also experience interaction unseen with any other advertising mediumMore businesses than ever before have taken to lnstagram to engage their customers and create further brand awareness up to 70% of Major Brands Have a Presence on Instagram in 2017! . What Separates This Book From The Rest? This book is dedicate to helping small business owners learn the basics of creating their first advertising campaign on Instagram and have a continued presence to invest in the future of their social media marketing You Will Learn The Following: HOW INSTAGRAM IS USED TO CREATE ADVERTISEMENTS HOW INSTAGRAM HAS GROWN OVER THE PAST FEW YEARS TO BECOME A MARKETING POWERHOUSE WHY YOUR BUSINESS NEEDS TO BE ON INSTAGRAM TODAY CONSIDERATIONS BEFORE YOU GET STARTED THE TERMINOLOGY USED WHEN CREATING YOUR FIRST AD STEP BY STEP OF CREATING YOUR FIRST AD HOW TO OPTIMIZE YOUR AD DURING THE CAMPAIGN CASE STUDIES OF THE MOST SUCCESSFUL CAMPAIGNS HELPFUL TIPS ON HOW TO GROW YOUR INSTAGRAM ACCOUNT MISTAKES TO AVOID THROUGHOUT YOUR CAMPAIGN And much more! So don't delay it any longer. Take this opportunity and invest in this guide now. You will be amazed by how Instagram Advertising can transform your business Download This Guide Now! See you inside!

Download or read book User Perception of Targeted Ads in Online Social Networks written by Timo Beck and published by GRIN Verlag. This book was released on 2011-03 with total page 117 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of St Andrews (School of Management), language: English, abstract: Owing to the phenomenal growth of online social networks and the resulting interest of marketers in this new medium, this thesis investigates user perception of targeted advertisements on Facebook, the world's largest and fastest growing social network. Based on a critical literature review, results of previous research studies, and expert interviews with social media practitioners, the author develops a conceptual framework consisting of seven factors that are theorised to impact on how users perceive personalised ads in a social network environment. This framework is partially verified on an empirical basis by means of an online survey among 97 Facebook users. The results provide novel and useful insights into user perception of targeted ads on Facebook that could be used as guidelines for practitioners and as a starting point for further studies.

Download or read book Instagram Marketing Advertising written by Robert Grow and published by . This book was released on 2020-10-16 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: At first, some people get into Instagram to socialize and for fun. Anyway, it is a better way to share some of your personal photos and perhaps show off! In addition, Instagram can be used for an effective and fruitful marketing strategy. Most of the people on Instagram are unaware that you can make their business more visible. However, this becomes better when you have clearly identified your niche. Most of the prevalent niches are fashion, health, and fitness, travel and tourism and beauty. It should not be an issue if your business does not fall under any of these niches. Start by evaluating the most appropriate niche for your business which makes you unique. There is an Instagram niche for everyone, whether you are a succulent grower, food blogger, nature lover, or a travel marketer. You just need to find your niche and stick to it. Doing this may not be easy; take time deliberating the best choice. It also requires accuracy and patience. For effective Instagram marketing: You must be sure that the content you share through Instagram will reflect the values that you represent as a brand. Being genuine can help you resonate well with your target audience. You should be flexible without compromising your business goals. Even though the strategies and tactics described in this book are proven effective, you must still be open to experimenting to see which can really bring results. You should always be mindful of your Instagram activities. While you can outsource the job, it is still your responsibility to make sure that your posts are beneficial to your brand and your activities can bring results. Be on top of your online activities as it can make or break your business. This guide will focus on the following: Why use Instagram? How Instagram works; the different functionalities How to make a great Instagram account How to make money from Instagram page Why content needs to be effective Building a personal brand in 2019 How to do lead magnet on Instagram like a pro Creating an effective marketing strategy Why Instagram for social marketing Best apps to use to market your brand on Instagram Building value and setting up your account for success Common mistakes to avoid when marketing on Instagram The best tips for growing your Instagram business account... AND MORE!

Download or read book Instagram Marketing written by Chase Barlow and published by . This book was released on 2020-05-10 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want to discover why some people fail with Instagram marketing while others see massive success, and you'd like to join the latter group, then keep reading... Are you sick and tired of marketing efforts that bring about zero results? Have you tried endless other ways to grow your personal brand or small business, but nothing seems to work long-term? Do you finally want to say goodbye to wasted money and discover something that works for you? If so, then you've come to the right place. You see, Instagram marketing doesn't have to be difficult. Even if you've spent hours going through videos and websites and still feel lost, the reality is, it's easier than you think. Here's just a tiny fraction of what you'll discover: The Instagram changes you need to know to stay one step ahead Why you're missing out by not having a proper Instagram presence and the 6 best ways to use stories to build your brand How to use hashtags to your advantage (the right way) Creating consistent content (that converts) How to sell your products on Instagram How Instagram advertising is different from other platforms and what to do to run ads effectively The little-known secrets to leveraging other users with a massive fan following to skyrocket your own success on Instagram The future of influencer marketing so you can always be ahead of the curve And much, much more! Take a second to imagine how you'll feel once you finally achieve the results you're looking for. Even if you're a complete newbie in the Instagram marketing world, you can achieve success with this book. And if you have a burning desire to get started right away to become the next Instagram marketing guru, then scroll up and click "add to cart."

Download or read book The Sponsored Life written by Leslie Savan and published by Temple University Press. This book was released on 1994-11-09 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does a blatant lying in TV commercials—like Joe Isuzu's manic claims—create public trust in a product or a company? How does a company associated with a disaster, Exxon or Du Pont for example, restore its reputation? What is the real story behind the rendering of the now infamous Joe Camel? And what is the deeper meaning of living in an ad, ad, ad world? For a decade, journalist Leslie Savan has been exposing the techniques used by advertisers to push products and pump up corporate images. In the lively essays in this collection, Savan penetrates beneath the slick surfaces of specific ads and marketing campaigns to show how they reflect and shape consumer desires. Savan's interviews with ad agencies and corporate clients—along with her insightful analyses of influential TV sports—reveal how successful advertising works. Ads do more than command attention. They are signposts to the political, cultural, and social trends that infiltrate the individual consumer's psyche. Think of the products associated with corporate mascots—the drum-beating bunny, the cereal-pushing tiger, the doughboy—that have become pop culture icons. Think cool. Think of the clothing manufacturer that uses multiracial imagery. Think progressive. Buy their worldview, buy their product. When virtually every product can be associate with some positive self-image, we are subtly refashioned into the advertiser's concept of a good citizen. Like it or not, we lead "the sponsored life."

Download or read book INSTAGRAM MARKETING ADVERTISING 2020 written by Robert Grow and published by . This book was released on 2020-10-16 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: At first, some people get into Instagram to socialize and for fun. Anyway, it is a better way to share some of your personal photos and perhaps show off! In addition, Instagram can be used for an effective and fruitful marketing strategy. Most of the people on Instagram are unaware that you can make their business more visible. However, this becomes better when you have clearly identified your niche. Most of the prevalent niches are fashion, health, and fitness, travel and tourism and beauty. It should not be an issue if your business does not fall under any of these niches. Start by evaluating the most appropriate niche for your business which makes you unique. There is an Instagram niche for everyone, whether you are a succulent grower, food blogger, nature lover, or a travel marketer. You just need to find your niche and stick to it. Doing this may not be easy; take time deliberating the best choice. It also requires accuracy and patience. For effective Instagram marketing: You must be sure that the content you share through Instagram will reflect the values that you represent as a brand. Being genuine can help you resonate well with your target audience. You should be flexible without compromising your business goals. Even though the strategies and tactics described in this book are proven effective, you must still be open to experimenting to see which can really bring results. You should always be mindful of your Instagram activities. While you can outsource the job, it is still your responsibility to make sure that your posts are beneficial to your brand and your activities can bring results. Be on top of your online activities as it can make or break your business. This guide will focus on the following: Why use Instagram? How Instagram works; the different functionalities How to make a great Instagram account How to make money from Instagram page Why content needs to be effective Building a personal brand in 2019 How to do lead magnet on Instagram like a pro Creating an effective marketing strategy Why Instagram for social marketing Best apps to use to market your brand on Instagram Building value and setting up your account for success Common mistakes to avoid when marketing on Instagram The best tips for growing your Instagram business account... AND MORE!

Download or read book Instagram Marketing written by Mark Gray and published by Independently Published. This book was released on 2019-01-18 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: ★★ Get the Kindle version FREE when purchasing the Paperback! ★★ Win the Instagram Warfare with a Practical Approach Millions of users will be watching your social media profile, and it is important for brands to deliver their messages effectively enough to make an impression, or risk being lost in a flurry of other content. Instagram is a massive social media network with over 300 million users who are active, and this number is only rapidly moving. The advertising potential is there, and the questions is what are marketers going to do about it? This guide contains everything that you need to know, whether you're a beginner advertising on Instagram, or looking to refresh your knowledge to stay relevant on what the latest effective strategies are. This manual is the all-inclusive guidebook that will equip you with all the details that you need to get you started off on the right foot. From what makes a great Instagram post and ad, to how to develop your most effective advertising goals yet, this ultimate Instagram marketing guide has got you covered from start to finish. What This Manual Includes Detailed Approach Since the dawn of social media, the relationship between brands and consumers has completely changed. No longer is a brand an unreachable entity, merely a name that is selling a product or service which is needed. Consumers are expecting a lot more from brands today than ever before, and the pressure to perform is real. A brand is expected to live up to the expectation of being able to communicate visually, be engaging, responsive, entertaining and consistent on the social media scene. Made For Marketers This manual is the essential guidebook that every marketer. Instagram has presented marketers with a very unique, marketing and advertising opportunity. While the prospects are exciting, there are challenges along the way which must be overcome as businesses learn to adopt these new marketing approaches and make them work to their advantage. Practical Strategies Understand and master the basics of marketing, learn how to create and develop the right framework to help you build a successful marketing strategy, and learn how to tell your brand's story in a unique and effective way with Instagram Marketing. Key Topics A detailed introduction to the advertising world of Instagram How to set effective advertising goals How to manage your Instagram ads Best practices to help you maximize your ads' full potential How to use hashtags to your advantage Discover how to combine elements of different Instagram strategies and put them all together for your most effective ad campaign yet Learn Instagram the Smart Way, Get Your Copy Today!

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Facebook Marketing Instagram Marketing Dropshipping E commerce 3 Books in 1 written by Mark J. Cook and published by . This book was released on 2020-11-30 with total page 578 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do you want to learn how to use social media marketing for business using Facebook, how to become an influencer and how to start a Dropshipping business? If yes, then keep reading... For the last few years, you have debated about establishing your company. You've worked in retail for 10 years and watched thousands of people walk out of the clothing store because of the prices. You talked to dozens of customers who stated they would support a second-hand thrift store. In fact, the more you talk about this store, the more excited your customers become as they could afford the prices. "Everyone wants to be able to buy a new shirt or pants," one of your customers tell you. After thinking about this comment and realizing this isn't an option for everyone in your city because of the high prices at the current store, you decide to establish a thrift store in your community. You already have a good sense of your target audience because of your previous experience. But you still take time to conduct thorough research and send out questionnaires. You research the best location for your thrift store, establish your business according to state law, and develop a business plan. After about a year, you are in your new building with a plan to open the doors within a couple of months. You are just missing one main factor and that's your social media advertising. You know Facebook will help grow your business, but you are unsure of the steps in this process. This guide will focus on the following: - Why use Instagram? - How Instagram works; the different functionalities - How to make a great Instagram account - How to make money from Instagram page - Why content needs to be effective - Building a personal brand in 2019 - How to do lead magnet on Instagram like a pro - Creating an effective marketing strategy - Why Instagram for social marketing - Best apps to use to market your brand on Instagram - Building value and setting up your account for success - Common mistakes to avoid when marketing on Instagram The best tips for growing your Instagram business- Top reasons to advertise on Facebook Account set-up Fan pages Ads creation Ads types The Facebook business manager Targeting Budgeting and a/b testing Lookalike audiences The Facebook pixel Instagram advertising overview Funnel marketing on Facebook Analyzing results and optimization Common mistakes and how to avoid them

Download or read book Effectiveness of Online Marketing Campaigns written by Sebastian Klapdor and published by Springer Science & Business Media. This book was released on 2013-02-19 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​Internet advertising has come off age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings: - There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels. - The channel order can influence the conversion probability. - Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.