SEARCH ENGINE MARKETING OPTIMIZATION AND ITS IMPACT ON CONSUMER PURCHASING DECISIONS IN THE E-COMMERCE SECTOR
Keywords:
Search Engine Marketing, Purchasing Decisions, E-commerce, Advertising Optimization, Market SegmentationAbstract
This study examines the impact of Search Engine Marketing (SEM) optimization on consumer purchasing decisions in the e-commerce sector. The literature study conducted collected and analyzed various sources that discuss the application of SEM techniques, including the use of keywords, ad optimization, and improving the design and functionality of landing pages in the context of e-commerce. The success of SEM implementation is measured by increasing quality traffic obtained from search engines that are converted into sales. The results of the study indicate that the success of SEM in increasing online visibility leads to increased purchasing decisions. Effective market segmentation and advertising customization based on consumer behavior play a crucial role in achieving optimal results. In addition, site responsiveness optimization has proven significant in adapting to the growing mobile user base. This study suggests that e-commerce needs to proactively adjust their SEM strategies to accommodate changes in consumer behavior and technology trends. Adopting a data-driven approach in developing and implementing SEM campaigns can be significant in achieving maximum results and increasing the effectiveness of advertising spending. In a broader context, these findings support increased resource allocation in SEM optimization as a strategic investment in improving e-commerce performance in a competitive environment. This study contributes to the digital marketing literature by exploring the relationship between search engine optimization techniques and purchasing behavior, as well as providing insights into strategies that can be implemented to maximize ROI in the e-commerce sector.
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