Abstract:

At present, it is already necessary for universities to present themselves and offer their study programs in the Internet environment, as traditional offline advertising is in decline. There are many ways to present a university on the Internet. Online advertising is an effective form of marketing communication that universities can increase their information potential and attract new students. One type of online advertising is Pay-Per-Click (PPC) advertising, a form of paid search on the Internet. With the help of PPC, it is possible to reach a more significant number of users, with the appropriate targeting and content-interesting advertisements, while achieving the goals that universities have defined.

When we consider the importance of internet marketing and online advertising, this article aims to design and set up PPC advertising to promote study programs at the Department of Communications, the University of Žilina. The draft of PPC advertising (text and image version) was tested and optimized using the A / B testing method. Testing was performed on the created draft of PPC ads using eye tracking technology on high school students' target group. The new PPC ad was implemented in the Google Ads environment, which is currently the most widely used platform for creating and managing PPC ads. The conclusions of the article present and compare the KPI statistics of existing and newly created PPC advertising.

Keywords:

Online advertising, study program promotion, PPC, UX testing.