Effectiveness of Online Marketing Based Search Engine Advertisements: A Study on Google and Bing in Chennai

Abstract

This study analyse the effectiveness of online marketing through search engine advertisements on Google and Bing among consumers in Chennai. With the fast growth of digital marketing, companies are increasingly relying on search engine ads to reach potential customers. Using a combination of quantitative and qualitative methods, the study analyses data from various campaigns run on both platforms, alongside consumer interviews and surveys. The results of this study indicate significant differences in user demographics, ad engagement, and conversion effectiveness between Google and Bing (Xing & Lin, 2006). Google ads determine a broader reach and higher engagement rates, whereas Bing ads show higher conversion rates among the audience. The findings provide valuable information for marketers seeking to optimize the search engine advertising strategies in Chennai also it contributes to the growing knowledge on digital marketing effectiveness and offers recommendations for companies aiming to enhance their online advertising efforts.