Estrategia de marketing para posicionamiento SEM de una empresa de productos tecnológicos

This research analyzes the implementation of Ads campaigns on social media and Google Ads as a strategy to improve the digital positioning of a technology products company. Deficiencies were identified in audience segmentation, poor campaign optimization, and a lower-than-expected return on investment (ROI). To address these issues, a strategy was designed based on remarketing, advanced segmentation, and Smart Bidding automation, allowing for better ad investment optimization and maximizing potential customer conversion. The study included an analysis of key metrics such as CTR, CPA, and ROAS, establishing improvements in the structure and management of ads. A/B testing techniques were implemented to evaluate the performance of different ad formats, identifying the most effective ones. The results showed an increase in digital visibility, qualified traffic, and conversion rates, confirming the effectiveness of the applied strategy. It is recommended to maintain a continuous monitoring and optimization process, applying artificial intelligence to enhance ad personalization and adjusting segmentation based on user behavior. With these actions, the company can strengthen its market presence, improve competitiveness, and achieve sustainable growth in its online positioning.

• Autor principal: Jiménez Véliz, Roger Xavier (author)
• Formato: masterThesis
• Idioma: spa
• Publicado em: 2025
• Assuntos: Administración; Internet; Medio social; Marketing
• Acesso em linha: http://repositorio.ulvr.edu.ec/handle/44000/7966