U specijalističkom završnom radu ističe se važnost internetskog oglašavanja. Broj internetskih korisnika u stalnom je rastu. Korisnici putem interneta mogu istraživati, uspoređivati, dijeliti mišljenje te kupovati, što predstavlja posebnu priliku za tvrtke koje svoje proizvode ili usluge mogu ponuditi na mreži. U radu se stavlja naglasak na platformu Google AdWords te njegovu važnost u online oglašavanju. Također se opisuju različiti popularni oblici online oglašavanja. Definiraju se pojmovi poput pretraživačkog marketinga te optimizacije sadržaja za web-tražilice. U radu je obrađeno istraživanje pomoću dva anketna upitnika na temelju kojih se doznaju stavovi potrošača o internetskom oglašavanju, kupnji putem interneta i njegovoj isplativosti te poznavanje platforme Google AdWords.

This specialists thesis emphasises the importance of internet advertising. The number of internet users is constantly increasing. Users can search, make comparisons, share opinions, and shop over the internet, which creates a unique opportunity for companies to offer their products and services online. The thesis emphasises the usage of Google AdWords, and its significance in online advertising. In addition, the thesis gives descriptions of different popular types of online advertising. Crucial terms, such as search engine marketing and search engine optimization, are defined in the thesis. The paper contains research analyses based on two questionnaires which provided information on customer attitudes towards internet advertising and shopping via the internet, and its cost effectiveness, as well as their knowledge of the Google AdWords tool.