Evaluation of the effectiveness of implementing artificial intelligence in the Google Advertising service

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dc.contributor.authorChukurna, О.
dc.contributor.authorTardaskina, T.
dc.contributor.authorTereshko, Yu. V.
dc.contributor.authorKholostenko, E.
dc.contributor.authorKofman, V.
dc.contributor.authorPankovets, L.
dc.contributor.authorТерешко, Ю. В.
dc.date.accessioned2025-08-28T13:23:43Z
dc.date.issued2024
dc.description.abstractThis paper examines the effectiveness of implementing artificial intelligence (AI) in the Google Ads advertising service. The study analyzes the advantages and disadvantages of AI integration, focusing on attribution models and end-to-end analytics. The findings show that traditional metrics, such as CTR, CPC, and ROI, used to evaluate advertising campaign performance, exhibit significant statistical errors when AI tools are applied, with errors reaching up to 35%, exceeding typical business margins. A comparative analysis in the construction industry highlights discrepancies of 10% to 35% between traditional and AIdriven models. The study concludes that universal AI algorithms often fail to account for industry-specific dynamics, leading to inaccurate evaluations. The practical significance of this research lies in proposing an alternative approach that combines traditional evaluation methods with AI-based tools, offering a more reliable framework for assessing campaign effectiveness.
dc.identifier.citationChukurna О., Tardaskina T., Tereshko Yu. V., Kholostenko E., Kofman V., Pankovets L. Evaluation of the effectiveness of implementing artificial intelligence in the Google Advertising service. Journal of Information Technology Management. 2024. Vol. 16, Issue 4. Р. 79-99. DOI: https://doi.org/10.22059/jitm.2024.99052
dc.identifier.citation Chukurna, О. , Tardaskina, T. , Tereshko, Y. , Kholostenko, E. , Kofman, V. and Pankovets, L. (2024). Evaluation of the effectiveness of implementing artificial intelligence in the Google Advertising service. Journal of Information Technology Management, 16(4), 79-99. doi: 10.22059/jitm.2024.99052
dc.identifier.doihttps://doi.org/10.22059/jitm.2024.99052
dc.identifier.issn2980-7972
dc.identifier.urihttps://dspace.mipolytech.education/handle/mip/2339
dc.language.isoen
dc.publisherUnivrsity Of Tehran Press
dc.subjectEfficiency
dc.subjectArtificial Intelligence
dc.subjectAdvertising Service
dc.subjectGoogle Ads
dc.subjectAdvertising
dc.titleEvaluation of the effectiveness of implementing artificial intelligence in the Google Advertising service
dc.typeArticle

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