У статті запропоновано інтегрований підхід до оцінювання ефективності оптимізації та просування вебсайту за трафіковими та конверсійними технологіями. Охарактеризовано суть трафікових та конверсійних маркетингових заходів. Окреслено основні джерела та методи залучення трафіку на вебсайт. Було визначено, за яких умов під час оптимізації сайту доцільно націлюватися на максимізацію трафіку, а за яких краще зосередитися на конверсії. Детально описано методологію оцінки SEO- та PPC-просування вебсайтів. Виділено ключові складові, які повинен містити аудит рівня оптимізації конверсії (CRO). Запропоновано проведення аудиту рівня оптимізації трафіку (TRO), який необхідний для визначення заходів залучення якісного цільового трафіку, а також концепцію просування з орієнтацією на поступове охоплення ключових запитів від найменш частотних до найбільш. Коротко описано апробацію запропонованого підходу оцінювання на вебсайті центру краси Bednarska Beauty Center.

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У статті досліджено ключові тренди та тенденції маркетингового аудиту веб-ресурсів. Розглянуто інноваційні технології юзабіліті аналізу сайту та трифакторну модель оцінки контенту. Доведена важливість маркетингового аудиту стратегій лінкбілдінгу, SEO, просування у соціальних мережах та аналізу рекламних оголошень. Проаналізовано метрики, які необхідно використовувати компаніям для аналізу розвитку власного бізнесу в мережі Інтернет. Визначено основні сервіси та програмне забезпечення, на які варто звернути увагу при проведенні аудиту веб-сторінок. Запропоновано підхід для проведення комплексного digital-маркетингового аудиту, який повинен містити в собі аналіз органічних та неорганічних методів просування, моніторинг додаткових каналів комунікації та наскрізну аналітику, а також висунуто концепцію єдиного програмного забезпечення.

The aim of the article. The aim of the article is to analyse the state and trends of the PPC services market in Ukraine, the peculiarities of PPC agents during the war. Analyses results. The scientific article analyses the state, trends and forecasts of the PPC services market. The main players in this market are PPC agencies, companies that develop their own online business, and intermediaries. The war in Ukraine led to changes in the activities of PPC agencies. The analysis revealed that those agencies that provide services for organic website promotion, through analysis and landing page audit, in addition to setting up and optimizing advertising, have stable positions. The survey of advertisers was also conducted. Most of them have a full-time PPC specialist and do not have a clear budget for advertising campaigns. Among the main trends of PPC, we highlighted that CPC is high in insurance, law and law, and the highest CTR in arts and entertainment. Search advertising can raise brand, product or service awareness by up to 80%. In this article, we also analyzed the target audience for advertisements. It has been proven that the effectiveness of advertising campaigns depends on the quality, usability of optimization and landing page content. It is also important to focus on voice search when setting up advertising. The theoretical significance of the research is the definition of the advertising model PPC as an inorganic method of promoting web resources in search engines with increasing the level of targeted traffic and the level of conversion. The scientific novelty of the study is the development of a checklist with the characteristics that the advertiser should pay attention to when choosing a PPC agency. Each of the characteristics has priority, which allows the best assessment of advertising agencies. The practical significance of scientific research is to systematize the indicators of changes that have occurred in the market of PPC-services because of the start of hostilities in Ukraine. We have compiled a list of hard and soft skills that a PPC specialist must possess to be the best among competitors. Conclusions and directions for further research. In general, the market for PPC services has changed today. However, it cannot be said that these changes are one-sidedly negative. Some agencies were unable to maintain their position among competitors, but other companies entered the market and gained popularity. Some companies that are developing their online business have given up advertising campaigns to minimize costs. Others, on the other hand, understand the usefulness of Internet communications and carefully select specialists to promote web resources through advertising methods. New trends are emerging to optimize advertising and landing page content. It can be argued that the PPC market, its technologies and tools will simply become different, and those who can adapt quickly will gain the competitive advantage. The global perspectives of scientific research are the analysis of changes in trends and trends of PPC as an advertising model and method of promoting web resources in the postwar period.

The aim of the article. The aim of the article is to study the features of search engine marketing (SEM), analysis of its components, metrics and software, comparison of organic and inorganic methods of promoting web resources, developing an approach to comprehensive assessment of the effectiveness of marketing activities in the online environment. Analyses results. Search engine marketing combines organic and inorganic methods of promoting a company's web resources. It consists of SEO (search engine optimization), PPC-marketing (pay per click marketing), ASO (app store optimization), SMM / SMO (social media marketing / social media optimization), ORM (online reputation marketing). Cross-analytics is also important for SEM, which allows you to analyze in detail the behavior of consumers on the web resource, as well as to assess the effectiveness of marketing activities. Companies that run their own businesses on the Internet often operate on a limited budget. There is a problem of which method of promotion is better to choose. In the short run, when it is important for companies to maximize profits and quickly attract new potential customers, an inorganic approach based on PPC technology is optimal. If the company has decided to improve the online reputation and increase the position of its own web resource, it is best to focus on organic methods of promotion, an important position among which is SEO. It should be noted, 70% of site traffic comes from organic search. However, in the long run, in order to get a synergistic effect from the activities, to build long-term relationships with their own customers, to optimize traffic, behavioral, commercial technologies of promotion on the Internet, the best solution is to use search marketing. The article compares organic and inorganic methods of marketing in search networks, identifies the basic metrics needed to evaluate marketing activities and software tools used to analyze and promote web resources. It is worth noting that according to research, the most popular metric among search marketing indicators is the lifetime value of the client (LTV), and popular services used by SEO and PPC-specialists are Seranking, Ahrefs, Netpeak Spider, Screaming Frog, All Positions, SimilarWeb, Megaindex. The scientific novelty of the study is the systematization of all components of search engine marketing, the refutation of all prejudices related to SEM. The article presents the author's own definition of search marketing, and we have developed an integrated approach to evaluating the effectiveness of the company's marketing activities in the Internet environment. Conclusions and directions for further research. In general, companies that make extensive use of search engine marketing technologies are succeeding in promoting web resources, attracting more and more new customers, and have a competitive advantage. Further research in this area consists of refining and practical testing of a comprehensive approach to evaluating the company's marketing activities in the Internet environment, detailed comparative analysis of organic and inorganic methods of promotion in B2C and B2B markets, integration of search marketing technologies with integrated digital marketing audit tools