A compra de palavra-chave no Google ADS como prática de concorrência desleal
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Tipo
TCC
Data de publicação
2023-12
Periódico
Citações (Scopus)
Autores
Rozanski, Guilherme Deffonso Mattar
Orientador
Padin, Camila Ferrara
Título da Revista
ISSN da Revista
Título de Volume
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Resumo
O presente estudo visa explorar a complexa interseção entre a compra de palavras-chave na plataforma Google Ads e as práticas comerciais justas. No ambiente altamente competitivo do marketing digital, a compra de palavras-chave no Google Ads emergiu como uma estratégia poderosa para promover produtos e serviços na internet. No entanto, essa prática levanta questões complexas relacionadas à ética empresarial e à concorrência justa. Desta forma, a pesquisa abordará a natureza da compra de palavras-chave, destacando como as empresas utilizam essa estratégia para direcionar anúncios a usuários que realizam pesquisas relacionadas a termos específicos. Posteriormente, o estudo também analisará casos de uso estratégico de palavras-chave por concorrentes, levantando questões cruciais sobre a ética e a legalidade dessas ações, sendo discutidas as implicações das práticas de compra de palavras-chave no contexto da concorrência desleal e da responsabilidade das empresas. O resultado esperado é apreciar a complexidade do uso de palavras-chave como ferramenta de competição e a importância de manter um equilíbrio entre a busca de vantagens legítimas e a prática de concorrência justa no ambiente digital.
The present study aims to explore the complex intersection between the purchase of keywords on the Google Ads platform and fair business practices. In the highly competitive landscape of digital marketing, the purchase of keywords on Google Ads has emerged as a powerful strategy for promoting products and services on the internet. However, this practice raises complex issues related to business ethics and fair competition. This research will address the nature of keyword purchases, highlighting how companies use this strategy to target advertisements to users conducting searches related to specific terms. Subsequently, the study will also analyze cases of strategic keyword usage by competitors, raising crucial questions regarding the ethics and legality of these actions. The implications of keyword purchase practices within the context of unfair competition and corporate responsibility will also be discussed. The expected outcome is to appreciate the complexity of keyword usage as a competitive tool and the importance of maintaining a balance between seeking legitimate advantages and practicing fair competition in the digital environment.
The present study aims to explore the complex intersection between the purchase of keywords on the Google Ads platform and fair business practices. In the highly competitive landscape of digital marketing, the purchase of keywords on Google Ads has emerged as a powerful strategy for promoting products and services on the internet. However, this practice raises complex issues related to business ethics and fair competition. This research will address the nature of keyword purchases, highlighting how companies use this strategy to target advertisements to users conducting searches related to specific terms. Subsequently, the study will also analyze cases of strategic keyword usage by competitors, raising crucial questions regarding the ethics and legality of these actions. The implications of keyword purchase practices within the context of unfair competition and corporate responsibility will also be discussed. The expected outcome is to appreciate the complexity of keyword usage as a competitive tool and the importance of maintaining a balance between seeking legitimate advantages and practicing fair competition in the digital environment.
Descrição
Palavras-chave
Google ADS , palavra-chave , concorrência desleal , competição , key word , unfair competition , competition , digital marketing