20.500.12556/ReVIS-14209 Vpliv umetne inteligence na učinkovitost oglaševanja v Google ADS diplomsko delo visokošolskega strokovnega študijskega programa prve bolonjske stopnje Spletne in informacijske tehnologije V diplomskem delu z naslovom Vpliv umetne inteligence na učinkovitost oglaševanja v Google Ads je bila obravnavana uporaba orodij umetne inteligence za zasnovo učinkovitejšega oglaševanja v okolju Google Ads. Namen raziskave je bil preučiti, v kolikšni meri je mogoče s pomočjo orodij UI za generiranje besedilnih in vizualnih vsebin v celoti zasnovati kampanjo Demand Gen. Diplomsko delo je razdeljeno na teoretični del, v katerem so opredeljeni temeljni pojmi oglaševanja, uvod v umetno inteligenco, orodja umetne inteligence ter platforma Google Ads, ter na eksperimentalni del, ki temelji na A/B-testu dveh kampanj. V eksperimentalnem delu je bila izvedena primerjava ključnih metrik uspešnosti pri enakih nastavitvah kampanj in primerljivih občinstvih, da bi bilo merjenje pripisano izključno razlikam v oglasnih elementih. Ugotovljeno je bilo, da primerjava med kampanjo zasnovano z umetno inteligenco in kampanjo zasnovano ročno, razkrije merljive razlike v uspešnosti in smiselnost nadaljnje optimizacije obeh kampanj. Raziskava je na praktičnem primeru (A/B-test) pokazala, kako umetna inteligenca učinkovito izboljša oglaševanje v orodju Google Ads. Analiza dveh kampanj, ki je temeljila na podatkih in metrikah uspešnosti, je potrdila, da lahko umetna inteligenca pripomore k boljšim rezultatom kampanj Google Ads. Delo ponuja sistematičen vpogled v ustvarjanje oglasnih elementov s pomočjo umetne inteligence in v njihovo praktično uporabo v digitalnem oglaševanju. Prikazani postopki in rezultati so uporabni ne le za oglaševalce Google Ads, temveč tudi za oglaševalce sorodnih platform, saj je bilo delo zasnovano na dejanskem primeru (A/B-test) in ponuja izhodišča za premišljeno, postopno vključevanje umetne inteligence v trenutne oglaševalske delovne procese. The thesis titled The Impact of Artificial Intelligence on Advertising Effectiveness in Google Ads explores the use of artificial intelligence tools to design more effective advertising within the Google Ads environment. The aim of the research was to examine the extent to which AI tools for generating textual and visual content can be used to fully design a Demand Gen campaign. The thesis is divided into a theoretical part, which defines the fundamental concepts of advertising, an introduction to artificial intelligence, artificial intelligence tools and the Google Ads platform, and an experimental part, which is based on an A/B test of two campaigns. In the experimental part of the thesis, a comparison of key performance metrics was carried out under identical campaign settings and comparable audiences, in order to ensure that the results could be attributed solely to differences in the ad elements. The findings showed that the comparison between AI-generated and manually created campaign reveals measurable differences in performance and the relevance of further optimisation of both campaigns. The research demonstrated, through a practical example (A/B test), how artificial intelligence effectively improves advertising in Google Ads platform. The analysis of the two campaigns, which was based on data and performance metrics, confirmed that artificial intelligence can contribute to better results in Google Ads campaigns. This thesis thus provides a systematic insight into the creation of ad elements using AI and their practical application in digital advertising. The presented procedures and results are useful not only for Google Ads advertisers but also for those using similar platforms, since the thesis is based on a real-world example (A/B test) and offers a foundation for the thoughtful and gradual integration of artificial intelligence into current advertising processes. umetna inteligenca digitalno oglaševanje Google Ads kanali digitalnega oglaševanja kampanja Demand Gen artificial intelligence digital advertising Google Ads digital advertising channels Demand Gen campaign true false false V. Kaučič Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-07-10 15:58:05 2026-07-10 15:58:05 2026-07-11 03:17:50 0000-00-00 00:00:00 2026 0 Celje 2026 Celje 46 str., [19] str. pril. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:004.8(043.2) 284449283 Kaucic_Vid_dd_2026.pdf Kaucic_Vid_dd_2026.pdf 1 14D19E524A3E03CAE5E3A7B964AC723D b2e03efc22ebbf300daa3522dc33b539cecc9c6b71fda9a093880e6f25bd5895 70f4b0f7-7c67-11f1-b663-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=17228 Univerza Alma Mater Europaea 0 0 0