Focusing and investing in SEO and AdWords campaigns is the secret weapon underlying the acquisition of supremacy on a scene of a tacit war on the market. Thus, if the presence in the online environment was not important in the past, it has now become crucial. The purpose of this paper is to identify the link between the campaign budget, its period, the position of the main competitors and the elements used so that the results are optimal regardless of the type of organization or its

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... area. In this sense, an analysis model has been developed that highlights the link between these elements and the obtained performance. The methodology used focused on monitoring and quantifying the performance of SEO and AdWords campaigns for two US and one Romanian websites, and the quantification of performance was done using Balanced ScoreCard.