Správa a optimalizace marketingové kampaně v PPC systémech

The goal of the bachelor thesis is to introducuce online marketing, especially the possibilities of buying online ads in PPC advertising systems and then to show the process of planning, launching and evaluating advertising campaigns on a real example. The theoretical part introduces the main ad types and ad formats that can be used on the Internet and their advertising market share in the Czech Republic. For each ad format there are listed its main advantages, disadvantages, and targeting options. The following section focuses on using targeting options and ad formats in the customer's decision process within the model See, Think, Do, Care.In the practical part, this knowledge is used to plan, launch, and evaluate campaigns by individual marketing goals. Campaigns are prepared in AdWords and use text ads in search, display ads, and video ads on YouTube. During campaign creation there are described setup procedures for each ad format used to reach its goal. Subsequently, the individual formats are evaluated based on their contribution to meeting the marketing objectives, along with the recommendations for further steps. In conclusion the campaigns are summarized and evaluated as a whole.