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Optimization of PPC campaign
Slabihoud, Jan Marek ; Čermák, Radim (advisor) ; Böhmová, Lucie (referee)
The goal of this thesis is to familiarize the reader with the principles of PPC advertising in Sklik advertising network and to describe the process of PPC optimization in order to increase revenue and decrease spending. In the theoretical part of this bachelor's thesis basics of PPC advetising in Sklik advertising network and the most fundamental terms will be explained. Those terms will be used though out all of this thesis. Advantages and disadvantages of PPC advertising will be mentioned along side with advertising channel synergy. After that theory behind search and display networks of Sklik will be introduced. A real client will be introduced in practical part of this thesis and this client will serve as an example for setting up an advertising account. During the process of creating individual campaigns methods of a particular PPC specialist with an explanation of why he does it this that way will be shown. When the setup is complete the optimization process can begin. There will be several methods of optimization listed for the purpose of increasing campaigns results. These methods have been also applied on the client´s campaigns. In the end PPC advertising will be summarized and the results of clients campaigns optimization will be shown.
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Evaluation of neuromarketing and its applicability in practice
Kuchtová, Alexandra ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
The main point of the bachelor thesis is to evaluate neuromarketing and its practical applicability from different perspectives. The thesis includes the definition of neuromarketing and also its definition from the closely related sections viewpoints. The history and important milestones of neuromarketing are also briefly described. Furthermore, the thesis deals with theoretical areas that influence customer decision making, which is an important part of researches. In the next part, the work presents methods, used by neuromarketing and then it describes its potential benefits. From a practical point of view, the thesis looks at the most interesting examples of neuromarketing studies and explores the trends. Finally the thesis also describes the basic ethical issues that this scientific department brings and ultimately deals with the overall assessment of neuromarketing.
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Optimization of PPC campaign
Tyrpekl, Daniel ; Čermák, Radim (advisor) ; Smutný, Zdeněk (referee)
The aim of this bachelor thesis is to introduce a process of optimization of PPC campaign. In the theoretical part a structure of PPC campaing as a whole is explained, then there is presented its structure and different kinds of optimization. The practical part deals with setting goals of e-shop, analysis of present campaigns, creation of new ones and optimization based on set goals. In closing the conclusion of success of the advertising campaigns with the help of different indicators is given. The thesis is processed on the basis of specific data drawed from one of the most used PPC systems in the Czech Republic - Google AdWords. Data were provided by online shop with watches Timestore.cz. The contribution is especially increasing the sales and revenues of the e-shop while keeping the current value of ROAS.
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Optimalization of PPC campaign
Shul, Roman ; Čermák, Radim (advisor) ; Veber, Jaromír (referee)
The thesis deals with analysis of online marketing, especially PPC advertising. The AdWords system, a platform from Google on which PPC campaigns function on, is described here. The structure and the principle of how these advertisements work are explained in the theoretical part. In the practical part we look into the company McRAI s.r.o., that uses this system for their promotion. Targets, which were determined for their campaign, combine an effort to increase the number of business entities that contact the company through our advertisement and to increase the number of visitors to the company's website. At the end, the PPC advertising is summarized as a whole. There is also mentioned the result we have achieved with our PPC campaigns for our client.
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YouTube Social Network as a Business Support
Phí, Manh Hoang ; Čermák, Radim (advisor) ; Pavlíček, Antonín (referee)
This bachelor thesis is focused on familiarizing the reader with the phenomenon of the YouTube social network and its possibilities for business support. The first chapter of the theoretical part introduces the reader to the basic characteristics of online marketing and its tools. The second chapter is dedicated to the YouTube social network, where the reader first learns about the key moments in YouTube history and current statistical facts. Furthermore the bachelor thesis describes the YouTube community, the use of YouTube in business and the use of YouTube as a source of incomes. The practical part deals with the analysis of selected YouTube channels divided into categories according to their content. The aim of this thesis is to analyse selected YouTube channels and, based on analysis findings, to write recommendations for creating and managing a successful channel. The socialblade.com web tool, which has YouTube certification, was used for the analysis.
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Comparison of marketing activities of the selected eshops
Urban, David ; Čermák, Radim (advisor) ; Böhmová, Lucie (referee)
This bachelor thesis is focused on comparison of on-line marketing activities. It deals with their application in e-shops with swimming accessories. The theoretical part describes the basics terms related to the topic. Firstly, internet marketing is characterized and then its key tools are defined. The practical part is about comparing the use of these tools by two different e-shops - store that sells only swimming accessories and large sports store which sells products from various sports. The aim of this thesis is to compare marketing activities of these e+shops. And then evaluate this comparison and identify recommendations for specialized e-shops. The contribution of this work should be the recommendations for improve of the use of the key on-line marketing tools for specialized stores.
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Analysis of location-based services and their integration in the field of tourism
Pokorný, Michal ; Smutný, Zdeněk (advisor) ; Čermák, Radim (referee)
This thesis focuses on the analysis of services based on the location of mobile devices and their integration in the field of tourism. The basis of the thesis is the definition of the LBS term, brief description and history of the technology used by these services and an overwiev of the current market of the mobile LBS. The main goal of the thesis is a draft of LBS aplication for use in the field of tourism and to find out what components are the most sought after by the czech customers, based on the destination of their travels. This has been achieved through a self-questionnaire survey and a comparison with studies dealing with this issue. This analysis is also the biggest contribution of this thesis.
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Use of social media for recruitment
Brožová, Aneta ; Böhmová, Lucie (advisor) ; Čermák, Radim (referee)
This thesis focuses on the usage of social media in the recruitment of employees. Its aim is to propose an improved strategy for a selected company and subsequently verify this proposal. In the theoretical part, the study explains the areas of human resources management and its development, defines social media and presents statistics and as a latter, it reveals the principles of social recruiting, where all the prior mentioned areas meet. It also describes the functionality of the most widely used social media and its possible use in recruiting. The analytical part analyses the current state of recruiting in the company. Based on these data and theory, it drafts a new improved social media recruiting strategy. The conclusion then discusses the potential success of the strategy proposal through a questionnaire, whose results supported the strategy proposal.
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Optimization of marketing campaign on Heureka.cz
Neufus, Marek ; Čermák, Radim (advisor) ; Smutný, Zdeněk (referee)
Comparison shopping websites are becoming more and more popular for Internet users in Czech. This is one of the reasons why they have been used by growing number of advertisers. It has been increasingly difficult to succeed among these advertisers recently. The biggest Czech comparison shopping website is Heureka.cz, which is also the main subject of the bachelor thesis. The thesis focuses on the Heureka.cz from the perspective of an advertiser. The reader of the thesis is acquainted with aspects of managing and optimizing marketing campaigns on Heureka.cz including all the key elements such as optimizing of XML feed, classifying products, bidding and evaluating of success of campaigns. The key factor of successful marketing campaign on Heureka.cz is the quality of data sent via XML feed. Practical part of the thesis is focused on control of these data and their adjustments in order to improve campaign's performance on Heureka. Control of XML feed and following adjustments are implemented by the tool named Mergado.
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GetSimple content management system security testing
Kadoch, Lukáš ; Veber, Jaromír (advisor) ; Čermák, Radim (referee)
The main aim of this work is to test the security of content management system GetSimple by means of OWASP methodic. The first part is devoted to the theory and clarification of specific terms which are used in the field of web application security. Further on, it introduces a chosen GetSimple system including its parameters and requirements for a host server. The second part contains the penetration testing itself. Each test includes the aim, instructions and in case of discovery of vulnerability a suggestion for improvement. The testing is subject to OWASP methodic standards and it is managed according to the OWASP Top Ten documentation. The added value of this work is finding the security risks of the chosen system.
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