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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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E-shop advertisement optimisation in search engines
Zalabák, Vladimír ; Šálková, Daniela (advisor) ; Hřebejková, Jana (referee)
This thesis handles with optimisation of eshop.thechillidoctor.cz e-shop´s advertisement in searching engines, especially of PPC advertisement. In the Czech republic, the two most utilizing PPC systems constitute AdWords in search network Google and Sklik in search network Seznam. Within those systems are made marketing campaigns, which consist of ad groups composed of advertisements combinations and keywords. Management of e-shop TheChilliDoctor decided to start a campaign created by author of bachelor thesis and during time from 1st of November to 12th of February follow up the utility of campaigns. The goals, which were specified for this campaign, combines the requests in sections of e-shop traffic raise, revenues and number of orders. Based on results in individual PPC systems and also on overall results, was submitted a suggestion for improving results in advertisement section of the company. Determined goals were successfully fulfilled.
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Use of Google applications and tools in the enterprise
Fiala, Dávid ; Lorenc, Miroslav (advisor) ; Koliš, Karel (referee)
The aim of this thesis is to focus on usage of Google online applications for business and Google Analytics tool in the company TLV s.r.o. , analyse the effectivity of everyday usage and the ability to improve in-house processes. These applications and tools will be described from the perspective of their functions, which they offer. In the following parts of the thesis I will focus on alternative cloud based solutions of office applications, their costs of implementation and their advantages in comparison with Google applications. In case of Google Analytics the thesis will be focused on the rentability of this solution for TLV s.r.o. comparing the costs of online advertisements (Google AdWords) and the yield.
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Promotion of an e-shop
Kratochvílová, Veronika ; Šimek, Pavel (advisor) ; Vasilenko, Alexandr (referee)
The bachelor thesis is focused on problematics of an e-shop.
The main goal is to analyze used methods and processes of advertising on real electronic shop which includes its verification. After, in the evaluation of results, is discussed search of goods Heureka and Zboží.cz. Those informations are shown in charts, where the proportion of used methods clear next to the total results of an e-shop is clear.
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Changing provider of e-shop
Kozel, Tomáš ; Pilař, Ladislav (advisor) ; Poláková, Jana (referee)
The bachelor thesis deals with project management and internet marketing. Thesis consists of research part where individual terms are outlined and individual procedures and methods are described and practical part, which is focused on creation of a particular project to change e-shop provider in a selected company.
Goal of this thesis is a creation of the project to change e-shop provider
in a selected company. It will be created on the foundations of the procedure, which
is described by the project management. Individual project activities are aimed
at preparation and creation of the e-shop, including the use of appropriate marketing tools on the internet.
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Online advertisign
Švarc, Ondřej ; Jarolímek, Jan (advisor) ; Vratislav, Vratislav (referee)
This thesis is thematically focused on online advertising. The paper describes the
history of online advertising and its advantages and disadvantages compared to other media
types. There are mentioned standards of online advertising on the Czech Internet and ways
to optimize the different types for better performance. Next we go over the characteristics
of selected tools for assessing the success and management of online campaigns. We also
compare the advertising possibilities of the two most used search engines in czech Seznam
and Google. We analyze the possibilities of automation of product campaigns in the
AdWords system. We compare the differences in intervention and prices of ads on social
networks Facebook and Twitter and ads on the Google's Content Network on the basis of
available targeting of Czech users.
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Search ads in e-commerce
Hanzalová, Barbora ; Lohr, Václav (advisor) ; Zdeněk, Zdeněk (referee)
This thesis deals with the issue of paid search ads. Search ads are explained in the context of the development of the Internet and search engines, the functioning of search engines and advertising systems in the Czech environment. The aim of this thesis is a practical demonstration of the creation of classic and product campaigns. Campaigns are created for specific e-commerce in advertising systems Google AdWords and Sklik. Subsequently they are processed and it is compiled a set of generally applicable rules for the proper and efficient creation of search campaigns. To verify broader use results is used qualitative methods of expert interview with an expert in PPC.
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Optimization of Internet Marketing in the Department of Robotics ABB Ltd.
Vatka, Ondřej ; Pilař, Ladislav (advisor) ; Rojík, Stanislav (referee)
This bachelor´s thesis analyses the current state of Internet marketing tools in the department of robotics ABB Ltd., which operates in the field of energy and automation. The aim of this work is to optimize these Internet marketing tools, which uses robotics unit. An important part of the work is also a theoretical view of the area of Internet marketing, such as its history, explaining basic concepts which are included in this branch of marketing or description, how online advertising systems work.
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Application of e-marketing on social networks and Google Network
KALAFUT, Petr
The aim of this bachelor's thesis is to create an e-marketig strategy and implement it on a real world project focused on healthy lifestyle and fitness. The state of the art knowledge in the field of social networks and the Google Network is used in the thesis. In the theoretical part, social networks such as Facebook, Instagram, Twitter, and Google+ are described with regard to their application in e-marketing. Furthermore, the features of some parts of the Google Network: the Display Network (formerly known as the Content Network) and Search Network, are described. These networks currently have a great e-marketing potential, therefore, the thesis provides their comparison and proposes the optimal implementation into the real operation. The practical part focuses on creating a web project as an open source solution. Consequently, data from several advertising campaigns were gathered and analyzed using Google Analytics and reports from other external tools. The final analysis compares e-marketing effectiveness of used strategies in the project.
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