Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case study

Název práce: Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case Study
Autor(ka) práce: Do, Duc Hoang
Typ práce: Diploma thesis
Vedoucí práce: Machek, Martin
Oponenti práce: Král, Petr
Jazyk práce: English
Abstrakt:
The goal of this thesis is to better understand the target audience (potential customers) of the e-shop Yapko.cz through Adwords and Facebook online marketing campaigns. In addition, the purpose of this work is to identify which PPC channels will be key for the business. The theoretical part defines what is digital marketing and also gives an insight into various ways of online advertising. The main focus is put on two PPC platforms: Google Adwords and Facebook. The thesis describes these platforms both from the theoretical and practical point of view. The methodological part describes the process of creating, optimising and analysing the PPC campaigns. Several PPC campaigns are analysed: search, display, Facebook, PLA (product-listing ads) and remarketing.
Klíčová slova: Online marketing; PLA; Display; Search; Remarketing; Google Adwords; PPC; Digital marketing; Facebook
Název práce: Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case study
Autor(ka) práce: Do, Duc Hoang
Typ práce: Diplomová práce
Vedoucí práce: Machek, Martin
Oponenti práce: Král, Petr
Jazyk práce: English
Abstrakt:
The goal of this thesis is to better understand the target audience (potential customers) of the e-shop Yapko.cz through Adwords and Facebook online marketing campaigns. In addition, the purpose of this work is to identify which PPC channels will be key for the business. The theoretical part defines what is digital marketing and also gives an insight into various ways of online advertising. The main focus is put on two PPC platforms: Google Adwords and Facebook. The thesis describes these platforms both from the theoretical and practical point of view. The methodological part describes the process of creating, optimising and analysing the PPC campaigns. Several PPC campaigns are analysed: search, display, Facebook, PLA (product-listing ads) and remarketing.
Klíčová slova: Online marketing; Digital marketing; Remarketing; PLA; Display; Search; Facebook; Google Adwords; PPC

Informace o studiu

Studijní program / obor: Ekonomika a management/International Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra marketingu

Informace o odevzdání a obhajobě

Datum zadání práce: 30. 11. 2016
Datum podání práce: 1. 6. 2017
Datum obhajoby: 7. 9. 2017
Identifikátor v systému InSIS: https://insis.vse.cz/zp/59827/podrobnosti

Soubory ke stažení

    Poslední aktualizace: