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