Bakalářská práce / info:eu-repo/semantics/bachelorThesis
Osoba oponující práci:
Nowadays, it is almost impossible to work normally without using the Internet. Marketing also responds to this trend. Consumer buying behaviour has changed with the advent of the Internet. This bachelor thesis focuses on on-line marketing, specifically PPC marketing. The main goal of this thesis is to introduce PPC advertisements for a B2B business companies and its following optimization. Google Ads is used for this purpose and the Google Analytics tool is used to evaluate advertising benefits. In the theoretical part, online marketing, PPC advertising, Google Ads and other PPC tools are introduced. In the practical part there are definitions of goals, metrics and procedures of optimization. The main goal of this thesis is comparison of the functionality of individual solutions. In conclusion of this thesis fulfillment of individual goals and benefits of implementing advertising campaigns for a particular company are evaluated.
optimization; Google Ads; PPC; On-line marketing; B2B