Srovnání úspěšnosti reklamních kampaní v obsahových sítích Google a Seznam

The diploma thesis compares advertising campaigns in the display networks of Seznam and Google. The purpose of the thesis is to identify differences between advertising systems on the Google and Seznam display networks and evaluate their potential impact on the performance of advertising campaigns. This practical approach is divided into three parts. The first being the analysis of differences in the choice of advertising systems based on documentation. The second is an analysis of advertising campaigns on the Seznam and Google display networks. The campaigns being compared for each company were always run at the same time and for the same period. The data was evaluated in Google Ads and Sklik. In the third part are expert interviews on the differences between the Google and Seznam display networks. The work concluded that there are differences in campaign settings, targeting, and formats that affect campaign success.