Komparativní analýza výkonnosti vyhledávací a Performance Max kampaně v Google Ads

This thesis examines a comparative analysis of the performance of Search and Performance Max (PMax) campaigns in Google Ads with the aim of proposing an optimal allocation of the marketing budget to maximize profit efficiency (POAS). The methodology is based on a quantitative analysis of primary empirical data obtained from a field experiment conducted in a jewelry e-shop during the 2025 Black Friday season. The key methodological approach involves quantifying the rate of own-brand cannibalization and subsequently adjusting revenue to exclude non-incremental performance in order to determine the actual profit efficiency (POAS) of both strategies. The results of the analysis demonstrated that the Performance Max campaign achieves significantly higher incremental profitability (POAS 822.7%) with a lower cannibalization rate (9.59%) compared to a manually managed search campaign (POAS 231.7%; cannibalization 32%). Based on these findings and the modeling of allocation scenarios in this study, we recommend strategic segmentation using exact match to protect the brand in the search campaign and its consistent exclusion from PMax, which will bring greater structural transparency to investment management and enable a better focus on net acquisition.