Porovnání vyhledávacích PPC kampaní (Google Ads, Seznam Sklik) na reálném příkladě

This bachelor thesis describes the use of PPC campaigns in the context of other tools for marketing in the online environment. The theoretical part describes selected available online marketing options with a focus on pay-per-click advertising. The thesis describes the history of pay-per-click method and explains the meaning as well as introduces the concepts that are closely related to this industry. Before applying theoretical knowledge in the practical part, two competing systems for creating pay-per-click advertising in the domestic environment (Google Ads and Seznam Sklik) are presented. Following the introduction and the analysis of the online store the practical part focuses on the process of creating two identical PPC campaigns with corresponding ad groups, keywords and advertising posts. At the same time, this section determines the goals and measured parameters, which serve as a basis for creating and evaluating campaigns. The main goal of this thesis is to analyse, compare and evaluate the results of the operation of PPC campaigns which were set to run for a particular period of time. This thesis concludes with a list of summaries and recommendations for the owner of the online store, who is also the contracting authority of the two identical campaigns on the platforms Google Ads and Seznam Sklik.