Optimization of PPC campaign

The goal of this thesis is to familiarize the reader with the principles of PPC advertising in Sklik advertising network and to describe the process of PPC optimization in order to increase revenue and decrease spending. In the theoretical part of this bachelor's thesis basics of PPC advetising in Sklik advertising network and the most fundamental terms will be explained. Those terms will be used though out all of this thesis. Advantages and disadvantages of PPC advertising will be mentioned along side with advertising channel synergy. After that theory behind search and display networks of Sklik will be introduced. A real client will be introduced in practical part of this thesis and this client will serve as an example for setting up an advertising account. During the process of creating individual campaigns methods of a particular PPC specialist with an explanation of why he does it this that way will be shown. When the setup is complete the optimization process can begin. There will be several methods of optimization listed for the purpose of increasing campaigns results. These methods have been also applied on the client´s campaigns. In the end PPC advertising will be summarized and the results of clients campaigns optimization will be shown.