Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case Study
| Thesis title: | Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case Study |
|---|---|
| Author: | Do, Duc Hoang |
| Thesis type: | Diploma thesis |
| Supervisor: | Machek, Martin |
| Opponents: | Král, Petr |
| Thesis language: | English |
| Abstract: | The goal of this thesis is to better understand the target audience (potential customers) of the e-shop Yapko.cz through Adwords and Facebook online marketing campaigns. In addition, the purpose of this work is to identify which PPC channels will be key for the business. The theoretical part defines what is digital marketing and also gives an insight into various ways of online advertising. The main focus is put on two PPC platforms: Google Adwords and Facebook. The thesis describes these platforms both from the theoretical and practical point of view. The methodological part describes the process of creating, optimising and analysing the PPC campaigns. Several PPC campaigns are analysed: search, display, Facebook, PLA (product-listing ads) and remarketing. |
| Keywords: | Online marketing; PLA; Display; Search; Remarketing; Google Adwords; PPC; Digital marketing; Facebook |
| Thesis title: | Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case study |
|---|---|
| Author: | Do, Duc Hoang |
| Thesis type: | Diplomová práce |
| Supervisor: | Machek, Martin |
| Opponents: | Král, Petr |
| Thesis language: | English |
| Abstract: | The goal of this thesis is to better understand the target audience (potential customers) of the e-shop Yapko.cz through Adwords and Facebook online marketing campaigns. In addition, the purpose of this work is to identify which PPC channels will be key for the business. The theoretical part defines what is digital marketing and also gives an insight into various ways of online advertising. The main focus is put on two PPC platforms: Google Adwords and Facebook. The thesis describes these platforms both from the theoretical and practical point of view. The methodological part describes the process of creating, optimising and analysing the PPC campaigns. Several PPC campaigns are analysed: search, display, Facebook, PLA (product-listing ads) and remarketing. |
| Keywords: | Online marketing; Digital marketing; Remarketing; PLA; Display; Search; Facebook; Google Adwords; PPC |
Information about study
| Study programme: | Ekonomika a management/International Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 30. 11. 2016 |
|---|---|
| Date of submission: | 1. 6. 2017 |
| Date of defense: | 7. 9. 2017 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/59827/podrobnosti |