Automation in Search Engine Advertising
| Thesis title: | Automation in Search Engine Advertising |
|---|---|
| Author: | Komárek, Tomáš |
| Thesis type: | Diploma thesis |
| Supervisor: | Stříteský, Václav |
| Opponents: | Jarolím, Libor |
| Thesis language: | English |
| Abstract: | Automation and smart bidding are currently hot topics. However, the smart bidding performance is lacking a scientific proof. The experiment I conducted on a bookstore account shows that smart bidding works better for Search Network, but not for Shopping Campaigns, which are structured based on a different conversion rate of search terms. The smart bidding was compared with semi-automated manual bidding and evaluated with a Wilcoxon paired test and the Causal Impact analysis. Moreover, the in-depth interviews with 31 PPC experts were conducted. Based on the research, the automated model for manual bidding in combination with smart bidding is the best practice for bidding in Google AdWords. Moreover, an Automated Builder for Campaigns (ABC) framework was created. |
| Keywords: | PPC; AdWords; Automated Bidding; Search Engine Marketing; Marketing Automation; Smart Bidding; Search Term Optimization; Causal Impact |
| Thesis title: | Automatizace v Marketingu ve Vyhledávání |
|---|---|
| Author: | Komárek, Tomáš |
| Thesis type: | Diplomová práce |
| Supervisor: | Stříteský, Václav |
| Opponents: | Jarolím, Libor |
| Thesis language: | English |
| Abstract: | Automatizace a smart bidding jsou v současné době ožehavými tématy. Ovšem, vědecky doložený důkaz o výkonosti smart biddingu. Experiment, který jsem provedl na účtu středního knihkupectví, ukazuje, že smart bidding funguje lépe pro vyhledávací síť, nikoli však pro shopping kampaně, které jsou strukturovány na základě odlišné míry konverze vyhledávacích dotazů. Smart bidding bylo porovnáváno s poloautomatickým manuálním biddingem a vyhodnoceno pomocí párového testu Wilcoxon a analýzy Causal Impact. Dále byly provedeny hloubkové rozhovory s 31 experty z obasti PPC. Na základě průzkumu je nejlepším postupem polo-automatizovaný model využívající manuální bidding v kombinaci se smart biddingem. Navíc byl vytvořen model pro automatizovanou tvorbu kampaní nazvaný ABC. |
| Keywords: | PPC; Search Engine Marketing; AdWords; Marketing Automation; Causal Impact; Automated Bidding; Search Term Optimization; Smart Bidding |
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: | 12. 10. 2017 |
|---|---|
| Date of submission: | 22. 5. 2018 |
| Date of defense: | 15. 6. 2018 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/63476/podrobnosti |