Impact of paid advertising on Facebook and Instagram on website traffic

This diploma thesis summarizes the basic knowledge in the field of marketing, online marketing and social networks. Subsequently, the thesis deals with the impact of paid advertising on Facebook and Instagram on website traffic. It formulates the conditions for examining the extent of this impact by comparing the effectiveness of an advertising campaign communicating the same message across different marketing channels. It evaluates the effectiveness using metrics based on the middle phase of the customer journey so it does not favor any of the marketing channels in advance. It compares the effectiveness of paid advertising campaigns on Facebook, Instagram, Google Display Network and Google and Seznam search engines. In order to be able to compare these marketing channels with each other, it adjusts the results to the budget of each campaign, which is available in the systems for the creation of paid advertising. The values of the measured indicators are then verified in an advanced analytical tool Google Analytics. Based on them, the thesis answers the question of whether the funds invested in paid advertising had an impact on increasing the number of new website users. Subsequent comparison of indicators based on the above conditions evaluates the extent of potential impact. At the end of the work, based on the results of the research, formulates recommendations for potential advertisers.