Dynamical Optimization of Budget Allocation in Paid Search Advertising

Thesis title: Dynamical Optimization of Budget Allocation in Paid Search Advertising
Author: Mrňávek, Vít
Thesis type: Diploma thesis
Supervisor: Černý, Michal
Opponents: Sokol, Ondřej
Thesis language: English
Abstract:
Nowadays, digital marketing has an unshakeable role in the modern marketing mix. Within the online marketing ecosystem, paid search advertising (Sklik, Google Ads, Bing Ads, etc.) is a marketing channel positioned very close to the actual purchase. Therefore, its efficiency is mostly measured in terms of ROI and PPC (paid-per-click). Marketing budgets are still often allocated manually, mostly with simple heuristics settings “to fix obviously bad allocations”, not to achieve optimal portfolio ... show full abstract
Keywords: Portfolio Optimization; Online Marketing; PPC Automatization; PPC Optimization
Thesis title: Dynamical Optimization of Budget Allocation in Paid Search Advertising
Author: Mrňávek, Vít
Thesis type: Diplomová práce
Supervisor: Černý, Michal
Opponents: Sokol, Ondřej
Thesis language: English
Abstract:
Nowadays, digital marketing has an unshakeable role in the modern marketing mix. Within the online marketing ecosystem, paid search advertising (Sklik, Google Ads, Bing Ads, etc.) is a marketing channel positioned very close to the actual purchase. Therefore, its efficiency is mostly measured in terms of ROI and PPC (paid-per-click). Marketing budgets are still often allocated manually, mostly with simple heuristics settings “to fix obviously bad allocations”, not to achieve optimal portfolio ... show full abstract
Keywords: Portfolio Optimization; Online Marketing; PPC Automatization; PPC Optimization

Information about study

Study programme: Kvantitativní metody v ekonomice/Quantitative Economic Analysis
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Informatics and Statistics
Department: Department of Econometrics

Information on submission and defense

Date of assignment: 16. 9. 2019
Date of submission: 6. 12. 2021
Date of defense: 3. 2. 2022
Identifier in the InSIS system: https://insis.vse.cz/zp/70484/podrobnosti

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