This thesis deals with the issue of paid search ads. Search ads are explained in the context of the development of the Internet and search engines, the functioning of search engines and advertising systems in the Czech environment. The aim of this thesis is a practical demonstration of the creation of classic and product campaigns. Campaigns are created for specific e-commerce in advertising systems Google AdWords and Sklik. Subsequently they are processed and it is compiled a set of generally applicable rules for the proper and efficient creation of search campaigns. To verify broader use results is used qualitative methods of expert interview with an expert in PPC.

This thesis is thematically focused on online advertising. The paper describes the history of online advertising and its advantages and disadvantages compared to other media types. There are mentioned standards of online advertising on the Czech Internet and ways to optimize the different types for better performance. Next we go over the characteristics of selected tools for assessing the success and management of online campaigns. We also compare the advertising possibilities of the two most used search engines in czech Seznam and Google. We analyze the possibilities of automation of product campaigns in the AdWords system. We compare the differences in intervention and prices of ads on social networks Facebook and Twitter and ads on the Google's Content Network on the basis of available targeting of Czech users.

For success in the business market, all companies must have well-developed marketing strategy. In today's information society internet plays an important role and therefore an internet marketing strategy too. This thesis first briefly deals with the specifics of marketing and marketing in services. In addition it describes the marketing on the internet and its tools (SEO, PPC, etc.). The last chapter of theory describes creation of off-line and on-line marketing strategies. The practical part starts with the analysis phase. This phase includes description of videoconferences and their technologies. Furthermore it contains description of Mojekonference service, with the help of Porter's analysis describes the competitive environment, deals with detailed market analysis, market research (using questionnaires), the creation of marketing tools, analysis of current marketing strategies and especially the analysis of website (keywords, SEO, etc.) The last section deals with the designing of marketing strategy, product, pricing, communication and distribution policy, makes a new structure of website and proposes a website advertising PPC campaign in Google AdWords.

The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Google AdWords accompanied by qualitative research involving relevant representatives of the online advertising market. The conclusion is an assessment of the rules of online advertising and evaluation of the legal rules' role in relation to it.

This Diploma Thesis' main subject is Internet marketing. Its main objective is suggesting and realizing an online marketing campaign focused on using Facebook and Google AdWords in order to building brand awareness of a small business. This effort is followed by an analysis of its results. The contribution should be apparent to all the marketers of other small businesses, who find themselves in similar situation and try to solve it by using modern online marketing tools and channels. The thesis is divided into two main sections. The first covers necessary theoretical bases of online marketing, the next one puts the theoretical knowledge into practice of a real small company, Saloon Exclusive. The ending summarizes the outcomes for the company and suggests some next steps.

Diploma thesis The practical marketing sales web optimization introduces to the reader the problematic of the Internet sales channel. The first chapter provides general aspects of internet business and introduces the concrete web, which is then used to validate the proposed procedures in the practical part of the Thesis. The chapter, entitled Initial analysis provides detailed analysis on a real Internet business, from technical, content and marketing perspective. The chapter Optimization applies and comments practical optimization steps in technical, content and marketing field. All the procedures proposed, and the result achieved are documented based on a verification using standard and recognized web analytics tool, web site traffic reporting tool and trades evaluation tools. The closing chapter Evaluation of optimization, evaluates the changes and extensions implemented and proposes additional both supplementary and strategic changes for the future.

This thesis describes the steps leading to the promotion Web site Fotovýběr and building the company's name. The aim is through marketing tools to increase awareness about the services offered and to propose such a marketing strategy for the future will ensure an adequate supply of site visitors, ie potential customers. At the beginning of the analysis is devoted to the company and its current activities, then I suggest specific marketing practices and finally evaluate the results and prospects for the future. The thesis should help the company Fotovýběr optimize their marketing activities.

The thesis is concerned with a content network within the scope of online advertising and evaluation of factors of its success within online campaigns. The introductory part deals with the most common revenue models of online marketing and categorizing methods of online advertising regarding their specifics. The body of the paper describes metrics and a method of targeting applied in contemporaneous practice and furthermore introduces evaluation indicators in online marketing for content networks used in final analysis. The thesis presents and compares advertising systems for targeting in a content network. The goal of the paper is to show impact evaluation of chosen settings of advertising campaigns on their success, more specifically on possibilities of targeting and formulation of recommendations for their management.

Master’s thesis describes plus evaluates small firm that the deal with production plus sale ceramic performances. Work is divided on several part, in which survey especially on analysis e - commerce that the firm employs plus on his inadequacies, largely in the area e- advertising. Feature plus scope of employment is suggest mock - up e- advertising, that shall in connection with his costs viable.

HURTOVÁ, Z. Evaluation of the effectiveness of various techniques in PPC Advertising. Diploma thesis. Brno: Mendel University in Brno, 2018. This thesis is focused on evaluating the effectiveness of various pay-advertising practices, especially in two PPC systems - Google AdWords and Sklik. Specifi-cally, it focuses on comparing the performance of the search network in these two pay-per-click systems, whether the presence of an advertiser's brand name in ad text has some impact and the possibility of ad rotation on the search and display network of Google. A part of this thesis consists of a comparison of the options offered by these two PPC systems.