Diploma thesis is focused on creating a strategy and evaluating an effectivity of PPC campaigns of the e-shop called Factcool. Introduction of the diploma thesis is dedicated to the currently most used online advertising systems Google Ads and Facebook Ads. The PPC strategy is created based on the worked-out analysis of the current state.Thestrategy andcampaignseffectivity are evaluated with use of analytical platforms. The main goal of the diploma thesis is to find any drawbacks of the strategy and to come up with ideas for improvement not only for the specific e-shop, but also for the whole industry.

Title: The Use of online marketing in chosen sports e-shop Objectives: The objective of this thesis is to evaluate the use of online marketing in chosen sports e-shop Kolo-park.cz. The objective is to evaluate the use and settings of individual online marketing channels with emphasis on evaluating settings and structure of PPC campaigns. Then recommend suitable settings and structure of individual online marketing channels on the grounds on data analysis and also suggest new strategy of online marketing channels on the basis of framework See-Think-Do-Care, Methods: Methods used in this thesis: observation of online marketing area, monitoring and synthesis, analysis of PPC campaigns, analysis of e-mailing campaigns, analysis of commodity comparators settings, SEO analysis and analysis of social media. Next used methods were monitoring and synthesis. Results: The result contains recommendation to improve the structure and settings of online marketing channels/tools to achieve better results of Kolo-park.cz online marketing activities. The result is a new created strategy of individual online marketing tools/channels on the basis of framework See-Think-Do-Care. Audience, targeting, relevant content and the way how to measure online marketing activities depending on customer's buying cycle is defined...

This study investigates the effects of the digital marketing channels Search engine optimization (SEO) and SEM, focusing on Google Ads, in the context of the consumer decision funnel in the Swedish market. This was done through a single-case study with a medium-sized digital marketing bureau in Sweden. Our research was summarized in a conceptual framework that aims to create a foundational understanding of best practices and strategies for companies to establish a robust and profitable online presence. The research shows that SEO and SEM has different main focuses within the digital marketing landscape where SEO has a more holistic approach and covers areas further up in the consumer funnel, and SEM operated more targeted with a high focus on measurable conversions. However, our research also finds how the respective channels both have the capacity to be used in all parts of the funnel. Concepts such as budget, strategy, timeline, and consumer behavior are key concepts within our research. The research highlights the importance of tailoring a digital marketing strategy to a company’s specific goals and circumstances. This research takes such aspects into consideration, and strategies depending on budget constraints and company size are explored separately. This paper thus provides marketers with a foundational understanding of how to approach digital marketing, and how to best tailor a digital marketing strategy to align with company goals. Effectively combining SEO and SEM creates a great opportunity for companies to establish a good online presence, which in today's society serves as a very effective media to reach out to consumers.