This paper closely examines Internet advertising techniques and tools which can be used to promote new product at the market. Goal of the thesis is to measure marketing campaign effectiveness and optimize advertising campaigns. Relevant KPIs were chosen to create evaluation matrices, identify successful advertising channels and create efficient internet marketing mix. Advertising activities described in the thesis helped Czech company to increase sales on the Internet. Practical part of the thesis describes process of introducing new product on the Czech market. In the initial stage several analyses were done to identify market conditions, competition and ideal consumer. Based on the results ¡V market entry strategy and web development plan were created. Internet e-shop and other supportive web pages were developed with aim to sell products through Internet channel. Websites follows best practice for web presentation design, search engine optimization and web audience measurement. During the project history several marketing campaigns were launched and the results were monitored using Google Analytics software. Selected marketing activities were closely examined. Concepts of Search engine optimization, POEM media, and Pay Per Click (PPC) advertising were used as field experiments. Partial results of each field experiment as well as overall results of all marketing activities are summarized in the conclusion. The thesis presents a comprehensive overview of the marketing tools and channels at the Czech market. Paper also summarizes best practices for website development and content optimization for visitors and search engines. Comparison of advertising activities in different channels within three PPC advertising networks helps to define PPC advertising strategy for Czech market. Based on the findings - optimized Internet marketing mix was created with aim to increase marketing campaigns effectiveness. Suggestions for optimization of website¡¦s content and recommendation for next marketing activities were summarized with aim to help company for future project development.

A Internet vem transformando a maneira como as pessoas compram e buscam por informações sobre produtos. Para locais onde as ofertas físicas apresentam algum tipo de restrição, os canais online podem trazer mudanças ainda mais significativas, já que oferecem aos consumidores um sortimento virtualmente ilimitado. O objetivo deste trabalho foi o de analisar a influência do número de habitantes de uma cidade em relação à predisposição à seleção e compra de produtos de uma empresa que administra campanhas de divulgação pela Internet para venda por atacado. As cidades foram divididas em três grupos conforme o número de habitantes e as principais métricas de performance das campanhas online foram comparadas entre os grupos através de análises de estatísticas descritivas, ANOVA e testes post hoc. Os grupos apresentaram diferenças estatisticamente significativas entre si em todas as etapas do processo de busca e compra. A principal diferença encontrada foi no momento em que os usuários preencheram cadastros no site, demonstrando interesse nos produtos. Nesta etapa, os consumidores de municípios de menor porte se cadastraram proporcionalmente mais do que o dobro dos de cidades de porte intermediário e mais de três vezes em relação ao grupo das maiores, o que impactou diretamente no custo por venda realizada e nas taxas absolutas de vendas. / The Internet has been changing the way people buy and search for new products. In places where the assortment in brick-and-mortar stores is restricted, online channels may represent a significant change in the landscape, due to the fact that they carry virtually unlimited offers. The aim of this study is to analyze the influence of the number of inhabitants of a city on their likelihood of selecting and purchasing products from a company which runs online marketing campaigns for resellers. The cities were divided in three groups according to the population size. In addition, the main metrics for online campaigns were compared among groups through descriptive statistics, ANOVAs and pot hoc tests. There was a statistically significant difference among the groups in all steps of the search and purchase process. The main difference was found when the users fill in the forms in the website, demonstrating interest in the product. In this stage, customers from smaller cities showed a registering rate which was more than twice as much higher than the medium-sized cities group and more than three times the amount of the larger cities group, which led to a direct impact on the cost-per-sale and absolute sales rates.

A Internet vem transformando a maneira como as pessoas compram e buscam por informações sobre produtos. Para locais onde as ofertas físicas apresentam algum tipo de restrição, os canais online podem trazer mudanças ainda mais significativas, já que oferecem aos consumidores um sortimento virtualmente ilimitado. O objetivo deste trabalho foi o de analisar a influência do número de habitantes de uma cidade em relação à predisposição à seleção e compra de produtos de uma empresa que administra campanhas de divulgação pela Internet para venda por atacado. As cidades foram divididas em três grupos conforme o número de habitantes e as principais métricas de performance das campanhas online foram comparadas entre os grupos através de análises de estatísticas descritivas, ANOVA e testes post hoc. Os grupos apresentaram diferenças estatisticamente significativas entre si em todas as etapas do processo de busca e compra. A principal diferença encontrada foi no momento em que os usuários preencheram cadastros no site, demonstrando interesse nos produtos. Nesta etapa, os consumidores de municípios de menor porte se cadastraram proporcionalmente mais do que o dobro dos de cidades de porte intermediário e mais de três vezes em relação ao grupo das maiores, o que impactou diretamente no custo por venda realizada e nas taxas absolutas de vendas. / The Internet has been changing the way people buy and search for new products. In places where the assortment in brick-and-mortar stores is restricted, online channels may represent a significant change in the landscape, due to the fact that they carry virtually unlimited offers. The aim of this study is to analyze the influence of the number of inhabitants of a city on their likelihood of selecting and purchasing products from a company which runs online marketing campaigns for resellers. The cities were divided in three groups according to the population size. In addition, the main metrics for online campaigns were compared among groups through descriptive statistics, ANOVAs and pot hoc tests. There was a statistically significant difference among the groups in all steps of the search and purchase process. The main difference was found when the users fill in the forms in the website, demonstrating interest in the product. In this stage, customers from smaller cities showed a registering rate which was more than twice as much higher than the medium-sized cities group and more than three times the amount of the larger cities group, which led to a direct impact on the cost-per-sale and absolute sales rates.

The first part of this thesis, Monitoring website progress after the implementation of a language mutation, focuses on the theoretical foundations of web analytics (history of web analytics, data collection methods, basic metrics) and Internet marketing (importance of Internet marketing and its distribution, Pay Per Click advertising). An analytical tool Google Analytics is also presented in this part. The analytical and application part contains a presentation of Segway-Point company and its website. On this website the progress (sessions, bounce rate, users flow, conversions, etc.) before and after the implementation of a language mutation was monitored and the ads settings using Google AdWords was set up accordingly. The result is the evaluation of hypotheses and a list of advices and recommendations for Segway-Point company.

Diploma thesis focus on optimization of online marketing communication of Reinto company. Based on these analyzes, it is proposed optimization of existing online marketing communications including budget, risk analysis, time schedule, RACI matrix and other recommendation.

Diploma thesis focus on online marketing communication of Reinto company. The thesis is divided into three parts. The first theoretical part explain theoretical knowledge important for understanding the topic. The second part analyzes the current situation of the company and based on these analyzes there is a proposal for improvement of online marketing communications including budget, risk analysis, time schedule, RACI matrix and other recommendation.

The readers of this thesis meet the topic of internet advertising. The thesis describes different forms of internet advertising and its special features. Its aim is to analyse individual forms of internet advertising and propose an optimal campaign for the chosen subject. The first part covers theoretical knowledge in this area. The next part contains the analysis of competitors' use of Internet advertising. After that follows the analysis of current trends and offer of advertising agencies focusing on internet advertising. Based on the data gained in these parts, the last part of the thesis contains specific proposals and recommendations for internet advertising of the chosen company. These advertising campaigns should bring the company increase in sales and they should also increase public awareness of the company brand.

The diploma thesis deals with contextual advertising with a view to Google AdWords. The aim of the thesis is to build a Google AdWords account for a non-profit organization TJ Sokol and to evaluate successfulness as well as potential of these form of advertising in non-profit organizations. In theoretical framework there is a definition of contextual advertising, briefly described its history, principle, advantages and disadvantages. Furthermore there are various contextual advertising systems in Czech Republic compared to each other. The thesis focuses in detail on Google AdWords system description from the initial account creation to its basic parts -- campaigns, ad groups, keywords, ads and conversions. This part also deals with the connection to web analytical service Google Analytics. The account creation for non-profit organization TJ Sokol is described in practical section of the thesis. The preparations which needed to be done, account development and account optimization are mentioned in this section as well. Final Google AdWords performance evaluation is generalized to small non-profit organizations and general recommendations for effective and successful ad campaigns are made based on this evaluation.

The purpose of this thesis is to propose changes of marketing strategy on the Internet. Based on theoretical knowledge and general analysis of competitors online communication have been proposed particular elements of SEO. Many of these proposals can be practically used. Results of this work can help optimize own website, start PPC campaign or just to be solid groud for other marketing activities on the Internet.

The thesis deals with the analysis of selling method for special literature and suggests the solution how to realize electronic commerce in condition of minimal costs. It concentrates on the offer propagation using online tools and social networks, and gives the instruction how to deal with the solution of selling on the internet.