The subject of my diploma thesis is internet marketing. Due to its complexity, the thesis focus mainly on online advertisement, primarily to PPC campaigns. The thesis provides summary of PPC advertisement itself, their rules and also the whole structure of campaigns, keywords etc. The same concept is used for social network Facebook and its advertisement. The target is to point out the importance of both approaches and also to show the main differences between them. These findings are used for practical part, where the real PPC and Facebook campaigns are put into practice for selected institution. The target of this work is to use the findings from literatury research in the real case scenario. Based on the campaigns result, find out what are the positives and negatives of such campaigns and to show how important the internet marketing is.

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.

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.

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.

Online marketing has resulted in a paradigm shift in the advertisement industry. Programmatic buying is an emerging business model that is very promising for online advertising. In online advertising, revenue maximization is always a key matter for publishers. The purpose of this report is to examine whether programmatic buying can be used in conjunction with other parameters such as Google Adwords or Google Trends to increase profit. This research will provide valuable information regarding how to obtain site visitors at a cheap price while maximizing profit on advertisement shown to those users. We investigate a revenue maximization model that calculates the popularity of a set of news in different countries and compares it to the CPM, Cost-Per-Mille, of the corresponding country. To calculate the popularity, the program uses an API from Google Trends and the CPM data is obtained from the company Adform. Furthermore, we originally planned to also include Google Adwords to estimate the price of traffic acquisition. However, since we found several problems with achieving reasonable estimates for our purpose this parameter has therefore been excluded from the final product. The final product can therefore be seen as a soft indicator of how popular different news are in different countries and what revenue can be expected from corresponding countries. / Digital marknadsföring har resulterat i ett paradigmskifte inom reklambranschen. Programmatisk handel är en mycket lovande affärsmodell för automatisk annonsering online och är under stark tillväxt. Inom digital marknadsföring är vinstmaximering alltid en nyckelfråga för utgivare av annonsplatser. Denna rapport ämnar undersöka huruvida programmatisk handel kan användas tillsammans med andra parametrar som Google Adwords eller Google Trends för att öka vinsten från video-reklamannonser. Den grundläggande idén är att skapa trafik till en specifik hemsida för ett så lågt pris som möjligt samtidigt som vi vill att reklamvisningarna ska ge så höga intäkter som möjligt. Rapporten utreder parametrar som videopris för programmatisk handel i olika länder, Bounce Rate, Cost Per Click och Google Trends Score. Dessa parametrar används för att skapa en sammanvägning för att indikera i vilka länder och för vilka sökord den ekonomiska vinsten potentiellt är störst.        Arbetet har resulterat i ett program som beräknar populariteten för ett antal nyheter i olika länder och jämför med CPM, Cost-Per-Mille, priset för motsvarande land. För att beräkna populariteten används ett API från Google Trends och CPM datan kommer från företaget Adform. Från början var tanken att även väga in Google Adwords för att skapa en prisbild över kostnaden att inbringa trafik. Begränsningar som behövt genomföras under arbetets gång är att exkludera Google Adwords prissättning i det färdiga programmet, då det finns svårigheter i att utröna exakta prisuppgifter från Google Adwords. Slutprodukten är därmed en indikator på vilka nyheter som är populära i olika länder och intäkterna som kan förväntas därifrån.

Datakonsultföretaget Knowit AB har en kund som annonserar på Google AdWords. Denna uppsats fokuserar huvudsakligen på att hitta de olika inställningarna i AdWords som genererar köp av kundens produkt. Om en inställning ofta genererar klick men sällan köp av produkten är den inställningen inte lönsam.Responsvariabeln i denna uppsats är binär och indikerar på om ett klick på annonsen lett till köp av produkten eller inte. Eftersom responsvariabelns fördelning var skev har samplingstekniken SMOTE använts för att skapa fler observationer i minoritetsklassen. De statistiska metoder som använts och presenterats i uppsatsen är logistisk regression, neurala nätverk och beslutsträd.Resultatet gav att de fyra undersökta inställningarna påverkar sannolikheten för köp. Den första inställningen resulterade i att om dator används vid sökning på Google är sannolikheten att ett klick leder till köp betydligt högre än för mobil och surfplatta. Den andra inställningen resulterar i att en ”exakt matchning” för sökordet ger högst sannolikhet till köp och ”bred matchning” ger lägst sannolikhet. Den tredje inställningen visar att vilken veckodag annonsen klickas på påverkar sannolikheten för köp. På söndag är sannolikheten högst att ett klick leder till köp, och de två dagar som har lägst sannolikhet är lördag och tisdag. Slutligen har det undersökts om annonsens genomsnittsposition påverkar sannolikheten att produkten köps. Resultatet som gavs är att ju högre värde på genomsnittsposition, desto högre blir sannolikheten för köp. / The data consultancy company Knowit AB has a client who advertises on Google AdWords. This thesis focuses mainly on finding which settings in AdWords generate purchases of the client’s product. If a setting frequently contributes to clicks but rarely to purchases of the product, the setting is not profitable.The target variable in this thesis is binary and indicates whether a click on the advertisement led to purchase of the product or not. Since the target variable’s distribution was skewed, the sampling technique SMOTE was used to create more observations in the minority class. The classification methods researched and presented in this thesis are logistic regression, neural networks and decision trees.The results showed that all four factor had significant affect on the probability of purchase. First, if a desktop or laptop computer was used to search on Google, the likelihood that a click leads to purchase is substantially higher compared to if a mobile or tablet was used. Second, an “exact match” setting for the keywords gives the highest probability of purchase and a “broad match” gives the lowest probability. Third, purchase rates are also affected by the day of the week. Sunday has the highest probability of purchase while Saturday and Tuesday have the lowest probability. Finally, an advertisement´s average position affects the likelihood of the product being purchased. The higher value of average position, the higher the likelihood of purchase.

Magistro darbo objektas – Google AdWords pritaikymas internetinėje rinkodaroje. Darbe analizuojama Google AdWords svarba internetinėje rinkodaroje. Esant kintamoms rinkos sąlygoms, reklamai skirtas biudžetas yra nedidelis, todėl reklamuotojai jį nori išnaudoti kuo įmanoma efektyviau. AdWords reklama skirta tikslinei auditorijai, interneto vartotojai, atlikdami paiešką, patys susiranda juos dominančią prekę ar paslaugą. Reklaminiai skelbimai bus parodomi tik tuo atveju, kai paieškos sistemoje suvesti raktažodžiai atitiks įmonės veiklą apibūdinančius raktinius žodžius. Ištirta, kad būtina stebėti raktinių žodžių bei skelbimų efektyvumą ir jeigu reikia pakeisti neefektyvius raktažodžius arba skelbimus. Išlaidas labai paprasta kontroliuoti, todėl reklamuotojas gali nustatyti kiek nori išleisti per mėnesį savo reklamai ir maksimalią kainą už vieną paspaudimą ant reklaminės nuorodos. Tokiu būdu stebima kaip efektyviai ir tiksliai panaudojamos reklaminės lėšos. Nusistačius reklaminės kampanijos tikslus bei stebint veiksmų efektyvumą, galima juos keisti taip, kad pasiektume trokštamų rezultatų. Nustatyta, kad AdWords reklamos sistema gali būti optimizuojama siekiant pagrindinių trijų tikslų – tai produkto žinomumo didinimas, siekiant sumažinti išlaidas reklamai ir siekiant investicijos grąžos padidinimo. Darbo tikslas – Išanalizuoti Google AdWords svarbą ir pritaikymą internetinėje rinkodaroje. Darbo tikslui pasiekti iškelti tokie uždaviniai: 1) Išnagrinėti Google paieškos sistemos... [toliau žr. visą tekstą] / The title of the master‘s thesis is Google AdWords optimization in the internet marketing. The aim of this work, is to analyze the importance of Google AdWords and optimization in the internet marketing. The work tackles the following tasks: to assess Google search engine marketing features; to evaluate the benefits of Google AdWords advertising; to analyze Google AdWords optimization; to experimentally verify the method in accordance with the suggested hypothesis; to examine and offer how to create more effective Google AdWords campaign. The work consists of two theoretical parts, research and findings. The first theoretical part describes the importance of Google's search engine for internet marketing, it's characteristics, segmentation and applications. It also describes the Internet marketing strategy. The second theoretical part of the work details the basic principles of operation of the Google AdWords: auction, describes how to obtain the Quality Score for AdWords, the conversions and discusses the structure of AdWords optimization. In the exploratory part of the work the company, which sells airline tickets over the Internet is considered. The advertising campaign has already been launched in countries such as Lithuania, Turkey, Norway, Sweden and Denmark. The same keywords used in different languages are studied in the research work and the material collected during the investigation is analysed. The following methods are used in the paper: the experiment... [to full text]

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.