This Master´s Thesis characterizes and compares three tools of the performance marketing on the internet - Search Engine Optimization (SEO), Pay-per-click advertising (PPC) and Facebook Ads. The theoretical part analyses specific advantages and limitations of each tool and current trends in the development of these tools. The application part compares SEO, PPC and Facebook in terms of the price and quality of visits. The comparison is performed on the data of 74 clients of the Fresh Services digital agency, gathered from 2014 to 2016. It identifies significant differences in prices for the visit among instruments, while the revealed differences in conversion rates have not been proven to be statistically significant. The conclusion provides recommendations for applying these tools to a marketing of small and medium enterprises.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262292 |
| Date | January 2016 |
| Creators | Mynář, David |
| Contributors | Stříteský, Václav, Zamazalová, Marcela |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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