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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193738 |
| Date | January 2013 |
| Creators | Procházková, Anna |
| Contributors | Kubálková, Markéta, Koubalíková, Jitka |
| 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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