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Využití PPC reklamy v reklamní síti Google / The use of PPC ads on Google Display Network

This thesis deals with the use of PPC advertising (text and banner ads) on Google Display Network. The theoretical part of thesis describes basics of PPC advertising and its possible use. Also Google AdWords is described as a useful tool for PPC campaigns. The thesis describes basic targeting characteristics on Google Display Network, specifically context targeting, placement targeting, topic targeting, interests of users targeting and remarketing targeting. The practical part of the thesis deals with efficiency evaluation of text and banner advertising by every mentioned type of targeting. Different types of targeting are shown on two examples (advertisers). There are also outputs from AdWords and charts. The output of thesis is the evaluation of different types of targeting by both advertisers and final recommendations.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:165357
Date January 2012
CreatorsVacková, Jana
ContributorsStříteský, Václav, Gottwaldová, Jana
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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