Online Marketing Focused on Google Adwords and Facebook - Eshop Yapko.cz Case Study

Duc Hoang Do

Diplomová práce

Anotace:

The goal of this thesis is to better understand the target audience (potential customers) of the e-shop Yapko.cz through Adwords and Facebook online marketing campaigns. In addition, the purpose of this work is to identify which PPC channels will be key for the business. The theoretical part defines what is digital marketing and also gives an insight into various ways of online advertising. The main focus is put on two PPC platforms: Google Adwords and Facebook. The thesis describes these platforms both from the theoretical and practical point of view. The methodological part describes the process of creating, optimising and analysing the PPC campaigns. Several PPC campaigns are analysed: search, display, Facebook, PLA (product-listing ads) and remarketing.

Abstract:

The goal of this thesis is to better understand the target audience (potential customers) of the e-shop Yapko.cz through Adwords and Facebook online marketing campaigns. In addition, the purpose of this work is to identify which PPC channels will be key for the business. The theoretical part defines what is digital marketing and also gives an insight into various ways of online advertising. The main focus is put on two PPC platforms: Google Adwords and Facebook. The thesis describes these platforms both from the theoretical and practical point of view. The methodological part describes the process of creating, optimising and analysing the PPC campaigns. Several PPC campaigns are analysed: search, display, Facebook, PLA (product-listing ads) and remarketing.

Klíčová slova

Online marketing, Digital marketing, Remarketing, PLA, Display, Search, Facebook, Google Adwords, PPC

Keywords

Online marketing, PLA, Display, Search, Remarketing, Google Adwords, PPC, Digital marketing, Facebook

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 11. 2016

Obhajoba závěrečné práce

• Obhajoba proběhla 7. 9. 2017
• Vedoucí: Martin Machek
• Oponent: Petr Král

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / International Management