Advertising in Google AdWords as a Part of On-line Marketing

Ing. Vadim Kryuchkov

Master's thesis

Anotácia:

V souladu s hlavním tématem Diplomová práce bude popsat on-line marketingových nástrojů a soustředit se na reklamy v nejpopulárnější internetové reklamním systému Google AdWords. Porovná ji s ostatními internetových reklamních systémů. Také budou prozkoumány výhody a nevýhody, časté chyby a problémy s pracující na tomto systému.

Abstract:

In compliance with the main theme the diploma thesis will describe online marketing tools and focus on advertising in the most popular internet advertising system Google AdWords. The main goal of this thesis is to explore Google AdWords. The theoretical part of this work focuses especially on tools for online marketing mix and comparison Google AdWords to other internet advertising systems. Sub goals of this thesis is to analyse the capabilities of the system and to show the importance of that system for online marketing mix. Also explored advantages and disadvantages, common mistakes and problems with working in this system. The implementation of goals and conversions will be taken into careful consideration in the following thesis. The second goal of the thesis is to provide set of recommendations for creating an effective advertising campaign in the Google AdWords.

Keywords

Google Adwords, Online Advertising, Online marketing, Yandex Direct, Yandex Metrika, Google Analytics

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 30. 4. 2019

Obhajoba závěrečné práce

• Obhajoba proběhla 14. 6. 2019
• Vedúci: Ph.D. Vadim Semenenko, MBA
• Oponent: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication