Vliv PPC kampaní na výkonnost e-shopu s produkty pro zdravý životní styl

Abstract

The main objective of this diploma thesis are proposals and recommendations for optimizing the performance of PPC campaigns in relation to traffic sources, advertising systems and video campaigns of an e-shop selling healthy lifestyle products. The work consists of a theoretical part, which provides the theoretical basis of PPC campaigns, moreover, the work contains the characteristics of the researched e-shop. The analysis made use of the quantitative method, in particular the electronic observation The data collection tools comprised Google Analytics and in administration of each advertising system. The data was finally processed in Microsoft Excel. The case study analyses the performance of sources of web traffic, as well as the analysis of the performance of advertising systems. The types of advertising, respectively advertising placement, and the influence of video campaigns on the performance of the e-shop were also analyzed. The study shows that the company has very well-optimized campaigns, and Google advertising channels were found to be the best in terms of the performance. Based on the findings and the analysis, relevant suggestions and recommendations were made. Among other things, the author recommended that the company should try to invest more money in the Sklik advertising system as part of search advertising. It was also recommended to focus more on video campaigns, as their costs are very low compared to the benefits, especially in the area of brand building. The last recommendation was to expand abroad, and thus create new outlets for its products.