Měření efektivity online reklamních kampaní e-shopu

Abstract

This thesis focuses on evaluating the effectiveness of online advertising campaigns in the e-commerce environment, specifically within the Google Ads advertising system for the Hardenduroshop.cz e-shop. The theoretical section of the thesis outlines the theoretical foundations of measuring effectiveness in the online environment, describes individual digital marketing tools, and defines key performance indicators. The practical section contains an analysis of selected types of search network campaigns and performance campaigns using linked data from Google Ads, Google Analytics, and the e-shop’s internal system. Based on the analytical findings, the concluding section of the thesis presents a set of proposals and recommendations for optimizing the company’s future marketing activities.