Analýza efektivnosti PPC reklamy na zbožových srovnávačích

Abstract

The aim of this thesis was to analyze the effectiveness of PPC advertising on product comparison sites. The thesis focused on Zbozi.cz and Heureka, specifically on the categories Electro, House and garden and White goods. The differences between these categories were examined as well as the year-on-year evolution of these comparison sites. In the theoretical part, the theoretical background of digital marketing and the characteristics of the market of product comparison sites in the Czech Republic were presented. In the practical part, the methodology of data collection was described and the analysis of the results of the research on the price comparison sites was elaborated. The source of data for this analysis was data obtained through a SQL query from a company working in price comparison sites industry. The results of the analysis were translated into suggestions and recommendations for e-shops and other companies operating in this market.