Optimalizace PPC kampaní a její vliv na řízení firmy

Abstract

The main focus of this dissertation is optimization of the PPC campaigns and its influence on managing a business. The goal of this dissertation is, based on analysis of the PPC campaigns from the years of 2017 and 2018, to provide suggestions to the business' management how to accomplish their set goals. Data, on which was the analysis made was provided by Google Ads and Sklik systems. The analysis of efficiency was done within entire systems of Ads and Sklik, followed by individual implements of the PPC advertisement. In the end of this dissertation, three suggestions were made to the business company, how to help reaching goals to gain new customers and maintain a fixed share of turnover costs by using PPC.