Návrh PPC kampaní pro vstup e-shopu na zahraniční trh

Abstract

This diploma thesis deals with the design of the PPC campaign structure which is one of the most popular tools for online advertising today. The aim of this paper is to design a structure for the British market of oriental perfumes and to predict its development. This is accomplished using keyword analysis and PPC system tools AdWords and Bing Ads. The theoretical section explains the specifics of online marketing and characterise the e-shop with the foreign market. Thereafter, the practical section provides a search terms analysis and proposes subsequent recommendations based on those findings. The main outcome of this study is the proposed campaign structure for both systems with their development prediction. It was discovered that campaings using the AdWords system produce a predominantly high revenue share. However, it ultimately recommends running and optimising PPC campaigns according to current developments.