Optimalizace PPC kampaní e-shopu s oblečením

Abstract

This master thesis focuses on the analysis and optimization of PPC (Pay-Per-Click) advertising campaigns of the Crawler company. The goal of the thesis is to identify deficiencies and obstacles in the existing PPC campaigns in the Google Ads and Sklik programs and suggest steps for their optimization. For this purpose the campaign analysis was done that allowed to collect and evaluate the data from these programs and also the identification of the key factors that influence campaigns‘ performances. Based on the obtained data the specific suggestions and recommendations were made to optimize the campaigns and improve the return of investments.