E-shop advertisement optimisation in search engines

This thesis handles with optimisation of eshop.thechillidoctor.cz e-shop´s advertisement in searching engines, especially of PPC advertisement. In the Czech republic, the two most utilizing PPC systems constitute AdWords in search network Google and Sklik in search network Seznam. Within those systems are made marketing campaigns, which consist of ad groups composed of advertisements combinations and keywords. Management of e-shop TheChilliDoctor decided to start a campaign created by author of bachelor thesis and during time from 1st of November to 12th of February follow up the utility of campaigns. The goals, which were specified for this campaign, combines the requests in sections of e-shop traffic raise, revenues and number of orders. Based on results in individual PPC systems and also on overall results, was submitted a suggestion for improving results in advertisement section of the company. Determined goals were successfully fulfilled