Optimalizace kampaní Performance Max pro e-shopy
Loading...
Date
2024-06-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Bakalářská práce se zaměřuje na online marketing s důrazem na výkonnostní marketing. V úvodu práce je představen online marketing a jeho klíčové koncepty, jako jsou model See Think Do Care a rozdělení online marketingu na výkonnostní a brandový marketing. Následně je podrobněji rozebrán výkonnostní marketing, který zahrnuje metody jako PPC reklama, affiliate marketing, e-mailing a sociální média. Hlavní část práce se věnuje platformě Google Ads a detailnímu popisu kampaní v rámci této platformy, včetně struktury účtu, klíčových slov a typů kampaní. Důraz je kladen také na nový typ kampaně nazvaný Performance Max, který využívá rozšíření a automatizaci pro maximalizaci výkonu reklam. V další části práce je popsána optimalizace kampaní Performance Max, včetně analýzy současného stavu, bidovacích strategií, správy Google Merchant Center, rozšíření kampaní, skupin podkladů a vyhodnocení úspěšnosti optimalizace. Závěrečná část shrnuje hlavní zjištění a doporučení pro efektivní správu reklamních kampaní Performance Max.
The bachelor thesis focuses on online marketing with an emphasis on performance marketing. The introduction presents online marketing and its key concepts, such as the See Think Do Care model and the division of online marketing into performance and brand marketing. Subsequently, performance marketing is analyzed in more detail, encompassing methods such as PPC advertising, affiliate marketing, emailing and social media. The main part of the thesis is dedicated to the Google Ads platform and a detailed description of campaigns within this platform, including the account structure, keywords, and campaign types. Emphasis is also placed on a new type of campaign called Performance Max, which utilizes extensions and automation to maximize advertising performance. The following section describes the optimization of Performance Max campaigns, including analysis of the current state, bidding strategies, Google Merchant Center management, campaign extensions, assets, and evaluation of optimization success. The concluding section summarizes the main findings and recommendations for effective management of Performance Max advertising campaigns.
The bachelor thesis focuses on online marketing with an emphasis on performance marketing. The introduction presents online marketing and its key concepts, such as the See Think Do Care model and the division of online marketing into performance and brand marketing. Subsequently, performance marketing is analyzed in more detail, encompassing methods such as PPC advertising, affiliate marketing, emailing and social media. The main part of the thesis is dedicated to the Google Ads platform and a detailed description of campaigns within this platform, including the account structure, keywords, and campaign types. Emphasis is also placed on a new type of campaign called Performance Max, which utilizes extensions and automation to maximize advertising performance. The following section describes the optimization of Performance Max campaigns, including analysis of the current state, bidding strategies, Google Merchant Center management, campaign extensions, assets, and evaluation of optimization success. The concluding section summarizes the main findings and recommendations for effective management of Performance Max advertising campaigns.
Description
Subject(s)
Google Ads, Google Merchant Center, kampaň Performance Max, optimalizace kampaní Performance Max, PPC reklama, výkonnostní marketing