Contextual advertising using Google AdWords and Google AdSense

Master thesis Czech RESTRICTED
Mihok, Radovan;
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: PPC reklama; internet marketing; kontextová reklama; contextual adversiting; PPC advertising; Google AdWords

The thesis introduces contextual advertising on internet using Google AdWords. The paper describes individual steps of an ad campaign (product choosing, ad types, keywords), its management and success evaluation (calculation of ROI and modified ROI).
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