03351ntm a22005177i 4500 000690095 CZ-PrVSE 20220210204545.0 m d cr n|||||||||| 220210s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Mrňávek, Vít ISIS:75472 dis Dynamical Optimization of Budget Allocation in Paid Search Advertising eng Dynamical Optimization of Budget Allocation in Paid Search Advertising / Vít Mrňávek 2021 ?? stran : digital, PDF soubor Vedoucí práce: Michal Černý Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 Nowadays, digital marketing has an unshakeable role in the modern marketing mix. Within the online marketing ecosystem, paid search advertising (Sklik, Google Ads, Bing Ads, etc.) is a marketing channel positioned very close to the actual purchase. Therefore, its efficiency is mostly measured in terms of ROI and PPC (paid-per-click). Marketing budgets are still often allocated manually, mostly with simple heuristics settings “to fix obviously bad allocations”, not to achieve optimal portfolio allocation. Moreover, investment allocations are updated quite rarely, not considering seasonal changes in ROI of specific marketing campaigns e.g., umbrellas during rainy days and sunglasses on sunny days. These factors can lead to missing the whole financial potential available in the PPC funnel. The main goal of this work is to explore the possibilities to apply portfolio optimization strategies e.g., Markowitz’s portfolio theory on a real-world PPC account. The focus will be given to allocation in the CSS platform (Comparison Shopping Service) as research so far has been focused mainly on optimizations in Classical Search Engines. Efficiency will be evaluated by comparing potential ROI outcomes of optimized portfolio allocation with the benchmark (current allocations). Způsob přístupu: Internet quantitative economic analysis [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Portfolio Optimization Online Marketing PPC Automatization PPC Optimization Černý, Michal mzk2005275013 ths Sokol, Ondřej ISIS:85564 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/70484/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/70484 Hlavní práce https://insis.vse.cz/zp/70484/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/70484/posudek/oponent/73022 Oponentura https://insis.vse.cz/zp/70484/priloha/23349 Přiloha k práci https://insis.vse.cz/zp/70484/podrobnosti dc:identifier NEPOSILAT VSKP vse70484 220204 70484