Dynamical Optimization of Budget Allocation in Paid Search Advertising – Vít Mrňávek
Vít Mrňávek
Master's thesis
Dynamical Optimization of Budget Allocation in Paid Search Advertising
Dynamical Optimization of Budget Allocation in Paid Search Advertising
Abstract:
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 …moreAbstract:
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 …more
Language used: English
Date on which the thesis was submitted / produced: 6. 12. 2021
Identifier:
https://vskp.vse.cz/eid/85023
Thesis defence
- Date of defence: 3. 2. 2022
- Supervisor: Michal Černý
- Reader: Ondřej Sokol
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
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Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/85023
Vysoká škola ekonomická v Praze
Master programme / field:
Kvantitativní metody v ekonomice / Quantitative Economic Analysis
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