Lectures: 1. Company presentation options on the Internet 2. Choosing the right technologies with respect to the company's marketing goals 3. Google analytics, Facebook pixel, conversion events, cookies 4. Facebook social media promotion tools, generating organic unpaid reach, paid advertising on Facebook and Instagram, Facebook business manager, Facebook ads manager, ad targeting, market segmentation, conversion tracking 5. Google Adwords Ad Network - Paid Search Ads on the Google Ads, Display Network, Google Mobile, Google Shopping 6. Youtube, Youtube ads, Sklik, Big Ads, LinkedIn 7. E-mail tools (smart mailing, mail chimp, ...) Seminars: Seminars take place in a computer room. The seminars consist in a practical preparation of promotional campaigns using the above mentioned advertising tools. Part of the seminars is also devoted to evaluating the results of online campaigns in Google Analytics. 1. Selecting the subject to be promoted, analyzing the current state of the advertising channels 2. Creation of advertising strategy, selection of suitable media, creation of campaign timetable, budgeting 3. Working with analytics tools in Google Analytics, evaluating data from conversion event training files 4. Preparing basic types of posts for promoting the selected subject on Facebook 5. Creating Facebook Business and Facebook Ads manager accounts, preparing Instagram campaign 6. Preparing ads for FB and setting them in Facebook Ads manager 7. Creating and seting up a Google Adwords account, a survey of the selected entity's PPC ad 8. Preparing and set up ads for the Google Ads Search Network 9. Creating a Display Network ad campaign, Google Mobile ad set settings 10. Upload Youtube videos, Youtube account marketing parameters, Youtube ads 11. Getting to know the differences of other advertising systems (Sklik, Big Ads) 12. Preparing an email campaign in Mailchimp - Creating a mailing list, evaluating the results 13. Presentation of semestral projects 14. Presentation of semestral projects
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The course is devoted to modern ways of presenting the company in the digital environment. The main focus of the course is to teach students how to distribute multimedia promotional materials using the most frequently used online advertising tools, including Google Adwords, Sklik, Facebook ads, and LinkedIn B2B. During the seminars, students will work with different digital advertising format, learn to process the technical parameters needed for the advertiements to work and subsequently measure the success of individual advertisements (Facebook Pixel, conversion tracking codes, etc.). Students will also get the basic analytical skills necessary to work with the Google Analytics environment and connect it to online advertising channels.
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Facebook. Facebook Business [online].
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Google. Google Adwards [online].
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JANOUCH, V. Internetový marketing. Brno: Computer Press, 2014. ISBN 978-80-251-4311-7.
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SEMERÁDOVÁ, T. a P. WEINLICH. Jak na digitální marketingovou strategii firmy. Liberec: Technická univerzita v Liberci, 2021. ISBN 978-80-7494-573-1.
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SEMERÁDOVÁ, T. a P. WEINLICH. Marketing na facebooku a instagramu.. Brno, 2019. ISBN 978-80-251-4959-1.
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Seznam.cz. Sklik: PPC reklama [online].
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