The diploma thesis presents the setup and workflow of advertising campaign using Google AdWords. The main issues to be considered when using Google AdWords are explained in order to achieve as many conversions as possible for the minimal investment.
The thesis contains a theoretical and a practical part. In the theoretical part, I explain workflow and communication with a client, tasks to be executed by an advertising agency as well as client's tasks. The basic guidelines for successful Google AdWords advertising are presented as well as rules which we have to apply when creating text and image ads to be accepted by Google. In the practical part I focus on establishing of advertising campaigns for the companies Boom Zoom, d. o. o., and E-doktrina. I explain the procedure of initialization of advertising campaigns, selection of keywords and creation of text and image ads which I created for the two companies.