Importance of Online Advertising

The first chapter describes marketing and digitization , with focus on the emergence of online marketing . The second chapter characterizes online advertising , its basic forms , channels for a placement , or metrics to assess the effectiveness of online advertising . The practical part refers to online advertising for the Sportinator .cz e-shop. The aim of the bachelor thesis is to analyse online advertising in search engines for a particular e -shop . Based on the analysis , findings and recommendations have been made to improve the performance of online advertising, which was generated during the advertising activity.