The Use of Selected Automated Tools for Creating PPC Advertising in Chosen Markets in the Czech Republic and Slovakia

Online paid advertising is a dynamic form of online marketing that requires precision and a quick response to market changes. Automated tools are used to greatly simplify the process of creating and managing Pay-Per-Click (PPC) campaigns. The purpose of this research is to evaluate the impact of implementing an automated PPC management tool (Dotidot) on campaign performance in a travel agency compared with standard Google Ads campaigns. A structured multi-criteria procedure is first applied to select the most suitable tool for the Czech and Slovak markets. The core contribution of the paper is the observational case study of Dotidot and its performance comparison. The subject of the research is a comparative analysis of three PPC automated tools: Conviu, Dotidot, and BlueWinston. The significance of this topic lies in highlighting the relatively new possibilities of digital marketing and choosing the right tool for using automation. This research can also stimulate other researchers in this field and expand knowledge. The analysis is carried out using the method of systematic comparison based on established criteria, the result of which is a recommendation of the preferred tool and a brief discussion of its implementation options. The analyzed tools are used mainly on the Czech and Slovak markets and are oriented towards e-commerce (electronic commerce). In addition to e-commerce, a case study of the use of digital promotion in sports organizations is also presented. The research results in a systematic comparison of Conviu, Dotidot, and BlueWinston tools according to predefined criteria. The research also includes a brief discussion on the possibilities of implementing the recommended tool in practice, as well as an assessment of its benefits and limitations.