{"id":1904,"date":"2020-10-06T08:20:13","date_gmt":"2020-10-06T08:20:13","guid":{"rendered":"https:\/\/money2022.localhost\/novinky-a-tipy\/jak-zacit-s-placenou-reklamou\/"},"modified":"2024-05-28T09:37:25","modified_gmt":"2024-05-28T07:37:25","slug":"jak-zacit-s-placenou-reklamou","status":"publish","type":"post","link":"https:\/\/money.cz\/novinky-a-tipy\/e-commerce\/jak-zacit-s-placenou-reklamou\/","title":{"rendered":"Jak za\u010d\u00edt s placenou reklamou"},"content":{"rendered":"<h2 class=\"western\">Stanoven\u00ed c\u00edle a odhad n\u00e1klad\u016f<\/h2>\n<p>Na za\u010d\u00e1tku bychom si m\u011bli rozmyslet, co je <a href=\"https:\/\/www.optimio.cz\/blog\/jednoduchy-navod-jak-zacit-vydelavat-vykonnostnim-marketingem-bez-drahych-chyb\/\">c\u00edlem inzerce<\/a>. Pot\u0159ebujeme zvy\u0161ovat pov\u011bdom\u00ed o zna\u010dce nebo nakopnout prodeje produkt\u016f a slu\u017eeb? N\u00e1sledn\u011b mus\u00edme rozhodnout, jak budeme c\u00edle vyhodnocovat. Z\u00e1le\u017e\u00ed na tom, jestli m\u00e1me nastaven\u00e9 m\u011b\u0159en\u00ed na sou\u010dasn\u00fdch webov\u00fdch str\u00e1nk\u00e1ch, nebo je nutn\u00e9 vytvo\u0159it ho od z\u00e1kladu. Cena za nastaven\u00ed m\u011b\u0159en\u00ed spad\u00e1 do celkov\u00fdch n\u00e1klad\u016f na kampan\u011b, p\u0159esto\u017ee jsou jednor\u00e1zov\u00e9. Z toho d\u016fvodu doporu\u010dujeme stanovit si pl\u00e1n alespo\u0148 na t\u0159i m\u011bs\u00edce, kde je nutn\u00e9 tuto skute\u010dnost zohlednit.<\/p>\n<p>V rozpo\u010dtu bychom m\u011bli m\u00edt jasno, proto\u017ee se od n\u011bj odv\u00edj\u00ed rozsah kampan\u00ed. Pokud vyu\u017e\u00edv\u00e1me slu\u017eby konzultanta nebo agentury, mus\u00edme v n\u00e1kladech po\u010d\u00edtat i s jejich taxou. N\u011bkdy se sta\u010d\u00ed pov\u011bnovat studiu a z\u00e1kladn\u00ed nastaven\u00ed kampan\u00ed zvl\u00e1dneme sami. Za celkov\u00e9 nastaven\u00ed pak plat\u00edme pouze na\u0161\u00edm \u010dasem. U men\u0161\u00edch projekt\u016f jsou v\u00fdhodn\u011bj\u0161\u00ed samostatn\u011b pracuj\u00edc\u00ed konzultanti neboli freelance\u0159i.<\/p>\n<p>Celkov\u00e1 cena se skl\u00e1d\u00e1 z:<\/p>\n<ul>\n<li>kreditu do syst\u00e9m\u016f<\/li>\n<li>n\u00e1klad\u016f na nastaven\u00ed m\u011b\u0159en\u00ed<\/li>\n<li>n\u00e1klad\u016f na nastaven\u00ed kampan\u00ed<\/li>\n<li>jednor\u00e1zov\u00fdch n\u00e1klad\u016f<\/li>\n<\/ul>\n<div class=\"info-box\">\n<p><b>M\u00e1te u\u017e optimalizovan\u00e9 i sv\u00e9 \u00fa\u010detn\u00ed a skladov\u00e9 procesy?<\/b><\/p>\n<p>Zjist\u011bte, <a href=\"https:\/\/money.cz\/e-shopy\/\">co pro v\u00e1s dok\u00e1\u017ee ud\u011blat Money S3<\/a> a nechte si ud\u011blat kr\u00e1tkou uk\u00e1zku.<\/p>\n<\/div>\n<h2 class=\"western\">Kdo kampan\u011b nastav\u00ed<\/h2>\n<p>Rozhodn\u011bte se, zda si kampan\u011b nastav\u00edte sami nebo se sv\u011b\u0159\u00edte do rukou odborn\u00edka. Na internetu sice existuje mnoho materi\u00e1l\u016f, kter\u00e9 v\u00e1m s nastaven\u00edm porad\u00ed, pokud ale s kampan\u011bmi za\u010d\u00edn\u00e1te, do t\u00e9to varianty se nepou\u0161t\u011bjte. \u010casov\u00e1 n\u00e1ro\u010dnost je velk\u00e1, proto\u017ee se syst\u00e9my neust\u00e1le rozv\u00edj\u00ed a nab\u00edz\u00ed nov\u00e9 mo\u017enosti. Ne\u00faplnou prac\u00ed m\u016f\u017eete snadno ztratit cel\u00fd kredit v \u00fa\u010dtu, ani\u017e byste dos\u00e1hli po\u017eadovan\u00e9ho c\u00edle.<\/p>\n<p>V r\u00e1mci syst\u00e9m\u016f se vyu\u017e\u00edvaj\u00ed odborn\u00e9 term\u00edny, kter\u00e9 jsou dobr\u00fd sluha, ale zl\u00fd p\u00e1n. Mus\u00edme jim rozum\u011bt opravdu p\u0159esn\u011b. V n\u00e1sleduj\u00edc\u00ed \u010d\u00e1sti si uvedeme p\u0159\u00edklady, kde chybn\u00fdm nebo ne\u00fapln\u00fdm nastaven\u00edm m\u016f\u017eeme ne\u00famysln\u011b p\u0159ij\u00edt o velk\u00e9 \u010d\u00e1stky.<\/p>\n<p>P\u0159em\u00fd\u0161l\u00edte, jestli oslovit freelancera, nebo agenturu? Oboj\u00ed s sebou nese klady a z\u00e1pory. Obecn\u011b lze tvrdit, \u017ee n\u00e1klady za pr\u00e1ci odr\u00e1\u017e\u00ed do jist\u00e9 m\u00edry i jej\u00ed kvalitu. Pokud zvol\u00edme Pepu Levn\u00e9ho z Horn\u00ed Doln\u00ed, kter\u00fd si \u0159ekne 100 K\u010d na hodinu, lze o\u010dek\u00e1vat, \u017ee jeho pr\u00e1ce nebude stejn\u011b kvalitn\u00ed jako ta od pana Jana Nov\u00e1ka. Pan Nov\u00e1k m\u00e1 webov\u00e9 str\u00e1nky s referencemi a jeho pr\u00e1ce je n\u011bkolikan\u00e1sobn\u011b dra\u017e\u0161\u00ed. Agentura se zase vyplat\u00ed v\u011bt\u0161\u00edm projekt\u016fm a t\u011bm, kte\u0159\u00ed hledaj\u00ed komplexn\u00ed \u0159e\u0161en\u00ed.<\/p>\n<h2 class=\"western\">Struktura kampan\u00ed<\/h2>\n<p>Od stanoven\u00fdch c\u00edl\u016f se odv\u00edj\u00ed volba reklamn\u00edho syst\u00e9mu a typy kampan\u00ed. Nej\u010dast\u011bji vyu\u017e\u00edvan\u00e9 syst\u00e9my pro placenou reklamu u n\u00e1s jsou Google Ads, Sklik a Bing Ads. K placen\u00e9 reklam\u011b se \u0159ad\u00ed i reklama na soci\u00e1ln\u00edch s\u00edt\u00edch jako je Facebook, Instagram, p\u0159\u00edpadn\u011b videokampan\u011b na YouTube.<\/p>\n<p>Kampan\u011b \u010dlen\u00edme dle toho, jestli se reklama zobrazuje ve vyhled\u00e1vac\u00ed s\u00edti nebo v obsahov\u00e9 s\u00edti.<\/p>\n<h3 class=\"western\">Vyhled\u00e1vac\u00ed s\u00ed\u0165<\/h3>\n<p>Vyhled\u00e1vac\u00ed s\u00ed\u0165 zaji\u0161\u0165uje zobrazen\u00ed textov\u00fdch a produktov\u00fdch reklam ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed dan\u00e9ho syst\u00e9mu \u2013 Googlu, Skliku nebo Bingu. Reklamy se zobrazuj\u00ed naho\u0159e nad v\u00fdsledky, ale i dole pod nimi. Rozli\u0161\u00edme je snadno, proto\u017ee jsou ozna\u010den\u00e9:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-87933\" src=\"https:\/\/money.cz\/novinky-a-tipy\/wp-content\/uploads\/sites\/2\/2022\/01\/vyhledavaci-sit-1.png\" alt=\"\" width=\"841\" height=\"auto\" \/><\/p>\n<h4 class=\"western\">Textov\u00e9 reklamy<\/h4>\n<p>Jak u\u017e jsme si \u0159ekli, mo\u017enosti c\u00edlen\u00ed na u\u017eivatele se u jednotliv\u00fdch s\u00edt\u00ed li\u0161\u00ed. Ve vyhled\u00e1vac\u00ed s\u00edti vyu\u017e\u00edv\u00e1me kl\u00ed\u010dov\u00e1 slova, kter\u00e1 pokryj\u00ed dotazy u\u017eivatel\u016f. Toto c\u00edlen\u00ed m\u016f\u017ee b\u00fdt r\u016fzn\u00e9, odli\u0161ujeme ho pomoc\u00ed typu shody kl\u00ed\u010dov\u00e9ho slova.<\/p>\n<p><strong>Past 1<\/strong><\/p>\n<p>Poj\u010fme se pod\u00edvat na konkr\u00e9tn\u00ed p\u0159\u00edklad chyby. Jako c\u00edlen\u00ed zvol\u00edme volnou shodu a obecn\u00e9 slovo \u2013 televize. C\u00edlem je prodej televiz\u00ed Samsung.<\/p>\n<p>Kl\u00ed\u010dov\u00e9 slovo televize bude m\u00edt sice velk\u00fd po\u010det zobrazen\u00ed, ale kv\u016fli voln\u00e9 shod\u011b se bude reklama zobrazovat i na v\u00fdrazy jako \u201cprogram televize\u201d nebo \u201ctelevize LG\u201d, kter\u00e9 nem\u00e1me v nab\u00eddce.<\/p>\n<p>Za prokliky pak snadno utrat\u00edme cel\u00fd kredit, ani\u017e by se reklama zobrazila na relevantn\u00ed slova.<\/p>\n<h4 class=\"western\">Produktov\u00e9 reklamy<\/h4>\n<p>Produktov\u00e9 reklamy tak\u00e9 spadaj\u00ed do vyhled\u00e1vac\u00ed s\u00edt\u011b. Jejich vzhled a nastaven\u00ed se ale od t\u011bch textov\u00fdch li\u0161\u00ed. V zobrazen\u00ed pou\u017e\u00edv\u00e1me obr\u00e1zek, n\u00e1zev produktu, cenu a dal\u0161\u00ed informace. Tyto \u00fadaje jdou z tzv. feedu, co\u017e je soubor (podobn\u011b jako tabulka), kter\u00fd obsahuje ve\u0161ker\u00e9 informace o produktech. Feed se vkl\u00e1d\u00e1 do speci\u00e1ln\u00ed slu\u017eby \u2013 <a href=\"https:\/\/www.google.com\/retail\/solutions\/merchant-center\/\">Merchant Center<\/a>.<\/p>\n<p>V p\u0159\u00edpad\u011b Seznamu se \u010derp\u00e1 feed ze <a href=\"https:\/\/napoveda.seznam.cz\/cz\/zbozi\/napoveda-pro-internetove-obchody\/propojeni-zbozi.cz-s-sklikem\/produktove-inzeraty-zbozi\/\">Zbo\u017e\u00ed.cz<\/a>.<\/p>\n<p>Uk\u00e1zka produktov\u00fdch reklam:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-87935\" src=\"https:\/\/money.cz\/novinky-a-tipy\/wp-content\/uploads\/sites\/2\/2022\/01\/ukazka-produktovych-reklam-1.png\" alt=\"\" width=\"759\" height=\"auto\" \/><\/p>\n<p>Produktov\u00e9 reklamy se ve vyhled\u00e1v\u00e1n\u00ed nezobrazuj\u00ed v\u017edy. Chyb\u00ed nap\u0159\u00edklad u obecn\u011bj\u0161\u00edch kl\u00ed\u010dov\u00fdch slov nebo u dotaz\u016f na slu\u017eby.<\/p>\n<p><strong>Past 2<\/strong><\/p>\n<p>Google nab\u00edz\u00ed velk\u00e9 mno\u017estv\u00ed <a href=\"https:\/\/www.optimio.cz\/blog\/jak-upravit-automatizovane-reklamni-kampane-aby-vydelavaly-vice\/\">automatick\u00fdch strategi\u00ed<\/a>. U kampan\u011b pro Google N\u00e1kupy si zvol\u00edme ROAS, u kter\u00e9ho nastav\u00edme c\u00edlovou hodnotu 500 %. Jen\u017ee n\u00e1\u0161 c\u00edl je PNO 10 %, \u010demu\u017e odpov\u00edd\u00e1 ROAS 1000 %. Nav\u00edc vol\u00edme strategii hned po spu\u0161t\u011bn\u00ed kampan\u00ed, kdy v \u00fa\u010dtu nejsou data. Strategie m\u00e1 f\u00e1zi u\u010den\u00ed, kdy vych\u00e1z\u00ed z dat o ji\u017e uskute\u010dn\u011bn\u00fdch objedn\u00e1vk\u00e1ch. Objedn\u00e1vky p\u0159i spu\u0161t\u011bn\u00ed inzerce v syst\u00e9mu nebudou zaevidov\u00e1ny. Nyn\u00ed vid\u00edme, \u017ee nastaven\u00ed nem\u016f\u017ee fungovat spr\u00e1vn\u011b.<\/p>\n<h3 class=\"western\">Obsahov\u00e1 s\u00ed\u0165<\/h3>\n<p>Obsahov\u00e1 s\u00ed\u0165 jednotliv\u00fdch poskytovatel\u016f se skl\u00e1d\u00e1 z webov\u00fdch str\u00e1nek, na kter\u00e9 m\u016f\u017eeme c\u00edlit bannery nebo <a href=\"https:\/\/www.optimio.cz\/blog\/jak-vyzrat-na-bannerovou-slepotu-vytvorte-bezchybnou-responzivni-reklamu\/\">reklamami s obr\u00e1zkem i textem<\/a>.<\/p>\n<p>C\u00edlen\u00ed je rozmanit\u00e9 \u2013 od u\u017eivatel\u016f, kte\u0159\u00ed ji\u017e nav\u0161t\u00edvili webov\u00e9 str\u00e1nky (remarketing) a\u017e po u\u017eivatele, kte\u0159\u00ed web v\u016fbec neznaj\u00ed, ale zaj\u00edmaj\u00ed se o ur\u010dit\u00e9 t\u00e9ma nebo nav\u0161t\u00edv\u00ed str\u00e1nku, na kterou reklamu c\u00edl\u00edme.<\/p>\n<h4 class=\"western\">Remarketing<\/h4>\n<p>Remarketing bude fungovat pouze za p\u0159edpokladu, \u017ee na webu bude k\u00f3d, kter\u00fd sleduje u\u017eivatele. N\u00e1v\u0161t\u011bvn\u00edk mus\u00ed b\u00fdt informovan\u00fd o tom, \u017ee o n\u011bm data sb\u00edr\u00e1me a k \u010demu je vyu\u017e\u00edv\u00e1me.<\/p>\n<p>Speci\u00e1ln\u00edm typem je dynamick\u00fdm remarketing, kter\u00fd dok\u00e1\u017ee v reklam\u011b zobrazovat konkr\u00e9tn\u00ed produkty, kter\u00e9 u\u017eivatel nav\u0161t\u00edvil. S jeho nastaven\u00edm si porad\u00ed pokro\u010dil\u00ed u\u017eivatel\u00e9 a odborn\u00edci.<\/p>\n<p><strong>Past 3<\/strong><\/p>\n<p>Pod\u00edvejme se na dal\u0161\u00ed \u010dastou chybu. Pokud nastav\u00edme kampa\u0148 s remarketingov\u00fdm c\u00edlen\u00edm na n\u00e1v\u0161t\u011bvn\u00edky webu za posledn\u00edch sedm dn\u016f a nevylou\u010d\u00edme u\u017eivatele, kte\u0159\u00ed u\u017e v posledn\u00edch sedmi dnech nakoupili, budeme c\u00edlit i na n\u011b.<\/p>\n<p><strong>Autor:<\/strong><\/p>\n<p>Marek Z\u00e1\u010dek, Optimio \u2013 <span style=\"color: initial;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif\">Optimio je marketingov\u00e1 fullservice\u00a0agentura, kter\u00e1 se specializuje na v\u0161echny oblasti marketingu. Jej\u00ed j\u00e1dro tvo\u0159\u00ed odborn\u00edci, kte\u0159\u00ed sv\u00e9 znalosti prom\u011b\u0148uj\u00ed na funguj\u00edc\u00ed \u010d\u00edsla.<\/span><\/p>\n<div class=\"gmail_default\"><\/div>\n<p><strong>Web:<\/strong> <a href=\"https:\/\/www.optimio.cz\/\">https:\/\/www.optimio.cz\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stanoven\u00ed c\u00edle a odhad n\u00e1klad\u016f Na za\u010d\u00e1tku bychom si m\u011bli rozmyslet, co je c\u00edlem inzerce. Pot\u0159ebujeme zvy\u0161ovat pov\u011bdom\u00ed o zna\u010dce nebo nakopnout prodeje produkt\u016f a &#8230;<\/p>\n","protected":false},"author":2,"featured_media":1907,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","inline_featured_image":false,"footnotes":""},"categories":[11,26],"tags":[59,140,156],"class_list":["post-1904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing","tag-e-shop","tag-marketing","tag-start-podnikani"],"acf":[],"_links":{"self":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/1904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/comments?post=1904"}],"version-history":[{"count":6,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/1904\/revisions"}],"predecessor-version":[{"id":14704,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/1904\/revisions\/14704"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/media\/1907"}],"wp:attachment":[{"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/media?parent=1904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/categories?post=1904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/money.cz\/novinky-a-tipy\/wp-json\/wp\/v2\/tags?post=1904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}