{"id":12133,"date":"2020-10-06T11:13:28","date_gmt":"2020-10-06T09:13:28","guid":{"rendered":"https:\/\/testwp.money.sk\/novinky-a-tipy\/nezaradene\/ako-zacat-s-platenou-reklamou\/"},"modified":"2024-05-28T09:36:06","modified_gmt":"2024-05-28T07:36:06","slug":"ako-zacat-s-platenou-reklamou","status":"publish","type":"post","link":"https:\/\/www.money.sk\/novinky-a-tipy\/podnikanie\/ako-zacat-s-platenou-reklamou\/","title":{"rendered":"Ako za\u010da\u0165 s platenou reklamou"},"content":{"rendered":"<h2 class=\"western\">Stanovenie cie\u013ea a odhad n\u00e1kladov<\/h2>\n<p>Na za\u010diatku by sme si mali rozmyslie\u0165, \u010do je <a href=\"https:\/\/www.optimio.cz\/blog\/jednoduchy-navod-jak-zacit-vydelavat-vykonnostnim-marketingem-bez-drahych-chyb\/\">cie\u013eom inzercie<\/a>. Potrebujeme zvy\u0161ova\u0165 povedomie o zna\u010dke alebo nakopn\u00fa\u0165 predaj produktov a slu\u017eieb? N\u00e1sledne mus\u00edme rozhodn\u00fa\u0165, ako budeme ciele vyhodnocova\u0165. Z\u00e1le\u017e\u00ed na tom, \u010di m\u00e1me nastaven\u00e9 meranie na s\u00fa\u010dasn\u00fdch webov\u00fdch str\u00e1nkach alebo je nutn\u00e9 vytvori\u0165 ho od z\u00e1kladu. Cena za nastavenie merania spad\u00e1 do celkov\u00fdch n\u00e1kladov na kampane, a to aj napriek tomu, \u017ee s\u00fa jednorazov\u00e9. Z toho d\u00f4vodu odpor\u00fa\u010dame stanovi\u0165 si pl\u00e1n aspo\u0148 na tri mesiace, kde je nutn\u00e9 t\u00fato skuto\u010dnos\u0165 zoh\u013eadni\u0165.<\/p>\n<p>V rozpo\u010dte by sme mali ma\u0165 jasno, preto\u017ee sa od neho odv\u00edja rozsah kampan\u00ed. Pokia\u013e vyu\u017e\u00edvame slu\u017eby konzultanta alebo agent\u00fary, mus\u00edme v n\u00e1kladoch po\u010d\u00edta\u0165 aj s ich taxou. Niekedy sa sta\u010d\u00ed povenova\u0165 \u0161t\u00fadiu a z\u00e1kladn\u00e9 nastavenie kampan\u00ed zvl\u00e1dneme sami. Za celkov\u00e9 nastavenie potom plat\u00edme len na\u0161im \u010dasom. Pri men\u0161\u00edch projektoch s\u00fa v\u00fdhodnej\u0161\u00ed samostatne pracuj\u00faci konzultanti alebo freelanceri.<\/p>\n<p>Celkov\u00e1 cena sa sklad\u00e1 z:<\/p>\n<ul>\n<li>kreditu do syst\u00e9mov,<\/li>\n<li>n\u00e1kladov na nastavenie meran\u00ed,<\/li>\n<li>n\u00e1kladov na nastavenie kampan\u00ed,<\/li>\n<li>jednorazov\u00fdch n\u00e1kladov.<\/li>\n<\/ul>\n<div class=\"info-box\">\n<p><b>M\u00e1te u\u017e optimalizovan\u00e9 aj svoje \u00fa\u010dtovn\u00e9 a skladov\u00e9 procesy?<\/b><\/p>\n<p>Pozrite sa, <a href=\"https:\/\/www.money.sk\/e-shopy\/\">\u010do pre v\u00e1s dok\u00e1\u017ee urobi\u0165 Money S3<\/a> a nechajte si urobi\u0165 kr\u00e1tku uk\u00e1\u017eku.<\/p>\n<\/div>\n<h2 class=\"western\">Kto kampane nastav\u00ed<\/h2>\n<p>Rozhodnite sa, \u010di si kampane nastav\u00edte sami alebo sa zver\u00edte do r\u00fak odborn\u00edka. Na internete s\u00edce existuje mnoho materi\u00e1lov, ktor\u00e9 v\u00e1m s nastaven\u00edm poradia, pokia\u013e ale s kampa\u0148ou za\u010d\u00ednate, do tejto varianty sa nep\u00fa\u0161\u0165ajte. \u010casov\u00e1 n\u00e1ro\u010dnos\u0165 je ve\u013ek\u00e1, preto\u017ee sa syst\u00e9my neust\u00e1le rozv\u00edjaj\u00fa a pon\u00fakaj\u00fa nov\u00e9 mo\u017enosti. Ne\u00faplnou pr\u00e1cou m\u00f4\u017eete \u013eahko strati\u0165 cel\u00fd kredit na \u00fa\u010dte bez toho, aby ste dosiahli po\u017eadovan\u00fd cie\u013e.<\/p>\n<p>V r\u00e1mci syst\u00e9mov sa vyu\u017e\u00edvaj\u00fa odborn\u00e9 term\u00edny, ktor\u00e9 s\u00fa dobr\u00fd sluha, ale zl\u00fd p\u00e1n. Mus\u00edme im rozumie\u0165 naozaj presne. V nasleduj\u00facej \u010dasti si uvedieme pr\u00edklady, kde chybn\u00fdm alebo ne\u00fapln\u00fdm nastaven\u00edm m\u00f4\u017eeme ne\u00famyselne pr\u00eds\u0165 o ve\u013ek\u00e9 \u010diastky.<\/p>\n<p>Prem\u00fd\u0161\u013eate, \u010di oslovi\u0165 freelancera alebo agent\u00faru? Oboje so sebou nesie klady a z\u00e1pory. Vo v\u0161eobecnosti je mo\u017en\u00e9 tvrdi\u0165, \u017ee n\u00e1klady za pr\u00e1cu odr\u00e1\u017eaj\u00fa do istej miery aj jej kvalitu. Pokia\u013e zvol\u00edme J\u00e1na Lacn\u00e9ho z Hornej Dolnej, ktor\u00fd si povie o 5 EUR na hodinu menej, d\u00e1 sa o\u010dak\u00e1va\u0165, \u017ee jeho pr\u00e1ca nebude rovnako kvalitn\u00e1, ako t\u00e1 od p\u00e1na J\u00e1na Nov\u00e1ka s preuk\u00e1zate\u013en\u00fdmi sk\u00fasenos\u0165ami. P\u00e1n Nov\u00e1k m\u00e1 webov\u00e9 str\u00e1nky s referenciami a jeho pr\u00e1ca je nieko\u013ekon\u00e1sobne drah\u0161ia. Agent\u00fara sa zase vyplat\u00ed v\u00e4\u010d\u0161\u00edm projektom a t\u00fdm, ktor\u00ed h\u013eadaj\u00fa komplexn\u00e9 rie\u0161enie.<\/p>\n<h2 class=\"western\">\u0160trukt\u00fara kampan\u00ed<\/h2>\n<p>Od stanoven\u00fdch cie\u013eov sa odv\u00edja vo\u013eba reklamn\u00e9ho syst\u00e9mu a typy kampan\u00ed. Naj\u010dastej\u0161ie vyu\u017e\u00edvan\u00e9 syst\u00e9my pre platen\u00fa reklamu na Slovensku s\u00fa Google Ads a Bing Ads. K platenej reklame sa rad\u00ed aj reklama na soci\u00e1lnych sie\u0165ach ako je Facebook, Instagram, pr\u00edpadne video-kampane na YouTube.<\/p>\n<p>Kampane \u010dlen\u00edme pod\u013ea toho, \u010di sa reklama zobrazuje vo vyh\u013ead\u00e1vacej sieti alebo v obsahovej sieti.<\/p>\n<h3 class=\"western\">Vyh\u013ead\u00e1vacia sie\u0165<\/h3>\n<p>Vyh\u013ead\u00e1vacia sie\u0165 zais\u0165uje zobrazenie textov\u00fdch a produktov\u00fdch rekl\u00e1m vo v\u00fdsledkoch vyh\u013ead\u00e1vania dan\u00e9ho syst\u00e9mu \u2013 Googlu alebo Bingu. Reklamy sa zobrazuj\u00fa hore nad v\u00fdsledkami, ale aj dole pod nimi. Rozl\u00ed\u0161ime ich jednoducho, preto\u017ee s\u00fa ozna\u010den\u00e9:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-86100\" src=\"https:\/\/www.money.sk\/novinky-a-tipy\/wp-content\/uploads\/sites\/2\/2023\/05\/vyhladavacia-siet.png\" alt=\"\" width=\"675\" height=\"auto\" \/><\/p>\n<h4 class=\"western\">Textov\u00e9 reklamy<\/h4>\n<p>Ako sme si u\u017e povedali, mo\u017enosti cielenia na u\u017e\u00edvate\u013ea sa pri jednotliv\u00fdch sie\u0165ach l\u00ed\u0161ia. Vo vyh\u013ead\u00e1vacej sieti vyu\u017e\u00edvame k\u013e\u00fa\u010dov\u00e9 slov\u00e1, ktor\u00e9 pokryj\u00fa ot\u00e1zky u\u017e\u00edvate\u013eov. Toto cielenie m\u00f4\u017ee by\u0165 r\u00f4zne, odli\u0161ujeme ho pomocou typu zhody k\u013e\u00fa\u010dov\u00e9ho slova.<\/p>\n<p><strong>Chyba 1<\/strong><\/p>\n<p>Po\u010fme sa pozrie\u0165 na konkr\u00e9tny pr\u00edklad chyby. Ako cielenie zvol\u00edme vo\u013en\u00fa zhodu a v\u0161eobecn\u00e9 slovo \u2013 telev\u00edzor. Cie\u013eom je predaj telev\u00edzorov Samsung.<\/p>\n<p>K\u013e\u00fa\u010dov\u00e9 slovo telev\u00edzor bude ma\u0165 s\u00edce ve\u013ek\u00fd po\u010det zobrazen\u00ed, ale kv\u00f4li zhode sa bude reklama zobrazova\u0165 aj na v\u00fdrazy ako \u201eprogram telev\u00edzora\u201c alebo \u201etelev\u00edzor LG\u201c, ktor\u00e9 nem\u00e1me v ponuke.<\/p>\n<p>Za prekliky potom jednoducho minieme cel\u00fd kredit bez toho, aby sa reklama zobrazila na relevantn\u00e9 slov\u00e1.<\/p>\n<h4 class=\"western\">Produktov\u00e9 reklamy<\/h4>\n<p>Produktov\u00e9 reklamy tie\u017e spadaj\u00fa do vyh\u013ead\u00e1vacej siete. Ich vzh\u013ead a nastavenie sa ale od t\u00fdch textov\u00fdch l\u00ed\u0161i. V zobrazen\u00ed pou\u017e\u00edvame obr\u00e1zok, n\u00e1zov produktu, cenu a \u010fal\u0161ie inform\u00e1cie. Tieto \u00fadaje id\u00fa z tzv. feedu, \u010do je s\u00fabor (podobne ako tabu\u013eka), ktor\u00fd obsahuje v\u0161etky inform\u00e1cie o produktoch. Feed sa vklad\u00e1 do \u0161peci\u00e1lnej slu\u017eby \u2013 <a href=\"https:\/\/www.google.com\/retail\/solutions\/merchant-center\/\">Merchant Center<\/a>.<\/p>\n<p>Uk\u00e1\u017eka produktov\u00fdch rekl\u00e1m:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-86101\" src=\"https:\/\/www.money.sk\/novinky-a-tipy\/wp-content\/uploads\/sites\/2\/2023\/05\/ukazka-produktovych-reklam.png\" alt=\"\" width=\"712\" height=\"auto\" \/><\/p>\n<p>Produktov\u00e9 reklamy sa vo vyh\u013ead\u00e1van\u00ed nezobrazuj\u00fa v\u017edy. Ch\u00fdbaj\u00fa napr\u00edklad pri v\u0161eobecn\u00fdch k\u013e\u00fa\u010dov\u00fdch slov\u00e1ch alebo pri dotazoch na slu\u017eby.<\/p>\n<p><strong>Chyba 2<\/strong><\/p>\n<p>Google pon\u00faka ve\u013ek\u00e9 mno\u017estvo <a href=\"https:\/\/www.optimio.cz\/blog\/jak-upravit-automatizovane-reklamni-kampane-aby-vydelavaly-vice\/\">automatick\u00fdch strat\u00e9gi\u00ed<\/a>. Pri kampani pre Google N\u00e1kupy si zvol\u00edme ROAS, pri ktorom nastav\u00edme cie\u013eov\u00fa hodnotu 500%. Len\u017ee n\u00e1\u0161 cie\u013e je PNO 10%, \u010domu odpoved\u00e1 1000%. Naviac vol\u00edme strat\u00e9giu hne\u010f po spusten\u00ed kampan\u00ed, kedy na \u00fa\u010dte nie s\u00fa d\u00e1ta. Strat\u00e9gia m\u00e1 f\u00e1zu u\u010denia, kedy vych\u00e1dza z d\u00e1t o u\u017e uskuto\u010dnen\u00fdch objedn\u00e1vkach. Objedn\u00e1vky pri spusten\u00ed inzercie v syst\u00e9me nebud\u00fa zaevidovan\u00e9. Teraz vid\u00edme, \u017ee nastavenie nem\u00f4\u017ee fungova\u0165 spr\u00e1vne.<\/p>\n<h3 class=\"western\">Obsahov\u00e1 sie\u0165<\/h3>\n<p>Obsahov\u00e1 sie\u0165 jednotliv\u00fdch poskytovate\u013eov sa sklad\u00e1 z webov\u00fdch str\u00e1nok, na ktor\u00e9 m\u00f4\u017eeme cieli\u0165 bannery alebo <a href=\"https:\/\/www.optimio.cz\/blog\/jak-vyzrat-na-bannerovou-slepotu-vytvorte-bezchybnou-responzivni-reklamu\/\">reklamy s obr\u00e1zkom a textom<\/a>.<\/p>\n<p>Cielenie je rozmanit\u00e9 \u2013 od u\u017e\u00edvate\u013eov, ktor\u00ed u\u017e nav\u0161t\u00edvili webov\u00e9 str\u00e1nky (remarketing) a\u017e po u\u017e\u00edvate\u013eov, ktor\u00ed web v\u00f4bec nepoznaj\u00fa, ale zauj\u00edmaj\u00fa sa o ur\u010dit\u00fa t\u00e9mu alebo nav\u0161t\u00edvia str\u00e1nku, na ktor\u00fa reklamu cielime.<\/p>\n<h4 class=\"western\">Remarketing<\/h4>\n<p>Remarketing bude fungova\u0165 len za predpokladu, \u017ee na webe bude k\u00f3d, ktor\u00fd sleduje u\u017e\u00edvate\u013eov. N\u00e1v\u0161tevn\u00edk mus\u00ed by\u0165 informovan\u00fd o tom, \u017ee o \u0148om d\u00e1ta zbierame a k \u010domu ich vyu\u017e\u00edvame.<\/p>\n<p>\u0160peci\u00e1lnym typom je dynamick\u00fd remarketing, ktor\u00fd dok\u00e1\u017ee v reklame zobrazova\u0165 konkr\u00e9tne produkty, ktor\u00e9 u\u017e\u00edvate\u013e nav\u0161t\u00edvil. S jeho nastaven\u00edm si porad\u00ed pokro\u010dili u\u017e\u00edvate\u013ea a odborn\u00edci.<\/p>\n<p><strong>Chyba 3<\/strong><\/p>\n<p>Pozrime sa na \u010fal\u0161iu \u010dast\u00fa chybu. Pokia\u013e nastav\u00edme kampa\u0148 s remarketingov\u00fdm cielen\u00edm na n\u00e1v\u0161tevn\u00edkov webu za posledn\u00fdch sedem dn\u00ed a nevyl\u00fa\u010dime u\u017e\u00edvate\u013eov, ktor\u00ed u\u017e v posledn\u00fdch siedmych d\u0148och nak\u00fapili, budeme cieli\u0165 aj na nich.<\/p>\n<p><strong>Autor:<\/strong><\/p>\n<p>Marek \u017d\u00e1\u010dek, Optimio \u2013 marketingov\u00e1 fullservice agent\u00fara, ktor\u00e1 sa \u0161pecializuje na v\u0161echny\u00a0oblasti marketingu. Jej vn\u00fatro tvoria odborn\u00edci, ktor\u00ed svoje znalosti premie\u0148aj\u00fa na funguj\u00face \u010d\u00edsla.<\/p>\n<p><strong>Web:<\/strong> <a href=\"https:\/\/www.optimio.cz\/\">https:\/\/www.optimio.cz\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stanovenie cie\u013ea a odhad n\u00e1kladov Na za\u010diatku by sme si mali rozmyslie\u0165, \u010do je cie\u013eom inzercie. Potrebujeme zvy\u0161ova\u0165 povedomie o zna\u010dke alebo nakopn\u00fa\u0165 predaj produktov &#8230;<\/p>\n","protected":false},"author":2,"featured_media":12137,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[313,5],"tags":[774,773,775],"class_list":["post-12133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-podnikanie","tag-online-marketing","tag-platena-reklama","tag-ppc"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/12133","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/comments?post=12133"}],"version-history":[{"count":2,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/12133\/revisions"}],"predecessor-version":[{"id":14748,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/posts\/12133\/revisions\/14748"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/media\/12137"}],"wp:attachment":[{"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/media?parent=12133"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/categories?post=12133"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.money.sk\/novinky-a-tipy\/wp-json\/wp\/v2\/tags?post=12133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}