{"id":4331,"date":"2021-06-17T07:00:00","date_gmt":"2021-06-17T05:00:00","guid":{"rendered":"https:\/\/besteto.pari.cz\/nejcastejsi-chyby-ppc\/"},"modified":"2022-11-24T14:16:35","modified_gmt":"2022-11-24T13:16:35","slug":"nejcastejsi-chyby-ppc","status":"publish","type":"post","link":"https:\/\/www.besteto.cz\/nejcastejsi-chyby-ppc\/","title":{"rendered":"5 nej\u010dast\u011bj\u0161\u00edch chyb v PPC aneb na co si d\u00e1t pozor p\u0159i inzerci"},"content":{"rendered":"        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p><strong>PPC reklama<\/strong> <strong>je<\/strong> <strong>jedn\u00edm z&nbsp;nejefektivn\u011bj\u0161\u00edch n\u00e1stroj\u016f<\/strong>, jak p\u0159iv\u00e9st na v\u00e1\u0161 web relevantn\u00ed u\u017eivatele. Je tak\u00e9 v&nbsp;porovn\u00e1n\u00ed s&nbsp;jin\u00fdm n\u00e1stroji velice levn\u00e1. Pokud ale v&nbsp;jej\u00edm nastaven\u00ed, nebo optimalizaci ud\u011bl\u00e1te chybu, pak se m\u016f\u017ee st\u00e1t \u010dernou d\u00edrou na va\u0161e pen\u00edze. <strong>D\u016fkladnou kontrolou va\u0161ich kampan\u00ed m\u016f\u017eete odhalit jak\u00e9 maj\u00ed slabiny <\/strong>a&nbsp;jejich vylep\u0161en\u00edm m\u016f\u017eete pom\u011brn\u011b snadno dos\u00e1hnout mnohem v\u00edce konverz\u00ed va\u0161eho e\u2011shopu. Jsou chyby, kter\u00e9 mohou b\u00fdt chybou pouze pro jeden konkr\u00e9tn\u00ed \u00fa\u010det, ale jsou i&nbsp;takov\u00e9, kter\u00e9 se daj\u00ed zobecnit pro v\u0161echny.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-heading my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<h2 class=\"wp-block-heading\">1. M\u011b\u0159en\u00ed konverz\u00ed<\/h2>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p><strong>Spr\u00e1vn\u00e9 nastaven\u00ed m\u011b\u0159en\u00ed konverz\u00ed je z\u00e1klad<\/strong>. Nejv\u011bt\u0161\u00ed chybou je nem\u011b\u0159it konverze v\u016fbec. Pokud nesledujete, jestli va\u0161e kampa\u0148 dosahuje po\u017eadovan\u00e9ho c\u00edle, tak vlastn\u011b v\u016fbec nev\u00edte, jestli pln\u00ed sv\u016fj \u00fa\u010del a&nbsp;zda v\u00e1m re\u00e1ln\u011b p\u0159in\u00e1\u0161\u00ed to, kv\u016fli \u010demu vznikla. Pouze na z\u00e1klad\u011b konverz\u00ed jste schopni se objektivn\u011b rozhodnout, zda do kampan\u011b investovat v\u011bt\u0161\u00ed nebo men\u0161\u00ed mno\u017estv\u00ed pen\u011bz,vylep\u0161it ji nebo \u00fapln\u011b pozastavit. <strong>Konverz\u00ed nemus\u00ed b\u00fdt jen n\u00e1kup<\/strong>, m\u016f\u017ee to b\u00fdt tak\u00e9 odeslan\u00fd popt\u00e1vkov\u00fd formul\u00e1\u0159, p\u0159ihl\u00e1\u0161en\u00ed na \u0161kolen\u00ed, popt\u00e1n\u00ed slu\u017eeb na webu, sta\u017een\u00ed aplikace, \u010das str\u00e1ven\u00fd na str\u00e1nce, uskute\u010dn\u011bn\u00ed telefon\u00e1tu nebo posl\u00e1n\u00ed e\u2011mailu.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-heading my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<h2 class=\"wp-block-heading\">2. Nevhodn\u011b zvolen\u00e1 biddingov\u00e1 strategie<\/h2>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p><strong>Automatick\u00e9 strategie mohou b\u00fdt skv\u011bl\u00fdm pomocn\u00edkem<\/strong>, je ale zapot\u0159eb\u00ed dob\u0159e pochopit, jak tyto strategie funguj\u00ed a&nbsp;kterou je pro dan\u00fd c\u00edl nejvhodn\u011bj\u0161\u00ed vyu\u017e\u00edt. Zat\u00edmco u&nbsp;n\u011bkter\u00fdch kampan\u00ed bude nejvhodn\u011bj\u0161\u00ed strategie <strong>vylep\u0161en\u00e1 CPC<\/strong>, jinde to m\u016f\u017ee b\u00fdt<strong> maximalizace proklik\u016f, c\u00edlov\u00e1 CPA nebo ROAS<\/strong>. P\u0159i vyhodnocen\u00ed, jak automatick\u00e1 strategie funguje, byste m\u011bli zv\u00e1\u017eit, jestli nepo\u017eadujete nere\u00e1ln\u00fd c\u00edl. Nastaven\u00e9 ROAS m\u016f\u017ee b\u00fdt p\u0159\u00edli\u0161 vysok\u00e9 nebo naopak CPA p\u0159\u00edli\u0161 n\u00edzk\u00e9. Tomu taky mus\u00ed odpov\u00eddat nastaven\u00fd rozpo\u010det.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-heading my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<h2 class=\"wp-block-heading\">3. Kontrola vyhled\u00e1vac\u00edch dotaz\u016f a&nbsp;za\u0159\u00edzen\u00ed<\/h2>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p>N\u011bkdy m\u016f\u017eete m\u00edt pocit, \u017ee kampa\u0148 nefunguje tak, jak by m\u011bla. Utr\u00e1c\u00ed p\u0159\u00edli\u0161 mnoho pen\u011bz ne\u00fam\u011brn\u011b k&nbsp;mno\u017estv\u00ed konverz\u00ed, kter\u00e9 p\u0159in\u00e1\u0161\u00ed. Rozhodnete se ji proto <strong>p\u0159it\u00e1hnout rozpo\u010det a&nbsp;sn\u00ed\u017eit CPC<\/strong>. Ale ned\u011bl\u00e1 to jen jen jeden vyhled\u00e1vac\u00ed dotaz, nebo jen jeden druh za\u0159\u00edzen\u00ed? Po vylou\u010den\u00ed nerentabiln\u00edho vyhled\u00e1vac\u00edho dotazu nebo sn\u00ed\u017een\u00ed investic nap\u0159\u00edklad do mobiln\u00edho za\u0159\u00edzen\u00ed m\u016f\u017eete zjistit, \u017ee kampa\u0148 funguje skv\u011ble.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-heading my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<h2 class=\"wp-block-heading\">4. Omezen\u00fd denn\u00ed rozpo\u010det<\/h2>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p>Pokud chcete <strong>sn\u00ed\u017eit investice do reklamy<\/strong>, nen\u00ed vhodn\u00fdm \u0159e\u0161en\u00edm pouze sn\u00ed\u017een\u00ed rozpo\u010dtu. Kampan\u011b s&nbsp;vy\u010derpan\u00fdm denn\u00edm rozpo\u010dtem se po zbytek dne p\u0159estanou zobrazovat. Rozpo\u010det se m\u016f\u017ee vy\u010derpat u\u017e b\u011bhem dopoledn\u00edch hodin. Rozpo\u010det by m\u011bl umo\u017e\u0148ovat, aby se reklamy zobrazovaly rovnom\u011brn\u011b b\u011bhem cel\u00e9ho dne. Zvl\u00e1\u0161\u0165 d\u016fle\u017eit\u00e9 je neomezovat kampan\u011b rozpo\u010dtem p\u0159i pou\u017eit\u00ed smart biddingu.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-heading my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<h2 class=\"wp-block-heading\">5. Inzerce jen na jednom kan\u00e1lu<\/h2>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p>N\u00e1hlednete do Analytics a&nbsp;zjist\u00edte, \u017ee nejv\u00edc konverz\u00ed v\u00e1m p\u0159in\u00e1\u0161\u00ed Ads. Sklik i&nbsp;Facebook jsou s&nbsp;PNO za hranic\u00ed n\u00e1vratnosti. A&nbsp;tak se rozhodnete je utlumit nebo \u00fapln\u011b vypnout. To je ale velk\u00e1 chyba. Nejlep\u0161\u00ed n\u00e1vratnosti investic dos\u00e1hnete d\u00edky <strong>synergick\u00e9mu efektu v\u0161ech dostupn\u00fdch kan\u00e1l\u016f<\/strong>. Nap\u0159\u00edklad Facebook je skv\u011bl\u00fd akvizi\u010dn\u00ed kan\u00e1l, budujete d\u00edky n\u011bmu pov\u011bdom\u00ed o&nbsp;zna\u010dce. Lid\u00e9 si v\u00e1\u0161 produkt zapamatuj\u00ed a&nbsp;nakoupit pak mohou nap\u0159\u00edklad p\u0159es direct. Bez Facebooku by v\u0161ak k&nbsp;tomuto n\u00e1kupu (a mo\u017en\u00fdm budouc\u00edm dal\u0161\u00edm) nikdy nedo\u0161lo. Nezapom\u00ednejte tak\u00e9 na to, \u017ee <strong>ka\u017ed\u00fd kan\u00e1l pracuje s&nbsp;jin\u00fdm atribu\u010dn\u00edm modelem.<\/strong><\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p><strong>Pro\u0161li jste si tyto z\u00e1kladn\u00ed chyby <\/strong>a&nbsp;m\u00e1te pocit, \u017ee se n\u011bkter\u00e1 z&nbsp;nich t\u00fdk\u00e1 pr\u00e1v\u011b v\u00e1s? Nebo si jen nejste jist\u00ed, jak p\u0159esn\u011b tyto chyby vy\u0159e\u0161it? Pak n\u00e1s nev\u00e1hejte <a href=\"https:\/\/www.besteto.cz\/kontakt\">kontaktovat<\/a>. Pod\u00edv\u00e1me se na to a&nbsp;spole\u010dn\u011b vymysl\u00edme zp\u016fsob, <strong>jak z\u00edskat z&nbsp;inzerce maximum<\/strong>.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p><\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p><\/p>\n  <\/div>\n      <\/div>\n","protected":false},"excerpt":{"rendered":"<p>PPC reklama je jedn\u00edm z nejsiln\u011bj\u0161\u00edch a nejvyu\u017e\u00edvan\u011bj\u0161\u00edch n\u00e1stroj\u016f v online marketingu. Pokud je ale jej\u00ed nastaven\u00ed chybn\u00e9, lze o\u010dek\u00e1vat, \u017ee se b\u011bhem inzerce objev\u00ed probl\u00e9my, kter\u00e9 ovlivn\u00ed celkov\u00fd dosah kampan\u011b a hodnotu konverze.<\/p>\n","protected":false},"author":5,"featured_media":4332,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[278],"tags":[61,65,104],"class_list":["post-4331","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","tag-google-ads","tag-google-nakupy","tag-ppc"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4331"}],"collection":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/comments?post=4331"}],"version-history":[{"count":1,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4331\/revisions"}],"predecessor-version":[{"id":10377,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4331\/revisions\/10377"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media\/4332"}],"wp:attachment":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media?parent=4331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/categories?post=4331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/tags?post=4331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}