{"id":4481,"date":"2020-09-23T07:30:00","date_gmt":"2020-09-23T05:30:00","guid":{"rendered":"https:\/\/besteto.pari.cz\/ppc-reklama-google-seznam\/"},"modified":"2024-11-19T14:56:36","modified_gmt":"2024-11-19T13:56:36","slug":"ppc-reklama-google-seznam","status":"publish","type":"post","link":"https:\/\/www.besteto.cz\/ppc-reklama-google-seznam\/","title":{"rendered":"Jak na PPC reklamu na Googlu a Seznamu"},"content":{"rendered":"        <div class=\"component component-paragraph my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<p>Zkratku <strong>PPC<\/strong> jste u\u017e ur\u010dit\u011b n\u011bkdy zaslechli. Vych\u00e1z\u00ed z&nbsp;anglick\u00e9ho <strong>pay per click<\/strong>, v&nbsp;p\u0159ekladu platby za kliknut\u00ed. Znamen\u00e1 to tedy, \u017ee za reklamu plat\u00edte a\u017e ve chv\u00edli, kdy n\u011bkoho zaujme a&nbsp;klikne na&nbsp;ni.<\/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\">Co je to PPC reklama<\/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>Z\u00e1kladem PCC reklamy je <strong>auk\u010dn\u00ed syst\u00e9m<\/strong>. V\u00fd\u0161e ceny za proklik se odv\u00edj\u00ed od konkuren\u010dn\u00edch nab\u00eddek. Z\u00e1le\u017e\u00ed ale tak\u00e9 na <strong>sk\u00f3re kvality<\/strong>, kter\u00e9 se ur\u010duje na stupnici 1\u2009\u2013\u200910 a&nbsp;zahrnuje o\u010dek\u00e1vanou m\u00edru prokliku, relevanci reklamy a&nbsp;dojem ze vstupn\u00ed str\u00e1nky. \u010c\u00edm jsou reklama a&nbsp;vstupn\u00ed str\u00e1nka pro u\u017eivatele relevantn\u011bj\u0161\u00ed, t\u00edm vy\u0161\u0161\u00edho sk\u00f3re kvality dos\u00e1hnete. <strong>Relevantn\u00ed reklama s&nbsp;vysok\u00fdm sk\u00f3re<\/strong> <strong>kvality<\/strong> bude m\u00edt ni\u017e\u0161\u00ed cenu za proklik ne\u017e reklama s&nbsp;hor\u0161\u00edm sk\u00f3re kvality. Z\u00e1rove\u0148 se va\u0161e reklama bude v\u00edce zobrazovat.<\/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>Dva z\u00e1kladn\u00ed n\u00e1stroje pro spr\u00e1vu PPC reklamy jsou celosv\u011btov\u011b pou\u017e\u00edvan\u00fd <strong>Google Ads<\/strong> od spole\u010dnosti Google a&nbsp;<strong>Sklik<\/strong> od spole\u010dnosti Seznam, kter\u00fd se vyu\u017e\u00edv\u00e1 v&nbsp;\u010cesk\u00e9 republice. K&nbsp;PPC syst\u00e9m\u016fm m\u016f\u017eeme za\u0159adit i&nbsp;reklamy na Facebooku nebo srovn\u00e1va\u010d\u00edch zbo\u017e\u00ed.<\/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>S PPC reklamou se m\u016f\u017eete setkat na mnoha m\u00edstech:&nbsp;<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-list my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<ul class=\"wp-block-list\"><li>Zobrazuje se na placen\u00fdch pozic\u00edch ve<strong> v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed<\/strong> na Googlu i&nbsp;Seznamu.<\/li><li>Najdete ji na <strong>soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong> (Facebooku, Twitteru, Instagramu&nbsp;atd.).<\/li><li>M\u016f\u017ee se vyskytovat prakticky na libovoln\u00e9 str\u00e1nce, kter\u00e1 k&nbsp;tomuto \u00fa\u010delu poskytne <strong>reklamn\u00ed prostor<\/strong>.<\/li><\/ul>\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>Zahl\u00e9dnout ji m\u016f\u017eete v&nbsp;podob\u011b textov\u00e9ho, produktov\u00e9ho, bannerov\u00e9ho, responzivn\u00edho nebo video inzer\u00e1tu.<\/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>Pokud je PPC reklama p\u0159esn\u011b to, co v\u00e1\u0161 e\u2011shop pot\u0159ebuje, m\u016f\u017eete se po hlav\u011b vrhnout do \u010dten\u00ed.&nbsp;Co v\u0161echno v\u00e1s v&nbsp;kompletn\u00edm pr\u016fvodci pro za\u010d\u00e1te\u010dn\u00edky \u010dek\u00e1:<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-list my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<ol class=\"wp-block-list\"><li><a href=\"#Pro%C4%8D%20se%20pustit%20do%20PPC%20inzerce\">Pro\u010d se pustit do PPC inzerce<\/a><\/li><li><a href=\"#Co%20je%20pot%C5%99eba%20ud%C4%9Blat%20p%C5%99ed%20spu%C5%A1t%C4%9Bn%C3%ADm%20inzerce\">Co je pot\u0159eba ud\u011blat p\u0159ed spu\u0161t\u011bn\u00edm inzerce<\/a><\/li><li><a href=\"#Produktov%C3%A9%20reklamy\">Produktov\u00e9 reklamy<\/a><\/li><li><a href=\"#Remarketing%20v%20obsahov%C3%A9%20s%C3%ADti\">Remarketing v&nbsp;obsahov\u00e9 s\u00edti<\/a><\/li><li><a href=\"#Textov%C3%A9%20reklamy%20ve%20vyhled%C3%A1vac%C3%AD%20s%C3%ADti\">Textov\u00e9 reklamy ve vyled\u00e1vac\u00ed s\u00edti<\/a><\/li><li><a href=\"#Akvizi%C4%8Dn%C3%AD%20kampa%C5%88%20v%20obsahov%C3%A9%20s%C3%ADti\">Akvizi\u010dn\u00ed kampa\u0148 v&nbsp;obsahov\u00e9 s\u00edti<\/a><\/li><li><a href=\"#Sledov%C3%A1n%C3%AD%20a%20vyhodnocen%C3%AD%20v%C3%BDsledk%C5%AF\">Sledov\u00e1n\u00ed a&nbsp;vyhodnocen\u00ed v\u00fdsledk\u016f<\/a><\/li><\/ol>\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\"><a id=\"Pro\u010d se pustit do PPC inzerce\" name=\"Pro%C4%8D%20se%20pustit%20do%20PPC%20inzerce\">Pro\u010d se pustit do PPC inzerce<\/a><\/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>Oproti ostatn\u00edm online marketingov\u00fdm aktivit\u00e1m v\u00e1m u&nbsp;PPC reklamy sta\u010d\u00ed p\u00e1r kliknut\u00ed a&nbsp;jste hned vid\u011bt. <strong>V\u00edte p\u0159esn\u011b, za co plat\u00edte<\/strong>. U&nbsp;ka\u017ed\u00e9 kampan\u011b, produktov\u00e9 reklamy, vyhled\u00e1vac\u00edho dotazu i&nbsp;vstupn\u00ed str\u00e1nky v\u00edte, kolikr\u00e1t se va\u0161e reklamy zobrazily. A&nbsp;hlavn\u011b zjist\u00edte, zda v\u00e1m p\u0159inesly p\u0159esn\u011b to, co bylo va\u0161\u00edm c\u00edlem (= <strong>konverzi<\/strong>). Konverz\u00ed m\u016f\u017ee b\u00fdt objedn\u00e1vka zbo\u017e\u00ed, rezervace slu\u017eeb, registrace apod.&nbsp;<\/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>U ka\u017ed\u00e9 kampan\u011b si nastav\u00edte <strong>rozpo\u010det<\/strong>, kter\u00fd chcete za den investovat do reklamy. Google pak m\u011bs\u00ed\u010dn\u011b dodr\u017euje rozpo\u010det s&nbsp;t\u00edm, \u017ee n\u011bkter\u00e9 dny bude \u00fatrata vy\u0161\u0161\u00ed, n\u011bkter\u00e9 dny ni\u017e\u0161\u00ed. Ale celkov\u00fd m\u011bs\u00ed\u010dn\u00ed rozpo\u010det nep\u0159ekro\u010d\u00ed v\u00e1\u0161 stanoven\u00fd denn\u00ed limit vyn\u00e1soben\u00fd hodnotou <strong>30,4<\/strong> (365 dn\u00ed v&nbsp;roce \/ 12 m\u011bs\u00edc\u016f = 30,417).<\/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>PPC kampan\u011b m\u011bjte neust\u00e1le pod dohledem. <strong>Nesta\u010d\u00ed je jen spustit a&nbsp;nechat b\u011b\u017eet<\/strong>. Je zapot\u0159eb\u00ed sb\u00edrat data a&nbsp;na jejich z\u00e1klad\u011b se rozhodovat o&nbsp;dal\u0161\u00edm postupu. Tak\u00e9 je nutn\u00e9 orientovat se v&nbsp;tom, jak syst\u00e9my funguj\u00ed a&nbsp;jak vyhodnocuj\u00ed reklamy. Nev\u00fdhodou tak\u00e9 je, \u017ee <strong>ne v\u0161ichni mohou v&nbsp;PPC syst\u00e9mech inzerovat<\/strong>. <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6008942?visit_id=637327453633178476-1882374415&amp;rd=1\" target=\"_blank\" rel=\"noopener\">Google<\/a> i&nbsp;<a href=\"https:\/\/napoveda.sklik.cz\/pravidla\/nepovoleny-obsah\/\" target=\"_blank\" rel=\"noopener\">Sklik<\/a> maj\u00ed sv\u00e1 pravidla, podle kter\u00fdch inzerenty do inzerce pou\u0161t\u00ed a&nbsp;schvaluj\u00ed reklamy.&nbsp;<\/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\"><a id=\"Co je pot\u0159eba ud\u011blat p\u0159ed spu\u0161t\u011bn\u00edm inzerce\" name=\"Co%20je%20pot%C5%99eba%20ud%C4%9Blat%20p%C5%99ed%20spu%C5%A1t%C4%9Bn%C3%ADm%20inzerce\">Co je pot\u0159eba ud\u011blat p\u0159ed spu\u0161t\u011bn\u00edm inzerce<\/a><\/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>Zam\u011b\u0159te se na chov\u00e1n\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f va\u0161eho webu\u2009\u2014\u2009sledujte, jestli u\u017eivatel\u00e9 prov\u00e1d\u00ed nastaven\u00e9 konverze, z&nbsp;jak\u00e9ho zdroje p\u0159ich\u00e1zej\u00ed a&nbsp;ostatn\u00ed d\u016fle\u017eit\u00e9 metriky. K&nbsp;tomuto \u00fa\u010delu v\u00e1m poslou\u017e\u00ed <strong>Google Analytics<\/strong>, kter\u00fd s&nbsp;e\u2011shopov\u00fdm \u0159e\u0161en\u00edm propoj\u00edte vlo\u017een\u00edm m\u011b\u0159\u00edc\u00edho \u010d\u00edsla.<\/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>D\u00e1le je pot\u0159eba m\u00edt <strong>pro PPC reklamy na Google<\/strong> zalo\u017een\u00fd \u00fa\u010det v&nbsp;<a href=\"https:\/\/ads.google.com\/intl\/cs_cz\/getstarted\/?subid=cz-cs-ha-aw-sk-c-bau!o3~CjwKCAjw2a32BRBXEiwAUcugiNa7Kp1qdIIetMmmUUweQngom1lwYtFYvtMFH1B15r00TkHutB66cRoCc-4QAvD_BwE~60345432634~aud-570778808110:kwd-94527731~1485457592~284217234456&amp;utm_source=aw&amp;utm_medium=ha&amp;utm_campaign=cz-cs-ha-aw-sk-c-bau!o3~CjwKCAjw2a32BRBXEiwAUcugiNa7Kp1qdIIetMmmUUweQngom1lwYtFYvtMFH1B15r00TkHutB66cRoCc-4QAvD_BwE~60345432634~aud-570778808110:kwd-94527731~1485457592~284217234456&amp;gclid=CjwKCAjw2a32BRBXEiwAUcugiNa7Kp1qdIIetMmmUUweQngom1lwYtFYvtMFH1B15r00TkHutB66cRoCc-4QAvD_BwE&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener\">Google Ads<\/a>. V&nbsp;n\u011bm z\u00edsk\u00e1te ID konverze, kter\u00e9 se zad\u00e1 do pole v&nbsp;administraci. Do administrace je zapot\u0159eb\u00ed zadat tak\u00e9 <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2476688\" target=\"_blank\" rel=\"noopener\">k\u00f3d pro remarketing<\/a>, kter\u00fd si v&nbsp;Google Ads vygenerujete. Nezapome\u0148te <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033961?hl=cs\" target=\"_blank\" rel=\"noopener\">propojit Google Ads a&nbsp;Google Analytics<\/a>. V&nbsp;p\u0159\u00edpad\u011b, \u017ee chcete inzerovat v&nbsp;Google N\u00e1kupech (viz n\u00ed\u017ee), budete pot\u0159ebovat \u00fa\u010det i&nbsp;v Google Merchant Center, kam nahrajete feed pro Google N\u00e1kupy, kter\u00fd vyexportujete z&nbsp;va\u0161eho e\u2011shopov\u00e9ho \u0159e\u0161en\u00ed a&nbsp;<a href=\"https:\/\/support.google.com\/merchants\/answer\/9455541?hl=cs\" target=\"_blank\" rel=\"noopener\">propoj\u00edte s&nbsp;Google Ads<\/a>. Nezapome\u0148te v&nbsp;Google Merchant Center vyplnit v\u0161echna pole a&nbsp;zkontrolovat, zda m\u00e1te produkty schv\u00e1len\u00e9.<\/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 spu\u0161t\u011bn\u00ed reklamy na Seznamu<\/strong> mus\u00edte m\u00edt zalo\u017een\u00fd <a href=\"https:\/\/registrace.seznam.cz\/?service=sklik&amp;return_url=https%3A%2F%2Fwww.sklik.cz%2Fng%3FdestinationPage%3D%252Fcampaigns\" target=\"_blank\" rel=\"noopener\">\u00fa\u010det na Skliku<\/a> a&nbsp;vlo\u017eit do administrace vygenerovan\u00e9 ID konverze a&nbsp;ID retargetingu. N\u00e1sledn\u011b je nutn\u00e9 propojit Sklik s&nbsp;\u00fa\u010dtem na Zbozi.cz pro produktov\u00e9 kampan\u011b.&nbsp;<\/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>Pokud se v\u00e1m zd\u00e1 \u00favodn\u00ed nastaven\u00ed p\u0159\u00edli\u0161 slo\u017eit\u00e9, <a href=\"https:\/\/www.besteto.cz\/kontakt\" target=\"_blank\" rel=\"noopener\">napi\u0161te n\u00e1m<\/a>. R\u00e1di v\u00e1m s&nbsp;n\u00edm pom\u016f\u017eeme.&nbsp;<\/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\"><a id=\"Produktov\u00e9 reklamy\" name=\"Produktov%C3%A9%20reklamy\">Produktov\u00e9 reklamy<\/a><\/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>Dalo by se \u0159\u00edct, \u017ee se jedn\u00e1 o&nbsp;<strong>nejd\u016fle\u017eit\u011bj\u0161\u00ed typ kampan\u011b pro e\u2011shopy<\/strong>. Je hodn\u011b rentabiln\u00ed, proto by nem\u011bla chyb\u011bt v&nbsp;\u017e\u00e1dn\u00e9m \u00fa\u010dtu. A&nbsp;pro\u010d b\u00fdvaj\u00ed tak \u00fasp\u011b\u0161n\u00e9? U\u017eivatel vid\u00ed produkt, cenu i&nbsp;prodejce (Obr. 1). Tak\u017ee ihned v\u00ed, za kolik produkt koup\u00ed. Podle obr\u00e1zku m\u016f\u017ee je\u0161t\u011b p\u0159ed kliknut\u00edm na reklamu posoudit, zda m\u00e1 p\u0159esn\u011b o&nbsp;tento produkt z\u00e1jem.&nbsp;<\/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<h3 class=\"wp-block-heading\">Google N\u00e1kupy<\/h3>\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>Pro spu\u0161t\u011bn\u00ed <strong>produktov\u00e9<\/strong> (shopping) <strong>kampan\u011b<\/strong> v&nbsp;Google Ads je podm\u00ednkou m\u00edt \u00fa\u010det v&nbsp;Google Merchant Center a&nbsp;v n\u011bm nahran\u00fd zdroj produkt\u016f (feed), ze kter\u00e9ho bude Google Ads \u010derpat informace k&nbsp;zobrazov\u00e1n\u00ed produkt\u016f. Merchant Center je nutn\u00e9 propojit s&nbsp;Google Ads. Jakmile m\u00e1me Merchant Center nastaven\u00e9 a&nbsp;<strong>produkty schv\u00e1len\u00e9<\/strong>, m\u016f\u017eeme inzerci v&nbsp;Google Ads spustit.&nbsp;<\/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>V\u00fdhodou kampan\u011b je jej\u00ed <strong>rychl\u00e9 nastaven\u00ed<\/strong>. Narozd\u00edl od vyhled\u00e1vac\u00edch kampan\u00ed v\u00e1s nemus\u00ed tr\u00e1pit kl\u00ed\u010dov\u00e1 slova. Google pou\u017eije data z&nbsp;titulku, popisku a&nbsp;kategorie. Je tedy d\u016fle\u017eit\u00e9 m\u00edt atributy spr\u00e1vn\u011b vypln\u011bn\u00e9\u2009\u2014\u2009nejl\u00e9pe podle <strong>hledanosti<\/strong>, aby se produkt z\u00e1kazn\u00edk\u016fm zobrazil ihned.&nbsp;<\/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>Nev\u00fdhodou jsou <strong>omezen\u00ed Googlu<\/strong>. Produkty mus\u00ed spl\u0148ovat ur\u010dit\u00e9 podm\u00ednky, aby byly do inzerce vpu\u0161t\u011bny. Zda se omezen\u00ed t\u00fdk\u00e1 i&nbsp;va\u0161ich produkt\u016f zjist\u00edte&nbsp;<a href=\"https:\/\/support.google.com\/merchants\/answer\/6149970\" target=\"_blank\" rel=\"noopener\">zde<\/a>.&nbsp;<\/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>K\u00e1men \u00farazu u&nbsp;mnoha e\u2011shop\u016f b\u00fdvaj\u00ed produktov\u00e1 data, kter\u00e1 musej\u00ed b\u00fdt \u0159\u00e1dn\u011b vypln\u011bna dle <a href=\"https:\/\/support.google.com\/merchants\/answer\/7052112?hl=cs\" target=\"_blank\" rel=\"noopener\">specifikace Google<\/a>.&nbsp;<\/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>Variantou klasick\u00e9 kampan\u011b v&nbsp;Google N\u00e1kupech je <strong>Chytr\u00e1 kampa\u0148<\/strong> (Smart Shopping kampa\u0148). Ta v&nbsp;sob\u011b kombinuje zm\u00edn\u011bnou kampa\u0148 v&nbsp;Google n\u00e1kupech a&nbsp;<strong>dynamick\u00fd remarketing<\/strong>. V\u00fdhodou je rychl\u00e9 nastaven\u00ed a&nbsp;\u010dasto v\u00fdrazn\u011b lep\u0161\u00ed v\u00fdsledky. Ov\u0161em existuj\u00ed i&nbsp;v\u00fdjimky, proto doporu\u010dujeme vyzkou\u0161et, zda by byla kampa\u0148 pro v\u00e1\u0161 e\u2011shop p\u0159\u00ednosn\u00e1. Pro spu\u0161t\u011bn\u00ed Smart Shopping kampan\u011b je dobr\u00e9 m\u00edt <strong>alespo\u0148 30 konverz\u00ed za posledn\u00edch 30 dn\u00ed<\/strong> v&nbsp;Google N\u00e1kupech. Konverze sice nejsou podm\u00ednkou, ale ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f se n\u00e1m osv\u011bd\u010dilo zakl\u00e1dat Chytrou kampa\u0148 v&nbsp;Google N\u00e1kupech a\u017e s&nbsp;nasb\u00edran\u00fdmi&nbsp;daty.<\/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>Nev\u00fdhodou Chytr\u00e9 kampan\u011b jsou <strong>omezen\u00e9 mo\u017enosti optimalizace<\/strong>. Kampa\u0148 umo\u017e\u0148uje pouze zm\u011bnu nastaven\u00ed hodnoty ROAS. M\u016f\u017eete tak\u00e9 vyhodnocovat, kter\u00e9 produkty se v\u00e1m nevypl\u00e1c\u00ed do inzerce pustit. Pro tyto produkty pak m\u016f\u017eete vytvo\u0159it zvl\u00e1\u0161\u0165 standardn\u00ed kampan\u011b v&nbsp;Google N\u00e1kupech a&nbsp;upravovat nab\u00eddku CPC&nbsp;ru\u010dn\u011b.<\/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<h3 class=\"wp-block-heading\">Produktov\u00e1 inzerce na Seznamu<\/h3>\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>Produktov\u00e9 inzer\u00e1ty v&nbsp;Skliku se <strong>zobrazuj\u00ed ve vyhled\u00e1vac\u00ed s\u00edti<\/strong> nad nebo vedle v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed. Ke spu\u0161t\u011bn\u00ed inzerce je nutn\u00e9 propojit \u00fa\u010det v&nbsp;Skliku s&nbsp;\u00fa\u010dtem na Zbozi.cz. Stejn\u011b jako na Google, vid\u00ed u\u017eivatel ihned produkt s&nbsp;cenou a&nbsp;prodejcem, proto tak\u00e9 pat\u0159\u00ed u&nbsp;e\u2011shop\u016f mezi jednu z&nbsp;nejrentabiln\u011bj\u0161\u00edch kampan\u00ed v&nbsp;Skliku.<\/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>Narozd\u00edl od Google Ads zde nen\u00ed v\u00edce variant produktov\u00e9 inzerce ani pro strategii automatick\u00fdch nab\u00eddek. V&nbsp;Skliku je mo\u017en\u00e9 nastavit pouze cenu za proklik. Stejn\u011b jako Gooogle m\u00e1 Seznam sv\u00e1 omezen\u00ed a&nbsp;ur\u010dit\u00e9 typy produkt\u016f do inzerce <a href=\"https:\/\/napoveda.sklik.cz\/pravidla\/produktove-inzeraty-pla-pi\/\" target=\"_blank\" rel=\"noopener\">nevpou\u0161t\u00ed<\/a>. Nezapome\u0148te vyplnit produktov\u00e1 data dle <a href=\"https:\/\/napoveda.seznam.cz\/cz\/zbozi\/napoveda-pro-internetove-obchody\/zbozi-xml-feed\/specifikace-xml-feedu\/\" target=\"_blank\" rel=\"noopener\">specifikace Zbozi.cz<\/a>.<\/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\"><a id=\"Remarketing v obsahov\u00e9 s\u00edti\" name=\"Remarketing%20v%20obsahov%C3%A9%20s%C3%ADti\">Remarketing v&nbsp;obsahov\u00e9 s\u00edti<\/a><\/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>Ur\u010dit\u011b jste se potkali s&nbsp;t\u00edm, \u017ee jste si prohl\u00ed\u017eeli na e\u2011shopu t\u0159eba boty a&nbsp;ty v\u00e1s po opu\u0161t\u011bn\u00ed str\u00e1nky pron\u00e1sledovali, kamkoliv jste se na internetu hnuli. Tak to je p\u0159esn\u011b <strong>remarketingov\u00e1 reklama <\/strong>(Obr. 2).<\/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>V Google Analytics se m\u016f\u017eete pod\u00edvat, kolik potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f bylo na va\u0161em webu. T\u011bmto u\u017eivatel\u016fm je nutn\u00e9 se p\u0159ipom\u00ednat pomoc\u00ed remarketingu (v Skliku je to <strong>retargeting<\/strong>). Setkat se m\u016f\u017eete s&nbsp;<strong>klasick\u00fdm<\/strong> (statick\u00fdm) nebo <strong>dynamick\u00fdm<\/strong> remarketingem\/\u200b retargetingem. Klasick\u00fd remarketing umo\u017e\u0148uje nahr\u00e1n\u00ed vlastn\u00edho <strong>grafick\u00e9ho banneru<\/strong>, zat\u00edmco dynamick\u00fd remarketing\/\u200b retargeting zobrazuje p\u0159\u00edmo <strong>konkr\u00e9tn\u00ed produkty<\/strong>, kter\u00e9 si z\u00e1kazn\u00edk na e\u2011shopu prohl\u00ed\u017eel.<\/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>A\u0165 u\u017e se rozhodnete vyu\u017e\u00edt dynamick\u00fd, nebo statick\u00fd remarketing\/\u200bretargeting, pot\u0159ebujete m\u00edt p\u0159edev\u0161\u00edm jasno v&nbsp;tom, jak\u00e9 u\u017eivatele chcete oslovit, a&nbsp;podle toho <strong>vytvo\u0159it publika<\/strong>. C\u00edlit m\u016f\u017eete na n\u00e1v\u0161t\u011bvn\u00edky konkr\u00e9tn\u00ed URL, podle hledan\u00fdch parametr\u016f, zdroje n\u00e1v\u0161t\u011bvnosti, d\u00e9lky str\u00e1ven\u00e9 na webu, atd. P\u0159i vytv\u00e1\u0159en\u00ed publik ur\u010d\u00edte, jak dlouho maj\u00ed u\u017eivatel\u00e9 v&nbsp;publiku z\u016fstavat. P\u0159i ur\u010den\u00ed d\u00e9lky publika vych\u00e1zejte z&nbsp;dat v&nbsp;Google Analytics, proto\u017ee n\u00e1kupn\u00ed proces se u&nbsp;r\u016fzn\u00fdch segment\u016f v\u00fdrazn\u011b li\u0161\u00ed. V&nbsp;kampani doporu\u010dujeme vytvo\u0159it sestavy podle po\u010dtu dn\u00ed, kter\u00e9 uplynuly od akce na va\u0161em webu, a&nbsp;p\u0159i\u0159adit k&nbsp;nim odpov\u00eddaj\u00edc\u00ed publika a&nbsp;cenu za proklik. V\u011bt\u0161inou plat\u00ed, \u017ee \u010d\u00edm krat\u0161\u00ed doba od akce, t\u00edm vy\u0161\u0161\u00ed CPC. Nezapom\u00ednejte tak\u00e9 mezi sebou publika <strong>vylou\u010dit<\/strong>.<\/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<h3 class=\"wp-block-heading\">Dynamick\u00fd remarketing na Google<\/h3>\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>U dynamick\u00e9ho remarketingu na Google je pot\u0159eba m\u00edt \u00fa\u010det v&nbsp;Google Ads propojen\u00fd s&nbsp;Google Merchant Center. P\u0159i zakl\u00e1d\u00e1n\u00ed kampan\u011b u&nbsp;<strong>Dynamick\u00e9 reklamy<\/strong> zatrhn\u011bte \u201c<em>Pou\u017e\u00edt u&nbsp;personalizovan\u00fdch reklam zdroj dat<\/em>\u201d a&nbsp;vyberte spr\u00e1vn\u00fd zdroj Google Merchant Center. N\u00e1sledn\u011b po v\u00e1s Google bude cht\u00edt vytvo\u0159en\u00ed responzivn\u00ed reklamy. Text reklamy i&nbsp;obr\u00e1zek \u010di video p\u0159izp\u016fsobte zvolen\u00fdm publik\u016fm.&nbsp;<\/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<h3 class=\"wp-block-heading\">Dynamick\u00fd retargeting na Seznamu<\/h3>\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>Dynamick\u00fd retargeting v&nbsp;Skliku se li\u0161\u00ed volbou publik. Lze zac\u00edlit pouze pro n\u00e1v\u0161t\u011bvn\u00edky webu, kte\u0159\u00ed nav\u0161t\u00edvili danou <strong>kategorii<\/strong> nebo p\u0159\u00edmo <strong>produkt<\/strong>. Pokud chcete c\u00edlit na jednotliv\u00e9 dny je pot\u0159eba vyu\u017e\u00edt <a href=\"https:\/\/www.besteto.cz\/navod-dynamicky-retargeting-sklik\" target=\"_blank\" rel=\"noopener\">kombinace publik<\/a>. Narozd\u00edl od dynamick\u00e9ho remarketingu v&nbsp;Google Ads u&nbsp;dynamick\u00e9ho retargetingu nen\u00ed mo\u017en\u00e9 vytvo\u0159it responzivn\u00ed reklamu.&nbsp;<\/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>Ke spu\u0161t\u011bn\u00ed pot\u0159ebujete m\u00edt aktivovan\u00fd retargetingov\u00fd k\u00f3d, \u00fa\u010det propojen\u00fd se Zbo\u017e\u00ed.cz a&nbsp;logo na Firmy.cz.&nbsp;<\/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<h3 class=\"wp-block-heading\">Klasick\u00fd remarketing a&nbsp;retargeting<\/h3>\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>U klasick\u00e9ho retargetingu i&nbsp;remarketingu je pot\u0159eba si dop\u0159edu rozmyslet koho chcete oslovovat a&nbsp;tomu p\u0159izp\u016fsobit kreativu i&nbsp;reklamn\u00ed sd\u011blen\u00ed. V&nbsp;Google Ads i&nbsp;Skliku m\u016f\u017eete vytvo\u0159it <strong>responzivn\u00ed<\/strong> reklamu, nebo pou\u017e\u00edt \u010dist\u011b jen obr\u00e1zkovou (<strong>bannerovou<\/strong>) reklamu.&nbsp;<\/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>Pokud zat\u00edm s&nbsp;remarketingem nepracujete, ale vid\u00edte v&nbsp;n\u011bm p\u0159\u00edle\u017eitost pro v\u00e1\u0161 e\u2011shop, sv\u011b\u0159te se do rukou na\u0161ich <a href=\"https:\/\/www.besteto.cz\/sluzby\/ppc\" target=\"_blank\" rel=\"noopener\">PPC specialist\u016f<\/a>. D\u00edky pravideln\u00e9 spr\u00e1v\u011b PPC reklamy budete m\u00edt nejen spu\u0161t\u011bn\u00e9 kampan\u011b, ale tak\u00e9 se v\u00e1m postaraj\u00ed o&nbsp;jejich optimalizaci, aby v\u00e1m kampan\u011b p\u0159in\u00e1\u0161ely konverze.<\/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\"><a id=\"Textov\u00e9 reklamy ve vyhled\u00e1vac\u00ed s\u00edti\" name=\"Textov%C3%A9%20reklamy%20ve%20vyhled%C3%A1vac%C3%AD%20s%C3%ADti\">Textov\u00e9 reklamy ve vyhled\u00e1vac\u00ed s\u00edti<\/a><\/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>Reklamy ve vyhled\u00e1vac\u00ed s\u00edti maj\u00ed tu v\u00fdhodu, \u017ee je zobrazujete lidem, kte\u0159\u00ed sami o&nbsp;dan\u00fd produkt nebo slu\u017ebu projevili z\u00e1jem. Jedn\u00e1 se o<strong> jeden a\u017e \u010dty\u0159i v\u00fdsledky<\/strong> v&nbsp;horn\u00ed \u010d\u00e1sti str\u00e1nky v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed na Google a&nbsp;Seznamu (Obr. 3). Pak n\u00e1sleduj\u00ed organick\u00e9 (neplacen\u00e9) v\u00fdsledky a&nbsp;ve spodn\u00ed \u010d\u00e1sti str\u00e1nky mohou pokra\u010dovat dal\u0161\u00ed placen\u00e9 reklamy.<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-image my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<div class=\"wp-block-image aligncenter\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.besteto.cz\/wp-content\/uploads\/textove_reklamy.png\" alt><figcaption>Obr. 3: Textov\u00e1 reklama se zobrazuje naho\u0159e ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed.<\/figcaption><\/figure><\/div>\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>Reklama ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed je spou\u0161t\u011bna <strong>kl\u00ed\u010dov\u00fdmi slovy<\/strong>. Zad\u00e1te, na jak\u00e1 kl\u00ed\u010dov\u00e1 slova chcete inzer\u00e1t zobrazit. Pomoc\u00ed <strong>vylu\u010duj\u00edc\u00edch<\/strong> kl\u00ed\u010dov\u00fdch slov vymez\u00edte, na kter\u00e1 slova nebo slovn\u00ed spojen\u00ed se naopak zobrazovat nechcete. Nev\u00fdhodou u&nbsp;tohoto typu kampan\u011b je nastaven\u00ed, kter\u00e9 <strong>zabere mnoho \u010dasu<\/strong>. Mus\u00edte nastavit spr\u00e1vnou strukturu, vybrat spr\u00e1vn\u00e1 kl\u00ed\u010dov\u00e1 slova a&nbsp;pou\u017e\u00edt je, nebo naopak vylou\u010dit, ve spr\u00e1vn\u00e9 shod\u011b.&nbsp;<\/p>\n  <\/div>\n      <\/div>\n\n\n        <div class=\"component component-quote my-6\">\n                  <div class=\"prose prose-lg prose-primary prose-center\">\n  \n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>N\u00e1\u0161 tip: Za\u010dn\u011bte u&nbsp;produktov\u00fdch dotaz\u016f, kter\u00e1 jsou bl\u00ed\u017ee k&nbsp;n\u00e1kupu v&nbsp;n\u00e1kupn\u00edm procesu z\u00e1kazn\u00edka. Z\u00e1kazn\u00edk sp\u00ed\u0161e nakoup\u00ed p\u0159i dotazu Lenovo Gaming L340-15IRH Gradient Blue, ne\u017e p\u0159i dotazu notebook. Proto\u017ee u\u017e v\u00ed, kter\u00fd model si chce koupit a&nbsp;pravd\u011bpodobn\u011b je te\u010f ve f\u00e1zi rozhodov\u00e1n\u00ed, kde jej koupit. To je ten spr\u00e1vn\u00fd moment, kdy mu textovou reklamou nab\u00eddnete p\u0159esn\u011b tento produkt ve va\u0161em e\u2011shopu.&nbsp;<\/p><\/blockquote>\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\u0159i vytv\u00e1\u0159en\u00ed reklamy na\u010derpejte kreativitu. Je nutn\u00e9 vytvo\u0159it minim\u00e1ln\u011b 2&nbsp;inzer\u00e1ty. Ka\u017ed\u00fd z&nbsp;nich by m\u011bl obsahovat 3&nbsp;nadpisy, 2&nbsp;popisky, URL a&nbsp;nejl\u00e9pe i&nbsp;cestu (Obr. 4). Pro dosa\u017een\u00ed lep\u0161\u00edho hodnocen\u00ed vytvo\u0159te nav\u00edc i&nbsp;responzivn\u00ed reklamu ve vyhled\u00e1v\u00e1n\u00ed, kde vypln\u00edte v\u00edce nadpis\u016f a&nbsp;popis\u016f. Syst\u00e9m z&nbsp;nich vybere kombinaci, kter\u00e1 je pro u\u017eivatele nejlep\u0161\u00ed.<\/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>Rychlej\u0161\u00ed variantou pro vytvo\u0159en\u00ed textov\u00e9 reklamy ve vyhled\u00e1vac\u00ed s\u00edti jsou <strong>dynamick\u00e9 reklamy<\/strong> ve vyhled\u00e1v\u00e1n\u00ed. P\u0159i vytv\u00e1\u0159en\u00ed reklamy vypln\u00edte pouze popisek 1&nbsp;a popisek 2. Nadpisy a&nbsp;URL webu se vkl\u00e1daj\u00ed dynamicky. Dynamick\u00e9 kampan\u011b ve vyhled\u00e1v\u00e1n\u00ed se mohou spou\u0161t\u011bt z&nbsp;indexu va\u0161eho webu nebo z&nbsp;nahran\u00e9ho zdroje. V&nbsp;p\u0159\u00edpad\u011b spu\u0161t\u011bn\u00ed inzerce z&nbsp;indexu webu je nutn\u00e9 vylou\u010dit str\u00e1nky, kter\u00e9&nbsp;nechcete, aby se zobrazovaly. Nej\u010dast\u011bji to b\u00fdvaj\u00ed str\u00e1nky bez produkt\u016f jako blog, kontakt, obchodn\u00ed podm\u00ednky a&nbsp;podobn\u011b.&nbsp;<\/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\"><a id=\"Akvizi\u010dn\u00ed kampa\u0148 v obsahov\u00e9 s\u00edti\" name=\"Akvizi%C4%8Dn%C3%AD%20kampa%C5%88%20v%20obsahov%C3%A9%20s%C3%ADti\">Akvizi\u010dn\u00ed kampa\u0148 v&nbsp;obsahov\u00e9 s\u00edti<\/a><\/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>Akvizi\u010dn\u00ed reklama v&nbsp;obsahov\u00e9 s\u00edti slou\u017e\u00ed k&nbsp;<strong>z\u00edsk\u00e1v\u00e1n\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f<\/strong>. Funguje podobn\u011b jako remarketingov\u00e1, ale zobrazuje se lidem, kte\u0159\u00ed o&nbsp;va\u0161em e\u2011shopu t\u0159eba je\u0161t\u011b nikdy nesly\u0161eli a&nbsp;hlavn\u011b ho je\u0161t\u011b nikdy nenav\u0161t\u00edvili. Toho dos\u00e1hnete jednodu\u0161e tak, \u017ee v\u0161echny <strong>n\u00e1v\u0161t\u011bvn\u00edky va\u0161ich str\u00e1nek z&nbsp;c\u00edlen\u00ed vylou\u010d\u00edte<\/strong>. Akvizi\u010dn\u00ed kampa\u0148 \u0161\u00ed\u0159\u00ed pov\u011bdom\u00ed o&nbsp;zna\u010dce a&nbsp;o produktech mezi c\u00edlovou skupinu. C\u00edlit m\u016f\u017eete podle t\u00e9mat webu, na kter\u00e9m se potencion\u00e1ln\u00ed z\u00e1kazn\u00edci pr\u00e1v\u011b nach\u00e1zej\u00ed. Nap\u0159\u00edklad reklama na ryb\u00e1\u0159sk\u00e9 udice se bude zobrazovat na str\u00e1nce o&nbsp;ryba\u0159en\u00ed (Obr.&nbsp;5).<\/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>C\u00edlit m\u016f\u017eete tak\u00e9 podle<strong> z\u00e1jm\u016f<\/strong> u\u017eivatele. Reklama se pak bude zobrazovat na r\u016fzn\u00fdch webech, ale pouze lidem, kter\u00e9 ryba\u0159en\u00ed zaj\u00edm\u00e1. M\u016f\u017eete c\u00edlit tak\u00e9 podle <strong>m\u00edsta<\/strong>, podle <strong>v\u011bku<\/strong> i&nbsp;<strong>pohlav\u00ed<\/strong>. Bannery pro reklamu, doporu\u010dujeme nahr\u00e1t v&nbsp;co nejv\u011bt\u0161\u00edm mno\u017estv\u00ed rozm\u011br\u016f, jejich specifikaci pro Ads naleznete <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7031480?hl=cs&amp;ref_topic=3121943\" target=\"_blank\" rel=\"noopener\">zde<\/a>, pro Sklik <a href=\"https:\/\/napoveda.sklik.cz\/reklamy\/bannery\/prehled-podporovanych-formatu-bannerove-reklamy\/\" target=\"_blank\" rel=\"noopener\">zde<\/a>. Doporu\u010dujeme doplnit bannerov\u00e9 inzer\u00e1ty o&nbsp;responzivn\u00ed reklamy v&nbsp;Ads a&nbsp;kombinovan\u00e9 reklamy v&nbsp;Skliku. T\u00edm pokryjete ve\u0161ker\u00e9 dostupn\u00e9 plochy inzerce. Sklik nav\u00edc umo\u017e\u0148uje pou\u017eit\u00ed <strong>dynamick\u00e9ho banneru<\/strong>, kter\u00fd zobrazuje u\u017eivatel\u016fm produkty s&nbsp;aktu\u00e1ln\u00ed cenou a&nbsp;umo\u017e\u0148uje p\u0159idat i&nbsp;slogan, popis nab\u00eddky nebo&nbsp;slevu.<\/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\"><a id=\"Sledov\u00e1n\u00ed a vyhodnocen\u00ed v\u00fdsledk\u016f\" name=\"Sledov%C3%A1n%C3%AD%20a%20vyhodnocen%C3%AD%20v%C3%BDsledk%C5%AF\">Sledov\u00e1n\u00ed a&nbsp;vyhodnocen\u00ed v\u00fdsledk\u016f<\/a><\/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>V\u00fdsledky m\u016f\u017eete sledovat p\u0159\u00edmo v&nbsp;syst\u00e9mech Ads a&nbsp;Skliku, ale p\u0159ednost byste m\u011bli d\u00e1t n\u011bkter\u00e9mu z&nbsp;analytick\u00fdch n\u00e1stroj\u016f, nap\u0159\u00edklad <strong>Google Analytics<\/strong>. Google Ads a&nbsp;Sklik maj\u00ed jin\u00fd atribu\u010dn\u00ed model, podle kter\u00e9ho vyhodnocuj\u00ed v\u00fdsledky. Platnost cookies v&nbsp;PPC syst\u00e9mech je <strong>30 dn\u016f<\/strong>, tak\u017ee pokud z\u00e1kazn\u00edk nakoup\u00ed po uplynut\u00ed t\u00e9to doby, pak se konverze v&nbsp;syst\u00e9mech neprojev\u00ed. V&nbsp;Analytics je platnost cookies <strong>p\u016fl roku<\/strong>, tak\u017ee zde konverzi uvid\u00edte. Nav\u00edc jsou zde rozd\u00edly v&nbsp;\u010dase, kdy se konverze p\u0159ip\u00ed\u0161e. Sklik a&nbsp;Analytics p\u0159ipisuj\u00ed konverzi <strong>ke dni, kdy u\u017eivatel nakoupil<\/strong>. Zat\u00edmco Ads p\u0159ipisuje konverzi <strong>ke dni kliku&nbsp;na reklamu<\/strong>, \u010d\u00edsla se tedy m\u011bn\u00ed i&nbsp;zp\u011btn\u011b.V Ads m\u00e1te mo\u017enost nastavit zp\u016fsob, jak konverze vyhodnocovat. Doporu\u010dujeme zvolit atribu\u010dn\u00ed model \u201c<em>S n\u00e1r\u016fstem v&nbsp;\u010dase<\/em>\u201d a&nbsp;n\u00e1sledn\u011b, jakmile budete m\u00edt dostatek dat, zm\u011bnit na model \u201c<em>Podle dat<\/em>\u201d.<\/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>Spu\u0161t\u011bn\u00ed kampan\u00ed je jen mal\u00fd kr\u016f\u010dek v&nbsp;online inzerci. Opravdov\u00e1 pr\u00e1ce PPC specialisty spo\u010d\u00edv\u00e1 v&nbsp;<strong>optimalizaci<\/strong>,<strong> zlep\u0161ov\u00e1n\u00ed v\u00fdsledk\u016f e\u2011shopu a&nbsp;budov\u00e1n\u00ed dlouhodob\u00e9 strategie<\/strong>. Pokud si nev\u00edte rady ozv\u011bte se a&nbsp;my v\u00e1m r\u00e1di pom\u016f\u017eeme nejen s&nbsp;v\u00fdkonnostn\u00ed PPC reklamou. Chcete-li se do PPC pono\u0159it hloub\u011bji sami, zkuste na\u0161e <a href=\"https:\/\/www.besteto.cz\/skoleni\/ppc\/individualni\" target=\"_blank\" rel=\"noopener\">individu\u00e1ln\u00ed \u0161kolen\u00ed<\/a>, na kter\u00e9m se budeme v\u011bnovat jen v\u00e1m a&nbsp;jen tomu, na co se chcete zam\u011b\u0159it.<\/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><em>\u010cl\u00e1nek vznikl ve spolupr\u00e1ci s&nbsp;odborn\u00edky na <a href=\"https:\/\/www.upgates.cz\/pronajem-e-shopu\" target=\"_blank\" rel=\"noopener\">pron\u00e1jem<\/a> a&nbsp;<a href=\"https:\/\/www.upgates.cz\/tvorba-e-shopu\" target=\"_blank\" rel=\"noopener\">tvorbu e\u2011shop\u016f<\/a> UPGates pro jejich pr\u016fvodce pro za\u010d\u00ednaj\u00edc\u00ed online podnikatele. <a href=\"https:\/\/www.upgates.cz\/\" target=\"_blank\" rel=\"noopener\">UPGates<\/a> u\u017e v\u00edce ne\u017e 10 let nab\u00edz\u00ed krabicov\u00e9 \u0159e\u0161en\u00ed pro e\u2011shopy p\u016fsob\u00edc\u00ed p\u0159ev\u00e1\u017en\u011b na \u010desk\u00e9m a&nbsp;slovensk\u00e9m trhu. Oproti konkurenci nab\u00edz\u00ed mo\u017enost vytvo\u0159en\u00ed propracovan\u00e9ho designu e\u2011shopu a&nbsp;tak\u00e9 individu\u00e1ln\u00edch \u00faprav v&nbsp;r\u00e1mci editace k\u00f3du \u0161ablon. E\u2011shopov\u00e9 \u0159e\u0161en\u00ed UPGates si m\u016f\u017eete vyzkou\u0161et na 30 dn\u00ed zdarma.<\/em><\/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>Zkratka PPC v\u00e1m n\u011bco \u0159\u00edk\u00e1.&nbsp;Zakl\u00e1d\u00e1te e-shop a pot\u0159ebujete se dozv\u011bd\u011bt to nejd\u016fle\u017eit\u011bj\u0161\u00ed o inzerci ve vyhled\u00e1va\u010d\u00edch. Srozumiteln\u011b a od z\u00e1kladu.&nbsp;P\u0159esn\u011b pro v\u00e1s jsme tento \u010dl\u00e1nek psali.<\/p>\n","protected":false},"author":5,"featured_media":4482,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[278],"tags":[53,61,65,104,120,124,322],"class_list":["post-4481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","tag-dynamicky-retargeting","tag-google-ads","tag-google-nakupy","tag-ppc","tag-seznamcz","tag-sklik","tag-ppc-2"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4481","targetHints":{"allow":["GET"]}}],"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=4481"}],"version-history":[{"count":1,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4481\/revisions"}],"predecessor-version":[{"id":10380,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4481\/revisions\/10380"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media\/4482"}],"wp:attachment":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media?parent=4481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/categories?post=4481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/tags?post=4481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}