{"id":4553,"date":"2020-04-30T08:40:00","date_gmt":"2020-04-30T06:40:00","guid":{"rendered":"https:\/\/besteto.pari.cz\/ppc-kampane-v-dobe-koronaviru\/"},"modified":"2025-03-04T14:13:17","modified_gmt":"2025-03-04T13:13:17","slug":"ppc-kampane-v-dobe-koronaviru","status":"publish","type":"post","link":"https:\/\/www.besteto.cz\/ppc-kampane-v-dobe-koronaviru\/","title":{"rendered":"11 tip\u016f PPC t\u00fdmu: Jak na PPC kampan\u011b v dob\u011b koronaviru"},"content":{"rendered":"
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A\u0165 u\u017e chceme, nebo ne, pandemie koronaviru ovlivnila \u017eivoty n\u00e1s v\u0161ech a v\u00fdjimkou nejsou ani PPC kampan\u011b. Pro n\u011bkoho vznikl\u00e1 situace vedla ke zv\u00fd\u0161en\u00ed tr\u017eeb a\u017e na \u00farove\u0148 b\u011b\u017enou pro v\u00e1no\u010dn\u00ed sez\u00f3nu.<\/p>\n <\/div>\n <\/div>\n\n\n

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N\u00e1r\u016fst sledujeme u mnoha na\u0161ich klient\u016f nejen v segmentech jako jsou l\u00e9ky, potraviny nebo galanterie, u kter\u00fdch se n\u00e1r\u016fst objedn\u00e1vek tak trochu p\u0159edpokl\u00e1d\u00e1, ale i u mobiln\u00edch telefon\u016f, hra\u010dek \u010di um\u011bleck\u00fdch pot\u0159eb.<\/p><\/blockquote>\n <\/div>\n <\/div>\n\n\n

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Pro jin\u00e9 to zase znamen\u00e1 okurkovou sezonu a n\u011bkdo ani nezaznamenal \u017e\u00e1dnou zm\u011bnu ve sv\u00e9m \u00fa\u010dtu.<\/p>\n <\/div>\n <\/div>\n\n\n

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My tento v\u00fdvoj sledujeme z prvn\u00ed \u0159ady u\u017e od za\u010d\u00e1tku a v dne\u0161n\u00edm \u010dl\u00e1nku se pod\u011bl\u00edme o na\u0161e post\u0159ehy, kter\u00e9 jsme si v posledn\u00edch t\u00fddnech taky po\u0159\u00e1dn\u011b otestovali.<\/p>\n <\/div>\n <\/div>\n\n\n

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Z\u00e1kaznick\u00e9 chov\u00e1n\u00ed<\/h2>\n <\/div>\n <\/div>\n\n\n
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Z\u00e1kazn\u00edci, kte\u0159\u00ed byli zvykl\u00ed nakupovat v kamenn\u00fdch prodejn\u00e1ch, se museli p\u0159esunout do online prost\u0159ed\u00ed. \u010casto objedn\u00e1vaj\u00ed v\u00edce polo\u017eek v jedn\u00e9 objedn\u00e1vce<\/strong>. Pr\u016fm\u011brn\u00e1 hodnota objedn\u00e1vky je vy\u0161\u0161\u00ed. Del\u0161\u00ed konverzn\u00ed okno<\/strong> pozorujeme u B2B<\/strong> segmentu, kde se prot\u00e1hl schvalovac\u00ed proces n\u00e1kupu. U segmentu B2C hodn\u011b z\u00e1le\u017e\u00ed na tom, co e\u2011shop prod\u00e1v\u00e1. N\u00e1r\u016fst sledujeme u mnoha na\u0161ich klient\u016f nejen v segmentech jako jsou l\u00e9ky, potraviny nebo galanterie<\/strong>, u kter\u00fdch se n\u00e1r\u016fst objedn\u00e1vek tak trochu p\u0159edpokl\u00e1d\u00e1, ale i u mobiln\u00edch telefon\u016f, hra\u010dek \u010di um\u011bleck\u00fdch pot\u0159eb<\/strong>. U dal\u0161\u00edch segment\u016f, kter\u00fdch se situace dotkla, jsme se museli prioritn\u011b zam\u011b\u0159it na optimalizaci inzertn\u00edch \u00fa\u010dt\u016f<\/strong>. Ale v\u00fdsledky kampan\u00ed jsou ve v\u00fdsledku stejn\u00e9, nebo ni\u017e\u0161\u00ed, ale st\u00e1le pln\u00ed zadan\u00fd c\u00edl<\/strong>, co\u017e je v\u011bt\u0161inou dodr\u017een\u00ed dan\u00e9 hladiny PNO. <\/p>\n <\/div>\n <\/div>\n\n\n

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Nyn\u011bj\u0161\u00ed doba vy\u017eaduje rychl\u00e9 jedn\u00e1n\u00ed. Proto se rovnou vrhneme na tipy, jak se o kampan\u011b v sou\u010dasn\u00e9 situaci starat:<\/p>\n <\/div>\n <\/div>\n\n\n

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1. Kontrolujte v\u00fdsledky ka\u017ed\u00fd den<\/h2>\n <\/div>\n <\/div>\n\n\n
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Chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f je nyn\u00ed nevyzpytateln\u00e9 a je pot\u0159eba na zm\u011bny rychle reagovat. Pokud m\u00e1te ve sv\u00e9 spr\u00e1v\u011b v\u00edce \u00fa\u010dt\u016f, doporu\u010dujeme vyu\u017e\u00edt scripty od Standy J\u00edlka<\/a>. Denn\u011b v\u00e1m bude chodit do e\u2011mailu upozorn\u011bn\u00ed s KPI. Nyn\u00ed je v\u00edce ne\u017e jindy d\u016fle\u017eit\u00e9 m\u00edt nad \u00fa\u010dty minim\u00e1ln\u011b denn\u00ed p\u0159ehled<\/strong>. Jak vl\u00e1da uvol\u0148uje opat\u0159en\u00ed, data v PPC \u00fa\u010dtech se mohou zm\u011bnit ze dne na den. <\/p>\n <\/div>\n <\/div>\n\n\n

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2. Kontrolujte vyhled\u00e1vac\u00ed dotazy<\/h2>\n <\/div>\n <\/div>\n\n\n
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Zn\u00ed to jako samoz\u0159ejmost, ale opravdu je d\u016fle\u017eit\u00e9 kontrolu vyhled\u00e1vac\u00edch dotaz\u016f nyn\u00ed nepodcenit. Pokud inzerujete na produkty, kter\u00e9 nemaj\u00ed s pandemi\u00ed nic spole\u010dn\u00e9ho, m\u016f\u017eete ve sv\u00e9m \u00fa\u010dtu naj\u00edt o to v\u00edce nerelevantn\u00edch vyhled\u00e1vac\u00edch dotaz\u016f. Tohle se d\u011bje p\u0159edev\u0161\u00edm u voln\u00e9 (i modifikovan\u00e9) shody. Zva\u017ete, jestli nebude lep\u0161\u00ed na n\u011bjakou dobu pozastavit volnou shodu a fr\u00e1zovou shodu u kl\u00ed\u010dov\u00fdch slov<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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Kontrolujte, na jak\u00e9 vyhled\u00e1vac\u00ed dotazy<\/strong> se inzerce zobrazuje u obecn\u00fdch kl\u00ed\u010dov\u00fdch slov. V inzerci se posledn\u00ed dobou za\u010daly objevovat vyhled\u00e1vac\u00ed dotazy jako n\u00e1vod, recept apod. u kl\u00ed\u010dov\u00fdch slov, kde by v\u00e1s ani nenapadlo, \u017ee by si je cht\u011bl n\u011bkdo doma vyr\u00e1b\u011bt.<\/p>\n <\/div>\n <\/div>\n\n\n

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<\/figure><\/div>\n <\/div>\n <\/div>\n\n\n
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V\u017edy se najde nesmysln\u00e9 kl\u00ed\u010dov\u00e9 slovo s jedn\u00edm zobrazen\u00edm, ale nyn\u00ed kreativita u\u017eivatel\u016f stoup\u00e1<\/strong> a nen\u00ed to jen p\u00e1r zobrazen\u00ed a proklik\u016f. S t\u00edm je pot\u0159eba po\u010d\u00edtat. P\u0159ekvapilo by v\u00e1s kolik u\u017eivatel\u016f Google si chce vyrobit b\u011b\u017eeck\u00fd p\u00e1s doma. <\/p>\n <\/div>\n <\/div>\n\n\n

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Pokud jste e\u2011shop a nem\u00e1te kamennou prodejnu dejte pozor, aby se va\u0161e reklamy nezobrazovaly na vyhled\u00e1vac\u00ed dotazy spojen\u00e9 s kamennou prodejnou<\/strong>. <\/p>\n <\/div>\n <\/div>\n\n\n

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3. Nepodce\u0148te DSA kampa\u0148<\/h2>\n <\/div>\n <\/div>\n\n\n
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A\u0165 u\u017e m\u00e1te DSA (dynamic search ads) kampa\u0148 nastavenou z indexu webu<\/strong>, nebo inzerce pou\u017e\u00edv\u00e1 data z feedu<\/strong>, je nutn\u00e9 m\u00edt vyhled\u00e1vac\u00ed dotazy pln\u011b pod kontrolou. Mo\u017en\u00e1 jste dote\u010f ani netu\u0161ili, na co v\u0161echno se m\u016f\u017eete zobrazovat. Pokud nap\u0159\u00edklad vyu\u017e\u00edv\u00e1te index webu a vyd\u00e1te \u010dl\u00e1nek\/\u200bprohl\u00e1\u0161en\u00ed koronaviru (sta\u010d\u00ed m\u00edt na webu dan\u00e9 slovo), tak se DSA kampa\u0148 bude zobrazovat. \u0158e\u0161en\u00ed? Vylou\u010dit str\u00e1nku z c\u00edl\u016f dynamick\u00fdch reklam<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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4. Obsahov\u00e1 reklama<\/h2>\n <\/div>\n <\/div>\n\n\n
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U obsahov\u00e9 reklamy v\u011bnujte pozornost tomu, kde se zobrazuje. Myslete na reputaci va\u0161\u00ed zna\u010dky<\/strong>. Neprosp\u011bje v\u00e1m, kdy\u017e se v\u00e1\u0161 e\u2011shop zobraz\u00ed nap\u0159. u \u010dl\u00e1nku s po\u010dtem \u00famrt\u00ed na koronavirus. <\/p>\n <\/div>\n <\/div>\n\n\n

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5. Texty reklam<\/h2>\n <\/div>\n <\/div>\n\n\n
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Ve vyhled\u00e1vac\u00ed i v obsahov\u00e9 s\u00edti je nutn\u00e9 z\u00e1kazn\u00edk\u016fm sd\u011blit, \u017ee st\u00e1le fungujete a jste tady pro n\u011b<\/strong>. P\u0159izp\u016fsobte tomu texty reklam. Inspirovat se m\u016f\u017eete od Ulabu<\/a>.<\/p>\n <\/div>\n <\/div>\n\n\n

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Zdroj: https:\/\/www.ulab.rocks\/blog\/cz\/covid-ppc-tip-1-aktualnost-komunikace-v\u2011p\u2026<\/a><\/figcaption><\/figure><\/div>\n <\/div>\n <\/div>\n\n\n
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6. Shopping kampa\u0148<\/h2>\n <\/div>\n <\/div>\n\n\n
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Feed pro shopping kampa\u0148 udr\u017eujte aktu\u00e1ln\u00ed\u2009\u2014\u2009dbejte na dostupnost produkt\u016f<\/strong> jak u v\u00e1s, tak na sklad\u011b i u dodavetele. Pokud se stane, \u017ee m\u00e1te produkt rychle vyprodan\u00fd, nebo v\u00e1m jej dodavatel nen\u00ed schopen doru\u010dit, aktualizujte ho ve feedu<\/strong> a nezapome\u0148te vylou\u010dit z inzerce<\/strong>. Jde o va\u0161e pen\u00edze, proto se nespol\u00e9hejte na Google, a\u017e na to p\u0159ijde s\u00e1m.<\/p>\n <\/div>\n <\/div>\n\n\n

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Kontrolujte inzerci i na \u00farovni jednotliv\u00fdch produkt\u016f<\/strong>, zda n\u011bkter\u00fd neproklik\u00e1v\u00e1 v\u00edce ne\u017e by m\u011bl. Hlavn\u011b pokud pou\u017e\u00edv\u00e1te smart bidding. Kontrolou inzerce a\u017e na \u00farovni produktu m\u016f\u017eete odhalit produkty<\/strong>, pro kter\u00e9 by se mohlo vyplatit vytvo\u0159it kampa\u0148 ve vyhled\u00e1vac\u00ed s\u00edti. <\/p>\n <\/div>\n <\/div>\n\n\n

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7. Smart bidding<\/h2>\n <\/div>\n <\/div>\n\n\n
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Pokud vyu\u017e\u00edv\u00e1te v kampan\u00edch smart bidding a za posledn\u00ed dny se v\u00e1m zv\u00fd\u0161\u00ed PNO nad po\u017eadovan\u00fd c\u00edl, pak zvy\u0161te tROAS<\/strong>. Algoritmus pak rychleji pochop\u00ed, \u017ee m\u00e1 inzerci zobrazovat na rentabiln\u011bj\u0161\u00ed produkty nebo vyhled\u00e1vac\u00ed dotazy. <\/p>\n <\/div>\n <\/div>\n\n\n

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8. Cena za proklik<\/h2>\n <\/div>\n <\/div>\n\n\n
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Pokud s\u00e1z\u00edte na klasiku, nebo v\u00e1m mno\u017estv\u00ed dat neumo\u017e\u0148uje smart bidding, tak kontrolujte, jak m\u00e1te nastavenou cenu za proklik. Nen\u00ed p\u0159\u00edli\u0161 n\u00edzk\u00e1 pro zobrazen\u00ed na prvn\u00ed str\u00e1nce? U kl\u00ed\u010dov\u00fdch slov (p\u0159edev\u0161\u00edm t\u011bch konverzn\u00edch) se mohla objevit nov\u00e1 konkurence<\/strong>, kter\u00e1 s v\u00e1mi vstupuje do aukce. Mrkn\u011bte se na Pod\u00edl zobrazen\u00ed<\/em> zcela naho\u0159e ve vyhled\u00e1n\u00ed i na Ztracen\u00e1 zobrazen\u00ed<\/em>, a\u0165 u\u017e kv\u016fli hodnocen\u00ed nebo rozpo\u010dtu.<\/p>\n <\/div>\n <\/div>\n\n\n

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9. Inzerci nevyp\u00ednejte<\/h2>\n <\/div>\n <\/div>\n\n\n
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Lid\u00e9 nyn\u00ed tr\u00e1v\u00ed v\u011bt\u0161inu \u010dasu online, roste n\u00e1v\u0161t\u011bvnost vyhled\u00e1va\u010d\u016f i soci\u00e1ln\u00edch s\u00edt\u00ed. U na\u0161ich klient\u016f sledujeme sn\u00ed\u017een\u00ed ceny za proklik u obsahov\u00fdch kampan\u00ed<\/strong>. Proto je nyn\u00ed nejlep\u0161\u00ed p\u0159\u00edle\u017eitost pro obsahov\u00e9 kampan\u011b. Vyu\u017eijte toho.<\/p>\n <\/div>\n <\/div>\n\n\n

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T\u00edm, \u017ee pozastav\u00edte kampan\u011b, u Facebooku a Google p\u0159ijdete o u\u010d\u00edc\u00ed proces algoritmu<\/strong>. <\/p>\n <\/div>\n <\/div>\n\n\n

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10. Komunikace na prvn\u00edm m\u00edst\u011b<\/h2>\n <\/div>\n <\/div>\n\n\n
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To, \u017ee mus\u00edte o klientovi v\u011bd\u011bt v\u0161e, plat\u00ed v\u00edce ne\u017e kdy jindy. Pokud se mu kv\u016fli zaveden\u00fdm opat\u0159en\u00edm opozd\u00ed dod\u00e1vka zbo\u017e\u00ed t\u0159eba i o n\u011bkolik t\u00fddn\u016f, mus\u00edte to v\u011bd\u011bt<\/strong>. Pokud sel\u017ee n\u011bkter\u00e1 z doprav, pokud se znovu otev\u0159e showroom, pobo\u010dka apod., mus\u00edte to v\u011bd\u011bt. Prost\u011b mus\u00edte v\u011bd\u011bt v\u0161e a v\u010das p\u0159ed\u00e1vat informace klient\u016fm<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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11. Propagace kamenn\u00e9 prodejny<\/h2>\n <\/div>\n <\/div>\n\n\n
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Propagovat kamennou prodejnu je bezpochyby skv\u011bl\u00fd krok k p\u0159iveden\u00ed z\u00e1kazn\u00edk\u016f do prodejny. Ale kdy\u017e je prodejna zav\u0159en\u00e1, na\u0161tvete t\u00edm z\u00e1kazn\u00edky, kte\u0159\u00ed se k v\u00e1m vydaj\u00ed nakoupit. Z\u00e1rove\u0148 si dejte pozor, a\u0165 nevyb\u00edz\u00edte z\u00e1kazn\u00edky k n\u00e1v\u0161t\u011bv\u011b<\/strong> v jin\u00fdch kampan\u00edch a roz\u0161\u00ed\u0159en\u00edch.<\/p>\n <\/div>\n <\/div>\n\n\n

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<\/figure><\/div>\n <\/div>\n <\/div>\n\n\n
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Doporu\u010dujeme aktualizovat otev\u00edrac\u00ed dobu<\/strong> na profilech Moje firma na Google a Firmy.cz. Pokud nyn\u00ed m\u016f\u017eete m\u00edt prodejnu otev\u0159enou, vyzdvihn\u011bte to<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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 <\/p>\n <\/div>\n <\/div>\n\n\n

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Ur\u010dit\u011b bychom mohli p\u0159id\u00e1vat dal\u0161\u00ed a dal\u0161\u00ed tipy, ale cht\u011bli jsme, abyste \u010dl\u00e1nek do\u010detli a\u017e sem a nevy\u010derpali jsme v\u00e1s na cel\u00fd den. ;) M\u00e1te vy n\u011bjak\u00e9 tipy na \u010dinnosti, kter\u00e9 bychom nem\u011bli v t\u00e9to dob\u011b opom\u00edjet? Pod\u011blte se s n\u00e1mi do koment\u00e1\u0159\u016f.<\/p>\n <\/div>\n <\/div>\n\n\n

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A jestli te\u010f \u0159e\u0161\u00edte jin\u00e9 starosti, r\u00e1di pro v\u00e1s PPC reklamu budeme spravovat. Napi\u0161te n\u00e1m<\/a>.<\/p>\n <\/div>\n <\/div>\n\n\n

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<\/p>\n <\/div>\n <\/div>\n\n\n

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<\/p>\n <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

Sou\u010dasn\u00fd v\u00fdvoj u PPC reklamy sledujeme z prvn\u00ed \u0159ady u\u017e od za\u010d\u00e1tku a v dne\u0161n\u00edm \u010dl\u00e1nku se pod\u011bl\u00edme o na\u0161e post\u0159ehy, kter\u00e9 jsme si v posledn\u00edch t\u00fddnech po\u0159\u00e1dn\u011b otestovali.<\/p>\n","protected":false},"author":5,"featured_media":4554,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[278],"tags":[104,322,390],"class_list":["post-4553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","tag-ppc","tag-ppc-2","tag-obsahova-kampan"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4553","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=4553"}],"version-history":[{"count":1,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4553\/revisions"}],"predecessor-version":[{"id":10506,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4553\/revisions\/10506"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media\/4554"}],"wp:attachment":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media?parent=4553"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/categories?post=4553"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/tags?post=4553"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}