{"id":4994,"date":"2018-10-23T08:04:00","date_gmt":"2018-10-23T06:04:00","guid":{"rendered":"https:\/\/besteto.pari.cz\/sklik-produktova-inzerce\/"},"modified":"2025-03-04T14:15:23","modified_gmt":"2025-03-04T13:15:23","slug":"sklik-produktova-inzerce","status":"publish","type":"post","link":"https:\/\/www.besteto.cz\/sklik-produktova-inzerce\/","title":{"rendered":"Neutr\u00e1c\u00edte zbyte\u010dn\u011b? Zjist\u011bte, jestli va\u0161e produkty v Skliku neprod\u011bl\u00e1vaj\u00ed"},"content":{"rendered":"
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S Honzou \u0158i\u010d\u00e1nkem, konzultantem v\u00fdkonnostn\u00ed reklamy ze spole\u010dnosti Seznam.cz, jsme \u0159e\u0161ili, jak\u00fdm zp\u016fsobem je\u0161t\u011b v\u00edce optimalizovat produktovou inzerci v Skliku.<\/p>\n <\/div>\n <\/div>\n\n\n

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Pokud se orientujete v Skliku, tak v\u00edte, \u017ee Sklik neposkytuje informace o v\u00fdkonu jednotliv\u00fdch produkt\u016f<\/strong>. V rozhran\u00ed m\u00e1te mo\u017enost vid\u011bt pouze informace o v\u00fdkonu jednotliv\u00fdch produktov\u00fdch skupin a dotaz\u016f, na kter\u00e9 se produkty zobrazily. My v\u00e1m uk\u00e1\u017eeme, jak\u00fdm zp\u016fsobem ty data z\u00edsk\u00e1te<\/strong> a jak je zapracovat do inzerce.<\/p>\n <\/div>\n <\/div>\n\n\n

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Bez \u010deho se neobejdete?<\/h2>\n <\/div>\n <\/div>\n\n\n
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Samoz\u0159ejm\u011b pot\u0159ebujete p\u0159\u00edstup do Skliku<\/a>, pot\u00e9 do Google Analytics a mo\u017enost prov\u00e1d\u011bt \u00fapravy ve feedu \u2013 doporu\u010dujeme p\u0159es aplikaci Mergado.<\/p>\n <\/div>\n <\/div>\n\n\n

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Hled\u00e1n\u00ed cesty<\/h2>\n <\/div>\n <\/div>\n\n\n
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Proto\u017ee je tento \u010dl\u00e1nek nejsp\u00ed\u0161 v\u016fbec prvn\u00edm n\u00e1vodem, jak na to, hledali jsme r\u016fzn\u00e9 zp\u016fsoby. Prvn\u00ed my\u0161lenka vedla p\u0159es statistiky v Skliku. Ta se uk\u00e1zala jako slep\u00e1. Nakonec jsme zjistili, \u017ee spr\u00e1vnou cestou jsou data v Google Analytics<\/strong>. Upozorn\u00edm, \u017ee v\u00fdkon produkt\u016f zm\u011b\u0159\u00edme na z\u00e1klad\u011b atribu\u010dn\u00edho modelu z Analytics<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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Nen\u00ed to tak slo\u017eit\u00e9<\/h2>\n <\/div>\n <\/div>\n\n\n
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V Analytics (viz obr.1) nejprve vybereme obdob\u00ed, za kter\u00e9 chceme sledovat v\u00fdkon produkt\u016f. Pot\u00e9 p\u0159ejdeme do p\u0159ehled\u016f Akvizice, Kampan\u00ed a V\u0161ech kampan\u00ed<\/strong>. Zde si rozklikneme kampa\u0148, kter\u00e1 n\u00e1s zaj\u00edm\u00e1. V na\u0161em p\u0159\u00edpad\u011b tedy \u201e B: PI\u201d a p\u0159id\u00e1me sekund\u00e1rn\u00ed dimenzi Vstupn\u00ed str\u00e1nka<\/strong>. Zobrazit si m\u016f\u017eeme a\u017e 5 000 \u0159\u00e1dk\u016f. Nyn\u00ed m\u00e1me p\u0159ehled v\u00fdkonu jednotliv\u00fdch produktov\u00fdch str\u00e1nek dle URL adres. Tento p\u0159ehled si vyexportujeme<\/strong> do Excelu.<\/p>\n <\/div>\n <\/div>\n\n\n

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Obr. 1<\/em><\/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 Excelu si otev\u0159eme list Datov\u00e1 sada. Vedle sloupce N\u00e1v\u0161t\u011bvy si vytvo\u0159\u00edme nov\u00fd sloupec N\u00e1klady<\/strong>. P\u0159ejdeme do Skliku, do produktov\u00e9 kampan\u011b a pod\u00edv\u00e1me se na pr\u016fm\u011brnou cenu za proklik v dan\u00e9m obdob\u00ed. Vr\u00e1t\u00edme se do Excelu, pr\u016fm\u011brnou cenu za proklik vyn\u00e1sob\u00edme sloupcem \u201cN\u00e1v\u0161t\u011bvy\u201d a dostaneme n\u00e1klady (v\u00edme, \u017ee tento zp\u016fsob v\u00fdpo\u010dtu n\u00e1klad\u016f jednotliv\u00fdch URLl nen\u00ed p\u0159esn\u00fd. Mo\u017enou dal\u0161\u00ed cestou je \u00faprava scriptu od Standy J\u00edlka<\/a>). Pokud pot\u0159ebujeme, p\u0159id\u00e1me si je\u0161t\u011b sloupec PNO, p\u0159\u00edpadn\u011b ROAS<\/strong>. Nyn\u00ed dle c\u00edl\u016f vyhodnot\u00edme v\u00fdkon jednotliv\u00fdch url. Ponech\u00e1me jen ty \u0159\u00e1dky, kter\u00e9 nespl\u0148uj\u00ed na\u0161e c\u00edle.<\/p>\n <\/div>\n <\/div>\n\n\n

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\u00daprava dat<\/h2>\n <\/div>\n <\/div>\n\n\n
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Te\u010f u\u017e v\u00edme, kter\u00e9 URL jsou n\u00e1kladn\u00e9, je proto na\u010dase, abychom zjistili ID produkt\u016f a tyto produkty si ozna\u010dili ve feedu pro Zbo\u017e\u00ed.cz. Nejprve je t\u0159eba p\u0159ipravit data pro <\/strong>Mergado<\/a>. Na za\u010d\u00e1tek v\u0161ech URL adres dopln\u00edme dom\u00e9nu eshopu v\u010detn\u011b HTTPS<\/strong>. Pot\u00e9 sma\u017eeme z ka\u017ed\u00e9 URL adresy \u010d\u00e1st od otazn\u00edku (v\u010detn\u011b), nap\u0159\u00edklad pomoc\u00ed regul\u00e1rn\u00edho v\u00fdrazu \\?.* .<\/p>\n <\/div>\n <\/div>\n\n\n

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Mergado<\/h3>\n <\/div>\n <\/div>\n\n\n
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V Mergadu<\/a> (viz obr. 2) vytvo\u0159\u00edme v\u00fdb\u011br pomoc\u00ed URL<\/strong> a funkce neobsahuje ve v\u00fd\u010dtu. V\u00fdsledn\u00fd v\u00fdb\u011br pou\u017eijeme pro vytvo\u0159en\u00ed pravidla\u2009\u2014\u2009vytvo\u0159en\u00ed \u0161t\u00edtku<\/strong>, proto\u017ee Sklik se \u0161t\u00edtky um\u00ed pracovat.  Zvolte si n\u00e1zev obsahu \u0161t\u00edtku\u2009\u2014\u2009nap\u0159\u00edklad \u201cNen\u00e1kladn\u00e9 produkty\u201d a p\u0159egenerujte feed<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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Obr. 2<\/em><\/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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\u0160t\u00edtky v produktov\u00e9 inzerci<\/h3>\n <\/div>\n <\/div>\n\n\n
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V produktov\u00e9 inzerci (viz obr.3), v \u00faprav\u011b produktov\u00fdch skupin, vyberte \u0161t\u00edtek \u201cNen\u00e1kladn\u00e9 produkty\u201d<\/strong> do ka\u017ed\u00e9 produktov\u00e9 skupiny. Hotovo! Nyn\u00ed m\u00e1te z produktov\u00e9 inzerce vylou\u010den\u00e9 n\u00e1kladn\u00e9 produkty<\/strong>.<\/p>\n <\/div>\n <\/div>\n\n\n

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Obr. 3<\/em><\/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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P\u00e1r slov z\u00e1v\u011brem<\/h2>\n <\/div>\n <\/div>\n\n\n
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Je opravdu pot\u0159eba vybrat klienta a \u010dasov\u00fd \u00fasek tak, abyste m\u011bli dostatek dat<\/strong>. My jsme to testovali na produktov\u00e9 kampani s 6 000 prokliky a uk\u00e1zalo se to jako na hran\u011b. Z exportu jsme vy\u010detli, \u017ee jen p\u0159ibli\u017en\u011b 15 produkt\u016f nespl\u0148ovalo stanoven\u00e9 c\u00edle a z nich jen 7 bylo moment\u00e1ln\u011b v nab\u00eddce, ostatn\u00ed ji\u017e byly vyprodan\u00e9.<\/p>\n <\/div>\n <\/div>\n\n\n

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Douf\u00e1me, \u017ee v\u00e1m n\u00e1\u0161 n\u00e1vod pom\u016f\u017ee k lep\u0161\u00ed pr\u00e1ci s produktovou inzerc\u00ed. Pokud budete m\u00edt jak\u00fdkoliv dotaz, nev\u00e1hejte se na n\u00e1s obr\u00e1tit.<\/p>\n <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

S Honzou \u0158i\u010d\u00e1nkem, konzultantem v\u00fdkonnostn\u00ed reklamy ze spole\u010dnosti Seznam.cz, jsme \u0159e\u0161ili, jak\u00fdm zp\u016fsobem je\u0161t\u011b v\u00edce optimalizovat produktovou inzerci v Skliku.<\/p>\n","protected":false},"author":4,"featured_media":4995,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[278],"tags":[322],"class_list":["post-4994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","tag-ppc-2"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4994","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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/comments?post=4994"}],"version-history":[{"count":1,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4994\/revisions"}],"predecessor-version":[{"id":10610,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/posts\/4994\/revisions\/10610"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media\/4995"}],"wp:attachment":[{"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/media?parent=4994"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/categories?post=4994"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.besteto.cz\/wp-json\/wp\/v2\/tags?post=4994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}