{"id":1235,"date":"2023-03-22T10:58:12","date_gmt":"2023-03-22T09:58:12","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=1235"},"modified":"2023-03-27T09:09:11","modified_gmt":"2023-03-27T08:09:11","slug":"scarabaeus-jak-testovat-product-titles-v-google-shopping-kampanich","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/scarabaeus-jak-testovat-product-titles-v-google-shopping-kampanich\/","title":{"rendered":"Scarabaeus &#8211; Jak testovat product titles v Google Shopping kampan\u00edch"},"content":{"rendered":"<h2>Co to je?<\/h2>\n<p>Scarabaeus je marketingov\u00fd n\u00e1stroj vyvinut\u00fd v 6clickz. Umo\u017e\u0148uje unik\u00e1tn\u00ed zp\u016fsob reportov\u00e1n\u00ed v\u00fdsledk\u016f optimalizace produkt\u016f v Google Shopping ads. Scarabaeus poskytuje propojen\u00ed dat a metrik z Google Ads, Google Analytics a Google Merchant Center na jednom m\u00edst\u011b v Looker studiu.<\/p>\n<p>Scarabaeus Shopping Ads Data Pipeline:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1183\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47.png\" alt=\"\" width=\"1021\" height=\"493\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47.png 1021w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47-300x145.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47-768x371.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47-960x464.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47-500x241.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47-160x77.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/screenshot-2023-02-06-at-10-47-47-50x24.png 50w\" sizes=\"auto, (max-width: 1021px) 100vw, 1021px\" \/><\/p>\n<h2>V \u010dem spo\u010d\u00edv\u00e1 jeho unik\u00e1tnost a pro\u010d byste jej m\u011bli m\u00edt?<\/h2>\n<p>Google Shopping Ads (konkr\u00e9tn\u011b Performance Max Kampan\u011b &#8211; PMax) jsou aktu\u00e1ln\u011b nejv\u00fdkonn\u011bj\u0161\u00edm typem kampan\u00ed pro v\u011bt\u0161inu eCommerce projekt\u016f.<\/p>\n<p>Jejich obrovsk\u00e1 v\u00fdhoda, kterou je automatizace, v\u0161ak p\u0159in\u00e1\u0161\u00ed jednu zna\u010dnou nev\u00fdhodu \u2013 do PMax nem\u016f\u017eeme vkl\u00e1dat kl\u00ed\u010dov\u00e1 slova. Mus\u00edme se spolehnout na n\u00e1\u0161 produktov\u00fd feed a na to, \u017ee obsahuje v\u0161echna relevantn\u00ed kl\u00ed\u010dov\u00e1 slova. Realita je v\u0161ak \u00fapln\u011b jin\u00e1.<\/p>\n<p>Google Merchant Center umo\u017e\u0148uje p\u0159id\u00e1n\u00ed dopl\u0148kov\u00e9ho zdroje (supplemental feed), kde dok\u00e1\u017eeme upravit product title \u010di jin\u00fd parametr. A pr\u00e1v\u011b t\u00edm zv\u00fd\u0161\u00edme pod\u00edl zobrazen\u00ed v placen\u00e9m vyhled\u00e1v\u00e1n\u00ed Google.<\/p>\n<h2>Co n\u00e1m to p\u0159ineslo?<\/h2>\n<p>Pr\u00e1ce s Google Shopping Ads je p\u0159i optimalizaci PPC kampan\u00ed (anglicky dejme Paid Ads) nejd\u016fle\u017eit\u011bj\u0161\u00ed. A testov\u00e1n\u00ed product titles je jen jednou \u010d\u00e1st\u00ed optimalizace. P\u0159i vyhodnocov\u00e1n\u00ed \u00fasp\u011b\u0161nosti kampan\u00ed sledujeme celkov\u00e9 tr\u017eby ze Shopping Ads a porovn\u00e1v\u00e1me s v\u00fdkonem jin\u00fdch marketingov\u00fdch kan\u00e1l\u016f nebo jin\u00fdm typem Google ads kampan\u00ed.<\/p>\n<p>Uvedu p\u0159\u00edklady dvou na\u0161ich klient\u016f.<\/p>\n<p>U prvn\u00edho klienta jsme za\u010dali testovat product titles v l\u00e9t\u011b 2021, proto\u017ee jsme m\u011bli pocit, \u017ee v\u00fdkon Google ads kampan\u00ed stagnuje. Ji\u017e po prvn\u00edch testech a optimalizaci Shopping ads jsme zaznamenali v\u00fdrazn\u00fd n\u00e1r\u016fst tr\u017eeb oproti Search kampan\u00edm.<\/p>\n<p>V druh\u00e9m p\u0159\u00edpad\u011b jsme za\u010dali testovat na podzim 2021. Jednalo se o segment, kter\u00fd je nejsiln\u011bj\u0161\u00ed v p\u0159edv\u00e1no\u010dn\u00edch m\u011bs\u00edc\u00edch. Kontinu\u00e1ln\u00ed testy product titles doc\u00edlili, \u017ee v\u00fdkon Shopping ads kampan\u00ed neza\u010dal klesat ani po V\u00e1noc\u00edch, tak jak tomu bylo se Search kampan\u011bmi.<\/p>\n<p>Jak automatizovat tento proces? A jak to spr\u00e1vn\u011b vyhodnotit? A to je d\u016fvod, pro\u010d jsme vymysleli Scarabaeus. N\u00e1stroj, kter\u00fd dok\u00e1\u017ee jednodu\u0161e vy\u0159e\u0161it tyto ot\u00e1zky.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1184\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-1024x184.png\" alt=\"\" width=\"1024\" height=\"184\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-1024x184.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-300x54.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-768x138.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-1920x344.png 1920w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-1280x230.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-960x172.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-500x90.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-160x29.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/hornygraf-50x9.png 50w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1185\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-1024x189.png\" alt=\"\" width=\"1024\" height=\"189\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-1024x189.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-300x55.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-768x142.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-1920x355.png 1920w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-1280x237.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-960x177.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-500x92.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-160x30.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/dolnygraf-50x9.png 50w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Jak takov\u00fd test m\u016f\u017ee vypadat? Prohl\u00e9dn\u011bte si na\u0161i case study na\u0161eho klienta Puravia.cz.<\/p>\n<h2>Case Study<\/h2>\n<h3>CLIENT<\/h3>\n<ul>\n<li aria-level=\"1\">Puravia je eshop zam\u011b\u0159en\u00fd na v\u00fd\u017eivov\u00e9 dopl\u0148ky ozna\u010den\u00e9 clean label. V\u0161echny produkty jsou pe\u010dliv\u011b vyb\u00edr\u00e1ny a testov\u00e1ny odborn\u00edky na v\u00fd\u017eivov\u00e9 dopl\u0148ky, prevenci, v\u00fd\u017eivu a farmacii s rozs\u00e1hl\u00fdmi znalostmi a klinick\u00fdmi zku\u0161enostmi.<\/li>\n<\/ul>\n<h3>PROBLEM<\/h3>\n<ul>\n<li aria-level=\"1\">P\u016fvodn\u00ed struktura n\u00e1zvu produkt\u016f se skl\u00e1dala z Brand | Product | Quantity. U t\u00e9to skladby se produkty zobrazovaly pouze na brandov\u00e9 v\u00fdrazy a t\u00e9m\u011b\u0159 v\u016fbec na d\u016fle\u017eit\u00e9 informace o konkr\u00e9tn\u00edm produktu. Toto zji\u0161t\u011bn\u00ed bylo z\u00e1kladem hypot\u00e9zy testu.<\/li>\n<\/ul>\n<p>P\u016fvodn\u00ed verze product title:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-1186\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-300x194.png\" alt=\"\" width=\"300\" height=\"194\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-300x194.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-768x498.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1024x664.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-960x622.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-500x324.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-160x104.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-50x32.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design.png 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<h3>SOLUTION<\/h3>\n<ul>\n<li aria-level=\"1\">Vybrali jsme si dv\u011b produktov\u00e9 kategorie: Probiotika a Vitamin D. Title strukturu probiotik jsme p\u0159ehodili na Product | Quantity | Brand, kv\u016fli tomu, \u017ee dan\u00e9 produkty v kategorii byly \u010dasto vyhled\u00e1v\u00e1ny p\u0159es brandov\u00e1 slova. Z title pro Vitamin D jsme zcela odstranili Brand a ponechali jen Product | Quantity.<\/li>\n<\/ul>\n<p>Po zm\u011bn\u011b product title:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-1204\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-300x194.png\" alt=\"\" width=\"300\" height=\"194\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-300x194.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-768x498.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-1024x664.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-960x622.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-500x324.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-160x104.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1-50x32.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/untitled-design-1.png 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<h3>RESULTS<\/h3>\n<p>Probiotika:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1205 size-large\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-1024x471.png\" alt=\"\" width=\"1024\" height=\"471\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-1024x471.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-300x138.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-768x353.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-1920x882.png 1920w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-1280x588.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-960x441.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-500x230.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-160x74.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/probiotika-50x23.png 50w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li>Tyto grafy a tabulky jsou v\u00fdstupem z n\u00e1stroje Scarabaeus. V grafu je \u010dervenou barvou zn\u00e1zorn\u011bno CTR a \u017elutou barvou jsou zn\u00e1zorn\u011bny imprese. Ji\u017e na grafu m\u016f\u017eeme vid\u011bt jemn\u00fd r\u016fst CTR a impres\u00ed. Tento r\u016fst potvrzuj\u00ed tak\u00e9 data v tabulce. Imprese vzrostly o 20%, po\u010det proklik\u016f se zv\u00fd\u0161il o 32% a CTR se zv\u00fd\u0161ilo o 11%.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1236\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-1024x318.png\" alt=\"\" width=\"1024\" height=\"318\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-1024x318.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-300x93.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-768x239.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-960x298.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-500x155.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-160x50.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56-50x16.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-51-56.png 1258w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li>Ve srovn\u00e1n\u00ed s minul\u00fdm rokem, kdy bylo CTR 0.7 se jedn\u00e1 o 43% n\u00e1r\u016fst. Zde mus\u00edme br\u00e1t v \u00favahu tak\u00e9 to, \u017ee se produkty nach\u00e1zej\u00ed v jin\u00e9 kampani, ne\u017e minul\u00fd rok a celkov\u00fd v\u00fdkon je lep\u0161\u00ed.<\/li>\n<\/ul>\n<p>Vitam\u00edn D:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1207\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-1024x472.png\" alt=\"\" width=\"1024\" height=\"472\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-1024x472.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-300x138.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-768x354.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-1920x885.png 1920w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-1280x590.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-960x443.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-500x231.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-160x74.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/vitamind-50x23.png 50w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li>Na grafu lze vid\u011bt, \u017ee CTR (\u010derven\u00e1) je stabiln\u011bj\u0161\u00ed a po\u010det impres\u00ed (\u017elut\u00e1) vzrostl. CTR v tomto narostlo jen o 10%. Imprese a kliky se zv\u00fd\u0161ily o v\u00edce procent ne\u017e v prvn\u00edm p\u0159\u00edpad\u011b. Tady se mohlo st\u00e1t, \u017ee bez brandu se produkty zobrazovaly i na obecn\u00e9 dotazy. Nicm\u00e9n\u011b pro performance max kampan\u011b nevid\u00edme search terms, a proto se m\u016f\u017eeme jen domn\u00edvat, jak\u00fd to m\u011blo opravdu vliv.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1237\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-1024x320.png\" alt=\"\" width=\"1024\" height=\"320\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-1024x320.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-300x94.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-768x240.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-960x300.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-500x156.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-160x50.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40-50x16.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/03\/snimka-obrazovky-2023-03-22-o-10-53-40.png 1269w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li aria-level=\"1\">Minul\u00fd rok bylo na Vitam\u00edn D produktech CTR 0.96%, a YoY n\u00e1r\u016fst je tedy ve v\u00fd\u0161i 15%. Zaznamenali jsme v\u0161ak pokles na po\u010dtu impres\u00ed o 5%, co\u017e m\u016f\u017ee b\u00fdt zp\u016fsobeno t\u00edm, \u017ee minul\u00fd rok byly n\u00e1klady na tyto produkty vy\u0161\u0161\u00ed o 13%.<\/li>\n<li aria-level=\"1\">Zm\u011bna pro n\u00e1s m\u011bla pozitivn\u00ed vliv a dos\u00e1hli jsme o\u010dek\u00e1van\u00fdch v\u00fdsledk\u016f. Do budoucna d\u00e1v\u00e1 rozhodn\u011b smysl dal\u0161\u00ed testov\u00e1n\u00ed title produkt\u016f.<\/li>\n<\/ul>\n<h2>Jak Scarabaeus vypad\u00e1 a jak se s n\u00edm pracuje?<\/h2>\n<p>V moment\u00e1ln\u00ed verzi je rozd\u011blen na 2 \u010d\u00e1sti:<\/p>\n<ul>\n<li aria-level=\"1\">v\u00fdkon jednotliv\u00fdch produkt\u016f<\/li>\n<li aria-level=\"1\">v\u00fdkon parametr\u016f, mezi kter\u00e9 moment\u00e1ln\u011b m\u016f\u017eeme za\u0159adit product types, brand a custom labels.<\/li>\n<\/ul>\n<p>Na prvn\u00edm videu je vid\u011bt, jak jsme si v reportu vybrali klienta i \u010dasov\u00e9 obdob\u00ed, kter\u00e9 chceme hodnotit. N\u00e1sledn\u011b jsme si odfiltrovali jen v\u00fdkon produkt\u016f zna\u010dky Smidge a prohl\u00e9dli jsme si data v tabulce i v grafu.<\/p>\n<p>Pot\u00e9\u00a0 jsme se zam\u011b\u0159ili na konkr\u00e9tn\u00ed produkt, prohl\u00e9dli si, ve kter\u00e9 kampani a odkdy se tam nach\u00e1zel. Jak\u00e9 zm\u011bny se u n\u011bj ud\u00e1ly a kdy se ud\u00e1ly p\u0159i product title a image. N\u00e1sledn\u011b jsme zvolili \u00fapravu product title a vybrali jsme pro produkt jin\u00fd product image. Ano, skute\u010dn\u011b tak jednoduch\u00e9 to m\u016f\u017ee b\u00fdt.<\/p>\n<div style=\"position: relative; padding-bottom: 62.5%; height: 0;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.loom.com\/embed\/21adba4b82374f23892347b79ff54678\" width=\"300\" height=\"150\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p>Mnohem \u010dast\u011bji ne\u017e zm\u011bny jednotliv\u00fdch produkt\u016f \u0159e\u0161\u00edme A\/B testing product titles u v\u011bt\u0161\u00ed skupiny produkt\u016f. K tomu n\u00e1m slou\u017e\u00ed page parameters, kde si m\u016f\u017eeme seskupit v\u00fdkon produkt\u016f podle dan\u00e9ho parametru (product type, brand \u010di custom label).<\/p>\n<p>Ve druh\u00e9m videu vid\u00edme, jak jsme se pod\u00edvali na v\u00fdkon produkt\u016f zna\u010dky Smidge a rozhodli jsme se prov\u00e9st jednoduchou \u00fapravu product titles.<\/p>\n<div style=\"position: relative; padding-bottom: 62.5%; height: 0;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.loom.com\/embed\/629ce25db0634d4c852da2c7b4a8a2eb\" width=\"300\" height=\"150\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Scarabaeus jsme vytvo\u0159ili prim\u00e1rn\u011b pro na\u0161e klienty. Chcete si n\u00e1stroj vyzkou\u0161et ji\u017e v beta verzi p\u0159ed releasem a z\u00edskat tak konkuren\u010dn\u00ed v\u00fdhodu pro sv\u00e9 Google Ads kampan\u011b? Napi\u0161te n\u00e1m.<br \/>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"6585869\",\n    formId: \"131d4484-4d44-405a-a748-01923517ca1b\"\n  });\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Co to je? Scarabaeus je marketingov\u00fd n\u00e1stroj vyvinut\u00fd v 6clickz. Umo\u017e\u0148uje unik\u00e1tn\u00ed zp\u016fsob reportov\u00e1n\u00ed v\u00fdsledk\u016f optimalizace produkt\u016f v Google Shopping ads. Scarabaeus poskytuje propojen\u00ed dat a metrik z Google Ads, Google Analytics a Google Merchant Center na jednom m\u00edst\u011b v Looker studiu. Scarabaeus Shopping Ads Data Pipeline: V \u010dem spo\u010d\u00edv\u00e1 jeho unik\u00e1tnost a pro\u010d byste [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1235","post","type-post","status-publish","format-standard","hentry","category-uncategorized-cs","blog_tags-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Scarabaeus - Jak testovat product titles v Google Shopping kampan\u00edch<\/title>\n<meta name=\"description\" content=\"Scarabaeus je marketingov\u00fd n\u00e1stroj vyvinut\u00fd v 6clickz. Umo\u017e\u0148uje unik\u00e1tn\u00ed zp\u016fsob reportov\u00e1n\u00ed v\u00fdsledk\u016f optimalizace produkt\u016f v Google Shopping ads. 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