{"id":1467,"date":"2023-04-19T15:48:17","date_gmt":"2023-04-19T14:48:17","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=1467"},"modified":"2023-04-19T15:49:34","modified_gmt":"2023-04-19T14:49:34","slug":"ppc-novinky","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/ppc-novinky\/","title":{"rendered":"PPC Novinky"},"content":{"rendered":"

Performance Max kampa\u0148 (PMax) bude brzy dostupn\u00e1 i pro hotelov\u00e9 inzerenty<\/h3>\n

PMax bude zanedlouho podporovat i travel goals. Reklamy by se m\u011bly zobrazovat na Google Maps, Search, YouTube Ads a Hotel Ads. Hotel Ads je typ kampan\u011b, kterou Google p\u0159ipravuje a bude propojen s Hotel Center. (Google)<\/a><\/p>\n

Aktu\u00e1ln\u011b je ji\u017e mo\u017en\u00e9 vytv\u00e1\u0159et 2 typy experiment\u016f pro PMax<\/h3>\n

Prvn\u00edm experimentem je Uplift from Performance Max (otestov\u00e1n\u00ed n\u00e1r\u016fstu v\u00fdkonnosti), kter\u00fd m\u00e1 pomoci m\u011b\u0159it n\u00e1r\u016fst nebo p\u0159idanou hodnotu pou\u017e\u00edv\u00e1n\u00ed PMax kampan\u00ed vedle st\u00e1vaj\u00edc\u00edch Search, Video, Discovery a Display kampan\u00ed. Uplift experiment zat\u00edm nepodporuje kampan\u011b, kter\u00e9 jsou propojeny s Merchant Centrem.
\nDruh\u00fd typ experimentu je pro otestov\u00e1n\u00ed v\u00fdkonu Shoppingov\u00e9 kampan\u011b vs PMax kampan\u011b. Test je zam\u011b\u0159en na otestov\u00e1n\u00ed v\u00fdkonu Shoppingov\u00e9 kampan\u011b vs PMax kampan\u011b. V tomto experimentu lze vybrat pouze jednu shoppingovou a jednu PMax kampa\u0148.\u00a0(Google)<\/a><\/p>\n

Od za\u010d\u00e1tku b\u0159ezna se roz\u0161\u00ed\u0159ilo GDN c\u00edlen\u00ed<\/h3>\n

D\u0159\u00edve GDN c\u00edlen\u00ed fungovalo na pr\u016fniku keywords a placements. Od b\u0159ezna se c\u00edl\u00ed na cel\u00fd z\u00e1b\u011br keywords a placements:<\/p>\n

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Jak nep\u0159ij\u00edt zbyte\u010dn\u011b o pen\u00edze p\u0159i roz\u0161\u00ed\u0159en\u00e9m c\u00edlen\u00ed?
\nJe d\u016fle\u017eit\u00e9 pou\u017e\u00edvat smart bidding a m\u00edt co nejp\u0159esn\u011bj\u0161\u00ed m\u011b\u0159en\u00ed konverz\u00ed, tzn. pou\u017e\u00edv\u00e1n\u00ed enhanced conversions, offline tracking conversion a first-party data. Pot\u0159ebn\u00e9 je i pravideln\u011b kontrolovat kvalitu n\u00e1v\u0161t\u011bvnosti, lead\u016f a konverz\u00ed. (Post)<\/a><\/p>\n

Google Tag p\u0159idal novou metriku – Tag Coverage<\/h3>\n

Tag Coverage zobrazuje, na kter\u00fdch str\u00e1nk\u00e1ch je nainstalov\u00e1n Google Tag. Metrika se nach\u00e1z\u00ed v Google tag sections a m\u016f\u017eeme si ji prohl\u00e9dnout p\u0159es Google Ads, Google Analytics nebo p\u0159es Google Tag Manager.
\nGoogle tag screen > \u201eAdmin\u201c tab > \u201eTools\u201c > Tag Coverage
\nP\u0159i zji\u0161t\u011bn\u00ed, \u017ee Google Tag nepokr\u00fdv\u00e1 v\u0161echna pot\u0159ebn\u00e1 URL, v rozhran\u00ed existuje mo\u017enost \u201eAdd URLs\u201c. URLs lze p\u0159idat 2 zp\u016fsoby: p\u0159\u00edmo v rozhran\u00ed jako samostatn\u00e9 URLs nebo nahr\u00e1n\u00edm CSV file. Form\u00e1tov\u00e1n\u00ed CSV file je n\u00e1sleduj\u00edc\u00ed: <URL>,<Included status>. Included status m\u016f\u017ee b\u00fdt yes\/no.\u00a0(Google)<\/a><\/p>\n

Nov\u00e1 funkce v Google Ads umo\u017en\u00ed tvorbu GA4 publik<\/h3>\n

Nov\u00e1 funkce umo\u017en\u00ed p\u0159\u00edm\u00fd p\u0159\u00edstup k tvorb\u011b GA4 publik p\u0159\u00edmo v u\u017eivatelsk\u00e9m rozhran\u00ed GAds. C\u00edlem je zjednodu\u0161en\u00ed procesu vytv\u00e1\u0159en\u00ed publik. Pro vyu\u017e\u00edv\u00e1n\u00ed nov\u00e9 funkce je t\u0159eba m\u00edt propojen Google Ads s Google Analytics. \u00a0(SEJ)<\/a><\/p>\n

Od 31. b\u0159ezna dojde ke spojen\u00ed GA4 a GAds conversion window<\/h3>\n

V\u00fdhradn\u011b se bude pou\u017e\u00edvat nastaven\u00ed GA4. GA4 umo\u017e\u0148uje vybrat 30-, 60- nebo 90-ti denn\u00ed konverzn\u00ed okna. Inzerenti po zm\u011bn\u011b nebudou moci samostatn\u011b konfigurovat GAds conversion window a GA4 conversion window. C\u00edlem je sjednotit tato konverzn\u00ed okna pro p\u0159esn\u011bj\u0161\u00ed reporting.
\nOhledn\u011b t\u00e9to zm\u011bny Google informuje prost\u0159ednictv\u00edm e-mailu. Zm\u011bnu lze obej\u00edt kontaktov\u00e1n\u00edm podpory Google, kde je t\u0159eba poskytnout Google Ads manager account Customer ID a Google Analytics Property ID. (SEJ)<\/a><\/p>\n

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Google Merchant Center p\u0159idal novou metriku: Click Potential<\/h3>\n

Click Potential je zalo\u017eena na minul\u00fdch metrik\u00e1ch n\u00e1v\u0161t\u011bvnosti a poskytnut\u00fdch detailech o produktu. Click Potential m\u016f\u017ee zobrazovat hodnotu: High, Medium nebo Low. Pokud nen\u00ed p\u0159\u00edtomna \u017e\u00e1dn\u00e1 hodnota, Google ji teprve odhaduje a zobraz\u00ed se pozd\u011bji.
\nMetrika poskytuje prostor pro optimalizaci feedu, co\u017e je p\u0159i pou\u017e\u00edv\u00e1n\u00ed PMax kampan\u00ed velk\u00e1 priorita. Pot\u0159ebn\u00e9 je zam\u011b\u0159it se na to, aby ve feedu byly p\u0159id\u00e1ny v\u0161echny atributy, a aby informace o produktu byly aktu\u00e1ln\u00ed. (FeedArmy)<\/a><\/p>\n

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Dynamic Assets jsou nyn\u00ed skryty.<\/h3>\n

Jak je rychle naj\u00edt?
\nV rozhrad\u00ed Google Ads:\u00a0 ads & assets > assets > three dots > account-level automated assets > three dots > advanced settings<\/p>\n

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Rychl\u00e9 novinky:<\/h3>\n
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    Nov\u00e1 mo\u017enost p\u0159i koupi Masthead placements (YouTube): Cost-Per-Hour<\/p>\n<\/li>\n

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    YouTube od 6. dubna odstran\u00ed overlay ads<\/p>\n<\/li>\n

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    Sklik roz\u0161i\u0159uje svou volnou shodu, kdy kl\u00ed\u010dov\u00e1 slova budou reagovat i na podobn\u00e1 slova a synonyma<\/p>\n<\/li>\n

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    Google zve\u0159ejnil nov\u00fd design pro Google Ads:<\/p>\n<\/li>\n<\/ul>\n

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