{"id":323,"date":"2018-12-17T21:39:45","date_gmt":"2018-12-17T20:39:45","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=323"},"modified":"2019-02-25T14:42:02","modified_gmt":"2019-02-25T13:42:02","slug":"tipy-pro-google-ads-klicova-slova-pro-vase-kampane","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\/","title":{"rendered":"Google Ads tipy #2 | Spr\u00e1vne k\u013e\u00fa\u010dov\u00e9 slov\u00e1 pre va\u0161e kampane"},"content":{"rendered":"<p><strong>Kl\u00ed\u010dem \u00fasp\u011bchu p\u0159i inzerov\u00e1n\u00ed na Google Ads (Adwords) je spr\u00e1vn\u011b zvolen\u00e1 struktura kampan\u00ed.<\/strong><\/p>\n<p><strong>Mus\u00edte m\u00edt jasno a zn\u00e1t rozd\u00edly mezi typy kampan\u00ed. Struktura kampan\u00ed by m\u011bla reflektovat rozlo\u017een\u00ed va\u0161eho webu a v\u0161echny nastaven\u00ed by m\u011bly b\u00fdt podle z\u00e1kladn\u00edch &#8220;best practice&#8221;. A pr\u00e1v\u011b proto jsem dal dohromady tento \u010dl\u00e1nek, kde najdete u\u017eite\u010dn\u00e9 tipy, aby va\u0161e kampan\u011b m\u011bly hlavu a patu.<\/strong><\/p>\n<h3><strong><span style=\"color: #181894;\">Struktura \u00fa\u010dtu Google Ads<\/span><\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">V\u00e1\u0161 Google Ads \u00fa\u010det by m\u011bl vypadat n\u00e1sledovn\u011b: kampan\u011b nazvan\u00e9 podle standardizovan\u00e9ho n\u00e1zvoslov\u00ed, ve kter\u00e9m se dok\u00e1\u017eete vyznat. V r\u00e1mci kampan\u00ed jsou reklamn\u00ed skupiny. V reklamn\u00edch skupin\u00e1ch jsou kl\u00ed\u010dov\u00e1 slova nebo publika a na n\u011b nav\u00e1zan\u00e9 reklamy.<\/span><\/p>\n<p>Jak by m\u011bl spr\u00e1vn\u011b vypadat \u00fa\u010det Google Ads?<\/p>\n<p>Jednotn\u00e9 pojmenov\u00e1n\u00ed kampan\u00ed, kter\u00e9 zohledn\u00ed jejich nastaven\u00ed a bude v\u00e1m d\u00e1vat smysl. Doporu\u010duji na ka\u017ed\u00e9 \u00farovni pojmenov\u00e1vat jen to, co na dan\u00e9 \u00farovni nastavujete. V kampan\u00edch jsou reklamn\u00ed skupiny (ad groups). V reklamn\u00edch skupin\u00e1ch kl\u00ed\u010dov\u00e1 slova a reklamn\u00ed texty.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-282\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-08-o-17-44-39.png\" alt=\"\" width=\"659\" height=\"238\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-08-o-17-44-39.png 659w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-08-o-17-44-39-300x108.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-08-o-17-44-39-500x181.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-08-o-17-44-39-160x58.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-08-o-17-44-39-50x18.png 50w\" sizes=\"auto, (max-width: 659px) 100vw, 659px\" \/><\/p>\n<h2><span style=\"color: #181894;\">Typy kampan\u00ed v Google Ads podle um\u00edst\u011bn\u00ed reklamy<\/span><\/h2>\n<p><b>1) Kampan\u011b ve vyhled\u00e1vac\u00ed s\u00edti Google tzv. SEA (Search ads)<br \/>\n<span style=\"font-weight: 400;\">Reklama um\u00edst\u011bn\u00e1 nad v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed Google. U\u017eivatel zad\u00e1 dotaz a ve v\u00fdsledc\u00edch dostane to, co pr\u00e1v\u011b hled\u00e1. Platba pro Google je za ka\u017ed\u00fd proklik. Pozice, na n\u00ed\u017e se zobraz\u00ed va\u0161e reklama ur\u010duje aukce. Nastaven\u00ed maxim\u00e1ln\u00ed ceny za proklik n\u00e1s posune na lep\u0161\u00ed pozici. To, jakou pr\u016fm\u011brnou pozici v aukci \u00a0Google ur\u010d\u00ed, ovliv\u0148uj\u00ed 2 elementy &#8211; kvalita kampan\u00ed a maxim\u00e1ln\u00ed cena za proklik. Kvalita m\u00e1 vy\u0161\u0161\u00ed hodnotu pro vyhodnocen\u00ed a to je na\u0161e v\u00fdhoda. Kampan\u011b dok\u00e1\u017eeme nastavit tak, abyste byli na lep\u0161\u00edch pozic\u00edch jako konkurence. Je mo\u017en\u00e9 \u017ee za kliknut\u00ed v\u0161ak zaplat\u00edte m\u00e9n\u011b. R\u00e1di v\u00e1m s nastaven\u00edm pom\u016f\u017eeme.<\/span><\/b><b><\/b><\/p>\n<p style=\"display: inline !important;\"><strong>2) Kampan\u011b v obsahov\u00e9 s\u00edti Google tzv. GDN (Google display network)<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Charakteristikou je vizu\u00e1ln\u00ed str\u00e1nka tj. obr\u00e1zek v\u011bt\u0161inou ve form\u011b banneru. M\u016f\u017eeme je rozd\u011blit na akvizi\u010dn\u00ed nebo remarketingov\u00e9. Akvizi\u010dn\u00ed kampan\u011b sm\u011b\u0159uj\u00ed na osloven\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f. Je to prvn\u00ed kontakt, tak\u017ee c\u00edlem je p\u0159in\u00e9st co nejv\u00edce n\u00e1v\u0161t\u011bvn\u00edk\u016f na web. Ti m\u00e1lokdy nakoup\u00ed, ale sb\u00edr\u00e1 se n\u00e1m publikum n\u00e1v\u0161t\u011bvn\u00edk\u016f, kter\u00e9 m\u016f\u017eeme oslovit nap\u0159\u00edklad druhou formou reklamy v obsahov\u00e9 s\u00edti &#8211; remarketingem.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Remarketingov\u00e9 kampan\u011b slou\u017e\u00ed k p\u0159ipomenut\u00ed dokon\u010den\u00ed n\u00e1kupu na webu. Pouze mal\u00e9 procento u\u017eivatel\u016f nakoup\u00ed p\u0159i prvn\u00ed n\u00e1v\u0161t\u011bv\u011b, a proto je pot\u0159eba dokon\u010den\u00ed n\u00e1kupu \u010di upsell p\u0159ipom\u00ednat formou textov\u00e9 reklamy a grafick\u00fdch banner\u016f v obsahov\u00e9 s\u00edti Google. Jsou to weby, kter\u00e9 umo\u017e\u0148uj\u00ed um\u00edst\u011bn\u00ed reklamy na sv\u00fdch str\u00e1nk\u00e1ch. Jedn\u00e1 se o reten\u010dn\u00ed typ kampan\u011b. Mo\u017enosti c\u00edlen\u00ed um\u00edst\u011bn\u00edm:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">na konkr\u00e9tn\u00ed weby (placement)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">podle kl\u00ed\u010dov\u00fdch slov, kter\u00e9 u\u017eivatel\u00e9 hledaj\u00ed nebo jsou um\u00edst\u011bn\u00e9 na webech<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">podle z\u00e1jm\u016f, demografie \u010di in-market audiences<\/span><\/li>\n<\/ul>\n<p><b>3) Videokampan\u011b na Youtube <span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Na Youtube se m\u016f\u017ee objevit i reklama z p\u0159ede\u0161l\u00e9 kategorie ve form\u011b banner\u016f a responzivn\u00edch reklam. Do t\u00e9to skupiny v\u0161ak pat\u0159\u00ed pouze videoreklamy, kter\u00e9 mohou b\u00fdt kr\u00e1tk\u00e9 tzv. bumper videa (nedaj\u00ed se p\u0159esko\u010dit) nebo del\u0161\u00ed videa, kter\u00e1 po 5 sekund\u00e1ch m\u016f\u017ee u\u017eivatel p\u0159esko\u010dit.<\/span><\/b><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Tip: Mysl\u00edte si, \u017ee se Youtube reklama nevyplat\u00ed, proto\u017ee ji ka\u017ed\u00fd p\u0159esko\u010d\u00ed? Nen\u00ed to tak. V\u011bt\u0161inou u\u017e prvn\u00edch p\u011bt shl\u00e9dnut\u00fdch vte\u0159in m\u016f\u017ee spustit z\u00e1jem o v\u00e1\u0161 produkt, nav\u00edc podle na\u0161ich zku\u0161enost\u00ed v\u00edce jak polovina lid\u00ed dokouk\u00e1 cel\u00e9 video. Na Youtube dok\u00e1\u017eete c\u00edlit p\u0159esn\u011b jako v GDN, tak\u017ee pokud si spr\u00e1vn\u011b vyberete c\u00edlen\u00ed, m\u00e1te velkou pravd\u011bpodobnost, \u017ee dos\u00e1hnete vysok\u00e9 m\u00edry shl\u00e9dnut\u00ed (view rate), co\u017e je pom\u011br shl\u00e9dnut\u00ed a zobrazen\u00ed. Zde jsou \u010d\u00edsla z na\u0161\u00ed posledn\u00ed kampan\u011b. Kampa\u0148 b\u011b\u017eela 4 m\u011bs\u00edce. View rate v\u011bt\u0161inou b\u00fdv\u00e1 vysok\u00fd na za\u010d\u00e1tku a potom se sni\u017euje. N\u00e1m se poda\u0159ilo po 4 m\u011bs\u00edce udr\u017eet shl\u00e9dnut\u00ed videa do konce nad hranic\u00ed 50%.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-285\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-08-40.png\" alt=\"\" width=\"351\" height=\"120\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-08-40.png 351w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-08-40-300x103.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-08-40-160x55.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-08-40-50x17.png 50w\" sizes=\"auto, (max-width: 351px) 100vw, 351px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">P\u0159i vytv\u00e1\u0159en\u00ed reklamy se mus\u00edte v\u017edy v\u017e\u00edt do k\u016f\u017ee va\u0161eho z\u00e1kazn\u00edka. V jak\u00e9 f\u00e1zi nakupov\u00e1n\u00ed se nach\u00e1z\u00ed? Kdy\u017e si chce nap\u0159\u00edklad koupit smartphone, hled\u00e1 a porovn\u00e1v\u00e1 zna\u010dky. Nap\u00ed\u0161e do vyhled\u00e1va\u010de nap\u0159\u00edklad \u201csmartphone android\u201d. M\u00e1 u\u017e vybranou zna\u010dku nebo konkr\u00e9tn\u00ed produkt? Cht\u011bl u\u017e u v\u00e1s nakupovat, ale nechal opu\u0161t\u011bn\u00fd ko\u0161\u00edk? Zacilte na n\u011bj p\u0159es displej reklamu v GDN. V n\u00e1sleduj\u00edc\u00edch \u010d\u00e1stech v\u00e1m d\u00e1me tipy, jak si spr\u00e1vn\u011b nastavit jednotliv\u00e9 typy kampan\u00ed.<\/span><\/p>\n<h3><span style=\"color: #181894;\"><strong>Motor va\u0161ich kampan\u00ed \u00a0&#8211; kl\u00ed\u010dov\u00e1 slova<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pokud p\u0159irovn\u00e1me reklamn\u00ed kampa\u0148 k autu, tak kl\u00ed\u010dov\u00e1 slova jsou motorem kampan\u011b. Tak jako auto bez motoru, tak se nepohnou ani va\u0161e kampan\u011b bez kl\u00ed\u010dov\u00fdch slov. Tak jako dan\u00fd typ auto pot\u0159ebuje vhodn\u00fd motor, tak pot\u0159ebuj\u00ed i kampan\u011b zac\u00edlit na ty nejvhodn\u011bj\u0161\u00ed kl\u00ed\u010dov\u00e1 slova, aby byly efektivn\u00ed. Na za\u010d\u00e1tku je nejefektivn\u011bj\u0161\u00ed zam\u011b\u0159it se na kampan\u011b ve vyhled\u00e1vac\u00ed s\u00edti, kde c\u00edl\u00edte na vyhled\u00e1vac\u00ed slova \u010di v\u00fdrazy, kter\u00e9 lidi den co den p\u00ed\u0161\u00ed do Googlu, kdy \u0159e\u0161\u00ed n\u011bjak\u00fd probl\u00e9m. M\u016f\u017eou to b\u00fdt nap\u0159\u00edklad zimn\u00ed pneumatiky, restaurace Star\u00e9 M\u011bsto, levn\u00e9 letenky do Thajska apod. Zamyslete se, vezm\u011bte si tu\u017eku a pap\u00edr a napi\u0161te si v\u00fdrazy, kter\u00e9 v\u00e1s napadnou ve vztahu k va\u0161emu byznysu. V\u017eijte se do role z\u00e1kazn\u00edka a napi\u0161te co nejv\u00edce v\u00fdraz\u016f.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na ov\u011b\u0159en\u00ed hledanosti t\u011bchto v\u00fdraz\u016f m\u016f\u017eeme pou\u017e\u00edt Pl\u00e1nova\u010d kl\u00ed\u010dov\u00fdch slov (Keyword planner), kter\u00fd je bezplatnou sou\u010d\u00e1st\u00ed rozhran\u00ed Google Ads. Pokud ji\u017e inzerujete, tak dostanete konkr\u00e9tn\u00ed hledanosti. Pokud je\u0161t\u011b neinzerujete, tak v\u00e1m pl\u00e1nova\u010d poskytne intervaly, nap\u0159. 100-1000. Na z\u00e1klad\u011b v\u00fdsledk\u016f indentifikujeme pro n\u00e1s relevantn\u00ed kl\u00ed\u010dov\u00e1 slova a za\u0159ad\u00edme je do kategori\u00ed. Ve sv\u011bt\u011b market\u00e9r\u016f je velmi roz\u0161\u00ed\u0159en\u00e9 pou\u017e\u00edv\u00e1n\u00ed tzv. r\u00e1mce STDC. Pomoc\u00ed tohoto r\u00e1mce ur\u010dujeme, kde na n\u00e1kupn\u00ed cest\u011b se z\u00e1kazn\u00edk nach\u00e1z\u00ed.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-283\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework.png\" alt=\"\" width=\"530\" height=\"583\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework.png 530w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework-273x300.png 273w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework-500x550.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework-300x330.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework-160x176.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/stdc-framework-50x55.png 50w\" sizes=\"auto, (max-width: 530px) 100vw, 530px\" \/><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">SEE (vid\u011bt) &#8211; jak je zn\u00e1zorn\u011bno i na obr\u00e1zku je to nej\u0161ir\u0161\u00ed skupina lid\u00ed. Pat\u0159\u00ed sem v\u0161ichni lidi, kte\u0159\u00ed by mohli m\u00edt z\u00e1jem o va\u0161i slu\u017ebu\/produkt. Lid\u00e9 v t\u00e9to f\u00e1zi je\u0161t\u011b aktivn\u011b nehledaj\u00ed \u0159e\u0161en\u00ed pro sv\u016fj probl\u00e9m. Firmy tyto lidi oslovuj\u00ed nap\u0159. bannerovou reklamou. V offline sv\u011bt\u011b je to nap\u0159. billboard, let\u00e1k nebo tv reklama.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">THINK (myslet) &#8211; ve f\u00e1zi think u\u017e lid\u00e9 aktivn\u011b hledaj\u00ed \u0159e\u0161en\u00ed pro sv\u016fj probl\u00e9m. Nev\u011bd\u00ed zat\u00edm p\u0159esn\u011b, jak ho budou \u0159e\u0161it, proto nehledaj\u00ed konkr\u00e9tn\u00ed slu\u017ebu nebo produkt. Do vyhled\u00e1v\u00e1n\u00ed Google nap\u00ed\u0161ou nap\u0159\u00edklad &#8220;tenisky&#8221;. Pokud vid\u011bli reklamu ve f\u00e1zi SEE, tak nap\u00ed\u0161ou &#8220;tenisky nike&#8221;. Tato f\u00e1ze je ji\u017e prostor pro reklamu ve vyhled\u00e1v\u00e1n\u00ed s c\u00edlen\u00edm na takov\u00e9 fr\u00e1ze. Reklama by zde nem\u011bla b\u00fdt p\u0159\u00edli\u0161 n\u00e1siln\u00e1. Nesna\u017ete se za ka\u017edou cenu prodat. Lid\u00e9 si tu teprve sb\u00edraj\u00ed informace, n\u00e1kup p\u0159ijde \u010dasto a\u017e pozd\u011bji.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">DO (ud\u011blat) &#8211; je \u010das na prodej. Pokud to chceme p\u0159irovnat k offline prodeji, tak toto je moment, kdy z\u00e1kazn\u00edk p\u0159ijde do va\u0161\u00ed prodejny. V\u011bt\u0161inou jsou to dotazy spojen\u00e9 p\u0159\u00edmo s produktem nebo dokonce s cenou, nap\u0159. &#8220;Nike Air Max 97&#8221;. Je na \u010dase vyzvednout v\u0161echny pozitiva va\u0161eho produktu \/ slu\u017eby. Je na \u010dase vyzdvihnout v\u0161echna pozitiva va\u0161eho produktu\/slu\u017eby. Jak spr\u00e1vn\u011b tyto reklamy naformulovat se dozv\u00edte v \u010dl\u00e1nku o reklam\u00e1ch.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">CARE (starat se) &#8211; pokud neprod\u00e1v\u00e1te produkty na cel\u00fd \u017eivot, tak je dost velk\u00e1 pravd\u011bpodobnost, \u017ee v\u00e1\u0161 produkt\/slu\u017ebu bude z\u00e1kazn\u00edk znovu pot\u0159ebovat. Po n\u00e1kupu se proto dost\u00e1v\u00e1te do f\u00e1ze care, kde se mus\u00edte postarat o z\u00e1kazn\u00edka, aby se k v\u00e1m vr\u00e1til. Nejvhodn\u011bj\u0161\u00ed formou jsou newslettery rozes\u00edlan\u00e9 mailem nebo remarketing na z\u00e1kazn\u00edky, kte\u0159\u00ed u v\u00e1s u\u017e nakoupili.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Vra\u0165te se k na\u0161\u00ed anal\u00fdze kl\u00ed\u010dov\u00fdch slov a rozt\u0159i\u010fte si slova, kter\u00e1 jste sepsali podle n\u00e1kupn\u00edch f\u00e1z\u00ed. P\u0159i reklam\u011b ve vyhled\u00e1v\u00e1n\u00ed se bav\u00edme o f\u00e1zi THINK a DO.<\/span><\/p>\n<p>N\u00e1sleduj\u00edc\u00ed kampan\u011b by ur\u010dit\u011b nem\u011bly chyb\u011bt v \u017e\u00e1dn\u00e9m Google Ads \u00fa\u010dtu:<\/p>\n<ul>\n<li>Va\u0161e zna\u010dka &#8211; o tom pro\u010d byste je nem\u011bli vynechat nap\u00ed\u0161eme v dal\u0161\u00edm \u010dl\u00e1nku.<\/li>\n<li>Kategorie produkt\u016f bez zna\u010dky nebo obecn\u00e9 v\u00fdrazy &#8211; nap\u0159. p\u0159echodn\u00e9 bundy, smart hodinky. U\u017eivatel je ve f\u00e1zi THINK, kdy\u017e p\u0159em\u00fd\u0161l\u00ed nad pot\u0159ebou. Konverzn\u00ed pom\u011br bude ni\u017e\u0161\u00ed. Je to v\u0161ak zdroj velmi relevantn\u00ed akvizi\u010dn\u00ed n\u00e1v\u0161t\u011bvnosti. Minim\u00e1ln\u00ed procento nakoup\u00ed p\u0159i prvn\u00ed n\u00e1v\u0161t\u011bv\u011b, av\u0161ak m\u016f\u017eete je znovu oslovit remarketing.<\/li>\n<li>Kategorie produkt\u016f se zna\u010dkou &#8211; nap\u0159. p\u0159echodn\u00e9 bundy G-Star, smart hodinky Xiaomi. U\u017eivatel je tak\u00e9 ve f\u00e1zi THINK, av\u0161ak m\u00e1 ji\u017e konkr\u00e9tn\u00ed p\u0159edstavu o zna\u010dce. Mo\u017en\u00e1 pr\u00e1v\u011b proto, \u017ee vid\u011bl reklamu ve f\u00e1zi SEE.<\/li>\n<li>Konkr\u00e9tn\u00ed produkty &#8211; produktov\u00e9 kampan\u011b pat\u0159\u00ed k nejl\u00e9pe funguj\u00edc\u00edm kampan\u00edm, proto\u017ee c\u00edl\u00ed na lidi ve f\u00e1zi DO.<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Konkurence &#8211; pravd\u011bpodobn\u011b se vyskytne n\u011bkolik firem, kter\u00e9 nab\u00edzej\u00ed podobn\u00e9 slu\u017eby\/produkty jako vy. Mo\u017en\u00e1 maj\u00ed i siln\u011bj\u0161\u00ed zna\u010dku. Pro\u010d to nevyu\u017e\u00edt? Zacilte reklamu na jejich zna\u010dku. Pravd\u011bpodobn\u011b nebudete na prvn\u00edm m\u00edst\u011b ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed, ale minim\u00e1ln\u011b si v\u00e1s lid\u00e9 v\u0161imnou jako alternativu, co\u017e m\u016f\u017ee p\u0159in\u00e9st v budoucnosti mnoho nov\u00fdch z\u00e1kazn\u00edk\u016f<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pokud c\u00edl\u00edte reklamu na dan\u00fd vyhled\u00e1vac\u00ed v\u00fdraz, dostanete se do aukce, kde se podle va\u0161\u00ed maxim\u00e1ln\u00ed ceny za proklik, kvality reklamy a kvality va\u0161\u00ed str\u00e1nky zobraz\u00edte na n\u011bkter\u00e9m ze sponzorovan\u00fdch m\u00edst. Detailn\u011bji popisuje aukci samotn\u00fd <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/142918?hl=cz\"><span style=\"font-weight: 400;\">podpora Googlu<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aby se reklama zobrazovala pro spr\u00e1vn\u00e9 vyhled\u00e1vac\u00ed v\u00fdrazy, mus\u00edte spr\u00e1vn\u011b nastavit i typ shody. Pro ty \u00a0z v\u00e1s, kte\u0159\u00ed se s t\u00edmto je\u0161t\u011b nesetkali, je tento kr\u00e1tk\u00fd \u00favod do shod.<\/span><\/p>\n<ol>\n<li><strong>Voln\u00e1 shoda<\/strong> (Broad match) &#8211; Reklama se m\u016f\u017ee zobrazovat ve hled\u00e1n\u00edch, kter\u00e9 zahrnuj\u00ed slova s pravopisn\u00fdmi chybami, synonyma, souvisej\u00edc\u00ed vyhled\u00e1v\u00e1n\u00ed a dal\u0161\u00ed relevantn\u00ed variace. Pokud je tedy va\u0161e kl\u00ed\u010dov\u00e9 slovo &#8220;\u017eensk\u00e9 \u010depice&#8221;, va\u0161e reklama se m\u016f\u017ee zobrazit tak\u00e9 u\u017eivatel\u016fm, kte\u0159\u00ed vyhled\u00e1vaj\u00ed v\u00fdraz &#8220;koupit d\u00e1msk\u00e9 \u010depice&#8221;. Je t\u0159eba d\u00e1vat pozor na to, aby se reklamy nezobrazovaly na nerelevantn\u00ed v\u00fdrazy nap\u0159. &#8220;D\u011btsk\u00e9 \u010depice&#8221;. Proto doporu\u010duji, abyste si pravideln\u011b prohl\u00e9dli vyhled\u00e1vac\u00ed v\u00fdrazy na \u00farovni kl\u00ed\u010dov\u00fdch slov a pou\u017e\u00edvali seznamy vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov (negative keywords list).<span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-286\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-19-34.png\" alt=\"\" width=\"539\" height=\"240\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-19-34.png 539w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-19-34-300x134.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-19-34-500x223.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-19-34-160x71.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-19-34-50x22.png 50w\" sizes=\"auto, (max-width: 539px) 100vw, 539px\" \/><\/span><\/li>\n<li><b>Modifik\u00e1tor vo\u013enej zhody <\/b><span style=\"font-weight: 400;\">(Broad match modifier) &#8211; Umo\u017e\u0148uje n\u00e1m z\u00edska\u0165 v\u00e4\u010d\u0161iu kontrolu nad vo\u013enou zhodou. Tieto bl\u00edzke varianty zah\u0155\u0148aj\u00fa vari\u00e1cie slov s nespr\u00e1vnym pravopisom, formu jednotn\u00e9ho a mno\u017en\u00e9ho \u010d\u00edsla, skratky, akronymy a odvodeniny (napr\u00edklad leto\/letn\u00fd). Nezah\u0155\u0148aj\u00fa v\u0161ak synonym\u00e1 ani s\u00favisiace vyh\u013ead\u00e1vania. Modifik\u00e1tor vo\u013enej zhody ozna\u010d\u00edte znamienkom \u201c+\u201d, napr\u00edklad (+d\u00e1mske +\u010diapky).<\/span><\/li>\n<li><b>Fr\u00e1zov\u00e1 shoda<span style=\"font-weight: 400;\"> (Phrase match) &#8211; Reklama se m\u016f\u017ee zobrazovat ve vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 se shoduj\u00ed s fr\u00e1z\u00ed, a nebo p\u0159edstavuje jej\u00ed p\u0159\u00edbuzn\u00e9 variace s dodate\u010dn\u00fdmi slovy p\u0159ed n\u00ed nebo za n\u00ed. Reklama se v\u0161ak nezobraz\u00ed, pokud bude slovo p\u0159idan\u00e9 uprost\u0159ed fr\u00e1ze, p\u0159\u00edpadn\u011b pokud bude po\u0159ad\u00ed slov ve fr\u00e1zi jakkoliv zm\u011bn\u011bn\u00e9. Fr\u00e1zov\u00e1 shoda se ozna\u010duje uvozovkami (\u201ed\u00e1msk\u00e9 \u010depice\u201d).<\/span><\/b><\/li>\n<li><strong>P\u0159esn\u00e1 shoda<\/strong><span style=\"font-weight: 400;\"> (Exact match) &#8211; Reklamy se mohou zobrazovat ve vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 se p\u0159esn\u011b shoduj\u00ed s ur\u010dit\u00fdm v\u00fdrazem a nebo jsou p\u0159\u00edbuznou variac\u00ed p\u0159esn\u011b tohoto v\u00fdrazu. Ozna\u010duje se hranat\u00fdmi z\u00e1vorkami [d\u00e1msk\u00e9 \u010depice].<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Tip: Sna\u017ete se zam\u011b\u0159it na tvz. longtail slova, kter\u00e1 jsou slo\u017eit\u011bj\u0161\u00ed, v\u011bt\u0161inou del\u0161\u00ed, m\u00e9n\u011b vyhled\u00e1van\u00e9, ale m\u00e9n\u011b konkuren\u010dn\u00ed. Krom\u011b toho jsou lid\u00e9, kte\u0159\u00ed vyhled\u00e1vaj\u00ed tato slova, ji\u017e d\u00e1le v n\u00e1kupn\u00edm procesu (ve f\u00e1zi DO).\u00a0Ur\u010dit\u011b na n\u011b inzerujte.<\/span><\/p>\n<h3><span style=\"color: #181894;\"><strong>Best practice pro tvorbu kampan\u00ed<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">V t\u00e9to f\u00e1zi byste u\u017e m\u011bli m\u00edt Excel tabulku se seznamem kl\u00ed\u010dov\u00fdch slov spolu s kategoriemi. Kategorie u\u017e um\u00edte pou\u017e\u00edt p\u0159i rozd\u011blen\u00ed kampan\u00ed. Doporu\u010dujeme pou\u017e\u00edt standardizovan\u00e9 n\u00e1zvoslov\u00ed pro kampan\u011b abyste se v tom neztratili ani kdy\u017e budete m\u00edt des\u00edtky \u010di stovky kampan\u00ed. My pou\u017e\u00edv\u00e1me nap\u0159\u00edklad:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">HU | SEA | CAT | D\u00e1msk\u00e9 \u010depice | EM<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">HU | SEA | BRAND | Reparex | BM<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">HU &#8211; pro ozna\u010den\u00ed st\u00e1tu (v tomto p\u0159\u00edpad\u011b Ma\u010farsko)<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">SEA &#8211; search engine ads, t.j. reklama ve vyhled\u00e1va\u010di<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">CAT \/ BRAND &#8211; pro kampa\u0148 kategorie resp. brandu<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">EM \/ BM &#8211; typ shody (Exact\/Broad match)<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">M\u016f\u017eete se inspirovat, nebo si vytvo\u0159it vlastn\u00ed n\u00e1zvoslov\u00ed. Doporu\u010dujeme ale n\u00e1zvoslov\u00ed nem\u011bnit, abyste v n\u011bm m\u011bli po\u0159\u00e1dek.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Te\u010f si vytvo\u0159te kampan\u011b s reklamn\u00edmi skupinami, kl\u00ed\u010dov\u00fdmi slovy a typem shod. Tyto \u010dty\u0159i \u00fadaje jsou kl\u00ed\u010dov\u00e9 p\u0159i nahr\u00e1v\u00e1n\u00ed do rozhran\u00ed Google Ads. Tabulku vytvo\u0159\u00edte bu\u010f manu\u00e1ln\u011b, a nebo automaticky prost\u0159ednictv\u00edm placen\u00fdch n\u00e1stroj\u016f \u010di Power Query<\/span><span style=\"font-weight: 400;\">. Pro nahr\u00e1n\u00ed kampan\u00ed pou\u017e\u00edv\u00e1me <\/span><a href=\"https:\/\/ads.google.com\/intl\/sk_sk\/home\/tools\/ads-editor\/\"><span style=\"font-weight: 400;\">Google AdWords Editor<\/span><\/a><span style=\"font-weight: 400;\">, kter\u00fd umo\u017e\u0148uje nejjednodu\u0161\u0161\u00ed nahr\u00e1v\u00e1n\u00ed, editaci a maz\u00e1n\u00ed kampan\u00ed a reklam.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-287\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02.png\" alt=\"\" width=\"816\" height=\"336\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02.png 816w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02-300x124.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02-768x316.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02-500x206.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02-160x66.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2018-12-10-o-9-21-02-50x21.png 50w\" sizes=\"auto, (max-width: 816px) 100vw, 816px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">N\u011bkolik tip\u016f na nastaven\u00ed kampan\u00ed, kdy\u017e u\u017e je m\u00e1te nahran\u00e9:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Zahrnout obsahovou s\u00ed\u0165: Vypnout &#8211; toto je z\u00e1kladn\u00ed nastaven\u00ed. Vytv\u00e1\u0159\u00edme reklamu pro vyhled\u00e1vac\u00ed s\u00ed\u0165, proto obsahovou vylou\u010d\u00edme.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">St\u0159\u00edd\u00e1n\u00ed reklam: Neoptimalizovat &#8211; pokud chcete d\u011blat A\/B testing na v\u00edce reklam, tak nenech\u00e1vejte Google, aby v\u00fdsledky vyhodnocoval za v\u00e1s. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Zp\u016fsob zobrazov\u00e1n\u00ed reklam: Standardn\u00ed &#8211; na za\u010d\u00e1tku ur\u010dit\u011b ned\u00e1vajte zrychlen\u00e9 zobrazov\u00e1n\u00ed. Vyplat\u00ed se to jen u vlastn\u00edch slov zna\u010dky, kter\u00e9 maj\u00ed vysok\u00fd konverzn\u00ed pom\u011br. Zrychlen\u00edm zobrazov\u00e1n\u00ed na v\u0161eobecn\u00e1 slova doc\u00edl\u00edte pouze toho, \u017ee se b\u011bhem dne vy\u010derp\u00e1 budget a va\u0161e reklamy se na konci dne vypnou.<\/span><\/li>\n<li style=\"font-weight: 400;\">C\u00edlen\u00ed na jazyky: doporu\u010dujeme v\u0161echny jazyky &#8211; nap\u0159\u00edklad mnoho lid\u00ed pou\u017e\u00edv\u00e1 sv\u016fj po\u010d\u00edta\u010d v angli\u010dtin\u011b i na Slovensku. Pokud c\u00edl\u00edme jen v kampan\u00edch pouze na sloven\u0161tinu, tak automaticky tyto lidi vynech\u00e1v\u00e1me.<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Geografick\u00e9 zac\u00edlen\u00ed &#8211; zde nesta\u010d\u00ed, pokud zad\u00e1te nap\u0159. \u010cesk\u00e1 republika. Ur\u010dit\u011b zadejte v\u0161echny kraje, p\u0159\u00edpadn\u011b velk\u00e1 m\u011bsta. V Google Ads tak budete m\u00edt p\u0159esn\u011bj\u0161\u00ed data a m\u016f\u017eete i p\u0159izp\u016fsobovat ceny za proklik podle toho, z kter\u00e9ho kraje m\u00e1te nejrelevantn\u011bj\u0161\u00ed n\u00e1v\u0161t\u011bvy.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Strategie nab\u00edzen\u00ed cen: Manu\u00e1ln\u00ed (Vypnout vylep\u0161en\u00e9 CZK) &#8211; pokud chcete dr\u017eet va\u0161e v\u00fddaje na uzd\u011b, tak rad\u011bji po\u010dkejte s implementac\u00ed automatick\u00fdch strategi\u00ed. Obt\u00ed\u017en\u011b se toti\u017e kontroluj\u00ed. Tento typ strategie nap\u0159\u00edklad my v\u016fbec nepou\u017e\u00edv\u00e1me. M\u00e1me vlastn\u00ed n\u00e1stroj na aukce, kter\u00fd sleduje v\u00edce prom\u011bnn\u00fdch a upravuje hodnotu podle n\u00e1mi definovan\u00fdch c\u00edl\u016f.<\/span><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Kl\u00ed\u010dem \u00fasp\u011bchu p\u0159i inzerov\u00e1n\u00ed na Google Ads (Adwords) je spr\u00e1vn\u011b zvolen\u00e1 struktura kampan\u00ed. Mus\u00edte m\u00edt jasno a zn\u00e1t rozd\u00edly mezi typy kampan\u00ed. Struktura kampan\u00ed by m\u011bla reflektovat rozlo\u017een\u00ed va\u0161eho webu a v\u0161echny nastaven\u00ed by m\u011bly b\u00fdt podle z\u00e1kladn\u00edch &#8220;best practice&#8221;. A pr\u00e1v\u011b proto jsem dal dohromady tento \u010dl\u00e1nek, kde najdete u\u017eite\u010dn\u00e9 tipy, aby va\u0161e kampan\u011b [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-323","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>Tipy pro Google Ads | Kl\u00ed\u010dov\u00e1 slova pro va\u0161e kampan\u011b | 6clickz Blog<\/title>\n<meta name=\"description\" content=\"Chcete v\u011bd\u011bt jak vytvo\u0159it efektivn\u00ed strukturu kampan\u00ed v Google Ads kter\u00e1 p\u0159in\u00e1\u0161\u00ed v\u00fdsledky? Nechcete zbyte\u010dn\u011b utr\u00e1cet pen\u00edze za reklamu, ani\u017e byste v\u011bd\u011bli \u010di p\u0159inesla re\u00e1ln\u00e9 v\u00fdsledky? \u010ct\u011bte n\u00e1\u0161 blog!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.6clickz.com\/cs\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tipy pro Google Ads | Kl\u00ed\u010dov\u00e1 slova pro va\u0161e kampan\u011b | 6clickz Blog\" \/>\n<meta property=\"og:description\" content=\"Chcete v\u011bd\u011bt jak vytvo\u0159it efektivn\u00ed strukturu kampan\u00ed v Google Ads kter\u00e1 p\u0159in\u00e1\u0161\u00ed v\u00fdsledky? 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Nechcete zbyte\u010dn\u011b utr\u00e1cet pen\u00edze za reklamu, ani\u017e byste v\u011bd\u011bli \u010di p\u0159inesla re\u00e1ln\u00e9 v\u00fdsledky? \u010ct\u011bte n\u00e1\u0161 blog!\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/fb-post-cover-5.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gabriel Jur\u010do\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/\"},\"author\":{\"name\":\"Gabriel Jur\u010do\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#\\\/schema\\\/person\\\/c95c1267de227490804f556f48242824\"},\"headline\":\"Google Ads tipy #2 | Spr\u00e1vne k\u013e\u00fa\u010dov\u00e9 slov\u00e1 pre va\u0161e kampane\",\"datePublished\":\"2018-12-17T20:39:45+00:00\",\"dateModified\":\"2019-02-25T13:42:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/\"},\"wordCount\":2770,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/s3.eu-central-1.amazonaws.com\\\/uploads.mangoweb.org\\\/shared-prod\\\/6clickz.com\\\/uploads\\\/2018\\\/12\\\/snimka-obrazovky-2018-12-08-o-17-44-39.png\",\"articleSection\":[\"Uncategorized @cs\"],\"inLanguage\":\"cs-CZ\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/\",\"url\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/\",\"name\":\"Tipy pro Google Ads | Kl\u00ed\u010dov\u00e1 slova pro va\u0161e kampan\u011b | 6clickz Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/tipy-pro-google-ads-klicova-slova-pro-vase-kampane\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/s3.eu-central-1.amazonaws.com\\\/uploads.mangoweb.org\\\/shared-prod\\\/6clickz.com\\\/uploads\\\/2018\\\/12\\\/snimka-obrazovky-2018-12-08-o-17-44-39.png\",\"datePublished\":\"2018-12-17T20:39:45+00:00\",\"dateModified\":\"2019-02-25T13:42:02+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#\\\/schema\\\/person\\\/c95c1267de227490804f556f48242824\"},\"description\":\"Chcete v\u011bd\u011bt jak vytvo\u0159it efektivn\u00ed strukturu kampan\u00ed v Google Ads kter\u00e1 p\u0159in\u00e1\u0161\u00ed v\u00fdsledky? 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