{"id":521,"date":"2019-03-13T15:32:49","date_gmt":"2019-03-13T14:32:49","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=521"},"modified":"2019-04-16T07:46:55","modified_gmt":"2019-04-16T06:46:55","slug":"tvorba-ppc-kampani-z-feedu-jednim-klikem-na-zaklade-dat-z-porovnavacu-3-cast","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/tvorba-ppc-kampani-z-feedu-jednim-klikem-na-zaklade-dat-z-porovnavacu-3-cast\/","title":{"rendered":"Tvorba PPC kampan\u00ed z feedu jedn\u00edm klikem na z\u00e1klad\u011b dat z porovn\u00e1va\u010d\u016f – 3. \u010d\u00e1st"},"content":{"rendered":"

V p\u0159ede\u0161l\u00fdch \u010dl\u00e1nc\u00edch jsme si p\u0159edstavili jak vytvo\u0159it automatick\u00e9 kampan\u011b z feedu, jak automaticky aktualizovat inzer\u00e1ty a jak dok\u00e1\u017eeme vytvo\u0159it podm\u00ednky na spu\u0161t\u011bn\u00ed a zastaven\u00ed reklamn\u00edch sestav.<\/p>\n

N\u00e1sledn\u011b jsme si v\u0161echno uk\u00e1zali na konkr\u00e9tn\u00edm p\u0159\u00edklad\u011b na\u0161eho klienta.<\/p>\n

Jak jsme ji\u017e zm\u00ednili, p\u0159edt\u00edm, ne\u017e jsme si vymysleli vlastn\u00ed syst\u00e9m tvorby PPC kampan\u00ed z feedu, jsme vyzkou\u0161eli r\u016fzn\u00e9 n\u00e1stroje, kter\u00e9 se tomuto probl\u00e9mu v\u011bnuj\u00ed.<\/p>\n

Je skv\u011bl\u00e9, \u017ee takov\u00e9 n\u00e1stroje vznikaj\u00ed, maj\u00ed velk\u00e9 mno\u017estv\u00ed skv\u011bl\u00fdch funkc\u00ed a hlavn\u011b se st\u00e1le vyv\u00edj\u00ed, ale nedok\u00e1zaly vy\u0159e\u0161it n\u00e1\u0161 probl\u00e9m. Krom\u011b toho jsme na\u0161li v syst\u00e9mu tvo\u0159en\u00ed kampan\u00ed p\u0159es Power Query mno\u017estv\u00ed dal\u0161\u00edch v\u00fdhod a n\u011bkter\u00e9 z nich v\u00e1m te\u010f p\u0159edstav\u00edme.<\/p>\n

Tak poj\u010fme na to \ud83d\ude0a.<\/p>\n

<\/p>\n

Hlavn\u00ed v\u00fdhody, kter\u00e9 nab\u00edz\u00ed n\u00e1\u0161 syst\u00e9m tvorby kampan\u00ed p\u0159es Power Query oproti konkuren\u010dn\u00edm placen\u00fdm program\u016fm<\/span><\/h2>\n

Je zdarma<\/span><\/h3>\n

Obrovskou v\u00fdhodou na\u0161eho n\u00e1stroje Power Query je, \u017ee je \u00fapln\u011b zdarma (Excel je samoz\u0159ejm\u011b sou\u010d\u00e1st\u00ed MS Office, kter\u00fd je zpoplatn\u011bn\u00fd, ale MS Office pou\u017e\u00edv\u00e1 t\u00e9m\u011b\u0159 ka\u017ed\u00fd).<\/p>\n

Konkuren\u010dn\u00ed programy, kter\u00e9 nab\u00edz\u00ed automatickou tvorbu kampan\u00ed z feedu jsou zpoplatn\u011bn\u00e9 a krom\u011b toho nenab\u00edz\u00ed tolik mo\u017enost\u00ed.<\/p>\n

Co se t\u00fdk\u00e1 na\u0161eho klienta, tak se p\u0159i po\u010dtu 9000 produkt\u016f ceny pohybuj\u00ed p\u0159ibli\u017en\u011b v rozmez\u00ed 100 – 160\u20ac m\u011bs\u00ed\u010dn\u011b. To by v p\u0159\u00edpad\u011b na\u0161eho klienta znamenalo, \u017ee by si mohl dovolit investovat do marketingu o 10% m\u00e9n\u011b prost\u0159edk\u016f, ne\u017e pl\u00e1noval. V\u00fdsledn\u00e9 c\u00edlov\u00e9 PNO (Pod\u00edl n\u00e1klad\u016f na obratu) bychom proto museli sn\u00ed\u017eit z 5% na p\u0159ibli\u017en\u011b 4,5%.<\/p>\n

Mo\u017enost spou\u0161t\u011bn\u00ed reklamn\u00edch sestav a \u00fapravy reklam na z\u00e1klad\u011b dat z porovn\u00e1va\u010de (nap\u0159. Heur\u00e9ka)<\/span><\/h3>\n

Tomuto t\u00e9matu jsme prakticky v\u011bnovali celou druhou \u010d\u00e1st tohoto \u010dl\u00e1nku. N\u00e1\u0161 syst\u00e9m kampan\u011b a reklamn\u00ed sestavy nejen vytvo\u0159\u00ed, ale na z\u00e1klad\u011b pravideln\u00e9 anal\u00fdzy konkurence tak\u00e9 dok\u00e1\u017ee vyhodnotit, u jak\u00fdch produkt\u016f m\u00e1me konkuren\u010dn\u00ed v\u00fdhody. N\u00e1sledn\u011b na produkty spust\u00ed \u010di pozastav\u00ed kampan\u011b.<\/p>\n

Krom\u011b t\u00e9to funkce tak\u00e9 dok\u00e1\u017ee p\u0159izp\u016fsobit v\u00e1\u0161 inzer\u00e1t ka\u017ed\u00e9mu produktu v z\u00e1vislosti na tom, jakou konkuren\u010dn\u00ed v\u00fdhodu produkt m\u00e1. V\u00edc si o tom m\u016f\u017eete p\u0159e\u010d\u00edst zde. (link na druh\u00fd \u010dl\u00e1nek)<\/p>\n

N\u00e1sledn\u00e1 optimalizace PPC kampan\u00ed<\/span><\/h3>\n

Kampan\u011b jsme vytvo\u0159ili, spr\u00e1vn\u011b nastavili a \u00fasp\u011b\u0161n\u011b spustili. Co potom? Velmi jsme o t\u00e9to ot\u00e1zce p\u0159em\u00fd\u0161leli a usoudili jsme, \u017ee spu\u0161t\u011bn\u00edm kampan\u00ed by tento proces nem\u011bl skon\u010dit. Je t\u0159eba kampa\u0148 optimalizovat. Optimalizac\u00ed se v tomto p\u0159\u00edpad\u011b mysl\u00ed optimalizace vyhled\u00e1vac\u00edch popt\u00e1vek (search queries), kter\u00e9 pat\u0159\u00ed k tomu nejd\u016fle\u017eit\u011bj\u0161\u00edm, bohu\u017eel v\u0161ak \u010dasto k odbyt\u00fdm \u010d\u00e1stem pr\u00e1ce PPC spr\u00e1vce kampan\u011b.<\/p>\n

Proto jsme vymysleli syst\u00e9m poloautomatick\u00e9 optimalizace vyhled\u00e1vac\u00edch popt\u00e1vek. Pro\u010d poloautomatick\u00e9? Proto\u017ee vyhled\u00e1vac\u00ed popt\u00e1vky jsou v na\u0161\u00ed pr\u00e1ci tak d\u016fle\u017eitou \u010d\u00e1st\u00ed, \u017ee si mus\u00ed samotn\u00fd PPC specialista sednout a d\u016fsledn\u011b je vyhodnotit.<\/p>\n

V na\u0161em p\u0159\u00edpad\u011b n\u00e1m sta\u010d\u00ed ud\u011blat jedno rozhodnut\u00ed, zda chceme danou vyhled\u00e1vac\u00ed popt\u00e1vku do kampan\u011b p\u0159idat a nebo j\u00ed z n\u00ed vylou\u010dit, a cel\u00e1 tato operace se uskute\u010dn\u00ed automaticky.<\/p>\n

Toto t\u00e9ma je v\u0161ak natolik rozs\u00e1hl\u00e9, \u017ee k n\u011bmu p\u0159ipravujeme samostatn\u00fd \u010dl\u00e1nek. M\u00e1te se rozhodn\u011b na co t\u011b\u0161it.<\/p>\n

Automatick\u00fd bidding v kampan\u00edch vytvo\u0159en\u00fdch z feedu<\/span><\/h3>\n

Nebojte se. V\u00edme, \u017ee Google pracuje na automatick\u00e9m biddingu v kampan\u00edch a \u017ee je tento automat rok od roku kvalitn\u011bj\u0161\u00ed. Jen\u017ee my k biddingu p\u0159istupujeme trochu odli\u0161n\u011b a krom\u011b toho m\u00e1me vlastn\u00ed \u0159e\u0161en\u00ed biddingu pro automatick\u00e9 kampan\u011b vytvo\u0159en\u00e9 z feedu.<\/p>\n

Pokud nap\u0159. feed obsahuje mar\u017ee jednotliv\u00fdch produkt\u016f, dok\u00e1\u017eeme ka\u017ed\u00e9mu produktu nastavit vlastn\u00ed c\u00edl (tvz. KPI – key performance indicator) a na z\u00e1klad\u011b tohoto c\u00edle nastavit spr\u00e1vnou cenu za proklik na ka\u017ed\u00e9m produktu.<\/p>\n

Jak p\u0159istupujeme k biddingu v 6clickz si pov\u00edme v samostatn\u00e9m \u010dl\u00e1nku na toto t\u00e9ma.<\/p>\n

Automatick\u00e1 tvorba DSA kampan\u00ed<\/span><\/h3>\n

Krom\u011b klasick\u00e9ho vyhled\u00e1v\u00e1n\u00ed ve vyhled\u00e1vac\u00ed s\u00edti pou\u017e\u00edvaj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova, dok\u00e1\u017ee n\u00e1\u0161 syst\u00e9m vytvo\u0159it ka\u017ed\u00e9mu produktu i reklamn\u00ed sestavu v dynamick\u00e9 kampani ve vyhled\u00e1vac\u00ed s\u00edti.<\/p>\n

Tato kampa\u0148 zachyt\u00e1v\u00e1 vyhled\u00e1vac\u00ed popt\u00e1vky, kter\u00e9 je\u0161t\u011b nem\u00e1me zahrnut\u00e9 v kl\u00ed\u010dov\u00fdch slovech.<\/p>\n

Tuto mo\u017enost sice nab\u00edzej\u00ed i n\u011bkter\u00e9 konkuren\u010dn\u00ed programy, ale my s t\u00edm d\u00e1le pracujeme p\u0159i optimalizaci vyhled\u00e1vac\u00edch popt\u00e1vek a p\u0159esouv\u00e1me (p\u0159\u00edpadn\u011b vylu\u010dujeme) vyhled\u00e1vac\u00ed popt\u00e1vky z dynamick\u00e9 kampan\u011b do klasick\u00e9 kampan\u011b ve vyhled\u00e1vac\u00edch s\u00edt\u00edch. A to v\u0161echno automaticky.<\/p>\n

P\u0159izp\u016fsoben\u00ed vlastn\u00edm pot\u0159eb\u00e1m<\/span><\/h3>\n

P\u0159izp\u016fsoben\u00ed vlastn\u00edm pot\u0159eb\u00e1m jsme ji\u017e nejednou p\u0159ipom\u00ednali v tomto \u010dl\u00e1nku, ale i tak bychom to r\u00e1di je\u0161t\u011b zd\u016fraznili. D\u00edky na\u0161emu syst\u00e9mu nejsme ni\u010d\u00edm v\u00e1z\u00e1n\u00ed. Z\u00e1le\u017e\u00ed na pot\u0159eb\u00e1ch, kreativit\u011b a p\u0159edstavivosti na\u0161eho klienta. Cokoliv, co dok\u00e1\u017ee klient dostat do feedu, dok\u00e1\u017eeme zpracovat do na\u0161ich kampan\u00ed. Krom\u011b produktov\u00fdch kampan\u00ed dok\u00e1\u017eeme dokonce velmi snadno vytvo\u0159it i kampan\u011b kategorick\u00e9, kde spoj\u00edme jednotliv\u00e9 produkty do skupin (kategori\u00ed). Takto dok\u00e1\u017eeme vytvo\u0159it nejen kategorick\u00e9 kampan\u011b (nap\u0159. mobiln\u00ed telefony, LED televizory apod.), ale i kampan\u011b ve form\u011b kategorie + zna\u010dka (nap\u0159. mobiln\u00ed telefony Samsung, mobiln\u00ed telefon Huawei apod.).<\/p>\n

V\u00fdhodou tvorby kategorick\u00fdch kampan\u00ed spojov\u00e1n\u00edm produkt\u016f z feedu do skupin je, \u017ee dok\u00e1\u017eeme v inzer\u00e1tu komunikovat r\u016fzn\u00e9 konkuren\u010dn\u00ed v\u00fdhody jako nap\u0159.<\/p>\n

    \n
  • A\u017e 15 r\u016fzn\u00fdch model\u016f skladem<\/li>\n
  • Nejlevn\u011bj\u0161\u00ed ji\u017e od 29\u20ac<\/li>\n<\/ul>\n

    Pokud pracujeme s kvalitn\u00edm feedem, mo\u017enosti jsou prakticky neomezen\u00e9 :).<\/p>\n

    Nen\u00e1ro\u010dn\u00e9 nasazen\u00ed<\/span><\/h3>\n

    Automatick\u00e1 tvorba kampan\u00ed z feedu pomoc\u00ed Power Query je skute\u010dn\u011b \u010dasov\u011b nen\u00e1ro\u010dn\u00e1. Co je ale pot\u0159eba, je p\u0159ipravit feed podle na\u0161ich po\u017eadavk\u016f a d\u016fkladn\u011b vymyslet strategii p\u0159i pou\u017e\u00edv\u00e1n\u00ed produktov\u00fdch kampan\u00ed.<\/p>\n

    Nemus\u00edte se v\u0161ak ni\u010deho b\u00e1t, se v\u0161\u00edm v\u00e1m r\u00e1di porad\u00edme.<\/p>\n

    A co nev\u00fdhody?<\/span><\/h2>\n

    M\u00e1 n\u00e1\u0161 syst\u00e9m tak\u00e9 n\u011bjak\u00e9 nev\u00fdhody? Samoz\u0159ejm\u011b \u017ee m\u00e1, n\u011bkter\u00e9 zde zm\u00edn\u00edme. Je t\u0159eba si uv\u011bdomit, \u017ee pracujeme prim\u00e1rn\u011b se soubory v Excelu, kter\u00fd m\u00e1 ur\u010dit\u00e1 omezen\u00ed.<\/p>\n

    Aktualizace kampan\u00ed<\/span><\/h3>\n

    V konkuren\u010dn\u00edch programech lze snadno aktualizovat kampa\u0148 a\u017e n\u011bkolikr\u00e1t za den, co\u017e je velk\u00e1 v\u00fdhoda, pokud se v\u00e1m \u010dasto m\u011bn\u00ed skladov\u00e1 dostupnost \u010di cena. My jsme schopni aktualizovat data 1x denn\u011b. U klient\u016f, kter\u00fdm se p\u0159\u00edli\u0161 \u010dasto nem\u011bn\u00ed skladov\u00e1 dostupnost a cena, aktualizujeme data 2x p\u0159\u00edpadn\u011b 1x t\u00fddn\u011b.<\/p>\n

    Mno\u017estv\u00ed produkt\u016f ve feedu<\/span><\/h3>\n

    Vzhledem k tomu, \u017ee pracujeme s Power Query, \u010dekaj\u00ed n\u00e1s jist\u00e9 omezen\u00ed, t\u00fdkaj\u00edc\u00ed se hlavn\u011b rychlosti zpracov\u00e1n\u00ed velk\u00e9ho mno\u017estv\u00ed dat. Pokud m\u00e1te e-shop s 50 000 produkty, tak n\u00e1\u0161 syst\u00e9m nebude zrovna pro v\u00e1s. Pokud v\u0161ak pracujete s e-shopem do 10 000 produkt\u016f, dok\u00e1\u017eeme kampan\u011b vytv\u00e1\u0159et a optimalizovat plynule a rychle.<\/p>\n

    Milujeme Excel<\/span><\/h3>\n

    Kdy\u017e jsme psali o nen\u00e1ro\u010dn\u00e9m nasazen\u00ed, je t\u0159eba zm\u00ednit, \u017ee cel\u00fd proces rozhodn\u011b nen\u00ed user friendly. V n\u011bkter\u00fdch programech si po kr\u00e1tk\u00e9m \u0161kolen\u00ed zvl\u00e1dnete vytvo\u0159it cel\u00e9 kampan\u011b s\u00e1m. V tomto p\u0159\u00edpad\u011b je mnohem jist\u011bj\u0161\u00ed nechat cel\u00e9 nastaven\u00ed na specialistovi z 6clickz.<\/p>\n

    Zde nezb\u00fdv\u00e1 napsat u\u017e nic jin\u00e9ho, ne\u017e abyste to s n\u00e1mi zkusili. N\u00e1\u0161 syst\u00e9m neust\u00e1le vylep\u0161ujeme, abychom klientovi co nejv\u00edce pomohli splnit jeho sny a c\u00edle.<\/p>\n","protected":false},"excerpt":{"rendered":"

    V p\u0159ede\u0161l\u00fdch \u010dl\u00e1nc\u00edch jsme si p\u0159edstavili jak vytvo\u0159it automatick\u00e9 kampan\u011b z feedu, jak automaticky aktualizovat inzer\u00e1ty a jak dok\u00e1\u017eeme vytvo\u0159it podm\u00ednky na spu\u0161t\u011bn\u00ed a zastaven\u00ed reklamn\u00edch sestav. N\u00e1sledn\u011b jsme si v\u0161echno uk\u00e1zali na konkr\u00e9tn\u00edm p\u0159\u00edklad\u011b na\u0161eho klienta. Jak jsme ji\u017e zm\u00ednili, p\u0159edt\u00edm, ne\u017e jsme si vymysleli vlastn\u00ed syst\u00e9m tvorby PPC kampan\u00ed z feedu, jsme vyzkou\u0161eli […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-521","post","type-post","status-publish","format-standard","hentry","category-uncategorized-cs","blog_tags-automatizace","blog_tags-ppc"],"yoast_head":"\nTvorba PPC kampan\u00ed z feedu na z\u00e1klad\u011b dat z porovn\u00e1va\u010d\u016f - 3. \u010d\u00e1st<\/title>\n<meta name=\"description\" content=\"P\u0159edt\u00edm, ne\u017e jsme si vymysleli vlastn\u00ed syst\u00e9m tvorby PPC kampan\u00ed z feedu, jsme vyzkou\u0161eli r\u016fzn\u00e9 n\u00e1stroje, kter\u00e9 se tomuto probl\u00e9mu v\u011bnuj\u00ed, ale nedok\u00e1zaly vy\u0159e\u0161it n\u00e1\u0161 probl\u00e9m. Krom\u011b toho jsme na\u0161li v syst\u00e9mu tvo\u0159en\u00ed kampan\u00ed p\u0159es Power Query mno\u017estv\u00ed dal\u0161\u00edch v\u00fdhod a n\u011bkter\u00e9 z nich v\u00e1m te\u010f p\u0159edstav\u00edme.\" \/>\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\/tvorba-ppc-kampani-z-feedu-jednim-klikem-na-zaklade-dat-z-porovnavacu-3-cast\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tvorba PPC kampan\u00ed z feedu na z\u00e1klad\u011b dat z porovn\u00e1va\u010d\u016f - 3. \u010d\u00e1st\" \/>\n<meta property=\"og:description\" content=\"P\u0159edt\u00edm, ne\u017e jsme si vymysleli vlastn\u00ed syst\u00e9m tvorby PPC kampan\u00ed z feedu, jsme vyzkou\u0161eli r\u016fzn\u00e9 n\u00e1stroje, kter\u00e9 se tomuto probl\u00e9mu v\u011bnuj\u00ed, ale nedok\u00e1zaly vy\u0159e\u0161it n\u00e1\u0161 probl\u00e9m. 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