{"id":1507,"date":"2023-04-30T09:50:38","date_gmt":"2023-04-30T08:50:38","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=1507"},"modified":"2023-04-30T09:50:38","modified_gmt":"2023-04-30T08:50:38","slug":"case-study-search-ads-ako-sme-zvysili-roas-o-124","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/sk\/case-study-search-ads-ako-sme-zvysili-roas-o-124\/","title":{"rendered":"Case Study Search Ads &#8211; Ako sme zv\u00fd\u0161ili ROAS o 124%"},"content":{"rendered":"<h3>CLIENT<\/h3>\n<ul>\n<li aria-level=\"1\">E-shop p\u00f4sobiaci v p\u00e1rty segmente a v segmente s karnevalov\u00fdmi kost\u00fdmami<\/li>\n<li aria-level=\"1\">V\u00fdkon e-shopu je vysoko z\u00e1visl\u00fd od sez\u00f3nnosti<\/li>\n<\/ul>\n<h3>PROBLEM<\/h3>\n<ul>\n<li aria-level=\"1\">Po\u010das najv\u00e4\u010d\u0161ej sez\u00f3ny sme mali spusten\u00e9 SEA kampane s Broad Match a jednu DSA kampa\u0148. Vyu\u017e\u00edvali sme automatick\u00fd bidding (Maximize conversion value). tROAS bol nastaven\u00fd na 6 (KPI) a aj napriek tomu, \u017ee sme kampane neust\u00e1le optimalizovali, realita bola 2.5.<\/li>\n<li aria-level=\"1\">\u0160krtenie tROAS alebo zni\u017eovanie rozpo\u010dtov viedlo k ved\u013eaj\u0161iemu efektu. ROAS v kampaniach to nezlep\u0161ilo a top predajn\u00e9 v\u00fdrazy sa za\u010dali zobrazova\u0165 viac v PMAX ako v SEA kampani<\/li>\n<\/ul>\n<h3>SOLUTION<\/h3>\n<ul>\n<li aria-level=\"1\">Search Ads &#8211; Rozhodli sme sa ponecha\u0165 nastaven\u00fa biddingov\u00fa strat\u00e9giu aj tROAS v kampani na rovnakej hodnote. Zmenili sme k\u013e\u00fa\u010dov\u00e9 slov\u00e1 z vo\u013enej na presn\u00fa zhodu. O\u010dak\u00e1vali sme zn\u00ed\u017eenie po\u010dtu preklikov,zobrazen\u00ed a pravdepodobne aj konverzi\u00ed, av\u0161ak v\u00fdrazn\u00e9 zv\u00fd\u0161enie ROAS<\/li>\n<li aria-level=\"1\">Dynamic Search Ads &#8211; tu sme sa rozhodli zmeni\u0165 biddingov\u00fa strat\u00e9giu a nastavi\u0165 portfolio bid strategy na tROAS tak, \u017ee sme v nastaveniach kampane zastropovali max CPC<\/li>\n<\/ul>\n<h3>RESULTS<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1508\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur.png\" alt=\"\" width=\"869\" height=\"262\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur.png 869w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur-300x90.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur-768x232.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur-500x151.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur-160x48.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur-50x15.png 50w\" sizes=\"auto, (max-width: 869px) 100vw, 869px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Experiment dopadol nad o\u010dak\u00e1vania. S\u00edce sa n\u00e1m zn\u00ed\u017eilo Revenue o 35% (to je v\u0161ak sp\u00f4soben\u00e9 aj koncom sez\u00f3ny. Minul\u00fd rok sa v t\u00fdchto kampaniach zn\u00ed\u017eilo Revenue dokonca a\u017e o 55%, \u010di\u017ee optikou porovnania YoY m\u00e1me dokonca lep\u0161ie v\u00fdsledky) a ROAS sa n\u00e1m zv\u00fd\u0161il o 124% z 2.39 na 5.35<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search Ads &#8211; s obidvoma kampa\u0148ami sme sa dostali na tROAS tak aby sme splnili ciele klienta. V jednej z kampan\u00ed padlo Revenue o 55%, tento pokles je sp\u00f4soben\u00fd koncom sez\u00f3ny a pri porovnali YoY Revenue v\u00fdraznej\u0161ie nepadlo.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dynamic Search Ads &#8211; taktika zastropovania max CPC priniesla ove\u013ea lep\u0161ie v\u00fdsledky oproti SEA kampaniam. ROAS sa zlep\u0161il o 154% a Revenue kleslo len o 27% (minul\u00fd rok bol prepad Revenue v\u00e4\u010d\u0161\u00ed a ROAS\u00a0 sa nezlep\u0161il). S\u00edce sa n\u00e1m zhor\u0161il konverzn\u00fd pomer, ale dostali sme ve\u013ea lacn\u00fdch klikov a pln\u00edme ciele klienta<\/span><\/li>\n<\/ul>\n<h3>SUMMARY<\/h3>\n<p>Ak je va\u0161im cie\u013eom maximalizova\u0165 obrat a po\u010det preklikov na web taktika BM + Maximize conversion value je pri Search kampaniach spr\u00e1vna. Ak neviete dodr\u017ea\u0165 tROAS, odpor\u00fa\u010dam:<\/p>\n<ul>\n<li>Zmeni\u0165 BM na EM<\/li>\n<li aria-level=\"1\">Zv\u00e1\u017ei\u0165 zastropovanie max CPC &#8211; v tom pr\u00edpade je potrebn\u00e9 pou\u017ei\u0165 portfolio bid strategy<\/li>\n<\/ul>\n<p><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: \"92fbe5b1-8c44-478a-8211-b598d6b5c604\"\n  });\n<\/script><br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CLIENT E-shop p\u00f4sobiaci v p\u00e1rty segmente a v segmente s karnevalov\u00fdmi kost\u00fdmami V\u00fdkon e-shopu je vysoko z\u00e1visl\u00fd od sez\u00f3nnosti PROBLEM Po\u010das najv\u00e4\u010d\u0161ej sez\u00f3ny sme mali spusten\u00e9 SEA kampane s Broad Match a jednu DSA kampa\u0148. Vyu\u017e\u00edvali sme automatick\u00fd bidding (Maximize conversion value). tROAS bol nastaven\u00fd na 6 (KPI) a aj napriek tomu, \u017ee sme kampane [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1507","post","type-post","status-publish","format-standard","hentry","category-uncategorized-sk","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>Case Study Search Ads - Ako sme zv\u00fd\u0161ili ROAS o 124% - 6clickz<\/title>\n<meta name=\"description\" content=\"CLIENT E-shop p\u00f4sobiaci v p\u00e1rty segmente a v segmente s karnevalov\u00fdmi kost\u00fdmami V\u00fdkon e-shopu je vysoko z\u00e1visl\u00fd od sez\u00f3nnosti PROBLEM Po\u010das najv\u00e4\u010d\u0161ej sez\u00f3ny sme mali spusten\u00e9 SEA kampane s Broad Match a jednu DSA kampa\u0148. 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Vyu\u017e\u00edvali sme automatick\u00fd bidding (Maximize conversion value).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.6clickz.com\/sk\/case-study-search-ads-ako-sme-zvysili-roas-o-124\/\" \/>\n<meta property=\"og:site_name\" content=\"6clickz\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-30T08:50:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/04\/screenshot-blur.png\" \/>\n<meta name=\"author\" content=\"Laura Feranecov\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Feranecov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/\"},\"author\":{\"name\":\"Laura Feranecov\u00e1\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#\\\/schema\\\/person\\\/cac53a49ee1a2ddda816069e14af7cc5\"},\"headline\":\"Case Study Search Ads &#8211; Ako sme zv\u00fd\u0161ili ROAS o 124%\",\"datePublished\":\"2023-04-30T08:50:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/\"},\"wordCount\":414,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/s3.eu-central-1.amazonaws.com\\\/uploads.mangoweb.org\\\/shared-prod\\\/6clickz.com\\\/uploads\\\/2023\\\/04\\\/screenshot-blur.png\",\"articleSection\":[\"Uncategorized @sk\"],\"inLanguage\":\"sk-SK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/\",\"url\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/\",\"name\":\"Case Study Search Ads - Ako sme zv\u00fd\u0161ili ROAS o 124% - 6clickz\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/case-study-search-ads-ako-sme-zvysili-roas-o-124\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/s3.eu-central-1.amazonaws.com\\\/uploads.mangoweb.org\\\/shared-prod\\\/6clickz.com\\\/uploads\\\/2023\\\/04\\\/screenshot-blur.png\",\"datePublished\":\"2023-04-30T08:50:38+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#\\\/schema\\\/person\\\/cac53a49ee1a2ddda816069e14af7cc5\"},\"description\":\"CLIENT E-shop p\u00f4sobiaci v p\u00e1rty segmente a v segmente s karnevalov\u00fdmi kost\u00fdmami V\u00fdkon e-shopu je vysoko z\u00e1visl\u00fd od sez\u00f3nnosti PROBLEM Po\u010das najv\u00e4\u010d\u0161ej sez\u00f3ny sme mali spusten\u00e9 SEA kampane s Broad Match a jednu DSA kampa\u0148. 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