{"id":278,"date":"2018-12-09T12:33:10","date_gmt":"2018-12-09T11:33:10","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=278"},"modified":"2019-09-24T10:44:51","modified_gmt":"2019-09-24T09:44:51","slug":"tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-1-cast","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/sk\/tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-1-cast\/","title":{"rendered":"Tvorba PPC kampan\u00ed z feedu jedn\u00fdm klikom na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov &#8211; 1.\u010das\u0165"},"content":{"rendered":"<p>Na stretnut\u00ed s klientom:<\/p>\n<ul>\n<li>\u201cVysk\u00fa\u0161al som u\u017e mno\u017estvo agent\u00far, ale je ve\u013emi \u0165a\u017ek\u00e9 robi\u0165 PPC reklamu na m\u00f4j e-shop.\u201d<\/li>\n<li>\u201cPre\u010do, ak\u00fd m\u00e1te e-shop?\u201d<\/li>\n<li>\u201cM\u00e1m na \u0148om a\u017e 9 000 produktov a r\u00e1d by som inzeroval na v\u0161etky produkty, ale m\u00e1m n\u00edzke mar\u017ee, tak\u017ee viem da\u0165 len 5% z hodnoty produktu do marketingu, nehovoriac o tom, \u017ee m\u00e1m n\u00edzke skladov\u00e9 z\u00e1soby, preto sa ka\u017ed\u00fd de\u0148 men\u00ed skladov\u00e1 dostupnos\u0165 produktov.\u201d<\/li>\n<li>\u201cDobre. A ako je to s konkurenciou?\u201d<\/li>\n<li>\u201cNie ve\u013emi dobre. Na trhu je mno\u017estvo ve\u013ek\u00fdch hr\u00e1\u010dov, ktor\u00ed maj\u00fa neobmedzen\u00fd rozpo\u010det na marketing a cel\u00e9 marketingov\u00e9 t\u00edmy. Ja m\u00e1m obmedzen\u00fd rozpo\u010det na marketing.\u201d<\/li>\n<li>\u201cHmm, a ak\u00e1 je va\u0161a konkuren\u010dn\u00e1 v\u00fdhoda?\u201d<\/li>\n<li>\u201cNa v\u00e4\u010d\u0161inu produktov m\u00e1m najni\u017e\u0161iu cenu na trhu a okrem toho m\u00e1m mno\u017estvo produktov, ktor\u00e9 pon\u00fakam iba ja.\u201d<\/li>\n<li>\u201cTak po\u010fme inzerova\u0165 iba na tie, ktor\u00e9 m\u00e1te skladom a m\u00e1te na nich najni\u017e\u0161iu cenu alebo ich m\u00e1te iba vy. Na ostatn\u00e9 produkty, kde nie ste najlacnej\u0161\u00ed a pon\u00faka ich mno\u017estvo e-shopov, reklamu nespust\u00edme.\u201d<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/media.giphy.com\/media\/l46C7X7h54JXm23YY\/giphy.gif\" width=\"500\" height=\"281\" \/><\/p>\n<p>Takto nejako vyzerala komunik\u00e1cia s na\u0161im klientom a n\u00e1sledne jeho reakcia. Bol to sp\u00fa\u0161\u0165a\u010d, ktor\u00fd n\u00e1m otvoril cestu k tvorbe automatick\u00fdch PPC kampan\u00ed z feedu na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov. Vyu\u017eili sme na to n\u00e1stroj <a href=\"https:\/\/support.office.com\/en-us\/article\/introduction-to-microsoft-power-query-for-excel-6e92e2f4-2079-4e1f-bad5-89f6269cd605\">Power Query<\/a>, ktor\u00fd je doplnok Excelu pou\u017e\u00edvan\u00fd pre d\u00e1tov\u00fa anal\u00fdzu. Tento proces tvorby kampan\u00ed sme prezentovali aj na <a href=\"https:\/\/www.ulab.rocks\/blog\/cz\/jak-se-povedl-sesty-ppc-camp\/\">Zimnom PPC Campe v roku 2018<\/a>.<\/p>\n<p><strong>Ak m\u00e1te e-shop, na ktorom pred\u00e1vate produkty, ktor\u00e9 s\u00fa verejnosti zn\u00e1me a vyh\u013ead\u00e1vaj\u00fa ich na Googli, toto je najlep\u0161ia mo\u017enos\u0165, ako vy\u017em\u00fdka\u0165 z PPC maximum.<\/strong><\/p>\n<p>Pri tvorbe t\u00fdchto kampan\u00ed sme potrebovali vyrie\u0161i\u0165 3 z\u00e1kladn\u00e9 probl\u00e9my:<\/p>\n<ol>\n<li>Automatizova\u0165 tvorbu nov\u00fdch kampan\u00ed a zost\u00e1v na z\u00e1klade feedu<\/li>\n<li>Vytv\u00e1ra\u0165 aktu\u00e1lne inzer\u00e1ty (napr.n\u00e1zov produktu v nadpise, aktu\u00e1lna cena)<\/li>\n<li>Sp\u00fa\u0161\u0165a\u0165 reklamn\u00e9 zostavy len na vybran\u00e9 produkty<\/li>\n<\/ol>\n<h2><span style=\"color: #1818b3;\">Automatiz\u00e1cia tvorby nov\u00fdch kampan\u00ed a zost\u00e1v na z\u00e1klade feedu<\/span><\/h2>\n<p>Ako to funguje? Ve\u013emi jednoducho! Najprv potrebujeme z\u00edska\u0165 <a href=\"https:\/\/info.mergado.cz\/faq\/xml-feed.html\">XML feed<\/a>\u00a0dan\u00e9ho e-shopu. Na za\u0301klade da\u0301t z XML feedu vieme pripravit\u030c reklamnu\u0301 zostavu na kaz\u030cdy\u0301 produkt nacha\u0301dzaju\u0301ci sa na webe, so spra\u0301vnym kl\u030cu\u0301c\u030covy\u0301m slovom a s aktua\u0301lnou reklamou. M\u00f4\u017eeme vytvori\u0165 len jednu kampa\u0148 so v\u0161etk\u00fdmi produktmi, alebo rozdeli\u0165 produkty pod\u013ea kateg\u00f3ri\u00ed, pod\u013ea cien produktov alebo najide\u00e1lnej\u0161ie, pod\u013ea absol\u00fatnych mar\u017e\u00ed jednotliv\u00fdch produktov. M\u00e1me skuto\u010dne neobmedzen\u00e9 mo\u017enosti.<\/p>\n<p>\u010co je najpodstatnej\u0161ie, reklamne\u0301 zostavy pravidelne aktualizujeme na za\u0301klade aktua\u0301lnych da\u0301t z feedu. C\u030co to znamena\u0301? Ak sa objavi\u0301 novy\u0301 produkt v ponuke, automaticky sa na neho vytvori\u0301 nova\u0301 reklamna\u0301 zostava. Ak nejaky\u0301 produkt uz\u030c v ponuke nie je, reklamna\u0301 zostava sa pozastavi\u0301, pri\u0301padne odstra\u0301ni (v za\u0301vislosti na tom, c\u030ci sa produkty budu\u0301 opa\u0308tovne da\u0301vat\u030c do ponuky alebo nie). Okrem toho kampane aktualizujeme aj o d\u00e1ta z porovn\u00e1va\u010dov. Napr\u00edklad, ak propagujeme produkt, \u017ee m\u00e1 najlacnej\u0161iu cenu na trhu, ale konkurent v\u00fdrazne zlacnie, v reklamnej zostave zmen\u00edme inzer\u00e1t, pr\u00edpadne ju cel\u00fa pozastav\u00edme. Ale o tom v\u0161etko budeme rozpr\u00e1va\u0165 v \u010fal\u0161\u00edch \u010dastiach \u010dl\u00e1nku.<\/p>\n<h2><span style=\"color: #1818b3;\">Vytv\u00e1ranie aktu\u00e1lnych inzer\u00e1tov<\/span><\/h2>\n<p>Ur\u010dite ste sa pri reklam\u00e1ch na Googli stretli s neaktu\u00e1lnym inzer\u00e1tom. V reklame s\u013eubovali, \u017ee je produkt skladom, ale bol u\u017e vypredan\u00fd, pr\u00edpadne s\u013eubovali v inzer\u00e1te akciu, ktor\u00e1 u\u017e d\u00e1vno vypr\u0161ala. \u00c1no, ak sa vytv\u00e1raj\u00fa reklamy ru\u010dne, je pri e-shope s tis\u00edckami produktov a mno\u017estvami akci\u00ed skuto\u010dne n\u00e1ro\u010dn\u00e9 ma\u0165 aktu\u00e1lne inzer\u00e1ty.<\/p>\n<p>Vynikaj\u00facim rie\u0161en\u00edm je pri tvorbe kampan\u00ed z feedu aj tvorba inzer\u00e1tov z feedu. Ka\u017ed\u00fd produkt m\u00e1 vo feede uveden\u00e9 z\u00e1kladn\u00e9 inform\u00e1cie, ako napr. presn\u00fd n\u00e1zov, popis produktu, URL adresa, cena, skladov\u00e1 dostupnos\u0165, pr\u00edpadne po\u010det kusov na sklade, cena dopravy, mar\u017ea a podobne. \u00c1no, tu\u0161\u00edte spr\u00e1vne, v\u0161etky tieto inform\u00e1cie viem pou\u017ei\u0165 v inzer\u00e1te pod\u013ea potreby. A bud\u00fa st\u00e1le aktu\u00e1lne. Akon\u00e1hle sa zmen\u00ed cena produktu na e-shope, zmen\u00ed sa aj vo feede a pri najbli\u017e\u0161ej aktualiz\u00e1cii PPC kampan\u00ed sa zmen\u00ed aj v inzer\u00e1te.<\/p>\n<p>Tvorba inzer\u00e1tov je v tomto pr\u00edpade skuto\u010dne kreat\u00edvnym procesom. Aj tu plat\u00ed, \u017ee sa oplat\u00ed testova\u0165 r\u00f4zne verzie inzer\u00e1tov, zahr\u0148ova\u0165 do inzer\u00e1tu r\u00f4zne konkuren\u010dn\u00e9 v\u00fdhody a sledova\u0165, ako na ne \u013eudia reaguj\u00fa.<\/p>\n<p><a href=\"https:\/\/giphy.com\/gifs\/cartoon-painting-creative-3oEduXdm2gjnrsJBOo\">https:\/\/giphy.com\/gifs\/cartoon-painting-creative-3oEduXdm2gjnrsJBOo<\/a><\/p>\n<p>Napr\u00edklad, ak s\u00fa nas\u030cou konkurenc\u030cnou vy\u0301hodou najniz\u030cs\u030cie ceny, mo\u0302z\u030ceme mat\u030c v inzera\u0301te sta\u0301le aktua\u0301lnu cenu. Ak m\u00e1me ve\u013ek\u00e9 skladov\u00e9 z\u00e1soby, uvedieme, \u017ee je produkt skladom, pr\u00edpadne ko\u013eko kusov e\u0161te na sklade ostalo. Ak m\u00e1me dopravu zdarma nad ur\u010dit\u00fa sumu, nemus\u00edme n\u00e1v\u0161tevn\u00edkov za\u0165a\u017eova\u0165 aby si to na\u0161tudovali a skontrolovali, \u010di maj\u00fa dopravu zadarmo alebo nie. Jednoducho im to v inzer\u00e1te nap\u00ed\u0161eme.<\/p>\n<p>Ak\u00e9 inzer\u00e1ty sme u\u017e klientom na z\u00e1klade d\u00e1t vo feede vytvorili? Uv\u00e1dzame pr\u00edklad Nadpisov 2, ktor\u00e9 boli automaticky vytvoren\u00e9 pod\u013ea nastaven\u00fdch podmienok a inform\u00e1ci\u00ed vo feede.<\/p>\n<ul>\n<li>U n\u00e1s za najni\u017e\u0161iu cenu &#8211; 79\u20ac<\/li>\n<li>M\u00e1me skladom<\/li>\n<li>Posledn\u00fdch 5 kusov na sklade<\/li>\n<li>Doru\u010d\u00edme v\u00e1m to zadarmo<\/li>\n<li>Odosielame do 24 hod\u00edn<\/li>\n<li>M\u00e1me najni\u017e\u0161iu cenu na trhu<\/li>\n<li>Tovar V\u00e1m doru\u010d\u00edme zadarmo<\/li>\n<\/ul>\n<h2><span style=\"color: #1818b3;\">Ak\u00e9 n\u00e1stroje vyu\u017ei\u0165 na tvorbu kampan\u00ed?<\/span><\/h2>\n<p>Na tvorbu automatick\u00fdch kampan\u00ed z feedu, ktor\u00fa opisujem vy\u0161\u0161ie existuj\u00fa \u00fa\u017easn\u00e9 n\u00e1stroje, v\u010faka ktor\u00fdm si tieto kampane naklik\u00e1te prakticky na p\u00e1r klikov. My sami sme si v\u00e4\u010d\u0161inu vysk\u00fa\u0161ali a maj\u00fa mno\u017estvo vynikaj\u00facich funkci\u00ed, av\u0161ak aj tak nedok\u00e1zali vyrie\u0161i\u0165 d\u00f4le\u017eit\u00fd probl\u00e9m, ktor\u00fd m\u00e1me.<\/p>\n<p>Nechceme sp\u00fa\u0161\u0165a\u0165 kampane na v\u0161etky produkty. Chceme si vybra\u0165, na ktor\u00e9 produkty chceme inzerova\u0165. A nechceme si vybera\u0165 len tak, nepremyslene, \u017ee tento produkt spust\u00edm a tento nie. Chceme to robi\u0165 automaticky a na z\u00e1klade d\u00e1t.<\/p>\n<p>V dne\u0161nej vysoko konkuren\u010dnej dobe s\u00fa \u00faspe\u0161n\u00e9 e-shopy len tie, ktor\u00e9 maj\u00fa nejak\u00fa v\u00fdrazn\u00fa konkuren\u010dn\u00fa v\u00fdhodu. Tak sa po\u010fme zamera\u0165 na \u0148u!<\/p>\n<p>U\u017e len sta\u010d\u00ed vyrie\u0161i\u0165 ot\u00e1zku, ako sa dostaneme k d\u00e1tam od konkurencie, aby sme zistili, ak\u00fa konkuren\u010dn\u00fa v\u00fdhodu vlastne na ka\u017edom produkte m\u00e1me a \u010di v\u00f4bec nejak\u00fa m\u00e1me.<\/p>\n<p>T\u00fato ot\u00e1zku v\u0161ak u\u017e m\u00e1me vyrie\u0161en\u00fa. V\u010faka neskuto\u010dn\u00e9mu mno\u017estvu kvalitn\u00fdch d\u00e1t z porovn\u00e1va\u010dov (na Slovensku konkr\u00e9tne z Heur\u00e9ky) a v\u010faka vynikaj\u00facemu n\u00e1stroju <a href=\"https:\/\/www.marketingminer.com\/sk\">Marketing Miner<\/a>\u00a0vieme sp\u00fa\u0161\u0165a\u0165 reklamy len na vybran\u00e9 produkty. Ako napr. produkty s najni\u017e\u0161ou cenou na trhu alebo produkty ktor\u00e9 m\u00e1me skladom a konkurencia nie a podobne. Viac sa o tom dozviete v <a href=\"https:\/\/www.6clickz.com\/sk\/tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-2-cast\/\">druhej \u010dasti<\/a> na\u0161eho \u010dl\u00e1nku.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Na stretnut\u00ed s klientom: \u201cVysk\u00fa\u0161al som u\u017e mno\u017estvo agent\u00far, ale je ve\u013emi \u0165a\u017ek\u00e9 robi\u0165 PPC reklamu na m\u00f4j e-shop.\u201d \u201cPre\u010do, ak\u00fd m\u00e1te e-shop?\u201d \u201cM\u00e1m na \u0148om a\u017e 9 000 produktov a r\u00e1d by som inzeroval na v\u0161etky produkty, ale m\u00e1m n\u00edzke mar\u017ee, tak\u017ee viem da\u0165 len 5% z hodnoty produktu do marketingu, nehovoriac o tom, [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-278","post","type-post","status-publish","format-standard","hentry","category-uncategorized-sk","blog_tags-automatizacia","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>Tvorba PPC kampan\u00ed z feedu na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov - 1.\u010das\u0165<\/title>\n<meta name=\"description\" content=\"Automatiz\u00e1cia tvorby nov\u00fdch kampan\u00ed a zost\u00e1v na z\u00e1klade feedu. 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