{"id":316,"date":"2018-12-10T15:02:04","date_gmt":"2018-12-10T14:02:04","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=316"},"modified":"2019-09-24T10:49:16","modified_gmt":"2019-09-24T09:49:16","slug":"tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-3-cast","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/sk\/tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-3-cast\/","title":{"rendered":"Tvorba PPC kampan\u00ed z feedu jedn\u00fdm klikom na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov – 3.\u010das\u0165"},"content":{"rendered":"

V predo\u0161l\u00fdch \u010dl\u00e1nkoch<\/a> sme si predstavili, ako dok\u00e1\u017eeme vytvori\u0165 automatick\u00e9 PPC kampane z feedu, ako dok\u00e1\u017eeme automaticky aktualizova\u0165 inzer\u00e1ty a ako vieme vytvori\u0165 podmienky na spustenie a zastavenie reklamn\u00fdch zost\u00e1v.<\/p>\n

N\u00e1sledne sme si v\u0161etko uk\u00e1zali na konkr\u00e9tnom pr\u00edklade, ako sme postupovali s na\u0161im klientom.<\/p>\n

Ako sme u\u017e spom\u00ednali, predt\u00fdm, ako sme si vymysleli vlastn\u00fd syst\u00e9m tvorby ppc kampan\u00ed z feedu, vysk\u00fa\u0161ali sme r\u00f4zne n\u00e1stroje, ktor\u00e9 sa t\u00fdmto probl\u00e9mom zaoberaj\u00fa.<\/p>\n

Je vynikaj\u00face, \u017ee tak\u00e9to n\u00e1stroje vznikaj\u00fa, maj\u00fa mno\u017estvo skvel\u00fdch funkci\u00ed a hlavne sa st\u00e1le vyv\u00edjaj\u00fa, ale nedok\u00e1zali vyrie\u0161i\u0165 n\u00e1\u0161 probl\u00e9m. Okrem toho sme na\u0161li v syst\u00e9me tvorby cez Power Query mno\u017estvo \u010fal\u0161\u00edch v\u00fdhod a niektor\u00e9 z nich si teraz predstav\u00edme.<\/p>\n

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

<\/p>\n

Hlavne\u0301 vy\u0301hody, ktore\u0301 ponu\u0301ka na\u0301s\u030c syste\u0301m tvorby kampan\u00ed cez Power Query oproti konkurenc\u030cny\u0301m plateny\u0301m programom<\/span><\/h2>\n

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

Obrovskou v\u00fdhodou n\u00e1stroja Power Query, \u017ee je \u00faplne zadarmo (samozrejme, Excel je s\u00fa\u010das\u0165ou bal\u00edka MS Office, ktor\u00fd je spoplatnen\u00fd, ale MS Office je vyu\u017e\u00edvan\u00fd sn\u00e1\u010f u ka\u017ed\u00e9ho).<\/p>\n

Konkuren\u010dn\u00e9 programy, ktor\u00e9 pon\u00fakaj\u00fa automatick\u00fa tvorbu kampan\u00ed z feedu s\u00fa spoplatnen\u00e9 a okrem toho nepon\u00fakaj\u00fa to\u013eko mo\u017enost\u00ed tvorby.<\/p>\n

\u010co sa t\u00fdka n\u00e1\u0161ho klienta, tak pri po\u010dte 9 000 produktov sa ceny konkuren\u010dn\u00fdch n\u00e1strojov pohybuj\u00fa zhruba v cen\u00e1ch 100-160 eur mesa\u010dne, \u010do by v pr\u00edpade n\u00e1\u0161ho klienta znamenalo, \u017ee by si mohol dovoli\u0165 investova\u0165 do marketingu o 10% menej prostriedkov ako pl\u00e1noval. V\u00fdsledn\u00e9 cie\u013eov\u00e9 PNO (podiel n\u00e1kladov na obrate) by sme preto museli zn\u00ed\u017ei\u0165 z 5% na pribli\u017ene 4,5%.<\/p>\n

Moz\u030cnost\u030c spu\u0301s\u030ct\u030cania reklamny\u0301ch zosta\u0301v a u\u0301pravy rekla\u0301m na za\u0301klade da\u0301t z porovna\u0301vac\u030cov (napr. Heure\u0301ka)<\/span><\/h3>\n

Tejto t\u00e9me sme venovali prakticky cel\u00fa druh\u00fa \u010das\u0165 tohto \u010dl\u00e1nku. N\u00e1\u0161 syst\u00e9m kampane a reklamn\u00e9 zostavy nielen vytvor\u00ed, ale na z\u00e1klade pravidelnej konkuren\u010dnej anal\u00fdzy vie vyhodnoti\u0165, u ak\u00fdch produktov m\u00e1me konkuren\u010dn\u00e9 v\u00fdhody. N\u00e1sledne na tieto produkty kampane spust\u00ed a ostatn\u00e9 pozastav\u00ed.<\/p>\n

Okrem toho dok\u00e1\u017ee prisp\u00f4sobi\u0165 inzer\u00e1t ka\u017ed\u00e9mu produktu v z\u00e1vislosti na tom, ak\u00fa konkuren\u010dn\u00fa v\u00fdhodu produkt m\u00e1. Viac si o tom m\u00f4\u017eete pre\u010d\u00edta\u0165 tu<\/a>.<\/p>\n

N\u00e1sledn\u00e1 optimaliz\u00e1cia PPC kampan\u00ed<\/span><\/h3>\n

Kampane vytvor\u00edme, spr\u00e1vne ich nastav\u00edme a spust\u00edme. No ale \u010do potom? Ve\u013emi ve\u013ea sme o tom prem\u00fd\u0161\u013eali a us\u00fadili sme, \u017ee spusten\u00edm kampan\u00ed by tento proces nemal skon\u010di\u0165. Je potrebn\u00e9 kampane aj optimalizova\u0165. Optimaliz\u00e1ciou v tomto pr\u00edpade mysl\u00edme optimaliz\u00e1ciu vyh\u013ead\u00e1vac\u00edch dopytov (search queries), ktor\u00e1 patr\u00ed k najd\u00f4le\u017eitej\u0161\u00edm, no \u010dastokr\u00e1t odfl\u00e1knut\u00fdm, \u010dastiam pr\u00e1ce PPC\u010dkara.<\/p>\n

Preto sme vymysleli syst\u00e9m poloautomatickej optimaliz\u00e1cie vyh\u013ead\u00e1vac\u00edch dopytov. Pre\u010do poloautomatick\u00e1? Preto\u017ee vyh\u013ead\u00e1vacie dopyty s\u00fa v na\u0161ej pr\u00e1ci tak d\u00f4le\u017eitou \u010das\u0165ou, \u017ee samotn\u00fd PPC \u0161pecialista si mus\u00ed k tomu sadn\u00fa\u0165 a d\u00f4sledne to vyhodnoti\u0165.<\/p>\n

V na\u0161om pr\u00edpade n\u00e1m sta\u010d\u00ed urobi\u0165 jedno rozhodnutie, \u010di chceme dan\u00fd vyh\u013ead\u00e1vac\u00ed dopyt do kampane prida\u0165 alebo z nej vyl\u00fa\u010di\u0165 a cel\u00e1 t\u00e1to oper\u00e1cia sa uskuto\u010dn\u00ed automaticky.<\/p>\n

T\u00e1to t\u00e9ma je v\u0161ak nato\u013eko rozsiahla, \u017ee k nej pripravujeme samostatn\u00fd \u010dl\u00e1nok. M\u00e1te sa rozhodne na \u010do te\u0161i\u0165.<\/p>\n

Automatick\u00fd bidding v kampaniach vytvoren\u00fdch z feedu<\/span><\/h3>\n

\u00c1no, vieme, \u017ee Google pracuje na automatickom biddingu v kampaniach a tento automat je z roka na rok kvalitnej\u0161\u00ed, av\u0161ak, my k biddingu pristupujeme trochu odli\u0161ne a okrem in\u00e9ho, m\u00e1me vlastn\u00e9 rie\u0161enie biddingu pri automatick\u00fdch kampaniach vytvoren\u00fdch z feedu.<\/p>\n

Napr\u00edklad, ak feed obsahuje mar\u017ee jednotliv\u00fdch produktov, vieme ka\u017ed\u00e9mu produktu nastavi\u0165 vlastn\u00fd cie\u013e (tzv. KPI – key performance indicator) a na z\u00e1klade tohto cie\u013ea nastavi\u0165 spr\u00e1vnu cenu za preklik na ka\u017edom produkte.<\/p>\n

Ako pristupuje k biddingu 6clickz, si povieme v samostatnom \u010dl\u00e1nku venovan\u00e9mu tejto t\u00e9me.<\/p>\n

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

N\u00e1\u0161 syst\u00e9m okrem klasickej kampani vo vyh\u013ead\u00e1vacej sieti pou\u017e\u00edvaj\u00facej k\u013e\u00fa\u010dov\u00e9 slov\u00e1 vytvor\u00ed ka\u017ed\u00e9mu produktu aj reklamn\u00fa zostavu v dynamickej kampani vo vyh\u013ead\u00e1vacej sieti.<\/p>\n

T\u00e1to kampa\u0148 zachyt\u00e1va vyh\u013ead\u00e1vacie dopyty, ktor\u00e9 e\u0161te nem\u00e1me zahrnut\u00e9 v k\u013e\u00fa\u010dov\u00fdch slov\u00e1ch.<\/p>\n

Tak\u00fato mo\u017enos\u0165 s\u00edce pon\u00fakaj\u00fa aj niektor\u00e9 konkuren\u010dn\u00e9 programy, av\u0161ak my s t\u00fdm \u010falej pracujeme pri optimaliz\u00e1cii vyh\u013ead\u00e1vac\u00edch dopytov a pres\u00favame (pr\u00edpadne vylu\u010dujeme) vyh\u013ead\u00e1vacie dopyty z dynamickej kampane do klasickej kampane vo vyh\u013ead\u00e1vacej sieti. A to v\u0161etko – automaticky.<\/p>\n

Prisp\u00f4sobenie vlastn\u00fdm potreb\u00e1m<\/span><\/h3>\n

Prisp\u00f4sobenie vlastn\u00fdm potreb\u00e1m sme u\u017e spom\u00ednali viackr\u00e1t v tomto \u010dl\u00e1nku, ale r\u00e1d by som to zd\u00f4raznil. Pri na\u0161om syst\u00e9me nie sme doslova ni\u010d\u00edm viazan\u00ed. Z\u00e1le\u017e\u00ed na potreb\u00e1ch, kreativite a predstavivosti n\u00e1s a klienta. \u010coko\u013evek, \u010do klient dok\u00e1\u017ee dosta\u0165 do feedu, vieme zapracova\u0165 do na\u0161ich kampan\u00ed. Okrem produktov\u00fdch kampan\u00ed vieme dokonca ve\u013emi jednoducho vytvori\u0165 aj kampane kategorick\u00e9, kde jednotliv\u00e9 produkty spoj\u00edme do skup\u00edn (do kateg\u00f3ri\u00ed). Takto vieme vytvori\u0165 nielen kategorick\u00e9 kampane (napr. mobiln\u00e9 telef\u00f3ny, LED telev\u00edzory a pod.), ale aj kampane kateg\u00f3rie+zna\u010dka (napr. mobiln\u00e9 telef\u00f3ny Samsung, mobiln\u00e9 telef\u00f3ny Huawei a pod.).<\/p>\n

V\u00fdhodou tvorby kategorick\u00fdch kampan\u00ed sp\u00e1jan\u00edm produktov z feedu do skup\u00edn s\u00fa tie, \u017ee vieme v inzer\u00e1toch komunikova\u0165 r\u00f4zne konkuren\u010dn\u00e9 v\u00fdhody ako napr.:<\/p>\n

    \n
  • A\u017e 15 r\u00f4znych modelov skladom<\/li>\n
  • Najlacnej\u0161ie u\u017e od 29 EUR<\/li>\n<\/ul>\n

    Ak pracujeme s kvalitn\u00fdm feedom, mo\u017enosti s\u00fa prakticky neobmedzen\u00e9 \ud83d\ude0a.<\/p>\n

    Nen\u00e1ro\u010dn\u00e9 nasadenie<\/span><\/h3>\n

    Automatick\u00e1 tvorba kampan\u00ed z feedu cez Power Query je skuto\u010dne \u010dasovo nen\u00e1ro\u010dn\u00e1. \u010co je ale potrebn\u00e9, je pripravi\u0165 feed pod\u013ea na\u0161ich po\u017eiadaviek a d\u00f4kladne vymyslie\u0165 strat\u00e9giu pri pou\u017e\u00edvan\u00ed produktov\u00fdch kampan\u00ed.<\/p>\n

    Nemus\u00edte sa v\u0161ak ni\u010doho b\u00e1\u0165, so v\u0161etk\u00fdm v\u00e1m radi porad\u00edme.<\/p>\n

    A \u010do nevy\u0301hody?<\/span><\/h2>\n

    M\u00e1 n\u00e1\u0161 syst\u00e9m aj nejak\u00e9 nev\u00fdhody? Samozrejme, \u017ee m\u00e1 a niektor\u00e9 si spomenieme. Treba si uvedomi\u0165, \u017ee pracujeme prim\u00e1rne so s\u00fabormi v Exceli, ktor\u00fd m\u00e1 ur\u010dit\u00e9 obmedzenia.<\/p>\n

    Aktualiz\u00e1cia kampan\u00ed<\/span><\/h3>\n

    V konkuren\u010dn\u00fdch programoch dok\u00e1\u017eu aktualizova\u0165 kampane aj nieko\u013ekokr\u00e1t denne, \u010do m\u00e1 v\u00fdhodu, ak sa ve\u013emi \u010dasto men\u00ed skladov\u00e1 dostupnos\u0165 \u010di cena. My sme schopn\u00ed aktualizova\u0165 d\u00e1ta 1x denne, ale pri klientoch, kde sa nemen\u00ed a\u017e tak \u010dasto skladov\u00e1 dostupnos\u0165 a cena to rob\u00edme 2x t\u00fd\u017edenne, pr\u00edpadne 1x t\u00fd\u017edenne.<\/p>\n

    Mno\u017estvo produktov vo feede<\/span><\/h3>\n

    Pracujeme s Power Query, ktor\u00fd obsahuje ur\u010dit\u00e9 obmedzenia, hlavne \u010do sa t\u00fdka r\u00fdchlosti spracovania ve\u013ek\u00e9ho mno\u017estva d\u00e1t. Ak teda m\u00e1te e-shop s 50 000 produktmi, n\u00e1\u0161 syst\u00e9m nebude to prav\u00e9 pre v\u00e1s. Ak v\u0161ak pracujete s e-shopom do 10 000 produktov, vieme kampane vytv\u00e1ra\u0165 a optimalizova\u0165 plynule a r\u00fdchlo.<\/p>\n

    Sme milovn\u00edci Excelu<\/span><\/h3>\n

    Aj ke\u010f sme p\u00edsali o nen\u00e1ro\u010dnom nasaden\u00ed, je potrebn\u00e9 doplni\u0165, \u017ee cel\u00fd proces nie je rozhodne user friendly. V niektor\u00fdch programoch je mo\u017en\u00e9 po kr\u00e1tkom \u0161kolen\u00ed si cel\u00e9 kampane vytvori\u0165 aj s\u00e1m, v na\u0161om pr\u00edpade je ur\u010dite ove\u013ea istej\u0161ie necha\u0165 cel\u00e9 nastavenie na \u0161pecialistu zo 6clickz.<\/span><\/p>\n

    Tak neost\u00e1va dop\u00edsa\u0165 u\u017e ni\u010d in\u00e9, u\u017e len sk\u00faste to s nami. N\u00e1\u0161 syst\u00e9m neust\u00e1le vyv\u00edjame, aby sme klientovi \u010do najviac pomohli naplni\u0165 vysn\u00edvan\u00e9 ciele.<\/p>\n","protected":false},"excerpt":{"rendered":"

    V predo\u0161l\u00fdch \u010dl\u00e1nkoch sme si predstavili, ako dok\u00e1\u017eeme vytvori\u0165 automatick\u00e9 PPC kampane z feedu, ako dok\u00e1\u017eeme automaticky aktualizova\u0165 inzer\u00e1ty a ako vieme vytvori\u0165 podmienky na spustenie a zastavenie reklamn\u00fdch zost\u00e1v. N\u00e1sledne sme si v\u0161etko uk\u00e1zali na konkr\u00e9tnom pr\u00edklade, ako sme postupovali s na\u0161im klientom. Ako sme u\u017e spom\u00ednali, predt\u00fdm, ako sme si vymysleli vlastn\u00fd syst\u00e9m […]<\/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-316","post","type-post","status-publish","format-standard","hentry","category-uncategorized-sk","blog_tags-automatizacia","blog_tags-ppc"],"yoast_head":"\nTvorba PPC kampan\u00ed z feedu na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov - 3.\u010das\u0165<\/title>\n<meta name=\"description\" content=\"Predt\u00fdm, ako sme si vymysleli vlastn\u00fd syst\u00e9m tvorby ppc kampan\u00ed z feedu, vysk\u00fa\u0161ali sme r\u00f4zne n\u00e1stroje, ktor\u00e9 sa t\u00fdmto probl\u00e9mom zaoberaj\u00fa, ktor\u00e9 ale nedok\u00e1zali vyrie\u0161i\u0165 n\u00e1\u0161 probl\u00e9m. Okrem toho sme na\u0161li v syst\u00e9me tvorby cez Power Query mno\u017estvo \u010fal\u0161\u00edch v\u00fdhod a niektor\u00e9 z nich si teraz predstav\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\/sk\/tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-3-cast\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tvorba PPC kampan\u00ed z feedu na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov - 3.\u010das\u0165\" \/>\n<meta property=\"og:description\" content=\"Predt\u00fdm, ako sme si vymysleli vlastn\u00fd syst\u00e9m tvorby ppc kampan\u00ed z feedu, vysk\u00fa\u0161ali sme r\u00f4zne n\u00e1stroje, ktor\u00e9 sa t\u00fdmto probl\u00e9mom zaoberaj\u00fa, ktor\u00e9 ale nedok\u00e1zali vyrie\u0161i\u0165 n\u00e1\u0161 probl\u00e9m. Okrem toho sme na\u0161li v syst\u00e9me tvorby cez Power Query mno\u017estvo \u010fal\u0161\u00edch v\u00fdhod a niektor\u00e9 z nich si teraz predstav\u00edme.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.6clickz.com\/sk\/tvorba-ppc-kampani-z-feedu-jednym-klikom-na-zaklade-dat-z-porovnavacov-3-cast\/\" \/>\n<meta property=\"og:site_name\" content=\"6clickz\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-10T14:02:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-09-24T09:49:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2018\/12\/snimka-obrazovky-2019-03-13-o-13-54-18.png\" \/>\n<meta name=\"author\" content=\"Luk\u00e1\u0161 Hvizdo\u0161\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Tvorba PPC kampan\u00ed z feedu na z\u00e1klade d\u00e1t z porovn\u00e1va\u010dov - 3.\u010das\u0165\" \/>\n<meta name=\"twitter:description\" content=\"Predt\u00fdm, ako sme si vymysleli vlastn\u00fd syst\u00e9m tvorby ppc kampan\u00ed z feedu, vysk\u00fa\u0161ali sme r\u00f4zne n\u00e1stroje, ktor\u00e9 sa t\u00fdmto probl\u00e9mom zaoberaj\u00fa, ktor\u00e9 ale nedok\u00e1zali vyrie\u0161i\u0165 n\u00e1\u0161 probl\u00e9m. 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