{"id":907,"date":"2020-10-29T16:16:53","date_gmt":"2020-10-29T15:16:53","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=907"},"modified":"2021-01-27T13:58:14","modified_gmt":"2021-01-27T12:58:14","slug":"ako-planovat-facebook-kampane","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/sk\/ako-planovat-facebook-kampane\/","title":{"rendered":"Ako pl\u00e1nova\u0165 Facebook kampane"},"content":{"rendered":"<p><strong>Stalo sa v\u00e1m, \u017ee va\u0161e facebook kampane za\u010dali stagnova\u0165 \u010di prestali \u00faplne fungova\u0165? Pripravila som si p\u00e1r stru\u010dn\u00fdch tipov, ktor\u00e9 by ste mali vedie\u0165 pri ka\u017edom pl\u00e1novan\u00ed reklamn\u00fdch kampan\u00ed na Facebooku. Mo\u017eno ich pozn\u00e1te, no opakovanie je matkou m\u00fadrosti.<\/strong><\/p>\n<p>V\u017edy pred spusten\u00edm kampan\u00ed si potrebujeme stanovi\u0165 ich cie\u013e:<\/p>\n<ol>\n<li><strong>REACH<\/strong> &#8211; Oslovi\u0165, \u010do najv\u00e4\u010d\u0161\u00ed po\u010det unik\u00e1tnych u\u017e\u00edvate\u013eov<\/li>\n<li><strong>INSPIRE<\/strong> &#8211;\u00a0Ka\u017ed\u00e1 firma by mala svojou komunik\u00e1ciou a pr\u00edstupom in\u0161pirova\u0165 ostatn\u00fdch<\/li>\n<li><strong>GROW<\/strong> &#8211; Zamera\u0165 sa na rast podnikania<\/li>\n<li><strong>MEASURE<\/strong> &#8211; Bez merania a anal\u00fdzy sa nikam neposunieme<\/li>\n<li><strong>CONNECT<\/strong> &#8211; D\u00f4le\u017eit\u00e9 sa je tie\u017e spoji\u0165 so svojimi z\u00e1kazn\u00edkmi, komunikova\u0165 s nimi a vybudova\u0165 si s nimi kvalitn\u00e9 vz\u0165ahy<\/li>\n<\/ol>\n<p>Ak s\u00fa n\u00e1m v\u0161etky tieto ciele jasn\u00e9, m\u00f4\u017eeme sa pusti\u0165 do pl\u00e1novania a tvorby samotn\u00fdch kampan\u00ed. U\u017e samotn\u00fd facebook sa v\u00e1s pri tvorbe kampane op\u00fdta, o ak\u00fa kampa\u0148 sa bude jedna\u0165 &#8211; ak\u00fd bude jej cie\u013e (objectives). Facebook rozdelil ciele do 3 celkov, pod\u013ea toho v akej f\u00e1ze n\u00e1kupn\u00e9ho cyklu sa z\u00e1kazn\u00edk nach\u00e1dza.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-16-at-14-39-54.png\" alt=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-16-at-14-39-54.png\" width=\"562\" height=\"248\" \/><\/p>\n<p><strong>Awareness<\/strong> je f\u00e1za, v ktorej oslovujeme nov\u00fdch u\u017e\u00edvate\u013eov &#8211; potencion\u00e1lnych z\u00e1kazn\u00edkov, ktor\u00ed o n\u00e1s a o na\u0161ej firme \u010di produkte e\u0161te nepo\u010duli. <em>V tejto f\u00e1ze sa s nami z\u00e1kazn\u00edk zoznamuje.<\/em><\/p>\n<p><strong>Consideration<\/strong> je druh\u00e1 f\u00e1za, v ktorej u\u017e o n\u00e1s z\u00e1kazn\u00edk vie. U\u017e o n\u00e1s po\u010dul, tu\u0161\u00ed kto sme, ale s\u00e1m si nie je ist\u00fd, \u010di n\u00e1s v\u00f4bec pozn\u00e1. Potrebujeme prezentova\u0165 na\u0161e konkuren\u010dn\u00e9 v\u00fdhody a d\u00f4vody, pre\u010do sme pr\u00e1ve my t\u00ed najlep\u0161\u00ed. <em>V tejto f\u00e1ze sa z\u00e1kazn\u00edk rozhoduje.<\/em><\/p>\n<p><strong>Conversion<\/strong> je posledn\u00e1 f\u00e1za, po\u010das ktorej usilejeme konvertova\u0165 n\u00e1v\u0161tevn\u00edkov na z\u00e1kazn\u00edkov. Ide v\u00e4\u010d\u0161inou o remarketingov\u00e9 a znovu pripom\u00ednaj\u00face sa reklamn\u00e9 kampane. <em>V tejto f\u00e1ze z\u00e1kazn\u00edk nakupuje &#8211; prinesie konverziu.<\/em><\/p>\n<p>Pri vo\u013ebe <strong>zamerania kampane<\/strong> treba myslie\u0165 aj na to, \u017ee ka\u017ed\u00e9 jedno zameranie sa spr\u00e1va inak &#8211; a teda je ho potrebn\u00e9 inak aj optimalizova\u0165. Ni\u017e\u0161ie v\u00e1m priklad\u00e1me men\u0161\u00ed \u0165ah\u00e1k od Facebooku:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-08-at-10-14-17.png\" alt=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-08-at-10-14-17.png\" width=\"624\" height=\"171\" \/><br \/>\nPo zvolen\u00ed spr\u00e1vneho zamerania kampane, nasleduje vo\u013eba spr\u00e1vneho publika (audiences) a umiestnenia (placements). Publ\u00edk pozn\u00e1me mnoho a ka\u017ed\u00e9 vyu\u017eitie in\u00e9ho publika by mohlo by\u0165 na samostatn\u00fd \u010dl\u00e1nok. Vieme si v\u0161ak voli\u0165 z vlastn\u00fdch (custom audiences) alebo z podobn\u00fdch (lookalike audiences) publ\u00edk a v\u017edy sa pri ich tvorbe rozhodujeme v z\u00e1vislosti od toho, v ktorej f\u00e1ze n\u00e1kupneho cykla sa pohybujeme a koho chceme oslovi\u0165.<\/p>\n<p>\u010co sa t\u00fdka <strong>umiestnenia rekl\u00e1m <\/strong>(placements), m\u00e1me mo\u017enos\u0165 vybra\u0165 konkr\u00e9tne umiestenia, v ktor\u00fdch sa bude na\u0161a reklama zobrazova\u0165 alebo automatick\u00e9 umiestnenia (automatic placements), kde za n\u00e1s vyber\u00e1 umiestnenia rekl\u00e1m s\u00e1m facebook. V\u00e4\u010d\u0161inou otestuje v\u0161etky a n\u00e1sledne rozde\u013euje v\u00e1\u0161 rozpo\u010det medzi jednotliv\u00e9 placementy na z\u00e1klade jeho algoritmu a ceny v aukcii (bidding).<\/p>\n<p>Tu sa dost\u00e1vame k spom\u00ednan\u00e9mu <strong>biddingu<\/strong> &#8211; \u010di\u017ee reklamnej aukcii, kedy sa Facebook pod\u013ea v\u00fd\u0161ky bidu rozhodne, ktor\u00fa reklamu na konkr\u00e9tnej facebook n\u00e1stenke pr\u00e1ve zobraz\u00ed. Aj tu m\u00e1me na v\u00fdber viacero mo\u017enost\u00ed. Jedn\u00e1 sa o &#8220;lowest cost&#8221;, &#8220;cost control&#8221; a &#8220;bid control&#8221;. Tie\u017e v\u00e1m sem preto prid\u00e1me men\u0161\u00ed \u0165ah\u00e1k od Facebooku.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-08-at-10-20-19.png\" alt=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-08-at-10-20-19.png\" width=\"608\" height=\"357\" \/><\/p>\n<p>V\u017edy je potrebn\u00e9 zvoli\u0165 spr\u00e1vne nastavenia, ktor\u00e9 vol\u00edme pod\u013ea na\u0161\u00edch cie\u013eov a pod\u013ea toho, \u010do od kampane o\u010dak\u00e1vame a koho \u0148ou oslovujeme. Ak by bol n\u00e1\u0161 cie\u013e napr\u00edklad udr\u017ea\u0165 stabiln\u00fa cenu za objedn\u00e1vku, zvol\u00edme &#8220;cost cap&#8221; a podobne.<\/p>\n<p>V neposlednej rade je d\u00f4le\u017eit\u00fd n\u00e1\u0161 <strong>rozpo\u010det<\/strong>. Je ve\u013emi d\u00f4le\u017eit\u00e9 spr\u00e1vne stanovi\u0165 v\u00fd\u0161ku rozpo\u010dtu pre spr\u00e1vne fungovanie reklamn\u00fdch kampan\u00ed. Minim\u00e1lny rozpo\u010det sa po\u010d\u00edta n\u00e1sledovne:<\/p>\n<ol>\n<li><strong>Audience size <\/strong>x<strong>\u00a0Desired reach (%) <\/strong>x<strong>\u00a0Desired frequency<\/strong>\u00a0x<strong>\u00a0Desired campaign length<\/strong>\u00a0=<strong>\u00a0Impressions needed<\/strong><\/li>\n<li><strong>Impressions needed<\/strong>\u00a0x<strong> CPM\u00a0 price<\/strong>\u00a0\/<strong> 100<\/strong>\u00a0= <strong>Budget needed<\/strong><\/li>\n<\/ol>\n<p>Po vypo\u010d\u00edtan\u00ed si u\u017e len zvol\u00edme, \u010di by sme chceli denn\u00fd rozpo\u010det (daily budget) alebo celkov\u00fd rozpo\u010det (lifetime budget). Pri dennom rozpo\u010dte zad\u00e1vame sumu, ktor\u00fa facebook m\u00f4\u017ee (ale nemus\u00ed) min\u00fa\u0165 po\u010das jedn\u00e9ho d\u0148a. Pri celkovom rozpo\u010dte zad\u00e1vame sumu na jednu cel\u00fa kampa\u0148 \u010di reklamn\u00fa zostavu.<\/p>\n<p>A na z\u00e1ver prich\u00e1dza najd\u00f4le\u017eitej\u0161ia \u010das\u0165 &#8211; <strong>kreat\u00edva<\/strong>. Tu sa ur\u010dite hod\u00ed cit\u00e1t od samotn\u00e9ho Facebooku:<\/p>\n<blockquote><p><strong>More than 50% is driven by the quality of creatives.<\/strong><\/p><\/blockquote>\n<p>Kreat\u00edva reklamy je naozaj ve\u013emi d\u00f4le\u017eit\u00e1 a bola by ve\u013ek\u00e1 \u0161koda ju len tak odfl\u00e1knu\u0165. Taktie\u017e je ve\u013emi d\u00f4le\u017eit\u00e9 prisp\u00f4sobi\u0165 svoju reklamu mobilom, preto\u017ee v\u00e4\u010d\u0161ina objedn\u00e1vok dnes prich\u00e1dza hlavne z mobiln\u00fdch zariaden\u00ed. Vertik\u00e1lne kreat\u00edvy teda &#8220;vl\u00e1dnu facebooku&#8221;.<\/p>\n<p>Poradili by sme v\u00e1m tie\u017e v\u017edy pou\u017ei\u0165 v danej kreat\u00edve va\u0161u zna\u010dku a sledova\u0165 si frekvenciu zobrazovania reklamy (ad frequency). Pri vysokej frekvencii toti\u017e doch\u00e1dza k takzvanej &#8220;creative fatigue&#8221; kedy vo v\u00e4\u010d\u0161ine poklesne CTR (miera prekliku) a zv\u00fd\u0161i sa CPA (cena za zvolen\u00fa akciu &#8211; napr\u00edklad cena za klik).<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stalo sa v\u00e1m, \u017ee va\u0161e facebook kampane za\u010dali stagnova\u0165 \u010di prestali \u00faplne fungova\u0165? Pripravila som si p\u00e1r stru\u010dn\u00fdch tipov, ktor\u00e9 by ste mali vedie\u0165 pri ka\u017edom pl\u00e1novan\u00ed reklamn\u00fdch kampan\u00ed na Facebooku. Mo\u017eno ich pozn\u00e1te, no opakovanie je matkou m\u00fadrosti. V\u017edy pred spusten\u00edm kampan\u00ed si potrebujeme stanovi\u0165 ich cie\u013e: REACH &#8211; Oslovi\u0165, \u010do najv\u00e4\u010d\u0161\u00ed po\u010det unik\u00e1tnych [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-907","post","type-post","status-publish","format-standard","hentry","category-uncategorized-sk","blog_tags-facebook","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>Ako pl\u00e1nova\u0165 Facebook kampane - 6clickz<\/title>\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\/ako-planovat-facebook-kampane\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ako pl\u00e1nova\u0165 Facebook kampane - 6clickz\" \/>\n<meta property=\"og:description\" content=\"Stalo sa v\u00e1m, \u017ee va\u0161e facebook kampane za\u010dali stagnova\u0165 \u010di prestali \u00faplne fungova\u0165? Pripravila som si p\u00e1r stru\u010dn\u00fdch tipov, ktor\u00e9 by ste mali vedie\u0165 pri ka\u017edom pl\u00e1novan\u00ed reklamn\u00fdch kampan\u00ed na Facebooku. Mo\u017eno ich pozn\u00e1te, no opakovanie je matkou m\u00fadrosti. V\u017edy pred spusten\u00edm kampan\u00ed si potrebujeme stanovi\u0165 ich cie\u013e: REACH &#8211; Oslovi\u0165, \u010do najv\u00e4\u010d\u0161\u00ed po\u010det unik\u00e1tnych [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.6clickz.com\/sk\/ako-planovat-facebook-kampane\/\" \/>\n<meta property=\"og:site_name\" content=\"6clickz\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-29T15:16:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-27T12:58:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2020\/10\/screenshot-2020-10-16-at-14-39-54.png\" \/>\n<meta name=\"author\" content=\"Krist\u00edna \u0160uvadov\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=\"Krist\u00edna \u0160uvadov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/\"},\"author\":{\"name\":\"Krist\u00edna \u0160uvadov\u00e1\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#\\\/schema\\\/person\\\/bfc28d5e459e6d1b54324c8263c6acc3\"},\"headline\":\"Ako pl\u00e1nova\u0165 Facebook kampane\",\"datePublished\":\"2020-10-29T15:16:53+00:00\",\"dateModified\":\"2021-01-27T12:58:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/\"},\"wordCount\":924,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/s3.eu-central-1.amazonaws.com\\\/uploads.mangoweb.org\\\/shared-prod\\\/6clickz.com\\\/uploads\\\/2020\\\/10\\\/screenshot-2020-10-16-at-14-39-54.png\",\"articleSection\":[\"Uncategorized @sk\"],\"inLanguage\":\"sk-SK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/\",\"url\":\"https:\\\/\\\/www.6clickz.com\\\/sk\\\/ako-planovat-facebook-kampane\\\/\",\"name\":\"Ako pl\u00e1nova\u0165 Facebook kampane - 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