{"id":34831,"date":"2022-12-02T08:42:18","date_gmt":"2022-12-02T07:42:18","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=34831"},"modified":"2022-12-02T08:42:18","modified_gmt":"2022-12-02T07:42:18","slug":"performance-marketing-prehlad-google-nastrojov-ktore-sa-oplati-pouzivat","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/pl\/performance-marketing-prehlad-google-nastrojov-ktore-sa-oplati-pouzivat\/","title":{"rendered":"Performance marketing: Preh\u013ead Google n\u00e1strojov, ktor\u00e9 sa oplat\u00ed pou\u017e\u00edva\u0165"},"content":{"rendered":"

V online prostred\u00ed je viacero marketingov\u00fdch postupov, ktor\u00e9 v\u00e1m pom\u00f4\u017eu dosiahnu\u0165 stanoven\u00e9 ciele v\u00e1\u0161ho biznisu. Jedn\u00fdm z nich je aj v\u00fdkonnostn\u00fd marketing<\/a>.<\/b>\u00a0<\/span><\/p>\n

U\u017e zo samotn\u00e9ho n\u00e1zvu je jasn\u00e9, \u017ee kampane v\u00fdkonnostn\u00e9ho marketingu s\u00fa orientovan\u00e9 na v\u00fdkon, a teda ich hlavn\u00fdm cie\u013eom je prin\u00e1\u0161a\u0165 <\/span>merate\u013en\u00e9 v\u00fdsledky v podobe zv\u00fd\u0161enia predajov na va\u0161om webe \u010di e-shope<\/b>. No a pr\u00e1ve Google disponuje hne\u010f nieko\u013ek\u00fdmi n\u00e1strojmi, v\u010faka ktor\u00fdm m\u00f4\u017eete pred\u00e1va\u0165 viac.<\/span><\/p>\n

Google Analytics je z\u00e1klad <\/b>
\n<\/span><\/h3>\n

To, \u010do dok\u00e1\u017eete zmera\u0165, dok\u00e1\u017eete aj ovl\u00e1da\u0165. Aj tak\u00fdto v\u00fdrok sa \u010dasto sp\u00e1ja s v\u00fdkonnostn\u00fdm marketingom. Aby ste v\u0161ak mohli zbiera\u0165 d\u00e1ta z v\u00e1\u0161ho e-shopu \u010di webu, potrebujete analytick\u00fd n\u00e1stroj. Najpou\u017e\u00edvanej\u0161\u00edm je pr\u00e1ve <\/span>Google Analytics<\/span><\/a>. V\u010faka nemu viete presne vyhodnoti\u0165 <\/span>nielen to, ko\u013eko n\u00e1kupov v\u00e1m kampane priniesli, ale aj to, odkia\u013e z\u00e1kazn\u00edci pri\u0161li<\/b>. Taktie\u017e budete ma\u0165 re\u00e1lny obraz o publik\u00e1ch, akviz\u00edcii, spr\u00e1van\u00ed z\u00e1kazn\u00edkov a konverzi\u00e1ch. Viac sme o tom p\u00edsali v <\/span>predch\u00e1dzaj\u00facom \u010dl\u00e1nku<\/span><\/a>.<\/span><\/p>\n

\"Google<\/p>\n

Pripojenie cez Google Tag Manager<\/b><\/h3>\n

Na to, aby Google Analytics mohol nepretr\u017eite zbiera\u0165 d\u00e1ta, budete musie\u0165 vlo\u017ei\u0165 do v\u00e1\u0161ho webu alebo e-shopu sledovac\u00ed k\u00f3d. S t\u00fdm v\u00e1m pom\u00f4\u017ee op\u00e4\u0165 n\u00e1stroj od Google, <\/span>Google Tag Manager<\/span><\/a>. V\u010faka nemu zvl\u00e1dnete <\/span>implementova\u0165 \u00faryvky t\u00fdchto k\u00f3dov, takzvan\u00e9 tagy, na web aj bez pokro\u010dil\u00fdch znalost\u00ed programovania<\/b>. Upravova\u0165 a prida\u0165 m\u00f4\u017eete nielen ten pre Google Analytics, ale aj pre \u010fal\u0161ie Google slu\u017eby \u010di analytick\u00e9 n\u00e1stroje tret\u00edch str\u00e1n, ak\u00fdm je napr\u00edklad aj <\/span>Facebook Pixel<\/span><\/a>.<\/span><\/p>\n

Inform\u00e1cie o produktoch v Google Merchant Center<\/b><\/h3>\n

Pre reklamy v Google je potrebn\u00fd produktov\u00fd feed, ktor\u00fd zdru\u017euje pokope v\u0161etky inform\u00e1cie o produktoch, ktor\u00e9 pred\u00e1vate. Ten viete po\u013eahky nastavi\u0165 a vlo\u017ei\u0165 do <\/span>Google Merchant Center<\/span><\/a>. Tento n\u00e1stroj je <\/span>ide\u00e1lny na spr\u00e1vu produktov\u00fdch feedov, ktor\u00e9 obsahuj\u00fa obr\u00e1zok produktu, URL adresu, popis, cenu a \u010fal\u0161ie atrib\u00faty<\/b>. Ako v\u00e1m to v\u0161ak pom\u00f4\u017ee so zv\u00fd\u0161en\u00edm predajov? V\u010faka t\u00fdmto feedom budete m\u00f4c\u0165 efekt\u00edvnej\u0161ie vytv\u00e1ra\u0165 kampane v \u010fal\u0161om n\u00e1stroji od Google.<\/span><\/p>\n

Reklamy vo vyh\u013ead\u00e1van\u00ed cez Google Ads<\/b><\/h3>\n

Google Ads je reklamn\u00fd syst\u00e9m, ktor\u00fd priamo s\u00favis\u00ed so zvy\u0161ovan\u00edm predajov. Je jednou z najefekt\u00edvnej\u0161\u00edch foriem online reklamy v s\u00fa\u010dasnosti. Roz\u0161\u00edren\u00fdm typom kampan\u00ed s\u00fa reklamy vo <\/span>vyh\u013ead\u00e1vacej sieti Google<\/span><\/a>. Tie funguj\u00fa na princ\u00edpe PPC (Pay-Per-Click), \u010di\u017ee platby za kliknutie. <\/span>Z rozpo\u010dtu s\u00fa v\u00e1m stiahnut\u00e9 prostriedky len za pou\u017e\u00edvate\u013eov, ktor\u00ed klikn\u00fa na va\u0161u reklamu<\/b>. Kampane s\u00fa tak vhodn\u00e9 najm\u00e4 pre typy produktov a slu\u017eieb, po ktor\u00fdch je na trhu dopyt. Pomocou vhodne zvolen\u00fdch k\u013e\u00fa\u010dov\u00fdch slov m\u00e1te pr\u00edle\u017eitos\u0165 zobrazi\u0165 potenci\u00e1lnym z\u00e1kazn\u00edkom vo vyh\u013ead\u00e1van\u00ed pr\u00e1ve va\u0161u zna\u010dku.<\/span><\/p>\n

\"Google<\/i><\/b><\/p>\n

Displejov\u00e1 reklama v obsahovej sieti Google Ads<\/b><\/h3>\n

Obozn\u00e1mte cie\u013eov\u00fa skupinu s va\u0161imi produktami \u010di slu\u017ebami v\u010faka bannerovej reklame<\/a> v obsahovej sieti Google Ads. Va\u0161e p\u00fatav\u00e9 vizu\u00e1ly, \u010di u\u017e statick\u00e9 alebo dynamick\u00e9, sa tak <\/span>bud\u00fa zobrazova\u0165 na partnersk\u00fdch weboch, ale aj v Google slu\u017eb\u00e1ch ako Gmail \u010di YouTube<\/b>. Reklamy m\u00f4\u017eete cieli\u0165 pod\u013ea z\u00e1ujmov, konkr\u00e9tnych str\u00e1nok, segmentov, miest, ale aj mno\u017estva \u010fal\u0161\u00edch mo\u017enost\u00ed. Pr\u00e1ve v\u010faka vizu\u00e1lne atrakt\u00edvnym bannerom m\u00f4\u017eete potenci\u00e1lnych z\u00e1kazn\u00edkov konvertova\u0165 na kupuj\u00facich. Zauj\u00edmavou alternat\u00edvou s\u00fa video kampane<\/a> na YouTube.\u00a0<\/span><\/p>\n

Inteligentn\u00e9 n\u00e1kupn\u00e9 kampane kon\u010dia, priv\u00edtajte Performance Max<\/b><\/h3>\n

Doned\u00e1vna ste mohli v Google Ads vytv\u00e1ra\u0165 aj takzvan\u00e9 <\/span>inteligentn\u00e9 n\u00e1kupn\u00e9 kampane<\/span><\/a>, ktor\u00e9 sa spolu s obr\u00e1zkom produktu zobrazovali najm\u00e4 vo v\u00fdsledkoch vyh\u013ead\u00e1vania. Tie v\u0161ak nahradil pokro\u010dilej\u0161\u00ed form\u00e1t, <\/span>Performance Max<\/span><\/a>. Tento typ reklamy, zameran\u00fd na maxim\u00e1lny v\u00fdkon, <\/span>kombinuje okrem inteligentn\u00fdch n\u00e1kupn\u00fdch kampan\u00ed aj kampane vo vyh\u013ead\u00e1vacej sieti, obsahovej sieti, na YouTube a v Gmaili<\/b>. Navy\u0161e, v\u0161etko za v\u00e1s prevezme umel\u00e1 inteligencia a strojov\u00e9 u\u010denie Google. Sta\u010d\u00ed zvoli\u0165 reklamn\u00fd cie\u013e, doda\u0165 textov\u00e9 \u010di grafick\u00e9 podklady a poskytn\u00fa\u0165 Googlu relevantn\u00e9 parametre publika. Google u\u017e s\u00e1m vyhodnot\u00ed, kde bude najrentabilnej\u0161ie va\u0161u reklamu umiestni\u0165.<\/a><\/span><\/p>\n

\"\"<\/p>\n

Zdroj: <\/span>Google<\/span><\/a><\/em><\/p>\n

Pokia\u013e chcete zv\u00fd\u0161i\u0165 va\u0161e predaje pomocou n\u00e1strojov Google, no radi by ste ich spr\u00e1vu zverili do r\u00fak profesion\u00e1lov, <\/span>obr\u00e1\u0165te sa pokojne na n\u00e1s<\/span><\/a>. <\/span>Radi v\u00e1m pom\u00f4\u017eeme s ich nastaven\u00edm a spr\u00e1vou<\/b>.<\/span><\/p>\n



<\/p>","protected":false},"excerpt":{"rendered":"

V online prostred\u00ed je viacero marketingov\u00fdch postupov, ktor\u00e9 v\u00e1m pom\u00f4\u017eu dosiahnu\u0165 stanoven\u00e9 ciele v\u00e1\u0161ho biznisu. Jedn\u00fdm z nich je aj v\u00fdkonnostn\u00fd marketing.\u00a0 U\u017e zo samotn\u00e9ho n\u00e1zvu je jasn\u00e9, \u017ee kampane v\u00fdkonnostn\u00e9ho marketingu s\u00fa orientovan\u00e9 na v\u00fdkon, a teda ich hlavn\u00fdm cie\u013eom je prin\u00e1\u0161a\u0165 merate\u013en\u00e9 v\u00fdsledky v podobe zv\u00fd\u0161enia predajov na va\u0161om webe \u010di e-shope. No […]<\/p>\n","protected":false},"author":2,"featured_media":35039,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[58,59],"class_list":["post-34831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-think","tag-google","tag-google-nastroje"],"yoast_head":"\nPerformance marketing: Preh\u013ead Google n\u00e1strojov, ktor\u00e9 sa oplat\u00ed pou\u017e\u00edva\u0165 - Monkeymedia<\/title>\n<meta name=\"description\" content=\"Performance marketing sa nezaob\u00edde bez Google n\u00e1strojov. 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