{"id":38395,"date":"2023-04-06T19:35:58","date_gmt":"2023-04-06T17:35:58","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=38395"},"modified":"2023-04-06T19:35:58","modified_gmt":"2023-04-06T17:35:58","slug":"5-sposobov-ako-spravne-optimalizovat-ppc-kampane","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/pl\/5-sposobov-ako-spravne-optimalizovat-ppc-kampane\/","title":{"rendered":"5 sp\u00f4sobov, ako spr\u00e1vne optimalizova\u0165 PPC kampane"},"content":{"rendered":"<p style=\"font-weight: 400;\"><strong>PPC kampane patria do z\u00e1kladnej v\u00fdbavy ka\u017edej marketingovej strat\u00e9gie. Neprehliadnite t\u00fdchto 5 praxou overen\u00fdch postupov optimaliz\u00e1cie, ktor\u00e9 v\u00e1m pom\u00f4\u017eu zvy\u0161ova\u0165 konverzie a\u00a0efekt\u00edvnej\u0161ie nar\u00e1ba\u0165 s denn\u00fdm rozpo\u010dtom.<\/strong><\/p>\n<p style=\"font-weight: 400;\">PPC kampane s\u00fa v\u00fdkonn\u00fd n\u00e1stroj na z\u00edskanie cielenej n\u00e1v\u0161tevnosti pre va\u0161e produkty a slu\u017eby a generovanie potenci\u00e1lnych z\u00e1kazn\u00edkov. Navy\u0161e, PPC kampane s\u00fa dnes <a href=\"https:\/\/monkeymedia.sk\/pl\/marketingova-strategia\/\" target=\"_blank\" rel=\"noopener\"><strong>be\u017enou normou digit\u00e1lneho marketingu a\u00a0marketingov\u00fdch strat\u00e9gi\u00ed<\/strong><\/a>.\u00a0 Ale na to, aby boli \u00faspe\u0161n\u00e9 je treba okrem ich vytvorenia, <strong>nastavenia denn\u00e9ho rozpo\u010dtu<\/strong> a \u010dakania na kliknutia, vyvin\u00fa\u0165 aj \u010fal\u0161ie \u00fasilie.<\/p>\n<p style=\"font-weight: 400;\">Aby sa v\u00e1m rozpo\u010det podarilo vyu\u017ei\u0165 na maximum, mus\u00edte svoje be\u017eiace kampane <strong>pravidelne a\u00a0spr\u00e1vne optimalizova\u0165<\/strong>. Prin\u00e1\u0161ame p\u00e4\u0165 sp\u00f4sobov <a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\" target=\"_blank\" rel=\"noopener\">ako PPC kampane spr\u00e1vne optimalizova\u0165<\/a>. Tieto postupy s\u00fa praxou overen\u00e9 a\u00a0v\u010faka t\u00fdmto strat\u00e9gi\u00ed sa podarilo:<\/p>\n<ul>\n<li>zlep\u0161i\u0165 relevantnos\u0165 a\u00a0v\u00fdkonnos\u0165 kampane,<\/li>\n<li>zv\u00fd\u0161i\u0165 mieru prekliknutia (CTR),<\/li>\n<li>a z\u00edska\u0165 viac konverzi\u00ed.<\/li>\n<\/ul>\n<h3 style=\"font-weight: 400;\"><strong>Praxou overen\u00e9 strat\u00e9gie pre optimaliz\u00e1ciu PPC kampane<\/strong><\/h3>\n<h4><strong>1. Pou\u017e\u00edvajte vylu\u010duj\u00face slov\u00e1\u00a0<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Vylu\u010duj\u00face k\u013e\u00fa\u010dov\u00e9 slov\u00e1 s\u00fa slov\u00e1 alebo fr\u00e1zy na z\u00e1klade, ktor\u00fdch by sa va\u0161e PPC kampane nemali zobrazova\u0165. Ak napr\u00edklad pred\u00e1vate luxusn\u00e9 hodinky ur\u010dite budete chcie\u0165 vyl\u00fa\u010di\u0165 slovo \u201elacn\u00e9\u201c. Viete, \u017ee niekto, kto zh\u00e1\u0148a lacn\u00e9 hodinky ur\u010dite nie je va\u0161a z\u00e1kazn\u00edcka cie\u013eovka. Vyhnete sa tak <strong>plytvaniu rozpo\u010dtu na irelevantn\u00e9 kliky<\/strong> a vodeniu\u00a0nespr\u00e1vnych z\u00e1kazn\u00edkov k\u00a0v\u00e1\u0161mu produktu.<\/p>\n<p style=\"font-weight: 400;\">Mal\u00e1 in\u0161talat\u00e9rska firma sp\u00fa\u0161\u0165ala <a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\">PPC kampane v Google Ads<\/a>, aby vytvorila povedomie o\u00a0svojich slu\u017eb\u00e1ch a\u00a0<strong>pritiahla nov\u00fdch z\u00e1kazn\u00edkov<\/strong>. K\u013e\u00fa\u010dov\u00e9 slov\u00e1 navrhla tak, aby s\u00faviseli s in\u0161talat\u00e9rskymi opravami ako s\u00fa \u201ein\u0161talat\u00e9rske slu\u017eby\u201c, \u201eoprava toaliet\u201c, \u201ein\u0161tal\u00e1cia ohrieva\u010da vody\u201c a podobn\u00e9.\u00a0Firma \u010doskoro zistila, \u017ee nemal\u00e9 mno\u017estvo kliknut\u00ed prich\u00e1dza pr\u00e1ve z\u00a0k\u013e\u00fa\u010dov\u00fdch slov ako \u201epr\u00e1ca in\u0161talat\u00e9ra\u201c a \u201ein\u0161talat\u00e9rske kurzy\u201c. Zjavne i\u0161lo o\u00a0u\u017e\u00edvate\u013eov, \u00a0ktor\u00ed nepotrebovali in\u0161talat\u00e9rske, \u010di\u00a0remeseln\u00e9 slu\u017eby, ale chceli sa informova\u0165 o vzdel\u00e1van\u00ed. Z\u00a098 kliknut\u00ed bolo pr\u00e1ve 18 tak\u00fdchto irelevantn\u00fdch.<\/p>\n<p style=\"font-weight: 400;\">Navy\u0161e tieto nespr\u00e1vne k\u013e\u00fa\u010dov\u00e9 slov\u00e1 vytv\u00e1rali aj 14 % z\u00a0celkov\u00e9ho po\u010dtu zobrazen\u00ed PPC kampane. \u00a0In\u0161talat\u00e9rska firma mohla samozrejme vyl\u00fa\u010di\u0165 demografick\u00fa skupinu 18-24 u\u017e pri nastavovan\u00ed kampane.\u00a0Na vyrie\u0161enie tejto situ\u00e1cie pridal spr\u00e1vca kampane in\u0161talat\u00e9rskej firmy <strong>vylu\u010duj\u00face (negat\u00edvne) slov\u00e1<\/strong> \u201epr\u00e1ca\u201c a \u201ekurzy\u201c. Takto sa podarilo zn\u00ed\u017ei\u0165 po\u010det bezpredmetn\u00fdch klikov na 4. U\u0161etren\u00fd rozpo\u010det z\u00a0irelevantn\u00fdch zobrazen\u00ed sa tak spotrebov\u00e1val na zmysluplnej\u0161ie k\u013e\u00fa\u010dov\u00e9 slov\u00e1 vzh\u013eadom, \u010d\u00edm sa zvy\u0161ovala aj pravdepodobnos\u0165 z\u00edskania nov\u00fdch klientov.<\/p>\n<p style=\"font-weight: 400;\">V\u00fdsledkom bolo, \u017ee sa firme podarilo <strong>zn\u00ed\u017ei\u0165 n\u00e1klady na jeden lead z\u00a048 \u20ac na 34 \u20ac<\/strong>. Navy\u0161e sa podarilo zlep\u0161i\u0165 celkov\u00fa v\u00fdkonnos\u0165 PPC kampane o\u00a024% iba zaveden\u00edm negat\u00edvnych k\u013e\u00fa\u010dov\u00fdch fr\u00e1z.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38397 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_1-1024x523.png\" alt=\"5 sp\u00f4sobov ako spr\u00e1vne optimalizova\u0165 PPC kampane\" width=\"1024\" height=\"523\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_1-1024x523.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_1-300x153.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_1-768x392.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_1.png 1115w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/523;\" \/><\/p>\n<h4><strong>2. Vyla\u010fujte copywriting va\u0161ej PPC kampane<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Text\u00e1cia by mala zoh\u013ead\u0148ova\u0165 <strong>k\u013e\u00fa\u010dov\u00e9 slov\u00e1 a fr\u00e1zy, na ktor\u00e9 cielite<\/strong>. Z\u00e1rove\u0148 by mala by\u0165 relevantn\u00e1 aj vzh\u013eadom na cie\u013eov\u00fa vstupn\u00fa str\u00e1nku, kam chcete u\u017e\u00edvate\u013eov dosta\u0165 a\u00a0kde by mali vykona\u0165 nejak\u00fa akciu &#8211; \u010di u\u017e n\u00e1kup alebo vyplni\u0165 kontaktn\u00fd formul\u00e1r. <a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\">Copywriting<\/a> m\u00e1 taktie\u017e priamy vplyv na sk\u00f3re kvality pr\u00edslu\u0161nej PPC kampane v\u00a0Google Ads, \u010do m\u00e1 zase dopad aj na cenu za klik.\u00a0E-shop s obuvou rozbiehal Google Ads kampa\u0148 na propag\u00e1ciu nov\u00e9ho radu be\u017eeck\u00fdch top\u00e1nok. K\u013e\u00fa\u010dov\u00e9 slov\u00e1 si zvolil pre \u0161ir\u0161\u00ed z\u00e1ber. Boli to napr\u00edklad fr\u00e1zy ako \u201ebe\u017eeck\u00e1 obuv\u201c, \u201enajlep\u0161ia be\u017eeck\u00e1 obuv\u201c a \u201erecenzie be\u017eeck\u00fdch top\u00e1nok\u201c.<\/p>\n<p style=\"font-weight: 400;\">Ale p\u00f4vodn\u00fd text PPC kampane bol pr\u00edli\u0161 v\u0161eobecn\u00fd. Nekomunikoval jasne vlastnosti, v\u00fdhody ani jedine\u010dnos\u0165 ich nov\u00fdch be\u017eeck\u00fdch top\u00e1nok. Reklama vo vyh\u013ead\u00e1van\u00ed zobrazovala \u201eK\u00fapte si na\u0161e nov\u00e9 be\u017eeck\u00e9 top\u00e1nky e\u0161te dnes.\u201c S\u00a0tak\u00fdmto copywritingom sa podarilo e-shopu v\u00a0\u00favode kampane <strong>generova\u0165 3,4 % mieru prekliku (CTR)<\/strong> a\u00a0konverzie boli iba na \u00farovni 1,8 %.\u00a0E-shopu bolo preto doporu\u010den\u00e9 upravi\u0165 znenie. A\u00a0to tak, aby reklama predov\u0161etk\u00fdm zd\u00f4raz\u0148ovala jedine\u010dn\u00e9 vlastnosti ich nov\u00fdch be\u017eeck\u00fdch top\u00e1nok zameran\u00e9 na od\u013eah\u010den\u00fd dizajn, pokro\u010dil\u00fa technol\u00f3giu odpru\u017eenia a ich\u00a0zv\u00fd\u0161en\u00fa odolnos\u0165.<\/p>\n<p style=\"font-weight: 400;\">Tie\u017e pridali aj jasn\u00fa v\u00fdzvu na akciu (CTA), aby zv\u00fd\u0161ili mieru preklikov a\u00a0roz\u0161\u00edrili tak potenci\u00e1l pre konverzie, teda n\u00e1kupy. Upraven\u00fd text reklamy znel \u201eZ\u00edskajte ten najlep\u0161\u00ed be\u017eeck\u00fd z\u00e1\u017eitok s na\u0161imi ultra\u013eahk\u00fdmi a odpru\u017een\u00fdmi be\u017eeck\u00fdmi top\u00e1nkami. K\u00fapte e\u0161te dnes!\u201c. Iba zmena textu vygenerovala\u00a0<strong>zv\u00fd\u0161enie miery preklikov o\u00a06 % a\u00a0n\u00e1rast konverzi\u00ed o\u00a03,3 %<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">\u00daprava znenia spravila zobrazovan\u00fa reklamu <strong>relevantnej\u0161iu pre cie\u013eov\u00e9 publikum<\/strong>. A\u00a0to sa prejavilo aj na 27 % n\u00e1raste predajov. A n\u00e1sledne pokra\u010dovali v\u00a0pravidelnej rev\u00edzii znenia reklamy.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38400 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_4.png\" alt=\"5 sp\u00f4sobov ako spr\u00e1vne optimalizova\u0165 PPC kampane\" width=\"711\" height=\"379\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_4.png 711w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_4-300x160.png 300w\" data-sizes=\"(max-width: 711px) 100vw, 711px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 711px; --smush-placeholder-aspect-ratio: 711\/379;\" \/><\/p>\n<p style=\"font-weight: 400;\"><em>\u0179r\u00f3d\u0142o: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9823397?hl=en#zippy=%2Cuse-clear-and-compelling-headlines-and-text\" target=\"_blank\" rel=\"noopener\">Google<\/a><\/em><\/p>\n<h4><strong>3. Nezab\u00fadajte na roz\u0161\u00edrenia\u00a0<\/strong><\/h4>\n<p style=\"font-weight: 400;\"><strong>Roz\u0161\u00edrenia reklamy<\/strong> (<a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\">podklady v\u00a0Google Ads<\/a>) s\u00fa dodato\u010dn\u00e9 inform\u00e1cie, ktor\u00e9 m\u00f4\u017eete prida\u0165 do va\u0161ich rekl\u00e1m, aby boli informat\u00edvnej\u0161ie. Pr\u00edklady roz\u0161\u00edren\u00ed reklamy zah\u0155\u0148aj\u00fa odkazy na podstr\u00e1nky, popisy a \u0161trukt\u00farovan\u00e9 \u00faryvky. Pou\u017e\u00edvanie roz\u0161\u00edren\u00ed reklamy v\u00e1m m\u00f4\u017ee pom\u00f4c\u0165 odl\u00ed\u0161i\u0165 sa od konkurencie, a\u00a0t\u00fdm zv\u00fd\u0161i\u0165 mieru preklikov.<\/p>\n<p style=\"font-weight: 400;\">Lok\u00e1lna re\u0161taur\u00e1cia mala spusten\u00fa kampa\u0148 Google Ads, aby <strong>pril\u00e1kala viac z\u00e1kazn\u00edkov<\/strong>. Zacielili na k\u013e\u00fa\u010dov\u00e9 slov\u00e1 s\u00favisiace s jedlom a stravovan\u00edm ako \u201ere\u0161taur\u00e1cie v mojom okol\u00ed\u201c, \u201enajlep\u0161ie re\u0161taur\u00e1cie\u201c a \u201edon\u00e1\u0161ka jedla\u201c. Na za\u010diatku PPC kampane dosahovala re\u0161taur\u00e1cia mieru preklikov 1,9 % a\u00a0konverzie vo v\u00fd\u0161ke\u00a01,4 %.<\/p>\n<p style=\"font-weight: 400;\">Aby spravili reklamy obsa\u017enej\u0161\u00edmi, re\u0161taur\u00e1cia pridala do svojej kampane nieko\u013eko roz\u0161\u00edren\u00ed. I\u0161lo predov\u0161etk\u00fdm o roz\u0161\u00edrenie lokality a telef\u00f3nne \u010d\u00edslo, aby u\u013eah\u010dili z\u00e1kazn\u00edkom kontakt kv\u00f4li rezerv\u00e1cii, \u010di don\u00e1\u0161ke.\u00a0Pridali tie\u017e roz\u0161\u00edrenie ponuky s\u00a0vybran\u00fdmi jedlami, v\u010faka \u010domu si z\u00e1kazn\u00edci mohli vytvori\u0165 predbe\u017en\u00fd n\u00e1zor, \u010di bude pre nich re\u0161taur\u00e1cia vhodn\u00e1 bez toho, aby \u0161tudovali ich jed\u00e1lny l\u00edstok. Pridali aj roz\u0161\u00edrenie s\u00a0recenziami od z\u00e1kazn\u00edkov, \u010d\u00edm do\u0161lo k\u00a0<strong>vytvoreniu d\u00f4veryhodnosti<\/strong> a\u00a0<strong>demon\u0161tr\u00e1cie<\/strong> <strong>soci\u00e1lneho schv\u00e1lenia<\/strong>. Po pridan\u00ed roz\u0161\u00edren\u00ed st\u00fapla miera preklikov o 5,3 % a\u00a0konverzie o\u00a02,8 %.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38399 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_3.png\" alt=\"5 sp\u00f4sobov ako spr\u00e1vne optimalizova\u0165 PPC kampane\" width=\"756\" height=\"102\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_3.png 756w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_3-300x40.png 300w\" data-sizes=\"(max-width: 756px) 100vw, 756px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 756px; --smush-placeholder-aspect-ratio: 756\/102;\" \/><\/p>\n<p style=\"font-weight: 400;\"><em>\u0179r\u00f3d\u0142o: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2404182?hl=en&amp;ref_topic=3119124\" target=\"_blank\" rel=\"noopener\">Google<\/a><\/em><\/p>\n<h4><strong>4. Segmentujte svoje PPC kampane\u00a0<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Segment\u00e1cia kampan\u00ed na z\u00e1klade \u010fal\u0161\u00edch krit\u00e9ri\u00ed ako s\u00fa k\u013e\u00fa\u010dov\u00e9 slov\u00e1, demografia, \u010das zobrazenia reklamy alebo zariadenia, v\u00e1m pom\u00e1ha lep\u0161ie <strong>oslovova\u0165 cie\u013eov\u00e9 publikum a optimalizova\u0165 bidingov\u00e9 strat\u00e9gie<\/strong>. Ak napr\u00edklad zist\u00edte, \u017ee pou\u017e\u00edvatelia mobiln\u00fdch zariaden\u00ed maj\u00fa vy\u0161\u0161iu mieru konverzie ako pou\u017e\u00edvatelia stolov\u00fdch po\u010d\u00edta\u010dov, budete chcie\u0165 nav\u00fd\u0161i\u0165 denn\u00fd rozpo\u010det pre mobiln\u00e9 zariadenia.<\/p>\n<p style=\"font-weight: 400;\">Firma pon\u00fakaj\u00faca kozmetick\u00e9 pr\u00edpravky nasadila Google Ads kampa\u0148 na propag\u00e1ciu svojich ple\u0165ov\u00fdch produktov. Identifikovali \u0161irok\u00fa \u0161k\u00e1lu k\u013e\u00fa\u010dov\u00fdch slov s\u00favisiacich so starostlivos\u0165ou o ple\u0165, ako s\u00fa \u201ekr\u00e9my proti starnutiu\u201c, \u201ehydrata\u010dn\u00e9 kr\u00e9my\u201c a \u201elie\u010dba akn\u00e9\u201c.\u00a0V\u0161imli si v\u0161ak, \u017ee ich cena za kliknutie (CZK) <strong>bola o\u00a018 % vy\u0161\u0161ia pre mobiln\u00e9 zariadenia<\/strong> v porovnan\u00ed so stoln\u00fdmi zariadeniami a miera konverzi\u00ed bola o\u00a023 % ni\u017e\u0161ia na mobiln\u00fdch zariadeniach. Na z\u00e1klade tohto poznatku sa rozhodli segmentova\u0165 PPC kampane pod\u013ea typu zariadenia.<\/p>\n<p style=\"font-weight: 400;\">Vytvorili samostatn\u00e9 PPC kampane pre stoln\u00e9 po\u010d\u00edta\u010de a mobiln\u00e9 zariadenia <a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\">s r\u00f4znymi strat\u00e9giami pon\u00fak<\/a> (bidingu) a\u00a0<a href=\"https:\/\/monkeymedia.sk\/pl\/brandova-identita\/\">vizu\u00e1lmi prisp\u00f4soben\u00fdmi jednotliv\u00fdm typom zariaden\u00ed<\/a>. Vo svojich mobiln\u00fdch reklam\u00e1ch napr\u00edklad pou\u017eili krat\u0161ie nadpisy a v\u00fdraznej\u0161iu v\u00fdzvy na akciu (CTA), aby pou\u017e\u00edvate\u013eom u\u013eah\u010dili interakciu s reklamou na men\u0161\u00edch obrazovk\u00e1ch.\u00a0Upravili aj svoju strat\u00e9giu pon\u00fak, aby zv\u00fd\u0161ili svoje cenov\u00e9 ponuky pre stoln\u00e9 zariadenia, kde zaznamenali vy\u0161\u0161ie miery konverzie a lep\u0161iu n\u00e1vratnos\u0165. Medzit\u00fdm <strong>zn\u00ed\u017eili svoje cenov\u00e9 ponuky pre mobiln\u00e9 zariadenia o\u00a09 %<\/strong>, aby sa vyhli plytvaniu rozpo\u010dtu na kliky s n\u00edzkou pravdepodobnos\u0165ou konverzie.<\/p>\n<p style=\"font-weight: 400;\">V d\u00f4sledku tejto <strong>segment\u00e1cie dok\u00e1zala firma zlep\u0161i\u0165 celkov\u00fd v\u00fdkon<\/strong> svojej PPC kampane. Zaznamenali zn\u00ed\u017eenie ceny za kliknutie pre mobiln\u00e9 zariadenia o\u00a017 % a\u00a027 % zv\u00fd\u0161enie konverzi\u00ed pre stoln\u00e9 zariadenia, \u010do viedlo k\u00a026 % zv\u00fd\u0161eniu n\u00e1vratnosti invest\u00edci\u00ed do ich v\u00fddavkov na reklamu (ROAS). N\u00e1sledne pokra\u010dovali v\u00a0sledovan\u00ed v\u00fdkonu PPC kampane a\u00a0segment\u00e1ciu upravovali na z\u00e1klade v\u00fdkonnosti.<\/p>\n<h4><strong>5. Neprest\u00e1vajte monitorova\u0165 a optimalizova\u0165 ponuky<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Pravidelne sledujte bidovanie a upravujte ho na z\u00e1klade v\u00fdkonnosti PPC kampane. Ak nedosahujete po\u017eadovan\u00e9 v\u00fdsledky z ur\u010dit\u00e9ho k\u013e\u00fa\u010dov\u00e9ho slova, mo\u017eno by ste mali zn\u00ed\u017ei\u0165 cenov\u00fa ponuku alebo pr\u00edslu\u0161n\u00e9 bidovanie \u00faplne pozastavi\u0165. Naopak, ak m\u00e1 k\u013e\u00fa\u010dov\u00e9 slovo dobr\u00fa v\u00fdkonnos\u0165, mali by ste zv\u00fd\u0161i\u0165 cenov\u00fa ponuku, aby ste z\u00edskali <strong>viac kliknut\u00ed<\/strong> a <strong>konverzi\u00ed<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">E-shop s oble\u010den\u00edm sp\u00fa\u0161\u0165al kampa\u0148 Google Ads na sez\u00f3nnu propag\u00e1ciu letn\u00fdch \u0161iat. Zacielili na k\u013e\u00fa\u010dov\u00e9 slov\u00e1 s\u00favisiace s letnou m\u00f3dou ako \u201eletn\u00e9 \u0161aty\u201c a \u201epl\u00e1\u017eov\u00e9 oble\u010denie\u201c.\u00a0Obchod nastavil svoje ponuky na za\u010diatku kampane relat\u00edvne n\u00edzko, <strong>na 0,50 \u20ac za klik s\u00a050 \u20ac denn\u00fdm rozpo\u010dtom<\/strong>. Po nieko\u013ek\u00fdch d\u0148och si v\u0161imli, \u017ee ich v\u00fdkonnos\u0165 zost\u00e1va v\u00a0priemere na 10 impresi\u00e1ch za de\u0148 a\u00a0\u017eiadnych preklikoch. Toto je jasn\u00fdm znakom, \u017ee cena za klik je pr\u00edli\u0161 n\u00edzka a\u00a0konkurencia biduj\u00faca na rovnak\u00e9 k\u013e\u00fa\u010dov\u00e9 slov\u00e1 je vy\u0161\u0161ia.<\/p>\n<p style=\"font-weight: 400;\">Predajca sa preto podrobne pozrel na hist\u00f3riu bidovania a pod\u013ea nej nastavil limit maxim\u00e1lnej ponuky pre naj\u010dastej\u0161ie k\u013e\u00fa\u010dov\u00e9 slov\u00e1 na 1,50 \u20ac za klik, pri\u010dom <strong>limit zn\u00ed\u017eil na 0,25\u20ac pre najmenej vyh\u013ead\u00e1van\u00e9 k\u013e\u00fa\u010dov\u00e9 slov\u00e1<\/strong>. Tie\u017e si pozreli, kedy doch\u00e1dza naj\u010dastej\u0161ie k\u00a0zobrazovaniu reklamy po\u010das d\u0148a a\u00a0ponuku zv\u00fd\u0161ili pre najakt\u00edvnej\u0161ie hodiny. Rovnak\u00fdm sp\u00f4sobom minimalizovali limit pre najmenej perspekt\u00edvne \u010dasy, predov\u0161etk\u00fdm v skor\u00fdch\u00a0rann\u00fdch hodin\u00e1ch. Touto strat\u00e9giou sa podarilo maximalizova\u0165 impresie pre denn\u00fa n\u00e1kupn\u00fa \u0161pi\u010dku.<\/p>\n<p style=\"font-weight: 400;\">V d\u00f4sledku \u00fapravy pon\u00fak sa podarilo e-shopu dosiahnu\u0165 v\u00a0priemere 500 denn\u00fdch impresi\u00ed s pribli\u017ene\u00a050 preklikmi, \u010do sa po \u010dase prejavilo aj na zv\u00fd\u0161en\u00fdch konverzi\u00e1ch, teda priemern\u00e9ho po\u010dtu denn\u00fdch n\u00e1kupov z\u00a0letnej kolekcie o\u00a027 %.\u00a0Na z\u00e1klade tejto sk\u00fasenosti pokra\u010dovali v\u00a0sledovan\u00ed v\u00fdkonnosti PPC kampane a\u00a0anal\u00fdze \u00fadajov. Zistili, \u017ee <strong>n\u00e1kupn\u00e9 spr\u00e1vanie ich cie\u013eovej skupiny sa menilo \u010dastej\u0161ie<\/strong> ako predpokladali a\u00a0tak museli aj \u010dastej\u0161ie pristupova\u0165 k\u00a0optimaliz\u00e1cii \u010fal\u0161\u00edch kampan\u00ed.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38398 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_2.png\" alt=\"5 sp\u00f4sobov ako spr\u00e1vne optimalizova\u0165 PPC kampane\" width=\"712\" height=\"363\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_2.png 712w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/04\/5-sposobov-ako-spravne-optimalizovat-PPC-kampane_2-300x153.png 300w\" data-sizes=\"(max-width: 712px) 100vw, 712px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 712px; --smush-placeholder-aspect-ratio: 712\/363;\" \/><\/p>\n<p style=\"font-weight: 400;\"><em>\u0179r\u00f3d\u0142o: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9764117?hl=en\" target=\"_blank\" rel=\"noopener\">Google<\/a><\/em><\/p>\n<p style=\"font-weight: 400;\">Optimaliz\u00e1cia PPC kampane je nepretr\u017eit\u00fd proces, ktor\u00fd si vy\u017eaduje starostliv\u00e9<\/p>\n<ul>\n<li>pl\u00e1novanie,<\/li>\n<li>anal\u00fdzu<\/li>\n<li>a testovanie.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Dodr\u017eiavan\u00edm uveden\u00fdch postupov m\u00f4\u017eete <strong>zlep\u0161ova\u0165 v\u00fdkonnos\u0165 svojich kampan\u00ed a dosiahnu\u0165 lep\u0161iu n\u00e1vratnos\u0165<\/strong>. Navy\u0161e, dodr\u017eiavan\u00edm viacer\u00fdch postupov, ktor\u00e9 uv\u00e1dzame, sa v\u00e1m podar\u00ed dosiahnu\u0165 zlo\u017een\u00fd efekt. A to sa prejav\u00ed na rast\u00facej v\u00fdkonnosti a\u00a0efekt\u00edvnosti kampane.<\/p>\n<p style=\"font-weight: 400;\">Nezab\u00fadajte v\u0161ak na:<\/p>\n<ul>\n<li>pravideln\u00fd audit k\u013e\u00fa\u010dov\u00fdch slov,<\/li>\n<li>testovanie vstupn\u00fdch str\u00e1nok (ni\u017e\u0161ia konverzia nemus\u00ed by\u0165 automaticky znakom zle optimalizovanej PPC kampane, ale napr\u00edklad v\u00fdsledkom nepreh\u013eadnej <a href=\"https:\/\/monkeymedia.sk\/pl\/web-na-mieru\/\" target=\"_blank\" rel=\"noopener\">vstupnej str\u00e1nky<\/a>)<\/li>\n<li>a sledovanie analytiky &#8211; jej d\u00e1ta v\u00e1m umo\u017enia n\u00e1js\u0165 \u010fal\u0161ie pr\u00edle\u017eitosti pre optimaliz\u00e1ciu.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Sp\u013a\u0148aj\u00fa va\u0161e PPC kampane va\u0161e o\u010dak\u00e1vania a\u00a0obchodn\u00e9 ciele? Mysl\u00edte, \u017ee e\u0161te existuje priestor, ako by ste mohli z\u00a0ka\u017ed\u00e9ho jedn\u00e9ho eura v\u00a0rozpo\u010dte vy\u0165a\u017ei\u0165 viac? <a href=\"https:\/\/monkeymedia.sk\/pl\/kontakt\/\" target=\"_blank\" rel=\"noopener\">Napisz do nas<\/a> a na\u0161i <strong>PPC \u0161pecialisti v\u00e1m radi pom\u00f4\u017eu s\u00a0nastaven\u00edm kampan\u00ed<\/strong> a dosahovan\u00edm obchodn\u00fdch cie\u013eov.<\/p>\n<p style=\"font-weight: 400;\">","protected":false},"excerpt":{"rendered":"<p>PPC kampane patria do z\u00e1kladnej v\u00fdbavy ka\u017edej marketingovej strat\u00e9gie. Neprehliadnite t\u00fdchto 5 praxou overen\u00fdch postupov optimaliz\u00e1cie, ktor\u00e9 v\u00e1m pom\u00f4\u017eu zvy\u0161ova\u0165 konverzie a\u00a0efekt\u00edvnej\u0161ie nar\u00e1ba\u0165 s denn\u00fdm rozpo\u010dtom. PPC kampane s\u00fa v\u00fdkonn\u00fd n\u00e1stroj na z\u00edskanie cielenej n\u00e1v\u0161tevnosti pre va\u0161e produkty a slu\u017eby a generovanie potenci\u00e1lnych z\u00e1kazn\u00edkov. Navy\u0161e, PPC kampane s\u00fa dnes be\u017enou normou digit\u00e1lneho marketingu a\u00a0marketingov\u00fdch strat\u00e9gi\u00ed.\u00a0 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":38401,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[22,171,172],"class_list":["post-38395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-think","tag-marketing","tag-optimalizacia","tag-ppc-kampane"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 sp\u00f4sobov, ako spr\u00e1vne optimalizova\u0165 PPC kampane - Monkeymedia<\/title>\n<meta name=\"description\" content=\"PPC kampane patria do z\u00e1kladnej v\u00fdbavy ka\u017edej marketingovej strat\u00e9gie. 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