{"id":1802,"date":"2017-09-21T11:41:04","date_gmt":"2017-09-21T10:41:04","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1802"},"modified":"2017-09-21T11:41:04","modified_gmt":"2017-09-21T10:41:04","slug":"na-delce-zalezi","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2017\/09\/21\/na-delce-zalezi\/","title":{"rendered":"N\u00e1vod: Na d\u00e9lce z\u00e1le\u017e\u00ed aneb jak investovat"},"content":{"rendered":"

V\u011bt\u0161\u00ed rozpo\u010det nemus\u00ed nutn\u011b znamenat lep\u0161\u00ed v\u00fdsledky, zvl\u00e1\u0161\u0165 to neplat\u00ed ve chv\u00edli, kdy v\u00e1s tla\u010d\u00ed \u010das. Otestovali jsme dva toto\u017en\u00e9 rozpo\u010dty s r\u016fznou optimalizac\u00ed a v\u00fdsledky se li\u0161\u00ed tolik, \u017ee stoj\u00ed za to si o nich n\u011bco pov\u011bd\u011bt. <\/span><\/p>\n

<\/p>\n

Cenu reklam na Facebooku ovliv\u0148uje spousta faktor\u016f. Samoz\u0159ejm\u011b je to v prvn\u00ed \u0159ad\u011b kvalita a n\u00e1pad pou\u017eit\u00e9ho vizu\u00e1lu<\/strong> a jeho relevance pro zvolenou c\u00edlovou skupinu. To jsou aspekty, kter\u00e9 se nejv\u00edce podep\u00ed\u0161\u00ed na sk\u00f3re relevance*<\/strong> a t\u00edm i na \u010d\u00e1stce, za kterou Facebook reklamy doru\u010d\u00ed. Tam ale v\u00fd\u010det vliv\u016f zdaleka nekon\u010d\u00ed. Vstupuje do toho zvolen\u00fd c\u00edl, zp\u016fsob n\u00e1kupu reklamy a\u2026 \u010das<\/strong>. <\/span><\/p>\n

Pro porovn\u00e1n\u00ed jsme zvolili dv\u011b kampan\u011b s konverzn\u00edm c\u00edlem. U obou bylo za konverzi pova\u017eov\u00e1no, kdy\u017e se \u010dlov\u011bk skrze reklamy registroval do datab\u00e1ze na webu a ob\u011b kampan\u011b m\u011bly stejn\u00fd rozpo\u010det: 14 000,- CZK. Ob\u011b m\u011bly tak\u00e9 velmi podobn\u00e9 c\u00edlen\u00ed a pou\u017eit\u00e9 vizu\u00e1ly. Li\u0161ily se pouze podkladov\u00fdmi obr\u00e1zky, kter\u00e9 byly v\u017edy lehce p\u0159izp\u016fsoben\u00e9 aktu\u00e1ln\u00ed kampani. <\/span><\/p>\n

Kdy\u017e se tla\u010d\u00ed na pilu<\/span><\/h3>\n

Podstatn\u00fd rozd\u00edl byl ale v dob\u011b trv\u00e1n\u00ed.<\/strong> Zat\u00edmco u prvn\u00ed (A<\/strong>) se zm\u00edn\u011bn\u00fd rozpo\u010det rozlo\u017eil do dvou m\u011bs\u00edc\u016f<\/strong>, ta druh\u00e1 (B<\/strong>) m\u011bla stejn\u00fd rozpo\u010det utratit za pouh\u00e9 dva t\u00fddny<\/strong>. V\u00fdsledky? Diametr\u00e1ln\u011b odli\u0161n\u00e9! <\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n
Kampa\u0148 A<\/strong><\/td>\nKampa\u0148 B<\/strong><\/td>\n<\/tr>\n
Cena za konverzi<\/span><\/td>\n15,01 K\u010d<\/span><\/td>\nCena za konverzi<\/span><\/td>\n325, 79 K\u010d<\/span><\/td>\n<\/tr>\n
CPM<\/span><\/td>\n22,34 K\u010d<\/span><\/td>\nCPM<\/span><\/td>\n126,98 K\u010d<\/span><\/td>\n<\/tr>\n
CPC<\/span><\/td>\n0,52 K\u010d<\/span><\/td>\nCPC<\/span><\/td>\n4,35 K\u010d<\/span><\/td>\n<\/tr>\n
Dosah<\/span><\/td>\n203 382<\/span><\/td>\nDosah<\/span><\/td>\n47 524<\/span><\/td>\n<\/tr>\n
Frekvence<\/span><\/td>\n3,13<\/span><\/td>\nFrekvence<\/span><\/td>\n1,94<\/span><\/td>\n<\/tr>\n
Imprese<\/span><\/td>\n636 912<\/span><\/td>\nImprese<\/span><\/td>\n92 347<\/span><\/td>\n<\/tr>\n
Konverze<\/span><\/td>\n948<\/span><\/td>\nKonverze<\/span><\/td>\n36<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

(CPM = cena za 1000 zobrazen\u00ed, CPC = cena za jeden proklik)<\/em> <\/span><\/p>\n

Nejen tato data jasn\u011b potvrzuj\u00ed: \u010c\u00edm del\u0161\u00ed \u010das<\/strong> Facebooku poskytnete, t\u00edm lep\u0161\u00ed v\u00fdsledky<\/strong> v\u00e1m doru\u010d\u00ed. Del\u0161\u00ed horizont toti\u017e znamen\u00e1 v\u011bt\u0161\u00ed mo\u017enosti optimalizace<\/strong>, tak\u017ee Facebook nen\u00ed pod zbyte\u010dn\u00fdm tlakem rychle utr\u00e1cet, a to \u010dasto i za zobrazen\u00ed, kter\u00e9 nemus\u00ed nutn\u011b n\u00e9st v\u00fdsledky. U dlouh\u00e9ho horizontu naopak Facebok zobraz\u00ed reklamy mnohem pravd\u011bpodobn\u011bji tehdy, kdy u\u017eivatel m\u016f\u017ee prov\u00e9st po\u017eadovanou akci. <\/span><\/p>\n

…a kdy\u017e u\u017e (pro pokro\u010dil\u00e9)<\/span><\/h3>\n

Jak tedy efektivn\u011b nakl\u00e1dat s rozpo\u010dtem? Jednozna\u010dn\u011b to znamen\u00e1 stanovit si sp\u00ed\u0161e dlouhodob\u00fd c\u00edl<\/strong> ne\u017e tvo\u0159it intenzivn\u00ed kr\u00e1tkodob\u00e9 kampan\u011b. Kr\u00e1tkodob\u00e9 kampan\u011b maj\u00ed smysl tehdy, kdy je va\u0161\u00edm jedin\u00fdm c\u00edlem z\u00e1sah a brand. Jakmile ale nastoup\u00ed v\u00fdkon<\/strong>, kampa\u0148 ztrat\u00ed efektivitu<\/strong> a v\u00fdsledky se t\u011b\u017ece prodra\u017e\u00ed. <\/span><\/p>\n

A kdy\u017e u\u017e mus\u00edte uva\u017eovat jen o kr\u00e1tk\u00e9m okn\u011b kampan\u011b, rozhodn\u011b volte jako c\u00edl dosah<\/strong> nebo pov\u011bdom\u00ed o zna\u010dce<\/strong>. I tam budou ceny vy\u0161\u0161\u00ed, ale va\u0161\u00ed kartu to nebude bolet tolik. Ceny dok\u00e1\u017ee tak\u00e9 v\u00fdrazn\u011b sn\u00ed\u017eit velk\u00e1 segmentace<\/strong> c\u00edlov\u00e9 skupiny.\u00a0<\/span>Nejlep\u0161\u00edch v\u00fdsledk\u016f doc\u00edl\u00edte tak, \u017ee si c\u00edlovou skupinu rozd\u011bl\u00edte obr\u00e1cen\u00fdm trycht\u00fd\u0159em a v ka\u017ed\u00e9 dal\u0161\u00ed vrstv\u011b vylou\u010d\u00edte tu p\u0159edchoz\u00ed. To m\u016f\u017ee vypadat t\u0159eba takhle:<\/span><\/p>\n

\"trycht.png\"<\/a>
P\u0159\u00edklad segmentace<\/figcaption><\/figure>\n

Vypad\u00e1 to na prvn\u00ed pohled slo\u017eit\u011b, ale nen\u00ed se t\u0159eba b\u00e1t. D\u016fle\u017eit\u00e9 je vytvo\u0159it takov\u00e9 se c\u00edlov\u00e9 skupiny, kter\u00e9 maj\u00ed minim\u00e1ln\u00ed, nebo \u017e\u00e1dn\u00fd p\u0159ekryv<\/strong>. D\u00edky tomu m\u016f\u017eete l\u00e9pe optimalizovat \u00fatraty a z\u00edsk\u00e1te mnohem v\u011bt\u0161\u00ed vhled do va\u0161\u00ed c\u00edlov\u00e9 skupiny. <\/span><\/p>\n

A kdyby to byl moc velk\u00fd o\u0159\u00ed\u0161ek, je\u0161t\u011b jsme tu my\u2026<\/strong><\/p>\n

[divider] [\/divider]
\n*sk\u00f3re relevance je \u010d\u00edslo od 1-10, kter\u00e9 Facebook p\u0159i\u0159ad\u00ed ka\u017ed\u00e9 reklam\u011b na z\u00e1klad\u011b toho, jak na reklamu reaguje c\u00edlov\u00e1 skupina. \u010c\u00edm je vy\u0161\u0161\u00ed, t\u00edm se reklama l\u00e9pe doru\u010duje.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

V\u011bt\u0161\u00ed rozpo\u010det nemus\u00ed nutn\u011b znamenat lep\u0161\u00ed v\u00fdsledky, zvl\u00e1\u0161\u0165 to neplat\u00ed ve chv\u00edli, kdy v\u00e1s tla\u010d\u00ed \u010das. Otestovali jsme dva toto\u017en\u00e9 rozpo\u010dty s r\u016fznou optimalizac\u00ed a v\u00fdsledky se li\u0161\u00ed tolik, \u017ee stoj\u00ed za to si o nich n\u011bco pov\u011bd\u011bt.<\/p>\n","protected":false},"author":1,"featured_media":3410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[4],"tags":[10,14,55,76,82],"class_list":["post-1802","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-navody","tag-ads","tag-analyzy","tag-konverze","tag-reklamy","tag-social-media","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1802","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=1802"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1802\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3410"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1802"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}