{"id":2721,"date":"2019-03-06T12:48:09","date_gmt":"2019-03-06T11:48:09","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=2721"},"modified":"2019-03-06T12:48:09","modified_gmt":"2019-03-06T11:48:09","slug":"vyladte-svuj-obsah-k-dokonalosti","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2019\/03\/06\/vyladte-svuj-obsah-k-dokonalosti\/","title":{"rendered":"Inspirace: Vyla\u010fte sv\u016fj obsah k dokonalosti"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Tvorba p\u0159\u00edsp\u011bvku na Facebooku je jednoduch\u00e1. Nap\u00ed\u0161eme text, vybereme obr\u00e1zek, v lep\u0161\u00edm p\u0159\u00edpad\u011b zapneme reklamu a jsme spokojeni. Dneska pr\u00e1ce hotov\u00e1 a hur\u00e1 dom\u016f.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P\u0159i us\u00edn\u00e1n\u00ed n\u00e1m do messengeru p\u0159istane screen s dotazem: <em>\u201eTo je tvoje pr\u00e1ce?\u201c<\/em>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ano, vytvo\u0159it p\u0159\u00edsp\u011bvek na Facebook je snadn\u00e9. Co u\u017e tak snadn\u00e9 nen\u00ed je <strong>tvorba dobr\u00e9ho reklamn\u00edho p\u0159\u00edsp\u011bvku<\/strong>. Mus\u00edte do toho vlo\u017eit v\u00edce pr\u00e1ce, p\u0159em\u00fd\u0161len\u00ed a kreativity.<\/span><\/p>\n<p><!--more--><br \/>\nVymysleli jste skv\u011bl\u00fd text, vtipn\u00fd perex a vybrali nejpoveden\u011bj\u0161\u00ed produktov\u00e9 fotky, na kter\u00e9 jste \u0159\u00e1dn\u011b hrd\u00ed. A p\u0159itom v\u00fdsledn\u00fd p\u0159\u00edsp\u011bvek vypad\u00e1 t\u0159eba takhle:<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-9.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2727\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-9.png\" alt=\"obrazek (9)\" width=\"373\" height=\"699\" \/><\/a><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/Fullsize-blog.png\"><br \/>\n<\/a><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-9.png\"><br \/>\n<\/a><\/p>\n<p><b>Disclaimer: <\/b><i><span style=\"font-weight: 400;\">Za ubl\u00ed\u017een\u00ed v\u00fd\u0161e uveden\u00fdm kreativ\u00e1m nenese zodpov\u011bdnost ani autor \u010dl\u00e1nku, ani nikdo ze \u010dlen\u016f Socialsharks.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Kde se stala chyba? \u010ctvercov\u00e9 CTW s um\u00edst\u011bn\u00edm do Instant Articles. Z fotky je t\u0159etina o\u0159\u00edznuta, text zmizel \u00fapln\u011b a <strong>c\u00edl p\u0159\u00edsp\u011bvku marn\u011b hledat<\/strong>. Je jasn\u00e9, \u017ee ne v\u0161echna zobrazen\u00ed prob\u011bhla v Instant Articles, ale t\u011bch, kter\u00e1 ano je \u0161koda. Nehled\u011b na to, \u017ee ub\u00edr\u00e1te prostor reklam\u011b, kter\u00e1 by v tomto um\u00edst\u011bn\u00ed m\u011bla v\u00fdznam a d\u00e1vala smysl. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reklamn\u00ed prostor Facebooku m\u00e1me spole\u010dn\u00fd a nelze ho do nekone\u010dna nafukovat. <strong>Poj\u010fme ho vyu\u017e\u00edvat naplno a efektivn\u011b<\/strong>. Kolikr\u00e1t se jedn\u00e1 o drobnosti, kter\u00e9 ale vytv\u00e1\u0159\u00ed kone\u010dn\u00fd dojem. Osobn\u011b si mysl\u00edm, \u017ee pr\u00e1v\u011b v t\u00e9 dokonalosti je kr\u00e1sa.<\/span><\/p>\n<p><strong>Kde hledat mouchy?<\/strong><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/b05CukqUdVhde\" width=\"480\" height=\"296\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong>1 | Message us<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Nejv\u011bt\u0161\u00ed ne\u0161var posledn\u00edch p\u00e1r m\u011bs\u00edc\u016f. Facebook v jedn\u00e9 z jeho aktualizac\u00ed \u201ebugnul\u201c n\u011bkter\u00fdm str\u00e1nk\u00e1m \u201eMessage us \/ Napi\u0161te n\u00e1m\u201c button , kter\u00fd se<strong> automaticky p\u0159id\u00e1v\u00e1 pod p\u0159\u00edsp\u011bvky<\/strong><\/span><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">Opravdu chcete, aby v\u00e1m lid\u00e9 psali, nebo je to jen matouc\u00ed element, kter\u00fd p\u0159id\u011bl\u00e1v\u00e1 pr\u00e1ci va\u0161emu social care teamu?<strong> Pry\u010d s n\u00edm<\/strong>. Sta\u010d\u00ed jeden k\u0159\u00ed\u017eek.<\/span><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-6.png\"><br \/>\n<\/a><\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-6.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2724\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-6.png\" alt=\"obrazek (6)\" width=\"509\" height=\"749\" \/><\/a><\/p>\n<p><b>2 | Click to website ads (CTW\u010dka) <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Proklikov\u00e9 reklamn\u00ed form\u00e1ty byly dlouh\u00e9 roky omezeny na jeden rozm\u011br. Nyn\u00ed m\u016f\u017eete m\u00edt CTW v pom\u011bru 1,91 : 1 a\u017e 1 : 1. Zpravidla to b\u00fdv\u00e1 tak, \u017ee <strong>\u010d\u00edm v\u011bt\u0161\u00ed obr\u00e1zek, t\u00edm lep\u0161\u00ed zaujet\u00ed<\/strong>. Split-testujte a uvid\u00edte. N\u00e1m se to zat\u00edm da\u0159\u00ed velmi dob\u0159e.<\/span><\/p>\n<p><b>3 | Stories fail<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Animovan\u00e1 stories jsou v\u011bt\u0161inou mnohem lep\u0161\u00ed, ne\u017e statick\u00e9 fotky. D\u00e1vejte si ale pozor na prvn\u00ed frame va\u0161eho videa. Lid\u00e9 swajpuj\u00ed stories tak rychle, \u017ee \u010dasto <strong>va\u0161e video zastav\u00ed pr\u00e1v\u011b na prvn\u00edm framu<\/strong>. A velice jednodu\u0161e se m\u016f\u017ee st\u00e1t, \u017ee tento frame je jen b\u00edl\u00e1 plocha.<\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/2E0mE3Mw6fDsQ\" width=\"480\" height=\"463\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><b>4 | Remarketing MPA trochu jinak<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Pokud d\u011bl\u00e1te remarketing v\u00edte, \u017ee MPA\u010dka nemus\u00ed b\u00fdt zrovna nejzaj\u00edmav\u011bj\u0161\u00ed. V\u011bt\u0161inou je vid\u00edme jako <strong>produkt, produkt, produkt.<\/strong> Tak to ale b\u00fdt nemus\u00ed! Nyn\u00ed lze p\u0159idat cenovky a r\u00e1me\u010dky. Nejzaj\u00edmav\u011bj\u0161\u00ed mo\u017enost\u00ed, se kterou jsem se setkal, je <strong>animace produktov\u00fdch fotek<\/strong>. Pokud m\u00e1te u produkt\u016f v\u00edce fotek, dok\u00e1\u017ee je Facebook animovat za sebou. Jedn\u00e1 se o slideshow, kter\u00e1 ale nen\u00ed videem. Proto zde nenajdete nep\u0159\u00edjemn\u00fd play button, voice ikonku ani \u010das. <\/span><\/p>\n<p><strong>\u010cist\u00e9 a efektn\u00ed. <\/strong><\/p>\n<p><b>5 | Dnes<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Aktu\u00e1ln\u00ed obsah funguje a p\u0159in\u00e1\u0161\u00ed skv\u011bl\u00e9 v\u00fdsledky, i organicky.<\/strong> O tom nen\u00ed pochyb. Zkuste ale <strong>vynechat slovo \u201ednes\u201c<\/strong> a vyu\u017eijte sv\u00e9 p\u0159\u00edsp\u011bvky o n\u011bkolik dn\u00ed d\u00e9le. \u010casto sta\u010d\u00ed jen p\u0159eh\u00e1zet p\u00e1r slov a m\u016f\u017eete dan\u00fd p\u0159\u00edsp\u011bvek promovat n\u011bkolik dn\u00ed p\u0159ed i po ud\u00e1losti.<\/span><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-6.png\"><br \/>\n<\/a><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-7.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2725\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-7.png\" alt=\"obrazek (7)\" width=\"510\" height=\"881\" \/><\/a><\/p>\n<p><b>6 | Stories \u2013 Steroidy va\u0161ich KPIs<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Skv\u011bl\u00fdm um\u00edst\u011bn\u00edm reklamy jsou Stories. Mus\u00edte jim ale upravit<strong> kreativu na m\u00edru<\/strong>. D\u00e1vejte si pozor na automatick\u00e9 um\u00edst\u011bn\u00ed reklamy, kter\u00e9 ve Stories \u010dasto rozd\u011bl\u00ed v\u00e1\u0161 p\u0159\u00edsp\u011bvek na obr\u00e1zek a text, kter\u00fd nevypad\u00e1 dob\u0159e a je\u0161t\u011b k tomu nefunguje. <strong>Neberte Stories jen jako n\u00e1stroj na spln\u011bn\u00ed va\u0161ich KPI&#8217;s, ale vyu\u017eijte je naplno<\/strong>. Prvn\u00ed pohled mus\u00ed \u0159\u00edct v\u0161e, zbytek je jen pro lidi, kter\u00e9 reklama zaujala.<\/span><\/p>\n<p><b>7 | Logo v profilovce nesta\u010d\u00ed<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I kdy\u017e v\u00e1m za tohle mo\u017en\u00e1 va\u0161i grafici naplivou do kafe, <strong>cht\u011bjte do kreativy logo<\/strong>. Kdo d\u011blal Facebook Brand Lift studii u\u017e asi zjistil, na\u0161i reklamu si pamatuje tak maxim\u00e1ln\u011b 15 % osloven\u00fdch lid\u00ed. Sna\u017eme se, aby si zapamatovali alespo\u0148 tu nejjednodu\u0161\u0161\u00ed v\u011bc &#8211; logo.<\/span><\/p>\n<p><b>8 | Carousel \u2013 Automatick\u00fd chaos<\/b><\/p>\n<p><span style=\"font-weight: 400;\">V\u00e1\u0161 vybrou\u0161en\u00fd carousel (nebo MPA) se super p\u0159\u00edb\u011bhem a propojenou grafikou se m\u016f\u017ee hodn\u011b rychle prom\u011bnit v nesmyslnou zm\u011b\u0165 \u010dtvere\u010dk\u016f. <strong>Vypn\u011bte si automatick\u00e9 \u0159azen\u00ed karet dle \u00fasp\u011b\u0161nosti.<\/strong><\/span><\/p>\n<p><b>9 | Fake album<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Abych trochu napravil reputaci Holzkern Ads teamu, mus\u00edm zm\u00ednit i jejich fajn n\u00e1pad \u2013 p\u0159\u00edsp\u011bvek vypadaj\u00edc\u00ed jako album. Tento p\u0159\u00edsp\u011bvek nejen \u017ee <strong>ukazuje v\u011bt\u0161\u00ed mno\u017estv\u00ed hezk\u00fdch produktov\u00fdch fotek<\/strong>, ale taky lehce mate u\u017eivatele a nut\u00ed je ke kliknut\u00ed na obr\u00e1zek. Potom u\u017e je na v\u00e1s zaujat\u00e9 u\u017eivatele remarketovat.<\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/GzCSoeteTBzry\" width=\"480\" height=\"205\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Z\u00e1rove\u0148 je tento p\u0159\u00edsp\u011bvek i hezkou uk\u00e1zkou toho, \u017ee <strong>p\u0159\u00edsp\u011bvky pro v\u00fdkon nemus\u00ed b\u00fdt prim\u00e1rn\u011b proklikov\u00e9<\/strong>. P\u0159\u00edsp\u011bvky s odkazem v copy n\u00e1m \u010dasto funguj\u00ed u v\u00fdkonnostn\u00edch kampan\u00ed l\u00e9pe, ne\u017e CTW\u010dka a MPA\u010dka.<\/span><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-8.png\"><br \/>\n<\/a><\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-8.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2726\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/03\/obrazek-8.png\" alt=\"obrazek (8)\" width=\"510\" height=\"809\" \/><\/a><\/p>\n<p><b>10 | Automatic placement<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Facebook n\u00e1m samoz\u0159ejm\u011b \u0159\u00edk\u00e1, \u017ee nejlep\u0161\u00ed je nechat na n\u011bm, kde p\u0159\u00edsp\u011bvky zobraz\u00ed. Osobn\u011b si ale mysl\u00edm, \u017ee<strong> je spr\u00e1vn\u011b zvolit um\u00edst\u011bn\u00ed, kde va\u0161e reklama bude vypadat dob\u0159e a bude d\u00e1vat smysl<\/strong>. Nap\u0159\u00edklad v Instant Articles, jak jsem ukazoval v \u00favodu, d\u00e1v\u00e1 smysl jen horizont\u00e1ln\u00ed CTW nebo video, u kter\u00e9ho nen\u00ed d\u016fle\u017eit\u00e9 copy. <strong>Prav\u00fd horn\u00ed sloupec va\u0161e obr\u00e1zky zmen\u0161\u00ed natolik, \u017ee ty z nich, kter\u00e9 obsahuj\u00ed text, ztrat\u00ed smysl.<\/strong> Suggested video uk\u00e1\u017ee jen za\u010d\u00e1tek va\u0161eho copy, In-Stream video ho odstran\u00ed \u00fapln\u011b a na Instagramu v\u011bt\u0161ina lid\u00ed copy v\u016fbec ne\u010dte. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prohl\u00e9dn\u011bte si n\u00e1hledy sv\u00e9 reklamy pro jednotliv\u00e9 um\u00edst\u011bn\u00ed a <strong>nekupujte zaj\u00edce v pytli. <\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tvorba p\u0159\u00edsp\u011bvku na Facebooku je jednoduch\u00e1. Nap\u00ed\u0161eme text, vybereme obr\u00e1zek, v lep\u0161\u00edm p\u0159\u00edpad\u011b zapneme reklamu a jsme spokojeni. Dneska pr\u00e1ce hotov\u00e1 a hur\u00e1 dom\u016f. P\u0159i us\u00edn\u00e1n\u00ed n\u00e1m do messengeru p\u0159istane screen s dotazem: \u201eTo je tvoje pr\u00e1ce?\u201c. Ano, vytvo\u0159it p\u0159\u00edsp\u011bvek na Facebook je snadn\u00e9. Co u\u017e tak snadn\u00e9 nen\u00ed je tvorba dobr\u00e9ho reklamn\u00edho p\u0159\u00edsp\u011bvku. Mus\u00edte [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[3],"tags":[10,11,25,32,85],"class_list":["post-2721","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-inspirace","tag-ads","tag-ads-management","tag-content-making","tag-facebook-ads","tag-social-media-marketing","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2721","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=2721"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2721\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3475"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=2721"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=2721"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=2721"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}