{"id":366,"date":"2015-03-16T13:40:38","date_gmt":"2015-03-16T12:40:38","guid":{"rendered":"http:\/\/blog.socialsharks.cz\/?p=366"},"modified":"2015-03-16T13:40:38","modified_gmt":"2015-03-16T12:40:38","slug":"moznosti-prihazovani-ve-facebook-ads-2","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2015\/03\/16\/moznosti-prihazovani-ve-facebook-ads-2\/","title":{"rendered":"Mo\u017enosti p\u0159ihazov\u00e1n\u00ed ve Facebook Ads"},"content":{"rendered":"

Na soci\u00e1ln\u00ed s\u00edti Facebook prob\u00edh\u00e1 dnes a denn\u011b jedna z nejv\u011bt\u0161\u00edch aukc\u00ed na internetu, umo\u017e\u0148uj\u00edc\u00ed v podstat\u011b komukoliv koupit si reklamn\u00ed m\u00edsto.<\/p>\n

Tato aukce funguje jako klasick\u00e1 aukce, kde nejvy\u0161\u0161\u00ed nab\u00eddka v\u017edy vyhr\u00e1v\u00e1. Hraj\u00ed zde v\u0161ak roli dal\u0161\u00ed faktory jako proklikovost a soci\u00e1ln\u00ed faktory \u2013 po\u010dty lajk\u016f a sd\u00edlen\u00ed. To znamen\u00e1, \u017ee dob\u0159e funguj\u00edc\u00ed reklama m\u016f\u017ee vyhr\u00e1t aukci i s ni\u017e\u0161\u00ed nab\u00eddkou. V tomto \u010dl\u00e1nku porovn\u00e1me\u00a0z\u00e1kladn\u00ed p\u0159ihazovac\u00ed metody ve Facebook Ads.<\/p>\n

<\/p>\n

1) Mo\u017enosti p\u0159ihazov\u00e1n\u00ed<\/strong><\/h3>\n

V\u00fdb\u011brem spr\u00e1vn\u00fdch p\u0159ihazovac\u00edch technik lze zv\u00fd\u0161it v\u00fdkonnost reklamy. Mezi z\u00e1kladn\u00ed nab\u00edzen\u00e9 pat\u0159\u00ed: Cost per click (CPC) – cena za kliknut\u00ed, Cost per impressions (CPM) – cena za zobrazen\u00ed, Optimized CPM (oCPM) – optimalizovan\u00e1 CPM a Cost per action (CPA) – cena za akci. Nen\u00ed zde \u017e\u00e1dn\u00e9 pravidlo, kter\u00e1 funguje nejl\u00e9pe. Ka\u017ed\u00e1 m\u00e1 sv\u016fj vlastn\u00ed c\u00edl, ale existuje n\u011bkolik z\u00e1kladn\u00edch doporu\u010den\u00ed, ze kter\u00fdch je mo\u017eno vych\u00e1zet.<\/p>\n

Cost per click<\/strong> je jednou z nejpou\u017e\u00edvan\u011bj\u0161\u00edch metod, jeliko\u017e p\u0159in\u00e1\u0161\u00ed stabiln\u00ed v\u00fdsledky a je jednoduch\u00e1 na pochopen\u00ed. Plat\u00ed se za kliknut\u00ed na reklamu. Je dobr\u00e1 pro z\u00edsk\u00e1n\u00ed lajk\u016f, koment\u00e1\u0159\u016f a hlavn\u011b proklik\u016f na web.<\/p>\n

Cost per impression<\/strong> \u2013 zde se plat\u00ed za zobrazen\u00ed reklamy 1 000 u\u017eivatel\u016fm. Funguje nejl\u00e9pe pro maximalizaci dosahu kampan\u011b nebo pro specifick\u00e9 c\u00edlov\u00e9 skupiny, Custom nebo lookalike audience.<\/p>\n

Optimized CPM<\/strong> je jedna z inovativn\u00edch mo\u017enost\u00ed, kterou vyvinuli in\u017een\u00fd\u0159i ve Facebooku. Na z\u00e1klad\u011b algoritmu vyb\u00edr\u00e1 u\u017eivatele, u kter\u00fdch je velk\u00e1 \u0161ance, \u017ee provedou specifickou akci \u2013 serv\u00edruje tedy reklamu t\u011bm lidem, u kter\u00fdch je v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee na ni kliknou. Tato metoda v\u0161ak pot\u0159ebuje velk\u00e9 mno\u017estv\u00ed dat a je doporu\u010dena alespo\u0148 pro c\u00edlov\u00e9 skupiny v\u011bt\u0161\u00ed ne\u017e 100 000 u\u017eivatel\u016f nebo pro kampan\u011b, kter\u00e9 z\u00edskaj\u00ed nad 25 konverz\u00ed denn\u011b.<\/p>\n

Cost per Action<\/strong> \u2013 pou\u017e\u00edv\u00e1 podobn\u00fd algoritmus jako oCMP, ale funguje pouze pro n\u011bkter\u00e9 druhy aukc\u00ed \u2013 instalace mobiln\u00ed aplikace, sb\u00edr\u00e1n\u00ed \u2018lajk\u016f\u2018, speci\u00e1ln\u00edch nab\u00eddek a kliknut\u00ed na str\u00e1nku.<\/p>\n

2)\u00a0Porovn\u00e1n\u00ed efektu CPM, CPC, oCPM a velikosti p\u0159\u00edhozu<\/strong><\/h3>\n

Tento pokus byl zam\u011b\u0159en na porovn\u00e1n\u00ed v\u00fdkonnosti p\u0159ihazovac\u00edch metod CPC, CPM a oCMP a efektu r\u016fzn\u00e9 v\u00fd\u0161e nab\u00eddek za kliknut\u00ed respektive za zobrazen\u00ed. Pou\u017eili jsme druh reklamy Kliknut\u00ed na str\u00e1nku. Pro ka\u017edou p\u0159ihazovac\u00ed metodu jsme pou\u017eili jednu kreativu se stejn\u00fdm c\u00edlen\u00edm\u00a0(zem\u011b Slovensko, mu\u017ei i \u017eeny, v\u011bk 18-26 let) se stejn\u00fdm rozpo\u010dtem (2 000 K\u010d). T\u00edmto nastaven\u00edm jsme se sna\u017eili o co nejhomogenn\u011bj\u0161\u00ed podm\u00ednky.<\/p>\n

M\u011b\u0159ili jsme z\u00e1kladn\u00ed metriky a to po\u010det kliknut\u00ed na str\u00e1nku<\/strong>, dosah<\/strong> (kolika lidem se reklama zobrazila), frekvenci zobrazen\u00ed<\/strong> (kolikr\u00e1t se v\u00a0pr\u016fm\u011bru reklama zobrazila jednomu u\u017eivateli), cenu za proklik na web<\/strong> a m\u00edru prokliku<\/strong> (po\u010det kliknut\u00ed ku po\u010dtu zobrazen\u00ed reklamy).<\/p>\n

\"tabulka\"<\/a><\/p>\n

V\u00edt\u011bzn\u011b v\u00a0tomto testu vych\u00e1z\u00ed metoda CPC p\u0159i nab\u00eddce 10 K\u010d za kliknut\u00ed. Ze v\u0161ech p\u0159inesla nejv\u00edce proklik\u016f na str\u00e1nku s logicky nejmen\u0161\u00ed pr\u016fm\u011brnou cenou za proklik. V\u00a0grafu v\u0161ak vid\u00edme, \u017ee rozd\u00edl mezi velikost\u00ed p\u0159\u00edhozu byl ve v\u00fdsledku dost mal\u00fd. Hlavn\u00ed rozd\u00edl je pak vid\u011bt na dal\u0161\u00edm grafu a to v\u00a0dosahu \u2013 d\u00edky vy\u0161\u0161\u00ed nab\u00eddce bylo vyhr\u00e1no v\u00edce aukc\u00ed a reklama se tak dostala k\u00a0v\u00edce u\u017eivatel\u016fm.<\/p>\n

\"Graf2\"<\/a><\/p>\n

C\u00edl metody CPM je jasn\u00fd, zobrazit reklamu co nejv\u011bt\u0161\u00edmu po\u010dtu u\u017eivatel\u016f. To podle v\u00fdsledk\u016f pln\u00ed. Oproti metod\u011b CPC se reklama zobrazila zhruba dvojn\u00e1sobn\u00e9mu po\u010dtu u\u017eivatel\u016f. Vy\u0161\u0161\u00ed p\u0159ihozen\u00ed zde m\u011blo ve v\u00fdsledc\u00edch lep\u0161\u00ed efekt.<\/p>\n

\"Graf1\"<\/a><\/p>\n

Za nejefektivn\u011bj\u0161\u00ed metodu mus\u00edme ozna\u010dit oCPM. Facebook se sna\u017e\u00ed zas\u00e1hnout ty prav\u00e9 lidi v\u00a0prav\u00fd \u010das. Na z\u00e1klad\u011b dostatku dat se mu to o\u010dividn\u011b da\u0159\u00ed a m\u00e1 ve v\u00fdsledc\u00edch nejv\u011bt\u0161\u00ed m\u00edru prokliku p\u0159i nejni\u017e\u0161\u00ed frekvenci zobrazen\u00ed. Co do po\u010dtu kliknut\u00ed je ov\u0161em ve srovn\u00e1n\u00ed s\u00a0ob\u011bma CPC metodami dra\u017e\u0161\u00ed.<\/p>\n

\"Graf3\"<\/a>
\n3) Z\u00e1v\u011br<\/strong><\/h3>\n

Z v\u00fdsledk\u016f nevy\u0161la ani jedna metoda v\u00fdrazn\u011b l\u00e9pe, je t\u0159eba se tedy v\u017edy \u0159\u00eddit c\u00edlem kampan\u011b. Rovn\u011b\u017e nen\u00ed na \u0161kodu neb\u00e1t se nab\u00eddnout v\u00edce za klik, co\u017e povede k v\u011bt\u0161\u00edmu mno\u017estv\u00ed\u00a0vyhran\u00fdch aukc\u00ed. Je t\u0159eba si ale hl\u00eddat budget, aby se drah\u00fdmi kliky nevypl\u00fdtval p\u0159\u00edli\u0161 brzy apod. Ur\u010dit\u011b nen\u00ed \u0161patn\u00e9 nechat p\u0159ihazov\u00e1n\u00ed na Facebooku, ale je jasn\u011b vid\u011bt, \u017ee pomoc\u00ed experiment\u016f lze dos\u00e1hnout lep\u0161\u00edch v\u00fdsledk\u016f.<\/p>\n

Jak bylo zm\u00edn\u011bno v\u00fd\u0161e, hraj\u00ed zde roli tak\u00e9 soci\u00e1ln\u00ed faktory jako obl\u00edbenost a proklikovost reklamy. I p\u0159esto, \u017ee v aukci nab\u00eddnete v\u00edce, ale va\u0161e reklama nen\u00ed moc proklikov\u00e1, Facebook prost\u011b zvol\u00ed obl\u00edben\u011bj\u0161\u00ed reklamu.\u00a0Tyto faktory se sna\u017e\u00ed sesum\u00edrovat ned\u00e1vno zp\u0159\u00edstupn\u011bn\u00e1 statistika\u00a0relevance score<\/strong>, kter\u00e1 se sna\u017e\u00ed tyto soci\u00e1ln\u00ed faktory kvantifikovat. O relevance score si ale\u00a0p\u0159e\u010dtete\u00a0v dal\u0161\u00edch na\u0161ich \u010dl\u00e1nc\u00edch.<\/p>\n","protected":false},"excerpt":{"rendered":"

Na soci\u00e1ln\u00ed s\u00edti Facebook prob\u00edh\u00e1 dnes a denn\u011b jedna z nejv\u011bt\u0161\u00edch aukc\u00ed na internetu, umo\u017e\u0148uj\u00edc\u00ed v podstat\u011b komukoliv koupit si reklamn\u00ed m\u00edsto. Tato aukce funguje jako klasick\u00e1 aukce, kde nejvy\u0161\u0161\u00ed nab\u00eddka v\u017edy vyhr\u00e1v\u00e1. Hraj\u00ed zde v\u0161ak roli dal\u0161\u00ed faktory jako proklikovost a soci\u00e1ln\u00ed faktory \u2013 po\u010dty lajk\u016f a sd\u00edlen\u00ed. To znamen\u00e1, \u017ee dob\u0159e funguj\u00edc\u00ed reklama […]<\/p>\n","protected":false},"author":1,"featured_media":356,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-366","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-analyzy","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/366","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=366"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/366\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/356"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}