{"id":447,"date":"2015-07-08T14:43:48","date_gmt":"2015-07-08T13:43:48","guid":{"rendered":"http:\/\/blog.socialsharks.cz\/?p=447"},"modified":"2015-07-08T14:43:48","modified_gmt":"2015-07-08T13:43:48","slug":"je-pravy-sloupec-tim-pravym","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2015\/07\/08\/je-pravy-sloupec-tim-pravym\/","title":{"rendered":"Je prav\u00fd sloupec t\u00edm prav\u00fdm?"},"content":{"rendered":"<p>&#8222;Prav\u00fd sloupec na Facebooku nem\u00e1 smysl. Nikdo na n\u011bj neklik\u00e1,\u201c \u0159\u00edk\u00e1 mi klient.\u00a0<span style=\"text-align: justify;line-height: 1.5\">\u201cA co vy o tom vlastn\u011b v\u00edte?\u201d pt\u00e1m se v duchu. Dobr\u00e1, mo\u017en\u00e1 \u017ee i on u\u017e n\u011bkdy zkou\u0161el vytvo\u0159it reklamu na Facebooku, a proto dosp\u011bl k takov\u00e9mu dojmu. Ostatn\u011b, m\u00e1 \u010d\u00e1ste\u010dn\u011b pravdu &#8211; pokud spust\u00edte jedinou kreativu a budete sledovat jej\u00ed v\u00fdkon, bude m\u00edt pravd\u011bpodobn\u011b nejhor\u0161\u00ed v\u00fdsledky pr\u00e1v\u011b p\u0159i zobrazen\u00ed v prav\u00e9m sloupci. S t\u00edm by se ale \u010dlov\u011bk nem\u011bl spokojit.<\/span><\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify\">Sou\u010d\u00e1st\u00ed moj\u00ed pr\u00e1ce je zjistit, pro\u010d tomu tak je (na tvrd\u00fdch datech), a na z\u00e1klad\u011b toho uk\u00e1zat, \u017ee to fungovat m\u016f\u017ee. Stejn\u011b jako v tomto p\u0159\u00edpad\u011b, kdy n\u00e1m reklama v prav\u00e9m sloupci dala ni\u017e\u0161\u00ed CPA ne\u017e v newsfeedu. Mimochodem, Facebook v minul\u00e9m roce zv\u011bt\u0161il velikost prav\u00e9ho sloupce a t\u00edm i jeho proklikovost a atraktivitu.<\/p>\n<p style=\"text-align: justify\">Reklama b\u011b\u017eela na stejnou c\u00edlovou skupinu ve stejn\u00e9m obdob\u00ed. Jedinou \u00fapravou, kterou jsme provedli, bylo kr\u00e1tk\u00e9 p\u0159etextov\u00e1n\u00ed, kter\u00fdm jsme p\u0159izp\u016fsobili text pro reklamu v pr\u00e1vem sloupci, aby nebyl rozp\u016flen uprost\u0159ed v\u011bty a d\u00e1val jedno smyslupln\u00e9 sd\u011blen\u00ed. Ve v\u00fdsledku jsme dostali o <strong>32% levn\u011bj\u0161\u00ed proklik na web<\/strong> z prav\u00e9ho sloupce, ne\u017e z newsfeedu.<\/p>\n<p><a href=\"http:\/\/blog.socialsharks.cz\/wp-content\/uploads\/2015\/07\/Pravy-sloupec.png\"><img loading=\"lazy\" decoding=\"async\" class=\" size-large wp-image-444 aligncenter\" src=\"http:\/\/blog.socialsharks.cz\/wp-content\/uploads\/2015\/07\/Pravy-sloupec-1024x91.png\" alt=\"Pravy sloupec\" width=\"620\" height=\"55\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2015\/07\/Pravy-sloupec-1024x91.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2015\/07\/Pravy-sloupec-300x27.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2015\/07\/Pravy-sloupec-768x68.png 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2015\/07\/Pravy-sloupec.png 1414w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p style=\"text-align: justify\">Ka\u017edou reklamu je t\u0159eba p\u0159izp\u016fsobit sv\u00e9mu um\u00edst\u011bn\u00ed. Tit\u011brn\u00fd text v obr\u00e1zku si na mobilu nikdo nep\u0159e\u010dte a ani se o to sna\u017eit nebude, p\u0159escrolluje d\u00e1l. Vyhozen\u00fdch 0,6 hal\u00e9\u0159\u016f za 1 zobrazen\u00ed. Vyn\u00e1sobte to 100 000 impresemi a m\u00e1te zad\u011bl\u00e1no na velmi \u0161patn\u00e9 v\u00fdsledky.<\/p>\n<p style=\"text-align: justify\">Reklama v prav\u00e9m sloupci tedy m\u016f\u017ee m\u00edt lep\u0161\u00ed v\u00fdsledky ne\u017e \u010dist\u011b v newsfeedu. Z\u00e1le\u017e\u00ed jen na <strong>p\u0159izp\u016fsoben\u00ed obsahu c\u00edlov\u00e9mu um\u00edst\u011bn\u00ed<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8222;Prav\u00fd sloupec na Facebooku nem\u00e1 smysl. Nikdo na n\u011bj neklik\u00e1,\u201c \u0159\u00edk\u00e1 mi klient.\u00a0\u201cA co vy o tom vlastn\u011b v\u00edte?\u201d pt\u00e1m se v duchu. Dobr\u00e1, mo\u017en\u00e1 \u017ee i on u\u017e n\u011bkdy zkou\u0161el vytvo\u0159it reklamu na Facebooku, a proto dosp\u011bl k takov\u00e9mu dojmu. Ostatn\u011b, m\u00e1 \u010d\u00e1ste\u010dn\u011b pravdu &#8211; pokud spust\u00edte jedinou kreativu a budete sledovat jej\u00ed v\u00fdkon, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":457,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-447","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\/447","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=447"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/447\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/457"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}