{"id":224610,"date":"2019-08-16T09:21:08","date_gmt":"2019-08-16T07:21:08","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=224610"},"modified":"2024-12-16T15:45:34","modified_gmt":"2024-12-16T14:45:34","slug":"jak-na-obsahovou-sit-skliku","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/jak-na-obsahovou-sit-skliku\/","title":{"rendered":"Jsme mist\u0159i! Jak na obsahovou s\u00ed\u0165 Skliku…"},"content":{"rendered":"

Jedn\u00edm z\u00a0n\u00e1stroj\u016f PPC je obsahov\u00e1 s\u00ed\u0165 Skliku (Seznam.cz), kdy pr\u00e1v\u011b za pr\u00e1ci pro na\u0161e klienty n\u00e1s Seznam ocenil titulem \u201eMist\u0159i obsahov\u00e9 s\u00edt\u011b\u201c. Znakem prav\u00e9ho mistra je um\u011bt se o sv\u00e9 zku\u0161enosti pod\u011blit.<\/strong><\/p>\n

V\u00a0Magnas Performance vyu\u017e\u00edv\u00e1me tuto \u201emistrovskou\u201c znalost nap\u0159\u00edklad p\u0159i spr\u00e1v\u011b PPC kampan\u00ed pro Cars.cz, kdy na\u0161\u00edm spole\u010dn\u00fdm c\u00edlem je zajistit na webu provoz (p\u0159iv\u00e9st u\u017eivatele, kte\u0159\u00ed hledaj\u00ed auto, budou prohl\u00ed\u017eet vozy v nab\u00eddce a popt\u00e1vat je). Cars.cz z\u00edsk\u00e1v\u00e1 prodejc\u016fm nov\u00fdch i bazarov\u00fdch voz\u016f nov\u00e9 z\u00e1kazn\u00edky a je tak nepostradateln\u00fdm prodejn\u00edm kan\u00e1lem.<\/p>\n

\"\"<\/p>\n

P\u0159esto\u017ee na obsahovou s\u00ed\u0165 Seznamu se n\u011bkdy pohl\u00ed\u017e\u00ed sp\u00ed\u0161e jako na n\u00e1stroj pro budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce ne\u017e p\u0159iv\u00e1d\u011bn\u00ed konverz\u00ed, v p\u0159\u00edpad\u011b Cars ji se poda\u0159ilo vyu\u017e\u00edt dostate\u010dn\u011b „v\u00fdkonnostn\u011b“ – p\u0159iv\u00e1d\u00ed 14 % v\u0161ech konverz\u00ed a t\u0159etinu proklik\u016f. N\u00e1klady na konverzi jsou zde sice nadpr\u016fm\u011brn\u00e9, nicm\u00e9n\u011b st\u00e1le v p\u00e1smu, kdy se vyplat\u00ed p\u0159iplatit si za konverze nav\u00edc, kter\u00e9 by se z vyhled\u00e1v\u00e1n\u00ed v takov\u00e9m objemu z\u00edskat neda\u0159ilo, proto\u017ee u\u017e je dostate\u010dn\u011b vyu\u017eito.<\/p>\n

Dynamick\u00fd retargeting: nen\u00ed nad to p\u0159ipomenout se.<\/strong><\/h2>\n

Dv\u011bma hlavn\u00edmi zdroji konverz\u00ed v r\u00e1mci obsahov\u00e9 s\u00edt\u011b byly jednak dynamick\u00fd retargeting, jednak kombinovan\u00e1 reklama s c\u00edlen\u00edm na z\u00e1jmy. Dynamick\u00fd retargeting asi nen\u00ed t\u0159eba p\u0159\u00edli\u0161 p\u0159edstavovat: u\u017eivatel\u016fm se zobraz\u00ed banner s konkr\u00e9tn\u00edmi produkty, kter\u00e9 si p\u0159edt\u00edm prohl\u00ed\u017eel na nav\u0161t\u00edven\u00e9m webu. Nicm\u00e9n\u011b: v\u00edte, \u017ee jej mohou vyu\u017e\u00edvat i neeshopy? Nejde o novinku, ale p\u0159esto je dobr\u00e9 to p\u0159ipomenout: dynamick\u00fd retargeting vyu\u017e\u00edv\u00e1 feed Zbo\u017e\u00ed.cz, tak\u017ee m\u016f\u017ee vzniknout dojem, \u017ee jej m\u016f\u017ee m\u00edt pouze ten, kdo inzeruje ve Zbo\u017e\u00ed.cz – tj. eshop. Ve skute\u010dnosti ale lze vytvo\u0159it feed i s jinou komoditou, nap\u0159\u00edklad vozidly, z\u00e1\u017eitky \u010di realitami, a v Seznamu po\u017e\u00e1dat o vytvo\u0159en\u00ed zvl\u00e1\u0161tn\u00edho \u00fa\u010dtu pro vyu\u017eit\u00ed pouze v Skliku. Polo\u017eky z tohoto feedu se sice nebudou zobrazovat ve Zbo\u017e\u00ed.cz – to je skute\u010dn\u011b ur\u010deno jen pro eshopy – ale dynamick\u00fd retargeting d\u00edky n\u011bmu „rozchod\u00edte“.<\/p>\n

(Tento postup lze vyu\u017e\u00edt i k propagaci neeshopu pomoc\u00ed produktov\u00fdch reklam ve vyhled\u00e1v\u00e1n\u00ed Seznamu. N\u011bkdy to ale nebude fungovat, a to v p\u0159\u00edpadech, kdy byste konkurovali slu\u017eb\u00e1m Seznamu, jako je Sauto nebo Sreality – tak\u017ee nap\u0159\u00edklad vozidla nebo nemovitosti takto nezpropagujete. Nicm\u00e9n\u011b t\u0159eba v\u00fd\u0161e zm\u00edn\u011bn\u00e9 z\u00e1\u017eitky ano.)<\/p>\n

Dynamick\u00fd retargeting se uk\u00e1zal pro Cars.cz vhodn\u00fdm form\u00e1tem: konverz\u00ed z n\u011bj p\u0159ich\u00e1zelo mno\u017estv\u00ed \u0159\u00e1dov\u011b srovnateln\u00e9 s vyhled\u00e1v\u00e1n\u00edm. Je to logick\u00e9: v\u00fdb\u011br auta je del\u0161\u00ed proces, trv\u00e1 p\u0159inejmen\u0161\u00edm t\u00fddny, kdy u\u017eivatel srovn\u00e1v\u00e1 a zva\u017euje nab\u00eddky, kter\u00e9 vid\u011bl na internetu. Kdy\u017e se mu n\u011bkter\u00fd v\u016fz v tomto obdob\u00ed s\u00e1m p\u0159ipomene pomoc\u00ed retargetingu, roste pravd\u011bpodobnost, \u017ee se rozhodne pr\u00e1v\u011b pro n\u011bj.<\/p>\n

Je\u0161t\u011b p\u0159ipome\u0148me, \u017ee v dynamick\u00e9m retargetingu Skliku existuje dvoj\u00ed c\u00edlen\u00ed: na u\u017eivatele, kte\u0159\u00ed nav\u0161t\u00edvili konkr\u00e9tn\u00ed produkty, nebo kategorie produkt\u016f. Ob\u011b skupiny se samoz\u0159ejm\u011b p\u0159ekr\u00fdvaj\u00ed, ale jen z\u010d\u00e1sti: existuj\u00ed lid\u00e9, kte\u0159\u00ed si prohl\u00e9dnou jen nab\u00eddku v kategorii a nenav\u0161t\u00edv\u00ed detaily produkt\u016f, zat\u00edmco jin\u00ed naopak p\u0159ijdou na web p\u0159\u00edmo p\u0159es str\u00e1nku jednotliv\u00e9ho produktu, kter\u00fd na\u0161li ve vyhled\u00e1v\u00e1n\u00ed – p\u0159es kategorii v\u016fbec neprojdou. Proto je d\u016fle\u017eit\u00e9 m\u00edt podchyceno oboj\u00ed. P\u0159itom plat\u00ed, \u017ee zat\u00edmco dynamick\u00fd retargeting na produkty funguje „defaultn\u011b“ hned po spu\u0161t\u011bn\u00ed, ten na kategorie vy\u017eaduje \u00fapravu retargetingov\u00e9ho k\u00f3du, aby obsahoval informaci o nav\u0161t\u00edven\u00e9 kategorii webu.<\/p>\n

\"\"<\/p>\n

Z\u00e1jmov\u00e9 c\u00edlen\u00ed: najde z\u00e1kazn\u00edky nap\u0159\u00ed\u010d internetem.<\/strong><\/p>\n

V r\u00e1mci c\u00edlen\u00ed na z\u00e1jmy jsme zas\u00e1hli u\u017eivatele z publika Automobily a vozidla a d\u00e1le z jeho podmno\u017ein: Osobn\u00ed vozy, ter\u00e9nn\u00ed vozy, rodinn\u00e1 auta a dal\u0161\u00edch. Jde o u\u017eivatele, o kter\u00fdch Seznam v\u00ed, \u017ee se nap\u0159\u00ed\u010d internetem zaj\u00edmaj\u00ed o auta (a \u010d\u00e1st z nich nejsp\u00ed\u0161 i o koupi vozu). Toto c\u00edlen\u00ed m\u00e1 sice men\u0161\u00ed konverzn\u00ed pom\u011br ne\u017e retargeting (u\u017eivatel\u00e9 jsou c\u00edleni pomoc\u00ed nep\u0159\u00edm\u00fdch sign\u00e1l\u016f), p\u0159edstavuj\u00ed ale z\u00e1sah nav\u00edc: reklama oslov\u00ed i lidi, kte\u0159\u00ed auto vyb\u00edraj\u00ed na jin\u00fdch webech ne\u017e tom na\u0161em. A to se hod\u00ed.<\/p>\n

Jedna v\u011bc zde dopadla jinak, ne\u017e jsme p\u0159edpokl\u00e1dali. Nejv\u00edce konverz\u00ed jsme v r\u00e1mci obsahov\u00e9 s\u00edt\u011b o\u010dek\u00e1vali – krom\u011b retargetingu – z tzv. z\u00e1jm\u016f o koupi, tedy od u\u017eivatel\u016f, kter\u00e9 Seznam identifikuje jako lidi vyb\u00edraj\u00edc\u00ed si auto. Jen\u017ee tato kampa\u0148 nakonec v\u016fbec nevedla ke konverz\u00edm. D\u016fvodem bylo, \u017ee p\u0159i srovnateln\u00e9 cen\u011b za proklik, jakou jsme m\u011bli ve vyhled\u00e1v\u00e1n\u00ed nebo ve v\u00fd\u0161e uveden\u00fdch c\u00edlen\u00edch v obsahov\u00e9 s\u00edti, jsme zde dos\u00e1hli pouze mal\u00e9ho po\u010dtu proklik\u016f a zobrazen\u00ed (o jeden a\u017e dva \u0159\u00e1dy m\u00e9n\u011b), kter\u00fd tak nesta\u010dil k vygenerov\u00e1n\u00ed konverz\u00ed. Toto c\u00edlen\u00ed je bu\u010f natolik detailn\u00ed, nebo natolik konkuren\u010dn\u00ed, \u017ee k v\u011bt\u0161\u00edmu objemu inzerce by zde bylo t\u0159eba d\u00e1vat za proklik (a t\u00edm v d\u016fsledku i za konverzi) \u010d\u00e1stku, kter\u00e1 by nebyla konkurenceschopn\u00e1 k jin\u00fdm kampan\u00edm v \u00fa\u010dtu a p\u0159i omezen\u00e9m rozpo\u010dtu nem\u011bla smysl. Nicm\u00e9n\u011b c\u00edlen\u00ed na z\u00e1jmy, by\u0165 obecn\u011bj\u0161\u00ed, zde zafungovalo tak\u00e9 dob\u0159e.<\/p>\n

Vyu\u017eili jsme i v\u0161echny dal\u0161\u00ed druhy c\u00edlen\u00ed, kter\u00e9 jsou v obsahov\u00e9 s\u00edti k dispozici: kl\u00ed\u010dov\u00e1 slova, um\u00edst\u011bn\u00ed a t\u00e9mata, p\u0159iv\u00e1d\u011bj\u00ed ale jen jednotky konverz\u00ed. U\u017eivatel\u00e9 na n\u011b reaguj\u00ed podobn\u011b jako na z\u00e1jmov\u00e9 c\u00edlen\u00ed (podle m\u00edry prokliku, konverzn\u00edho pom\u011bru \u010di CPA), ale z\u00e1sah je o \u0159\u00e1d a\u017e dva men\u0161\u00ed. Je to op\u011bt logick\u00e9. V p\u0159\u00edpad\u011b c\u00edlen\u00ed na z\u00e1jmy v\u00edme o z\u00e1jmu u\u017eivatele o auta z jeho p\u0159edch\u00e1zej\u00edc\u00edho chov\u00e1n\u00ed na internetu, a m\u016f\u017eeme mu reklamu zobrazovat „kdekoliv“ – a\u0165 si t\u0159eba \u010dte televizn\u00ed program nebo zpr\u00e1vy. Reklama je pro n\u011bj relevantn\u00ed bez ohledu na to, kde se zobrazuje, a k dispozici je tak fakticky cel\u00e1 obsahov\u00e1 s\u00ed\u0165. Naopak u ostatn\u00edch typ\u016f c\u00edlen\u00ed se reklama zobraz\u00ed jen na n\u011bkter\u00fdch, tematicky relevantn\u00edch str\u00e1nk\u00e1ch (v na\u0161em p\u0159\u00edpad\u011b na str\u00e1nk\u00e1ch o autech), jejich\u017e prohl\u00ed\u017een\u00ed je jen zlomek aktivity u\u017eivatele na internetu.<\/p>\n

V obsahov\u00e9 s\u00edti jsme pou\u017eili kombinovan\u00e9 reklamy – moment\u00e1ln\u011b nejv\u00fdkonn\u011bj\u0161\u00ed form\u00e1t. Zaujmou d\u00edly vyu\u017eit\u00ed obr\u00e1zk\u016f, ale narozd\u00edl od banner\u016f nemaj\u00ed pevn\u011b dan\u00e9 rozm\u011bry, n\u00fdbr\u017e se p\u0159izp\u016fsob\u00ed ka\u017ed\u00e9 reklamn\u00ed pozici, co\u017e maximalizuje po\u010det web\u016f, na kter\u00fdch se zobraz\u00ed.<\/p>\n

Zku\u0161enost s propagac\u00ed Cars.cz uk\u00e1zala, \u017ee obsahov\u00e1 s\u00ed\u0165 Skliku m\u016f\u017ee b\u00fdt plnohodnotn\u00fd zdroj konverz\u00ed, pokud se dob\u0159e vyu\u017eij\u00ed v\u0161echny jej\u00ed mo\u017enosti. Nejste si jist\u00ed, zda je vyu\u017e\u00edv\u00e1te? Ur\u010dit\u011b si to prov\u011b\u0159te, p\u0159\u00ednos m\u016f\u017ee b\u00fdt zaj\u00edmav\u00fd.<\/p>\n

\n

Jan Farl\u00edk<\/strong>
\nPerformance Leader<\/p>","protected":false},"excerpt":{"rendered":"

Jedn\u00edm z\u00a0n\u00e1stroj\u016f PPC je obsahov\u00e1 s\u00ed\u0165 Skliku (Seznam.cz), kdy pr\u00e1v\u011b za pr\u00e1ci pro na\u0161e klienty n\u00e1s Seznam ocenil titulem \u201eMist\u0159i obsahov\u00e9 s\u00edt\u011b\u201c. Znakem prav\u00e9ho mistra je um\u011bt se o sv\u00e9 zku\u0161enosti pod\u011blit.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[93,96,97,92,82,91,94,95],"class_list":["post-224610","post","type-post","status-publish","format-standard","hentry","category-nezarazene","tag-banner","tag-feed","tag-performance","tag-proklik","tag-reklama","tag-retargeting","tag-sklik","tag-sreality"],"yoast_head":"\nJsme mist\u0159i! Jak na obsahovou s\u00ed\u0165 Skliku... | Magnas<\/title>\n<meta name=\"description\" content=\"Responzivn\u00ed reklamy ve vyhled\u00e1v\u00e1n\u00ed Googlu jsou k dispozici pro v\u0161echny inzerenty od p\u0159elomu roku. Jedn\u00edm z\u00a0n\u00e1stroj\u016f PPC je obsahov\u00e1 s\u00ed\u0165 Skliku (Seznam.cz), kdy pr\u00e1v\u011b za pr\u00e1ci pro na\u0161e klienty n\u00e1s Seznam ocenil titulem \u201eMist\u0159i obsahov\u00e9 s\u00edt\u011b\u201c. Znakem prav\u00e9ho mistra je um\u011bt se o sv\u00e9 zku\u0161enosti pod\u011blit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.magnas.cz\/en\/jak-na-obsahovou-sit-skliku\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jsme mist\u0159i! Jak na obsahovou s\u00ed\u0165 Skliku... | Magnas\" \/>\n<meta property=\"og:description\" content=\"Responzivn\u00ed reklamy ve vyhled\u00e1v\u00e1n\u00ed Googlu jsou k dispozici pro v\u0161echny inzerenty od p\u0159elomu roku. Jedn\u00edm z\u00a0n\u00e1stroj\u016f PPC je obsahov\u00e1 s\u00ed\u0165 Skliku (Seznam.cz), kdy pr\u00e1v\u011b za pr\u00e1ci pro na\u0161e klienty n\u00e1s Seznam ocenil titulem \u201eMist\u0159i obsahov\u00e9 s\u00edt\u011b\u201c. Znakem prav\u00e9ho mistra je um\u011bt se o sv\u00e9 zku\u0161enosti pod\u011blit.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.magnas.cz\/en\/jak-na-obsahovou-sit-skliku\/\" \/>\n<meta property=\"og:site_name\" content=\"Magnas\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/magnasmedia\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-16T07:21:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-16T14:45:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.magnas.cz\/wp-content\/uploads\/2019\/08\/diplom.jpg\" \/>\n<meta name=\"author\" content=\"Magnas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Magnas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.magnas.cz\\\/jak-na-obsahovou-sit-skliku\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.magnas.cz\\\/jak-na-obsahovou-sit-skliku\\\/\"},\"author\":{\"name\":\"Magnas\",\"@id\":\"https:\\\/\\\/www.magnas.cz\\\/#\\\/schema\\\/person\\\/a6e92500a1ac041d3169d30c004786e1\"},\"headline\":\"Jsme mist\u0159i! 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