{"id":10065,"date":"2023-09-08T16:17:03","date_gmt":"2023-09-08T14:17:03","guid":{"rendered":"https:\/\/www.promogen.cz\/blog-vytvorili-jsme-e-shop-uspesny-na-vice-trzich-2\/"},"modified":"2023-11-30T15:16:32","modified_gmt":"2023-11-30T14:16:32","slug":"blog-jak-jsme-pomoci-segmentace-zvedli-ucinnost-reklam-o-20","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/blog-jak-jsme-pomoci-segmentace-zvedli-ucinnost-reklam-o-20\/","title":{"rendered":"Jak jsme pomoc\u00ed segmentace zvedli \u00fa\u010dinnost reklam o 20 %"},"content":{"rendered":"
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P\u0159\u00edpadov\u00e1 studie, V\u00fdkonnostn\u00ed reklama<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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Jak jsme pomoc\u00ed segmentace zvedli \u00fa\u010dinnost reklam o 20 %<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t \t\t\t\t\t
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D\u00edky segmentaci produkt\u016f jsme prodejci p\u0159\u00edslu\u0161enstv\u00ed pro mobiln\u00ed telefonu PC Mobil shop, dok\u00e1zali <\/span>z\u00edskat<\/span> nov\u00e9 konverze, kter\u00e9 by Google <\/span>Ads<\/span> standardn\u011b <\/span>p\u0159in\u00e9st <\/span>nedok\u00e1zal.<\/span><\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Na\u0161\u00edm c\u00edlem bylo rozd\u011blit PMAX kampan\u011b tak, aby nedoch\u00e1zelo k\u202fnerovnom\u011brn\u00e9mu zobrazov\u00e1n\u00ed produkt\u016f a t\u00edm k\u202fmo\u017en\u00e9 ztr\u00e1t\u011b konverz\u00ed. PMAX zobrazuje nejv\u00fdkonn\u011bj\u0161\u00ed produkty na \u00fakor m\u00e9n\u011b profitabiln\u00edch a v\u202fn\u011bkter\u00fdch p\u0159\u00edpadech tak m\u016f\u017ee klienta okr\u00e1dat o potenci\u00e1ln\u00ed konverze.\u00a0<\/span>\u00a0<\/span><\/p>\n

Tentokr\u00e1t n\u00e1m v\u00fdstupy p\u0159\u00edmo v\u202fGoogle Ads nepomohou, proto\u017ee data, kter\u00e1 je t\u0159eba porovn\u00e1vat k\u202fdispozici v\u202f\u017e\u00e1dn\u00fdch p\u0159ehledech nejsou. Je t\u0159eba si vypomoci Excelem a vlastn\u00edm skriptem.\u00a0<\/span>\u00a0<\/span><\/p>\n

Je t\u0159eba s\u010d\u00edtat po\u010det zobrazen\u00ed v\u0161ech produkt\u016f z\u202fjednotliv\u00fdch kategori\u00ed a vyhodnotit nejv\u00edce a nejm\u00e9n\u011b zobrazovan\u00e9 kategorie. Aby v\u0161e spr\u00e1vn\u011b fungovalo je d\u016fle\u017eit\u00e1 jedna v\u011bc \u2013 kategorie ve feedu mus\u00ed odpov\u00eddat specifikaci Google (<\/span>https:\/\/support.google.com\/merchants\/answer\/6324436?hl=cs<\/span><\/a>).\u00a0<\/span>\u00a0<\/span><\/p>\n

Jak vypadal postup<\/span><\/b>\u00a0<\/span><\/h2>\n

1. Export<\/span><\/b>\u00a0<\/span><\/h3>\n

Z\u202fkampan\u011b PMAX v\u202fsekci produkty jsme sloupce pro export nastavili na t\u0159i pro n\u00e1s d\u016fle\u017eit\u00e9 \u2013 produkt, po\u010det zobrazen\u00ed a kategorie produkt\u016f. Pro odpov\u00eddaj\u00edc\u00ed relevanci dat jsme vych\u00e1zeli ze statistik za posledn\u00edch 60 dn\u00ed. Aby anal\u00fdza m\u011bla smysl a dostate\u010dnou vypov\u00eddac\u00ed hodnotu, je t\u0159eba pracovat s\u202ffeedem, kter\u00fd obsahuje alespo\u0148 500 produkt\u016f.<\/span>\u00a0<\/span><\/p>\n

2. Zpracov\u00e1n\u00ed<\/span><\/b>\u00a0<\/span><\/h3>\n

Pomoc\u00ed pokro\u010dil\u00fdch funkc\u00ed v\u202fExcelu a skriptu nap\u0159\u00edklad v R studiu zjist\u00edte korelaci zobrazen\u00ed nap\u0159\u00ed\u010d kategoriemi. Aplikace RStudio je v\u00fdvojov\u00e9 prost\u0159ed\u00ed, kter\u00e9 pou\u017e\u00edvaj\u00ed hlavn\u011b v\u202fakademick\u00e9 a v\u011bdeck\u00e9 sf\u00e9\u0159e pro pr\u00e1ci se statistickou anal\u00fdzu dat a jejich grafick\u00e9 zobrazen\u00ed.<\/span>\u00a0<\/span><\/p>\n

3. Vizualizace<\/span><\/b>\u00a0<\/span><\/h3>\n

Jako v\u00fdstup jsme zvolili zobrazen\u00ed v\u00fdsledk\u016f v\u202fgrafu. Na prvn\u00ed pohled je jasn\u011b vid\u011bt, kter\u00e9 kategorie PMAX zanedb\u00e1v\u00e1, kter\u00e1 je nejv\u00fdkonn\u011bj\u0161\u00ed a kde jsou t\u00edm p\u00e1dem mo\u017enosti zv\u00fd\u0161it konverze.<\/span>\u00a0<\/span><\/p>\n

4. Interpretace<\/span><\/b><\/h3>\n

\u00a0<\/span>Nezobrazov\u00e1n\u00ed produkt\u016f m\u016f\u017ee b\u00fdt zp\u016fsobeno i n\u00edzk\u00fdm objemem hled\u00e1n\u00ed, tedy n\u00edzkou popt\u00e1vkou. V\u202ftomto p\u0159\u00edpad\u011b klient vyu\u017eil anal\u00fdzu jako podklad pro dal\u0161\u00ed pr\u00e1ci s\u202fkategoriemi sv\u00e9ho e-shopu \u2013 kter\u00e9 zru\u0161it, jak\u00e9 roz\u0161\u00ed\u0159it a zdali je t\u0159eba p\u0159idat nov\u00e9. Je to mimochodem dal\u0161\u00ed potvrzen\u00ed toho, \u017ee PPC specialista nen\u00ed klika\u010dem reklamn\u00edch sestav, ale marketingov\u00fdm a obchodn\u00edm konzultantem. Jeho p\u0159\u00ednos mus\u00edte c\u00edtit i v\u202ft\u00e9to oblasti.<\/span>\u00a0<\/span><\/p>\n

V\u00fdsledek<\/span><\/b>\u00a0<\/span><\/h2>\n

Vyhodnocen\u00ed v\u00fdsledk\u016f a zm\u011bna nastaven\u00ed zobrazov\u00e1n\u00ed v\u202fkampan\u00edch PMAX, p\u0159inesla na\u0161emu klientovi b\u011bhem 30 dn\u016f n\u00e1r\u016fst tr\u017eeb o 17 %. Graf v\u00fdsledk\u016f krom\u011b \u00faprav nastaven\u00ed kampan\u011b m\u016f\u017eete vyu\u017e\u00edt i pro dopln\u011bn\u00ed sortimentu a \u0159\u00edzen\u00ed skladov\u00fdch z\u00e1sob.<\/span>\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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