{"id":9942,"date":"2023-07-10T09:06:03","date_gmt":"2023-07-10T07:06:03","guid":{"rendered":"https:\/\/www.promogen.cz\/open-rate-jak-funguje-a-ma-stale-smysl-ho-sledovat-2\/"},"modified":"2023-11-01T09:38:36","modified_gmt":"2023-11-01T08:38:36","slug":"blog-case-study-je-facebook-robot-lepsi-nez-my-marketaci","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/blog-case-study-je-facebook-robot-lepsi-nez-my-marketaci\/","title":{"rendered":"Case study: Je Facebook robot lep\u0161\u00ed ne\u017e my, marke\u0165\u00e1ci?"},"content":{"rendered":"
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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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Case study: Je Facebook robot lep\u0161\u00ed ne\u017e my, marke\u0165\u00e1ci?<\/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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V t\u00e9to case study se budeme zam\u011b\u0159ovat na v\u00fdkon a dopad pln\u011b automatick\u00e9 Advantage+ kampan\u011b na Facebooku u zahrani\u010dn\u00edho klienta, jeho\u017e fashion zna\u010dky Lee Cooper a TIMEOUT jsou sou\u010d\u00e1st\u00ed na\u0161\u00ed PPC spr\u00e1vy. Danou Advantage+ kampa\u0148 zde budeme porovn\u00e1vat s ov\u011b\u0159en\u00fdmi praktikami marke\u0165\u00e1k\u016f \u2013 a\u0165 u\u017e se jedn\u00e1 o DABU, lookalike publika \u010di c\u00edlen\u00ed dle z\u00e1jm\u016f.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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V t\u00e9to case study se budeme zam\u011b\u0159ovat na v\u00fdkon a dopad pln\u011b automatick\u00e9 Advantage+ kampan\u011b na Facebooku u zahrani\u010dn\u00edho klienta, jeho\u017e fashion zna\u010dky Lee Cooper a TIMEOUT jsou sou\u010d\u00e1st\u00ed na\u0161\u00ed PPC spr\u00e1vy. Danou Advantage+ kampa\u0148 zde budeme porovn\u00e1vat s ov\u011b\u0159en\u00fdmi praktikami marke\u0165\u00e1k\u016f \u2013 a\u0165 u\u017e se jedn\u00e1 o DABU, lookalike publika \u010di c\u00edlen\u00ed dle z\u00e1jm\u016f.<\/span>
\nPozorovac\u00ed obdob\u00ed je od 1.2.2023 do 31.5.2023 a lokalita je \u010cesk\u00e1 republika.<\/span><\/p>\n

O klientovi<\/span><\/h3>\n

Rumunsk\u00fd klient MONTECRISTO RETAIL ro, kter\u00fd v r\u00e1mci st\u0159edn\u00ed Evropy spravuje m\u00f3dn\u00ed zna\u010dky KVL by KENVELO, Lee Cooper, MONTECRISOT a TIMEOUT provozuje jenom v \u010cesk\u00e9 republice p\u0159es 25 kamenn\u00fdch pobo\u010dek. Od z\u00e1\u0159\u00ed 2022 klientovi pom\u00e1h\u00e1me s v\u00fdkonnostn\u00edm online marketingem v r\u00e1mci \u010desk\u00e9ho, slovensk\u00e9ho, rumunsk\u00e9ho a ma\u010farsk\u00e9ho trhu.<\/span><\/p>\n

C\u00edl<\/span><\/h3>\n

Maximalizace tr\u017en\u00edho obratu s p\u0159edem stanovenou hodnotou PNO a s n\u00e1vaznost\u00ed na prohlubov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dk\u00e1ch na Facebooku a Instagramu.<\/span><\/p>\n

Problematika<\/span><\/h3>\n

V\u0161e jsme za\u010d\u00ednali nanovo, \u017e\u00e1dn\u00e1 historie, \u017e\u00e1dn\u00e1 data. Jakmile jsme s klientem provedli nastaven\u00ed m\u011b\u0159en\u00ed a vyladili cestu z\u00e1kazn\u00edka od kliknut\u00ed na reklamu a\u017e po zaplacen\u00ed, pustili jsme se do zaru\u010den\u00fdch taktik s ohledem na nov\u00fd pixel: DABA a z\u00e1jmov\u00e9 skupiny m\u00ed\u0159\u00edc\u00ed na p\u0159echod k zaplacen\u00ed. Kdy\u017e Pixel obdr\u017eel dostatek re\u00e1ln\u00fdch n\u00e1kup\u016f, p\u0159e\u0161li jsme s c\u00edlen\u00edm na ostr\u00e9 konverze a za\u010dali jsme vyu\u017e\u00edvat i lookalike publika. A\u010dkoliv ji\u017e po prvn\u00edch t\u00fddnech konverze proudily, st\u00e1le jsme nebyli s dan\u00fdmi v\u00fdsledky zcela spokojeni, a to a\u0165 u\u017e se samotn\u00fdm po\u010dtem tak s cenou za konverzi. Z tohoto titulu jsme se s klientem dohodli na nastaven\u00ed slevov\u00e9ho k\u00f3du \u010dist\u011b pro tyto kan\u00e1ly. D\u00edky tomuto kroku jsme adekv\u00e1tn\u011b sn\u00ed\u017eili cenu za akvizici, av\u0161ak samotn\u00fd r\u016fst konverz\u00ed nerostl dle o\u010dek\u00e1v\u00e1n\u00ed.<\/span><\/p>\n

\u0158e\u0161en\u00ed<\/span><\/h3>\n

D\u00edky opakovan\u00fdm konzultac\u00edm s account mana\u017eerkou se n\u00e1m poda\u0159ilo zp\u0159\u00edstupnit nov\u00fd typ kampan\u011b: Advantage+ kampa\u0148, kter\u00e1 je\u0161t\u011b pro dan\u00e9ho Spr\u00e1vce reklam nebyla dostupn\u00e1.<\/span><\/p>\n

A v\u00fdsledek spu\u0161t\u011bn\u00ed? Ji\u017e v prvn\u00edm t\u00fddnu ka\u017ed\u00e1 Advantage+ kampa\u0148 (jedna pro ka\u017edou zna\u010dku) dok\u00e1zala p\u0159in\u00e9st zhruba o 450 % v\u00edce n\u00e1kup\u016f ne\u017e v\u0161echny ov\u011b\u0159en\u00e9 praktiky dohromady, a to za t\u00e9m\u011b\u0159 stejnou cenu za akvizici a p\u0159i nezm\u011bn\u011bn\u00fdch podkladech. Nutno podotknout, \u017ee se spu\u0161t\u011bn\u00edm Advantage+ kampan\u011b jsme pozastavili v\u0161echny ostatn\u00ed typy kampan\u00ed tak, aby nedoch\u00e1zelo ke kanibalizaci a zbyte\u010dn\u00e9mu prodra\u017eov\u00e1n\u00ed jednotliv\u00fdch akvizic. V\u00fdsledky byly a\u017e tak dobr\u00e9, \u017ee jsme po domluv\u011b s klientem sn\u00ed\u017eili slevu. Tento krok v\u0161ak nikterak neovlivnil \u00fasp\u011b\u0161nost dan\u00fdch kampan\u00ed, kter\u00e9 jsme n\u00e1sledn\u011b ji\u017e jen plnili dostate\u010dn\u00fdmi podklady.<\/span><\/p>\n

Q&A<\/span><\/h3>\n

Bude fungovat Advantage+ kampa\u0148 u ka\u017ed\u00e9ho klienta?<\/strong><\/span><\/p>\n

Rozhodn\u011b ne. Advantage+ kampa\u0148 jsme n\u00e1sledn\u011b testovali t\u00e9m\u011b\u0159 u v\u0161ech klient\u016f, u kter\u00fdch spravujeme ppc na soci\u00e1ln\u00edch s\u00edt\u00edch. V prvn\u00edch dnech kampa\u0148 dosahovala velice siln\u00fdch v\u00fdsledk\u016f oproti DAB\u011a \u010di jin\u00fdm kampan\u00edm, av\u0161ak po \u010dase kampa\u0148 za\u010dala kanibalizovat v\u0161echny broad kampan\u011b a z\u00e1rove\u0148 nap\u0159\u00ed\u010d cel\u00fdm \u00fa\u010dtem zvy\u0161ovala cenu za akvizici, tud\u00ed\u017e i celou hodnotu PNO. Nutno dodat, \u017ee dan\u00e9 testy prob\u00edhaly ji\u017e na zab\u011bhl\u00fdch \u00fa\u010dtech, u kter\u00fdch jsme si zrovna nemohli dovolit vypnout ostatn\u00ed kampan\u011b a nechat b\u011b\u017eet jenom Advantage+.<\/span><\/p>\n

Advantage+ kampa\u0148 d\u00e1le nedoporu\u010dujeme za\u0159adit k B2B klient\u016fm, u kter\u00fdch je pr\u00e1v\u011b relevantn\u00ed c\u00edlen\u00ed a kontrola nad podklady z\u00e1sadn\u00ed.<\/span><\/p>\n

Jak dlouho pozorovat Advantage+ kampa\u0148?<\/strong><\/span><\/p>\n

V\u017edy jsme testovali cca 14 dn\u016f s rozpo\u010dtem obdobn\u00fdm \u010di trochu men\u0161\u00edm, ne\u017e m\u011bla nejv\u00edce akvizi\u010dn\u00ed kampa\u0148 v \u00fa\u010dtu. Pro toto obdob\u00ed je d\u016fle\u017eit\u00e9 m\u00edt v Advatage+ kampani co nejv\u00edce podklad\u016f, nespol\u00e9hat \u010dist\u011b jen na DPA, ale za\u0159adit i bannery a v nejlep\u0161\u00edm p\u0159\u00edpad\u011b i Reels.<\/span><\/p>\n

Je vhodn\u00e9 p\u0159i \u00fasp\u011b\u0161nosti Advantage+ kampan\u011b znovu zap\u00ednat DABU \u010di ostatn\u00ed kampan\u011b?<\/strong><\/span><\/p>\n

Na 14denn\u00edm testu n\u00e1m vy\u0161lo, \u017ee n\u00e1sledn\u00e9 spu\u0161t\u011bn\u00ed jin\u00fdch druh\u016f kampan\u00ed akor\u00e1t v\u017edy prodra\u017e\u00ed cenu za akvizici nap\u0159\u00ed\u010d cel\u00fdm \u00fa\u010dtem a bude doch\u00e1zet ke kanibalizaci.<\/span><\/p>\n

Slovn\u00ed\u010dek v\u00fdraz\u016f<\/span><\/h3>\n

Advantage+ kampa\u0148<\/strong><\/span><\/p>\n

Advantage+ kampa\u0148 usnad\u0148uje proces tvorby reklam t\u00edm, \u017ee se postar\u00e1 o kreativn\u00ed varianty a c\u00edlen\u00ed. Sta\u010d\u00ed vybrat data a rozpo\u010det kampan\u011b, nahr\u00e1t kreativu a syst\u00e9m Mety, kter\u00fd je zalo\u017een na strojov\u00e9m u\u010den\u00ed, se postar\u00e1 o zbytek. Nam\u00edsto ru\u010dn\u00edho testov\u00e1n\u00ed mnoha kampan\u00ed a anal\u00fdzy samostatn\u00e9ho c\u00edlen\u00ed, kreativ, um\u00edst\u011bn\u00ed a rozpo\u010dtu, mohou inzerenti nyn\u00ed rychleji a efektivn\u011bji vytvo\u0159it a\u017e 150 kreativn\u00edch kombinac\u00ed sou\u010dasn\u011b, a to v r\u00e1mci jedin\u00e9 n\u00e1kupn\u00ed kampan\u011b Advantage+.<\/span><\/p>\n

DABA<\/strong><\/span><\/p>\n

Dynamic Ads for Broad Audience neboli DABA je Facebookem doporu\u010den\u00e9 c\u00edlen\u00ed na \u0161ir\u0161\u00ed publikum s vylou\u010den\u00edm pouze st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f.<\/span><\/p>\n

Lookalike publika<\/strong><\/span><\/p>\n

Lookalike publika p\u0159edstavuj\u00ed pomysln\u00fd odlitek lid\u00ed, kte\u0159\u00ed u konkr\u00e9tn\u00ed zna\u010dky vykonali interakci (n\u00e1kup, p\u0159id\u00e1n\u00ed do ko\u0161\u00edku apod.)<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"V\u00fdkonnostn\u00ed reklama Case study: Je Facebook robot lep\u0161\u00ed ne\u017e my, marke\u0165\u00e1ci? V t\u00e9to case study se budeme zam\u011b\u0159ovat na v\u00fdkon","protected":false},"author":1,"featured_media":9945,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72,88],"tags":[90],"class_list":["post-9942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pripadove-studie","category-vykonnostni-reklama","tag-vykonnostni-reklama"],"yoast_head":"\nCase study: Je Facebook robot lep\u0161\u00ed ne\u017e my, marke\u0165\u00e1ci?<\/title>\n<meta name=\"description\" content=\"Zam\u011b\u0159\u00edme se na v\u00fdkon a dopad pln\u011b automatick\u00e9 Advantage+ kampan\u011b na Facebooku u klienta, jeho\u017e zna\u010dky Lee Cooper a TIMEOUT jsou sou\u010d\u00e1st\u00ed ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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