{"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\/en\/blog-jak-jsme-pomoci-segmentace-zvedli-ucinnost-reklam-o-20\/","title":{"rendered":"How we used segmentation to increase the effectiveness of ads by 20 %"},"content":{"rendered":"<div class=\"vc_row wpb_row vc_row-fluid vc_row-o-content-middle vc_row-flex wd-rs-63ce9c472e937\"><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center imgblogstin\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<div class=\"vc_single_image-wrapper vc_box_shadow_border  vc_box_border_grey\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/09\/segmentace-googleads.png\" class=\"vc_single_image-img attachment-full\" alt=\"\" title=\"segmentation-googleads\" srcset=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/09\/segmentace-googleads.png 900w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/09\/segmentace-googleads-400x267.png 400w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/09\/segmentace-googleads-768x512.png 768w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/09\/segmentace-googleads-18x12.png 18w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div id=\"wd-64fdbb9722f9e\" class=\"wd-rs-64fdbb9722f9e  wd-button-wrapper text-left\"><a href=\"https:\/\/promogen.cz\/en\/category\/newsletter\/\" title=\"\" class=\"btn btn-color-primary btn-style-default btn-style-rectangle btn-size-small mtcenter\">Case Study, Performance Advertising<\/a><\/div>\t\t\t<link rel=\"stylesheet\" id=\"wd-section-title-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/el-section-title.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\t\t\t<link rel=\"stylesheet\" id=\"wd-mod-highlighted-text-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/mod-highlighted-text.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\n\t\t<div id=\"wd-64fdbba60f40c\" class=\"title-wrapper wd-wpb set-mb-s reset-last-child  wd-rs-64fdbba60f40c wd-title-color-primary wd-title-style-default text-left mtcenter vc_custom_1694350278796 wd-underline-colored\">\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title  wd-font-weight- wd-fontsize-xxl\" >How we used segmentation to increase the effectiveness of ads by 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<link rel=\"stylesheet\" id=\"wd-text-block-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/el-text-block.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\t\t<div id=\"wd-64fdbbc87285e\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-64fdbbc87285e text-left  mtcenter\">\n\t\t\t<p><span class=\"TextRun SCXW228744049 BCX4\" lang=\"CS-CZ\" xml:lang=\"CS-CZ\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\">Thanks to the segmentation of the products, we have been able to sell PC Mobil shop mobile phone accessories <\/span><span class=\"NormalTextRun SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\">gain<\/span><span class=\"NormalTextRun SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\"> new conversions that would Google <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\">Ads<\/span><span class=\"NormalTextRun SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\"> standardly <\/span><span class=\"NormalTextRun SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\">bring <\/span><span class=\"NormalTextRun SCXW228744049 BCX4\" data-ccp-charstyle=\"Subtle Emphasis\">he couldn&#039;t.<\/span><\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_row wpb_row vc_inner vc_row-fluid vc_custom_1663168662625 wd-rs-6321f09351503\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\t\t<div id=\"wd-64fdbc7ac4ad2\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-64fdbc7ac4ad2 text-left\">\n\t\t\t<p><span data-contrast=\"auto\">Our goal was to divide the PMAX campaigns so that there was no uneven display of products and thus possible loss of conversions. PMAX displays the best performing products at the expense of less profitable ones and in some cases can rob the client of potential conversions.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This time, the outputs directly in Google Ads will not help us, because the data that needs to be compared is not available in any reports. You need to use Excel and your own script.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You need to add up the number of views of all products from individual categories and evaluate the most and least viewed categories. For everything to work correctly, one thing is important - the category in the feed must correspond to the Google specification (<\/span><a href=\"https:\/\/support.google.com\/merchants\/answer\/6324436?hl=cs\"><span data-contrast=\"none\">https:\/\/support.google.com\/merchants\/answer\/6324436?hl=cs<\/span><\/a><span data-contrast=\"auto\">).\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">What was the procedure like?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<h3><b><span data-contrast=\"auto\">1. Export<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">From the PMAX campaign in the products section, we set the columns for export to three important ones for us \u2013 product, number of views and product category. For adequate relevance of the data, we used statistics for the last 60 days. In order for the analysis to make sense and have sufficient informative value, it is necessary to work with a feed that contains at least 500 products.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">2. Processing<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Using advanced functions in Excel and a script in, for example, R studio, you can find out the correlation of views across categories. The RStudio application is a development environment that is mainly used in the academic and scientific spheres for working with statistical data analysis and their graphical display.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">3. Visualization<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">As the output, we chose to display the results in a graph. At a glance, it is clear which category PMAX is neglecting, which is the most powerful, and therefore where there are opportunities to increase conversions.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">4. Interpretation<\/span><\/b><\/h3>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-contrast=\"auto\">The non-display of products can also be caused by a low search volume, i.e. low demand. In this case, the client used the analysis as a basis for further work with the categories of his e-shop - which to cancel, which to expand and whether new ones need to be added. By the way, this is another confirmation that a PPC specialist is not an ad group clicker, but a marketing and business consultant. You must feel his contribution in this area as well.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Result<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Evaluating the results and changing display settings in PMAX campaigns brought our client an increase in sales by 17 % within 30 days. In addition to adjusting the campaign settings, you can also use the results chart to supplement the product range and manage stock.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"Case Study, Performance Advertising How we used segmentation to increase the effectiveness of ads by 20 % Thanks to product segmentation, we are an accessory retailer","protected":false},"author":1,"featured_media":10071,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72,88],"tags":[75,90],"class_list":["post-10065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pripadove-studie","category-vykonnostni-reklama","tag-case-study","tag-vykonnostni-reklama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak jsme pomoc\u00ed segmentace zvedli \u00fa\u010dinnost reklam o&nbsp;20&nbsp;% | PromoGEN.cz<\/title>\n<meta name=\"description\" content=\"D\u00edky segmentaci produkt\u016f jsme prodejci p\u0159\u00edslu\u0161enstv\u00ed pro mobiln\u00ed telefonu PC Mobil shop, dok\u00e1zali z\u00edskat nov\u00e9 konverze, kter\u00e9 by Google Ads...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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