Mnoho inzerent\u016f si st\u011b\u017euje, \u017ee Google Ads pro n\u011b nefunguje. D\u00e1vaj\u00ed do inzerce nemal\u00e9 pen\u00edze, ale vid\u00ed velmi malou n\u00e1vratnost investic. Mnoho z nich to kv\u016fli tomu brzy vzd\u00e1, co\u017e je \u0161koda, proto\u017ee Google Ads m\u016f\u017ee b\u00fdt d\u00edky nes\u010detn\u00e9mu mno\u017estv\u00ed funkc\u00ed, p\u0159izp\u016fsoben\u00ed a mo\u017enost\u00ed c\u00edlen\u00ed, kter\u00e9 nab\u00edz\u00ed, mimo\u0159\u00e1dn\u011b efektivn\u00edm n\u00e1strojem pro generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a zisku. Ov\u0161em pouze ve chv\u00edli, pokud se spr\u00e1vn\u011b nastav\u00ed.<\/p>\n
V tomto \u010dl\u00e1nku se pod\u00edv\u00e1me na nej\u010dast\u011bj\u0161\u00ed chyby v nastaven\u00ed a spr\u00e1v\u011b kampan\u00ed na Googlu, kter\u00fdm se v\u011bt\u0161ina nov\u00fdch kampan\u00ed stane ko\u0159ist\u00ed. Probereme, jak se jim vyhnout. Jedn\u00e1 se o chyby, kter\u00e9 jsou \u010dasto velice lehce opraviteln\u00e9, ale mohou m\u00edt obrovsk\u00fd dopad. Oprava t\u011bchto chyb by v\u00e1m m\u011bla pomoci p\u0159em\u011bnit neziskovou kampa\u0148 na ziskovou.<\/p>\n
1. chyba:\u00a0 Mixov\u00e1n\u00ed vyhled\u00e1vac\u00ed s\u00edt\u011b a obsahov\u00e9 s\u00edt\u011b do jedn\u00e9 kampan\u011b<\/strong><\/p>\n P\u0159i vytv\u00e1\u0159en\u00ed kampan\u00ed ve vyhled\u00e1vac\u00ed s\u00edti m\u00e1te mo\u017enost zvolit vyhled\u00e1vac\u00ed s\u00ed\u0165, obsahovou s\u00ed\u0165 nebo oboj\u00ed. M\u016f\u017eete tak\u00e9 zahrnout vyhled\u00e1vac\u00ed partnery Google pro ob\u011b s\u00edt\u011b. U kampan\u00ed ve vyhled\u00e1vac\u00ed s\u00edti, kde je c\u00edlem generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f (ne pov\u011bdom\u00ed o zna\u010dce), je d\u016fle\u017eit\u00e9 vybrat pouze vyhled\u00e1vac\u00ed s\u00ed\u0165, proto\u017ee konverzn\u00ed pom\u011br v obsahov\u00e9 s\u00edti je ve srovn\u00e1n\u00ed s vyhled\u00e1v\u00e1n\u00edm velmi n\u00edzk\u00fd, co\u017e zvy\u0161uje n\u00e1klady na akvizici s t\u00e9m\u011b\u0159 nulov\u00fdm p\u0159\u00ednosem.<\/p>\n Vyhled\u00e1vac\u00ed s\u00ed\u0165 zobraz\u00ed zac\u00edlen\u00e9 kl\u00ed\u010dov\u00e9 slovo pouze na Googlu a na partnersk\u00fdch vyhled\u00e1vac\u00edch str\u00e1nk\u00e1ch. Pokud k n\u00ed vyberete i obsahovou s\u00ed\u0165, Google se pokus\u00ed um\u00edstit reklamu na relevantn\u00ed webov\u00e9 str\u00e1nky, ale nebude se zobrazovat lidem, kte\u0159\u00ed v\u00fdraz aktivn\u011b hledaj\u00ed. K z\u00edsk\u00e1n\u00ed dobr\u00fdch v\u00fdsledk\u016f je tedy t\u0159eba s\u00edt\u011b odd\u011blit.<\/p>\n 2. chyba:\u00a0 Nepou\u017e\u00edv\u00e1n\u00ed vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov<\/strong><\/p>\n V Google Ads je nutn\u00e9 roz\u0161i\u0159ovat seznam vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov <\/strong>alespo\u0148 jednou t\u00fddn\u011b, proto\u017ee Google nen\u00ed v\u017edycky p\u0159esn\u00fd a pom\u011brn\u011b \u010dasto se stane, \u017ee va\u0161i reklamu zobraz\u00ed i po zad\u00e1n\u00ed zcela nerelevantn\u00edho vyhled\u00e1vac\u00edho dotazu. Z tohoto d\u016fvodu je t\u00e9m\u011b\u0159 nutnost\u00ed p\u0159id\u00e1vat vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova pravideln\u011b.\u00a0<\/p>\n U\u017e p\u0159i nastavov\u00e1n\u00ed kampan\u011b je d\u016fle\u017eit\u00e9 p\u0159idat seznam obecn\u00fdch vylu\u010duj\u00edc\u00edch slov. Tato vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova v\u00e1m u\u0161et\u0159\u00ed spoustu pen\u011bz, proto\u017ee v\u00e1m umo\u017en\u00ed p\u0159il\u00e1kat relevantn\u011bj\u0161\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edky a zredukovat vyhled\u00e1v\u00e1n\u00ed, kter\u00e1 v\u00e1m nep\u0159inesou konverze.<\/p>\n 3. chyba: Nenastaven\u00e9 konverzn\u00ed akce a nenasazen\u00e9 konverzn\u00ed k\u00f3dy<\/strong>\u200d<\/p>\n Je neuv\u011b\u0159iteln\u00e9, kolik reklamn\u00edch kampan\u00ed je st\u00e1le nastaveno bez konverzn\u00edch akc\u00ed. Bez tohoto nezbytn\u00e9ho nastaven\u00ed nem\u016f\u017eete s jistotou v\u011bd\u011bt, kolik z\u00e1kazn\u00edk\u016f zakoupilo v\u00e1\u0161 produkt nebo slu\u017ebu, kolik v\u00e1s stoj\u00ed z\u00edsk\u00e1n\u00ed potenci\u00e1ln\u00edho z\u00e1kazn\u00edka nebo prodej z kampan\u00ed, kter\u00e1 kl\u00ed\u010dov\u00e1 slova zvy\u0161uj\u00ed prodej, kter\u00e1 kl\u00ed\u010dov\u00e1 slova naopak ne a to je jen z\u00e1kladn\u00ed v\u00fd\u010det v\u011bc\u00ed.\u00a0<\/p>\n Konkr\u00e9tn\u00ed konverzn\u00ed akce nemus\u00ed obsahovat pouze prodej, ale nap\u0159\u00edklad tak\u00e9 odesl\u00e1n\u00ed kontaktn\u00edho formul\u00e1\u0159e, telefonn\u00ed hovor, p\u0159ihl\u00e1\u0161en\u00ed k odb\u011bru newsletteru a spoustu dal\u0161\u00edch. Jsou to data, kter\u00e1 je rozhodn\u011b lep\u0161\u00ed m\u00edt ne\u017e nem\u00edt.\u00a0 K t\u00e9to chyb\u011b neodmysliteln\u011b pat\u0159\u00ed nenasazen\u00e9 konverzn\u00ed k\u00f3dy na va\u0161em webu nebo \u0161patn\u011b nasazen\u00e9 k\u00f3dy. Konverzn\u00ed akce a k\u00f3dy je t\u0159eba \u0159\u00e1dn\u011b otestovat, jedin\u011b tak m\u00e1te stoprocentn\u00ed jistotu, \u017ee v\u0161e funguje jak m\u00e1.<\/p>\n 4. chyba – Ned\u016fkladn\u00e1 volba kl\u00ed\u010dov\u00fdch slov<\/strong>\u200d<\/p>\n Jednou z nejb\u011b\u017en\u011bj\u0161\u00edch a mo\u017en\u00e1 nejsmrteln\u011bj\u0161\u00edch chyb Google Ads, kter\u00e9 m\u016f\u017eete ud\u011blat, je neprov\u00e9st d\u016fkladnou research kl\u00ed\u010dov\u00fdch slov. Kl\u00ed\u010dov\u00e1 slova nelze vybrat pouze podle toho, jak si mysl\u00edte, \u017ee by v\u00e1s lid\u00e9 vyhled\u00e1vali nebo jak byste danou slu\u017ebu\/produkt vyhled\u00e1vali vy sami. K vyhled\u00e1n\u00ed spr\u00e1vn\u00fdch a relevantn\u00edch kl\u00ed\u010dov\u00fdch slov pro v\u00e1\u0161 \u00fa\u010det je pot\u0159eba pou\u017e\u00edt n\u00e1stroje, jako je nap\u0159\u00edklad Pl\u00e1nova\u010d kl\u00ed\u010dov\u00fdch<\/strong> slov Google.<\/p>\n Krom\u011b pr\u016fzkumu kl\u00ed\u010dov\u00fdch slov byste m\u011bli pamatovat na v\u00fdb\u011br spr\u00e1vn\u00e9ho typu shody pro kl\u00ed\u010dov\u00e1 slova a v t\u00e9m\u011b\u0159 90% p\u0159\u00edpad\u016f je mo\u017enost voln\u00e9 shody n\u011bco, \u010demu se chcete vyhnout. \u010casto je jen ztr\u00e1tou \u010dasu, proto\u017ee p\u0159inese spoustu irelevantn\u00edch vyhled\u00e1vac\u00edch dotaz\u016f<\/strong>, co\u017e zv\u00fd\u0161\u00ed va\u0161e n\u00e1klady a tak\u00e9 to m\u016f\u017ee sn\u00ed\u017eit celkov\u00e9 hodnocen\u00ed va\u0161eho \u00fa\u010dtu.<\/p>\n Pochopen\u00ed typ\u016f shody kl\u00ed\u010dov\u00fdch slov je z\u00e1sadn\u00ed pro \u00fasp\u011bch va\u0161\u00ed kampan\u011b Google Ads. Krom\u011b toho, je tak\u00e9 d\u016fle\u017eit\u00e9 vytvo\u0159it konkr\u00e9tn\u00ed reklamn\u00ed sestavy, kter\u00e9 c\u00edl\u00ed na konkr\u00e9tn\u00ed vstupn\u00ed str\u00e1nky a maj\u00ed vlastn\u00ed kl\u00ed\u010dov\u00e1 slova. Kl\u00ed\u010dov\u00e1 slova by m\u011bla b\u00fdt v\u017edy pe\u010dliv\u011b rozd\u011blena do reklamn\u00edch sestav.<\/p>\n 5. chyba: Vytvo\u0159en\u00ed pouze jedn\u00e9 varianty reklamy<\/strong><\/p>\n Dal\u0161\u00ed \u010dastou chybou v Google Ads je vytvo\u0159en\u00ed pouze jedn\u00e9 reklamy na reklamn\u00ed sestavu. Nebo pouze jedn\u00e9 reklamy s jednou variantou. Chcete-li zv\u00fd\u0161it m\u00edru konverze a minimalizovat n\u00e1klady, je d\u016fle\u017eit\u00e9 vytvo\u0159it n\u011bkolik variant reklam pro ka\u017edou reklamn\u00ed sestavu.<\/p>\n I kdy\u017e pou\u017e\u00edv\u00e1te velmi podobn\u00fd nadpis nebo popis, je d\u016fle\u017eit\u00e9 m\u00edt n\u011bkolik variant reklamy a otestovat je, abyste zjistili, kter\u00e1 z nich si povede nejl\u00e9pe. Jakmile najdete ty nejefektivn\u011bj\u0161\u00ed, m\u016f\u017eete zbytek pozastavit.<\/p>\n Va\u0161e kampa\u0148 by celkov\u011b m\u011bla b\u00fdt hodn\u011b testov\u00e1na a dola\u010fov\u00e1na, jen velmi z\u0159\u00eddka uvid\u00edte kampa\u0148, kter\u00e1 b\u011b\u017e\u00ed od za\u010d\u00e1tku a generuje potenci\u00e1ln\u00ed z\u00e1kazn\u00edky od prvn\u00edho dne bez nutnosti zm\u011bn.\u00a0<\/p>\n 6. chyba: Nep\u0159id\u00e1n\u00ed roz\u0161\u00ed\u0159en\u00ed reklamy<\/strong><\/p>\n D\u00edky roz\u0161\u00ed\u0159en\u00ed m\u016f\u017eete do sv\u00e9 reklamy p\u0159idat dal\u0161\u00ed informace a t\u00edm z n\u00ed ud\u011blat lep\u0161\u00ed reklamu, ne\u017e m\u00e1 va\u0161e konkurence.\u00a0<\/p>\n Pou\u017e\u00edv\u00e1n\u00ed roz\u0161\u00ed\u0159en\u00ed reklam m\u016f\u017ee b\u00fdt velmi \u00fa\u010dinn\u00fdm zp\u016fsobem, jak zv\u00fd\u0161it po\u010det kliknut\u00ed. M\u016f\u017eete p\u0159idat roz\u0161\u00ed\u0159en\u00ed o odkazy na podstr\u00e1nky, kter\u00e9 zobrazuj\u00ed r\u016fzn\u00e9 odkazy na v\u00e1\u0161 web a p\u0159esm\u011brov\u00e1vaj\u00ed lidi na relevantn\u00ed str\u00e1nky. M\u016f\u017eete p\u0159idat roz\u0161\u00ed\u0159en\u00ed o popisky, kter\u00e9 v\u00e1m umo\u017en\u00ed uk\u00e1zat n\u011bkter\u00e9 z prodejn\u00edch m\u00edst, kter\u00e1 m\u00e1te. Roz\u0161\u00ed\u0159en\u00ed o strukturovan\u00e9 \u00faryvky, roz\u0161\u00ed\u0159en\u00ed o zpr\u00e1vy, roz\u0161\u00ed\u0159en\u00ed o lokalitu a roz\u0161\u00ed\u0159en\u00ed o cenu. To jsou dal\u0161\u00ed typy u\u017eite\u010dn\u00fdch roz\u0161\u00ed\u0159en\u00ed, kter\u00e1 m\u016f\u017eete pou\u017e\u00edt.<\/p>\n P\u0159i c\u00edlen\u00ed na mobiln\u00ed z\u00e1kazn\u00edky je nutn\u00e9 pou\u017e\u00edvat roz\u0161\u00ed\u0159en\u00ed o vol\u00e1n\u00ed, d\u00edky \u010demu\u017e se V\u00e1m \u00a0 potenci\u00e1ln\u00ed z\u00e1kazn\u00edci dovolaj\u00ed na jedno kliknut\u00ed.<\/p>\n Jedinou nev\u00fdhodou m\u016f\u017ee b\u00fdt, \u017ee nem\u016f\u017eete zcela ovlivnit, jak se roz\u0161\u00ed\u0159en\u00ed budou zobrazovat. Google rozhoduje o tom, kter\u00e1 roz\u0161\u00ed\u0159en\u00ed se zobraz\u00ed a pro kter\u00e9 reklamy. Je d\u016fle\u017eit\u00e9 \u010das od \u010dasu se pod\u00edvat na kartu roz\u0161\u00ed\u0159en\u00ed a zjistit, kter\u00fdm roz\u0161\u00ed\u0159en\u00edm se da\u0159\u00ed nejl\u00e9pe. Pak m\u016f\u017eete pozastavit ta, kter\u00e1 nepod\u00e1vaj\u00ed dobr\u00fd v\u00fdkon a nahradit je lep\u0161\u00ed verz\u00ed.<\/p>\n Jak ji\u017e bylo mnohokr\u00e1t uvedeno v\u00fd\u0161e, spu\u0161t\u011bn\u00ed \u00fasp\u011b\u0161n\u00e9 kampan\u011b Google Ads vy\u017eaduje ur\u010dit\u00fd \u010das, trp\u011blivost a spoustu testov\u00e1n\u00ed. Pokud budete v\u011bnovat v\u00edce \u010dasu spr\u00e1vn\u00e9mu nastaven\u00ed kampan\u011b, vyhnete se b\u011b\u017en\u00fdm chyb\u00e1m ve slu\u017eb\u011b Google Ads, co\u017e m\u016f\u017ee v\u00e9st k va\u0161emu vyty\u010den\u00e9mu marketingov\u00e9mu c\u00edli. Ov\u0161em sou\u010d\u00e1st\u00ed mus\u00ed b\u00fdt v\u017edy pravideln\u00e9 optimalizov\u00e1n\u00ed kampan\u00ed na z\u00e1klad\u011b z\u00edskan\u00fdch dat.<\/p>\n Pot\u0159ebujete pomoc s nastaven\u00edm kampan\u00ed nebo zkonzultovat va\u0161e sou\u010dasn\u00e9 nastaven\u00ed? M\u016f\u017eete n\u00e1m napsat e-mail na info@webmium.cz<\/a>. D\u00e1le n\u00e1s m\u016f\u017eete kontaktovat pomoc\u00ed formul\u00e1\u0159e na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch webmium.cz\/kontakt<\/a> nebo na telefonn\u00edm \u010d\u00edsle na\u0161\u00ed podpory +420 605 99 44 66<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Chcete poradit, jak spr\u00e1vn\u011b vyu\u017e\u00edt potenci\u00e1l sv\u00fdch marketingov\u00fdch kampan\u00ed, aby byly co nejv\u00edce efektivn\u00ed? P\u0159edev\u0161\u00edm to, jak\u00fdch mo\u017en\u00fdch chyb se m\u00e1te vyvarovat? To v\u0161e dozv\u00edte v dne\u0161n\u00edm \u010dl\u00e1nku.<\/p>\n","protected":false},"author":9,"featured_media":2184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[11],"tags":[],"class_list":["post-3270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads"],"yoast_head":"\n
\u200d<\/p>\n