{"id":4304,"date":"2025-02-14T12:49:51","date_gmt":"2025-02-14T11:49:51","guid":{"rendered":"https:\/\/www.webmium.cz\/blog\/?p=4304"},"modified":"2025-02-14T12:49:53","modified_gmt":"2025-02-14T11:49:53","slug":"novinky-v-ppc-leden-2025","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/novinky-v-ppc-leden-2025\/","title":{"rendered":"Novinky v PPC leden 2025"},"content":{"rendered":"\n

Nov\u00fd rok je v pln\u00e9m proudu a sv\u011bt digit\u00e1ln\u00ed reklamy se op\u011bt ot\u0159\u00e1s\u00e1 zm\u011bnami! Google p\u0159ich\u00e1z\u00ed s novinkami, kter\u00e9 mohou zcela zm\u011bnit zp\u016fsob, jak\u00fdm spravujete sv\u00e9 kampan\u011b \u2013 a\u0165 u\u017e jde o bezpe\u010dnost, optimalizaci kreativ nebo efektivitu videoreklam. Poj\u010fme se nyn\u00ed spole\u010dn\u011b pod\u00edvat na ty nejzaj\u00edmav\u011bj\u0161\u00ed novinky, kter\u00e9 se odehr\u00e1ly.<\/p>\n\n\n\n

Pozor na phishingov\u00e9 podvody v Google Ads!<\/strong><\/p>\n\n\n\n

Digit\u00e1ln\u00ed podvodn\u00edci jsou st\u00e1le chyt\u0159ej\u0161\u00ed \u2013 a te\u010f maj\u00ed z\u00e1lusk na va\u0161e reklamn\u00ed \u00fa\u010dty! Hacke\u0159i umis\u0165uj\u00ed fale\u0161n\u00e9 odkazy na Google Ads, kter\u00e9 vypadaj\u00ed naprosto d\u016fv\u011bryhodn\u011b. Sta\u010d\u00ed jeden nepozorn\u00fd klik, zad\u00e1n\u00ed p\u0159ihla\u0161ovac\u00edch \u00fadaj\u016f \u2013 a bum! V\u00e1\u0161 \u00fa\u010det je v rukou \u00fato\u010dn\u00edk\u016f. Ti pak spou\u0161t\u011bj\u00ed podvodn\u00e9 kampan\u011b, vy\u010derp\u00e1vaj\u00ed v\u00e1\u0161 rozpo\u010det a zneu\u017e\u00edvaj\u00ed \u00fa\u010det k vlastn\u00edmu obohacen\u00ed.<\/p>\n\n\n\n

Jak se to d\u011bje?<\/strong>
– Podvodn\u00edci vytvo\u0159\u00ed reklamy napodobuj\u00edc\u00ed p\u0159ihla\u0161ovac\u00ed str\u00e1nku Google Ads.
– Nic netu\u0161\u00edc\u00ed inzerenti pak zadaj\u00ed sv\u00e9 \u00fadaje.
– Nakonec hacke\u0159i p\u0159evezmou \u00fa\u010det a p\u0159esm\u011bruj\u00ed rozpo\u010det na podvodn\u00e9 reklamy.<\/p>\n\n\n\n

Kdo za t\u00edm stoj\u00ed?<\/strong>
Podle bezpe\u010dnostn\u00edch expert\u016f operuj\u00ed tyto skupiny hlavn\u011b z Braz\u00edlie, Asie a v\u00fdchodn\u00ed Evropy. Jsou velmi dob\u0159e organizovan\u00e9 a jejich taktiky se neust\u00e1le vyv\u00edjej\u00ed. Dokonce maskuj\u00ed podvodn\u00e9 kampan\u011b tak, \u017ee mohou b\u011b\u017eet cel\u00e9 t\u00fddny, ne\u017e si jich n\u011bkdo v\u0161imne.<\/p>\n\n\n\n

Google tvrd\u00ed, \u017ee s t\u00edm bojuje, ale\u2026<\/strong>
Mluv\u010d\u00ed Googlu sice \u0159\u00edk\u00e1, \u017ee jejich t\u00fdmy podvody aktivn\u011b vy\u0161et\u0159uj\u00ed, realita je ale jin\u00e1. Mnoho inzerent\u016f si na pomal\u00e9 reakce Googlu st\u011b\u017euje \u2013 ne\u017e se probl\u00e9m za\u010dne \u0159e\u0161it, \u0161kody u\u017e b\u00fdvaj\u00ed zna\u010dn\u00e9.<\/p>\n\n\n\n

 Jak se chr\u00e1nit?<\/strong>
 – Nikdy se do Google Ads nep\u0159ihla\u0161ujte p\u0159es vyhled\u00e1v\u00e1n\u00ed \u2013 v\u017edy pou\u017e\u00edvejte p\u0159\u00edmou URL!
 – Zapn\u011bte dvoufaktorov\u00e9 ov\u011b\u0159ov\u00e1n\u00ed (2FA).
– Pravideln\u011b kontrolujte aktivitu na \u00fa\u010dtu a sledujte podez\u0159el\u00e9 zm\u011bny.
– Pou\u017e\u00edvejte spr\u00e1vce hesel, aby v\u00e1s ochr\u00e1nil p\u0159ed zad\u00e1n\u00edm p\u0159ihla\u0161ovac\u00edch \u00fadaj\u016f na fale\u0161n\u00fdch str\u00e1nk\u00e1ch.<\/p>\n\n\n\n

Google Ads p\u0159in\u00e1\u0161\u00ed \u201eHistorii podklad\u016f\u201c \u2013 konec h\u00e1danek!<\/strong><\/p>\n\n\n\n

Ka\u017ed\u00fd, kdo n\u011bkdy spravoval v\u011bt\u0161\u00ed reklamn\u00ed \u00fa\u010det v Google Ads, to dob\u0159e zn\u00e1. P\u0159ijdete do rozjet\u00e9 kampan\u011b a sna\u017e\u00edte se zjistit, co kdy bylo p\u0159id\u00e1no, jak dlouho to b\u011b\u017e\u00ed a jestli u\u017e n\u00e1hodou nen\u00ed na \u010dase ud\u011blat zm\u011bnu. A co zjist\u00edte? V\u016fbec nic!<\/strong> Google v\u00e1s nechal t\u00e1pat v temnot\u011b.<\/p>\n\n\n\n

Ale te\u010f je kone\u010dn\u011b tady z\u00e1chrann\u00e9 lano<\/strong> \u2013 nov\u00e1 funkce Historie podklad\u016f<\/strong>!<\/p>\n\n\n\n

Google p\u0159idal sloupec \u201ePou\u017e\u00edv\u00e1no od\u201c<\/strong>, kter\u00fd jasn\u011b ukazuje, kdy byly jednotliv\u00e9 kreativn\u00ed podklady (tedy obr\u00e1zky, videa, texty nebo loga) p\u0159id\u00e1ny do kampan\u011b. U\u017e \u017e\u00e1dn\u00e9 zoufal\u00e9 hled\u00e1n\u00ed v historick\u00fdch p\u0159ehledech nebo s\u00e1hodlouh\u00e9 dohady se \u010dleny t\u00fdmu!<\/p>\n\n\n\n

P\u0159edstavte si to v praxi:<\/strong>
– P\u0159ijdete k \u00fa\u010dtu, kter\u00fd v\u00e1m n\u011bkdo p\u0159edal, a okam\u017eit\u011b vid\u00edte, kter\u00e9 reklamy b\u011b\u017e\u00ed u\u017e roky a kter\u00e9 jsou \u010derstv\u00e9.
– Prov\u00e1d\u00edte audit a d\u00edky nov\u00e9 funkci si snadno v\u0161imnete, \u017ee n\u011bkter\u00e9 kreativy jsou ve h\u0159e p\u0159\u00edli\u0161 dlouho \u2013 a mohly by b\u00fdt u\u017e d\u00e1vno \u201eokoukan\u00e9\u201c.
– Sledujete v\u00fdkonnost kampan\u011b a te\u010f m\u016f\u017eete p\u0159esn\u011b analyzovat<\/strong>, jak dlouho ur\u010dit\u00e9 podklady funguj\u00ed a kdy je nejlep\u0161\u00ed \u010das je aktualizovat.<\/p>\n\n\n\n

Dote\u010f byli market\u00e9\u0159i doslova slep\u00ed<\/strong>, pokud \u0161lo o historii podklad\u016f. Ale s t\u00edm je konec!<\/p>\n\n\n\n

V digit\u00e1ln\u00edm marketingu plat\u00ed jedno z\u00e1kladn\u00ed pravidlo \u2013 obsah se nesm\u00ed st\u00e1t nudn\u00fdm<\/strong>. U\u017eivatel\u00e9 si rychle zvyknou na vizu\u00e1ln\u00ed prvky a pokud vid\u00ed st\u00e1le stejnou reklamu, p\u0159estane na n\u011b p\u016fsobit.<\/p>\n\n\n\n

D\u00edky nov\u00e9mu sloupci v Google Ads u\u017e nemus\u00edte h\u00e1dat \u2013 vid\u00edte p\u0159esn\u011b, co se kdy zm\u011bnilo a jak dlouho to b\u011b\u017e\u00ed<\/strong>.<\/p>\n\n\n\n

Tip pro pokro\u010dil\u00e9:<\/strong> Ulo\u017ete si data o zm\u011bn\u00e1ch do vlastn\u00edch p\u0159ehled\u016f a sledujte, jak se v\u00fdkon podklad\u016f vyv\u00edj\u00ed v \u010dase. Uvid\u00edte, kdy je ide\u00e1ln\u00ed doba na refresh obsahu.<\/p>\n\n\n\n

Google n\u00e1m t\u00edmto n\u00e1strojem d\u00e1v\u00e1 do rukou obrovskou v\u00fdhodu<\/strong>. Kdo ji vyu\u017eije spr\u00e1vn\u011b, z\u00edsk\u00e1 nad kampan\u011bmi mnohem v\u011bt\u0161\u00ed kontrolu \u2013 a to se ve sv\u011bt\u011b digit\u00e1ln\u00ed reklamy po\u010d\u00edt\u00e1!<\/p>\n\n\n\n

Konec maxim\u00e1ln\u00ed CPV \u2013 p\u0159ich\u00e1z\u00ed c\u00edlov\u00e1 CPV!<\/strong><\/p>\n\n\n\n

Google m\u011bn\u00ed pravidla hry pro videokampan\u011b a p\u0159ech\u00e1z\u00ed na novou strategii nab\u00eddek! Od dubna u\u017e nebudete moci vytv\u00e1\u0159et kampan\u011b s maxim\u00e1ln\u00ed CPV<\/strong>. M\u00edsto toho p\u0159ich\u00e1z\u00ed c\u00edlov\u00e1 CPV<\/strong>, kter\u00e1 m\u00e1 nab\u00eddnout inzerent\u016fm v\u011bt\u0161\u00ed kontrolu nad t\u00edm, kolik plat\u00ed za jedno zhl\u00e9dnut\u00ed.<\/p>\n\n\n\n

Jak\u00fd je rozd\u00edl mezi maxim\u00e1ln\u00ed a c\u00edlovou CPV?<\/strong>
– Maxim\u00e1ln\u00ed CPV<\/strong> = stanov\u00edte nejvy\u0161\u0161\u00ed \u010d\u00e1stku, kterou jste ochotni zaplatit za zhl\u00e9dnut\u00ed reklamy. V\u00fdsledek? Mo\u017en\u00e1 plat\u00edte m\u00e9n\u011b, ale nem\u00e1te nad cenou \u00faplnou kontrolu.
– C\u00edlov\u00e1 CPV<\/strong> = sami nastav\u00edte \u010d\u00e1stku, kterou chcete pr\u016fm\u011brn\u011b<\/strong> platit za jedno zhl\u00e9dnut\u00ed. Google pak optimalizuje aukce tak, aby toho dos\u00e1hl.<\/p>\n\n\n\n

Pro\u010d je to dobr\u00e1 zpr\u00e1va?<\/strong>
– M\u016f\u017eete p\u0159esn\u011bji \u0159\u00eddit n\u00e1klady na videokampan\u011b.
– Google tvrd\u00ed, \u017ee d\u00edky kombinaci r\u016fzn\u00fdch form\u00e1t\u016f (Shorts, in-stream, in-feed) m\u016f\u017eete dos\u00e1hnout a\u017e o 40 % v\u00edce zhl\u00e9dnut\u00ed za stejn\u00fd rozpo\u010det<\/strong>.
– Lep\u0161\u00ed v\u00fdkon a efektivita, zejm\u00e9na pokud c\u00edl\u00edte na r\u016fzn\u00e9 typy u\u017eivatel\u016f.<\/p>\n\n\n\n

Co to znamen\u00e1 pro inzerenty?<\/strong>
Pokud st\u00e1le pou\u017e\u00edv\u00e1te maxim\u00e1ln\u00ed CPV, je \u010das za\u010d\u00edt p\u0159em\u00fd\u0161let o migraci na nov\u00fd model. I kdy\u017e st\u00e1vaj\u00edc\u00ed kampan\u011b pob\u011b\u017e\u00ed d\u00e1l, je jasn\u00e9, \u017ee Google tla\u010d\u00ed inzerenty k vyu\u017e\u00edv\u00e1n\u00ed c\u00edlov\u00e9 CPV.<\/p>\n\n\n\n

Tip:<\/strong> Testujte r\u016fzn\u00e9 form\u00e1ty! Kombinace Shorts + in-stream reklam<\/strong> p\u0159in\u00e1\u0161\u00ed lep\u0161\u00ed v\u00fdsledky ne\u017e samostatn\u00e9 kampan\u011b.<\/p>\n\n\n\n

<\/figure><\/div>\n\n\n\n
\n
Dal\u0161\u00ed novinky m\u016f\u017eete \u010d\u00edst : PPC novinky<\/a><\/pre>\n\n\n\n
Za\u010dn\u011bte je\u0161t\u011b dnes a transformujte sv\u016fj byznys pomoc\u00ed efektivn\u00edch PPC reklamn\u00edch strategi\u00ed od Webmium!<\/strong><\/strong><\/p>\n\n\n\n
Chcete maxim\u00e1ln\u011b vyu\u017e\u00edt mo\u017enosti Google Ads?<\/strong> <\/strong><\/h3>\n\n\n\n
\n
Poptat PPC kampa\u0148<\/a><\/div>\n<\/div>\n\n\n\n
<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
Nov\u00fd rok je v pln\u00e9m proudu a sv\u011bt digit\u00e1ln\u00ed reklamy se op\u011bt ot\u0159\u00e1s\u00e1 zm\u011bnami! Google p\u0159ich\u00e1z\u00ed s novinkami, kter\u00e9 mohou zcela zm\u011bnit zp\u016fsob, jak\u00fdm spravujete sv\u00e9 kampan\u011b.<\/p>\n","protected":false},"author":21,"featured_media":4312,"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":[24],"tags":[],"class_list":["post-4304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc-novinky"],"yoast_head":"\nNovinky v PPC leden 2025 - Blog Webmium.cz<\/title>\n<meta name=\"description\" content=\"Nov\u00fd rok je v pln\u00e9m proudu a sv\u011bt digit\u00e1ln\u00ed reklamy se op\u011bt ot\u0159\u00e1s\u00e1 zm\u011bnami! 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