{"id":10314,"date":"2026-04-01T10:17:43","date_gmt":"2026-04-01T08:17:43","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=10314"},"modified":"2026-04-01T10:47:19","modified_gmt":"2026-04-01T08:47:19","slug":"ppc-reklama-nefunguje-5-duvodu","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/ppc-reklama-nefunguje-5-duvodu\/","title":{"rendered":"5 d\u016fvod\u016f pro\u010d v\u00e1m nefunguje PPC reklama jako d\u0159\u00edv a jak to v\u00fdkon zachr\u00e1nit?"},"content":{"rendered":"\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>TL;DR (Shrnut\u00ed \u010dl\u00e1nku)<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hlavn\u00ed probl\u00e9m:<\/strong> Pt\u00e1te se, <strong>pro\u010d nefunguje PPC reklama<\/strong>? Pravd\u011bpodobn\u011b spol\u00e9h\u00e1te pouze na &#8220;sb\u011br popt\u00e1vky&#8221; v Google Ads \u010di Skliku. Konkurence ale roste a cena za proklik se neust\u00e1le zvy\u0161uje.<\/li>\n\n\n\n<li><strong>PPC nevytv\u00e1\u0159\u00ed popt\u00e1vku:<\/strong> Vyhled\u00e1vac\u00ed s\u00edt\u011b zachyt\u00e1vaj\u00ed lidi, kte\u0159\u00ed u\u017e cht\u011bj\u00ed nakoupit. Pokud o v\u00e1s ale nikdy p\u0159edt\u00edm nesly\u0161eli, vyberou si zn\u00e1m\u011bj\u0161\u00ed konkurenci, i kdy\u017e je dra\u017e\u0161\u00ed.<\/li>\n\n\n\n<li><strong>\u0158e\u0161en\u00ed je ve Flywheel efektu:<\/strong> Mus\u00edte za\u010d\u00edt budovat popt\u00e1vku a d\u016fv\u011bru (Top of Funnel) skrze soci\u00e1ln\u00ed s\u00edt\u011b (organicky i placen\u011b), podcasty \u010di blogy.<\/li>\n\n\n\n<li><strong>Lid\u00e9 nakupuj\u00ed tam, kde maj\u00ed d\u016fv\u011bru:<\/strong> Zna\u010dka, kterou lid\u00e9 znaj\u00ed ze s\u00edt\u00ed, z\u00edsk\u00e1 kliknut\u00ed ve vyhled\u00e1v\u00e1n\u00ed mnohem snadn\u011bji ne\u017e no-name e-shop.<\/li>\n\n\n\n<li><strong>Technick\u00e9 faktory:<\/strong> Krom\u011b chyb\u011bj\u00edc\u00ed strategie mohou za selh\u00e1n\u00edm kampan\u00ed st\u00e1t i technick\u00e9 chyby, jako je nerelevantn\u00ed landing page, chyb\u011bj\u00edc\u00ed m\u011b\u0159en\u00ed konverz\u00ed nebo netrp\u011blivost p\u0159i optimalizaci.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento \u010dl\u00e1nek je upraven\u00fdm p\u0159episem YouTube videa od Tom\u00e1\u0161e \u010cernovsk\u00e9ho z <a href=\"https:\/\/www.youtube.com\/@cernovskycz\/featured\" data-type=\"link\" data-id=\"https:\/\/www.youtube.com\/@cernovskycz\/featured\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube kan\u00e1lu specializuj\u00edc\u00edho se na online marketing.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud preferujete video m\u00edsto \u010dl\u00e1nku, m\u016f\u017eete se na n\u011bj pod\u00edvat n\u00ed\u017ee.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Pro\u010d u\u017e va\u0161e PPC reklamy nefunguj\u00ed (a jak to opravit) | Cernovsky \ud83c\udde8\ud83c\uddff\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/qe11CcVioQg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V posledn\u00edch m\u011bs\u00edc\u00edch se s t\u00edmto sc\u00e9n\u00e1\u0159em setk\u00e1v\u00e1m neust\u00e1le. A\u0165 u\u017e jde o nov\u00e9 popt\u00e1vky nebo p\u0159i auditech ciz\u00edch reklamn\u00edch \u00fa\u010dt\u016f, jedna v\u011bta zazn\u00edv\u00e1 s d\u011bsivou pravidelnost\u00ed: <em>&#8220;V\u00fdkon jde dol\u016f.&#8221;<\/em> Firmy, kter\u00e9 byly d\u0159\u00edve zvykl\u00e9 na stabiln\u00ed p\u0159\u00edsun levn\u00fdch konverz\u00ed, najednou s hr\u016fzou sleduj\u00ed, jak jejich ziskovost miz\u00ed p\u0159ed o\u010dima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zat\u00edmco d\u0159\u00edve jste p\u0159i ur\u010dit\u00e9m rozpo\u010dtu m\u011bli kr\u00e1sn\u00e9 PNO (Pod\u00edl n\u00e1klad\u016f na obratu), dnes p\u0159i stejn\u00e9 \u00fatrat\u011b z\u00edsk\u00e1v\u00e1te polovi\u010dn\u00ed objem objedn\u00e1vek. Aby firmy udr\u017eely profitabilitu, za\u010dnou utahovat rozpo\u010dty, sni\u017eovat nab\u00eddky za proklik (bidding) a t\u00edm se dost\u00e1vaj\u00ed do spir\u00e1ly, kdy maj\u00ed \u010d\u00edm d\u00e1l men\u0161\u00ed v\u00fdtlak. Logicky pak p\u0159ich\u00e1z\u00ed frustrace a ot\u00e1zka: <strong>Pro\u010d nefunguje PPC reklama<\/strong> tak jako d\u0159\u00edv? Kde je ten zakopan\u00fd pes?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V tomto rozs\u00e1hl\u00e9m pr\u016fvodci si uk\u00e1\u017eeme, co se na trhu re\u00e1ln\u011b d\u011bje. Odhal\u00edme si nejen ten nejv\u011bt\u0161\u00ed strategick\u00fd probl\u00e9m, kter\u00fd pot\u00e1p\u00ed v\u011bt\u0161inu projekt\u016f, ale pod\u00edv\u00e1me se i na technick\u00e9 detaily, kter\u00e9 mohou va\u0161e kampan\u011b brzdit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pro\u010d nefunguje PPC reklama: Konec \u00e9ry levn\u00e9 arbitr\u00e1\u017ee<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abychom pochopili, pro\u010d v\u00fdkon kles\u00e1, mus\u00edme si nejd\u0159\u00edve up\u0159\u00edmn\u011b \u0159\u00edct, jak v\u011bt\u0161ina e-shop\u016f a lead-gen (B2B) firem v posledn\u00edch letech fungovala. V\u011bt\u0161ina z nich byla zam\u011b\u0159ena prim\u00e1rn\u011b \u2013 a \u010dasto pouze \u2013 na v\u00fdkonnostn\u00ed PPC reklamu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bylo to jednoduch\u00e9. Nastavili jste kl\u00ed\u010dov\u00e1 slova, zapnuli kampa\u0148 a sb\u00edrali jste popt\u00e1vku. Konkurence nebyla tak obrovsk\u00e1, ceny za proklik (CPC) byly n\u00edzk\u00e9 a PNO vych\u00e1zelo skv\u011ble. M\u011bli jste pocit, \u017ee d\u011bl\u00e1te geni\u00e1ln\u00ed marketing. Jen\u017ee trh se vyv\u00edj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dnes u\u017e na trhu nejste sami. M\u00edsto p\u011bti hr\u00e1\u010d\u016f je v\u00e1s v oboru patn\u00e1ct, t\u0159icet nebo pades\u00e1t. Tla\u010d\u00ed se na cenu, dodavatel\u00e9 zdra\u017euj\u00ed a reklamn\u00ed platformy jako Google nebo Meta (Facebook) neust\u00e1le zvy\u0161uj\u00ed ceny za zobrazen\u00ed. Va\u0161e mar\u017ee se zmen\u0161uje. V d\u016fsledku toho \u0161krt\u00edte rozpo\u010dty, abyste se ve\u0161li do tabulek, a v\u00fdkon pad\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zlat\u00e1 \u00e9ra, kdy sta\u010dilo &#8220;levn\u011b nakoupit klik a draze prodat produkt&#8221;, je definitivn\u011b pry\u010d. Pokud se dnes pt\u00e1te, <strong>pro\u010d nefunguje PPC reklama<\/strong>, odpov\u011b\u010f je tvrd\u00e1: <strong>Vybudovali jste sv\u016fj byznys na z\u00e1kladech, kter\u00e9 u\u017e dnes nesta\u010d\u00ed.<\/strong> Spol\u00e9hali jste se pouze na sb\u011br existuj\u00edc\u00ed popt\u00e1vky, ale absolutn\u011b jste ignorovali budov\u00e1n\u00ed pov\u011bdom\u00ed a vytv\u00e1\u0159en\u00ed hladu po va\u0161ich produktech.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Anatomie vyhled\u00e1v\u00e1n\u00ed: Sb\u011br vs. Vytv\u00e1\u0159en\u00ed popt\u00e1vky<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159edstavte si, jak se chov\u00e1 b\u011b\u017en\u00fd u\u017eivatel. Sedne k po\u010d\u00edta\u010di a zad\u00e1 do Googlu nebo Skliku konkr\u00e9tn\u00ed fr\u00e1zi, nap\u0159\u00edklad &#8220;SD karta 32 GB&#8221;. Tento \u010dlov\u011bk u\u017e je v rozhodovac\u00edm procesu. Zji\u0161\u0165uje si parametry, porovn\u00e1v\u00e1 ceny, nebo u\u017e rovnou hled\u00e1 tla\u010d\u00edtko &#8220;Koupit&#8221;. M\u00e1 n\u011bjak\u00fd probl\u00e9m (pot\u0159ebuje \u00falo\u017ei\u0161t\u011b pro fotoapar\u00e1t) a aktivn\u011b ho \u0159e\u0161\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vyhled\u00e1vac\u00ed s\u00edt\u011b tu popt\u00e1vku pouze <em>sb\u00edraj\u00ed<\/em>. Ot\u00e1zka ale zn\u00ed: <strong>Kde se ta popt\u00e1vka v\u016fbec vzala?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010clov\u011bk si jen tak z ni\u010deho nic, kdy\u017e ve\u010der le\u017e\u00ed v posteli, ne\u0159ekne: &#8220;J\u00e9, te\u010f bych si hrozn\u011b r\u00e1d koupil SDHC 32 GB kartu.&#8221; V\u011bt\u0161inou tomu n\u011bco p\u0159edch\u00e1z\u00ed. N\u011bkdo mu o produktu \u0159ekl, vid\u011bl doporu\u010den\u00ed, p\u0159e\u010detl si recenzi, koupil si nov\u00fd fo\u0165\u00e1k, nebo vid\u011bl zaj\u00edmav\u00e9 video na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bt\u0161inu produkt\u016f a slu\u017eeb dnes objev\u00edme d\u00edky obsahu. Dostane se to k n\u00e1m p\u0159es YouTube, Instagram, TikTok, LinkedIn, p\u0159es podcasty nebo PR \u010dl\u00e1nky. Pokud tyto kan\u00e1ly ignorujete, \u010dek\u00e1te pouze na konci cesty (v Google vyhled\u00e1v\u00e1n\u00ed) a douf\u00e1te, \u017ee si z t\u011bch deseti inzerent\u016f vybere z\u00e1kazn\u00edk zrovna v\u00e1s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>D\u016fv\u011bra a emoce por\u00e1\u017e\u00ed &#8220;pom\u011br cena\/v\u00fdkon&#8221;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy\u017e se firmy ptaj\u00ed, <strong>pro\u010d nefunguje PPC reklama<\/strong>, \u010dasto si neuv\u011bdomuj\u00ed, jak moc se zm\u011bnilo n\u00e1kupn\u00ed chov\u00e1n\u00ed. Pokud va\u0161e zna\u010dka nen\u00ed vid\u011bt na soci\u00e1ln\u00edch s\u00edt\u00edch a netvo\u0159\u00edte obsah, st\u00e1v\u00e1te se pro z\u00e1kazn\u00edka pouhou polo\u017ekou v tabulce. Jste jen &#8220;pom\u011br cena\/v\u00fdkon&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159edstavte si v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed na Googlu. Jsou tam \u010dty\u0159i placen\u00e9 pozice naho\u0159e. Na prvn\u00ed a druh\u00e9 pozici jsou firmy, kter\u00e9 zaplatily obrovsk\u00e9 pen\u00edze za proklik, ale z\u00e1kazn\u00edk o nich v \u017eivot\u011b nesly\u0161el. Na t\u0159et\u00ed pozici jste vy \u2013 firma, kter\u00e1 u\u017e m\u011bs\u00edce buduje svou zna\u010dku p\u0159es organick\u00fd obsah na TikToku, to\u010d\u00ed eduka\u010dn\u00ed videa na YouTube a m\u00e1 skv\u011bl\u00fd profil na Instagramu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Co se stane? Z\u00e1kazn\u00edk o\u010dima sjede v\u00fdsledky a klikne na v\u00e1s, i kdy\u017e jste na t\u0159et\u00edm m\u00edst\u011b. A co v\u00edc, nakoup\u00ed u v\u00e1s, i kdy\u017e jste mo\u017en\u00e1 o p\u00e1r procent dra\u017e\u0161\u00ed ne\u017e konkurence. Pro\u010d?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Proto\u017ee na n\u011bj p\u016fsob\u00edte pov\u011bdom\u011b.<\/strong> Proto\u017ee k va\u0161\u00ed zna\u010dce c\u00edt\u00ed d\u016fv\u011bru. M\u00e1 z va\u0161ich vide\u00ed n\u011bjakou emoci. Zn\u00e1 va\u0161i tv\u00e1\u0159 nebo v\u00ed, \u017ee dod\u00e1te to, co slibujete. Pokud o tuto emoci nebojujete a sna\u017e\u00edte se konkurovat pouze neust\u00e1l\u00fdm sni\u017eov\u00e1n\u00edm cen v PPC aukc\u00edch, jednou naraz\u00edte na dno. N\u00ed\u017e u\u017e to nep\u016fjde a v\u00e1\u0161 byznys skon\u010d\u00ed. D\u011blat dnes pouze PPC reklamu ve vyhled\u00e1v\u00e1n\u00ed je pro v\u011bt\u0161inu projekt\u016f pomal\u00e1 sebevra\u017eda. Nevyrostete a nevy\u0161k\u00e1lujete.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jak z toho ven? Strategie &#8220;Flywheel&#8221; pro rok 2026+<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud v\u00e1m tedy PPC reklama p\u0159est\u00e1v\u00e1 fungovat, \u0159e\u0161en\u00edm paradoxn\u011b neb\u00fdv\u00e1 &#8220;vrtat se&#8221; hodiny v nastaven\u00ed Googlu, ale zvednout hlavu a pod\u00edvat se na marketing komplexn\u011bji. T\u00edm \u0159e\u0161en\u00edm jsou soci\u00e1ln\u00ed s\u00edt\u011b a obsahov\u00fd marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firmy, kter\u00fdm dnes rostou obraty a kter\u00fdm PPC reklama naopak funguje skv\u011ble, jsou ty, kter\u00e9 pochopily takzvan\u00fd marketingov\u00fd trycht\u00fd\u0159 (Funnel):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ToFu (Top of the funnel):<\/strong> Budov\u00e1n\u00ed \u0161irok\u00e9ho pov\u011bdom\u00ed (vir\u00e1ln\u00ed videa, podcasty, blogy, PR).<\/li>\n\n\n\n<li><strong>MoFu (Middle of the funnel):<\/strong> Vzd\u011bl\u00e1v\u00e1n\u00ed a budov\u00e1n\u00ed d\u016fv\u011bry (webin\u00e1\u0159e, e-mailing, p\u0159\u00edpadov\u00e9 studie, LinkedIn).<\/li>\n\n\n\n<li><strong>BoFu (Bottom of the funnel):<\/strong> Sb\u011br popt\u00e1vky a konverze (PPC reklama ve vyhled\u00e1v\u00e1n\u00ed, dynamick\u00fd remarketing).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud za\u010dnete masivn\u011b investovat \u010das a energii do organick\u00e9ho obsahu a placen\u00e9 reklamy na soci\u00e1ln\u00edch s\u00edt\u00edch, rozto\u010d\u00edte takzvan\u00fd <strong>Flywheel<\/strong> (setrva\u010dn\u00edk).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Budete lidem ukazovat svou zna\u010dku v moment\u011b, kdy zrovna nehledaj\u00ed n\u00e1kup, ale pouze konzumuj\u00ed obsah. Vytvo\u0159\u00edte v nich emoci. Tito lid\u00e9 pak p\u016fjdou na internet, za\u010dnou va\u0161i firmu nebo produkt p\u0159irozen\u011b vyhled\u00e1vat (zv\u00fd\u0161\u00ed se v\u00e1m hledanost brandu) a jakmile budou p\u0159ipraveni nakoupit, kliknou na va\u0161i PPC reklamu. D\u00edky tomu budete moci do PPC kampan\u00ed investovat v\u00edce pen\u011bz p\u0159i zachov\u00e1n\u00ed skv\u011bl\u00e9 ziskovosti. Tento zisk pak vezmete a znovu ho investujete do tvorby obsahu. Setrva\u010dn\u00edk se rozt\u00e1\u010d\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Praktick\u00fd ak\u010dn\u00ed pl\u00e1n pro soci\u00e1ln\u00ed s\u00edt\u011b<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Publikujete jeden p\u0159\u00edsp\u011bvek m\u011bs\u00ed\u010dn\u011b? Za\u010dn\u011bte d\u011blat jeden t\u00fddn\u011b.<\/li>\n\n\n\n<li>D\u011bl\u00e1te jeden t\u00fddn\u011b? Zkuste jeden denn\u011b.<\/li>\n\n\n\n<li>D\u011bl\u00e1te jeden denn\u011b? Zkuste dva.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nezam\u011b\u0159ujte se jen na tvrd\u00e9 prodejn\u00ed posty. Tvo\u0159te eduka\u010dn\u00ed videa, uka\u017ete z\u00e1kulis\u00ed firmy, vzd\u011bl\u00e1vejte trh. Ze za\u010d\u00e1tku mo\u017en\u00e1 neuvid\u00edte okam\u017eitou n\u00e1vratnost (ROAS) jako u vyhled\u00e1vac\u00edch kampan\u00ed. Lid\u00e9 ze soci\u00e1ln\u00edch s\u00edt\u00ed nenakupuj\u00ed do p\u011bti vte\u0159in od prokliku. C\u00edlem je budovat pov\u011bdom\u00ed, abyste n\u00e1sledn\u011b ovl\u00e1dli konverzn\u00ed kan\u00e1ly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Technick\u00e9 chyby: Kdy\u017e strategie funguje, ale \u00fa\u010det krv\u00e1c\u00ed<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A\u010dkoliv je chyb\u011bj\u00edc\u00ed pr\u00e1ce se zna\u010dkou nej\u010dast\u011bj\u0161\u00edm dlouhodob\u00fdm d\u016fvodem, <strong>pro\u010d nefunguje PPC reklama<\/strong>, nesm\u00edme opomenout ani technickou str\u00e1nku v\u011bci. Z na\u0161\u00ed re\u0161er\u0161e trhu a audit\u016f reklamn\u00edch \u00fa\u010dt\u016f vypl\u00fdv\u00e1, \u017ee i kdy\u017e m\u00e1te skv\u011bl\u00fd produkt a siln\u00e9 soci\u00e1ln\u00ed s\u00edt\u011b, \u0161patn\u00e9 technick\u00e9 nastaven\u00ed v\u00e1s m\u016f\u017ee st\u00e1t statis\u00edce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1te pocit, \u017ee se s\u00edt\u00edm v\u011bnujete dostate\u010dn\u011b, ale v\u00fdsledky z Google Ads nebo Skliku st\u00e1le nep\u0159ich\u00e1zej\u00ed, zkontrolujte t\u011bchto 5 kritick\u00fdch oblast\u00ed:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Zabila to va\u0161e Landing Page (P\u0159ist\u00e1vac\u00ed str\u00e1nka)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">To je absolutn\u00ed klasika. M\u00e1te fantasticky napsan\u00fd inzer\u00e1t. Z\u00e1kazn\u00edk hled\u00e1 &#8220;\u010derven\u00e9 b\u011b\u017eeck\u00e9 boty Nike&#8221;, vid\u00ed v\u00e1\u0161 inzer\u00e1t, kter\u00fd mu slibuje p\u0159esn\u011b tyto boty se slevou a dopravou zdarma. Nad\u0161en\u011b klikne (za co\u017e vy zaplat\u00edte nemal\u00e9 pen\u00edze) a&#8230; ocitne se na hlavn\u00ed str\u00e1nce e-shopu mezi zimn\u00edmi bundami a pono\u017ekami.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Co z\u00e1kazn\u00edk ud\u011bl\u00e1? Okam\u017eit\u011b odch\u00e1z\u00ed. Pokud va\u0161e landing page p\u0159\u00edmo neodpov\u00edd\u00e1 na slib v reklam\u011b, je pomal\u00e1, nep\u0159ehledn\u00e1 na mobilu nebo nem\u00e1 jasn\u00e9 tla\u010d\u00edtko k akci (CTA), vyhazujete pen\u00edze z okna. \u0160patn\u00e1 p\u0159ist\u00e1vac\u00ed str\u00e1nka dok\u00e1\u017ee zni\u010dit i tu nejl\u00e9pe nastavenou kampa\u0148.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Slep\u00e9 \u0159\u00edzen\u00ed: Chyb\u011bj\u00edc\u00ed nebo \u0161patn\u00e9 m\u011b\u0159en\u00ed konverz\u00ed<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dnes u\u017e to zn\u00ed jako sci-fi, ale st\u00e1le existuj\u00ed \u00fa\u010dty, kde nen\u00ed spr\u00e1vn\u011b nasazen\u00e9 m\u011b\u0159en\u00ed konverz\u00ed. Modern\u00ed PPC syst\u00e9my (zejm\u00e9na Google Ads) funguj\u00ed na b\u00e1zi strojov\u00e9ho u\u010den\u00ed a um\u011bl\u00e9 inteligence. Algoritmus pot\u0159ebuje &#8220;potravu&#8221; ve form\u011b dat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud syst\u00e9mu ne\u0159eknete, jak vypad\u00e1 v\u00e1\u0161 ide\u00e1ln\u00ed z\u00e1kazn\u00edk (tedy nenasad\u00edte spr\u00e1vn\u011b konverzn\u00ed k\u00f3dy, neodes\u00edl\u00e1te hodnotu objedn\u00e1vek nebo nem\u011b\u0159\u00edte mikrokonverze typu vlo\u017een\u00ed do ko\u0161\u00edku), algoritmus nev\u00ed, komu m\u00e1 reklamu ukazovat. Bude ji ukazovat komukoliv a vy se budete divit, <strong>pro\u010d nefunguje PPC reklama<\/strong>. Bez p\u0159esn\u00e9 analytiky \u0159\u00edd\u00edte auto se zav\u00e1zan\u00fdma o\u010dima.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Zkraty v c\u00edlen\u00ed a kl\u00ed\u010dov\u00fdch slovech<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed \u010dastou chybou je p\u0159\u00edli\u0161 \u0161irok\u00e9 c\u00edlen\u00ed. Pokud prod\u00e1v\u00e1te drah\u00e1 specifick\u00e1 pr\u016fmyslov\u00e1 \u0159e\u0161en\u00ed (B2B), nepot\u0159ebujete tis\u00edce proklik\u016f z obecn\u00fdch fr\u00e1z\u00ed, kter\u00e9 hledaj\u00ed studenti do refer\u00e1t\u016f. V B2B marketingu je \u010dasto lep\u0161\u00ed m\u00edt jen n\u011bkolik des\u00edtek hled\u00e1n\u00ed m\u011bs\u00ed\u010dn\u011b, ale od vysoce relevantn\u00edch n\u00e1kup\u010d\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bnujte obrovskou p\u00e9\u010di <strong>vylu\u010duj\u00edc\u00edm kl\u00ed\u010dov\u00fdm slov\u016fm<\/strong>. Pokud prod\u00e1v\u00e1te luxusn\u00ed hodinky, okam\u017eit\u011b vylu\u010dte slova jako &#8220;levn\u00e9&#8221;, &#8220;bazar&#8221;, &#8220;zdarma&#8221; nebo &#8220;oprava&#8221;. Pokud to neud\u011bl\u00e1te, zaplat\u00edte za spoustu irelevantn\u00ed n\u00e1v\u0161t\u011bvnosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Nedostatek trp\u011blivosti a &#8220;p\u0159echytra\u010dov\u00e1n\u00ed&#8221; algoritmu<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">PPC kampan\u011b pot\u0159ebuj\u00ed \u010das. Pokud dnes spust\u00edte novou Performance Max kampa\u0148 v Googlu, prvn\u00ed dny bude syst\u00e9m zkou\u0161et r\u016fzn\u00e9 kombinace a ob\u010das ud\u011bl\u00e1 chybu. F\u00e1ze u\u010den\u00ed trv\u00e1 \u010dasto 7 a\u017e 14 dn\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mnoho inzerent\u016f zpanika\u0159\u00ed. Po t\u0159ech dnech nevid\u00ed v\u00fdsledky, tak kampa\u0148 vypnou, zm\u011bn\u00ed rozpo\u010det, p\u0159ed\u011blaj\u00ed texty a spust\u00ed ji znovu. T\u00edm ale algoritmus resetuj\u00ed a u\u010den\u00ed za\u010d\u00edn\u00e1 nanovo. Bu\u010fte trp\u011bliv\u00ed. Nezasahujte do kampan\u00ed ka\u017ed\u00fd den. Analyzujte data v del\u0161\u00edch \u010dasov\u00fdch horizontech.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Ignorov\u00e1n\u00ed retence a remarketingu<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud n\u011bkdo p\u0159i\u0161el na v\u00e1\u0161 web, str\u00e1vil tam p\u011bt minut, prohl\u00e9dl si t\u0159i produkty a ode\u0161el, je obrovsk\u00e1 \u0161koda ho nechat j\u00edt. Pokud se pt\u00e1te, pro\u010d kampan\u011b nevyd\u011bl\u00e1vaj\u00ed, zkontrolujte, zda m\u00e1te zapnut\u00fd a spr\u00e1vn\u011b nastaven\u00fd dynamick\u00fd remarketing. P\u0159ipomenout se u\u017eivateli s produktem, kter\u00fd si u\u017e prohl\u00ed\u017eel, pat\u0159\u00ed k t\u011bm nejziskov\u011bj\u0161\u00edm taktik\u00e1m v\u016fbec. Z\u00edskat nov\u00e9ho z\u00e1kazn\u00edka je toti\u017e v\u017edy n\u00e1sobn\u011b dra\u017e\u0161\u00ed, ne\u017e p\u0159esv\u011bd\u010dit toho, kdo u\u017e u v\u00e1s t\u00e9m\u011b\u0159 nakoupil.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Z\u00e1v\u011brem: Marketing v nov\u00e9 \u00e9\u0159e<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud v\u00e1m te\u010f hlavou b\u011b\u017e\u00ed my\u0161lenka, \u017ee online marketing je vlastn\u011b stra\u0161n\u011b slo\u017eit\u00fd, m\u00e1te pravdu. Nen\u00ed to zadarmo a v\u00fdsledky nep\u0159ijdou hned z\u00edtra. Vy\u017eaduje to energii, v\u00e1\u0161 \u010das a p\u0159em\u00fd\u0161len\u00ed v kontextu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ot\u00e1zka <strong>pro\u010d nefunguje PPC reklama<\/strong> m\u00e1 tedy dv\u011b roviny. Tou prvn\u00ed je perfektn\u00ed technick\u00e9 nastaven\u00ed \u2013 m\u011b\u0159en\u00ed, landing page, c\u00edlen\u00ed a testov\u00e1n\u00ed inzer\u00e1t\u016f. Pokud ale techniku m\u00e1te zvl\u00e1dnutou a v\u00fdkon st\u00e1le stagnuje, probl\u00e9m je strategick\u00fd.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jste pravd\u011bpodobn\u011b z\u00e1visl\u00ed pouze na z\u00e1chytu existuj\u00edc\u00ed popt\u00e1vky na Googlu a nebudujete vlastn\u00ed zna\u010dku. Klienti, kter\u00fdm dnes byznys raketov\u011b roste, do toho \u0161lapou na v\u0161ech front\u00e1ch. D\u011blaj\u00ed organiku, to\u010d\u00ed videa, nat\u00e1\u010d\u00ed podcasty, p\u00ed\u0161ou blogy, buduj\u00ed e-mailov\u00e9 datab\u00e1ze a s influencery posiluj\u00ed PR.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zkuste z tohoto stavu vyst\u0159\u00edzliv\u011bt. P\u0159esta\u0148te bojovat pouze v aukc\u00edch o centy za proklik a za\u010dn\u011bte bojovat o srdce a d\u016fv\u011bru va\u0161ich z\u00e1kazn\u00edk\u016f. Pokud se stanete pro sv\u00e9 publikum zn\u00e1mou a d\u016fv\u011bryhodnou autoritou, va\u0161e PPC kampan\u011b za\u010dnou znovu z\u00e1zra\u010dn\u011b fungovat. Ne proto, \u017ee byste na\u0161li tajn\u00e9 nastaven\u00ed v Googlu, ale proto, \u017ee lid\u00e9 budou cht\u00edt nakupovat pr\u00e1v\u011b u v\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/kategorie\/case-studies\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/kategorie\/case-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\">P\u0159\u00edpadov\u00e9 studie na\u0161\u00ed pr\u00e1ce najdete tady<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edme hodnotn\u00e9 marketingov\u00e9 tipy z praxe na&nbsp;na\u0161e s\u00edt\u011b: <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" data-type=\"link\" data-id=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>, <a href=\"https:\/\/www.threads.net\/@cernovskycz\" data-type=\"link\" data-id=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">Threads<\/a>,&nbsp;<a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a>,&nbsp;<a href=\"https:\/\/www.facebook.com\/cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/cernovskytomas\" data-type=\"link\" data-id=\"https:\/\/twitter.com\/cernovskytomas\" target=\"_blank\" rel=\"noreferrer noopener\">X<\/a>,&nbsp;<a href=\"https:\/\/www.youtube.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube<\/a>&nbsp;a&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo, a pokud nev\u00edte, kdo jsme, jak\u00e9 m\u00e1me v\u00fdsledky a co o n\u00e1s \u0159\u00edkaj\u00ed na\u0161i klienti, <a href=\"https:\/\/www.cernovsky.cz\/reference\/\" target=\"_blank\" rel=\"noreferrer noopener\">mrkn\u011bte tady<\/a> a <a href=\"https:\/\/cernovsky.notion.site\/cernovsky-vysledky-online-marketing?source=copy_link\" data-type=\"link\" data-id=\"https:\/\/cernovsky.notion.site\/cernovsky-vysledky-online-marketing?source=copy_link\" target=\"_blank\" rel=\"noreferrer noopener\">tady<\/a> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na\u0161e slu\u017eby najdete na&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/specializace\/\">str\u00e1nce specializace zde<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TL;DR (Shrnut\u00ed \u010dl\u00e1nku) Tento \u010dl\u00e1nek je upraven\u00fdm p\u0159episem YouTube videa od Tom\u00e1\u0161e \u010cernovsk\u00e9ho z YouTube kan\u00e1lu specializuj\u00edc\u00edho se na online marketing. Pokud preferujete video m\u00edsto \u010dl\u00e1nku, m\u016f\u017eete se na n\u011bj pod\u00edvat n\u00ed\u017ee. V posledn\u00edch m\u011bs\u00edc\u00edch se s t\u00edmto sc\u00e9n\u00e1\u0159em setk\u00e1v\u00e1m neust\u00e1le. A\u0165 u\u017e jde o nov\u00e9 popt\u00e1vky nebo p\u0159i auditech ciz\u00edch reklamn\u00edch \u00fa\u010dt\u016f, jedna v\u011bta [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"PPC reklama","footnotes":""},"categories":[9],"tags":[8,37,10,11],"class_list":["post-10314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-e-commerce","tag-marketing","tag-ppc","tag-socialni-site"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10314","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=10314"}],"version-history":[{"count":2,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10314\/revisions"}],"predecessor-version":[{"id":10326,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10314\/revisions\/10326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/10319"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=10314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=10314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=10314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}