{"id":10509,"date":"2026-07-19T15:07:00","date_gmt":"2026-07-19T13:07:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=10509"},"modified":"2026-07-19T09:41:07","modified_gmt":"2026-07-19T07:41:07","slug":"optimalni-struktura-kampani-pro-e-shopy","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/optimalni-struktura-kampani-pro-e-shopy\/","title":{"rendered":"Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy: Pro\u010d star\u00e9 postupy a univerz\u00e1ln\u00ed automatizace p\u00e1l\u00ed va\u0161e pen\u00edze"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Spravovat Meta Ads pro e-shopy dnes vypad\u00e1 na prvn\u00ed pohled jednodu\u0161e. Algoritmy se zlep\u0161uj\u00ed, Meta tla\u010d\u00ed automatizaci a v\u0161ude sly\u0161\u00edte, \u017ee sta\u010d\u00ed jedna kampa\u0148, p\u00e1r kreativ a zbytek nechat na &#8220;stroji&#8221;. Pokud ale sledujete sv\u00e9 statistiky pozorn\u011b, mo\u017en\u00e1 zji\u0161\u0165ujete, \u017ee realita je jin\u00e1. <strong>Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> nen\u00ed univerz\u00e1ln\u00ed \u0161ablona, kterou zkop\u00edrujete od konkurence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V tomto \u010dl\u00e1nku rozebereme, pro\u010d slep\u00e1 d\u016fv\u011bra v automatizovan\u00e9 setupy typu Advantage+ m\u016f\u017ee b\u00fdt zabij\u00e1kem va\u0161eho zisku a jak\u00fdm zp\u016fsobem v na\u0161\u00ed agentu\u0159e p\u0159istupujeme k testov\u00e1n\u00ed struktur, kter\u00e9 re\u00e1ln\u011b doru\u010duj\u00ed v\u00fdsledky. Za v\u00edce ne\u017e 12 let v online marketingu jsem vid\u011bl stovky reklamn\u00edch \u00fa\u010dt\u016f a jeden vzorec se opakuje: ty nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed projekty nikdy nespol\u00e9haj\u00ed na &#8220;one-size-fits-all&#8221; \u0159e\u0161en\u00ed, proto\u017ee pro ka\u017ed\u00fd projekt existuje jin\u00e1 <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR: Kl\u00ed\u010dov\u00e9 poznatky pro v\u00e1\u0161 e-shop<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Univerz\u00e1ln\u00ed struktura neexistuje:<\/strong> Co funguje velk\u00e9mu brandu s obrovsk\u00fdm pov\u011bdom\u00edm, m\u016f\u017ee u mal\u00e9ho e-shopu naprosto selhat.<\/li>\n\n\n<li><strong>Advantage+ nen\u00ed sp\u00e1sa:<\/strong> Automatizace \u010dasto kanibalizuje v\u00fdsledky a neumo\u017e\u0148uje p\u0159esn\u00e9 testov\u00e1n\u00ed r\u016fzn\u00fdch f\u00e1z\u00ed n\u00e1kupn\u00edho procesu.<\/li>\n\n\n<li><strong>Testov\u00e1n\u00ed struktury je stejn\u011b d\u016fle\u017eit\u00e9 jako testov\u00e1n\u00ed kreativ:<\/strong> Pokud netestujete po\u010det kampan\u00ed a typy c\u00edlen\u00ed, pravd\u011bpodobn\u011b p\u0159ich\u00e1z\u00edte o konverze.<\/li>\n\n\n<li><strong>Strategie na kl\u00ed\u010d vyhr\u00e1v\u00e1:<\/strong> Optim\u00e1ln\u00ed v\u00fdkon vy\u017eaduje strukturu uzp\u016fsobenou va\u0161\u00ed mar\u017ei, c\u00edlovce a s\u00edle zna\u010dky.<\/li>\n\n\n<li><strong>AI je n\u00e1stroj, ne strat\u00e9g:<\/strong> AI v\u00e1m pom\u016f\u017ee s exekuc\u00ed, ale syst\u00e9mov\u00e9 rozhodnut\u00ed o struktu\u0159e \u00fa\u010dtu mus\u00ed ud\u011blat \u010dlov\u011bk na z\u00e1klad\u011b dat.<\/li>\n\n<\/ul>\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\/@tomascernovskymarketing\" target=\"_blank\" rel=\"noopener\">YouTube kan\u00e1lu specializuj\u00edc\u00edho se na online marketing<\/a>, kde se rozeb\u00edr\u00e1 i <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/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<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=\"Tohle je ov\u011b\u0159en\u00fd zabij\u00e1k va\u0161ich Meta Ads (vyzkou\u0161eno) | Cernovsky \ud83c\udde8\ud83c\uddff\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/z3Z5JhUT8tg?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<div class=\"podcast-platform-links\" style=\"display:flex;align-items:center;gap:12px;flex-wrap:wrap;margin:28px 0\"><span style=\"font-weight:600\">\ud83c\udfa7 Poslechn\u011bte si tento d\u00edl tak\u00e9 jako podcast:<\/span><a href=\"https:\/\/open.spotify.com\/episode\/4yHY2tiCQ4TvIiaXJPJLsJ\" target=\"_blank\" rel=\"noopener\" style=\"display:inline-flex;align-items:center;gap:8px;padding:9px 18px;border-radius:999px;background:#1DB954;color:#ffffff;text-decoration:none;font-weight:600;font-size:14px;line-height:1\"><svg width=\"18\" height=\"18\" viewBox=\"0 0 24 24\" fill=\"#ffffff\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\"><path d=\"M12 0C5.4 0 0 5.4 0 12s5.4 12 12 12 12-5.4 12-12S18.66 0 12 0zm5.521 17.34c-.24.359-.66.48-1.021.24-2.82-1.74-6.36-2.101-10.561-1.141-.418.122-.779-.179-.899-.539-.12-.421.18-.78.54-.9 4.56-1.021 8.52-.6 11.64 1.32.42.18.479.659.301 1.02zm1.44-3.3c-.301.42-.841.6-1.262.3-3.239-1.98-8.159-2.58-11.939-1.38-.479.12-1.02-.12-1.14-.6-.12-.48.12-1.021.6-1.141C9.6 9.9 15 10.561 18.72 12.84c.361.181.54.78.241 1.2zm.12-3.36C15.24 8.4 8.82 8.16 5.16 9.301c-.6.179-1.2-.181-1.38-.721-.18-.601.18-1.2.72-1.381 4.26-1.26 11.28-1.02 15.721 1.621.539.3.719 1.02.419 1.56-.299.421-1.02.599-1.559.3z\"\/><\/svg><span>Spotify<\/span><\/a><a href=\"https:\/\/podcasts.apple.com\/cz\/podcast\/tohle-je-ov%C4%9B%C5%99en%C3%BD-zabij%C3%A1k-va%C5%A1ich-meta-facebook-reklam\/id6788784219?i=1000775990313&#038;uo=4\" target=\"_blank\" rel=\"noopener\" style=\"display:inline-flex;align-items:center;gap:8px;padding:9px 18px;border-radius:999px;background:#9933CC;color:#ffffff;text-decoration:none;font-weight:600;font-size:14px;line-height:1\"><svg width=\"18\" height=\"18\" viewBox=\"0 0 24 24\" fill=\"#ffffff\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\"><path d=\"M5.34 0A5.328 5.328 0 000 5.34v13.32A5.328 5.328 0 005.34 24h13.32A5.328 5.328 0 0024 18.66V5.34A5.328 5.328 0 0018.66 0zm6.525 2.568c2.336 0 4.448.902 6.056 2.587 1.224 1.272 1.912 2.619 2.264 4.392.12.59.12 2.2.007 2.864a8.506 8.506 0 01-3.24 5.296c-.608.46-2.096 1.261-2.336 1.261-.088 0-.096-.091-.056-.46.072-.592.144-.715.48-.856.536-.224 1.448-.874 2.008-1.435a7.644 7.644 0 002.008-3.536c.208-.824.184-2.656-.048-3.504-.728-2.696-2.928-4.792-5.624-5.352-.784-.16-2.208-.16-3 0-2.728.56-4.984 2.76-5.672 5.528-.184.752-.184 2.584 0 3.336.456 1.832 1.64 3.512 3.192 4.512.304.2.672.408.824.472.336.144.408.264.472.856.04.36.03.464-.056.464-.056 0-.464-.176-.896-.384l-.04-.03c-2.472-1.216-4.056-3.274-4.632-6.012-.144-.706-.168-2.392-.03-3.04.36-1.74 1.048-3.1 2.192-4.304 1.648-1.737 3.768-2.656 6.128-2.656zm.134 2.81c.409.004.803.04 1.106.106 2.784.62 4.76 3.408 4.376 6.174-.152 1.114-.536 2.03-1.216 2.88-.336.43-1.152 1.15-1.296 1.15-.023 0-.048-.272-.048-.603v-.605l.416-.496c1.568-1.878 1.456-4.502-.256-6.224-.664-.67-1.432-1.064-2.424-1.246-.64-.118-.776-.118-1.448-.008-1.02.167-1.81.562-2.512 1.256-1.72 1.704-1.832 4.342-.264 6.222l.413.496v.608c0 .336-.027.608-.06.608-.03 0-.264-.16-.512-.36l-.034-.011c-.832-.664-1.568-1.842-1.872-2.997-.184-.698-.184-2.024.008-2.72.504-1.878 1.888-3.335 3.808-4.019.41-.145 1.133-.22 1.814-.211zm-.13 2.99c.31 0 .62.06.844.178.488.253.888.745 1.04 1.259.464 1.578-1.208 2.96-2.72 2.254h-.015c-.712-.331-1.096-.956-1.104-1.77 0-.733.408-1.371 1.112-1.745.224-.117.534-.176.844-.176zm-.011 4.728c.988-.004 1.706.349 1.97.97.198.464.124 1.932-.218 4.302-.232 1.656-.36 2.074-.68 2.356-.44.39-1.064.498-1.656.288h-.003c-.716-.257-.87-.605-1.164-2.644-.341-2.37-.416-3.838-.218-4.302.262-.616.974-.966 1.97-.97z\"\/><\/svg><span>Apple Podcasts<\/span><\/a><\/div>\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d &#8220;modern\u00ed&#8221; struktura Advantage+ \u010dasto selh\u00e1v\u00e1 v \u010desk\u00e9m prost\u0159ed\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aktu\u00e1ln\u011b se v komunit\u011b marke\u0165\u00e1k\u016f hodn\u011b sklo\u0148uje term\u00edn &#8220;Advantage+ Shopping Campaigns&#8221; (ASC). Je to syst\u00e9m, kde Meta v podstat\u011b \u0159\u00edk\u00e1: &#8220;Dejte n\u00e1m v\u0161echnu kreativu do jedn\u00e9 kampan\u011b, ne\u0159e\u0161te c\u00edlen\u00ed a my v\u00e1m najdeme z\u00e1kazn\u00edky.&#8221; Zn\u00ed to skv\u011ble, ale v praxi u \u010desk\u00fdch e-shop\u016f nar\u00e1\u017e\u00edme na n\u011bkolik probl\u00e9m\u016f a \u010dasto zji\u0161\u0165ujeme, \u017ee toto nen\u00ed <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00edm bottleneckem je velikost trhu a specifika \u010desk\u00e9ho z\u00e1kazn\u00edka. Pokud do jedn\u00e9 kampan\u011b nasypete v\u0161echny sv\u00e9 rozpo\u010dty, Meta m\u00e1 tendenci optimalizovat pro nejjednodu\u0161\u0161\u00ed cestu k c\u00edli. To \u010dasto znamen\u00e1, \u017ee p\u00e1l\u00ed pen\u00edze na lidech, kte\u0159\u00ed by u v\u00e1s nakoupili i tak, nebo se to\u010d\u00ed v \u00fazk\u00e9m kruhu u\u017eivatel\u016f, zat\u00edmco akvizice nov\u00fdch z\u00e1kazn\u00edk\u016f (Prospecting) stagnuje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> vy\u017eaduje kontrolu. Pot\u0159ebujete v\u011bd\u011bt, kolik pen\u011bz jde do akvizice &#8220;studen\u00e9ho&#8221; publika a kolik do remarketingu. U ASC kampan\u00ed je tato kontrola omezen\u00e1 a reporting \u010dasto zkreslen\u00fd. Proto dnes u mnoha klient\u016f vid\u00edme, \u017ee struktura rozd\u011blen\u00e1 na v\u00edce kampan\u00ed s jasn\u011b definovan\u00fdm \u00fa\u010delem drtiv\u011b por\u00e1\u017e\u00ed jeden velk\u00fd automatizovan\u00fd &#8220;bal\u00edk&#8221;.<\/p>\n\n\n\n<div class=\"cta-case_study\"><style>.cta-case_study{position:relative;background:#0F2A4F;color:#ffffff;padding:clamp(32px,5vw,52px);border-radius:20px;margin:52px 0 40px;box-shadow:0 12px 32px -12px rgba(0,0,0,0.35);}.cta-case_study .cta-badge{position:absolute;top:-15px;right:26px;background:#FACC15;transform:skew(-21deg);padding:9px 20px;border-radius:6px;box-shadow:0 6px 14px -4px rgba(0,0,0,0.35);}.cta-case_study .cta-badge span{display:inline-block;transform:skew(21deg);color:#111827;font-size:12.5px;font-weight:800;letter-spacing:0.09em;text-transform:uppercase;line-height:1;}@media (max-width:600px){.cta-case_study .cta-badge{right:14px;}}.cta-case_study > *:first-child{margin-top:0 !important;}.cta-case_study > *:last-child{margin-bottom:0 !important;}.cta-case_study p{color:rgba(255,255,255,0.92);font-size:17px;line-height:1.65;margin:0 0 16px 0;max-width:64ch;}.cta-case_study .cta-eyebrow{display:inline-block;font-size:12px;font-weight:700;letter-spacing:0.1em;text-transform:uppercase;color:rgba(255,255,255,0.72);background:rgba(255,255,255,0.12);padding:6px 12px;border-radius:999px;margin:0 0 18px 0;line-height:1.3;}.cta-case_study p strong{display:block;color:#ffffff;font-size:clamp(24px,3.2vw,30px);font-weight:800;line-height:1.22;letter-spacing:-0.015em;margin:0 0 14px 0;}.cta-case_study ul{list-style:none;padding:0;margin:0 0 20px 0;}.cta-case_study ul li{position:relative;color:rgba(255,255,255,0.92);padding-left:30px;margin:0 0 10px 0;line-height:1.55;font-size:16.5px;}.cta-case_study ul li:last-child{margin-bottom:0;}.cta-case_study ul li::before{content:\"\u2713\";position:absolute;left:0;top:-1px;font-weight:800;color:#ffffff;background:rgba(255,255,255,0.16);width:20px;height:20px;border-radius:50%;display:flex;align-items:center;justify-content:center;font-size:12px;}.cta-case_study .cta-proof{font-size:14px;font-style:italic;color:rgba(255,255,255,0.72);margin:18px 0 0 0;line-height:1.5;}.cta-case_study .cta-btn-row{margin-top:28px;}.cta-case_study a.cta-btn{display:inline-block;background:#ffffff;color:#111827 !important;font-size:17px;font-weight:700;line-height:1;padding:17px 34px;border-radius:999px;text-decoration:none;letter-spacing:0.01em;box-shadow:0 6px 18px -6px rgba(0,0,0,0.4);transition:transform .15s ease,box-shadow .15s ease;}.cta-case_study a.cta-btn:hover{transform:translateY(-2px);box-shadow:0 10px 24px -6px rgba(0,0,0,0.45);color:#111827 !important;}<\/style><div class=\"cta-badge\"><span>Case study<\/span><\/div><p><strong>Chcete vid\u011bt, jak jsme klientovi vyt\u00e1hli ROAS na 10+ p\u0159i \u0161k\u00e1lov\u00e1n\u00ed kampan\u00ed?<\/strong><\/p><p>St\u00e1hn\u011bte si zdarma p\u0159\u00edpadovou studii, zjist\u00edte <b>konkr\u00e9tn\u00ed strategie, \u010d\u00edsla a kreativy<\/b>, kter\u00e9 fungovaly.<\/p><ul><li>P\u0159esn\u00fd setup kampan\u00ed a rozpo\u010dt\u016f<\/li><li>Kreativy, kter\u00e9 vedly k 10\u00d7 ROAS<\/li><li>Postup, kter\u00fd m\u016f\u017eete zopakovat krok za krokem<\/li><\/ul><div class=\"cta-btn-row\"><a class=\"cta-btn\" href=\"https:\/\/crnv.cz\/p\/z-skejte-zdarma-p-stup-k-p-padov-studii-10x-n-vratnost-facebook-reklamy-za-365-dn-proinvestov-no-p-es-1-milion-k--zmbypprm9\" rel=\"noopener\" target=\"_blank\">St\u00e1hnout p\u0159\u00edpadovou studii \u2192<\/a><\/div><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">15 kampan\u00ed vs. 1: Pro\u010d v\u00edce m\u016f\u017ee b\u00fdt v marketingu skute\u010dn\u011b l\u00e9pe<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u010casto sl\u00fdch\u00e1m od auditor\u016f nebo za\u010d\u00ednaj\u00edc\u00edch marke\u0165\u00e1k\u016f: &#8220;Pro\u010d tam m\u00e1te 15 kampan\u00ed? Meta doporu\u010duje konsolidaci!&#8221; Moje odpov\u011b\u010f je jednoduch\u00e1: <strong>Proto\u017ee 15 kampan\u00ed aktu\u00e1ln\u011b doru\u010duje o 30 % lep\u0161\u00ed ROAS (n\u00e1vratnost investic do reklamy) ne\u017e jedna konsolidovan\u00e1.<\/strong> V mnoha p\u0159\u00edpadech se toti\u017e pr\u00e1v\u011b tato \u010dlenit\u011bj\u0161\u00ed varianta uk\u00e1\u017ee jako <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V marketingov\u00e9 praxi neexistuje nic jako &#8220;p\u0159\u00edli\u0161 slo\u017eit\u00e1 struktura&#8221;, pokud ka\u017ed\u00e1 \u010d\u00e1st t\u00e9 struktury m\u00e1 sv\u016fj m\u011b\u0159iteln\u00fd p\u0159\u00ednos. M\u00e1me klienty, kde b\u011b\u017e\u00ed 15 kampan\u00ed sou\u010dasn\u011b, a ka\u017ed\u00e1 z nich \u0159e\u0161\u00ed jin\u00fd \u00fahel:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>R\u016fzn\u00e9 kategorie produkt\u016f s odli\u0161nou mar\u017e\u00ed.<\/li>\n\n\n<li>R\u016fzn\u00e9 f\u00e1ze n\u00e1kupn\u00edho trycht\u00fd\u0159e (TOFU, MOFU, BOFU).<\/li>\n\n\n<li>Testov\u00e1n\u00ed specifick\u00fdch kreativn\u00edch koncept\u016f.<\/li>\n\n\n<li>R\u016fzn\u00e9 geografick\u00e9 c\u00edlen\u00ed nebo specifick\u00e1 publika.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud v\u0161echno hod\u00edte do jedn\u00e9 kampan\u011b, algoritmus si vybere jednoho &#8220;v\u00edt\u011bze&#8221; (\u010dasto ten vizu\u00e1l, kter\u00fd m\u00e1 nejv\u00edc klik\u016f, ne nutn\u011b nejv\u00edc ziskov\u00fdch konverz\u00ed) a ostatn\u00ed kreativy nebo produktov\u00e9 \u0159ady &#8220;za\u0159\u00edzne&#8221;. T\u00edm se p\u0159ipravujete o mo\u017enost \u0161k\u00e1lovat vertik\u00e1ln\u011b i horizont\u00e1ln\u011b, co\u017e <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> mus\u00ed dovolovat.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">P\u0159\u00edklad z praxe:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bli jsme klienta, kter\u00fd v\u011b\u0159il doporu\u010den\u00ed Mety a m\u011bl jednu Advantage+ kampa\u0148. V\u00fdsledky byly stabiln\u00ed, ale nerostly. Jakmile jsme strukturu rozbili na 8 samostatn\u00fdch kampan\u00ed (rozd\u011blen\u00fdch podle produktov\u00fdch segment\u016f a typ\u016f kreativ), dok\u00e1zali jsme b\u011bhem dvou m\u011bs\u00edc\u016f nav\u00fd\u0161it spend o 150 % p\u0159i zachov\u00e1n\u00ed stejn\u00e9 ziskovosti. Algoritmus dostal prostor &#8220;d\u00fdchat&#8221; v men\u0161\u00edch celc\u00edch a my jsme z\u00edskali kontrolu nad t\u00edm, kam pen\u00edze te\u010dou.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Ne\u017e za\u010dnete \u0161k\u00e1lovat: Co v\u0161echno ovliv\u0148uje va\u0161i optim\u00e1ln\u00ed strukturu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159edt\u00edm, ne\u017e se rozhodnete, jak\u00e1 je ta <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> pr\u00e1v\u011b pro v\u00e1s, mus\u00edte si vyhodnotit n\u011bkolik kl\u00ed\u010dov\u00fdch faktor\u016f. Neexistuje univerz\u00e1ln\u00ed pravda, proto\u017ee ka\u017ed\u00fd byznys m\u00e1 jinou v\u00fdchoz\u00ed pozici.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. <strong>Pov\u011bdom\u00ed o zna\u010dce (Brand Awareness):<\/strong> Pokud jste na trhu 10 let a v\u0161ichni v\u00e1s znaj\u00ed, Advantage+ m\u016f\u017ee fungovat skv\u011ble, proto\u017ee algoritmus m\u00e1 z \u010deho \u010derpat. Pokud jste nov\u00fd e-shop, mus\u00edte b\u00fdt v c\u00edlen\u00ed mnohem agresivn\u011bj\u0161\u00ed a strukturovan\u011bj\u0161\u00ed. 2. <strong>V\u00fd\u0161e mar\u017ee a PNO:<\/strong> Kampan\u011b pro produkty s 10% mar\u017e\u00ed nemohou m\u00edt stejnou strukturu a bidding jako kampan\u011b pro produkty s 60% mar\u017e\u00ed. 3. <strong>Kvalita a objem obsahu:<\/strong> Pokud jste schopni produkovat 20 nov\u00fdch kreativ m\u011bs\u00ed\u010dn\u011b, pot\u0159ebujete strukturu, kter\u00e1 umo\u017en\u00ed jejich efektivn\u00ed testov\u00e1n\u00ed (nap\u0159. pomoc\u00ed metodiky 3-2-1 nebo DCT). 4. <strong>Ostatn\u00ed marketingov\u00e9 kan\u00e1ly:<\/strong> Meta Ads nefunguj\u00ed ve vakuu. Pokud v\u00e1m b\u011b\u017e\u00ed siln\u00e9 Google Ads nebo m\u00e1te obrovsk\u00fd organick\u00fd dosah na Instagramu, mus\u00ed na to struktura kampan\u00ed v Met\u011b reagovat (nap\u0159. omezen\u00edm retargetingu).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i vyhodnocov\u00e1n\u00ed t\u011bchto bod\u016f se za\u010dne r\u00fdsovat va\u0161e budouc\u00ed <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<div class=\"cta-consultation\"><style>.cta-consultation{position:relative;background:#111827;color:#ffffff;padding:clamp(32px,5vw,52px);border-radius:20px;margin:52px 0 40px;box-shadow:0 12px 32px -12px rgba(0,0,0,0.35);}.cta-consultation .cta-badge{position:absolute;top:-15px;right:26px;background:#4ADE80;transform:skew(-21deg);padding:9px 20px;border-radius:6px;box-shadow:0 6px 14px -4px rgba(0,0,0,0.35);}.cta-consultation .cta-badge span{display:inline-block;transform:skew(21deg);color:#111827;font-size:12.5px;font-weight:800;letter-spacing:0.09em;text-transform:uppercase;line-height:1;}@media (max-width:600px){.cta-consultation .cta-badge{right:14px;}}.cta-consultation > *:first-child{margin-top:0 !important;}.cta-consultation > *:last-child{margin-bottom:0 !important;}.cta-consultation p{color:rgba(255,255,255,0.92);font-size:17px;line-height:1.65;margin:0 0 16px 0;max-width:64ch;}.cta-consultation .cta-eyebrow{display:inline-block;font-size:12px;font-weight:700;letter-spacing:0.1em;text-transform:uppercase;color:rgba(255,255,255,0.72);background:rgba(255,255,255,0.12);padding:6px 12px;border-radius:999px;margin:0 0 18px 0;line-height:1.3;}.cta-consultation p strong{display:block;color:#ffffff;font-size:clamp(24px,3.2vw,30px);font-weight:800;line-height:1.22;letter-spacing:-0.015em;margin:0 0 14px 0;}.cta-consultation ul{list-style:none;padding:0;margin:0 0 20px 0;}.cta-consultation ul li{position:relative;color:rgba(255,255,255,0.92);padding-left:30px;margin:0 0 10px 0;line-height:1.55;font-size:16.5px;}.cta-consultation ul li:last-child{margin-bottom:0;}.cta-consultation ul li::before{content:\"\u2713\";position:absolute;left:0;top:-1px;font-weight:800;color:#ffffff;background:rgba(255,255,255,0.16);width:20px;height:20px;border-radius:50%;display:flex;align-items:center;justify-content:center;font-size:12px;}.cta-consultation .cta-proof{font-size:14px;font-style:italic;color:rgba(255,255,255,0.72);margin:18px 0 0 0;line-height:1.5;}.cta-consultation .cta-btn-row{margin-top:28px;}.cta-consultation a.cta-btn{display:inline-block;background:#ffffff;color:#111827 !important;font-size:17px;font-weight:700;line-height:1;padding:17px 34px;border-radius:999px;text-decoration:none;letter-spacing:0.01em;box-shadow:0 6px 18px -6px rgba(0,0,0,0.4);transition:transform .15s ease,box-shadow .15s ease;}.cta-consultation a.cta-btn:hover{transform:translateY(-2px);box-shadow:0 10px 24px -6px rgba(0,0,0,0.45);color:#111827 !important;}<\/style><div class=\"cta-badge\"><span>Konzultace zdarma<\/span><\/div><p><strong>15 minut s Tom\u00e1\u0161em<\/strong><\/p><p>Zeptejte se Tom\u00e1\u0161e na cokoliv. Pod\u00edv\u00e1 se na va\u0161e kampan\u011b a \u0159ekne v\u00e1m, <b>kde vid\u00ed nejv\u011bt\u0161\u00ed brzdy r\u016fstu<\/b> a co by doporu\u010doval otestovat jako prvn\u00ed.<\/p><ul><li>Zp\u011btn\u00e1 vazba na v\u00e1\u0161 marketing<\/li><li>Doporu\u010den\u00ed priorit, co \u0159e\u0161it hned<\/li><li>Bez z\u00e1vazk\u016f a bez tlaku<\/li><\/ul><div class=\"cta-btn-row\"><a class=\"cta-btn\" href=\"https:\/\/cal.eu\/tomas-cernovsky\/15min\" rel=\"noopener\" target=\"_blank\">Rezervovat 15 minut \u2192<\/a><\/div><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Framework pro testov\u00e1n\u00ed struktury reklamn\u00edho \u00fa\u010dtu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V na\u0161\u00ed agentu\u0159e se nedr\u017e\u00edme dogmat. Neust\u00e1le testujeme, co v sou\u010dasnosti funguje nejl\u00e9pe. Pokud chcete naj\u00edt svou optim\u00e1ln\u00ed strukturu, doporu\u010duji testovat n\u00e1sleduj\u00edc\u00ed prom\u011bnn\u00e9:<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Po\u010det kampan\u00ed a jejich c\u00edlen\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nez\u016fst\u00e1vejte u jedn\u00e9 kampan\u011b. Vyzkou\u0161ejte rozd\u011blen\u00ed na Prospecting (nov\u00ed lid\u00e9) a Retargeting (st\u00e1vaj\u00edc\u00ed n\u00e1v\u0161t\u011bvn\u00edci). I kdy\u017e Meta tvrd\u00ed, \u017ee retargeting je mrtv\u00fd, u mnoha e-shop\u016f s del\u0161\u00edm rozhodovac\u00edm procesem (nap\u0159. n\u00e1bytek nebo dra\u017e\u0161\u00ed elektronika) st\u00e1le doru\u010duje nejlevn\u011bj\u0161\u00ed konverze, co\u017e potvrzuje, \u017ee <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> mus\u00ed s retargetingem pracovat.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Vyu\u017eit\u00ed rozpo\u010dtov\u00fdch pravidel (Spending Rules)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">U komplexn\u011bj\u0161\u00edch struktur s 10 a v\u00edce kampan\u011bmi je nere\u00e1ln\u00e9 v\u0161e \u0159\u00eddit ru\u010dn\u011b 24\/7. <strong>Vyu\u017e\u00edv\u00e1n\u00ed pravidel pro \u0159\u00edzen\u00ed rozpo\u010dtu je v sou\u010dasnosti nutnost\u00ed pro efektivn\u00ed \u0161k\u00e1lov\u00e1n\u00ed.<\/strong> Nastavte si pravidla typu: &#8220;Pokud m\u00e1 kampa\u0148 ROAS pod X za posledn\u00ed 3 dny, sni\u017e budget o 20 %&#8221; nebo &#8220;Pokud je cena za konverzi skv\u011bl\u00e1, p\u0159idej budget&#8221;. T\u00edm eliminujete lidskou chybu a emoce, aby byla zachov\u00e1na <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Automatick\u00e9 vs. manu\u00e1ln\u00ed um\u00edst\u011bn\u00ed (Placements)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dlouho platilo, \u017ee &#8220;Automatic Placements&#8221; jsou jedinou cestou. Dnes vid\u00edme, \u017ee u n\u011bkter\u00fdch typ\u016f obsahu (nap\u0159. vertik\u00e1ln\u00ed videa pro Reels) d\u00e1v\u00e1 smysl m\u00edt dedikovan\u00e9 kampan\u011b pouze pro dan\u00fd placement, abychom z n\u011bj vyt\u011b\u017eili maximum a Meta n\u00e1m &#8220;neprotla\u010dila&#8221; video do nevhodn\u00fdch \u010dtvercov\u00fdch form\u00e1t\u016f ve Feedu, kde nefunguje. Spr\u00e1vn\u00e1 volba placement\u016f je tak\u00e9 to, co definuje <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[TABULKA: Srovn\u00e1n\u00ed struktur kampan\u00ed]<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Vlastnost<\/th><th>Jednoduch\u00e1 (Advantage+)<\/th><th>Komplexn\u00ed (Custom Setup)<\/th><\/tr><\/thead><tbody><tr><td><strong>Kontrola nad spendem<\/strong><\/td><td>Minim\u00e1ln\u00ed<\/td><td>Maxim\u00e1ln\u00ed<\/td><\/tr><tr><td><strong>Mo\u017enost testov\u00e1n\u00ed kreativ<\/strong><\/td><td>Omezen\u00e1 (algoritmus vyb\u00edr\u00e1 v\u00edt\u011bze)<\/td><td>Vysok\u00e1 (izolovan\u00e9 testy)<\/td><\/tr><tr><td><strong>Vhodn\u00e9 pro<\/strong><\/td><td>E-shopy s velk\u00fdm objemem dat<\/td><td>E-shopy hledaj\u00edc\u00ed r\u016fst a efektivitu<\/td><\/tr><tr><td><strong>N\u00e1ro\u010dnost na spr\u00e1vu<\/strong><\/td><td>N\u00edzk\u00e1<\/td><td>Vysok\u00e1 (vy\u017eaduje experta)<\/td><\/tr><tr><td><strong>Transparentnost dat<\/strong><\/td><td>N\u00edzk\u00e1<\/td><td>Vysok\u00e1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"cta-ai_tool_waitlist\"><style>.cta-ai_tool_waitlist{position:relative;background:#D97706;color:#ffffff;padding:clamp(32px,5vw,52px);border-radius:20px;margin:52px 0 40px;box-shadow:0 12px 32px -12px rgba(0,0,0,0.35);}.cta-ai_tool_waitlist .cta-badge{position:absolute;top:-15px;right:26px;background:#FFFFFF;transform:skew(-21deg);padding:9px 20px;border-radius:6px;box-shadow:0 6px 14px -4px rgba(0,0,0,0.35);}.cta-ai_tool_waitlist .cta-badge span{display:inline-block;transform:skew(21deg);color:#111827;font-size:12.5px;font-weight:800;letter-spacing:0.09em;text-transform:uppercase;line-height:1;}@media (max-width:600px){.cta-ai_tool_waitlist .cta-badge{right:14px;}}.cta-ai_tool_waitlist > *:first-child{margin-top:0 !important;}.cta-ai_tool_waitlist > *:last-child{margin-bottom:0 !important;}.cta-ai_tool_waitlist p{color:rgba(255,255,255,0.92);font-size:17px;line-height:1.65;margin:0 0 16px 0;max-width:64ch;}.cta-ai_tool_waitlist .cta-eyebrow{display:inline-block;font-size:12px;font-weight:700;letter-spacing:0.1em;text-transform:uppercase;color:rgba(255,255,255,0.72);background:rgba(255,255,255,0.12);padding:6px 12px;border-radius:999px;margin:0 0 18px 0;line-height:1.3;}.cta-ai_tool_waitlist p strong{display:block;color:#ffffff;font-size:clamp(24px,3.2vw,30px);font-weight:800;line-height:1.22;letter-spacing:-0.015em;margin:0 0 14px 0;}.cta-ai_tool_waitlist ul{list-style:none;padding:0;margin:0 0 20px 0;}.cta-ai_tool_waitlist ul li{position:relative;color:rgba(255,255,255,0.92);padding-left:30px;margin:0 0 10px 0;line-height:1.55;font-size:16.5px;}.cta-ai_tool_waitlist ul li:last-child{margin-bottom:0;}.cta-ai_tool_waitlist ul li::before{content:\"\u2713\";position:absolute;left:0;top:-1px;font-weight:800;color:#ffffff;background:rgba(255,255,255,0.16);width:20px;height:20px;border-radius:50%;display:flex;align-items:center;justify-content:center;font-size:12px;}.cta-ai_tool_waitlist .cta-proof{font-size:14px;font-style:italic;color:rgba(255,255,255,0.72);margin:18px 0 0 0;line-height:1.5;}.cta-ai_tool_waitlist .cta-btn-row{margin-top:28px;}.cta-ai_tool_waitlist a.cta-btn{display:inline-block;background:#ffffff;color:#111827 !important;font-size:17px;font-weight:700;line-height:1;padding:17px 34px;border-radius:999px;text-decoration:none;letter-spacing:0.01em;box-shadow:0 6px 18px -6px rgba(0,0,0,0.4);transition:transform .15s ease,box-shadow .15s ease;}.cta-ai_tool_waitlist a.cta-btn:hover{transform:translateY(-2px);box-shadow:0 10px 24px -6px rgba(0,0,0,0.45);color:#111827 !important;}<\/style><div class=\"cta-badge\"><span>AI n\u00e1stroj<\/span><\/div><p><strong>AI n\u00e1stroj, kter\u00fd b\u011bhem minut generuje des\u00edtky reklam<\/strong><\/p><p>Facebook, Instagram, Google Ads i Sklik, <b>des\u00edtky hotov\u00fdch kreativ b\u011bhem vte\u0159in<\/b>. U\u017e nikdy ne\u010dekejte na grafika, kter\u00fd limituje v\u00fdsledky va\u0161ich kampan\u00ed.<\/p><ul><li>Bannery a kreativy, kter\u00e9 funguj\u00ed ve v\u00fdkonu<\/li><li>Varianty pro A\/B testov\u00e1n\u00ed na p\u00e1r kliknut\u00ed<\/li><li>V\u0161echny form\u00e1ty (1:1, 4:5, 9:16 a dal\u0161\u00ed)<\/li><\/ul><p class=\"cta-proof\">Prvn\u00edch 100 lid\u00ed na waitlistu z\u00edsk\u00e1 cenu, kterou u\u017e nikdo jin\u00fd nedostane.<\/p><div class=\"cta-btn-row\"><a class=\"cta-btn\" href=\"https:\/\/cernovsky.notion.site\/35d084e18bd881aca5b8f965ad8893a6\" rel=\"noopener\" target=\"_blank\">Chci to \u2192<\/a><\/div><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Kreativa vs. struktura: V\u011b\u010dn\u00fd souboj o v\u00fdkon<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u010casto \u0159\u00edk\u00e1m, \u017ee kreativa je dnes nejd\u016fle\u017eit\u011bj\u0161\u00ed \u010d\u00e1st\u00ed marketingu. A stoj\u00edm si za t\u00edm. <strong>Kreativa tvo\u0159\u00ed 50\u201360 % \u00fasp\u011bchu va\u0161ich kampan\u00ed, zat\u00edmco targeting a technick\u00e9 nastaven\u00ed zbyl\u00fdch 40 %.<\/strong> To ale neznamen\u00e1, \u017ee strukturu m\u016f\u017eete ignorovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159edstavte si to jako motor a podvozek u z\u00e1vodn\u00edho auta. Kreativa je motor \u2013 d\u00e1v\u00e1 v\u00fdkon, t\u00e1hne to dop\u0159edu. Struktura kampan\u00ed je podvozek a p\u0159evodovka \u2013 ur\u010duje, jak se ten v\u00fdkon p\u0159enese na silnici. M\u016f\u017eete m\u00edt nejlep\u0161\u00ed motor na sv\u011bt\u011b (skv\u011blou reklamu), ale pokud ho d\u00e1te do \u0161patn\u00e9ho podvozku (\u0161patn\u00e1 struktura), v prvn\u00ed zat\u00e1\u010dce vylet\u00edte z trati a sp\u00e1l\u00edte rozpo\u010det. Pr\u00e1v\u011b proto je <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> naprosto nezbytn\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> mus\u00ed umo\u017enit kreativ\u011b vyniknout. To znamen\u00e1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Dostatek dat:<\/strong> Nedrobte kampan\u011b natolik, aby \u017e\u00e1dn\u00e1 nedos\u00e1hla na 50 konverz\u00ed t\u00fddenn\u011b (learning phase).<\/li>\n\n\n<li><strong>Izolace test\u016f:<\/strong> Kdy\u017e testujete nov\u00fd koncept, ned\u00e1vejte ho do kampan\u011b k &#8220;dr\u017e\u00e1k\u016fm&#8221;, kter\u00e9 u\u017e m\u011bs\u00edce funguj\u00ed. Nov\u00e1 kreativa v takov\u00e9m p\u0159\u00edpad\u011b \u010dasto nedostane \u0161anci se ani zobrazit.<\/li>\n\n\n<li><strong>Rychl\u00e1 adaptace:<\/strong> Jakmile data uk\u00e1\u017e\u00ed, \u017ee ur\u010dit\u00fd vizu\u00e1l nebo \u00fahel nefunguje, struktura v\u00e1m mus\u00ed umo\u017enit ho okam\u017eit\u011b vypnout a p\u0159esunout budget tam, kde to d\u00e1v\u00e1 smysl.<\/li>\n\n<\/ul>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d AI nenahrad\u00ed marketingov\u00e9ho strat\u00e9ga (zat\u00edm)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V posledn\u00ed dob\u011b se hodn\u011b mluv\u00ed o tom, \u017ee AI (Androm\u00e9da v Met\u011b, Gemini v Googlu) vy\u0159e\u0161\u00ed v\u0161e za n\u00e1s. Z m\u00e9 zku\u0161enosti je to m\u00fdtus. AI je skv\u011bl\u00fd sluha, ale mizern\u00fd p\u00e1n. Dok\u00e1\u017ee optimalizovat bidy v re\u00e1ln\u00e9m \u010dase, ale nedok\u00e1\u017ee pochopit v\u00e1\u0161 byznys kontext, co\u017e je pro <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> kl\u00ed\u010dov\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI nev\u00ed, \u017ee m\u00e1te v p\u0159\u00ed\u0161t\u00edm t\u00fddn\u011b v\u00fdpadek skladu u ur\u010dit\u00e9 kategorie. Nev\u00ed, \u017ee va\u0161e mar\u017ee na bot\u00e1ch je jin\u00e1 ne\u017e na dopl\u0148c\u00edch. Nev\u00ed, \u017ee se chyst\u00e1te na velkou brandovou kampa\u0148 v TV, kter\u00e1 ovlivn\u00ed hledanost va\u0161\u00ed zna\u010dky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing je o tom d\u011blat v\u011bci jinak a l\u00e9pe ne\u017e konkurence.<\/strong> Pokud budou v\u0161ichni pou\u017e\u00edvat stejn\u00e9 automatizovan\u00e9 nastaven\u00ed od Mety, v\u0161ichni budou m\u00edt pr\u016fm\u011brn\u00e9 v\u00fdsledky. Skute\u010dn\u00fd r\u016fst a zisk p\u0159ich\u00e1z\u00ed v moment\u011b, kdy najdete unik\u00e1tn\u00ed \u00fahel, otestujete strukturu, kterou nikdo jin\u00fd nepou\u017e\u00edv\u00e1, a z\u00edsk\u00e1te t\u00edm nef\u00e9rovou v\u00fdhodu na auk\u010dn\u00edm trhu. Pouze tak vznikne <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<div class=\"cta-agency\"><style>.cta-agency{position:relative;background:#E03A2F;color:#ffffff;padding:clamp(32px,5vw,52px);border-radius:20px;margin:52px 0 40px;box-shadow:0 12px 32px -12px rgba(0,0,0,0.35);}.cta-agency .cta-badge{position:absolute;top:-15px;right:26px;background:#FACC15;transform:skew(-21deg);padding:9px 20px;border-radius:6px;box-shadow:0 6px 14px -4px rgba(0,0,0,0.35);}.cta-agency .cta-badge span{display:inline-block;transform:skew(21deg);color:#111827;font-size:12.5px;font-weight:800;letter-spacing:0.09em;text-transform:uppercase;line-height:1;}@media (max-width:600px){.cta-agency .cta-badge{right:14px;}}.cta-agency > *:first-child{margin-top:0 !important;}.cta-agency > *:last-child{margin-bottom:0 !important;}.cta-agency p{color:rgba(255,255,255,0.92);font-size:17px;line-height:1.65;margin:0 0 16px 0;max-width:64ch;}.cta-agency .cta-eyebrow{display:inline-block;font-size:12px;font-weight:700;letter-spacing:0.1em;text-transform:uppercase;color:rgba(255,255,255,0.72);background:rgba(255,255,255,0.12);padding:6px 12px;border-radius:999px;margin:0 0 18px 0;line-height:1.3;}.cta-agency p strong{display:block;color:#ffffff;font-size:clamp(24px,3.2vw,30px);font-weight:800;line-height:1.22;letter-spacing:-0.015em;margin:0 0 14px 0;}.cta-agency ul{list-style:none;padding:0;margin:0 0 20px 0;}.cta-agency ul li{position:relative;color:rgba(255,255,255,0.92);padding-left:30px;margin:0 0 10px 0;line-height:1.55;font-size:16.5px;}.cta-agency ul li:last-child{margin-bottom:0;}.cta-agency ul li::before{content:\"\u2713\";position:absolute;left:0;top:-1px;font-weight:800;color:#ffffff;background:rgba(255,255,255,0.16);width:20px;height:20px;border-radius:50%;display:flex;align-items:center;justify-content:center;font-size:12px;}.cta-agency .cta-proof{font-size:14px;font-style:italic;color:rgba(255,255,255,0.72);margin:18px 0 0 0;line-height:1.5;}.cta-agency .cta-btn-row{margin-top:28px;}.cta-agency a.cta-btn{display:inline-block;background:#ffffff;color:#111827 !important;font-size:17px;font-weight:700;line-height:1;padding:17px 34px;border-radius:999px;text-decoration:none;letter-spacing:0.01em;box-shadow:0 6px 18px -6px rgba(0,0,0,0.4);transition:transform .15s ease,box-shadow .15s ease;}.cta-agency a.cta-btn:hover{transform:translateY(-2px);box-shadow:0 10px 24px -6px rgba(0,0,0,0.45);color:#111827 !important;}<\/style><div class=\"cta-badge\"><span>Spolupr\u00e1ce<\/span><\/div><p><strong>Chcete s n\u00e1mi vy\u0161k\u00e1lovat va\u0161e obraty a profitabilitu na 10+ mio\/m\u011bs.?<\/strong><\/p><p>Na\u0161e agentura za 12+ let v online marketingu vyd\u011blala klient\u016fm <b>p\u0159es 1 miliardu K\u010d ziskov\u011b<\/b>. <\/p><ul><li>Kampan\u011b od strategie po denn\u00ed optimalizaci, Meta, Google, Sklik, TikTok, LinkedIn i dal\u0161\u00ed<\/li><li>Kreativa, p\u0159ist\u00e1vac\u00ed str\u00e1nky i vyhodnocov\u00e1n\u00ed v jednom t\u00fdmu<\/li><li>90denn\u00ed pl\u00e1n, se kter\u00fdm zna\u010dky vid\u00ed n\u00e1r\u016fst tr\u017eeb<\/li><li>Jsme partnerem va\u0161eho byznysu, nikoliv jen klika\u010di reklam<\/li><\/ul><div class=\"cta-btn-row\"><a class=\"cta-btn\" href=\"https:\/\/cernovsky.notion.site\/marketingove-sluzby\" rel=\"noopener\" target=\"_blank\">Poj\u010fme spolupracovat \u2192<\/a><\/div><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Budov\u00e1n\u00ed e-shopu na kl\u00ed\u010d: Marketing jako skl\u00e1da\u010dka<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> je jen jedna \u010d\u00e1st skl\u00e1da\u010dky. Aby to v\u0161echno fungovalo, mus\u00ed b\u00fdt v\u00e1\u0161 byznys &#8220;na kl\u00ed\u010d&#8221; va\u0161im z\u00e1kazn\u00edk\u016fm. Co t\u00edm mysl\u00edm?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Produkt na m\u00edru trhu:<\/strong> Generick\u00e9 produkty z \u010c\u00edny bez p\u0159idan\u00e9 hodnoty u\u017e dnes na soci\u00e1ln\u00edch s\u00edt\u00edch neusp\u011bj\u00ed.<\/li>\n\n\n<li><strong>Brand manu\u00e1l na kl\u00ed\u010d:<\/strong> Va\u0161e vizu\u00e1ln\u00ed identita mus\u00ed odpov\u00eddat va\u0161im hodnot\u00e1m, ne b\u00fdt kopi\u00ed l\u00eddra trhu.<\/li>\n\n\n<li><strong>Web a UX na m\u00edru:<\/strong> Pokud m\u00e1te skv\u011bl\u00e9 reklamy, ale v\u00e1\u0161 web je pomal\u00fd a nep\u0159ehledn\u00fd, <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> v\u00e1s nezachr\u00e1n\u00ed.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V online marketingu neexistuj\u00ed zkratky. Iluze, \u017ee jednou n\u011bco nastav\u00edte a ono to bude &#8220;samo&#8221; fungovat m\u011bs\u00edce a roky, je nebezpe\u010dn\u00e1. Trh se m\u011bn\u00ed, konkurence nesp\u00ed a algoritmy se vyv\u00edjej\u00ed. Jedinou konstantou je neust\u00e1l\u00e9 testov\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>V\u011bt\u0161ina firem se spokoj\u00ed s &#8220;dobr\u00fdm&#8221; nastaven\u00edm, ale ti nejlep\u0161\u00ed neust\u00e1le hledaj\u00ed t\u011bch 10 % nav\u00edc, kter\u00e9 d\u011blaj\u00ed rozd\u00edl mezi p\u0159e\u017e\u00edv\u00e1n\u00edm a dominanc\u00ed na trhu.<\/strong><\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">FAQ: \u010cast\u00e9 ot\u00e1zky k optim\u00e1ln\u00ed struktu\u0159e kampan\u00ed pro e-shopy<\/h2>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Kolik kampan\u00ed by m\u011bl m\u00edt b\u011b\u017en\u00fd e-shop v Meta Ads?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Neexistuje jedno \u010d\u00edslo, ale pro st\u0159edn\u011b velk\u00fd e-shop se jako ide\u00e1ln\u00ed start ukazuje 3\u20137 kampan\u00ed. Jedna pro hlavn\u00ed akvizici (Prospecting), jedna pro retargeting (pokud d\u00e1v\u00e1 smysl), jedna testovac\u00ed kampa\u0148 pro nov\u00e9 kreativy a p\u0159\u00edpadn\u011b dedikovan\u00e9 kampan\u011b pro nejprod\u00e1van\u011bj\u0161\u00ed kategorie nebo sez\u00f3nn\u00ed akce. Toto rozd\u011blen\u00ed \u010dasto p\u0159edstavuje <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Je lep\u0161\u00ed CBO (Campaign Budget Optimization) nebo ABO (Ad Set Budget Optimization)?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V sou\u010dasnosti se p\u0159ikl\u00e1n\u00edme k CBO u kampan\u00ed, kter\u00e9 jsou v &#8220;udr\u017eovac\u00edm&#8221; re\u017eimu a maj\u00ed dostatek dat. ABO (nastaven\u00ed budgetu na \u00farovni sestavy) je ale st\u00e1le nenahraditeln\u00e9 p\u0159i testov\u00e1n\u00ed, kdy chceme zajistit, aby Meta dala ka\u017ed\u00e9 testovan\u00e9 variant\u011b p\u0159esn\u011b stejnou \u0161anci a nerozhodla o v\u00edt\u011bzi p\u0159ed\u010dasn\u011b.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1m pou\u017e\u00edvat Advantage+ Shopping Campaigns?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ano, doporu\u010dujeme je otestovat jako jednu z kampan\u00ed ve va\u0161em \u00fa\u010dtu. Nem\u011bla by to ale b\u00fdt va\u0161e jedin\u00e1 kampa\u0148. Sledujte hlavn\u011b pod\u00edl nov\u00fdch vs. st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f v reportingu ASC \u2013 \u010dasto zjist\u00edte, \u017ee ASC jen &#8220;vys\u00e1v\u00e1&#8221; remarketingov\u00e1 publika za vysokou cenu a \u017ee <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> vy\u017eaduje i jin\u00e9 typy kampan\u00ed.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Jak \u010dasto m\u00e1m m\u011bnit strukturu kampan\u00ed?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Strukturu nem\u011b\u0148te ka\u017ed\u00fd den, algoritmus pot\u0159ebuje stabilitu. Doporu\u010dujeme revidovat celkov\u00fd setup \u00fa\u010dtu jednou za kvart\u00e1l nebo p\u0159i z\u00e1sadn\u00edch zm\u011bn\u00e1ch v byznysu (nov\u00e9 kategorie, zm\u011bna mar\u017e\u00ed). Kreativy uvnit\u0159 struktury v\u0161ak testujte neust\u00e1le \u2013 ide\u00e1ln\u011b ka\u017ed\u00fd t\u00fdden.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Pro\u010d mi kampa\u0148 po \u010dase p\u0159estane fungovat?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nej\u010dast\u011bj\u0161\u00edm d\u016fvodem je kreativn\u00ed \u00fanava (Ad Fatigue). Va\u0161e c\u00edlov\u00e9 publikum u\u017e reklamu vid\u011blo mockr\u00e1t a p\u0159estalo na ni reagovat. Druh\u00fdm d\u016fvodem m\u016f\u017ee b\u00fdt zm\u011bna v aukci \u2013 p\u0159\u00edchod siln\u00e9ho konkurenta nebo sez\u00f3nn\u00ed v\u00fdkyvy, na kter\u00e9 va\u0161e <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> nereaguje dostate\u010dn\u011b pru\u017en\u011b.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">M\u00e1m vylu\u010dovat st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky z akvizi\u010dn\u00edch kampan\u00ed?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bt\u0161inou ano. Pokud chcete r\u016fst, mus\u00edte oslovovat nov\u00e9 lidi. Meta sice tvrd\u00ed, \u017ee si to p\u0159ebere, ale praxe ukazuje, \u017ee bez manu\u00e1ln\u00edho vylou\u010den\u00ed (upload listu z\u00e1kazn\u00edk\u016f nebo pixel data) bude algoritmus st\u00e1le dokola oslovovat ty stejn\u00e9 lidi, proto\u017ee je to pro n\u011bj &#8220;levn\u00e1&#8221; konverze.<\/p>\n\n\n\n<div class=\"cta-community\"><style>.cta-community{position:relative;background:#5B2A86;color:#ffffff;padding:clamp(32px,5vw,52px);border-radius:20px;margin:52px 0 40px;box-shadow:0 12px 32px -12px rgba(0,0,0,0.35);}.cta-community .cta-badge{position:absolute;top:-15px;right:26px;background:#FACC15;transform:skew(-21deg);padding:9px 20px;border-radius:6px;box-shadow:0 6px 14px -4px rgba(0,0,0,0.35);}.cta-community .cta-badge span{display:inline-block;transform:skew(21deg);color:#111827;font-size:12.5px;font-weight:800;letter-spacing:0.09em;text-transform:uppercase;line-height:1;}@media (max-width:600px){.cta-community .cta-badge{right:14px;}}.cta-community > *:first-child{margin-top:0 !important;}.cta-community > *:last-child{margin-bottom:0 !important;}.cta-community p{color:rgba(255,255,255,0.92);font-size:17px;line-height:1.65;margin:0 0 16px 0;max-width:64ch;}.cta-community .cta-eyebrow{display:inline-block;font-size:12px;font-weight:700;letter-spacing:0.1em;text-transform:uppercase;color:rgba(255,255,255,0.72);background:rgba(255,255,255,0.12);padding:6px 12px;border-radius:999px;margin:0 0 18px 0;line-height:1.3;}.cta-community p strong{display:block;color:#ffffff;font-size:clamp(24px,3.2vw,30px);font-weight:800;line-height:1.22;letter-spacing:-0.015em;margin:0 0 14px 0;}.cta-community ul{list-style:none;padding:0;margin:0 0 20px 0;}.cta-community ul li{position:relative;color:rgba(255,255,255,0.92);padding-left:30px;margin:0 0 10px 0;line-height:1.55;font-size:16.5px;}.cta-community ul li:last-child{margin-bottom:0;}.cta-community ul li::before{content:\"\u2713\";position:absolute;left:0;top:-1px;font-weight:800;color:#ffffff;background:rgba(255,255,255,0.16);width:20px;height:20px;border-radius:50%;display:flex;align-items:center;justify-content:center;font-size:12px;}.cta-community .cta-proof{font-size:14px;font-style:italic;color:rgba(255,255,255,0.72);margin:18px 0 0 0;line-height:1.5;}.cta-community .cta-btn-row{margin-top:28px;}.cta-community a.cta-btn{display:inline-block;background:#ffffff;color:#111827 !important;font-size:17px;font-weight:700;line-height:1;padding:17px 34px;border-radius:999px;text-decoration:none;letter-spacing:0.01em;box-shadow:0 6px 18px -6px rgba(0,0,0,0.4);transition:transform .15s ease,box-shadow .15s ease;}.cta-community a.cta-btn:hover{transform:translateY(-2px);box-shadow:0 10px 24px -6px rgba(0,0,0,0.45);color:#111827 !important;}<\/style><div class=\"cta-badge\"><span>Komunita<\/span><\/div><p><strong>Online marketingov\u00e1 komunita<\/strong><\/p><p>M\u00edsto, kde sd\u00edl\u00edme <b> marketingov\u00e9 know-how z praxe.<\/b><\/p><ul><li>Co skute\u010dn\u011b funguje (a co naopak selhalo)<\/li><li>Marketingov\u00e9 novinky a tipy z praxe<\/li><li>Networking s aktivn\u00edmi marke\u0165\u00e1ky<\/li><\/ul><p class=\"cta-proof\">Na \u010dekac\u00ed listin\u011b je p\u0159es 400 lid\u00ed \u2014 spou\u0161t\u00edme u\u017e brzy.<\/p><div class=\"cta-btn-row\"><a class=\"cta-btn\" href=\"https:\/\/cernovsky.notion.site\/24e084e18bd881689f8df24c93e6b996\" rel=\"noopener\" target=\"_blank\">Zapsat se na waitlist \u2192<\/a><\/div><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br: Cesta k ziskov\u00e9mu e-shopu vede p\u0159es odvahu testovat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Naj\u00edt tu nejlep\u0161\u00ed cestu k zisku v online marketingu vy\u017eaduje v\u00edc ne\u017e jen zn\u00e1t z\u00e1klady nastaven\u00ed v Business Manageru. Vy\u017eaduje to mindset experiment\u00e1tora a ochotu zpochyb\u0148ovat &#8220;best practices&#8221;, kter\u00e9 n\u00e1m tla\u010d\u00ed reklamn\u00ed platformy. <strong>Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong> je dynamick\u00fd syst\u00e9m, kter\u00fd se mus\u00ed vyv\u00edjet spolu s va\u0161\u00edm byznysem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nebojte se slo\u017eit\u011bj\u0161\u00edch struktur, pokud v\u00e1m d\u00e1vaj\u00ed kontrolu a data. Nenechte se ukol\u00e9bat automatizac\u00ed, kter\u00e1 sice \u0161et\u0159\u00ed \u010das marke\u0165\u00e1kovi, ale \u010dasto ne\u0161et\u0159\u00ed pen\u00edze majiteli firmy. Marketing nen\u00ed o tom, co je jednoduch\u00e9 pro n\u00e1s, ale o tom, co je efektivn\u00ed pro v\u00e1\u0161 hospod\u00e1\u0159sk\u00fd v\u00fdsledek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud c\u00edt\u00edte, \u017ee va\u0161e kampan\u011b stagnuj\u00ed a va\u0161e aktu\u00e1ln\u00ed struktura narazila na sv\u016fj strop, je \u010das na zm\u011bnu a va\u0161\u00ed prioritou by se m\u011bla st\u00e1t <strong>optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy<\/strong>. Testujte, m\u011b\u0159te, vyhodnocujte a hlavn\u011b \u2013 bu\u010fte o krok nap\u0159ed p\u0159ed konkurenc\u00ed, kter\u00e1 st\u00e1le je\u0161t\u011b v\u011b\u0159\u00ed, \u017ee Meta Ads se nastav\u00ed &#8220;samy&#8221;.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/pripadove-studie\">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 na\u0161e s\u00edt\u011b: <a href=\"https:\/\/www.linkedin.com\/in\/tomascernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/www.threads.net\/@tomascernovsky\" target=\"_blank\" rel=\"noopener\">Threads<\/a>, <a href=\"https:\/\/www.tiktok.com\/@tomascernovsky\" target=\"_blank\" rel=\"noopener\">TikTok<\/a>, <a href=\"https:\/\/www.facebook.com\/tomascernovskymarketing\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>, <a href=\"https:\/\/x.com\/tomascernovsky\">X<\/a>, <a href=\"https:\/\/www.youtube.com\/@tomascernovskymarketing\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> a <a href=\"https:\/\/www.instagram.com\/tomascernovsky\/\" target=\"_blank\" rel=\"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, mrkn\u011bte <a href=\"https:\/\/www.cernovsky.cz\/o-nas\">tady<\/a> a <a href=\"https:\/\/www.cernovsky.cz\/reference\">tady<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/sluzby\">Na\u0161e slu\u017eby najdete na str\u00e1nce specializace zde.<\/a><\/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>Spravovat Meta Ads pro e-shopy dnes vypad\u00e1 na prvn\u00ed pohled jednodu\u0161e. Algoritmy se zlep\u0161uj\u00ed, Meta tla\u010d\u00ed automatizaci a v\u0161ude sly\u0161\u00edte, \u017ee sta\u010d\u00ed jedna kampa\u0148, p\u00e1r kreativ a zbytek nechat na &#8220;stroji&#8221;. Pokud ale sledujete sv\u00e9 statistiky pozorn\u011b, mo\u017en\u00e1 zji\u0161\u0165ujete, \u017ee realita je jin\u00e1. Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy nen\u00ed univerz\u00e1ln\u00ed \u0161ablona, kterou zkop\u00edrujete od konkurence. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10511,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_title":"Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy \u2013 Tom\u00e1\u0161 \u010cernovsk\u00fd","rank_math_description":"Z jist\u011bte, jak vypad\u00e1 optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy. Pro\u010d univerz\u00e1ln\u00ed Meta Ads nastaven\u00ed selh\u00e1vaj\u00ed a jak testov\u00e1n\u00ed 15 kampan\u00ed m\u00edsto jedn\u00e9 zvy\u0161uje\u2026","rank_math_focus_keyword":"Optim\u00e1ln\u00ed struktura kampan\u00ed pro e-shopy","footnotes":""},"categories":[9],"tags":[159,157,141,156,147,160,158,151],"class_list":["post-10509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advantage-shopping-campaigns","tag-e-commerce-marketing","tag-meta-ads","tag-optimalni-struktura-kampani-pro-e-shopy","tag-reklamni-strategie","tag-skalovani-kampani","tag-testovani-kreativ","tag-vykonnostni-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10509","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=10509"}],"version-history":[{"count":6,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10509\/revisions"}],"predecessor-version":[{"id":10519,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/10509\/revisions\/10519"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/10511"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=10509"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=10509"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=10509"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}