{"id":7574,"date":"2022-07-21T07:21:00","date_gmt":"2022-07-21T05:21:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=7574"},"modified":"2024-04-22T15:58:20","modified_gmt":"2024-04-22T13:58:20","slug":"ppc-reklama","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/ppc-reklama\/","title":{"rendered":"PPC reklama v roce 2024: Ultimate guide na Google Ads &#8211; jak na PPC reklamu, co to je PPC reklama, jak vypad\u00e1"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vyhled\u00e1v\u00e1n\u00ed Google<\/a> je v sou\u010dasnosti nejpou\u017e\u00edvan\u011bj\u0161\u00ed sv\u011btov\u00fd <a href=\"https:\/\/cs.wikipedia.org\/wiki\/Webov%C3%BD_vyhled%C3%A1va%C4%8D\" target=\"_blank\" rel=\"noreferrer noopener\">internetov\u00fd vyhled\u00e1va\u010d<\/a>. Vyhled\u00e1va\u010d ka\u017edodenn\u011b obslou\u017e\u00ed p\u0159es <strong>dv\u011b miliardy dotaz\u016f<\/strong> a prob\u00edh\u00e1 na n\u011bm kolem 50 % v\u0161ech vyhled\u00e1v\u00e1n\u00ed na sv\u011bt\u011b. <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\" data-type=\"post\" data-id=\"910\">PPC reklama v Google Ads<\/a> (kdysi Google AdWords) se zobrazuj\u00ed pod\u00e9l v\u00fdsledk\u016f hled\u00e1n\u00ed v Google a tak\u00e9 na vyhled\u00e1vac\u00edch a obsahov\u00fdch str\u00e1nk\u00e1ch partner\u016f Google, tak\u017ee to znamen\u00e1, \u017ee jde o platformu s obrovsk\u00fdm dosahem. <a href=\"https:\/\/ads.google.com\/intl\/cs_CZ\/home\/?pli=1\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a> je nejpropracovan\u011bj\u0161\u00edm a z\u00e1rove\u0148 nejrychleji se vyv\u00edjej\u00edc\u00edm PPC syst\u00e9mem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"892\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_2_min-1024x892.png\" alt=\"PPC reklama je viditeln\u00e1 podle ozna\u010den\u00ed &quot;Ad&quot;, kter\u00e9 m\u00e1 vedle sebe a je v\u017edy nad organick\u00fdmi v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed. Tak\u00e9 samoz\u0159ejm\u011b m\u016f\u017ee b\u00fdt i pod nimi, pokud je biduj\u00edc\u00edch inzerent\u016f hodn\u011b.\" class=\"wp-image-7594\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_2_min-1024x892.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_2_min-300x261.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_2_min-768x669.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_2_min.png 1345w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama se zobrazuje nad organick\u00fdmi v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed a je ozna\u010dena zna\u010dkou &#8220;Ad&#8221;, v\u011bt\u0161inou tam najdeme 4 reklamy, tak\u00e9 ji najdeme na spodku str\u00e1nky, pokud je v\u00edce inzerent\u016f<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PPC reklama se stala obl\u00edben\u00fdm a efektivn\u00edm n\u00e1strojem online marketingu. Jde o n\u00e1stroj neust\u00e1le se rozv\u00edjej\u00edc\u00ed a uplatniteln\u00fd pro jak\u00fdkoliv business. Zkratka PPC vych\u00e1z\u00ed z anglick\u00e9ho <a href=\"https:\/\/en.wikipedia.org\/wiki\/Pay-per-click\" target=\"_blank\" rel=\"noreferrer noopener\">pay per click<\/a>, v p\u0159ekladu <strong>platby za kliknut\u00ed<\/strong>. Znamen\u00e1 to tedy, \u017ee za reklamu plat\u00edte a\u017e ve chv\u00edli, kdy n\u011bkoho zaujme a klikne na ni. Aby z kliknut\u00ed plynuly i n\u011bjak\u00e9 konverze (nap\u0159. n\u00e1kupy, registrace, leady apod.), je kl\u00ed\u010dov\u00e9 PPC syst\u00e9m\u016fm <strong>rozum\u011bt<\/strong>, v\u011bd\u011bt, kter\u00fd kdy pou\u017e\u00edt a um\u011bt si PPC kampan\u011b dob\u0159e nastavit. V opa\u010dn\u00e9m p\u0159\u00edpad\u011b m\u016f\u017eete sice snadno z\u00edskat hromadu kliknut\u00ed, ale \u017e\u00e1dn\u00e9 opravdov\u00e9 v\u00fdsledky.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">V tomto \u010dl\u00e1nku si projdeme v\u00fdhody a potenci\u00e1l PPC reklamy a jej\u00ed mo\u017enosti nastaven\u00ed <strong>na platform\u011b Google Ads<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak PPC reklama v Google Ads funguje?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00edm probl\u00e9mem marketingu v dne\u0161n\u00ed dob\u011b je to, \u017ee inzerent\u016f je v sou\u010dasn\u00e9 dob\u011b v\u00edce ne\u017e dostupn\u00e9ho reklamn\u00edho prostoru. Z\u00e1kladem PPC reklamy je proto <strong>auk\u010dn\u00ed syst\u00e9m<\/strong> &#8211; v\u00fd\u0161e ceny za proklik se odv\u00edj\u00ed od <strong>konkuren\u010dn\u00edch nab\u00eddek<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1le\u017e\u00ed ale tak\u00e9 na <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6167118?hl=cs#:~:text=Sk%C3%B3re%20kvality%20funguje%20jako%20diagnostick%C3%BD,k%20dispozici%20u%20kl%C3%AD%C4%8Dov%C3%BDch%20slov.\" target=\"_blank\" rel=\"noreferrer noopener\">sk\u00f3re kvality<\/a> va\u0161\u00ed reklamy, kter\u00e9 se ur\u010duje na stupnici 1\u2009\u2013\u200910 a zahrnuje <strong>o\u010dek\u00e1vanou m\u00edru prokliku<\/strong>, <strong>relevanci reklamy<\/strong> a <strong>dojem ze <\/strong><a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/landing-page-tipy\/\"><strong>vstupn\u00ed str\u00e1nky<\/strong> (landing page)<\/a>. To Google Ads pom\u00e1h\u00e1 zobrazovat u\u017eivatel\u016fm pouze relevantn\u00ed v\u00fdsledky a z\u016fstat tak v jejich o\u010d\u00edch st\u00e1le t\u00edm nekvalitn\u011bj\u0161\u00edm vyhled\u00e1va\u010dem na trhu. \u010c\u00edm je PPC reklama a vstupn\u00ed str\u00e1nka pro u\u017eivatele <strong>relevantn\u011bj\u0161\u00ed<\/strong>, t\u00edm <strong>vy\u0161\u0161\u00edho<\/strong> sk\u00f3re kvality dos\u00e1hnete. Za nekvalitn\u00ed reklamu v\u00e1m Google Ads m\u016f\u017ee za\u010d\u00edt \u00fa\u010dtovat v\u00fdrazn\u011b vy\u0161\u0161\u00ed cenu za proklik &#8211; relevantn\u00ed reklama s vysok\u00fdm sk\u00f3re kvality bude m\u00edt ni\u017e\u0161\u00ed cenu za proklik ne\u017e reklama s hor\u0161\u00edm sk\u00f3rem kvality. Z\u00e1rove\u0148 se kvalitn\u011bj\u0161\u00ed reklama bude <strong>v\u00edce zobrazovat<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"689\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_skore_kvality-1024x689.png\" alt=\"PPC reklama je postaven\u00e1 na sk\u00f3re relevance. \u010c\u00edm vy\u0161\u0161\u00ed sk\u00f3re relevance, t\u00edm m\u00e9n\u011b budete moct na va\u0161i reklamu bidovat a p\u0159es to budete v\u00fd\u0161 ve v\u00fdsledc\u00edch ne\u017e va\u0161i konkurenti. Kvalita reklamy ve vztahu ke kl\u00ed\u010dov\u00e9mu slovu a kvalita landing page je alfa a omega \u00fasp\u011bchu PPC reklamy.\" class=\"wp-image-7596\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_skore_kvality-1024x689.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_skore_kvality-300x202.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_skore_kvality-768x517.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_skore_kvality-1536x1033.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_skore_kvality-2048x1378.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama v Google Ads stoj\u00ed a pad\u00e1 na sk\u00f3re relevance, c\u00edlem v\u0161ech inzerent\u016f by m\u011bla b\u00fdt maximalizace tohoto sk\u00f3re<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PPC reklama a jej\u00ed nastaven\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud je\u0161t\u011b nem\u00e1te Google Ads \u00fa\u010det, prvn\u00ed krok bude si jej na str\u00e1nce <a href=\"https:\/\/ads.google.com\/intl\/cs_cz\/home\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google ADS<\/a> zalo\u017eit. Pokud u\u017e Google \u00fa\u010det m\u00e1te, je pro snaz\u0161\u00ed propojen\u00ed m\u00edt slu\u017eby Google <a href=\"https:\/\/ads.google.com\/intl\/cs_CZ\/home\/?pli=1\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a>, <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> a p\u0159\u00edpadn\u011b <a href=\"https:\/\/search.google.com\/search-console\/about\" target=\"_blank\" rel=\"noreferrer noopener\">Google Webmaster Tools<\/a>, <a href=\"https:\/\/www.google.com\/intl\/cs_cz\/retail\/solutions\/merchant-center\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Merchant Centrum<\/a> a <a href=\"https:\/\/www.google.com\/intl\/cs_cz\/business\/\" target=\"_blank\" rel=\"noreferrer noopener\">Moje firma Google<\/a> pod stejn\u00fdm \u00fa\u010dtem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Ads v\u00e1m pak nab\u00eddne, abyste si vybrali jeden ze t\u0159\u00ed c\u00edl\u016f kampan\u011b: z\u00edskat v\u00edce hovor\u016f, podpo\u0159it prodej nebo registrace na webov\u00fdch str\u00e1nk\u00e1ch, nebo p\u0159il\u00e1kat v\u00edce n\u00e1v\u0161t\u011bvn\u00edk\u016f do kamenn\u00e9 prodejny. Pokud zvol\u00edte jeden z c\u00edl\u016f inzerce, z\u016fstanete v tzv. chytr\u00e9m re\u017eimu a zalo\u017een\u00e1 kampa\u0148 bude m\u00edt typ <strong>Chytr\u00e1 kampa\u0148<\/strong>. Automaticky nastaven\u00e9 reklamy v chytr\u00e9m re\u017eimu jsou velmi jednoduch\u00e9 a prakticky nikdy <strong>nefunguj\u00ed<\/strong>. Jsou efektivn\u00ed pouze v prost\u0159ed\u00ed s opravdu n\u00edzkou konkurenc\u00ed. <strong>Proto doporu\u010duji tyto reklamy nikdy nezakl\u00e1dat!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jste v prost\u0159ed\u00ed s v\u011bt\u0161\u00ed konkurenc\u00ed, budete si cht\u00edt Google Ads p\u0159epnout do <strong>re\u017eimu pro experty<\/strong> &#8211; t\u011bmi se bu\u010fto <strong>mus\u00edte st\u00e1t<\/strong> (po\u010d\u00edtejte s t\u00edm, \u017ee to nebude ze dne na den), nebo si na spravov\u00e1n\u00ed Google Ads kampan\u00ed mus\u00edte <strong>najmout experta<\/strong>. D\u011blat Google Ads bez dostate\u010dn\u00fdch znalost\u00ed jsou <strong>vyhozen\u00e9 pen\u00edze.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nyn\u00ed u\u017e m\u016f\u017eete p\u0159ej\u00edt k zalo\u017een\u00ed svoj\u00ed prvn\u00ed Google Ads kampan\u011b. P\u0159i zakl\u00e1dan\u00ed nov\u00e9 kampan\u011b v re\u017eimu pro experty v\u00e1m Google nab\u00eddne ke zvolen\u00ed jeden z osmi ji\u017e zm\u00edn\u011bn\u00fdch c\u00edl\u016f kampan\u011b. <strong>V praxi nen\u00ed volba c\u00edle a\u017e tak podstatn\u00e1<\/strong>, m\u00e1 vliv pouze na n\u011bkter\u00e9 p\u0159ednastaven\u00e9 hodnoty, kter\u00e9 lze pozd\u011bji zm\u011bnit. Doporu\u010duji kliknout na &#8220;Vytvo\u0159it kampa\u0148 bez c\u00edle&#8221;. <strong>Je to posledn\u00ed nab\u00eddka vpravo dole.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"600\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_cile_kampani-1024x600.png\" alt=\"PPC reklama v\u00e1m poskytuje 8 c\u00edl\u016f reklamy. Nicm\u00e9n\u011b daleko d\u016fle\u017eit\u011bj\u0161\u00ed je zvolen\u00ed form\u00e1t\u016f reklamy a tedy typ\u016f reklamy. C\u00edle reklamy nejsou tak d\u016fle\u017eit\u00e9 jako t\u0159eba u reklamy na Facebooku, kdy na nich stoj\u00ed a pad\u00e1 v\u00e1\u0161 \u00fasp\u011bch.\" class=\"wp-image-7591\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_cile_kampani-1024x600.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_cile_kampani-300x176.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_cile_kampani-768x450.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_cile_kampani-1536x900.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_cile_kampani-2048x1200.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama v expertn\u00edm re\u017eimu nab\u00edz\u00ed cca 8 c\u00edl\u016f reklamy<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V dal\u0161\u00edm kroku zvol\u00edte typ kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kter\u00e9 typy PPC kampan\u00ed existuj\u00ed a jak funguj\u00ed?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/ads.google.com\/intl\/cs_cz\/home\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a> v\u00e1m umo\u017e\u0148uje si vybrat z n\u011bkolika zp\u016fsob\u016f zobrazov\u00e1n\u00ed reklamy. Projdeme si ty nejb\u011b\u017en\u011bj\u0161\u00ed z nich.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"553\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_typ_kampane-1024x553.png\" alt=\"Pokud u PPC reklamy vyberete typ reklamy display a chcete konverze, \u00fapln\u011b se v\u00e1m to nepovede. Pokud naopak budete cht\u00edt budovat pov\u011bdom\u00ed o va\u0161\u00ed zna\u010dce, tak zde s reklamou ve vyhled\u00e1v\u00e1n\u00ed tak\u00e9 nepochod\u00edte.\" class=\"wp-image-7589\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_typ_kampane-1024x553.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_typ_kampane-300x162.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_typ_kampane-768x415.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_typ_kampane-1536x830.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_typ_kampane-2048x1107.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Ur\u010den\u00ed typu PPC reklamy je alfa a omega va\u0161eho \u00fasp\u011bchu nebo ne\u00fasp\u011bchu<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">PPC r<strong>eklama ve vyhled\u00e1v\u00e1n\u00ed (Search)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Reklama ve vyhled\u00e1v\u00e1n\u00ed je nejpou\u017e\u00edvan\u011bj\u0161\u00ed Google Ads kampa\u0148. Je to ten \u00fapln\u011b nejz\u00e1kladn\u011bj\u0161\u00ed typ kampan\u011b, kter\u00fd by rozhodn\u011b \u017e\u00e1dn\u00e1 firma nem\u011bla opomenout. Reklama se zobraz\u00ed ve chv\u00edli, kdy u\u017eivatelem <strong>hledan\u00fd v\u00fdraz<\/strong> odpov\u00edd\u00e1 nebo je podobn\u00fd <strong>kl\u00ed\u010dov\u00e9mu slovu<\/strong>, kter\u00e9 je p\u0159i\u0159azen\u00e9 k va\u0161\u00ed kampani. Reklama se nemus\u00ed zobrazit pouze ve zn\u00e1m\u00fdch vyhled\u00e1va\u010d\u00edch (Google), ale zobraz\u00ed se i na m\u00e9n\u011b zn\u00e1m\u00fdch str\u00e1nk\u00e1ch jako nap\u0159. tiscali.cz, centrum.cz a podobn\u011b &#8211; tyto str\u00e1nky toti\u017e Google ozna\u010duje jako <strong>partnersk\u00e9 weby<\/strong> ve vyhled\u00e1vac\u00ed s\u00edti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"962\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_reklama_ve_vyhledavani-962x1024.png\" alt=\"PPC reklama ve vyhled\u00e1v\u00e1n\u00ed umo\u017e\u0148uje prvn\u00edm 4 inzerent\u016fm zaujmout prvn\u00ed pozice na str\u00e1nce v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed. Pokud m\u00e1te vysok\u00e9 sk\u00f3re kvality a inzerujete adekv\u00e1tn\u00edm bidem, na t\u00e9to str\u00e1nce se budete zobrazovat naho\u0159e.\" class=\"wp-image-7599\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_reklama_ve_vyhledavani-962x1024.png 962w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_reklama_ve_vyhledavani-282x300.png 282w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_reklama_ve_vyhledavani-768x817.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_reklama_ve_vyhledavani-1444x1536.png 1444w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_reklama_ve_vyhledavani.png 1748w\" sizes=\"(max-width: 962px) 100vw, 962px\" \/><figcaption class=\"wp-element-caption\">PPC reklama ve vyhled\u00e1v\u00e1n\u00ed je to hlavn\u00ed, co inzerent\u016fm doru\u010duje konverze a pro\u010d byste tuto reklamu m\u011bli d\u011blat tak\u00e9<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pomoc\u00ed reklamy ve vyhled\u00e1v\u00e1n\u00ed m\u016f\u017eete zac\u00edlit textovou reklamou na u\u017eivatele, kte\u0159\u00ed na <strong>Google <a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-trychtyr\/\">hledaj\u00ed konkr\u00e9tn\u00ed zbo\u017e\u00ed nebo slu\u017eby<\/a><\/strong>. Reklamu ve vyhled\u00e1v\u00e1n\u00ed si pak m\u016f\u017eete je\u0161t\u011b d\u00e1le optimalizovat, aby va\u0161im pot\u0159eb\u00e1m pln\u011b vyhovovala. Google Ads nap\u0159\u00edklad nab\u00edz\u00ed reklamy s <strong><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6341403?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">mo\u017enost\u00ed vol\u00e1n\u00ed<\/a><\/strong>. Takov\u00e9 reklamy neodk\u00e1\u017eou u\u017eivatele na v\u00e1\u0161 web, ale nab\u00eddnou mu mo\u017enost ihned zah\u00e1jit telefonn\u00ed hovor. Budou se zobrazovat jen na za\u0159\u00edzen\u00edch, kter\u00e9 umo\u017e\u0148uj\u00ed telefonn\u00ed hovory. Reklamy s mo\u017enost\u00ed vol\u00e1n\u00ed jsou vhodn\u00e9 p\u0159edev\u0161\u00edm pro inzerci slu\u017eeb &#8211; a zejm\u00e9na pro firmy poskytuj\u00edc\u00ed \u0159e\u0161en\u00ed hav\u00e1ri\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pomoc vytvo\u0159it <strong>zaj\u00edmav\u00e9 texty<\/strong> do <a href=\"https:\/\/www.cernovsky.cz\/marketing\/ai-nastroje\/\" data-type=\"URL\" data-id=\"https:\/\/www.cernovsky.cz\/marketing\/ai-nastroje\/\">PPC reklamy v\u00e1m m\u016f\u017eou i AI n\u00e1stroje<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PPC reklama v obsahov\u00e9 s\u00edti<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">U reklamy v obsahov\u00e9 s\u00edti se jedn\u00e1 o zobrazen\u00ed va\u0161ich reklam na <a href=\"https:\/\/ads.google.com\/intl\/en_id\/home\/resources\/reach-larger-new-audiences\/#:~:text=Display%20ads%20are%20ads%20that,Internet%20users%20across%20the%20globe.\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>webov\u00fdch str\u00e1nk\u00e1ch po cel\u00e9m internetu<\/strong> ve form\u011b textov\u00fdch \u010di grafick\u00fdch reklam (tzv. bannery)<\/a>. C\u00edlit takovouto reklamu m\u016f\u017eete podle t\u00e9mat webu, na kter\u00e9m se potencion\u00e1ln\u00ed z\u00e1kazn\u00edci pr\u00e1v\u011b nach\u00e1zej\u00ed &#8211; reklama bude relevantn\u00ed obsahu, kter\u00fd pr\u00e1v\u011b proch\u00e1zej\u00ed. C\u00edlit m\u016f\u017eete ale tak\u00e9 podle z\u00e1jm\u016f u\u017eivatele, pak se bude <strong>reklama zobrazovat na r\u016fzn\u00fdch webech, ale pouze lidem, kter\u00e9 va\u0161e zbo\u017e\u00ed zaj\u00edm\u00e1<\/strong>. M\u016f\u017eete c\u00edlit tak\u00e9 podle geografick\u00e9ho um\u00edst\u011bn\u00ed, v\u011bku i pohlav\u00ed u\u017eivatel\u016f. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"934\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_bannerova_reklama-934x1024.jpg\" alt=\"Bannerov\u00e1 nebo banerov\u00e1 reklama v PPC reklamn\u00edm syst\u00e9mu Google Ads se generuje podle zac\u00edlen\u00ed inzerenta v reklamn\u00edm syst\u00e9mu. Banerov\u00e1 reklama podporuje r\u016fzn\u00e9 druhy c\u00edlen\u00ed podle posledn\u00ed hledanosti, nebo podle z\u00e1jm\u016f.\" class=\"wp-image-7601\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_bannerova_reklama-934x1024.jpg 934w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_bannerova_reklama-273x300.jpg 273w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_bannerova_reklama-768x842.jpg 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_bannerova_reklama.jpg 1063w\" sizes=\"(max-width: 934px) 100vw, 934px\" \/><figcaption class=\"wp-element-caption\">PPC reklama v obsahov\u00e9 s\u00edti &#8211; bannerov\u00e1 reklama, inspirace z n\u00e1hodn\u011b prokliknut\u00e9ho webu<\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">U reklamy v obsahov\u00e9 s\u00edti je tak\u00e9 na v\u00fdb\u011br z mnoha mo\u017enost\u00ed optimalizace: responzivn\u00ed reklamy tvo\u0159eny n\u011bkolika obr\u00e1zky, logy a texty, ze kter\u00fdch si syst\u00e9my samy tvo\u0159\u00ed jednotliv\u00e9 reklamn\u00ed variace podle reklamn\u00edho prostoru; nativn\u00ed form\u00e1t reklamy, kdy se reklama tv\u00e1\u0159\u00ed jako sou\u010d\u00e1st obsahu dan\u00e9ho webu a spl\u00fdv\u00e1 l\u00e9pe s okoln\u00edm obsahem; dynamick\u00e9 bannery, zobrazuj\u00edc\u00ed inzerentem zvolen\u00e9 produkty s aktu\u00e1ln\u00ed cenou; a v neposledn\u00ed \u0159ad\u011b velmi vizibiln\u00ed variantu branding, kdy reklama obklopuje hlavn\u00ed obsah webu a p\u0159i scrollov\u00e1n\u00ed nep\u0159est\u00e1v\u00e1 b\u00fdt viditeln\u00e1. <strong>Kampan\u011b v obsahov\u00e9 s\u00edti maj\u00ed obrovsk\u00fd z\u00e1sah, ale v\u011bt\u0161inou nevedou k p\u0159\u00edm\u00fdm prodej\u016fm, jsou proto hlavn\u011b vhodn\u00e9 pro budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce<\/strong>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/youtube-reklama-navod\/\">podobn\u011b jakou YouTube reklama<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"655\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_branding_reklama-1024x655.jpg\" alt=\"Branding je druh displejov\u00e9 PPC reklamy (reklama v obsahov\u00e9 s\u00edti), kter\u00e1 se zobrazuje jako hlavi\u010dka cel\u00e9ho webu a pokud u\u017eivatel scrolluje n\u00ed\u017ee, tak po okraj\u00edch webu reklama nad\u00e1le z\u016fst\u00e1v\u00e1. Je tedy vhodn\u00e1 pro budov\u00e1n\u00ed pov\u011bdom\u00ed.\" class=\"wp-image-7603\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_branding_reklama-1024x655.jpg 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_branding_reklama-300x192.jpg 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_branding_reklama-768x491.jpg 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_branding_reklama-1536x983.jpg 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_branding_reklama.jpg 1999w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama branding<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tato kampa\u0148 je ide\u00e1ln\u00ed v p\u0159\u00edpad\u011b, kdy o sob\u011b chcete d\u00e1t v\u011bd\u011bt lidem, kter\u00e9 by nenapadlo v\u00e1s hledat v Google vyhled\u00e1v\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Remarketing<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Remarketing narozd\u00edl od klasick\u00e9 reklamy v obsahov\u00e9 s\u00edt\u00ed funguje dob\u0159e jako p\u0159\u00edm\u00fd prodejn\u00ed kan\u00e1l. <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> vytvo\u0159\u00ed seznam u\u017eivatel\u016f, kte\u0159\u00ed v\u00e1\u0161 web nav\u0161t\u00edvili, a n\u00e1sledn\u011b na tyto konkr\u00e9tn\u00ed u\u017eivatele m\u016f\u017eete zac\u00edlit reklamu, aby se na v\u00e1\u0161 web vr\u00e1tili a stali se z\u00e1kazn\u00edkem. <strong>Dynamick\u00fd remarketing<\/strong> u\u017eivatel\u016fm nav\u00edc v reklam\u011b zobrazuje produkty, kter\u00e9 si ji\u017e na va\u0161em webu zobrazili a projevili o n\u011b tak z\u00e1jem. Toto je reklama, kterou jist\u011b v\u0161ichni zn\u00e1te. Vyb\u00edr\u00e1te si boty na n\u011bjak\u00e9m e-shopu a nakonec se z r\u016fzn\u00fdch d\u016fvod\u016f rozhodnete, \u017ee boty nepo\u0159\u00edd\u00edte. Co se nestane? nav\u0161t\u00edv\u00edte n\u011bjak\u00fd informa\u010dn\u00ed port\u00e1l nebo jin\u00fd web a zde v\u00e1m v\u0161ude po stran\u011b vyskakuj\u00ed pr\u00e1v\u011b ty bory ,an kter\u00e9 jste p\u0159ed chvilkou koukali na <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/kdyz-vytvarite-e-shop-jake-reseni-zvolit\/\">e-shopu<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je mo\u017en\u00e9 c\u00edlit na v\u0161echny u\u017eivatele, ale mnohem efektivn\u011bj\u0161\u00ed je vynechat ty, kte\u0159\u00ed <strong>dokon\u010dili objedn\u00e1vku<\/strong>, nebo se jinak chovat k t\u011bm, kte\u0159\u00ed ji\u017e vlo\u017eili zbo\u017e\u00ed do ko\u0161\u00edku, ale objedn\u00e1vku nedokon\u010dili. Toto v\u0161e ale um\u00ed remarketing rozli\u0161it za v\u00e1s. Remarketing je vysoce efektivn\u00ed u produkt\u016f, kter\u00e9 z\u00e1kazn\u00edk pot\u0159ebuje pravideln\u011b dokupovat, tak\u00e9 se vyplat\u00ed u\u017eivatel\u016fm zobrazovat dopl\u0148ky k ji\u017e zakoupen\u00fdm produkt\u016fm.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PPC reklama shopping kampan\u011b<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i vyu\u017eit\u00ed shoppingov\u00fdch kampan\u00ed Google zobraz\u00ed z\u00e1kladn\u00ed informace o va\u0161ich nab\u00edzen\u00fdch produktech p\u0159\u00edmo ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed &#8211; obr\u00e1zek produktu, n\u00e1zev, cenu a jm\u00e9no prodejce. Je v\u0161eobecn\u011b zn\u00e1mo, \u017ee obr\u00e1zek u\u017eivatele <strong><a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklamni-formaty-na-facebooku\/\">zaujme daleko l\u00e9pe, ne\u017e prost\u00fd text<\/a><\/strong>. Pro spu\u0161t\u011bn\u00ed produktov\u00e9 kampan\u011b v Google Ads je podm\u00ednkou m\u00edt \u00fa\u010det v <a href=\"https:\/\/www.google.com\/retail\/solutions\/merchant-center\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Merchant Center<\/a> a v n\u011bm nahran\u00fd zdroj produkt\u016f (typicky <strong><a href=\"https:\/\/support.google.com\/merchants\/answer\/7052112?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">XML feed<\/a><\/strong>), ze kter\u00e9ho bude Google Ads \u010derpat informace k zobrazov\u00e1n\u00ed produkt\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"779\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Google_Shopping_Ads_min-1024x779.png\" alt=\"Skv\u011bl\u00fdm n\u00e1strojem a typem reklamy v PPC reklam\u011b jsou Google Shopping Ads. Tedy produktov\u00e9 reklam generovan\u00e9 z va\u0161eho e-shopov\u00e9ho XML feedu. Funguj\u00ed skv\u011ble pro e-shopy.\" class=\"wp-image-7605\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Google_Shopping_Ads_min-1024x779.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Google_Shopping_Ads_min-300x228.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Google_Shopping_Ads_min-768x585.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Google_Shopping_Ads_min.png 1348w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama zvan\u00e1 Google Shopping Ads neboli PLA kampan\u011b (product listing ads)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Merchant Center je tak\u00e9 nutn\u00e9 propojit s Google Ads. V\u00fdhodou je, \u017ee se u tohoto typu kampan\u011b nemus\u00edte tr\u00e1pit s nastavov\u00e1n\u00edm kl\u00ed\u010dov\u00fdch slov &#8211; Google Ads to ud\u011bl\u00e1 za v\u00e1s, <strong>slova automaticky \u010derp\u00e1 z dodan\u00fdch informac\u00ed o produktu<\/strong>. Produktov\u00e9 kampan\u011b Google Ads mohou <strong>pou\u017e\u00edvat pouze e-shopy<\/strong>. Je to obdobn\u00fd typ kampan\u011b, kter\u00fd nap\u0159\u00edklad nab\u00edz\u00ed <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">Facebook a Instagram reklama<\/a>. Funguje skv\u011ble pro doru\u010dov\u00e1n\u00ed n\u00e1kup\u016f na e-shopech.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Videokampan\u011b<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1te vytvo\u0159en\u00e9 video, kter\u00e9 zaj\u00edmav\u011b prezentuje va\u0161i firmu, produkt \u010di slu\u017ebu, je vhodn\u00e9 vyu\u017e\u00edt mo\u017enosti videokampan\u011b. P\u0159i vyu\u017eit\u00ed videoreklamy se va\u0161e video bude zobrazovat v r\u00e1mci YouTube. \u010di v obsahov\u00e9 s\u00edti d\u00edky Google Ads. Google pracuje s 6 sekundov\u00fdmi, nep\u0159esko\u010diteln\u00fdmi (do 30 sekund) a p\u0159esko\u010diteln\u00fdmi reklamami (nad 30 sekund). <a href=\"https:\/\/www.cernovsky.cz\/marketing\/youtube-reklama-navod\/\">Kompletn\u00ed n\u00e1vod na YouTube videoreklamu najdete zde<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_YouTube_reklama_formaty.jpg\" alt=\"\" class=\"wp-image-7566\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_YouTube_reklama_formaty.jpg 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_YouTube_reklama_formaty-300x200.jpg 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_YouTube_reklama_formaty-768x512.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama v YouTube je skv\u011bl\u00fd n\u00e1stroj pro budov\u00e1n\u00ed pov\u011bdom\u00ed, nikoliv v\u0161ak na generov\u00e1n\u00ed konverz\u00ed<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>PPC reklama pro mobiln\u00ed aplikace<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1te vlastn\u00ed mobiln\u00ed aplikaci, m\u016f\u017eete ji podpo\u0159it reklamou. Reklamy m\u016f\u017eete zam\u011b\u0159it nejen na to, aby si u\u017eivatel\u00e9 aplikaci st\u00e1hli, ale i na to, aby v n\u00ed vykonali n\u011bjakou konkr\u00e9tn\u00ed akci. Kampan\u011b pro mobiln\u00ed aplikace se pak zobrazuj\u00ed u\u017eivatel\u016fm na mobiln\u00edch telefonech ve vyhled\u00e1v\u00e1n\u00ed na Googlu, v Google Play, na YouTube, v obsahov\u00e9 s\u00edti a v Gmailu. Tyto reklamy se jmenuj\u00ed UAC &#8211; <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6247380?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Universal app campaign<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads-473x1024.jpg\" alt=\"Google Universal App Campaign je nejlep\u0161\u00ed n\u00e1stroj na generov\u00e1n\u00ed sta\u017een\u00ed nebo pou\u017e\u00edv\u00e1n\u00ed va\u0161\u00ed mobiln\u00ed aplikace. Ur\u010dit\u011b doporu\u010duji tento form\u00e1t reklamy vyzkou\u0161et, jakmile budete pot\u0159ebovat generovat nov\u00e1 sta\u017een\u00ed va\u0161\u00ed aplikace.\" class=\"wp-image-7608\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads-473x1024.jpg 473w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads-139x300.jpg 139w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads-768x1662.jpg 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads-710x1536.jpg 710w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads-946x2048.jpg 946w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_universal_campaing_ads.jpg 1170w\" sizes=\"(max-width: 473px) 100vw, 473px\" \/><figcaption class=\"wp-element-caption\">PPC reklama pro mobiln\u00ed aplikace &#8211; Universal App Campaign, zkr\u00e1cen\u011b UAC je nejefektivn\u011bj\u0161\u00ed n\u00e1stroj na generov\u00e1n\u00ed sta\u017een\u00ed va\u0161\u00ed aplikace<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"908\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_reklama-1024x908.jpg\" alt=\"\" class=\"wp-image-7625\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_reklama-1024x908.jpg 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_reklama-300x266.jpg 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_reklama-768x681.jpg 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_reklama-1536x1363.jpg 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_UAC_reklama.jpg 1718w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">UAC kampan\u011b se zobrazuj\u00ed na n\u011bkolika m\u00edstech v Google reklamn\u00ed s\u00edti, inspirace v\u00fd\u0161e<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Zdroj: Instapage blog<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>M\u00edstn\u00ed kampan\u011b<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00edstn\u00ed kampan\u011b jsou ur\u010den\u00e9 pro <strong>fyzick\u00e9 pobo\u010dky<\/strong>, jejich c\u00edlem je podpo\u0159it n\u00e1v\u0161t\u011bvnost fyzick\u00e9ho m\u00edsta. M\u016f\u017ee se jednat o jak\u00e9koliv fyzick\u00e9 m\u00edsto, kter\u00e9 m\u016f\u017ee z\u00e1kazn\u00edk nav\u0161t\u00edvit &#8211; nap\u0159\u00edklad restaurace, obchody nebo kancel\u00e1\u0159e. Google Ads u m\u00edstn\u00edch kampan\u00ed nab\u00edz\u00ed n\u011bkolik form\u00e1t\u016f nap\u0159\u00ed\u010d platformami Google: vyhled\u00e1v\u00e1n\u00ed, Google Mapy, Google My Business profil, reklama v obsahov\u00e9 s\u00edti a YouTube. D\u00edky tomuto typu kampan\u011b je nav\u00edc mo\u017en\u00e9 se v Google Map\u00e1ch odli\u0161it pinem s vlastn\u00edm logem.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Coworking Praha: TOP 12 sd\u00edlen\u00fdch kancel\u00e1\u0159\u00ed | Tom\u00e1\u0161 \u010cernovsk\u00fd\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"7646\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"685\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_mistni_reklama-1024x685.png\" alt=\"M\u00edstn\u00ed PPC reklama je dobr\u00fd n\u00e1stroj, pokud m\u00e1te fyzickou pobo\u010dku nebo i v\u00edce pobo\u010dek va\u0161\u00ed restaurace, kav\u00e1rny, kamenn\u00e9ho obchodu. Vyzkou\u0161ejte tento form\u00e1t.\" class=\"wp-image-7610\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_mistni_reklama-1024x685.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_mistni_reklama-300x201.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_mistni_reklama-768x514.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_mistni_reklama-1536x1027.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_mistni_reklama.png 1803w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">M\u00edstn\u00ed PPC reklama je dobr\u00e1 pro to, abyste na map\u011b a mapov\u00fdch v\u00fdsledk\u00e1ch vy\u010dn\u00edvali<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Hotel Ads<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pro hotely Google Ads nab\u00edz\u00ed speci\u00e1ln\u00ed kampan\u011b. Reklamy tohoto typu se pak zobrazuj\u00ed u\u017eivatel\u016fm pouze p\u0159i vyhled\u00e1v\u00e1n\u00ed ubytov\u00e1n\u00ed. Pro spu\u0161t\u011bn\u00ed Hotel Ads je pot\u0159eba integrace Google Hotel Ads platformou a dod\u00e1n\u00ed dal\u0161\u00edch podklad\u016f, jako je nap\u0159. feed nab\u00edzen\u00fdch pokoj\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"867\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_hotel_ads-1024x867.png\" alt=\"Hotelov\u00e1 reklama je druhem PPC reklamy v Google Ads, kter\u00e1 nab\u00edz\u00ed hotel\u016fm mo\u017enost p\u0159\u00edmo v Google vyhled\u00e1v\u00e1n\u00ed nab\u00edzet ceny sv\u00fdch pobyt\u016f a tedy usnadnit z\u00e1kazn\u00edk\u016fm jejich koupi.\" class=\"wp-image-7612\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_hotel_ads-1024x867.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_hotel_ads-300x254.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_hotel_ads-768x651.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_hotel_ads.png 1419w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">PPC reklama na hotely je velice dob\u0159e funguj\u00edc\u00ed form\u00e1t pro hotelov\u00e9 podniky<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Discovery kampan\u011b<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V discovery kampan\u00edch (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/9176942?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">discovery ads<\/a>) jedna reklama pokr\u00fdv\u00e1 n\u011bkolik platforem. Reklamy typu discovery se mohou zobrazovat v r\u00e1mci <strong>YouTube<\/strong>, <strong>Gmailu<\/strong> a <strong>Discover<\/strong> kan\u00e1lu na domovsk\u00e9 str\u00e1nce Google.&nbsp;Jedn\u00e1 se o jeden z nejnov\u011bj\u0161\u00edch typ\u016f kampan\u00ed, glob\u00e1ln\u011b byl spu\u0161t\u011bn v dubnu 2020.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads-473x1024.png\" alt=\"Discovery Ads v r\u00e1mci Google Ads PPC reklamy jsou rozumnou cestou p\u0159i generov\u00e1n\u00ed zaj\u00edmav\u00e9 n\u00e1v\u0161t\u011bvnosti va\u0161eho webu, tak\u00e9 dob\u0159e buduj\u00ed pov\u011bdom\u00ed o va\u0161\u00ed firm\u011b a ob\u010das um\u00ed i generovat konverze, ale nen\u00ed to jejich nejsiln\u011bj\u0161\u00ed str\u00e1nka.\" class=\"wp-image-7614\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads-473x1024.png 473w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads-139x300.png 139w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads-768x1662.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads-710x1536.png 710w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads-946x2048.png 946w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_discovery_ads.png 1170w\" sizes=\"(max-width: 473px) 100vw, 473px\" \/><figcaption class=\"wp-element-caption\">Google Discovery Ads je dal\u0161\u00ed alternativou PPC reklamy v Google Ads, je to jeden z nejnov\u011bj\u0161\u00edch typ\u016f reklamy<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"584\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Discovery_reklama-1024x584.jpg\" alt=\"\" class=\"wp-image-7623\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Discovery_reklama-1024x584.jpg 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Discovery_reklama-300x171.jpg 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Discovery_reklama-768x438.jpg 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Discovery_reklama-1536x875.jpg 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_Discovery_reklama.jpg 1688w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Dal\u0161\u00ed n\u00e1hledy Discovery Ads viz inspirace v\u00fd\u0161e<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Zdroj: <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/05\/17\/discovery-ads\" target=\"_blank\" rel=\"noreferrer noopener\">Wordstream web<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PPC reklama a jak ji napsat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>D\u0159\u00edve PPC reklama<\/strong> musela zobrazovat <strong>3 nadpisy<\/strong> (ka\u017ed\u00fd do 30 znak\u016f v\u010detn\u011b mezer) a <strong>2 popisky<\/strong> (ka\u017ed\u00fd do 90 znak\u016f). Na n\u011bkter\u00fdch za\u0159\u00edzen\u00edch se posledn\u00ed nadpis a posledn\u00ed popisek nezobrazuj\u00ed, proto nejd\u016fle\u017eit\u011bj\u0161\u00ed informace, kl\u00ed\u010dov\u00e1 slova a v\u00fdzvy k akci m\u011bly b\u00fdt obsa\u017eeny ide\u00e1ln\u011b v prvn\u00edm nadpisu a prvn\u00edm popisku. Celkov\u011b se ale v\u00edce soust\u0159e\u010fte na nadpisy, u\u017eivatel\u00e9 popisy \u010dasto ne\u010dtou. Nezapome\u0148te ani na cestu reklamy (viditeln\u00e1 URL adresa). Dobrou taktikou je dosadit do cesty kl\u00ed\u010dov\u00e9 slovo. Tento druh inzer\u00e1t\u016f se jmenoval roz\u0161\u00ed\u0159en\u00e1 textov\u00e1 reklama. Nicm\u00e9n\u011b tu u\u017e dnes nevytvo\u0159\u00edte. Od <strong>\u010dervence roku 2022<\/strong> jsou jedin\u00fdm mo\u017en\u00fdch form\u00e1tem reklamy takzvan\u00e9 <strong><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6363750?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Google Responsive Search Ads<\/a><\/strong>, neboli RSA.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Psan\u00ed reklamn\u00edch text\u016f je discipl\u00edna sama o sob\u011b, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/texty-v-reklame-marketingu\/\">zde najdete n\u011bkolik tip\u016f, kter\u00e9 v\u00e1m tuto n\u00e1ro\u010dnou dovednost pomohou vylep\u0161it.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do <strong>responzivn\u00ed reklamy<\/strong> m\u016f\u017eete p\u0159idat a\u017e <strong>15 nadpis\u016f<\/strong> a <strong>4 popisy<\/strong>, ze kter\u00fdch se bude Google sna\u017eit poskl\u00e1dat co nejv\u00fdkonn\u011bj\u0161\u00ed reklamu. Nev\u00fdhodou je, \u017ee nev\u00edte, v jak\u00e9m kone\u010dn\u00e9m po\u0159ad\u00ed text bude. Google bude testovat jak\u00e1 <strong>kombinace text\u016f bude nejl\u00e9pe fungovat<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"666\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_responzivni_textova_reklama-666x1024.png\" alt=\"Responsive Search Ad nebo roz\u0161\u00ed\u0159en\u00e1 textov\u00e1 reklama ve vyhled\u00e1v\u00e1n\u00ed je jedin\u00e1 reklama, kterou od \u010dervence 2022 budete schopni v reklam\u011b ve vyhled\u00e1v\u00e1n\u00ed vytvo\u0159it.\" class=\"wp-image-7619\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_responzivni_textova_reklama-666x1024.png 666w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_responzivni_textova_reklama-195x300.png 195w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_responzivni_textova_reklama-768x1181.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_PPC_reklama_Google_Ads_responzivni_textova_reklama.png 814w\" sizes=\"(max-width: 666px) 100vw, 666px\" \/><figcaption class=\"wp-element-caption\">Google Responsive Search Ad neboli RSA je PPC reklama, kter\u00e1 od \u010dervence 2022 jedinou mo\u017enou textovou reklamou<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PPC reklama a kl\u00ed\u010dov\u00e1 slova<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kl\u00ed\u010dov\u00e1 slova slou\u017e\u00ed k <strong>zac\u00edlen\u00ed va\u0161\u00ed reklamy<\/strong>. Pokud u\u017eivatel zad\u00e1 do vyhled\u00e1va\u010de term\u00edn, kter\u00fd se shoduje s n\u011bkter\u00fdm z va\u0161ich kl\u00ed\u010dov\u00fdch slov, <strong>m\u016f\u017ee se mu va\u0161e reklama zobrazit<\/strong>. Pokud vyberete kl\u00ed\u010dov\u00fdch slov m\u00e1lo, m\u016f\u017eete p\u0159ich\u00e1zet o z\u00e1kazn\u00edky, pokud jich vyberete moc nebo budou p\u0159\u00edli\u0161 obecn\u00e1, bude v\u00e1s reklama zbyte\u010dn\u011b st\u00e1t pen\u00edze.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sna\u017ete se vyb\u00edrat kl\u00ed\u010dov\u00e1 slova tak, aby <strong>m\u011bla se zobrazovanou reklamou co nejv\u00edc spole\u010dn\u00e9ho<\/strong>. Nenechte se zm\u00e1st pojmem kl\u00ed\u010dov\u00e9 slovo &#8211; m\u016f\u017ee to b\u00fdt klidn\u011b i pom\u011brn\u011b dlouh\u00e1 fr\u00e1ze. Pokud mo\u017eno se vyhn\u011bte pou\u017e\u00edv\u00e1n\u00ed jednoslovn\u00fdch kl\u00ed\u010dov\u00fdch slov, obvykle b\u00fdvaj\u00ed p\u0159\u00edli\u0161 obecn\u00e1. <strong>Kl\u00ed\u010dov\u00fdm slovem<\/strong> m\u016f\u017ee b\u00fdt nap\u0159\u00edklad ji\u017e zm\u00edn\u011bn\u00fd &#8220;<em>macbook pro 14<\/em>&#8220;, ale tak\u00e9 j\u00edm m\u016f\u017ee b\u00fdt &#8220;<em>macbook<\/em>&#8221; nebo &#8220;<em>macbook pro 14 palc\u016f 1TB SSD 16GB ram<\/em>&#8220;.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Coworking Praha: TOP 12 sd\u00edlen\u00fdch kancel\u00e1\u0159\u00ed | Tom\u00e1\u0161 \u010cernovsk\u00fd\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"7646\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Je d\u016fle\u017eit\u00e9 si pe\u010dliv\u011b prostudovat, jak funguj\u00ed shody t\u011bchto slov a n\u00e1sledn\u011b vybrat ty, na kter\u00e9 se budou zobrazovat relevantn\u00ed vyhled\u00e1vac\u00ed dotazy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Voln\u00e1 shoda<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nez\u00e1le\u017e\u00ed na po\u0159ad\u00ed slov; vyhled\u00e1vac\u00ed dotaz m\u016f\u017ee obsahovat dal\u0161\u00ed slova (p\u0159ed, za i uprost\u0159ed); <strong>zahrnuje synonyma<\/strong>; <strong>nerozli\u0161uje se diakritika a zahrnuje p\u0159eklepy<\/strong>, <strong>mno\u017en\u00e9 a jednotn\u00e9 \u010d\u00edslo<\/strong>. Voln\u00e1 shoda se p\u00ed\u0161e tak, \u017ee um\u00edst\u00edte kl\u00ed\u010dov\u00e9 slovo bez uvozovek nebo hranat\u00fdch z\u00e1vorek, nap\u0159. takto: <em>macbook pro 14<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Modifikovan\u00e1 voln\u00e1 shoda<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nez\u00e1le\u017e\u00ed na po\u0159ad\u00ed slov; vyhled\u00e1vac\u00ed dotaz m\u016f\u017ee obsahovat dal\u0161\u00ed slova (p\u0159ed, za i uprost\u0159ed); <strong>nezahrnuje synonyma<\/strong>; nerozli\u0161uje se diakritika a zahrnuje p\u0159eklepy, mno\u017en\u00e9 a jednotn\u00e9 \u010d\u00edslo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fr\u00e1zov\u00e1 shoda<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Z\u00e1le\u017e\u00ed<\/strong> na po\u0159ad\u00ed slov; vyhled\u00e1vac\u00ed dotaz m\u016f\u017ee obsahovat dal\u0161\u00ed slova (p\u0159ed, za i uprost\u0159ed); <strong>nezahrnuje synonyma<\/strong>; nerozli\u0161uje se diakritika a zahrnuje p\u0159eklepy, mno\u017en\u00e9 a jednotn\u00e9 \u010d\u00edslo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>P\u0159esn\u00e1 shoda<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Z\u00e1le\u017e\u00ed<\/strong> na po\u0159ad\u00ed slov; jako dal\u0161\u00ed slova jsou ve vyhled\u00e1vac\u00edm dotazu povoleny pouze <strong>spojky<\/strong> a <strong>p\u0159edlo\u017eky<\/strong>; <strong>nezahrnuje synonyma<\/strong>; nerozli\u0161uje se diakritika a zahrnuje p\u0159eklepy, mno\u017en\u00e9 a jednotn\u00e9 \u010d\u00edslo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PPC reklama: v\u00fdhody a nev\u00fdhody<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Velkou v\u00fdhodou inzerce na Googlu je jeho obrovsk\u00e1 roz\u0161\u00ed\u0159enost a siln\u00e1 p\u0159\u00edtomnost v na\u0161ich <strong>ka\u017edodenn\u00edch \u017eivotech<\/strong>. Google v\u00e1m umo\u017e\u0148uje zobrazit sv\u00e9 reklamy v r\u00e1mci vyhled\u00e1va\u010de Google a jeho partner\u016f (nap\u0159. YouTube, Google Maps, Google Play a spousta dal\u0161\u00edch web\u016f). Na Googlu ka\u017ed\u00fd den prob\u011bhnou miliardy vyhled\u00e1v\u00e1n\u00ed. D\u00edky tomu m\u016f\u017eete pomoc\u00ed reklam ve vyhled\u00e1v\u00e1n\u00ed zajistit, aby si z\u00e1kazn\u00edci v\u0161imli va\u0161\u00ed zna\u010dky, pop\u0159em\u00fd\u0161leli o va\u0161\u00ed nab\u00eddce a na z\u00e1klad\u011b toho v\u0161eho jednali.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\" data-type=\"post\" data-id=\"910\">PPC reklama<\/a> je cenov\u011b velmi <strong>v\u00fdhodn\u00e1<\/strong>. Za reklamu budete platit pouze tehdy, kdy\u017e dos\u00e1hne po\u017eadovan\u00e9ho v\u00fdsledku, tud\u00ed\u017e \u017ee na ni lid\u00e9 kliknou, aby nav\u0161t\u00edvili v\u00e1\u0161 web nebo v\u00e1m zavolali do firmy. Pokud se reklama nepovede a nikdo si j\u00ed nev\u0161\u00edm\u00e1, m\u00e1te ji zadarmo.&nbsp;T\u00edm p\u00e1dem neplat\u00edte za neefektivn\u00ed kampa\u0148. M\u016f\u017eete tak jenom z\u00edskat, tak\u017ee se PPC reklama ur\u010dit\u011b vyplat\u00ed. Nav\u00edc si sami ur\u010dujete, kolik jste za proklik ochotni zaplatit. V kampan\u00edch lze tak\u00e9 nastavit denn\u00ed limit &#8211; pokud je tedy v \u00fa\u010dtu nastaven rozpo\u010dtov\u00fd p\u0159edpis a denn\u00ed limit, pak inzerent v\u00ed p\u0159esn\u011b, kolik je mo\u017en\u00e9 za dan\u00e9 obdob\u00ed utratit kreditu. Nav\u00edc v\u00e1m sta\u010d\u00ed v\u00fdrazn\u011b ni\u017e\u0161\u00ed rozpo\u010det, ne\u017e je pot\u0159eba na \u201atradi\u010dn\u00ed\u2018 marketingov\u00e9 aktivity &#8211; televizn\u00ed reklama, billboard a dal\u0161\u00ed <a href=\"https:\/\/www.mediaguru.cz\/slovnik-a-mediatypy\/slovnik\/klicova-slova\/ooh-out-of-home\/\" target=\"_blank\" rel=\"noreferrer noopener\">OOH reklama<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PPC reklama je rychl\u00e1, umo\u017e\u0148uje okam\u017eit\u00e9 zobrazen\u00ed inzer\u00e1tu. V\u00fdsledky m\u00e1te tak\u0159ka okam\u017eit\u011b po spu\u0161t\u011bn\u00ed kampan\u011b &#8211; p\u0159\u00edliv nov\u00fdch relevantn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f webu m\u016f\u017ee za\u010d\u00edt doslova b\u011bhem n\u011bkolika des\u00edtek minut. To vede ke zv\u00fd\u0161en\u00ed n\u00e1v\u0161t\u011bvnosti a zviditeln\u011bn\u00ed webu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kampa\u0148 lze podle pot\u0159eby <strong>kdykoliv upravit nebo zastavit<\/strong>. Nastaven\u00ed jednotliv\u00fdch kampan\u00ed a druh\u016f c\u00edlen\u00ed lze <strong>kdykoliv m\u011bnit<\/strong> podle va\u0161ich pot\u0159eb &#8211; bez ohledu na \u010das, velikost, rozpo\u010det nebo druh reklamy. PPC reklama umo\u017e\u0148uje rychlou zm\u011bnu i z pohledu v\u00fdkonu. Jej\u00ed vysok\u00e1 flexibilita umo\u017e\u0148uje nap\u0159\u00edklad <strong>promo do\u010dasn\u00fdch slev<\/strong> a akc\u00ed a okam\u017eit\u00e9 reakce na zm\u011bny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PPC reklama m\u016f\u017ee b\u00fdt velmi <strong>p\u0159esn\u011b zac\u00edlen\u00e1<\/strong> na va\u0161e potenci\u00e1ln\u00ed klienty. Jako inzerent si m\u016f\u017eete vybrat, zda chcete svoji reklamu zobrazovat na <strong>konkr\u00e9tn\u00ed vyhled\u00e1vac\u00ed dotazy<\/strong>. Va\u0161e PPC reklama se tak bude ukazovat u\u017eivatel\u016fm, kte\u0159\u00ed p\u0159\u00edmo va\u0161e str\u00e1nky nebo produkt vyhled\u00e1vaj\u00ed, nebo u\u017eivatel\u016fm, u kter\u00fdch je vysok\u00e1 pravd\u011bpodobnost, \u017ee by je va\u0161e produkty \u010di slu\u017eby zaj\u00edmaly. C\u00edlen\u00ed se d\u00e1 samoz\u0159ejm\u011b tak\u00e9 up\u0159esnit podle v\u011bku, pohlav\u00ed a geografick\u00e9 lokace. Takt\u00e9\u017e m\u016f\u017eete c\u00edlit na u\u017eivatele, kte\u0159\u00ed ji\u017e v minulosti o va\u0161e str\u00e1nky projevili z\u00e1jem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdsledky PPC kampan\u011b jsou tak\u00e9 <strong>dob\u0159e m\u011b\u0159iteln\u00e9<\/strong>. V syst\u00e9mu je na prvn\u00ed pohled viditeln\u00e9, kolikr\u00e1t se inzer\u00e1ty za dan\u00e9 obdob\u00ed zobrazily a na jak\u00fdch pozic\u00edch. D\u00e1le se m\u016f\u017eete pod\u00edvat, kolikr\u00e1t byla PPC reklama prokliknuta, kolik st\u00e1l jeden proklik a jak\u00e1 byla celkov\u00e1 utracen\u00e1 \u010d\u00e1stka. Nakonec d\u00edky m\u011b\u0159en\u00ed konverz\u00ed m\u016f\u017eete rychle a jednodu\u0161e zjistit, <strong>jak je va\u0161e reklama efektivn\u00ed<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">PPC reklama a jej\u00ed NEv\u00fdhody<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Za nev\u00fdhodu se ur\u010dit\u011b d\u00e1 pova\u017eovat rychl\u00fd v\u00fdvoj PPC reklamy. Reklamn\u00ed syst\u00e9my se neust\u00e1le vyv\u00edjej\u00ed, PPC novinky se objevuj\u00ed t\u00e9m\u011b\u0159 <strong>ka\u017ed\u00fd t\u00fdden<\/strong> &#8211; otev\u00edraj\u00ed dal\u0161\u00ed mo\u017enosti c\u00edlen\u00ed nebo vznikaj\u00ed nov\u00e9 formy inzer\u00e1t\u016f.&nbsp;Stejn\u011b tak je pot\u0159eba <strong>neust\u00e1le sledovat i v\u00fdkon va\u0161\u00ed kampan\u011b<\/strong>, pr\u016fb\u011b\u017en\u011b ji <strong>optimalizovat<\/strong> a <strong>p\u0159izp\u016fsobovat trhu<\/strong>. M\u016f\u017ee tak b\u00fdt t\u011b\u017ek\u00e9 z\u016fstat v obraze a neust\u00e1le pln\u011b vyu\u017e\u00edvat v\u0161echny n\u00e1stroje, kter\u00e9 se pro va\u0161i kampa\u0148 nejl\u00e9pe hod\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed nev\u00fdhodou je, \u017ee pro efektivn\u00ed spr\u00e1vu PPC kampan\u00ed je <strong>vhodn\u00e1 znalost<\/strong> i dal\u0161\u00edch marketingov\u00fdch n\u00e1stroj\u016f z d\u00edlny Google jako Google Merchant a Google Analytics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PPC reklama m\u00e1 tak\u00e9 nastaven\u00e1 ur\u010dit\u00e1 pravidla, kter\u00e1 je d\u016fle\u017eit\u00e9 respektovat. <strong>Nen\u00ed mo\u017en\u00e9 propagovat<\/strong> p\u0159es v\u0161echny typy c\u00edlen\u00ed \u00fapln\u011b ve\u0161ker\u00fd sortiment novodob\u00e9ho trhu &#8211; s ur\u010dit\u00fdmi omezen\u00edmi se setk\u00e1 obsah pro dosp\u011bl\u00e9, alkohol, tab\u00e1kov\u00e9 v\u00fdrobky, drogy, hazardn\u00ed hry, zbran\u011b, zdravotn\u00ed p\u00e9\u010de a l\u00e9\u010diva, politick\u00fd obsah a finan\u010dn\u00ed slu\u017eby. P\u0159i poru\u0161en\u00ed <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6008942?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">z\u00e1sad Google Ads<\/a> m\u016f\u017ee b\u00fdt va\u0161e reklama zam\u00edtnuta a Google ji jednodu\u0161e nezobraz\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nejb\u011b\u017en\u011bj\u0161\u00ed d\u016fvody zam\u00edtnut\u00ed reklamy aneb \u010demu se vyvarovat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se va\u0161e reklamy v Google Ads nezobrazuj\u00ed, jedn\u00edm z nej\u010dast\u011bj\u0161\u00edch d\u016fvod\u016f je pr\u00e1v\u011b jejich zam\u00edtnut\u00ed z d\u016fvodu <strong>nedodr\u017een\u00ed <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6008942?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">z\u00e1sad Google Ads<\/a><\/strong>. Google nejen zp\u0159\u00eds\u0148uje sv\u00e9 st\u00e1vaj\u00edc\u00ed podm\u00ednky, ale tak\u00e9 zav\u00e1d\u00ed podm\u00ednky nov\u00e9, kter\u00e9 ovliv\u0148uj\u00ed i reklamn\u00ed kampan\u011b, kter\u00e9 ji\u017e n\u011bjakou dobu funguj\u00ed bez probl\u00e9m\u016f. V p\u0159\u00edpad\u011b \u010dast\u00e9ho poru\u0161en\u00ed z\u00e1sad Google Ads m\u016f\u017ee b\u00fdt dokonce <strong>pozastaven cel\u00fd v\u00e1\u0161 \u00fa\u010det<\/strong>, proto byste si na z\u00e1sady Google Ads m\u011bli d\u00e1t obzvl\u00e1\u0161t\u011b pozor. D\u016fvod\u016f pro zam\u00edtnut\u00ed reklamy m\u016f\u017ee b\u00fdt pom\u011brn\u011b mnoho, zde je seznam p\u00e1r nej\u010dast\u011bj\u0161\u00edch:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Na va\u0161\u00ed <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/landing-page-tipy\/\">vstupn\u00ed str\u00e1nce<\/a> je um\u00edst\u011bn <strong>zak\u00e1zan\u00fd obsah<\/strong>. Zak\u00e1zan\u00fd obsah nesm\u00ed obsahovat nejen va\u0161e <strong>reklama<\/strong>, jak ji\u017e bylo zm\u00edn\u011bno, ale ani <strong>str\u00e1nka<\/strong>, na kterou odkazujete. Google kontroluje va\u0161e vstupn\u00ed str\u00e1nky, aby zajistil, \u017ee neobsahuj\u00ed nic, co by poru\u0161ovalo jejich z\u00e1sady.<\/li>\n\n\n\n<li>Va\u0161e vstupn\u00ed str\u00e1nka je\u0161t\u011b <strong>nen\u00ed aktivn\u00ed<\/strong>. Reklamy, kter\u00e9 odkazuj\u00ed na vstupn\u00ed str\u00e1nky, kter\u00e9 nejsou aktivn\u00ed, Google automaticky zam\u00edtne.<\/li>\n\n\n\n<li>Va\u0161e reklama pou\u017e\u00edv\u00e1 obr\u00e1zky nebo <a href=\"https:\/\/www.cernovsky.cz\/marketing\/video-reklama-online\/\">videa<\/a> <strong>n\u00edzk\u00e9 kvality<\/strong>. Google automaticky zam\u00edt\u00e1 reklamy, kter\u00e9 pou\u017e\u00edvaj\u00ed rozmazan\u00e9 obr\u00e1zky nebo obr\u00e1zky, kter\u00e9 nevypl\u0148uj\u00ed cel\u00fd prostor velikosti obr\u00e1zku. Zam\u00edtnut\u00ed se t\u00fdk\u00e1 tak\u00e9 videa se \u0161patnou kvalitou zvuku.<\/li>\n\n\n\n<li>Reklama obsahuje slova, kter\u00e1 jsou <strong>cel\u00e1 naps\u00e1na velk\u00fdmi p\u00edsmeny<\/strong>. Google Ads nepovoluje pou\u017e\u00edvat slova psan\u00e1 velk\u00fdmi p\u00edsmeny krom\u011b ur\u010dit\u00fdch v\u00fdjime\u010dn\u00fdch p\u0159\u00edpad\u016f. T\u011bmi jsou kuponov\u00e9 k\u00f3dy, b\u011b\u017en\u00e9 zkratky, ochrann\u00e9 zn\u00e1mky, n\u00e1zvy zna\u010dek a n\u00e1zvy produkt\u016f. T\u0159eba u jednoho klienta jsem musel &#8220;\u010cNB&#8221; jako \u010cesk\u00e1 n\u00e1rodn\u00ed banka napsat slovy a nebo zkratku d\u00e1t mal\u00fdmi p\u00edsmeny.<\/li>\n\n\n\n<li>Reklama obsahuje p\u0159\u00edli\u0161 <strong>mnoho vyk\u0159i\u010dn\u00edk\u016f<\/strong>. Google povoluje pouze jeden vyk\u0159i\u010dn\u00edk na reklamu, kter\u00fd v\u0161ak nesm\u00ed b\u00fdt v nadpisu reklamy.<\/li>\n\n\n\n<li>Va\u0161e reklama <strong>obsahuje jako v\u00fdzvu<\/strong> k akci spojen\u00ed \u201eklikn\u011bte sem\u201c, \u201eklikn\u011bte zde\u201c a podobn\u011b.<\/li>\n\n\n\n<li>Sou\u010d\u00e1st\u00ed va\u0161\u00ed reklamy je <strong>obsah chr\u00e1n\u011bn\u00fd autorsk\u00fdmi pr\u00e1vy<\/strong>.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V p\u0159\u00edpad\u011b, \u017ee obdr\u017e\u00edte zpr\u00e1vu o zam\u00edtnut\u00ed reklamy, va\u0161\u00edm prvn\u00edm krokem by m\u011blo b\u00fdt <strong>zji\u0161t\u011bn\u00ed d\u016fvodu<\/strong>, pro\u010d k zam\u00edtnut\u00ed do\u0161lo. Pokud sami nem\u016f\u017eete naj\u00edt chybu, kter\u00e1 byla d\u016fvodem zam\u00edtnut\u00ed, m\u016f\u017eete kontaktovat <strong><a href=\"https:\/\/support.google.com\/google-ads\/?hl=en#topic=10286612\" target=\"_blank\" rel=\"noreferrer noopener\">podporu Googlu a po\u017e\u00e1dat o kontrolu<\/a><\/strong>. Pak m\u016f\u017eete danou reklamu opravit. Jakmile aktualizujete reklamu tak, aby vyhovovala z\u00e1sad\u00e1m Google Ads, reklama se automaticky znovu ode\u0161le ke kontrole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PPC reklama nen\u00ed jenom na Google Ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Existuj\u00ed dal\u0161\u00ed reklamn\u00ed syst\u00e9my, kter\u00e9 tak\u00e9 nab\u00edzej\u00ed PPC reklamu. Velice obl\u00edben\u00e1 je <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">PPC reklama na Facebooku a Instagramu<\/a>, o kter\u00e9 jsem sepsat <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">konkr\u00e9tn\u00ed n\u00e1vod zde<\/a>. <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklamni-formaty-na-facebooku\/\">Facebook reklama m\u00e1 specifick\u00e9 form\u00e1ty a o t\u011bch najdete v\u00edce zde<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed velice obl\u00edbenou reklamou je PPC reklama na TikToku, o t\u00e9to platform\u011b z\u0159ejm\u011b je\u0161t\u011b hodn\u011b usly\u0161\u00edme a proto jsem si dovolil sepsat <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-reklama\/\">n\u00e1vod na PPC reklamu na TikToku<\/a>. Pokud se va\u0161e firma pohybuje v B2B sektoru (zde najdete <a href=\"https:\/\/www.cernovsky.cz\/marketing\/b2c-b2b-marketing-chyby-rozdily\/\">rozd\u00edl mezi B2C a B2B marketingem<\/a>), mo\u017en\u00e1 pro v\u00e1s bude lep\u0161\u00ed zvolit <a href=\"https:\/\/www.cernovsky.cz\/marketing\/linkedin-reklama-moznosti-cileni\/\">LinkedIn reklamu<\/a> nebo <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-na-twitteru\/\">Twitter reklamu<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vyhled\u00e1v\u00e1n\u00ed Google je v sou\u010dasnosti <strong>nejpou\u017e\u00edvan\u011bj\u0161\u00ed sv\u011btov\u00fd internetov\u00fd vyhled\u00e1va\u010d<\/strong>. Vyhled\u00e1va\u010d ka\u017edodenn\u011b obslou\u017e\u00ed p\u0159es dv\u011b miliardy dotaz\u016f a prob\u00edh\u00e1 na n\u011bm kolem 50 % v\u0161ech vyhled\u00e1v\u00e1n\u00ed na sv\u011bt\u011b. Reklamy Google Ads se zobrazuj\u00ed nejen pod\u00e9l v\u00fdsledk\u016f hled\u00e1n\u00ed v Google, ale tak\u00e9 na vyhled\u00e1vac\u00edch a obsahov\u00fdch str\u00e1nk\u00e1ch partner\u016f Google &#8211;&nbsp; to znamen\u00e1, \u017ee jde o platformu s obrovsk\u00fdm dosahem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed v\u00fdhodou je tak\u00e9 platebn\u00ed politika PPC reklamy &#8211; plat\u00edte pouze za provedenou akci, tud\u00ed\u017e zbyte\u010dn\u011b neutr\u00e1c\u00edte za neefektivn\u00ed, ignorovanou kampa\u0148. PPC reklama je velmi rychl\u00e1, v\u00fdsledky m\u00e1te tak\u0159ka okam\u017eit\u011b. V\u00fdhodou je tak\u00e9 vysok\u00e1 dynami\u010dnost reklamy &#8211; podle dosa\u017een\u00fdch v\u00fdsledk\u016f m\u016f\u017eete reklamu okam\u017eit\u011b upravovat nebo zastavit. Novinky v PPC reklam\u011b p\u0159ib\u00fdvaj\u00ed skoro ka\u017ed\u00fd t\u00fdden, tak\u017ee je to typ marketingu, u kter\u00e9 mus\u00edte b\u00fdt neust\u00e1le v obraze, ale z\u00e1rove\u0148 nab\u00edz\u00ed maxim\u00e1ln\u00ed optimalizaci a p\u0159in\u00e1\u0161\u00ed skv\u011bl\u00e9 v\u00fdsledky. V \u010desk\u00e9m prost\u0159ed\u00ed pak PPC reklamu nab\u00edz\u00ed tak\u00e9 je\u0161t\u011b Sklik od Seznamu. K tomu se dostaneme za nedlouho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na&nbsp;sv\u016fj&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>&nbsp;profil a na&nbsp;<a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a>. Na&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noreferrer noopener\">pracovn\u00edm Instagramu<\/a>&nbsp;najdete dal\u0161\u00ed tipy pro va\u0161i reklamu a na&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovsky_tomas\/\" target=\"_blank\" rel=\"noreferrer noopener\">osobn\u00edm Instagramu<\/a>&nbsp;najdete i st\u0159\u00edpky z&nbsp;m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se ppc reklamov\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na&nbsp;str\u00e1nce&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/o-mne\/\">O mn\u011b<\/a>, m\u00e9 hodnoty naleznete na&nbsp;stejn\u00e9 str\u00e1nce a m\u00e9 slu\u017eby najdete na&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/specializace\/\">str\u00e1nce specializace zde<\/a>. Pokud byste si cht\u011bli ov\u011b\u0159it kvalitu m\u00e9 pr\u00e1ce,&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/reference\/\">mrkn\u011bte tady<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/hanakobzova.cz\/co-je-ppc-reklama\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/hanakobzova.cz\/co-je-ppc-reklama\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.marketingppc.cz\/uvod-do-ppc-marketingu\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.marketingppc.cz\/uvod-do-ppc-marketingu\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/ads.google.com\/intl\/cs_cz\/home\/campaigns\/search-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/ads.google.com\/intl\/cs_cz\/home\/campaigns\/search-ads\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.besteto.cz\/ppc-reklama-google-seznam\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.besteto.cz\/ppc-reklama-google-seznam\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.krcmic.cz\/jak-zacit-s-ppc-v-google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.krcmic.cz\/jak-zacit-s-ppc-v-google-ads\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/ebrana.cz\/ppc-reklama-co-to-je-jak-funguje\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/ebrana.cz\/ppc-reklama-co-to-je-jak-funguje<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mytimi.cz\/6-tipu-jak-na-ppc-reklamu\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.mytimi.cz\/6-tipu-jak-na-ppc-reklamu\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ppcprofits.cz\/blog\/8-nejbeznejsich-duvodu-zamitnuti-reklam-google-ads\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.ppcprofits.cz\/blog\/8-nejbeznejsich-duvodu-zamitnuti-reklam-google-ads<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/instapage.com\/blog\/universal-app-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/instapage.com\/blog\/universal-app-campaigns<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/05\/17\/discovery-ads\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.wordstream.com\/blog\/ws\/2019\/05\/17\/discovery-ads<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vyhled\u00e1v\u00e1n\u00ed Google je v sou\u010dasnosti nejpou\u017e\u00edvan\u011bj\u0161\u00ed sv\u011btov\u00fd internetov\u00fd vyhled\u00e1va\u010d. Vyhled\u00e1va\u010d ka\u017edodenn\u011b obslou\u017e\u00ed p\u0159es dv\u011b miliardy dotaz\u016f a prob\u00edh\u00e1 na n\u011bm kolem 50 % v\u0161ech vyhled\u00e1v\u00e1n\u00ed na sv\u011bt\u011b. PPC reklama v Google Ads (kdysi Google AdWords) se zobrazuj\u00ed pod\u00e9l v\u00fdsledk\u016f hled\u00e1n\u00ed v Google a tak\u00e9 na vyhled\u00e1vac\u00edch a obsahov\u00fdch str\u00e1nk\u00e1ch partner\u016f Google, tak\u017ee to znamen\u00e1, \u017ee [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7596,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"ppc reklama","footnotes":""},"categories":[9],"tags":[20,37,10,92,7],"class_list":["post-7574","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-google-ads","tag-marketing","tag-ppc","tag-ppc-reklama","tag-reklama"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7574","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=7574"}],"version-history":[{"count":5,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7574\/revisions"}],"predecessor-version":[{"id":9853,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7574\/revisions\/9853"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/7596"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=7574"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=7574"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=7574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}