{"id":1916,"date":"2014-02-18T12:22:48","date_gmt":"2014-02-18T08:22:48","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=1916"},"modified":"2014-08-11T20:23:03","modified_gmt":"2014-08-11T18:23:03","slug":"cileni-reklam-ve-facebook-ads-male-zamysleni-nad-cilovymi-skupinami","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/cileni-reklam-ve-facebook-ads-male-zamysleni-nad-cilovymi-skupinami\/","title":{"rendered":"C\u00edlen\u00ed reklam ve&nbsp;Facebook Ads - mal\u00e9 zamy\u0161len\u00ed nad c\u00edlov\u00fdmi skupinami"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>D\u016fle\u017eitost c\u00edlen\u00ed reklamn\u00edho sd\u011blen\u00ed je jedn\u00edm ze z\u00e1kladn\u00edch princip\u016f marketingu. Ka\u017ed\u00fd, kdo se o&nbsp;tento obor zaj\u00edm\u00e1, je jist\u011b dob\u0159e obezn\u00e1men s&nbsp;klasickou t\u0159\u00edbodovou strategi\u00ed: segmentace-targeting-possitioning. Facebook Ads p\u0159in\u00e1\u0161\u00ed zp\u016fsob, jak si s&nbsp;c\u00edlen\u00edm dostate\u010dn\u011b vyhr\u00e1t a&nbsp;d\u00e1v\u00e1 inzerent\u016fm do&nbsp;rukou pom\u011brn\u011b p\u0159ehledn\u00fd n\u00e1stroj, d\u00edky kter\u00e9mu m\u016f\u017eeme nejen vcelku dob\u0159e identifikovat c\u00edlovou skupinu a&nbsp;ur\u010dit potenci\u00e1ln\u00ed dosah na\u0161\u00ed kampan\u011b, ale tak\u00e9 p\u0159in\u00e1\u0161\u00ed variaci mo\u017enost\u00ed, jak o&nbsp;sv\u00e9 c\u00edlov\u00e9 skupin\u011b uva\u017eovat.<!--more--><\/p>\n<p>D\u00edky tomuto jednoduch\u00e9mu n\u00e1stroji, kter\u00fd je v&nbsp;z\u00e1kladu zdarma (plat\u00edme a\u017e za prokliky ve&nbsp;spu\u0161t\u011bn\u00e9 kampani), m\u016f\u017eeme testovat r\u016fzn\u00e9 segmenty a&nbsp;d\u00edky tomu si ud\u011blat i&nbsp;jasn\u011bj\u0161\u00ed obr\u00e1zek o&nbsp;sm\u011b\u0159ov\u00e1n\u00ed na\u0161\u00ed marketingov\u00e9 strategie v&nbsp;\u0161ir\u0161\u00edm slova smyslu.<\/p>\n<p>\u00da\u010delem tohoto \u010dl\u00e1nku je vn\u00e9st trochu sv\u011btla a&nbsp;v&nbsp;lep\u0161\u00edm p\u0159\u00edpad\u011b i&nbsp;inspirace pro ty, kte\u0159\u00ed si nejsou zcela jist\u00ed, jak spr\u00e1vn\u011b definovat c\u00edlovou skupinu ve&nbsp;Facebook Ads a&nbsp;jak propojit jednotliv\u00e9 mo\u017enosti c\u00edlen\u00ed tak, aby ve&nbsp;v\u00fdsledku bylo dosa\u017eeno relevantn\u00ed n\u00e1v\u0161t\u011bvnosti c\u00edlov\u00e9 str\u00e1nky.<\/p>\n<p>A\u010dkoli na&nbsp;tomto poli nejsem \u017e\u00e1dn\u00fdm pr\u016fkopn\u00edkem, vzhledem k&nbsp;tomu, \u017ee&nbsp;rozhran\u00ed Facebook Ads se pom\u011brn\u011b \u010dasto m\u011bn\u00ed, nen\u00ed ur\u010dit\u011b na&nbsp;\u0161kodu p\u0159in\u00e9st n\u011bjakou tu aktualizaci. Jedna v\u011bc je toti\u017e o&nbsp;c\u00edlov\u00e9 skupin\u011b uva\u017eovat a&nbsp;druh\u00e1, \u010dasto n\u00e1ro\u010dn\u011bj\u0161\u00ed, je technick\u00e1 str\u00e1nka jej\u00edho nastaven\u00ed.<\/p>\n<h2>1. Z\u00e1kladn\u00ed demografick\u00e9 ukazatele<\/h2>\n<p>V z\u00e1kladu m\u016f\u017eeme c\u00edlit na\u0161i kampa\u0148 lok\u00e1ln\u011b, a&nbsp;to jak na&nbsp;\u00farovni st\u00e1t\u016f, tak i&nbsp;m\u011bst a&nbsp;jejich bl\u00edzk\u00e9ho okol\u00ed. Zde m\u016f\u017eeme zadat kombinaci um\u00edst\u011bn\u00ed, nap\u0159. v\u0161echny st\u00e1ty z\u00e1padn\u00ed Evropy nebo v\u0161echna m\u011bsta Jihomoravsk\u00e9ho kraje. D\u00e1le c\u00edl\u00edme dle v\u011bku, kde jedin\u00e9 \u00faskal\u00ed tkv\u00ed v&nbsp;oblasti reklamy c\u00edlen\u00e9 na&nbsp;lidi mlad\u0161\u00ed 18 let, kdy pro ur\u010dit\u00e9 segmenty podnik\u00e1n\u00ed plat\u00ed zna\u010dn\u00e1 omezen\u00ed. C\u00edl\u00edme na&nbsp;pohlav\u00ed a&nbsp;p\u0159\u00edpadn\u011b jazyk, kter\u00fd \u010dlenov\u00e9 na\u0161\u00ed \u201ec\u00edlovky\u201c ovl\u00e1daj\u00ed. Podm\u00ednka jazyka je v&nbsp;tomto p\u0159\u00edpad\u011b vylu\u010duj\u00edc\u00ed.<\/p>\n<p>Pokud tedy definujeme c\u00edlovou skupinu jako <em>v\u0161echny \u017eeny z&nbsp;Prahy<\/em> a&nbsp;pot\u00e9 zad\u00e1me podm\u00ednku <em>mluv\u00ed anglicky, <\/em>c\u00edlov\u00e1 skupina se zna\u010dn\u011b zmen\u0161\u00ed. To ale nen\u00ed d\u00e1no faktem, \u017ee&nbsp;by \u201cpra\u017eandy\u201c neum\u011bly anglicky. Jednodu\u0161e ne mnoho pra\u017esk\u00fdch \u017een uv\u00e1d\u00ed na&nbsp;sv\u00e9m Facebook profilu, \u017ee&nbsp;disponuj\u00ed t\u00edmto jazykem.<\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/okruh-1-vek-a-lokalita.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1917\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/okruh-1-vek-a-lokalita.png\" alt=\"zdroj.: facebook.com\" width=\"496\" height=\"253\"><\/a><\/p>\n<p>Na praktick\u00e9 \u00farovni bych se definice c\u00edlov\u00e9 skupiny na&nbsp;z\u00e1klad\u011b jazyka vyhnula, pokud to nen\u00ed st\u011b\u017eejn\u00ed pro p\u0159edm\u011bt kampan\u011b. Toto c\u00edlen\u00ed by m\u011blo smysl nap\u0159\u00edklad v&nbsp;p\u0159\u00edpad\u011b, kdy chceme prod\u00e1vat e-book psan\u00fd v&nbsp;angli\u010dtin\u011b nebo nab\u00edz\u00edme pracovn\u00ed pozici lektora anglick\u00e9ho jazyka apod.<\/p>\n<p>P\u0159i c\u00edlen\u00ed mus\u00edme v\u017edy br\u00e1t v&nbsp;potaz, \u017ee&nbsp;Facebook n\u00e1m d\u00e1v\u00e1 k&nbsp;dispozici pouze ty informace, kter\u00e9 na&nbsp;sebe jeho u\u017eivatel\u00e9 prozrad\u00ed nebo odpov\u00eddaj\u00ed jejich tendenc\u00edm.<\/p>\n<p>C\u00edlen\u00ed na&nbsp;Facebooku je tedy v\u017edy jak\u00fdmsi um\u011bn\u00edm mo\u017en\u00e9ho. A\u010dkoli definujeme svou c\u00edlovou skupinu velmi jasn\u011b, v\u017edy stav\u00edme na&nbsp;t\u0159ech pil\u00ed\u0159\u00edch, z&nbsp;nich\u017e ani jeden nep\u0159in\u00e1\u0161\u00ed 100% spolehliv\u00e9 informace. T\u011bmi&nbsp;jsou:<\/p>\n<ul>\n<li>na\u0161e domn\u011bnky (m\u016fj z\u00e1kazn\u00edk je takov\u00fd a&nbsp;takov\u00fd),<\/li>\n<li>m\u00edra ve\u0159ejn\u00fdch informac\u00ed o&nbsp;u\u017eivatel\u00edch (kolik toho o&nbsp;sob\u011b lid\u00e9 na&nbsp;sv\u00e9m ve\u0159ejn\u00e9m profilu prozrad\u00ed),<\/li>\n<li>tenden\u010dn\u00ed chov\u00e1n\u00ed u\u017eivatel\u016f (o&nbsp;jak\u00e9 v\u011bci se u\u017eivatel\u00e9 zaj\u00edmaj\u00ed).<\/li>\n<\/ul>\n<h2>2. Dal\u0161\u00ed demografick\u00e9 ukazatele<\/h2>\n<p>Toto pole sdru\u017euje mo\u017enosti c\u00edlen\u00ed, kter\u00e9 d\u0159\u00edve byly viditeln\u00e9 p\u0159\u00edmo v&nbsp;rozhran\u00ed. Postupn\u00fdm v\u00fdvojem se v\u0161ak tyto s&nbsp;dovolen\u00edm \u201cm\u00e9n\u011b n\u00e1pomocn\u00e9 mo\u017enosti\u201c ukryly, co\u017e dle m\u00e9ho n\u00e1zoru p\u0159ineslo do&nbsp;rozhran\u00ed v\u00edce p\u0159ehlednosti.<\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/okruh-2-dal\u0161\u00ed-demo.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1918\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/okruh-2-dal\u0161\u00ed-demo.png\" alt=\"zdroj: facebook.com\" width=\"561\" height=\"385\"><\/a><\/p>\n<p>U\u017eite\u010dnost pole<em> <\/em><em>M<\/em><em>\u00e1 z\u00e1jem o&nbsp;<\/em>v&nbsp;c\u00edlen\u00ed reklam, kter\u00e9 nemaj\u00ed charakter seznamky, mi je z\u00e1hadou, z\u00e1rove\u0148 je toto pole trochu past, proto\u017ee vypad\u00e1 \u00fapln\u011b stejn\u011b jako c\u00edlen\u00ed na&nbsp;pohlav\u00ed. Tak se m\u016f\u017ee nepozornost\u00ed st\u00e1t, \u017ee&nbsp;m\u00edsto c\u00edlen\u00ed na&nbsp;<em>\u017eeny<\/em> budete c\u00edlit na&nbsp;lidi, kte\u0159\u00ed <em>maj\u00ed z\u00e1jem o&nbsp;\u017eeny<\/em>, co\u017e by se pravd\u011bpodobn\u011b odrazilo ve&nbsp;v\u00fdsledc\u00edch kampan\u011b.<\/p>\n<p>Polo\u017eky<em> <\/em><em>\u00fa<\/em><em>rove\u0148 vzd\u011bl\u00e1n\u00ed, <\/em><em>\u0161<\/em><em>kola, <\/em><em>o<\/em><em>bor, <\/em><em>r<\/em><em>oky p\u0159ed ukon\u010den\u00edm studia<\/em> a&nbsp;<em>p<\/em><em>racovi\u0161t\u011b<\/em> jsou p\u0159inejmen\u0161\u00edm v&nbsp;\u010desk\u00fdch podm\u00ednk\u00e1ch op\u011bt&nbsp;past.<\/p>\n<p>Moje zku\u0161enost s&nbsp;c\u00edlen\u00edm p\u0159es tyto atributy je takov\u00e1, \u017ee&nbsp;a\u0165 u\u017e nadefinuji jakoukoli c\u00edlovou skupinu o&nbsp;velikosti kolem 200&nbsp;000 u\u017eivatel\u016f, p\u0159id\u00e1n\u00edm kter\u00e9koli z&nbsp;t\u011bchto polo\u017eek mi z\u016fstane maxim\u00e1ln\u011b 1&nbsp;000 u\u017eivatel\u016f nebo m\u00e9n\u011b, p\u0159\u00edpadn\u011b je dokonce segment p\u0159\u00edli\u0161 mal\u00fd pro c\u00edlen\u00ed kampan\u011b.<\/p>\n<p>D\u016fvod? Spousta lid\u00ed tyto informace ve&nbsp;sv\u00e9m profilu neuv\u00e1d\u00ed a&nbsp;kdy\u017e u\u017e ano, vzhledem k&nbsp;velikosti \u010desk\u00e9 populace jsou i&nbsp;nap\u0159. pracovn\u00edci velk\u00fdch nadn\u00e1rodn\u00edch korporac\u00ed sm\u011b\u0161n\u011b malou skupinou pro c\u00edlen\u00ed reklamn\u00ed kampan\u011b. Vzhledem k&nbsp;tomu, \u017ee&nbsp;v\u0161echny polo\u017eky d<em>al\u0161\u00edch demografick\u00fdch \u00fadaj\u016f<\/em> p\u016fsob\u00ed jako nad\u0159azen\u00e1 podm\u00ednka (v\u0161ichni \u010dlenov\u00e9 publika mus\u00ed spl\u0148ovat nap\u0159. <em>absolvent vysok\u00e9 \u0161koly<\/em>), c\u00edlov\u00e1 skupina se p\u0159irozen\u011b omezuje na&nbsp;minimum. Samoz\u0159ejm\u011b stejn\u011b jako u&nbsp;<em>jazyk\u016f <\/em>existuj\u00ed specifick\u00e9 v\u00fdjimky, kdy je c\u00edlen\u00ed podle t\u011bchto atribut\u016f nezbytnou podm\u00ednkou.<\/p>\n<p>Z <em>dal\u0161\u00edch demografick\u00fdch \u00fadaj\u016f<\/em> je asi nejl\u00e9pe vyu\u017eiteln\u00e9 c\u00edlen\u00ed podle rodinn\u00e9ho stavu. Velk\u00e9 procento lid\u00ed m\u00e1 na&nbsp;sv\u00e9m profilu ve\u0159ejn\u011b uvedeno, zda je \u010di nen\u00ed ve&nbsp;vztahu, p\u0159\u00edpadn\u011b v&nbsp;jak\u00e9 f\u00e1zi se tento vztah moment\u00e1ln\u011b nach\u00e1z\u00ed. Relevantnost tohoto c\u00edlen\u00ed se mi ned\u00e1vno ov\u011b\u0159ila p\u0159i realizaci kampan\u011b pro m\u00e9ho kamar\u00e1da \u2013 svatebn\u00edho fotografa.<\/p>\n<p>Jednoduch\u00e9 c\u00edlen\u00ed na&nbsp;v\u0161echny zasnouben\u00e9 p\u0159ineslo b\u011bhem 14&nbsp;dn\u00ed vedle velmi n\u00edzk\u00e9 ceny za proklik tak\u00e9 cca 12 zak\u00e1zek, z&nbsp;nich\u017e 3&nbsp;vyhovovaly voln\u00fdm term\u00edn\u016fm na\u0161eho fotografa \u2013 tedy \u00fasp\u011bch za cca 1&nbsp;000&nbsp;K\u010d investovan\u00fdch do&nbsp;m\u00e9di\u00ed.<\/p>\n<h2>3. Z\u00e1jmy&nbsp;<\/h2>\n<p>C\u00edlen\u00ed podle z\u00e1jm\u016f pova\u017euji ve&nbsp;vhodn\u00e9 kombinaci s&nbsp;dal\u0161\u00edmi atributy za nejd\u016fle\u017eit\u011bj\u0161\u00ed a&nbsp;tak\u00e9 nejz\u00e1bavn\u011bj\u0161\u00ed \u010d\u00e1st c\u00edlen\u00ed ve&nbsp;Facebook Ads. V&nbsp;z\u00e1kladu nab\u00edz\u00ed Facebook obecn\u00e9 z\u00e1jmov\u00e9 kategorie typu nakupov\u00e1n\u00ed, technologie, IT apod. V&nbsp;moment\u011b, kdy chceme j\u00edt s&nbsp;na\u0161\u00ed c\u00edlovkou trochu v\u00edce do&nbsp;hloubky, m\u00e1me voln\u00e9 ruce a&nbsp;k&nbsp;nim na\u0161ept\u00e1va\u010d podobn\u00fd tomu googlovsk\u00e9mu.<\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/pole-neoran\u00e9-na\u0161ept\u00e1va\u010d.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1919\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/pole-neoran\u00e9-na\u0161ept\u00e1va\u010d.png\" alt=\"zdroj: facebook.com\" width=\"737\" height=\"241\"><\/a><\/p>\n<p>Chceme-li nap\u0159\u00edklad c\u00edlit na&nbsp;milovn\u00edky drah\u00fdch kov\u016f, jednodu\u0161e zad\u00e1v\u00e1me ko\u0159en slova (zlato, st\u0159\u00edbro\u2026) a&nbsp;jeho r\u016fzn\u00e9 obm\u011bny tak dlouho, dokud n\u00e1m Facebook nab\u00edz\u00ed relevantn\u00ed varianty. Abychom ale toto ned\u011blali do&nbsp;nekone\u010dna, je pot\u0159eba rovn\u011b\u017e v\u011bnovat pozornost velikosti definovan\u00e9 c\u00edlov\u00e9 skupiny. M\u011blo by doch\u00e1zet k&nbsp;jej\u00edmu n\u00e1r\u016fstu na&nbsp;z\u00e1kladn\u011b p\u0159id\u00e1v\u00e1n\u00ed nov\u00fdch a&nbsp;nov\u00fdch podm\u00ednek. Velikost c\u00edlov\u00e9 skupiny uvid\u00edme v\u017edy v&nbsp;b\u00edl\u00e9m r\u00e1me\u010dku vpravo.<\/p>\n<p>M\u016f\u017ee se snadno st\u00e1t, \u017ee&nbsp;a\u010dkoli n\u00e1m FB st\u00e1le nab\u00edz\u00ed relevantn\u00ed z\u00e1jmy, \u010d\u00edslo u&nbsp;velikosti c\u00edlovky stagnuje a&nbsp;definov\u00e1n\u00ed dal\u0161\u00edch a&nbsp;dal\u0161\u00edch z\u00e1jm\u016f ze stejn\u00e9 oblasti je jen ztr\u00e1tou \u010dasu.<\/p>\n<p>Ve chv\u00edli, kdy se do&nbsp;t\u00e9to situace dostaneme, bychom m\u011bli prvn\u011b zkontrolovat, jestli jsme nezadali mezi z\u00e1jmy p\u0159\u00edli\u0161 obecnou kategorii \u2013 nap\u0159. <em>Sporty<\/em>. Pokud ano, je jedno kolik sport\u016f do&nbsp;sv\u00e9ho c\u00edlen\u00ed zahrneme, c\u00edlov\u00e1 skupina se nebude zv\u011bt\u0161ovat, proto\u017ee v\u0161echny konkr\u00e9tn\u00ed sporty, kter\u00e9 zad\u00e1v\u00e1me, jsou pouze podkategori\u00ed.<\/p>\n<table style=\"border: none\">\n<tbody>\n<tr>\n<td style=\"border: none;vertical-align: middle\"><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/sporty.png\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/sporty.png\" alt width=\"372\" height=\"83\"><\/a><\/td>\n<td style=\"border: none\"><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-sporty.png\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-sporty.png\" alt width=\"178\" height=\"200\"><\/a><\/td>\n<\/tr>\n<tr>\n<td style=\"border: none\"><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-sporty-v\u00edce.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1922\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-sporty-v\u00edce.png\" alt width=\"375\" height=\"253\"><\/a><\/td>\n<td style=\"border: none;vertical-align: middle\"><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-p\u0159esn\u00e1-sporty-v\u00edce.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1923\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-p\u0159esn\u00e1-sporty-v\u00edce.png\" alt width=\"182\" height=\"234\"><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Zde je pot\u0159eba se rozhodnout, jak velkou a&nbsp;jak specifickou c\u00edlovku chceme oslovit a&nbsp;na&nbsp;z\u00e1klad\u011b toho obecnou kategorii odstran\u00edme a&nbsp;budeme d\u00e1le pokra\u010dovat ve&nbsp;v\u00fd\u010dtu nap\u0159. sport\u016f, ve&nbsp;kter\u00fdch se n\u011b\u010d\u00edm h\u00e1z\u00ed, nebo ji ponech\u00e1me a&nbsp;nebudeme se d\u00e1l tr\u00e1pit.<\/p>\n<p>Jin\u00fd postup p\u0159i vy\u010derp\u00e1n\u00ed mo\u017enost\u00ed c\u00edlen\u00ed podle z\u00e1jm\u016f je jednodu\u0161e pop\u0159em\u00fd\u0161let nad souvislostmi v&nbsp;chov\u00e1n\u00ed va\u0161\u00ed c\u00edlov\u00e9 skupiny.<\/p>\n<p>\u0158ekn\u011bme, \u017ee&nbsp;c\u00edl\u00edme na&nbsp;lidi, kte\u0159\u00ed maj\u00ed r\u00e1di snowboarding, proto\u017ee jim chceme prodat snowboard. U\u017e jsme vy\u010derpali v\u0161echny mo\u017enosti variant tohoto slova a&nbsp;c\u00edlovka se n\u00e1m nezv\u011bt\u0161uje. M\u016f\u017eeme se tedy zamyslet nad celou subkulturou spojenou se snowboardingem. Vyhledat si hudebn\u00ed skupiny, kter\u00e9 jsou u&nbsp;\u201esnowboar\u010f\u00e1k\u016f\u201c obl\u00edben\u00e9, vyhledat si slavn\u00e1 jm\u00e9na tohoto sportu nebo slangov\u00e9 v\u00fdrazy s&nbsp;n\u00edm spojen\u00e9 a&nbsp;pak vyzkou\u0161et, zda jejich zad\u00e1n\u00edm objev\u00edte dal\u0161\u00ed vrstvu pro c\u00edlen\u00ed, \u010di nikoli. Tento zp\u016fsob uva\u017eov\u00e1n\u00ed nad c\u00edlen\u00edm m\u00e1 jeden v\u00fdborn\u00fd vedlej\u0161\u00ed efekt. M\u016f\u017eete se vzd\u011bl\u00e1vat a&nbsp;pozn\u00e1vat va\u0161i c\u00edlovou skupinu v\u00edce do&nbsp;hloubky.<\/p>\n<p>Prakticky c\u00edlen\u00ed podle z\u00e1jm\u016f funguje podobn\u011b jako u&nbsp;<em>um\u00edst\u011bn<\/em><em>\u00ed <\/em><em>-<\/em> na&nbsp;z\u00e1klad\u011b \u0159ady vz\u00e1jemn\u011b nez\u00e1visl\u00fdch podm\u00ednek, kdy ka\u017ed\u00fd \u010dlen c\u00edlov\u00e9 skupiny m\u00e1 alespo\u0148 jeden z&nbsp;definovan\u00fdch z\u00e1jm\u016f. Nem\u016f\u017eeme ale jasn\u011b odli\u0161it kter\u00fd, \u010di zda se jedn\u00e1 o&nbsp;jeden, dva nebo t\u0159i z&nbsp;t\u011bchto z\u00e1jm\u016f \u2013 mohou se velmi snadno prol\u00ednat.<\/p>\n<h2>4. Dal\u0161\u00ed kategorie - definujeme relevantn\u00ed publikum<\/h2>\n<p>Abychom mohli c\u00edlovou skupinu l\u00e9pe definovat, existuj\u00ed zde v&nbsp;oblasti z\u00e1jm\u016f tzv. <em>dal\u0161\u00ed kategorie,<\/em> kter\u00e9 jsou <em>c\u00edlen\u00ed podle z\u00e1jm\u016f<\/em> nad\u0159azen\u00e9. Ka\u017ed\u00fd \u010dlen definovan\u00e9 skupiny mus\u00ed spl\u0148ovat podm\u00ednku zadanou v&nbsp;<em>dal\u0161\u00edch kateg<\/em><em>o<\/em><em>ri\u00edch.<\/em> V&nbsp;kombinaci se <em>z\u00e1jmy<\/em> pak m\u016f\u017eeme vytv\u00e1\u0159et velice zaj\u00edmav\u00e9 segmenta\u010dn\u00ed modely.<\/p>\n<p>Samoz\u0159ejm\u011b, pokud v&nbsp;dal\u0161\u00edch kategori\u00edch zad\u00e1me v\u00edce ne\u017e jednu podm\u00ednku, princip je stejn\u00fd jako u&nbsp;klasick\u00fdch z\u00e1jm\u016f, a&nbsp;to, \u017ee&nbsp;\u010dlenov\u00e9 skupiny spl\u0148uj\u00ed alespo\u0148 jednu podm\u00ednku z&nbsp;uveden\u00fdch.<\/p>\n<p>Aby tedy nevznikl zmatek, sna\u017eila bych se u&nbsp;<em>d<\/em><em>al\u0161\u00edch kategori\u00ed<\/em> vytv\u00e1\u0159et c\u00edlov\u00e9 skupiny na&nbsp;z\u00e1klad\u011b jedn\u00e9, max. t\u0159\u00ed vz\u00e1jemn\u011b \u00fazce propojen\u00fdch z\u00e1jmov\u00fdch kategori\u00ed.<\/p>\n<p>Pokus\u00edm se toto uva\u017eov\u00e1n\u00ed ilustrovat na&nbsp;p\u0159\u00edkladu.<\/p>\n<p>\u0158ekn\u011bme, \u017ee&nbsp;jsem pr\u00e1v\u011b vyvinula naprosto p\u0159elomovou mobiln\u00ed aplikaci pro zprost\u0159edkov\u00e1n\u00ed zpravodajstv\u00ed, kter\u00e1 ov\u0161em d\u00edky sv\u00e9 technologick\u00e9 vysp\u011blosti m\u016f\u017ee fungovat pouze na&nbsp;iPhonech od&nbsp;typu iPhone&nbsp;4&nbsp;k&nbsp;vy\u0161\u0161\u00edm v\u00fdvojov\u00fdm verz\u00edm tohoto smartphonu.<\/p>\n<p>V\u011bk, lokalitu \u010di pohlav\u00ed nebudu br\u00e1t v&nbsp;t\u00e9to ilustraci v&nbsp;potaz. Zjist\u00edm, kolik lid\u00ed v&nbsp;\u010cR se zaj\u00edm\u00e1 obecn\u011b o&nbsp;zpravodajstv\u00ed. Zad\u00e1m <em>zpravodajstv\u00ed<\/em> do&nbsp;kategorie <em>z\u00e1jmy<\/em> a&nbsp;hned vid\u00edm v&nbsp;prav\u00e9m r\u00e1me\u010dku, \u017ee&nbsp;se jedn\u00e1 o&nbsp;136&nbsp;000&nbsp;lid\u00ed.<\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/zpravodajstv\u00ed-zadan\u00e9.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1943\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/zpravodajstv\u00ed-zadan\u00e9.png\" alt width=\"383\" height=\"88\"><\/a><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-jen-zprav.1.png\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovka-jen-zprav.1.png\" alt width=\"179\" height=\"198\"><\/a><\/p>\n<p>Kolik z&nbsp;nich m\u00e1 ale v\u016fbec technick\u00e9 mo\u017enosti pro vyu\u017e\u00edv\u00e1n\u00ed moj\u00ed aplikace?<\/p>\n<p>To snadno zjist\u00edm pr\u00e1v\u011b d\u00edky dal\u0161\u00edm kategori\u00edm, kde mohu vedle r\u016fzn\u00fdch zaj\u00edmav\u00fdch a&nbsp;ob\u010das i&nbsp;lehce bizarn\u00edch z\u00e1jmov\u00fdch kategori\u00ed, c\u00edlit na&nbsp;vlastn\u00edky r\u016fzn\u00fdch typ\u016f mobiln\u00edch za\u0159\u00edzen\u00ed, tedy i&nbsp;iPhon\u016f.<\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/zpravodaj-a-iPhone.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1945\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/zpravodaj-a-iPhone-300x249.png\" alt width=\"350\" height=\"292\"><\/a><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovkaaaa.png\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/cilovkaaaa.png\" alt width=\"180\" height=\"233\"><\/a><\/p>\n<p>Takto jsem z\u00edskala c\u00edlovou skupinu o&nbsp;velikosti cca 17&nbsp;000 \u010cech\u016f, kter\u00fdm mohu sv\u016fj produkt sm\u011ble nab\u00eddnout skrze Facebook Ads. Vzhledem k&nbsp;tomu, \u017ee&nbsp;c\u00edlov\u00e1 skupina je pom\u011brn\u011b mal\u00e1 a&nbsp;specifick\u00e1, zvolila bych zde strategii kr\u00e1tk\u00e9 intenzivn\u00ed kampan\u011b s&nbsp;rozpo\u010dtem definovan\u00fdm na&nbsp;z\u00e1klad\u011b optimalizovan\u00e9 ceny za zobrazen\u00ed CPM.<\/p>\n<h2>5. Definice c\u00edlov\u00e9 skupiny, kombinace mo\u017enost\u00ed Facebook Ads v&nbsp;praxi<\/h2>\n<p>V posledn\u00edm p\u0159\u00edkladu se pokus\u00edm vyu\u017e\u00edt v\u0161ech mo\u017enost\u00ed c\u00edlen\u00ed, kter\u00e1 pova\u017euji v&nbsp;obecn\u00e9 rovin\u011b za smyslupln\u00e1 a&nbsp;pokus\u00edm se definovat relevantn\u00ed c\u00edlovku pro kampa\u0148 zam\u011b\u0159enou na&nbsp;last-minute prodej v\u00edkendov\u00e9ho z\u00e1jezdu pro dva do&nbsp;wellness resortu v&nbsp;Horn\u00edm Adr\u0161pachu.<\/p>\n<p>C\u00edl\u00edm tedy na&nbsp;publikum v&nbsp;r\u00e1mci \u010cesk\u00e9 republiky ve&nbsp;v\u011bku 20\u201335 let, (u&nbsp;v\u011bku vych\u00e1z\u00edm jak z&nbsp;pr\u016fm\u011brn\u00e9ho v\u011bku u\u017eivatel\u016f Facebooku, tak i&nbsp;z&nbsp;p\u0159edpokladu, \u017ee&nbsp;\u010d\u00edm je \u010dlov\u011bk star\u0161\u00ed, t\u00edm je pro n\u011bj m\u00e9n\u011b p\u0159irozen\u00e9 d\u011blat spont\u00e1nn\u00ed rozhodnut\u00ed). D\u00e1le budu c\u00edlit na&nbsp;mu\u017ee \u2013 kter\u00e9 zde vid\u00edm jako nakupuj\u00edc\u00ed. To v\u0161e zad\u00e1m v&nbsp;r\u00e1mci prvn\u00edho bloku, kter\u00fd jsme si p\u0159edstavili na&nbsp;za\u010d\u00e1tku \u010dl\u00e1nku.<\/p>\n<p>Pot\u00e9 p\u0159ejdu k&nbsp;<em>dal\u0161\u00edm demografick\u00fdm \u00fadaj\u016fm<\/em> a&nbsp;vyselektuji si pouze ty mu\u017ee z&nbsp;\u010cR v&nbsp;dan\u00e9m v\u011bkov\u00e9m rozmez\u00ed, kte\u0159\u00ed jsou aktu\u00e1ln\u011b ve&nbsp;vztahu (zasnouben\u00ed \u010di dokonce \u017eenat\u00ed), a&nbsp;tedy maj\u00ed logicky s&nbsp;k\u00fdm sd\u00edlet na\u0161i nab\u00eddku.<\/p>\n<p>U <em>z\u00e1jm\u016f<\/em> se vyhnu obecn\u00fdm kategori\u00edm a&nbsp;pokus\u00edm se zahrnout co nejv\u011bt\u0161\u00ed po\u010det v\u00fdraz\u016f spojen\u00fdch s&nbsp;na\u0161\u00ed nab\u00eddkou. Pokud m\u00e1 dan\u00fd wellness resort silnou str\u00e1nku v&nbsp;oblasti poskytovan\u00fdch slu\u017eeb (konkr\u00e9tn\u00ed typ mas\u00e1\u017ee nebo procedury), sna\u017e\u00edm se ji zde maxim\u00e1ln\u011b uplatnit.<\/p>\n<p>Za\u010d\u00edn\u00e1 se n\u00e1m to p\u011bkn\u011b r\u00fdsovat, ale st\u00e1le m\u016f\u017eeme c\u00edlen\u00ed posunout o&nbsp;n\u011bco d\u00e1l. Je toti\u017e dost mo\u017en\u00e9, \u017ee&nbsp;mu\u017e, kter\u00fd r\u00e1d relaxuje a&nbsp;m\u00e1 n\u011bkoho, kdo se o&nbsp;n\u011bj aktu\u00e1ln\u011b star\u00e1, m\u016f\u017ee b\u00fdt klidn\u011b docela lenoch a&nbsp;ba\u010dkora. Horn\u00ed Adr\u0161pach je m\u00edsto, kam je to prakticky odkudkoli daleko, co\u017e m\u016f\u017ee leckoho odradit (zde beru v&nbsp;potaz hlavn\u011b velk\u00e1 m\u011bsta, ve&nbsp;kter\u00fdch se koncentruj\u00ed lidi s&nbsp;nejv\u011bt\u0161\u00ed kupn\u00ed&nbsp;silou).<\/p>\n<p>P\u0159ejdu k&nbsp;tedy k&nbsp;<em>dal\u0161\u00edm kategori\u00edm<\/em> a&nbsp;vyberu si nad\u0159azenou podm\u00ednku \u2013 <em>cestovatel\u00e9<\/em>. C\u00edlovka se mi zna\u010dn\u011b skrouhne, ale je te\u010f mnohem relevantn\u011bj\u0161\u00ed.<\/p>\n<div>\n<div style=\"float: left;width: 160px\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1924 alignleft\" style=\"margin-right: 10px\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/c\u00edlov\u00e1-skupina-wellness-v\u00edkend.png\" alt width=\"147\" height=\"251\"><\/div>\n<div style=\"float: right;width: 460px\">Ve v\u00fdsledku zde m\u00e1m 7&nbsp;000 potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, kter\u00e9 m\u016f\u017eu velmi levn\u011b zas\u00e1hnout sv\u00fdm reklamn\u00edm sd\u011blen\u00edm. Pro 5&nbsp;dn\u00ed testov\u00e1n\u00ed takov\u00e9ho vzorku bude sta\u010dit investice 1000&nbsp;K\u010d do&nbsp;m\u00e9di\u00ed, co\u017e si m\u016f\u017ee dovolit ka\u017ed\u00fd za\u010d\u00ednaj\u00edc\u00ed inzerent, kter\u00fd se vyd\u00e1v\u00e1 na&nbsp;dobrodru\u017enou v\u00fdpravu do&nbsp;hlav a&nbsp;srdc\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, relevantn\u00edho a&nbsp;dob\u0159e definovan\u00e9ho publika, kter\u00e9 je mo\u017en\u00e9 p\u0159es FB ads oslovit.<\/div>\n<div style=\"clear: both\"><\/div>\n<\/div>\n<h2>A je\u0161t\u011b pro p\u0159ipomenut\u00ed<\/h2>\n<p>V \u010dl\u00e1nku jsme se sna\u017eila shrnout z\u00e1kladn\u00ed principy c\u00edlen\u00ed na&nbsp;Facebooku a&nbsp;p\u0159in\u00e9st trochu osv\u011bty do&nbsp;zp\u016fsobu uva\u017eov\u00e1n\u00ed o&nbsp;c\u00edlov\u00fdch skupin\u00e1ch. A\u010dkoli jde o&nbsp;t\u00e9ma za\u010d\u00e1te\u010dnick\u00e9, je t\u0159eba m\u00edt ko\u0159eny v\u017edy na&nbsp;pam\u011bti i&nbsp;ve&nbsp;chv\u00edli, kdy u\u017e pracujeme s&nbsp;pokro\u010dil\u00fdmi technikami, o&nbsp;kter\u00fdch se dozv\u00edte v&nbsp;n\u011bkter\u00e9m z&nbsp;budouc\u00edch \u010dl\u00e1nk\u016f.<\/p>\n<p>Pokud byste si m\u011bli z&nbsp;tohoto \u010dl\u00e1nku odn\u00e9st jedinou informaci, byla bych r\u00e1da, kdyby to byl jasn\u00fd p\u0159ehled toho, kter\u00e9 typy c\u00edlen\u00ed funguj\u00ed jako \u0159et\u011bzec podm\u00ednek \u2013 tedy ka\u017ed\u00fd \u010dlen c\u00edlovky spl\u0148uje alespo\u0148 jednu z&nbsp;nich, a&nbsp;kter\u00e9 jsou nad\u0159azenou kategori\u00ed prvn\u011b zm\u00edn\u011bn\u00fdch. Pokud v&nbsp;tomto m\u00e1te jasno, dok\u00e1\u017eete mezi sebou r\u016fzn\u00e9 typy c\u00edlen\u00ed kombinovat velmi efektivn\u011b.<\/p>\n<p>Tak tedy:<\/p>\n<ul>\n<li>Um\u00edst\u011bn\u00ed - voln\u00e9 \u0159azen\u00ed<\/li>\n<li>V\u011bk - nad\u0159azen\u00e1 kategorie<\/li>\n<li>Pohlav\u00ed - nad\u0159azen\u00e1 kategorie<\/li>\n<li>Jazyky - nad\u0159azen\u00e1 kategorie<\/li>\n<li>Dal\u0161\u00ed demografick\u00e9 ukazatele (v\u0161echny) - nad\u0159azen\u00e9 kategorie<\/li>\n<li>Z\u00e1jmy - voln\u00e9 \u0159azen\u00ed<\/li>\n<li>Dal\u0161\u00ed kategorie - nad\u0159azen\u00e9 kategorie<\/li>\n<\/ul>\n<p>Nad\u0159azen\u00e9 kategorie na&nbsp;stejn\u00e9 \u00farovni (u&nbsp;<em>jazyk\u016f, dal\u0161\u00edch demografick\u00fdch ukazatel\u016f<\/em> a&nbsp;<em>d<\/em><em>al\u0161\u00edch z\u00e1jmov\u00fdch kategorii\u00ed<\/em>) funguj\u00ed mezi sebou jako trycht\u00fd\u0159. Pokud ale zad\u00e1me v\u00edce<em> jazyk\u016f<\/em>, funguj\u00ed mezi sebou na&nbsp;z\u00e1klad\u011b voln\u00e9ho \u0159azen\u00ed.<\/p>\n<p>To m\u016f\u017ee prakticky znamenat, \u017ee&nbsp;c\u00edlov\u00e1 skupina se nach\u00e1z\u00ed v&nbsp;\u010cesk\u00e9 republice, mluv\u00ed anglicky nebo n\u011bmecky (<em>jazyky<\/em>) a&nbsp;v\u0161ichni tito lid\u00e9 jsou zadan\u00ed nebo zasnouben\u00ed (<em>rodinn\u00fd stav<\/em>) cestovatel\u00e9 (<em>dal\u0161\u00ed z\u00e1jmov\u00e9 kategorie<\/em>), kte\u0159\u00ed nav\u00edc maj\u00ed r\u00e1di va\u0159en\u00ed, recepty nebo italskou kuchyni, ale tady nev\u00edme, jestli maj\u00ed r\u00e1di jednu z&nbsp;t\u011bchto v\u011bc\u00ed, dv\u011b nebo v\u0161echny t\u0159i.<\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/posledn\u00ed-p\u0159\u00edklad-part-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1925\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/posledn\u00ed-p\u0159\u00edklad-part-1.png\" alt width=\"777\" height=\"389\"><\/a><\/p>\n<p><a href=\"\/blog\/wp-content\/uploads\/2014\/02\/posledn\u00ed-p\u0159klas-part-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1926\" src=\"\/blog\/wp-content\/uploads\/2014\/02\/posledn\u00ed-p\u0159klas-part-2.png\" alt width=\"550\" height=\"366\"><\/a><\/p>\n<p>Douf\u00e1m, \u017ee&nbsp;v\u00e1m \u010dl\u00e1nek byl alespo\u0148 trochu k&nbsp;u\u017eitku a&nbsp;budu se t\u011b\u0161it na&nbsp;p\u0159\u00edpadn\u00e9 koment\u00e1\u0159e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u016fle\u017eitost c\u00edlen\u00ed reklamn\u00edho sd\u011blen\u00ed je jedn\u00edm ze z\u00e1kladn\u00edch princip\u016f marketingu. Ka\u017ed\u00fd, kdo se o&nbsp;tento obor zaj\u00edm\u00e1, je jist\u011b dob\u0159e obezn\u00e1men s&nbsp;klasickou t\u0159\u00edbodovou strategi\u00ed: segmentace-targeting-possitioning. Facebook Ads p\u0159in\u00e1\u0161\u00ed zp\u016fsob, jak si s&nbsp;c\u00edlen\u00edm dostate\u010dn\u011b vyhr\u00e1t a&nbsp;d\u00e1v\u00e1 inzerent\u016fm do&nbsp;rukou pom\u011brn\u011b p\u0159ehledn\u00fd n\u00e1stroj, d\u00edky kter\u00e9mu m\u016f\u017eeme nejen vcelku dob\u0159e identifikovat c\u00edlovou skupinu a&nbsp;ur\u010dit potenci\u00e1ln\u00ed dosah na\u0161\u00ed kampan\u011b, ale tak\u00e9 p\u0159in\u00e1\u0161\u00ed variaci mo\u017enost\u00ed, jak o&nbsp;sv\u00e9 c\u00edlov\u00e9 skupin\u011b uva\u017eovat.<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[16,49,18],"class_list":["post-1916","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-facebook","tag-facebook-ads","tag-socialni-site"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00edlen\u00ed reklam ve Facebook Ads - mal\u00e9 zamy\u0161len\u00ed nad c\u00edlov\u00fdmi skupinami | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/cileni-reklam-ve-facebook-ads-male-zamysleni-nad-cilovymi-skupinami\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00edlen\u00ed reklam ve Facebook Ads - mal\u00e9 zamy\u0161len\u00ed nad c\u00edlov\u00fdmi skupinami | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"D\u016fle\u017eitost c\u00edlen\u00ed reklamn\u00edho sd\u011blen\u00ed je jedn\u00edm ze z\u00e1kladn\u00edch princip\u016f marketingu. 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