{"id":2196,"date":"2014-07-11T14:02:43","date_gmt":"2014-07-11T10:02:43","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=2196"},"modified":"2018-08-30T17:21:17","modified_gmt":"2018-08-30T15:21:17","slug":"pripadova-studie-planeta-her","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/pripadova-studie-planeta-her\/","title":{"rendered":"Planeta her - dopln\u011bn\u00ed p\u0159\u00edpadov\u00e9 studie"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p><a href=\"http:\/\/www.planetaher.cz\/\">Planeta her<\/a> je jedn\u00edm z&nbsp;<strong>p\u0159edn\u00edch prodejc\u016f<\/strong> deskov\u00fdch her v&nbsp;\u010cesk\u00e9 republice. Zalo\u017eena byla v&nbsp;roce 2007. Od&nbsp;po\u010d\u00e1tku svoj\u00ed existence firma rostla . V&nbsp;roce 2013 v\u0161ak nastala situace, se kterou se setk\u00e1 d\u0159\u00edve \u010di pozd\u011bji drtiv\u00e1 v\u011bt\u0161ina firem, a\u0165 ji\u017e men\u0161\u00edch, st\u0159edn\u00edch, \u010di t\u011bch nejv\u011bt\u0161\u00edch. P\u0159irozen\u00fd <strong>r\u016fst ustal<\/strong>. Objem tr\u017eeb za\u010dal stagnovat, co h\u016f\u0159e, n\u00e1sledn\u011b i&nbsp;pomalu klesat. Podrobn\u011bji o&nbsp;situaci viz&nbsp;<strong><a href=\"https:\/\/igloonet.cz\/marketing\/pripadova-studie\/planetaher\" target=\"_blank\" rel=\"noopener\">p\u0159\u00edpadov\u00e1 studie<\/a><\/strong>. C\u00edlem tohoto \u010dl\u00e1nku je studii v\u00edce rozv\u00e9st a&nbsp;nab\u00eddnout \u0161ir\u0161\u00ed vysv\u011btlen\u00ed toho, jak jsme v&nbsp;<strong><a href=\"http:\/\/igloonet.cz\">igloonetu<\/a><\/strong> postupovali.<\/p>\n<p><!--more--><\/p>\n<h2>Jak jsme postupovali<\/h2>\n<h3>Listopad 2013<\/h3>\n<p>Spolupr\u00e1ce igloonetu s&nbsp;Planetou Her za\u010dala v&nbsp;<strong>listopadu 2013<\/strong>. A\u010dkoli ji\u017e d\u0159ive v&nbsp;Planet\u011b Her inzerovali v&nbsp;PPC syst\u00e9mech <strong>Adwords<\/strong> a<strong> Sklik<\/strong>, ud\u011blali jsme kampan\u011b nov\u00e9, kter\u00fdmi jsme celou strukturu \u00fa\u010dt\u016f v\u00fdrazn\u011b roz\u0161\u00ed\u0159ili. P\u016fvodn\u00ed kampan\u011b trp\u011bly b\u011b\u017en\u00fdmi neduhy:<\/p>\n<ul>\n<li>m\u011bly \u0161patnou <strong>strukturu<\/strong><\/li>\n<li>sestavy pro vyhled\u00e1vac\u00ed a&nbsp;reklamn\u00ed s\u00edt byly zahrnuty v&nbsp;<strong>jedn\u00e9 kampani<\/strong><\/li>\n<li>nebyly zvoleny ide\u00e1ln\u00ed <strong>landing pages<\/strong><\/li>\n<li>bylo inzerov\u00e1no na&nbsp;<strong>nerelevantn\u00ed kl\u00ed\u010dov\u00e1 slov<\/strong>a<\/li>\n<li>zcela absentoval <strong>remarketing<\/strong><\/li>\n<\/ul>\n<p>Vzhledem k&nbsp;ro\u010dn\u00edmu obdob\u00ed (bl\u00ed\u017e\u00edc\u00ed se V\u00e1no\u010dn\u00ed n\u00e1kupn\u00ed sez\u00f3na), jsme se v&nbsp;po\u010d\u00e1tc\u00edch zam\u011b\u0159ili na&nbsp;n\u00e1stroje a&nbsp;typy kampan\u00ed, kter\u00e9 oslovuj\u00ed z\u00e1kazn\u00edka ve&nbsp;<strong>fin\u00e1ln\u00ed f\u00e1zi n\u00e1kupn\u00edho cyklu<\/strong>.<br>\nV&nbsp;prv\u00e9 \u0159ad\u011b jsme je\u0161t\u011b b\u011bhem listopadu spustili kampan\u011b ve&nbsp;<strong>vyhled\u00e1vac\u00ed s\u00edti<\/strong> c\u00edlen\u00e9 jak na&nbsp;<strong>kategorie<\/strong>, tak na&nbsp;<strong>nejprod\u00e1van\u011bj\u0161\u00ed hry<\/strong>. Zam\u011b\u0159ili jsme se na&nbsp;r\u016fzn\u00e9 kombinace slov spjat\u00e9 s&nbsp;deskov\u00fdmi hrami, p\u0159i\u010dem\u017e jsme vych\u00e1zeli z&nbsp;rozd\u011blen\u00ed her (deskov\u00e9 hry, spole\u010densk\u00e9 hry apod.) na&nbsp;eshopu Planety Her. T\u00edm jsme si zajistili vhodn\u00e9 landing pages pro tyto reklamn\u00ed sestavy. U&nbsp;konkr\u00e9tn\u00edch her jsme zvolili coby landing page v\u017edy odpov\u00eddaj\u00edc\u00ed str\u00e1nku s&nbsp;<strong><a href=\"http:\/\/www.planetaher.cz\/detail\/deskove-hry\/tash-kalar-arena-legend\/\">detailem hry<\/a><\/strong>. Z\u00e1kazn\u00edk\u016fm jsme tak zna\u010dn\u011b usnadnili postup k&nbsp;j\u00edm hledan\u00e9 h\u0159e, v&nbsp;r\u00e1mci n\u00e1kupn\u00edho procesu jsme tedy cestu zkr\u00e1tili na&nbsp;minimum.<\/p>\n<div id=\"attachment_2210\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/07\/HryKonkretneClanek.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2210\" class=\"size-medium wp-image-2210 \" src=\"\/blog\/wp-content\/uploads\/2014\/07\/HryKonkretneClanek-300x177.jpg\" alt width=\"300\" height=\"177\"><\/a><p id=\"caption-attachment-2210\" class=\"wp-caption-text\">Reklama na&nbsp;konkr\u00e9tn\u00ed hru<\/p><\/div>\n<div id=\"attachment_2211\" style=\"width: 230px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/07\/DynamicClanek.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2211\" class=\"size-full wp-image-2211 \" src=\"\/blog\/wp-content\/uploads\/2014\/07\/DynamicClanek.jpg\" alt width=\"220\" height=\"89\"><\/a><p id=\"caption-attachment-2211\" class=\"wp-caption-text\">Dynamick\u00e1 reklama<\/p><\/div>\n<p>Z\u00e1rove\u0148 byly spu\u0161t\u011bny i&nbsp;kampan\u011b v&nbsp;s\u00edti <strong>reklamn\u00ed<\/strong>.<\/p>\n<p>D\u00e1le jsme z&nbsp;p\u016fvodn\u00edho <strong>XML feedu<\/strong> odd\u011blili vlastn\u00ed pro jednotliv\u00e9 zbo\u017eov\u00e9 srovn\u00e1va\u010de. Nov\u011b jsme vytvo\u0159ili XML feed pro <strong>Google n\u00e1kupy<\/strong>, kde d\u0159\u00edve nebyla Planeta Her registrov\u00e1na. Ve&nbsp;st\u00e1vaj\u00edc\u00edch srovn\u00e1va\u010d\u00edch jsme se zam\u011b\u0159ili na&nbsp;kontrolu a&nbsp;opravy za\u0159azen\u00ed zbo\u017e\u00ed do&nbsp;spr\u00e1vn\u00fdch kategori\u00ed a&nbsp;jejich bezchybn\u00e9 nap\u00e1rov\u00e1n\u00ed.<\/p>\n<p>V neposledn\u00ed \u0159ad\u011b, co se t\u00fdk\u00e1 d\u016fle\u017eitosti \u00fakon\u016f, jsme zajistili <strong>po\u010d\u00e1te\u010dn\u00ed nastaven\u00ed Google Analytics<\/strong>, v&nbsp;jeho\u017e dal\u0161\u00edm lad\u011bn\u00ed jsme pokra\u010dovali i&nbsp;v&nbsp;dal\u0161\u00edch m\u011bs\u00edc\u00edch.<\/p>\n<h3>Prosinec 2013<\/h3>\n<p>Pr\u00e1ce s&nbsp;PPC pokra\u010dovaly spu\u0161t\u011bn\u00edm <strong>textov\u00e9ho remarketingu<\/strong>. V&nbsp;p\u0159\u00edpad\u011b Adwords pak byly p\u0159id\u00e1ny <strong>PLA kampan\u011b<\/strong> na&nbsp;prod\u00e1van\u00e9 hry. D\u0159\u00edve nastaven\u00e9 kampan\u011b byly nad\u00e1le optimalizov\u00e1ny. Nov\u011b byly tak\u00e9 spu\u0161t\u011bny p\u0159edv\u00e1no\u010dn\u00ed kampan\u011b na&nbsp;<strong>Facebooku<\/strong>.<\/p>\n<div id=\"attachment_2213\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/07\/Clanek.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2213\" class=\"size-medium wp-image-2213\" src=\"\/blog\/wp-content\/uploads\/2014\/07\/Clanek-300x160.jpg\" alt width=\"300\" height=\"160\"><\/a><p id=\"caption-attachment-2213\" class=\"wp-caption-text\">Textov\u00fd remarketing<\/p><\/div>\n<h3>Rok 2014<\/h3>\n<p>Zam\u011b\u0159ili jsme se na&nbsp;<strong>roz\u0161\u00ed\u0159en\u00ed z\u00e1kladny<\/strong> nakupuj\u00edc\u00edch. C\u00edlem bylo oslovit budouc\u00ed z\u00e1kazn\u00edky, kte\u0159\u00ed se ne\u0159ad\u00ed do&nbsp;core skupiny fanou\u0161k\u016f deskov\u00fdch her. Spustili jsme proto kampan\u011b na&nbsp;FB, kter\u00e9 byly m\u00ed\u0159eny na&nbsp;\u0161ir\u0161\u00ed publikum, p\u0159i\u010dem\u017e inzerov\u00e1y byly hry takov\u00e9, kter\u00e9 by mohly tuto skupinu zaujmout. Neust\u00e1le byly optimalizov\u00e1ny st\u00e1vaj\u00edc\u00ed kampan\u011b, prob\u00edhaly tak\u00e9 <strong>experimenty s&nbsp;cenami za proklik<\/strong> v&nbsp;jednotliv\u00fdch reklamn\u00edch sestav\u00e1ch. Snahou bylo samoz\u0159ejm\u011b <strong>CPC dostat na&nbsp;co nejni\u017e\u0161\u00ed \u00farove\u0148<\/strong>, av\u0161ak s&nbsp;d\u016frazem na&nbsp;udr\u017een\u00ed st\u00e1vaj\u00edc\u00edho stavu kvality inzer\u00e1t\u016f a&nbsp;z&nbsp;toho plynouc\u00edch po\u010dtu zobazen\u00ed a&nbsp;proklik\u016f generuj\u00edch konverze.<br>\nNov\u011b byl spu\u0161t\u011bn <strong>dynamick\u00fd remarketing<\/strong> stejn\u011b jako <strong>remarketingov\u00e9 kampan\u011b s&nbsp;bannery<\/strong>.<\/p>\n<div id=\"attachment_2212\" style=\"width: 310px\" class=\"wp-caption aligncenter\"><a href=\"\/blog\/wp-content\/uploads\/2014\/07\/DYnamicRemarketing.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2212\" class=\"size-medium wp-image-2212\" src=\"\/blog\/wp-content\/uploads\/2014\/07\/DYnamicRemarketing-300x189.jpg\" alt width=\"300\" height=\"189\"><\/a><p id=\"caption-attachment-2212\" class=\"wp-caption-text\">Dynamick\u00fd remarketing<\/p><\/div>\n<h3>V\u00fdsledek na\u0161\u00ed&nbsp;pr\u00e1ce:<\/h3>\n<p>Ji\u017e v&nbsp;prosinci jsme dos\u00e1hli ve&nbsp;srovn\u00e1n\u00ed s&nbsp;minul\u00fdm rokem <strong>tr\u017eby o&nbsp;45&nbsp;%<\/strong>. P\u0159i na\u0161\u00ed pr\u00e1ci se v\u0161ak zam\u011b\u0159ujeme hlavn\u011b na&nbsp;zm\u011bny <strong>dlouhodob\u00e9<\/strong>, tj. ty, kter\u00e9 vydr\u017e\u00ed a&nbsp;jejich\u017e v\u00fdsledky jsou viditeln\u00e9 pozd\u011bji. Efekt na\u0161\u00ed pr\u00e1ce se za\u010dal projevovat s&nbsp;n\u00e1stupem nov\u00e9ho roku. \u010c\u00edsla za\u010dala r\u016fst tempem, v&nbsp;n\u011bj\u017e jsme tajn\u011b doufali. Nikdo by si ale asi p\u0159edem nedovolil \u0159\u00edci, \u017ee&nbsp;bude r\u016fst tak strm\u00fd. V&nbsp;lednu vyk\u00e1zala Planeta her ve&nbsp;srovn\u00e1n\u00ed s&nbsp;minul\u00fdm rokem n\u00e1r\u016fst tr\u017eeb o&nbsp;<strong>52&nbsp;%<\/strong>, v&nbsp;\u00fanoru o&nbsp;<strong>69&nbsp;%<\/strong>, v&nbsp;b\u0159eznu o&nbsp;<strong>78&nbsp;%<\/strong>.<strong> V&nbsp;sou\u010dasn\u00e9 chv\u00edli (\u010derven 2014) jsou tr\u017eby vy\u0161\u0161\u00ed o&nbsp;113&nbsp;%<\/strong>. <strong>N\u00e1klady na&nbsp;zv\u00fd\u0161en\u00ed obratu<\/strong><span style=\"color: #000000;\"> (tedy na&nbsp;\u010d\u00e1st, kter\u00e1 by bez na\u0161\u00ed spr\u00e1vy nevznikla)&nbsp;se dlouhodob\u011b pohybuj\u00ed v&nbsp;pr\u016fm\u011bru na&nbsp;necel\u00fdch <strong>19&nbsp;%<\/strong>. Tedy za 19&nbsp;000&nbsp;K\u010d v&nbsp;n\u00e1kladech se zv\u00fd\u0161\u00ed tr\u017eby o&nbsp;100&nbsp;000&nbsp;K\u010d. Do&nbsp;n\u00e1klad\u016f samoz\u0159ejm\u011b zahrnujeme i&nbsp;cenu za pr\u00e1ci na\u0161\u00ed agentury.<\/span><\/p>\n<h3>Co \u0159\u00edci z\u00e1v\u011brem?<\/h3>\n<p><em>T\u00fdm Planety Her ji\u017e p\u0159ed za\u010d\u00e1tkem na\u0161\u00ed spolupr\u00e1ce vyu\u017e\u00edval \u0159adu propaga\u010dn\u00edch n\u00e1stroj\u016f. Ve&nbsp;spolupr\u00e1ci s&nbsp;igloonetem se je ale poda\u0159ilo zefektivnit a&nbsp;vyladit. Bylo p\u0159id\u00e1no i&nbsp;n\u011bkolik nov\u00fdch, kl\u00ed\u010dov\u00e9 v\u0161ak byly z\u00e1sahy na&nbsp;t\u011bch p\u016fvodn\u00edch.<\/em><br>\nJeliko\u017e jsou s&nbsp;n\u00e1mi v&nbsp;Planet\u011b her nadm\u00edru spokojeni, pokra\u010dujeme v&nbsp;pr\u00e1ci. Roz\u0161i\u0159ujeme jejich aktivity na&nbsp;soci\u00e1ln\u00edch s\u00edt\u00edch, aktualizujeme a&nbsp;optimalizujeme st\u00e1vaj\u00edc\u00ed kampan\u011b, chyst\u00e1me se na&nbsp;razantn\u011bj\u0161\u00ed SEO z\u00e1sahy. R\u00e1di bychom tak\u00e9 vytvo\u0159ili Planet\u011b Her nov\u00fd web. O&nbsp;n\u011bm ale t\u0159eba zase n\u011bkdy p\u0159\u00ed\u0161t\u011b.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Planeta her je jedn\u00edm z&nbsp;p\u0159edn\u00edch prodejc\u016f deskov\u00fdch her v&nbsp;\u010cesk\u00e9 republice. Zalo\u017eena byla v&nbsp;roce 2007. Od&nbsp;po\u010d\u00e1tku svoj\u00ed existence firma rostla . V&nbsp;roce 2013 v\u0161ak nastala situace, se kterou se setk\u00e1 d\u0159\u00edve \u010di pozd\u011bji drtiv\u00e1 v\u011bt\u0161ina firem, a\u0165 ji\u017e men\u0161\u00edch, st\u0159edn\u00edch, \u010di t\u011bch nejv\u011bt\u0161\u00edch. P\u0159irozen\u00fd r\u016fst ustal. Objem tr\u017eeb za\u010dal stagnovat, co h\u016f\u0159e, n\u00e1sledn\u011b i&nbsp;pomalu klesat. Podrobn\u011bji o&nbsp;situaci viz&nbsp;p\u0159\u00edpadov\u00e1 studie. C\u00edlem tohoto \u010dl\u00e1nku je studii v\u00edce rozv\u00e9st a&nbsp;nab\u00eddnout \u0161ir\u0161\u00ed vysv\u011btlen\u00ed toho, jak jsme v&nbsp;igloonetu postupovali.<\/p>\n","protected":false},"author":10,"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":[78,77,89,79,81],"class_list":["post-2196","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-google-adwords","tag-ppc","tag-pripadova-studie","tag-sklik","tag-srovnavace"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Planeta her - dopln\u011bn\u00ed p\u0159\u00edpadov\u00e9 studie | 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\/pripadova-studie-planeta-her\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Planeta her - dopln\u011bn\u00ed p\u0159\u00edpadov\u00e9 studie | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Planeta her je jedn\u00edm z&nbsp;p\u0159edn\u00edch prodejc\u016f deskov\u00fdch her v&nbsp;\u010cesk\u00e9 republice. Zalo\u017eena byla v&nbsp;roce 2007. Od&nbsp;po\u010d\u00e1tku svoj\u00ed existence firma rostla . V&nbsp;roce 2013 v\u0161ak nastala situace, se kterou se setk\u00e1 d\u0159\u00edve \u010di pozd\u011bji drtiv\u00e1 v\u011bt\u0161ina firem, a\u0165 ji\u017e men\u0161\u00edch, st\u0159edn\u00edch, \u010di t\u011bch nejv\u011bt\u0161\u00edch. P\u0159irozen\u00fd r\u016fst ustal. Objem tr\u017eeb za\u010dal stagnovat, co h\u016f\u0159e, n\u00e1sledn\u011b i&nbsp;pomalu klesat. Podrobn\u011bji o&nbsp;situaci viz&nbsp;p\u0159\u00edpadov\u00e1 studie. C\u00edlem tohoto \u010dl\u00e1nku je studii v\u00edce rozv\u00e9st a&nbsp;nab\u00eddnout \u0161ir\u0161\u00ed vysv\u011btlen\u00ed toho, jak jsme v&nbsp;igloonetu postupovali.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/igloonet.cz\/blog\/pripadova-studie-planeta-her\/\" \/>\n<meta property=\"og:site_name\" content=\"igloonet blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/igloonet\" \/>\n<meta property=\"article:published_time\" content=\"2014-07-11T10:02:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-08-30T15:21:17+00:00\" \/>\n<meta name=\"author\" content=\"Ond\u0159ej Ka\u0161p\u00e1rek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ondrakasparek\" \/>\n<meta name=\"twitter:site\" content=\"@igloonet\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ond\u0159ej Ka\u0161p\u00e1rek\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/igloonet.cz\/blog\/pripadova-studie-planeta-her\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/igloonet.cz\/blog\/pripadova-studie-planeta-her\/\"},\"author\":{\"name\":\"Ond\u0159ej Ka\u0161p\u00e1rek\",\"@id\":\"https:\/\/igloonet.cz\/blog\/#\/schema\/person\/0b727eb40f1d7e66605671c8dd731c7b\"},\"headline\":\"Planeta her - 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