{"id":2699,"date":"2015-03-12T10:23:05","date_gmt":"2015-03-12T08:23:05","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=2699"},"modified":"2015-07-27T13:42:38","modified_gmt":"2015-07-27T11:42:38","slug":"facebook-power-editor","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/facebook-power-editor\/","title":{"rendered":"\u0160et\u0159te \u010das se spr\u00e1vou Facebook kampan\u00ed d\u00edky Power Editoru"},"content":{"rendered":"
<\/div>\n

D\u011bl\u00e1me pro na\u0161e klienty Facebook remarketing ve velk\u00e9m. P\u0159esto\u017ee existuje \u0159ada dal\u0161\u00edch n\u00e1stroj\u016f, vyu\u017e\u00edv\u00e1me prim\u00e1rn\u011b Power Editor<\/strong>. Umo\u017e\u0148uje n\u00e1m rychle a jednodu\u0161e vytv\u00e1\u0159et \u010di duplikovat v\u011bt\u0161\u00ed po\u010det reklam a sestav v r\u00e1mci \u0161irok\u00e9 struktury kampan\u00ed. Nen\u00ed sice dokonal\u00fd, ale je intuitivn\u00ed a v\u017edy o krok nap\u0159ed.<\/p>\n

<\/p>\n

\"Spr\u00e1vce<\/p>\n

Power Editor je n\u00e1stroj, kter\u00fd Facebook nab\u00edz\u00ed p\u0159\u00edmo ve sv\u00e9m rozhran\u00ed pro spr\u00e1vu kampan\u00ed. Krom\u011b toho, \u017ee umo\u017e\u0148uje efektivn\u011bji spravovat velk\u00e9 mno\u017estv\u00ed kampan\u00ed z\u00e1rove\u0148, nab\u00edz\u00ed nav\u00edc oproti klasick\u00e9mu spr\u00e1vci reklam (Ads Manager) nov\u00e9 mo\u017enosti s \u010dasov\u00fdm p\u0159edstihem.<\/p>\n

Odkaz na editor se nach\u00e1z\u00ed ve spr\u00e1vci reklam v jeho lev\u00e9m panelu. Po jeho otev\u0159en\u00ed si zvol\u00edte konkr\u00e9tn\u00ed \u00fa\u010det a st\u00e1hnete aktu\u00e1ln\u00ed data, na kter\u00fdch chcete pracovat. Editor lze ovl\u00e1dat p\u0159\u00edmo v prohl\u00ed\u017ee\u010di, nemus\u00ed se proto na rozd\u00edl t\u0159eba od AdWords editoru instalovat.<\/p>\n

Nahr\u00e1v\u00e1n\u00ed dat<\/h3>\n

Princip jeho fungov\u00e1n\u00ed je jednoduch\u00fd. Po zvolen\u00ed \u00fa\u010dtu v z\u00e1hlav\u00ed editoru si st\u00e1hnete aktu\u00e1ln\u00ed informace o reklam\u00e1ch ze spr\u00e1vce reklam, provedete \u00fapravy a aktualizace pot\u00e9 nahrajete do \u00fa\u010dtu. Pokud data nenahrajete, ve spr\u00e1vci se automaticky nezobraz\u00ed a p\u0159ich\u00e1z\u00edte o n\u011b.<\/p>\n

P\u0159i nahr\u00e1v\u00e1n\u00ed bylo je\u0161t\u011b doned\u00e1vna t\u0159eba d\u00e1t si pozor na to, kde v\u0161ude jste provedli zm\u011bny. Pokud jste d\u0159\u00edve provedli v\u00edcero \u00faprav nap\u0159\u00ed\u010d r\u016fzn\u00fdmi kampan\u011bmi, museli jste je v\u0161echny p\u0159ed nahr\u00e1v\u00e1n\u00edm nejprve ozna\u010dit, abyste se v\u0161echny \u00fasp\u011b\u0161n\u011b nahr\u00e1ly. To u\u017e nyn\u00ed na\u0161t\u011bst\u00ed neplat\u00ed.<\/p>\n

Na druhou stranu pokud chcete nahr\u00e1t pouze n\u011bkter\u00e9 zm\u011bny, nesm\u00edte p\u0159i nahr\u00e1v\u00e1n\u00ed zapomenout zvolit, respektive nezvolit konkr\u00e9tn\u00ed reklamy, sestavy \u010di kampan\u011b. M\u016f\u017eete ale bez probl\u00e9mu aktualizovat prohl\u00ed\u017ee\u010d a o dosud nenahran\u00e1 data nep\u0159ijdete.<\/p>\n

Kampan\u011b<\/h1>\n

Pokud chcete vytvo\u0159it kampa\u0148 (campaign), v horn\u00edm panelu zvol\u00edte \u00farove\u0148 kampan\u00ed a klikneme na ikonu \u201e+\u201c. Na t\u00e9to \u00farovni nastavujete c\u00edl kampan\u011b (objective) a typ n\u00e1kupu reklamu (buying type), kter\u00e9 ji\u017e na \u00farovn\u00ed sestav \u010di reklam nejdou upravovat.<\/p>\n

\"Vytvo\u0159en\u00ed<\/a><\/p>\n

Nej\u010dast\u011bji pracujete pravd\u011bpodobn\u011b s c\u00edlem clicks to website nebo page post engagement. Prvn\u00edm z nich odkazujete u\u017eivatele na konkr\u00e9tn\u00ed webovou str\u00e1nku, jej\u00ed\u017e n\u00e1v\u0161t\u011bvnost chcete zv\u00fd\u0161it. Druh\u00fdm usilujete o zv\u00fd\u0161en\u00ed zaujet\u00ed va\u0161eho p\u0159\u00edsp\u011bvku.<\/p>\n

\"C\u00edle<\/a><\/p>\n

Nov\u00e1 kampa\u0148 je vyzna\u010dena tu\u010dn\u011b a vedle sv\u00e9ho aktu\u00e1ln\u00edho stavu nav\u00edc ozna\u010dena znam\u00e9nkem plus. V p\u0159\u00edpad\u011b \u00faprav ji\u017e existuj\u00edc\u00ed kampan\u011b se vedle stavu zobraz\u00ed \u0161ipka sm\u011b\u0159uj\u00edc\u00ed nahoru, kter\u00e1 upozor\u0148uje na nenahran\u00e9 zm\u011bny. Tla\u010d\u00edtko nahr\u00e1t zm\u011bny (upload changes) se nav\u00edc p\u0159i ka\u017ed\u00e9 \u00faprav\u011b nep\u0159ehl\u00e9dnuteln\u011b zbarv\u00ed do zelena.<\/p>\n

\"Nov\u00e1<\/a><\/p>\n

Strasti a slasti duplikov\u00e1n\u00ed<\/h3>\n

Vedle ikony pro vytvo\u0159en\u00ed kampan\u011b se nach\u00e1z\u00ed tak\u00e9 tla\u010d\u00edtko pro jejich duplikov\u00e1n\u00ed (duplicate). Stejnou mo\u017enost najdete tak\u00e9 na \u00farovni sestav a reklam. P\u0159i duplikov\u00e1n\u00ed sestav nezapome\u0148te p\u0159\u00edpadn\u011b upravit rozpo\u010det (budget), publikum (audience) nebo um\u00edst\u011bn\u00ed (placement).<\/p>\n

V p\u0159\u00edpad\u011b, \u017ee m\u00e1te jednu kampa\u0148 zam\u011b\u0159enou na \u010desk\u00e9 u\u017eivatele a druhou na slovensk\u00e9, po duplikov\u00e1n\u00ed sestavy mus\u00edte zm\u011bnit jej\u00ed lokaci nebo nastavit spr\u00e1vn\u011b vlastn\u00ed okruh u\u017eivatel\u016f (custom audience).<\/p>\n

Tot\u00e9\u017e plat\u00ed pro duplikovan\u00e9 reklamy. Pokud nap\u0159\u00edklad reklamu na p\u00e1nsk\u00e9 oble\u010den\u00ed, kter\u00e1 se pr\u00e1v\u011b nach\u00e1z\u00ed v sestav\u011b zac\u00edlen\u00e9 na mu\u017ee, zduplikujete do sestavy zac\u00edlen\u00e9 na \u017eeny, mus\u00edte nastavit spr\u00e1vnou url adresu, p\u0159epsat v\u0161echny texty a vybrat relevantn\u00ed obr\u00e1zek pro z\u00e1kaznice.<\/p>\n

Reklamn\u00ed sestavy<\/h1>\n

Reklamn\u00ed sestavu (ad set) vytvo\u0159\u00edte stejn\u00fdm zp\u016fsobem jako kampa\u0148. Na po\u010d\u00e1tku v\u0161ak mus\u00edte zvolit kampa\u0148, do kter\u00e9 m\u00e1 dan\u00e1 sestava pat\u0159it, a novou sestavu pojmenovat. P\u0159i vytv\u00e1\u0159en\u00ed nov\u00e9 sestavy lze sou\u010dasn\u011b vytvo\u0159it i novou kampa\u0148.<\/p>\n

\"Vytvo\u0159en\u00ed<\/a><\/p>\n

Dejme tomu, \u017ee chcete inzerovat zbo\u017e\u00ed ur\u010den\u00e9 v jednom p\u0159\u00edpad\u011b \u017een\u00e1m, v druh\u00e9m mu\u017e\u016fm. Vytvo\u0159\u00edte proto dv\u011b r\u016fzn\u00e9 sestavy, z nich\u017e ka\u017edou zac\u00edl\u00edte pouze na jedno pohlav\u00ed.<\/p>\n

U ka\u017ed\u00e9 z t\u011bchto sestav m\u016f\u017eete snadno nastavit jej\u00ed denn\u00ed rozpo\u010det nebo konkr\u00e9tn\u00ed obdob\u00ed, ve kter\u00e9m bude sestava aktivn\u00ed. M\u016f\u017eete sestavu ponechat aktivn\u00ed permanentn\u011b a pozastavit ji v budoucnu sami, nebo zvolit datum jej\u00edho ukon\u010den\u00ed.<\/p>\n

\"Sestavy<\/a><\/p>\n

Um\u00edst\u011bn\u00ed<\/h3>\n

V nastaven\u00ed sestav najdete tak\u00e9 box s n\u00e1zvem um\u00edst\u011bn\u00ed (placement). V t\u00e9to \u010d\u00e1sti vol\u00edte, kde chcete sv\u00e9 reklamy zobrazovat. M\u016f\u017eete si vybrat news feed jak u mobiln\u00edch za\u0159\u00edzen\u00ed, tak stoln\u00edch po\u010d\u00edta\u010d\u016f a u desktop\u016f nav\u00edc zobrazov\u00e1n\u00ed v prav\u00e9m sloupci vedle news feedu.<\/p>\n

Existuje tak\u00e9 mo\u017enost zobrazov\u00e1n\u00ed reklam v mobiln\u00edch aplikac\u00edch Facebook partner\u016f. My tuto mo\u017enost v praxi ale prakticky nevyu\u017e\u00edv\u00e1me, proto\u017ee m\u00edra prokliku (CTR) je v aplikac\u00edch obecn\u011b velice n\u00edzk\u00e1.<\/p>\n

Reklama na mobiln\u00edch za\u0159\u00edzen\u00edch m\u016f\u017ee b\u00fdt je\u0161t\u011b rozd\u011blena podle opera\u010dn\u00edho syst\u00e9mu nebo p\u0159ipojen\u00ed k wifi s\u00edti. Tyto mo\u017enosti ocen\u00ed zejm\u00e9na ti inzerenti, kte\u0159\u00ed propaguj\u00ed konkr\u00e9tn\u00ed mobiln\u00ed aplikaci a jako c\u00edl sv\u00e9 kampan\u011b zvolili jej\u00ed instalaci (mobile app installs).<\/p>\n

Reklamy<\/h2>\n

Novou reklamu vytvo\u0159\u00edte op\u011bt pomoc\u00ed tla\u010d\u00edtka \u201e+\u201c tentokr\u00e1t na \u00farovni reklam (ads). Zde se editor od spr\u00e1vce reklam p\u0159\u00edli\u0161 neli\u0161\u00ed. Pouze p\u0159i v\u00fdb\u011bru obr\u00e1zku nenab\u00edz\u00ed z\u00e1lo\u017eku Shutterstock (datab\u00e1ze obr\u00e1zk\u016f ve vysok\u00e9 kvalit\u011b) a p\u0159i psan\u00ed titulku nebo popisk\u016f nezobrazuje po\u010det znak\u016f, kter\u00e9 zb\u00fdvaj\u00ed k dispozici.<\/p>\n

Spr\u00e1vce reklam zat\u00edm nedok\u00e1\u017ee vytvo\u0159il reklamu s v\u00edce produkty (multiproduct ads). M\u00edsto toho ale nab\u00edz\u00ed mo\u017enost vytvo\u0159en\u00ed a\u017e \u0161esti toto\u017en\u00fdch reklam, kter\u00e9 se budou li\u0161it pouze obr\u00e1zkem. M\u016f\u017eete v r\u00e1mci jedn\u00e9 sestavy testovat, jak u\u017eivatel\u00e9 reaguj\u00ed na stejnou reklamu s odli\u0161nou fotografi\u00ed.<\/p>\n

Proces vytv\u00e1\u0159en\u00ed kampan\u011b lze zrekapituloval t\u00edmto schematick\u00fdm obr\u00e1zkem. Kampa\u0148 se nach\u00e1z\u00ed v hierarchii nejv\u00fd\u0161e a v\u011btv\u00ed se na sestavy igloo pro \u017eeny a igloo pro mu\u017ee, do nich\u017e se \u0159ad\u00ed d\u00edl\u010d\u00ed reklamy.<\/p>\n

\"Igloo<\/a><\/p>\n

Tajemstv\u00ed do posledn\u00edho kliku<\/h3>\n

By\u0165 by se to na prvn\u00ed pohled nemuselo zd\u00e1t, sta\u017een\u00ed Power Editoru pro konkr\u00e9tn\u00ed \u00fa\u010det vlastn\u011b znamen\u00e1, \u017ee v\u0161echny zm\u011bny, a\u0165 u\u017e jde o tvorbu nov\u00fdch kampan\u00ed nebo \u00fapravu t\u011bch st\u00e1vaj\u00edc\u00edch, prov\u00e1d\u00edte \u201eoffline\u201c.<\/p>\n

Va\u0161i kolegov\u00e9 v re\u00e1ln\u00e9m \u010dase nevid\u00ed, na \u010dem zrovna pracujete. P\u0159i t\u00fdmov\u00e9 pr\u00e1ci proto doporu\u010dujeme jasn\u00e9 rozd\u011blen\u00ed \u00fakol\u016f, aby nedoch\u00e1zelo k tomu, \u017ee jeden druh\u00e9mu p\u0159ep\u00ed\u0161e proveden\u00e9 zm\u011bny.<\/p>\n

Za\u010dnou-li dva lid\u00e9 pracovat v jednu chv\u00edli s toto\u017en\u00fdmi daty na stejn\u00e9 kampani a prvn\u00ed z nich za hodinu nahraje proveden\u00e9 zm\u011bny, pak druh\u00fd kolega, kter\u00fd zm\u011bny nahr\u00e1l o p\u00e1r minut pozd\u011bji, p\u0159ep\u00ed\u0161e ve\u0161kerou pr\u00e1ci prvn\u00edho, jako by ji nikdy neud\u011blal.<\/p>\n

Temn\u00e9 str\u00e1nky Power Editoru<\/h3>\n

V sou\u010dasnosti plat\u00ed p\u0159i tvorb\u011b reklam pravidlo omezuj\u00edc\u00ed text v jejich obr\u00e1zku na 20 % plochy. Podrobnosti najdete nap\u0159\u00edklad v n\u00e1pov\u011bd\u011b<\/a> Facebooku. N\u00e1m se opakovan\u011b stalo, \u017ee Facebook zam\u00edtl reklamu kv\u016fli poru\u0161en\u00ed tohoto pravidla, p\u0159esto\u017ee obr\u00e1zek neobsahoval \u017e\u00e1dn\u00e9 p\u00edsmeno. Typicky se jednalo o obr\u00e1zky j\u00eddeln\u00edch \u017eidl\u00ed, kter\u00e9 syst\u00e9m vyhodnotil jako text.<\/p>\n

Ze zku\u0161enosti tak\u00e9 v\u00edme, \u017ee \u010dasto nejde nahr\u00e1t zm\u011bny u reklam, kter\u00e9 pr\u00e1v\u011b prob\u00edhaj\u00ed procesem schvalov\u00e1n\u00ed. Editor obvykle ozn\u00e1m\u00ed error, \u017ee zm\u011bna ne\u0161la nahr\u00e1t, p\u0159esto n\u011bkdy ke zm\u011bn\u00e1m dojde i p\u0159es chybovou hl\u00e1\u0161ku.<\/p>\n

Mus\u00edte proto ve spr\u00e1vci reklam zp\u011btn\u011b zkontrolovat, zda reklamy byly schv\u00e1leny a zda byly skute\u010dn\u011b zapnuty, respektive pozastaveny, jak jste si p\u0159\u00e1li. Schv\u00e1len\u00ed prob\u011bhne obvykle do 15 minut. Jindy je naopak editor aktivn\u00ed a\u017e p\u0159\u00edli\u0161 a p\u0159ejmenuje reklamu, kterou jste v\u016fbec neupravovali.<\/p>\n

Nevzd\u00e1vejte se a nebre\u010dte<\/h3>\n

\"PowerM\u016f\u017ee se tak\u00e9 st\u00e1t, \u017ee se editor zasekne a nelze s n\u00edm t\u00e9m\u011b\u0159 pracovat. Doch\u00e1z\u00ed t\u0159eba k tomu, \u017ee nahran\u00e9 obr\u00e1zky se nezobrazuj\u00ed v okn\u011b pro jejich repozici nebo se p\u0159ejmenuje reklama, kterou jste v\u016fbec neupravovali.<\/p>\n

V takov\u00e9m p\u0159\u00edpad\u011b se vyplat\u00ed n\u011bkolik m\u00e1lo nenahran\u00fdch zm\u011bn o\u017eelet, cel\u00fd editor resetovat v prav\u00e9m horn\u00edm rohu a znovu si st\u00e1hnout aktu\u00e1ln\u00ed data.<\/p>\n

V\u017edy doporu\u010dujeme zejm\u00e9na trp\u011blivost, ch\u00e1paj\u00edc\u00ed kolegy a tanker t\u00e9 nejlep\u0161\u00ed k\u00e1vy. V\u0161echno u n\u00e1s v igloonetu m\u00e1me, tak\u017ee jsme zatla\u010dili slzy a nevzdali to. Power Editor toti\u017e stoj\u00ed za to!<\/p>\n

Spoluautorem \u010dl\u00e1nku je Luk\u00e1\u0161 Havl\u00edk.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

D\u011bl\u00e1me pro na\u0161e klienty Facebook remarketing ve velk\u00e9m. P\u0159esto\u017ee existuje \u0159ada dal\u0161\u00edch n\u00e1stroj\u016f, vyu\u017e\u00edv\u00e1me prim\u00e1rn\u011b Power Editor. Umo\u017e\u0148uje n\u00e1m rychle a jednodu\u0161e vytv\u00e1\u0159et \u010di duplikovat v\u011bt\u0161\u00ed po\u010det reklam a sestav v r\u00e1mci \u0161irok\u00e9 struktury kampan\u00ed. Nen\u00ed sice dokonal\u00fd, ale je intuitivn\u00ed a v\u017edy o krok nap\u0159ed.<\/p>\n","protected":false},"author":14,"featured_media":3085,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[16,49,95,94],"class_list":["post-2699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-facebook","tag-facebook-ads","tag-facebook-campaigns","tag-power-editor"],"yoast_head":"\n\u0160et\u0159te \u010das se spr\u00e1vou Facebook kampan\u00ed d\u00edky Power Editoru<\/title>\n<meta name=\"description\" content=\"D\u011bl\u00e1me pro klienty remarketing ve velk\u00e9m a vyu\u017e\u00edv\u00e1me prim\u00e1rn\u011b Power Editor. 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