{"id":3409,"date":"2015-10-14T15:30:33","date_gmt":"2015-10-14T13:30:33","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=3409"},"modified":"2015-10-20T16:01:04","modified_gmt":"2015-10-20T14:01:04","slug":"test-cpc-vs-rozsirena-cpc","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/test-cpc-vs-rozsirena-cpc\/","title":{"rendered":"Test: CPC vs. roz\u0161\u00ed\u0159en\u00e1 CPC"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Letos v&nbsp;l\u00e9t\u011b&nbsp;jsme s&nbsp;igloo t\u00fdmem nav\u0161t\u00edvili skv\u011blou akci&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/marketakabat\" target=\"_blank\">Mark\u00e9ty Kab\u00e1tov\u00e9<\/a>&nbsp;s&nbsp;n\u00e1zvem <a href=\"https:\/\/igloonet.cz\/blog\/ppc-camp-2015\/\" target=\"_blank\">PPC Camp<\/a>. P\u0159i hromadn\u00e9 diskusi p\u0159i\u0161lo na&nbsp;\u0159adu t\u00e9ma <a href=\"https:\/\/support.google.com\/adwords\/answer\/2464964?hl=cs\" target=\"_blank\">roz\u0161\u00ed\u0159en\u00e9 CPC<\/a> (enhanced CPC, eCPC)&nbsp;a&nbsp;p\u0159ekvapilo&nbsp;m\u011b, kolik specialist\u016f&nbsp;ji v\u016fbec nepou\u017e\u00edv\u00e1. Za\u010dalo mi vrtat hlavou, pro\u010d ji pou\u017e\u00edv\u00e1m j\u00e1. Jak\u00fd m\u00e1 doopravdy vliv&nbsp;na m\u00e9 kampan\u011b? Vyplat\u00ed se ji&nbsp;zapnout, nebo rad\u011bji nechat vypnutou? Nedok\u00e1zal jsem si odpov\u011bd\u011bt. Tak jsme&nbsp;to otestovali.<\/p>\n<p><!--more--><\/p>\n<h3>Jak funguje roz\u0161\u00ed\u0159en\u00e1 CPC<\/h3>\n<p>Roz\u0161\u00ed\u0159en\u00e1 CPC je dal\u0161\u00ed funkce, kterou n\u00e1m Google u\u017e n\u011bjak\u00fd p\u00e1tek nab\u00edz\u00ed. M\u00e1 za \u00fakol testovat, jak\u00e1 <a href=\"https:\/\/support.google.com\/adwords\/answer\/116495?hl=cs&amp;vid=1-635803267961800155-4149281306\" target=\"_blank\">CPC<\/a> je nejv\u00fdhodn\u011bj\u0161\u00ed a&nbsp;tu potom pou\u017e\u00edvat. M\u016f\u017ee na\u0161e bidy zv\u00fd\u0161it o&nbsp;30&nbsp;% a&nbsp;sn\u00ed\u017eit a\u017e o&nbsp;100&nbsp;% (alespo\u0148 to n\u00e1m bylo \u0159e\u010deno na&nbsp;<a href=\"https:\/\/www.facebook.com\/igloonet\/photos\/a.10150212481848449.321083.180308743448\/10153291708088449\/?_rdr=p&amp;type=3\" target=\"_blank\">PBS 2015<\/a>).<\/p>\n<p>Zm\u00edn\u011bn\u00fdch&nbsp;100&nbsp;% sm\u011brem dol\u016f bych ale bral&nbsp;s&nbsp;rezervou. Pochybuji, \u017ee&nbsp;by AdWords t\u00edmto krokem vypnul kampan\u011b. D\u0159\u00edve se ud\u00e1valo, jestli se nem\u00fdl\u00edm, pouze +\/- 30&nbsp;%. AdWords pak tak\u00e9 testuje, zda jsou jeho p\u0159edpoklady spr\u00e1vn\u00e9, a&nbsp;to na&nbsp;kontroln\u00ed skupin\u011b u\u017eivatel\u016f.<\/p>\n<h3>eCPC zohled\u0148uje p\u0159i testov\u00e1n\u00ed<\/h3>\n<ul>\n<li>typ za\u0159\u00edzen\u00ed<\/li>\n<li>denn\u00ed dobu<\/li>\n<li>lokalitu<\/li>\n<li>vyhled\u00e1vac\u00ed dotazy<\/li>\n<li>jednotliv\u00e9 u\u017eivatele<\/li>\n<li>a&nbsp;dal\u0161\u00ed<\/li>\n<\/ul>\n<p>D\u00edky t\u011bmto sign\u00e1l\u016fm upravuje bidy a&nbsp;sna\u017e\u00ed se optimalizovat bidy na&nbsp;co nejv\u00edce&nbsp;konverz\u00ed, a&nbsp;to bu\u010f na&nbsp;<a href=\"https:\/\/support.google.com\/adwords\/answer\/1722022?hl=cs\" target=\"_blank\">konverze nebo konverze po kliknut\u00ed<\/a>. Z\u00e1le\u017e\u00ed na&nbsp;va\u0161em nastaven\u00ed.&nbsp;My jsme v&nbsp;na\u0161em testu m\u011bli nastaven\u00e9 konverze.<\/p>\n<h3>Zeptejte se Googl\u00e1k\u016f<\/h3>\n<p>Statistiky o&nbsp;eCPC m\u016f\u017eete dostat z&nbsp;prvn\u00ed ruky p\u0159\u00edmo od&nbsp;va\u0161eho kontaktu v&nbsp;Googlu. Nejprve jsme proto&nbsp;kontaktovali na\u0161i podporu, aby n\u00e1m poslali n\u011bjak\u00e1 \u010d\u00edsla&nbsp;k&nbsp;tomu, jak eCPC automaticky h\u00fdbe s&nbsp;CPC. Metodika testov\u00e1n\u00ed se n\u00e1m moc nel\u00edbila, proto\u017ee&nbsp;to byl celkem black box.&nbsp;Pro\u010d?<\/p>\n<ul>\n<li>kr\u00e1tk\u00e9 \u010dasov\u00e9 rozp\u011bt\u00ed (14&nbsp;dn\u00ed)<\/li>\n<li>zm\u011bny pouze v&nbsp;procentech, \u017e\u00e1dn\u00e1 hrub\u00e1&nbsp;data<\/li>\n<li>v\u0161echny typy kampan\u00ed v&nbsp;jednom reportu<\/li>\n<li>mal\u00e1 kontroln\u00ed skupina (v&nbsp;\u0159\u00e1du jednotek procent)<\/li>\n<\/ul>\n<p>Ch\u00e1pu, \u017ee&nbsp;kontroln\u00ed skupina se m\u016f\u017ee zmen\u0161it,&nbsp;pokud jsou kampan\u011b na&nbsp;eCPC ji\u017e dlouho zab\u011bhl\u00e9. Na&nbsp;druhou stranu, kdy\u017e si chci ov\u011b\u0159it v\u00fdkonnost, je to opravdu nedostate\u010dn\u00e1&nbsp;kontrola. Otestovali jsme si to rad\u011bji sami.<\/p>\n<h3>Postup p\u0159i testov\u00e1n\u00ed<\/h3>\n<p>Vybrali jsme \u010dty\u0159i velk\u00e9 kampan\u011b ve&nbsp;vyhled\u00e1v\u00e1n\u00ed.<\/p>\n<ul>\n<li>\u010desk\u00fd a&nbsp;slovensk\u00fd \u00fa\u010det<\/li>\n<li>obecn\u00e1 slova i&nbsp;longtaily<\/li>\n<li>jeden sortiment<\/li>\n<\/ul>\n<p>Kampan\u011b jsme rozd\u011blili na&nbsp;dv\u011b&nbsp;a&nbsp;d\u00edky \u010dasov\u00e9mu pl\u00e1nu se st\u0159\u00eddaly po dvou&nbsp;hodin\u00e1ch provozu.<\/p>\n<p><b>Kampa\u0148 [TEST]=<\/b><\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/01.jpg\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/01-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/01-300x71.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/01.jpg 950w\" sizes=\"(min-width: 300px) 950px, (min-width: 150px) 300px, 150px\" class=\"aligncenter size-full wp-image-3416\" alt=\"Kampa\u0148 \u010d\u00edslo 1\" width=\"950\" height=\"226\"><\/a><\/p>\n<p><b>Kampa\u0148 #2 [TEST]<\/b><\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/02.jpg\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/02-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/02-300x72.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2015\/10\/02.jpg 944w\" sizes=\"(min-width: 300px) 944px, (min-width: 150px) 300px, 150px\" class=\"aligncenter size-full wp-image-3415\" alt=\"Kampa\u0148 \u010d\u00edslo 2\" width=\"944\" height=\"226\"><\/a><\/p>\n<h3>Stabilizace kampan\u00ed<\/h3>\n<p>Nyn\u00ed&nbsp;p\u0159ich\u00e1z\u00ed nejv\u011bt\u0161\u00ed nuda \u2013 dvoum\u011bs\u00ed\u010dn\u00ed \u010dek\u00e1n\u00ed. Kdybychom za\u010dali hned testovat, prvn\u00ed kampa\u0148, kter\u00e1 m\u011bla za sebou n\u011bjak\u00e1 historick\u00e1 data, by byla velmi zv\u00fdhodn\u011bn\u00e1. Museli jsme proto po\u010dkat, a\u017e se data obou kampan\u00ed stabilizuj\u00ed a&nbsp;za\u010dnou se chovat stejn\u011b. Opravdu se to&nbsp;stalo.<\/p>\n<h3>Testov\u00e1n\u00ed<\/h3>\n<p>Kone\u010dn\u011b jsme za\u010dali testovat. Jedna kampa\u0148 m\u011bla nastavenou klasickou CPC a&nbsp;druh\u00e1 eCPC. S&nbsp;kampan\u011bmi jsme pracovali jako s&nbsp;jedn\u00edm celkem.&nbsp;Kdy\u017e jsme n\u011bco vylou\u010dili, vylou\u010dili jsme to v&nbsp;obou kampan\u00edch. Stejn\u00e9 to bylo i&nbsp;s&nbsp;bidy.<\/p>\n<p>Pod\u00edvejte se,&nbsp;co za\u0161krtnut\u00ed jedin\u00e9 kolonky v&nbsp;nastaven\u00ed kampan\u00ed m\u016f\u017ee ud\u011blat s&nbsp;kone\u010dn\u00fdmi \u010d\u00edsly.&nbsp;Tady m\u00e1te&nbsp;<strong>celkov\u00e9 v\u00fdsledky<\/strong> z&nbsp;testovan\u00fdch kampan\u00ed!<\/p>\n\n<table id=\"tablepress-4\" class=\"tablepress tablepress-id-4\">\n<thead>\n<tr class=\"row-1\">\n\t<td class=\"column-1\"><\/td><th class=\"column-2\">prokliky<\/th><th class=\"column-3\">CTR<\/th><th class=\"column-4\">\u00f8 CPC<\/th><th class=\"column-5\">cena<\/th><th class=\"column-6\">\u00f8 pozice<\/th><th class=\"column-7\">konverze<\/th><th class=\"column-8\">hodnota konverz\u00ed<\/th><th class=\"column-9\">cena\/konverze<\/th><th class=\"column-10\">pod\u00edl zobrazen\u00ed<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">CPC<\/td><td class=\"column-2\"><span style=\"font-size:12px;\">25&nbsp;012<\/span><\/td><td class=\"column-3\"><span style=\"font-size:12px;\">4,73&nbsp;%<\/span><\/td><td class=\"column-4\"><span style=\"font-size:12px;\">6,86&nbsp;K\u010d<\/span><\/td><td class=\"column-5\"><span style=\"font-size:12px;\">173&nbsp;040,59&nbsp;K\u010d<\/span><\/td><td class=\"column-6\"><span style=\"font-size:12px;\">2,25<\/span><\/td><td class=\"column-7\"><span style=\"font-size:12px;\">83<\/span><\/td><td class=\"column-8\"><span style=\"font-size:12px;\">619&nbsp;289,75&nbsp;K\u010d<\/span><\/td><td class=\"column-9\"><span style=\"font-size:12px;\">2&nbsp;084,83&nbsp;K\u010d<\/span><\/td><td class=\"column-10\"><span style=\"font-size:12px;\">66,48&nbsp;%<\/span><\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">eCPC<\/td><td class=\"column-2\"><span style=\"font-size:12px;\">28 643<\/span><\/td><td class=\"column-3\"><span style=\"font-size:12px;\">5,20&nbsp;%<\/span><\/td><td class=\"column-4\"><span style=\"font-size:12px;\">8,14&nbsp;K\u010d<\/span><\/td><td class=\"column-5\"><span style=\"font-size:12px;\">233&nbsp;383,40&nbsp;K\u010d<\/span><\/td><td class=\"column-6\"><span style=\"font-size:12px;\">2,1<\/span><\/td><td class=\"column-7\"><span style=\"font-size:12px;\">107<\/span><\/td><td class=\"column-8\"><span style=\"font-size:12px;\">814&nbsp;039,71&nbsp;K\u010d<\/span><\/td><td class=\"column-9\"><span style=\"font-size:12px;\">2&nbsp;181,15&nbsp;K\u010d<\/span><\/td><td class=\"column-10\"><span style=\"font-size:12px;\">67,81&nbsp;%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<tfoot>\n<tr class=\"row-4\">\n\t<th class=\"column-1\">srovn\u00e1n\u00ed<\/th><th class=\"column-2\"><span style=\"color: #009900;\">\u2191&nbsp;14,52&nbsp;%<\/span><\/th><th class=\"column-3\"><span style=\"color: #009900;\">\u2191&nbsp;9,94&nbsp;%<\/span><\/th><th class=\"column-4\"><span style=\"color: #FF0000;\">\u2191&nbsp;18,54&nbsp;%<\/span><\/th><th class=\"column-5\"><span style=\"color: #FF0000;\">\u2191&nbsp;34,87&nbsp;%<\/span><\/th><th class=\"column-6\"><span style=\"color: #009900;\">\u2193&nbsp;-6,67&nbsp;%<\/span><\/th><th class=\"column-7\"><span style=\"color: #009900;\">\u2191&nbsp;28,92&nbsp;%<\/span><\/th><th class=\"column-8\"><span style=\"color: #009900;\">\u2191&nbsp;31,45&nbsp;%<\/span><\/th><th class=\"column-9\"><span style=\"color: #FF0000;\">\u2191&nbsp;4,62&nbsp;%<\/span><\/th><th class=\"column-10\"><span style=\"color: #009900;\">\u2191&nbsp;1,99&nbsp;%<\/span><\/th>\n<\/tr>\n<\/tfoot>\n<\/table>\n<!-- #tablepress-4 from cache -->\n<h1>Co se skute\u010dn\u011b stalo?<\/h1>\n<p>Prakticky se zvedl po\u010det konverz\u00ed p\u0159i pom\u011brn\u011b stejn\u00e9 cen\u011b za konverzi. <strong>Celkov\u00e9 tr\u017eby stouply o&nbsp;31,45&nbsp;%, ale o&nbsp;34&nbsp;% stoupla i&nbsp;cena.<\/strong> N\u00e1r\u016fst konverz\u00ed i&nbsp;tr\u017eeb nebyl tak velk\u00fd jako n\u00e1r\u016fst ceny, ale st\u00e1le se m\u016f\u017ee jednat o&nbsp;statistickou chybu.<\/p>\n<p>ROAS n\u00e1m m\u00edrn\u011b klesl, ale m\u00e1me v\u011bt\u0161\u00ed objem&nbsp;konverz\u00ed. Je vid\u011bt, \u017ee&nbsp;eCPC se zam\u011b\u0159uje na&nbsp;optimalizaci standardn\u00edch Last Click konverz\u00ed. Ty n\u00e1m toti\u017e vzrostly o&nbsp;28,92&nbsp;%, ale odhadovan\u00e9 konverze,&nbsp;kter\u00e9 se sna\u017e\u00ed dopo\u010d\u00edtat, i&nbsp;cross device n\u00e1kupy z&nbsp;jin\u00fdch za\u0159\u00edzen\u00ed se zv\u00fd\u0161ily <strong>pouze o&nbsp;12&nbsp;%<\/strong>.<\/p>\n<h2>Tak\u017ee asi&nbsp;jo\u2026<\/h2>\n<p>Tento \u010dl\u00e1nek v\u00e1m ur\u010dit\u011b nem\u011bl sd\u011blit, jestli eCPC za\u010d\u00edt pou\u017e\u00edvat, nebo ne. Sp\u00ed\u0161e jsme se cht\u011bli pod\u011blit o&nbsp;v\u00fdsledky. V&nbsp;na\u0161em p\u0159\u00edpad\u011b jsou v\u00fdsledky eCPC celkem obstojn\u00e9&nbsp;a&nbsp;budeme ji i&nbsp;nad\u00e1le pou\u017e\u00edvat. Mus\u00edme ov\u0161em br\u00e1t ohled na&nbsp;to, \u017ee&nbsp;v\u00edce konverz\u00ed je vykoupeno vy\u0161\u0161\u00ed&nbsp;cenou.<\/p>\n<p>Roz\u0161\u00ed\u0159en\u00e1 CPC jde \u010d\u00e1ste\u010dn\u011b simulovat. M\u016f\u017eeme pou\u017e\u00edt modifik\u00e1tor nab\u00eddek na&nbsp;lokality, remarketingov\u00e1 publika (RLSA), typ za\u0159\u00edzen\u00ed, denn\u00ed dobu atd. Dokonce m\u016f\u017eete modifikovat nab\u00eddky z&nbsp;v\u00edce sign\u00e1l\u016f d\u00edky AdWords skript\u016fm, t\u0159eba podle po\u010das\u00ed, sn\u011bhov\u00e9 nad\u00edlky, klidn\u011b i&nbsp;silni\u010dn\u00ed situaci v&nbsp;konkr\u00e9tn\u00ed ulici v&nbsp;Brn\u011b.<\/p>\n<p>Jde vymyslet spousta v\u011bc\u00ed, ale&nbsp;stoj\u00ed to hodn\u011b \u00fasil\u00ed. Google n\u00e1m dal do&nbsp;ruky n\u00e1stroj, kter\u00fd v&nbsp;re\u00e1ln\u00e9m \u010dase testuje bidov\u00e1n\u00ed. Zd\u00e1 se, \u017ee&nbsp;opravdu n\u011bjak\u00fd vliv&nbsp;na kampan\u011b m\u00e1, alespo\u0148 co se t\u00fd\u010de konverz\u00ed. Je to mal\u00e9 nastaven\u00ed pro PPC\u010dka\u0159e, ale velk\u00fd krok pro klienta.<\/p>\n<p>V igloonetu (v&nbsp;Tu\u010d\u0148\u00e1kov\u011b) pou\u017e\u00edv\u00e1me eCPC v&nbsp;kombinaci s&nbsp;dal\u0161\u00edmi modifik\u00e1tory nab\u00eddek, to se n\u00e1m zat\u00edm osv\u011bd\u010dilo.<\/p>\n<p>A co va\u0161e kampan\u011b, pou\u017e\u00edvaj\u00ed roz\u0161\u00ed\u0159enou CPC?&nbsp;\ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Letos v&nbsp;l\u00e9t\u011b&nbsp;jsme s&nbsp;igloo t\u00fdmem nav\u0161t\u00edvili skv\u011blou akci&nbsp;Mark\u00e9ty Kab\u00e1tov\u00e9&nbsp;s&nbsp;n\u00e1zvem PPC Camp. P\u0159i hromadn\u00e9 diskusi p\u0159i\u0161lo na&nbsp;\u0159adu t\u00e9ma roz\u0161\u00ed\u0159en\u00e9 CPC (enhanced CPC, eCPC)&nbsp;a&nbsp;p\u0159ekvapilo&nbsp;m\u011b, kolik specialist\u016f&nbsp;ji v\u016fbec nepou\u017e\u00edv\u00e1. Za\u010dalo mi vrtat hlavou, pro\u010d ji pou\u017e\u00edv\u00e1m j\u00e1. Jak\u00fd m\u00e1 doopravdy vliv&nbsp;na&nbsp;m\u00e9 kampan\u011b? Vyplat\u00ed se ji&nbsp;zapnout, nebo rad\u011bji nechat vypnutou? Nedok\u00e1zal jsem si odpov\u011bd\u011bt. Tak jsme&nbsp;to otestovali.<\/p>\n","protected":false},"author":8,"featured_media":3423,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[157,77],"class_list":["post-3409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-cpc","tag-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Test: CPC vs. roz\u0161\u00ed\u0159en\u00e1 CPC<\/title>\n<meta name=\"description\" content=\"P\u0159i diskusi na PPC Campu se uk\u00e1zalo, \u017ee spousta specialist\u016f roz\u0161\u00ed\u0159enou CPC v\u016fbec nepou\u017e\u00edv\u00e1. Vyplat\u00ed se ji zapnout? 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