{"id":4613,"date":"2017-03-01T11:24:37","date_gmt":"2017-03-01T09:24:37","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=4613"},"modified":"2017-03-09T16:21:29","modified_gmt":"2017-03-09T14:21:29","slug":"adwords-eta-konec-klasickych-textovych-inzeratu","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/adwords-eta-konec-klasickych-textovych-inzeratu\/","title":{"rendered":"AdWords ETA: Konec klasick\u00fdch textov\u00fdch inzer\u00e1t\u016f"},"content":{"rendered":"
<\/div>\n

Google v \u010dervenci 2016 zve\u0159ejnil nov\u00fd roz\u0161\u00ed\u0159en\u00fd form\u00e1t textov\u00fdch reklam ve vyhled\u00e1v\u00e1n\u00ed. Od leto\u0161n\u00edho \u00fanora dokonce p\u0159estal klasick\u00e9 textov\u00e9 reklamy podporovat \u00fapln\u011b. Budou n\u00e1m chyb\u011bt? Najd\u011bte odpov\u011b\u010f v milionech zobrazen\u00ed.
\n<\/p>\n

Vzpom\u00edn\u00e1te na tu radost, kdy\u017e n\u00e1m Google dop\u0159\u00e1l pot\u011b\u0161en\u00ed v podob\u011b roz\u0161\u00ed\u0159en\u00fdch textov\u00fdch reklam? Super, kone\u010dn\u011b vytla\u010d\u00edme organic z prvn\u00ed str\u00e1nky SERPu. U\u017e d\u00e1vno tam nem\u00e1 co d\u011blat. Nad\u0161en\u00ed je fajn, ale co na to data? Pro zodpov\u011bzen\u00ed t\u00e9to ot\u00e1zky jsme na t\u0159ech \u00fa\u010dtech otestovali proti sob\u011b star\u00e9 textov\u00e9 reklamy a nov\u00e9 roz\u0161\u00ed\u0159en\u00e9.<\/p>\n

Design testu<\/h3>\n

Testovali jsme zcela ban\u00e1ln\u00ed hypot\u00e9zu. Jsou nov\u00e9, del\u0161\u00ed a napohled v\u011bt\u0161\u00ed reklamy skute\u010dn\u011b v\u00fdkonn\u011bj\u0161\u00ed, jak jsme o\u010dek\u00e1vali? Zaujmou svou nep\u0159ehl\u00e9dnutelnost\u00ed na\u0161e z\u00e1kazn\u00edky natolik, \u017ee se znateln\u011b zv\u00fd\u0161\u00ed CTR oproti p\u016fvodn\u00edm inzer\u00e1t\u016fm? Pom\u016f\u017ee v\u00edce prostoru na popis produktu ke zp\u0159esn\u011bn\u00ed reklamy a zv\u00fd\u0161en\u00ed konverzn\u00edho pom\u011bru?<\/p>\n

\"nikola-eta\"<\/a><\/p>\n

Test jsme spustili na dvou slovensk\u00fdch \u00fa\u010dtech a jednom \u010desk\u00e9m. Na dvou v\u011bt\u0161\u00edch \u00fa\u010dtech prob\u00edhal test m\u011bs\u00edc a p\u016fl a pouze na nejmen\u0161\u00edm z vybran\u00fdch \u00fa\u010dt\u016f b\u011b\u017eel test dva a p\u016fl m\u011bs\u00edce. Za toto obdob\u00ed se poda\u0159ilo sesb\u00edrat celkov\u00e1 data na z\u00e1klad\u011b v\u00edce jak 8 milion\u016f zobrazen\u00ed a p\u0159es 700 tis\u00edc proklik\u016f, co\u017e lze bezpe\u010dn\u011b pova\u017eovat za dostate\u010dn\u011b reprezentativn\u00ed vzorek.<\/p>\n

V\u00fdsledek<\/h3>\n

Za\u010dn\u011bme s t\u00edm, co nevy\u0161lo. Vy\u0161\u0161\u00ed konverzn\u00ed pom\u011br bohu\u017eel nep\u0159i\u0161el.<\/strong> Naopak byl ni\u017e\u0161\u00ed na v\u0161ech <\/span>t\u0159ech<\/span> \u00fa\u010dtech, ale jen o n\u011bjakou tu setinku procenta. Tak\u017ee \u017e\u00e1dn\u00e9 z\u00e1zra\u010dn\u00e9 zji\u0161t\u011bn\u00ed, ze kter\u00e9ho by bylo mo\u017en\u00e9 n\u011bco vyvodit. Dejme tomu, \u017ee v nov\u00e9m textov\u00e9m form\u00e1tu m\u00e1me je\u0161t\u011b co vychyt\u00e1vat a nesta\u010d\u00ed jen p\u0159idat dal\u0161\u00ed znaky. <\/span><\/p>\n

Jak doporu\u010duje <\/span>Google na sv\u00e9m blogu<\/u><\/span><\/span><\/a>, je t\u0159eba br\u00e1t v\u00edc prostoru jako v\u00fdzvu k nov\u00e9mu a kreativn\u011bj\u0161\u00edmu uva\u017eov\u00e1n\u00ed o textov\u00e9 reklam\u011b a d\u00e1l testovat.<\/span><\/p>\n

Vy\u0161\u0161\u00ed CTR? Ani to se nestalo.<\/strong> Na obou slovensk\u00fdch \u00fa\u010dtech o p\u00e1r desetin procenta hor\u0161\u00ed v\u00fdsledek, ale vyrovn\u00e1v\u00e1 to \u010desk\u00fd \u00fa\u010det s p\u016fl procentem vy\u0161\u0161\u00edho CTR. Jsme znovu na rozpac\u00edch!<\/span><\/p>\n\n\n\n\n\t\n\n\t\n\t
<\/td>Prokliky<\/b><\/th>Zobrazen\u00ed<\/b><\/th>CTR<\/b><\/th>Pr\u016fm\u011brn\u00e1 CPC<\/b><\/th>Konverze<\/b><\/th>Cena<\/b><\/th>CVR<\/b><\/th>\n<\/tr>\n<\/thead>\n
Klasick\u00e9<\/b><\/td>290461<\/td>3467456<\/td>8,38 %<\/td>5,49 K\u010d<\/td>2545<\/td>1 593 219,47 K\u010d<\/td>0,88 %<\/td>\n<\/tr>\n
ETA<\/b><\/td>410927<\/td>4688684<\/td>8,76 %<\/td>5,49 K\u010d<\/td>3386<\/td>2 254 300,88 K\u010d<\/td>0,82 %<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n

Shrnut\u00ed<\/span><\/h3>\n

Zjistili jsme, \u017ee na\u0161i z\u00e1kazn\u00edci se do nov\u00e9ho form\u00e1tu textov\u00fdch reklam je\u0161t\u011b nestihli zamilovat, ale Google ho m\u00e1 r\u00e1d, a to je d\u016fle\u017eit\u00e9. Z\u00e1sadn\u00ed \u010d\u00edsla, kter\u00e1 se v testu viditeln\u011b li\u0161ila, <\/span>jsou<\/span> po\u010d<\/span>ty<\/span> zobrazen\u00ed a v n\u00e1vaznosti na to i po\u010d<\/span>ty <\/span>proklik\u016f a hlavn\u011b po\u010d<\/span>ty<\/span> konverz\u00ed. <\/span><\/p>\n

Oproti klasick\u00fdm reklam\u00e1m m\u011bly inzer\u00e1ty ETA o 35 % v\u00edce zobrazen\u00ed, o 41 % v\u00edce proklik\u016f<\/strong> a p\u0159inesly o 33 % v\u00edce konverz\u00ed.<\/strong> Google roz\u0161\u00ed\u0159en\u00e9 textov\u00e9 reklamy prost\u011b miluje, tak si nehraj na rebela a zamiluj se taky. Od<\/span> 31. ledna ti u\u017e stejn\u011b nic jin\u00e9ho nezb\u00fdv\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"

Google v \u010dervenci 2016 zve\u0159ejnil nov\u00fd roz\u0161\u00ed\u0159en\u00fd form\u00e1t textov\u00fdch reklam ve vyhled\u00e1v\u00e1n\u00ed. Od leto\u0161n\u00edho \u00fanora dokonce p\u0159estal klasick\u00e9 textov\u00e9 reklamy podporovat \u00fapln\u011b. Budou n\u00e1m chyb\u011bt? Najd\u011bte odpov\u011b\u010f v milionech zobrazen\u00ed.<\/p>\n","protected":false},"author":21,"featured_media":4700,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[164,77],"class_list":["post-4613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adwords","tag-ppc"],"yoast_head":"\nAdWords ETA: Konec klasick\u00fdch textov\u00fdch inzer\u00e1t\u016f | igloonet blog<\/title>\n<meta name=\"description\" content=\"Google od leto\u0161n\u00edho \u00fanora p\u0159estal \u00fapln\u011b podporovat klasick\u00e9 textov\u00e9 reklamy. Budou n\u00e1m chyb\u011bt? 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