{"id":4705,"date":"2017-03-28T16:21:32","date_gmt":"2017-03-28T14:21:32","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=4705"},"modified":"2017-04-04T13:16:21","modified_gmt":"2017-04-04T11:16:21","slug":"test-jaky-vliv-ma-mpa-format-na-dpa-kampane","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/test-jaky-vliv-ma-mpa-format-na-dpa-kampane\/","title":{"rendered":"TEST: Jak\u00fd vliv m\u00e1 MPA form\u00e1t na DPA kampan\u011b?"},"content":{"rendered":"
<\/div>\n

Od za\u010d\u00e1tku z\u00e1\u0159\u00ed do konce listopadu 2016 jsme na reklamn\u00edm \u00fa\u010dtu MT-n\u00e1bytek.cz<\/a> testovali, jak\u00fd maj\u00ed multiproduktov\u00e9 reklamy vliv na dynamick\u00fd remarketing. Provedeme v\u00e1s cel\u00fdm procesem n\u00e1vrhu testu, jeho m\u011b\u0159en\u00edm a zp\u016fsobem vyhodnocen\u00ed. Poj\u010fte s n\u00e1mi zjistit, jak to cel\u00e9 dopadlo.
\n<\/p>\n

P\u0159edpoklady<\/h1>\n

Vych\u00e1zeli jsem z p\u0159edpokladu, \u017ee multiproduktov\u00e9 reklamy (MPA) budou m\u00edt v\u00fdrazn\u00fd vliv na prodeje z dynamick\u00fdch kampan\u00ed (DPA). MPA jsou pro publikum zpravidla p\u0159ita\u017eliv\u011bj\u0161\u00ed, maj\u00ed vy\u0161\u0161\u00ed CTR ne\u017e bannery, a tak maj\u00ed obecn\u011b levn\u011bj\u0161\u00ed prokliky.<\/p>\n

Prokliky z MPA vedou p\u0159\u00edmo na konkr\u00e9tn\u00ed produkty, a tud\u00ed\u017e se po prokliku u\u017eivatel automaticky dostane do remarketingov\u00e9ho publika pro DPA kampan\u011b. \u0160ir\u0161\u00edm vyu\u017eit\u00edm MPA form\u00e1t\u016f na \u00farovni remarketingu produktov\u00fdch kategori\u00ed bychom hypoteticky m\u011bli nav\u00fd\u0161it tr\u017eby z DPA kampan\u00ed.<\/p>\n

Pro\u010d je to d\u016fle\u017eit\u00e9 pro n\u00e1s<\/h3>\n

1. Pro vytvo\u0159en\u00ed z\u00e1kladn\u00ed struktury implementace remarketingu (s d\u016frazem na um\u00edst\u011bn\u00ed)<\/strong><\/p>\n

Chceme vytvo\u0159it z\u00e1kladn\u00ed strukturu pro implementaci remarketingu v cel\u00e9 jeho \u0161\u00ed\u0159i. Z toho d\u016fvodu je pro n\u00e1s v\u00fdkon jednotliv\u00fdch um\u00edst\u011bn\u00ed velmi d\u016fle\u017eit\u00fd. Nechceme se nechat od Facebooku tla\u010dit k automatizovan\u00fdm \u0159e\u0161en\u00edm, u nich\u017e inzerent ztr\u00e1c\u00ed kontrolu nad zobrazov\u00e1n\u00edm reklamn\u00edho obsahu.<\/p>\n

V\u00fdkon um\u00edst\u011bn\u00ed testujeme v mnoha r\u016fzn\u00fdch rovin\u00e1ch a ji\u017e dnes nap\u0159\u00edklad v\u00edme, \u017ee prav\u00fd sloupec je nejkonverzn\u011bj\u0161\u00ed u DPA kampan\u00ed a nejm\u00e9n\u011b konverzn\u00ed u klasick\u00e9ho remarketingu.<\/p>\n

2. Pro celostn\u00ed pohled na pozici v online marketingov\u00e9m mixu (AdWords, Sklik, RTB\u2026).<\/strong><\/p>\n

Jak si v opakovan\u00e9m oslovov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f na\u0161e reklamy stoj\u00ed, je u\u017eite\u010dnou informac\u00ed jak pro n\u00e1s, tak pro klienta. Online marketing je toti\u017e t\u0159eba vid\u011bt v\u00edce jako organick\u00fd syst\u00e9m a po\u010d\u00edtat s koexistenc\u00ed r\u016fzn\u00fdch kan\u00e1l\u016f, kter\u00e9 se vz\u00e1jemn\u011b ovliv\u0148uj\u00ed, nam\u00edsto kr\u00e1tkozrak\u00e9ho ulp\u00edv\u00e1n\u00ed na last-click konverz\u00edch.<\/p>\n

Pro\u010d je to d\u016fle\u017eit\u00e9 pro klienta<\/h3>\n

Z obchodn\u00edho hlediska jde zejm\u00e9na o hled\u00e1n\u00ed cesty, jak ud\u011blat co nejv\u00edce muziky za co nejm\u00e9n\u011b pen\u011bz. Pokud nap\u0159\u00edklad zjist\u00edme, \u017ee z prav\u00e9ho sloupce jsou prokliky nejdra\u017e\u0161\u00ed a z\u00e1rove\u0148 nep\u0159in\u00e1\u0161ej\u00ed \u017e\u00e1dn\u00e9 p\u0159\u00edm\u00e9 konverze, ani nemaj\u00ed pozitivn\u00ed vliv na ostatn\u00ed kampan\u011b, nen\u00ed nutn\u00e9 do nich investovat a u\u0161et\u0159en\u00fd budget je pot\u00e9 mo\u017en\u00e9 alokovat jinde.<\/p>\n

Test<\/h1>\n

Design<\/h3>\n

1. Vybrali jsme 10 nejnav\u0161t\u011bvovan\u011bj\u0161\u00edch a nejziskov\u011bj\u0161\u00edch kategori\u00ed.<\/p>\n

2. Vytvo\u0159ili jsme 4 sety dle um\u00edst\u011bn\u00ed: prav\u00fd sloupec, banner ve feedu a MPA na desktopu i mobilu.<\/p>\n

3. Nastavili jsme stejn\u00e9 v\u00fdchoz\u00ed podm\u00ednky: c\u00edlovka, max. CPC a denn\u00ed rozpo\u010det.<\/p>\n

4. Pro v\u0161echny reklamy jsme zvolili stejn\u00fd vizu\u00e1ln\u00ed i textov\u00fd obsah.<\/p>\n

M\u011b\u0159en\u00ed v\u00fdsledk\u016f<\/h3>\n

Pro \u00fa\u010del testu jsme v Google Analytics vytvo\u0159ili segmenty, kter\u00e9 zaznamen\u00e1valy konverze DPA kampan\u00ed, p\u0159i nich\u017e z\u00e1kazn\u00edk v minulosti p\u0159e\u0161el na webovou str\u00e1nku skrze n\u011bkter\u00fd form\u00e1t kategorick\u00e9ho remarketingu.<\/p>\n

Abychom se vyhnuli vzorkov\u00e1n\u00ed dat, vyhodnocovali jsme p\u0159es n\u00e1stroj Supermetrics, kter\u00fd umo\u017e\u0148uje reportovat kampan\u011b na \u00farovni Ad Contentu nevzorkovan\u011b. Dal\u0161\u00ed rovinu m\u011b\u0159en\u00ed tvo\u0159il vliv klasick\u00fdch reklam produktov\u00fdch kategori\u00ed na prodeje v dal\u0161\u00edch kan\u00e1lech klienta.<\/p>\n

Zji\u0161t\u011bn\u00ed<\/h3>\n

Na\u0161e hlavn\u00ed hypot\u00e9za se nepotvrdila. O\u010dek\u00e1vali jsme, \u017ee MPA budou podporovat DPA. K tomu v na\u0161\u00ed struktu\u0159e kampan\u00ed do\u0161lo pouze u 6 transakc\u00ed z 75, v nich\u017e hr\u00e1ly n\u011bjakou roli klasick\u00e9 (nonDPA) kampan\u011b. Pokud bychom k tomuto p\u0159i\u010detli i dal\u0161\u00ed m\u00e9dia, kter\u00e1 pracuj\u00ed s dynamick\u00fdm Facebook remarketingem na\u0161eho klienta (RTB House a Criteo), jedn\u00e1 se o 19 konverz\u00ed. To je st\u00e1le m\u00e9n\u011b ne\u017e 30 %.<\/p>\n\n\n\n\n\t\n\n\t\n\t\n\t\n\n\t
Vliv klasick\u00e9ho remarketingu na DPA<\/th>Transakce<\/th>\n<\/tr>\n<\/thead>\n
Last click konverze<\/td>

33<\/p><\/td>\n<\/tr>\n

Vliv na DPA<\/td>

6<\/p><\/td>\n<\/tr>\n

Vliv na RTB<\/td>

13<\/p><\/td>\n<\/tr>\n<\/tbody>\n

Celkem<\/th>

52<\/p><\/th>\n<\/tr>\n<\/tfoot>\n<\/table>\n\n

Pozitivn\u00edm zji\u0161t\u011bn\u00edm je, \u017ee nonDPA kategorie nen\u00ed nutn\u00e9 br\u00e1t pouze jako podp\u016frnou kampa\u0148 pro ostatn\u00ed typy kampan\u00ed \u010di asistence jin\u00fdm kan\u00e1l\u016fm. U 44 % (33 z 75) konverz\u00ed, u kter\u00fdch se u\u017eivatel prokliknul na web z nonDPA kategori\u00ed, se jednalo o p\u0159\u00edm\u00e9 (last click) konverze.<\/p>\n

NonDPA kategorie zna\u010dn\u011b ovliv\u0148uj\u00ed ostatn\u00ed kan\u00e1ly. Z testu vypl\u00fdv\u00e1, \u017ee 48 % last click konverz\u00ed ovlivn\u011bn\u00fdch nonDPA kategoriemi p\u0159ipadne jin\u00e9mu prodejn\u00edmu kan\u00e1lu, ne\u017e jsou na\u0161e kampan\u011b. K zamy\u0161len\u00ed je jist\u011b fakt, \u017ee zat\u00edmco 48 % transakc\u00ed a 51 % tr\u017eeb p\u0159ipadnou jin\u00e9mu kan\u00e1lu, v oblasti n\u00e1v\u0161t\u011bvnost\u00ed se jedn\u00e1 jen o 21 %. Kan\u00e1ly, kter\u00e9 fin\u00e1ln\u011b konvertuj\u00ed n\u00e1v\u0161t\u011bvn\u00edky nonDPA kategori\u00ed, tak maj\u00ed v\u00fdrazn\u011b vy\u0161\u0161\u00ed konverzn\u00ed pom\u011br ne\u017e n\u00e1\u0161 remarketing.<\/p>\n\n\n\n\n\t\n\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\n\t
Vliv klasick\u00e9ho remarketingu na prodeje dle kan\u00e1lu<\/th>Transakce<\/th>\n<\/tr>\n<\/thead>\n
Facebook remarketing<\/td>

39<\/p><\/td>\n<\/tr>\n

Facebook social & referral<\/td>

3<\/p><\/td>\n<\/tr>\n

RTB House<\/td>

7<\/p><\/td>\n<\/tr>\n

Criteo<\/td>

6<\/p><\/td>\n<\/tr>\n

Google cpc<\/td>

2<\/p><\/td>\n<\/tr>\n

Seznam cpc<\/td>

9<\/p><\/td>\n<\/tr>\n

Ostatn\u00ed<\/td>

9<\/p><\/td>\n<\/tr>\n<\/tbody>\n

Celkem<\/th>

75<\/p><\/th>\n<\/tr>\n<\/tfoot>\n<\/table>\n\n

Pokud se pod\u00edv\u00e1me na v\u00fdkon jednotliv\u00fdch um\u00edst\u011bn\u00ed bez ohledu na to, v jak\u00e9m prodejn\u00edm kan\u00e1lu do\u0161lo ke konverzi, vid\u00edme \u017ee p\u0159edpoklad dominance MPA form\u00e1tu se potvrdil. Cel\u00fdch 61 % p\u0159\u00edm\u00fdch \u010di asistovan\u00fdch konverz\u00ed bylo spojeno s MPA form\u00e1tem, a\u0165 u\u017e se jednalo o zobrazen\u00ed na mobiln\u00edch za\u017e\u00edzen\u00edch \u010di desktopu.<\/p>\n

Nen\u00ed \u017e\u00e1dn\u00fdm tajemstv\u00edm, \u017ee mobiln\u00ed reklama je u Facebooku st\u00e1le v\u00edce up\u0159ednost\u0148ov\u00e1na, \u010demu\u017e odpov\u00edd\u00e1 i vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnost. Ot\u00e1zka po\u010dtu konverz\u00ed je proto nejen o tom, jak m\u00e1 klient p\u0159izp\u016fsoben\u00e9 str\u00e1nky pro pohodln\u00fd n\u00e1kup p\u0159es mobil, ale hlavn\u011b o zvyku u\u017eivatel\u016f nakupovat p\u0159es mobiln\u00ed za\u0159\u00edzen\u00ed.<\/p>\n

Z\u00e1v\u011br a dal\u0161\u00ed sm\u011b\u0159ov\u00e1n\u00ed<\/h1>\n

P\u0159esto\u017ee se jedn\u00e1 o klienta, kter\u00fd pat\u0159\u00ed mezi nejv\u011bt\u0161\u00ed \u010desko-slovensk\u00e9 e-shopy, byl cel\u00fd test pom\u011brn\u011b \u00fazce specifikovan\u00fd a z d\u016fvodu nedostate\u010dn\u00e9ho mno\u017estv\u00ed transakc\u00ed se ned\u00e1 vyvodit univerz\u00e1ln\u00ed doporu\u010den\u00ed. Lze ale pozorovat ur\u010dit\u00e9 trendy.<\/p>\n

V na\u0161em z\u00e1jmu je co nejv\u011bt\u0161\u00ed objem tr\u017eeb p\u0159i co nejni\u017e\u0161\u00edch n\u00e1kladech, a proto pro n\u00e1s fakt, \u017ee na\u0161e kampan\u011b asistuj\u00ed z poloviny jin\u00fdm prodejn\u00edm kan\u00e1l\u016fm, nen\u00ed negativn\u00ed zpr\u00e1vou. V\u00edme toti\u017e, \u017ee nejlep\u0161\u00ed v\u00fdkonnostn\u00ed marketing je ten, kter\u00fd vyu\u017e\u00edv\u00e1 synergick\u00e9ho efektu v\u00edce kan\u00e1l\u016f<\/strong>.<\/p>\n

Test bude pokra\u010dovat i v budoucnu a pokud se \u010dasem potvrd\u00ed dominance MPA form\u00e1t\u016f, budeme nad\u00e1le ve feedu na desktopu pracovat pouze s t\u00edmto form\u00e1tem. U mobiln\u00edch za\u0159\u00edzen\u00ed u\u017e to tak d\u011bl\u00e1me, proto\u017ee se uk\u00e1zalo, \u017ee MPA jak na \u00farovni v\u00fdkonu, tak soci\u00e1ln\u00edch interakc\u00ed funguj\u00ed mnohem l\u00e9pe. Testujete a m\u00e1te snad jin\u00e9 v\u00fdsledky? Pod\u011blte se s n\u00e1mi!<\/p>\n","protected":false},"excerpt":{"rendered":"

Od za\u010d\u00e1tku z\u00e1\u0159\u00ed do konce listopadu 2016 jsme na reklamn\u00edm \u00fa\u010dtu MT-n\u00e1bytek.cz testovali, jak\u00fd maj\u00ed multiproduktov\u00e9 reklamy vliv na dynamick\u00fd remarketing. Provedeme v\u00e1s cel\u00fdm procesem n\u00e1vrhu testu, jeho m\u011b\u0159en\u00edm a zp\u016fsobem vyhodnocen\u00ed. Poj\u010fte s n\u00e1mi zjistit, jak to cel\u00e9 dopadlo.<\/p>\n","protected":false},"author":9,"featured_media":4710,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[16],"class_list":["post-4705","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-facebook"],"yoast_head":"\nTEST: Jak\u00fd vliv m\u00e1 MPA form\u00e1t na DPA kampan\u011b? | igloonet blog<\/title>\n<meta name=\"description\" content=\"T\u0159i m\u011bs\u00edce jsme testovali, jak\u00fd maj\u00ed multiproduktov\u00e9 reklamy vliv na dynamick\u00fd remarketing. 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