{"id":4907,"date":"2017-06-28T13:06:04","date_gmt":"2017-06-28T11:06:04","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=4907"},"modified":"2017-07-17T15:29:35","modified_gmt":"2017-07-17T13:29:35","slug":"inzerujeme-na-waze-a-pomahame-ridicum-zaparkovat","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/inzerujeme-na-waze-a-pomahame-ridicum-zaparkovat\/","title":{"rendered":"Inzerujeme na&nbsp;Waze a&nbsp;pom\u00e1h\u00e1me \u0159idi\u010d\u016fm zaparkovat"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Waze, nepatrn\u00fd hatchback mezi soci\u00e1ln\u00edmi s\u00edt\u011bmi. P\u0159esto se jedn\u00e1 o&nbsp;u\u017eite\u010dnou sou\u010d\u00e1st marketingov\u00e9ho vozoparku, zejm\u00e9na pokud v\u00e1b\u00edte o\u010di aktivn\u00edho motoristy. Mrkn\u011bte spolu s&nbsp;n\u00e1mi pod&nbsp;kapotu popul\u00e1rn\u00ed navigace. Po cest\u011b naraz\u00edte i&nbsp;na&nbsp;aerodynamick\u00fd test!<\/p>\n<p><!--more--><\/p>\n<p>P\u0159esto\u017ee jsou to u\u017e pomalu \u010dty\u0159i roky, co si Google izraelsk\u00fd Waze koupil, na&nbsp;u\u017eivatelsk\u00e9m prost\u0159ed\u00ed spr\u00e1vce reklam to nepozn\u00e1te. P\u016fsob\u00ed zprvu nemotorn\u011b a&nbsp;logicky neuspo\u0159\u00e1dan\u011b. Doba s\u017e\u00edv\u00e1n\u00ed je proto o&nbsp;n\u011bco del\u0161\u00ed ne\u017e u&nbsp;jin\u00fdch soci\u00e1ln\u00edch s\u00edt\u00ed a&nbsp;je vypln\u011bna v\u011bt\u0161\u00edm objemem rezignuj\u00edc\u00edch povzdech\u016f. Nejde v\u0161ak o&nbsp;nic nep\u0159ekonateln\u00e9ho.<\/p>\n<p>Po p\u0159ihl\u00e1\u0161en\u00ed, nastaven\u00ed platebn\u00ed metody a&nbsp;vypln\u011bn\u00ed z\u00e1kladn\u00edch informac\u00ed (jm\u00e9no inzerenta, kategorie, do&nbsp;kter\u00e9 spad\u00e1 apod.) si nastav\u00edte lokace, kter\u00e9 se budou na&nbsp;map\u011b zobrazovat, anebo budou zv\u00fdrazn\u011bn\u00e9 p\u0159i vyhled\u00e1v\u00e1n\u00ed. K&nbsp;lokaci m\u016f\u017eete p\u0159idat krom\u011b n\u00e1zvu a&nbsp;p\u0159esn\u00e9 adresy tak\u00e9 kr\u00e1tk\u00fd popis, (viditeln\u00e9) URL, telefon nebo otev\u00edrac\u00ed hodiny.<\/p>\n<h3>K dispozici jsou \u010dty\u0159i typy reklam<\/h3>\n<ul>\n<li><strong>Pin<\/strong> \u2013 Zobrazen\u00ed loga p\u0159\u00edmo na&nbsp;map\u011b, a&nbsp;to logicky u&nbsp;adresy spole\u010dnosti; poklepnut\u00edm se zobraz\u00ed dal\u0161\u00ed informace.<\/li>\n<li><strong>Zero Speed Takeover<\/strong> \u2013 P\u0159i zastaven\u00ed vozidla se v&nbsp;horn\u00ed \u010d\u00e1sti displeje objev\u00ed informa\u010dn\u00ed banner.<\/li>\n<li><strong>Arrow<\/strong> \u2013 Po zapnut\u00ed aplikace ukazuje sm\u011br k&nbsp;promovan\u00e9 lokaci. Aktivac\u00ed v\u00e1s na&nbsp;ni p\u0159\u00edmo p\u0159enese a&nbsp;zobraz\u00ed dal\u0161\u00ed informace. Lokaci si \u010dlov\u011bk m\u016f\u017ee (stejn\u011b jako v&nbsp;p\u0159edchoz\u00edch dvou p\u0159\u00edpadech) ulo\u017eit, anebo se na&nbsp;ni d\u00edky navigaci p\u0159\u00edmo vydat. M\u016f\u017eete tak promovat p\u0159\u00edmo produkt, slu\u017ebu anebo \u010dasov\u011b omezenou nab\u00eddku.<\/li>\n<li><strong>Search<\/strong> \u2013 Lokace je zv\u00fdrazn\u011bna p\u0159i vyhled\u00e1v\u00e1n\u00ed v&nbsp;aplikaci.<\/li>\n<\/ul>\n<h3>Aplikace nab\u00edz\u00ed t\u0159i druhy pokro\u010dil\u00e9ho c\u00edlen\u00ed<\/h3>\n<ul>\n<li><strong>Podle \u0159idi\u010de<\/strong>\n<ul>\n<li>Turista \/ m\u00edstn\u00ed<\/li>\n<li>Jazyk \u0159idi\u010de<\/li>\n<li>Opera\u010dn\u00ed syst\u00e9m telefonu<\/li>\n<\/ul>\n<\/li>\n<li><strong>Podle sm\u011bru&nbsp;cesty<\/strong>\n<ul>\n<li>Konkr\u00e9tn\u00ed m\u00edsto<\/li>\n<li>Dom\u016f \/ do&nbsp;pr\u00e1ce<\/li>\n<\/ul>\n<\/li>\n<li><strong>Podle dal\u0161\u00edch situac\u00ed<\/strong>\n<ul>\n<li>Po\u010das\u00ed<\/li>\n<li>Provoz<\/li>\n<li>D\u00e9lka trasy<\/li>\n<li>Denn\u00ed doba<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Dohromady jde o&nbsp;karavan s&nbsp;potenci\u00e1lem vyu\u017eit\u00ed v&nbsp;online marketingu zalo\u017een\u00e9m na&nbsp;lokaci na&nbsp;pln\u00fd plyn. Nic ale nen\u00ed zadarmo. Prakticky v\u0161echno, a\u017e na&nbsp;Pin a&nbsp;Search, v\u00e1s bude st\u00e1t m\u011bs\u00ed\u010dn\u011b minim\u00e1ln\u011b 10&nbsp;000 dolar\u016f. To je hranice, kdy se pro Waze st\u00e1v\u00e1te pr\u00e9miov\u00fdm partnerem.<\/p>\n<p>Pravda, n\u011bkter\u00e9 z&nbsp;funkcionalit, nap\u0159\u00edklad takeover, \u010di dal\u0161\u00ed mo\u017enosti plateb (dopl\u0148uj\u00edc\u00ed sou\u010dasnou platbu kartou) se otev\u00edraj\u00ed u\u017e p\u0159i polovi\u010dn\u00edch \u00fatrat\u00e1ch. St\u00e1le jde v\u0161ak o&nbsp;nemalou \u010d\u00e1stku a&nbsp;men\u0161\u00edm inzerent\u016fm tak z&nbsp;karavanu zb\u00fdv\u00e1 pouze poj\u00edzdn\u00e1 kostra.<\/p>\n<p>Bez pr\u00e9miov\u00e9ho \u00fa\u010dtu maj\u00ed reklamy v\u017edy pevn\u011b dan\u00fd form\u00e1t, m\u011bn\u00ed se prakticky jen rozm\u011br loga. <strong>Minim\u00e1ln\u00ed m\u011bs\u00ed\u010dn\u00ed \u00fatrata<\/strong> je u&nbsp;mal\u00fdch, lok\u00e1ln\u00edch inzerent\u016f nastavena na&nbsp;<strong>60 dolar\u016f<\/strong>. Bidovac\u00ed model je spojen se zobrazen\u00edm reklamy, resp. s&nbsp;CPM. Minim\u00e1ln\u00ed bid je p\u0159itom 1&nbsp;dolar, co\u017e p\u0159i minim\u00e1ln\u00edm budgetu znamen\u00e1 60&nbsp;000 impres\u00ed m\u011bs\u00ed\u010dn\u011b. Search je p\u0159itom zapo\u010d\u00edt\u00e1v\u00e1n do&nbsp;ceny Pinu.<\/p>\n<p>Ka\u017ed\u00e1 vytvo\u0159en\u00e1 lokace m\u016f\u017ee m\u00edt vlastn\u00ed bid, nemus\u00edte p\u0159itom inzerovat na&nbsp;v\u0161echny lokace z\u00e1rove\u0148 a&nbsp;zobrazen\u00ed reklam m\u016f\u017ee b\u00fdt spojeno s&nbsp;otev\u00edrac\u00edmi hodinami. V\u00fdsledky za lokaci tak nakonec nemus\u00ed souviset pouze s&nbsp;po\u010dtem motorist\u016f v&nbsp;okol\u00ed.<\/p>\n<h1>Re\u00e1ln\u00e9 v\u00fdsledky<\/h1>\n<p>Prvotn\u00ed dvoum\u011bs\u00ed\u010dn\u00ed testov\u00e1n\u00ed p\u0159in\u00e1\u0161\u00ed podrobn\u011bj\u0161\u00ed pohled pod&nbsp;kapotu fungov\u00e1n\u00ed Waze. Kampa\u0148 byla zam\u011b\u0159ena na&nbsp;6&nbsp;lokac\u00ed s&nbsp;toto\u017en\u00fdm bidem 1&nbsp;dolaru za tis\u00edc zobrazen\u00ed. Budget kop\u00edroval nejni\u017e\u0161\u00ed hranici po spu\u0161t\u011bn\u00ed kampan\u00ed, tedy 60 dolar\u016f za&nbsp;m\u011bs\u00edc.<\/p>\n\n<table id=\"tablepress-10\" class=\"tablepress tablepress-id-10\">\n<thead>\n<tr class=\"row-1\">\n\t<td class=\"column-1\"><\/td><th class=\"column-2\">N\u00e1klady<\/th><th class=\"column-3\">Zobrazen\u00ed<\/th><th class=\"column-4\">Kliknut\u00ed<\/th><th class=\"column-5\">Navigace<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Pins<\/td><td class=\"column-2\">$120.70<\/td><td class=\"column-3\">120 699<\/td><td class=\"column-4\">305<\/td><td class=\"column-5\">9<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Search<\/td><td class=\"column-2\">$0.00<\/td><td class=\"column-3\">35 594<\/td><td class=\"column-4\">460<\/td><td class=\"column-5\">374<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-10 from cache -->\n<p>Na prvn\u00ed pohled je patrn\u00e9, \u017ee&nbsp;to, co Waze nab\u00edz\u00ed, do&nbsp;punt\u00edku pln\u00ed. \u00datraty Pins \u00fam\u011brn\u011b souvis\u00ed s&nbsp;po\u010dtem impres\u00ed nez\u00e1visle na&nbsp;tom, zda se rozhodnete reklamu nap\u0159. vizu\u00e1ln\u011b obm\u011bnit. Ot\u00e1zkou nicm\u00e9n\u011b z\u016fst\u00e1v\u00e1, jak se reklama chov\u00e1 p\u0159i velmi vysok\u00fdch rozpo\u010dtech. P\u0159i druh\u00e9m pohledu jsme v&nbsp;cen\u011b z\u00edskali dal\u0161\u00edch 35 tis\u00edc impres\u00ed z&nbsp;vyhled\u00e1v\u00e1n\u00ed, jeho\u017e relevance se odr\u00e1\u017e\u00ed v&nbsp;dominuj\u00edc\u00edm po\u010dtu navigac\u00ed.<\/p>\n<p><strong>Imprese a&nbsp;CTR Pins ve&nbsp;sledovan\u00e9m obdob\u00ed<\/strong><\/p>\n<p><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2017\/05\/pin-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2017\/05\/pin-300x116.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2017\/05\/pin-1024x395.jpg 1024w\" sizes=\"(min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter size-large wp-image-4914\" alt width=\"1024\" height=\"395\"><\/p>\n<p>P\u0159edchoz\u00ed koment\u00e1\u0159 potvrzuje tak\u00e9 druh\u00fd graf. Denn\u00ed imprese jsou t\u00e9m\u011b\u0159 nem\u011bnn\u00e9, li\u0161\u00ed se pouze dal\u0161\u00ed metriky, jako je nap\u0159. m\u00edra prokliku. Bohu\u017eel nen\u00ed v&nbsp;rozhran\u00ed mo\u017en\u00e9 pod\u00edvat se na&nbsp;jinou ne\u017e denn\u00ed \u00farove\u0148.<\/p>\n<p><strong>Imprese a&nbsp;CTR Search ve&nbsp;sledovan\u00e9m obdob\u00ed<\/strong><\/p>\n<p><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2017\/05\/search-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2017\/05\/search-300x119.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2017\/05\/search-1024x407.jpg 1024w\" sizes=\"(min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"aligncenter size-large wp-image-4913\" alt width=\"1024\" height=\"407\"><\/p>\n<p><span style=\"font-weight: 400;\">Search se z&nbsp;logiky v\u011bci chov\u00e1 m\u00edrn\u011b dynami\u010dt\u011bji ne\u017e Pins a&nbsp;do&nbsp;jist\u00e9 m\u00edry odr\u00e1\u017e\u00ed mezim\u011bs\u00ed\u010dn\u00ed n\u00e1r\u016fst z\u00e1jmu. R\u016fzn\u011b se Waze stav\u00ed tak\u00e9 k&nbsp;jednotliv\u00fdm lokac\u00edm. Na&nbsp;t\u00e9to \u00farovni u\u017e doch\u00e1z\u00ed k&nbsp;rozd\u00edln\u00e9mu d\u011blen\u00ed impres\u00ed dle hustoty dopravy (resp. po\u010dtu u\u017eivatel\u016f) v&nbsp;okol\u00ed lokace a&nbsp;tak\u00e9 vyhled\u00e1v\u00e1n\u00ed. Rozd\u00edl mezi lokacemi byl a\u017e 30 tis\u00edc zobrazen\u00ed reklamy, resp. 20 tis\u00edc u&nbsp;pin\u016f a&nbsp;15 tis\u00edc u&nbsp;vyhled\u00e1v\u00e1n\u00ed. Ur\u010ditou p\u0159idanou hodnotu na&nbsp;t\u00e9to \u00farovni Waze tedy nab\u00edz\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nen\u00ed bez zaj\u00edmavosti, \u017ee&nbsp;lid\u00e9 z&nbsp;Waze prakticky nep\u0159ech\u00e1z\u00ed p\u0159\u00edmo na&nbsp;web. Proklik\u016f \u010di spu\u0161t\u011bn\u00ed hovoru bylo napo\u010d\u00edt\u00e1no pouze 12, co\u017e samoz\u0159ejm\u011b nevylu\u010duje, \u017ee&nbsp;str\u00e1nky nav\u0161t\u011bvuj\u00ed nep\u0159\u00edmo.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Waze se ka\u017edop\u00e1dn\u011b \u0159ad\u00ed mezi dal\u0161\u00ed mo\u017enosti, jak relativn\u011b levn\u011b oslovit pom\u011brn\u011b specifickou skupinu lid\u00ed v&nbsp;konkr\u00e9tn\u00edch lokac\u00edch. Z\u00e1le\u017e\u00ed pouze na&nbsp;tom, jestli tato skupina spad\u00e1 pod&nbsp;va\u0161e c\u00edlov\u00e1 publika. Tedy jestli je pro v\u00e1s fakt, \u017ee&nbsp;oslovujete aktivn\u00ed motoristy, kl\u00ed\u010dov\u00fd.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Waze, nepatrn\u00fd hatchback mezi soci\u00e1ln\u00edmi s\u00edt\u011bmi. P\u0159esto se jedn\u00e1 o&nbsp;u\u017eite\u010dnou sou\u010d\u00e1st marketingov\u00e9ho vozoparku, zejm\u00e9na pokud v\u00e1b\u00edte o\u010di aktivn\u00edho motoristy. Mrkn\u011bte spolu s&nbsp;n\u00e1mi pod&nbsp;kapotu popul\u00e1rn\u00ed navigace. Po cest\u011b naraz\u00edte i&nbsp;na&nbsp;aerodynamick\u00fd test!<\/p>\n","protected":false},"author":15,"featured_media":4922,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[191],"class_list":["post-4907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-waze"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inzerujeme na Waze a pom\u00e1h\u00e1me \u0159idi\u010d\u016fm zaparkovat | igloonet blog<\/title>\n<meta name=\"description\" content=\"Waze, nepatrn\u00fd hatchback mezi soci\u00e1ln\u00edmi s\u00edt\u011bmi. 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