{"id":4927,"date":"2017-06-12T09:24:55","date_gmt":"2017-06-12T07:24:55","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=4927"},"modified":"2017-06-28T13:06:29","modified_gmt":"2017-06-28T11:06:29","slug":"automatizace-adwords-bidovani-3","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/automatizace-adwords-bidovani-3\/","title":{"rendered":"Automatizace AdWords bidov\u00e1n\u00ed #3: Simulace chov\u00e1n\u00ed PPC specialisty"},"content":{"rendered":"
<\/div>\n

Nejv\u011bt\u0161\u00ed hr\u00e1\u010di na e-commerce trhu se ji\u017e nemohou spol\u00e9hat pouze na lidskou obsluhu PPC kampan\u00ed. Dok\u00e1\u017ee manu\u00e1ln\u00ed bidov\u00e1n\u00ed obst\u00e1t proti automatizaci? P\u0159e\u010dt\u011bte si t\u0159et\u00ed d\u00edl na\u0161eho seri\u00e1lu o automatizaci bidov\u00e1n\u00ed v AdWords!
\n<\/p>\n

Na\u0161i market\u00e9\u0159i maj\u00ed pln\u00e9 ruce pr\u00e1ce s bidov\u00e1n\u00edm kampan\u00ed. Rozhodli jsme se, \u017ee jim usnadn\u00edme \u017eivot. Na\u0161\u00edm c\u00edlem bylo vyvinout bidovac\u00ed postup, kter\u00fd bude bidovat na z\u00e1klad\u011b v\u00fdkonu kampan\u00ed, aby simuloval pr\u00e1ci specialisty, byl pln\u011b automatizovan\u00fd a jednoduch\u00fd na pochopen\u00ed.<\/p>\n

Z\u00e1rove\u0148 jsme cht\u011bli dos\u00e1hnout celkov\u00e9 optimalizace reklamn\u00edho rozpo\u010dtu klienta hl\u00edd\u00e1n\u00edm pod\u00edlu na obratu (PNO). Zjednodu\u0161en\u011b by m\u011bl skript fungovat tak, \u017ee budeme p\u0159id\u00e1vat bidy na kampan\u011b, kter\u00e9 maj\u00ed PNO men\u0161\u00ed ne\u017e ur\u010den\u00e1 hranice (nap\u0159. 20 %), a ub\u00edrat bidy pro kampan\u011b, kter\u00e9 tuto hranici p\u0159ekro\u010d\u00ed. Nav\u00edc by m\u011bl hl\u00eddat dal\u0161\u00ed metriky jako pozici, imprese a minim\u00e1ln\u00ed hranici \u00fatrat pro bidov\u00e1n\u00ed, abychom nebidovali zbyte\u010dn\u011b \u010dasto.<\/p>\n

Pot\u0159ebujeme data za 3 m\u011bs\u00edce<\/h3>\n

Na\u0161e jednoduch\u00e9 \u0159e\u0161en\u00ed v\u0161ak m\u011blo jeden h\u00e1\u010dek, a to byl nedostatek transakc\u00ed pro vyhodnocen\u00ed. Museli jsme proto ud\u011blat dva kompromisy. Zaprv\u00e9 jsme p\u0159e\u0161li na \u00farove\u0148 kampan\u00ed, \u010d\u00edm\u017e jsme sice z\u00edskali v\u00edce dat, ale st\u00e1le to nesta\u010dilo pro vyhodnocen\u00ed. Museli bychom \u010dekat 5 a\u017e 6 t\u00fddn\u016f na ka\u017ed\u00e9 nabidov\u00e1n\u00ed. Druh\u00fdm krokem bylo posunout se v procesu z\u00e1kazn\u00edkova n\u00e1kupu o krok zp\u011bt p\u0159ed transakci. T\u00edm je po\u010det vlo\u017een\u00ed do ko\u0161\u00edku.<\/p>\n

Hlavn\u00ed f\u00edgl je v tom, \u017ee vytvo\u0159\u00edme pomocnou metriku celkov\u00e9 tr\u017eby na jedno vlo\u017een\u00ed do ko\u0161\u00edku pro ka\u017edou kampa\u0148<\/em>, kterou pou\u017eijeme pro aktu\u00e1ln\u00ed odhad tr\u017eeb. Abychom odhad m\u011bli za co nejdel\u0161\u00ed dobu - ale ne zas za tak dlouhou, aby byl v\u00fdsledek zk\u0159iven\u00fd ro\u010dn\u00edm trendem - pou\u017eili jsme pro jeho v\u00fdpo\u010det data za 3 m\u011bs\u00edce.<\/p>\n

Kdy\u017e chci vyhodnotit, jestli kampa\u0148 bidovat nahoru, dol\u016f, nebo ji nechat ve stejn\u00e9m stavu, st\u00e1hnu si aktu\u00e1ln\u00ed po\u010det vlo\u017een\u00ed do ko\u0161\u00edku - nastaveno od dnes minus datum posledn\u00edho nabidov\u00e1n\u00ed - a vyn\u00e1sob\u00edm ho vypo\u010d\u00edtanou pomocnou metrikou. V\u00fdsledek mi \u0159\u00edk\u00e1 odhad tr\u017eeb na z\u00e1klad\u011b dlouhodob\u00e9ho vlo\u017een\u00ed do ko\u0161\u00edku. D\u00edky tomu pak vypo\u010d\u00edt\u00e1m simulovan\u00e9 aktu\u00e1ln\u00ed PNO, podle n\u011bho\u017e se rozhoduji.<\/p>\n

<\/p>\n

Jak je vid\u011bt, kampa\u0148 mus\u00ed proj\u00edt hned t\u0159emi hierarchicky uspo\u0159\u00e1dan\u00fdmi podm\u00ednkami, aby byla p\u0159ipu\u0161t\u011bna k nav\u00fd\u0161en\u00ed bidu. V\u0161e je z\u0159ejm\u00e9 z p\u0159ilo\u017een\u00e9ho sch\u00e9matu. Pokus\u00edm se to rozv\u00e9st v textu pro lep\u0161\u00ed demonstraci.<\/p>\n

1. mo\u017enost: nabidov\u00e1n\u00ed<\/h3>\n

Abychom zv\u00fd\u0161ili bid na \u00farovni kampan\u011b, mus\u00ed m\u00edt zaprv\u00e9 dostatek dat pro vyhodnocen\u00ed - m\u011b\u0159en\u00e9 bu\u010f na z\u00e1klad\u011b dostate\u010dn\u011b vysok\u00fdch \u00fatrat nebo po\u010dtu vlo\u017een\u00ed do ko\u0161\u00edku. Zadruh\u00e9 mus\u00ed m\u00edt PNO men\u0161\u00ed jak 30 %, co\u017e je n\u00e1mi stanoven\u00e1 hranice. Zat\u0159et\u00ed mus\u00ed m\u00edt dostate\u010dn\u011b \u0161patnou impression share, nebo \u0161patnou pozici. T\u0159et\u00ed podm\u00ednka je d\u016fle\u017eit\u00e1 zejm\u00e9na proto, abychom se nesna\u017eili zlep\u0161ovat kampa\u0148, kter\u00e1 u\u017e dos\u00e1hla sv\u00e9ho maxim\u00e1ln\u00edho potenci\u00e1lu.<\/p>\n

2. mo\u017enost: sn\u00ed\u017een\u00ed bidu<\/h3>\n

Sn\u00ed\u017een\u00ed bidu nastane tehdy, pokud kampa\u0148 spln\u00ed prvn\u00ed a z\u00e1rove\u0148 nespln\u00ed druhou podm\u00ednku, tedy pokud m\u00e1 dostatek dat pro vyhodnocen\u00ed a jej\u00ed PNO je vy\u0161\u0161\u00ed ne\u017e 30 %. Jin\u00fdmi slovy, u\u017e n\u011bjakou dobu b\u011b\u017e\u00ed a bylo by vhodn\u00e9 ji vyhodnotit, ale jej\u00ed v\u00fdsledky jsou z hlediska PNO natolik \u0161patn\u00e9, \u017ee m\u00e1 smysl j\u00ed p\u0159i\u0161krtit rozpo\u010det a utr\u00e1cet rad\u011bji jinde.<\/p>\n

3. mo\u017enost: buffer<\/h3>\n

Posledn\u00ed mo\u017enost\u00ed je kampa\u0148, kter\u00e1 zat\u00edm nen\u00ed vhodn\u00e1 pro vyhodnocen\u00ed. V takov\u00e9m p\u0159\u00edpad\u011b mus\u00edme nasb\u00edrat je\u0161t\u011b v\u00edce dat pro vyhodnocen\u00ed, nebo m\u00e1 tak dobrou pozici a impression share, \u017ee budeme \u010dekat, dokud se j\u00ed n\u011bkter\u00e1 z metrik nezhor\u0161\u00ed. Potom ji ozna\u010d\u00edme jako nezm\u011bn\u011bnou a ulo\u017e\u00edme si ji s \u010dasovou zna\u010dkou do separ\u00e1tn\u00edho souboru. Tam bude \u010dekat na vyhodnocen\u00ed v dal\u0161\u00edm cyklu.<\/p>\n

V\u00fdsledky<\/h3>\n\n\n\n\n\t\n\n\t\n\t
\u010cesk\u00e9 kampan\u011b<\/b><\/th>Konverze<\/th>Konverzn\u00ed pom\u011br<\/th>Cena za konverzi<\/th>Cena<\/th>Celkov\u00e1 hodnota<\/th>PNO<\/th>Prokliky<\/th>Zobrazen\u00ed<\/th>CTR<\/th>Pr\u016fm\u011brn\u00e1 pozice<\/th>\n<\/tr>\n<\/thead>\n
Simulace<\/td>264<\/td>0,564 %<\/td>1 700,08 K\u010d<\/td>470 142,1 K\u010d<\/td>1 590 336,32 K\u010d<\/td>29,562 %<\/td>48 055<\/td>735 113<\/td>6,899 %<\/td>2,749.<\/td>\n<\/tr>\n
PPC specialista<\/td>251<\/td>0,516 %<\/td>1 850,926 K\u010d<\/td>471 485,01 K\u010d<\/td>1 541 052,02 K\u010d<\/td>30,595 %<\/td>47 746<\/td>737 635<\/td>6,732 %<\/td>2.822.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n\n\n\t\n\n\t\n\t
Slovensk\u00e9 kampan\u011b<\/b><\/th>Konverze<\/th>Konverzn\u00ed pom\u011br<\/th>Cena za konverzi<\/th>Cena<\/th>Celkov\u00e1 hodnota<\/th>PNO<\/th>Prokliky<\/th>Zobrazen\u00ed<\/th>CTR<\/th>Pr\u016fm\u011brn\u00e1 pozice<\/th>\n<\/tr>\n<\/thead>\n
Simulace<\/td>167<\/td>0,237 %<\/td>2 809,526 K\u010d<\/td>422 449,02 K\u010d<\/td>1 071 525,78 K\u010d<\/td>39,425 %<\/td>73 209<\/td>728 961<\/td>11,266 %<\/td>2,189.<\/td>\n<\/tr>\n
PPC specialista<\/td>180<\/td>0,241 %<\/td>2 322,214 K\u010d<\/td>390 991,21 K\u010d<\/td>998 649,27 K\u010d<\/td>39,152 %<\/td>76 548<\/td>775 727<\/td>11,217 %<\/td>2.291.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n

Podle na\u0161eho postupu jsme bidovali 10 kampan\u00ed na \u010desk\u00e9 a slovensk\u00e9 mutaci e-shopu - na dal\u0161\u00edch 10 kampan\u00edch b\u011b\u017eela kontrola. Skript jsme nastavili na automatick\u00e9 spou\u0161t\u011bn\u00ed ka\u017ed\u00fd druh\u00fd den. Na v\u0161ech kampan\u00edch bylo z\u00e1rove\u0148 zapnut\u00e1 eCPC. Po \u0161esti m\u011bs\u00edc\u00edch testov\u00e1n\u00ed jsme zjistili, \u017ee i t\u00edmto jednoduch\u00fdm p\u0159\u00edstupem jsme schopni dos\u00e1hnout minim\u00e1ln\u011b srovnateln\u00fdch v\u00fdsledk\u016f jako ru\u010dn\u00ed bidov\u00e1n\u00ed market\u00e9ra. Mal\u00e1 revoluce, co \u0159\u00edk\u00e1te?<\/p>\n","protected":false},"excerpt":{"rendered":"

Nejv\u011bt\u0161\u00ed hr\u00e1\u010di na e-commerce trhu se ji\u017e nemohou spol\u00e9hat pouze na lidskou obsluhu PPC kampan\u00ed. Dok\u00e1\u017ee manu\u00e1ln\u00ed bidov\u00e1n\u00ed obst\u00e1t proti automatizaci? P\u0159e\u010dt\u011bte si t\u0159et\u00ed d\u00edl na\u0161eho seri\u00e1lu o automatizaci bidov\u00e1n\u00ed v AdWords!<\/p>\n","protected":false},"author":23,"featured_media":4937,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[164,169,168],"class_list":["post-4927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adwords","tag-automatizace","tag-bidovani"],"yoast_head":"\nSimulace chov\u00e1n\u00ed PPC specialisty<\/title>\n<meta name=\"description\" content=\"Dok\u00e1\u017ee manu\u00e1ln\u00ed bidov\u00e1n\u00ed obst\u00e1t proti automatizaci? P\u0159e\u010dt\u011bte si t\u0159et\u00ed d\u00edl na\u0161eho seri\u00e1lu o automatizaci bidov\u00e1n\u00ed v AdWords!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/automatizace-adwords-bidovani-3\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Simulace chov\u00e1n\u00ed PPC specialisty\" \/>\n<meta property=\"og:description\" content=\"Dok\u00e1\u017ee manu\u00e1ln\u00ed bidov\u00e1n\u00ed obst\u00e1t proti automatizaci? 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