{"id":5365,"date":"2018-12-05T10:00:24","date_gmt":"2018-12-05T08:00:24","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=5365"},"modified":"2020-07-23T13:17:14","modified_gmt":"2020-07-23T11:17:14","slug":"vysperkujte-si-dynamickou-reklamu-na-facebooku-kreativnimi-prvky","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/vysperkujte-si-dynamickou-reklamu-na-facebooku-kreativnimi-prvky\/","title":{"rendered":"Vy\u0161perkujte si dynamickou reklamu na&nbsp;Facebooku"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Pro e\u2011shopy jsou tak\u0159ka nezbytnost\u00ed, pro jin\u00e9 druhy byznysu origin\u00e1ln\u00edm roz\u0161\u00ed\u0159en\u00edm. \u0158e\u010d je o&nbsp;dynamick\u00fdch reklam\u00e1ch - nejv\u00fdkonn\u011bj\u0161\u00ed a&nbsp;nejpersonalizovan\u011bj\u0161\u00ed form\u011b reklamy, jakou Facebook nab\u00edz\u00ed. Ov\u011b\u0159te si, zda vyu\u017e\u00edv\u00e1te v\u0161echny nov\u00e9 prvky, kter\u00e9 se v&nbsp;posledn\u00edch m\u011bs\u00edc\u00edch objevily.<\/p>\n<p><!--more--><\/p>\n<h2 id=\"nove-prvky-v-dynamickych-reklamach\">Nov\u00e9 prvky v&nbsp;dynamick\u00fdch reklam\u00e1ch<\/h2>\n<p>Dynamick\u00e9 reklamy (p\u0159i ide\u00e1ln\u00ed konstelaci hv\u011bzd) pracuj\u00ed p\u0159\u00edmo s&nbsp;produkty, kter\u00e9 si u\u017eivatel\u00e9 prohl\u00e9dli na&nbsp;webu, a&nbsp;n\u00e1sledn\u011b je pomoc\u00ed produktov\u00e9ho katalogu zobraz\u00ed v&nbsp;reklam\u011b. V&nbsp;remarketingu p\u0159edstavuj\u00ed jeden z&nbsp;posledn\u00edch krok\u016f, kter\u00fd m\u00e1 z\u00e1kazn\u00edka p\u0159esv\u011bd\u010dit k&nbsp;n\u00e1kupu.<\/p>\n<p>Facebook moc dob\u0159e v\u00ed, jak je tento reklamn\u00ed form\u00e1t popul\u00e1rn\u00ed, a&nbsp;v&nbsp;posledn\u00edch m\u011bs\u00edc\u00edch se tak dynamick\u00e9 reklamy do\u010dkaly \u0159ady vylep\u0161en\u00ed. K&nbsp;jednoduch\u00e9mu vy\u0161perkov\u00e1n\u00ed u\u017e nepot\u0159ebujete placen\u00e9 extern\u00ed n\u00e1stroje, ale v\u0161e je dostupn\u00e9 p\u0159\u00edmo v&nbsp;rozhran\u00ed Spr\u00e1vce reklam. Sta\u010d\u00ed jen trocha vlastn\u00ed kreativity, p\u0159\u00edpadn\u011b jednoduch\u00fd grafick\u00fd pomocn\u00edk.<\/p>\n<blockquote><p>Pamatujte, \u017ee&nbsp;m\u00e9n\u011b se v\u011bt\u0161inou rovn\u00e1 v\u00edce a&nbsp;k&nbsp;funk\u010dn\u00ed reklam\u011b nen\u00ed rozhodn\u011b pot\u0159eba vyu\u017e\u00edvat v\u0161echny prvky.<\/p><\/blockquote>\n<h3 id=\"dynamicka-slideshow\">Dynamick\u00e1 slideshow<\/h3>\n<p>\u201ePro\u010d uk\u00e1zat produkt jen jednou, kdy\u017e ho m\u016f\u017eete uk\u00e1zat klidn\u011b ze v\u0161ech \u00fahl\u016f.\u201c To si z\u0159ejm\u011b \u0159ekli ve&nbsp;Facebooku a&nbsp;umo\u017enil inzerent\u016fm vytv\u00e1\u0159et tzv. slideshow. \u201eVideosmy\u010dku\u201c slo\u017eenou z&nbsp;n\u011bkolika obr\u00e1zk\u016f produktu vytvo\u0159\u00edte automaticky, sta\u010d\u00ed na&nbsp;\u00farovni reklamy p\u0159ekliknout \u201eprezentaci\u201c. U\u017eivateli se tak nezobraz\u00ed pouze statick\u00e9 fotografie, ale soubor vide\u00ed, kde v\u00e1\u0161 produkt m\u016f\u017eete detailn\u011bji p\u0159edv\u00e9st.<\/p>\n<p>Pro vyu\u017e\u00edv\u00e1n\u00ed slideshow je nezbytn\u00e9 m\u00edt v&nbsp;reklamn\u00edm katalogu u&nbsp;ka\u017ed\u00e9ho produktu nahran\u00fdch n\u011bkolik fotek - ve&nbsp;feedu se skr\u00fdvaj\u00ed ve&nbsp;sloupci&nbsp;<em>additional_image_link<\/em>. Facebook umo\u017e\u0148uje nahr\u00e1t a\u017e <a href=\"https:\/\/developers.facebook.com\/docs\/marketing-api\/dynamic-product-ads\/product-catalog\/v2.9\">20 produktov\u00fdch fotek z\u00e1rove\u0148<\/a>, mus\u00ed ale b\u00fdt ve&nbsp;stejn\u00e9m rozli\u0161en\u00ed a&nbsp;form\u00e1tu.<\/p>\n<p>Dynamick\u00e9 slideshow maj\u00ed i&nbsp;jist\u00e1 omezen\u00ed:<\/p>\n<ul>\n<li>Jsou dostupn\u00e9 pouze v&nbsp;rotuj\u00edc\u00edm form\u00e1tu <a href=\"https:\/\/www.facebook.com\/business\/ads-guide\/carousel\/facebook-feed\/traffic carousel\">carousel<\/a>.<\/li>\n<li>K produkt\u016fm nelze p\u0159ipojit dynamick\u00e9 \u0161t\u00edtky.<\/li>\n<li>Po\u010d\u00edtejte s&nbsp;n\u00e1ro\u010dn\u011bj\u0161\u00edm na\u010d\u00edt\u00e1n\u00edm na&nbsp;stran\u011b u\u017eivatele (jde o&nbsp;video). P\u0159i rychl\u00e9m scrollov\u00e1n\u00ed feedem se nemus\u00ed hned rozjet.<\/li>\n<\/ul>\n<blockquote><p>Pou\u017e\u00edvejte slideshow v&nbsp;takov\u00e9m segmentu produkt\u016f, kde to d\u00e1v\u00e1 smysl a&nbsp;m\u00e1te opravdu kvalitn\u00ed fotografie. Nap\u0159\u00edklad boty nebo batoh si u\u017eivatel r\u00e1d prohl\u00e9dne ze v\u0161ech \u00fahl\u016f, u&nbsp;kosmetiky sp\u00ed\u0161 doporu\u010dujeme jednu kvalitn\u00ed a&nbsp;atraktivn\u00ed fotku.<\/p><\/blockquote>\n<div class=\"arve\">\n<div class=\"arve-error\"><p><small><abbr title=\"Advanced Responsive Video Embedder\">ARVE<\/abbr> error: The [[arve]] shortcode needs one of this attributes av1mp4, mp4, m4v, webm, ogv,&nbsp;url<\/small><\/p><\/div><\/div>\n<h3 id=\"stitky\">\u0160t\u00edtky<\/h3>\n<p>Dal\u0161\u00edm zpest\u0159en\u00edm reklam jsou \u0161t\u00edtky. Facebook do&nbsp;nich dovoluje propsat cenu (price), dopravu zdarma (shipping), p\u0159\u00edpadn\u011b v\u00fd\u0161i slevy (sale_price). Vyplat\u00ed se tak m\u00edt \u00fapln\u00fd produktov\u00fd feed, z&nbsp;kter\u00e9ho si Facebook p\u0159idan\u00e9 info o&nbsp;produktech automaticky vytah\u00e1. Probl\u00e9m m\u016f\u017ee b\u00fdt u&nbsp;del\u0161\u00edch text\u016f, kter\u00e9 men\u0161\u00ed \u0161t\u00edtky nepojmou.<\/p>\n<p>Vybrat si m\u016f\u017eete tvar \u0161t\u00edtku, barvu, font i&nbsp;jeho um\u00edst\u011bn\u00ed. Pokud pat\u0159\u00edte mezi n\u00e1ro\u010dn\u011bj\u0161\u00ed est\u00e9ty, ve&nbsp;v\u00fdsledku v\u00e1m zbude pouze n\u011bkolik variant, kter\u00e9 vypadaj\u00ed skute\u010dn\u011b dob\u0159e. My m\u00e1me r\u00e1di hlavn\u011b tvar \u201epilulka\u201c, pojme i&nbsp;v\u00edcem\u00edstnou cenu.<\/p>\n<p><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr1-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr1-300x210.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr1-1024x715.jpg 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr1.jpg 1134w\" sizes=\"(min-width: 1024px) 1134px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"alignnone wp-image-5366\" alt width=\"591\" height=\"413\"><\/p>\n<blockquote class=\"reset-float\"><p>Sla\u010fte barvu \u0161t\u00edtku s&nbsp;barvou va\u0161eho loga, brandu nebo tla\u010d\u00edtek na&nbsp;e\u2011shopu. Sta\u010d\u00ed si pomoc\u00ed <a href=\"https:\/\/html-color-codes.info\/colors-from-image\/\">rozpozn\u00e1va\u010de barev<\/a> nebo <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/eye-dropper\/hmdcmlfkchdmnmnmheododdhjedfccka\">kap\u00e1tka<\/a> zjistit k\u00f3d, a&nbsp;zadat ho do&nbsp;facebookov\u00e9 palety.<\/p><\/blockquote>\n<h3 id=\"ramecky\">R\u00e1me\u010dky<\/h3>\n<p>Mnohem \u010dast\u011bji ne\u017e \u0161t\u00edtky vyu\u017e\u00edv\u00e1me r\u00e1me\u010dky. Jde o&nbsp;nejnov\u011bj\u0161\u00ed roz\u0161\u00ed\u0159en\u00ed dynamick\u00fdch kreativ, kter\u00e9 by u\u017e m\u011blo b\u00fdt dostupn\u00e9 ve&nbsp;v\u0161ech \u00fa\u010dtech.<\/p>\n<p>Facebook ve&nbsp;sv\u00e9m kreativn\u00edm rozhran\u00ed umo\u017e\u0148uje inzerent\u016fm nahr\u00e1t \u0161ablonu, kter\u00e1 n\u00e1sledn\u011b p\u0159ekryje produktovou fotku. Nemus\u00ed j\u00edt jen o&nbsp;hol\u00fd r\u00e1me\u010dek, t\u00edmto zp\u016fsobem m\u016f\u017eete do&nbsp;obr\u00e1zk\u016f hrav\u011b propsat logo, text nebo jin\u00fd kreativn\u00ed prvek, kter\u00fd k&nbsp;va\u0161\u00ed zna\u010dce nebo moment\u00e1ln\u00ed kampani lad\u00ed.<\/p>\n<p>\u0160ablonu v\u017edy nahrajte s&nbsp;pr\u00e1zdn\u00fdm v\u00fd\u0159ezem uprost\u0159ed, aby zbyte\u010dn\u011b nep\u0159ekr\u00fdvala produkt a&nbsp;sed\u011bla na&nbsp;v\u0161echny produktov\u00e9 fotky.<\/p>\n<div id=\"attachment_5380\" style=\"width: 352px\" class=\"wp-caption alignleft\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr2-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr2-300x292.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr2.jpg 542w\" sizes=\"(min-width: 300px) 542px, (min-width: 150px) 300px, 150px\" aria-describedby=\"caption-attachment-5380\" class=\"wp-image-5380\" alt width=\"342\" height=\"333\"><p id=\"caption-attachment-5380\" class=\"wp-caption-text\">R\u00e1me\u010dek v&nbsp;brandov\u00fdch barv\u00e1ch Bagalia dopln\u011bn\u00fd o&nbsp;podzimn\u00ed motiv<\/p><\/div>\n<div id=\"attachment_5383\" style=\"width: 358px\" class=\"wp-caption alignright\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr5-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr5-300x298.jpg 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr5.jpg 560w\" sizes=\"(min-width: 300px) 560px, (min-width: 150px) 300px, 150px\" aria-describedby=\"caption-attachment-5383\" class=\"wp-image-5383\" alt width=\"348\" height=\"345\"><p id=\"caption-attachment-5383\" class=\"wp-caption-text\">Jako r\u00e1me\u010dek jsme pou\u017eili \u010derven\u00fd pruh s&nbsp;textem<\/p><\/div>\n<blockquote class=\"reset-float\"><p>K tvorb\u011b r\u00e1me\u010dk\u016f i&nbsp;polor\u00e1me\u010dk\u016f doporu\u010dujeme grafick\u00fd program pro negrafiky <a href=\"www.canva.com\">Canva<\/a>. Nab\u00edz\u00ed velikosti pro \u010dtvercov\u00fd carousel form\u00e1t i&nbsp;jednobannerov\u00fd obd\u00e9ln\u00edk.<\/p><\/blockquote>\n<h3 id=\"pridane-karty\">P\u0159idan\u00e9 karty<\/h3>\n<p>M\u00e1te produkt nebo banner s&nbsp;v\u00fdhodnou akc\u00ed, kterou by u\u017eivatel rozhodn\u011b nem\u011bl p\u0159ehl\u00e9dnout? Nahrajte ho do&nbsp;prvn\u00ed tzv. \u00davodn\u00ed karty. Bude se zobrazovat v\u017edy na&nbsp;prvn\u00edm m\u00edst\u011b, za n\u00edm pak produkty z&nbsp;katalogu. P\u0159idat m\u016f\u017eete tak\u00e9 kartu s&nbsp;mapou. Hod\u00ed se, kdy\u017e chcete z\u00e1kazn\u00edky nal\u00e1kat do&nbsp;kamenn\u00e9 prodejny a&nbsp;upozornit je nap\u0159. na&nbsp;otev\u00edrac\u00ed dobu.<\/p>\n<p><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr6-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr6-300x160.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr6-1024x546.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/10\/obr6.png 1248w\" sizes=\"(min-width: 1024px) 1248px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"alignnone size-full wp-image-5375\" alt width=\"1248\" height=\"666\"><\/p>\n<p>Vynikn\u011bte mezi ostatn\u00edmi statick\u00fdmi reklamami a&nbsp;p\u0159idejte v&nbsp;rotuj\u00edc\u00edm form\u00e1tu (carouselu) jako \u00davodn\u00ed kartu video. Pokud \u017e\u00e1dn\u00e9 nem\u00e1te, vysta\u010d\u00edte si s&nbsp;video\u0161ablonami, kter\u00e9 Facebook nab\u00edz\u00ed ve&nbsp;\u010dtvercov\u00e9m a&nbsp;vertik\u00e1ln\u00edm form\u00e1tu (vhodn\u00e9 pro Instagram Stories). Sta\u010d\u00ed nahr\u00e1t p\u00e1r fotek, logo a&nbsp;v\u00fdsledek rozhodn\u011b zaujme. Do&nbsp;videa m\u016f\u017eete p\u0159idat i&nbsp;n\u00e1lepku \u201eV\u00fdprodej\u201c nebo \u201eDoprava zdarma\u201c.<\/p>\n<blockquote><p>Nov\u011b v&nbsp;nab\u00eddce najdete v\u00e1no\u010dn\u00ed \u0161ablony.<\/p><\/blockquote>\n<div class=\"arve\">\n<div class=\"arve-error\"><p><small><abbr title=\"Advanced Responsive Video Embedder\">ARVE<\/abbr> error: The [[arve]] shortcode needs one of this attributes av1mp4, mp4, m4v, webm, ogv,&nbsp;url<\/small><\/p><\/div><\/div>\n<p>Pokud jste n\u011bkterou z&nbsp;uveden\u00fdch funkc\u00ed zat\u00edm nestihli vyzkou\u0161et, nebo o&nbsp;jej\u00ed existenci nev\u011bd\u011bli, p\u0159edv\u00e1no\u010dn\u00ed obdob\u00ed je na&nbsp;to ide\u00e1ln\u00ed. M\u016f\u017eete d\u00edky nim z\u00e1kazn\u00edky snadn\u011bji zaujmout a&nbsp;pom\u016f\u017eou v\u00e1m odli\u0161it se od&nbsp;konkurence.<\/p>\n<p>Ani jeden z&nbsp;v\u00fd\u0161e zm\u00edn\u011bn\u00fdch prvk\u016f ale nelze ozna\u010dit za instantn\u00ed n\u00e1vod na&nbsp;zv\u00fd\u0161en\u00ed konverzn\u00edho pom\u011bru \u010di&nbsp;zn\u00e1soben\u00ed CTR. Rozhodn\u011b tedy nezapome\u0148te testovat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pro e\u2011shopy jsou tak\u0159ka nezbytnost\u00ed, pro jin\u00e9 druhy byznysu origin\u00e1ln\u00edm roz\u0161\u00ed\u0159en\u00edm. \u0158e\u010d je o&nbsp;dynamick\u00fdch reklam\u00e1ch - nejv\u00fdkonn\u011bj\u0161\u00ed a&nbsp;nejpersonalizovan\u011bj\u0161\u00ed form\u011b reklamy, jakou Facebook nab\u00edz\u00ed. Ov\u011b\u0159te si, zda vyu\u017e\u00edv\u00e1te v\u0161echny nov\u00e9 prvky, kter\u00e9 se v&nbsp;posledn\u00edch m\u011bs\u00edc\u00edch objevily.<\/p>\n","protected":false},"author":28,"featured_media":6749,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[206,205,16],"class_list":["post-5365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-dpa","tag-dynamicke-reklamy","tag-facebook"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vy\u0161perkujte si dynamickou reklamu na Facebooku | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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