{"id":5599,"date":"2019-05-15T14:16:49","date_gmt":"2019-05-15T12:16:49","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=5599"},"modified":"2020-07-10T09:59:02","modified_gmt":"2020-07-10T07:59:02","slug":"jak-pracovat-s-frekvenci-na-facebooku","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/jak-pracovat-s-frekvenci-na-facebooku\/","title":{"rendered":"Jak pracovat s&nbsp;frekvenc\u00ed na&nbsp;Facebooku"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n\n<p>Hl\u00edd\u00e1te si, jestli se va\u0161e facebookov\u00e1 reklama nezobrazuje st\u00e1le stejn\u00fdm u\u017eivatel\u016fm? Uk\u00e1\u017eu v\u00e1m 7&nbsp;zp\u016fsob\u016f, jak bojovat proti vysok\u00e9 frekvenci a&nbsp;zv\u00fd\u0161it v\u00fdkon sv\u00fdch reklam.<\/p>\n\n\n\n<p><!--more--><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jenom v\u00fdkon nesta\u010d\u00ed<\/strong><\/h2>\n\n\n\n<p>P\u0159i vyhodnocov\u00e1n\u00ed facebookov\u00fdch reklam nej\u010dast\u011bji sledujeme v\u00fdkonnostn\u00ed metriky jako cenu za proklik nebo po\u010det n\u00e1kup\u016f. Ty jsou samoz\u0159ejm\u011b d\u016fle\u017eit\u00e9, ale nesm\u00edme zapomenout ani na&nbsp;\u010d\u00edsla kolem dosahu a&nbsp;zobrazen\u00ed \u2013 nikdo p\u0159ece nechce otr\u00e1vit sv\u00e9 z\u00e1kazn\u00edky \u010dast\u00fdm zobrazov\u00e1n\u00edm stejn\u00e9 reklamy. V&nbsp;tomhle \u010dl\u00e1nku se proto zam\u011b\u0159\u00edme na&nbsp;frekvenci (ofici\u00e1ln\u00ed \u010desk\u00fd p\u0159eklad je <em>\u010detnost<\/em>, ale sp\u00ed\u0161 se pou\u017e\u00edv\u00e1 term\u00edn <em>frekvence<\/em>) a&nbsp;uk\u00e1\u017eeme si, jak s&nbsp;n\u00ed pracovat.<\/p>\n\n\n\n<p>Co n\u00e1m vlastn\u011b dosahov\u00e9 metriky \u0159\u00edkaj\u00ed? Poj\u010fme si je stru\u010dn\u011b definovat:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><u>Zobrazen\u00ed<\/u> (Impression) = celkov\u00fd po\u010det zobrazen\u00ed reklamy v\u0161em u\u017eivatel\u016fm<\/li>\n<li><u>Dosah<\/u> (Reach) = po\u010det u\u017eivatel\u016f, kter\u00fdm se reklama zobrazila alespo\u0148 <em>1x<\/em><\/li>\n<li><u>Frekvence<\/u> (Frequency) = <strong>pr\u016fm\u011brn\u00fd<\/strong> po\u010det, kolikr\u00e1t u\u017eivatel reklamu vid\u011bl<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>Pokud 1&nbsp;u\u017eivatel uvid\u00ed stejnou reklamu 3x, zobrazen\u00ed bude 3, dosah 1&nbsp;a&nbsp;frekvence 3,0.<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>U frekvence nezapom\u00ednejme na&nbsp;slovo \u201epr\u016fm\u011brn\u00fd\u201c \u2013 frekvence <em>4,0<\/em> neznamen\u00e1, \u017ee&nbsp;ka\u017ed\u00fd u\u017eivatel vid\u011bl reklamu p\u0159esn\u011b \u010dty\u0159ikr\u00e1t, ale prvn\u00ed u\u017eivatel ji mohl vid\u011bt jednou a&nbsp;druh\u00fd \u0161estkr\u00e1t. Pokud m\u00e1te tuhle metriku v\u011bt\u0161\u00ed ne\u017e <em>1<\/em>, nen\u00ed to d\u016fvod k&nbsp;panice \u2013 t\u00fddenn\u00ed rozsah n\u011bkde mezi <em>1,0<\/em>\u2013<em>2,0<\/em> je vcelku b\u011b\u017en\u00fd a&nbsp;ni\u010demu nevad\u00ed. Jen si vzpome\u0148te, kolikr\u00e1t denn\u011b vid\u00edte stejn\u00fd billboard nebo reklamu v&nbsp;televizi.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ide\u00e1ln\u00ed frekvence<\/strong><\/h3>\n\n\n\n<p>Jak\u00e9 je ide\u00e1ln\u00ed frekvence? Na&nbsp;tuhle ot\u00e1zku neexistuje spr\u00e1vn\u00e1 odpov\u011b\u010f a&nbsp;v\u017edycky z\u00e1le\u017e\u00ed na&nbsp;va\u0161em c\u00edli. Uv\u00e1d\u00edte novou zna\u010dku na&nbsp;trh? Pak chcete vysokou frekvenci, aby si ji u\u017eivatel opravdu zapamatoval. Chcete dostat na&nbsp;web nov\u00e9 n\u00e1v\u0161t\u011bvn\u00edky, abyste je mohli pozd\u011bji zas\u00e1hnout remarketingem? Tady by naopak m\u011bla b\u00fdt co nejni\u017e\u0161\u00ed. Ve&nbsp;specifick\u00fdch p\u0159\u00edkladech (nap\u0159. opu\u0161t\u011bn\u00fd ko\u0161\u00edk se strategi\u00ed napalm) m\u016f\u017ee klidn\u011b j\u00edt i&nbsp;do&nbsp;dvoucifern\u00fdch \u010d\u00edsel. Ne\u017e se tak pust\u00edte do&nbsp;optimalizac\u00ed, zamyslete se nad t\u00edm, jakou roli m\u00e1 reklama vlastn\u011b plnit.<\/p>\n\n\n\n<p>Kr\u00e1sn\u011b to shrnuje p\u0159\u00edmo Facebook svou infografikou, bohu\u017eel jen v&nbsp;angli\u010dtin\u011b:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/image-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/image-300x233.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/image.png 984w\" sizes=\"(min-width: 300px) 984px, (min-width: 150px) 300px, 150px\" class=\"wp-image-5602 aligncenter\" alt>\n<figcaption><em>Jak\u00e9 faktory zv\u00e1\u017eit p\u0159i pl\u00e1nov\u00e1n\u00ed frekvence? Zdroj: <a href=\"https:\/\/www.facebook.com\/business\/news\/insights\/effective-frequency-reaching-full-campaign-potential\">facebook.com<\/a><\/em><\/figcaption>\n<\/figure>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pro\u010d n\u00e1s to m\u00e1 zaj\u00edmat?<\/strong><\/h2>\n\n\n\n<p>K \u010demu je n\u00e1m tedy frekvence dobr\u00e1? V&nbsp;prvn\u00ed \u0159ad\u011b je to d\u016fle\u017eit\u00fd ukazatel velikosti c\u00edlov\u00e9 skupiny. Pokud zapnete reklamu a&nbsp;za 2&nbsp;dny bude m\u00edt frekvenci <em>5,0<\/em>, n\u011bco je asi \u0161patn\u011b. Bu\u010f je c\u00edlovka hodn\u011b mal\u00e1 nebo jste to p\u0159ehnali s&nbsp;rozpo\u010dtem.<\/p>\n\n\n\n<p>U dlouho b\u011b\u017e\u00edc\u00edch kampan\u00ed s&nbsp;velkou c\u00edlovkou se probl\u00e9my odhaluj\u00ed o&nbsp;n\u011bco h\u016f\u0159. Pokud se na&nbsp;reklamy d\u00edv\u00e1te jen v&nbsp;kr\u00e1tkodob\u00fdch (nap\u0159. v&nbsp;t\u00fddenn\u00edch) oknech, frekvence nemus\u00ed vypadat v\u016fbec \u0161patn\u011b. Doporu\u010duju proto sledovat i&nbsp;zobrazen\u00ed a&nbsp;dosah \u2013 pokud postupn\u011b klesaj\u00ed, m\u016f\u017ee to b\u00fdt sign\u00e1l, \u017ee&nbsp;je publikum reklamou u\u017e p\u0159ejeden\u00e9. Kontrolujte tedy v\u00fdsledky i&nbsp;za dobu jednoho m\u011bs\u00edce (nebo je\u0161t\u011b&nbsp;d\u00e9le).<\/p>\n\n\n\n<p>Nap\u0159\u00edklad jedna na\u0161e broadov\u00e1 reklama jela bez v\u011bt\u0161\u00edch zm\u011bn t\u00e9m\u011b\u0159 2&nbsp;m\u011bs\u00edce. T\u00fddenn\u00ed frekvence se pohybovala kolem <em>1,5<\/em>, jen\u017ee dosah za\u010dal postupn\u011b klesat a&nbsp;CPC m\u00edrn\u011b r\u016fst. P\u0159i pohledu na&nbsp;dvoum\u011bs\u00ed\u010dn\u00ed v\u00fdsledky byla frekvence najednou <em>3,1<\/em>. Nic stra\u0161n\u00e9ho, ale u&nbsp;t\u00e9hle kampan\u011b jsme ji cht\u011bli m\u00edt co nejmen\u0161\u00ed \u2013 vym\u011bnili jsme tedy kreativity i&nbsp;textaci, dosah se v\u00fdrazn\u011b zv\u00fd\u0161il a&nbsp;CPC klesla.<\/p>\n\n\n\n<p>Pro \u00faplnost dod\u00e1v\u00e1m, \u017ee&nbsp;denn\u00ed frekvenci m\u016f\u017eete podrobn\u011b sledovat v&nbsp;Business Manageru p\u0159es z\u00e1lo\u017eku <em>\u201eZobrazit graf\u201c<\/em>. V&nbsp;kolonce <em>\u201e\u00dasp\u011b\u0161nost\u201c<\/em> klikn\u011bte na&nbsp;<em>\u201eVlastn\u00ed\u201c<\/em> a&nbsp;vyberte si metriky, kter\u00e9 v\u00e1s zaj\u00edmaj\u00ed. Okam\u017eit\u011b uvid\u00edte v\u00fdvoj\/dosah sv\u00fdch reklam a&nbsp;snadno odhal\u00edte v\u0161echny v\u00fdkyvy. Tento p\u0159ehled si m\u016f\u017eete zobrazit na&nbsp;\u00farovni reklamy, ale i&nbsp;kampan\u011b a&nbsp;reklamn\u00ed sady.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/frekvence-v4-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/frekvence-v4-300x104.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/frekvence-v4.png 881w\" sizes=\"(min-width: 300px) 881px, (min-width: 150px) 300px, 150px\" class=\"wp-image-5617 aligncenter\" alt>\n<figcaption><br><em>Zobrazen\u00ed denn\u00ed frekvence v&nbsp;Business Manageru<br><br><\/em><\/figcaption>\n<\/figure>\n\n\n\n<p>Business Manager ned\u00e1vno na&nbsp;\u00farovni sady reklam zavedl nov\u00e9 analytick\u00e9 p\u0159ehledy (tla\u010d\u00edtko <em>\u201eProzkoumat\u201c<\/em>). V&nbsp;bloku <em>\u201eNasycen\u00ed okruhu u\u017eivatel\u016f\u201c<\/em> uvid\u00edte dlouhodob\u00fd v\u00fdvoj frekvence a&nbsp;jej\u00ed vztah k&nbsp;cen\u011b za zobrazen\u00ed str\u00e1nky. Graf zv\u00fdraz\u0148uje v\u0161echny v\u011bt\u0161\u00ed zm\u011bny v&nbsp;reklam\u011b, a&nbsp;m\u016f\u017eete tak l\u00e9pe vyhodnotit, jak dosah ovlivnila \u00faprava publika nebo kreativy.&nbsp;<\/p>\n<p><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/05\/nasyceni-okruhu-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/05\/nasyceni-okruhu-300x108.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/05\/nasyceni-okruhu-1024x368.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/05\/nasyceni-okruhu.png 1043w\" sizes=\"(min-width: 1024px) 1043px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"wp-image-5665 size-full aligncenter\" alt width=\"1043\" height=\"375\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jak bojovat s&nbsp;vysokou frekvenc\u00ed?<\/strong><\/h2>\n\n\n\n<p>Co d\u011blat, kdy\u017e nechcete, aby se u\u017eivatel\u016fm zobrazovala st\u00e1le ta sam\u00e1 reklama? Existuje n\u011bkolik r\u016fzn\u00fdch \u0159e\u0161en\u00ed. P\u0159ipom\u00edn\u00e1m, \u017ee&nbsp;ne\u017e se do&nbsp;n\u011bjak\u00e9ho pust\u00edte, v\u017edycky si p\u0159ipome\u0148te c\u00edl reklamy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1) Um\u00edst\u011bn\u00ed<\/h3>\n\n\n\n<p>Omlouv\u00e1m se v\u0161em pokro\u010dilej\u0161\u00edm facebook\u00e1\u0159\u016fm, ale za\u010d\u00edt mus\u00edme od&nbsp;z\u00e1klad\u016f. Na&nbsp;\u010detnost zobrazen\u00ed m\u00e1 v&nbsp;prv\u00e9 \u0159ad\u011b velk\u00fd vliv um\u00edst\u011bn\u00ed reklamy. P\u0159es newsfeed chceme sledovat hlavn\u011b p\u0159\u00edsp\u011bvky sv\u00fdch p\u0159\u00e1tel\/skupin, a&nbsp;na&nbsp;zahlcen\u00ed stejnou reklamou b\u00fdv\u00e1me citliv\u011bj\u0161\u00ed. Frekvence tu bude obecn\u011b ni\u017e\u0161\u00ed, proto\u017ee Facebook nechce sv\u00e9 u\u017eivatele p\u0159\u00edli\u0161 na\u0161tvat (a&nbsp;nem\u011bla by to cht\u00edt ani va\u0161e firma). Naopak \u201enen\u00e1padn\u011bj\u0161\u00ed\u201d prav\u00fd sloupec je pln\u00fd reklamy, na&nbsp;kterou jsme si tak n\u011bjak zvykli \u2013 po\u010d\u00edtejte tu tedy s&nbsp;mnohem \u010dast\u011bj\u0161\u00edm zobrazov\u00e1n\u00edm stejn\u00fdm u\u017eivatel\u016fm.<\/p>\n\n\n\n<p>Pokud v&nbsp;jedn\u00e9 reklam\u011b pou\u017e\u00edv\u00e1te v\u00edc druh\u016f um\u00edst\u011bn\u00ed, ur\u010dit\u011b si p\u0159i vyhodnocov\u00e1n\u00ed v&nbsp;Business Manageru zobrazte podrobn\u011bj\u0161\u00ed statistiky p\u0159es <em>\u201eRozd\u011blen\u00ed -&gt; Um\u00edst\u011bn\u00ed\u201d<\/em>, a\u0165 nem\u00e1te zkreslen\u00fd \u00fasudek.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/izolater-v2-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/izolater-v2-300x152.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/izolater-v2.png 675w\" sizes=\"(min-width: 300px) 675px, (min-width: 150px) 300px, 150px\" class=\"wp-image-5644 aligncenter\" alt width=\"491\" height=\"248\">\n<figcaption><br><em>Na\u0161e n\u00e1borov\u00e1 reklama na&nbsp;izolat\u00e9ra pro <a href=\"https:\/\/igloonet.cz\/marketing\/reference\/mupo\">M\u00dcPO<\/a> m\u00e1 celkovou frekvenci t\u00e9m\u011b\u0159 <em>4,0<\/em>. Velk\u00fd \u0161patn\u00fd? Ale v\u016fbec ne, je to zp\u016fsobeno um\u00edst\u011bn\u00edm v&nbsp;prav\u00e9m sloupci, kter\u00e9 je vysoko nad pr\u016fm\u011brem.<\/em><\/figcaption>\n<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2) C\u00edlov\u00e1 skupina a&nbsp;rozpo\u010det<\/h3>\n\n\n\n<p>\u010c\u00edm men\u0161\u00ed c\u00edlov\u00e1 skupina a&nbsp;v\u011bt\u0161\u00ed rozpo\u010det, t\u00edm bude frekvence vy\u0161\u0161\u00ed. Pokud m\u00e1te publikum o&nbsp;velikosti cca tis\u00edc u\u017eivatel\u016f, 300&nbsp;K\u010d denn\u011b nejsp\u00ed\u0161 nebude zna\u010dka ide\u00e1l. Roz\u0161i\u0159te svoje lookalike publikum o&nbsp;dal\u0161\u00ed %, zkuste p\u0159idat obecn\u011bj\u0161\u00ed z\u00e1jmy nebo zv\u011bt\u0161it c\u00edlovou oblast, sni\u017ete rozpo\u010det\u2026 v\u017edy z\u00e1le\u017e\u00ed na&nbsp;konkr\u00e9tn\u00ed kampani. Abyste se probl\u00e9mu vyhnuli, ud\u011blejte si alespo\u0148 z\u00e1kladn\u00ed propo\u010dty podle odhadovan\u00fdm v\u00fdsledk\u016f.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/lh6.googleusercontent.com\/fTaRKKTvy6w-l2tkuVfx8UokmjlknzEUT-tecCbCAP3WM21sZR5cUZlXSk1QPnmXgFAyiEVatqTUbScw2Ld3OY0xQuNs-3Ez3_5Y73wxPwyC1nOfprdJkCharQXJUDp8NfhUz_Bj\" alt>\n<figcaption><em>C\u00edlov\u00e1 skupina m\u00e1 cca 1&nbsp;400&nbsp;lid\u00ed a&nbsp;denn\u00ed dosah je a\u017e 1&nbsp;400? Koleduju si o&nbsp;probl\u00e9m s&nbsp;vysokou frekvenc\u00ed.<\/em><\/figcaption>\n<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3) Limit \u010detnosti<\/h3>\n\n\n\n<p>Bohu\u017eel, Facebook b\u011bhem vytv\u00e1\u0159en\u00ed reklam neumo\u017e\u0148uje frekvenci nijak nastavit \u2013 a\u017e na&nbsp;jednu v\u00fdjimku. Tou je kampa\u0148 na&nbsp;Dosah, kde na&nbsp;\u00farovni sady reklam jednodu\u0161e zad\u00e1te maxim\u00e1ln\u00ed po\u010det, kolikr\u00e1t m\u00e1 u\u017eivatel reklamu vid\u011bt za posledn\u00edch X&nbsp;dn\u00ed. U\u017eite\u010dn\u00e9, ale mimo dosahov\u00e9 kampan\u011b na&nbsp;to mus\u00edme jinak.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/limit-cetnosti-150x115.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/limit-cetnosti-300x56.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/limit-cetnosti.png 616w\" sizes=\"(min-width: 300px) 616px, (min-width: 150px) 300px, 150px\" class=\"wp-image-5635 aligncenter\" alt><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4) Automatick\u00e1 pravidla<\/h3>\n\n\n\n<p>Ide\u00e1ln\u00ed frekvenci si sice nenastav\u00edte, ale m\u016f\u017eete ji alespo\u0148 pohl\u00eddat p\u0159es automatick\u00e1 pravidla. V&nbsp;podm\u00ednk\u00e1ch vyberte \u201e\u010cetnost\u201d a&nbsp;zvolte hranici, p\u0159i kter\u00e9 se pravidlo spust\u00ed (nap\u0159. frekvence bude vy\u0161\u0161\u00ed ne\u017e <em>2,5<\/em>). Co potom? M\u016f\u017eete si nechat poslat notifikaci, sn\u00ed\u017eit rozpo\u010det o&nbsp;X % nebo reklamu rovnou zastavit.<\/p>\n<p><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/automaticke-pravidlo-1-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/automaticke-pravidlo-1-300x247.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/automaticke-pravidlo-1.png 837w\" sizes=\"(min-width: 300px) 837px, (min-width: 150px) 300px, 150px\" class=\" wp-image-5638 aligncenter\" alt width=\"559\" height=\"461\"><\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\">5) V\u00fdm\u011bna kreativ<\/h3>\n\n\n\n<p>Pokud v\u00e1m n\u011bkter\u00e9 reklamy jedou dlouhodob\u011b, \u010das od&nbsp;\u010dasu doporu\u010duju vym\u011bnit kreativy i&nbsp;textaci. Kdy\u017e u\u017eivatel\u00e9 vid\u00ed reklamu a\u017e moc \u010dasto, p\u0159estane je zaj\u00edmat a&nbsp;scrolluj\u00ed d\u00e1l \u2013 chytlav\u00fd text popisuj\u00edc\u00ed jinou v\u00fdhodou produktu nebo sez\u00f3nn\u00ed fotografie m\u016f\u017eou vzbudit nov\u00fd&nbsp;z\u00e1jem.<\/p>\n\n\n\n<p>V igloo tohle \u010dasto pou\u017e\u00edv\u00e1me u&nbsp;kampan\u00ed pro <a href=\"https:\/\/igloonet.cz\/marketing\/reference\/helcel\">N\u00e1bytek Helcel<\/a> \u2013 krom\u011b dynamick\u00fdch reklam (kde se produkty m\u011bn\u00ed automaticky) m\u00e1me n\u011bkolik brandov\u011bj\u0161\u00edch carousel\u016f, kter\u00e9 ukazuj\u00ed popul\u00e1rn\u00ed produkty ve&nbsp;vybran\u00fdch kategori\u00edch. Aby z\u00e1kazn\u00edky nenudila st\u00e1le stejn\u00e1 seda\u010dka, fotky pravideln\u011b obm\u011b\u0148ujeme podle dat z&nbsp;Google Analytics. Jak \u010dasto? Z\u00e1le\u017e\u00ed na&nbsp;v\u00fdkonu reklamy a&nbsp;velikosti c\u00edlovky.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/helcel-1-150x150.jpg 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/helcel-1-248x300.jpg 248w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/helcel-1.jpg 495w\" sizes=\"(min-width: 248px) 495px, (min-width: 150px) 248px, 150px\" class=\"wp-image-5626 aligncenter\" alt width=\"340\" height=\"411\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">6) Vyhrajte si s&nbsp;remarketingem<\/h3>\n\n\n\n<p>Remarketingov\u00e9 publikum b\u00fdv\u00e1 to nejkonverzn\u011bj\u0161\u00ed, p\u0159esto u\u017eivatele spolehliv\u011b znechut\u00edte, pokud Xkr\u00e1t denn\u011b uvid\u00ed tu samou reklamu k\u0159i\u010d\u00edc\u00ed <em>\u201eKUP M\u011a\u201c<\/em>. D\u00edky vlastn\u00edm publik\u016fm m\u016f\u017eete cel\u00fd remarketingov\u00fd proces rozpl\u00e1novat do&nbsp;n\u011bkolika f\u00e1z\u00ed podle po\u010dtu dn\u016f od&nbsp;n\u00e1v\u0161t\u011bvy, a&nbsp;s&nbsp;u\u017eivatelem v\u00edc pracovat. V&nbsp;marke\u0165\u00e1ck\u00fdch kruz\u00edch tomu \u0159\u00edk\u00e1me \u201eEvergreen retargeting\u201c.<\/p>\n\n\n\n<p>Vysv\u011btleme si to na&nbsp;p\u0159\u00edkladu u\u017eivatele, co nav\u0161t\u00edvil n\u00e1\u0161 produkt na&nbsp;webu, ale nenakoupil. Remarketingovou kampa\u0148 m\u00e1me nastavenou na&nbsp;1\u201110&nbsp;dn\u00ed od&nbsp;n\u00e1v\u0161t\u011bvy.<\/p>\n\n\n\n<p>Mo\u017enost \u010d\u00edslo 1&nbsp;je m\u00edt cel\u00fdch 10&nbsp;dn\u00ed spu\u0161t\u011bnou stejnou reklamu. Zvl\u00e1\u0161\u0165 p\u0159i mal\u00e9m remarketingov\u00e9m publiku se bude \u010dasto zobrazovat, a&nbsp;u\u017eivateli brzy poleze krkem.<\/p>\n\n\n\n<p>Mo\u017enost \u010d\u00edslo 2&nbsp;je evergreen retargeting \u2013 remarketingovou kampa\u0148 jsme rozd\u011blili do&nbsp;t\u0159\u00ed f\u00e1zi, ka\u017ed\u00e1 komunikuje n\u011bco trochu jin\u00e9ho. Frekvence bude v\u00fdrazn\u011b ni\u017e\u0161\u00ed a&nbsp;u\u017eivatel snad m\u00e9n\u011b otr\u00e1ven\u00fd.<\/p>\n\n\n\n<p>1.\u20133.&nbsp;den od&nbsp;n\u00e1v\u0161t\u011bvy \u2013 tla\u010d\u00edme na&nbsp;prodej, t\u0159eba pomoc\u00ed DPA<br>4.\u20136.&nbsp;den od&nbsp;n\u00e1v\u0161t\u011bvy \u2013 zvol\u0148ujeme, komunikujeme produkt v&nbsp;obecn\u00e9 rovin\u011b<br>7.\u201310.&nbsp;den od&nbsp;n\u00e1v\u0161t\u011bvy \u2013 komunikujeme konkr\u00e9tn\u00ed v\u00fdhody produktu<\/p>\n\n\n\n<p>Evergreen doporu\u010duju sp\u00ed\u0161 pro \u00fa\u010dty s&nbsp;v\u011bt\u0161\u00edm rozpo\u010dtem, pro mal\u00e9 klienty s&nbsp;remarketingovou \u00fatratou nap\u0159\u00edklad 100&nbsp;K\u010d denn\u011b se p\u0159\u00edli\u0161 nehod\u00ed. U&nbsp;nich rad\u011bji vym\u011b\u0148te ka\u017ed\u00fdch X&nbsp;dn\u00ed kreativu nebo nasa\u010fte dynamickou reklamu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7) Denn\u011b jin\u00e1 reklama<\/h3>\n\n\n\n<p>Remarketing si m\u016f\u017eeme kr\u00e1sn\u011b rozpl\u00e1novat, ale co broadov\u00e9 kampan\u011b? U&nbsp;velk\u00fdch publik frekvenci v\u011bt\u0161inou \u0159e\u0161it nemus\u00edte, ale pokud pracujete s&nbsp;hodn\u011b \u00fazkou c\u00edlovou skupinou (nap\u0159. vysoko\u0161kol\u0161t\u00ed studenti informatiky z&nbsp;Brna), na&nbsp;probl\u00e9m s&nbsp;opakuj\u00edc\u00ed se reklamou nejsp\u00ed\u0161 dojde. Uvid\u00ed u\u017eivatel\u00e9 st\u00e1le ty stejn\u00e9 kreativy, dokud je ru\u010dn\u011b nevym\u011bn\u00edme? P\u0159eci jen existuje drobn\u00fd trik, jak i&nbsp;tyhle reklamy o\u017eivit.<\/p>\n\n\n\n<p>Pokud v&nbsp;sad\u011b reklam zvol\u00edte dlouhodob\u00fd rozpo\u010det, m\u016f\u017eete si vybrat jen n\u011bkter\u00e9 dny, kdy se m\u00e1 reklama zobrazovat. D\u00edky tomu m\u016f\u017eete vytvo\u0159it reklamu #1, kter\u00e1 pojede v&nbsp;pond\u011bl\u00ed, st\u0159edu a&nbsp;p\u00e1tek, reklamu #2 na&nbsp;\u00fater\u00fd a&nbsp;\u010dtvrtek a&nbsp;reklamu #3 na&nbsp;v\u00edkendy. M\u016f\u017eete st\u0159\u00eddat r\u016fzn\u00e9 textace a&nbsp;kreativy nebo rovnou video, carousel a&nbsp;jendobanner \u2013 fantazii se meze nekladou. Jen pozor, v&nbsp;p\u0159\u00edpad\u011b dlouhodob\u00e9ho rozpo\u010dtu Facebook t\u00e9m\u011b\u0159 v\u017edy utrat\u00ed nastavenou \u010d\u00e1stku.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/rozvrh-1-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/rozvrh-1-300x275.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/04\/rozvrh-1.png 512w\" sizes=\"(min-width: 300px) 512px, (min-width: 150px) 300px, 150px\" class=\"wp-image-5633 aligncenter\" alt>\n<figcaption><em>Takto nastaven\u00e1 reklama se bude zobrazovat pouze ve&nbsp;st\u0159edu a&nbsp;v&nbsp;p\u00e1tek.<\/em><\/figcaption>\n<\/figure>\n\n\n\n<p>Co si z&nbsp;\u010dl\u00e1nku odn\u00e9st? Frekvenci a&nbsp;dosah rozhodn\u011b nepodce\u0148ujete, v\u00fdrazn\u011b ovliv\u0148uj\u00ed v\u00fdkon reklamy. J\u00e1 si t\u0159eba nech\u00e1v\u00e1m ka\u017ed\u00fd t\u00fdden p\u0159es <a href=\"https:\/\/supermetrics.com\/\">Supermetrics<\/a> vygenerovat &nbsp;tabulku, v&nbsp;kter\u00e9 m\u00e1m o&nbsp;t\u011bchto metrik\u00e1ch perfektn\u00ed p\u0159ehled. P\u0159i vy\u0161\u0161\u00ed frekvenci nepanika\u0159te a&nbsp;nejd\u0159\u00edv se zamyslete, zda nen\u00ed u&nbsp;va\u0161eho c\u00edle sp\u00ed\u0161 v\u00fdhodou. Pokud ne, pracujte s&nbsp;c\u00edlovkou, rozpo\u010dtem nebo kreativou.<\/p>\n\n\n\n<p>M\u00e1te n\u011bjak\u00fd dal\u0161\u00ed tip na&nbsp;pr\u00e1ci s&nbsp;frekvenc\u00ed? Ur\u010dit\u011b n\u00e1m dejte v\u011bd\u011bt do&nbsp;koment\u00e1\u0159\u016f.<\/p>\n\n<p>&nbsp;<\/p>\n\n\t\t<script>var e = {type:\"double\", dml:\"82063\", fc1:\"40019eef50d0c8f0\",fc2:\"a1f7b1c9d8d3d252\", dt:\"13486\" , returnUrl:\"https:\/\/igloonet.cz\/blog\" , autosuggest:true, fromEmail:\"marketing@igloonet.cz\", fromName:\"igloonet \"};window.e4cj2e0c7=e;s=document.getElementsByTagName(\"script\")[0];qc=document.createElement(\"script\");qc.src=\"\/\/static.mailkit.eu\/_system\/subform.js\";qc.setAttribute(\"dvar\", \"e4cj2e0c7\");s.parentNode.insertBefore(qc,s);<\/script>\t\t\n\t\t<div class=\"mailkit_instance\">\n\t\t\t<form method=\"POST\" data-id=\"e4cj2e0c7\" class=\"newsletter-form\" id=\"newsletter-form\">\n\t\t\t    <div class=\"hr-wrap\"><hr><\/div>\n\t            <h2>Z\u016fsta\u0148te v&nbsp;obraze<\/h2>\n\t            <p>Nenechte si uj\u00edt dal\u0161\u00ed novinky a&nbsp;tipy. Zadejte sv\u016fj e-mail, a&nbsp;u\u017e v\u00e1m nic neunikne.<\/p>\n\t\t\t\t\n\t\t\t\t<div class=\"newsletter-form__email\">\n\t                <div class=\"newsletter-form__input-group\">\n\t                    <label for=\"first_name_inline\">K\u0159estn\u00ed jm\u00e9no<\/label><input type=\"text\" name=\"first_name\" id=\"first_name_inline\" value required>\n\t                <\/div>\n\t\t\t\t    \n\t\t\t\t    <div class=\"newsletter-form__input-group\">\n\t\t\t\t\t    <label for=\"email_inline\">E-mail<\/label><input type=\"text\" name=\"email\" id=\"email_inline\" value required>\n\t\t\t\t    <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"mailkit_submit newsletter-form__button--wrapper\">\n\t\t\t\t    <button type=\"submit\" class=\"newsletter-form__button\" id=\"newsletter-form__button\">P\u0159ihl\u00e1sit<\/button>\n\t\t\t\t    <input type=\"hidden\" name=\"_do\" value=\"newsletterForm-submit\">\n\t\t\t\t<\/div>\n                                <div><br>Odesl\u00e1n\u00edm formul\u00e1\u0159e souhlas\u00edte se <a href=\"\/ochrana-osobnich-udaju\">zpracov\u00e1n\u00edm osobn\u00edch \u00fadaj\u016f<\/a>.<\/div>\n\t\t\t<\/form>\n\t\t<\/div>\n\t\t\n\t\t<div class=\"newsletter-form__alert\" id=\"newsletter-form__alert\">\n\t\t\tByl v\u00e1m odesl\u00e1n potvrzovac\u00ed e-mail.&nbsp;<\/div>\n\t","protected":false},"excerpt":{"rendered":"<p>Hl\u00edd\u00e1te si, jestli se va\u0161e facebookov\u00e1 reklama nezobrazuje st\u00e1le stejn\u00fdm u\u017eivatel\u016fm? Uk\u00e1\u017eu v\u00e1m 7&nbsp;zp\u016fsob\u016f, jak bojovat proti vysok\u00e9 frekvenci a&nbsp;zv\u00fd\u0161it v\u00fdkon sv\u00fdch reklam.<\/p><\/p>\n","protected":false},"author":36,"featured_media":6734,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[49,227,228,102],"class_list":["post-5599","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-facebook-ads","tag-facebook-frekvence","tag-facebookova-reklama","tag-marketing-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak pracovat s frekvenc\u00ed 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\" href=\"https:\/\/igloonet.cz\/blog\/jak-pracovat-s-frekvenci-na-facebooku\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nenu\u010fte z\u00e1kazn\u00edky st\u00e1le stejnou reklamou\" \/>\n<meta property=\"og:description\" content=\"Hl\u00edd\u00e1te si, jestli se va\u0161e facebookov\u00e1 reklama nezobrazuje st\u00e1le stejn\u00fdm u\u017eivatel\u016fm? Uk\u00e1\u017eu v\u00e1m 7\u00a0zp\u016fsob\u016f, jak bojovat proti vysok\u00e9 frekvenci a\u00a0zv\u00fd\u0161it v\u00fdkon sv\u00fdch reklam.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/igloonet.cz\/blog\/jak-pracovat-s-frekvenci-na-facebooku\/\" \/>\n<meta property=\"og:site_name\" content=\"igloonet blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/igloonet\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-15T12:16:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-10T07:59:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/05\/20.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ond\u0159ej Kr\u00e1l\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Nenu\u010fte z\u00e1kazn\u00edky stejnou reklamou\" \/>\n<meta name=\"twitter:description\" content=\"Hl\u00edd\u00e1te si, jestli se va\u0161e facebookov\u00e1 reklama nezobrazuje st\u00e1le stejn\u00fdm u\u017eivatel\u016fm? Uk\u00e1\u017eu v\u00e1m 7 zp\u016fsob\u016f, jak bojovat proti vysok\u00e9 frekvenci a zv\u00fd\u0161it v\u00fdkon sv\u00fdch reklam.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2019\/05\/Twitter-L.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@igloonet\" \/>\n<meta name=\"twitter:site\" content=\"@igloonet\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ond\u0159ej Kr\u00e1l\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minut\" \/>\n<script type=\"application\/ld+json\" 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