[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.babako.cz\/jak-pouzit-kampane-v-google-shopping-k-navyseni-voditek-podniku-pro-b2b\/#Article","mainEntityOfPage":"https:\/\/www.babako.cz\/jak-pouzit-kampane-v-google-shopping-k-navyseni-voditek-podniku-pro-b2b\/","headline":"Jak pou\u017e\u00edt kampan\u011b v Google Shopping k nav\u00fd\u0161en\u00ed vod\u00edtek podniku pro B2B","name":"Jak pou\u017e\u00edt kampan\u011b v Google Shopping k nav\u00fd\u0161en\u00ed vod\u00edtek podniku pro B2B","description":"Recycle Away, mal\u00fd podnikatel, kter\u00fd poskytuje recykla\u010dn\u00ed kontejnery pro firmy i dom\u00e1cnosti, cht\u011bl zlep\u0161it jeho c\u00edlen\u00ed na firmy, zat\u00edmco by se zredukovaly n\u00e1klady na reklamu pro residen\u010dn\u00ed nakupuj\u00edc\u00ed. Tato dv\u011b obecenstva pou\u017e\u00edvaj\u00ed ty stejn\u00e9 po\u017eadavky na vyhled\u00e1v\u00e1n\u00ed, tak\u017ee aby splnila tuto v\u00fdzvu, musela agentura Metric Theory navrhnout p\u011bti-bodovou strategii za Continue Reading<\/a>","datePublished":"2020-02-08","dateModified":"2020-02-08","author":{"@type":"Person","@id":"https:\/\/www.babako.cz\/author\/#Person","name":"","url":"https:\/\/www.babako.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/9bbe1b3bd68cf5b616cc697a459b86e3be4df6c120806baf939f8aad94b0a3d6?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9bbe1b3bd68cf5b616cc697a459b86e3be4df6c120806baf939f8aad94b0a3d6?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"babako.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.babako.cz\/jak-pouzit-kampane-v-google-shopping-k-navyseni-voditek-podniku-pro-b2b\/","wordCount":785,"articleBody":"Recycle Away, mal\u00fd podnikatel, kter\u00fd poskytuje recykla\u010dn\u00ed kontejnery pro firmy i dom\u00e1cnosti, cht\u011bl zlep\u0161it jeho c\u00edlen\u00ed na firmy, zat\u00edmco by se zredukovaly n\u00e1klady na reklamu pro residen\u010dn\u00ed nakupuj\u00edc\u00ed. Tato dv\u011b obecenstva pou\u017e\u00edvaj\u00ed ty stejn\u00e9 po\u017eadavky na vyhled\u00e1v\u00e1n\u00ed, tak\u017ee aby splnila tuto v\u00fdzvu, musela agentura Metric Theory navrhnout p\u011bti-bodovou strategii za pou\u017eit\u00ed vod\u00edtko-k-obratu taktik, geografick\u00e9 c\u00edlen\u00ed a pokro\u010dilou segmentaci pro reklamy v\u00a0Google Shopping, technologii pro sledov\u00e1n\u00ed hovor\u016f a iniciativy marketingu na z\u00e1klad\u011b \u00fa\u010dtu.\u00a0\u201eNejsou to na\u0161i nejv\u011bt\u0161\u00ed klienti, ale dost\u00e1v\u00e1 se jim u n\u00e1s stejn\u00e9 inovativn\u00ed strategie, jako u v\u0161ech na\u0161ich klient\u016f,\u201c uvedl CEO Ken Baker z\u00a0agentury Metric Theory, \u201eTento p\u0159\u00edb\u011bh zahrnuje p\u0159evr\u00e1cen\u00ed konceptu n\u00e1kupn\u00edch reklam a vytv\u00e1\u0159en\u00ed strategii s\u00a0generac\u00ed vod\u00edtek nam\u00edsto toho, kter\u00e9 vedly tak\u00e9 k\u00a0obrovsk\u00e9mu r\u016fstu v\u00a0podnikov\u00fdch byznys vod\u00edtk\u00e1ch pro danou spole\u010dnost.\u201c\u00a0SEM kampa\u0148 agentury Metric Theory pro spole\u010dnost Recycle Away vy\u00fastila ve spln\u011bn\u00ed sv\u00fdch c\u00edl\u016f a z\u00edskala tak pro svou agenturu tu nejvy\u0161\u0161\u00ed poctu na leto\u0161n\u00edch Cen\u00e1ch Search Engine Land, kdy byla agentura jmenov\u00e1na Agenturou roku 2019 pro SEM.\u00a0\tP\u0159isuzov\u00e1n\u00ed sledov\u00e1n\u00ed a geo-c\u00edlen\u00ed\u00a0Valn\u00e1 v\u011bt\u0161ina placen\u00e9ho provozu z\u00a0vyhled\u00e1v\u00e1n\u00ed spole\u010dnosti Recycle Away p\u0159ich\u00e1z\u00ed z\u00a0reklam v\u00a0Google Shopping, co\u017e \u010din\u00ed cita\u010dn\u00ed sledov\u00e1n\u00ed daleko obt\u00ed\u017en\u011bj\u0161\u00ed. Metric Theory pracoval se sv\u00fdm klientem na vybudov\u00e1n\u00ed cookie syst\u00e9mu k\u00a0zachycen\u00ed URL parametr\u016f p\u0159i n\u00e1v\u0161t\u011bv\u00e1ch z\u00a0kampan\u00ed v\u00a0Google Shopping za \u00fa\u010delem spojit jednotliv\u00e9 citace k\u00a0reklam\u011b pro individu\u00e1ln\u00ed produkty, kter\u00e9 u\u017eivatel\u00e9 nakoupili. To dovolilo jejich t\u00fdmu pochopit v\u011bt\u0161\u00ed slo\u017een\u00ed obratu podle jednotliv\u00fdch produkt\u016f, krom\u011b p\u0159\u00edm\u00fdch prodej\u016f. Data byla pot\u00e9 pou\u017eita k\u00a0optimalizaci rozpo\u010dtu a p\u0159ihazov\u00e1n\u00ed.\u00a0Jakmile agentura MEtric Theory zvl\u00e1dla zp\u016fsob, jak\u00fdm nejl\u00e9pe optimalizovat rozpo\u010det reklam, vytvo\u0159ila pot\u00e9 strategii geografick\u00e9ho c\u00edlen\u00ed, kter\u00e1 se zam\u011b\u0159ila na m\u011bsta s\u00a0velk\u00fdm po\u010dtem obrovsk\u00fdch podnik\u016f a spole\u010dnost\u00ed a kter\u00e9 ned\u00e1vno prod\u011blaly n\u011bjak\u00e9 velk\u00e9 zm\u011bny v\u00a0recyklov\u00e1n\u00ed.\u00a0Agentura MEtric Theory tak\u00e9 vlo\u017eila n\u011bkter\u00e9 relevantn\u00ed kl\u00ed\u010dov\u00e9 slova lokac\u00ed do titulk\u016f produkt\u016f pro reklamy v\u00a0Google Shopping za pou\u017eit\u00ed programu pro feed management, aby tak mohli nav\u00fd\u0161it pod\u00edl dojm\u016f a CTR v\u00a0t\u011bchto trz\u00edch. Pokro\u010dil\u00e1 m\u011b\u0159en\u00ed segmentace nakupov\u00e1n\u00ed pot\u00e9 dovolila agentu\u0159e sm\u011b\u0159ovat vysoce c\u00edlen\u00e9 vyhled\u00e1v\u00e1n\u00ed pro byznys-specifick\u00e9 trhy na p\u0159\u00edslu\u0161n\u00e9 produkty za pou\u017eit\u00ed vlastn\u00edch zna\u010dek.\u00a0\tN\u00e1stroje pou\u017eit\u00e9\u00a0Agentura zvan\u00e1 CallRail a jej\u00ed \u0159e\u0161en\u00ed pro sledov\u00e1n\u00ed hovor\u016f, spole\u010dn\u011b s\u00a0programem pro sledov\u00e1n\u00ed citac\u00ed z\u00a0obratu pot\u00e9 agentura pou\u017eila k\u00a0tomu, aby data p\u0159i\u0159adila ke kampan\u00edm a skupin\u00e1m reklam pro daleko v\u00edce post\u0159eh\u016f ohledn\u011b p\u0159\u00edm\u00fdch v\u00fdsledk\u016f odpov\u011bd\u00ed.\u00a0Pro marketingovou \u010d\u00e1st zalo\u017eenou na \u00fa\u010dtu kampan\u011b spole\u010dnosti Recycle Away, Metric Theory pou\u017eila Kickfire k\u00a0identifikaci publika skrze IP Adresy, kter\u00e9 by pot\u00e9 mohly b\u00fdt sm\u011brov\u00e1ny zase do op\u011btovn\u00e9ho c\u00edlen\u00ed v\u00a0Google Ads. Tato taktika poh\u00e1n\u011bla zhruba dvou set procentn\u00ed obrat v\u00a0pom\u011bru prokliknut\u00ed, kdy\u017e byla m\u011b\u0159ena proti podobn\u00fdch srovnateln\u00fdm kampan\u00edm.\u00a0\tV\u00fdhern\u00ed v\u00fdsledky\u00a0Na konci t\u00e9to kampan\u011b strategie agentury Metric Theory pro spole\u010dnost Recycle Away vy\u00fastila ve v\u00edce ne\u017e pades\u00e1ti \u010dty\u0159 procentn\u00ed skok v\u00a0p\u0159\u00edm\u00e9m obratu, t\u0159iceti sedmi procentn\u00ed nav\u00fd\u0161en\u00ed v\u00a0citac\u00edch a tak\u00e9 t\u0159iceti dvou procentn\u00ed nav\u00fd\u0161en\u00ed p\u0159\u00edle\u017eitostn\u00ed pro z\u00edsk\u00e1n\u00ed obratu, kter\u00e9 jsou spojeny p\u0159\u00edmo se snahami vyhled\u00e1vac\u00edho marketingu, to v\u0161e spolu s\u00a0r\u016fstem n\u00e1klad\u016f o t\u0159icet osm procent za rok.\u00a0Baker tak\u00e9 uvedl, \u017ee nej\u00fa\u017easn\u011bj\u0161\u00ed v\u011bc, kterou spojuje s\u00a0v\u00fdhrou ceny pro agenturu roku za jeho kampa\u0148, byla bezpochyby odpov\u011b\u010f, kterou dostali od klient\u016f, zam\u011bstnanc\u016f, ale tak\u00e9 ostatn\u00edch agentur.\u00a0\u201eNa\u0161i klienti a zam\u011bstnanci jsou d\u016fvodem, pro\u010d jsme vyhr\u00e1li a to, \u017ee jsou na n\u00e1s py\u0161n\u00ed, pro n\u00e1s znamen\u00e1 cel\u00fd sv\u011bt,\u201c uvedl Baker, \u201etak\u00e9 jsme dostali celou \u0159adu osobn\u00edch gratulac\u00ed od v\u00fdkonn\u00fdch \u0159editel\u016f ostatn\u00edch agentur. Tohle pro n\u00e1s v\u0161echny hodn\u011b znamen\u00e1 a tak\u00e9 n\u00e1m to ukazuje p\u0159\u00e1telstv\u00ed, kter\u00e9 vl\u00e1dne v\u00a0na\u0161em pr\u016fmyslu.\u201c "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak pou\u017e\u00edt kampan\u011b v Google Shopping k nav\u00fd\u0161en\u00ed vod\u00edtek podniku pro B2B","item":"https:\/\/www.babako.cz\/jak-pouzit-kampane-v-google-shopping-k-navyseni-voditek-podniku-pro-b2b\/#breadcrumbitem"}]}]