[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.chezak.cz\/opravdu-vase-dsa-prevysuji-vykonem-standardni-reklamy-zjistete-to-s-timhle-skriptem-analyzy-pro-mereni-vykonu-kopie-reklamy\/#Article","mainEntityOfPage":"https:\/\/www.chezak.cz\/opravdu-vase-dsa-prevysuji-vykonem-standardni-reklamy-zjistete-to-s-timhle-skriptem-analyzy-pro-mereni-vykonu-kopie-reklamy\/","headline":"Opravdu va\u0161e DSA p\u0159evy\u0161uj\u00ed v\u00fdkonem standardn\u00ed reklamy? Zjist\u011bte to s t\u00edmhle skriptem anal\u00fdzy pro m\u011b\u0159en\u00ed v\u00fdkonu kopie reklamy.","name":"Opravdu va\u0161e DSA p\u0159evy\u0161uj\u00ed v\u00fdkonem standardn\u00ed reklamy? Zjist\u011bte to s t\u00edmhle skriptem anal\u00fdzy pro m\u011b\u0159en\u00ed v\u00fdkonu kopie reklamy.","description":"Nerad to \u0159\u00edk\u00e1m, ale zv\u011bsti jsou pravdiv\u00e9 \u2013 na velikosti z\u00e1le\u017e\u00ed. Nu\u017ee, tedy alespo\u0148 na velikosti kopie reklamy z\u00e1le\u017e\u00ed. Pro\u010d by jinak neust\u00e1le Google navy\u0161oval limit znak\u016f? Jejich pr\u016fzkum je toti\u017e dovedl ke zji\u0161t\u011bn\u00ed, \u017ee nov\u011b roz\u0161\u00ed\u0159en\u00e9 reklamy z\u00edsk\u00e1vaj\u00ed o patn\u00e1ct procent v\u00edce kliknut\u00ed, ne\u017e ostatn\u00ed form\u00e1ty. Ale opravdu ve skute\u010dnosti vyu\u017e\u00edv\u00e1te v\u0161echen prostor, kter\u00fd […]","datePublished":"2020-02-26","dateModified":"2020-02-26","author":{"@type":"Person","@id":"https:\/\/www.chezak.cz\/author\/devene\/#Person","name":"devene","url":"https:\/\/www.chezak.cz\/author\/devene\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/33549a3bd69022b5544ec751c6f690d75868252394a5ec007d9ed3f2c30f7874?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/33549a3bd69022b5544ec751c6f690d75868252394a5ec007d9ed3f2c30f7874?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"chezak.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.chezak.cz\/opravdu-vase-dsa-prevysuji-vykonem-standardni-reklamy-zjistete-to-s-timhle-skriptem-analyzy-pro-mereni-vykonu-kopie-reklamy\/","wordCount":577,"articleBody":"Nerad to \u0159\u00edk\u00e1m, ale zv\u011bsti jsou pravdiv\u00e9 \u2013 na velikosti z\u00e1le\u017e\u00ed. Nu\u017ee, tedy alespo\u0148 na velikosti kopie reklamy z\u00e1le\u017e\u00ed. Pro\u010d by jinak neust\u00e1le Google navy\u0161oval limit znak\u016f? Jejich pr\u016fzkum je toti\u017e dovedl ke zji\u0161t\u011bn\u00ed, \u017ee nov\u011b roz\u0161\u00ed\u0159en\u00e9 reklamy z\u00edsk\u00e1vaj\u00ed o patn\u00e1ct procent v\u00edce kliknut\u00ed, ne\u017e ostatn\u00ed form\u00e1ty. Ale opravdu ve skute\u010dnosti vyu\u017e\u00edv\u00e1te v\u0161echen prostor, kter\u00fd je v\u00e1m dostupn\u00fd? Pokud jste to je\u0161t\u011b nikdy netestovali, je nejvy\u0161\u0161\u00ed \u010das vyu\u017e\u00edt v\u00e1\u0161 v\u00fdkon reklamy na z\u00e1klad\u011b d\u00e9lky reklamy. S t\u00edmto skriptem, m\u016f\u017eete p\u0159esn\u011b tohle ud\u011blat \u2026a v\u00edce! M\u016f\u017eete pot\u00e9 porovnat v\u00fdkon standardn\u00edch reklam proti Dynamick\u00fdm reklam\u00e1m ve vyhled\u00e1v\u00e1n\u00ed (DSA \u2013 dynamic search ads) nap\u0159\u00ed\u010d cel\u00fdm va\u0161\u00edm \u00fa\u010dtem, tak\u017ee m\u016f\u017eete zkontrolovat, jestli DSA ve skute\u010dnosti funguj\u00ed nebo ne. By\u00b4t opravdu miluji Google, nem\u011bli byste jim v\u017edycky slep\u011b v\u011b\u0159it \u2013 testov\u00e1n\u00ed je kl\u00ed\u010dem! A co tento skript vlastn\u011b dok\u00e1\u017ee? Tento skript v\u00e1m dovol\u00ed vid\u011bt v\u00fdkon va\u0161ich reklam b\u011bhem minul\u00e9ho m\u011bs\u00edce, shrnut\u00fd po\u010dtem znak\u016f pou\u017eit\u00fdch v ka\u017ed\u00e9 \u010d\u00e1sti va\u0161\u00ed kopie reklamy: titulky, popisky, cesty. Tak\u017ee m\u016f\u017eete z\u00edskat shrnut\u00e9 statistiky pro titulek 1 o t\u0159iceti znac\u00edch, dvaceti dev\u00edti znac\u00edch a tak d\u00e1le. Pot\u00e9 si m\u016f\u017eete st\u00e1hnout hl\u00e1\u0161en\u00ed cel\u00e9ho \u00fa\u010dtu do Google tabulky a vytvo\u0159it tak celou \u0159adu tabulek: Titulek 1, titulek 2, titulek 3, popis 1, popis 2, popis 3, cesta 1, cesta 2 a cesta 3. Tak\u00e9 to vytv\u00e1\u0159\u00ed dal\u0161\u00ed t\u0159i tabulky (titulky, popisky a cesty), kde koncentruje hl\u00e1\u0161en\u00ed v\u0161echny dan\u00e9 komponenty. Pro ka\u017ed\u00fd z t\u011bchto komponent\u016f hl\u00e1\u0161en\u00ed ukazuje po\u010det reklam s jist\u00fdm po\u010dtem znak\u016f a pot\u00e9 se\u010dte kliknut\u00ed, dojmy, n\u00e1klady a p\u0159evody pro danou reklamu. Tak\u00e9 v\u00e1m to uk\u00e1\u017ee pr\u016fm\u011brnou cenu za jeden klik, pom\u011br kliknut\u00ed (CTR) a tak\u00e9 n\u00e1klad na akvizici (CPA). V tabulce titulk\u016f, DSA jsou ty, kter\u00e9 ukazuj\u00ed nula znak\u016f (by\u0165 nuly v popisku a cest\u011b nejsou nutn\u011b DSA), tak\u017ee jsou velice jednoduch\u00e9 na nalezen\u00ed. Porovn\u00e1n\u00edm jich se standardn\u00edmi reklamami m\u016f\u017eete zkontrolovat, jestli DSA skute\u010dn\u011b v\u00fdkonnostn\u011b p\u0159evy\u0161uj\u00ed roz\u0161\u00ed\u0159en\u00fd text reklam \u010di ne. Pro\u010d na tom z\u00e1le\u017e\u00ed? S v\u00edce prostorem v reklam\u011b, m\u016f\u017eete b\u00fdt daleko relevantn\u011bj\u0161\u00ed pro po\u017eadavek na vyhled\u00e1v\u00e1n\u00ed a tak\u00e9 pro c\u00edlovou str\u00e1nku. Jin\u00fdmi slovy, lep\u0161\u00ed sk\u00f3re kvality (a kdo by tohle necht\u011bl?). Nap\u0159\u00edklad, pokud je v\u00e1\u0161 v\u00fdkon CTR nedosta\u010duj\u00edc\u00ed pro dva titulky s t\u0159iceti znaky, mo\u017en\u00e1 byste cht\u011bli zv\u00e1\u017eit p\u0159id\u00e1n\u00ed t\u0159et\u00edho titulku nebo pou\u017eit\u00ed po\u010dtu slov daleko efektivn\u011bji. Pokud tedy spat\u0159\u00edte cesty o d\u00e9lce pouze p\u00e1r znak\u016f, pravd\u011bpodobn\u011b vynech\u00e1v\u00e1te hodnotn\u00e9 m\u00edsto, kter\u00e9 m\u016f\u017eete zaplnit. Del\u0161\u00ed cesty vypadaj\u00ed daleko p\u0159irozen\u011b pro u\u017eivatele a zlep\u0161uj\u00ed tak relevanci t\u00edm, \u017ee \u0159\u00edkaj\u00ed u\u017eivatel\u016fm, co by m\u011bli \u010dekat od p\u0159ist\u00e1vac\u00ed str\u00e1nky. M\u016f\u017eete tak\u00e9 ov\u011b\u0159it, jak\u00e9 procento va\u0161ich \u00fatrat p\u0159ich\u00e1z\u00ed z mal\u00e9ho prostoru reklam, tedy star\u00fdch \u00fa\u010dt\u016f se star\u00fdmi reklamn\u00edmi form\u00e1ty, kter\u00e9 je\u0161t\u011b nebyly aktualizov\u00e1ny.                                                                                                                                                                                                                                                                                                                                                                                                 "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Opravdu va\u0161e DSA p\u0159evy\u0161uj\u00ed v\u00fdkonem standardn\u00ed reklamy? 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