{"id":3503,"date":"2020-08-24T18:45:50","date_gmt":"2020-08-24T16:45:50","guid":{"rendered":"https:\/\/digiamo.cz\/facebook-reklama-kompletni-navod\/"},"modified":"2020-08-24T18:45:50","modified_gmt":"2020-08-24T16:45:50","slug":"facebook-reklama-kompletni-navod","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/facebook-reklama-kompletni-navod\/","title":{"rendered":"Facebook reklama \u2013 kompletn\u00ed n\u00e1vod v roce 2020"},"content":{"rendered":"\n<p>Reklama na Facebooku (a reklama na Instagramu) m\u00e1 v&nbsp;dne\u0161n\u00ed dob\u011b v&nbsp;r\u00e1mci online marketingu mnoha firem velk\u00e9 zastoupen\u00ed. Jej\u00ed nesporn\u00e1 v\u00fdhoda je v&nbsp;tom, \u017ee ji m\u016f\u017eete vytv\u00e1\u0159et v&nbsp;mnoha form\u00e1tech a c\u00edl\u00ed na zhruba 2 miliardy lid\u00ed na sv\u011bt\u011b. P\u0159edev\u0161\u00edm ale maj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b o sv\u00fdch u\u017eivatel\u00edch mnoho informac\u00ed, kter\u00e9 m\u016f\u017eete jako inzerent p\u0159i c\u00edlen\u00ed reklam vyu\u017e\u00edt.<\/p>\n\n\n\n<p>Pokud jste se ji\u017e rozhodli marketingu na Facebooku vyu\u017e\u00edvat, ale nev\u00edte p\u0159esn\u011b, jak reklamu nastavit, p\u0159e\u010dt\u011bte si n\u00e1\u0161 podrobn\u00fd n\u00e1vod. Uk\u00e1\u017eeme v\u00e1m, jak se v&nbsp;prost\u0159ed\u00ed n\u00e1stroje pro spr\u00e1vu reklam na Facebooku pohybovat, jak reklamu nastavit a jak ji n\u00e1sledn\u011b vyhodnotit.<\/p>\n\n\n\n<p><strong>Obsah<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Pro\u010d reklamy na Facebooku vyu\u017e\u00edvat?<\/li>\n\n\n\n<li>Co mus\u00edte ud\u011blat pro to, abyste na Facebooku mohli inzerovat?\n<ol class=\"wp-block-list\">\n<li>Business Manager<\/li>\n\n\n\n<li>Facebookov\u00e1 str\u00e1nka<\/li>\n\n\n\n<li>Reklamn\u00ed \u00fa\u010det<\/li>\n\n\n\n<li>Facebook Pixel<\/li>\n<\/ol>\n<\/li>\n\n\n\n<li>Jakou zvolit strategii?<\/li>\n\n\n\n<li>Publika na Facebooku<\/li>\n\n\n\n<li>Jak se facebookov\u00e1 reklama vytvo\u0159\u00ed?\n<ol class=\"wp-block-list\">\n<li>Typy kampan\u00ed<\/li>\n\n\n\n<li>Um\u00edst\u011bn\u00ed reklam<\/li>\n\n\n\n<li>Rozpo\u010det a pl\u00e1n<\/li>\n\n\n\n<li>Form\u00e1ty reklam<\/li>\n<\/ol>\n<\/li>\n\n\n\n<li>Testov\u00e1n\u00ed a vyhodnocov\u00e1n\u00ed reklam<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pro\u010d reklamy na Facebooku vyu\u017e\u00edvat?<\/strong><\/h2>\n\n\n\n<p>Poj\u010fme si nejd\u0159\u00edve \u0159\u00edct, pro\u010d v\u016fbec do reklam na Facebooku investovat.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ka\u017ed\u00fd m\u011bs\u00edc Facebook pou\u017e\u00edv\u00e1 <strong>2,5 miliardy lid\u00ed<\/strong>. <a href=\"https:\/\/www.czechcrunch.cz\/2020\/02\/facebook-po-svete-pouziva-kazdy-mesic-25-miliardy-lidi-v-cesku-uz-je-to-vice-nez-polovina-populace\/\">V&nbsp;\u010cesk\u00e9 republice je to pak v\u00edce ne\u017e polovina obyvatel.<\/a><\/li>\n\n\n\n<li>Naprost\u00e1 v\u011bt\u0161ina t\u011bchto u\u017eivatel\u016f Facebooku pov\u011bd\u011blo, kolik je jim let, kde \u017eij\u00ed a jak\u00e9 jsou jejich z\u00e1jmy. V\u0161echny tyto informace m\u016f\u017eete jako inzerent v&nbsp;r\u00e1mci kampan\u00ed vyu\u017e\u00edt. <a href=\"https:\/\/blog.hootsuite.com\/facebook-statistics\/\">Nav\u00edc na Facebooku lid\u00e9 pr\u016fm\u011brn\u011b denn\u011b str\u00e1v\u00ed 38 minut<\/a>.<\/li>\n\n\n\n<li>Dle Hootsuite je Facebook <strong>3. nejnav\u0161t\u011bvovan\u011bj\u0161\u00ed str\u00e1nkou na sv\u011bt\u011b<\/strong> \u2013 hned po Google a Youtube.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/11\/12\/facebook-ad-benchmarks\">Facebook je relativn\u011b levnou platformou<\/a> (v z\u00e1vislosti na va\u0161em odv\u011btv\u00ed).<\/li>\n\n\n\n<li>Organick\u00fd z\u00e1sah p\u0159\u00edsp\u011bvk\u016f je posledn\u00ed dobou na Facebooku t\u00e9m\u011b\u0159 nulov\u00fd. Propagace va\u0161\u00ed firmy na t\u00e9to soci\u00e1ln\u00ed s\u00edti bez reklamy tak nebude moc siln\u00e1.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Co mus\u00edm ud\u011blat, abych mohl\/a na Facebooku inzerovat<\/strong><\/h2>\n\n\n\n<p>Pokud chcete reklamy na Facebooku vyu\u017e\u00edvat, mus\u00edte m\u00edt <strong>zalo\u017een\u00fd reklamn\u00ed \u00fa\u010det<\/strong>, kter\u00fd bude propojen s&nbsp;<strong>facebookovou str\u00e1nkou<\/strong>. Tento reklamn\u00ed \u00fa\u010det pot\u00e9 spravujete skrze Spr\u00e1vce reklam. Doporu\u010dujeme zalo\u017eit si <a href=\"https:\/\/business.facebook.com\/\">Business Manager<\/a>, co\u017e je bezplatn\u00fd facebookov\u00fd n\u00e1stroj, kter\u00fd v\u00e1m umo\u017en\u00ed z&nbsp;jednoho m\u00edsta spravovat reklamn\u00ed \u00fa\u010dty, facebookov\u00e9 firemn\u00ed str\u00e1nky, produktov\u00e9 katalogy, publika a dal\u0161\u00ed. Obsahuje tak\u00e9 pr\u00e1v\u011b zm\u00edn\u011bn\u00fd Spr\u00e1vce reklam. Prost\u011b v\u0161e na jednom m\u00edst\u011b. Hodit se v\u00e1m bude i v p\u0159\u00edpad\u011b, \u017ee by va\u0161e reklamy v&nbsp;budoucnu spravovala reklamn\u00ed agentura &#8211; je snaz\u0161\u00ed v\u0161e ovl\u00e1dat pomoc\u00ed Business Manageru.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Zalo\u017een\u00ed Business Manageru<\/strong><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>P\u0159ejd\u011bte na <a href=\"http:\/\/business.facebook.com\/create\">tuto<\/a> str\u00e1nku a vyberte Vytvo\u0159it \u00fa\u010det.<\/li>\n\n\n\n<li>P\u0159ihla\u0161te se pomoc\u00ed \u00fadaj\u016f k&nbsp;va\u0161emu facebookov\u00e9mu profilu a potvr\u010fte svou toto\u017enost.<\/li>\n\n\n\n<li>Dle dal\u0161\u00edch pokyn\u016f na str\u00e1nce si vytvo\u0159te firemn\u00ed \u00fa\u010det.<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>N\u00e1stroj Business Manager<\/strong><\/h4>\n\n\n\n<p>Takto vypad\u00e1 <strong>domovsk\u00e1 str\u00e1nka Business Manageru<\/strong>, kde vid\u00edte ve\u0161ker\u00e9 reklamn\u00ed \u00fa\u010dty a firemn\u00ed str\u00e1nky, kter\u00e9 jsou s&nbsp;t\u00edmto n\u00e1strojem spojeny.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/domovsk%C3%A1_str%C3%A1nka_business_manager-1.png\" alt=\"domovsk\u00e1 str\u00e1nka Business Manageru\" class=\"wp-image-29227\" title=\"Domovsk\u00e1 str\u00e1nka Business Manageru\"\/><\/figure>\n\n\n\n<p>D\u016fle\u017eit\u00e9 je horn\u00ed lev\u00e9 menu, kter\u00e9 otev\u0159ete kliknut\u00edm na t\u0159i \u010d\u00e1rky vedle n\u00e1zvu Business Manageru. Zde najdete ve\u0161ker\u00e9 d\u016fle\u017eit\u00e9 z\u00e1lo\u017eky.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-13.18.44-1.png\" alt=\"Menu a d\u016fle\u017eit\u00e9 z\u00e1lo\u017eky v Business Manageru.\" class=\"wp-image-29228\" style=\"width:1920px;height:927px\" title=\"Menu v Business Manageru\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Spr\u00e1vce reklam<\/strong> = ve Spr\u00e1vci reklam najdete sv\u00e9 reklamn\u00ed \u00fa\u010dty a ovl\u00e1d\u00e1te zde ve\u0161ker\u00e9 sv\u00e9 reklamn\u00ed kampan\u011b.<\/li>\n\n\n\n<li><strong>Nastaven\u00ed firmy<\/strong> = zde m\u016f\u017eete upravovat jednotliv\u00e1 nastaven\u00ed cel\u00e9ho Business Manageru, jako nap\u0159\u00edklad p\u0159\u00edstupy ostatn\u00edch lid\u00ed ke str\u00e1nk\u00e1m \u010di reklamn\u00edm \u00fa\u010dt\u016fm nebo informace o firm\u011b.<\/li>\n\n\n\n<li><strong>Spr\u00e1vce ud\u00e1lost\u00ed<\/strong> = skrze tohoto spr\u00e1vce nastavujete sv\u016fj Facebook Pixel a konverzn\u00ed akce.<\/li>\n\n\n\n<li><strong>Okruhy u\u017eivatel\u016f<\/strong> = zde se nastavuj\u00ed jednotliv\u00e1 publika, na kter\u00e1 chcete sv\u00e9 reklamy c\u00edlit.<\/li>\n\n\n\n<li><strong>Nastaven\u00ed \u00fa\u010dtu pro reklamu<\/strong> = zde m\u016f\u017eete upravovat nastaven\u00ed samotn\u00fdch reklamn\u00edch \u00fa\u010dt\u016f (nastaven\u00ed \u00fadaj\u016f o firm\u011b, nastaven\u00ed plateb, upozorn\u011bn\u00ed).<\/li>\n\n\n\n<li><strong>Kvalita \u00fa\u010dtu<\/strong> = zde m\u016f\u017eete sledovat, zda nem\u00e1te v&nbsp;reklamn\u00edch \u00fa\u010dtech n\u011bjak\u00e9 reklamy zam\u00edtnuty, \u010di zda nejsou na va\u0161e str\u00e1nky ze strany Facebooku uvalena omezen\u00ed.<\/li>\n\n\n\n<li><strong>A mnoho dal\u0161\u00edch z\u00e1lo\u017eek<\/strong>, ve kter\u00fdch najdete spousty n\u00e1stroj\u016f a nastaven\u00ed.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vytvo\u0159en\u00ed facebookov\u00e9 str\u00e1nky a jej\u00ed spojen\u00ed s&nbsp;Business Managerem<\/strong><\/h3>\n\n\n\n<p>Ka\u017ed\u00fd reklamn\u00ed \u00fa\u010det mus\u00ed b\u00fdt propojen s facebookovou str\u00e1nkou. Reklamy se v&nbsp;prost\u0159ed\u00ed Facebooku zobrazuj\u00ed pod jm\u00e9nem t\u00e9to str\u00e1nky. Pokud tedy facebookovou str\u00e1nku je\u0161t\u011b nem\u00e1te, je pot\u0159eba ji vytvo\u0159it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Facebookovou str\u00e1nku m\u00e1m<\/strong><\/h4>\n\n\n\n<p>Pokud ji\u017e facebookovou str\u00e1nku m\u00e1te, sta\u010d\u00ed ji do Business Manageru pouze p\u0159idat. M\u016f\u017eete tak ud\u011blat se v\u0161emi facebookov\u00fdmi str\u00e1nkami, kter\u00e9 chcete skrze tento n\u00e1stroj spravovat. Tuto mo\u017enost najdete v&nbsp;Nastaven\u00ed firmy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-13.22.56-1.png\" alt=\"Nastaven\u00ed firmy v menu Business Manageru.\" class=\"wp-image-29230\" style=\"width:1920px;height:928px\" title=\"Z\u00e1lo\u017eka nastaven\u00ed firmy Business Manager\"\/><\/figure>\n\n\n\n<p>Zde p\u0159ejd\u011bte k&nbsp;z\u00e1lo\u017ece Str\u00e1nky (<strong>1<\/strong>). Pod modr\u00fdm tla\u010d\u00edtkem + P\u0159idat (<strong>2<\/strong>) vyberte mo\u017enost \u201eP\u0159idat str\u00e1nku\u201c (<strong>3<\/strong>) a str\u00e1nku vyhledejte.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-13.24.59-1.png\" alt=\"Grafick\u00e9 zn\u00e1zorn\u011bn\u00ed postupu p\u0159id\u00e1n\u00ed facebookov\u00e9 str\u00e1nky do Business Manageru.\" class=\"wp-image-29231\" style=\"width:1920px;height:876px\" title=\"P\u0159id\u00e1n\u00ed str\u00e1nky do Business Manageru\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-13.38.48-1-300x264.png\" alt=\"Vyhled\u00e1v\u00e1n\u00ed facebookov\u00e9 str\u00e1nky v Business manageru.\" class=\"wp-image-29232\" title=\"Vyhled\u00e1n\u00ed fb str\u00e1nky v Business Manageru.\"\/><\/figure>\n\n\n\n<p>Nezapome\u0148te, \u017ee str\u00e1nku mus\u00edte vlastnit. Pokud str\u00e1nku nevlastn\u00edte, mus\u00edte postupovat p\u0159es mo\u017enost \u201ePo\u017e\u00e1dat o p\u0159\u00edstup ke str\u00e1nce\u201c a po\u010dkat, a\u017e va\u0161i \u017e\u00e1dost vlastn\u00edk str\u00e1nky p\u0159ijme (\u017e\u00e1dost najde mezi sv\u00fdmi facebookov\u00fdmi upozorn\u011bn\u00edmi na soukrom\u00e9m FB profilu).<\/p>\n\n\n\n<p>Po p\u0159id\u00e1n\u00ed str\u00e1nky (\u010di po schv\u00e1len\u00ed \u017e\u00e1dosti o p\u0159\u00edstup ke str\u00e1nce) se str\u00e1nka objev\u00ed v&nbsp;seznamu str\u00e1nek ve va\u0161em Business Manageru (<strong>4<\/strong>). To v\u0161ak nen\u00ed v\u0161e. V&nbsp;tomto seznamu na FB str\u00e1nku klikn\u011bte a p\u0159idejte v\u0161echny u\u017eivatele (v\u010detn\u011b sebe), kte\u0159\u00ed budou se str\u00e1nkou pracovat a pot\u0159ebuj\u00ed k&nbsp;n\u00ed p\u0159\u00edstup (<strong>5<\/strong>). K&nbsp;va\u0161emu Business Manageru m\u016f\u017ee m\u00edt p\u0159\u00edstup v\u00edce lid\u00ed, t\u00edmto krokem m\u016f\u017eete odli\u0161it, kdo bude m\u00edt p\u0159\u00edstup ke konkr\u00e9tn\u00edm str\u00e1nk\u00e1m. Nen\u00ed tedy nutn\u00e9, aby v\u0161ichni lid\u00e9, kte\u0159\u00ed maj\u00ed p\u0159\u00edstup do va\u0161eho Business Manageru, m\u011bli z\u00e1rove\u0148 p\u0159\u00edstup ke v\u0161em str\u00e1nk\u00e1m, reklamn\u00edm \u00fa\u010dt\u016fm apod.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Facebookovou str\u00e1nku nem\u00e1m<\/strong><\/h4>\n\n\n\n<p>V&nbsp;tom p\u0159\u00edpad\u011b bude t\u0159eba str\u00e1nku vytvo\u0159it. To m\u016f\u017eete ud\u011blat dv\u011bma zp\u016fsoby. Bu\u010f <a href=\"https:\/\/www.facebook.com\/pages\/creation\/\">pod t\u00edmto odkazem<\/a> vytvo\u0159\u00edte str\u00e1nku a pot\u00e9 si ji do Business Manageru p\u0159id\u00e1te stejn\u00fdm zp\u016fsobem, jak\u00fdm popisujeme v\u00fd\u0161e.<\/p>\n\n\n\n<p>Nebo str\u00e1nku vytvo\u0159\u00edte p\u0159\u00edmo v&nbsp;Business Manageru tak, \u017ee p\u0159ejdete do Nastaven\u00ed firmy. Zde klikn\u011bte na z\u00e1lo\u017eku Str\u00e1nky (<strong>1<\/strong>) a na modr\u00e9 tla\u010d\u00edtko \u201e+ P\u0159idat\u201c (<strong>2<\/strong>). Vyberte mo\u017enost \u201eVytvo\u0159it novou str\u00e1nku\u201c (<strong>3<\/strong>) a postupujte dle dal\u0161\u00edch pokyn\u016f. Po vytvo\u0159en\u00ed str\u00e1nky se v\u00e1m tato str\u00e1nka zobraz\u00ed v&nbsp;seznamu str\u00e1nek, kter\u00e9 m\u00e1te do Business Manageru p\u0159id\u00e1ny (<strong>4<\/strong>). Nezapome\u0148te ke ka\u017ed\u00e9 str\u00e1nce p\u0159idat \u010dlov\u011bka, kter\u00fd je s&nbsp;va\u0161\u00edm Business Managerem propojen\u00fd a kter\u00fd bude pot\u0159ebovat se str\u00e1nkou pracovat (<strong>5<\/strong>). Bez tohoto kroku by toti\u017e ke str\u00e1nce p\u0159\u00edstup nem\u011bl. M\u016f\u017eete tak odli\u0161it, kte\u0159\u00ed u\u017eivatel\u00e9 budou m\u00edt p\u0159\u00edstupy ke konkr\u00e9tn\u00edm str\u00e1nk\u00e1m, reklamn\u00edm \u00fa\u010dt\u016fm apod. a kte\u0159\u00ed ne.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-14.06.51.png\" alt=\"Vytvo\u0159en\u00ed nov\u00e9 facebookov\u00e9 str\u00e1nky v r\u00e1mci Business Manageru.\" class=\"wp-image-29233\" style=\"width:1920px;height:871px\" title=\"Nov\u00e1 str\u00e1nka Business Manager Facebook\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vytvo\u0159en\u00ed reklamn\u00edho \u00fa\u010dtu<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Reklamn\u00ed \u00fa\u010det m\u00e1m<\/strong><\/h4>\n\n\n\n<p>Pokud ji\u017e reklamn\u00ed \u00fa\u010det na Facebooku vytvo\u0159en\u00fd m\u00e1te, sta\u010d\u00ed ho s&nbsp;Business Managerem pouze propojit. To ud\u011bl\u00e1te v&nbsp;Nastaven\u00ed firmy. Zde p\u0159ejd\u011bte k&nbsp;z\u00e1lo\u017ece \u00da\u010dty pro reklamu (<strong>1<\/strong>) a pod modr\u00fdm tla\u010d\u00edtkem \u201e+ P\u0159idat\u201c (<strong>2<\/strong>) vyberte mo\u017enost \u201eP\u0159idat \u00fa\u010det pro reklamu\u201c (<strong>3<\/strong>). Do vyhled\u00e1vac\u00edho okna zadejte ID \u00fa\u010dtu a reklamn\u00ed \u00fa\u010det vyhledejte.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized P\u0159id\u00e1n\u00ed reklamn\u00edho \u00fa\u010dtu do Business Manageru.\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-14.28.54.png\" alt=\"Grafick\u00e9 zn\u00e1zorn\u011bn\u00ed postupu p\u0159id\u00e1n\u00ed reklamn\u00edho \u00fa\u010dtu FB do Business Manageru.\" class=\"wp-image-29234\" style=\"width:1920px;height:891px\" title=\"P\u0159id\u00e1n\u00ed reklamn\u00edho \u00fa\u010dtu do Business Manageru\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-14.33.00-300x251.png\" alt=\"Okno p\u0159id\u00e1n\u00ed \u00fa\u010dtu pro reklamu do Business Manageru\" class=\"wp-image-29235\" title=\"P\u0159id\u00e1n\u00ed reklamn\u00edho \u00fa\u010dtu do Business Manageru\"\/><\/figure>\n\n\n\n<p>Pokud reklamn\u00ed \u00fa\u010det nevlastn\u00edte, po\u017e\u00e1dejte o p\u0159\u00edstup k&nbsp;n\u011bmu pomoc\u00ed mo\u017enosti \u201ePo\u017e\u00e1dat o p\u0159\u00edstup k&nbsp;\u00fa\u010dtu pro reklamu\u201c. Zde zadejte ID \u00fa\u010dtu a vy\u010dkejte, a\u017e vlastn\u00edk \u00fa\u010dtu va\u0161i \u017e\u00e1dost p\u0159ijme. Tuto \u017e\u00e1dost najde mezi nov\u00fdmi upozorn\u011bn\u00edmi u sv\u00e9ho facebookov\u00e9ho profilu.<\/p>\n\n\n\n<p>Reklamn\u00ed \u00fa\u010dty propojen\u00e9 s&nbsp;Business Managerem se v\u00e1m zobraz\u00ed v&nbsp;seznamu reklamn\u00edch \u00fa\u010dt\u016f (<strong>4<\/strong>). Nezapome\u0148te ke ka\u017ed\u00e9mu \u00fa\u010dtu p\u0159idat \u010dlov\u011bka (v\u010detn\u011b sebe), kter\u00fd s&nbsp;\u00fa\u010dtem bude pracovat (<strong>5<\/strong>).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Reklamn\u00ed \u00fa\u010det nem\u00e1m<\/strong><\/h4>\n\n\n\n<p>Pokud reklamn\u00ed \u00fa\u010det je\u0161t\u011b nem\u00e1te vytvo\u0159en\u00fd, m\u016f\u017eete tak u\u010dinit p\u0159\u00edmo z&nbsp;prost\u0159ed\u00ed Business Manageru. P\u0159ejd\u011bte do Nastaven\u00ed firmy a zde vyberte z\u00e1lo\u017eku \u00da\u010dty pro reklamu (<strong>1<\/strong>). Pod modr\u00fdm buttonem \u201e+ P\u0159idat\u201c (<strong>2<\/strong>) klikn\u011bte na mo\u017enost \u201eVytvo\u0159it nov\u00fd \u00fa\u010det pro reklamu\u201c (<strong>3<\/strong>) a postupujte dle dal\u0161\u00edch pokyn\u016f. A\u017e budete m\u00edt reklamn\u00ed \u00fa\u010det vytvo\u0159en\u00fd, najdete ho v&nbsp;seznamu v\u0161ech \u00fa\u010dt\u016f pro reklamu, kter\u00e9 m\u00e1te s&nbsp;Business Managerem propojeny (<strong>4<\/strong>). Nezapome\u0148te ke ka\u017ed\u00e9mu reklamn\u00edmu \u00fa\u010dtu p\u0159idat u\u017eivatele (v\u010detn\u011b sebe), kte\u0159\u00ed budou reklamn\u00ed \u00fa\u010det spravovat (<strong>5<\/strong>). Jinak by tento \u00fa\u010det v\u016fbec nevid\u011bli.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-14.34.56.png\" alt=\"Grafick\u00e9 zn\u00e1zorn\u011bn\u00ed vytvo\u0159en\u00ed nov\u00e9ho reklamn\u00edho \u00fa\u010dtu v Business Manageru\" class=\"wp-image-29236\" style=\"object-fit:cover;width:1920px;height:1080px\" title=\"Vytvo\u0159en\u00ed reklamn\u00edho \u00fa\u010dtu v Business Manageru\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Facebook Pixel<\/strong><\/h3>\n\n\n\n<p>Facebook Pixel je d\u016fle\u017eit\u00fdm n\u00e1strojem pro <strong>m\u011b\u0159en\u00ed konverzn\u00edch akc\u00ed<\/strong>. Pokud chcete vyhodnocovat sv\u00e9 reklamn\u00ed kampan\u011b dle jejich v\u00fdkonu odv\u00edjej\u00edc\u00edho se od prodej\u016f, vypln\u011bn\u00fdch popt\u00e1vek \u010di dal\u0161\u00edch akc\u00edch na webu nebo v&nbsp;aplikaci, je pro v\u00e1s vytvo\u0159en\u00ed a spr\u00e1vn\u00e9 nastaven\u00ed Facebook Pixelu nutnost\u00ed.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Nastaven\u00ed Facebook Pixelu<\/h4>\n\n\n\n<p>P\u0159ejd\u011bte v&nbsp;Business Manageru do Spr\u00e1vce ud\u00e1lost\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.00.51.png\" alt=\"Kde hledat Spr\u00e1vce ud\u00e1lost\u00ed v Business Manageru\" class=\"wp-image-29237\" style=\"width:1920px;height:927px\" title=\"Spr\u00e1vce ud\u00e1lost\u00ed Business Manageru\"\/><\/figure>\n\n\n\n<p>Zde v&nbsp;prav\u00e9m horn\u00edm rohu vyberte reklamn\u00ed \u00fa\u010det, ke kter\u00e9mu chcete Facebook Pixel vytvo\u0159it a v&nbsp;lev\u00e9m vyj\u00ed\u017ed\u011bc\u00edm menu klikn\u011bte na \u201eP\u0159ipojit zdroje dat\u201c.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.04.20.png\" alt=\"Grafick\u00e9 zn\u00e1zorn\u011bn\u00ed p\u0159ipojen\u00ed zdroje dat v Business Manageru\" class=\"wp-image-29238\" style=\"width:1920px;height:964px\" title=\"P\u0159ipojen\u00ed zdroje dat v Business Manageru\"\/><\/figure>\n\n\n\n<p>Vyberte, zda chcete nastavit Facebook Pixel pro sv\u016fj web, aplikaci, \u010di zda chcete m\u011b\u0159it offline ud\u00e1losti. My se v&nbsp;tomto n\u00e1vodu zam\u011b\u0159\u00edme na m\u011b\u0159en\u00ed konverzn\u00edch akc\u00ed na webu.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.05.47-300x144.png\" alt=\"Okno p\u0159ipojen\u00ed nov\u00e9ho zdroje dat v Business Manageru\" class=\"wp-image-29239\" style=\"object-fit:cover\" title=\"Okno p\u0159ipojen\u00ed nov\u00e9ho zdroje dat Business Manager\"\/><\/figure>\n\n\n\n<p>V&nbsp;dal\u0161\u00edm kroku vyberte mo\u017enost Facebook Pixel.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.08.37-300x127.png\" alt=\"Okno nastaven\u00ed webov\u00e9 ud\u00e1losti v Business Manageru\" class=\"wp-image-29241\" title=\"Nastaven\u00ed webov\u00e9 ud\u00e1losti Business Manager\"\/><\/figure>\n\n\n\n<p>Sv\u016fj Facebook Pixel pojmenujte a zkontrolujte, zda k\u00f3d k&nbsp;jeho implementaci nen\u00ed mo\u017en\u00e9 na va\u0161e str\u00e1nky snadno nastavit skrze partnery (nap\u0159. WordPress, Shopify apod.).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.09.52-300x183.png\" alt=\"Okno p\u0159ipojen\u00ed aktivity na webu pomoc\u00ed Facebook Pixelu v Business Manageru\" class=\"wp-image-29242\" title=\"P\u0159ipojen\u00ed aktivity na webu pomoc\u00ed Facebook Pixelu Business Manager\"\/><\/figure>\n\n\n\n<p>V&nbsp;dal\u0161\u00edm kroku v\u00e1m Facebook nab\u00eddne, zda chcete k\u00f3d Facebook Pixelu na str\u00e1nky implementovat ru\u010dn\u011b \u010di pr\u00e1v\u011b skrze partnerskou integraci. My si uk\u00e1\u017eeme, jak k\u00f3d p\u0159idat na str\u00e1nky manu\u00e1ln\u011b.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.11.38-300x184.png\" alt=\"Okno p\u0159ipojen\u00ed aktivity na webu pomoc\u00ed pixelu v Business Manageru\" class=\"wp-image-29243\" title=\"P\u0159ipojen\u00ed aktivity na webu pomoc\u00ed pixelu Business Manager\"\/><\/figure>\n\n\n\n<p>Facebook zobraz\u00ed k\u00f3d, kter\u00fd je t\u0159eba p\u0159idat na ka\u017edou str\u00e1nku va\u0161eho webu dol\u016f do odd\u00edlu z\u00e1hlav\u00ed, hned nad tag . S&nbsp;t\u00edm v\u00e1m ur\u010dit\u011b pom\u016f\u017ee v\u00e1\u0161 webmaster.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.20.05-300x281.png\" alt=\"Okno p\u0159ipojen\u00ed aktivity na webu pomoc\u00ed pixelu - k\u00f3d v Business Manageru\" class=\"wp-image-29244\" title=\"P\u0159ipojen\u00ed aktivity na webu pomoc\u00ed pixelu - Business Manager\"\/><\/figure>\n\n\n\n<p>Proklikejte se a\u017e k&nbsp;dokon\u010den\u00ed nastaven\u00ed. Pot\u00e9 v\u00e1\u0161 Facebook Pixel uvid\u00edte ve Zdroj\u00edch dat. Nezapome\u0148te m\u00edt p\u0159epnuto na spr\u00e1vn\u00fd reklamn\u00ed \u00fa\u010det. Data za\u010dne Facebook Pixel zobrazovat a\u017e po spr\u00e1vn\u00e9 implementaci na web. Takt\u00e9\u017e nastavovat jednotliv\u00e9 m\u011b\u0159en\u00e9 ud\u00e1losti v\u00e1m Pixel umo\u017en\u00ed a\u017e po kontrole, \u017ee je na str\u00e1nk\u00e1ch nasazen spr\u00e1vn\u011b.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.25.18.png\" alt=\"Okno spr\u00e1vce ud\u00e1lost\u00ed v Business Manageru\" class=\"wp-image-29245\" style=\"width:1920px;height:965px\" title=\"Spr\u00e1vce ud\u00e1lost\u00ed Business Manager\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Nastaven\u00ed vlastn\u00edch konverzn\u00edch akc\u00ed<\/h4>\n\n\n\n<p>Z\u00e1kladn\u00ed Facebook Pixel m\u011b\u0159\u00ed pouze PageView \u2013 tedy n\u00e1v\u0161t\u011bvnost va\u0161eho webu. Pokud chcete p\u0159idat jin\u00e9 konverzn\u00ed akce, klikn\u011bte na zelen\u00fd button \u201e+ Vytvo\u0159it\u201c (<strong>1<\/strong>) a zvolte mo\u017enost \u201eVytvo\u0159it vlastn\u00ed konverzi\u201c (<strong>2<\/strong>).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.37.49.png\" alt=\"Grafick\u00e9 zn\u00e1zorn\u011bn\u00ed vytvo\u0159en\u00ed vlastn\u00edch konverz\u00ed ve Spr\u00e1vci ud\u00e1lost\u00ed v Business Manageru\" class=\"wp-image-29246\" style=\"width:1920px;height:968px\" title=\"Vytvo\u0159en\u00ed vlastn\u00edch konverz\u00ed ve Spr\u00e1vci ud\u00e1lost\u00ed\"\/><\/figure>\n\n\n\n<p>Zde m\u016f\u017eete vytv\u00e1\u0159et konverzn\u00ed akce, kter\u00e9 jsou <strong>specifikov\u00e1ny na z\u00e1klad\u011b URL adres<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.45.14.png\" alt=\"Okno vytvo\u0159en\u00ed vlastn\u00edch konverz\u00ed v Business Manageru\" class=\"wp-image-29247\" title=\"Vytvo\u0159en\u00ed vlastn\u00ed konverze Business Manager\"\/><\/figure>\n\n\n\n<p>Pokud nap\u0159\u00edklad chcete nastavit jako konverzi odesl\u00e1n\u00ed popt\u00e1vky, p\u0159i\u010dem\u017e po vypln\u011bn\u00ed popt\u00e1vkov\u00e9ho formul\u00e1\u0159e na va\u0161em webu u\u017eivatel p\u0159istane na speci\u00e1ln\u00ed str\u00e1nce, m\u016f\u017eete tak u\u010dinit skrze tento n\u00e1stroj. Sta\u010d\u00ed vyplnit N\u00e1zev, pop\u0159\u00edpad\u011b Popis vlastn\u00ed konverze a zadat c\u00edlovou URL, na kter\u00e9 potenci\u00e1ln\u00ed z\u00e1kazn\u00edk p\u0159istane, kdy\u017e formul\u00e1\u0159 ode\u0161le. Nap\u0159\u00edklad takto:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.51.35.png\" alt=\"P\u0159\u00edklad vytvo\u0159en\u00ed vlastn\u00ed konverze v Business Manageru\" class=\"wp-image-29248\" title=\"Vytvo\u0159en\u00ed vlastn\u00ed konverze Business Manager\"\/><\/figure>\n\n\n\n<p>Facebook Pixel pot\u00e9 zaznamen\u00e1 ka\u017edou ud\u00e1lost, p\u0159i kter\u00e9 se n\u011bkdo dostal na URL xxx\/odeslana-poptavka.<\/p>\n\n\n\n<p>Konverzn\u00ed akce v\u0161ak nejsou specifikov\u00e1ny pouze speci\u00e1ln\u00edmi dopadov\u00fdmi str\u00e1nkami. \u010casto chceme a pot\u0159ebujeme <strong>m\u011b\u0159it jednotliv\u00e9 ud\u00e1losti<\/strong> jako kliknut\u00ed na button, pop\u0159\u00edpad\u011b na jin\u00e9 prvky na str\u00e1nce (kliknut\u00ed na odkaz, p\u0159ehr\u00e1n\u00ed videa). Facebook ned\u00e1vno implementoval nov\u00fd n\u00e1stroj, kter\u00fd umo\u017e\u0148uje m\u011b\u0159it vlastn\u00ed konverzn\u00ed ud\u00e1losti bez nutnosti zasahovat do k\u00f3du webu. Tento n\u00e1stroj najdete pod tla\u010d\u00edtkem \u201eP\u0159idat ud\u00e1lost\u201c (<strong>1<\/strong>) jako mo\u017enost \u201eZ Facebook Pixelu\u201c (<strong>2<\/strong>).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-15.56.14.png\" alt=\"Kde naj\u00edt n\u00e1stroj zad\u00e1v\u00e1n\u00ed vlastn\u00edch ud\u00e1lost\u00ed v Business Manageru\" class=\"wp-image-29249\" style=\"width:1920px;height:966px\" title=\"Vlastn\u00ed ud\u00e1losti Business Manager\"\/><\/figure>\n\n\n\n<p>Zde vyberte \u201eSpustit n\u00e1stroj pro nastaven\u00ed ud\u00e1lost\u00ed\u201c.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.00.44-300x206.png\" alt=\"Okno n\u00e1stroje pro zad\u00e1v\u00e1n\u00ed vlastn\u00edch ud\u00e1lost\u00ed Business Manager\" class=\"wp-image-29251\" title=\"N\u00e1stroj pro vlastn\u00ed ud\u00e1losti Business Manager\"\/><\/figure>\n\n\n\n<p>Zadejte webovou str\u00e1nku, na kter\u00e9 chcete konverzn\u00ed akce nastavit a na kter\u00e9 je p\u0159\u00edslu\u0161n\u00fd Facebook Pixel implementov\u00e1n. Spr\u00e1vce ud\u00e1lost\u00ed na\u010dte va\u0161i webovou str\u00e1nku i s&nbsp;n\u00e1strojem, ve kter\u00e9m si naklik\u00e1te p\u0159\u00edmo v&nbsp;prost\u0159ed\u00ed va\u0161ich str\u00e1nek po\u017eadovan\u00e9 konverzn\u00ed akce. Ka\u017ed\u00e9 akci p\u0159i\u0159ad\u00edte jm\u00e9no, hodnotu a typ, o jakou konverzn\u00ed akci jde (N\u00e1kup, Potenci\u00e1ln\u00ed z\u00e1kazn\u00edk apod.). Takto m\u016f\u017eete nastavit libovoln\u00fd po\u010det vlastn\u00edch ud\u00e1lost\u00ed.<\/p>\n\n\n\n<p><strong>D\u016fle\u017eit\u00e9<\/strong>: Pokud chcete, aby Facebook Pixel mohlo spravovat v\u00edce lid\u00ed, pop\u0159\u00edpad\u011b jin\u00e1 agentura, je t\u0159eba jim tento p\u0159\u00edstup p\u0159i\u0159adit op\u011bt v&nbsp;Nastaven\u00ed firmy (<strong>1<\/strong>). Zde p\u0159ejd\u011bte do kategorie Zdroje dat na z\u00e1lo\u017eku Pixely (<strong>2<\/strong>). Klikn\u011bte na konkr\u00e9tn\u00ed Pixel v&nbsp;seznamu v\u0161ech Pixel\u016f (<strong>3<\/strong>) a p\u0159i\u0159a\u010fte k&nbsp;n\u011bmu v\u0161echny u\u017eivatele, kte\u0159\u00ed budou s&nbsp;Pixelem pracovat (<strong>4<\/strong>). Jinak k&nbsp;n\u011bmu nebudou m\u00edt p\u0159\u00edstup.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.10.25.png\" alt=\"Nastaven\u00ed p\u0159\u00edstupu k Facebook Pixelu v nastaven\u00ed firmy Business Manager\" class=\"wp-image-29252\" style=\"width:1920px;height:967px\" title=\"P\u0159\u00edstupy k Pixelu v Business Manageru\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jakou zvolit strategii?<\/strong><\/h2>\n\n\n\n<p>Aby byla reklama \u00fa\u010dinn\u00e1 a efektivn\u00ed, je t\u0159eba o n\u00ed p\u0159ed samotn\u00fdm zalo\u017een\u00edm kampan\u00ed trochu pop\u0159em\u00fd\u0161let. Koho chcete oslovit, v&nbsp;jak\u00e9 f\u00e1zi n\u00e1kupn\u00edho procesu se tito lid\u00e9 nach\u00e1z\u00ed, co jim chcete sd\u011blit? To v\u0161e hraje p\u0159i nastavov\u00e1n\u00ed reklamn\u00ed kampan\u011b velice d\u016fle\u017eitou roli.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sales funnel \u2013 prodejn\u00ed trycht\u00fd\u0159<\/strong><\/h3>\n\n\n\n<p>P\u0159edstavte si situaci, kdy u\u017eivatel internetu brouzd\u00e1 po jednotliv\u00fdch str\u00e1nk\u00e1ch a n\u011bkde na n\u011bj vykoukne reklama se zbo\u017e\u00edm \u010di slu\u017ebou, kter\u00e9 by se mu mo\u017en\u00e1 hodily, ale nijak zvl\u00e1\u0161\u0165 je nepot\u0159ebuje. Reklama by vedla na str\u00e1nky, o kter\u00fdch doposud nesly\u0161el. Takov\u00fd \u010dlov\u011bk by se reklamou proklikl na web, zbo\u017e\u00ed \u010di slu\u017ebu by si prohl\u00e9dl, zal\u00edbily se mu, rozhodl se koupit a n\u00e1kup dokon\u010dil. Takov\u00fd postup by se n\u00e1m velice zamlouval, ale m\u016f\u017eeme v\u00e1s ujistit, \u017ee k&nbsp;n\u011bmu doch\u00e1z\u00ed jen opravdu v\u00fdjime\u010dn\u011b.<\/p>\n\n\n\n<p>Ka\u017ed\u00fd z\u00e1kazn\u00edk se o sv\u00fdch n\u00e1kupech na internetu rozhoduje. Porovn\u00e1v\u00e1 sv\u00e9 pot\u0159eby, ceny, kvalitu, dodavatele\u2026 M\u016f\u017eete si do tohoto rozhodov\u00e1n\u00ed vlastn\u011b dosadit cokoliv. Cel\u00fd rozhodovac\u00ed proces jde pot\u00e9 p\u0159ev\u00e9st na takzvan\u00fd <strong>sales funnel neboli \u010desky prodejn\u00ed trycht\u00fd\u0159<\/strong>. Je to vlastn\u011b z\u00e1kazn\u00edkova cesta od okam\u017eiku, kdy se o va\u0161\u00ed firm\u011b dozv\u00ed a\u017e po samotn\u00fd n\u00e1kup.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/Obr%C3%A1zek1-300x220.png\" alt=\"Grafick\u00e9 zn\u00e1zorn\u011bn\u00ed sales funnelu\" class=\"wp-image-29253\" title=\"Sales funnel\"\/><\/figure>\n\n\n\n<p>Mus\u00edte si b\u00fdt v\u011bdomi, \u017ee je pot\u0159eba s&nbsp;potencion\u00e1ln\u00edm z\u00e1kazn\u00edkem pracovat a v&nbsp;online marketingu ho r\u016fzn\u00fdmi f\u00e1zemi tohoto trycht\u00fd\u0159e prov\u00e1d\u011bt.<\/p>\n\n\n\n<p>Facebook reklamy jsou skv\u011bl\u00e9 pro tzv. <strong>studen\u00e9 (chladn\u00e9) publikum<\/strong>. Jde o publikum, kter\u00e9 o va\u0161\u00ed firm\u011b nesly\u0161elo a nezn\u00e1 ji. Mo\u017en\u00e1 po\u0159\u00e1dn\u011b nezn\u00e1 ani v\u00e1\u0161 produkt. <strong>Tepl\u00e9 publikum<\/strong> oproti tomu jsou takov\u00ed lid\u00e9, kte\u0159\u00ed ji\u017e o va\u0161\u00ed firm\u011b v\u011bd\u00ed a v\u00e1\u0161 produkt znaj\u00ed. Nebo je\u0161t\u011b l\u00e9pe, \u017ee va\u0161e zbo\u017e\u00ed \u010di slu\u017ebu pot\u0159ebuj\u00ed. Takov\u00e9 tepl\u00e9 publikum se v\u016f\u010di reklam\u00e1m chov\u00e1 zna\u010dn\u011b jinak ne\u017e publikum studen\u00e9.<\/p>\n\n\n\n<p>Dobrou strategi\u00ed je si celou z\u00e1kazn\u00edkovu cestu (od studen\u00e9ho k&nbsp;tepl\u00e9mu publiku a\u017e po n\u00e1kup) ur\u010dit a vizualizovat do trycht\u00fd\u0159e. Na za\u010d\u00e1tku tohoto trycht\u00fd\u0159e jsou potenci\u00e1ln\u00ed z\u00e1kazn\u00edci, na konci jsou lid\u00e9, kte\u0159\u00ed v\u00e1\u0161 produkt zakoupili.<\/p>\n\n\n\n<p>Je t\u0159eba si rozmyslet, v&nbsp;jak\u00e9 f\u00e1zi facebookov\u00e9 reklamy vyu\u017eijete. Jak jsme ji\u017e psali v\u00fd\u0161e, inzerce na soci\u00e1ln\u00edch s\u00edt\u00edch pat\u0159\u00ed mezi ty levn\u011bj\u0161\u00ed, a proto je vhodn\u00e9 ji vyu\u017e\u00edvat k&nbsp;osloven\u00ed studen\u00e9ho publika. Mus\u00edte po\u010d\u00edtat s&nbsp;t\u00edm, \u017ee konverzn\u00ed pom\u011br studen\u00e9 n\u00e1v\u0161t\u011bvnosti bude dozajista men\u0161\u00ed ne\u017e konverzn\u00ed pom\u011br tepl\u00e9 n\u00e1v\u0161t\u011bvnosti a kampan\u011b c\u00edlen\u00e9 na toto publikum budou m\u00edt men\u0161\u00ed n\u00e1vratnost investic. Tyto kampan\u011b v\u0161ak zachycuj\u00ed va\u0161e potenci\u00e1ln\u00ed z\u00e1kazn\u00edky v&nbsp;horn\u00edch \u010d\u00e1st\u00edch sales funnelu a zaji\u0161\u0165uj\u00ed tedy, \u017ee m\u016f\u017eete s&nbsp;t\u011bmito lidmi d\u00e1le pracovat a postupn\u011b si je oh\u0159\u00edvat.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Uk\u00e1zka kampan\u00ed vybudovan\u00fdch dle prodejn\u00edho trycht\u00fd\u0159e<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>kampan\u011b pro studen\u00e9 publikum<\/strong> \u2013 v&nbsp;t\u00e9to f\u00e1zi je t\u0159eba publikum efektivn\u00edm zp\u016fsobem oslovit.\n<ul class=\"wp-block-list\">\n<li>M\u016f\u017eete tak u\u010dinit pomoc\u00ed tzv. <strong>brand kampan\u00ed<\/strong>, ve kter\u00fdch budete upozor\u0148ovat na svou zna\u010dku a produkt.<\/li>\n\n\n\n<li>Skv\u011blou strategi\u00ed je studen\u00e9mu publiku nab\u00eddnout n\u011bjak\u00fd <strong>p\u0159\u00ednosn\u00fd obsah zdarma<\/strong> \u2013 m\u016f\u017eete vytvo\u0159it pr\u016fvodce k&nbsp;va\u0161im slu\u017eb\u00e1m \u010di produktu, nebo n\u00e1vod, jak u\u0161et\u0159it. Tyto informace jim nab\u00eddn\u011bte v\u00fdm\u011bnou za jejich emailovou adresu \u010di p\u0159ihl\u00e1\u0161en\u00ed k&nbsp;newsletteru.<\/li>\n\n\n\n<li>M\u016f\u017eete jim tak\u00e9 nab\u00eddnout <strong>kupon \u010di slevu<\/strong>. Je vhodn\u00e9 toto publikum po interakci s&nbsp;reklamou v\u00e9st na speci\u00e1ln\u00ed dopadovou str\u00e1nku (tzv. <strong>landing page<\/strong>), kde jim tyto v\u00fdhody nab\u00eddnete. Na t\u00e9to str\u00e1nce m\u016f\u017eete m\u011b\u0159it i jin\u00e9 akce, nemus\u00ed to b\u00fdt nutn\u011b p\u0159ihl\u00e1\u0161en\u00ed k&nbsp;newsletteru. Na str\u00e1nce m\u016f\u017ee b\u00fdt um\u00edst\u011bn\u00e9 nap\u0159\u00edklad tla\u010d\u00edtko, kter\u00e9 po prokliku n\u00e1v\u0161t\u011bvn\u00edkovi vygeneruje k\u00f3d. Kliky na toto tla\u010d\u00edtko budete m\u011b\u0159it a hned m\u00e1te oh\u0159\u00e1t\u00e9 publikum, kter\u00e9 se skl\u00e1d\u00e1 z&nbsp;lid\u00ed, kte\u0159\u00ed na tla\u010d\u00edtko klikli, a tud\u00ed\u017e projevili o va\u0161e slu\u017eby z\u00e1jem. Z\u00e1rove\u0148 je dobr\u00e9 m\u00edt na t\u00e9to speci\u00e1ln\u00ed dopadov\u00e9 str\u00e1nce n\u011bkde cestu i k&nbsp;va\u0161\u00ed prodejn\u00ed str\u00e1nce.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>kampan\u011b pro zah\u0159\u00e1t\u00e9 publikum<\/strong> \u2013 v&nbsp;t\u00e9to f\u00e1zi je t\u0159eba oslovit publikum, kter\u00e9 jste si p\u0159edem oh\u0159\u00e1li.\n<ul class=\"wp-block-list\">\n<li>M\u016f\u017eete tak u\u010dinit prost\u0159ednictv\u00edm <strong>email marketingu.<\/strong><\/li>\n\n\n\n<li>Nebo m\u016f\u017eete vytvo\u0159it speci\u00e1ln\u00ed facebookovou reklamu, ve kter\u00e9 pomoc\u00ed <strong>remarketingu<\/strong> doru\u010d\u00edte oh\u0159\u00e1t\u00e9mu publiku dal\u0161\u00ed v\u00fdhodu \u010di je informujete o n\u011bjak\u00e9 akci.<\/li>\n\n\n\n<li>M\u016f\u017eete je tak\u00e9 <strong>vyzvat k samotn\u00e9 konverzn\u00ed akci<\/strong> &#8211; posl\u00e1n\u00ed popt\u00e1vky, n\u00e1kupu apod. Takov\u00e9 publikum je mnohem l\u00e9pe p\u0159ipraven\u00e9 u v\u00e1s nakoupit, proto\u017ee v\u00e1s ji\u017e znaj\u00ed a nach\u00e1z\u00ed se v dal\u0161\u00edch \u010d\u00e1stech va\u0161eho sales funnelu.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Porozum\u011bn\u00ed facebookov\u00e9mu algoritmu<\/strong><\/h3>\n\n\n\n<p>Pro dob\u0159e v\u00fdkonn\u00e9 reklamy je t\u0159eba p\u0159em\u00fd\u0161let i nad FB algoritmem, kter\u00fd va\u0161e reklamy hodnot\u00ed a dle toho je publiku doru\u010duje. C\u00edlem Facebooku je udr\u017eet sv\u00e9 u\u017eivatele v&nbsp;prost\u0159ed\u00ed soci\u00e1ln\u00edch s\u00edt\u00edch co nejd\u00e9le. Proto si jeho algoritmus vyb\u00edr\u00e1 takov\u00fd obsah, kter\u00fd pova\u017euje za zaj\u00edmav\u00fd a pro sv\u00e9 u\u017eivatele relevantn\u00ed a p\u0159\u00ednosn\u00fd.<\/p>\n\n\n\n<p>V\u017edy p\u0159em\u00fd\u0161lejte nad t\u00edm, jakou hodnotu reklama va\u0161emu c\u00edlov\u00e9mu publiku p\u0159in\u00e1\u0161\u00ed. Inspirovat se m\u016f\u017eete nap\u0159\u00edklad i u sv\u00e9 konkurence. Prohl\u00e9dnout jejich reklamy si m\u016f\u017eete ve&nbsp;<a href=\"https:\/\/www.facebook.com\/ads\/library\">facebookov\u00e9 knihovn\u011b reklam<\/a>. Zde m\u016f\u017eete naj\u00edt reklamy ka\u017ed\u00e9ho inzerenta, kter\u00fd inzerci na Facebooku vyu\u017e\u00edv\u00e1 a prozkoumat jejich dopadov\u00e9 str\u00e1nky.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.31.24@2x.png\" alt=\"Knihovna reklam na Facebooku\" class=\"wp-image-29254\" style=\"width:2634px;height:1878px\" title=\"Knihovna reklam na Facebooku\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Publika na Facebooku<\/strong><\/h2>\n\n\n\n<p>Publikum je <strong>okruh lid\u00ed<\/strong>, kter\u00fd je definov\u00e1n na z\u00e1klad\u011b r\u016fzn\u00fdch krit\u00e9ri\u00ed. T\u011bmi jsou v&nbsp;p\u0159\u00edpad\u011b Facebooku v\u011bk, pohlav\u00ed, lokalita, jazyk, dal\u0161\u00ed demografick\u00e9 \u00fadaje, z\u00e1jmy, chov\u00e1n\u00ed, typ spojen\u00ed s&nbsp;va\u0161\u00ed facebookovou str\u00e1nkou, aplikac\u00ed \u010di ud\u00e1lost\u00ed a vlastn\u00ed okruhy u\u017eivatel\u016f.<\/p>\n\n\n\n<p>M\u016f\u017eete tedy vytvo\u0159it publikum, kter\u00e9 bude tvo\u0159eno \u017eenami ve v\u011bku 35 \u2013 48 let, \u017eij\u00edc\u00edmi v&nbsp;Praze a se z\u00e1jmem o j\u00f3gu. M\u016f\u017eete tak\u00e9 definovat, \u017ee si nep\u0159ejete, aby do tohoto publika pat\u0159ily \u017eeny, kter\u00e9 jsou ji\u017e fanynkami va\u0161\u00ed facebookov\u00e9 str\u00e1nky, nebo kter\u00e9 se v&nbsp;minulosti \u00fa\u010dastnily va\u0161ich facebookov\u00fdch ud\u00e1lost\u00ed.<\/p>\n\n\n\n<p>Publika m\u016f\u017eete vytv\u00e1\u0159et v&nbsp;n\u00e1stroji Okruhy u\u017eivatel\u016f.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.37.02.png\" alt=\"Kde naj\u00edt v Business Manageru Okruhy u\u017eivatel\u016f\" class=\"wp-image-29255\" style=\"width:1920px;height:928px\" title=\"Okruhy u\u017eivatel\u016f Business Manager\"\/><\/figure>\n\n\n\n<p>V&nbsp;tomto n\u00e1stroji v&nbsp;r\u00e1mci Business Manageru m\u016f\u017eete vytv\u00e1\u0159et publika pro ve\u0161ker\u00e9 reklamn\u00ed \u00fa\u010dty, kter\u00e9 m\u00e1te s&nbsp;Business Managerem spojeny. Sta\u010d\u00ed mezi nimi p\u0159ep\u00ednat v&nbsp;prav\u00e9m horn\u00edm rohu (<strong>1<\/strong>).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.39.10.png\" alt=\"Vzhled n\u00e1stroje pro okruhy u\u017eivatel\u016f v Business Manageru\" class=\"wp-image-29256\" style=\"width:1920px;height:927px\" title=\"Okruhy u\u017eivatel\u016f Business Manager\"\/><\/figure>\n\n\n\n<p>Na t\u00e9to str\u00e1nce tak\u00e9 uvid\u00edte seznam v\u0161ech va\u0161ich publik (<strong>2<\/strong>), p\u0159i\u010dem\u017e na lev\u00e9 stran\u011b mezi nimi m\u016f\u017eete filtrovat (<strong>3<\/strong>). Pod modr\u00fdm buttonem \u201eVytvo\u0159it okruh u\u017eivatel\u016f\u201c (<strong>4<\/strong>) najdete mo\u017enosti, jak publika vytvo\u0159it.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.43.24.png\" alt=\"Typy okruh\u016f u\u017eivatel\u016f v Business Manageru\" class=\"wp-image-29257\" style=\"width:1920px;height:928px\" title=\"Typy okruh\u016f u\u017eivatel\u016f Business Manager\"\/><\/figure>\n\n\n\n<p><strong>Vlastn\u00ed okruh u\u017eivatel\u016f<\/strong> umo\u017e\u0148uje vytvo\u0159it publikum na z\u00e1klad\u011b va\u0161ich vlastn\u00edch zdroj\u016f \u010di zdroj\u016f Facebooku. Zde m\u016f\u017eete vytv\u00e1\u0159et remarketingov\u00e1 publika dle n\u00e1v\u0161t\u011bvnosti str\u00e1nek, vlastn\u00edho seznamu z\u00e1kazn\u00edk\u016f (nap\u0159. dle emailov\u00fdch adres) nebo t\u0159eba shl\u00e9dnut\u00ed videa.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-16.57.54@2x-300x226.png\" alt=\"Okno vytvo\u0159en\u00ed vlastn\u00edho okruhu u\u017eivatel\u016f v Business Manageru\" class=\"wp-image-29259\" title=\"Vlastn\u00ed okruh u\u017eivatel\u016f Business Manager\"\/><\/figure>\n\n\n\n<p><strong>Podobn\u00fd okruh u\u017eivatel\u016f<\/strong> umo\u017e\u0148uje vytv\u00e1\u0159et tzv. <strong>lookalike publika<\/strong>. To jsou publika, kter\u00e1 obsahuj\u00ed okruh u\u017eivatel\u016f podobn\u00fd jin\u00e9mu publiku. M\u016f\u017eete tak vytvo\u0159it publikum, kter\u00e9 bude podobn\u00e9 lidem, kte\u0159\u00ed u v\u00e1s ji\u017e nakoupili. Ve vlastn\u00edm okruhu u\u017eivatel\u016f vytvo\u0159\u00edte publikum z&nbsp;emailov\u00fdch adres va\u0161ich z\u00e1kazn\u00edk\u016f. Z&nbsp;tohoto publika pot\u00e9 vytvo\u0159\u00edte lookalike publikum. Facebook bude na z\u00e1klad\u011b demografick\u00fdch \u00fadaj\u016f a z\u00e1jm\u016f vyhled\u00e1vat lidi, kte\u0159\u00ed jsou va\u0161im z\u00e1kazn\u00edk\u016fm podobn\u00ed. M\u016f\u017eete ur\u010dit, jak\u00e9 procento nejpodobn\u011bj\u0161\u00edch lid\u00ed bude Facebook hledat.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-17.02.43@2x-300x171.png\" alt=\"Okno vlastn\u00edho okruhu u\u017eivatel\u016f v Business Manageru\" class=\"wp-image-29260\" title=\"Okno vlastn\u00edho okruhu u\u017eivatel\u016f Business Manager\"\/><\/figure>\n\n\n\n<p><strong>Ulo\u017een\u00fd okruh u\u017eivatel\u016f<\/strong> v\u00e1m d\u00e1v\u00e1 mo\u017enost vytvo\u0159it si publikum definovan\u00e9 dle demografick\u00fdch \u00fadaj\u016f, z\u00e1jm\u016f, chov\u00e1n\u00ed a dal\u0161\u00edch ukazatel\u016f.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-17.04.32@2x.png\" alt=\"Okno vytvo\u0159en\u00ed ulo\u017een\u00e9ho okruhu u\u017eivatel\u016f v Business Manageru\" class=\"wp-image-29261\" style=\"width:1804px;height:1544px\" title=\"Ulo\u017een\u00fd okruh u\u017eivatel\u016f Business Manager\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Za\u010d\u00edn\u00e1me! Aneb jak vytvo\u0159it facebookovou reklamu?<\/strong><\/h2>\n\n\n\n<p>Ve\u0161ker\u00e9 reklamy zakl\u00e1d\u00e1te a spravujete ve <strong>Spr\u00e1vci reklam<\/strong>. Ten najdete, jak jsme popisovali v\u00fd\u0161e, ve sv\u00e9m Business Manageru. Poj\u010fme si ho trochu popsat.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/07\/CleanShot-2020-07-30-at-17.07.04.png\" alt=\"P\u0159ehled spr\u00e1vce reklam v Business Manageru\" class=\"wp-image-29262\" style=\"width:1920px;height:966px\" title=\"Spr\u00e1vce reklam Business Manager\"\/><\/figure>\n\n\n\n<p>Vlevo naho\u0159e najdete button, kter\u00fdm m\u016f\u017eete p\u0159ep\u00ednat mezi jednotliv\u00fdmi reklamn\u00edmi \u00fa\u010dty (m\u016f\u017eete jich spravovat v\u00edce) (<strong>1<\/strong>). Vpravo naho\u0159e najdete tla\u010d\u00edtko, kter\u00fdm p\u0159ep\u00edn\u00e1te mezi r\u016fzn\u00fdmi obdob\u00edmi (<strong>2<\/strong>). Jednotliv\u00e9 karty Spr\u00e1vce reklam se d\u011bl\u00ed na Kampan\u011b, Sady reklam a Reklamy (<strong>3<\/strong>). Je d\u016fle\u017eit\u00e9 tuto hierarchii spr\u00e1vn\u011b pochopit. V&nbsp;tomto n\u00e1stroji vytv\u00e1\u0159\u00edte reklamy (obr\u00e1zky, videa, text, atd.). Reklamy mus\u00ed v\u017edy n\u00e1le\u017eet do ur\u010dit\u00e9 sady reklam a sady reklam mus\u00ed n\u00e1le\u017eet do ur\u010dit\u00e9 kampan\u011b. P\u0159i vytv\u00e1\u0159en\u00ed facebookov\u00fdch reklam v\u017edy postupujete sm\u011brem \u2013 kampa\u0148 \u2013 sady reklam \u2013 reklamy. Tomuto uspo\u0159\u00e1d\u00e1n\u00ed jsou uzp\u016fsobeny i jednotliv\u00e9 karty nad tabulkou s&nbsp;v\u00fdsledky.<\/p>\n\n\n\n<p>Abyste ve Spr\u00e1vci reklam n\u011bjak\u00e1 data vid\u011bli, mus\u00edte nejd\u0159\u00edve vytvo\u0159it alespo\u0148 jednu reklamn\u00ed kampa\u0148. <strong>Jak na to se do\u010dtete d\u00e1le.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>R\u016fzn\u00e9 typy kampan\u00ed s&nbsp;r\u016fzn\u00fdmi c\u00edli<\/strong><\/h3>\n\n\n\n<p>Pokud m\u00e1te zalo\u017een\u00fd reklamn\u00ed \u00fa\u010det, facebookovou str\u00e1nku a p\u0159ipravena publika, na kter\u00e1 chcete sv\u00e9 reklamy c\u00edlit, m\u016f\u017eete se pustit do vytv\u00e1\u0159en\u00ed jednotliv\u00fdch kampan\u00ed. Jak jsme popisovali v\u00fd\u0161e, je t\u0159eba se zamyslet nad c\u00edlem kampan\u00ed a jak\u00fdm zp\u016fsobem je za\u010dlen\u00edte do va\u0161eho sales funnelu. Od toho se odv\u00edj\u00ed, jak\u00fd typ reklamn\u00ed kampan\u011b budete na Facebooku vytv\u00e1\u0159et. M\u016f\u017eete si toti\u017e <strong>vybrat a\u017e z&nbsp;11 typ\u016f<\/strong>, kter\u00e9 jsou ji\u017e p\u0159edrozd\u011bleny do kategori\u00ed dle sales funnelu \u2013 pov\u011bdom\u00ed, zva\u017eov\u00e1n\u00ed, konverze. To by v\u00e1m mohlo pro za\u010d\u00e1tek se za\u0159azen\u00edm do prodejn\u00edho trycht\u00fd\u0159e alespo\u0148 trochu napov\u011bd\u011bt.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.16.50.png\" alt=\"Zn\u00e1zorn\u011bn\u00ed typ\u016f kampan\u00ed na Facebooku\" class=\"wp-image-29264\" title=\"Typy kampan\u00ed Business Manager\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Kategorie Pov\u011bdom\u00ed<\/strong><\/h4>\n\n\n\n<p>Tato kategorie kampan\u00ed je ur\u010dena pro reklamy, je\u017e maj\u00ed c\u00edlit na publikum, kter\u00e9 je na za\u010d\u00e1tku va\u0161eho prodejn\u00edho trycht\u00fd\u0159e. Jsou nastaveny tak, aby oslovily \u0161ir\u0161\u00ed publikum a zvy\u0161ovaly pov\u011bdom\u00ed o va\u0161\u00ed zna\u010dce, produktech \u010di slu\u017eb\u00e1ch.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Pov\u011bdom\u00ed o zna\u010dce<\/strong><\/p>\n\n\n\n<p>Pokud chcete oslovit lidi, kte\u0159\u00ed by mohli m\u00edt o va\u0161i zna\u010dku \u010di produkt z\u00e1jem, vyu\u017eijte kampan\u011b k&nbsp;budov\u00e1n\u00ed brandu \u2013 tedy k&nbsp;budov\u00e1n\u00ed <a href=\"https:\/\/new.digiamo.cz\/new\/slovnik\/brand-awareness\/\">pov\u011bdom\u00ed o zna\u010dce<\/a>.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Dosah<\/strong><\/p>\n\n\n\n<p>Pokud chcete va\u0161e reklamy zobrazit co nejv\u011bt\u0161\u00edmu po\u010dtu lid\u00ed, jsou kampan\u011b typu Dosah tou ide\u00e1ln\u00ed volbou.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Kategorie Zva\u017eov\u00e1n\u00ed<\/strong><\/h4>\n\n\n\n<p>Tato kategorie kampan\u00ed je ur\u010dena pro osloven\u00ed lid\u00ed v&nbsp;dal\u0161\u00ed \u010d\u00e1sti va\u0161eho sales funnelu. C\u00edle kampan\u00ed jsou nastaveny tak, aby publikum p\u0159im\u011bly k&nbsp;p\u0159em\u00fd\u0161len\u00ed o va\u0161\u00ed firm\u011b, zbo\u017e\u00ed \u010di slu\u017eb\u00e1ch a aby si o v\u00e1s lid\u00e9 vyhled\u00e1vali dal\u0161\u00ed informace.<\/p>\n\n\n\n<p><strong>Kampa\u0148 N\u00e1v\u0161t\u011bvnost<\/strong><\/p>\n\n\n\n<p>C\u00edlem t\u011bchto kampan\u00ed je nasm\u011brovat lidi na ur\u010dit\u00fd c\u00edl, jako je n\u00e1v\u0161t\u011bva webu, aplikace \u010di zah\u00e1jen\u00ed konverzace v&nbsp;Messengeru.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Projeven\u00fd z\u00e1jem<\/strong><\/p>\n\n\n\n<p>Pokud chcete zv\u00fd\u0161it z\u00e1jem o sv\u00e9 facebookov\u00e9 p\u0159\u00edsp\u011bvky, str\u00e1nku \u010di ud\u00e1lost, je tento typ kampan\u00ed ide\u00e1ln\u00ed volbou. C\u00edlem kampan\u011b je p\u0159im\u011bt publikum k&nbsp;projeven\u00e9mu z\u00e1jmu, jako jsou koment\u00e1\u0159e, to se mi l\u00edb\u00ed \u010di \u00fa\u010dast na facebookov\u00e9 ud\u00e1losti.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Instalace aplikace<\/strong><\/p>\n\n\n\n<p>Pokud chcete propagovat svoj\u00ed aplikaci a chcete, aby si j\u00ed st\u00e1hlo co nejv\u00edce lid\u00ed, zvolte tento typ kampan\u011b.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Zhl\u00e9dnut\u00ed videa<\/strong><\/p>\n\n\n\n<p>Tento typ kampan\u011b je ur\u010den pro co nej\u0161ir\u0161\u00ed distribuci va\u0161eho videa. Zajist\u00edte tak, aby va\u0161e video zhl\u00e9dlo velk\u00fd po\u010det lid\u00ed.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f<\/strong><\/p>\n\n\n\n<p>Tyto kampan\u011b jsou tzv. led-gen kampan\u011b. Pomoc\u00ed nich budou reklamy nav\u00e1d\u011bt lidi k&nbsp;vypln\u011bn\u00ed formul\u00e1\u0159e p\u0159\u00edmo v&nbsp;prost\u0159ed\u00ed Facebooku. M\u016f\u017eete tak z\u00edskat popt\u00e1vky, emailov\u00e9 adresy nebo jin\u00e9 informace, kter\u00e9 si v&nbsp;r\u00e1mci formul\u00e1\u0159e vy\u017e\u00e1d\u00e1te.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Zpr\u00e1vy<\/strong><\/p>\n\n\n\n<p>C\u00edlem kampan\u011b m\u016f\u017ee b\u00fdt zapo\u010dat\u00e1 konverzace v&nbsp;Messengeru. Pokud chcete takovou kampa\u0148 vytvo\u0159it, je pro v\u00e1s vhodn\u00fd pr\u00e1v\u011b tento typ reklam.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Kategorie Konverze<\/strong><\/h4>\n\n\n\n<p>Pokud sv\u00e9 facebookov\u00e9 kampan\u011b pl\u00e1nujete za\u0159adit a\u017e ke konci va\u0161eho sales funnelu, je pro to ide\u00e1ln\u00ed kategorie kampan\u00ed Konverze. Kampan\u011b maj\u00ed za c\u00edl p\u0159im\u011bt publikum ke konverzn\u00ed akci.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Konverze<\/strong><\/p>\n\n\n\n<p>Nastaven\u00ed a c\u00edle t\u00e9to kampan\u011b jsou uzp\u016fsobeny tomu, aby lid\u00e9, kte\u0159\u00ed maj\u00ed o va\u0161e zbo\u017e\u00ed \u010di slu\u017eby z\u00e1jem, povzbudily ke konverzn\u00edm akc\u00edm \u2013 a\u0165 u\u017e k&nbsp;n\u00e1kupu, \u010di k&nbsp;jak\u00fdmkoliv jin\u00fdm akc\u00edm.<\/p>\n\n\n\n<p><strong>Kampa\u0148 Prodeje z&nbsp;katalogu<\/strong><\/p>\n\n\n\n<p>Do Business Manageru m\u016f\u017eete nahr\u00e1t katalog va\u0161ich produkt\u016f a tyto produkty pot\u00e9 m\u016f\u017eete sv\u00fdm publik\u016fm zobrazovat. Kampan\u011b polo\u017eky zobrazuj\u00ed automaticky na z\u00e1klad\u011b va\u0161ich nastaven\u00fdch okruh\u016f u\u017eivatel\u016f a vede je k&nbsp;n\u00e1kup\u016fm.<\/p>\n\n\n\n<p><strong>Kampa\u0148 N\u00e1v\u0161t\u011bvnost obchodu<\/strong><\/p>\n\n\n\n<p>Pokud m\u00e1te kamennou pobo\u010dku a r\u00e1di byste, aby do n\u00ed zav\u00edtalo v\u00edce potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, je tento typ kampan\u00ed tou spr\u00e1vnou volbou. Reklamy se zobraz\u00ed pouze lidem, kte\u0159\u00ed se pr\u00e1v\u011b nach\u00e1zej\u00ed v&nbsp;bl\u00edzkosti va\u0161\u00ed prodejny.<\/p>\n\n\n\n<p>Je jasn\u00e9, \u017ee va\u0161\u00edm kone\u010dn\u00fdm c\u00edlem je v&nbsp;mnoha p\u0159\u00edpadech konverzn\u00ed akce. Chcete p\u0159edev\u0161\u00edm prod\u00e1vat. Proto by v\u00e1s mohlo l\u00e1kat nastavovat kampan\u011b pouze z&nbsp;kategorie Konverze. Nezapome\u0148te ale na prodejn\u00ed trycht\u00fd\u0159, kter\u00fd jsme popisovali v\u00fd\u0161e. Lid\u00e9 pot\u0159ebuj\u00ed k&nbsp;uskute\u010dn\u011bn\u00ed n\u00e1kupu \u010das. Pot\u0159ebuj\u00ed nejd\u0159\u00edve o va\u0161\u00ed firm\u011b, slu\u017eb\u011b \u010di produktu sly\u0161et, z\u00edskat v\u00edce informac\u00ed a porovnat v\u00e1s s&nbsp;konkurenc\u00ed. A\u017e po n\u011bjak\u00e9m \u010dase jsou ochotn\u00ed nakoupit. Proto by m\u011bly b\u00fdt v&nbsp;r\u00e1mci va\u0161eho online marketingu zastoupeny nejl\u00e9pe v\u0161echny t\u0159i kategorie kampan\u00ed (nemus\u00ed b\u00fdt v\u0161echny na Facebooku).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Tip:<\/strong> Obecn\u011b doporu\u010dujeme za\u010d\u00edt s&nbsp;kampan\u00ed N\u00e1v\u0161t\u011bvnost. Nejl\u00e9pe v\u0161ak ud\u011bl\u00e1te, kdy\u017e budete testovat. Spus\u0165te r\u016fzn\u00e9 typy a c\u00edle kampan\u00ed a vyhodno\u0165te, kter\u00e9 kampan\u011b si vedou nejl\u00e9pe.<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>M\u00e1m vybran\u00fd c\u00edl kampan\u011b, co d\u00e1l? Vybrat um\u00edst\u011bn\u00ed reklam.<\/strong><\/h3>\n\n\n\n<p>M\u00e1te vytvo\u0159en\u00e9 publikum, na kter\u00e9 chcete reklamy c\u00edlit a vybrali jste si, jak\u00fd typ kampan\u00ed budete vyu\u017e\u00edvat a s&nbsp;jak\u00fdm c\u00edlem. Skv\u011bl\u00e9! Dal\u0161\u00edm krokem je vybrat um\u00edst\u011bn\u00ed reklam. Facebookov\u00e9 reklamy nejsou pouze obr\u00e1zky v&nbsp;r\u00e1mci feedu. Reklamy se mohou zobrazovat na r\u016fzn\u00fdch m\u00edstech Facebooku, Instagramu, Messengeru a v&nbsp;r\u016fzn\u00fdch form\u00e1tech. My v\u00e1m nyn\u00ed jednotliv\u00e1 um\u00edst\u011bn\u00ed p\u0159edstav\u00edme.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Um\u00edst\u011bn\u00ed v&nbsp;r\u00e1mci Facebooku<\/strong><\/h4>\n\n\n\n<p>Na Facebooku m\u016f\u017eete sv\u00e9 reklamy um\u00edstit do kan\u00e1lu p\u0159\u00edsp\u011bvk\u016f. Reklama se tak m\u016f\u017ee zobrazit p\u0159\u00edmo mezi p\u0159\u00edsp\u011bvky, mezi p\u0159\u00edsp\u011bvky v&nbsp;Marketplace, ve videokan\u00e1lu, v&nbsp;prav\u00e9m sloupci na po\u010d\u00edta\u010di a v&nbsp;kan\u00e1lu skupin. Reklamy m\u016f\u017eete zobrazit tak\u00e9 ve facebookov\u00fdch&nbsp;p\u0159\u00edb\u011bz\u00edch, mezi v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed, v&nbsp;rychl\u00fdch \u010dl\u00e1nc\u00edch a v&nbsp;aplikac\u00edch (nap\u0159. hry).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Um\u00edst\u011bn\u00ed v&nbsp;r\u00e1mci Instagramu<\/strong><\/h4>\n\n\n\n<p>Na Instagramu m\u016f\u017eete sv\u00e9 reklamy zobrazovat mezi p\u0159\u00edsp\u011bvky, v&nbsp;odd\u00edlu Prozkoumat a v&nbsp;p\u0159\u00edb\u011bz\u00edch.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Um\u00edst\u011bn\u00ed v&nbsp;r\u00e1mci Messengeru<\/strong><\/h4>\n\n\n\n<p>V&nbsp;r\u00e1mci Messengeru se reklamy zobrazuj\u00ed mezi jednotliv\u00fdmi konverzacemi a v&nbsp;p\u0159\u00edb\u011bz\u00edch.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Tip:<\/strong> Pokud jste z&nbsp;toho trochu zmaten\u00ed, nezoufejte. P\u0159i vytv\u00e1\u0159en\u00ed reklamn\u00ed kampan\u011b v\u00e1m n\u00e1stroj n\u00e1zorn\u011b uk\u00e1\u017ee, kde bude reklama um\u00edst\u011bna a jak bude vypadat.<\/p>\n<\/blockquote>\n\n\n\n<p>M\u016f\u017eete tak\u00e9 vybrat, zda se maj\u00ed reklamy zobrazovat na mobiln\u00edm za\u0159\u00edzen\u00ed \u010di na PC (pop\u0159\u00edpad\u011b na oboj\u00edm). M\u016f\u017eete si tak\u00e9 vybrat, \u017ee chcete sv\u00e9 reklamy zobrazit jen mobil\u016fm s&nbsp;Android \u010di iOS syst\u00e9mem.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.25.06.png\" alt=\"Mo\u017enosti v\u00fdb\u011bru um\u00edst\u011bn\u00ed reklam na Facebooku a Instagramu\" class=\"wp-image-29266\" title=\"Um\u00edst\u011bn\u00ed reklam Business Manager\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rozpo\u010det a pl\u00e1n<\/strong><\/h3>\n\n\n\n<p>P\u0159i vytv\u00e1\u0159en\u00ed kampan\u00ed si mus\u00edte stanovit rozpo\u010det (<strong>1<\/strong>). Ten lze nastavit bu\u010f jako <strong>denn\u00ed nebo dlouhodob\u00fd<\/strong>. Dlouhodob\u00fdm rozpo\u010dtem nastav\u00edte \u010d\u00e1stku, kterou m\u00e1 Facebook za reklamn\u00ed sestavu (pop\u0159\u00edpad\u011b kampa\u0148) utratit za cel\u00e9 obdob\u00ed, po kter\u00e9 reklamy pob\u011b\u017e\u00ed.<\/p>\n\n\n\n<p>V&nbsp;tuto chv\u00edli je od Facebooku nastaven <strong>minim\u00e1ln\u00ed denn\u00ed rozpo\u010det na 23,14 K\u010d\/den na 1 sadu reklam<\/strong>. To znamen\u00e1, \u017ee pokud vytvo\u0159\u00edte kampa\u0148 s&nbsp;1 reklamn\u00ed sestavou, mus\u00edte nastavit rozpo\u010det minim\u00e1ln\u011b na tuto \u010d\u00e1stku. St\u00e1le to je v\u0161ak mal\u00fd rozpo\u010det na to, abyste spolehliv\u011b otestovali nastaven\u00e9 publikum, reklamy, um\u00edst\u011bn\u00ed apod.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Tip:<\/strong> Facebook doporu\u010duje nastavit denn\u00ed rozpo\u010det alespo\u0148 na 100 K\u010d\/den na ka\u017edou reklamn\u00ed sestavu.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.28.01.png\" alt=\"Nastaven\u00ed rozpo\u010dtu a pl\u00e1nu reklam na Facebooku\" class=\"wp-image-29267\" title=\"Rozpo\u010det a pl\u00e1n v Business Manageru\"\/><\/figure>\n\n\n\n<p>Z\u00e1rove\u0148 si vol\u00edte, na jak\u00e9 doru\u010dov\u00e1n\u00ed reklam chcete reklamn\u00ed sadu optimalizovat (<strong>2<\/strong>). M\u016f\u017eete si vybrat mezi zobrazen\u00edm domovsk\u00e9 str\u00e1nky, kliknut\u00edm na odkaz, zobrazen\u00edm reklamy a dosahem. Od toho se odv\u00edj\u00ed, <strong>jak v\u00e1m bude Facebook \u00fa\u010dtovat poplatky <\/strong>(<strong>3<\/strong>). Vybrat si m\u016f\u017eete mezi zobrazen\u00edm a kliknut\u00edm. Tedy, Facebook v\u00e1m strhne pen\u00edze bu\u010f za ka\u017ed\u00e9 zobrazen\u00ed reklamy nebo za ka\u017ed\u00e9 kliknut\u00ed. Mezi t\u011bmito mo\u017enostmi si ale nem\u016f\u017eete vybrat v\u017edy. Nap\u0159\u00edklad p\u0159i optimalizaci pro doru\u010dov\u00e1n\u00ed reklam na zobrazen\u00ed domovsk\u00e9 str\u00e1nky v\u00e1m Facebook umo\u017en\u00ed nastavit pouze platbu za zobrazen\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A te\u010f ji\u017e k&nbsp;samotn\u00fdm reklam\u00e1m<\/strong><\/h3>\n\n\n\n<p>Jak jsme ji\u017e zmi\u0148ovali v\u00fd\u0161e, ka\u017ed\u00e1 reklamn\u00ed kampa\u0148 mus\u00ed b\u00fdt na Facebooku spojena s&nbsp;facebookovou str\u00e1nkou. Proto je t\u0159eba nastavit, s&nbsp;jakou str\u00e1nkou se maj\u00ed reklamy propojit. Pokud budete inzerovat i na Instagramu, m\u00edsto facebookov\u00e9 str\u00e1nky m\u016f\u017eete u reklam v&nbsp;tomto prost\u0159ed\u00ed nastavit instragramov\u00fd profil.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.38.37.png\" alt=\"Nastaven\u00ed FB str\u00e1nky a IG profilu, pod kter\u00fdmi se budou reklamy na Facebooku zobrazovat\" class=\"wp-image-29269\" title=\"FB str\u00e1nka a IG profil Business Manager\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Form\u00e1t reklam<\/strong><\/h4>\n\n\n\n<p>P\u0159i vytv\u00e1\u0159en\u00ed reklam m\u016f\u017eete zvolit mezi rozd\u00edln\u00fdmi form\u00e1ty. Bu\u010f zvol\u00edte klasicky <strong>jeden obr\u00e1zek nebo video<\/strong>. Obr\u00e1zk\u016f m\u016f\u017eete do reklamy p\u0159idat i v\u00edce \u2013 jedn\u00e1 se o form\u00e1t <strong>Sb\u00edrka<\/strong>. \u010clov\u011bk si pak obr\u00e1zky m\u016f\u017ee rozkliknout do v\u011bt\u0161\u00ed velikosti a prohl\u00ed\u017eet si je. <strong>Rotuj\u00edc\u00ed form\u00e1t<\/strong> jsou tzv. <strong>carousel ads<\/strong>. Zde m\u016f\u017eete p\u0159idat v\u00edce obr\u00e1zk\u016f a ke ka\u017ed\u00e9mu p\u0159i\u0159adit vlastn\u00ed nadpis a popisek. \u010clov\u011bk pot\u00e9 jednotliv\u00e9 karti\u010dky proklik\u00e1v\u00e1 pomoc\u00ed \u0161ipky.<\/p>\n\n\n\n<p>M\u016f\u017eete tak\u00e9 vytvo\u0159it <strong>dynamick\u00e9 form\u00e1ty reklam a dynamick\u00fd obsah<\/strong>, kter\u00fd se bude m\u011bnit na z\u00e1klad\u011b toho, co Facebook vyhodnot\u00ed v dan\u00e9 chv\u00edli doru\u010dov\u00e1n\u00ed reklam jako nejv\u00fdkonn\u011bj\u0161\u00ed. Zad\u00e1te do reklamy v\u00edce obr\u00e1zk\u016f a r\u016fzn\u00e9 texty a algoritmus s\u00e1m vyhodnot\u00ed, co v reklam\u011b zobraz\u00ed. M\u016f\u017eete tak\u00e9 p\u0159idat tzv. <strong>Rychl\u00e9 prost\u0159ed\u00ed<\/strong>. Po interakci s reklamou \u010dlov\u011bk nep\u0159istane na va\u0161ich webov\u00fdch str\u00e1nk\u00e1ch, nicm\u00e9n\u011b v rychl\u00e9m prost\u0159ed\u00ed &#8211; str\u00e1nce v prost\u0159ed\u00ed Facebooku, kter\u00e1 bude obsahovat r\u016fzn\u00e9 sd\u011blen\u00ed. Facebook se sna\u017e\u00ed udr\u017eet u\u017eivatele na sv\u00e9 platform\u011b a \u0159\u00edk\u00e1 se, \u017ee jsou d\u00edky tomu reklamy s rychl\u00fdm prost\u0159ed\u00edm levn\u011bj\u0161\u00ed. Bohu\u017eel nem\u00e1me dostatek dat k tomu, abychom to potvrdili \u010di vyvr\u00e1tili. Za otestov\u00e1n\u00ed to ale stoj\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.40.48.png\" alt=\"Nastaven\u00ed form\u00e1tu reklam na Facebooku a Instagramu\" class=\"wp-image-29270\" title=\"Form\u00e1t reklam Business Manager\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Vzhled reklamy<\/strong><\/h4>\n\n\n\n<p>Jak u\u017e v\u00edte, reklamy maj\u00ed na Facebooku, Instagramu a Messengeru r\u016fzn\u00e1 um\u00edst\u011bn\u00ed. Od toho se tak\u00e9 odv\u00edj\u00ed jejich vzhled. P\u0159i nastavov\u00e1n\u00ed obr\u00e1zku (pop\u0159\u00edpad\u011b videa), textu a dal\u0161\u00edch \u010d\u00e1st\u00ed reklamy v\u00e1m Spr\u00e1vce reklam rovnou zobrazuje, jak budou reklamy v&nbsp;jednotliv\u00fdch um\u00edst\u011bn\u00edch vypadat. Mezi um\u00edst\u011bn\u00edmi se proklik\u00e1v\u00e1te pomoc\u00ed prav\u00e9ho posuvn\u00e9ho sloupce.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.50.12.png\" alt=\"N\u00e1hledy vzhled\u016f reklam v Business Manageru\" class=\"wp-image-29271\" title=\"N\u00e1hledy vzhledu reklam ve Spr\u00e1vci reklam Facebook\"\/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Tip: Specifikace obr\u00e1zk\u016f a vide\u00ed pro jednotliv\u00e1 um\u00edst\u011bn\u00ed najdete <a href=\"https:\/\/www.facebook.com\/business\/ads-guide\/image\">pod t\u00edmto odkazem<\/a>. Zde si tak\u00e9 m\u016f\u017eete prohl\u00ed\u017eet, jak v\u0161echna um\u00edst\u011bn\u00ed vypadaj\u00ed.<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Obr\u00e1zky:<\/strong><\/p>\n\n\n\n<p>Typ souboru: JPG nebo PNG<\/p>\n\n\n\n<p>Pom\u011br stran:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>1:1 pro kan\u00e1ly, rychl\u00e9 \u010dl\u00e1nky, videokan\u00e1ly, Marketplace, doru\u010den\u00e9 zpr\u00e1vy v&nbsp;Messengeru<\/li>\n\n\n\n<li>1,91:1 pro kan\u00e1ly, rychl\u00e9 \u010dl\u00e1nky, prav\u00fd sloupec na PC, videokan\u00e1ly, v\u00fdsledky hled\u00e1n\u00ed, Audience Network<\/li>\n\n\n\n<li>9:16 pro stories<\/li>\n<\/ul>\n\n\n\n<p>Aby byla reklama co nejefektivn\u011bji doru\u010dov\u00e1na, text v&nbsp;obr\u00e1zku <strong>nesm\u00ed p\u0159es\u00e1hnout 20 % jej\u00edho obsahu<\/strong>. To m\u016f\u017eete kontrolovat v&nbsp;<a href=\"https:\/\/www.facebook.com\/ads\/tools\/text_overlay\">tomto facebookov\u00e9m n\u00e1stroji<\/a>.<\/p>\n\n\n\n<p><strong>Videa:<\/strong><\/p>\n\n\n\n<p>Typ souboru: <a href=\"https:\/\/www.facebook.com\/business\/help\/1640701476174343?id=603833089963720\">zde<\/a><\/p>\n\n\n\n<p>Pom\u011br stran:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>9:16 a\u017e 16:9<\/li>\n<\/ul>\n\n\n\n<p>Velikost videosouboru: max 4 GB<\/p>\n\n\n\n<p>Maxim\u00e1ln\u00ed d\u00e9lka videa: 240 minut<\/p>\n\n\n\n<p>Zvuk videa: voliteln\u00e9, av\u0161ak doporu\u010den\u00e9<\/p>\n\n\n\n<p>Pokud byste nap\u0159\u00edklad pro p\u0159\u00edb\u011bhy cht\u011bli pou\u017e\u00edt jin\u00fd form\u00e1t banneru, m\u016f\u017eete si toto um\u00edst\u011bn\u00ed (a jak\u00e9koliv jin\u00e9) p\u0159izp\u016fsobit zde.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.53.41.png\" alt=\"Kde naj\u00edt \u00fapravy vzhledu reklam pro jednotliv\u00e1 um\u00edst\u011bn\u00ed na Facebooku\" class=\"wp-image-29272\" title=\"\/Prava jednotliv\u00fdch um\u00edst\u011bn\u00ed Spr\u00e1vce reklam Facebook\"\/><\/figure>\n\n\n\n<p>Zde n\u011bkolik p\u0159\u00edklad\u016f facebookov\u00e9 reklamy pro inspiraci:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-15.58.59.png\" alt=\"N\u00e1hled reklamy \u010cesk\u00e9 spo\u0159itelny\" class=\"wp-image-29273\" title=\"FB reklama \u010cesk\u00e1 spo\u0159itelna\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-07-07-at-14.08.32@2x.png\" alt=\"N\u00e1hled reklamy Va\u0161e\u010co\u010dky.cz na Facebooku\" class=\"wp-image-29274\" style=\"width:742px;height:1036px\" title=\"FB reklama Va\u0161e\u010co\u010dky.cz\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-07-07-at-14.06.56@2x.png\" alt=\"N\u00e1hled reklamy Footshop na Facebooku\" class=\"wp-image-29275\" title=\"FB reklama Footshop\"\/><\/figure>\n\n\n\n<p>Nezapome\u0148te si zapnout <strong>sledov\u00e1n\u00ed skrze Facebook Pixel<\/strong>, pop\u0159\u00edpad\u011b dal\u0161\u00ed akce a vytvo\u0159te si spr\u00e1vn\u00e9 URL parametry \u2013 neboli <strong>UTM tagy<\/strong>. D\u00edky nim m\u016f\u017eete vid\u011bt v\u00fdkon facebookov\u00fdch kampan\u00ed v&nbsp;Google Analytics a dob\u0159e je tak porovn\u00e1vat s&nbsp;ostatn\u00edmi kan\u00e1ly.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-16.04.34.png\" alt=\"Nastaven\u00ed sledov\u00e1n\u00ed konverz\u00ed ve Spr\u00e1vci reklam Facebook\" class=\"wp-image-29276\" title=\"Sledov\u00e1n\u00ed konverz\u00ed Business Manager\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Testov\u00e1n\u00ed a vyhodnocov\u00e1n\u00ed reklam<\/strong><\/h2>\n\n\n\n<p>Jakmile m\u00e1te reklamy spu\u0161t\u011bn\u00e9, m\u016f\u017eete za\u010d\u00edt pozorovat jejich v\u00fdkon. Ze za\u010d\u00e1tku byste m\u011bli <strong>testovat, testovat, testovat<\/strong>. Toto si vryjte do pam\u011bti. Je toti\u017e celkem v\u00fdjime\u010dn\u00e9, \u017ee tref\u00edte tu spr\u00e1vnou kreativu reklamy, to spr\u00e1vn\u00e9 publikum a spr\u00e1vn\u00e9 zac\u00edlen\u00ed a um\u00edst\u011bn\u00ed na poprv\u00e9. Vy\u010dle\u0148te si tedy ze za\u010d\u00e1tku rozpo\u010det na testov\u00e1n\u00ed v\u0161eho, co jsme pr\u00e1v\u011b vyjmenovali a jednotliv\u00e9 prom\u011bnn\u00e9 mezi sebou testujte. M\u016f\u017eete tak u\u010dinit i pomoc\u00ed <strong>n\u00e1stroje A\/B test<\/strong> p\u0159\u00edmo ve Spr\u00e1vci reklam. P\u0159i vytv\u00e1\u0159en\u00ed nov\u00e9 kampan\u011b za\u0161krtn\u011bte u \u201eVytvo\u0159it A\/B test\u201c zapnuto a vyberte, co chcete testovat. Kampa\u0148 pot\u00e9 sama test provede a po \u010dase, kter\u00fd nastav\u00edte, reklamy ukon\u010d\u00ed a vyhodnot\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-16.08.56.png\" alt=\"Vytvo\u0159en\u00ed A\/B testov\u00e1n\u00ed ve Spr\u00e1vci reklam\" class=\"wp-image-29277\" title=\"A\/B testov\u00e1n\u00ed spr\u00e1vce reklam\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>P\u0159ehled kampan\u00ed ve Spr\u00e1vci reklam<\/strong><\/h3>\n\n\n\n<p>Kampan\u011b m\u016f\u017eete sledovat p\u0159\u00edmo ve Spr\u00e1vci reklam. D\u016fle\u017eit\u00fdmi tla\u010d\u00edtky je trojice button\u016f v&nbsp;prav\u00e9 \u010d\u00e1sti nad tabulkou.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-16.10.33.png\" alt=\"Rozhran\u00ed Spr\u00e1vce reklam v Business Manageru\" class=\"wp-image-29278\" style=\"width:1920px;height:969px\" title=\"Spr\u00e1vce reklam na Facebooku\"\/><\/figure>\n\n\n\n<p><strong>Tla\u010d\u00edtkem Sloupce<\/strong> si m\u016f\u017eete p\u0159idat \u010di odebrat jednotliv\u00e9 sloupce v&nbsp;tabulce kampan\u00ed. Doporu\u010dujeme si sloupce p\u0159izp\u016fsobit v\u017edy tomu, jak\u00e9 kampan\u011b a s&nbsp;jak\u00fdmi c\u00edli m\u00e1te spu\u0161t\u011bny. Nastaven\u00ed si m\u016f\u017eete ulo\u017eit jako p\u0159edvolbu.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-16.18.29@2x.png\" alt=\"Nastaven\u00ed sloupc\u016f ve Spr\u00e1vci reklam\" class=\"wp-image-29279\" title=\"Sloupce spr\u00e1vce reklam\"\/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Tip:<\/strong> Pokud chcete na za\u010d\u00e1tek poradit co sledovat, m\u016f\u017eete si nastavit zobrazov\u00e1n\u00ed t\u011bchto sloupc\u016f (se\u0159azeno dle stejn\u00e9ho \u0159azen\u00ed, v&nbsp;jak\u00e9m jsou se\u0159azeny jednotliv\u00e9 metriky v&nbsp;nastaven\u00ed sloupc\u016f): v\u00fdsledky, v\u00fdsledn\u00e1 m\u00edra, dosah, \u010detnost, zobrazen\u00ed, doru\u010dov\u00e1n\u00ed, vydan\u00e1 \u010d\u00e1stka, kliknut\u00ed (v\u0161e), CPC (v\u0161e), CTR (v\u0161e), hodnocen\u00ed kvality, hodnocen\u00ed m\u00edry projeven\u00e9ho z\u00e1jmu, hodnocen\u00ed konverzn\u00edho pom\u011bru, cena za v\u00fdsledek, kliknut\u00ed na odkaz, CTR (m\u00edra prokliku na odkaz), CPC (cena za kliknut\u00ed na odkaz), konverze (dle toho, co m\u00e1te nastaveno v&nbsp;Pixelu), n\u00e1zev kampan\u011b, sada reklam, konec, strategie nab\u00eddky, rozpo\u010det, pl\u00e1n, posledn\u00ed v\u00fdrazn\u00e1 \u00faprava<\/p>\n<\/blockquote>\n\n\n\n<p>Pokud m\u00e1te spu\u0161t\u011bny videoreklamy, m\u016f\u017eete si mezi sloupce p\u0159idat metriky z&nbsp;kategorie M\u00e9dia. Nebo pokud propagujete p\u0159\u00edsp\u011bvek, m\u016f\u017eete sledovat, jak si vede pomoc\u00ed sloupc\u016f z&nbsp;kategorie P\u0159\u00edsp\u011bvek str\u00e1nky.<\/p>\n\n\n\n<p>Dal\u0161\u00edm d\u016fle\u017eit\u00fdm <strong>tla\u010d\u00edtkem je Rozd\u011blen\u00ed<\/strong>. Zde si m\u016f\u017eete jednotliv\u00e9 kampan\u011b segmentovat dle r\u016fzn\u00fdch \u00fadaj\u016f jako je \u010das, v\u011bk \u010di pohlav\u00ed publika, um\u00edst\u011bn\u00ed, regionu \u010di akce. Tato segmentace v\u00e1m velice napov\u00ed, jak kampan\u011b optimalizovat, nebo co pop\u0159\u00edpad\u011b testovat. D\u00edky segmentaci m\u016f\u017eete nap\u0159\u00edklad zjistit, \u017ee jste za publikum ve v\u011bku 18 \u2013 25 let zaplatili velk\u00e9 pen\u00edze, ale toto publikum na str\u00e1nk\u00e1ch nekonvertuje. Z&nbsp;kampan\u011b ho tak vylou\u010d\u00edte.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2020\/08\/CleanShot-2020-08-03-at-16.20.44.png\" alt=\"Nastaven\u00ed segmentace Spr\u00e1vce reklam\" class=\"wp-image-29280\" style=\"width:1920px;height:969px\" title=\"Segmentace spr\u00e1vce reklam\"\/><\/figure>\n\n\n\n<p>Pod <strong>tla\u010d\u00edtkem Reporty<\/strong> najdete n\u011bkolik p\u0159ednastaven\u00fdch report\u016f p\u0159\u00edmo od Facebooku.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>P\u00e1r tip\u016f na z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nebojte se skrze Knihovnu reklam na Facebooku inspirovat od velk\u00fdch zna\u010dek, kter\u00e9 p\u016fsob\u00ed v&nbsp;podobn\u00e9m oboru jako vy.<\/li>\n\n\n\n<li>Pou\u017e\u00edvejte v&nbsp;hojn\u00e9 m\u00ed\u0159e vlastn\u00ed publika. A\u0165 u\u017e je budete tvo\u0159it na z\u00e1klad\u011b interakce s&nbsp;va\u0161\u00ed facebookovou str\u00e1nkou, p\u0159\u00edsp\u011bvkem \u010di ud\u00e1lost\u00ed nebo na z\u00e1klad\u011b Facebook Pixelu. Tito lid\u00e9 budou mnohem v\u00edce naklon\u011bn\u00ed k&nbsp;dokon\u010den\u00ed konverzn\u00ed akce. Z&nbsp;t\u011bchto publik pot\u00e9 vytv\u00e1\u0159ejte lookalike publika.<\/li>\n\n\n\n<li>V\u017edy si stanovte c\u00edle kampan\u00ed. Dle t\u011bchto c\u00edl\u016f pot\u00e9 kampan\u011b optimalizujte a vyhodnocujte.<\/li>\n\n\n\n<li>M\u011b\u0159te konverze. Konverzn\u00ed akc\u00ed nemus\u00ed b\u00fdt jen c\u00edlov\u00e1 ud\u00e1lost (nap\u0159. n\u00e1kup), ale tak\u00e9 kliknut\u00ed na tla\u010d\u00edtko \u010di nav\u0161t\u00edven\u00ed speci\u00e1ln\u00ed str\u00e1nky.<\/li>\n\n\n\n<li>Dejte si pozor na p\u0159\u00edli\u0161 mal\u00e1 publika. Pro takov\u00fd okruh lid\u00ed se pot\u00e9 reklamy mohou st\u00e1t neviditeln\u00fdmi.<\/li>\n\n\n\n<li>V&nbsp;r\u00e1mci Spr\u00e1vce reklam si m\u016f\u017eete nastavit automatick\u00e1 pravidla, d\u00edky kter\u00fdm m\u016f\u017eete \u010d\u00e1st sv\u00e9 pr\u00e1ce automatizovat.<\/li>\n<\/ul>\n\n\n\n<p>Facebookov\u00e9 reklamy a cel\u00fd n\u00e1stroj Business Manageru by si jist\u011b zaslou\u017eily v\u011bt\u0161\u00edho pops\u00e1n\u00ed. C\u00edlem tohoto \u010dl\u00e1nku je reklamy na t\u00e9to platform\u011b p\u0159edstavit a majitel\u016fm firem (pop\u0159\u00edpad\u011b za\u010d\u00e1te\u010dn\u00edk\u016fm v&nbsp;PPC reklam\u00e1ch) poradit, jak facebookovou reklamu zalo\u017eit a jak nad n\u00ed p\u0159em\u00fd\u0161let. Douf\u00e1me, \u017ee jsme tento c\u00edl naplnili.<\/p>\n\n\n\n<p>Pokud v\u00e1s k\u00a0\u010dl\u00e1nku napad\u00e1 jak\u00fdkoliv koment\u00e1\u0159 \u010di pozn\u00e1mka, pod\u011blte se o n\u011b s\u00a0n\u00e1mi v koment\u00e1\u0159\u00edch. Takt\u00e9\u017e pokud v\u00edte o n\u011bkom, komu by mohl \u010dl\u00e1nek pomoci, budeme r\u00e1di za jeho sd\u00edlen\u00ed. <\/p>\n\n\n\n<p>Pokud byste rad\u011bji PPC reklamy p\u0159enechali n\u011bkomu zku\u0161en\u011bj\u0161\u00edmu, m\u016f\u017eete si prohl\u00e9dnout <a href=\"https:\/\/new.digiamo.cz\/new\/ppc\/\">na\u0161e slu\u017eby<\/a>.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Reklama na Facebooku (a reklama na Instagramu) m\u00e1 v&nbsp;dne\u0161n\u00ed dob\u011b v&nbsp;r\u00e1mci online marketingu mnoha firem velk\u00e9 zastoupen\u00ed. Jej\u00ed nesporn\u00e1 v\u00fdhoda je v&nbsp;tom, \u017ee ji m\u016f\u017eete vytv\u00e1\u0159et v&nbsp;mnoha form\u00e1tech a c\u00edl\u00ed na zhruba 2 miliardy lid\u00ed na sv\u011bt\u011b. P\u0159edev\u0161\u00edm ale maj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b o sv\u00fdch u\u017eivatel\u00edch mnoho informac\u00ed, kter\u00e9 m\u016f\u017eete jako inzerent p\u0159i c\u00edlen\u00ed reklam vyu\u017e\u00edt. [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":368,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,29],"tags":[],"class_list":["post-3503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-social"],"meta_box":{"nadpis_cta":"","podnadpis_cta":"","text_button_cta":"","link_button_cta":""},"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/3503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/comments?post=3503"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/3503\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/368"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=3503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=3503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=3503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}