{"id":2128,"date":"2025-03-11T14:17:57","date_gmt":"2025-03-11T13:17:57","guid":{"rendered":"https:\/\/www.digiamo.cz\/?post_type=slovnik&p=2128"},"modified":"2025-03-11T14:17:57","modified_gmt":"2025-03-11T13:17:57","slug":"cpm","status":"publish","type":"slovnik","link":"https:\/\/new.digiamo.cz\/new\/slovnik\/cpm\/","title":{"rendered":"CPM: Co znamen\u00e1 v marketingu a jak jej vyu\u017e\u00edt?"},"content":{"rendered":"\n

Co je CPM? V\u00fdznam a definice<\/strong><\/h2>\n\n\n\n

CPM je zkratka pro “Cost Per Mille”<\/strong>, co\u017e v p\u0159ekladu znamen\u00e1 cena za tis\u00edc zobrazen\u00ed reklamy<\/strong>. Tento model platby za reklamu se nej\u010dast\u011bji vyu\u017e\u00edv\u00e1 v online marketingu, zejm\u00e9na v bannerov\u00e9 reklam\u011b, videoreklam\u011b a programatick\u00e9 reklam\u011b.<\/p>\n\n\n\n

Na rozd\u00edl od CPC (Cost Per Click<\/strong> \u2013 platba za kliknut\u00ed) nebo CPA (Cost Per Action<\/strong> \u2013 platba za akci) se u CPM neplat\u00ed za p\u0159\u00edmou interakci u\u017eivatele s reklamou, ale za jej\u00ed zobrazen\u00ed.<\/p>\n\n\n\n

Jak se CPM po\u010d\u00edt\u00e1?<\/strong><\/h2>\n\n\n\n

V\u00fdpo\u010det CPM je jednoduch\u00fd: CPM<\/strong> = (cena reklamy \/ po\u010det zobrazen\u00ed) \u00d7 1000<\/p>\n\n\n\n

Nap\u0159\u00edklad, pokud inzerent zaplat\u00ed 500 K\u010d<\/strong> za 50 000 zobrazen\u00ed<\/strong>, v\u00fdpo\u010det bude:<\/p>\n\n\n\n

CPM <\/strong>= (500 \/ 50 000) \u00d7 1000 = 10 K\u010d<\/p>\n\n\n\n

To znamen\u00e1, \u017ee inzerent zaplat\u00ed 10 K\u010d za ka\u017ed\u00fdch 1000 zobrazen\u00ed reklamy<\/strong>.<\/p>\n\n\n\n

CPM v marketingu: V\u00fdhody a nev\u00fdhody<\/strong><\/h2>\n\n\n\n

V\u00fdhody CPM<\/strong><\/h3>\n\n\n\n
    \n
  • Vhodn\u00e9 pro budov\u00e1n\u00ed zna\u010dky<\/strong> \u2013 CPM model je ide\u00e1ln\u00ed pro brand awareness kampan\u011b<\/strong>, proto\u017ee umo\u017e\u0148uje oslovit velk\u00e9 mno\u017estv\u00ed u\u017eivatel\u016f.<\/li>\n\n\n\n
  • P\u0159edv\u00eddateln\u00e9 n\u00e1klady<\/strong> \u2013 Inzerent p\u0159esn\u011b v\u00ed, kolik zaplat\u00ed za ur\u010dit\u00e9 mno\u017estv\u00ed zobrazen\u00ed.<\/li>\n\n\n\n
  • Efektivn\u00ed pro remarketing<\/strong> \u2013 CPM reklamy jsou v\u00fdhodn\u00e9 pro retargeting, kdy se reklama zobrazuje lidem, kte\u0159\u00ed ji\u017e nav\u0161t\u00edvili web.<\/li>\n<\/ul>\n\n\n\n

    Nev\u00fdhody CPM<\/strong><\/h3>\n\n\n\n
      \n
    • Nezaru\u010duje akce u\u017eivatel\u016f<\/strong> \u2013 Vysok\u00fd po\u010det zobrazen\u00ed neznamen\u00e1, \u017ee lid\u00e9 budou na reklamu klikat nebo konvertovat.<\/li>\n\n\n\n
    • Mo\u017en\u00fd probl\u00e9m s viditelnost\u00ed<\/strong> \u2013 Pokud reklama nen\u00ed um\u00edst\u011bna na dob\u0159e viditeln\u00e9m m\u00edst\u011b, m\u016f\u017ee b\u00fdt m\u00e9n\u011b efektivn\u00ed.<\/li>\n\n\n\n
    • N\u00edzk\u00e1 m\u00edra engagementu<\/strong> \u2013 CPM je vhodn\u00fd sp\u00ed\u0161e pro vizu\u00e1ln\u00ed reklamy ne\u017e pro kampan\u011b zam\u011b\u0159en\u00e9 na p\u0159\u00edmou odezvu.<\/li>\n<\/ul>\n\n\n\n

      CPM vs. CPC vs. CPA: Jak\u00fd model zvolit?<\/strong><\/h2>\n\n\n\n

      V\u00fdb\u011br spr\u00e1vn\u00e9ho modelu z\u00e1vis\u00ed na c\u00edlech kampan\u011b:<\/p>\n\n\n\n

      Model<\/th>Platba za<\/th>Vhodn\u00e9 pro<\/th><\/tr><\/thead>
      CPM<\/strong><\/td>1 000 zobrazen\u00ed<\/td>Budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce<\/td><\/tr>
      CPC<\/strong><\/td>Kliknut\u00ed na reklamu<\/td>V\u00fdkonnostn\u00ed marketing (PPC)<\/td><\/tr>
      CPA<\/strong><\/td>Po\u017eadovanou akci (n\u00e1kup, registrace)<\/td>Konverzn\u00ed kampan\u011b<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

      Pokud je c\u00edlem zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce, CPM je ide\u00e1ln\u00ed volbou. Naopak, pokud jde o maximalizaci konverz\u00ed, efektivn\u011bj\u0161\u00ed m\u016f\u017ee b\u00fdt CPC nebo CPA<\/strong>.<\/p>\n\n\n\n

      Kdy se vyplat\u00ed CPM?<\/strong><\/h2>\n\n\n\n
        \n
      • Brandingov\u00e9 kampan\u011b<\/strong> \u2013 Ide\u00e1ln\u00ed pro zvy\u0161ov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce.<\/li>\n\n\n\n
      • Remarketing<\/strong> \u2013 Kdy\u017e chcete znovu oslovit u\u017eivatele, kte\u0159\u00ed ji\u017e nav\u0161t\u00edvili v\u00e1\u0161 web.<\/li>\n\n\n\n
      • Reklama na velk\u00fdch platform\u00e1ch<\/strong> \u2013 CPM je \u010dasto vyu\u017e\u00edv\u00e1n v reklamn\u00edch s\u00edt\u00edch jako Google Display Network (GDN)<\/strong> nebo Facebook Ads<\/strong>.<\/li>\n<\/ul>\n\n\n\n

        Z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n

        CPM je kl\u00ed\u010dov\u00fdm metrikou v online marketingu, kter\u00e1 pom\u00e1h\u00e1 m\u011b\u0159it n\u00e1klady na osloven\u00ed velk\u00e9ho mno\u017estv\u00ed u\u017eivatel\u016f. Pokud chcete zv\u00fd\u0161it pov\u011bdom\u00ed o sv\u00e9 zna\u010dce nebo oslovit \u0161irok\u00e9 publikum, CPM m\u016f\u017ee b\u00fdt efektivn\u00ed volbou. Nicm\u00e9n\u011b, pokud je c\u00edlem p\u0159\u00edm\u00e1 akce (nap\u0159. kliknut\u00ed nebo n\u00e1kup), vhodn\u011bj\u0161\u00ed m\u016f\u017ee b\u00fdt CPC nebo CPA model<\/strong>.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"

        Co je CPM? V\u00fdznam a definice CPM je zkratka pro “Cost Per Mille”, co\u017e v p\u0159ekladu znamen\u00e1 cena za tis\u00edc zobrazen\u00ed reklamy. Tento model platby za reklamu se nej\u010dast\u011bji vyu\u017e\u00edv\u00e1 v online marketingu, zejm\u00e9na v bannerov\u00e9 reklam\u011b, videoreklam\u011b a programatick\u00e9 reklam\u011b. Na rozd\u00edl od CPC (Cost Per Click \u2013 platba za kliknut\u00ed) nebo CPA (Cost […]<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","meta":[],"categories":[26],"class_list":["post-2128","slovnik","type-slovnik","status-publish","hentry","category-online-marketing"],"meta_box":[],"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/slovnik\/2128","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/slovnik"}],"about":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/types\/slovnik"}],"author":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=2128"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=2128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}