{"id":5836,"date":"2019-02-18T09:00:59","date_gmt":"2019-02-18T08:00:59","guid":{"rendered":"https:\/\/2019.prague.wordcamp.org\/?p=5836"},"modified":"2019-02-18T09:00:59","modified_gmt":"2019-02-18T08:00:59","slug":"petr-lipovsky-predpoklady-uspesne-ppc-kampane","status":"publish","type":"post","link":"https:\/\/prague.wordcamp.org\/2019\/petr-lipovsky-predpoklady-uspesne-ppc-kampane\/","title":{"rendered":"Petr Lipovsk\u00fd – p\u0159edpoklady \u00fasp\u011b\u0161n\u00e9 PPC kampan\u011b"},"content":{"rendered":"

Ahoj Pet\u0159e,
\n<\/b>na sv\u00e9m webu se p\u0159edstavuje\u0161 jako specialista na on-line marketing se zam\u011b\u0159en\u00edm na spr\u00e1vu PPC kampan\u00ed, SEO a UX. Jak\u00fd je tv\u016fj typick\u00fd klient a co pro n\u011bj konkr\u00e9tn\u011b d\u011bl\u00e1\u0161?<\/b><\/h2>\n
M\u016fj typick\u00fd klient je v\u011bt\u0161inou firma, kter\u00e1 provozuje jeden nebo v\u00edce e-shopov\u00fdch str\u00e1nek. M\u00e1m i klienty s klasickou webovou prezentac\u00ed, kte\u0159\u00ed nab\u00edzej\u00ed bu\u010f produkty nebo slu\u017eby, ale v\u011bt\u0161inou je to e-shop. Pro v\u0161echny klienty spravuji pr\u00e1v\u011b PPC kampan\u011b a pro v\u011bt\u0161inu z nich je to pr\u00e1v\u011b s p\u0159esahem na SEO a UX. Ono PPC a SEO jdou ruku v ruce a v dne\u0161n\u00ed dob\u011b nen\u00ed rozumn\u00e9 je od sebe odpout\u00e1vat. Pom\u00e1haj\u00ed si navz\u00e1jem a pokud se v\u0161e je\u0161t\u011b propoj\u00ed na UX, kde se hled\u00e1, co by \u0161lo je\u0161t\u011b zlep\u0161it a jak, tak to v\u011bt\u0161inou funguje velmi dob\u0159e. \u010c\u00e1sti m\u00fdch klient\u016f jsem pom\u00e1hal od \u00fapln\u00fdch za\u010d\u00e1tk\u016f a u ostatn\u00edch jsem nastoupil do ji\u017e rozjet\u00e9ho vlaku, co\u017e taky hraje roli v tom, co pro n\u011b d\u011bl\u00e1m.<\/div>\n

Spr\u00e1vu PPC reklamy a SEO dnes nab\u00edz\u00ed nep\u0159ebern\u00e9 mno\u017estv\u00ed firem. Podle \u010deho z pozice z\u00e1kazn\u00edka, kter\u00fd v oboru nem\u00e1 \u017e\u00e1dn\u00e9 zku\u0161enosti, pozn\u00e1m, \u017ee jedn\u00e1m se zku\u0161en\u00fdm profesion\u00e1lem?<\/b><\/h2>\n
Zku\u0161en\u00fd profesion\u00e1l si nap\u0159ed poslechne jak\u00e9 m\u00e1 z\u00e1kazn\u00edk pot\u0159eby a na z\u00e1klad\u011b t\u011bch informac\u00ed hled\u00e1 p\u0159\u00edle\u017eitosti pro zlep\u0161en\u00ed atd. Je to dialog, kter\u00fd by m\u011bl b\u00fdt otev\u0159en\u00fd a bez n\u00e1tlaku. Ka\u017edop\u00e1dn\u011b je to jedinec, kter\u00fd mluv\u00ed pravdu, vysv\u011btluje klientovi v\u0161e, co je pot\u0159eba a je jedno zda-li je to freelancer nebo agentura. D\u016fle\u017eit\u00e9 je tak\u00e9 jak p\u0159istupuje ke klientovi, k jeho dat\u016fm a jak s nimi nakl\u00e1d\u00e1. Po\u0159\u00e1d jsou na trhu \u017eel firmy, kter\u00e9 zalo\u017e\u00ed klientovi \u00fa\u010dty (Sklik, Ads a GA) a kdy\u017e s nimi klient nen\u00ed spokojen\u00fd, tak mu je odm\u00edtnou p\u0159edat. Tohle je typick\u00fd p\u0159\u00edklad toho, \u017ee takov\u00e1to firma \u010di jedinec je \u0161patn\u00e1.<\/div>\n
Dost \u010dasto se tak\u00e9 st\u00e1v\u00e1, \u017ee agentura m\u00e1 v\u00fdborn\u00e9ho obchodn\u00edka, kter\u00e9ho to bav\u00ed, rozum\u00ed tomu, sna\u017e\u00ed se klientovi pomoci, ale n\u00e1sledn\u011b spr\u00e1vci kampan\u00ed svoji pr\u00e1ci ned\u011blaj\u00ed dob\u0159e. Vlastn\u011b je to tro\u0161ku slo\u017eit\u00e9 naj\u00edt dobr\u00e9ho P\u00e9P\u00e9C\u00e9\u010dka\u0159e.<\/div>\n

Mohu si sama jako laik bez zku\u0161enost\u00ed z internetov\u00e9ho marketingu nastavit PPC reklamu pro sv\u016fj web tak, aby mi p\u0159inesla uspokojiv\u00e9 v\u00fdsledky?<\/b><\/h2>\n
Na to je t\u011b\u017ek\u00e9 jednodu\u0161e odpov\u011bd\u011bt. Respektive samoz\u0159ejm\u011b m\u016f\u017ee\u0161, proto\u017ee jsi ur\u010dit\u011b \u0161ikovn\u00e1, ale…<\/div>\n
Jsou lid\u00e9, kte\u0159\u00ed si p\u0159e\u010dtou p\u00e1r \u010dl\u00e1nk\u016f, n\u011bjakou tu n\u00e1pov\u011bdu \u010di si p\u0159ehraj\u00ed video a dok\u00e1\u017eou si kampan\u011b nastavit a spustit a maj\u00ed t\u0159eba i uspokojiv\u00e9 v\u00fdsledky, ale v\u011bt\u0161inou to tak nen\u00ed a jsou fat\u00e1ln\u00ed chyby, velk\u00e9 rezervy v nastaven\u00ed, optimalizace \u017e\u00e1dn\u00e1, struktura kampan\u00ed je chaotick\u00e1 a v neposledn\u00ed \u0159ad\u011b velmi \u010dasto chyb\u00ed i nastaven\u00ed m\u011b\u0159en\u00ed konverz\u00ed nebo alespo\u0148 n\u011bjak\u00fdch c\u00edl\u016f. Jsou sice n\u011bjak\u00e9 v\u00fdjimky, ale to je opravdu z\u0159\u00eddka a to bu\u010f je dan\u00fd \u010dlov\u011bk opravdu velmi \u0161ikovn\u00fd a nebo m\u00e1 produkt, kde je jedno, jak se ty kampan\u011b nastav\u00ed a pokud ho nav\u00edc nem\u00e1 nikdo jin\u00fd, tak tohle n\u011bjak funguje i kdy\u017e to n\u011bkdo nastav\u00ed blb\u011b.<\/div>\n
Tak\u017ee pokud bych mohl ud\u011blat n\u011bjak\u00fd z\u00e1v\u011br, tak rad\u011bji \u0159eknu, \u017ee laik by kampan\u011b spravovat nem\u011bl nebo ne nikomu ciz\u00edmu, ale s\u00e1m sob\u011b si to kazit klidn\u011b m\u016f\u017ee.<\/div>\n

V oboru p\u016fsob\u00ed\u0161 12 let, z toho t\u00e9m\u011b\u0159 8 let na voln\u00e9 noze. Jsi sou\u010d\u00e1st\u00ed n\u011bjak\u00e9ho stabiln\u00edho t\u00fdmu freelancer\u016f nebo pracuje\u0161 na ka\u017ed\u00e9 zak\u00e1zce s n\u011bk\u00fdm jin\u00fdm?<\/b><\/h2>\n
Tohle je r\u016fzn\u00e9 a velmi z\u00e1le\u017e\u00ed na konkr\u00e9tn\u00edm klientovi a projektu. Jsou projekty, kde na tom pracuji s\u00e1m, v\u011bt\u0161inou n\u011bco men\u0161\u00edho, kde nen\u00ed pot\u0159eba nikdo dal\u0161\u00ed, ale m\u00e1m i projekty, kde jsem sou\u010d\u00e1st\u00ed t\u00fdmu (v\u011bt\u0161\u00edho \u010di men\u0161\u00edho). Za ty roky jsem se sezn\u00e1mil s celou \u0159adou zaj\u00edmav\u00fd a \u0161ikovn\u00fdch lid\u00ed, tak\u017ee pokud je pot\u0159eba, tak se m\u00e1m v\u017edy na koho obr\u00e1tit a pravdou je, \u017ee s p\u00e1r lidmi m\u00e1me to kole\u010dko pravideln\u011bj\u0161\u00ed a je jedno zda-li to je jednotlivec nebo firma.<\/div>\n

Jak\u00fd je tv\u016fj vztah k WordPressu? Vyu\u017e\u00edv\u00e1\u0161 ho ke sv\u00e9 pr\u00e1ci, a pokud ano, v \u010dem m\u00e1 podle tebe je\u0161t\u011b zna\u010dn\u00e9 rezervy?<\/b><\/h2>\n
M\u016fj vztah k redak\u010dn\u00edm syst\u00e9m\u016fm je kladn\u00fd, pokud je administrace a n\u00e1sledn\u00fd v\u00fdstup pou\u017eiteln\u00fd a vlastn\u011b je mi jedno zda-li je to pr\u00e1v\u011b WordPress, Joomla, Prestashop z t\u011bch open source, \u010di je to Shoptet nebo \u0159e\u0161en\u00ed napsan\u00e9 na zak\u00e1zku \u010di lep\u0161\u00ed krabicov\u00e9 \u0159e\u0161en\u00ed. D\u016fle\u017eit\u00e9 je, aby to um\u011blo v\u0161e, co je pot\u0159eba. Z\u00e1kladn\u00ed v\u011bci um\u00ed snad v\u0161echny ty RS, ale pravdou je, \u017ee WP je oproti ostatn\u00edm RS pou\u017eiteln\u011bj\u0161\u00ed a co v\u00edm rychlej\u0161\u00ed a ne tak robustn\u00ed. Pokud \u010dlov\u011bk nen\u00ed p\u0159\u00edmo n\u011bjak\u00fd v\u00fdvoj\u00e1\u0159, kter\u00fd si dok\u00e1\u017ee dost v\u011bc\u00ed upravit, tak WP rozhodn\u011b nen\u00ed \u0161patn\u00e1 volba ba pr\u00e1v\u011b naopak. S\u00e1m WordPress m\u00e1m na sv\u00fdch str\u00e1nk\u00e1ch, ale pracuji s n\u00edm minim\u00e1ln\u011b, tak\u017ee nedovedu dob\u0159e posoudit zda-li m\u00e1 zna\u010dn\u00e9 rezervy \u010di ne. M\u00e1m klienty, kte\u0159\u00ed maj\u00ed vlastn\u011b v\u0161e, co jsem vyjmenoval, ale pracuji s t\u00edm co je, pokud to nen\u00ed vylo\u017een\u011b katastrofa. Tam pak hled\u00e1me \u0159e\u0161en\u00ed jak to zm\u011bnit, posunout d\u00e1l a vylep\u0161it, a\u0165 u\u017e je to \u00fapln\u011b nov\u00fd syst\u00e9m nebo pouze grafika.<\/div>\n

O \u010dem bude\u0161 na leto\u0161n\u00edm ro\u010dn\u00edku mluvit ty a chyst\u00e1\u0161 se nav\u0161t\u00edvit i n\u011bjak\u00e9 dal\u0161\u00ed p\u0159edn\u00e1\u0161ky?<\/b><\/h2>\n
Na ostatn\u00ed p\u0159edn\u00e1\u0161ky se chyst\u00e1m, sice nev\u00edm zda-li stihnu v\u0161echno, ale snad se zada\u0159\u00ed.<\/div>\n
<\/div>\n
S\u00e1m budu mluvit o tom jak za\u010d\u00edt s PPC reklamou a vypad\u00e1 to, \u017ee to bude tro\u0161ku ze \u0161iroka. Tvoje ot\u00e1zky m\u011b toti\u017e donutili p\u0159ehodnotit prezentaci a p\u0159idat tam p\u00e1r v\u011bc\u00ed, kter\u00e9 nesouvis\u00ed p\u0159\u00edmo s PPC reklamou, ale jsou d\u016fle\u017eit\u00e9 proto, aby samotn\u00e1 PPC reklama dob\u0159e fungovala a m\u011bla m\u011b\u0159iteln\u00e9 v\u00fdsledky. Tak\u017ee obsah nebude pro\u0161pikovan\u00fd tajn\u00fdmi postupy a technikami – nic takov\u00e9ho vlastn\u011b v PPC ani nen\u00ed, ale sp\u00ed\u0161 z\u00e1klady a v\u011bcmi, kter\u00e9 by m\u011bl \u010dlov\u011bk m\u00edt na pam\u011bti a jsou d\u016fle\u017eit\u00e9. Bude to vlastn\u011b takov\u00e9 p\u0159edstaven\u00ed Google Ads a Seznam Sklika jak s nimi pracovat. V\u00edm, \u017ee se nedostaneme moc do hloubky, ale i z\u00e1klady jsou velmi d\u016fle\u017eit\u00e9.<\/div>\n
No a kdo v\u00ed, t\u0159eba se z poslucha\u010d\u016f stanou tak\u00e9 spr\u00e1vci kampan\u00ed, kter\u00e9 to bude bavit a budou \u0159e\u0161it PPC kampan\u011b s p\u0159esahem do SEO, UX atd.<\/div>\n
<\/div>\n
<\/div>\n

Kupte si vstupenku a p\u0159ij\u010fte na WordCamp<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ahoj Pet\u0159e, na sv\u00e9m webu se p\u0159edstavuje\u0161 jako specialista na on-line marketing se zam\u011b\u0159en\u00edm na spr\u00e1vu PPC kampan\u00ed, SEO a UX. Jak\u00fd je tv\u016fj typick\u00fd klient a co pro n\u011bj konkr\u00e9tn\u011b d\u011bl\u00e1\u0161? M\u016fj typick\u00fd klient je v\u011bt\u0161inou firma, kter\u00e1 provozuje jeden nebo v\u00edce e-shopov\u00fdch str\u00e1nek. M\u00e1m i klienty s klasickou webovou prezentac\u00ed, kte\u0159\u00ed nab\u00edzej\u00ed bu\u010f … Pokra\u010dov\u00e1n\u00ed textu Petr Lipovsk\u00fd – p\u0159edpoklady \u00fasp\u011b\u0161n\u00e9 PPC kampan\u011b<\/span><\/a><\/p>\n","protected":false},"author":14050131,"featured_media":5837,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[750975],"tags":[],"class_list":["post-5836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rozhovory"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/prague.wordcamp.org\/2019\/files\/2019\/02\/petr-lipovsky.jpg?fit=825%2C510&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pab3ys-1w8","_links":{"self":[{"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/posts\/5836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/users\/14050131"}],"replies":[{"embeddable":true,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/comments?post=5836"}],"version-history":[{"count":4,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/posts\/5836\/revisions"}],"predecessor-version":[{"id":5852,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/posts\/5836\/revisions\/5852"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/media\/5837"}],"wp:attachment":[{"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/media?parent=5836"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/categories?post=5836"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prague.wordcamp.org\/2019\/wp-json\/wp\/v2\/tags?post=5836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}