[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.oesp.cz\/jak-pouzit-funkci-dynamickeho-prihazovani-amazon-inzerce\/#Article","mainEntityOfPage":"https:\/\/www.oesp.cz\/jak-pouzit-funkci-dynamickeho-prihazovani-amazon-inzerce\/","headline":"Jak pou\u017e\u00edt funkci dynamick\u00e9ho p\u0159ihazov\u00e1n\u00ed Amazon Inzerce","name":"Jak pou\u017e\u00edt funkci dynamick\u00e9ho p\u0159ihazov\u00e1n\u00ed Amazon Inzerce","description":"Dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed je funkce, kterou Amazon p\u0159edstavil hned na za\u010d\u00e1tku roku 2019 jako n\u00e1hra\u017eku pro p\u016fvodn\u00ed Amazon...","datePublished":"2020-02-16","dateModified":"2020-02-16","author":{"@type":"Person","@id":"https:\/\/www.oesp.cz\/author\/#Person","name":"","url":"https:\/\/www.oesp.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/e5312f21b37eec0871f00feffaf403580ddf46c2d055479cc6723fb0100721f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/e5312f21b37eec0871f00feffaf403580ddf46c2d055479cc6723fb0100721f2?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"oesp.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.oesp.cz\/jak-pouzit-funkci-dynamickeho-prihazovani-amazon-inzerce\/","wordCount":1554,"articleBody":"Dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed je funkce, kterou Amazon p\u0159edstavil hned na za\u010d\u00e1tku roku 2019 jako n\u00e1hra\u017eku pro p\u016fvodn\u00ed Amazon Bid+ modifik\u00e1tor, kter\u00fd Inzerenti mohli pou\u017e\u00edt v\u00a0r\u00e1mci Amazon Advertising platformy. Amazon Bid+ byla funkce Amazon Advertising platformy, kter\u00e1 navy\u0161ovala va\u0161e maxim\u00e1ln\u00ed CPC p\u0159\u00edhozy a\u017e o pades\u00e1t procent, pokud si Amazon myslel, \u017ee va\u0161e reklama byla vhodn\u00e1 k\u00a0zobrazen\u00ed se na sam\u00e9m vrcholu v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed. Bid+ byl pouze dostupn\u00fd u manu\u00e1ln\u00edch kampan\u00ed a ur\u010dit\u011b by nep\u0159ekro\u010dil v\u00e1\u0161 rozpo\u010det. S\u00a0dynamick\u00fdm p\u0159ihazov\u00e1n\u00edm m\u016f\u017eete nam\u00edsto toho p\u0159id\u00e1vat a\u017e pades\u00e1ti procentn\u00ed modifik\u00e1tor pro p\u0159\u00edhozy, nyn\u00ed tedy m\u00e1te t\u0159i mo\u017enosti modifikac\u00ed:\u00a0\t\tDynamick\u00e9 \u2013 Bid Down pouze \t\t\t\tZ\u00e1kladn\u00ed pravidla pro auk\u010dn\u00ed styl na Amazonu. Pokud Amazon v\u011b\u0159\u00ed, \u017ee term\u00edn, kter\u00fd je vyhled\u00e1van\u00fd pro v\u00e1\u0161 p\u0159edm\u011bt, nen\u00ed relevantn\u00ed, nebo pravd\u011bpodobnost p\u0159evodu je ni\u017e\u0161\u00ed, sn\u00ed\u017e\u00ed p\u0159\u00edhoz pro p\u0159\u00edslu\u0161n\u00e9 sponzorovan\u00e9 pozice, za m\u00e9n\u011b ne\u017e dolarovou cenu.\t\tDynamick\u00e9 \u2013 Bid Up a Bid Down \t\t\t\tJak ji\u017e napov\u00edd\u00e1 n\u00e1zev, tato mo\u017enost dovoluje Amazonu zv\u00fd\u0161it nebo sn\u00ed\u017eit v\u00e1\u0161 p\u0159\u00edhoz na z\u00e1klad\u011b pravd\u011bpodobnosti p\u0159evodu. Nap\u0159\u00edklad, pokud Amazon v\u011b\u0159\u00ed tomu, \u017ee va\u0161e reklama pravd\u011bpodobn\u011b bude v\u00e9st k\u00a0prodeji, mohou nav\u00fd\u0161it v\u00e1\u0161 p\u0159\u00edhoz, aby vam dali \u0161anci na lep\u0161\u00ed um\u00edst\u011bn\u00ed. Podobn\u011b, pokud Amazon v\u011b\u0159\u00ed tomu, \u017ee pravd\u011bpodobn\u011b nep\u0159evedete ur\u010dit\u00e9 kliknut\u00ed na prodej (kv\u016fli um\u00edst\u011bn\u00ed, cen\u011b, konkurenci nebo dokonce i vyhled\u00e1van\u00e9mu term\u00ednu), mohou sn\u00ed\u017eit v\u00e1\u0161 p\u0159\u00edhoz, tak\u017ee nebudete tolik platit za kliknut\u00ed.\u00a0 Zat\u00edmco dynamick\u00e9 p\u0159iahzov\u00e1n\u00ed dol\u016f a nahor\u016f m\u016f\u017ee b\u00fdt nahrazen\u00ed sofistikovan\u00e9 technologie automatick\u00e9ho p\u0159ihazov\u00e1n\u00ed, Amazon bude \u010dinit pouze zm\u011bny do v\u00fd\u0161e jednoho dolaru nebo n\u00ed\u017ee.\t\tFixovan\u00fd p\u0159\u00edhoz \t\t\t\tAmazon nebude upravovat v\u00e1\u0161 p\u0159\u00edhoz dle pravd\u011bpodobnosti p\u0159evodu.\u00a0\tKdy pou\u017e\u00edt dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed na Amazonu\u00a0Skv\u011bl\u00fd \u010das, kdy pou\u017e\u00edt dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed, je tehdy, kdy\u017e se pokou\u0161\u00edte vyhr\u00e1t TOP um\u00edst\u011bn\u00ed pro kl\u00ed\u010dov\u00e1 slova v\u00a0r\u00e1mci zvolen\u00fdch kampan\u00ed. Ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed je to ten prvn\u00ed set produkt\u016f, kter\u00e9 potencion\u00e1ln\u00ed z\u00e1kazn\u00edk uvid\u00ed. Pokud se tedy um\u00edst\u00edte na top m\u00edst\u011b ve vyhled\u00e1v\u00e1n\u00ed, je daleko pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee z\u00edsk\u00e1te kliknut\u00ed a dojmy, ne\u017e kdy\u017e budete n\u00ed\u017ee polo\u017een\u00ed na str\u00e1nce. Pokud si v\u0161imnete ve va\u0161em hl\u00e1\u0161en\u00ed o um\u00edst\u011bn\u00ed, \u017ee ne v\u017edy vyhr\u00e1v\u00e1te TOP um\u00edst\u011bn\u00ed a akor\u00e1t utr\u00e1c\u00edte zbyte\u010dn\u011b za m\u00edsta na produktov\u00fdch str\u00e1nk\u00e1ch nebo na zbytku str\u00e1nky, tohle je skv\u011bl\u00e1 p\u0159\u00edle\u017eitost pou\u017e\u00edt tuto novou funkci. Sn\u00ed\u017een\u00edm va\u0161eho p\u016fvodn\u00edho p\u0159\u00edhozu na frakci n\u00e1klad\u016f a p\u0159id\u00e1n\u00ed modifik\u00e1toru p\u0159\u00edhozu k\u00a0um\u00edst\u011bn\u00ed, kter\u00e9 chcete vyhr\u00e1t, Amazon zru\u0161\u00ed v\u0161echny ostatn\u00ed um\u00edst\u011bn\u00ed (proto\u017ee je p\u0159\u00edhoz moc mal\u00fd na to, aby konkuroval) a zam\u011b\u0159\u00ed se pouze na utr\u00e1cen\u00ed a p\u0159\u00edhozy na um\u00edst\u011bn\u00ed, kter\u00e9 chcete (nebo\u0165 je modifik\u00e1tor na um\u00edst\u011bn\u00ed, na kter\u00e9 c\u00edl\u00edte). Kombinac\u00ed t\u011bchto um\u00edst\u011bn\u00ed v\u00e1m d\u00e1v\u00e1 skv\u011blou \u0161anci z\u00edskat prodej, vyu\u017e\u00edt v\u00fdhody prost\u0159ed\u00ed, co nab\u00edz\u00ed Amazon. Tohle pom\u016f\u017ee redukovat necht\u011bn\u00e9 utr\u00e1cen\u00ed u jin\u00fdch um\u00edst\u011bn\u00ed.\u00a0\tKdy nepou\u017e\u00edvat dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed na Amazonu\u00a0Navrhujeme, abyste se dr\u017eeli d\u00e1l od pou\u017eit\u00ed modifik\u00e1tor\u016f (dynamick\u00e9ho p\u0159ihazov\u00e1n\u00ed a p\u0159ihazov\u00e1n\u00ed dle um\u00edst\u011bn\u00ed), kdy\u017e za\u010d\u00edn\u00e1te nov\u00e9 kampan\u011b. Kdy\u017e je\u0161t\u011b nem\u00e1te \u017e\u00e1dn\u00e1 data, abyste podpo\u0159ili to, \u017ee ide\u00e1ln\u00ed p\u0159\u00edhoz je pot\u0159ebn\u00fd k\u00a0zachycen\u00ed po\u017eadavk\u016f ur\u010dit\u00e9ho term\u00ednu, riskujete tak to, \u017ee budete bu\u010fto p\u0159ihazovat m\u00e1lo na po\u017eadavek na vyhled\u00e1v\u00e1n\u00ed, co\u017e m\u016f\u017ee vy\u00fastit bu\u010f v\u00a0neziskov\u00fd, nebo nespolehliv\u00fd p\u0159\u00edhoz. Surov\u00e1 data z\u00a0jednoduch\u00fdch v\u00fdstup\u016f bude lep\u0161\u00ed analyzovat p\u0159edt\u00edm, ne\u017e p\u0159id\u00e1te dal\u0161\u00ed metriky. P\u0159id\u00e1v\u00e1n\u00edm p\u0159ihazovac\u00edho modifik\u00e1toru na sam\u00fd vrchol nov\u00fdch kl\u00ed\u010dov\u00fdch slov pok\u0159ivuje pr\u016fm\u011brn\u00e9 data CPC a v\u00a0kone\u010dn\u00e9m d\u016fsledku tak nemus\u00ed inzerent v\u016fbec ch\u00e1pat, co se vyplat\u00ed a co se ur\u010dit\u011b nevyplat\u00ed. Dokud nebudou data shrom\u00e1\u017ed\u011bna, a vy v\u00edte, jak vlastn\u011b p\u0159ev\u00e1d\u011bt pro odli\u0161n\u00e9 vyhled\u00e1vac\u00ed po\u017eadavky nebo v\u00edte, \u017ee m\u00e1te dostatek prostoru k\u00a0prozkoum\u00e1n\u00ed, navrhujeme, abyste nepou\u017e\u00edvali dal\u0161\u00ed modifik\u00e1tory.\u00a0\tPro\u010d je p\u0159ihazov\u00e1n\u00ed dle um\u00edst\u011bn\u00ed?\u00a0P\u0159ihazov\u00e1n\u00ed dle um\u00edst\u011bn\u00ed je dal\u0161\u00ed modifik\u00e1tor ve spojen\u00ed s\u00a0dynamick\u00fdm p\u0159ihazov\u00e1n\u00edm. S\u00a0p\u0159ihazov\u00e1n\u00edm dle um\u00edst\u011bn\u00ed, dovoluje v\u00e1m to vy\u010dlenit si v\u011bt\u0161\u00ed \u00fatraty na lep\u0161\u00ed p\u0159evodov\u00e9 um\u00edst\u011bn\u00ed, segmentaci va\u0161eho rozpo\u010dtu, abyste z\u00a0n\u011bj vyt\u0159\u00edskali co mo\u017en\u00e1 nejv\u00edce. M\u016f\u017eete tak\u00e9 modifikovat v\u00e1\u0161 p\u0159\u00edhoz dle toho, kde byste cht\u011bli, aby se va\u0161e reklama objevila.\u00a0\t\tModifik\u00e1tory um\u00edst\u011bn\u00ed \t\t\t\tVrchol str\u00e1nky = top um\u00edst\u011bn\u00ed na prvn\u00ed str\u00e1nce\t\t\t\tProduktov\u00e9 str\u00e1nky = prost\u0159edek a spodek prvn\u00ed str\u00e1nky\t\t\t\tZbytek vyhled\u00e1v\u00e1n\u00ed = zbytek str\u00e1nek (druh\u00e9 str\u00e1nky a d\u00e1l) a jejich um\u00edst\u011bn\u00ed.\t\tjak moc m\u016f\u017ee b\u00fdt vlastn\u011b um\u00edst\u011bn\u00ed modifikov\u00e1no? \t\t\t\tVrchol str\u00e1nky = a\u017e o dev\u011bt set procent od p\u016fvodn\u00edho p\u0159\u00edhozu\t\t\t\tProduktov\u00e9 str\u00e1nky = a\u017e o dev\u011bt set procent p\u016fvodn\u00edho p\u0159\u00edhozu\t\t\t\tZbytek vyhled\u00e1v\u00e1n\u00ed = nem\u016f\u017ee b\u00fdt modifikov\u00e1no\u00a0\tJak\u00e9 typy kampan\u00ed jsou podporov\u00e1ny?\u00a0\t\tSponzorovan\u00e9 produkty \t\t\t\tAuto kampan\u011b\t\t\t\tASIN c\u00edlen\u00e9 kampan\u011b\t\t\t\tManu\u00e1ln\u00ed kampan\u011b\t\tSponzorovan\u00e9 firemn\u00ed reklamy a reklamy zobrazen\u00ed produkt\u016f nejsou pr\u00e1v\u011b nyn\u00ed podporov\u00e1ny \u00a0\tKdy\u017e pou\u017e\u00edt p\u0159ihazov\u00e1n\u00ed podle um\u00edst\u011bn\u00ed na Amazonu\u00a0Upravit p\u0159\u00edhozy dle um\u00edst\u011bn\u00ed je relativn\u011b nov\u00e1 funkce, kter\u00e1 v\u00e1m dovoluje modifikovat va\u0161e p\u0159\u00edhozy, v\u00a0re\u00e1ln\u00e9m \u010dase, abyste tak mohli vyhr\u00e1t specifick\u00e1 um\u00edst\u011bn\u00ed na Amazonu. Pr\u00e1v\u011b nyn\u00ed Amazon kategorizuje jeho invent\u00e1\u0159 reklam do t\u0159ech odli\u0161n\u00fdch sekc\u00ed: Top v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed, produktov\u00fdch str\u00e1nek a zbytku vyhled\u00e1v\u00e1n\u00ed. Skrze testov\u00e1n\u00ed si m\u016f\u017eete v\u0161imnout, \u017ee va\u0161e reklamy se p\u0159ev\u00e1d\u011bj\u00ed l\u00e9pe, kdy\u017e se objevuj\u00ed na vrcholu vyhled\u00e1v\u00e1n\u00ed. To by mohla b\u00fdt p\u0159\u00edle\u017eitost pro pou\u017eit\u00ed \u201ep\u0159ihazov\u00e1n\u00ed dle um\u00edst\u011bn\u00ed\u201c a tak\u00e9 c\u00edlen\u00ed na top vyhled\u00e1v\u00e1n\u00ed pro tyto specifick\u00e9 produkty. Nap\u0159\u00edklad, \u010dastokr\u00e1t pou\u017e\u00edv\u00e1me p\u0159ihazov\u00e1n\u00ed dle um\u00edst\u011bn\u00ed, abychom pomohli na\u0161im klient\u016fm vyhr\u00e1t v\u0161echny pozice na str\u00e1nce s\u00a0v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed pro jejich specifick\u00e9 firemn\u00ed kl\u00ed\u010dov\u00e9 slova. T\u00edm, \u017ee vytvo\u0159\u00edme n\u011bkolik kampan\u00ed s\u00a0modifik\u00e1tory p\u0159\u00edhozu, m\u016f\u017eeme precizn\u011b kontrolovat, kde se ka\u017ed\u00fd reklama objevuje na webov\u00e9 str\u00e1nce.\u00a0\tZ\u00e1v\u011br\u00a0Dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed je robustn\u00edm nahrazen\u00edm origin\u00e1ln\u00edho Bid+ modifik\u00e1toru. Dynamick\u00e9 p\u0159ihazov\u00e1n\u00ed d\u00e1v\u00e1 daleko v\u00edce kontroly v\u00a0tom zp\u016fsobu, jak\u00fdm a kde se vlastn\u011b umis\u0165uj\u00ed va\u0161e reklamy, co\u017e v\u00e1m dovoluje daleko detailn\u011bj\u0161\u00ed \u00fapravu va\u0161ich PPC strategi\u00ed. Mo\u017enosti modifikace p\u0159\u00edhozu nab\u00edzen\u00e9 s\u00a0funkc\u00ed dovoluj\u00ed inzerent\u016fm strategicky um\u00edstit ni\u017e\u0161\u00ed koncov\u00e9 p\u0159\u00edhozy a vyu\u017e\u00edt automatick\u00fdch modifik\u00e1tor\u016f k\u00a0zaji\u0161t\u011bn\u00ed toho, \u017ee budou dost\u00e1vat um\u00edst\u011bn\u00ed reklamy, kter\u00e9 jejich strategie vy\u017eaduje nebo dovol\u00ed inzerent\u016fm zvolit si sn\u00ed\u017eit p\u0159\u00edhoz u term\u00edn\u016f, o kter\u00fdch si mysl\u00ed, \u017ee jsou m\u00e9n\u011b hodnotn\u00e9 pro va\u0161i kampa\u0148 \u2013 t\u00edm v\u00e1m \u0161et\u0159\u00ed pen\u00edze, kter\u00e9 m\u016f\u017eete investovat do kampan\u00ed s\u00a0vy\u0161\u0161\u00edmi p\u0159evody a t\u00edm v\u00e1m tak pom\u016f\u017ee s\u00a0va\u0161imi ACoS c\u00edli. K\u00a0t\u011bmto modifik\u00e1tor\u016fm p\u0159\u00edhozu funkce p\u0159ihazov\u00e1n\u00ed dle um\u00edst\u011bn\u00ed dovoluje tak\u00e9 vyu\u017e\u00edt st\u00e1vaj\u00edc\u00ed um\u00edst\u011bn\u00ed va\u0161ich reklam a zajistit, \u017ee vyhrajete um\u00edst\u011bn\u00ed, po kter\u00e9m jdete. S\u00a0t\u011bmito mo\u017enostmi, kter\u00e9 jsou nyn\u00ed nab\u00edzeny pro va\u0161e specifick\u00e9 reklamn\u00ed strategie, nen\u00ed v\u016fbec \u017e\u00e1dn\u00e9ho d\u016fvodu k\u00a0tomu, abyste neupravovali va\u0161e p\u0159\u00edhozy tak, aby vyhovovaly va\u0161im specifick\u00fdm reklamn\u00edm kampan\u00edm nap\u0159\u00ed\u010d cel\u00fdm Amazonem. Je to bezesporu skv\u011bl\u00e9 vylep\u0161en\u00ed star\u00e9 funkce a ukazuje to \u00farove\u0148 investice, kterou Amazon vr\u00e1\u017e\u00ed do jeho inzer\u010dn\u00ed platformy t\u00edm, \u017ee nab\u00edz\u00ed tyto skv\u011bl\u00e9 funkce jeho prodejc\u016fm. Budoucnost Amazon Advertising je jasn\u00e1 \u2013 ujist\u011bte se proto, \u017ee vyu\u017eijete v\u0161ech v\u00fdhod v\u0161ech n\u00e1stroj\u016f, prost\u0159edk\u016f a nab\u00eddek, kter\u00e9 jsou u\u010din\u011bny dostupn\u00e9 pr\u00e1v\u011b pro v\u00e1s.                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak pou\u017e\u00edt funkci dynamick\u00e9ho p\u0159ihazov\u00e1n\u00ed Amazon Inzerce","item":"https:\/\/www.oesp.cz\/jak-pouzit-funkci-dynamickeho-prihazovani-amazon-inzerce\/#breadcrumbitem"}]}]