{"id":1007,"date":"2018-11-28T00:00:00","date_gmt":"2018-11-27T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/11\/28\/kako-postaviti-facebook-dinamicni-remarketing-v-3-korakih\/"},"modified":"2023-04-28T09:07:52","modified_gmt":"2023-04-28T07:07:52","slug":"kako-postaviti-facebook-dinamicni-remarketing-v-3-korakih","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kako-postaviti-facebook-dinamicni-remarketing-v-3-korakih\/","title":{"rendered":"Kako postaviti Facebook dinami\u010dni remarketing v 3 korakih"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">V prej\u0161njih zapisih ste lahko spoznali <a href=\"https:\/\/madwise.si\/facebook-remarketing-paradni-konj-ki-vas-roi-ponese-v-visave\/\">\u201cklasi\u010dni\u201d Facebook remarketing<\/a>, ki s pravim pristopom prina\u0161a odli\u010den ROI. Za spletne trgovine z veliko izdelki ali spletne strani z ob\u0161irno ponudbo storitev je <strong>nadgradnja v obliki dinami\u010dnega remarketinga pomembna strategija<\/strong>. Preberite, kaj je dinami\u010dni remarketing in kako ga vzpostaviti.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kaj je Facebook dinami\u010dni remarketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Facebook dinami\u010dni remarketing oziroma <strong>Facebook Dynamic Ads je naprednej\u0161a oblika remarketinga, ki iz prednastavljenega inventarja samodejno prikazuje personalizirane oglase obiskovalcem spletne trgovine\/spletnega mesta, glede na njihove vnaprej definirane aktivnosti.<\/strong> \u010ce poenostavimo, gre za samodejno prilagajanje vsebine oglasov glede na vedenje uporabnikov na strani. Ko na primer nekdo doda izdelek v ko\u0161arico, a izdelka ne kupi, mu lahko prika\u017eemo oglas s tem izdelkom ter sorodnimi izdelki. S tem ga lahko pozovemo k zaklju\u010dku nakupa ali ga spodbudimo k nakupu sorodnega izdelka. Facebookov algoritem izbira izdelke, ki jih umesti v oglas iz prednalo\u017eenega kataloga izdelkov iz va\u0161e spletne trgovine (ali drugih spletnih mest). Vse se zgodi samodejno, uporabnik pa prejme personaliziran oglas, ki je zanj relevanten.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/facebook-remarketing-300x135.png\" alt=\"Facebook remarketing\" width=\"300\" height=\"135\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Klasi\u010dni remarketing je dovolj, zakaj potrebujem dinami\u010dnega<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">S klasi\u010dnim remarketingom ni prav ni\u010d narobe, te\u017eava pa se pojavi, ko imate <strong>ogromen inventar izdelkov. To v praksi pomeni ustvarjanje ogromnega seznama remarketing ob\u010dinstev na podlagi URL-jev ali dogodkov na strani<\/strong>. \u017de samo \u0161tevilo pi\u0161kotkov, ki ga morate nabrati, da lahko uporabljate klasi\u010dni remarketing, je pri ozko segmentiranih skupinah te\u017eko dose\u010di. Ko pridemo do kreiranja oglasov za \u0161tevilne izdelke v razli\u010dnih oglasnih skupinah, pa se ra\u010dunica nikakor ne izide. Klasi\u010dni remarketing ima pomembno mesto v strategiji ogla\u0161evanja, <strong>a uporabljamo ga bolj na ravni posameznih kategorij ali kampanj z enim izdelkom ali magnetom,<\/strong> kjer lahko preprosto predvidimo ve\u010dino scenarijev in remarketing ob\u010dinstev. Dinami\u010dni remarketing je torej primarno namenjen spletnim trgovcem z ve\u010djim inventarjem, ki \u017eelijo ponovno nagovoriti anga\u017eirane obiskovalce spletne trgovine. <\/span><\/p>\n<p><a href=\"https:\/\/madwise.si\/marketinske-storitve\/analiza-spletnih-strani\/\"><img decoding=\"async\" class=\"size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/slo.jpg\" width=\"1440\" height=\"480\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Kaj potrebujete za postavitev dinami\u010dnega remarketinga<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Postavitev dinami\u010dnega remarketinga na Facebooku ni tako enostavna kot vzpostavitev klasi\u010dnega remarketinga. Te\u017eavnost je v veliki meri <strong>odvisna od spletne platforme, ki jo uporabljate<\/strong>, saj nekatere ponujajo vti\u010dnike, ki poenostavijo implementacijo (Shopify, Woocommerce, Magento \u2026 ). Za postavitev dinami\u010dnega remarketinga potrebujete:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">Vzpostavljen ra\u010dun Business Manager.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\">Ustrezno implementiran Facebook Pixel in zahtevani Standard Evente.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\">Katalog izdelkov.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\">Kampanje z dinami\u010dnimi oglasi.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cilj tega zapisa je pokazati, <strong>kako implementirati dinami\u010dni remarketing<\/strong>, zato se bomo posvetili korakom za njegovo implementacijo. Ve\u010d o kampanjah sledi v prihajajo\u010dih zapisih.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Postavitev ra\u010duna Business Manager<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ra\u010dun Business Manager (Upravitelj za podjetja) j<strong>e predpogoj, da boste lahko postavili dinami\u010dni remarketing<\/strong> (povezava: <\/span><a href=\"https:\/\/business.facebook.com\/\"><span style=\"font-weight: 400;\">https:\/\/business.facebook.com\/<\/span><\/a><span style=\"font-weight: 400;\"> ). Lahko bi rekli, da je predpogoj za kakr\u0161nekoli ogla\u0161evalske aktivnosti podjetij na Facebooku, saj gre za orodje, ki podjetjem <strong>omogo\u010da upravljanje svojih Facebook entitet, kot so Facebook strani, ogla\u0161evalski ra\u010duni, katalogi izdelkov ter uporabnikov<\/strong>, ki imajo dostop do virov podjetja. Kakr\u0161nokoli sodelovanje z zunanjimi izvajalci je poenostavljeno, saj se hitro lahko dodeljuje razli\u010dne nivoje dostopov zunanjim uporabnikom ter se na ta na\u010din ohranja transparentnost in nadzor nad lastnimi viri. Pri dinami\u010dnem remarketingu boste v Business Managerju postavili produktni katalog ter ga povezali z ustreznim Facebook Pixlom.<\/span><\/p>\n<p><a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/lead-generation-vodic\/\"><img decoding=\"async\" class=\"aligncenter wp-image-1629 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Lead-generation-vodi-banner-2-1.jpg\" alt=\"Lead generation vodi\u010d banner 2\" width=\"1500\" height=\"500\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Facebook Pixel\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Implementacija Facebook Pixla je prva naloga, ki jo mora opraviti vsak, ki \u017eeli ogla\u0161evati na Facebooku. To ni pogoj za ogla\u0161evanje, je pa <strong>klju\u010den korak, \u010de \u017eelite spremljati u\u010dinkovitost va\u0161ih aktivnosti, izvajati remarketing in nasploh dosegati \u017eelene rezultate pri ogla\u0161evanju. <\/strong><\/span><span style=\"font-weight: 400;\">Osnovna naloga Facebook Pixla je meriti oglede strani va\u0161ega spletnega mesta (gre za dogodek imenovan PageViews). Kot lastniku spletne trgovine vas poleg te osnovne aktivnosti zanimajo tudi dogodki, kot so ogled posameznih izdelkov, dodajanje teh v ko\u0161arico, zaklju\u010devanje nakupa ter sam nakup.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Standard Eventi<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To lahko samodejno spremljate z implementacijo t. i. <strong>Standard Eventov, kjer gre za dogodke, ki se spro\u017eijo in zabele\u017eijo v va\u0161em Facebook Pixlu.<\/strong> Seveda bi to lahko dosegli tudi s klasi\u010dno postavitvijo remarketing ob\u010dinstev na podlagi URL-jev, a prednost Standard Eventov le\u017ei v dodatnem <strong>bele\u017eenju parametrov pri posameznem dogodku<\/strong>, kot je na primer SKU, ime in cena izdelka. Ve\u010d o Standard Eventih si lahko preberete v Facebookovi dokumentaciji:\u00a0<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/402791146561655\"><span style=\"font-weight: 400;\">https:\/\/www.facebook.com\/business\/help\/402791146561655<\/span><\/a><span style=\"font-weight: 400;\">Za izvajanje dinami\u010dnega remarketinga morate implementirati tri Standard Evente, ki so: <strong>ViewContent, AddToCart in Purchase<\/strong>. Preostali so poljubni, a vsekakor za\u017eeleni. Uporabniki WordPressa imate na voljo brezpla\u010dne in pla\u010dljive vti\u010dnike, ki poenostavijo postavitev, lastniki drugih platform pa morate poskrbeti, da se ob vsakem dogodku po\u0161iljajo ustrezne informacije v Data Layerju, kot so ime izdelka, njegova vrednost, koli\u010dina, ID\/SKU. Parametri in vrednosti morajo biti v zapisu, ki ga veleva Facebook.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Postavitev kataloga produktov<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ko je Facebook Pixel ustrezno postavljen in so vsi Standard Eventi na mestu, sledi \u0161e <strong>postavljanje produktnega kataloga.<\/strong> Ta je nujen, saj Facebookovemu algoritmu <strong>omogo\u010da prikazovanje izdelkov z va\u0161e spletne strani, ki si jih je uporabnik ogledal ali dodal v ko\u0161arico in nato zapustil stran brez nakupa.<\/strong> Postaviti morate torej t. i. \u201cproduct feed\u201d, ki po\u0161ilja podatke o va\u0161ih izdelkih in zalogi (XML). Katalog lahko tudi sami nalo\u017eite ro\u010dno v obliki CSV-dokumenta, a pri spletnih trgovinah z velikim inventarjem to ne pride v po\u0161tev. \u010ce hitro ponovimo \u2013 v tej stopnji s Standard Eventi bele\u017eimo aktivnosti uporabnikov na strani in izdelkih, ki si jih ogledujejo. S pomo\u010djo kataloga pa bo Facebookov algoritem samodejno oblikoval personalizirane oglase, ki bodo za uporabnika relevantni. <\/span><span style=\"font-weight: 400;\">Na koncu vam preostane \u0161e, da katalog izdelkov pove\u017eete s svojim Pixlom. \u010ce bele\u017eite nakupe na svoji spletni strani, lahko hitro vzpostavite kampanje z dinami\u010dnimi oglasi. V nasprotnem primeru pa boste morali po\u010dakati, da se nabere dovolj konverzij, da lahko algoritem za\u010dne prikazovati oglase ustreznim obiskovalcem.<\/span><\/p>\n<h4><strong>Nastavitve kataloga se lotite po naslednjih korakih:<\/strong><\/h4>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Odprite <\/span><a href=\"https:\/\/business.facebook.com\/settings\"><span style=\"font-weight: 400;\">Nastavitve Upravitelja za podjetja<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Izberite svoj ra\u010dun.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Na desni strani izberite zavihek Data Sources.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Izberite Catalogs.<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Screenshot-2018-11-28-at-08.56.32.png\" alt=\"Facebook catalog\" width=\"258\" height=\"642\" \/><\/p>\n<ol start=\"5\">\n<li><span style=\"font-weight: 400;\"> Kliknite na moder gumb + Add in izberite mo\u017enost \u201cCreate a New Catalog\u201d:<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Screenshot-2018-11-28-at-09.07.38.png\" alt=\"Dodajanje Facebook kataloga\" width=\"361\" height=\"212\" \/><\/p>\n<ol start=\"6\">\n<li><span style=\"font-weight: 400;\"> Odpre se vam novo okno, kjer poimenujete svoj katalog in izberete vrsto produkta\/storitve. <\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Screenshot-2018-11-28-at-09.04.13.png\" alt=\"Tip kataloga\" width=\"630\" height=\"417\" \/><\/p>\n<ol start=\"7\">\n<li><span style=\"font-weight: 400;\"> V naslednjih korakih morate dolo\u010diti uporabnike, ki bodo lahko uporabljali katalog (vsakemu lahko pripi\u0161ete razli\u010dne vloge). Nato katalog pove\u017eete z ustreznim Pixlom (izberite Pixel, ki je vezan na ogla\u0161evalski ra\u010dun, ki ga uporabljate za ogla\u0161evanje). \u010ce niste lastnik ogla\u0161evalskega ra\u010duna, boste pred tem morali pridobiti \u0161e dostop do Pixla).<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Preusmerjeni boste v okno za urejanje katalogov, kjer boste morali dolo\u010diti vir podatkov o izdelkih. V zavihku Product Data Sources kliknite na Add Data Sources.<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/17-Products.png\" alt=\"Facebook viri produktov\" width=\"1427\" height=\"749\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Na voljo imate tri mo\u017enosti (ro\u010dno dodajanje, podatkovni vir XML ali pa preko Facebook pixla, kjer morate prej spletno stran ozna\u010diti z ustreznimi meta oznakami):<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2019\/06\/Screenshot-2018-11-28-at-09.23.56.png\" alt=\"Catalog Product Feed\" width=\"752\" height=\"626\" \/><span style=\"font-weight: 400;\">Ko nalo\u017eite izdelke v katalog, preverite ali so podatki zapisani v ustrezni obliki. Kakr\u0161nekoli napake vam bo Facebook sam javil. Priporo\u010damo vam, da kategorije izdelkov razdelite v izdel\u010dne skupine (Product Sets). S tem se bodo samodejno oblikovani oglasi prikazovali \u010dim bolj ustrezno vsebino.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Avtopilot va\u0161e prodaje<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Fraze o avtopilotih prodaje in podobne poenostavitve niso zdrave, saj lahko uporabniki novih orodij hitro obupajo nad slabimi za\u010detnimi rezultati. Tako kot letalo potrebuje pilota za varen vzlet in pristanek, je tudi za u\u010dinkovit dinami\u010dni remarketing treba ustrezno postaviti kampanje in jih optimizirati po njihovem zagonu. Ko enkrat najdete ustrezno nastavitev ciljanja in budgete za oglasne skupine (pazite na frekvenco prikazov oglasov), lahko ob\u010dutno pove\u010date \u0161tevilo zaklju\u010denih nakupov z zelo dobrim ROI-jem. Zaradi kompleksnej\u0161ega postopka nastavitve dinami\u010dnega remarketinga se ga \u0161tevilne trgovine ne lotevajo. Ravno zato lahko to izkoristite kot svojo konkuren\u010dno prednost pri spletnem nastopu. \u010ce \u017eelite tovrstno funkcionalnost implementirati v svojo spletno trgovino, pa po\u0161ljite Sa\u0161u prijazen e-mail in \u017ee jutri se bomo lahko pogovarjali, kako izbolj\u0161ati va\u0161o spletno prodajo.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Spoznajte osnove dinami\u010dnega remarketinga na Facebooku in prednosti, zakaj ga potrebujete. V \u010dlanku se boste seznanili tudi z vsemi elementi, ki jih potrebujete za postavitev dinami\u010dnega marketinga. Pri implementaciji vas bomo vodili po vseh 3 korakih.<\/p>\n","protected":false},"author":3,"featured_media":1312,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-1007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-oglasevanje","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kako postaviti Facebook dinami\u010dni remarketing v 3 korakih<\/title>\n<meta name=\"description\" content=\"Facebook dinami\u010dni remarketing omogo\u010da samodejno prilagajanje vsebine oglasov glede na vedenje uporabnikov na strani. 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