{"id":1015,"date":"2018-12-19T00:00:00","date_gmt":"2018-12-18T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/12\/19\/kako-se-izogniti-nesmotrni-porabi-budgeta-v-google-display-kampanjah\/"},"modified":"2023-04-06T14:05:16","modified_gmt":"2023-04-06T12:05:16","slug":"kako-se-izogniti-nesmotrni-porabi-budgeta-v-google-display-kampanjah","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kako-se-izogniti-nesmotrni-porabi-budgeta-v-google-display-kampanjah\/","title":{"rendered":"Kako se izogniti nesmotrni porabi budgeta v Google Display kampanjah"},"content":{"rendered":"

Google je s septembrom 2018 uvedel spremembe pri ciljanju in izklju\u010ditvah mobilnih naprav<\/a> v Google Ads kampanjah znotraj prikaznega omre\u017eja. Izku\u0161eni ogla\u0161evalci vedo, da je ogla\u0161evanje v mobilnih aplikacijah velikokrat zelo potratno. <\/span><\/p>\n

Kako se lahko temu izognemo ter zaobidemo Googlovo posodobitev izklju\u010devanja umestitev?<\/em><\/span><\/p><\/blockquote>\n

Posodobitev pri ciljanju in izklju\u010devanju<\/span><\/h2>\n

To, da je spletni promet prek mobilnih naprav \u017ee prevzel primat in se moramo osredoto\u010diti na mobilno uporabni\u0161ko izku\u0161njo<\/strong> \u010divkajo \u017ee povsod. Temu trendu sledi in ga hkrati postavlja Google na podro\u010dju SEO optimizacije z \u201cmobile-first\u201d indeksiranjem in spremljanjem uporabni\u0161ke izku\u0161nje, spremembe pa uvaja tudi na podro\u010dju ogla\u0161evanja. Ena od teh je sprememba oziroma spremembe pri mo\u017enostih ciljanja in izlo\u010danja umestitev v Google Display kampanjah.<\/strong> Googlova utemeljitev je, da to omogo\u010da la\u017eje doseganje \u010dedalje ve\u010djega \u0161tevila uporabnikov mobilnih naprav. To v praksi pomeni, da bodo uporabniki Google Ads opazili pove\u010danje prometa iz aplikacij za mobilne naprave in mobilnega prometa nasploh. Sli\u0161i se super, a v praksi je slika druga\u010dna.<\/span><\/p>\n

Vpra\u0161ljiva kakovost prometa iz aplikacij<\/span><\/h2>\n

Odvisno katero raziskavo preberete, se povpre\u010den CTR kampanj v prikaznem omre\u017eju giblje med 0.25 – 0.5 % (razlike so odvisne od lokacije, bran\u017ee in \u0161tevilnih drugih dejavnikov). Te \u0161tevilke ne dajejo celotne slike, saj lahko imajo uspe\u0161ne kampanje precej ni\u017eji CTR. Kaj je KPI uspe\u0161nosti je seveda odvisno od ciljev kampanje<\/strong>, kamor pes taco moli pa je v \u017ee omenjeni promet iz mobilnih naprav. Vsak dan velikokrat naletim na kampanje uporabnikov, ki imajo navidez odli\u010den performance display kampanj. A \u017ee hiter pogled v poro\u010dilu o umestitvah oglasov poka\u017ee, da je ve\u010dina prometa iz mobilnih aplikacij.<\/strong> Ta promet pa je skoraj v ve\u010dini primerov nekakovosten, saj prihaja iz raznih iger, aplikacij za vreme in podobnih umestitev, kjer so kliki na oglase bolj pomota kot pa manifestacija interesa za va\u0161o ponudbo. <\/span><\/p>\n

Neustrezno postavljene kampanje v prikaznem omre\u017eju so torej zelo u\u010dinkovito orodje za nesmotrno potro\u0161njo ogla\u0161evalskega budgeta. Tudi remarketing ni izvzet!<\/span><\/p><\/blockquote>\n

<\/a><\/p>\n

Kako postaviti bolj\u0161e kampanje?<\/span><\/h2>\n

Kampanje v prikaznem omre\u017eju so praviloma slab\u0161i generator neposredne spletne prodaje ali pridobivanja leadov kot ostali kanali. Vsaj slabo postavljene. To ne pomeni, da nimajo pomembne vloge, saj omogo\u010dajo doseganje velikega ob\u010dinstva, z remarketingom<\/a> pa se njihova u\u010dinkovitost precej pove\u010da.<\/strong> Zavedati se moramo, da za razliko od kampanj v iskalnem omre\u017eju, kjer uporabniki aktivno i\u0161\u010dejo ponudbo in jasno izra\u017eajo svojo intenco, z banner ogla\u0161evanjem ciljamo uporabnike na podlagi interesov, medtem ko brskajo po drugih spletnih mestih. Z neustreznim ciljanjem in umestitvami je torej te\u017eko ustvariti prese\u017eke. <\/span><\/p>\n

Kako torej poskrbeti, da se oglasi prikazujejo na mestih, ki nam nosijo konverzije?<\/span><\/p><\/blockquote>\n

Stari triki ne delujejo ve\u010d<\/span><\/h2>\n

V preteklosti se je ogla\u0161evanju v mobilnih aplikacijah izognilo na ta na\u010din, da smo v seznam izklju\u010ditev preprosto dodali domeno adsenseformobileapps.com<\/strong>, kar je prepre\u010dilo prikazovanje oglasov v aplikacijah. \u017de poleti je bilo opaziti, da ta pristop ni deloval, saj je bilo mo\u010d v nekaterih ra\u010dunih ponovno opaziti umestitve v aplikacijah.<\/span>Drugi na\u010din je bil, da smo v nastavitvah kampanje v meniju Naprave (Devices) odkljukali umestitve v aplikacijah na mobilnih napravah in tablicah<\/strong>. Ta funkcionalnost je \u0161e v za\u010detku decembra bila na voljo, sedaj pa tudi te ni ve\u010d.<\/span><\/p>\n

Kako lahko izlo\u010dimo aplikacije<\/span><\/h2>\n

Google s \u0161tevilnimi spremembami znotraj Ads platforme stremi k \u010dim ve\u010dji avtomatizaciji procesov<\/strong>, saj \u017eeli\u00a0svoja orodja pribli\u017eati \u0161ir\u0161emu spektru uporabnikov. A zadnja sprememba slu\u017ei predvsem Googlu in manj uporabniku, saj ta lahko hitro porabi veliko sredstev. Temu se Google seveda ne bo upiral. Izlo\u010danje aplikacij vsebuje ve\u010d korakov, a na sre\u010do vam jih ne bo treba izvajati vsaki\u010d. Poglejmo posamezne korake:<\/span>1. Znotraj Google Ads kliknite na meni Tools<\/strong> desno zgoraj in izberite zavihek \u201cPlacement exclusion lists\u201d.<\/strong><\/span><\/p>\n

<\/p>\n

2. Kliknite na modro ikono s plusom ali na povezavo + Create List<\/strong>. Odprlo se vam bo spodnje okno:<\/span><\/p>\n

<\/p>\n

3.Kliknite zavihek App categories<\/strong>, kjer boste v naslednjem koraku ro\u010dno ozna\u010dili vse kategorije aplikacij v Google Play in Apple App Store. Ko to storite, shranite senzam, ki ste ga ustvarili.<\/span><\/p>\n

<\/p>\n

4.Izberite \u017eeleno kampanjo v prikaznem omre\u017eju in izberite meni Placements.<\/strong> Na vrhu se nahaja zavihek Exclusions<\/strong>, kjer bomo izbrali oblikovan seznam kategorij aplikacij. Kliknite na modro ikono svin\u010dnika in izberite Exclude placements<\/strong>.<\/span><\/p>\n

<\/p>\n

5. Kliknite na \u201cUse placement exclusion list<\/strong>\u201d in izberite seznam, ki ste ga oblikovali na za\u010detku.<\/p>\n

<\/p>\n

6. Na koncu nam ostane \u0161e zadnji korak, saj moramo izlo\u010diti \u0161e Windows aplikacije<\/strong>. Iz neznanega razloga Google dopu\u0161\u010da, da to lahko storimo le v tem oknu.<\/p>\n

<\/p>\n

Spremljajte uspe\u0161nost kampanj<\/span><\/h2>\n

Z izvedbo zgornjih sprememb boste zelo hitro opazili ob\u010duten upad CTR-ja va\u0161ih kampanj v prikaznem omre\u017eju. A zelo verjetno boste hkrati zaznali ve\u010d kakovostnega prometa na strani (spremljajte klju\u010dne KPI-je znotraj Google Analytics<\/em>). Tu velja poudariti, da je odlo\u010ditev o izklju\u010devanju prometa iz aplikacij odvisna od ciljev va\u0161e kampanje.<\/strong> V nekaterih primerih \u017eelite ciljati uporabnike aplikacij, a pri tem pazite, da izlo\u010date neprimerne kategorije ali pa ro\u010dno izlo\u010date umestitve, ki vam prina\u0161ajo slabe rezultate.<\/p>\n

Veliko uspeha pri izvajanju va\u0161ih kampanj!<\/p>\n","protected":false},"excerpt":{"rendered":"

Google je s septembrom 2018 uvedel spremembe pri ciljanju in izklju\u010ditvah mobilnih naprav v Google Ads kampanjah znotraj prikaznega omre\u017eja. Izku\u0161eni ogla\u0161evalci vedo, da je ogla\u0161evanje v mobilnih aplikacijah velikokrat zelo potratno. Kako se lahko temu izognemo ter zaobidemo Googlovo posodobitev izklju\u010devanja umestitev? Posodobitev pri ciljanju in izklju\u010devanju To, da je spletni promet prek mobilnih […]<\/p>\n","protected":false},"author":3,"featured_media":1319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-oglasevanje","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"\nIzognite se nesmotrni porabi budgeta v Google Display kampanjah<\/title>\n<meta name=\"description\" content=\"Preberite, kako lahko uspe\u0161no zaobidete Googlovo posodobitev izklju\u010devanja umestitev in poskrbite, da bo ROI va\u0161ih Google Display kampanj vi\u0161ji.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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