{"id":23214,"date":"2019-07-24T00:00:00","date_gmt":"2019-07-23T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=23214"},"modified":"2020-04-08T13:46:59","modified_gmt":"2020-04-08T11:46:59","slug":"3-nasveti-in-ideje-za-vase-facebook-kampanje","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/3-nasveti-in-ideje-za-vase-facebook-kampanje\/","title":{"rendered":"3 nasveti in ideje za va\u0161e Facebook kampanje"},"content":{"rendered":"\r\n

Facebook ogla\u0161evanje postaja vse bolj zahtevno, saj je konkurence vedno ve\u010d, Facebookov algoritem pa vedno bolj strog. \u010ce je bilo \u0161e pred par leti relativno enostavno postaviti profitabilno kampanjo, pa je treba danes vlo\u017eiti precej ve\u010d \u010dasa in truda ter poznati napredne metode, ki nam pomagajo \u201czmagati\u201d v dra\u017ebah oglasov. Tokrat bo govor o treh nasvetih oziroma idejah za kampanje<\/strong>, ki jih lahko uporabite pri svojem Facebook ogla\u0161evanju.<\/p>\r\n\r\n\r\n\r\n

Kako ohraniti \u201csocial proof\u201d va\u0161ih oglasov<\/strong><\/h2>\r\n\r\n\r\n\r\n

Social proof oziroma dru\u017ebeni dokaz je pomemben dejavnik, ki vpliva na vedenje uporabnikov dru\u017ebenih omre\u017eij.<\/strong> Ti bodo z ve\u010djo verjetnostjo izkazali naklonjenost oglasu, izdelku, ponudbi, \u010de bodo ti v\u0161e\u010d tudi ostalim. V primeru va\u0161ega Facebook oglasa dru\u017ebeni dokaz sestavljajo komentarji, v\u0161e\u010dki in deljenje oglasa<\/strong> s strani Facebook uporabnikov. \u010ce bo va\u0161 oglas zabele\u017eil ve\u010d (pozitivnih) interakcij, obstaja ve\u010dja verjetnost, da bodo posamezniki zaupali podjetju, izdelku ali ogla\u0161evani storitvi. Veliko ogla\u0161evalcev ne izkori\u0161\u010da potenciala objav z velikim anga\u017emajem<\/strong> oziroma dru\u017ebeni dokaz razpr\u0161ijo med veliko \u0161tevilo kreativ.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n

Pri postavljanju novih oglasnih skupin ogla\u0161evalci pogosto kopirajo obstoje\u010de oglase in nato spreminjajo nastavitve novih oglasnih skupin. Pri kopiranju oglasov dobi vsaka kopija novo identifikacijsko \u0161tevilko<\/strong> (Post ID), kar pomeni da se v\u0161e\u010dki, komentarji in delitve ne ohranijo oziroma prenesejo. Na ta na\u010din izgubljajo prilo\u017enost, da bi na u\u010dinkovitem oglasu pridobili dodaten social proof in ve\u010d konverzij<\/strong>. Za la\u017ejo predstavo si poglejmo razliko v strukturah kampanj. Obi\u010dajna struktura kampanj, kjer se oglasne kreative kopira je slede\u010da:<\/p>\r\n\r\n\r\n\r\n

\"Struktura<\/figure>\r\n\r\n\r\n\r\n

Znotraj vsake oglase skupine so oglasi z razli\u010dnim Post ID-jem (tudi, \u010de so kopije istega oglasa). Komentarji in v\u0161e\u010dki se razdelijo med posamezne oglase<\/strong>, namesto da bi se bele\u017eili pri eni objavi ali oglasu. \u010ce \u017eelimo ohraniti dru\u017ebeni dokaz, moramo strukturirati kampanjo na ta na\u010din:<\/p>\r\n\r\n\r\n\r\n

\"Struktura<\/figure>\r\n\r\n\r\n\r\n

Kako lahko to storimo? V Ads managerju se nahaja zavihek Page posts<\/strong>, kjer so zbrane vse objave in oglasi na va\u0161i Facebook strani. Vsaka objava ima svoj unikaten Post ID oziroma identifikacijsko \u0161tevilko<\/strong>. Izberite tisto, ki najbolje deluje oziroma ima najve\u010d dru\u017ebenega dokaza.<\/p>\r\n\r\n\r\n\r\n

\r\n
\"Facebook<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

\u010ce boste \u017eelel uporabiti oglas (in ne objavo na svoji Facebook strani), boste morali najprej oblikovati oglas in ga objaviti.<\/strong> Po odobritvi se bo pojavil v spisku objav znotraj zavihka Page post. Skopirati morate Post ID<\/strong> izbrane objave ali oglasa, saj ga boste potrebovali v naslednjem koraku.<\/p>\r\n\r\n\r\n\r\n

\"Facebook<\/figure>\r\n\r\n\r\n\r\n

Pri oblikovanju oglasov boste namesto ponovnega postavljanja ali kopiranja oglasa izbrali mo\u017enost \u201cUse existing post\u201d.<\/strong> Tam boste v ustrezno okence vnesli Post ID, ki ste ga kopirali v prej\u0161njem koraku. Ko postavite oglasne skupine z oglasi, jih objavite in po\u010dakate na njihovo odobritev. Priporo\u010damo, da nastavite za\u010detek kampanje naslednji dan ob polno\u010di ali zgodaj zjutraj. Svetujemo vam, da testirate razli\u010dne kreative in uporabite zmagovalno v razli\u010dnih oglasnih skupinah. Koliko \u010dasa boste uporabljali isto kreativo je seveda odvisno od va\u0161ih budgetov, saj je treba ob vi\u0161jih zneskih hitro osve\u017eevati ogla\u0161evalsko vsebino.<\/strong><\/p>\r\n\r\n\r\n\r\n

\r\n
\"Facebook<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

Nagovarjanje \u0161iroke publike z izdelki iz kataloga<\/strong><\/h2>\r\n\r\n\r\n\r\n

Pri nagovarjanju \u0161iroke publike s pomo\u010djo kataloga gre za kampanje (dynamic ads for broad audiences), kjer svoj katalog produktov ne uporabljamo za dinami\u010dni remarketing, ampak prepustimo Facebookovemu algoritmu iskanje ustreznih uporabnikov za na\u0161e izdelke.<\/strong> Pogoj za izvajanje tovrstnih kampanj je, da imate implementirane t.i. Standard evente. Klju\u010dni so trije – ViewContent, AddToCart in Purchase<\/strong> (vsak z ustreznimi parametri, priporo\u010dljivo pa je imeti urejen protokol OpenGraph ali strukturirane podatke v skladu z Schema.org. Te lahko Facebookov algoritem oziroma AI uporabi za \u0161e bolj\u0161o optimizacijo kampanj).\u00a0<\/p>\r\n\r\n\r\n\r\n

\"OpenGraph,<\/figure>\r\n\r\n\r\n\r\n

Drugi pogoj je urejen katalog izdelkov<\/strong>. Ve\u010d o tem, kaj potrebujete za to, smo opisali v tem zapisu<\/a>. Ta tip kampanje je najbolj primeren za e-commerce ogla\u0161evalce, ki \u017eelijo ogla\u0161evati \u0161ir\u0161i nabor izdelkov. Kampanjo postavite tako, da izberete tip kampanje “Catalog Sales” <\/strong>in va\u0161 katalog<\/strong> (celoten katalog ali skupek produktov – Product set). Za razliko od dinami\u010dnega remarketinga, kjer boste nagovarljali tiste, ki so si ogledali ali dali izdelek v ko\u0161arico brez nakupa, izberete tu drugo mo\u017enost (glej sliko spodaj).\u00a0<\/p>\r\n\r\n\r\n\r\n

\"DABA<\/figure>\r\n\r\n\r\n\r\n

\u010ce dobro poznate svojo ciljno skupino, lahko dodate svoj targeting, poskusite pa lahko tudi \u0161iroko ciljanje (glede na majhnost Slovenije v\u010dasih ta pristop dobro deluje). Kot vedno pri konverzijskih kampanjah je njihova u\u010dinkovitost odvisna od koli\u010dine vstopnih podatkov, ki jih algoritem ima za optimizacijo<\/strong> (priporo\u010denih 50 na teden je te\u017eko dose\u010di, seveda pa lahko kampanje dobro delujejo tudi z manj zabele\u017eenimi konverzijami). \u010ce nakupov ni dovolj lahko optimizirate za AddToCart, ViewContent pa odsvetujemo, saj je preve\u010d splo\u0161en.<\/p>\r\n\r\n\r\n\r\n

Uporaba avtomatiziranih pravil<\/strong><\/h2>\r\n\r\n\r\n\r\n

Avtomatizirana pravila so odli\u010dna re\u0161itev, ki nam pomaga pri upravljanju kampanj<\/strong>. Primerna so za nekoliko bolj izku\u0161ene ogla\u0161evalce, ki znajo oceniti, kak\u0161ne vrednosti metrik morajo dosegati pri uspe\u0161nih kampanjah. Facebook omogo\u010da postavljanje avtomatiziranih pravil na ravni razli\u010dnih gradnikov kampanje (ad seti, budgeti, ponudbe itd.). Predvsem pri obse\u017enih kampanjah in velikih budgetih je uporaba pravil skoraj nujna. Tako lahko nastavimo pravila, kdaj naj se neka oglasna skupina ustavi ali za\u017eene (npr. \u010de je ob poldan va\u0161 CPA vi\u0161ji od 15 eur, se oglasna skupina samodejno pavzira). Tovrstna pravila so predvsem klju\u010dna pri t.i. “bully” metodah, kjer ponujamo ve\u010dkratnike na\u0161ega CPA-ja z visokimi dnevnimi budgeti.<\/p>\r\n\r\n\r\n\r\n

\r\n
\"Facebook<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

Pri kampanjah z malimi budgeti je mogo\u010de kampanje prilagajati ro\u010dno, a vnos ustreznih pravil poskrbi, da kampanja poteka v skladu s KPI-ji<\/strong>, tudi \u010de nismo pred ra\u010dunalnikom skozi cel dan. Za naprednej\u0161e kombinacije pravil lahko uporabljate tudi pla\u010dljiva orodja kot je Revealbot<\/a>, za ve\u010dino ogla\u0161evalcev pa bo zado\u0161\u010dala osnovna funkcionalnost znotraj FB Ads Managerja.

\u010ce imate \u0161e kak\u0161no vpra\u0161anje, nam pi\u0161ite tu.<\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"

Za u\u010dinkovito Facebook ogla\u0161evanje potrebujete ve\u010d kot budget in znanje. Zato v \u010dlanku delimo 3 prakti\u010dne ideje, kako lahko izbolj\u0161ate svoje Facebook kampanje in prehitite konkurenco. Pri vsaki ideji boste na\u0161li tudi koristne napotke, kako jo implementirati.<\/p>\n","protected":false},"author":3,"featured_media":28018,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-23214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-oglasevanje","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\n3 nasveti in ideje za va\u0161e Facebook kampanje<\/title>\n<meta name=\"description\" content=\"Preberite si, kako lahko izbolj\u0161ate u\u010dinkovitost va\u0161ih Facebook kampanj in poenostavite upravljanje ogla\u0161evalskih aktivnosti s pomo\u010djo razli\u010dnih orodij.\" \/>\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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