{"id":23577,"date":"2019-08-07T00:00:00","date_gmt":"2019-08-06T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=23577"},"modified":"2023-04-28T09:07:50","modified_gmt":"2023-04-28T07:07:50","slug":"google-ads-metrike-za-spremljanje-konkurencnosti-kampanj","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/google-ads-metrike-za-spremljanje-konkurencnosti-kampanj\/","title":{"rendered":"Google Ads metrike za spremljanje konkuren\u010dnosti kampanj"},"content":{"rendered":"\r\n

V zadnjem obdobju je Google v platformi Google Ads uvedel \u0161tevilne metrike<\/strong>, ki nam pomagajo ugotoviti, kako uspe\u0161ne so na\u0161e kampanje in kje izgubljamo v primerjavi s konkurenco<\/strong>. Razlog za \u0161tevilne novosti izhaja iz hitrih sprememb prikaza iskalnih rezultatov oziroma oglasov med organskimi zadetki. Poznavanje novih metrik vam lahko veliko pove o u\u010dinkovitosti kampanj, budgetih in prilo\u017enostih za izbolj\u0161ave.\u00a0<\/p>\r\n\r\n\r\n\r\n

Povpre\u010dna pozicija (Avg. Pos.) se poslavlja<\/strong><\/h2>\r\n\r\n\r\n\r\n

Ena od Google Ads metrik, ki je imela v preteklosti veliko te\u017eo se septembra poslavlja iz vseh poro\u010dil v Google Ads platformi<\/strong>. Gre za metriko o povpre\u010dni poziciji (Average position)<\/strong> na ravni kampanj, oglasnih skupin in oglasov. S spremembo prikazovanja oglasov v iskalnem omre\u017eju (npr. \u017ee pred leti so bili ukinjeni oglasi na desni strani iskalnih rezultatov) in porastom uporabnikov mobilnih naprav je postala metrika manj relevantna in smiselna<\/strong>. Velikokrat je bila tudi napa\u010dno razumljena in interpretirana. Povpre\u010dna pozicija 1.5 naprimer ne pomeni, da se oglas prikazuje na vrhu iskalnih rezultatov, ampak dosega to povpre\u010dno pozicijo v primerjavi z drugimi oglasi v dra\u017ebah. Metrika torej ne upo\u0161teva organskih rezultatov in oglas s pozicijo 1.5 se lahko pojavi tudi na dnu strani (a v ve\u010dini dra\u017eb pred drugimi, konkuren\u010dnimi oglasi). Kako bomo lahko spremljali vidnost na\u0161ih kampanj, \u010de te metrike ne bo ve\u010d na voljo? Tu vstopijo nove Googlove metrike.<\/p>\r\n\r\n\r\n\r\n

Metrike o konkuren\u010dnosti oziroma vidnosti Google Ads kampanj<\/strong><\/h2>\r\n\r\n\r\n\r\n

\u0160tevilni ogla\u0161evalci metrike o konkuren\u010dnosti zapostavljajo ali napa\u010dno razumejo. To sicer ni presenetljivo, saj zahtevajo poglobljeno poznavanje platforme in izku\u0161nje pri optimizaciji kampanj na podlagi klju\u010dnih metrik. Napa\u010dne interpretacije lahko vodijo do nesmotrnih odlo\u010ditev<\/strong> in poslab\u0161anja delovanja kampanj. Katere torej so te metrike? Poglejmo spodnjo sliko iz Google Ads ra\u010duna:<\/p>\r\n\r\n\r\n\r\n

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

Search Impression share <\/em><\/strong>oziroma dele\u017e prikazov<\/strong> je definiran kot odstotek prikazov, ki so jih va\u0161i oglasi prejeli v primerjavi s celotnim \u0161tevilom prikazov, ki bi jih lahko prejeli<\/strong> in se lahko prikazujejo na ravni kampanje, oglasnih skupin in klju\u010dne besede. \u010ce je va\u0161 dele\u017e prikazov 74% to pomeni, da va\u0161 oglas pojavi 74-krat v iskalnih rezultatih od 100 mo\u017enih situacij, ko nekdo vpi\u0161e klju\u010dno besedo, ki jo zakupujete. Gre za oceno, ki jo Google poda na podlagi \u0161tevilnih dejavnikov (nastavitve kampanj, tipi ponudb, budgeti, kakovost kampanj \u2026 ), klju\u010dno pa je, da razumete, kaj vam ta metrika sporo\u010da<\/strong>. Dele\u017e prikazov je lahko nizek zaradi (pre)nizkih ponudb oziroma budgeta ali slabih ocen kakovosti oziroma Ad ranka va\u0161ih klju\u010dnih besed\/oglasov. Za osvetlitev va\u0161e situacije, si lahko pomagate z metrikami:<\/p>\r\n\r\n\r\n\r\n

Search lost IS (rank)<\/em> <\/strong>in Search lost IS (budget)<\/em><\/strong>, kjer je IS je okraj\u0161ava za \u201cimpression share\u201d. Prva metrika nam sporo\u010da v koliko odstotkih se oglasi niso prikazali v dra\u017ebah zaradi nizkega Ad ranka<\/strong>, druga pa zaradi prenizkega budgeta ali CPC ponudb<\/strong>. Kaj storiti v slednjem primeru? Enostaven odgovor bi bil pove\u010danje budgeta, \u010de seveda imate resurse za to, alternativni pristop pa je o\u017eanje ciljne populacije (npr. ciljanje specifi\u010dnih naprav ali omejitev kampanje na nabor lokacij). Te\u017eje je ukrepati, \u010de dele\u017e prikazov izgubljate zaradi nizkega Ad ranka. Nanj vpliva ve\u010d dejavnikov, klju\u010dni trije pa so va\u0161a ponudba za klik, ocena kakovosti in prisotnost raz\u0161iritev oglasov<\/strong>. Veliko te\u017eo igra ocena kakovosti na katero vpliva ustreznost va\u0161ih oglasov, CTR in izku\u0161nja uporabnikov z pristajalno stranjo. Predvsem slednja pogosto zavira uspe\u0161nost kampanj, saj nanje ogla\u0161evalci ne morejo neposredno vplivati.<\/p>\r\n\r\n\r\n\r\n

Nabor metrik pa se tu ne kon\u010da. Poleg splo\u0161ne metrike o dele\u017eu prikazov v dra\u017ebah so na voljo \u0161e Search top IS<\/em><\/strong> in Search absolute top IS<\/em><\/strong>. Gre za dele\u017e prikazov na\u0161ih oglasov v zgornjih pozicijah nad organskimi zadetki (do 4 oglasi – na spodnji sliki v rde\u010dem okvirju), oziroma dele\u017e prikazov oglasov na absolutno prvi poziciji (moder okvir). Gre za Googlovo oceno na podlagi razmerja med prikazi, ki so jih va\u0161i oglasi prejeli in \u0161tevilom, ki bi jih lahko prejeli za posamezno lokacijo v iskalnih rezultatih.<\/p>\r\n\r\n\r\n\r\n

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

Ostaja pa nam \u0161e ena metrika, ki je prikazana v zgornji tabeli. To je Click share<\/em><\/strong>, oziroma dele\u017e klikov.<\/strong> Gre za odstotek klikov, ki so jih va\u0161i oglasi prejeli v primerjavi s celotnim \u0161tevilom klikov, ki bi jih lahko prejeli. Kako lahko uporabite ta podatek? \u010ce ugotovite, da dosegate velik dele\u017e prikazov va\u0161ih oglasov, a je dele\u017e klikov precej ni\u017eji, posvetite pozornost tekstu va\u0161ih oglasov ali pa izbolj\u0161ajte\/dodajte raz\u0161iritve oglasov<\/strong>, kar bo pozitivno vplivalo na va\u0161 CTR.<\/p>\r\n\r\n\r\n\r\n

Metrike o konkuren\u010dnosti vs. performance metrike<\/strong><\/h2>\r\n\r\n\r\n\r\n

Zgornje metrike nam lahko pomagajo ugotoviti, kako se na\u0161e kampanje kosajo v \u0161ir\u0161em konkuren\u010dnem kontekstu. Ali to pomeni, da moramo vedno stremeti po doseganju \u010dim vi\u0161jih odstotkov? Vsekakor ne, v veliko primerih je to tudi te\u017eko dose\u010di, v\u010dasih pa je lahko izplen kampanj celo slab\u0161i (o tem smo pisali v enem od prej\u0161njih zapisov<\/a>, kjer smo upo\u0161tevali metriko Avg. pos., ki je v tem kontekstu relevantna). Te metrike nam slu\u017eijo za ugotavljanje, kje imamo rezerve in kam vlagati \u010das za optimizacijo<\/strong>.\u00a0<\/p>\r\n\r\n\r\n\r\n

Dodatno nam tu pomagata \u0161e metriki Impressions (Top) %<\/em><\/strong> in Impressions (Absolute Top) %<\/em><\/strong>,<\/em> ki dele\u017ea ne ocenjujeta na podlagi Googlovih predikcij v dra\u017ebah, ampak nam sporo\u010data dejansko u\u010dinkovitost oglasov, ki so se pojavili v dra\u017ebah. impressions (Absolute Top) % nam tako pove, kolikokrat so se na\u0161i oglasi pojavili na absolutno prvi poziciji glede na vse primere, ko so se dejansko prikazali. Ti dve metriki nam lahko dodatno pomagata razumeti ali imamo \u0161e rezerve pri optimizaciji oglasov ali se je bolje osredoto\u010dati na budgete in ponudbe<\/strong>. Manjkajo\u010d \u010dlen so \u0161e klju\u010dne metrike kot so stopnja konverzije in konverzije, ki nam pomagata razumeti, kdaj je optimizacija kampanj potrebna in smiselna.<\/p>\r\n\r\n\r\n\r\n

Ali moramo spremljati te metrike?<\/strong><\/h2>\r\n\r\n\r\n\r\n

Predstavljene metrike so lahko te\u017eko razumljive za neizku\u0161ene Google Ads ogla\u0161evalce, ki ne upravljaljajo svojih kampanj na dnevni ravni. Gre za metrike, ki jih spremljamo za napredno optimizacijo kampanj, potem ko smo ostale osnove uredili in poskrbeli za klju\u010dne gradnike kampanj, kot so njihova struktura, raz\u0161iritve oglasov, ustrezne ponudbe itd. Va\u0161 fokus naj bo raje tu. Ve\u010dina ogla\u0161evalcev bo dovolj uporabnih informacij o obna\u0161anju kampanj v primerjavi s konkurenco na\u0161la v Auction Insight poro\u010dilu, za celovito sliko pa si lahko pomagate z metrikami v tem zapisu. Za dodatna vpra\u0161anja smo na voljo na zivjo@madwise.si<\/a><\/p>\r\n\r\n\r\n\r\n

 <\/p>\r\n","protected":false},"excerpt":{"rendered":"

V \u010dlanku spoznajte, katere metrike vam nudijo najbolj\u0161i vpogled v konkuren\u010dnost va\u0161ih Google Ads kampanj. Pri vsaki metriki boste na\u0161li tudi pojasnilo, kaj pomeni metrika in kako jo interpretirati, da se izognete zablodam v razumevanju, s katerimi se soo\u010dajo \u0161tevilni ogla\u0161evalci.<\/p>\n","protected":false},"author":3,"featured_media":28496,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-23577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-oglasevanje","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nGoogle Ads metrike za spremljanje konkuren\u010dnosti kampanj<\/title>\n<meta name=\"description\" content=\"Google Ads metrike, ki omogo\u010dajo spremljanje konkuren\u010dnosti in vidnosti va\u0161ih kampanj, so v zadnjem \u010dasu do\u017eivele veliko sprememb. Preverite, katere.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madwise.si\/blog\/google-ads-metrike-za-spremljanje-konkurencnosti-kampanj\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ads metrike za spremljanje konkuren\u010dnosti kampanj\" \/>\n<meta property=\"og:description\" content=\"Google Ads metrike, ki omogo\u010dajo spremljanje konkuren\u010dnosti in vidnosti va\u0161ih kampanj, so v zadnjem \u010dasu do\u017eivele veliko sprememb. 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