{"id":28732,"date":"2020-04-08T09:00:20","date_gmt":"2020-04-08T07:00:20","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=28732"},"modified":"2020-06-03T08:39:25","modified_gmt":"2020-06-03T06:39:25","slug":"facebook-oglasevanje-prospecting-kampanje","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/facebook-oglasevanje-prospecting-kampanje\/","title":{"rendered":"I\u0161\u010dete nove kupce? Preizkusite Prospecting kampanje na Facebooku!"},"content":{"rendered":"<p>Verjamemo, da je za spletne trgovine, ki \u0161ele za\u010denjajo s Facebook ogla\u0161evanjem, izbira ciljnega ob\u010dinstva lahko zelo zahtevna in zamudna. Enako zahtevno je iskanje novih potencialnih strank za pove\u010danje prodaje za \u017ee izku\u0161ene in dlje prisotne spletne trgovine. Zato vam bomo v tokratnem zapisu predstavili, kako ustvariti kakovostne prospecting kampanje in z njimi dose\u010di nove kupce (novo ob\u010dinstvo), ne da bi pri tem porabili preve\u010d \u010dasa.<\/p>\n<p>&nbsp;<\/p>\n<h2>Zakaj prospecting kampanje, \u010de lahko uporabim klasi\u010den tip kampanj?<\/h2>\n<p><strong>Prospecting kampanje<\/strong> spadajo na podro\u010dje <strong>katalo\u0161ke prodaje<\/strong> na Facebooku, njihov namen pa je \u2013 s pomo\u010djo algoritma \u2013 <strong>poiskati nove kupce oz. novo ob\u010dinstvo<\/strong>. Gre za ob\u010dinstvo, ki bo glede na izbrano kopico podatkov o uporabnikih (ki niso nujno \u017ee bili v stiku z va\u0161o stranjo, so pa izrazili dolo\u010den interes za va\u0161 tip izdelkov) preko <strong>dinami\u010dno generiranih, personaliziranih oglasov<\/strong> najverjetneje konvertiralo in <strong>postalo va\u0161a stranka<\/strong>.<\/p>\n<p>Za \u0161e posebej uporabno orodje se lahko izka\u017ee pri <strong>ve\u010djih spletnih trgovinah<\/strong>, ki sestojijo iz \u0161tevilnih kategorij. Z njim si boste <strong>prihranili ogromno \u010dasa<\/strong>, saj vam ne bo potrebno postavljati <strong>klasi\u010dnih kampanj za posamezne izdelke<\/strong>, \u010das pa boste prihranili tudi <strong>pri oblikovanju ciljnega ob\u010dinstva<\/strong>. To sta klju\u010dni prednosti prospecting kampanj v Facebook ogla\u0161evanju, ve\u010d o tem v nadaljevanju.<\/p>\n<p>&nbsp;<\/p>\n<h2>Kako se lotiti postavitve dinami\u010dne prospecting kampanje?<\/h2>\n<p>Za postavitev prospecting kampanje boste potrebovali naslednje:<\/p>\n<ul>\n<li>aktiven Business Manager ra\u010dun,<\/li>\n<li>integriran Facebook Pixel,<\/li>\n<li>nastavljeno sledenje klju\u010dnih standardnih dogodkov (ViewContent, AddtoCart in Purchase dogodki so nujno potrebni),<\/li>\n<li>urejen vir in katalog izdelkov.<\/li>\n<\/ul>\n<p>O nastavitvah zgoraj omenjenih elementov smo \u017ee pisali, saj so potrebni tudi za izvajanje kampanj <a href=\"https:\/\/madwise.si\/blog\/kako-postaviti-facebook-dinamicni-remarketing-v-3-korakih\/\">dinami\u010dnega remarketinga<\/a>, zato se bomo v nadaljevanju raje posvetili razlagi in vodenju skozi ustvarjanje izdel\u010dnih skupin (Product Sets), ki jih s pridom lahko izkoristite tudi kasneje, pri kampanjah dinami\u010dnega remarketinga.<\/p>\n<p>Preden se lotite postavitve kampanje, vam svetujemo, da \u2013 v kolikor <strong>\u017eelite ogla\u0161evati samo dolo\u010deno skupino izdelkov<\/strong> \u2013 v Catalog Managerju ustvarite <strong>ve\u010d izdel\u010dnih skupin<\/strong> (Product Sets) in s tem poskrbite, da bodo potencialnim kupcem resni\u010dno prikazani samo izdelki, ki jih zanimajo in ne izdelki iz celotnega kataloga. Torej \u010de prodajate pohi\u0161tvo, vam priporo\u010damo, da spalnice ogla\u0161ujete lo\u010deno od kopalni\u0161kega ali kuhinjskega pohi\u0161tva.<\/p>\n<p>&nbsp;<\/p>\n<h2>Kako ustvariti izdel\u010dno skupino?<\/h2>\n<p>V Business Managerju odprite Catalog Manager in poi\u0161\u010dite va\u0161 katalog. V meniju na levi strani izberite \u201cProduct Sets\u201c in <strong>kliknite na modri gumb \u201cCreate Product Set\u201c<\/strong>. Pred vami se bo odprlo okno, kjer boste lahko segmentirali izdelke iz produktnega kataloga.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"598\" height=\"706\" class=\"alignnone size-full wp-image-28737\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/Product-sets-prospecting-e1586252347800.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/Product-sets-prospecting-e1586252347800.png 598w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/Product-sets-prospecting-e1586252347800-254x300.png 254w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Pri tem <strong>lahko razvrstite izdelke<\/strong> glede na kategorijo, tip produkta, ceno, barvo, odvisno od \u0161tevila in vrste dodatnih informacij, ki ste jih vklju\u010dili v va\u0161 vir produktov. Ko kon\u010date, kliknite \u201cCreate\u201c in izdel\u010dna skupina je pripravljena na uporabo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V prispevku boste spoznali glavne prednosti prospecting kampanj za Facebook ogla\u0161evanje. Vodili vas bomo skozi njihovo postavitev, za \u0161e bolj\u0161e rezultate pa skupaj ustvarimo \u0161e izdel\u010dno skupino. Preverite, kako lahko s prospecting kampanjami prihranite \u010das in najdete nove potencialne stranke.<\/p>\n","protected":false},"author":22,"featured_media":28735,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-28732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-oglasevanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"<h2>Va\u0161a prva prospecting kampanja<\/h2>\n<p>Tako, kon\u010dno se lahko posvetimo ustvarjanju va\u0161e prve prospecting kampanje! V Ads Managerju kliknite zeleni gumb \u201cCreate\u201c. Odpre se okno za izbiro cilja kampanje \u2013 tu izberite &#8220;Catalog Sales&#8221;.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"957\" height=\"505\" class=\"alignnone size-full wp-image-28738\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam1.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam1.png 957w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam1-300x158.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam1-768x405.png 768w\" sizes=\"(max-width: 957px) 100vw, 957px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Odprto okno se bo raz\u0161irilo, tam boste kampanjo poimenovali, izbrali va\u0161 katalog in dodelili prora\u010dun. Ko zaklju\u010dite, kliknite na moder gumb \u201cContinue\u201c.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"936\" height=\"758\" class=\"alignnone size-full wp-image-28743\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam2.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam2.png 936w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam2-300x243.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam2-768x622.png 768w\" sizes=\"(max-width: 936px) 100vw, 936px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>S tem smo se pomaknili k urejanju <strong>na ravni oglasnega bloka<\/strong> (Ad Set), kjer se prospecting kampanja razlikuje od preostalih tipov kampanj. Na tej ravni bomo pod razdelkom &#8220;Products&#8221; izbrali izdel\u010dno skupino, ki smo jo prehodno ustvarili. \u010ce \u017eelite ogla\u0161evati vse produkte, ki so v katalogu, izberete vse produkte kataloga.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"650\" height=\"208\" class=\"alignnone size-full wp-image-28739\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam3.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam3.png 650w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam3-300x96.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>V naslednjem koraku boste <strong>izbrali va\u0161e ciljno ob\u010dinstvo<\/strong>. Cilj prospecting kampanje bo torej ob\u010dinstvo, v katerem bo Facebook iskal potencialne stranke, \u010detudi te niso \u0161e bili v stiku z nami. To pa boste storili s preprostim klikom na ustrezno okence.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"656\" height=\"238\" class=\"alignnone size-full wp-image-28740\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam4.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam4.png 656w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam4-300x109.png 300w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>V nadaljevanju se lahko odlo\u010dite za ve\u010d mo\u017enosti. <strong>Uporabite ali izlo\u010dite<\/strong> lahko katerega od va\u0161ih <strong>Ob\u010dinstev po meri<\/strong>. Nadalje lahko segmentirate potencialne kupce glede na lokacijo, demografske kriterije in interese, kakor pri klasi\u010dnih kampanjah. Tu si lahko pomagate z va\u0161o <strong>\u017ee obstoje\u010do ciljno skupino<\/strong> in skupinami, ki so se izkazale za va\u0161e kupce.<\/p>\n<p>Vsekakor vam svetujemo, da ne uporabite pre\u0161irokega ob\u010dinstva. \u017de res, da i\u0161\u010dete novo ciljno ob\u010dinstvo, pa vendar, v kolikor prodajate \u017eenska obla\u010dila, to ne pomeni, da raz\u0161irite cilj tudi na mo\u0161ke. Po drugi strani odsvetujemo tudi preve\u010d segmentirano ob\u010dinstvo (pretirano ozko izbrana demografija z dodatno kopico interesov) \u2013 to boste lahko storili v nadaljevanju, pri kasnej\u0161i optimizaciji kampanje ali postavljanju drugih kampanj, na podlagi rezultatov prospecting kampanje.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"653\" height=\"790\" class=\"alignnone size-full wp-image-28741\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam5.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam5.png 653w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/04\/prosp-kam5-248x300.png 248w\" sizes=\"(max-width: 653px) 100vw, 653px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Preostanek urejanja na ravni oglasnega bloka je enak, kot pri preostalih tipih kampanj. Ustvarjanje oglasov pa poteka na enak na\u010din kot pri dinami\u010dnem remarketingu \u2013 ne glede na to, ali ogla\u0161ujete vse izdelke ali pa samo dolo\u010deno izdel\u010dno skupino.<\/p>\n<p>&nbsp;<\/p>\n<h2>Sedaj ste vi na vrsti!<\/h2>\n<p>\u017delimo vam uspe\u0161no postavljanje va\u0161e prve prospecting kampanje, za katero ne dvomimo, da bo, ob upo\u0161tevanju zgornjih napotkov, tudi uspe\u0161na in boste z njo v svojo spletno trgovino pritegnili nove stranke! \u010ce potrebujete pomo\u010d ali nasvet, kako se lotiti u\u010dinkovitega Facebook ogla\u0161evanja, <a href=\"https:\/\/madwise.si\/kontakt\/\" target=\"_blank\" rel=\"noopener\">se nam oglasite<\/a>.<\/p>\n"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>I\u0161\u010dete nove kupce? 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