{"id":28925,"date":"2020-06-03T09:33:31","date_gmt":"2020-06-03T07:33:31","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=28925"},"modified":"2023-04-28T09:07:50","modified_gmt":"2023-04-28T07:07:50","slug":"google-performance-planner","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/google-performance-planner\/","title":{"rendered":"Google Performance Planner \u2013 orodje za uspe\u0161nej\u0161e ogla\u0161evalske kampanje"},"content":{"rendered":"<p><strong>Google Performance Planner<\/strong> je <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9230124?hl=en\">orodje<\/a>, ki je na voljo brezpla\u010dno uporabnikom platforme <strong>Google Ads<\/strong>. Namenjeno je na\u010drtovanju ogla\u0161evalskih kampanj in predikcij na podlagi izbranih KPI-jev. <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9338821?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Google<\/a> ugotavlja, da s pomo\u010djo tega orodja uporabniki v povpre\u010dju <strong>pove\u010dajo \u0161tevilo konverzij tudi do 43 %<\/strong>.<\/p>\n<p>Google Performance Planner deluje na podlagi analize obstoje\u010dih kampanj in zgodovine pridobljenih podatkov, v ozadju pa ga poganja sistem umetne inteligence, analiza je odvisna od ciljev oz. ciljev va\u0161ih kampanj: ali ste osredoto\u010deni na klike ali na konverzije. Pri analizi va\u0161ih kampanj google upo\u0161teva in vam ponuja naslednje metrike: <strong>konverzije, kliki in vrednost konverzij<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h2>Prednosti Google Performance Plannerja \u2013 na preprost na\u010din do bolj\u0161ih konverzij<\/h2>\n<p>Google je ustvaril na\u010drtovalnik Google Performance Planner, da omogo\u010dijo enostavnej\u0161e in uspe\u0161neje na\u010drtovanje kampanj.\u00a0 Najbolj pa je v pomo\u010d tistim, ki z ogla\u0161evanjem na <strong>Googlu<\/strong> \u0161ele za\u010denjajo ali potrebujejo \u0161e nekaj dodatnega znanja in razumevanja. Tudi izku\u0161enim ogla\u0161evalcem lahko pomaga pri na\u010drtovanju predikcij za izbrano obdobje in bolj informiranem prilagajanju svojega prora\u010duna.<\/p>\n<p>Google Performance Planner vam torej nudi koristne napotke in izhodi\u0161\u010da za izbolj\u0161anje strategij, kampanj in celotnega ogla\u0161evalskega (pro)ra\u010duna.<\/p>\n<p>&nbsp;<\/p>\n<h2>Kaj potrebujete za uporabo Google Performance Plannerja<\/h2>\n<p>Za uporabo na\u010drtovalnika <strong>Google Performance Planner<\/strong> morajo biti izpolnjeni dolo\u010deni pogoji:<\/p>\n<ul>\n<li>Va\u0161e kampanje na Googlu so aktivne ve\u010d kot 72 ur.<\/li>\n<li>V najmanj sedmih dneh imate zabele\u017eene vsaj 3 klike,<\/li>\n<li>Zabele\u017eeno imate vsaj eno konverzijo<\/li>\n<li>V svoji kampanji morate uporabljati eno izmed na\u0161tetih strategij ponujanja: manual CPC, enhanced CPC ali Target CPA.<\/li>\n<\/ul>\n<p>Za zagon orodja v platformi <strong>Google Ads <\/strong>v zgornjem desnem kotu kliknite na \u201cTools and settings\u201d (Orodja in nastavitve). Po odprtju nadzorne plo\u0161\u010de pod segmentom \u201cPlanning\u201d oz. na\u010drtovanje izberite <strong>Performance Planner<\/strong>.<\/p>\n<p>Orodje deluje po principu treh preprostih korakov:<\/p>\n<ol>\n<li>Ustvarite va\u0161 na\u010drt<\/li>\n<li>Preverite va\u0161e predikcije<\/li>\n<li>Implementirajte morebitne spremembe oz predloge v va\u0161 <strong>ogla\u0161evalski ra\u010dun<\/strong> oziroma kampanjo.<\/li>\n<\/ol>\n<p>Ko boste za\u010deli z ustvarjanjem na\u010drta, se vam bo prikazalo okno na spodnji sliki.<\/p>\n<p>V tem koraku boste dolo\u010dili ciljne metrike oz. metrike, za katere \u017eelite pridobiti predikcije. Izbirate lahko med <strong>kliki, konverzijami in njihovimi vrednostmi<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"380\" height=\"349\" class=\"alignnone size-full wp-image-28931\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise5.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise5.png 380w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise5-300x276.png 300w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Med izbiranjem <strong>ciljnih metrik<\/strong>, dolo\u010dite tudi \u010dasovno obdobje predikcij. Lahko izbirate med tednom, mesecem ali kvartalom.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"368\" height=\"412\" class=\"alignnone size-full wp-image-28932\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise6.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise6.png 368w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise6-268x300.png 268w\" sizes=\"(max-width: 368px) 100vw, 368px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Po izboru \u017eelenega \u010dasovnega obdobja in cilja va\u0161e kampanje, morate izbrati obdobje za izra\u010dun <strong>stopnje konverzije<\/strong>. Imejte v mislih: kraj\u0161e \u010dasovno obdobje ponuja bolj specifi\u010dne in to\u010dnej\u0161e predikcije.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"274\" height=\"315\" class=\"alignnone size-full wp-image-28933\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise7.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise7.png 274w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise7-261x300.png 261w\" sizes=\"(max-width: 274px) 100vw, 274px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Naslednji korak je poljuben in vam omogo\u010da izbiro ciljev na podlagi predhodno zastavljenih \u0161tevilk. <em>Npr. v prihajajo\u010dem mesecu si \u017eelimo z na\u0161imi kampanjami na Googlu pridobiti 100 konverzij. <\/em><\/p>\n<p>Ko boste uspe\u0161no ustvarili plan, se vam odpre nadzorna plo\u0161\u010da, ki vklju\u010duje razli\u010dne podatke: va\u0161 prora\u010dun, <strong>konverzije, povpre\u010den stro\u0161ek na konverzijo, povpre\u010dno stopnjo konverzije<\/strong> in podatke obstoje\u010dih kampanj, ki ste jih vklju\u010dili v na\u010drtovalnik.<\/p>\n<p>Nad grafom s krivuljo se nahajajo podatki oziroma metrike, ki jih lahko poljubno spreminjamo in opazujemo spremembe v predvidenem delovanju kampanj. Skratka, to orodje vam na zelo prakti\u010den na\u010din odgovori na razli\u010dna vpra\u0161anja in negotovosti, ki se navezujejo na va\u0161e ogla\u0161evanje. <em>Primer: Kaj bi se zgodilo, \u010de bi v kampanji X pove\u010dali ali zmanj\u0161ali budget za XX.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1446\" height=\"733\" class=\"alignnone size-full wp-image-28930\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise4.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise4.png 1446w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise4-300x152.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise4-1024x519.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise4-768x389.png 768w\" sizes=\"(max-width: 1446px) 100vw, 1446px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Krivulja vam na vizualen na\u010din predstavi primerjavo trenutnega stanja in pri\u010dakovanega stanja.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1440\" height=\"228\" class=\"alignnone size-full wp-image-28935\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise9.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise9.png 1440w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise9-300x48.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise9-1024x162.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise9-768x122.png 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Google Planner<\/strong> vam prav tako omogo\u010da vpogled v delovanje va\u0161ih kampanj na podlagi klju\u010dnih besed. Tukaj se lahko \u201cigrate\u201d in testirate razli\u010dne klju\u010dne besede ter kako bi recimo te vplivale na <strong>delovanje va\u0161ih kampanj v iskalnem omre\u017eju<\/strong>. To lahko naredite s preprostim klikom na izbrano kampanjo.<\/p>\n<p>V desnem kotu se vam odpre okno z raznimi podatki in statistikami. Pod segmentom <em>\u201cThings to try\u201d<\/em> lahko poljubno dodate nove klju\u010dne besede in preverite, kako bi te vplivale na rezultate va\u0161ih obstoje\u010dih kampanj.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"372\" height=\"525\" class=\"alignnone size-full wp-image-28936\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise10.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise10.png 372w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise10-213x300.png 213w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Va\u0161 na\u010drt je ustvarjen. Kaj je naslednji korak?<\/h2>\n<p>Ko boste z na\u010drtovalnikom pridobili vse \u017eelene informacije ali pripravili na\u010drt za izbolj\u0161ave in <strong>spremembe obstoje\u010dih kampanj<\/strong>,\u00a0 ga lahko izvozite v va\u0161o napravo ali po\u0161ljete na email. \u010ce je na\u010drt namenjen le prikazu predikcij, izberite opcijo <em>\u201cPlan summary (.csv)\u201d<\/em>. \u010ce imate namen implementirati dolo\u010dene spremembe v va\u0161e kampanje pa predlagamo izbor opcije <em>\u201cAds Editor file (.csv)\u201d<\/em>, kar vam omogo\u010da urejanje vseh sprememb s pomo\u010djo <a href=\"https:\/\/support.google.com\/google-ads\/editor\/answer\/2484521?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Google Ads Editorja.<\/strong><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"228\" height=\"138\" class=\"alignnone size-full wp-image-28937\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/google_performance_planner_oglasevanje_madwise11.png\" alt=\"\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Se vam zdi, da va\u0161e Google kampanje zapravijo preve\u010d denarja, rezultatov pa ni?<\/h3>\n<p>Ne oklevajte, po\u0161ljite nam sporo\u010dilo in nam napi\u0161ite, kak\u0161ne rezultate \u017eelite in kaj trenutno izvajate, da bi jih dosegli. Z veseljem vam bomo prisko\u010dili na pomo\u010d!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google je v svojo platformo uvedel kopico novosti in avtomatizacij, ki lahko mo\u010dno poenostavijo planiranje, postavljanje in optimizacijo va\u0161ih ogla\u0161evalskih kampanj. V tokratnem zapisu vam bomo predstavili Google Performance Planner, ki vam v celoti ali vsaj delno odpravi te\u017eave pri na\u010drtovanju in optimizaciji va\u0161ih kampanj.<\/p>\n","protected":false},"author":21,"featured_media":28946,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-28925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-oglasevanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","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>Google Performance Planner \u2013 za uspe\u0161nej\u0161e ogla\u0161evalske kampanje<\/title>\n<meta name=\"description\" content=\"Google Performance Planner je orodje, ki poenostavi na\u010drtovanje, postavljanje in optimizacijo va\u0161ih oglasov na Googlu. 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