{"id":874,"date":"2018-01-09T00:00:00","date_gmt":"2018-01-08T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/01\/09\/novi-adwords-prinasa-stevilne-prednosti-za-oglasevalce\/"},"modified":"2023-04-28T09:07:56","modified_gmt":"2023-04-28T07:07:56","slug":"novi-adwords","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/novi-adwords\/","title":{"rendered":"Novi AdWords prina\u0161a \u0161tevilne prednosti za ogla\u0161evalce"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Od zadnje prenove ogla\u0161evalske <a href=\"https:\/\/madwise.si\/spletno-oglasevanje\/\">platforme Adwords<\/a> <strong>je minilo \u017ee ve\u010d kot osem let.<\/strong> Od takrat je pri\u0161lo do velikih premikov na tehnolo\u0161kem podro\u010dju z razmahom vse naprednej\u0161ih <strong>pametnih telefonov in \u0161tevila naprav<\/strong>, ki jih posamezniki uporabljajo doma in v slu\u017ebi. Spremenile so se tudi navade njihovih uporabnikov, ki do spleta dostopajo izven zavetja lastnega doma ali delovnega okolja. Druga\u010dna je tudi <strong>dinamika dela in \u0161tevilo ogla\u0161evalcev<\/strong>, ki platformo uporabljajo. Kumulativa postopnih sprememb je vodila do nujnosti nadgradnje ogla\u0161evalske platforme, kar je Google naznanil lani poleti in posameznim ogla\u0161evalcem omogo\u010dil dostop do <strong>beta verzije posodobljene platfome. <\/strong><\/span><br \/>\n<span style=\"font-weight: 400;\">Danes je platforma, poimenovana<strong> New Adwords Experience<\/strong>, na voljo vsem uporabnikom in sledi grafi\u010dni podobi ostalih Googlovih orodij, kot so Google Analytics, Optimize, Tag Manager in ostalim. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Katere novosti in prednosti prina\u0161a? Kar berite naprej.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kaj \u017eeli Google s prenovo dose\u010di?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Glavni Googlovi cilji, ki jih \u017eeli dose\u010di s prenovo platforme, so omogo\u010diti uporabnikom, da:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>enostavno oblikujejo kampanje, skladne z njihovimi marketin\u0161kimi cilji<\/strong>,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>prihranijo \u010das<\/strong> pri kreiranju kampanj in la\u017eje dostopajo do najpogosteje uporabljenih orodij in funkcionalnosti, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>hitreje pridobijo uporabne podatke<\/strong> o delovanju kampanj s pomo\u010djo poro\u010devalskih orodij in grafi\u010dnih vmesnikov, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>uporabljajo nova orodja in mo\u017enosti<\/strong> pri kreiranju kampanj, ki so na voljo le v prenovljeni Adwords platformi.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kljub prenovi in bolj\u0161i uporabni\u0161ki izku\u0161nji je <strong>dobro poznavanje platforme klju\u010dnega pomena za izvajanje u\u010dinkovitega ogla\u0161evanja.<\/strong> Poglejmo si osnovno strukturo platforme, v nadaljevanju pa bomo predstavili nekatere novosti, ki so pomembne pri vsakdanjem ustvarjanju kampanj.<\/span><\/p>\n<p><a href=\"https:\/\/madwise.si\/kontakt\/\"><img decoding=\"async\" class=\"alignnone wp-image-2872 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/870x200_Madwise_offer_01-update-Lea.jpg\" alt=\"\u017delite prodati ve\u010d z digitalnim marketingom\" width=\"870\" height=\"200\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Struktura nove Adwords platforme<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ko ustvarimo nov Adwords ra\u010dun, nas ob vstopu \u010daka <strong>vodena predstavitev v 5 korakih<\/strong>. Ta je zelo priro\u010dna za nove in neizku\u0161ene uporabnike, saj nam hitro in jasno prika\u017ee funkcionalnosti platforme, ki jih napogosteje uporabljamo. <strong>\u010ce \u017eelimo ponovno zagnati predstavitev izberemo mo\u017enost \u201cGuided Steps\u201d,<\/strong> ki se nam prika\u017ee po kliku na ikono z vpra\u0161ajem desno zgoraj. Podobna ikona se pojavlja v vseh korakih pri postavljanju kampanje, kar precej olaj\u0161a delo novim uporabnikom. <\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3535 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-13.31.27-300x115.png\" alt=\"Adwords Guided Steps\" width=\"810\" height=\"311\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Osnovna struktura <strong>Adwords platforme ostaja enaka, spremenila pa se je postavitev in na\u010din dostopanja do posameznih orodij in podatkov.<\/strong> Na levi strani se nahaja dvo-nivojni meni. Izbiramo lahko med posameznimi tipi kampanj (search, display, Video \u2026 ), spodaj pa se nam prika\u017eejo kampanje, glede na filter, ki ga izberemo (enabled, paused, removed). <strong>Zapomniti si morate ikono s tremi navpi\u010dnimi pikami, kjer izbirate mo\u017enosti in filtre znotraj vsakega od segmentov.<\/strong> Na vzporednem meniju v svetlej\u0161i sivi barvi boste opazili, da se spreminja glede na izbiro tipa kampanje. Pri Display kampanjah se na primer pojavita menija Topics in Placements, ki ju pri Search kampanjah ni.<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-3538 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-13.49.17-131x300.png\" alt=\"Adwords Campaign Types\" width=\"222\" height=\"508\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Meni se torej prilagaja funkcionalnostim, ki so na voljo pri posameznih tipih kampanj.<\/strong> Dodatna prednost je tudi hitrej\u0161e dostopanje do nastavitev posamezne kampanje, urnika, lokacij, prilagodljivih na\u010dinov ponujanja ter zgodovine sprememb.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ena vidnej\u0161ih novosti so tudi <strong>pregledna poro\u010dila o va\u0161ih kampanjah na vstopni strani.<\/strong> Tam najdete podatke o klju\u010dnih KPI-jih, ki vam dajo jasno sliko o delovanju posameznih kampanj. Kot pri vseh interpretacijah podatkov, pa morate seveda paziti na ustrezno segmentacijo in ne sprejemati odlo\u010ditev na skupnih podatkih.<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3541 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-14.04.55-300x115.png\" alt=\"Adwords Account Overview\" width=\"595\" height=\"228\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Omeniti velja tudi\u00a0<strong>mo\u017enost rabe bli\u017enjic<\/strong>. Do seznama vseh razpolo\u017eljivih dostopate s klikom na \u201c?\u201d. Nabor bli\u017enjic se nenehno ve\u010da, njihova raba pa bo precej pohitrila potek va\u0161ega dela znotraj platforme.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kje se nahajajo kju\u010dna orodja?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Ve\u010dina klju\u010dnih orodij se nahaja v meniju desno zgoraj.<\/strong> Ob kliku na ikono s klju\u010dem se odpre meni s 5 segmenti, kjer najdete na\u010drtovalska orodja kot so Keyword Plannner in orodje za predogled oglasov, v ostalih segmentih pa nahaja knji\u017eica za skupno rabo, orodja za avtomatizacijo ogla\u0161evanja, merjenje konverzije in atribucije ter nastavitve Adwords ra\u010duna.<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3543 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-14.39.44-300x106.png\" alt=\"Adwords Tools\" width=\"640\" height=\"226\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Nekatera od na\u0161tetih orodij (npr. Keyword Planner) <strong>zaenkrat ostajajo v stari podobi, kar pomeni, da boste ob kliku nanje preusmerjeni v staro platformo<\/strong> ali pa se vam bo odprl nov zavihek. Prehod med staro in novo platformo pa je zelo enostaven, saj imate v nastavitvah link do ene in druge. V stari platformi pa vas k prehodu na novo dodatno nagovarja moder gumb desno spodaj.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Velik napredek <strong>je zaslediti pri poro\u010devalskih orodjih.<\/strong> Te se nahajajo pod ikono s histogrami, kjer so skrita tudi vnaprej definirana poro\u010dila oziroma \u201cDimensions\u201d, kot so se imenovala v prej\u0161nji verziji platforme. <strong>Poro\u010dila so grafi\u010dno bolj izpopolnjena in pregledna.<\/strong><\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3544 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-15.06.54-300x104.png\" alt=\"Adwords Reporting Tools\" width=\"669\" height=\"232\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Poglejmo si \u0161e klju\u010dna orodja, ki jih boste uporabljali znotraj kampanj, oglasnih skupin in oglasov\/klju\u010dnih besed. <strong>Pod grafi na desni strani se nahajajo \u0161tiri ikone.<\/strong> Prva v obliki obrnjene piramide oziroma lijaka je filter, s katerim izbirate posamezne elemente glede na ime, status, ime in ostale parametre. Sledi okrogla ikona, ki vsebuje razli\u010dne segmente, ki so podobni kot v stari platformi. Naslednja ikona, ki nakazuje stoplce slu\u017ei izbiri metrik, ki jih \u017eelite spremljati v va\u0161ih tabelah, zadnji gumb pa je namenjen prenosu podatkov v obliki excel in ostalih vrst dokumentov. \u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Poenostavljeno oblikovanje kampanj<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/madwise.si\/google-oglasevanje\/\">Oblikovanje kampanj<\/a> je<strong> v novi platformi enostavnej\u0161e in hitrej\u0161e.<\/strong> \u010ce \u017eelimo oblikovati novo kampanjo, izberemo meni Campaigns v svetlo sivem meniju levo in nato kliknemo na velik <strong>moder gumb s plusom:<\/strong><\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3545 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-15.18.54-300x141.png\" alt=\"Creating Adwords Campaign\" width=\"574\" height=\"270\" \/><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>OPOMBA:<\/b><span style=\"font-weight: 400;\"> Namenoma uporabljamo angle\u0161ke izraze za \u0161tevilne pojme, saj platforme vedno uporabljamo v angle\u0161\u010dini. Razlog za to je preprost. \u010ce se pojavi kak\u0161na te\u017eava ali pa katere funkcionalnosti \u0161e en poznate, je precej la\u017eje poiskati informacije v angle\u0161kem jeziku kot sloven\u0161\u010dini. Priporo\u010damo vam rabo orodij v angle\u0161\u010dini.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Na voljo imamo pet razli\u010dnih tipov kampanj:<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3546 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-15.16.53-300x72.png\" alt=\"Adwords Campaign Types\" width=\"563\" height=\"135\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Opazili boste, da <strong>ni ve\u010d na voljo tipa kampanje \u201cSearch Network with Display Select\u201d.<\/strong> Tega lahko izberete v naslednjem koraku, kjer obkljukate prikaz oglasov v prikaznem omre\u017eju. Seveda pa vam ta tip kampanje odsvetujemo, saj gre za popolnoma druga\u010dne tipe kampanj z razli\u010dnimi marketin\u0161kimi cilji. Odlo\u010ditev je odvisna od va\u0161ih izku\u0161enj in budgeta, ki ga imate na voljo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ko izberete tip kampanje, vas v naslednjem koraku \u010daka<strong> izbor va\u0161ega marketin\u0161kega cilja:<\/strong><\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3547 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-04-at-15.38.47-300x96.png\" alt=\"Adwords Marketing Goals\" width=\"616\" height=\"197\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Glede na izbor vam bodo na voljo<strong> razli\u010dne nastavitve in napotki pri postavljanju kampanje<\/strong>. Osebno se postavljanja kampanje lotim brez izbora cilja, saj \u017eelim sam nastaviti vse parametre kampanje. Naslednji koraki so precej podobni delu v stari platformi, kjer nastavimo lokacije, jezik, budget, na\u010din ponujanja, raz\u0161iritve oglasov in ostale nastavitve, ki so razli\u010dne glede na izbran tip kampanje.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kaj pa oglasne skupine in oglasi?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ena bolj\u0161ih sprememb v platformi je <strong>proces postavljanja oglasnih skupin in <a href=\"https:\/\/madwise.si\/kljucne-besede-temelj-uspesne-adwords-kampanje\/\">vna\u0161anja klju\u010dnih besed<\/a>.<\/strong> Sedaj lahko \u017ee v tej fazi postavite ve\u010d oglasnih skupin s klikom na gum \u201cNew Ad Group\u201d. V vsako lahko vnesete ustrezne klju\u010dne besede in hitreje postavite celotno kampanjo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Kljub napredku ostaja \u0161e veliko prostora za izbolj\u0161ave.<\/strong> Naprimer dodajanje negativnih klju\u010dnih besed \u017ee v tej fazi, hkrati pa je orodje za pridobivanje dodatnih idej o klju\u010dnih besedah nazadovalo v primerjavi s staro platformo. <strong>Z razdelitvijo klju\u010dnih besed v kategorije je bila stara platforma bolj pregledna in uporabna.<\/strong><\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3548 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-05-at-10.03.14-300x163.png\" alt=\"Adwords Ad Group Creation\" width=\"615\" height=\"335\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Podobno je tudi<strong> pri oblikovanju oglasov, ki je \u0161e hitrej\u0161e kot prej.<\/strong> Oglase lahko hitro kopiramo, dodajamo nove in, podobno kot prej, vidimo, kako bodo videti na razli\u010dnih napravah.<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3549 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/Screen-Shot-2018-01-05-at-10.21.53-300x184.png\" alt=\"Creating ads in Adwords\" width=\"628\" height=\"385\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Omeniti velja \u0161e eno orodje, ki nam je lahko v pomo\u010d pri A\/B testiranju oglasov. <strong>Gre za t. I. Ad Variations, ki se nahaja v meniju Drafts &amp; Experiments.<\/strong> Testiramo lahko razli\u010dne gradnike oglasov in jih apliciramo na celotne ra\u010dun ali posamezne kampanje.<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-3550 aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/01\/AdWords-2-300x198.png\" alt=\"Adwords Ad Variations\" width=\"573\" height=\"378\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u010ce se na hitro vrnemo na prvi korak &#8211; postavljanje kampanje &#8211; velja omeniti \u0161e <strong>novost pri dodajanju raz\u0161iritev oglasov.<\/strong> Veliko uporabnikov si te\u017eko predstavlja, kako posamezne raz\u0161iritve izgledajo in kako jih pravilno oblikovati. <strong>Po novem nam je na voljo predlogled vsake od teh, kar je v veliko pomo\u010d manj izku\u0161enim uporabnikom.<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kaj pa ostale novosti?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dotaknili smo se le manj\u0161ega dela novosti, ki jih prina\u0161a nova Adwords platforma. Opozoriti moramo na <strong>veliko spremembo razpona dnevne porabe ogla\u0161evalskih sredstev.<\/strong> V preteklosti je lahko va\u0161a dnevna poraba nihala do 20 %. Torej, \u010de ste dolo\u010dili mese\u010dni budget, je lahko bila na posamezni dan va\u0161a poraba do 20 % ve\u010dja od povpre\u010dja za posamezni dan. <strong>Od oktobra dalje so lahko nihanja tudi do 100 %.<\/strong> \u010ce imate fiksen mese\u010dni budget, bo kon\u010dna poraba ostala znotraj zastavljenih smernic. Zalomi pa se lahko v primerih, ko kampanje predhodno prekinete, va\u0161a poraba pa je vi\u0161ja od na\u010drtovane. Google si to svobodo dopu\u0161\u010da s ciljem izbolj\u0161ati rezultate va\u0161e kampanje na dneve, ko njegov algoritem predvidi ve\u010d klikov in\/ali konverzij iz naslova va\u0161ih kampanj. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ostale novosti so t.i. <strong>Custom-intent ob\u010dinstva za display kampanje, nova raz\u0161iritev oglasov &#8211; Promotion extension, raz\u0161irjeno demografsko ciljanje (dohodek gospodinjstva &#8211; kljub vpra\u0161ljivi natan\u010dnosti podatkov v tej fazi), remarketing v GSP kampanjah (pred \u010dasom je bila izvzeta mo\u017enost ciljanja po domenah).<\/strong> To je le majhen del novosti, ki jih bomo podrobneje predstavili v prihodnjih zapisih.<\/span><\/p>\n<p><b>Na vrsti se vi!<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Predstavili smo vam osnovne lastnosti nove platforme. Kot vedno, je vsaka sprememba dele\u017ena dolo\u010denega odpora, saj povsem spremeni na\u010din dela in spreminja ute\u010dene navade. Pomembno je, da take spremembe izkoristite za izbolj\u0161anje poznavanja orodja, ki ga \u017ee uporabljate in stopite iz cone udobja. V komentarjih zapi\u0161ite, katere spremembe so vam olaj\u0161ale ali ote\u017eile delo in o katerih funkcionalnostih bi \u017eeleli izvedeti ve\u010d. Do takrat pa vam \u017eelimo uspe\u0161no spoznavanje z novo podobo Adwords platforme.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Adwords platforma za spletno ogla\u0161evanje je s posodobitvijo prinesla \u0161tevilne novosti in prednosti. Preverite, kak\u0161na je struktura platforme, kje najdete klju\u010dna orodja, kako oblikujete kampanje in kako se je spremenil proces postavljanja oglasnih skupin in oglasov.<\/p>\n","protected":false},"author":3,"featured_media":1205,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-874","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":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Novi AdWords prina\u0161a \u0161tevilne prednosti za ogla\u0161evalce<\/title>\n<meta name=\"description\" content=\"Nova verzija Adwords platforme \u2013 New Adwords Experience \u2013 prina\u0161a \u0161tevilne novosti in nova orodja. 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