[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.astonet.cz\/tipy-jak-otestovat-reagujici-reklamy-vyhledavani\/#Article","mainEntityOfPage":"https:\/\/www.astonet.cz\/tipy-jak-otestovat-reagujici-reklamy-vyhledavani\/","headline":"Tipy, jak otestovat reaguj\u00edc\u00ed reklamy vyhled\u00e1v\u00e1n\u00ed","name":"Tipy, jak otestovat reaguj\u00edc\u00ed reklamy vyhled\u00e1v\u00e1n\u00ed","description":"Generuj\u00ed tradi\u010dn\u00ed RSA nebo charaktery daleko lep\u0161\u00ed v\u00fdsledky nebo akor\u00e1t v\u00edce probl\u00e9m\u016f? \u00a0 Testovali jste n\u011bkdy reaguj\u00edc\u00ed reklamy vyhled\u00e1v\u00e1n\u00ed od Google, av\u0161ak st\u00e1le si nejste jisti, co si z\u00a0t\u011bchto poznatk\u016f z\u00a0testov\u00e1n\u00ed vz\u00edt? Nejste sami. \u00a0 Cara DeBeer, vedouc\u00ed placen\u00e9ho vyhled\u00e1v\u00e1n\u00ed v\u00a0Catalyst, a taky Brad Geddes, spoluzakladatel Adalysis, diskutuj\u00ed o tom, co vlastn\u011b prozat\u00edm vid\u011bli z\u00a0testov\u00e1n\u00ed […]","datePublished":"2026-05-09","dateModified":"2026-05-09","author":{"@type":"Person","@id":"https:\/\/www.astonet.cz\/author\/#Person","name":"","url":"https:\/\/www.astonet.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/774cfd57496a9f02284489749b4229073861faca9d8a66df7d65507a77c5d31f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/774cfd57496a9f02284489749b4229073861faca9d8a66df7d65507a77c5d31f?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"astonet.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.astonet.cz\/tipy-jak-otestovat-reagujici-reklamy-vyhledavani\/","wordCount":777,"articleBody":"Generuj\u00ed tradi\u010dn\u00ed RSA nebo charaktery daleko lep\u0161\u00ed v\u00fdsledky nebo akor\u00e1t v\u00edce probl\u00e9m\u016f?\u00a0Testovali jste n\u011bkdy reaguj\u00edc\u00ed reklamy vyhled\u00e1v\u00e1n\u00ed od Google, av\u0161ak st\u00e1le si nejste jisti, co si z\u00a0t\u011bchto poznatk\u016f z\u00a0testov\u00e1n\u00ed vz\u00edt? Nejste sami.\u00a0Cara DeBeer, vedouc\u00ed placen\u00e9ho vyhled\u00e1v\u00e1n\u00ed v\u00a0Catalyst, a taky Brad Geddes, spoluzakladatel Adalysis, diskutuj\u00ed o tom, co vlastn\u011b prozat\u00edm vid\u011bli z\u00a0testov\u00e1n\u00ed reaguj\u00edc\u00edch reklam vyhled\u00e1v\u00e1n\u00ed (RSA) oproti testovan\u00fdm vylep\u0161en\u00fdm textov\u00fdm reklam\u00e1m (ETA \u2013 enhanced text ads) na jednom z\u00a0v\u00fdstup\u016f na SMX West minul\u00fd t\u00fdden.\u00a0V\u00a0jej\u00ed prezentaci DeBeer diskutuje o n\u011bkter\u00fdch podstatn\u00fdch limitac\u00edch RSA (hlavn\u011b tedy detailn\u00ed hl\u00e1\u0161en\u00ed) a tak\u00e9 diskutuje o zp\u016fsobech, jak vlastn\u011b zhodnotit to, jak si va\u0161e RSA vlastn\u011b vedou a pro\u010d. Pokud se pod\u00edv\u00e1me na p\u0159\u00edpadov\u00e9 studie od klientsk\u00fdch \u00fa\u010dt\u016f, deBeer uk\u00e1zala v\u00fdsledky testov\u00e1n\u00ed na shrom\u00e1\u017ed\u011bn\u00e9 \u00farovni \u00fa\u010dtu, kter\u00e9 zd\u00e1nliv\u011b indikovaly velmi sm\u00ed\u0161en\u00e9 v\u00fdsledky \u2013 ni\u017e\u0161\u00ed pom\u011br proklik\u00e1v\u00e1n\u00ed (Click-through rate \u2013 CTR), vy\u0161\u0161\u00ed pom\u011bry konverz\u00ed (CVR \u2013 conversion rates) \u2013 pro RSA oproti ET. Pokud se ale pod\u00edv\u00e1me na rozli\u010dn\u00e9 segmenty, zjist\u00edme, \u017ee data se zd\u00e1la b\u00fdt pon\u011bkud jin\u00e1.\u00a0\tZna\u010dka a segment pro hlub\u0161\u00ed post\u0159ehy\u00a0\u201eMus\u00edme se pono\u0159it daleko hloub\u011bji do t\u011bchto rozli\u010dn\u00fdch segment\u016f, abychom vid\u011bli oblasti p\u0159\u00edle\u017eitost\u00ed, i kdy\u017e to vypad\u00e1, \u017ee si RSA reklamy nevedou p\u0159\u00edli\u0161 dob\u0159e.\u201c\u00a0Uk\u00e1zala n\u00e1m n\u00e1sledn\u011b v\u00fdsledky segmentovan\u00e9 za\u0159\u00edzen\u00edm, typem shody, zna\u010dkou a tak\u00e9 ne-zna\u010dkou, na \u00farovni produktu podle geografick\u00e9ho trhu k\u00a0identifikaci n\u011bjak\u00fdch t\u011bch men\u0161\u00edch post\u0159eh\u016f.\u00a0Jej\u00ed posledn\u00ed rada zn\u011bla takto: \u201eKa\u017ed\u00fd by si m\u011bl otestovat RSA, ale ne v\u0161ichni by je m\u011bli testovat najednou.\u201c\u00a0Pokud se nach\u00e1z\u00edte v\u00a0regulovan\u00e9 oblasti jako je farmaceutick\u00fd pr\u016fmysl nebo pot\u0159ebujete velmi dob\u0159e kontrolovat va\u0161e kopie reklam, RSA nejsou p\u0159esn\u011b to prav\u00e9 o\u0159echov\u00e9 pro v\u00e1s. Av\u0161ak, deBeer sd\u011blila, pokud chcete z\u00edskat n\u011bjakou tu v\u00fdhodu dal\u0161\u00edch nemovitost\u00ed RSA, jsou schopny ozna\u010dit rozd\u00edln\u00e9 form\u00e1ty reklam pro anal\u00fdzu a hlavn\u011b maj\u00ed docela dost dobr\u00fdch, vysoce-\u00farov\u0148ov\u00fdch skupin reklam, kter\u00e9 v\u00e1m dovol\u00ed pou\u017e\u00edt existuj\u00edc\u00ed hl\u00e1\u0161en\u00ed a dovol\u00ed v\u00e1m tak\u00e9 segmentovat va\u0161e v\u00fdsledky, pot\u00e9 v\u00e1m doporu\u010duje otestovat RSA.\u00a0Geddes prezentoval data sesb\u00edran\u00e1 z\u00a0tis\u00edc\u016f \u00fa\u010dt\u016f. Takto shrom\u00e1\u017ed\u011bn\u00e1 data vedla k\u00a0tomu z\u00e1v\u011bru, \u017ee by se RSA pou\u017e\u00edt m\u011bla. \u201ePokud chcete m\u00edt daleko vy\u0161\u0161\u00ed CTR u \u0161iroce shodn\u00fdch kl\u00ed\u010dov\u00fdch slov a nejste nijak zam\u011b\u0159eni na p\u0159evody\u201c. A ETA reklamy byste m\u011bli pou\u017e\u00edt tehdy, pokud: \u201e jste zam\u011b\u0159eni na konverze\u201c. Celkov\u011b Geddes shrnul sv\u016fj v\u00fdstup tak, \u017ee vid\u00ed RSA jak vedou daleko vy\u0161\u0161\u00ed CTR a men\u0161\u00ed CVR ne\u017e vylep\u0161en\u00e9 textov\u00e9 reklamy. Jin\u00fdmi slovy, RSA m\u016f\u017ee fungovat dob\u0159e jako n\u011bco, co bude poh\u00e1n\u011bt provoz ve vy\u0161\u0161\u00edch \u00farovn\u00edch n\u00e1kupn\u00edho trycht\u00fd\u0159e.\u00a0\tZp\u00e1tky k\u00a0z\u00e1klad\u016fmJak deBeer, tak Geddes zv\u00fdraznili, \u017ee v\u00fdsledky se mohou li\u0161it a ka\u017ed\u00fd by si m\u011bl spustit sv\u016fj vlastn\u00ed test.\u00a0Abychom skute\u010dn\u011b mohli usp\u011bt s\u00a0RSA \u2013 nebo jak\u00fdmkoliv jin\u00fdm form\u00e1tem textov\u00fdch reklam \u2013 Geddes sd\u011blil, \u017ee inzerenti by m\u011bli d\u00e1t trochu v\u00edce pozornosti do jejich reklam a m\u011bli by se vr\u00e1tit zp\u00e1tky k\u00a0z\u00e1klad\u016fm v\u00fdhod komunikace versus funkce. Kdy\u017e se ETA prvn\u011b objevily na sc\u00e9n\u011b, nap\u0159\u00edklad, Geddes tvrdil, \u017ee si lid\u00e9 st\u011b\u017eovali na to, jak nefunguj\u00ed, ale \u010dasto jen p\u0159ip\u00ednali prvn\u00ed \u010d\u00e1st linie popisu na druh\u00fd titulek, nam\u00edsto toho, aby rad\u011bji znovu probrali sv\u016fj kreativn\u00ed p\u0159\u00edstup k\u00a0tomuto nov\u00e9mu p\u0159\u00edstupu.\u00a0To zahrnuje jak pochopen\u00ed toho, \u017ee v\u00e1\u0161 t\u0159et\u00ed titulek se nemus\u00ed v\u017edy uk\u00e1zat a tak\u00e9 to, \u017ee reklamy by se m\u011bly n\u011bjak spojit s\u00a0lidmi a zapojit se s\u00a0nimi do n\u011bjak\u00e9 vz\u00e1jemn\u00e9 interakce.\u00a0\u201eV\u011bt\u0161ina webov\u00fdch CTA je naprosto ot\u0159esn\u00e1,\u201c poznamenal publiku k\u00fdvaj\u00edc\u00edch hlav. Nam\u00edsto \u201ep\u0159ihlaste se k\u00a0odb\u011bru novinek,\u201c Geddes navrhl n\u011bco daleko u\u017eite\u010dn\u011bj\u0161\u00edho jako: \u201eP\u0159ihlaste se pro na\u0161e mocn\u00e9 marketingov\u00e9 tipy!\u201c.                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Tipy, jak otestovat reaguj\u00edc\u00ed reklamy vyhled\u00e1v\u00e1n\u00ed","item":"https:\/\/www.astonet.cz\/tipy-jak-otestovat-reagujici-reklamy-vyhledavani\/#breadcrumbitem"}]}]