[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.atila.cz\/skript-se-kterym-muzete-vytvorit-google-ads-experiments-ridici-panel\/#Article","mainEntityOfPage":"https:\/\/www.atila.cz\/skript-se-kterym-muzete-vytvorit-google-ads-experiments-ridici-panel\/","headline":"Skript, se kter\u00fdm m\u016f\u017eete vytvo\u0159it Google Ads Experiments \u0159\u00edd\u00edc\u00ed panel","name":"Skript, se kter\u00fdm m\u016f\u017eete vytvo\u0159it Google Ads Experiments \u0159\u00edd\u00edc\u00ed panel","description":"Nap\u0159\u00ed\u010d neust\u00e1l\u00e9mu p\u0159id\u00e1v\u00e1n\u00ed nov\u00fdch automatizac\u00ed pro GOogle Ads, st\u00e1le je tu spousta pr\u00e1ce, kterou mus\u00edme vykonat my, lid\u00e9. Nap\u0159\u00edklad to... <a href=\"https:\/\/www.atila.cz\/skript-se-kterym-muzete-vytvorit-google-ads-experiments-ridici-panel\/\">read more<\/a>","datePublished":"2020-02-14","dateModified":"2020-02-14","author":{"@type":"Person","@id":"https:\/\/www.atila.cz\/author\/#Person","name":"","url":"https:\/\/www.atila.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/40308b9402d145b1dc164f447b6506e9dadca8c8362c3ffb52df95e789c0fd10?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/40308b9402d145b1dc164f447b6506e9dadca8c8362c3ffb52df95e789c0fd10?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"atila.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.atila.cz\/skript-se-kterym-muzete-vytvorit-google-ads-experiments-ridici-panel\/","wordCount":1140,"articleBody":"\tNap\u0159\u00ed\u010d neust\u00e1l\u00e9mu p\u0159id\u00e1v\u00e1n\u00ed nov\u00fdch automatizac\u00ed pro GOogle Ads, st\u00e1le je tu spousta pr\u00e1ce, kterou mus\u00edme vykonat my, lid\u00e9. Nap\u0159\u00edklad to mus\u00edme b\u00fdt my, kdo rozhoduje, jak\u00e1 nejlep\u0161\u00ed kombinace nastaven\u00ed a automatizac\u00ed bude pravd\u011bpodobn\u011b p\u0159in\u00e1\u0161et co mo\u017en\u00e1 nejlep\u0161\u00ed v\u00fdsledky pro ur\u010ditou kampa\u0148. Jak\u00e9 mo\u017enosti vlastn\u011b funguj\u00ed nejl\u00e9pe? To se m\u016f\u017ee li\u0161it od vertik\u00e1lu k\u00a0vertik\u00e1lu, a dokonce i \u00fa\u010det od \u00fa\u010dtu. A tohle je p\u0159esn\u011b d\u016fvod, pro\u010d experimentace a nastavov\u00e1n\u00ed je tak nezbytn\u00e1 a kritick\u00e1 sou\u010d\u00e1st ka\u017ed\u00e9ho reperto\u00e1ru PPC rokov\u00e9 hv\u011bzdy: od testov\u00e1n\u00ed rozd\u00edln\u00fdch strategi\u00ed p\u0159ihazov\u00e1n\u00ed, k\u00a0testov\u00e1n\u00ed nov\u00fdch form\u00e1t\u016f reklam jako RSAs, a\u017e po testov\u00e1n\u00ed nov\u00fdch zp\u016fsob\u016f, jak strukturovat \u00fa\u010det.\t\u00a0\tNane\u0161t\u011bst\u00ed, testov\u00e1n\u00ed ve v\u011bt\u0161\u00edm m\u011b\u0159\u00edtku m\u016f\u017ee b\u00fdt tak trochu po\u0159\u00e1dn\u00e1 otrava kv\u016fli nedostatku \u0159\u00e1dn\u00e9ho \u0159\u00edd\u00edc\u00edho panelu pro experimentov\u00e1n\u00ed v\u00a0Google Ads. A tohle je p\u0159esn\u011b ten d\u016fvod pro\u010d s\u00a0v\u00e1mi tady budu sd\u00edlet zdarma Google Ads skript, kter\u00fd generuje pr\u00e1v\u011b ten pot\u0159ebn\u00fd experiment\u00e1ln\u00ed \u0159\u00edd\u00edc\u00ed panel a \u010din\u00ed tak daleko jednodu\u0161\u0161\u00ed pro inzerenty z\u016fstat v\u00a0pop\u0159ed\u00ed v\u0161ech experiment\u016f, kter\u00e9 vykon\u00e1vaj\u00ed.\t\u00a0\tPPC rokov\u00e9 hv\u011bzdy jsou skv\u011bl\u00e9 v\u00a0testov\u00e1n\u00ed\t\u00a0\tPointu jsem ud\u011blal v\u00a0m\u00e9 knize, tedy \u017ee testov\u00e1n\u00ed je kl\u00ed\u010dovou dovednost\u00ed, kter\u00e1 odli\u0161uje skv\u011bl\u00e9ho PPC experta od toho pr\u016fm\u011brn\u00e9ho. Je tu hned n\u011bkolik element\u016f titulu testovac\u00edho experta a PPC rokov\u00e9 hv\u011bzdy:\t\u00a0\t\tBu\u010fte chyt\u0159\u00ed a zam\u00fd\u0161lejte se nad t\u00edm, co testujete. V\u00edm ze sv\u00e9 vlastn\u00ed zku\u0161enosti to, jak\u00e9 testy a experimenty pravd\u011bpodobn\u011b p\u0159inesou jak\u00e9 v\u00fdsledky. Nepl\u00fdtvejte pen\u00edze na nesmysln\u00e9 testy, kter\u00e9 pravd\u011bpodobn\u011b nebudou m\u00edt \u017e\u00e1dn\u00e9 podstatn\u00e9 pozitivn\u00ed v\u00fdsledky.\t\tMus\u00edte v\u011bd\u011bt, jak testovat rychle. Kdy\u017e experimenty trvaj\u00ed dlouho, ne\u017e dojdou k\u00a0n\u011bjak\u00e9mu kloudn\u00e9mu z\u00e1v\u011bru, zabra\u0148uj\u00ed \u00fa\u010dtu, aby se neust\u00e1le zlep\u0161oval. Dva nej\u010dast\u011bj\u0161\u00ed sc\u00e9n\u00e1\u0159e, kter\u00e9 byste m\u011bli m\u00edt na mysli, kdy\u017e test trv\u00e1 p\u0159\u00edli\u0161 dlouho: a) kdy\u017e z\u00e1kladn\u00ed kampa\u0148 nem\u00e1 dostate\u010dnou \u010detnost a rozd\u011blen\u00edm provozu vznikne v\u00a0p\u0159\u00edli\u0161 m\u00e1lo dat b\u011bhem doby, kter\u00e1 je \u00fam\u011brn\u00e1 dan\u00e9mu testu, zap\u0159\u00ed\u010din\u00ed to, \u017ee bude trvat p\u0159\u00edli\u0161 dlouho, ne\u017e identifikujete jasn\u00e9ho v\u00edt\u011bze, nebo b) je tu spoust dat, ov\u0161em kontrola a experiment z\u016fst\u00e1vaj\u00ed statisticky spojeny a experimentu je povoleno pokra\u010dovat p\u0159es \u010dasov\u00fd limit, kdy\u017e by v\u00edt\u011bz mohl b\u00fdt identifikov\u00e1n, pokud by tu n\u011bjak\u00fd byl.\t\u00a0\tPomal\u00e9 testov\u00e1n\u00ed aplikovan\u00e9 ke sk\u00f3re kvality\t\u00a0\tKdy\u017e jsem pracoval ve spole\u010dnosti Google, jednou z\u00a0nejhor\u0161\u00edch aktualizac\u00ed relevance syst\u00e9mu, na kterou si nyn\u00ed dok\u00e1\u017ei vzpomenout, byla ta, kdy\u017e jsem rozhodl d\u00e1t inzerent\u016fm schopnost prok\u00e1zat Google, \u017ee zpracov\u00e1n\u00ed jejich kvality kl\u00ed\u010dov\u00fdch slov bylo \u0161patn\u00e9. Byl jsem b\u011bhem t\u00e9 doby v\u00a0t\u00fdmu, tak\u017ee jsem m\u011bl sv\u016fj vlastn\u00ed pod\u00edl viny.\t\u00a0\tJe\u0161t\u011b p\u0159ed zm\u011bnou to bylo tak, \u017ee kl\u00ed\u010dov\u00e1 slova, kter\u00e1 se zd\u00e1la irelevantn\u00ed, byla jednodu\u0161e vypnuta automaticky a inzerenti nem\u011bli \u017e\u00e1dnou mo\u017enost to zm\u011bnit. Tak\u017ee abychom obnovili alespo\u0148 n\u011bjakou \u010d\u00e1st kontroly, bylo rozhodnuto, \u017ee ka\u017ed\u00fd inzerent by mohl z\u00edskat mal\u00e9 povolen\u00ed, aby mohl otestovat n\u00edzkou relevanci jeho kl\u00ed\u010dov\u00fdch slov. Idea byla takov\u00e1, \u017ee sp\u00ed\u0161e ne\u017e rychl\u00e9 vyp\u00edn\u00e1n\u00ed kl\u00ed\u010dov\u00fdch slov, tak bychom rad\u011bji nechali inzerenty experimentovat s\u00a0n\u011bkolika kl\u00ed\u010dov\u00fdmi slovy, kter\u00e9 syst\u00e9m kvality nem\u011bl moc v\u00a0l\u00e1sce, tak\u017ee by zde byl jasn\u00fd d\u016fkaz, jestli m\u011bl pravdu stroj nebo \u010dlov\u011bk.\t\u00a0\tProbl\u00e9m byl v\u00a0tom, \u017ee syst\u00e9m automaticky vyb\u00edral, kter\u00e1 kl\u00ed\u010dov\u00e1 slova by se m\u011bla otestovat na ka\u017ed\u00e9m jednotliv\u00e9m \u00fa\u010dtu inzerenta. Sp\u00ed\u0161e ne\u017e up\u0159ednostn\u011bn\u00ed vysoko-\u010detn\u00fdch kl\u00ed\u010dov\u00fdch slov, kter\u00e9 by mohly b\u00fdt rychle otestov\u00e1ny pro n\u011bjak\u00fd z\u00e1v\u011br, syst\u00e9m up\u0159ednostnil to, \u010demu v\u011b\u0159il, \u017ee jsou daleko relevantn\u011bj\u0161\u00ed term\u00edny. Av\u0161ak tyto m\u011bly tendence m\u00edt daleko ni\u017e\u0161\u00ed \u010detnost vyhled\u00e1v\u00e1n\u00ed a tedy pot\u0159ebovaly daleko v\u00edce \u010dasu, aby se mohla p\u0159esn\u011b zm\u011b\u0159it dostate\u010dn\u00e1 mno\u017estv\u00ed dat pro n\u011bjak\u00fd v\u00fdsledek. Vysoko \u010detn\u00e1 kl\u00ed\u010dov\u00e1 slova, kter\u00e1 mohla b\u00fdt rychle testov\u00e1na, jednodu\u0161e z\u016fstala tr\u010det v\u00a0\u0159ad\u011b za kl\u00ed\u010dov\u00fdmi slovy, u kter\u00fdch trvalo cel\u00e9 t\u00fddny jejich testov\u00e1n\u00ed, co\u017e u\u010dinilo inzerenty ne\u0161\u0165astn\u00fdmi.\t\u00a0\tV\u00a0roce 2005 koncept \u201eve zkou\u0161ce\u201c kl\u00ed\u010dov\u00fdch slov byl shozen ze stolu a modern\u00ed sk\u00f3re kvality bylo p\u0159edstaveno.\t\u00a0\tCo vlastn\u011b d\u011bl\u00e1 skript experiment\u00e1ln\u00edho \u0159\u00edd\u00edc\u00edho panelu\t\u00a0\tTak\u017ee u\u017e v\u00edme, \u017ee testov\u00e1n\u00ed je velice d\u016fle\u017eit\u00e9 a to, \u017ee testovat budete dob\u0159e, je velice d\u016fle\u017eit\u00e9. Av\u0161ak pokud mus\u00edte m\u00edt p\u0159ehled o v\u0161ech t\u011bch nejr\u016fzn\u011bj\u0161\u00edch testech, pravd\u011bpodobn\u011b nap\u0159\u00ed\u010d r\u016fzn\u00fdmi \u00fa\u010dty \u2013 jako nap\u0159\u00edklad pokud p\u016fsob\u00edte v\u00a0n\u011bjak\u00e9 agentu\u0159e \u2013 m\u016f\u017ee b\u00fdt opravdu velk\u00e9 pl\u00fdtv\u00e1n\u00ed \u010dasu sledovat v\u0161echny jednotliv\u011b, hlavn\u011b pokud tu nen\u00ed \u017e\u00e1dn\u00e9 jedno m\u00edsto, kde byste mohli j\u00edt a vid\u011bt v\u0161echny v\u00fdsledky. To je p\u0159esn\u011b ten d\u016fvod, pro\u010d jsem tento skript vytvo\u0159il.\t\u00a0\tSkript sb\u00edr\u00e1 v\u0161echny experimenty nap\u0159\u00ed\u010d My Client Center \u00fa\u010dty nebo z\u00a0jednoho \u00fa\u010dtu (ujist\u011bte se, \u017ee si vezmete tu spr\u00e1vnou verzi na konci m\u00e9ho p\u0159\u00edsp\u011bvku, z\u00e1le\u017e\u00ed na tom, jestli jej budete d\u00e1vat na cel\u00e9 My Client Center nebo pouze na jednotliv\u00fd \u00fa\u010det).\t\u00a0\tSkript sb\u00edr\u00e1 data pro v\u0161echny experimenty \u2013 m\u011bjte na pam\u011bti, \u017ee ka\u017ed\u00fd experiment m\u016f\u017ee b\u00fdt spu\u0161t\u011bn v\u00a0odli\u0161n\u00e9m \u010dasov\u00e9m r\u00e1mci \u2013 a z\u00edsk\u00e1v\u00e1 tak kl\u00ed\u010dov\u00e9 v\u00fdpo\u010dty jako p\u0159evody, n\u00e1klady, apod. Tak\u00e9 zpracov\u00e1v\u00e1 rozd\u011blen\u00ed provozu mezi kontrolu a experiment, tak\u017ee m\u016f\u017ee vypo\u010d\u00edtat rozd\u00edl v\u00a0odpozorovan\u00e9 v\u00fdkonnosti a jestli byl provoz rovnom\u011brn\u011b rozd\u011blen.\t\u00a0\tA kone\u010dn\u011b tak\u00e9 p\u0159id\u00e1v\u00e1 data do Google Tabulek. Jeden \u0159\u00e1dek pro experiment, zahrnuj\u00edc\u00ed tak\u00e9 v\u00fdpo\u010dty pro v\u00fdkonnost. S\u00a0t\u00edmto \u0159\u00edd\u00edc\u00edm panelem na z\u00e1klad\u011b tabulek mohou inzerenti monitorovat v\u00fdkonnost nap\u0159\u00ed\u010d celou \u0159adou experiment\u016f v\u00a0jednom jedin\u00e9m pohledu.\t\u00a0                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Skript, se kter\u00fdm m\u016f\u017eete vytvo\u0159it Google Ads Experiments \u0159\u00edd\u00edc\u00ed panel","item":"https:\/\/www.atila.cz\/skript-se-kterym-muzete-vytvorit-google-ads-experiments-ridici-panel\/#breadcrumbitem"}]}]