[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.uvenio.cz\/jak-vlastne-nova-selekce-klicovych-slov-v-google-ads-uprednostnuje-praci\/#Article","mainEntityOfPage":"https:\/\/www.uvenio.cz\/jak-vlastne-nova-selekce-klicovych-slov-v-google-ads-uprednostnuje-praci\/","headline":"Jak vlastn\u011b nov\u00e1 selekce kl\u00ed\u010dov\u00fdch slov v Google Ads up\u0159ednost\u0148uje pr\u00e1ci","name":"Jak vlastn\u011b nov\u00e1 selekce kl\u00ed\u010dov\u00fdch slov v Google Ads up\u0159ednost\u0148uje pr\u00e1ci","description":"S\u00a0ozn\u00e1men\u00edm, kter\u00e9 bylo zve\u0159ejn\u011bno minul\u00fd t\u00fdden,\u00a0 kdy spole\u010dnost Google bude roz\u0161i\u0159ovat jej\u00ed bl\u00edzk\u00e9 shody slov se stejn\u00fdm v\u00fdznamem na shodu fr\u00e1z\u00ed a modifik\u00e1tor \u0161irok\u00fdch shod, Google uvedl, \u017ee bude m\u011bnit preference selekce kl\u00ed\u010dov\u00fdch slov, aby pomohl p\u0159edch\u00e1zet kl\u00ed\u010dov\u00fdm slov\u016fm v\u00a0tom, \u017ee proti sob\u011b budou navz\u00e1jem sout\u011b\u017eit. To neznamen\u00e1, \u017ee se nevyskytnou p\u0159\u00edpady, kdy kl\u00ed\u010dov\u00e1 slova […]","datePublished":"2020-02-05","dateModified":"2020-02-05","author":{"@type":"Person","@id":"https:\/\/www.uvenio.cz\/author\/#Person","name":"","url":"https:\/\/www.uvenio.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/11f8c6ff4d174e1ebef1d6401491d0892ff6534e7a3312fbf752a8f90a4375cd?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/11f8c6ff4d174e1ebef1d6401491d0892ff6534e7a3312fbf752a8f90a4375cd?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"uvenio.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.uvenio.cz\/jak-vlastne-nova-selekce-klicovych-slov-v-google-ads-uprednostnuje-praci\/","wordCount":1465,"articleBody":"S\u00a0ozn\u00e1men\u00edm, kter\u00e9 bylo zve\u0159ejn\u011bno minul\u00fd t\u00fdden,\u00a0 kdy spole\u010dnost Google bude roz\u0161i\u0159ovat jej\u00ed bl\u00edzk\u00e9 shody slov se stejn\u00fdm v\u00fdznamem na shodu fr\u00e1z\u00ed a modifik\u00e1tor \u0161irok\u00fdch shod, Google uvedl, \u017ee bude m\u011bnit preference selekce kl\u00ed\u010dov\u00fdch slov, aby pomohl p\u0159edch\u00e1zet kl\u00ed\u010dov\u00fdm slov\u016fm v\u00a0tom, \u017ee proti sob\u011b budou navz\u00e1jem sout\u011b\u017eit. To neznamen\u00e1, \u017ee se nevyskytnou p\u0159\u00edpady, kdy kl\u00ed\u010dov\u00e1 slova budou konkurovat ostatn\u00edm na Ad Rank.\u00a0 Abychom tak n\u011bjak objasnili, jak vlastn\u011b preference selekce kl\u00ed\u010dov\u00fdch slov na Google Ads maj\u00ed fungovat s\u00a0kl\u00ed\u010dov\u00fdmi slovy se stejn\u00fdm v\u00fdznamem, zmapovali jsme hned n\u011bkolik mo\u017en\u00fdch sc\u00e9n\u00e1\u0159\u016f.\u00a0Existuj\u00edc\u00ed preference budou up\u0159ednostn\u011bny p\u0159ed nov\u00fdmi shodami se stejn\u00fdm v\u00fdznamem. \u00a0V\u00a0p\u016fvodn\u00edm prohl\u00e1\u0161en\u00ed Google uvedl o zm\u011bn\u00e1ch pro preference selekc\u00ed kl\u00ed\u010dov\u00fdch slov toto: \u201ePokud se bude po\u017eadavek shodovat s\u00a0modifikac\u00ed kl\u00ed\u010dov\u00e9ho slova ur\u010dit\u00e9ho, bl\u00edzk\u00e9ho \u010di fr\u00e1ze, kter\u00e9 ji\u017e existuje na va\u0161em \u00fa\u010dtu, budeme p\u0159edch\u00e1zet tomu, aby tento po\u017eadavek se neshodoval s\u00a0odli\u0161nou fr\u00e1z\u00ed \u010di modifik\u00e1torem \u0161irok\u00e9 shody kl\u00ed\u010dov\u00fdch slov, kter\u00e9 je nyn\u00ed dostupn\u00e9 pro stejnou aukci jako v\u00fdsledek t\u00e9to aktualizace.\u201c\u00a0Jin\u00fdmi slovy, Google nebude najednou vyb\u00edrat odli\u0161n\u00e9 fr\u00e1ze nebo BMM kl\u00ed\u010dov\u00e9 slova, o kter\u00fdch si mysl\u00ed, \u017ee maj\u00ed stejn\u00fd v\u00fdznam jako kl\u00ed\u010dov\u00e9 slovo, kter\u00e9 se ji\u017e chyt\u00e1 po\u017eadavku na vyhled\u00e1v\u00e1n\u00ed. Tohle je zp\u016fsob, jak\u00fdm preference ji\u017e nyn\u00ed funguj\u00ed pro bl\u00edzk\u00e9 shody ur\u010dit\u00fdch shod se stejn\u00fdm v\u00fdznamem.\u00a0P\u0159\u00edklad, kter\u00fd n\u00e1m Google poskytl, je ten s\u00a0po\u017eadavkem na \u201esek\u00e1n\u00ed tr\u00e1vy slu\u017eba bl\u00edzko m\u011b\u201c, kter\u00fd se bude nad\u00e1le shodovat se shodou fr\u00e1ze kl\u00ed\u010dov\u00fdch slov \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c, i kdy\u017e jin\u00e9 slovo na va\u0161em \u00fa\u010dtu, \u201est\u0159\u00edh\u00e1n\u00ed tr\u00e1vy slu\u017eba\u201c by se tak\u00e9 mohlo shodovat s\u00a0t\u00edmto po\u017eadavkem na z\u00e1klad\u011b shody se stejn\u00fdm\u00a0 v\u00fdznamem.\u00a0Kl\u00ed\u010dov\u00e1 slova ur\u010dit\u00e9 shody se stejn\u00fdm v\u00fdznamem. \u00a0P\u0159\u00edklad v\u00fd\u0161e ukazuje zp\u016fsob, jak\u00fdm preference ji\u017e nyn\u00ed funguj\u00ed pro bl\u00edzk\u00e9 shody ur\u010dit\u00fdch shod se stejn\u00fdm v\u00fdznamem. V\u00a0r\u00e1mci ur\u010dit\u00e9 shody, kl\u00ed\u010dov\u00e1 slova, kter\u00e1 jsou nejbl\u00ed\u017ee k\u00a0v\u00fdznamu po\u017eadavku, obecn\u011b dost\u00e1vaj\u00ed p\u0159ednost p\u0159ed t\u011bmi, kter\u00e9 jsou tak\u00e9 ozna\u010deny jako kl\u00ed\u010dov\u00e1 slova ur\u010dit\u00e9 shody. TO se nem\u011bn\u00ed.\u00a0Tak\u017ee nap\u0159\u00edklad po\u017eadavek \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c by mohla spustit ur\u010ditou shodu \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c a ne \u201eslu\u017eby sek\u00e1n\u00ed tr\u00e1vn\u00edku\u201c, pokud jsou ob\u011b dv\u011b kl\u00ed\u010dov\u00e9 slova aktivn\u00ed na \u00fa\u010dtu, a\u0165 u\u017e je Ad Rank jak\u00fdkoliv.\u00a0Nov\u00e1 kl\u00ed\u010dov\u00e1 slova se stejn\u00fdm v\u00fdznamem jako ji\u017e existuj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova. \u00a0Co se stane, kdy\u017e p\u0159id\u00e1te nov\u00e9 kl\u00ed\u010dov\u00e9 slovo na v\u00e1\u0161 \u00fa\u010det, kter\u00e9 se m\u016f\u017ee shodovat daleko bl\u00ed\u017ee s\u00a0po\u017eadavky, ne\u017e va\u0161e ji\u017e existuj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova?\u00a0Nap\u0159\u00edklad, pokud kl\u00ed\u010dov\u00e9 slovo shody fr\u00e1ze \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vn\u00edku\u201c se shoduje s\u00a0po\u017eadavkem \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy bl\u00edzko m\u011b\u201c na va\u0161em \u00fa\u010dtu a vy pot\u00e9 p\u0159id\u00e1te dal\u0161\u00ed dv\u011b kl\u00ed\u010dov\u00e1 slova \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c a +tr\u00e1vy +sek\u00e1n\u00ed.V\u0161echny maj\u00ed po\u0159\u00e1d ten sam\u00fd v\u00fdznam, av\u0161ak nov\u00e1 kl\u00ed\u010dov\u00e1 slova jsou daleko bli\u017e\u0161\u00ed shody slov k\u00a0po\u017eadavku ne\u017e p\u016fvodn\u00ed kl\u00ed\u010dov\u00e1 slova. Proto p\u0159edejdou \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vn\u00edku\u201c kl\u00ed\u010dov\u00e9mu slovu ve spu\u0161t\u011bn\u00ed na po\u017eadavek relevantn\u00ed k\u00a0po\u017eadavk\u016fm na \u201esek\u00e1n\u00ed tr\u00e1vy\u201c.\u00a0Av\u0161ak tyto dv\u011b nov\u00e1 kl\u00ed\u010dov\u00e1 slova budou sout\u011b\u017eit proti sob\u011b navz\u00e1jem v\u00a0Ad Ranku, aby se ur\u010dilo, kter\u00e9 z\u00a0nich bude reagovat na reklamu.\u00a0Jin\u00fdmi slovy, p\u0159edchoz\u00ed preference shod budou up\u0159ednost\u0148ovat shody se stejn\u00fdm v\u00fdznamem.\u00a0(Ad Rank je v\u00fdpo\u010det maxim\u00e1ln\u00edho CPC, sk\u00f3re kvality (o\u010dek\u00e1v\u00e1n\u00e9ho CTR, relevance reklamy, zku\u0161enost s\u00a0p\u0159ist\u00e1vac\u00ed str\u00e1nkou), o\u010dek\u00e1v\u00e1n\u00e9ho dopadu na roz\u0161\u00ed\u0159en\u00ed reklam a na form\u00e1ty reklam a stejn\u011b tak jako jin\u00fdch kontextu\u00e1ln\u00edch faktor\u016f jako nap\u0159\u00edklad um\u00edst\u011bn\u00ed \u010di za\u0159\u00edzen\u00ed. V\u00fdpo\u010det ur\u010duje, jestli va\u0161e reklama je schopn\u00e1 uk\u00e1zat se a kde se vlastn\u011b objev\u00ed na str\u00e1nce relevantn\u011b k\u00a0ostatn\u00edm reklam\u00e1m.)\u00a0P\u0159id\u00e1v\u00e1n\u00ed shody fr\u00e1z\u00ed nebo |BMM pro existuj\u00edc\u00ed ur\u010dit\u00e9 shody. \u00a0\u0158ekn\u011bme, \u017ee m\u00e1me ur\u010ditou shodu \u201eSlu\u017eba st\u0159\u00edh\u00e1n\u00ed tr\u00e1vn\u00edku\u201c na na\u0161em \u00fa\u010dtu. Kv\u016fli shod\u011b bl\u00edzk\u00fdch variac\u00ed se stejn\u00fdm v\u00fdznamem se spust\u00ed pro po\u017eadavek \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c. Pokud tedy p\u0159id\u00e1te shodu fr\u00e1ze \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vn\u00edku\u201c, bude tato shoda sout\u011b\u017eit s\u00a0ur\u010ditou shodou?\u00a0Znovu, nem\u011bla by. Ur\u010dit\u00e1 shoda a jeho bl\u00edzk\u00e9 variace by m\u011bly b\u00fdt up\u0159ednostn\u011bny, proto\u017ee nov\u00e1 shoda fr\u00e1ze by byla schopn\u00e1 pouze na z\u00e1klad\u011b nov\u00e9 preference (tedy stejn\u00e9ho v\u00fdznamu). Znovu, p\u0159edchoz\u00ed preference shod budou p\u0159edch\u00e1zet nov\u00fdm shod\u00e1m pro shodu fr\u00e1ze se stejn\u00fdm v\u00fdznamem a BMM.\u00a0P\u0159id\u00e1v\u00e1n\u00ed ur\u010dit\u00e9 shody existuj\u00edc\u00ed shody fr\u00e1ze \u010di BMM kl\u00ed\u010dov\u00e9ho slova. \u00a0Tohle je \u00fapln\u00fd opak p\u0159edchoz\u00edho sc\u00e9n\u00e1\u0159e. Pokud m\u00e1te shodu fr\u00e1ze \u201eslu\u017eby sek\u00e1n\u00ed tr\u00e1vy\u201c na na\u0161em \u00fa\u010dtu a p\u0159id\u00e1te ur\u010ditou shodu (slu\u017eba sek\u00e1n\u00ed tr\u00e1vn\u00edku), bude ur\u010dit\u00e1 shoda reagovat na po\u017eadavek \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c. Bude ale sout\u011b\u017eit se shodou fr\u00e1ze?\u00a0Proto\u017ee se jedn\u00e1 o po\u017eadavek, kter\u00fd je identickou shodou pro kl\u00ed\u010dov\u00e9 slovo p\u0159esn\u00e9 shody, p\u0159esn\u00e1 shoda bude preferov\u00e1na. Av\u0161ak pokud kl\u00ed\u010dov\u00e1 slova v\u00a0jin\u00e9 skupin\u011b reklam, a kl\u00ed\u010dov\u00e9 slovo fr\u00e1ze m\u00e1 ni\u017e\u0161\u00ed p\u0159\u00edhoz a vy\u0161\u0161\u00ed Ad Rank, m\u016f\u017ee b\u00fdt pou\u017eito nam\u00edsto toho.\u00a0\u00a0P\u0159\u00ednosy k\u00a0poznamen\u00e1n\u00ed. \u00a0M\u011bjte na pam\u011bti, \u017ee tyto syst\u00e9my nejsou perfektn\u00ed, hlavn\u011b co se t\u00fd\u010de jemn\u00fdch nuanc\u00ed. Neo\u010dek\u00e1vejte, \u017ee va\u0161e idea \u201estejn\u00e9 shody\u201c a idea syst\u00e9mu se mus\u00ed v\u017edy shodovat.\u00a0 M\u011bjte n\u011bjakou rutinu pro monitorov\u00e1n\u00ed va\u0161ich hl\u00e1\u0161en\u00ed vyhled\u00e1v\u00e1n\u00ed term\u00edn\u016f a p\u0159id\u00e1vejte tak\u00e9 negativn\u00ed kl\u00ed\u010dov\u00e1 slova.\u00a0Tyto faktory mohou b\u00fdt tak\u00e9 p\u0159\u00ed\u010dinou shody stejn\u00e9ho v\u00fdznamu, kter\u00e1 bude reagovat, kdy\u017e by jinak nem\u011bla:\u00a0\t\tTypy shod v\u00a0separ\u00e1tn\u00edch skupin\u00e1ch reklam. S\u00a0t\u00edm, \u017ee variace typ\u016f shod kl\u00ed\u010dov\u00fdch slov v\u00a0odli\u0161n\u00fdch skupin\u00e1ch reklam budou sout\u011b\u017eit na Ad Ranku,\u00a0 je to n\u011bco, na co si mus\u00edte d\u00e1vat pozor a mus\u00edte tak pe\u010dliv\u011b zv\u00e1\u017eit seskupen\u00ed pod jednou skupinou reklam pro leh\u010d\u00ed spr\u00e1vu.\t\tPozastaven\u00e1 kl\u00ed\u010dov\u00e1 slova. V\u0161echny sc\u00e9n\u00e1\u0159e v\u00fd\u0161e popsan\u00e9 p\u0159edpokl\u00e1daj\u00ed, \u017ee jsou kl\u00ed\u010dov\u00e1 slova povolena. Pokud ale pozastav\u00edte kl\u00ed\u010dov\u00e9 slovo na va\u0161em \u00fa\u010dtu, st\u00e1v\u00e1 se neviditeln\u00e9 syst\u00e9mu aukce a nebude zahrnuto do procesu vyb\u00edr\u00e1n\u00ed kl\u00ed\u010dov\u00fdch slov. Syst\u00e9mu to pot\u00e9 p\u0159ipad\u00e1, jako by ji\u017e nebylo kl\u00ed\u010dov\u00e9 slovo na \u00fa\u010dtu v\u016fbec. To znamen\u00e1, \u017ee pokud pozastav\u00edte kl\u00ed\u010dov\u00e9 slovo, to jin\u00e9 kl\u00ed\u010dov\u00e9 slovo se stejn\u00fdm v\u00fdznamem na va\u0161em \u00fa\u010dtu by nyn\u00ed mohlo reagovat na po\u017eadavky, na kter\u00e9 pozastaven\u00e9 kl\u00ed\u010dov\u00e9 slovo reagovalo p\u0159edt\u00edm. Nap\u0159\u00edklad, pozastaven\u00edm \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vn\u00edku\u201c zm\u011bn\u00ed spou\u0161t\u011b\u010d po\u017eadavku \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vn\u00edku bl\u00edzko m\u011b\u201c tak, \u017ee na n\u011bj bude reagovat \u201eslu\u017eba sek\u00e1n\u00ed tr\u00e1vy\u201c.\t\tLimitovan\u00fd rozpo\u010det. Limitovan\u00e9 rozpo\u010dty mohou rozhodit v\u0161echny pl\u00e1ny ve va\u0161ich shod\u00e1ch. Google uv\u00e1d\u00ed: \u201eZat\u00edmco d\u011bl\u00e1me to nejlep\u0161\u00ed, co m\u016f\u017eeme, abychom mohli propojit existuj\u00edc\u00ed provoz k\u00a0va\u0161im kl\u00ed\u010dov\u00fdm slov\u016fm, i tak se mohou objevit ob\u010dasn\u00e9 p\u0159\u00edpady, kde tohle nebude ten p\u0159\u00edklad. Nap\u0159\u00edklad, pokud je rozpo\u010det kampan\u011b omezen, nemus\u00ed b\u00fdt kl\u00ed\u010dov\u00e1 slova dostupn\u00e1 pro v\u0161echny po\u017eadavky.                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak vlastn\u011b nov\u00e1 selekce kl\u00ed\u010dov\u00fdch slov v Google Ads up\u0159ednost\u0148uje pr\u00e1ci","item":"https:\/\/www.uvenio.cz\/jak-vlastne-nova-selekce-klicovych-slov-v-google-ads-uprednostnuje-praci\/#breadcrumbitem"}]}]