{"id":227787,"date":"2021-12-03T12:34:56","date_gmt":"2021-12-03T12:34:56","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/ako-oslovit-spravnych-zakaznikov-pomocou-amazon-display-ads-vratane-podrobnych-pokynov\/"},"modified":"2021-12-03T12:34:56","modified_gmt":"2021-12-03T12:34:56","slug":"ako-oslovit-spravnych-zakaznikov-pomocou-amazon-display-ads-vratane-podrobnych-pokynov","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sk\/blog\/ako-oslovit-spravnych-zakaznikov-pomocou-amazon-display-ads-vratane-podrobnych-pokynov\/","title":{"rendered":"Ako oslovi\u0165 spr\u00e1vnych z\u00e1kazn\u00edkov pomocou Amazon Display Ads \u2013 vr\u00e1tane podrobn\u00fdch pokynov"},"content":{"rendered":"<p class=\"theme-wp-block gb-responsive-133694-identifier\">Reklamn\u00e9 kampane nie s\u00fa ni\u010d\u00edm nov\u00fdm vo svete Amazonu, Sponsored Display Ads s\u00fa len jedn\u00fdm z nov\u0161\u00edch v\u00fdvojov. Pre\u010do by ste mali vyu\u017e\u00edva\u0165 Amazon Advertising, asi nemus\u00edme vysvet\u013eova\u0165. Ale \u010do vlastne znamenaj\u00fa Display Ads? To chceme objasni\u0165 v tomto blogovom \u010dl\u00e1nku.<\/p><p class=\"theme-wp-block gb-responsive-644953-identifier\">Za\u010dnime hne\u010f s z\u00e1kladmi.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-223618-identifier\" id=\"was-sind-amazon-sponsored-display-ads-und-wie-sehen-sie-aus\">\u010co s\u00fa Amazon Sponsored Display Ads a ako vyzeraj\u00fa?<\/h2><p class=\"theme-wp-block gb-responsive-185666-identifier\">Display Ads s\u00fa na Amazone formou pon\u00fakan\u00fdch reklamn\u00fdch rie\u0161en\u00ed. Patr\u00ed medzi mo\u017enosti samoobsluhy a \u00fa\u010dtuj\u00fa sa na z\u00e1klade kliknut\u00ed, teda ako PPC. Pomocou cielenia m\u00f4\u017eu predajcovia presne oslovova\u0165 svoje cie\u013eov\u00e9 skupiny. Sponsored Display Ads sa zobrazuj\u00fa na Amazone samotnom, ako aj na str\u00e1nkach tret\u00edch str\u00e1n.<\/p><p class=\"theme-wp-block gb-responsive-880830-identifier\">Ako s\u00fa\u010das\u0165 Amazon Advertising sa Display Ads zvy\u010dajne zobrazuj\u00fa na prominentn\u00fdch miestach v hornej alebo bo\u010dnej \u010dasti str\u00e1nky. Skladaj\u00fa sa z textu, grafick\u00fdch prvkov a v\u00fdzvy na akciu (CTA), ktor\u00e1 odkazuje na cie\u013eov\u00fa str\u00e1nku (teda na detailn\u00fa str\u00e1nku produktu). Okrem toho zobrazuj\u00fa zn\u00e1me prvky online giganta:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-670699-identifier wp-block-list\"><li class=\"theme-wp-block\">Hodnotenie hviezdi\u010dkami<\/li><li class=\"theme-wp-block\">Obr\u00e1zky produktu<\/li><li class=\"theme-wp-block\">\u0160t\u00edtky\/etikety, ako z\u013eavy a samozrejme Prime doprava<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-150571-identifier\">Doteraz je to v poriadku, ale ako tieto reklamy vyzeraj\u00fa? Predsa len, reklama m\u00e1 svoj p\u00f4vab, ke\u010f vyzer\u00e1 aj atrakt\u00edvne. Pozrime sa teda na niektor\u00e9 Display Ads na Amazone:<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-868222-identifier\" id=\"amazon-display-ads-auf-einer-produktdetailseite\">Amazon Display Ads na detailnej str\u00e1nke produktu<\/h3><p class=\"theme-wp-block gb-responsive-499198-identifier\">V \u010dervenej farbe je ozna\u010den\u00e9 Sponsored Display Ad na detailnej str\u00e1nke produktu Amazon. H\u013eadalo sa Lego Duplo, na produktovej str\u00e1nke sa propaguje podobn\u00fd stavebnicov\u00fd syst\u00e9m od konkurencie \u2013 ur\u010dite dobr\u00e9 miesto! Pre\u010do? Preto\u017ee zjavn\u00e1 \u00famysel h\u013eadania smerovala k (detskej) hre. Presnej\u0161ie: H\u013eadali sa stavebnice. Pre\u010do teda nesk\u00fasi\u0165 nie\u010do nov\u00e9? Mo\u017eno je produkt od Simby lep\u0161\u00ed ako ten od Dupla.<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-199146-identifier\"><img decoding=\"async\" width=\"844\" height=\"611\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140832\/Amazon-Display-Ads-Bsp-1-844x611.png\" alt=\"\u0160pecifik\u00e1cie Amazon Display Ads: Pr\u00edklad 1 - zobrazen\u00e9 pod bullet pointmi\" class=\"wp-image-15843\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140832\/Amazon-Display-Ads-Bsp-1-407x295.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140832\/Amazon-Display-Ads-Bsp-1-768x556.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140832\/Amazon-Display-Ads-Bsp-1-844x611.png 844w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140832\/Amazon-Display-Ads-Bsp-1.png 1260w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-899798-identifier\">Mimochodom, tieto reklamy sa m\u00f4\u017eu zobrazi\u0165 aj priamo pod Buy Box. Na konci je jedno, kde sa reklama zobrazuje. \u010ci u\u017e pod bullet pointmi alebo pod Buy Box; obe varianty s\u00fa n\u00e1padn\u00e9.<\/p><p class=\"theme-wp-block gb-responsive-37837-identifier\">Amazon Sponsored Display reklamy vo v\u00fdsledkoch vyh\u013ead\u00e1vania<\/p><p class=\"theme-wp-block gb-responsive-469518-identifier\">V\u00fdsledky vyh\u013ead\u00e1vania na Amazone s\u00fa u\u017e preplnen\u00e9 r\u00f4znymi \u0161t\u00edtkami a typmi rekl\u00e1m. Va\u0161e Sponsored Display kampane na Amazone tam samozrejme nem\u00f4\u017eu ch\u00fdba\u0165.<\/p><p class=\"theme-wp-block gb-responsive-368998-identifier\">Nasleduj\u00faca reklama na kor\u010dule sa zobrazila priamo ved\u013ea v\u00fdsledkov vyh\u013ead\u00e1vania (vpravo) a ur\u010dite up\u00fata pozornos\u0165. H\u013eadanie viano\u010dnej dekor\u00e1cie nazna\u010duje z\u00e1ujem o chladn\u00e9 ro\u010dn\u00e9 obdobie.<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-538282-identifier\"><img decoding=\"async\" width=\"844\" height=\"377\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-844x377.png\" alt=\"amazon display ads publisher_Pr\u00edklad 2_zobrazen\u00e9 vo v\u00fdsledkoch vyh\u013ead\u00e1vania\" class=\"wp-image-15857\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-407x182.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-768x343.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-844x377.png 844w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-1536x687.png 1536w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-2048x915.png 2048w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><h2 class=\"theme-wp-block wp-block-heading gb-responsive-214691-identifier\" id=\"unterschiede-zu-anderen-werbeformen-auf-amazon\">Rozdiely od in\u00fdch reklamn\u00fdch foriem na Amazone<\/h2><p class=\"theme-wp-block gb-responsive-640798-identifier\">Predt\u00fdm, ne\u017e sa hlb\u0161ie zaober\u00e1me t\u00e9mou Amazon Display Ads, chceme sa kr\u00e1tko venova\u0165 aj in\u00fdm typom reklamy na Amazon marketplace:<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-584994-identifier\" id=\"amazon-display-ads-vs-sponsored-products-und-sponsored-brands\">Amazon Display Ads vs. Sponsored Products a Sponsored Brands<\/h3><p class=\"theme-wp-block gb-responsive-389206-identifier\">Najv\u00e4\u010d\u0161\u00ed rozdiel medzi Display Ads a Sponsored Products a Brands je v zobrazen\u00ed rekl\u00e1m. K\u00fdm tie druh\u00e9 s\u00fa zalo\u017een\u00e9 na k\u013e\u00fa\u010dov\u00fdch slov\u00e1ch, Amazon Display Ads sa zobrazuj\u00fa na z\u00e1klade \u00fadajov a z\u00e1ujmov z\u00e1kazn\u00edkov. Viac o t\u00e9me <a href=\"https:\/\/www.sellerlogic.com\/sk\/blog\/amazon-retargeting-oslovenie-zakaznikov-mimo-amazonu-s-spravnym-zacielenim\/\">(Re)Targeting<\/a> nesk\u00f4r.<\/p><p class=\"theme-wp-block gb-responsive-117924-identifier\">\u010eal\u0161\u00edm ve\u013ek\u00fdm rozdielom je, \u017ee Sponsored Products a Brands sa daj\u00fa zobrazi\u0165 v\u00fdhradne na samotnom trhu, \u010di u\u017e vo v\u00fdsledkoch vyh\u013ead\u00e1vania alebo na str\u00e1nkach produktov. Amazon Display Ads sa naopak zobrazuj\u00fa aj na str\u00e1nkach tret\u00edch str\u00e1n, \u010do samozrejme v\u00fdrazne zvy\u0161uje dosah.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-145095-identifier\" id=\"amazon-sponsored-display-ads-vs-dsp\">Amazon Sponsored Display Ads vs DSP<\/h3><p class=\"theme-wp-block gb-responsive-337716-identifier\">Rozl\u00ed\u0161enie od Sponsored Products a Brands je teda jasn\u00e9. Ale nenab\u00edzaj\u00fa <a href=\"https:\/\/www.sellerlogic.com\/sk\/blog\/od-reklamneho-stlpca-po-digitalny-vek-ako-profitujete-z-amazon-dsp\/\">kampane Amazon DSP<\/a> tie\u017e cielenie a zobrazenie na extern\u00fdch str\u00e1nkach? <\/p><p class=\"theme-wp-block gb-responsive-555085-identifier\">V na\u0161om <a href=\"https:\/\/www.sellerlogic.com\/sk\/blog\/odborny-nazor-amazon-buducnosti-ako-sa-trh-vyvinie\/\">expertnom rozhovore o trendoch Amazonu na nasleduj\u00face roky<\/a> op\u00edsal Ronny Marx Sponsored Display Ads ve\u013emi pekne ako \u201eDSP-light\u201c. To trafilo klinec po hlave. Preto\u017ee na konci pon\u00fakaj\u00fa Display Ads podobn\u00e9 funkcie ako DSP, ale v od\u013eah\u010denej forme.<\/p><p class=\"theme-wp-block gb-responsive-761827-identifier\">Predov\u0161etk\u00fdm z h\u013eadiska n\u00e1kladov sa tieto dva reklamn\u00e9 form\u00e1ty enormne l\u00ed\u0161ia. Zatia\u013e \u010do m\u00f4\u017eete za\u010da\u0165 s Amazon Display Ads aj s mal\u00fdm rozpo\u010dtom, pre DSP by ste mali pripravi\u0165 minim\u00e1lne 20.000\u20ac.<\/p><p class=\"theme-wp-block gb-responsive-9872-identifier\">\u010eal\u0161ie rozdiely s\u00fa okrem in\u00e9ho v \u00fa\u010dtovan\u00ed n\u00e1kladov, ktor\u00e9 sa pre Display Ads po\u010d\u00edtaj\u00fa za kliknutie a pri DSP za zobrazenia, ako aj mo\u017enos\u0165 spravovan\u00e9ho servisu prostredn\u00edctvom zamestnancov Amazonu, ktor\u00e1 existuje len pre DSP.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-607932-identifier\" id=\"wer-kann-amazon-sponsored-display-ads-nutzen\">Kto m\u00f4\u017ee vyu\u017e\u00edva\u0165 Amazon Sponsored Display Ads?<\/h2><p class=\"theme-wp-block gb-responsive-45042-identifier\">Profesion\u00e1lni predajcovia, ktor\u00fdch zna\u010dka je zap\u00edsan\u00e1 v registri zna\u010diek Amazon, m\u00f4\u017eu t\u00fato formu reklamy vyu\u017e\u00edva\u0165. Okrem toho m\u00f4\u017eu obchodn\u00edci a agent\u00fary, ktor\u00fdch klienti pred\u00e1vaj\u00fa produkty na Amazone, vyu\u017e\u00edva\u0165 Amazon Sponsored Display. S\u00fa dostupn\u00e9 na <a href=\"https:\/\/advertising.amazon.com\/de-de\/solutions\/products\/sponsored-display\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">nasleduj\u00facich trhoch<\/a> <em>(k  decembru 2021)<\/em>:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-467820-identifier wp-block-list\"><li class=\"theme-wp-block\">Severn\u00e1 Amerika: Kanada, Mexiko a USA<\/li><li class=\"theme-wp-block\">Ju\u017en\u00e1 Amerika: Braz\u00edlia<\/li><li class=\"theme-wp-block\">Eur\u00f3pa: Nemecko, \u0160panielsko, Franc\u00fazsko, Taliansko, Holandsko, Ve\u013ek\u00e1 Brit\u00e1nia<\/li><li class=\"theme-wp-block\">Stredn\u00fd v\u00fdchod: Spojen\u00e9 arabsk\u00e9 emir\u00e1ty<\/li><li class=\"theme-wp-block\">\u00c1zia-Pacifik: Austr\u00e1lia, India, Japonsko<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-907308-identifier\">Beta verzia tie\u017e umo\u017e\u0148uje profesion\u00e1lnym zna\u010dk\u00e1m prezentova\u0165 svoje aplik\u00e1cie, seri\u00e1ly alebo filmy na Fire TV.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-221323-identifier\" id=\"wie-erreichen-sie-die-richtigen-kund-innen-das-targeting\">Ako dosiahnu\u0165 spr\u00e1vnych z\u00e1kazn\u00edkov \u2013 Cielenie<\/h2><p class=\"theme-wp-block gb-responsive-984546-identifier\">Najv\u00e4\u010d\u0161\u00edmi siln\u00fdmi str\u00e1nkami Amazon Sponsored Display s\u00fa retargeting a v\u0161eobecn\u00e9 cielenie. Reklamy sa zobrazuj\u00fa cielene na z\u00e1klade z\u00e1ujmov a spr\u00e1vania z\u00e1kazn\u00edkov. To prirodzene zvy\u0161uje \u0161ance, \u017ee z\u00e1ujemcovia sa premenia na kupuj\u00facich, najm\u00e4 v porovnan\u00ed s \u010disto reklamami zalo\u017een\u00fdmi na k\u013e\u00fa\u010dov\u00fdch slov\u00e1ch.<\/p><p class=\"theme-wp-block gb-responsive-483041-identifier\">Reklamn\u00ed inzerenti m\u00f4\u017eu pri Display Ads na Amazone zamera\u0165 cielenie na publikum alebo produkt. Pozrime sa na to bli\u017e\u0161ie:<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-42107-identifier\" id=\"targeting-mit-amazon-sponsored-display-amazon-audiences\">Cielenie s Amazon Sponsored Display: Amazon publikum<\/h3><p class=\"theme-wp-block gb-responsive-983095-identifier\">Jednou z mo\u017enost\u00ed cielenia s\u00fa tzv. Amazon publikum. Va\u0161e reklamy sa zobrazuj\u00fa na samotnom trhu, ako aj na str\u00e1nkach tret\u00edch str\u00e1n. Potom sa zobrazuj\u00fa ur\u010dit\u00fdm cie\u013eov\u00fdm skupin\u00e1m. Tieto cie\u013eov\u00e9 skupiny, alebo aj publikum, si m\u00f4\u017eete vybra\u0165 sami. Pri tom v\u00e1m pom\u00e1haj\u00fa mimo in\u00e9ho demografick\u00e9 \u00fadaje a sign\u00e1ly n\u00e1kupu.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-65405-identifier\" id=\"amazon-sponsored-display-ads-views-remarketing\">Amazon Sponsored Display Ads: Remarketing zobrazen\u00ed<\/h3><p class=\"theme-wp-block gb-responsive-732427-identifier\">Pri tomto sa va\u0161e reklamy zobrazuj\u00fa z\u00e1kazn\u00edkom, ktor\u00ed si v\u00e1\u0161 produkt v posledn\u00fdch 30 d\u0148och s\u00edce u\u017e pozreli, ale e\u0161te ho nek\u00fapili. Ke\u010f\u017ee sa tieto reklamy zobrazuj\u00fa aj na Amazone, ako aj mimo neho, m\u00f4\u017eete oslovi\u0165 nakupuj\u00facich, ktor\u00ed prejavili po\u010diato\u010dn\u00fd z\u00e1ujem o va\u0161e produkty, aj v neskor\u0161\u00edch f\u00e1zach z\u00e1kazn\u00edckej cesty.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-245441-identifier\" id=\"targeting-auf-amazon-mit-product-display-ads\">Cielenie na Amazone s Product Display Ads<\/h3><p class=\"theme-wp-block gb-responsive-857173-identifier\">Pri tzv. cielen\u00ed na produkty s\u00fa va\u0161e reklamy zameran\u00e9 na konkr\u00e9tne produkty alebo kateg\u00f3rie. N\u00e1sledne sa zobrazuj\u00fa z\u00e1kazn\u00edkom na pr\u00edslu\u0161n\u00fdch str\u00e1nkach produktov. V\u010faka prominentn\u00e9mu umiestneniu priamo pod bulletpointmi alebo hne\u010f pod Buy Box si va\u0161e reklamy s vysokou pravdepodobnos\u0165ou v\u0161imn\u00fa z\u00e1ujemcovia.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-898237-identifier\" id=\"was-kosten-amazon-display-ads\">Ko\u013eko stoja Amazon Display Ads?<\/h2><p class=\"theme-wp-block gb-responsive-919829-identifier\">Ako pri takmer v\u0161etk\u00fdch reklamn\u00fdch form\u00e1toch na online trhu, n\u00e1klady na Amazon Sponsored Display Ads sa po\u010d\u00edtaj\u00fa za kliknutie. Tento princ\u00edp sa naz\u00fdva aj PPC, teda Pay Per Click. Plat\u00edte teda len vtedy, ke\u010f potenci\u00e1lni z\u00e1kazn\u00edci klikn\u00fa na va\u0161u reklamu.<\/p><p class=\"theme-wp-block gb-responsive-689143-identifier\">Kone\u010dn\u00e9 n\u00e1klady sa po\u010d\u00edtaj\u00fa pod\u013ea princ\u00edpu druhej cenovej aukcie. To znamen\u00e1, \u017ee v\u0161etci predajcovia predkladaj\u00fa ponuku, ktor\u00fa s\u00fa maxim\u00e1lne ochotn\u00ed zaplati\u0165. V pr\u00edkladovej grafike ni\u017e\u0161ie s\u00fa to ponuky 1,50\u20ac, 2,00\u20ac a 3,00\u20ac. Najvy\u0161\u0161ia ponuka, v tomto pr\u00edpade ponuka 3, vyhr\u00e1va. Av\u0161ak mus\u00ed sa zaplati\u0165 len hodnota druhej najvy\u0161\u0161ej ponuky plus 0,01\u20ac. V na\u0161om pr\u00edklade je to teda 2,01\u20ac.<\/p><figure class=\"theme-wp-block wp-block-image size-full gb-responsive-330773-identifier\"><img decoding=\"async\" width=\"844\" height=\"443\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140827\/Amazon-Display-Zweitpreisauktion-Beispiel.png\" alt=\"Amazon Display Zweitpreisauktion Beispiel\" class=\"wp-image-15884\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140827\/Amazon-Display-Zweitpreisauktion-Beispiel-407x214.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140827\/Amazon-Display-Zweitpreisauktion-Beispiel-768x403.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140827\/Amazon-Display-Zweitpreisauktion-Beispiel.png 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-731190-identifier\">Ko\u013eko skuto\u010dne zaplat\u00edte za kliknutie, teda z\u00e1vis\u00ed od pon\u00fak va\u0161ej konkurencie. Svoje v\u00fddavky m\u00f4\u017eete kontrolova\u0165 t\u00fdm, \u017ee si nastav\u00edte denn\u00fd rozpo\u010det.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-633-identifier\" id=\"lohnen-sich-amazon-sponsored-display-anzeigen\">Stoja za to Amazon Sponsored Display reklamy?<\/h2><p class=\"theme-wp-block gb-responsive-103470-identifier\">Teraz, ke\u010f vieme, ako reklamy vyzeraj\u00fa a \u010do stoja, samozrejme sa p\u00fdta ot\u00e1zka, \u010di sa to cel\u00e9 oplat\u00ed. Napokon tak\u00e1to reklama si vy\u017eaduje nielen potrebn\u00fd rozpo\u010det, ale aj \u010das na jej spustenie a sledovanie. Pozrime sa teda na v\u00fdhody a nev\u00fdhody:<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-430914-identifier\" id=\"das-spricht-dafur\">To hovor\u00ed v prospech<\/h3><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-431165-identifier wp-block-list\"><li class=\"theme-wp-block\">Z\u00e1kazn\u00edci m\u00f4\u017eu by\u0165 osloven\u00ed ako na trhu, tak aj na str\u00e1nkach tret\u00edch str\u00e1n. To pon\u00faka obrovsk\u00fa v\u00fdhodu oproti reklam\u00e1m, ktor\u00e9 sa zobrazuj\u00fa v\u00fdlu\u010dne na trhu.<\/li><li class=\"theme-wp-block\">Cez efekt\u00edvny retargeting oslovujete potenci\u00e1lnych z\u00e1kazn\u00edkov viackr\u00e1t a t\u00fdm zvy\u0161ujete pravdepodobnos\u0165, \u017ee sa premenia.<\/li><li class=\"theme-wp-block\">Online gigant v\u00e1m poskytuje r\u00f4zne marketingov\u00e9 \u0161tatistiky na meranie \u00faspe\u0161nosti va\u0161ej kampane Amazon Sponsored Display. M\u00f4\u017eete napr\u00edklad na z\u00e1klade zobrazen\u00ed a konverzn\u00fdch pomerov mera\u0165, ako \u00faspe\u0161n\u00e9 s\u00fa va\u0161e CTA (Call-To-Actions).<\/li><li class=\"theme-wp-block\">Cez CPC plat\u00edte len za z\u00e1kazn\u00edkov, ktor\u00ed na va\u0161u reklamu skuto\u010dne klikn\u00fa.<\/li><li class=\"theme-wp-block\">Amazon Display Ads s\u00fa flexibiln\u00e9. M\u00f4\u017eete testova\u0165 r\u00f4zne texty a vizu\u00e1lne prvky a tie\u017e ich prisp\u00f4sobi\u0165 aj po\u010das prebiehaj\u00facej kampane.<\/li><li class=\"theme-wp-block\">M\u00f4\u017eete propagova\u0165 svoje produkty, aj ke\u010f nem\u00e1te Buy Box.<\/li><\/ul><\/div><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-544084-identifier desktop-bg-style-circle xl-bg-style-circle lg-bg-style-circle md-bg-style-circle sm-bg-style-circle desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 desktop-gb-has-icon xl-gb-has-icon lg-gb-has-icon md-gb-has-icon sm-gb-has-icon is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-462064-identifier\"><strong><span style=\"font-size:0.8em\" class=\"has-font-size\">Amazon a Pinterest<\/span><\/strong><\/p><p class=\"theme-wp-block gb-responsive-914575-identifier\"><span style=\"font-size:0.8em\" class=\"has-font-size\">Od jari 2023 spolupracuj\u00fa Amazon a soci\u00e1lna medi\u00e1lna platforma Pinterest. Pou\u017e\u00edvatelia slu\u017eby vidia Amazon reklamy na Pintereste, ktor\u00e9 priamo odkazuj\u00fa na Amazon. Pre predajcov na trhu je to dobr\u00e1 spr\u00e1va, preto\u017ee t\u00fdm Amazon v\u00fdrazne roz\u0161iruje vesm\u00edr, v ktorom sa reklamy zobrazuj\u00fa. Okrem toho by sa t\u00fdm mohli otvori\u0165 nov\u00e9 skupiny z\u00e1kazn\u00edkov, ktor\u00ed doteraz mo\u017eno nakupovali sk\u00f4r na in\u00fdch platform\u00e1ch, ako je etsy. Nov\u00e9 cie\u013eov\u00e9 skupiny ved\u00fa k v\u00e4\u010d\u0161iemu rastu, ako pre Amazon samotn\u00fd, tak aj pre tretie strany na trhu. Ak\u00e9 rozmery nadobudne spolupr\u00e1ca, v\u0161ak zatia\u013e nie je \u00faplne jasn\u00e9. Najpravdepodobnej\u0161ie je, \u017ee Amazon Sponsored Display Ads roz\u0161\u00edri o mo\u017enos\u0165 zobrazova\u0165 ich na Pintereste. Po\u010das roka 2023 by sa mala partnerstvo zavies\u0165. (k  m\u00e1ju 2023)<\/span><\/p><\/blockquote><h3 class=\"theme-wp-block wp-block-heading gb-responsive-764583-identifier\" id=\"das-spricht-dagegen\">To hovor\u00ed proti<\/h3><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-384843-identifier wp-block-list\"><li class=\"theme-wp-block\">Nie je v\u017edy jasn\u00e9, kedy a kde sa va\u0161e reklamy zobrazuj\u00fa. To rozhoduje \u2013 ako \u010dasto \u2013 algoritmus.<\/li><li class=\"theme-wp-block\">Ako pri ka\u017edom marketingovom n\u00e1stroji, aj pri Amazon Sponsored Display Ads m\u00f4\u017ee chv\u00ed\u013eu trva\u0165, k\u00fdm sa dostanete do rytmu a presne pochop\u00edte, \u010do pre va\u0161u cie\u013eov\u00fa skupinu a va\u0161e produkty najlep\u0161ie funguje a \u010do nie.<\/li><\/ul><\/div><h2 class=\"theme-wp-block wp-block-heading gb-responsive-704139-identifier\" id=\"so-richten-sie-die-amazon-display-ads-ein-step-by-step-anleitung-fur-ihre-kampagne\">Takto nastav\u00edte Amazon Display Ads \u2013 krok za krokom n\u00e1vod pre va\u0161u kampa\u0148<\/h2><p class=\"theme-wp-block gb-responsive-245709-identifier\">Aktivujte Amazon Display cez Advertising Platform alebo cez Seller Central. Na to postupujte nasledovne:<\/p><div class=\"theme-block-list\"><ol class=\"theme-wp-block gb-responsive-620298-identifier wp-block-list\"><li class=\"theme-wp-block\">Ak za\u010d\u00ednate v Seller Central, kliknite na <em>Reklama > Spr\u00e1vca kampan\u00ed.<br><\/em> Za\u010dnite na <a href=\"https:\/\/advertising.amazon.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">advertising.amazon.com<\/a>, kliknite na <em>Produkty.<\/em><\/li><li class=\"theme-wp-block\">Vyberte ako typ kampane <em>Gesponserte Anzeige<\/em> resp. <em>Sponsored Display<\/em>.<\/li><li class=\"theme-wp-block\">Nastavte parametre pre va\u0161u reklamu. Na to prira\u010fte n\u00e1zov kampane, nastavte \u010dasov\u00fd r\u00e1mec a definujte denn\u00fd rozpo\u010det. Pri tom sa oplat\u00ed najprv za\u010da\u0165 s ni\u017e\u0161\u00edm denn\u00fdm rozpo\u010dtom a ten nesk\u00f4r pr\u00edpadne zv\u00fd\u0161i\u0165. Okrem toho m\u00f4\u017eete teraz nastavi\u0165 mo\u017enosti cielenia.<\/li><li class=\"theme-wp-block\">Definujte, ktor\u00e9 z va\u0161ich produktov sa maj\u00fa propagova\u0165. Aj ke\u010f sa v r\u00e1mci jednej reklamy zobrazuje len jeden produkt, m\u00f4\u017eete si na tomto mieste vybra\u0165 r\u00f4zne. Potom nechajte rozhodnutie na algoritme, ktor\u00fd produkt sa kedy a komu zobraz\u00ed. Pri v\u00fdbere sa odpor\u00fa\u010da najprv zvoli\u0165 produkty, ktor\u00e9 u\u017e s in\u00fdmi typmi rekl\u00e1m dobre fungovali, alebo tie, ktor\u00e9 sa pred\u00e1vaj\u00fa obzvl\u00e1\u0161\u0165 dobre.<\/li><li class=\"theme-wp-block\">Zadajte ponuku pre va\u0161e reklamy. Amazon automaticky navrhne ponuku. T\u00fa v\u0161ak m\u00f4\u017eete samozrejme prisp\u00f4sobi\u0165. Vyberte si, ako je pop\u00edsan\u00e9 v sekcii o n\u00e1kladoch, cenu, ktor\u00fa ste maxim\u00e1lne ochotn\u00ed zaplati\u0165.<\/li><li class=\"theme-wp-block\">Navrhnite svoje reklamy. Amazon najprv automaticky vytvor\u00ed reklamy s detailmi va\u0161ej produktovej str\u00e1nky. T\u00e1 by teda mala by\u0165 kvalitn\u00e1 aj z tohto d\u00f4vodu. M\u00f4\u017eete v\u0161ak tie\u017e individu\u00e1lne nastavi\u0165 r\u00f4zne grafick\u00e9 prvky, ako aj texty a r\u00f4zne CTA.<\/li><\/ol><\/div><h2 class=\"theme-wp-block wp-block-heading gb-responsive-494840-identifier\" id=\"noch-ein-paar-tipps-fur-ihre-kampagne-zum-schluss\">E\u0161te nieko\u013eko tipov pre va\u0161u kampa\u0148 na z\u00e1ver<\/h2><h3 class=\"theme-wp-block wp-block-heading gb-responsive-952022-identifier\" id=\"1-nutzen-sie-amazon-display-ads-um-kund-innen-ihrer-konkurrenz-abzufangen\">#1 Vyu\u017eite Amazon Display Ads na zachytenie z\u00e1kazn\u00edkov va\u0161ej konkurencie<\/h3><p class=\"theme-wp-block gb-responsive-124424-identifier\">\u017de konkurencia na Amazone je ve\u013ek\u00e1, u\u017e asi nie je tajomstvom. Na to, aby ste sa presadili, s\u00fa potrebn\u00e9 tvrd\u00e9 podmienky. Okrem <a href=\"https:\/\/www.sellerlogic.com\/sk\/blog\/14-najvacsich-chyb-pri-prehodnocovani-cien\/\">dokonal\u00fdch cien<\/a> a <a href=\"https:\/\/www.sellerlogic.com\/sk\/blog\/14-najdolezitejsich-kriterii-na-vitazstvo-v-buy-box-na-amazone-a-ako-udrzat-svoje-metriky-pod-kontrolou-2\/\">najlep\u0161\u00edch metr\u00edk<\/a> s\u00fa samozrejme vhodn\u00e9 aj Amazon Display Ads.<\/p><p class=\"theme-wp-block gb-responsive-676000-identifier\">Ako? T\u00fdm, \u017ee svoje reklamy cielene zameriate na produkty va\u0161ich konkurentov. Va\u0161e reklamy sa potom, v\u010faka cielen\u00ed na produkty, zobrazia priamo na str\u00e1nkach detailov produktov konkurencie.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-120645-identifier\" id=\"2-nutzen-sie-amazon-display-ads-um-die-konkurrenz-abzuwehren\">#2 Vyu\u017eite Amazon Display Ads na odvr\u00e1tenie konkurencie<\/h3><p class=\"theme-wp-block gb-responsive-824738-identifier\">To ist samozrejme pravda aj naopak. Samozrejme, \u017ee aj va\u0161i konkurenti sa zameriavaj\u00fa na va\u0161ich z\u00e1kazn\u00edkov. Aby ste zabr\u00e1nili tomu, \u017ee konkuren\u010dn\u00e9 ponuky bud\u00fa zverejnen\u00e9 na va\u0161ich vlastn\u00fdch str\u00e1nkach, m\u00f4\u017eete tomu pred\u00eds\u0165 t\u00fdm, \u017ee si sami umiestnite reklamy na in\u00e9 produkty z v\u00e1\u0161ho sortimentu na tieto produktov\u00e9 str\u00e1nky.<\/p><p class=\"theme-wp-block gb-responsive-271166-identifier\">T\u00fdmto nielen\u017ee blokujete reklamn\u00e9 plochy pre svoju konkurenciu, ale m\u00f4\u017eete tie\u017e rovno vykon\u00e1va\u0165 up- alebo cross-selling.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-164089-identifier\" id=\"3-nutzen-sie-amazon-display-ads-fur-das-upselling\">#3 Vyu\u017eite Amazon Display Ads na upselling<\/h3><p class=\"theme-wp-block gb-responsive-819499-identifier\">Pred\u00e1vate k\u00e1vovary v r\u00f4znych variantoch? Potom jednoducho propagujte lep\u0161\u00ed model na str\u00e1nke lacnej\u0161ej varianty. Mo\u017eno potenci\u00e1lny z\u00e1kazn\u00edk\/\u010dka e\u0161te ani nevie, \u017ee funkcia samo\u010distenia je doplnok, ktor\u00fd ur\u010dite potrebuje.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-746496-identifier\" id=\"4-nutzen-sie-amazon-display-ads-fur-das-cross-selling\">#4 Vyu\u017eite Amazon Display Ads na cross-selling<\/h3><p class=\"theme-wp-block gb-responsive-924062-identifier\">Umiestnenie komplement\u00e1rnych produktov, ako s\u00fa obaly na telef\u00f3ny alebo produkty na starostlivos\u0165 o obuv, v tesnej bl\u00edzkosti v\u00fdstupn\u00e9ho produktu (telef\u00f3n, top\u00e1nky) samozrejme pon\u00faka vysok\u00fd potenci\u00e1l. Napokon to u nakupuj\u00facich vyvol\u00e1va dojem, \u017ee tento produkt tie\u017e potrebuj\u00fa, a m\u00f4\u017eete predpoklada\u0165, \u017ee va\u0161i potenci\u00e1lni z\u00e1kazn\u00edci v n\u00e1kupnej euf\u00f3rii jednoducho pridaj\u00fa aj komplement\u00e1rny produkt. Obzvl\u00e1\u0161\u0165, ak ide o skvel\u00fa ponuku, ktorej sa \u0165a\u017eko odol\u00e1va.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-740661-identifier\" id=\"fazit\">Z\u00e1ver<\/h2><p class=\"theme-wp-block gb-responsive-538474-identifier\">Amazon Sponsored Display Ads s\u00fa skvel\u00fd sp\u00f4sob, ako propagova\u0165 vlastn\u00e9 produkty a z\u00edska\u0165 tak zna\u010dn\u00e9 konkuren\u010dn\u00e9 v\u00fdhody.<\/p><p class=\"theme-wp-block gb-responsive-95067-identifier\">Av\u0161ak iba vtedy, ak s\u00fa va\u0161e produktov\u00e9 str\u00e1nky optimalizovan\u00e9, ale to plat\u00ed pre ka\u017ed\u00fd typ reklamy na Amazone!<\/p><p class=\"theme-wp-block gb-responsive-246334-identifier\">D\u00f4le\u017eit\u00e9 je v ka\u017edom pr\u00edpade, aby ste k veci pristupovali s pl\u00e1nom a nie bezhlavo propagovali nejak\u00e9 produkty alebo pod\u00e1vali ponuky. Rad\u0161ej si vypracujte strat\u00e9giu, v ktorej zhodnot\u00edte, \u010do chcete dosiahnu\u0165 so svojimi Amazon Display Ads (odl\u00e1ka\u0165 z\u00e1kazn\u00edkov konkurencie, chr\u00e1ni\u0165 vlastn\u00e9 produktov\u00e9 str\u00e1nky, cross-\/upselling,&#8230;) a ak\u00fd rozpo\u010det na to chcete vy\u010dleni\u0165. Potom u\u017e ni\u010d nestoj\u00ed v ceste v\u00e1\u0161mu \u00faspechu so Sponsored Display Ads na Amazone. Ve\u013ea \u0161\u0165astia!<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-767871-identifier\" id=\"faqs\">\u010casto kladen\u00e9 ot\u00e1zky<\/h2><div class=\"theme-wp-block schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1638527001302\"><strong class=\"schema-faq-question\"><meta charset=\"utf-8\">\u010co s\u00fa Amazon Display Ads?<\/strong> <p class=\"schema-faq-answer\"><meta charset=\"utf-8\">Amazon Display Ads s\u00fa formou reklamy na Amazone. Na rozdiel od Sponsored Brand a Products funguj\u00fa na z\u00e1klade cielenia a nie na z\u00e1klade k\u013e\u00fa\u010dov\u00fdch slov. Tak oslovuj\u00fa presnej\u0161ie definovan\u00fa cie\u013eov\u00fa skupinu na z\u00e1klade demografick\u00fdch \u00fadajov a spr\u00e1vania z\u00e1kazn\u00edkov.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1638527014946\"><strong class=\"schema-faq-question\"><meta charset=\"utf-8\">Kde sa zobrazuj\u00fa Amazon Display Ads?<\/strong> <p class=\"schema-faq-answer\"><meta charset=\"utf-8\">Cielen\u00edm sa tieto reklamy zobrazuj\u00fa vo v\u00fdsledkoch vyh\u013ead\u00e1vania alebo priamo na str\u00e1nkach s detailmi produktov.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1638527041070\"><strong class=\"schema-faq-question\"><meta charset=\"utf-8\">Ako funguj\u00fa Amazon Display Ads?<\/strong> <p class=\"schema-faq-answer\"><meta charset=\"utf-8\">Amazon Display Ads sa zobrazuj\u00fa z\u00e1kazn\u00edkom, pri ktor\u00fdch algoritmus na z\u00e1klade demografick\u00fdch \u00fadajov a n\u00e1kupn\u00e9ho spr\u00e1vania predpoklad\u00e1, \u017ee produkt zodpoved\u00e1 ich z\u00e1ujmom. Okrem toho m\u00f4\u017eu inzerenti vyu\u017ei\u0165 display reklamy na retargeting a oslovi\u0165 svojich z\u00e1kazn\u00edkov aj mimo trhu.<\/p> <\/div><\/div><p class=\"theme-wp-block gb-responsive-956056-identifier\"><span style=\"font-size:0.8em\" class=\"has-font-size\">Obrazov\u00e9 kredity v porad\u00ed obr\u00e1zkov: \u00a9\u00a0<meta charset=\"utf-8\"><span style=\"font-size:0.8em\" class=\"has-font-size\">bakhtiarzein<\/span> \u2013 stock.adobe.com \/\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Reklamn\u00e9 kampane nie s\u00fa ni\u010d\u00edm nov\u00fdm vo svete Amazonu, Sponsored Display Ads s\u00fa len jedn\u00fdm z nov\u0161\u00edch v\u00fdvojov. Pre\u010do by ste mali vyu\u017e\u00edva\u0165 Amazon Advertising, asi nemus\u00edme vysvet\u013eova\u0165. Ale \u010do vlastne znamenaj\u00fa Display Ads? To chceme objasni\u0165 v tomto blogovom \u010dl\u00e1nku. Za\u010dnime hne\u010f s z\u00e1kladmi. \u010co s\u00fa Amazon Sponsored Display Ads a ako vyzeraj\u00fa? Display<\/p>\n","protected":false},"author":5,"featured_media":15877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[1434],"tags":[],"class_list":["post-227787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inzerujte-s-amazonom"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Oslovte spr\u00e1vnych z\u00e1kazn\u00edkov pomocou Amazon Display Advertising<\/title>\n<meta name=\"description\" content=\"Amazon Display Advertising oslovuje presne t\u00fa cie\u013eov\u00fa skupinu, ktor\u00e1 zodpoved\u00e1 v\u00e1\u0161mu produktu. 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