{"id":229332,"date":"2021-08-03T08:16:00","date_gmt":"2021-08-03T08:16:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/najbolja-amazon-ppc-strategija-za-vase-oglase\/"},"modified":"2021-08-03T08:16:00","modified_gmt":"2021-08-03T08:16:00","slug":"najbolja-amazon-ppc-strategija-za-vase-oglase","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sr\/blog\/najbolja-amazon-ppc-strategija-za-vase-oglase\/","title":{"rendered":"Najbolja Amazon PPC strategija za va\u0161e oglase"},"content":{"rendered":"<p class=\"theme-wp-block gb-responsive-615036-identifier\">Ovo je \u010dlanak koji smo zajedno napisali sa na\u0161im ameri\u010dkim partnerom SellerMetrics. Neki od snimaka ekrana su zato na engleskom.<\/p><p class=\"theme-wp-block gb-responsive-709043-identifier\">Upravljanje sopstvenim Amazon PPC kampanjama je te\u017eak posao. \u010cesto se prodavci ose\u0107aju preplavljeno razli\u010ditim vrstama oglasa i pode\u0161avanjima. \u010cesto se tome dodaju i drugi zadaci Amazon FBA poslovanja, sa kojima se prodavci ve\u0107 ionako bore.<\/p><p class=\"theme-wp-block gb-responsive-447160-identifier\">Jedna od najve\u0107ih gre\u0161aka po\u010detnika su nekontrolisani tro\u0161kovi za njihove Amazon PPC kampanje. To mo\u017eete lako izbe\u0107i razvijanjem dobre Amazon PPC strategije.<\/p><p class=\"theme-wp-block gb-responsive-891272-identifier\">U ovom \u010dlanku obra\u0111ujemo strategije licitiranja pre i tokom aktivne kampanje.<\/p><p class=\"theme-wp-block gb-responsive-933426-identifier\">Pre nego \u0161to, dakle, (za mnogo novca) pitate Amazon PPC agenciju o ovoj temi, prvo pro\u010ditajte na\u0161 \u010dlanak.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-602904-identifier\">\u0160ta je Amazon PPC?<\/h2><p class=\"theme-wp-block gb-responsive-490793-identifier\">\u201ePPC\u201c kod Amazona i drugih provajdera ozna\u010dava \u201ePay per Click\u201c i odnosi se na model obra\u010duna pla\u0107enih oglasa. Sli\u010dni modeli postoje i kod Google Ads, Meta i drugih. Ogla\u0161iva\u010d pla\u0107a po kliku koji njegov oglas generi\u0161e.<\/p><p class=\"theme-wp-block gb-responsive-73924-identifier\">Prednost je o\u010digledna: Tro\u0161kovi za Amazon PPC oglase nastaju samo kada oglas zapravo konvertuje. Ako niko ne klikne, sve to ne ko\u0161ta ni\u0161ta. Zbog toga su konkretni tro\u0161kovi ogla\u0161avanja unapred samo pribli\u017eno odre\u0111eni. Me\u0111utim, dnevni bud\u017eet mo\u017ee ograni\u010diti maksimalnu visinu tro\u0161kova ogla\u0161avanja kampanje.<\/p><p class=\"theme-wp-block gb-responsive-553467-identifier\">U ve\u0107ini slu\u010dajeva, pa tako i na Amazonu, PPC kampanje su obi\u010dno zasnovane na klju\u010dnim re\u010dima. To zna\u010di da se oglas prikazuje kada korisnici pretra\u017euju unapred definisanu klju\u010dnu re\u010d (targeting klju\u010dnih re\u010di). Zbog toga je istra\u017eivanje klju\u010dnih re\u010di, koje se mora obaviti unapred, od posebnog zna\u010daja. Ako se ovde ne identifikuju relevantni pojmovi za pretragu, to mo\u017ee uticati na uspeh celih grupa oglasa i strukture kampanje.<\/p><p class=\"theme-wp-block gb-responsive-408900-identifier\">U slede\u0107em primeru, za klju\u010dnu re\u010d \u201ewanderhose herren\u201c prikazuju se i sponzorisani Amazon prodavnice, kao i razli\u010diti Sponsored Products oglasi. Potonji se prikazuju u gornjem delu pre organskih rezultata pretrage, ali i jo\u0161 jednom ni\u017ee.<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-907035-identifier\"><img decoding=\"async\" width=\"844\" height=\"618\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083058\/amazon-ppc-amazon-store-844x618.png\" alt=\"Nemate pojma o Amazon PPC? Sa na\u0161im tutorijalom to \u0107e uskoro biti sasvim druga\u010dije!\" class=\"wp-image-53068\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083058\/amazon-ppc-amazon-store-407x298.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083058\/amazon-ppc-amazon-store-768x562.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083058\/amazon-ppc-amazon-store-844x618.png 844w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083058\/amazon-ppc-amazon-store.png 1247w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-67250-identifier\">Da obi\u010dno vi\u0161e kompanija \u017eeli da se takmi\u010di za klju\u010dnu re\u010d, a reklamni prostori su ograni\u010deni, obi\u010dno se u postupku Cost per Click (CPC) utvr\u0111uje koji ogla\u0161iva\u010d dobija ugovor. Ko nudi najvi\u0161u cenu, dobija odgovaraju\u0107e najbolje mesto u rezultatima pretrage. Postupak tako\u0111e koristi Real Time Bidding, tj. reklamni prostori se dodeljuju i prikazuju u realnom vremenu. \u0160to je ve\u0107i bud\u017eet po kliku, to \u0107e Amazon obi\u010dno \u010de\u0161\u0107e prikazivati PPC oglas.<\/p><p class=\"theme-wp-block gb-responsive-536201-identifier\">Kao \u0161to je ve\u0107 nagove\u0161teno, Amazon prodavci mogu da postavljaju razli\u010dite formate PPC oglasa. To uklju\u010duje Sponsored Products, Sponsored Brands i Sponsored Display-Ads:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block wp-block-list gb-responsive-336914-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><li class=\"theme-wp-block gb-responsive-377895-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Sponsored Products<\/strong> je svaki Amazon korisnik ve\u0107 primetio, jer se ne prikazuju samo ispred, unutar, pored i nakon organskih rezultata pretrage, ve\u0107 se pojavljuju i na stranicama sa detaljima proizvoda. Pre svega, mesta u gornjem delu stranice rezultata pretrage su tra\u017eena, jer direktno privla\u010de pa\u017enju kupca. Ovim formatom mogu se reklamirati pojedina\u010dni proizvodi. Kupci koji kliknu na oglas obi\u010dno idu direktno na odgovaraju\u0107u stranicu sa detaljima. Oglasi ove grupe oglasa zahtevaju redovno ocenjivanje i optimizaciju.<\/li><\/ul><\/div><div class=\"theme-block-list\"><ul class=\"theme-wp-block wp-block-list gb-responsive-447015-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><li class=\"theme-wp-block gb-responsive-795817-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Sponsored Brands<\/strong> su tako\u0111e prili\u010dno upadljive. Pojavljuju se ispred organskih rezultata pretrage i sponzorisanih proizvoda na vrhu stranice rezultata pretrage. Oglasi ovog tipa kampanje prikazuju logo brenda, prilago\u0111eni naslov i do tri proizvoda brenda za koji je oglas postavljen. Tako\u0111e, ogla\u0161iva\u010di moraju redovno proveravati kako oglas performira.<\/li><\/ul><\/div><div class=\"theme-block-list\"><ul class=\"theme-wp-block wp-block-list gb-responsive-351197-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><li class=\"theme-wp-block gb-responsive-204988-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Sponsored Display Ads<\/strong> izgledaju kao Sponsored Products, ali umesto na osnovu klju\u010dne re\u010di, Amazon za Sponsored Display Ads koristi signale kupovine prikupljene od kupaca, kako bi putem ma\u0161inskog u\u010denja automatski ciljao onu publiku koja \u0107e sa velikom verovatno\u0107om kliknuti na oglas sa odgovaraju\u0107im proizvodom.<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-535575-identifier\">U nastavku \u017eelimo da se osvrnemo na pojedina\u010dne formate i detaljnije osvetlimo njihove svrhe.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-671192-identifier\">Sponsored Products<\/h2><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-622288-identifier\"><img decoding=\"async\" width=\"844\" height=\"360\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142913\/amazon-ppc-agentur.jpg\" alt=\"Mnogi trgovci anga\u017euju agenciju za svoj Amazon PPC.\" class=\"wp-image-1759\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142913\/amazon-ppc-agentur-407x174.jpg 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142913\/amazon-ppc-agentur-768x328.jpg 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142913\/amazon-ppc-agentur.jpg 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-441363-identifier\">Me\u0111u trgovcima i kupcima, Sponsored Products Ads su najpoznatije, pri \u010demu kupci mo\u017eda ne prepoznaju uvek da se radi o ogla\u0161avanju na Amazonu, jer ovi oglasi imaju istu strukturu kao organski rezultati pretrage i samo su ozna\u010deni malim sivim natpisom &#8220;Sponzorisano&#8221;. Ovi oglasi mogu se kreirati kako od obi\u010dnih prodavaca na tr\u017ei\u0161tu putem Seller Central, tako i od dobavlja\u010da putem Amazon Marketing Service. Generisanje se zatim vr\u0161i automatski na osnovu reklamiranog proizvoda, uklju\u010duju\u0107i linkove koji vode na odgovaraju\u0107u stranicu sa detaljima proizvoda. Tro\u0161kovi za Sponsored Products Ads zavise od razli\u010ditih varijabli, kao \u0161to su CPC cena, dnevni bud\u017eet i ponude drugih ogla\u0161iva\u010da.<\/p><p class=\"theme-wp-block gb-responsive-422904-identifier\">Iako Sponsored Products Ads ili drugi PPC oglasi nemaju direktan uticaj na rangiranje proizvoda, mogu indirektno pobolj\u0161ati stopu konverzije i pove\u0107ati prihod generisan na Amazonu, \u0161to se opet odra\u017eava u prora\u010dunima algoritma. Relevantnost stranica proizvoda za odre\u0111ene klju\u010dne re\u010di je klju\u010dna za uspeh PPC oglasa, jer ih algoritam ocenjuje na osnovu razli\u010ditih faktora. Uspe\u0161an PPC oglas na Amazonu zahteva stoga pravilnu SEO optimizaciju reklamirane stranice sa detaljima proizvoda.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-607894-identifier\">Product Targeting<\/h3><p class=\"theme-wp-block gb-responsive-359428-identifier\">Amazon tako\u0111e nudi Product Targeting za Sponsored Products Ads, pri \u010demu trgovci mogu odabrati druge proizvode, kategorije ili brendove kao cilj svojih oglasa, umesto da se fokusiraju na klju\u010dne re\u010di. Ovi oglasi se \u010desto postavljaju na stranicama proizvoda i nude trgovcima vi\u0161e mogu\u0107nosti za optimizaciju i izbor najboljih reklamnih pozicija za svoju ciljnu grupu.<\/p><p class=\"theme-wp-block gb-responsive-506893-identifier\">Manje poznata mogu\u0107nost promocije proizvoda na Amazonu su odredi\u0161ne stranice, koje omogu\u0107avaju reklamiranje jednog ili vi\u0161e proizvoda na individualnim stranicama sa posebnim sadr\u017eajem kao \u0161to su video zapisi ili slike. Ove stranice se tako\u0111e mogu koristiti za privremene stranice brenda, koje su povezane sa specifi\u010dnim promocijama ili podsti\u010du generisanje potencijalnih kupaca. Jedan primer je odredi\u0161na stranica za Kindle na Amazonu:<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-109671-identifier\"><a href=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/amazon-ppc-tool.png\"><img decoding=\"async\" width=\"844\" height=\"1002\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/amazon-ppc-tool.png\" alt=\"Amazon PPC pru\u017ea alat za izradu odredi\u0161nih stranica.\" class=\"wp-image-1764\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/amazon-ppc-tool-407x483.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/amazon-ppc-tool-768x912.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/amazon-ppc-tool.png 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/a><\/figure><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-813766-identifier desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square 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-248070-identifier\">Za ovu vrstu PPC oglasa, Amazon pru\u017ea i \u0161ablone i odredi\u0161ne stranice prema principu gradnje. Me\u0111utim, za individualnu izradu stranice potrebno je direktno kontaktirati Amazon Advertising. Za odredi\u0161ne stranice, Amazon ima odre\u0111ene <strong>uslove i smernice<\/strong> koje trgovci obavezno treba da po\u0161tuju. Sve va\u017ene informacije mogu se pogledati ovde: <a href=\"https:\/\/advertising.amazon.com\/resources\/ad-specs\/landing-pages\/guidelines-components\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Smernice za odredi\u0161ne stranice od Amazona<\/a>.<\/p><\/blockquote><h3 class=\"theme-wp-block wp-block-heading gb-responsive-860218-identifier\">Dynamic Ecommerce Ads<\/h3><p class=\"theme-wp-block gb-responsive-128269-identifier\">Jo\u0161 jedna mogu\u0107nost ogla\u0161avanja u Amazon PPC univerzumu su Dynamic Ecommerce Ads (DEA), koje se zasnivaju na opse\u017enim podacima o kupcima Amazona. Sli\u010dno kao kod Product Targeting, proizvodi se ciljano i u realnom vremenu ogla\u0161avaju na osnovu pona\u0161anja kupaca. DEA koristi ASIN kao osnovu i zahtevaju pozadinsku sliku bez dugmeta za poziv na akciju, jer se takva automatski dodaju. GIF-ovi i video zapisi nisu mogu\u0107i, ali se mogu integrisati kuponi i recenzije kupaca.<\/p><p class=\"theme-wp-block gb-responsive-999064-identifier\">Najve\u0107a prednost DEA je njihovo potpuno automatsko prikazivanje, me\u0111utim, ogla\u0161iva\u010di imaju samo ograni\u010dene mogu\u0107nosti uticaja. Dobijaju pristup demografskim podacima Amazona i oglas koji se dinami\u010dki prilago\u0111ava prikupljenim podacima. Dinami\u010dke kampanje tako\u0111e mogu prepoznati promene u statusu proizvoda i odgovaraju\u0107e reagovati, \u0161to zna\u010di u\u0161tedu vremena za ogla\u0161iva\u010de.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-269011-identifier\">Sponsored Brands<\/h2><div class=\"wp-block-image gb-responsive-594831-identifier desktop-align-center xl-align-center lg-align-center md-align-center sm-align-center\"><figure class=\"theme-wp-block aligncenter size-large is-resized\"><img decoding=\"async\" width=\"844\" height=\"362\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/ppc-amazon-kosten.jpg\" alt=\"PPC program Amazona uzrokuje tro\u0161kove, koji se mogu razlikovati.\" class=\"wp-image-1769\" style=\"width:779px;height:334px\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/ppc-amazon-kosten-407x175.jpg 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/ppc-amazon-kosten-768x329.jpg 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/11\/23142912\/ppc-amazon-kosten.jpg 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><\/div><p class=\"theme-wp-block gb-responsive-400988-identifier\">Jo\u0161 jedan popularan format ogla\u0161avanja u okviru Amazon PPC su Sponsored Brands, nekada poznate kao Amazon Headline Search Ads. Za razliku od Sponsored Products oglasa, koji se fokusiraju na promociju konkretnog proizvoda, Sponsored Brands imaju za cilj pove\u0107anje prepoznatljivosti odre\u0111enog brenda. Time se obra\u0107aju kupcima vi\u0161e u gornjem delu marketin\u0161kog levka, koji koriste Amazon da upoznaju nove proizvode i brendove \u2013 75% online kupaca koristi Amazon i na ovaj na\u010din (The 2019 Amazon Consumer Shopping Study od CPC Strategy, str. 6).<\/p><p class=\"theme-wp-block gb-responsive-259411-identifier\">Za kori\u0161\u0107enje ovog formata, potrebno je da prodavci registruju svoj brend u Amazon Brand Registry. Vi\u0161e informacija mo\u017eete prona\u0107i u na\u0161em \u010dlanku na temu <a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/amazon-sponzorisani-brendovi-kako-uciniti-svoj-brend-prepoznatljivim-medu-hiljadama\/\">Amazon Sponsored Brands.<\/a><\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-922481-identifier\">Sponsored Display<\/h2><p class=\"theme-wp-block gb-responsive-934992-identifier\">Poslednja kategorija koju \u017eelimo da vam predstavimo u okviru Amazon PPC je Sponsored Display Ad. Ona kombinuje Sponsored Products sa Display Ads i kreira se na osnovu postoje\u0107ih listi proizvoda. Shodno tome, usmeravaju kupce direktno na stranicu sa detaljima proizvoda nakon klika.<\/p><p class=\"theme-wp-block gb-responsive-780461-identifier\">Posebnost: Sponsored Display Ads se kupuju, kreiraju i dostupne su samo prodavcima na tr\u017ei\u0161tu, ali se tako\u0111e integri\u0161u na spoljnim veb sajtovima i u aplikacijama tre\u0107ih strana.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-485973-identifier\">Svrhe kori\u0161\u0107enja Display Ads<\/h3><p class=\"theme-wp-block gb-responsive-384938-identifier\">Trgovci mogu koristiti Amazon PPC ogla\u0161avanje i Sponsored Display Ad kako bi obuhvatili i gornji i donji deo levka: s jedne strane, mogu ciljati nove kupce, dok s druge strane mogu podsticati stare kupce na ponovnu kupovinu sli\u010dnih proizvoda. Tako\u0111e, klasi\u010dno retargeting je mogu\u0107e sa Display Ad, prikazuju\u0107i kupcima proizvode koji su ih interesovali u pro\u0161losti.<\/p><p class=\"theme-wp-block gb-responsive-130557-identifier\">Sa Sponsored Display Ad, Amazon kupci se mogu tako\u0111e dosti\u0107i na drugim veb sajtovima i usmeriti ka proizvodu ogla\u0161iva\u010da. To pove\u0107ava doseg i poma\u017ee ne samo u izgradnji brenda van e-commerce platforme, ve\u0107 i pove\u0107ava lojalnost kupaca.<\/p><p class=\"theme-wp-block gb-responsive-878703-identifier\">Obi\u010dno se ovaj format ogla\u0161avanja dodeljuje putem PPC postupka. Brendovi tako\u0111e imaju mogu\u0107nost da pla\u0107aju po impresiji, tj. po prikazivanju.<\/p>\t\t<div  class=\"theme-wp-block theme-block-guest-author gb-responsive-136817-identifier\">\n\t\t<div class=\"wrap-inner-content\">\n\t\t\t<div class=\"guest-author-avatar\">\n\t\t\t\t<div class=\"cover-avatar\" style=\"background-image: url(https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/07\/23140855\/613x345px.png);\"><\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"guest-author-sign\">\n\t\t\t\t<div class=\"author-sign\">Ovaj gostuju\u0107i \u010dlanak je od<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"wrap-title\">\n\t\t\t\t<div class=\"guest-author-name\">\n\t\t\t\t\t<div class=\"title\">\n\t\t\t\t\t\t<div class=\"heading-text\">Rick Wong, suosniva\u010d SellerMetrics.app<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"guest-author-description\">\n\t\t\t\t<div class=\"description\"><p>Mi smo <a href=\"http:\/\/sellermetrics.app\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">SellerMetrics<\/a>, na\u0161 Amazon PPC softver poma\u017ee Amazon prodavcima, brendovima, KDP autorima i agencijama da optimizuju svoje Amazon PPC kampanje putem automatizacije ponuda, promene ponuda u velikim koli\u010dinama Manual i analiza. Na\u0161a misija je da pomognemo prodavcima da optimizuju svoje Amazon PPC kampanje.<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n<h2 class=\"theme-wp-block wp-block-heading gb-responsive-18272-identifier\" id=\"automatische-vs-manuelle-kampagnen\">Automatske vs. ru\u010dne kampanje<\/h2><p class=\"theme-wp-block gb-responsive-383704-identifier\">Ali pre nego \u0161to se pozabavimo va\u0161om Amazon PPC strategijom i ponudama, hajde da prvo pogledamo <a href=\"https:\/\/sellermetrics.app\/amazon-ppc-automatic-vs-manual-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">razlike izme\u0111u automatskih i ru\u010dnih Amazon PPC kampanja<\/a>. U automatskim kampanjama, Amazon automatski cilja klju\u010dne re\u010di i sli\u010dne proizvode u va\u0161im oglasima. U ru\u010dnim kampanjama, me\u0111utim, ovaj zadatak je na vama: <\/p><div class=\"theme-block-list\"><ol class=\"theme-wp-block wp-block-list desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-404780-identifier\"><li class=\"theme-wp-block gb-responsive-94638-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Odabrati klju\u010dne re\u010di\/proizvode koje treba ciljati kako bi se na njih ponudilo.<\/li><li class=\"theme-wp-block gb-responsive-629072-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Vrsta odgovaraju\u0107e klju\u010dne re\u010di za uskla\u0111ivanje.<\/li><li class=\"theme-wp-block gb-responsive-868471-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Ponuditi na povezane klju\u010dne re\u010di.<\/li><\/ol><\/div><p class=\"theme-wp-block gb-responsive-939407-identifier\">Da li treba da odaberete automatske ili ru\u010dne kampanje zavisi od faze u kojoj se trenutno nalazite u ciklusu lansiranja proizvoda.<\/p><p class=\"theme-wp-block gb-responsive-233510-identifier\">\u0160to ste ranije u ciklusu, to su automatske kampanje pogodnije. Tako mo\u017eete prvo da se isprobate. U kasnijim fazama, ru\u010dne kampanje su pogodnije, jer ve\u0107 ta\u010dno znate koje klju\u010dne re\u010di i ASIN-ovi dobro funkcioni\u0161u sa va\u0161im proizvodom.<\/p><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-746604-identifier desktop-bg-style-circle xl-bg-style-circle lg-bg-style-circle md-bg-style-circle sm-bg-style-circle desktop-gb-has-icon xl-gb-has-icon lg-gb-has-icon md-gb-has-icon sm-gb-has-icon desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-642398-identifier\"><span style=\"font-size:0.9em\" class=\"has-font-size\">Usput: Ne morate odmah pauzirati svoje automatske <a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/reklamirajte-se-na-amazonu-2025-sve-sto-treba-da-znate\/\">Amazon Advertising<\/a> kampanje kada va\u0161a ASIN postane zrelija, ali biste tada trebali prebaciti vi\u0161e bud\u017eeta u ru\u010dne kampanje.<\/span><\/p><\/blockquote><h2 class=\"theme-wp-block wp-block-heading gb-responsive-436101-identifier\" id=\"ihre-amazon-ppc-strategie-fur-gebote\">Va\u0161a Amazon PPC strategija za ponude<\/h2><p class=\"theme-wp-block gb-responsive-639070-identifier\">Va\u0161a strategija ponuda za kampanje odre\u0111uje koliko agresivne mogu biti va\u0161e ponude. Za to imate tri opcije. Svaka od njih predstavlja razli\u010dit nivo agresivnosti.<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-678897-identifier\"><img decoding=\"async\" width=\"844\" height=\"457\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083134\/Amazon-ppc-tricks-844x457.png\" alt=\"Postavljanje prave strategije ponuda je jedan od najva\u017enijih Amazon PPC trikova\" class=\"wp-image-53077\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083134\/Amazon-ppc-tricks-407x220.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083134\/Amazon-ppc-tricks-768x416.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083134\/Amazon-ppc-tricks-844x457.png 844w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083134\/Amazon-ppc-tricks.png 972w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-912440-identifier\">Evo va\u0161ih opcija (sortirane silazno prema agresivnosti):<\/p><div class=\"theme-block-list\"><ol class=\"theme-wp-block wp-block-list desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-463323-identifier\"><li class=\"theme-wp-block gb-responsive-824811-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Dinami\u010dke ponude \u2013 pove\u0107ati i smanjiti.<\/li><li class=\"theme-wp-block gb-responsive-935914-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Fiksne ponude \u2013 koristi se samo va\u0161a ponu\u0111ena ponuda.<\/li><li class=\"theme-wp-block gb-responsive-406421-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Dinami\u010dke ponude \u2013 samo smanjiti.<\/li><\/ol><\/div><h3 class=\"theme-wp-block wp-block-heading gb-responsive-223086-identifier\" id=\"1-dynamic-bid-erhohen-und-senken\">#1: Dinami\u010dka ponuda \u2013 pove\u0107ati i smanjiti<\/h3><p class=\"theme-wp-block gb-responsive-498204-identifier\">Ova strategija ponuda za kampanje je verovatno najagresivnija od tri varijante. Ovim se Amazonu pru\u017ea mogu\u0107nost da prilagodi ponude do 100% navi\u0161e ili nani\u017ee.<\/p><p class=\"theme-wp-block gb-responsive-996679-identifier\">Uzmimo primer: Va\u0161a ponuda za klju\u010dnu re\u010d iznosi 2,00\u20ac. U tom slu\u010daju, Amazon mo\u017ee pove\u0107ati va\u0161u ponudu na do 4,00\u20ac ako je verovatno\u0107a kupovine visoka. S druge strane, va\u0161a ponuda mo\u017ee biti smanjena na 0,00\u20ac ako su \u0161anse male.<\/p><blockquote class=\"theme-wp-block wp-block-quote desktop-bg-style-circle xl-bg-style-circle lg-bg-style-circle md-bg-style-circle sm-bg-style-circle gb-responsive-652676-identifier desktop-gb-has-icon xl-gb-has-icon lg-gb-has-icon md-gb-has-icon sm-gb-has-icon desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-468660-identifier\"><strong>Pa\u017enja<\/strong><br><span style=\"font-size:0.9em\" class=\"has-font-size\">Imajte na umu da su 100 % maksimum. U ve\u0107ini slu\u010dajeva, va\u0161e ponude ne\u0107e biti pove\u0107ane na 4,00 \u20ac niti smanjene na 0,00 \u20ac, ve\u0107 \u0107e va\u0161a ponuda biti negde izme\u0111u. <\/span><\/p><\/blockquote><p class=\"theme-wp-block gb-responsive-593926-identifier\">Ova strategija je pogodna za vas ako ste spremni da potro\u0161ite ceo svoj Amazon PPC bud\u017eet koji ste postavili za ovu reklamnu kampanju i ako licitirate za klju\u010dne re\u010di sa kojima se ose\u0107ate sigurno.<\/p><p class=\"theme-wp-block gb-responsive-897924-identifier\">Uostalom, dinami\u010dke ponude (pove\u0107anje i smanjenje) mogu se koristiti samo za kampanje sponzorisane proizvode.<\/p><p class=\"theme-wp-block gb-responsive-512022-identifier\">Ako koristite dinami\u010dku ponudu, to mo\u017ee dovesti do toga da va\u0161a <strong>ponuda i CPC (cena po kliku) nisu identi\u010dni<\/strong>, jer ste Amazonu dozvolili da prilagodi va\u0161e ponude. <\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-589214-identifier\" id=\"2-fixed-bid\">#2: Fiksna ponuda<\/h3><p class=\"theme-wp-block gb-responsive-204391-identifier\">Kao \u0161to ime ka\u017ee, Amazon \u0107e u ovoj PPC strategiji koristiti ponudu u ta\u010dnoj visini (i eventualno dodatne postavke) koje vi navedete. Va\u0161e ponude se dakle ne\u0107e prilago\u0111avati na osnovu verovatno\u0107e kupovine.<\/p><p class=\"theme-wp-block gb-responsive-311393-identifier\">Ova strategija je pogodna za vas ako \u017eelite da optimizujete svoje kampanje konstantnim prilago\u0111avanjem svojih ponuda. Ta\u010dno znate \u0161ta radite i ne \u017eelite da Amazon uti\u010de na va\u0161e ponude.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-642185-identifier\" id=\"3-dynamic-bid-nur-senken\">#3: Dinami\u010dka ponuda \u2013 samo smanjenje<\/h3><p class=\"theme-wp-block gb-responsive-615596-identifier\">Ova Amazon PPC strategija je najpasivnija varijanta od gore navedenih strategija. Ovde online div mo\u017ee smanjiti va\u0161e ponude za do 100%.<\/p><p class=\"theme-wp-block gb-responsive-328282-identifier\">Uzmimo i ovde primer: Licitirate 2,00\u20ac za klju\u010dnu re\u010d. Sada Amazon mo\u017ee automatski smanjiti va\u0161u ponudu na 0,00\u20ac ako je verovatno\u0107a prodaje veoma mala.<\/p><p class=\"theme-wp-block gb-responsive-295131-identifier\">Ova vrsta Amazon PPC optimizacije ima smisla ako \u017eelite da postupate konzervativnije i manje se oslanjate na aukcije koje obe\u0107avaju samo malu verovatno\u0107u uspeha.<\/p><p class=\"theme-wp-block gb-responsive-182395-identifier\">Kod sponzorisanih brendova i sponzorisanih prikaza, ovo je ina\u010de podrazumevana postavka Amazon PPC strategije za kampanjske ponude.<\/p><p class=\"theme-wp-block gb-responsive-169712-identifier\">Za kampanje koje su ve\u0107 postojale pre implementacije strategije ponuda za kampanje, dinami\u010dka ponuda (samo smanjenje) je tako\u0111e standardna opcija.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-194298-identifier\" id=\"ihre-amazon-ppc-strategie-fur-kampagnen-gebote-muss-zu-ihren-zielen-passen\">Va\u0161a Amazon PPC strategija za kampanjske ponude mora odgovarati va\u0161im ciljevima!<\/h2><p class=\"theme-wp-block gb-responsive-905881-identifier\">Razli\u010dite strategije ponuda za kampanje usmerene su na razli\u010dite strate\u0161ke ciljeve. Pre nego \u0161to kreirate kampanju, ima smisla prvo razmisliti o tome koji strate\u0161ki ciljevi treba da budu postignuti.<\/p><p class=\"theme-wp-block gb-responsive-311982-identifier\">Tako je, na primer, za sve ciljeve zasnovane na rastu (npr. vi\u0161e prodaje ili bolje rangiranje za klju\u010dnu re\u010d) \u201epove\u0107anje i smanjenje\u201c kao Amazon PPC dinami\u010dka ponuda strategija.<\/p><p class=\"theme-wp-block gb-responsive-364595-identifier\">Fiksna ponuda ili dinami\u010dka ponuda (samo smanjenje) su pogodnije kada \u017eelite da optimizujete svoje Amazon PPC kampanje.<\/p><p class=\"theme-wp-block gb-responsive-956434-identifier\">Evo mogu\u0107ih strate\u0161kih ciljeva za va\u0161e Amazon PPC kampanje:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block wp-block-list desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-527642-identifier\"><li class=\"theme-wp-block gb-responsive-928843-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Svest o brendu.<\/li><li class=\"theme-wp-block gb-responsive-221709-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Bolje Amazon rangiranje za klju\u010dne re\u010di.<\/li><li class=\"theme-wp-block gb-responsive-673671-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Preuzimanje prodaje va\u0161ih konkurenata.<\/li><li class=\"theme-wp-block gb-responsive-739530-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Pove\u0107anje prodaje i prihoda.<\/li><li class=\"theme-wp-block gb-responsive-597486-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Optimizacija profita.<\/li><\/ul><\/div><h2 class=\"theme-wp-block wp-block-heading gb-responsive-335319-identifier\" id=\"fortlaufendes-gebots-management\">Kontinuirano upravljanje Amazon PPC ponudama<\/h2><p class=\"theme-wp-block gb-responsive-440212-identifier\">\u010cim dobijete podatke o performansama svojih aktivnih PPC kampanja na Amazonu, trebali biste prilagoditi svoje ponude u skladu s tim.<\/p><p class=\"theme-wp-block gb-responsive-305968-identifier\">Kao pravilo, mo\u017ee se re\u0107i da biste trebali sa\u010dekati celu nedelju pre nego \u0161to napravite bilo kakve promene, jer tek nakon tog vremena imate dovoljno zna\u010dajnih informacija da donesete odgovaraju\u0107e odluke.<\/p><p class=\"theme-wp-block gb-responsive-844520-identifier\">Tako\u0111e, preporu\u010dljivo je da pri prvoj kampanji sponzorisanih proizvoda sa\u010dekate vi\u0161e od sedam dana pre nego \u0161to prilagodite ponude. Tako ste na sigurnoj strani i imate vi\u0161e podataka na koje se mo\u017eete osloniti kada optimizujete svoju kampanju.<\/p><p class=\"theme-wp-block gb-responsive-305776-identifier\">Kao \u0161to je ve\u0107 pomenuto, trebali biste biti svesni svojih strate\u0161kih ciljeva za svoje kampanje. Oni tako\u0111e uti\u010du na va\u0161 ciljani ACoS koji \u017eelite da postignete sa svojom kampanjom. Va\u0161 ciljani ACoS \u0107e tako\u0111e uticati na pojedina\u010dne odluke u vezi sa va\u0161im ponudama.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-513601-identifier\" id=\"was-ist-der-acos\">\u0160ta je ACoS?<\/h2><p class=\"theme-wp-block gb-responsive-862514-identifier\">Pre nego \u0161to se posvetimo ciljanom ACoS-u, trebali bismo objasniti \u0161ta je ACoS uop\u0161te. ACoS je skra\u0107enica za \u201eAdvertising Cost of Sale\u201d, \u0161to zna\u010di odnos va\u0161ih ukupnih tro\u0161kova ogla\u0161avanja prema ukupnoj prodaji. On vam pokazuje koliko prihoda dobijate za svaki potro\u0161eni evro i mo\u017ee vam tako\u0111e pokazati da li se u va\u0161em konkretnom slu\u010daju PPC na Amazonu isplati. Tro\u0161kovi su ovde, naravno, odlu\u010duju\u0107i faktor.<\/p><p class=\"theme-wp-block gb-responsive-645761-identifier\">Kao pravilo, va\u017ei: \u0160to je ni\u017ei ACoS, to je bolja situacija. Tako dobijate vi\u0161e prodaje u odnosu na svoje tro\u0161kove.<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-46185-identifier\"><img decoding=\"async\" width=\"844\" height=\"250\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083124\/amazon-ppc-kosten-844x250.png\" alt=\"Sa ACoS-om mo\u017eete odrediti da li se va\u0161i Amazon PPC tro\u0161kovi isplate.\" class=\"wp-image-53074\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083124\/amazon-ppc-kosten-407x121.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083124\/amazon-ppc-kosten-768x228.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083124\/amazon-ppc-kosten-844x250.png 844w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083124\/amazon-ppc-kosten.png 965w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-871780-identifier\"><a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/cdn.shortpixel.ai\/client\/q_glossy,ret_img,w_768,h_223\/https:\/\/sellermetrics.app\/wp-content\/uploads\/2021\/05\/formula-31-1024x297.png\"><\/a>Na primer, ako potro\u0161ite 2,00\u20ac za klju\u010dnu re\u010d i ostvarite 10\u20ac, va\u0161 ACoS je (2\/10)*100 = 20%.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-718167-identifier\" id=\"wie-sie-ihr-ziel-acos-bestimmen\">Kako da odredite svoj ciljani ACoS<\/h2><p class=\"theme-wp-block gb-responsive-795148-identifier\">Teoretski, va\u0161 ciljani ACoS mo\u017ee imati bilo koju vrednost koju postavite. Da biste procenili da li je va\u0161 ciljani ACoS dobar ili zahteva pobolj\u0161anje, prvo vam je potreban referentni vrednost. Za to mo\u017eete koristiti \u201ebreakeven ACoS\u201c.<\/p><p class=\"theme-wp-block gb-responsive-881098-identifier\">Ovo mo\u017eete odrediti tako \u0161to \u0107ete izra\u010dunati svoje mar\u017ee po jedinici. Za to mo\u017eete koristiti FBA kalkulator od Amazona. Na osnovu toga izra\u010dunavate svoju dobitnu mar\u017eu u procentima. To je va\u0161 breakeven ACoS.<\/p><figure class=\"theme-wp-block wp-block-image size-large gb-responsive-973004-identifier\"><img decoding=\"async\" width=\"844\" height=\"641\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083112\/amazon-ppc-breakeven-844x641.png\" alt=\"Amazon PPC, breakeven ta\u010dka \u0107e vam biti prikazana u Amazon Seller Central.\" class=\"wp-image-53071\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083112\/amazon-ppc-breakeven-407x309.png 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083112\/amazon-ppc-breakeven-768x583.png 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083112\/amazon-ppc-breakeven-844x641.png 844w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/08\/02083112\/amazon-ppc-breakeven.png 1231w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-97029-identifier\">U gornjem navedenom primeru, va\u0161 breakeven ACoS iznosi 67,11 % odnosno 84,38 %.<\/p><p class=\"theme-wp-block gb-responsive-523535-identifier\">U poslednjem koraku odre\u0111ujete kako va\u0161 ciljani ACoS treba da bude u odnosu na va\u0161 breakeven ACoS. Za to biste ponovo trebali imati na umu svoju Amazon PPC strategiju:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block wp-block-list desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-32274-identifier\"><li class=\"theme-wp-block gb-responsive-729008-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Cilj optimizacije: ciljani ACoS < breakeven ACoS<\/li><li class=\"theme-wp-block gb-responsive-77173-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Cilj rasta: ciljani ACoS > breakeven ACoS<\/li><li class=\"theme-wp-block gb-responsive-800373-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">Umereni cilj: ciljani ACoS = breakeven ACoS<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-898208-identifier\">Opremljeni ciljanom ACoS-om, sada mo\u017eete optimizovati svoje Amazon PPC ponude na osnovu svoje strategije. Va\u0161u novu ponudu mo\u017eete izra\u010dunati pomo\u0107u slede\u0107e formule:<\/p><p class=\"theme-wp-block gb-responsive-916815-identifier\">Nova ponuda = (ciljani ACoS\/ACoS)*CPC<\/p><p class=\"theme-wp-block gb-responsive-157196-identifier\">CPC ozna\u010dava cenu po kliku, \u0161to predstavlja cene klikova. Preporu\u010dujemo vam da koristite CPC zasnovan na vremenskom periodu. Taj period ne bi trebao biti ni previ\u0161e kratak ni previ\u0161e dug. Mi u SellerMetrics koristimo okvir od 30 do 60 dana za na\u0161u CPC kalkulaciju.<\/p><p class=\"theme-wp-block gb-responsive-176092-identifier\">Ako \u017eelite da prilagodite svoje ponude, to mo\u017eete u\u010diniti ru\u010dno u Amazon Advertising Console, <a href=\"https:\/\/sellermetrics.app\/amazon-bulk-ppc-uploads\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Amazon PPC masovnim upload-ima<\/a> ili koristiti Amazon PPC alat za to. Pri tome vam poslednje dve opcije mogu u\u0161tedeti mnogo vremena. Pogotovo kada \u017eelite da izvr\u0161ite ve\u0107i broj promena (eventualno i izme\u0111u vi\u0161e Amazon PPC kampanja). Amazon PPC alati su posebno relevantni za prodavce koji \u017eele da sprovode slo\u017eene kampanje koje se, na primer, sastoje od razli\u010ditih oglasnih grupa, klju\u010dnih re\u010di i proizvoda.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-195203-identifier\" id=\"fazit\">Zaklju\u010dak<\/h2><p class=\"theme-wp-block gb-responsive-386513-identifier\">Dva klju\u010dna aspekta koja biste trebali zapamtiti iz na\u0161eg \u010dlanka su:<\/p><p class=\"theme-wp-block gb-responsive-601418-identifier\">Amazon Advertising nudi razli\u010dite formate ogla\u0161avanja za online trgovce sa Amazon poslovanjem u PPC re\u017eimu: sponzorirani proizvodi, sponzorirani brendovi i sponzorirani prikazi. Sponzorirani proizvodi usmeravaju kupce direktno na stranice sa detaljima proizvoda kako bi pove\u0107ali prodaju, dok sponzorirani brendovi imaju za cilj da pove\u0107aju svest o brendu. Sponzorirane prikaze oglasa mogu se tako\u0111e postaviti eksterno i koriste ciljanje zasnovano na Amazonovim podacima. Optimizacija je relativno jednostavna.<\/p><p class=\"theme-wp-block gb-responsive-633462-identifier\">Ta\u010dni tro\u0161kovi ogla\u0161avanja nisu unapred odre\u0111eni, jer se svi oglasi dodeljuju u PPC re\u017eimu. Me\u0111utim, postavljanjem dnevnog bud\u017eeta trgovci mogu ograni\u010diti tro\u0161kove. Amazon PPC oglasi su klju\u010dni deo svakog profesionalnog poslovanja na tr\u017ei\u0161tu i posebno dopunjuju SEO strategiju prodavaca sa privatnim etiketama.<\/p><p class=\"theme-wp-block gb-responsive-876863-identifier\">Tako\u0111e bi bilo preporu\u010dljivo da se pozabavite temom strategija ponuda, jer to ima dalekose\u017ene posledice na va\u0161e PPC kampanje. Znamo da Amazon FBA trgovci nisu ba\u0161 strpljivi i \u017eele odmah da isprobaju nove mogu\u0107nosti. Ali kao \u0161to je obja\u0161njeno ranije, u ovom trenutku je va\u017eno imati barem pravac u kojem bi putovanje trebalo da ide pre nego \u0161to ga zapo\u010dnete.<\/p><p class=\"theme-wp-block gb-responsive-321136-identifier\">Amazon PPC kampanja je marketin\u0161ka inicijativa u kojoj ogla\u0161iva\u010di pla\u0107aju za pozicioniranje svojih oglasa na Amazonu. Skra\u0107enica PPC zna\u010di Pla\u0107anje po kliku, \u0161to zna\u010di da se tro\u0161kovi ogla\u0161avanja napla\u0107uju samo kada se zapravo klikne na oglas. Ove kampanje mogu koristiti razli\u010dite formate oglasa kao \u0161to su Sponzorisani proizvodi, Sponzorisane marke i Sponzorisani prikazi, kako bi pove\u0107ale vidljivost proizvoda, pove\u0107ale prodaju i promovisale prepoznatljivost brenda.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-584413-identifier\">FAQs<\/h2><div class=\"theme-wp-block schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1719913987972\"><strong class=\"schema-faq-question\"><strong>\u0160ta zna\u010di PPC na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Na Amazonu i drugim provajderima \u201ePPC\u201c zna\u010di \u201ePla\u0107anje po kliku\u201c. To je na\u010din obra\u010duna za reklamne oglase, gde ogla\u0161iva\u010di pla\u0107aju za svaki klik na svoj oglas. Ovakvi modeli postoje i kod Google Ads.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1719914003209\"><strong class=\"schema-faq-question\"><strong>Koliko ko\u0161ta ogla\u0161avanje na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Tro\u0161kovi ogla\u0161avanja na Amazonu variraju u zavisnosti od formata, konkurencije i kvaliteta oglasa. Sa modelom Pla\u0107anje po kliku, ogla\u0161iva\u010di pla\u0107aju samo za klikove. Postavljanjem dnevnog bud\u017eeta mogu se kontrolisati ukupni tro\u0161kovi. Redovno pra\u0107enje i prilago\u0111avanje strategije se preporu\u010duje kako bi se postigao najbolji odnos cena i kvaliteta.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1719914016211\"><strong class=\"schema-faq-question\"><strong>\u0160ta je Amazon PPC kampanja?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon PPC kampanja je marketin\u0161ka inicijativa u kojoj ogla\u0161iva\u010di pla\u0107aju za pozicioniranje svojih oglasa na Amazonu. Ove kampanje mogu koristiti razli\u010dite formate oglasa kao \u0161to su Sponzorisani proizvodi, Sponzorisane marke i Sponzorisani prikazi, kako bi pove\u0107ale vidljivost proizvoda, pove\u0107ale prodaju i promovisale prepoznatljivost brenda.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1719914031810\"><strong class=\"schema-faq-question\"><strong>Za koga je Amazon PPC softver prikladan?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon PPC softver je prikladan za prodavce koji \u017eele da upravljaju slo\u017eenim strukturama kampanja na Amazonu, istra\u017euju i optimizuju klju\u010dne re\u010di, efikasno upravljaju bud\u017eetom, analiziraju strategije svojih konkurenata i automatizuju procese. Ovi alati nude uvide, automatizaciju i mogu\u0107nosti optimizacije kako bi maksimizovali performanse svojih PPC kampanja i postigli svoje ciljeve prodaje.<\/p> <\/div><\/div><p class=\"theme-wp-block gb-responsive-564019-identifier has-small-font-size\">Izvori slika u redosledu slika: \u00a9 onephoto \u2013 stock.adobe.com \/ Screenshot @ Amazon \/ \u00a9 Prostock-studio \u2013 stock.adobe.com \/ \u00a9 Screenshot @ Amazon \/ \u00a9 Pixel-Shot \u2013 stock.adobe.com \/ Screenshot @ Amazon \/ \u00a9 SELLERLOGIC \/ Screenshot @ Amazon<\/p>","protected":false},"excerpt":{"rendered":"<p>Ovo je \u010dlanak koji smo zajedno napisali sa na\u0161im ameri\u010dkim partnerom SellerMetrics. Neki od snimaka ekrana su zato na engleskom. Upravljanje sopstvenim Amazon PPC kampanjama je te\u017eak posao. \u010cesto se prodavci ose\u0107aju preplavljeno razli\u010ditim vrstama oglasa i pode\u0161avanjima. \u010cesto se tome dodaju i drugi zadaci Amazon FBA poslovanja, sa kojima se prodavci ve\u0107 ionako bore.<\/p>\n","protected":false},"author":5,"featured_media":12179,"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":[1464],"tags":[],"class_list":["post-229332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reklamirajte-se-sa-amazonom"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon PPC: Ovako uspevate sa strategijom licitacije<\/title>\n<meta name=\"description\" content=\"Prodaja na Amazonu bez dobre PPC strategije? 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Redovno pra\u0107enje i prilago\u0111avanje strategije se preporu\u010duje kako bi se postigao najbolji odnos cena i kvaliteta.","inLanguage":"sr-RS"},"inLanguage":"sr-RS"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/sr\/blog\/najbolja-amazon-ppc-strategija-za-vase-oglase\/#faq-question-1719914016211","position":3,"url":"https:\/\/www.sellerlogic.com\/sr\/blog\/najbolja-amazon-ppc-strategija-za-vase-oglase\/#faq-question-1719914016211","name":"\u0160ta je Amazon PPC kampanja?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Amazon PPC kampanja je marketin\u0161ka inicijativa u kojoj ogla\u0161iva\u010di pla\u0107aju za pozicioniranje svojih oglasa na Amazonu. Ove kampanje mogu koristiti razli\u010dite formate oglasa kao \u0161to su Sponzorisani proizvodi, Sponzorisane marke i Sponzorisani prikazi, kako bi pove\u0107ale vidljivost proizvoda, pove\u0107ale prodaju i promovisale prepoznatljivost brenda.","inLanguage":"sr-RS"},"inLanguage":"sr-RS"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/sr\/blog\/najbolja-amazon-ppc-strategija-za-vase-oglase\/#faq-question-1719914031810","position":4,"url":"https:\/\/www.sellerlogic.com\/sr\/blog\/najbolja-amazon-ppc-strategija-za-vase-oglase\/#faq-question-1719914031810","name":"Za koga je Amazon PPC softver prikladan?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Amazon PPC softver je prikladan za prodavce koji \u017eele da upravljaju slo\u017eenim strukturama kampanja na Amazonu, istra\u017euju i optimizuju klju\u010dne re\u010di, efikasno upravljaju bud\u017eetom, analiziraju strategije svojih konkurenata i automatizuju procese. Ovi alati nude uvide, automatizaciju i mogu\u0107nosti optimizacije kako bi maksimizovali performanse svojih PPC kampanja i postigli svoje ciljeve prodaje.","inLanguage":"sr-RS"},"inLanguage":"sr-RS"}]}},"_links":{"self":[{"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/posts\/229332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/comments?post=229332"}],"version-history":[{"count":0,"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/posts\/229332\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/media\/12179"}],"wp:attachment":[{"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/media?parent=229332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/categories?post=229332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sellerlogic.com\/sr\/wp-json\/wp\/v2\/tags?post=229332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}