{"id":9335,"date":"2020-04-27T11:42:33","date_gmt":"2020-04-27T11:42:33","guid":{"rendered":"https:\/\/bookassist.org\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/"},"modified":"2020-04-28T08:06:11","modified_gmt":"2020-04-28T08:06:11","slug":"investovat-do-ppc-kampani-ano-nebo-ne","status":"publish","type":"post","link":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/","title":{"rendered":"Investovat do PPC kampan\u00ed ano nebo ne?"},"content":{"rendered":"\n

Mnoho hoteli\u00e9r\u016f a obchodn\u00edk\u016f si nen\u00ed jist\u00fdch, jak reagovat na sou\u010dasnou krizi, pokud jde o jejich strategii digit\u00e1ln\u00edho marketingu. Popt\u00e1vka je minim\u00e1ln\u00ed a finan\u010dn\u00ed zdroje jsou n\u00edzk\u00e9, tak\u017ee je t\u0159eba u\u010dinit obt\u00ed\u017en\u00e1 rozhodnut\u00ed, aby se ochr\u00e1nil hotel a p\u0159ipravil se na zotaven\u00ed.<\/p>\n\n\n\n

Cestovn\u00ed ruch se dramaticky zm\u011bnil, a to jak z kr\u00e1tkodob\u00e9ho, tak z dlouhodob\u00e9ho hlediska. Proto se mus\u00ed strategie podstatn\u011b upravit, aby se p\u0159izp\u016fsobila t\u00e9to nov\u00e9 situaci. Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny. <\/p>\n\n\n\n

Abychom vyhodnotili efektivitu placen\u00e9 reklamy v t\u00e9to situaci, mus\u00edme se pod\u00edvat na nov\u00e9 a star\u00e9 p\u0159edpoklady. Je pot\u0159eba si uv\u011bdomit, kter\u00e9 p\u0159edpoklady z\u016fst\u00e1vaj\u00ed stejn\u00e9, a kter\u00e9 je t\u0159eba p\u0159ehodnotit. Z\u00e1rove\u0148 se pod\u00edv\u00e1me na to, jak\u00e9 kroky je t\u0159eba podniknout, aby pomohly r\u016fstu va\u0161eho byznysu.<\/p>\n\n\n\n

Zkoum\u00e1n\u00ed na\u0161ich p\u0159edpoklad\u016f<\/h2>\n\n\n\n

P\u0159edpoklad 1<\/strong><\/h3>\n\n\n\n

OTA ji\u017e neinvestuj\u00ed do PPC kampan\u00ed na n\u00e1zev hotelu, tak\u017ee nen\u00ed nutn\u00e9 utr\u00e1cet za ochranu zna\u010dky hotelu.<\/em><\/p>\n\n\n\n

Pravda nebo le\u017e? I kdy\u017e je pravda, \u017ee investice do PPC kampan\u00ed ze strany OTA byla v\u00fdrazn\u011b omezena, nezastavila se \u00fapln\u011b. Reklamy jsou st\u00e1le viditeln\u00e9 pro dotazy t\u00fdkaj\u00edc\u00ed se hotel\u016f v \u0159ad\u011b oblast\u00ed, nap\u0159\u00edklad na mezin\u00e1rodn\u00edch trz\u00edch na del\u0161\u00ed \u010dasov\u00e9 obdob\u00ed a na m\u00e9n\u011b v\u00fdznamn\u00fdch vyhled\u00e1va\u010d\u00edch, jako je Microsoft Bing<\/a> (a na str\u00e1nk\u00e1ch asociac\u00ed, jako jsou Yahoo<\/a>, DuckDuckGo<\/a> a Ecosia<\/a>). Jsou to tak\u00e9 reklamy obsahuj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova, kter\u00e1 ukazuj\u00ed z\u00e1m\u011br \u201eN\u00e1zev hotelu + rezervace\u201c. OTA jsou velmi efektivn\u00ed v marketingu, tak\u017ee si udr\u017euj\u00ed n\u00edzkou viditelnost kampan\u00ed na z\u00e1klad\u011b trh\u016f a segment\u016f, kter\u00e9 o\u010dek\u00e1vaj\u00ed, \u017ee se zotav\u00ed jako prvn\u00ed, s c\u00edlem zv\u00fd\u0161it viditelnost, jak se popt\u00e1vka zvy\u0161uje.<\/p>\n\n\n\n

Obr\u00e1zek 1 ukazuje p\u0159\u00edklad dotazu na n\u00e1zev na Bing a tak\u00e9 hled\u00e1n\u00ed s \u00famyslem rezervace, zobrazuj\u00edc\u00ed PPC reklamu na m\u00e9n\u011b zn\u00e1m\u00e9m OTA. Zd\u016fraz\u0148uje skute\u010dnost, \u017ee zat\u00edmco velc\u00ed hr\u00e1\u010di sn\u00ed\u017eili v\u00fddaje na reklamu, vytvo\u0159ilo se t\u00edm p\u0159\u00edle\u017eitost pro ostatn\u00ed, proto\u017ee n\u00e1klady jsou nyn\u00ed ni\u017e\u0161\u00ed kv\u016fli sn\u00ed\u017een\u00e9 konkurenci.<\/p>\n\n\n\n

\"\"
Obr\u00e1zek 1<\/em><\/figcaption><\/figure>\n\n\n\n

Stejn\u011b d\u016fle\u017eit\u00e9 p\u0159i pohledu na viditelnost zna\u010dky hotelu na vyhled\u00e1vac\u00ed str\u00e1nce Google je tak\u00e9 v\u00fdznam reklam Google Hotel Ads. V p\u0159\u00edpad\u011b, \u017ee se PPC reklamy nezobrazuj\u00ed, jsou reklamy Google Hotel Ads v horn\u00ed \u010d\u00e1sti str\u00e1nky v\u00edce viditeln\u00e9, zejm\u00e9na v mobiln\u00edch za\u0159\u00edzen\u00edch. To d\u00e1v\u00e1 OTA velkou \u0161anci podchytit dotazy bez nutnosti investovat do PPC reklam na n\u00e1zev zna\u010dky hotelu. Viz obr\u00e1zek 2 n\u00ed\u017ee, kter\u00fd zobrazuje reklamy Google Hotel Ads dominuj\u00edc\u00ed na prvn\u00edch 2 obrazovk\u00e1ch v\u00fdsledk\u016f v mobilu. Kdy\u017e bude va\u0161e PPC reklama aktivn\u00ed, posune se t\u00edm reklama Google Hotel Ads d\u00e1le dol\u016f na str\u00e1nku a zv\u00fd\u0161\u00ed se va\u0161e \u0161ance, jak z\u00edskat p\u0159\u00edmou rezervaci.<\/p>\n\n\n\n

\"\"
Obr\u00e1zek 2<\/em><\/figcaption><\/figure>\n\n\n\n

Historicky byly OTA mnohem rychlej\u0161\u00ed p\u0159i v\u00fdvoji online viditelnosti a strategi\u00ed ne\u017e hotely, co\u017e vedlo k tomu, \u017ee na OTA byl p\u0159esm\u011brov\u00e1n obrovsk\u00fd pod\u00edl byznysu. Je d\u016fle\u017eit\u00e9, aby hotely tuto chybu neopakovaly znovu, kdy\u017e maj\u00ed skute\u010dnou p\u0159\u00edle\u017eitost d\u011blat v\u011bci jinak – hotely se mohou vyhnout p\u0159enech\u00e1n\u00ed sv\u00e9ho byznysu OTA, pokud budou nyn\u00ed d\u011blat v\u011bci spr\u00e1vn\u011b.<\/p>\n\n\n\n

P\u0159edpoklad 2<\/strong><\/h3>\n\n\n\n

PPC je hlavn\u011b o n\u00e1vratnosti investic, tak\u017ee nem\u00e1 smysl utr\u00e1cet, dokud se neobnov\u00ed rezervace a p\u0159\u00edjmy.<\/em><\/p>\n\n\n\n

Pravda nebo le\u017e? Tento omezen\u00fd pohled na PPC se v posledn\u00edch letech zako\u0159enil a postr\u00e1d\u00e1 holistick\u00fd dopad placen\u00e9 reklamy na podnik\u00e1n\u00ed jako celek. Nov\u00ed z\u00e1kazn\u00edci se neobjevuj\u00ed z pr\u00e1zdnoty – n\u011bkde mus\u00ed b\u00fdt vid\u011bt va\u0161 hotel. Je proto d\u016fle\u017eit\u00e9, aby hotely p\u0159evzaly vlastnictv\u00ed alespo\u0148 \u010d\u00e1sti cesty z\u00e1kazn\u00edka, aby se vytvo\u0159ilo pov\u011bdom\u00ed a vliv. Matice rozhodov\u00e1n\u00ed se st\u00e1v\u00e1 st\u00e1le slo\u017eit\u011bj\u0161\u00ed, s mnoha p\u0159ek\u00e1\u017ekami na cest\u011b. Zame\u0159en\u00ed se na n\u011bkoho, kdo je na za\u010d\u00e1tku procesu rezervace d\u00e1v\u00e1 smysl, proto\u017ee zvy\u0161uje pravd\u011bpodobnost p\u0159\u00edm\u00e9 rezervace.<\/p>\n\n\n\n

P\u0159i generov\u00e1n\u00ed nov\u00fdch rezervac\u00ed od z\u00e1kazn\u00edk\u016f ve f\u00e1zi vyhled\u00e1v\u00e1n\u00ed existuj\u00ed dva kl\u00ed\u010dov\u00e9 faktory. Jedn\u00edm z nich je zajistit, aby host\u00e9 rezervovali v\u00e1\u0161 hotel sp\u00ed\u0161e ne\u017e va\u0161i konkurenci. Druh\u00fdm je zajistit, abyste tuto rezervaci z\u00edskali za nejni\u017e\u0161\u00ed cenu – prost\u0159ednictv\u00edm p\u0159\u00edm\u00e9 rezervace. Nyn\u00ed je priorita v\u00edce ne\u017e kdy jindy se zam\u011b\u0159it na tento druh\u00fd bod. Investujte do budouc\u00edch rezervac\u00ed t\u00edm, \u017ee se oslov\u00edte potencion\u00e1ln\u00ed hosty ji\u017e nyn\u00ed. P\u0159esto\u017ee objem vyhled\u00e1v\u00e1n\u00ed m\u016f\u017ee b\u00fdt n\u00edzk\u00fd (viz p\u0159edpoklad 3 n\u00ed\u017ee), existuje zna\u010dn\u00fd z\u00e1jem o rezervace v budoucnu. Proto je d\u016fj\u011b\u017eit\u00e9 zviditelnit sv\u016fj hotel pr\u00e1v\u011b te\u010f. Investice do PPC kampan\u00ed jsou v tuto chv\u00edli minim\u00e1ln\u00ed, ale budouc\u00ed v\u00fdnos by mohl b\u00fdt v\u00fdznamn\u00fd.<\/p>\n\n\n\n

Tyto kampan\u011b nemus\u00ed nutn\u011b p\u0159in\u00e9st okam\u017eitou n\u00e1vratnost investic, ale potencion\u00e1ln\u00ed host\u00e9 budou m\u00edt va\u0161 hotel na pam\u011bti, a\u017e za\u010dnou rezervovat v budoucnu. Ve skute\u010dnosti n\u011bkter\u00e9 hotely s dlouhou dobou p\u0159\u00edjezdu od uskute\u010dn\u011bn\u00ed rezervace, nyn\u00ed generuj\u00ed v\u00edce rezervac\u00ed ne\u017e vloni s ni\u017e\u0161\u00edmi n\u00e1klady, jak je vid\u011bt na obr\u00e1zku 3 n\u00ed\u017ee.<\/p>\n\n\n\n

\"\"
Obr\u00e1zek 3<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Investice do kampan\u00ed na n\u00e1zev hotelu nap\u0159\u00ed\u010d na\u0161\u00ed klientskou z\u00e1kladnou v dubnu klesly ve srovn\u00e1n\u00ed s lo\u0148sk\u00fdm rokem o 90%, ale navzdory n\u00edzk\u00e9 popt\u00e1vce st\u00e1le dosahuj\u00ed n\u00e1vratnosti 15:1. V kombinaci s dlouhodob\u00fdmi v\u00fdhodami reklamy \u010din\u00ed p\u0159esv\u011bd\u010div\u00fd p\u0159\u00edklad pokra\u010dovat v investov\u00e1n\u00ed, a to i na n\u00edzk\u00e9 \u00farovni.<\/p>\n\n\n\n

Je tak\u00e9 d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee ne v\u0161echny kampan\u011b mus\u00ed b\u00fdt zam\u011b\u0159eny \u010dist\u011b na okam\u017eit\u00e9 rezervace pokoj\u016f. Lid\u00e9 st\u00e1le vytv\u00e1\u0159ej\u00ed dlouhodob\u00e9 pl\u00e1ny a p\u0159em\u00fd\u0161lej\u00ed o budoucnosti. Pokud v\u00e1\u0161 hotel nab\u00edz\u00ed svatby nebo konference, nebo m\u00e1 silnou firemn\u00ed klientelu, m\u011bli byste investovat do reklamy pro hosty, kte\u0159\u00ed nyn\u00ed hledaji s c\u00edlem popt\u00e1vky na pozd\u011bji tento nebo p\u0159\u00ed\u0161t\u00ed rok.<\/p>\n\n\n\n

P\u0159edpoklad 3<\/strong><\/h3>\n\n\n\n

Nikdo aktivn\u011b nevyhled\u00e1v\u00e1, tak\u017ee nem\u00e1 smysl platit za reklamu<\/em><\/p>\n\n\n\n

Pravda nebo le\u017e? A\u010dkoli vyhled\u00e1vac\u00ed dotazy souvisej\u00edc\u00ed s hotelem v\u00fdrazn\u011b poklesly a\u017e o 85% (zdroj: p\u0159ehled Google Travel Trends) maj\u00ed lid\u00e9 st\u00e1le z\u00e1jem o cestov\u00e1n\u00ed v budoucnu. Objem vyhled\u00e1v\u00e1n\u00ed ji\u017e vykazuje zn\u00e1mky zotaven\u00ed, i kdy\u017e r\u016fzn\u00e9 trhy se zotav\u00ed r\u016fzn\u00fdm tempem a vyhled\u00e1v\u00e1n\u00ed bude n\u011bjakou dobu trvat, ne\u017e se p\u0159evedou na skute\u010dn\u00e9 rezervace. Obr\u00e1zek 4 n\u00ed\u017ee ukazuje objem vyhled\u00e1v\u00e1n\u00ed na Google v Irsku a N\u011bmecku za dotazy t\u00fdkaj\u00edc\u00ed se hotelu za posledn\u00edch 12 m\u011bs\u00edc\u016f, p\u0159i\u010dem\u017e m\u00edrn\u00fd n\u00e1r\u016fst za\u010d\u00edn\u00e1 v polovin\u011b dubna 2020.<\/p>\n\n\n\n

\"\"
Obr\u00e1zek 4 – Dotazy t\u00fdkaj\u00edc\u00ed se hotel\u016f na Googlu v Irsku (naho\u0159e) a v N\u011bmecku za posledn\u00edch 12 m\u011bs\u00edc\u016f<\/em>\r\nZdroj: <\/em>Google Trends<\/em><\/a><\/figcaption><\/figure>\n\n\n\n

Vyhled\u00e1v\u00e1n\u00ed souvisej\u00edc\u00ed s cestov\u00e1n\u00edm mo\u017en\u00e1 pokleslo, ale celkov\u00e1 online aktivita se v\u00fdrazn\u011b zv\u00fd\u0161ila, proto\u017ee lid\u00e9 pracuj\u00ed, \u010dtou, zkoumaj\u00ed, u\u010d\u00ed se a komunikuj\u00ed online v\u00edce ne\u017e kdy jindy. V\u0161echny tyto \u010dinnosti poskytuj\u00ed p\u0159\u00edle\u017eitost oslovit nov\u00e9 z\u00e1kazn\u00edky, a\u0165 u\u017e prost\u0159ednictv\u00edm reklamy na YouTube, v reklamn\u00ed s\u00edti Google nebo na soci\u00e1ln\u00edch m\u00e9di\u00edch. Nezapome\u0148te, \u017ee lid\u00e9 hledaj\u00ed rozpt\u00fdlen\u00ed a na co se t\u011b\u0161it, tak\u017ee by reklama nem\u011bla tvrd\u011b prod\u00e1vat a m\u011bla by to b\u00fdt v\u00edce o komunikaci na osobn\u00ed \u00farovni. Google tento proces je\u0161t\u011b usnadnil d\u00edky ned\u00e1vn\u00e9mu zaveden\u00ed n\u00e1stroje pro tvorbu videa na YouTube Video Builder<\/a>, kter\u00fd pom\u00e1h\u00e1 vytv\u00e1\u0159et video ze st\u00e1vaj\u00edc\u00edch zdroj\u016f, jako jsou fotografie, texty a loga, a tak\u00e9 finan\u010dn\u00ed pomoc se zaveden\u00edm reklamn\u00edch kredit\u016f Covid-19 pro mal\u00e9 a st\u0159edn\u00ed podniky.<\/a>.<\/p>\n\n\n\n

Existuje argument, \u017ee \u010d\u00e1st sou\u010dasn\u00fdch vyhled\u00e1v\u00e1n\u00ed jsou \u201enegativn\u00ed\u201c vyhled\u00e1v\u00e1n\u00ed. Z\u00e1kazn\u00edci nap\u0159. hledaj\u00ed telefonn\u00ed \u010d\u00edslo nebo podrobnosti o zru\u0161en\u00ed rezervace, ale dob\u0159e strukturovan\u00e1 kampa\u0148 PPC by ji\u017e m\u011bla odfiltrovat necht\u011bn\u00e9 dotazy pomoc\u00ed vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov. V kampan\u00edch zabr\u00e1n\u00edte tak zobrazov\u00e1n\u00ed reklam p\u0159i pou\u017eit\u00ed ur\u010dit\u00fdch kl\u00ed\u010dov\u00fdch slov – p\u0159\u00edklady by zahrnovaly \u201epokyny\u201c nebo \u201ekontakt\u201c, do kter\u00fdch lze nyn\u00ed p\u0159idat nov\u00e1 vylu\u010duj\u00edc\u00ed kl\u00ed\u010dov\u00e1 slova. Dal\u0161\u00ed technikou je pou\u017eit\u00ed remarketingov\u00fdch seznam\u016f pro vyhled\u00e1v\u00e1n\u00ed – stejn\u011b jako c\u00edlen\u00ed na n\u00e1v\u0161t\u011bvn\u00edky webov\u00fdch str\u00e1nek, kte\u0159\u00ed si dosud rezervovali, lze tyto seznamy tak\u00e9 pou\u017e\u00edt k zabr\u00e1n\u011bn\u00ed zobrazov\u00e1n\u00ed reklam host\u016fm, kte\u0159\u00ed si ji\u017e d\u0159\u00edve zarezervovali p\u0159es web hotelu. Pozitivn\u00ed v\u00fdsledky PPC kampan\u00ed na n\u00e1zev hotelu p\u0159eva\u017euj\u00ed nad mal\u00fdm mno\u017estv\u00edm vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 je tvo\u0159eno hosty hosty bez z\u00e1m\u011bru rezervace.<\/p>\n\n\n\n

Co d\u00e1le?<\/h2>\n\n\n\n

Je d\u016fle\u017eit\u00e9 porozum\u011bt zm\u011bn\u00e1m, kter\u00e9 sou\u010dasn\u00e1 situace p\u0159inesla, a pou\u017e\u00edt tento \u010das k p\u0159eskupen\u00ed a p\u0159ehodnocen\u00ed va\u0161\u00ed digit\u00e1ln\u00ed marketingov\u00e9 strategie. Mezi kl\u00ed\u010dov\u00e9 oblasti, na kter\u00e9 se zam\u011b\u0159it, pat\u0159\u00ed:<\/p>\n\n\n\n

1. Poznejte sv\u00e9 hosty<\/strong><\/em><\/h3>\n\n\n\n

R\u016fzn\u00e9 skupiny budou reagovat velmi odli\u0161n\u011b, kdy\u017e budou zru\u0161ena omezen\u00ed a lid\u00e9 budou moci voln\u011b cestovat. Je d\u016fle\u017eit\u00e9 prozkoumat va\u0161i strukturu z\u00e1kazn\u00edk\u016f a porozum\u011bt tomu, co se jim l\u00edb\u00ed, jak vyhled\u00e1v\u00e1j\u00ed online, jejich demografii a jak je nejl\u00e9pe z\u00edskat. N\u011bkte\u0159\u00ed lid\u00e9 budou m\u00edt z\u00e1jem se od toho v\u0161eho vzd\u00e1lit n\u011bkde \u00fakrytu, zat\u00edmco jin\u00ed budou cht\u00edt vid\u011bt n\u011bjak\u00fd no\u010dn\u00ed \u017eivot a m\u011bsto. Zn\u00e1t sv\u00e9 potencion\u00e1ln\u00ed hosty je kl\u00ed\u010dov\u00e9 pro c\u00edlen\u00ed va\u0161\u00ed reklamy.<\/p>\n\n\n\n

2. C\u00edlen\u00ed<\/strong><\/em><\/h3>\n\n\n\n

T\u00fdk\u00e1 se to 3 hlavn\u00edch oblast\u00ed: geografick\u00e9ho, demografick\u00e9ho a online chov\u00e1n\u00ed. O\u017eiven\u00ed nastane v r\u016fzn\u00fdch f\u00e1z\u00edch pro r\u016fzn\u00e9 trhy, ale v\u0161echny n\u00e1znaky nazna\u010duj\u00ed, \u017ee k tomu obecn\u011b dojde nejprve na dom\u00e1c\u00edm trhu. Mnoho lid\u00ed bude zpo\u010d\u00e1tku nerv\u00f3zn\u011b cestovat do zahrani\u010d\u00ed, zejm\u00e9na vzhledem k dal\u0161\u00edm rizik\u016fm spojen\u00fdm s velk\u00fdmi davy leti\u0161\u0165 a t\u011bsnou bl\u00edzkost\u00ed cestuj\u00edc\u00edch v letadlech. Z geografick\u00e9ho hlediska by tedy hlavn\u00ed c\u00edl m\u011bl b\u00fdt na dom\u00e1c\u00edm trhu s dal\u0161\u00edm zam\u011b\u0159en\u00edm na relevantn\u00ed mezin\u00e1rodn\u00ed trhy.<\/p>\n\n\n\n

Demografick\u00e9 c\u00edlen\u00ed je relevantn\u011bj\u0161\u00ed v display kampan\u00edch a na soci\u00e1ln\u00edch s\u00edt\u00edch ne\u017e ve vyhled\u00e1vac\u00ed s\u00edti. Ka\u017edop\u00e1dn\u011b je d\u016fle\u017eit\u00e9 segmentovat z\u00e1kazn\u00edky, kdekoli se objev\u00ed p\u0159\u00edle\u017eitost. Reklamy by m\u011bly b\u00fdt zac\u00edleny na z\u00e1klad\u011b pr\u016fzkumu va\u0161ich z\u00e1kazn\u00edk\u016f, tak\u017ee hotely s rodinnou klientelou budou vy\u017eadovat odli\u0161n\u00e9 c\u00edlen\u00ed ne\u017e hotely v centru m\u011bsta s mlad\u0161\u00ed demografickou nebo silnou firemn\u00ed klientelou.<\/p>\n\n\n\n

Stejn\u011b jako v p\u0159\u00edpad\u011b demografick\u00e9ho c\u00edlen\u00ed je online chov\u00e1n\u00ed relevantn\u011bj\u0161\u00ed pro reklamn\u00ed a soci\u00e1ln\u00ed m\u00e9dia ne\u017e pro kampan\u011b ve vyhled\u00e1vac\u00ed s\u00edti. Je pot\u0159eba v\u011bd\u011bt, kde se va\u0161i klienti pohybuj\u00ed online. K tomu pomohou n\u00e1stroje poskytovan\u00e9 od Google Ads a dal\u0161\u00ed online reklamn\u00ed platformy. Pokud je to mo\u017en\u00e9, promluvte si se sv\u00fdmi hosty a seznamte se s jejich zvyky. Pomoc\u00ed n\u00e1stroj\u016f, jako je Google Analytics, m\u016f\u017eete zjistit, jak\u00e9 weby odkazuj\u00ed z\u00e1kazn\u00edky na va\u0161e. Nezapome\u0148te, \u017ee nejcenn\u011bj\u0161\u00ed z\u00e1kazn\u00edci jsou ti, kte\u0159\u00ed v\u00e1s ji\u017e znaj\u00ed. Ujist\u011bte se, \u017ee lidem, kte\u0159\u00ed d\u0159\u00edve nav\u0161t\u00edvili v\u00e1\u0161 web, budou zobrazov\u00e1ny va\u0161e remarketingov\u00e9 bannery. Ka\u017edop\u00e1dn\u011b d\u016fle\u017eit\u00e9 je, aby nikdo neuvid\u011bl va\u0161i reklamu v\u00edce ne\u017e n\u011bkolikr\u00e1t denn\u011b.<\/p>\n\n\n\n

3. Komunikace<\/strong><\/em><\/h3>\n\n\n\n

Texty reklam a styl komunikace by se m\u011bly p\u0159izp\u016fsobit aktu\u00e1ln\u00ed krizi a pot\u0159eb\u00e1m z\u00e1kazn\u00edk\u016f. M\u00edsto toho, aby se va\u0161e reklamy zam\u011b\u0159ovaly v\u00fdhradn\u011b na prodej pokoj\u016f, m\u011bly by se zam\u011b\u0159it tak\u00e9 na hlavn\u00ed z\u00e1jmy va\u0161ich z\u00e1kazn\u00edk\u016f. Nap\u0159. jak\u00e9 kroky jste podnikli na jejich ochranu, pokud pl\u00e1nuj\u00ed budouc\u00ed n\u00e1v\u0161t\u011bvu? Mohou zru\u0161it nebo odlo\u017eit pobyt bez postihu, pokud se zm\u011bn\u00ed okolnosti? Komunikace t\u011bchto zpr\u00e1v m\u016f\u017ee pomoci s d\u016fv\u011brou z\u00e1kazn\u00edk\u016f vedouc\u00ed k lep\u0161\u00ed konverzi.<\/p>\n\n\n\n

Z\u00e1kazn\u00edk\u016fm, kte\u0159\u00ed aktivn\u011b nevyhled\u00e1vaj\u00ed m\u016f\u017eete vytvo\u0159it reklamy s v\u00edce informativn\u00ed zpr\u00e1vou, jako je nap\u0159\u00edklad povzbuzen\u00ed, aby se p\u0159ihl\u00e1sili k odb\u011bru novinek, aby mohli b\u00fdt pr\u016fb\u011b\u017en\u011b informov\u00e1ni o op\u011btovn\u00e9m otev\u0159en\u00ed a n\u00e1sledn\u00fdch nab\u00eddk\u00e1ch, nebo sd\u00edlet aktualizace a nov\u00e9 slu\u017eby.<\/p>\n\n\n\n

Reklamy na soci\u00e1ln\u00edch s\u00edt\u00edch by tak\u00e9 mohly b\u00fdt do\u010dasnou n\u00e1hra\u017ekou b\u011b\u017en\u00e9ho organick\u00e9ho zobrazov\u00e1n\u00ed. Pokud nem\u00e1te mo\u017enost vytv\u00e1\u0159et v\u00edce nov\u00fdch p\u0159\u00edsp\u011bvk\u016f na Facebooku nebo Instagramu, m\u016f\u017ee u\u0161et\u0159it spoustu \u010dasu t\u00edm, \u017ee vytvo\u0159\u00edte placenou reklamn\u00ed zpr\u00e1vu a z\u00edsk\u00e1te tak pravidelnou viditelnost za relativn\u011b n\u00edzk\u00e9 n\u00e1klady. Pom\u016f\u017ee to udr\u017eet v\u00e1\u0161i viditelnost, dokud se okolnosti nezlep\u0161\u00ed.<\/p>\n\n\n\n

4. Rozpo\u010dty<\/strong><\/em><\/h3>\n\n\n\n

Ne v\u0161echny hotely jsou v sou\u010dasn\u00e9 dob\u011b schopny investovat do PPC, ale m\u011blo by to b\u00fdt pova\u017eov\u00e1no za d\u016fle\u017eitou sou\u010d\u00e1st jak\u00e9koli strategie obnovy. Vyhled\u00e1v\u00e1n\u00ed na n\u00e1zev hotelu je zat\u00edm n\u00edzk\u00e9, tak\u017ee investi\u010dn\u00ed n\u00e1klady jsou tak\u00e9 n\u00edzk\u00e9. Typick\u00e1 m\u011bs\u00ed\u010dn\u00ed investice je v sou\u010dasn\u00e9 dob\u011b pod 100 EUR. Dobr\u00fdm pravidlem je umo\u017enit popt\u00e1vce diktovat v\u00fddaje = s rostouc\u00edm vyhled\u00e1v\u00e1n\u00edm by se investice m\u011bla tak\u00e9 zvy\u0161ovat.<\/p>\n\n\n\n

Pokud m\u00e1te voln\u00e9 finann\u010d\u00ed prost\u0159edky na reklamu, oslovte st\u00e1vaj\u00edc\u00ed i nov\u00e9 n\u00e1v\u0161t\u011bvn\u00edky prost\u0159ednictv\u00edm YouTube, Display & Facebook. Zde lze invetovat za relativn\u011b n\u00edzk\u00e9 n\u00e1klady ne\u017e bylo mo\u017en\u00e9 p\u0159ed kriz\u00ed.<\/p>\n\n\n\n

Z\u00e1v\u011br<\/h2>\n\n\n\n

B\u011bhem t\u00e9to krize je d\u016fle\u017eit\u00e9 zachovat ur\u010ditou \u00farove\u0148 viditelnosti va\u0161eho hotelu na internetu, abyste se mohli spojit se z\u00e1kazn\u00edky a informovat je. Mal\u00e1 investice nyn\u00ed vypl\u00e1c\u00ed dividendy v dlouhodob\u00e9m horizontu a m\u011bla by b\u00fdt pova\u017eov\u00e1na za rovnocennou s jin\u00fdmi standardn\u00edmi investicemi, jako je z\u00e1sobov\u00e1n\u00ed nebo placen\u00ed za ve\u0159ejn\u00e9 slu\u017eby. Jak se popt\u00e1vka pomalu zvy\u0161uje, m\u016f\u017ee se intenzita reklamy m\u011bnit podle situace a rozpo\u010dty mohou b\u00fdt upraveny tak, aby vyhovovaly t\u00e9to popt\u00e1vce. Za\u010dn\u011bte s lok\u00e1ln\u00edm trhem a roz\u0161i\u0159ujte se o dal\u0161\u00ed, jak lid\u00e9 za\u010dnou v\u00edce cestovat.<\/p>\n\n\n\n

Odch\u00fdlit se od modelu n\u00e1vratnosti investic ROI je d\u016fle\u017eit\u00e9, abychom pochopili online reklamu jako sou\u010d\u00e1st celkov\u00e9ho pl\u00e1nu obnovy.<\/p>\n\n\n\n

\"P\u0159e\u010dt\u011bte<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"

Co je pravda a co nen\u00ed o digit\u00e1ln\u00edm marketingu b\u011bhem krize a zotaven\u00ed<\/p>\n","protected":false},"author":12,"featured_media":9256,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[90],"tags":[227],"acf":[],"yoast_head":"\nInvestovat do PPC kampan\u00ed ano nebo ne? - Bookassist<\/title>\n<meta name=\"description\" content=\"Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Investovat do PPC kampan\u00ed ano nebo ne? - Bookassist\" \/>\n<meta property=\"og:description\" content=\"Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny..\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\" \/>\n<meta property=\"og:site_name\" content=\"Bookassist\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-27T11:42:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-28T08:06:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bookassist.org\/wp-content\/uploads\/2020\/04\/to-ppc-or-not-to-ppc-featured-image.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"520\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ciaran Rowe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ciaran Rowe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\"},\"author\":{\"name\":\"Ciaran Rowe\",\"@id\":\"https:\/\/bookassist.org\/#\/schema\/person\/fd06a26b11587bbfbeffe6338157e7de\"},\"headline\":\"Investovat do PPC kampan\u00ed ano nebo ne?\",\"datePublished\":\"2020-04-27T11:42:33+00:00\",\"dateModified\":\"2020-04-28T08:06:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\"},\"wordCount\":2649,\"publisher\":{\"@id\":\"https:\/\/bookassist.org\/#organization\"},\"keywords\":[\"covid19\"],\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"cs\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\",\"url\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\",\"name\":\"Investovat do PPC kampan\u00ed ano nebo ne? - Bookassist\",\"isPartOf\":{\"@id\":\"https:\/\/bookassist.org\/#website\"},\"datePublished\":\"2020-04-27T11:42:33+00:00\",\"dateModified\":\"2020-04-28T08:06:11+00:00\",\"description\":\"Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny..\",\"breadcrumb\":{\"@id\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/bookassist.org\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Investovat do PPC kampan\u00ed ano nebo ne?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/bookassist.org\/#website\",\"url\":\"https:\/\/bookassist.org\/\",\"name\":\"Bookassist\",\"description\":\"Innovation through people and technology\",\"publisher\":{\"@id\":\"https:\/\/bookassist.org\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/bookassist.org\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/bookassist.org\/#organization\",\"name\":\"Bookassist\",\"url\":\"https:\/\/bookassist.org\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/bookassist.org\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/bookassist.org\/wp-content\/uploads\/2020\/01\/bookassist-logo.png\",\"contentUrl\":\"https:\/\/bookassist.org\/wp-content\/uploads\/2020\/01\/bookassist-logo.png\",\"width\":1780,\"height\":289,\"caption\":\"Bookassist\"},\"image\":{\"@id\":\"https:\/\/bookassist.org\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/bookassist.org\/#\/schema\/person\/fd06a26b11587bbfbeffe6338157e7de\",\"name\":\"Ciaran Rowe\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\/\/bookassist.org\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/bookassist.org\/wp-content\/uploads\/2019\/07\/ciaran-150x150.jpeg\",\"contentUrl\":\"https:\/\/bookassist.org\/wp-content\/uploads\/2019\/07\/ciaran-150x150.jpeg\",\"caption\":\"Ciaran Rowe\"},\"url\":\"https:\/\/bookassist.org\/cs\/blog\/author\/ciaran\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Investovat do PPC kampan\u00ed ano nebo ne? - Bookassist","description":"Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny..","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/","og_locale":"cs_CZ","og_type":"article","og_title":"Investovat do PPC kampan\u00ed ano nebo ne? - Bookassist","og_description":"Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny..","og_url":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/","og_site_name":"Bookassist","article_published_time":"2020-04-27T11:42:33+00:00","article_modified_time":"2020-04-28T08:06:11+00:00","og_image":[{"width":520,"height":520,"url":"https:\/\/bookassist.org\/wp-content\/uploads\/2020\/04\/to-ppc-or-not-to-ppc-featured-image.jpg","type":"image\/jpeg"}],"author":"Ciaran Rowe","twitter_card":"summary_large_image","twitter_misc":{"Napsal(a)":"Ciaran Rowe","Odhadovan\u00e1 doba \u010dten\u00ed":"13 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/#article","isPartOf":{"@id":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/"},"author":{"name":"Ciaran Rowe","@id":"https:\/\/bookassist.org\/#\/schema\/person\/fd06a26b11587bbfbeffe6338157e7de"},"headline":"Investovat do PPC kampan\u00ed ano nebo ne?","datePublished":"2020-04-27T11:42:33+00:00","dateModified":"2020-04-28T08:06:11+00:00","mainEntityOfPage":{"@id":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/"},"wordCount":2649,"publisher":{"@id":"https:\/\/bookassist.org\/#organization"},"keywords":["covid19"],"articleSection":["Digital Marketing"],"inLanguage":"cs"},{"@type":"WebPage","@id":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/","url":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/","name":"Investovat do PPC kampan\u00ed ano nebo ne? - Bookassist","isPartOf":{"@id":"https:\/\/bookassist.org\/#website"},"datePublished":"2020-04-27T11:42:33+00:00","dateModified":"2020-04-28T08:06:11+00:00","description":"Placen\u00e9 online kampan\u011b ji\u017e nejsou jednoduchou volbou zapnut\u00ed nebo vypnut\u00ed; jsou sou\u010d\u00e1st\u00ed celkov\u00e9ho strategick\u00e9ho p\u0159\u00edstupu a mus\u00ed b\u00fdt jako takov\u00e9 vn\u00edm\u00e1ny..","breadcrumb":{"@id":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/bookassist.org\/cs\/blog\/investovat-do-ppc-kampani-ano-nebo-ne\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bookassist.org\/"},{"@type":"ListItem","position":2,"name":"Investovat do PPC kampan\u00ed ano nebo ne?"}]},{"@type":"WebSite","@id":"https:\/\/bookassist.org\/#website","url":"https:\/\/bookassist.org\/","name":"Bookassist","description":"Innovation through people and technology","publisher":{"@id":"https:\/\/bookassist.org\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bookassist.org\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/bookassist.org\/#organization","name":"Bookassist","url":"https:\/\/bookassist.org\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/bookassist.org\/#\/schema\/logo\/image\/","url":"https:\/\/bookassist.org\/wp-content\/uploads\/2020\/01\/bookassist-logo.png","contentUrl":"https:\/\/bookassist.org\/wp-content\/uploads\/2020\/01\/bookassist-logo.png","width":1780,"height":289,"caption":"Bookassist"},"image":{"@id":"https:\/\/bookassist.org\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bookassist.org\/#\/schema\/person\/fd06a26b11587bbfbeffe6338157e7de","name":"Ciaran Rowe","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/bookassist.org\/#\/schema\/person\/image\/","url":"https:\/\/bookassist.org\/wp-content\/uploads\/2019\/07\/ciaran-150x150.jpeg","contentUrl":"https:\/\/bookassist.org\/wp-content\/uploads\/2019\/07\/ciaran-150x150.jpeg","caption":"Ciaran Rowe"},"url":"https:\/\/bookassist.org\/cs\/blog\/author\/ciaran\/"}]}},"_links":{"self":[{"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/posts\/9335"}],"collection":[{"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/comments?post=9335"}],"version-history":[{"count":0,"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/posts\/9335\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/media\/9256"}],"wp:attachment":[{"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/media?parent=9335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/categories?post=9335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bookassist.org\/cs\/wp-json\/wp\/v2\/tags?post=9335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}