[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.kaego.cz\/pet-poznatku-ktere-jsme-si-odnesli-ze-zisku-google-z-ctvrteho-kvartalu-a-co-si-z-toho-mohou-vzit-i-marketeri-vyhledavani\/#Article","mainEntityOfPage":"https:\/\/www.kaego.cz\/pet-poznatku-ktere-jsme-si-odnesli-ze-zisku-google-z-ctvrteho-kvartalu-a-co-si-z-toho-mohou-vzit-i-marketeri-vyhledavani\/","headline":"P\u011bt poznatk\u016f, kter\u00e9 jsme si odnesli ze zisk\u016f Google z \u010dtvrt\u00e9ho kvart\u00e1lu a co si z toho mohou vz\u00edt i market\u00e9\u0159i vyhled\u00e1v\u00e1n\u00ed.","name":"P\u011bt poznatk\u016f, kter\u00e9 jsme si odnesli ze zisk\u016f Google z \u010dtvrt\u00e9ho kvart\u00e1lu a co si z toho mohou vz\u00edt i market\u00e9\u0159i vyhled\u00e1v\u00e1n\u00ed.","description":"V\u00fdkonn\u00ed p\u0159edstavitel\u00e9 Google diskutovali o zku\u0161enosti s\u00a0vyhled\u00e1v\u00e1n\u00edm, kampani, za\u0159\u00edzen\u00ed a tak\u00e9 aktualizac\u00ed v\u00fdkonu na pond\u011bln\u00ed konferenci o zisku. \u00a0 Zisky z\u00a0reklam pro Google se zvedly a\u017e na z\u00e1vratnou \u010d\u00e1stku t\u0159iceti dev\u00edti miliard ve \u010dtvrt\u00e9m kvart\u00e1lu roku 2018, a\u017e o dvacet dva procent v\u00edce na rozd\u00edl od stejn\u00e9 \u010d\u00e1sti roku v\u00a0roce 2017. To zahrnuje tak\u00e9 dvacet...","datePublished":"2019-10-21","dateModified":"2019-10-21","author":{"@type":"Person","@id":"https:\/\/www.kaego.cz\/author\/#Person","name":"","url":"https:\/\/www.kaego.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ccdd701717dc93db07d73e0c11dbbb8b91524cccc3bfbd3baea83667a3ebf5d6?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ccdd701717dc93db07d73e0c11dbbb8b91524cccc3bfbd3baea83667a3ebf5d6?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"kaego.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.kaego.cz\/pet-poznatku-ktere-jsme-si-odnesli-ze-zisku-google-z-ctvrteho-kvartalu-a-co-si-z-toho-mohou-vzit-i-marketeri-vyhledavani\/","wordCount":931,"articleBody":"V\u00fdkonn\u00ed p\u0159edstavitel\u00e9 Google diskutovali o zku\u0161enosti s\u00a0vyhled\u00e1v\u00e1n\u00edm, kampani, za\u0159\u00edzen\u00ed a tak\u00e9 aktualizac\u00ed v\u00fdkonu na pond\u011bln\u00ed konferenci o zisku.\u00a0Zisky z\u00a0reklam pro Google se zvedly a\u017e na z\u00e1vratnou \u010d\u00e1stku t\u0159iceti dev\u00edti miliard ve \u010dtvrt\u00e9m kvart\u00e1lu roku 2018, a\u017e o dvacet dva procent v\u00edce na rozd\u00edl od stejn\u00e9 \u010d\u00e1sti roku v\u00a0roce 2017. To zahrnuje tak\u00e9 dvacet sedm miliard dolar\u016f z\u00a0Google str\u00e1nek (n\u00e1r\u016fst o t\u0159icet jedna procent), co\u017e tedy spole\u010dnost ozn\u00e1mila v\u00a0pond\u011bl\u00ed.\u00a0CO se t\u00fd\u010de diskuze o zisc\u00edch, v\u00fdkonn\u00ed p\u0159edstavitel\u00e9 diskutovali o n\u011bkolika funkc\u00edch, aktualizac\u00edch a tak\u00e9 o programech relevantn\u00edch k\u00a0vyhled\u00e1vac\u00edmu marketingu a tak\u00e9 zv\u00fdraznili n\u011bkter\u00e9 oblasti zam\u011b\u0159en\u00ed pro spole\u010dnost v\u00a0n\u00e1sleduj\u00edc\u00edm roce.\u00a0Vyhled\u00e1vac\u00ed funkce poh\u00e1n\u011bn\u00e9 um\u011blou inteligenc\u00ed. Kdy\u017e si rozebereme diskuzi o vlo\u017een\u00ed um\u011bl\u00e9 inteligence skoro do v\u0161eho, na \u010dem spole\u010dnost pr\u00e1v\u011b nyn\u00ed d\u011bl\u00e1, Pichai zm\u00ednil tak\u00e9 karti\u010dky aktivity v\u00a0Google vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 v\u00e1m dovol\u00ed sko\u010dit tam, kde jste p\u0159estali p\u0159i minul\u00e9m vyhled\u00e1v\u00e1ni. Porat, na ot\u00e1zku od jednoho analytika odpov\u011bd\u011bl: \u201eTak\u00e9 se sna\u017e\u00edme investovat do t\u011bch mo\u017enost\u00ed, kter\u00e9 by n\u00e1m dovolily povolit daleko v\u00edce zp\u016fsob\u016f vizualizace v\u00a0hled\u00e1n\u00ed informac\u00ed na internetu, jako jsou fotky nebo nap\u0159\u00edklad i videa.\u201c Google Lens, nap\u0159\u00edklad, nyn\u00ed m\u016f\u017ee identifikovat v\u00edce ne\u017e jednu miliardu produkt\u016f a dok\u00e1\u017ee nejen naj\u00edt i relevantn\u00ed p\u0159edm\u011bty na internetu, ale nap\u0159\u00edklad tak\u00e9 recenze o produktu.\u00a0Nakupov\u00e1n\u00ed. Kdy\u017e p\u0159ijde na vyhled\u00e1v\u00e1n\u00ed produkt\u016f a tak\u00e9 na nakupovac\u00ed reklamy, Google pr\u00e1v\u011b nyn\u00ed \u010del\u00ed velk\u00e9 konkurenci od Amazonu, kter\u00fd pokra\u010duje s\u00a0n\u00e1r\u016fstem sv\u00e9ho reklamn\u00edho byznysu a\u017e neskute\u010dnou m\u011brou.\u00a0Google nehl\u00e1s\u00ed \u017e\u00e1dn\u00e9 zpr\u00e1vy ohledn\u011b jejich nakupovac\u00edch kampan\u00ed ani o jejich v\u00fdkonu, av\u0161ak Pichai zm\u00ednil, \u017ee: \u201e\u010d\u00edsla nakupov\u00e1n\u00ed, kter\u00e9 u\u010din\u00ed ka\u017edodenn\u011b aktivn\u00ed u\u017eivatel na Google.com b\u011bhem sv\u00e1tk\u016f se v\u00edce ne\u017e zdvojn\u00e1sobily oproti minul\u00e9mu roku.\u201c\u00a0Analytik se zeptal na status jejich cena-za-prodej Google Shopping Actions, tedy ptal se na program, od kter\u00e9ho ned\u00e1vno upustil Walmart. Pichai sd\u011blil, \u017ee spole\u010dnost \u201eur\u010dit\u011b vid\u011bla velk\u00fd potenci\u00e1l v\u00a0tomto poli\u201c s \u201ezhruba sedmin\u00e1sobn\u00fdm n\u00e1r\u016fstem pro obchodn\u00edky\u201c od jeho spu\u0161t\u011bn\u00ed, co\u017e zahrnuje p\u0159id\u00e1n\u00ed Bestbuy, Nike nebo tak\u00e9 Sephory v\u00a0minul\u00e9m kvart\u00e1lu. P\u0159idal tak\u00e9, \u017ee \u201eWalmart je jeden z\u00a0na\u0161ich nejlep\u0161\u00edch partner\u016f a z\u016fst\u00e1vaj\u00ed i nad\u00e1le strategick\u00fdmi partnery nap\u0159\u00ed\u010d rozli\u010dn\u00fdmi odv\u011btv\u00edmi byznysu\u2026 a my se sna\u017e\u00edme co nejbl\u00ed\u017ee p\u0159ibl\u00ed\u017eit a spolupracovat spolu u nakupov\u00e1n\u00ed.\u201c\u00a0Pichai tak\u00e9 sd\u011blil, \u017ee se bude pokra\u010dovat se zam\u011b\u0159en\u00edm na nakupov\u00e1n\u00ed v\u00a0roce 2019. \u201eVid\u00edme u\u017eivatele p\u0159ich\u00e1zet na Google v\u00a0mnoha kl\u00ed\u010dov\u00fdch momentech nakupov\u00e1n\u00ed a chceme se ujistit, \u017ee investujeme do zku\u0161enosti takov\u00e9, kterou sami u\u017eivatel\u00e9 od n\u00e1s \u010dekaj\u00ed,\u201c \u0159ekl.\u00a0Chytr\u00e9 kampan\u011b. Nyn\u00ed je zde v\u00edce ne\u017e dvacet tis\u00edc mal\u00fdch podnikatel\u016f, kte\u0159\u00ed pou\u017e\u00edvaj\u00ed Smart Campaigns, automatizovan\u00fd form\u00e1t kampan\u00ed, kter\u00fd byl spu\u0161t\u011bn minul\u00fd rok, sd\u011blil Pichai.\u00a0Tyto kampan\u011b spolupracuj\u00ed s\u00a0Google My Business. Jako Univers\u00e1ln\u00ed aplikace kampan\u00ed, v\u0161echno od tvorby reklam, po c\u00edlen\u00ed na ur\u010dit\u00e9 obecenstvo, a\u017e po doru\u010den\u00ed reklamy nap\u0159\u00ed\u010d v\u0161emi kan\u00e1ly Google \u2013 a brzy tak\u00e9 tvorba p\u0159ist\u00e1vac\u00edch str\u00e1nek \u2013 se v\u0161echno d\u011bl\u00e1 na z\u00e1klad\u011b automatizace a je p\u0159esn\u011b u\u0161ito na m\u00edru inzerentov\u00fdm c\u00edl\u016fm, jako jsou telefonick\u00e9 hovory, n\u00e1v\u0161t\u011bvy str\u00e1nky nebo tak\u00e9 po\u017eadavky pro navigaci.\u00a0Google Home hub sv\u00e1te\u010dn\u00ed aktivace. Jeden ze sedmi Google Home za\u0159\u00edzen\u00ed byl aktivov\u00e1n b\u011bhem sv\u00e1te\u010dn\u00ed sez\u00f3ny a byl to pr\u00e1v\u011b Google Home hub, sd\u011blil Pichai. Home Hub m\u00e1 v\u00a0sob\u011b zabudovanou obrazovku, co\u017e znamen\u00e1 jist\u00e9 implikace pro market\u00e9ry vyhled\u00e1v\u00e1n\u00ed, kte\u0159\u00ed by se m\u011bli za\u010d\u00edt zam\u011b\u0159ovat stejn\u011b tak i na ostatn\u00ed za\u0159\u00edzen\u00ed, odli\u0161n\u00e9 od Google home za\u0159\u00edzen\u00ed. Napsali jsme o Home Hub z\u00a0perspektivy SEO a tak\u00e9 z\u00a0perspektivy m\u00edstn\u00edho vyhled\u00e1v\u00e1n\u00ed. Dosah t\u011bchto za\u0159\u00edzen\u00ed tu je\u0161t\u011b nen\u00ed tak velk\u00fd, ov\u0161em je to ur\u010dit\u011b oblast, na kterou byste si m\u011bli d\u00e1t pozor.\u00a0\u010cetnost kliknut\u00ed \u0161plh\u00e1 v\u00fd\u0161e a v\u00fd\u0161e, zat\u00edmco CPC upad\u00e1. Placen\u00e9 kliknut\u00ed na Google str\u00e1nk\u00e1ch, co\u017e zahrnuje zejm\u00e9na Google.com, Youtube.com, Gmail a tak\u00e9 dal\u0161\u00ed majetek Google, vzrostl a vyst\u0159elil a\u017e o \u0161edes\u00e1t \u0161est procent v\u00a0porovn\u00e1n\u00ed s\u00a0minul\u00fdm \u010dtvrt\u00fdm kvart\u00e1lem v\u00a0roce 2017, zat\u00edmco cena-za-kliknut\u00ed (cost-per-click CPC) neust\u00e1le pokra\u010duje ve sv\u00e9m \u00fapadku, kdy kleslo o dvacet dev\u011bt procent na rozd\u00edl od minul\u00e9ho roku. Na minul\u00fdch konferenc\u00edch se Google p\u0159edstavitel\u00e9 zm\u00ednili a zv\u00fdraznili, \u017ee nap\u0159\u00edklad Youtube je tou nejv\u011bt\u0161\u00ed p\u0159\u00ed\u010dinou v\u00a0poklesu CPC pr\u016fm\u011bru. Tyto metriky ani nebyly prob\u00edr\u00e1ny na pond\u011bln\u00ed konferenci, av\u0161ak Youtube TV a v\u00fdvoj v\u00a0jeho reklamn\u00edm v\u00fdkonu byl zm\u00edn\u011bn hned n\u011bkolikr\u00e1t.                                                                                                                                                                                                                                                                                                                                                                                        5\/5 - (1 vote)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"P\u011bt poznatk\u016f, kter\u00e9 jsme si odnesli ze zisk\u016f Google z \u010dtvrt\u00e9ho kvart\u00e1lu a co si z toho mohou vz\u00edt i market\u00e9\u0159i vyhled\u00e1v\u00e1n\u00ed.","item":"https:\/\/www.kaego.cz\/pet-poznatku-ktere-jsme-si-odnesli-ze-zisku-google-z-ctvrteho-kvartalu-a-co-si-z-toho-mohou-vzit-i-marketeri-vyhledavani\/#breadcrumbitem"}]}]