{"id":1487,"date":"2026-05-03T09:18:20","date_gmt":"2026-05-03T09:18:20","guid":{"rendered":"https:\/\/vojtechaudy.cz\/clanky\/?p=1487"},"modified":"2026-05-03T09:43:42","modified_gmt":"2026-05-03T09:43:42","slug":"vylouceni-publik-v-pmax","status":"publish","type":"post","link":"https:\/\/vojtechaudy.cz\/clanky\/vylouceni-publik-v-pmax\/","title":{"rendered":"Vylou\u010den\u00ed publik v Performance Max: jak p\u0159estat oslovovat lidi, co u v\u00e1s pr\u00e1v\u011b nakoupili"},"content":{"rendered":"\n

Performance Max je mocn\u00fd n\u00e1stroj. Jen\u017ee m\u00e1 jednu vlastnost, kter\u00e1 dok\u00e1\u017ee zbyte\u010dn\u011b prodra\u017eit rozpo\u010det, pokud ji neo\u0161et\u0159\u00edte, kampa\u0148 klidn\u011b c\u00edl\u00ed na lidi, kte\u0159\u00ed u v\u00e1s koupili p\u0159ed t\u0159emi dny a nemaj\u00ed nejmen\u0161\u00ed d\u016fvod nakupovat znovu.<\/p>\n\n\n\n

Dobrou zpr\u00e1vou je, \u017ee Google loni tuto mo\u017enost kone\u010dn\u011b zp\u0159\u00edstupnil. Publika z Performance Max te\u010f jde skute\u010dn\u011b vylu\u010dovat.<\/p>\n\n\n\n

Pro\u010d to v\u016fbec vylu\u010dovat <\/strong><\/h2>\n\n\n\n

P\u0159edstavte si e-shop s krmivem pro psy. Z\u00e1kazn\u00edk pr\u00e1v\u011b koupil 15kilov\u00fd pytel. Doru\u010den\u00ed prob\u011bhlo v pond\u011bl\u00ed. Ve st\u0159edu na n\u011bj v Google Display s\u00edti vysko\u010d\u00ed reklama na ten sam\u00fd produkt.<\/p>\n\n\n\n

Z pohledu z\u00e1kazn\u00edka je to p\u0159inejlep\u0161\u00edm zbyte\u010dn\u00e9, p\u0159inejhor\u0161\u00edm trochu otravn\u00e9. Z pohledu e-shopu je to vyhozen\u00fd rozpo\u010det. Klik zaplat\u00edte, konverze nep\u0159ijde.<\/p>\n\n\n\n

Druh\u00fd p\u0159\u00edpad je je\u0161t\u011b z\u00e1ludn\u011bj\u0161\u00ed. Remarketing v Performance Max m\u016f\u017ee skryt\u011b \u201ekr\u00e1st“ konverze, kter\u00e9 by p\u0159i\u0161ly organicky. Z\u00e1kazn\u00edk by se vr\u00e1til s\u00e1m, ale m\u00edsto toho p\u0159i\u0161el p\u0159es placenou reklamu. Vypad\u00e1 to jako \u00fasp\u011bch kampan\u011b, ale re\u00e1ln\u011b jste zaplatili za n\u011bco, co by se stalo i bez reklamy.<\/p>\n\n\n\n

Jak vylou\u010den\u00ed nastavit<\/strong><\/h2>\n\n\n\n

Google to trochu schoval, ale cesta tam vede p\u0159es nastaven\u00ed kampan\u011b.<\/p>\n\n\n\n

V Google Ads otev\u0159ete konkr\u00e9tn\u00ed Performance Max kampa\u0148, p\u0159ejdete do Nastaven\u00ed a sjedete dol\u016f na sekci Va\u0161e vylou\u010den\u00ed dat<\/em>. Tam najdete mo\u017enost Your data exclusions, kde aktivujete p\u0159ep\u00edna\u010d a vyberete konkr\u00e9tn\u00ed seznam publik.<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
M\u016f\u017eete nap\u0159\u00edklad vylou\u010dit lidi, co u v\u00e1s nakoupili v posledn\u00edch 60 dnech<\/figcaption><\/figure>\n\n\n\n

Vylou\u010dit m\u016f\u017eete:<\/p>\n\n\n\n

    \n
  • N\u00e1v\u0161t\u011bvn\u00edky webu (p\u0159es remarketingov\u00e9 seznamy)<\/li>\n\n\n\n
  • Z\u00e1kazn\u00edky nahrat\u00e9 p\u0159es Customer Match (vlastn\u00ed seznam e-mail\u016f nebo telefonn\u00edch \u010d\u00edsel)<\/li>\n<\/ul>\n\n\n\n

    Co m\u00e1 smysl vylu\u010dovat<\/strong><\/h2>\n\n\n\n

    Z\u00e1le\u017e\u00ed na tom, co prod\u00e1v\u00e1te a jak vypad\u00e1 n\u00e1kupn\u00ed cyklus va\u0161ich z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n

    U spot\u0159ebn\u00edho zbo\u017e\u00ed s kr\u00e1tk\u00fdm cyklem, krmivo, drogerie, k\u00e1va, d\u00e1v\u00e1 smysl vylou\u010dit z\u00e1kazn\u00edky, kte\u0159\u00ed nakoupili v posledn\u00edch 30 a\u017e 60 dnech. Po t\u00e9 dob\u011b je naopak fajn je zase pustit do kampan\u011b, proto\u017ee z\u00e1soby doch\u00e1zej\u00ed a je \u010das p\u0159ipomenout se.<\/p>\n\n\n\n

    U zbo\u017e\u00ed s del\u0161\u00edm cyklem jako je elektronika, n\u00e1bytek \u010di sportovn\u00ed vybaven\u00ed, m\u00e1 smysl vylou\u010dit z\u00e1kazn\u00edky na 180 nebo i 365 dn\u00ed. Nikdo, kdo si koupil gau\u010d, ho nekupuje znovu za m\u011bs\u00edc.<\/p>\n\n\n\n

    St\u00e1l\u00e9 z\u00e1kazn\u00edky, kter\u00e9 chcete aktivn\u011b udr\u017eovat, je pak lep\u0161\u00ed p\u0159es n\u011bjakou reten\u010dn\u00ed kampa\u0148 nebo rovnou zvolit levn\u011bj\u0161\u00ed zp\u016fsob nap\u0159\u00edklad p\u0159es e-mailing. <\/p>\n\n\n\n

    Drobn\u00e9 upozorn\u011bn\u00ed na z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n

    Vylou\u010den\u00ed publik v Performance Max funguje na principu nejlep\u0161\u00ed shody. Google vylu\u010duje u\u017eivatele, kter\u00e9 dok\u00e1\u017ee sp\u00e1rovat s va\u0161\u00edm seznamem. \u010c\u00e1st lid\u00ed p\u0159es to prosklouzne, a\u0165 u\u017e proto, \u017ee nejsou p\u0159ihl\u00e1\u0161eni, nebo p\u0159ep\u00ednaj\u00ed za\u0159\u00edzen\u00ed.<\/p>\n\n\n\n

    \u010cekejte tedy ne nulov\u00e9, ale v\u00fdrazn\u011b ni\u017e\u0161\u00ed p\u0159ekryvy. A sledujte, jestli se po nastaven\u00ed vylou\u010den\u00ed zm\u011bn\u00ed pom\u011br nov\u00fdch a vracej\u00edc\u00edch se z\u00e1kazn\u00edk\u016f ve v\u00fdsledc\u00edch kampan\u011b.<\/p>\n\n\n\n

    Pokud si nejste jist\u00ed, jak to u v\u00e1s nastavit, nebo chcete m\u00edt jistotu, \u017ee Performance Max neproj\u00edd\u00e1 rozpo\u010det zbyte\u010dn\u011b, napi\u0161te mi. R\u00e1d se na v\u00e1\u0161 \u00fa\u010det pod\u00edv\u00e1m.<\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    Performance Max je mocn\u00fd n\u00e1stroj. Jen\u017ee m\u00e1 jednu vlastnost, kter\u00e1 dok\u00e1\u017ee zbyte\u010dn\u011b prodra\u017eit rozpo\u010det, pokud ji neo\u0161et\u0159\u00edte, kampa\u0148 klidn\u011b c\u00edl\u00ed na lidi, kte\u0159\u00ed u\u2026<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,4,44],"tags":[],"class_list":["post-1487","post","type-post","status-publish","format-standard","hentry","category-navody","category-ppc-novinky","category-pro-klienty"],"yoast_head":"\nVylou\u010den\u00ed publik v Performance Max: jak p\u0159estat oslovovat lidi, co u v\u00e1s pr\u00e1v\u011b nakoupili - Vojt\u011bch Audy<\/title>\n<meta name=\"description\" content=\"Marketingov\u00fd blog\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vojtechaudy.cz\/clanky\/vylouceni-publik-v-pmax\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vylou\u010den\u00ed publik v Performance Max: jak p\u0159estat oslovovat lidi, co u v\u00e1s pr\u00e1v\u011b nakoupili - Vojt\u011bch Audy\" \/>\n<meta property=\"og:description\" content=\"Performance Max je mocn\u00fd n\u00e1stroj. 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