Ponoříme do světa AI a způsobů jejího využití ve výkonnostním marketingu. Prozkoumáme situace, ve kterých nám AI může poskytnout pomoc a inspiraci pro efektivnější řešení úkolů. Vše doplněno o praktické ukázky, které dokreslí možnosti a limitace AI.

1. Strategické využití AI
ve výkonnostním
marketingu
Zdeněk Pešička

2. Cílové skupiny
Category Entry
Poins
Překážky Cílení
Analýza
konkurence
Rozhodovací
kritéria
Reportování
Reklamní
texty

3. Proti jaké konkurenci
stojíme?

4. Analýza konkurence
Poznání
konkurence
Analýza
reklam
konkurence
Sledování
reklam
konkurence

5. Struktura promptů
Kontext
Cíl
Formát a délka
Obsah
Role
Zadání

6. Komu reklamy zobrazovat?

8. Poznání cílové skupiny

9. Prompt
– I am preparing an advertising
campaign in Google Ads, Bing,
Sklik and Facebook for an e-
shop that sells LED strips.
– I want to know which target
groups the offer is relevant for.
– As an experienced marketer.
– Create the 5 most attractive
segments of potential
customers interested in LED
strips.
– Home Improvement Enthusiasts
– Tech and Gadget Lovers
– Event Planners
– Business Owners
– Gamers and Streamers
Výstup

10. Category Entry Points

11. Zdroj: Category Entry Points In A B2B World

12. Prompt
– Category Entry Points (CEPs) are the cues that
category buyers use to access their memories
when faced with a buying situation.
– I want to know what are the CEPs in the LED tape
segment for gamers and streamers and I want to
use this output to create personalized advertising
messages.
– As a professional marketing scientist.
– Use a diagram of the Ws: how feeling - emotions,
why - motives and benefits, when - timing issues,
while - co-activities, where - location, with or
whom - other people, with what - co-
purchased/consumed categories.
– Identify the CEPs.
– How (Emotions): Immersion, competitiveness,
pride (in personalized setups)
– Why (Motives & Benefits): Superior game
performance (through mood setting), social
media sharing (setup aesthetics), viewer
engagement (stream appeal)
– When (Timing issues): New game release,
seasonal (holiday) gaming, streaming milestones
(subscriber counts)
– While (Co-activities): Multiplayer gaming,
eSports participation, video editing
– Where (Location): Multi-screen setups, game-
themed rooms, shared gaming spaces (like
gaming houses)
– With Whom (Other People): Team gaming
sessions, online tournaments, with viewers/fans
during live streams
– With What (Co-Purchased/Consumed
Categories): Game-specific merchandise, high-
end audio equipment, streaming software
subscriptions.
Výstup

13. Emoce
- ponoření se do hry
- soutěživost
- hrdost
(na individuální
nastavení)
Motivy a přínosy
- vynikající herní
výkon (díky
navození nálady)
- sdílení na sociálních
sítích (estetika
nastavení)
- atraktivita streamu
Společné aktivity
- hraní her pro více
hráčů
- účast v eSportu
- editování videí
Zjednodušený výstup

14. Překážky bránící nákupu

15. Prompt
– I am preparing an advertising
campaign in Google Ads, Bing, Sklik
and Facebook for an e-shop that
sells LED strips.
– I'm interested in what obstacles
people who are interested in
putting an LED strip in their home
have to overcome.
– I would like to use this in
a communication strategy for
advertising campaigns.
– You're an experienced marketing
scientist.
– What are some of the obstacles?
– Technical Knowledge
– Product Quality Concerns
– Cost
– Integration with Existing Systems
– Aesthetic Fit
– Energy Consumption
Výstup

16. Rozhodovací kritéria
vedoucí k nákupu

17. Prompt
– Define the decision criteria
by which people decide to
buy an LED strip.
Výstup
– Quality
– Brightness and Color Options
– Energy Efficiency
– Price
– Ease of Installation
– Integration with Existing
Systems
– Brand Reputation
– Reviews and Ratings

18. Jak reklamy cílit?

19. Cílení na Facebooku

20. Prompt
– I am preparing a Facebook
advertising campaign for an eshop
that sells LED strips.
– The goal is to define interests that I
can target on Facebook.
– I will only provide the names of the
interests that are available.
– You are a senior social ads
specialist.
– The target audience is gamers and
streamers.
– What are the 8 most relevant
interests you recommend
targeting?
– "Video Games"
– "Esports"
– "Twitch.tv"
– "YouTube Gaming"
– "PC Gaming"
– "Steam (software)"
– "Discord (software)"
– "Facebook Gaming"
Výstup

21. Cílení na Googlu

22. Prompt
– I am preparing a Google Ads
campaign for an eshop that
sells LED strips.
– The goal is to define interests
that I can target on Google.
– I only provide the names of the
interests that are available.
– You are a senior PPC
specialist.
– The target audience is gamers
and streamers.
– What are the 8 most relevant
interests you recommend
targeting?
– "Video Games"
– "Game Systems & Consoles"
– "Action & Adventure Games"
– "Strategy Games"
– "Shooter Games"
– "Multiplayer Online Games"
– "eSports and Competitive
Gaming"
– "Live Streaming"
Výstup

23. Cílení na Skliku

24. Sklik

25. Klíčová slova

26. Klíčová slova

27. Jak reklamy vytvořit?

28. Struktura tvorby reklamních textů
Cílová skupina 3
CEP A
Cílová skupina 2
Cílová skupina 1
CEP B CEP C CEP D CEP E CEP F
Personalizované reklamní sdělení

29. Reklamní texty
pro Facebook

30. “
– Připravuji reklamní texty na Facebook pro eshop,
který prodává LED pásky.
– Cílem je vytvořit poutavý popisek, který
potenciálního zákazníka přesvědčí k nákupu.
– Začni jednoduchým claimem. Maximální počet
znaků je 150. Do závorky po každé uveď počet znaků.
– Jsi seniorní copywriter se specializací a pokročilou
zkušeností tvorby reklamních textů na Facebook.
– Cílovou skupinou jsou hráči a streameři. Drž se insightu
navození nálady pro dosahování vynikajících herních
výkonů. Také zmiň jednoduchou instalaci.
– Obsah doplň vhodnými emoji.
– Vytvoř mi 3 varianty textů a ke každé přidej
ještě jednu, vhodnou pro A/B test.

31. Výstup

32. Reklamní texty
pro Google

33. “
– Připravuji reklamní texty do Google Ads pro eshop,
který prodává LED pásky.
– Cílem je vytvořit poutavý popis, který potenciálního
zákazníka přesvědčí k nákupu.
– Maximální počet znaků v nadpisech je 30 a maximální počet znaků
v popisech je 90. Jako znak se započítávají všechny znaky, včetně
mezer. Do závorky po každé uveď počet znaků.
– Jsi seniorní copywriter se specializací a pokročilou zkušeností
tvorby reklamních textů pro Google Ads.
– Cílovou skupinou jsou hráči a streameři. Drž se insightu
navození nálady pro dosahování vynikajících herních výkonů.
Také zmiň jednoduchou instalaci.
– Vytvoř mi 15 variant nadpisů a 5 variant popisů.

34. Výstup

35. Jak to celé reportovat?

36. “

37. Výstup
Performance of each campaign:
– The "AV-PMAX: Performance Max" campaign on Google saw a decrease in users and sessions
from April to May but the number of conversions significantly increased and total revenue rose
sharply. This indicates the campaign became more efficient at converting users into customers
despite having a smaller audience.
– The "A-DIS: Obsahovka" campaign on Seznam also saw a slight decrease in users and sessions,
but similar to the Google campaign, there was a significant increase in total revenue with
conversions remaining constant. This indicates that the campaign's users were more valuable in
May than in April.
– The "V-DRMK: Remarketing" campaign on Facebook had a slight increase in users and engaged
sessions, but conversions decreased and total revenue dropped significantly. This suggests the
campaign was less effective at turning users into customers in May.
– The "AV-SEA DSA - Hagakure" campaign on Bing experienced a sharp drop in users, sessions,
and total revenue. The number of conversions remained constant, but the decreased user base
suggests the campaign was less effective overall in May compared to April.

38. Výstup
Adjustments for improving campaign performance:
– For the "AV-PMAX: Performance Max" campaign on Google, despite the increase in conversions
and revenue, it's worth investigating why there was a drop in users and sessions. This could be
due to changes in ad targeting or the competitive landscape. Adjustments could be made to
increase reach and improve visibility, without compromising the newfound efficiency in
conversions.
– For the "A-DIS: Obsahovka" campaign on Seznam, it would be beneficial to focus on increasing
user engagement and sessions while maintaining the high conversion value. This could involve
refining the ad content or investing more in audience targeting.
– For the "V-DRMK: Remarketing" campaign on Facebook, strategies should be evaluated to
improve conversions and revenue. This could include optimizing the remarketing list, adjusting
ad content to be more compelling, or increasing ad spend if the campaign is limited by budget.
– For the "AV-SEA DSA - Hagakure" campaign on Bing, it's crucial to investigate the significant
drop in users and sessions. This could be due to issues with ad delivery or targeting. Measures
should be taken to increase the visibility and reach of the campaign.

39. Výstup
General trends:
– Overall, while total users and sessions have decreased for all campaigns except
the one on Facebook, conversion numbers have largely been stable or improving.
This suggests that the campaigns are reaching a more targeted, engaged audience
that is more likely to convert.
– Total revenue has increased significantly for Google and Seznam campaigns,
remained stable for the Bing campaign, and decreased for the Facebook campaign.
This indicates that the Google and Seznam campaigns have become more efficient
at generating revenue, while there might be issues with the Facebook and Bing
campaigns that need addressing.

40. Zhodnocení

41. Cílové skupiny
Category Entry
Poins
Překážky Cílení
Analýza
konkurence
Rozhodovací
kritéria
Reportování
Reklamní
texty

42. Zdeněk Pešička
PA Specialist & AI Ambasador
+420 606 138 645
zdenek.pesicka@taste.cz