{"id":6985,"date":"2020-10-15T11:32:51","date_gmt":"2020-10-15T11:32:51","guid":{"rendered":"https:\/\/promoguy.nl\/ad-quality-score-how-different-platforms-apply-it\/"},"modified":"2024-10-01T11:03:01","modified_gmt":"2024-10-01T11:03:01","slug":"ad-quality-score-how-different-platforms-apply-it","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2020\/10\/15\/ad-quality-score-how-different-platforms-apply-it\/","title":{"rendered":"Skelbim\u0173 kokyb\u0117s balas: kaip j\u012f taiko skirtingos platformos"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Internetin\u0117 rinkodara - tai did\u017eiulis ir sud\u0117tingas algoritm\u0173 ir neatskleist\u0173 taisykli\u0173 tinklas, darantis \u012ftak\u0105 kiekvienai joje dalyvaujan\u010diai \u012fmonei. Atsiradus internetiniams skelbimams ir skelbim\u0173 paslaugoms, atsirado \u012fvairiausi\u0173 rodikli\u0173, pagal kuriuos apskai\u010diuojamas skelbimo kokyb\u0117s balas, ir jie gali skirtis priklausomai nuo platformos. \u0160ie balai gali tur\u0117ti \u012ftakos reklamos brangumui, tod\u0117l jie yra labai svarbus bet kurios internetin\u0117s rinkodaros strategijos veiksnys. Deja, labai ma\u017eai \u017einoma apie kiekvienos platformos smulkmenas, ta\u010diau \u017einome, kad kiekviena i\u0161 j\u0173 vertina \u0161iek tiek kitaip. \u0160ie skirtumai lemia bet koki\u0105 \u012fmon\u0117s prad\u0117t\u0105 PPC kampanij\u0105.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Kalbant apie reklam\u0105 internete, PPC reklama yra vienas i\u0161 pagrindini\u0173 rinkodaros element\u0173. \u0160ios rinkos sud\u0117tingum\u0105 didina tai, kad egzistuoja \u012fvair\u016bs reklamos tinklai, kuri\u0173 kiekvienas turi savo skai\u010diavimus. \u0160ie reklamos tarpininkai atlieka labai svarb\u0173 vaidmen\u012f, nes jie nustato vieno paspaudimo kain\u0105 ir kontroliuoja skelbim\u0173 sraut\u0105 internete. D\u0117l to skelbim\u0173 tinklai yra galingos informavimo priemon\u0117s, atsi\u017evelgiant \u012f tai, kad\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/117120?hl=en\">Vien \"Google\" ekran\u0173 tinklas pasiekia 90% interneto naudotoj\u0173<\/a> visame pasaulyje.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u0160tai kur kokyb\u0117s balai. Skelbimo kokyb\u0117s balas kartu su \u012fvairiais kitais veiksniais gali tur\u0117ti \u012ftakos skelbimo vietos kainai. Tai i\u0161 esm\u0117s yra vienas i\u0161 reklamos rinkos nematomos rankos element\u0173, nustatan\u010di\u0173 kainas pagal \u012fvairias auditorijos susidom\u0117jimo formas. Nors yra daugyb\u0117 veiksni\u0173 (\u017einom\u0173 ir ne\u017einom\u0173), kurie gali tur\u0117ti \u012ftakos, kokyb\u0117s balai turi element\u0173, \u012f kuriuos \u012fmon\u0117s tur\u0117t\u0173 atkreipti d\u0117mes\u012f. I\u0161 esm\u0117s jos gali padidinti savo galimybes der\u0117tis d\u0117l geresn\u0117s investicij\u0173 gr\u0105\u017eos, jei \u017einos, kaip \u0161ie balai apskai\u010diuojami.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Kas yra skelbimo kokyb\u0117s balas?<\/h2>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-7003\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2020\/10\/Interstitial-ads-700x529.png\" alt=\"\" \/>\r\n<figcaption class=\"wp-element-caption\">Intersticiniai skelbimai - Autorius: Autorius: Seobility - Licencija:\u00a0<a href=\"https:\/\/www.seobility.net\/en\/wiki\/Creative_Commons_License_BY-SA_4.0\">CC BY-SA 4.0<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n<p>&nbsp;<\/p>\r\n<p><a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/lt\/blog\/vocabulary\/google\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/google\" >\"Google\"<\/a> pirmieji prad\u0117jo skai\u010diuoti skelbim\u0173 svarb\u0105, \u012fdiegdami \u0161\u012f vertinimo metod\u0105 su savo skelbim\u0173 rang\u0173 algoritmu. Skelbimo kokyb\u0117s balas i\u0161 esm\u0117s yra kiekybinis raktini\u0173 \u017eod\u017ei\u0173 vert\u0117s j\u016bs\u0173 paskyroje ir skelbimo tinkamumo tikslinei auditorijai \u012fvertinimas. \u0160ie duomenys kartu su vartotojo pateiktu kainos u\u017e paspaudim\u0105 (CPC) pasi\u016blymu lemia bendr\u0105 j\u016bs\u0173 skelbimo rang\u0105. \u0160ie skelbimo tinkamumo ir kokyb\u0117s bal\u0173 skai\u010diavimai labai priklauso nuo to, kaip gerai veikia nukreipimo puslapis pagal kelet\u0105 rodikli\u0173.<\/p>\r\n<p>Apskritai naudotojai gali juos pagerinti prid\u0117dami geresn\u0119 naudotojo patirt\u012f, tobulindami raktinius \u017eod\u017eius ir didindami CTR konkre\u010diose demografin\u0117se grup\u0117se. Tai priklauso nuo skirting\u0173 tikslini\u0173 grupi\u0173 ir nuo to, kaip jos s\u0105veikauja su j\u016bs\u0173 svetaine, arba nuo j\u016bs\u0173 naudojam\u0173 rakta\u017eod\u017ei\u0173 kokyb\u0117s rodiklio. D\u0117l to su viena tiksline grupe balas gali b\u016bti auk\u0161tesnis, o su kita - \u017eemesnis. Tokiu b\u016bdu reklamuotojai, rodantys ma\u017eiau aktualius vaizdus nesuinteresuotiems naudotojams, gaus kur kas ma\u017eesnius balus, tod\u0117l tur\u0117s mok\u0117ti didesn\u0119 CPC kain\u0105.<\/p>\r\n<p>Paprastai daugumoje platform\u0173 balas pateikiamas skai\u010diumi nuo 1 iki 10. \u0160is skai\u010dius tiesiogiai nurodo skelbim\u0173 tinklui, kiek reikia mok\u0117ti kiekvienam reklamuotojui u\u017e vien\u0105 paspaudim\u0105 ar parodym\u0105. Skelbimo reitingas yra kokyb\u0117s balo ir reklamuotojo pateikto CPC pasi\u016blymo sandauga.<\/p>\r\n<h2>Kaip nustatomi skelbim\u0173 kokyb\u0117s balai?<\/h2>\r\n<p>Ta\u010diau tikroji problema kyla d\u0117l to, kad kiekviename tinkle kokyb\u0117s balai apskai\u010diuojami \u0161iek tiek kitaip. Yra kelios pla\u010dios kategorijos veiksni\u0173, galin\u010di\u0173 tur\u0117ti \u012ftakos galutiniam balui. Ne visos bendrov\u0117s naudoja visus i\u0161 j\u0173, be to, yra daugyb\u0117 papildom\u0173, ne\u017einom\u0173 skai\u010diavim\u0173, kurie kartais prisideda prie galutinio rezultato. \u0160ie penki gali b\u016bti patogus kontrolinis s\u0105ra\u0161as, kaip patikrinti, kur gali tr\u016bkti j\u016bs\u0173 skelbimo kokyb\u0117s balo.<\/p>\r\n<p>Toliau pateikiamos pagrindin\u0117s pla\u010dios kategorijos:<\/p>\r\n<ul>\r\n<li><strong>Prisijungimo puslapio patirtis:<\/strong>\u00a0\u0160is rodiklis priklauso nuo to, ar po skelbimo pateiktas nukreipimo puslapis yra aktualus lankytojui. Tikrinama, ar puslapiai atitinka lankytojo ketinimus ir ar padeda jam greitai ir skaidriai pasiekti tikslus.<\/li>\r\n<li><strong>Skelbim\u0173 paspaudim\u0173 da\u017enis \/ \u012fsitraukimas:<\/strong> Pagal \u0161i\u0105 priemon\u0119 lyginama, kaip j\u016bs\u0173 skelbim\u0173 paspaudim\u0173 rodiklis atitinka konkurent\u0173 rodiklius.<\/li>\r\n<li><strong>Skelbimo aktualumas: <\/strong>ar j\u016bs\u0173 skelbimai atitinka auditorijos interesus ir ketinimus.<\/li>\r\n<li><strong>Konversijos rodiklis po paspaudimo:<\/strong>\u00a0Ar lankytojai po paspaudimo imasi reik\u0161ming\u0173 veiksm\u0173.<\/li>\r\n<li><strong>Pakartotinumas:<\/strong> Kaip neseniai atnaujinote arba paskelb\u0117te skelbimus ir (arba) turin\u012f.<\/li>\r\n<\/ul>\r\n<p>\u0160ios priemon\u0117s gali b\u016bti gana tikslios gair\u0117s, kaip pagerinti savo pozicijas \u012fvairiose platformose. \u017dinoma, kadangi kiekvienos platformos skai\u010diavimo rodikliai skiriasi, neb\u016btina gerinti vis\u0173 \u0161i\u0173 kategorij\u0173. Ver\u010diau siekite pagerinti tas, kurios tinka j\u016bs\u0173 pasirinktam tinklui.<\/p>\r\n<p>Apskritai geriausia \u012fsitikinti, kad j\u016bs\u0173 nukreipimo puslapis yra patogus naudotojui, greitai \u012fkeliamas, o informacij\u0105 naudotojas gali lengvai rasti. Tai suma\u017eins atmetimo rodiklius ir bus pagrindin\u0117 kokyb\u0117s balo skai\u010diavimo sudedamoji dalis, ma\u017einanti PPC kampanij\u0173 s\u0105naudas.<\/p>\r\n<h2>Kaip platformos apskai\u010diuoja balus<\/h2>\r\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-6996 size-full\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2020\/10\/Table-Ad-Score.png\" alt=\"Skelbimo kokyb\u0117s balas\" width=\"1362\" height=\"788\" \/><\/p>\r\n<p>Pirmiau pateiktoje lentel\u0117je gana patogiai parodyta, kokiomis taisykl\u0117mis reikia vadovautis koreguojant skelbim\u0173 kokyb\u0117s balus skirtinguose tinkluose. Visos pagrindin\u0117s platformos atsi\u017evelgia \u012f reklamos CTR, \u012fsitraukim\u0105 ir tinkamum\u0105, ta\u010diau likusi\u0173 aspekt\u0173 specifika gali skirtis.<\/p>\r\n<p><strong>\"Google\"<\/strong> ir <strong>\"Microsoft\"<\/strong> Reklamose naudojami pana\u0161\u016bs pavir\u0161iniai rodikliai, ta\u010diau yra keletas gilesni\u0173 skirtum\u0173. Pavyzd\u017eiui, \"Google\" akcentuoja nukreipimo puslapio \u012fkrovimo laik\u0105, saugum\u0105 ir pritaikomum\u0105 keliuose \u012frenginiuose. Vienas i\u0161 skirtum\u0173, kur\u012f taiko \"Microsoft\", yra tas, kad, siekiant pagerinti kokyb\u0117s bal\u0105, ma\u017einamas atmetimo rodiklis. Apskritai daugel\u012f t\u0173 pa\u010di\u0173 princip\u0173 galima taikyti abiejuose tinkluose, tod\u0117l geriausia juos laikyti pana\u0161iais.<\/p>\r\n<p><strong>\"Facebook\"<\/strong>\u00a0d\u0117l daugelio prie\u017eas\u010di\u0173 taikomas visai kitoks metodas (<a href=\"https:\/\/promoguy.nl\/lt\/blog\/facebook-ad-system-overview-what-you-need-to-know\/\">apie kuri\u0105 jau ra\u0161\u0117me anks\u010diau<\/a>). Pirma, ji nesiremia paie\u0161kos raktiniais \u017eod\u017eiais, tod\u0117l daugelis standartini\u0173 ketinim\u0173 rodikli\u0173 netinka. Be to, svarb\u0173 vaidmen\u012f atlieka skelbimo CTR, aktualumas ir konversijos po paspaudimo, o \"Facebook\" \u0161ias priemones lygina. Ta\u010diau konversijos labai priklauso nuo \u017emoni\u0173 reakcijos \"Facebook\" (patinka, dalijimasis ir t. t.). Lyginant reklamas, kai jos nukreiptos \u012f t\u0105 pa\u010di\u0105 grup\u0119, jos lyginamos tarpusavyje ir taip nustatomas balas.<\/p>\r\n<p><strong>\"Twitter\"\u00a0<\/strong>skelbimai gali b\u016bti pana\u0161\u016bs \u012f \"Facebook\" skelbimus, nes did\u017eioji dalis konversij\u0173 \u012fvyksta su \"patinka\", \"retweetais\" ir sekimais. Jie taip pat atsi\u017evelgia \u012f prane\u0161im\u0173 periodi\u0161kum\u0105, o tai rei\u0161kia, kad nuolatinis turinys yra palankus. <strong>LinkedIn<\/strong>\u00a0kaip \u017einia, neinformuoja naudotoj\u0173 apie tai, kaip apskai\u010diuoja savo balus. Jie link\u0119 naudoti \u012fsitraukimo rodiklius ir CTR kaip pagrindines priemones, o UX gerinimas nukreipimo puslapyje padeda suma\u017einti CPC platformoje.<\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Yra kelios pla\u010dios veiksni\u0173, galin\u010di\u0173 tur\u0117ti \u012ftakos skelbimo kokyb\u0117s balui, kategorijos. Ne visos \u012fmon\u0117s naudoja visus i\u0161 j\u0173 ir yra daug papildom\u0173, ne\u017einom\u0173 skai\u010diavim\u0173, kurie kartais prisideda prie galutinio rezultato, ta\u010diau i\u0161vardijome 5 pagrindinius, \u012f kuriuos b\u016btinai tur\u0117tum\u0117te atkreipti d\u0117mes\u012f.<\/p>","protected":false},"author":1,"featured_media":15731,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,15],"tags":[400,399,405,402,406,403,392,401,226,404],"wl_entity_type":[47],"class_list":["post-6985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-seo-en","tag-ad","tag-ad-quality-score","tag-facebook-ads","tag-google-ads","tag-linkedin-ads","tag-microsoft-ads","tag-online-marketing","tag-post-click-conversion-rate","tag-ppc","tag-twitter-ads","wl_entity_type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ad Quality Score: How Different Platforms Apply it - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"The advent of online ads and ad services brought all sorts of metrics that go into calculating ad quality score. 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