{"id":765,"date":"2018-05-28T19:13:56","date_gmt":"2018-05-28T18:13:56","guid":{"rendered":"https:\/\/www.imenik-podjetij.com\/nasveti\/?p=765"},"modified":"2018-05-28T19:18:34","modified_gmt":"2018-05-28T18:18:34","slug":"facebookova-ocena-relevantnosti-merilo-za-uspesnost-oglasa","status":"publish","type":"post","link":"https:\/\/www.imenik-podjetij.com\/nasveti\/facebookova-ocena-relevantnosti-merilo-za-uspesnost-oglasa\/","title":{"rendered":"Facebookova ocena relevantnosti \u2013 merilo za uspe\u0161nost oglasa?"},"content":{"rendered":"<h2><span style=\"font-weight: 400\">Zakaj se ocena relevantnosti uporablja? <\/span><\/h2>\n<p><span style=\"font-weight: 400\">Facebookov algoritem stremi k temu, da uporabnikom prikazuje vsebine, ki so najbli\u017eje njihovim interesom, prepri\u010danjem, vrednotam \u2026 Algoritem vsaki objavi dodeli personalizirano oceno relevantnosti. <\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Ocena se izra\u010duna na podlagi pozitivnega in negativnega odziva uporabnikov. Bolj\u0161i kot bo odziv na oglas, bolj\u0161a bo ocena relevantnosti. Negativno\u00a0 na oceno poleg \u201cnev\u0161e\u010dkov\u201d vpliva tudi, ko\u00a0 uporabniki uporabijo \u201chide\u201d oz. skrijejo va\u0161e objave, in ko bodo uporabili funkcijo \u201creport\u201d.\u00a0<\/span><span style=\"font-weight: 400\">V\u0161e\u010dkanje, komentiranje, deljenje, klikanje, shranjevanje oglasov ima pozitiven vpliv na oceno. <\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Ocena relevantnosti objav se meri od 1 do 10, pri tem 10 pomeni najbolj\u0161o oceno relevantnosti.<\/span><\/p>\n<h6 style=\"text-align: left\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-766\" src=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-28-at-4.25.17-PM.png\" alt=\"\" width=\"525\" height=\"376\" srcset=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-28-at-4.25.17-PM.png 525w, https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-28-at-4.25.17-PM-300x215.png 300w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\" \/><br \/>\nVir:\u00a0<a href=\"https:\/\/www.facebook.com\/business\/news\/relevance-score\">https:\/\/www.facebook.com\/business\/news\/relevance-score<\/a><\/h6>\n<h2><span style=\"font-weight: 400\">Kje najdemo oceno relevantnosti?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Oceno relevantnosti lahko dodamo v <\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/200000840044554\"><span style=\"font-weight: 400\">Ads Manager<\/span><span style=\"font-weight: 400\">, <\/span><\/a><span style=\"font-weight: 400\">in sicer najdemo jo tako, da odpremo \u201cColumns\u201d in izberemo opcijo \u00a0\u201cCustomize Colums\u201d, potem pa dodamo \u201cRelevance score\u201d.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-768\" src=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-28-at-5.33.12-PM.png\" alt=\"\" width=\"747\" height=\"462\" srcset=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-28-at-5.33.12-PM.png 747w, https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-28-at-5.33.12-PM-300x186.png 300w\" sizes=\"auto, (max-width: 747px) 100vw, 747px\" \/><\/span><\/p>\n<h6>Vir:\u00a0<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/09\/14\/facebook-relevance-score\">https:\/\/www.wordstream.com\/blog\/ws\/2017\/09\/14\/facebook-relevance-score<\/a><\/h6>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400\">Zakaj je ocena relevantnosti pomembna? <\/span><\/h2>\n<p><span style=\"font-weight: 400\">Poznavanje ocene relevantnosti lahko ogla\u0161evalcem pomaga pri naslednjem: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\"><strong>zmanj\u0161anju stro\u0161kov za dosego uporabnikov<\/strong>: <\/span><span style=\"font-weight: 400\">vi\u0161jo oceno kot bo imel oglas, manj\u0161i bodo stro\u0161ki prikazovanja oglasov. Sistem prikazovanja oglasov je zasnovan na na\u010din, da prikazuje ustrezne vsebine pravi ciljni publiki in visoka ocena relevantnosti je pozitiven signal;<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\"><strong>testiranju oglasa preden za\u010dnete s kampanjo<\/strong>: lahko testirate razli\u010dne kombinacije slik in besedil oglasa za razli\u010dne ciljne skupine in ugotovite, katera kombinacija ima najve\u010djo oceno relevantnosti ter je zato najbolj primerna za potencialne kupce; <\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\"><strong>optimizaciji oglasnih kampanj med kampanjo<\/strong>: <\/span><span style=\"font-weight: 400\">ocena relevantnosti je eden izmed napomembnej\u0161ih dejavnikov pri odlo\u010danju, kateri oglas je uspe\u0161en in kateri ne. \u010ce je ocena relevantnosti slaba je to indikator tega, da morate svojo ogla\u0161evalsko kampanjo spremeniti. <\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400\">Kako uporabiti oceno relevantnosti?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Pri vodenju ogla\u0161evalskih kampanj je ocena relevantnosti izjemnega pomena, ni pa edino merilo uspe\u0161nosti. Uspe\u0161nost va\u0161ega oglasa se primarno meri glede na to ali ste z njim izpolnili cilje, ki ste si jih zadali, kot so npr. pridobivanje sledilcev, pove\u010danje obiska spletne strani, pove\u010danje \u0161tevila konverzij, obiski dogodka.<\/span> <span style=\"font-weight: 400\">V primeru, da ste jih, lahko re\u010demo, da je va\u0161e ogla\u0161evanje uspe\u0161no. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Da vam bo bolj jasno vzemimo naslednji primer: <\/span><\/p>\n<p><span style=\"font-weight: 400\">Imate spletno trgovino, kjer prodajate otro\u0161ka obla\u010dila, da bi pridobili ve\u010d prometa jo ogla\u0161ujete s Facebook oglasi. Cilj ogla\u0161evanja je, da \u010dim ve\u010d ljudi kupi otro\u0161ka obla\u010dila. <\/span><span style=\"font-weight: 400\">\u0160tevilo prodanih kosov obla\u010dil je v tem primeru veliko bolj pomemben dejavnik, kot zgolj \u00a0to, da imate visoko oceno relevantnosti. <\/span><span style=\"font-weight: 400\">\u010ce je oglas ocenjen z oceno 4, a z njim prodate veliko otro\u0161kih obla\u010dil, potem morebiti ni potrebe po spremembi oglasa.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Oceno relevantnosti uporabljajte tako, da boste dosegli svojo ciljno publiko s \u010dim ni\u017ejimi stro\u0161ki in z njo testirali oglase ter ugotovili, kateri so najbolj u\u010dinkoviti. Ocena relevantnosti naj ne bo va\u0161 cilj, ki ga zasledujete z oglasom, naj vam slu\u017ei kot eno izmed meril pokazatelja uspe\u0161nosti.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Vir:\u00a0<a href=\"https:\/\/www.facebook.com\/business\/news\/relevance-score\">https:\/\/www.facebook.com\/business\/news\/relevance-score\u00a0<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;765&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;0&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;0&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Oceni prispevek&quot;,&quot;legend&quot;:&quot;0\\\/5 - (0 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Facebookova ocena relevantnosti \u2013 merilo za uspe\u0161nost oglasa?&quot;,&quot;width&quot;:&quot;0&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 0px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            <span class=\"kksr-muted\">Oceni prispevek<\/span>\n    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zakaj se ocena relevantnosti uporablja? Facebookov algoritem stremi k temu, da uporabnikom prikazuje vsebine, ki so najbli\u017eje njihovim interesom, prepri\u010danjem, vrednotam \u2026 Algoritem vsaki objavi dodeli personalizirano oceno relevantnosti. Ocena se izra\u010duna na podlagi pozitivnega in negativnega odziva uporabnikov. Bolj\u0161i<\/p>\n","protected":false},"author":6,"featured_media":769,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,6],"tags":[],"class_list":["post-765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-druzbenih-omrezij","category-uspesne-marketinske-prakse"],"yoast_head":"<title>Facebookova ocena relevantnosti \u2013 merilo za uspe\u0161nost oglasa?<\/title>\n<meta name=\"description\" content=\"Zakaj se ocena relevantnosti uporablja? 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