{"id":3274,"date":"2026-08-31T13:37:05","date_gmt":"2026-08-31T11:37:05","guid":{"rendered":"https:\/\/mairateam.com\/?p=3274"},"modified":"2026-10-26T14:16:26","modified_gmt":"2026-10-26T13:16:26","slug":"z-roas-na-poas-optimalizace-na-marzi","status":"publish","type":"post","link":"https:\/\/mairateam.com\/cs\/z-roas-na-poas-optimalizace-na-marzi\/","title":{"rendered":"Z ROAS na POAS: jak jsme e-shopu p\u0159eladili kampan\u011b na zisk"},"content":{"rendered":"\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t\t<div class=\"text-primary-500 uppercase text-xl text-balance\">\n\t\t\t\tTL;DR\n\t\t\t<\/div>\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tZisk rostl dvakr\u00e1t rychleji ne\u017e \u00fatrata\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>E\u2011shop s&nbsp;obuv\u00ed jsme p\u0159epnuli z&nbsp;optimalizace na ROAS na optimalizaci podle mar\u017ee. \u00datrata za reklamu vzrostla o&nbsp;21&nbsp;%, obrat o&nbsp;38&nbsp;% a&nbsp;hrub\u00fd zisk o&nbsp;41&nbsp;%. Rozd\u011blen\u00ed katalogu podle zisku p\u0159itom uk\u00e1zalo, \u017ee 9&nbsp;% produkt\u016f d\u011blalo 91&nbsp;% zisku a&nbsp;polovina rozpo\u010dtu tekla do sortimentu, kter\u00fd nevyd\u011bl\u00e1val.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\t\t\t\t<div class=\"component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid border-y border-secondary-500\/10 divide-y divide-secondary-500\/10\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>sortimentu d\u011blalo 91&nbsp;% zisku<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"9 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">9 %<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>hrub\u00fd zisk po p\u0159epnut\u00ed na optimalizaci podle mar\u017ee<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"+41 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">+41 %<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>\u00fatrata za reklamu za stejn\u00e9 obdob\u00ed<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"+21 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">+21 %<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>hrub\u00fd zisk v&nbsp;ziskov\u00e9 v\u011btvi shoppingu<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"4\" gsap-end=\"+109 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">+109 %<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">E-shop rostl na obratu a nerostl na zisku. Kampan\u011b b\u011b\u017eely na c\u00edlov\u00fd ROAS a v reportu vypadaly dob\u0159e. Tenhle text nen\u00ed o tom, \u017ee POAS je lep\u0161\u00ed metrika ne\u017e ROAS, to dnes v\u00ed ka\u017ed\u00fd. Je o tom, co jsme museli srovnat v datech, ne\u017e se v\u016fbec dalo p\u0159epnout, a co n\u00e1m rozd\u011blen\u00ed sortimentu podle zisku uk\u00e1zalo o tom, kam do t\u00e9 doby tekl rozpo\u010det.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Klienta neuv\u00e1d\u00edme. Jde o e-shop s obuv\u00ed a mezin\u00e1rodn\u00edm prodejem, katalog v \u0159\u00e1du tis\u00edc\u016f produkt\u016f a \u0161irok\u00fd rozptyl mar\u017ee nap\u0159\u00ed\u010d sortimentem. V\u0161echna \u010d\u00edsla v \u010dl\u00e1nku jsou z jeho \u00fa\u010dtu.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co uk\u00e1zalo rozd\u011blen\u00ed sortimentu podle zisku?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u017de 268 produkt\u016f z 2 879, tedy 9,3 % katalogu, d\u011blalo 91,1 % zisku. Zbyl\u00fdch 2 611 produkt\u016f spot\u0159ebovalo 51,3 % rozpo\u010dtu a p\u0159ineslo 8,9 % zisku. Ne\u017e jsme cokoli p\u0159ep\u00ednali, nechali jsme si sortiment rozd\u011blit podle skute\u010dn\u00e9ho p\u0159\u00edsp\u011bvku k zisku, ne podle obratu.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Skupina<\/th><th>Pod\u00edl na sortimentu<\/th><th>Pod\u00edl na rozpo\u010dtu<\/th><th>Pod\u00edl na zisku<\/th><th>POAS<\/th><\/tr><\/thead><tbody><tr><td>Vysoce ziskov\u00e1<\/td><td>5,7 % (165 produkt\u016f)<\/td><td>19,8 %<\/td><td>58,6 %<\/td><td>5,99<\/td><\/tr><tr><td>Ziskov\u00e1<\/td><td>3,6 % (103 produkt\u016f)<\/td><td>28,9 %<\/td><td>32,5 %<\/td><td>2,28<\/td><\/tr><tr><td>Neziskov\u00e1<\/td><td>4,2 % (121 produkt\u016f)<\/td><td>27,5 %<\/td><td>8,2 %<\/td><td>0,60<\/td><\/tr><tr><td>N\u00edzk\u00e1 n\u00e1v\u0161t\u011bvnost<\/td><td>86,5 % (2 490 produkt\u016f)<\/td><td>23,8 %<\/td><td>0,7 %<\/td><td>0,06<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"578\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-podil-sortimentu-a-zisku-1.png\" alt=\"Rozd\u011blen\u00ed katalogu 2 879 produkt\u016f podle p\u0159\u00edsp\u011bvku k zisku: 9 % sortimentu d\u011blalo 91 % zisku, ztr\u00e1tov\u00e1 skupina spot\u0159ebovala polovinu rozpo\u010dtu\" class=\"wp-image-3277\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-podil-sortimentu-a-zisku-1.png 1200w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-podil-sortimentu-a-zisku-1-300x145.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-podil-sortimentu-a-zisku-1-1024x493.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-podil-sortimentu-a-zisku-1-768x370.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Nejhor\u0161\u00ed je posledn\u00ed \u0159\u00e1dek. Skupina s n\u00edzkou n\u00e1v\u0161t\u011bvnost\u00ed tvo\u0159ila 86,5 % katalogu, spot\u0159ebovala skoro \u010dtvrtinu rozpo\u010dtu a jej\u00ed POAS byl 0,06. To je \u0161est cent\u016f hrub\u00e9ho zisku na ka\u017ed\u00e9 euro poslan\u00e9 do reklamy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d ROAS u tohohle e-shopu klamal?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Proto\u017ee ROAS pracuje s obratem, ne s mar\u017e\u00ed. Neziskov\u00e9 produkty m\u011bly ROAS 1,69 a produkty s n\u00edzkou n\u00e1v\u0161t\u011bvnost\u00ed 0,42. V reportu to vypad\u00e1 jako slab\u00fd, ale existuj\u00edc\u00ed v\u00fdkon. V zisku to byla \u010dist\u00e1 ztr\u00e1ta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dv\u011b kampan\u011b se stejn\u00fdm ROAS maj\u00ed jin\u00fd dopad na zisk, pokud jedna prod\u00e1v\u00e1 zbo\u017e\u00ed s mar\u017e\u00ed 40 % a druh\u00e1 s mar\u017e\u00ed 15 %. Algoritmus, kter\u00fd vid\u00ed jen obrat, si vybere tu, kter\u00e1 v\u00edc utr\u017e\u00ed, ne tu, kter\u00e1 v\u00edc vyd\u011bl\u00e1. Vzorce, modelov\u00fd v\u00fdpo\u010det i rozd\u00edl proti ROI m\u00e1me rozepsan\u00e9 v heslech <a href=\"https:\/\/mairateam.com\/cs\/slovnik\/poas\/\">POAS<\/a> a <a href=\"https:\/\/mairateam.com\/cs\/slovnik\/prispevkova-marze\/\">p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee<\/a>. Nulov\u00fd bod, <a href=\"https:\/\/mairateam.com\/cs\/slovnik\/break-even-roas\/\">break-even ROAS<\/a>, je p\u0159evr\u00e1cen\u00e1 hodnota mar\u017ee: p\u0159i mar\u017ei 40 % tedy 2,5.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co se muselo srovnat v datech, ne\u017e \u0161lo p\u0159epnout?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1kupn\u00ed ceny na \u00farovni polo\u017eky ve feedu, p\u00e1rov\u00e1n\u00ed ID mezi objedn\u00e1vkami a feedem, variabiln\u00ed n\u00e1klady objedn\u00e1vky, o\u0161et\u0159en\u00ed vratek, z\u00e1lo\u017en\u00ed hodnoty a jedna konzistentn\u00ed definice mar\u017ee. Samotn\u00e9 p\u0159epnut\u00ed bidovac\u00ed strategie je pr\u00e1ce na dvacet minut. Rozhoduje tahle p\u0159\u00edprava, a pr\u00e1v\u011b tady v\u011bt\u0161ina p\u0159echod\u016f na mar\u017ei skon\u010d\u00ed.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>N\u00e1kupn\u00ed ceny v produktov\u00e9m feedu.<\/strong> Mar\u017ee se po\u010d\u00edt\u00e1 na \u00farovni polo\u017eky, tak\u017ee feed mus\u00ed n\u00e9st n\u00e1kupn\u00ed cenu u ka\u017ed\u00e9ho produktu, ne pr\u016fm\u011br za kategorii. Pr\u016fm\u011br vypad\u00e1 jako rozumn\u00fd kompromis a je to nejrychlej\u0161\u00ed zp\u016fsob, jak si model rozb\u00edt: uvnit\u0159 kategorie se mar\u017ee li\u0161\u00ed nejv\u00edc.<\/li>\n\n\n\n<li><strong>P\u00e1rov\u00e1n\u00ed ID mezi objedn\u00e1vkami a feedem.<\/strong> Objedn\u00e1vka pos\u00edl\u00e1 ID polo\u017eky, feed nese ID produktu a u sortimentu s variantami velikost\u00ed to neb\u00fdv\u00e1 tot\u00e9\u017e. Kdy\u017e se ID nesp\u00e1ruj\u00ed, mar\u017ee se u \u010d\u00e1sti objedn\u00e1vek nedopo\u010d\u00edt\u00e1 a syst\u00e9m s\u00e1hne po z\u00e1lo\u017en\u00ed hodnot\u011b. \u00da\u010det pak optimalizuje na \u010d\u00edslo, kter\u00e9 si \u010d\u00e1ste\u010dn\u011b vymyslel.<\/li>\n\n\n\n<li><strong>Variabiln\u00ed n\u00e1klady objedn\u00e1vky.<\/strong> Doprava, platebn\u00ed metoda, balen\u00ed. U tohohle e-shopu tyhle t\u0159i polo\u017eky dohromady odpov\u00eddaly zhruba 7 % obratu. Nastavit se mus\u00ed odd\u011blen\u011b podle typu dopravy a platby, ne jedn\u00edm \u010d\u00edslem pro v\u0161echno: rozd\u00edl mezi dob\u00edrkou a kartou je u n\u00edzk\u00fdch objedn\u00e1vek klidn\u011b cel\u00e1 mar\u017ee.<\/li>\n\n\n\n<li><strong>Vratky.<\/strong> U m\u00f3dy a obuvi je to z\u00e1sadn\u00ed polo\u017eka a v den objedn\u00e1vky o n\u00ed nev\u00edte nic. Pokud se do modelu mar\u017ee nedostanou, POAS je systematicky nadhodnocen\u00fd, a nejv\u00edc pr\u00e1v\u011b u produkt\u016f s nejvy\u0161\u0161\u00ed m\u00edrou vracen\u00ed, tedy tam, kde by m\u011bl varovat nejhlasit\u011bji.<\/li>\n\n\n\n<li><strong>Z\u00e1lo\u017en\u00ed hodnoty.<\/strong> Pro ka\u017ed\u00fd p\u0159\u00edpad, kdy se mar\u017ee nedopo\u010d\u00edt\u00e1, mus\u00ed existovat definovan\u00e9 z\u00e1lo\u017en\u00ed \u010d\u00edslo. Bez n\u011bj syst\u00e9m po\u0161le nulu nebo plnou cenu a oboj\u00ed je hor\u0161\u00ed ne\u017e konzervativn\u00ed odhad.<\/li>\n\n\n\n<li><strong>Konzistentn\u00ed definice mar\u017ee.<\/strong> Hrub\u00e1, nebo p\u0159\u00edsp\u011bvkov\u00e1. Ob\u011b jsou legitimn\u00ed, ale \u00fa\u010det mus\u00ed pou\u017e\u00edvat jednu a tut\u00e9\u017e ve v\u0161ech kampan\u00edch a v \u010dase. Jinak se POAS mezi kampan\u011bmi ned\u00e1 srovn\u00e1vat a c\u00edlov\u00e9 hodnoty ztrat\u00ed smysl.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tohle je pr\u00e1ce agentury ve spolupr\u00e1ci s v\u00fdvoj\u00e1\u0159em e-shopu. \u017d\u00e1dn\u00fd n\u00e1stroj za v\u00e1s nerozhodne, jestli se do mar\u017ee maj\u00ed po\u010d\u00edtat vratky, a \u017e\u00e1dn\u00fd v\u00e1m ne\u0159ekne, \u017ee se v\u00e1m nep\u00e1ruj\u00ed varianty. Vid\u00edte to a\u017e v datech, kdy\u017e v\u00edte, kam se d\u00edvat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak dopadlo p\u0159epnut\u00ed na optimalizaci podle mar\u017ee?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00datrata za reklamu vzrostla o 21 %, obrat o 38 % a hrub\u00fd zisk o 41 %. Zisk tedy rostl dvakr\u00e1t rychleji ne\u017e investice do reklamy a rychleji ne\u017e obrat, co\u017e znamen\u00e1, \u017ee ka\u017ed\u00e9 dal\u0161\u00ed prodan\u00e9 euro nech\u00e1valo v e-shopu v\u00edc ne\u017e p\u0159edt\u00edm.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Metrika<\/th><th>Zm\u011bna proti stejn\u011b dlouh\u00e9mu obdob\u00ed p\u0159ed p\u0159epnut\u00edm<\/th><\/tr><\/thead><tbody><tr><td>\u00datrata za reklamu<\/td><td>+20,97 %<\/td><\/tr><tr><td>Obrat<\/td><td>+38,28 %<\/td><\/tr><tr><td>Hrub\u00fd zisk<\/td><td>+41,00 %<\/td><\/tr><tr><td>ROAS<\/td><td>+14,31 %<\/td><\/tr><tr><td>POAS<\/td><td>+16,56 %<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"498\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-utrata-vs-hruby-zisk.png\" alt=\"Po p\u0159epnut\u00ed kampan\u00ed na optimalizaci podle mar\u017ee vzrostla \u00fatrata o 21 %, obrat o 38 % a hrub\u00fd zisk o 41 %\" class=\"wp-image-3278\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-utrata-vs-hruby-zisk.png 1200w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-utrata-vs-hruby-zisk-300x125.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-utrata-vs-hruby-zisk-1024x425.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-utrata-vs-hruby-zisk-768x319.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Prvn\u00ed dva t\u00fddny jsme \u00fa\u010det sledovali denn\u011b, ne t\u00fddenn\u011b z reportu, a to \u010dty\u0159i v\u011bci najednou: POAS, ROAS, CPC a objem konverz\u00ed. CPC proto, aby algoritmus neza\u010dal p\u0159epl\u00e1cet \u00fazkou skupinu ziskov\u00fdch produkt\u016f, objem proto, aby se \u00fa\u010det neza\u0161krtil na p\u0159\u00edli\u0161 agresivn\u00edm c\u00edli.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stoj\u00ed za zm\u00ednku, \u017ee ROAS tady po p\u0159epnut\u00ed neklesl, jak se \u010dasto p\u00ed\u0161e, ale vzrostl o 14 %. Neplat\u00ed tedy, \u017ee za zisk mus\u00edte v\u017edycky zaplatit obratem. Plat\u00ed jen to, \u017ee p\u0159i optimalizaci na mar\u017ei je ROAS kontroln\u00ed \u010d\u00edslo, ne c\u00edl.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co p\u0159ineslo p\u0159eskl\u00e1d\u00e1n\u00ed shoppingu podle mar\u017ee?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V ziskov\u00e9 v\u011btvi se hrub\u00fd zisk v\u00edc ne\u017e zdvojn\u00e1sobil. Kdy\u017e m\u011b\u0159en\u00ed mar\u017ee b\u011b\u017eelo stabiln\u011b, rozd\u011blili jsme produkty p\u0159\u00edmo ve feedu podle profitability a strukturu kampan\u00ed p\u0159eskl\u00e1dali tak, aby ka\u017ed\u00e1 skupina dostala vlastn\u00ed rozpo\u010det a vlastn\u00ed c\u00edl.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Kampa\u0148<\/th><th>Hrub\u00fd zisk<\/th><th>Obrat<\/th><th>POAS<\/th><th>ROAS<\/th><\/tr><\/thead><tbody><tr><td>PMAX, ziskov\u00e1 v\u011btev<\/td><td>+108,77 %<\/td><td>+170,17 %<\/td><td>+32,92 %<\/td><td>+72,00 %<\/td><\/tr><tr><td>PMAX, neziskov\u00e1 v\u011btev<\/td><td>-2,83 %<\/td><td>-14,60 %<\/td><td>+10,37 %<\/td><td>-3,00 %<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"564\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-shopping-podle-marze.png\" alt=\"Po rozd\u011blen\u00ed feedu podle profitability vzrostl hrub\u00fd zisk ziskov\u00e9 v\u011btve PMAX o 109 %, neziskov\u00e1 v\u011btev ztratila jen neziskov\u00fd obrat\" class=\"wp-image-3279\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-shopping-podle-marze.png 1200w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-shopping-podle-marze-300x141.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-shopping-podle-marze-1024x481.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-poas-cs-shopping-podle-marze-768x361.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159e\u010dt\u011bte si druh\u00fd \u0159\u00e1dek pozorn\u011b. Neziskov\u00e1 v\u011btev ztratila 14,6 % obratu, ale jej\u00ed zisk klesl jen o 2,8 % a POAS j\u00ed naopak stoupl o 10,4 %. Od\u0159\u00edzl se z n\u00ed p\u0159esn\u011b ten obrat, kter\u00fd v e-shopu nic nenech\u00e1val. Princip zn\u00e1 ka\u017ed\u00fd, kdo d\u011blal kategorizaci produkt\u016f podle ROASu, jen se m\u00edsto obratu labeluje podle zisku. U sortimentu s pestrou mar\u017e\u00ed to jsou dv\u011b \u00fapln\u011b jin\u00e9 skupiny produkt\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdy optimalizace na mar\u017ei ned\u00e1v\u00e1 smysl?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nechceme z POAS d\u011blat univerz\u00e1ln\u00ed odpov\u011b\u010f. Jsou \u00fa\u010dty, kde je to zbyte\u010dn\u00e1 pr\u00e1ce, a je lep\u0161\u00ed to v\u011bd\u011bt dop\u0159edu ne\u017e po t\u0159ech m\u011bs\u00edc\u00edch.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Jednotn\u00e1 mar\u017ee nap\u0159\u00ed\u010d sortimentem.<\/strong> Kdy\u017e se mar\u017ee neli\u0161\u00ed, POAS je jen ROAS vyn\u00e1soben\u00fd konstantou a nep\u0159inese \u017e\u00e1dnou novou informaci.<\/li>\n\n\n\n<li><strong>Chyb\u011bj\u00edc\u00ed n\u00e1kupn\u00ed ceny.<\/strong> Pokud e-shop nem\u00e1 n\u00e1kupn\u00ed ceny na \u00farovni polo\u017eky a nedok\u00e1\u017ee je dostat do feedu, nen\u00ed z \u010deho mar\u017ei po\u010d\u00edtat. Tohle se \u0159e\u0161\u00ed d\u0159\u00edv ne\u017e reklama.<\/li>\n\n\n\n<li><strong>Mal\u00fd objem konverz\u00ed.<\/strong> Bidovac\u00ed algoritmus pot\u0159ebuje data. U \u00fa\u010dtu s des\u00edtkami konverz\u00ed m\u011bs\u00ed\u010dn\u011b nov\u00e1 konverzn\u00ed hodnota jen prodlou\u017e\u00ed u\u010den\u00ed.<\/li>\n\n\n\n<li><strong>Slu\u017eby a leadgen bez jasn\u00e9 hodnoty objedn\u00e1vky.<\/strong> Tam se m\u00edsto mar\u017ee \u0159e\u0161\u00ed kvalita leadu a to je jin\u00fd projekt.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jste v jedn\u00e9 z t\u011bchto situac\u00ed, u\u0161et\u0159ete si to a dejte energii do m\u011b\u0159en\u00ed, <a href=\"https:\/\/mairateam.com\/cs\/slovnik\/mer\/\">MER<\/a> a \u010distoty atribuce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kde v tom stoj\u00ed ProfitMetrics?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mar\u017ei jsme po\u010d\u00edtali a do reklamn\u00edch syst\u00e9m\u016f pos\u00edlali p\u0159es ProfitMetrics. Jsme jeho partnerem, co\u017e tady \u0159\u00edk\u00e1me rovnou, a\u0165 je to jasn\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Po\u010d\u00edt\u00e1 zisk na \u00farovni jednotliv\u00e9 objedn\u00e1vky v re\u00e1ln\u00e9m \u010dase a pos\u00edl\u00e1 ho do reklamn\u00edch syst\u00e9m\u016f jako konverzn\u00ed hodnotu, tak\u017ee odpad\u00e1 dodate\u010dn\u00e9 p\u00e1rov\u00e1n\u00ed mar\u017ee v reportingu. Feed s n\u00e1kupn\u00edmi cenami, z\u00e1lo\u017en\u00ed hodnoty pro typy dopravy a plateb i napojen\u00ed na m\u011b\u0159ic\u00ed vrstvu se nastavuj\u00ed na jednom m\u00edst\u011b. Rozd\u011blen\u00ed sortimentu podle profitability, ze kter\u00e9ho vy\u0161la tabulka na za\u010d\u00e1tku \u010dl\u00e1nku, je jeho nadstavba.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Co n\u00e1stroj neud\u011bl\u00e1: nerozhodne za v\u00e1s definici mar\u017ee, nesp\u00e1ruje rozbit\u00e1 ID, ne\u0159ekne v\u00e1m, kdy povolit c\u00edlovou hodnotu, aby se \u00fa\u010det neza\u0161krtil, a nep\u0159estav\u00ed v\u00e1m strukturu kampan\u00ed. To je pr\u00e1ce na \u00fa\u010dtu a ta z\u016fst\u00e1v\u00e1 na t\u00fdmu, kter\u00fd ho \u0159\u00edd\u00ed. Jak k n\u00ed p\u0159istupujeme, popisujeme na str\u00e1nk\u00e1ch <a href=\"https:\/\/mairateam.com\/cs\/google-ads-agentura\/\">Google Ads agentura<\/a> a <a href=\"https:\/\/mairateam.com\/cs\/marketing-pro-eshopy\/\">Performance marketing pro e-shopy<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010cast\u00e9 ot\u00e1zky<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00fd je rozd\u00edl mezi ROAS a POAS?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">ROAS je pom\u011br tr\u017eeb k n\u00e1klad\u016fm na reklamu, POAS pom\u011br zisku k n\u00e1klad\u016fm na reklamu. ROAS nevid\u00ed mar\u017ei, POAS na n\u00ed stoj\u00ed. Dv\u011b kampan\u011b se stejn\u00fdm ROAS mohou m\u00edt \u00fapln\u011b jin\u00fd dopad na zisk. Vzorce a modelov\u00fd v\u00fdpo\u010det jsou v hesle <a href=\"https:\/\/mairateam.com\/cs\/slovnik\/poas\/\">POAS<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Klesne mi po p\u0159epnut\u00ed na POAS ROAS?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nemus\u00ed. V tomhle \u00fa\u010dtu ROAS po p\u0159epnut\u00ed vzrostl o 14 %, zat\u00edmco hrub\u00fd zisk vzrostl o 41 %. Klesnout ale m\u016f\u017ee a nen\u00ed to probl\u00e9m, pokud roste zisk. P\u0159i optimalizaci na mar\u017ei je ROAS kontroln\u00ed \u010d\u00edslo, ne c\u00edl.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak dlouho trv\u00e1 p\u0159echod na optimalizaci podle mar\u017ee?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Samotn\u00e9 p\u0159epnut\u00ed bidovac\u00ed strategie je ot\u00e1zka minut. Rozhoduje datov\u00e1 p\u0159\u00edprava na stran\u011b e-shopu, tedy n\u00e1kupn\u00ed ceny ve feedu, p\u00e1rov\u00e1n\u00ed ID a nastaven\u00ed variabiln\u00edch n\u00e1klad\u016f. Prvn\u00ed v\u00fdsledky jsme v tomhle \u00fa\u010dtu vid\u011bli po dvou t\u00fddnech.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mus\u00ed m\u00edt e-shop n\u00e1kupn\u00ed ceny v produktov\u00e9m feedu?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ano, a na \u00farovni jednotliv\u00e9 polo\u017eky. Pr\u016fm\u011br za kategorii model mar\u017ee rozbije, proto\u017ee uvnit\u0159 kategorie se mar\u017ee li\u0161\u00ed nejv\u00edc. Bez n\u00e1kupn\u00edch cen v syst\u00e9mu e-shopu nem\u00e1 smysl p\u0159echod na POAS v\u016fbec za\u010d\u00ednat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Po\u010d\u00edt\u00e1 se do mar\u017ee i doprava a vratky?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1le\u017e\u00ed na definici. Hrub\u00e1 mar\u017ee je tr\u017eby bez DPH minus n\u00e1kupn\u00ed cena zbo\u017e\u00ed, <a href=\"https:\/\/mairateam.com\/cs\/slovnik\/prispevkova-marze\/\">p\u0159\u00edsp\u011bvkov\u00e1 mar\u017ee<\/a> ode\u010d\u00edt\u00e1 i variabiln\u00ed n\u00e1klady objedn\u00e1vky v\u010detn\u011b dopravy, plateb a vratek. U e-shopu z tohohle \u010dl\u00e1nku tvo\u0159ily doprava, platby a balen\u00ed zhruba 7 % obratu, tak\u017ee rozd\u00edl mezi ob\u011bma definicemi nen\u00ed zanedbateln\u00fd. \u00da\u010det mus\u00ed dr\u017eet jednu a tut\u00e9\u017e ve v\u0161ech kampan\u00edch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pro jak\u00e9 e-shopy optimalizace na mar\u017ei ned\u00e1v\u00e1 smysl?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pro \u00fa\u010dty s jednotnou mar\u017e\u00ed nap\u0159\u00ed\u010d sortimentem, bez n\u00e1kupn\u00edch cen v syst\u00e9mu, s mal\u00fdm objemem konverz\u00ed nebo pro leadgen bez jasn\u00e9 hodnoty objedn\u00e1vky. Ve v\u0161ech \u010dty\u0159ech p\u0159\u00edpadech je lep\u0161\u00ed d\u00e1t energii do m\u011b\u0159en\u00ed a atribuce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">POAS jako metrika je dnes zn\u00e1m\u00e1. Rozd\u00edl d\u011bl\u00e1 zp\u016fsob, jak optimalizaci na mar\u017ei nastavit, a ten stoj\u00ed a pad\u00e1 na datech e-shopu, ne na v\u00fdb\u011bru n\u00e1stroje. Kdy\u017e se mar\u017ee spo\u010d\u00edt\u00e1 spr\u00e1vn\u011b, algoritmus za\u010dne investovat tam, kde e-shopu re\u00e1ln\u011b zb\u00fdvaj\u00ed pen\u00edze, a to je vid\u011bt na \u00fa\u010dtu do dvou t\u00fddn\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rostete na obratu a nerostete na zisku? <a href=\"\/cs\/#contact\">Napi\u0161te n\u00e1m.<\/a> Projdeme s v\u00e1mi, co v\u00e1\u0161 e-shop pro p\u0159echod na mar\u017ei pot\u0159ebuje, kde jsou v datech d\u00edry, a setup postav\u00edme spole\u010dn\u011b. Optimalizaci na zisk stav\u00edme na \u00fa\u010dtech nap\u0159\u00ed\u010d evropsk\u00fdmi trhy a s ProfitMetrics spolupracujeme p\u0159\u00edmo. Datov\u00e9 pipeline pro mar\u017ei a reporting jsou sou\u010d\u00e1st\u00ed na\u0161\u00ed <a href=\"https:\/\/mairateam.com\/cs\/ai-automatizace\/\">AI automatizace marketingu<\/a>.<\/p>\n\n\n\n<script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"inLanguage\":\"cs\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Jak\u00fd je rozd\u00edl mezi ROAS a POAS?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"ROAS je pom\u011br tr\u017eeb k n\u00e1klad\u016fm na reklamu, POAS pom\u011br zisku k n\u00e1klad\u016fm na reklamu. ROAS nevid\u00ed mar\u017ei, POAS na n\u00ed stoj\u00ed. 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