{"id":42526,"date":"2025-10-29T10:42:18","date_gmt":"2025-10-29T09:42:18","guid":{"rendered":"https:\/\/nprofit.net\/pl\/?p=42526"},"modified":"2025-10-31T10:35:14","modified_gmt":"2025-10-31T09:35:14","slug":"case-study-ads-tylkowlosy-pl","status":"publish","type":"post","link":"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/","title":{"rendered":"Case Study ADS \u2013 tylkowlosy.pl"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #003366;color:#003366\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #003366;color:#003366\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/#Konsekwencja_w_dzialaniu_kluczem_do_sukcesu_Jak_efektywnie_skalowac_kampanie_Google_Ads_%E2%80%93_tylkowlosypl\" >Konsekwencja w dzia\u0142aniu kluczem do sukcesu. Jak efektywnie skalowa\u0107 kampani\u0119 Google Ads &#8211; tylkowlosy.pl<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/#Branza_%E2%80%93_profesjonalne_kosmetyki_do_wlosow\" >Bran\u017ca &#8211; profesjonalne kosmetyki do w\u0142os\u00f3w<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/#Przygotowanie_kampanii\" >Przygotowanie kampanii<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/#Wlasciwe_dzialania\" >W\u0142a\u015bciwe dzia\u0142ania<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/#Podsumowanie\" >Podsumowanie<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Konsekwencja_w_dzialaniu_kluczem_do_sukcesu_Jak_efektywnie_skalowac_kampanie_Google_Ads_%E2%80%93_tylkowlosypl\"><\/span>Konsekwencja w dzia\u0142aniu kluczem do sukcesu. Jak efektywnie skalowa\u0107 kampani\u0119 Google Ads &#8211; tylkowlosy.pl<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Branza_%E2%80%93_profesjonalne_kosmetyki_do_wlosow\"><\/span>Bran\u017ca &#8211; profesjonalne kosmetyki do w\u0142os\u00f3w<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Wsp\u00f3\u0142prac\u0119 z klientem rozpocz\u0119li\u015bmy w II kwartale 2020 r. Klient wsp\u00f3\u0142pracowa\u0142 pocz\u0105tkowo z inn\u0105 agencj\u0105, a promocja skupia\u0142a si\u0119 na sprzeda\u017cy r\u0119kawiczek jednorazowych, kt\u00f3re z oczywistych wzgl\u0119d\u00f3w w tym okresie by\u0142y towarem bardzo po\u017c\u0105danym. Po spadku popytu na ten produkt rozpocz\u0119li\u015bmy promocj\u0119 w\u0142a\u015bciwego asortymentu, czyli kosmetyk\u00f3w do w\u0142os\u00f3w. Sklep nie mia\u0142 \u017cadnej historii ani rozpoznawalno\u015bci marki.<\/p>\n\n\n\n<p>Dzia\u0142ania rozpoczynali\u015bmy z relatywnie ma\u0142ym bud\u017cetem, bior\u0105c pod uwag\u0119 bezpo\u015bredni\u0105 konkurencj\u0119, czyli sklepy dzia\u0142aj\u0105ce na rynku od lat oraz du\u017ce marki, jak np. Douglas czy Notino. Dodatkowo konkurencj\u0119 stanowi\u0105 r\u00f3wnie\u017c sprzedawcy na Allegro, kt\u00f3rych reklamy z powodzeniem wy\u015bwietlaj\u0105 si\u0119 w Google Ads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Przygotowanie_kampanii\"><\/span><br>Przygotowanie kampanii<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Poprzednia agencja nie udost\u0119pni\u0142a klientowi konta reklamowego, wi\u0119c ca\u0142y proces integracji i pomiaru konwersji zosta\u0142 wprowadzony ponownie. Zastosowany zosta\u0142 pomiar transakcji jako import&nbsp; z konta Google Analytics oraz dodatkowo pomiar konwersji przez tag Google Ads, aby w pocz\u0105tkowy etapie \u015bledzi\u0107 konwersje wspomagane.<\/p>\n\n\n\n<p>Aktualnie opieramy si\u0119 o konwersje mierzone przez Tag Google Ads, aby dostarczy\u0107 algorytmom jak najwi\u0119cej informacji o transakcjach. Model atrybucji opartej na danych pozwala r\u00f3wnie\u017c na g\u0142\u0119bsz\u0105 analiz\u0119 rentowno\u015bci poszczeg\u00f3lnych produkt\u00f3w.<br>W zwi\u0105zku z ma\u0142ym bud\u017cetem, na samym pocz\u0105tku dzia\u0142a\u0144 nale\u017ca\u0142o wybra\u0107 najbardziej efektywny spos\u00f3b promocji.<\/p>\n\n\n\n<p>Ograniczyli\u015bmy si\u0119 jedynie do kampanii PLA.<br>Odpowiedni research oraz rozmowa z klientem pozwoli\u0142y na wypracowanie strategii promocji opartej o poszczeg\u00f3lne marki i ich mar\u017cowo\u015b\u0107.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wlasciwe_dzialania\"><\/span>W\u0142a\u015bciwe dzia\u0142ania<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Utworzone zosta\u0142y dwie niezale\u017cne kampanie produktowe zawieraj\u0105ce marki w oparciu o ich mar\u017cowo\u015b\u0107. Celem by\u0142o uzyskanie rentowno\u015bci wed\u0142ug ustalonego na podstawie mar\u017cy wsp\u00f3\u0142czynnika ROAS.<\/p>\n\n\n\n<p>Wst\u0119pnie wybrana zosta\u0142a strategia CPC ustalanego samodzielnie, aby odpowiedni\u0105 optymalizacj\u0105 stawek, analiz\u0105 wyszukiwanych hase\u0142, dostosowaniem stawek na urz\u0105dzeniach i grupach odbiorc\u00f3w dostarczy\u0107 algorytmom jak najwi\u0119cej danych. Celem by\u0142o zebranie du\u017cej ilo\u015bci warto\u015bciowych danych&nbsp; i przej\u015bcie na kampanie SMART Shopping.<\/p>\n\n\n\n<p>Wyniki kampanii produktowych by\u0142y bardzo zadowalaj\u0105ce, uda\u0142o si\u0119 uzyska\u0107 ROAS znacznie przekraczaj\u0105cy pr\u00f3g rentowno\u015bci.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"980\" height=\"182\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-1.png\" alt=\"\" class=\"wp-image-42527\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-1.png 980w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-1-300x56.png 300w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-1-768x143.png 768w\" sizes=\"(max-width: 980px) 100vw, 980px\" \/><\/figure>\n\n\n\n<p>Kolejnym etapem by\u0142o wi\u0119c przej\u015bcie na inteligentne kampanie produktowe. Wcze\u015bniejsze wyniki pozwoli\u0142y zastosowa\u0107 optymalizacj\u0119 opart\u0105 o docelowy wska\u017anik ROAS.<\/p>\n\n\n\n<p><br>Dane uzyskane w pocz\u0105tkowym etapie kampanii u\u0142atwi\u0142y podj\u0119cie decyzji, kt\u00f3re marki wy\u0142\u0105czamy z promocji lub przeprowadzamy kolejne testy produkt\u00f3w w osobnych, dedykowanych kampaniach. Sta\u0142y kontakt z klientem oraz znajomo\u015b\u0107 jego plan\u00f3w biznesowych pozwoli\u0142y na odpowiednie dobranie produkt\u00f3w do promocji.<\/p>\n\n\n\n<p>Dzi\u0119ki konsekwentnym dzia\u0142aniom optymalizacyjnym zwi\u0119kszyli\u015bmy bud\u017cet 3-krotnie, zwi\u0119kszaj\u0105c przy tym przychody i nie trac\u0105c wysokiego poziomu wska\u017anika ROAS.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"755\" height=\"337\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-2.png\" alt=\"\" class=\"wp-image-42528\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-2.png 755w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-2-300x134.png 300w\" sizes=\"(max-width: 755px) 100vw, 755px\" \/><\/figure>\n\n\n\n<p>Analizuj\u0105c dane w zakresie 4 miesi\u0119cy w por\u00f3wnaniu do poprzedniego analogicznego okresu wyniki przedstawiaj\u0105 si\u0119 nast\u0119puj\u0105co.<\/p>\n\n\n\n<table class=\"table\">\n    <thead>\n        <th>Analizowany okres<\/th>\n        <th>Bud\u017cet<\/th>\n        <th>Przychody<\/th>\n        <th>ROAS<\/th>\n    <\/thead>\n    <tbody>\n        <tr>\n            <td>Grudzie\u0144 2020 &#8211; Marzec 2021<\/td>\n            <td>44,47% \u2191<\/td>\n            <td>52,66% \u2191<\/td>\n            <td>3,64 % \u2191<\/td>\n        <\/tr>\n        <tr>\n            <td>Kwiecie\u0144 &#8211; Lipiec  2021<\/td>\n            <td>42,65% \u2191<\/td>\n            <td>34,45% \u2191<\/td>\n            <td>5,27 % \u2193<\/td>\n        <\/tr>\n        <tr>\n            <td>Sierpie\u0144 &#8211; Listopad 2021<\/td>\n            <td>30,41% \u2191<\/td>\n            <td>25,86% \u2191<\/td>\n            <td>17,33 % \u2191<\/td>\n        <\/tr>\n        <tr>\n            <td>Grudzie\u0144 2021 &#8211; Marzec 2022<\/td>\n            <td>19,29% \u2191<\/td>\n            <td>19,29% \u2191<\/td>\n            <td>12,17 % \u2191<\/td>\n        <\/tr>\n    <\/tbody>\n<\/table>\n\n\n\n<p>Przez zwi\u0119kszenie bud\u017cetu mieli\u015bmy mo\u017cliwo\u015b\u0107 rozszerzenia dzia\u0142a\u0144 na sie\u0107 reklamow\u0105, stosuj\u0105c (poza remarketingiem w kampaniach SMART) r\u00f3wnie\u017c remarketing kierowany na konkretnie wybrane grupy u\u017cytkownik\u00f3w z indywidualnie dobranym przekazem reklamowym. Zastosowana zosta\u0142a strategia kod\u00f3w rabatowych dla powracaj\u0105cych klient\u00f3w.<\/p>\n\n\n\n<p>Grupy remarketingowe zosta\u0142y r\u00f3wnie\u017c u\u017cyte w sieci reklamowej jako target do kierowania reklam dynamicznych tekstowych.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podsumowanie\"><\/span>Podsumowanie<span class=\"ez-toc-section-end\"><\/span><\/h5>\n\n\n\n<p>Aktualnie 63,8% ruchu na stronie pochodzi z p\u0142atnych kampanii.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"374\" height=\"299\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-3.png\" alt=\"\" class=\"wp-image-42529\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-3.png 374w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-3-300x240.png 300w\" sizes=\"(max-width: 374px) 100vw, 374px\" \/><\/figure>\n\n\n\n<p>Na przestrzeni ca\u0142ej wsp\u00f3\u0142pracy (analizowany okres: 09.2020 \u2013 03.2022) mo\u017cemy zaobserwowa\u0107, \u017ce kampanie p\u0142atne nadal stanowi\u0105 g\u0142\u00f3wne \u017ar\u00f3d\u0142o transakcji.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"204\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-4-1024x204.png\" alt=\"\" class=\"wp-image-42530\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-4-1024x204.png 1024w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-4-300x60.png 300w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-4-768x153.png 768w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-4.png 1362w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Co najwa\u017cniejsze, por\u00f3wnuj\u0105c okres pierwszych 3 miesi\u0119cy wsp\u00f3\u0142pracy do ostatnich 3 miesi\u0119cy, uda\u0142o si\u0119 zwi\u0119kszy\u0107 przychody o 185,77%.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"389\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-5-1024x389.png\" alt=\"\" class=\"wp-image-42531\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-5-1024x389.png 1024w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-5-300x114.png 300w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-5-768x292.png 768w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2025\/10\/csa-wlos-5.png 1336w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Aktualnie dopracowujemy dzia\u0142aj\u0105ce kampanie, sklep klienta wci\u0105\u017c si\u0119 rozwija, a stale zwi\u0119kszany asortyment daje nam mo\u017cliwo\u015b\u0107 znajdowania nowych, rentownych produkt\u00f3w. Testujemy kolejne kampanie produktowe na poszczeg\u00f3lne marki, dostosowujemy bud\u017cety mi\u0119dzy poszczeg\u00f3lnymi kampaniami w oparciu o osi\u0105gany ROAS. Na bie\u017c\u0105co monitorujemy rentowno\u015b\u0107 poszczeg\u00f3lnych produkt\u00f3w, przygotowujemy si\u0119 r\u00f3wnie\u017c do przej\u015bcia na nowe typy kampanii oraz zmian\u0119 analityki.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Konsekwencja w dzia\u0142aniu kluczem do sukcesu. Jak efektywnie skalowa\u0107 kampani\u0119 Google Ads &#8211; tylkowlosy.pl Bran\u017ca &#8211; profesjonalne kosmetyki do w\u0142os\u00f3w Wsp\u00f3\u0142prac\u0119 z klientem rozpocz\u0119li\u015bmy w II kwartale 2020 r. Klient wsp\u00f3\u0142pracowa\u0142 pocz\u0105tkowo z inn\u0105 agencj\u0105, a promocja skupia\u0142a si\u0119 na sprzeda\u017cy r\u0119kawiczek jednorazowych, kt\u00f3re z oczywistych wzgl\u0119d\u00f3w w tym okresie by\u0142y towarem bardzo po\u017c\u0105danym. Po [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":42735,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-42526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case Study ADS \u2013 tylkowlosy.pl - Blog NPROFIT<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nprofit.net\/pl\/blog\/case-study-ads-tylkowlosy-pl\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study ADS \u2013 tylkowlosy.pl - Blog NPROFIT\" \/>\n<meta property=\"og:description\" content=\"Konsekwencja w dzia\u0142aniu kluczem do sukcesu. Jak efektywnie skalowa\u0107 kampani\u0119 Google Ads &#8211; tylkowlosy.pl Bran\u017ca &#8211; profesjonalne kosmetyki do w\u0142os\u00f3w Wsp\u00f3\u0142prac\u0119 z klientem rozpocz\u0119li\u015bmy w II kwartale 2020 r. Klient wsp\u00f3\u0142pracowa\u0142 pocz\u0105tkowo z inn\u0105 agencj\u0105, a promocja skupia\u0142a si\u0119 na sprzeda\u017cy r\u0119kawiczek jednorazowych, kt\u00f3re z oczywistych wzgl\u0119d\u00f3w w tym okresie by\u0142y towarem bardzo po\u017c\u0105danym. 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