Post on 17-May-2015
description
Urmeaza o prezentare cu
multe barbarisme
Campanii PPC pentru E-Commerce 19
statii
Google Adwords Search
Google Adwords Search
Google Adwords Display Network & Remarketing
Google Adwords Search
Google Adwords Display Network & Remarketing
Facebook Ads
Google Adwords Search
Google Adwords Display Network & Remarketing
Facebook AdsTracking & Analysis
1. Campanii de Search
Structura minimala
Brand Protect
General – pe industrieGeneral – pe produse
Specific – pe produseUber Specific – pe produse
Fiecare campanie trebuie sa…
Ad Group-uri specifice
Minim 2 anunturi / Ad Group
Liste de cuvinte negative
2. Setarile unei campanii
Atentie la…
Devices
Locations & Languages
Ad delivery
Keyword matching options
Ad Schedule & Bid Adjustment
Devices
Locations & Languages
Ad delivery
Keyword matching options
3. Liste de cuvinte cheie
Complexitatea Keyword-ului
General: [exact match]laptopuri
Vandabil: “phrase match”Laptopuri de vanzare
Specific: “phrase match”Laptop lenovo thinkpad edge
Uber specific: +broad +modifier(Lenovo ThinkPad Edge) E530 3259
Dynamic Search Ads
4. Anunturile Text
Ce promovezi in anunt?
CostDiscountTransport gratuitOferta limitataOferta personalizataMesaje emotionaleRaspunsuri la problemele lui
Cum transmiti informatia?
La persoana a IIa, singularLimbaj familiar
Arata-i ca vrei sa il ajuti in gasirea raspunsului
Nu promite mai mult decat gaseste pe siteFiltreaza audienta din copy
5. Ad Extensions
Tipuri de Ad Extensions
Location Extension
Sitelinks Extension
6. Listele de Negative
Construieste mai multe liste
Generala
Concurenta (offline)
Non-target
Pattern-uri dubioase (on going)
Foloseste Shared Library
Google Adwords Search
Google Adwords Display Network & Remarketing
Facebook AdsTracking & Analysis
7. Campanii de Display
A fost o data ca-n povesti
Contextual
Placements
Topic
Remarketing
8. Contextual Campaign
Atentie la
KeyWords (broad)
Optimizare on going
Elimina placementuri
Category exclusion
Category Exclusion
9. Placement Campaign
Atentie la….
Domeniile pe care le alegi
Publicul tinta
Cine face cumparaturile
Category & Age Exclusion
Campaign Placement Exclusion
10. Remarketing Campaign
Foloseste responsabil
Cat mai multe audiente
Pe fiecare categorie / subcategorie
Liste pentru adugare in cos / finalizare comanda
Custom combination
11. Remarketing Analytics
Next Level
Audiente in functie de datele din Analytics
Bounce Rate, Exit Page, TOS, Goals, New Visits & Returning Visitors
Behavioral targeting & mix it with Facebook Interests
Google Adwords Search
Google Adwords Display Network & Remarketing
Facebook AdsTracking & Analysis
12. Facebook Ads Campaign
E greu sa gasesti un mix bun
5.266.140 de conturi89.41% si-au setat orasul49.71% femei & 50.29% barbati30.6% intre 18-24 ani, 0.9% peste 65 de
ani1.060 de conturi locuiesc in Sacele,
Brasov35.05% din conturi sunt singuri 20.000+ de pagini
13. Ad-uri Traditionale
Targeteaza, targeteaza, targeteaza
Afla care este publicul tintainteresele comunenivelul educational statusul relational
Comunica in imagine pretul & in copy transmite un beneficiu emotional
14. Sponsored Stories
Activeaza-ti Fanii
Comunica ofertele punctuale
Oferte exclusive pentru fani
Targeteaza si non-fanii
(Facebook Offer)
Urmareste efectul campaniei
Google Adwords Search
Google Adwords Display Network & Remarketing
Facebook AdsTracking & Analysis
15. Coduri de conversie
2 Variante<!-- Google Code for Comanda Finalizata Conversion
Page --><script type="text/javascript">/* <![CDATA[ */var google_conversion_id = 1001922275;var google_conversion_language = "en";var google_conversion_format = "3";var google_conversion_color = "ffffff";var google_conversion_label =
"E5BoCP3NywcQ473g3QM";var google_conversion_value = 100;/* ]]> */</script><script type="text/javascript"
src="http://www.googleadservices.com/pagead/conversion.js">
</script><noscript><div style="display:inline;"><img height="1" width="1" style="border-
style:none;" alt="" src="http://www.googleadservices.com/pagead/conversion/1001922275/?value=100&label=E5BoCP3NywcQ473g3QM&guid=ON&script=0"/>
</div></noscript>
16. Dimmension Tab
Analizeaza in Profunzime
17. Goal-uri in Analytics
Ce urmaresti?
Foloseste mai multe seturi de goal-uri
Grupeaza-le in functie de interes
Foloseste & analizeaza funnel-urile de achizitie
18. E-commerce Module
Neaparat!
Calculeaza ROI-ul
Produsele cele mai vandute
Proiectie privind stocurile
Analizezi performanta campaniilor
19. URL Builder
Inca se poarta!
Monitorizeaza campaniile& creaza liste de remarketing
Finalizare Comanda
Senior PPC Specialist @ WebDigital
Dragos Smeu