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

Facebook Ads

Google Adwords
Display Network &
Remarketing
Google Adwords
Search

Google Adwords
Display Network &
Remarketing

Facebook Ads

Tracking & Analysis
1. Campanii de Search
Structura minimala
Brand Protect
General – pe industrie
General – pe produse
Specific – pe produse
Uber Specific – pe prod...
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: “phr...
Dynamic Search Ads
4. Anunturile Text
Ce promovezi in anunt?
Cost
Discount
Transport gratuit
Oferta limitata
Oferta personalizata
Mesaje emotionale
Raspunsuri l...
Cum transmiti informatia?
La persoana a IIa, singular
Limbaj familiar
Arata-i ca vrei sa il ajuti in gasirea raspunsului
N...
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 Ads

Tracking & 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...
11. Remarketing Analytics
Next Level
Audiente in functie de datele din Analytics
Bounce Rate, Exit Page, TOS, Goals, New Visits
& Returning Visitors...
Google Adwords
Search

Google Adwords
Display Network &
Remarketing

Facebook Ads

Tracking & Analysis
12. Facebook Ads Campaign
E greu sa gasesti un mix bun
5.266.140 de conturi
89.41% si-au setat orasul
49.71% femei & 50.29% barbati
30.6% intre 18-2...
13. Ad-uri Traditionale
Targeteaza, targeteaza, targeteaza
Afla care este publicul tinta
interesele comune
nivelul educational
statusul relational...
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 Ads

Tracking & Analysis
15. Coduri de conversie
2 Variante
<!-- Google Code for Comanda Finalizata Conversion Page -->
<script type="text/javascript">
/* <![CDATA[ */
var...
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...
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
Dragos Smeu

Senior PPC Specialist
@ WebDigital
Dragos Smeu - Campanii PPC pentru E-Commerce (2012.12.13, Club Prometheus)
Dragos Smeu - Campanii PPC pentru E-Commerce (2012.12.13, Club Prometheus)
Dragos Smeu - Campanii PPC pentru E-Commerce (2012.12.13, Club Prometheus)
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Dragos Smeu - Campanii PPC pentru E-Commerce (2012.12.13, Club Prometheus)

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Dragoș Smeu a susținut o prezentare pe tema "Campanii PPC pentru E-Commerce" la Club Prometheus, în data de 2012.12.13. Detalii pe: http://lumeaseoppc.ro/follow-up-63-ppc-e-commerce/

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Dragos Smeu - Campanii PPC pentru E-Commerce (2012.12.13, Club Prometheus)

  1. 1. Urmeaza o prezentare cu multe barbarisme
  2. 2. Campanii PPC pentru E-Commerce 19 statii
  3. 3. Google Adwords Search
  4. 4. Google Adwords Search Google Adwords Display Network & Remarketing
  5. 5. Google Adwords Search Facebook Ads Google Adwords Display Network & Remarketing
  6. 6. Google Adwords Search Google Adwords Display Network & Remarketing Facebook Ads Tracking & Analysis
  7. 7. 1. Campanii de Search
  8. 8. Structura minimala Brand Protect General – pe industrie General – pe produse Specific – pe produse Uber Specific – pe produse
  9. 9. Fiecare campanie trebuie sa… Ad Group-uri specifice Minim 2 anunturi / Ad Group Liste de cuvinte negative
  10. 10. 2. Setarile unei campanii
  11. 11. Atentie la… Devices Locations & Languages Ad delivery Keyword matching options
  12. 12. Ad Schedule & Bid Adjustment Devices Locations & Languages Ad delivery Keyword matching options
  13. 13. 3. Liste de cuvinte cheie
  14. 14. 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
  15. 15. Dynamic Search Ads
  16. 16. 4. Anunturile Text
  17. 17. Ce promovezi in anunt? Cost Discount Transport gratuit Oferta limitata Oferta personalizata Mesaje emotionale Raspunsuri la problemele lui
  18. 18. Cum transmiti informatia? La persoana a IIa, singular Limbaj familiar Arata-i ca vrei sa il ajuti in gasirea raspunsului Nu promite mai mult decat gaseste pe site Filtreaza audienta din copy
  19. 19. 5. Ad Extensions
  20. 20. Tipuri de Ad Extensions
  21. 21. Location Extension
  22. 22. Sitelinks Extension
  23. 23. 6. Listele de Negative
  24. 24. Construieste mai multe liste Generala Concurenta (offline) Non-target Pattern-uri dubioase (on going)
  25. 25. Foloseste Shared Library
  26. 26. Google Adwords Search Google Adwords Display Network & Remarketing Facebook Ads Tracking & Analysis
  27. 27. 7. Campanii de Display
  28. 28. A fost o data ca-n povesti Contextual Placements Topic Remarketing
  29. 29. 8. Contextual Campaign
  30. 30. Atentie la KeyWords (broad) Optimizare on going Elimina placementuri Category exclusion
  31. 31. Category Exclusion
  32. 32. 9. Placement Campaign
  33. 33. Atentie la…. Domeniile pe care le alegi Publicul tinta Cine face cumparaturile Category & Age Exclusion
  34. 34. Campaign Placement Exclusion
  35. 35. 10. Remarketing Campaign
  36. 36. Foloseste responsabil Cat mai multe audiente Pe fiecare categorie / subcategorie Liste pentru adugare in cos / finalizare comanda Custom combination
  37. 37. 11. Remarketing Analytics
  38. 38. 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
  39. 39. Google Adwords Search Google Adwords Display Network & Remarketing Facebook Ads Tracking & Analysis
  40. 40. 12. Facebook Ads Campaign
  41. 41. E greu sa gasesti un mix bun 5.266.140 de conturi 89.41% si-au setat orasul 49.71% femei & 50.29% barbati 30.6% intre 18-24 ani, 0.9% peste 65 de ani 1.060 de conturi locuiesc in Sacele, Brasov 35.05% din conturi sunt singuri  20.000+ de pagini
  42. 42. 13. Ad-uri Traditionale
  43. 43. Targeteaza, targeteaza, targeteaza Afla care este publicul tinta interesele comune nivelul educational statusul relational Comunica in imagine pretul & in copy transmite un beneficiu emotional
  44. 44. 14. Sponsored Stories
  45. 45. Activeaza-ti Fanii Comunica ofertele punctuale Oferte exclusive pentru fani Targeteaza si non-fanii (Facebook Offer)
  46. 46. Urmareste efectul campaniei
  47. 47. Google Adwords Search Google Adwords Display Network & Remarketing Facebook Ads Tracking & Analysis
  48. 48. 15. Coduri de conversie
  49. 49. 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/con version.js"> </script> <noscript> <div style="display:inline;"> <img height="1" width="1" style="border-style:none;" alt="" src="http://www.googleadservices.com/pagead/con version/1001922275/?value=100&amp;label=E5B oCP3NywcQ473g3QM&amp;guid=ON&amp;script=0 "/> </div> </noscript>
  50. 50. 16. Dimmension Tab
  51. 51. Analizeaza in Profunzime
  52. 52. 17. Goal-uri in Analytics
  53. 53. Ce urmaresti? Foloseste mai multe seturi de goal-uri Grupeaza-le in functie de interes Foloseste & analizeaza funnel-urile de achizitie
  54. 54. 18. E-commerce Module
  55. 55. Neaparat! Calculeaza ROI-ul Produsele cele mai vandute Proiectie privind stocurile Analizezi performanta campaniilor
  56. 56. 19. URL Builder
  57. 57. Inca se poarta! Monitorizeaza campaniile & creaza liste de remarketing
  58. 58. Finalizare Comanda
  59. 59. Dragos Smeu Senior PPC Specialist @ WebDigital

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