{"id":17267,"date":"2020-04-12T08:20:08","date_gmt":"2020-04-12T06:20:08","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17267"},"modified":"2020-04-13T08:17:08","modified_gmt":"2020-04-13T06:17:08","slug":"cat-de-limitat-poate-fi-un-buget-nelimitat","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/cat-de-limitat-poate-fi-un-buget-nelimitat","title":{"rendered":"C\u00e2t de limitat poate fi un buget nelimitat?"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/cat-de-limitat-poate-fi-un-buget-nelimitat\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17305\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Dragos-Smeu-1024x586.png\" alt=\"\" width=\"910\" height=\"521\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Dragos-Smeu-1024x586.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Dragos-Smeu-300x172.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Dragos-Smeu-768x440.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/gpec_blog_Dragos-Smeu.png 2048w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><strong>A\u0219 \u00eencepe acest articol cu o m\u0103rturisire. Mi-a fost foarte greu s\u0103 scriu un articol evergreen ast\u0103zi, un articol care s\u0103 nu se uite la ceea ce se \u00eent\u00e2mpl\u0103 acum \u00een contextul COVID-19. Acest articol cu siguran\u021b\u0103 se va indexa bine \u00een motorul de c\u0103utare \u0219i peste 2-3 ani c\u00e2nd un viitor e-commerce manager va citi acest articol \u0219i probabil c\u0103 va uita contextul \u00een care tr\u0103im acum cu to\u021bii, izola\u021bi la domiciliu. A\u0219a c\u0103 nu am vrut s\u0103 \u00eemi obosesc buricele degetelor cu un articol despre cum s\u0103 tratezi acum, ast\u0103zi, campaniile de search ci mai degrab\u0103 cum s\u0103 te g\u00e2nde\u0219ti la o cre\u0219tere generalizat\u0103, s\u0103n\u0103toas\u0103, pe fundamente s\u0103n\u0103toase.\u00a0<\/strong><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Dar aceast\u0103 \u00eentrebare existen\u021bial\u0103 mi-a venit totu\u0219i \u00een aceast\u0103 perioad\u0103 destul de haotic\u0103, cu multe mi\u0219c\u0103ri browniene de oprit\/repornit campanii. \u00cen momentul \u00een care to\u021bi ochii erau a\u021binti\u021bi c\u0103tre televizoare, hotnews-uri \u0219i alte publica\u021bii online \u0219i mai apoi poiana lui Iocan s-a mutat \u00een Facebook, cu to\u021bii am fost probabil hipnotiza\u021bi \u0219i am intrat \u00een malaxorul panicii. To\u021bi sau&#8230; mai pu\u021bin cei 3831 de utilizatori care \u00eentre 11 \u0219i 23 martie c\u0103utau&#8230; trandafiri c\u0103\u021b\u0103r\u0103tori. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17268\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/search-trends-1024x303.png\" alt=\"\" width=\"910\" height=\"269\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/search-trends-1024x303.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/search-trends-300x89.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/search-trends-768x227.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/search-trends.png 1600w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Generalizarea<\/strong> este o tehnic\u0103 de manipulare \u0219i uneori o plas\u0103 \u00een care singuri ne arunc\u0103m \u0219i chiar t\u0103v\u0103lim. Nu TO\u021aI sunt \u00een acel moment cuprin\u0219i de panic\u0103, nu TO\u021aI se g\u00e2ndesc doar la un anumit subiect doar pentru c\u0103 eu \u0219i cei din bula mea suntem cuprin\u0219i de acel subiect. Chiar \u00een mijlocul unei pandemii, al unui r\u0103zboi de 7 ani sau a unei alte catastrofe naturale vor fi oameni care vor c\u0103uta\u2026 trandafiri c\u0103\u021b\u0103r\u0103tori.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Am fost \u00eentrebat de mai multe ori de ce iubesc campaniile de Search (pe l\u00e2ng\u0103 so\u021bie \u0219i copil, evident). Pentru c\u0103 atunci c\u00e2nd vorbim despre campaniile de Google Search vorbim despre <strong>intention based marketing<\/strong> \u0219i \u0219tim exact la ce se g\u00e2nde\u0219te \u00een acel moment utilizatorul. Indiferent de contextul extern. Este ca acel film cu Mel Gibson \u00een care putea citi min\u021bile femeilor, <em>What women want<\/em>.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17269\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/mel-gibson-1024x547.png\" alt=\"\" width=\"910\" height=\"486\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/mel-gibson-1024x547.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/mel-gibson-300x160.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/mel-gibson-768x410.png 768w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Scary pu\u021bin, dar la fel este \u0219i cu campaniile de search. \u0218tii la ce se g\u00e2nde\u0219te acel utilizator, ce caut\u0103 activ, care \u00eei este nevoie fix \u00een acel moment, la acea or\u0103. Motorul de c\u0103utare \u0219i c\u0103utarea \u00een sine este cel mai bun loc \u00een care oferta se poate \u00eent\u00e2lni cu cererea. Nu \u00eei ba\u021bi proactiv \u00een geam sau \u00een display-ul telefonului \u0219i \u00eei spui c\u0103 ai o ofert\u0103 la un aragaz pe care nu are niciun g\u00e2nd s\u0103 \u00eel cumpere, ci vii \u00een \u00eent\u00e2mpinarea lui atunci c\u00e2nd el chiar \u00ee\u0219i manifest\u0103 interesul. Chiar \u00een plin\u0103 pandemie. De asta iubesc search-ul \u0219i de aceea cred \u00een cazul anumitor campanii de buget nelimitat.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Revenind la contextul despre care nu voiam s\u0103 scriu, prima decizie pe care am luat-o \u00een agen\u021bie privind campaniile de performance media a fost s\u0103 m\u0103rim bugetul nelimitat pe o perioad\u0103 nedeterminat\u0103. O decizie ciudat\u0103 ca \u00een criz\u0103, \u00een loc s\u0103 tai, s\u0103 mergi cu un buget nelimitat. Dar dimpotriv\u0103, este cea mai bun\u0103 decizie pe care ai putea s\u0103 o iei \u0219i tu, acum.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17270\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/buget-nelimitat-1024x479.png\" alt=\"\" width=\"910\" height=\"426\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/buget-nelimitat-1024x479.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/buget-nelimitat-300x140.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/buget-nelimitat-768x359.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/buget-nelimitat.png 1866w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ok, \u00een criz\u0103 poate putem merge pe un buget nelimitat pe search. Da, oamenii caut\u0103, sunt interesa\u021bi&#8230; I get it! Dar \u00eentr-o perioad\u0103 lini\u0219tit\u0103 nu po\u021bi merge cu toate campaniile nelimitate de buget, nu?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Da, corect. \u00centr-o perioad\u0103 calm\u0103 decizia de a avea bugetul nelimitat pe anumite campanii de search ar trebuie s\u0103 vin\u0103 \u00een urma analizei indicatorilor de performan\u021b\u0103. Fiind pe blogul GPeC, indicatorul cel mai important ar trebui s\u0103 fie <\/span><b>cost din revenue<\/b><span style=\"font-weight: 400;\">. Care e marja medie pe care o ai? La c\u00e2t % ai fi confortabil s\u0103 investe\u0219ti oric\u00e2t? 5% cost din revenue? Adic\u0103 investe\u0219ti 5 EUR \u0219i sco\u021bi 100?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Atunci sky&#8217;s the limit there! Nu ar trebui s\u0103 limitezi bugetul acelor campanii care \u00ee\u021bi genereaz\u0103 <strong>un revenue constant<\/strong> la care tu e\u0219ti profitabil. Dar de ce vorbim iar de limitare? Ele trebuie s\u0103 fie campaniile pe care \u00ee\u021bi cre\u0219ti business-ul \u0219i \u00eel dezvol\u021bi. Ele \u00ee\u021bi ofer\u0103 lini\u0219tea pentru a dezvolta alte campanii de <strong>awareness<\/strong> de unde s\u0103 aduci \u0219i mai mul\u021bi oameni noi care s\u0103 interac\u021bioneze cu brandul t\u0103u \u0219i care mai apoi s\u0103 genereze c\u0103ut\u0103ri din campaniile tale nelimitate de buget care s\u0103 \u00ee\u021bi creasc\u0103 mai apoi exponen\u021bial revenue-ul.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aceasta este <strong>cheia campaniilor de search<\/strong> \u0219i \u00een felul acesta po\u021bi cre\u0219te \u0219i businss-ul t\u0103u online. Pentru a monitoriza acest lucru c\u00e2t mai u\u0219or \u00ee\u021bi recomand c\u00e2teva ac\u021biuni foarte simple:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adaug\u0103 \u00een denumirea campaniilor de search <strong>un indicator separat<\/strong> (nelimitat sau o alt\u0103 denumire cu care s\u0103 \u00ee\u021bi fie u\u0219or s\u0103 filtrezi mai apoi)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Construie\u0219te <strong>un metric nou \u00een Google Analytics<\/strong> (cost din revenue) din admin &gt; view &gt; calculated metrics astfel:\u00a0<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-17271\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/cost-revenue-1024x374.png\" alt=\"\" width=\"910\" height=\"332\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/cost-revenue-1024x374.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/cost-revenue-300x109.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/cost-revenue-768x280.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/04\/cost-revenue.png 1902w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Construie\u0219te un <strong>custom report<\/strong> \u00een care s\u0103 filtrezi toate campaniile de search (noi folosim S_ \u00een denumirea tuturor campaniilor de search) \u0219i s\u0103 le po\u021bi vedea pe toate \u00eentr-un singur loc de unde s\u0103 iei decizii mai repede. Uite <a href=\"https:\/\/analytics.google.com\/analytics\/web\/template?uid=KpMsFZf3SOiu9-Iqd1Ix_g\" target=\"_blank\" rel=\"noopener noreferrer\">aici<\/a> un raport pe care \u00eel po\u021bi importa imediat \u00een contul t\u0103u de Google Analytics \u0219i de aici po\u021bi vedea cost\/revenue dar \u0219i average order value.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nu \u00een ultimul r\u00e2nd, <strong>planific\u0103<\/strong> recuren\u021ba cu care te ui\u021bi la date. Chiar dac\u0103 serotonina degajat\u0103 de rapoartele \u0219i cifrele real time din Google Analytics pot crea adic\u021bie, \u00eencearc\u0103 s\u0103 ai st\u0103p\u00e2nire de sine \u0219i <strong>analizeaz\u0103 datele doar atunci c\u00e2nd ai date statistice<\/strong> (click-uri c\u00e2t dublul ratei de conversie).\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mai apoi, dup\u0103 ce e totul este pus la punct, <strong>construie\u0219te bugetul<\/strong> pe cele 4 etape de achizi\u021bie (awareness, consideration, conversion \u0219i loyalty) plec\u00e2nd de la campaniile nelmitate de buget care intr\u0103 \u00een etapa de conversion<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Simplu, nu? Hai s\u0103 avem c\u00e2t mai multe campanii nelimitate. Nu doar de buget dar nelimitate \u0219i din perspectiva revenue-ului \u00eencasat.<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-16855 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/smeu-e1582721999187-1024x1012.jpg\" alt=\"\" width=\"216\" height=\"213\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/smeu-e1582721999187-1024x1012.jpg 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/smeu-e1582721999187-300x296.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/smeu-e1582721999187-768x759.jpg 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/smeu-e1582721999187.jpg 1269w\" sizes=\"auto, (max-width: 216px) 100vw, 216px\" \/>Drago\u0219 Smeu<\/strong><\/p>\n<p><em><strong>General Manager &amp; Trainer, <a href=\"https:\/\/mavericks.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mavericks<\/a><\/strong><\/em><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/dragossmeu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Drago\u0219 Smeu<\/a> are peste 10 ani de experien\u021b\u0103 \u00een performance media, a lucrat \u00een 3 agen\u021bii de digital din Rom\u00e2nia iar din 2016 a fondat Mavericks, o agen\u021bie de performance media \u0219i webanalytics. Este \u0219i trainer regional Google \u0219i sus\u021bine mai multe workshop-uri \u0219i traininguri de digital marketing \u0219i performance media. \u00cen campaniile de performance media a manageriat \u00een ace\u0219ti +10 ani peste 6 milioane de euro bugete de promovare \u00een Google \u0219i Facebook pentru +250 de business-uri din Rom\u00e2nia din peste 150 de domenii de activitate diferite.<\/p>\n<hr \/>\n<p>Nu rata seria de articole cu con\u021binut #CraftedToInspire semnate de speciali\u0219ti \u00een eCommerce \u0219i Digital Marketing, aboneaz\u0103-te la <a href=\"https:\/\/www.gpec.ro\/aboneaza-te-la-newsletter-ul-gpec\/\">Newsletter-ul GPeC<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/cat-de-limitat-poate-fi-un-buget-nelimitat\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>A\u0219 \u00eencepe acest articol cu o m\u0103rturisire. Mi-a fost foarte greu s\u0103 scriu un articol evergreen ast\u0103zi, un articol care s\u0103 nu se uite la ceea ce se \u00eent\u00e2mpl\u0103 acum \u00een contextul COVID-19. Acest articol cu siguran\u021b\u0103 se va indexa bine \u00een motorul de c\u0103utare \u0219i peste 2-3 ani c\u00e2nd un viitor e-commerce manager va citi acest articol \u0219i probabil c\u0103 va uita contextul \u00een care tr\u0103im acum cu to\u021bii, izola\u021bi la domiciliu. A\u0219a c\u0103 nu am vrut s\u0103 \u00eemi obosesc buricele degetelor cu un articol despre cum s\u0103 tratezi acum, ast\u0103zi, campaniile de search ci mai degrab\u0103 cum s\u0103 te g\u00e2nde\u0219ti la o cre\u0219tere generalizat\u0103, s\u0103n\u0103toas\u0103, pe fundamente s\u0103n\u0103toase.\u00a0<\/p>\n","protected":false},"author":22,"featured_media":17305,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3479],"tags":[3656,3658,2959,3483,3660,3481],"class_list":["post-17267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-buget-nelimitat","tag-campanii-google-ads","tag-google-ads","tag-google-search","tag-performance-media","tag-search-campaigns"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17267","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=17267"}],"version-history":[{"count":3,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17267\/revisions"}],"predecessor-version":[{"id":17306,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17267\/revisions\/17306"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/17305"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=17267"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=17267"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=17267"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}