{"id":17595,"date":"2020-06-22T08:25:31","date_gmt":"2020-06-22T05:25:31","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17595"},"modified":"2020-06-21T21:26:18","modified_gmt":"2020-06-21T18:26:18","slug":"analiza-unui-business-de-e-commerce-si-a-unei-campanii-google-shopping","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/analiza-unui-business-de-e-commerce-si-a-unei-campanii-google-shopping","title":{"rendered":"Analiza unui business de e-commerce \u0219i a unei campanii Google Shopping"},"content":{"rendered":"
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\u00cenainte s\u0103 intr\u0103m \u00een analiza unei campanii de Google Shopping, vreau s\u0103 fac o mic\u0103 parantez\u0103 legat\u0103 de analiza unui business \u00een e-commerce. Nu de multe ori am v\u0103zut business-uri cu v\u00e2nz\u0103ri de milioane de euro \u0219i, la final de an, aproape 0 profit \u0219i am \u00eenceput s\u0103 \u00een\u021beleg de ce.<\/strong><\/p>\n

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\u00cen principal, la orice comunicare cu o <\/span>agen\u021bie de performance marketing<\/span><\/a>, orice business de e-commerce trebuie s\u0103 comunice c\u00e2\u021biva indicatori de performan\u021b\u0103. Fie c\u0103 vorbim de CPA (Cost-per-action – \u00een cazul de fa\u021b\u0103 action = tranzac\u021bie<\/em>), Cost\/venit (sau ROAS invers) sau CPC (cost per click), cea mai bun\u0103 comunicare se \u00eenv\u00e2rte \u00een jurul acestor metrici pentru c\u0103 sunt u\u0219or de m\u0103surat (teoretic) \u0219i po\u021bi cuantifica munca agen\u021biei.<\/span><\/p>\n

Ce este adaosul \u0219i ce este marja<\/strong><\/h2>\n

S\u0103 presupunem c\u0103 lu\u0103m un produs de la furnizor cu 100 LEI \u0219i \u00eel vindem la clientul final cu 150 LEI.\u00a0<\/span><\/p>\n

Formula de adaos<\/strong> este = (pre\u021b v\u00e2nzare – pre\u021b achizi\u021bie ) \/ pre\u021b achizi\u021bie<\/span><\/p>\n

Formula de marj\u0103<\/strong> este = (pre\u021b v\u00e2nzare – pre\u021b achizi\u021bie) \/ pre\u021b v\u00e2nzare<\/span><\/p>\n

\u00cen cazul de fa\u021b\u0103, procentual avem:<\/span><\/p>\n

ADAOS<\/b> = (150-100)\/100 = 50 de lei (50%)<\/span><\/p>\n

MARJ\u0102<\/b>\u00a0= (150-100)\/150 = 0.33 adic\u0103 33.3%\u00a0<\/span><\/p><\/blockquote>\n

Am presupus \u00een acest exemplu c\u0103 lu\u0103m produsul de la furnizor cu TVA \u0219i \u00eel vindem la clientul final cu TVA. \u00cen momentul \u00een care \u00eencepem s\u0103 facem promo\u021bii trebuie s\u0103 ne g\u00e2ndim foarte bine la procentele oferite discount. Dac\u0103 oferim un discount de 30%, avem:<\/span><\/p>\n

Discount 150*30% = 45 RON.<\/span><\/em><\/p>\n

PROFIT = 150 – 100 – 45 = 5 RON<\/span><\/em><\/p><\/blockquote>\n

Daca am avea 20% discount, am genera un profit de <\/span>20 RON<\/em> \u0219.a.m.d.<\/span><\/p>\n

Dac\u0103 ad\u0103ug\u0103m \u0219i costurile fixe \u0219i cele de marketing, ajungem s\u0103 ie\u0219im \u00een pierdere. Dar s\u0103 continu\u0103m.<\/span><\/p>\n

M\u0103surarea veniturilor<\/strong><\/h2>\n

S\u0103 presupunem c\u0103 ai lansat deja magazinul, deja ai comenzi \u0219i \u00eencepi s\u0103 \u00eenregistrezi venituri \u00een contul de <\/span>Google Analytics<\/span><\/a> \u0219i \u00een contul de <\/span>Google Ads<\/span><\/a>. Sumele \u00eencep s\u0103 devin\u0103 din ce \u00een ce mai mari dar tot pl\u0103te\u0219ti foarte mult pe marketing. De ce?\u00a0<\/span><\/p>\n

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