{"id":17746,"date":"2020-08-13T09:00:55","date_gmt":"2020-08-13T06:00:55","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17746"},"modified":"2020-08-12T19:56:08","modified_gmt":"2020-08-12T16:56:08","slug":"structura-si-context-in-google-ads-search","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/structura-si-context-in-google-ads-search","title":{"rendered":"Structur\u0103 \u0219i context \u00een Google Ads Search"},"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\/structura-si-context-in-google-ads-search\" 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-full wp-image-17751\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/gpec_blog_Dragos-Smeu.jpg\" alt=\"\" width=\"2048\" height=\"1172\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/gpec_blog_Dragos-Smeu.jpg 2048w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/gpec_blog_Dragos-Smeu-300x172.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/gpec_blog_Dragos-Smeu-1024x586.jpg 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/gpec_blog_Dragos-Smeu-768x440.jpg 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/gpec_blog_Dragos-Smeu-1536x879.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p><strong>Vorbim despre DSA, RLSA, Smart Shopping sau alte tipuri de campanii c\u00e2t mai smart dar de multe ori pierdem contextul \u0219i nu vedem p\u0103durea de crengi \u00een Google Ads Search. Search este o strategie de performance media foarte puternic\u0103 dar care trebui \u0219i folosit\u0103 \u00eentr-un mod c\u00e2t mai corect \u0219i exhaustiv.<\/strong><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e2nd construim campaniile de search ar trebui s\u0103 ne g\u00e2ndim \u00een primul r\u00e2nd la <strong>structura site-ului<\/strong> pe care o avem \u0219i atunci s\u0103 dezvolt\u0103m campanii \u00een func\u021bie de priorit\u0103\u021bile pe care le avem. Se poate ca paleta de servicii sau produse pe care o oferim s\u0103 nu o putem acoperi \u00een Google Ads Search (vezi indicatorul de Search Impression share din articolul cu <a href=\"https:\/\/www.gpec.ro\/blog\/cei-mai-importanti-kpi-de-urmarit-in-google-search\" target=\"_blank\" rel=\"noopener noreferrer\">Top 10 KPIs<\/a>) \u0219i atunci va trebui s\u0103 prioritiz\u0103m afi\u0219area campaniilor \u00een func\u021bie de diferen\u021biatorii pe care \u00eei avem: stocuri, calitate, timp de livrare, varietate, \u0219amd. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Este important s\u0103 prioritiz\u0103m \u00een func\u021bie de categoria unde avem focusul<\/strong>, unde avem produsul\/serviciul cel mai bun pentru user \u0219i de acolo s\u0103 cre\u0219tem mai departe business-ul. Aceast\u0103 teorie sun\u0103 destul de simplu spre simplist, \u0219tiu, dar este cheia dezvolt\u0103rii unei campanii de succes de marketing \u0219i implicit a unei campanii de Google Search. Doar c\u0103 de la teorie la practic\u0103 se mai \u00eent\u00e2mpl\u0103 s\u0103 ne \u00eempiedic\u0103m sau s\u0103 ne fie atras\u0103 aten\u021bia cu alte lucruri.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bun; \u0219i totu\u0219i, unde ne pierdem? \u00cen structur\u0103 \u0219i context. Iat\u0103 c\u00e2teva lucruri de care ar trebui s\u0103 \u021bii cont.<\/span><\/p>\n<h2><b>Tipologia campaniilor de search<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">C\u00e2nd vorbim despre tipologia campaniilor de search clasice avem \u00een vedere mai multe tipuri:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Campanii de brand protect<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Campanii de competi\u021bie<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Campanii de search generale<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Campanii de search specifice<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Campanii de search pe export de produs<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Despre primele dou\u0103 nu vom mai vorbi pentru c\u0103 deja le-am discutat \u00eentr-un alt <a href=\"https:\/\/www.gpec.ro\/blog\/campaniile-de-brand-protect-si-concurenta-in-google-ads-search\" target=\"_blank\" rel=\"noopener noreferrer\">articol anterior despre brand protect \u0219i competi\u021bie<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Campaniile generale<\/strong> sunt cele care aduc cel mai mult trafic dar sunt \u0219i de cele mai multe ori destul de ineficiente la nivel de conversii. S\u0103 lu\u0103m un exemplu de c\u0103utare: \u2018\u2019biciclete\u201d. Ce \u0219tim despre utilizatorul care caut\u0103 biciclete? \u0218tim c\u0103 vrea s\u0103 cumpere sau doar s\u0103 compare? Vrea s\u0103 vad\u0103 modelele noi de biciclet\u0103? Sau care ar fi tipurile de biciclete? Vrea o biciclet\u0103 pentru copii? Un MTB? Sau o biciclet\u0103 de ora\u0219? Nu \u0219tim. De aceea este o c\u0103utare foarte general\u0103, exploratorie, care are mai mult un rol de informare\/awareness. De aceea \u0219i rezultatele aici nu sunt printre cele mai bune. Da, avem un volum mare de c\u0103ut\u0103ri pe aceast\u0103 c\u0103utare dar nu \u0219i conversii suficiente; \u0219i este normal fiind o c\u0103utare la \u00eenceputul funnel-ului de achizi\u021bie. De aceea aici a\u0219 recomanda ca aceste campanii generale s\u0103 fie \u00een primul r\u00e2nd tratate separat, cu buget seaprat iar tipul de potrivire s\u0103 fie unul c\u00e2t mai restrictiv pentru a nu ne afi\u0219a pe multe c\u0103ut\u0103ri nedorite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mai apoi sunt <strong>campaniile ceva mai specifice<\/strong>, pe c\u0103ut\u0103ri de genul \u2018biciclete mtb\u2019. Aici \u0219tim deja mai multe despre utilizatori; \u0219tim c\u0103 \u00ee\u0219i doresc un anumit tip de biciclet\u0103 \u0219i suntem mai aproape de a converti asta \u0219i pentru c\u0103 \u00eei putem trimite pe o pagin\u0103 ceva mai specifice, c\u0103tre cea de categorie. Aici recomand s\u0103 fie c\u00e2t mai multe grupuri pe c\u00e2t mai multe particularit\u0103\u021bi (culoare, tip, specifica\u021bii, etc.) astfel \u00eenc\u00e2t \u0219i anun\u021bul s\u0103 fie c\u00e2t mai specific.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nu \u00een ultimul r\u00e2nd, pentru magazinele online, avem \u0219i <strong>c\u0103ut\u0103ri pe denumirea produsului<\/strong>. O c\u0103utare de tipul \u201cBicicleta CUBE ACID 200 Actionteam 2020\u201d este o c\u0103utare foarte specific\u0103 \u0219i va fi f\u0103cut\u0103 doar de c\u0103tre un user care a f\u0103cut research \u00een prealabil. De aceea este important s\u0103 ai \u0219i o astfel de campanie \u00een care matchtype-ul s\u0103 fie c\u00e2t mai relaxat; preferabil modifier broad cu link de destina\u021bie direct c\u0103tre pagina de produs.<\/span><\/p>\n<h2><b>Matchtypes\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Tipurile de potrivire sunt \u0219i ele destul de cunoscute dar nu mereu folosite \u00een func\u021bie de context. Mai jos am \u0219i un tabel explicativ legat de tipul de potrivire, tipologia cuv\u00e2ntului cheie \u0219i ceva extra informa\u021bii despre c\u00e2nd \u0219i cum ar trebui el folosit.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17747\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/matchtypes-google-ads-search.png\" alt=\"\" width=\"855\" height=\"409\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/matchtypes-google-ads-search.png 1452w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/matchtypes-google-ads-search-300x143.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/matchtypes-google-ads-search-1024x489.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/08\/matchtypes-google-ads-search-768x367.png 768w\" sizes=\"auto, (max-width: 855px) 100vw, 855px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e2nd vorbim de <strong>exact match<\/strong> recomand s\u0103 \u00eel folosim atunci c\u00e2nd avem cuvinte foarte generale pentru a putea evita afi\u0219area anun\u021bului pe foarte multe c\u0103ut\u0103ri irelevante. Da, e esen\u021bial\u0103 <strong>o list\u0103 de cuvinte cheie negative<\/strong> dar nu ne putem g\u00e2ndi la chiar toate tipurile de cuvinte negative de aceea recomand exact match. Al doilea motiv ar fi pentru cuvintele cheie dintr-un singur cuv\u00e2nt (biciclet\u0103) s\u0103 \u00eel avem pe exact match.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Phrase match<\/strong> putem folosi dup\u0103 ce avem un discovery al cuvintelor cheie f\u0103cut \u0219i \u0219tim exact cum \u0219i \u00een ce form\u0103 folosesc prepozi\u021bii. De exemplu, utilizatorii caut\u0103 \u2018rochii de mireas\u0103\u2019 sau \u2018rochii mireas\u0103\u2019; \u2018rochii de mireas\u0103 tip siren\u0103\u2019 sau \u2018rochii de mireas\u0103 siren\u0103\u2019. \u0218i dup\u0103 ce facem acest research putem trece cuvintele cheie \u0219i pattern-ul acestora pe phrase match. Acesta \u00eel folosim at\u00e2t pentru cuvintele cheie generale dar \u0219i pentru cele mai specifice. Pentru cuvintele cheie mai generale \u00eel folosim pentru cele care au minim 2 cuvinte cheie \u00een expresia cheie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Modified broad<\/strong> este tipul de potrivire pe care \u00eel folosim cel mai des \u0219i care ne permite s\u0103 descoperim noi cuvinte cheie. Aici recomandarea este s\u0103 adaug\u0103m cuvinte cheie f\u0103r\u0103 prepozi\u021bii tocmai pentru a vedea exact cum caut\u0103 utilizatorii. Pentru research-ul de mai sus cuv\u00e2ntul cheie ad\u0103ugat ar trebui s\u0103 fie +rochii +mireas\u0103 +siren\u0103 pentru a vedea exact cum caut\u0103 utilizatorii \u0219i mai apoi s\u0103 aduaug\u0103m acel cuv\u00e2nt cheie pe phrase match.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Broad<\/strong> este ultimul tip \u0219i cel mai general pe care \u00eel po\u021bi folosi. \u00cel recomand\u0103m doar pe cuvinte foarte specifice, dar \u0219i atunci cu mare grij\u0103. El duce la afi\u0219area \u0219i pe sinonime \u0219i acest lucru nu te ajut\u0103 foarte mult, unele cuvinte nu fiind tocmai sinonime. Am v\u0103zut \u00een conturi cuvinte broad precum &#8216;congelator&#8217; care au dus la afi\u0219\u0103ri pe &#8216;pe\u0219te congelat&#8217;. Deci iat\u0103 c\u0103 nu e mereu cea mai fericit\u0103 al\u0103turare. :)\u00a0<\/span><\/p>\n<h2><b>Analiza campaniilor<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Nu \u00een ultimul r\u00e2nd, atunci c\u00e2nd vine vorba de context \u0219i structur\u0103 ar trebui s\u0103 \u021binem cont de <strong>rezultatele campaniilor<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analizeaz\u0103 rezultatele la nivel de performan\u021b\u0103 ale campaniilor \u0219i nu doar rata de conversie. Rata de conversie este important\u0103 \u0219i te ajut\u0103 s\u0103 vezi ce campanii convertesc mai repede, dar analieaz\u0103 \u00een final <strong>costul pe conversie<\/strong> (care e puternic influen\u021bat de CPC) \u0219i vezi de acolo dac\u0103 sunt sau nu rentabile campaniile tale de performance media. Nu \u00ee\u021bi fie team\u0103 s\u0103 opre\u0219ti \/ realoci bugetul c\u0103tre campaniile care func\u021bioneaz\u0103 cel mai bine. \u00cen felul acesta ob\u021bii cele mai bune rezutlate \u00een bugetul alocat. Sun\u0103\u2026 bine dar \u0219i abstract, nu? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">S\u0103 lu\u0103m un exemplu concret. Avem 2 campanii care convertesc la 5% rat\u0103 de conversie. Asta \u00eenseamn\u0103 c\u0103 sunt al fel de performante. Corect. \u00cens\u0103 una din ele are un CPC de 0.2 lei alta de 1 leu. Asta \u00eenseamn\u0103 c\u0103 o campanie converte\u0219te la 4 lei \u0219i alta la 20 de lei de\u0219i ambele au aceea\u0219i rat\u0103 de conversie. Tu pe care din cele dou\u0103 campanii ai investi \u00eenc\u0103 100 de lei? Simplu, nu? La fel e \u0219i \u00een cazul campaniilor din contul t\u0103u. Analizez\u0103 performan\u021ba campaniilor \u0219i la nivel de cost pe conversie \u0219i optimizeaz\u0103 mai apoi bugetele de promovare.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cam at\u00e2t despre structur\u0103 \u0219i context. Search-ul este din punctul meu de vedere o art\u0103 \u0219i cel mai important este s\u0103 faci linking-ul \u00eentre contextul de c\u0103utare \u0219i etapa de achizi\u021bie a utilizatorului urm\u00e2nd ca mai apoi \u00een func\u021bie de <strong>tipologie<\/strong> \u0219i <strong>matchtype<\/strong> s\u0103 analiezi rezultatele campaniilor \u0219i s\u0103 iei cele mai bune decizii de optimizare astfel \u00eenc\u00e2t \u00een bugetul dat s\u0103 ob\u021bii cele mai bune rezultate.<\/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\" sizes=\"auto, (max-width: 216px) 100vw, 216px\" 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\" alt=\"\" width=\"216\" height=\"213\" \/>Drago\u0219 Smeu<\/strong><\/p>\n<p><em><strong>General Manager &amp; Trainer\u00a0<a href=\"https:\/\/mavericks.ro\/\">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 Faacebook 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\u00a0<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\/structura-si-context-in-google-ads-search\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Vorbim despre DSA, RLSA, Smart Shopping sau alte tipuri de campanii c\u00e2t mai smart dar de multe ori pierdem contextul \u0219i nu vedem p\u0103durea de crengi \u00een Google Ads Search. Search este o strategie de performance media foarte puternic\u0103 dar care trebui \u0219i folosit\u0103 \u00eentr-un mod c\u00e2t mai corect \u0219i exhaustiv.<\/p>\n","protected":false},"author":22,"featured_media":17751,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3479],"tags":[848,2959],"class_list":["post-17746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-dragos-smeu","tag-google-ads"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17746","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=17746"}],"version-history":[{"count":5,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17746\/revisions"}],"predecessor-version":[{"id":17754,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17746\/revisions\/17754"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/17751"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=17746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=17746"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=17746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}