{"id":18818,"date":"2022-01-27T12:33:30","date_gmt":"2022-01-27T10:33:30","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=18818"},"modified":"2022-01-27T12:34:11","modified_gmt":"2022-01-27T10:34:11","slug":"studiu-moloso-performance-marketing-in-2021-si-ce-facem-in-2022","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/studiu-moloso-performance-marketing-in-2021-si-ce-facem-in-2022","title":{"rendered":"Studiu MOLOSO: Performance Marketing \u00een 2021 \u0219i ce facem \u00een 2022?"},"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\/studiu-moloso-performance-marketing-in-2021-si-ce-facem-in-2022\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><strong>Echipa din cadrul agen\u021biei <a href=\"https:\/\/moloso.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">MOLOSO<\/a> a f\u0103cut o analiz\u0103 ampl\u0103 a 220 de magazine din portofoliul propriu \u0219i a identificat un pattern al venitului generat \u00een func\u021bie de tipul de produs comercializat. Studiul s-a concentrat pe datele din performance marketing la nivel de produs, \u00een func\u021bie de m\u0103rimea \u0219i ni\u0219a \u00een care activeaz\u0103 magazinele online analizate. Red\u0103m \u00een articol, integral, rezultatele studiului.<\/strong><\/p>\n<p><!--more--><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18828\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso.jpg 1920w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso-300x169.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso-1024x576.jpg 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso-768x432.jpg 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso-1536x864.jpg 1536w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/gpec_blog_macovei_moloso-1360x765.jpg 1360w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<h2><span style=\"text-decoration: underline;\"><b>Performanta campaniilor Google Shopping &amp; Facebook Ads in 2021<\/b><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In 2021 am asistat alaturi de magazinele online la un an atipic pentru campaniile de performance, cu multe suisuri, coborasuri dar si multe anomalii.<\/span><\/p>\n<p><b>Statisticile sunt urmatoarele:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">magazinele mari (<\/span><b>300+ comenzi zilnice<\/b><span style=\"font-weight: 400;\">) au crescut in medie cu <\/span><b>34%;<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">magazinele medii (<\/span><b>99+ comenzi zilnice<\/b><span style=\"font-weight: 400;\">) au avut o crestere de <\/span><b>44%;<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">magazinele mici (<\/span><b>20+ comenzi zilnice<\/b><span style=\"font-weight: 400;\">) au inregistat o crestere de doar <\/span><b>18%<\/b><span style=\"font-weight: 400;\">;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">magazinele foarte mici (<\/span><b>aproximativ 10 comenzi zilnice<\/b><span style=\"font-weight: 400;\">) o crestere de <\/span><b>12%<\/b><span style=\"font-weight: 400;\">;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pentru clientii mari, am asistat la multe anomalii legate de trafic si vanzari in perioade care istoric erau foarte bune. De asemenea, am asistat la multe schimbari ale algoritmului Facebook Ads iar pentru campaniile de <\/span><b>Google Shopping <\/b><span style=\"font-weight: 400;\">si mai multe alaturi de introducerea unui nou tip de campanie \u2013 <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817?hl=en\"><span style=\"font-weight: 400;\">Performance max<\/span><\/a><span style=\"font-weight: 400;\"> (<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=K0haGQ9XDGc&amp;t=120s\"><span style=\"font-weight: 400;\">video aici)<\/span><\/a><\/p>\n<h2><b>Performance marketing la nivel de produs<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In ultimii 2 ani de zile, facand analize pentru diferite tipuri magazine online atat clienti cat si audituri, am identificat un anumit pattern in functie de tipul de produs comercializat. Noi l-am denumit <\/span><a href=\"https:\/\/moloso.ro\/blog\/ecommerce-stup\/?utm_source=GPeC&amp;utm_medium=blog&amp;utm_campaign=articol-performance-2021\" target=\"_blank\" rel=\"noopener noreferrer\"><b>Ecommerce STUP<\/b><\/a><span style=\"font-weight: 400;\"> , iar in acest articol poti afla mai multe informatii.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ce am sesizat in urma analizei, a fost numarul de produse care au generat vanzari. Din totalul de produse vandute de un magazin, exista un procent mic care genereaza cele mai mari venituri. Din acest motiv, pierderile in bugete pe care magazinele online le-au inregistrat pentru ca promovau anumite produse sau pentru ca nu promovau indeajuns de mult produsele bune, sunt destul de mari.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Am inceput sa analizam <\/span><b>la nivel de produs<\/b><span style=\"font-weight: 400;\"> metrici ca <\/span><b>sesiuni<\/b><span style=\"font-weight: 400;\">, <\/span><b>unique pageviews<\/b><span style=\"font-weight: 400;\">, <\/span><b>click-uri pe reclama<\/b><span style=\"font-weight: 400;\">, <\/span><b>afisari ale produsului <\/b><span style=\"font-weight: 400;\">si costurile de marketing comasate din mai multe surse de trafic (ex: Google Ads, Facebook Ads, Google Organic, Instagram Ads etc.).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deja este sfarsit de ianuarie si <a href=\"https:\/\/moloso.ro\/blog\/performance-marketing-analiza-2021\/?utm_source=GPeC&amp;utm_medium=blog&amp;utm_campaign=articol-performance-2021\" target=\"_blank\" rel=\"noopener noreferrer\">am reusit sa compilam datele<\/a> de la <\/span><b>220 de magazine la care avem acces si de la peste 200 de audit-uri efectuate pentru multe tipuri de business-uri<\/b><span style=\"font-weight: 400;\">. Datele au fost grupate in functie de nisa preponderata a acelui magazin si au fost excluse magazinele cu produse putine (&lt;300 produse).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pentru magazinele foarte mari (<\/span><b>&gt;150.000 de produse<\/b><span style=\"font-weight: 400;\">) analizele a fost facute separat. De asemenea, lunile care au reprezentat un \u201cboom\u201d pentru acea nisa au fost excluse pentru a analiza corect datele (ex: decembrie pentru industria de jucarii, februarie pentru industria de cadouri).<\/span><\/p>\n<h2><b>Metodologie<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Perioada analiza<\/b><span style=\"font-weight: 400;\">: Ian \u2013 Dec 2021;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Date analizate<\/b><span style=\"font-weight: 400;\">: Click-uri, Afisari, Sesiuni, Costuri (fara TVA), Venituri (fara TVA);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Canale de promovare<\/b><span style=\"font-weight: 400;\">: Google Ads, Facebook Ads, Google Organic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Total trafic analizat: 52.1M<\/b><span style=\"font-weight: 400;\"> click-uri Google Ads, <\/span><b>37.2M<\/b><span style=\"font-weight: 400;\"> click-uri Facebook Ads, <\/span><b>13.8M<\/b><span style=\"font-weight: 400;\"> clicks Google Organic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Trafic analizat<\/b><span style=\"font-weight: 400;\">: Traficul pe paginile de produs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Grafic: <\/b><span style=\"font-weight: 400;\">Am impartit produsele in 3 categorii.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">All products (fara cele de mai jos)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Produse cu venituri mari (<\/span><b>HIGH REVENUE<\/b><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Produse cu venituri medii (<\/span><b>AVERAGE REVENUE<\/b><span style=\"font-weight: 400;\">)<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<hr \/>\n<h2><b>Nisa casa si gradina<\/b><\/h2>\n<p><b>Numar magazine analizate:<\/b><span style=\"font-weight: 400;\"> 8<\/span><\/p>\n<p><b>Total produse unice<\/b><span style=\"font-weight: 400;\">: 329.123<\/span><\/p>\n<p><b>Tipuri produse analizate<\/b><span style=\"font-weight: 400;\">: motocoase, motosape, pompe, drujbe, motoare, masini de tuns iarba, unelte si scule, accesorii casa si gradina, etc.<\/span><\/p>\n<p><b>Concluzii<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In medie doar <\/span><b>12-13%<\/b><span style=\"font-weight: 400;\"> din totalul de produse dintr-un site genereaza vanzari .<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Doar <\/span><b>5%<\/b> <b>din produse<\/b><span style=\"font-weight: 400;\"> genereaza mai mult de <\/span><b>80% din venituri<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cele <\/span><b>95.2%<\/b> <b>din produse<\/b><span style=\"font-weight: 400;\"> au avut un trafic mai mare de 50%, majoritatea fiind din Google Organic.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Facebook a fost canalul cel mai putin performant, avand o rata de conversie cu <\/span><b>40% mai mica<\/b><span style=\"font-weight: 400;\"> decat Google Ads.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18819\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/casa-si-gradina-2021-1-1.png\" alt=\"\" width=\"733\" height=\"447\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/casa-si-gradina-2021-1-1.png 733w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/casa-si-gradina-2021-1-1-300x183.png 300w\" sizes=\"auto, (max-width: 733px) 100vw, 733px\" \/><\/p>\n<h2>Nisa incaltaminte si imbracaminte<\/h2>\n<p><strong>Numar magazine analizate:<\/strong>\u00a014<br \/>\n<strong>Total produse unice<\/strong>: 62.123<br \/>\n<strong>Tipuri produse analizate<\/strong>: pantofi, sandale, bocanci, botine, sneakers \/ tenisi, tricouri, hanorace, sepci, bluze, rochii, fuste, treninguri, blugi, salopete, etc.<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li>In medie doar\u00a0<strong>9%<\/strong>\u00a0din totalul de produse dintr-un site genereaza vanzari<\/li>\n<li>Doar\u00a0<strong>7% din produse<\/strong>\u00a0genereaza mai mult de\u00a0<strong>70% din venituri<\/strong><\/li>\n<li>Facebook a fost canalul cu cele mai multe vanzari (cantitativ)<\/li>\n<li>Google Ads a fost canalul cu venituri apropiate de Facebook Ads dar cantitate mai mica<\/li>\n<li>Google Organic este cel care asigura traficul in paginile de categorie \/ subcategorie, insa nu in pagina de produs.<\/li>\n<li><strong>Problema industriei<\/strong>: disparitia marimilor populare (ex: pantofi de dama care nu au in stoc marimile populare, sau imbracaminte care nu are in stoc marimile populare)<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18820\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/incaltaminte-2021-1.png\" alt=\"\" width=\"743\" height=\"452\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/incaltaminte-2021-1.png 743w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/incaltaminte-2021-1-300x183.png 300w\" sizes=\"auto, (max-width: 743px) 100vw, 743px\" \/><\/p>\n<h2>Nisa fashion<\/h2>\n<p><strong>Numar magazine analizate<\/strong>: 6<br \/>\n<strong>Total produse unice<\/strong>: 31.532<br \/>\n<strong>Tipuri produse analizate<\/strong>: ochelari, ceasuri, bijuterii, genti dama, etc.<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li>In medie\u00a0<strong>doar 3%<\/strong>\u00a0din totalul de produse dintr-un site genereaza vanzari<\/li>\n<li><strong>1.8% din produse genereaza<\/strong>\u00a0mai mult de\u00a0<strong>80% din venituri<\/strong>. Pentru multe site-uri aceasta afirmatie se traduce in\u00a0<strong>95 de produse<\/strong>\u00a0<strong>genereaza 80% din venituri\u00a0<\/strong>(da este vorba de 95 de produse nu de 95% din totalul de produse :))<\/li>\n<li><strong>Dilema industriei:<\/strong>\u00a0vanzarea de produse scumpe (bijuterii \/ ceasuri de 2000+ Lei) in paralel cu vanzarea de produse ieftine (gablonturi)<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18821\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/fashion-2021-1.png\" alt=\"\" width=\"750\" height=\"458\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/fashion-2021-1.png 750w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/fashion-2021-1-300x183.png 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2>Nisa pharma si BIO<\/h2>\n<p><strong>Numar magazine analizate<\/strong>: 7<br \/>\n<strong>Total produse unice<\/strong>: 37.231<br \/>\n<strong>Tipuri produse analizate<\/strong>: medicamente fara reteta, produse BIO si vegane, suplimente si vitamine, produse bebe, aparatura medicala, etc.<\/p>\n<p><strong>N.B<\/strong>: Am exclus site-urile cu 2-300 de produse si site-urile care fac marketing unui singur produs sau derivate din acel produs (ex: miere si bomboane din miere)<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li>In medie doar\u00a0<strong>40%<\/strong>\u00a0din totalul de produse dintr-un site genereaza vanzari<\/li>\n<li><strong>35%<\/strong>\u00a0din produse genereaza mai mult de\u00a0<strong>80% din venituri<\/strong><\/li>\n<li><strong>Facebook<\/strong>\u00a0(si\u00a0<strong>Youtube<\/strong>) sunt canalalele cele mai bune pentru expunerea unui produs nou (categorie)<\/li>\n<li>Google Ads este cel mai performant canal<\/li>\n<li>Google Organic este canalul care genereaza cel mai mult trafic<\/li>\n<li><strong>Dilema industrie<\/strong>\u00a0: Identificarea tipului de cautare\u00a0<strong>informational \/ tranzactional<\/strong>. Ex: cand un user cauta in Google \u201cmiere de manuka\u201d acesta vrea sa afle mai multe informatii sau vrea sa cumpere produsul?<\/li>\n<li><strong>Dilema industriei 2:<\/strong>\u00a0Ce faci cand produsele cu valori intre 10 si 20 de lei genereaza 20%-30% din veniturile magazinului tau?<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18822\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/pharma-bio-2021-1.png\" alt=\"\" width=\"748\" height=\"457\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/pharma-bio-2021-1.png 748w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/pharma-bio-2021-1-300x183.png 300w\" sizes=\"auto, (max-width: 748px) 100vw, 748px\" \/><\/p>\n<h2>Nisa IT&amp;C<\/h2>\n<p><strong>Numar magazine analizate<\/strong>:\u00a05<br \/>\n<strong>Total produse unice<\/strong>: 221.039<br \/>\n<strong>Tipuri produse analizate<\/strong>: Telefoane, laptopuri, monitoare, componente PC, accesorii telefon, accesorii calculator, etc.<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li>In medie doar\u00a0<strong>9-10%<\/strong>\u00a0din totalul de produse dintr-un site genereaza vanzari<\/li>\n<li><strong>4.5%<\/strong>\u00a0<strong>din produse<\/strong>\u00a0genereaza mai mult de\u00a0<strong>70% din venituri<\/strong><\/li>\n<li>Google Ads este de departe cel mai bun canal de promovare<\/li>\n<li>Google Shopping genereaza\u00a0<strong>mai mult de 70% din venituri.<\/strong><\/li>\n<li><strong>Dilema industriei<\/strong>: promovarea produselor cu price range-uri de preturi diferite. Ex: laptopuri de 4000+ Lei si mouse-uri de 70 de Lei<\/li>\n<li><strong>Dilema industriei 2<\/strong>: vanzarea de placi video (crypto) si volatilitatea stocurilor atat la magazin cat si la furnizori<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18823\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/ITC-2021-1.png\" alt=\"\" width=\"755\" height=\"461\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/ITC-2021-1.png 755w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/ITC-2021-1-300x183.png 300w\" sizes=\"auto, (max-width: 755px) 100vw, 755px\" \/><\/p>\n<h2>Nisa de cadouri, carti si jucarii<\/h2>\n<p><strong>Numar magazine analizate:<\/strong>\u00a07 dintre care 6 magazine cu aproximativ 3000 de produse unice si 1 magazin mare<br \/>\n<strong>Total produse unice<\/strong>: 137.785<br \/>\n<strong>Tipuri produse analizate<\/strong>: Boardgames, jucarii copii, jucarii populare (Lego), carti (beletristica, copii), cadouri barbati \/ femei, cadouri de birou, cadouri personalizate, etc.<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li>Graficul este realizat pe acele 6 magazine care au mai putin de 3000 de produse fiecare.<\/li>\n<li>Pentru multe magazine,\u00a0<strong>90-100 de produse<\/strong>\u00a0genereaza aproximativ\u00a0<strong>50% din venituri<\/strong>.<\/li>\n<li>Pentru magazinul mare,\u00a0<strong>4% din produse genereaza venituri.<\/strong><\/li>\n<li><strong>45% din venituri<\/strong>\u00a0sunt generate de produse cu valoare sub 50 de lei.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18824\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/carti-jucarii-2021-1.png\" alt=\"\" width=\"745\" height=\"459\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/carti-jucarii-2021-1.png 745w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/carti-jucarii-2021-1-300x185.png 300w\" sizes=\"auto, (max-width: 745px) 100vw, 745px\" \/><\/p>\n<h2>Nisa cosmetice<\/h2>\n<p><strong>Numar magazine analizate:<\/strong>\u00a06<br \/>\n<strong>Total produse unice<\/strong>: 28.903<br \/>\n<strong>Tipuri produse analizate<\/strong>: Parfumuri, creme de fata, creme de corp, tratamente ten, machiaje, rujuri, aparatura, vopsele etc.<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li>Am exclus magazinele online din zona de<strong>\u00a0Health \/ BIO<\/strong>\u00a0care vand si produse cosmetice.<\/li>\n<li>In medie,\u00a0<strong>70 de produse<\/strong>\u00a0genereaza aproximativ\u00a0<strong>50% din venituri.<\/strong><\/li>\n<li>Peste\u00a0<strong>50% din produse<\/strong>\u00a0sunt\u00a0<strong>sub 50 de Lei<\/strong>\u00a0iar traficul generat de acestea\u00a0<strong>este peste 30%<\/strong>.<\/li>\n<li><strong>Dilema industriei<\/strong>: promovarea intr-un mod profitabil a produselor sub 50 de Lei si a produselor de peste 200 Lei.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18825\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/cosmetice-2021-1.png\" alt=\"\" width=\"749\" height=\"462\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/cosmetice-2021-1.png 749w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/cosmetice-2021-1-300x185.png 300w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><\/p>\n<h2>Nisa Mobila, Decoratiuni si Lifestyle<\/h2>\n<p><strong>Numar magazine analizate:<\/strong>\u00a06<br \/>\n<strong>Total produse unice<\/strong>: 85.428<br \/>\n<strong>Tipuri produse analizate<\/strong>: Canapele, coltare, masute de cafea, paturi, cazi de baie, lavoare, decoratiuni, corpuri de iluminat, textile, ustensile bucatarie etc.<\/p>\n<p><strong>Concluzii<\/strong>:<\/p>\n<ul>\n<li><strong>97.2% din produse<\/strong>\u00a0care au generat doar\u00a0<strong>23% din venituri<\/strong>\u00a0au avut peste\u00a0<strong>55% din total trafic.<\/strong><\/li>\n<li><strong>Facebook<\/strong>\u00a0este canalul care genereaza cel mai mult trafic, insa randamentul acestuia este unul scazut.<\/li>\n<li>Costurile Google Ads\u00a0<strong>au crescut cu peste 70%<\/strong>\u00a0in ultimele 12 luni<\/li>\n<li>Performanta Ad-urilor a scazut cu peste 30%, din cauza cresterii costurilor.<\/li>\n<li><strong>Dilema industriei<\/strong>: Ce masuta de cafea imi place mie nu inseamna ca iti place si tie :), pentru ca in general sunt magazine de tip\u00a0<strong>Taste Ecommerce<\/strong>. Pentru ca magazinele online sa genereze mai multe vanzari, tot ce au de facut este sa isi mareasca gama de produse.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18826\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/mobila-decoratiuni-2021-1.png\" alt=\"\" width=\"743\" height=\"457\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/mobila-decoratiuni-2021-1.png 743w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2022\/01\/mobila-decoratiuni-2021-1-300x185.png 300w\" sizes=\"auto, (max-width: 743px) 100vw, 743px\" \/><\/p>\n<h2><b>Concluzii<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Mai mult de <\/span><b>50% din trafic<\/b><span style=\"font-weight: 400;\"> a fost generat in pagini de produs care au adus venituri putine (raportat la traficul adus). Este foarte important sa segmentam campaniile de marketing si produsele, astfel incat sa promovam produsele pe care clientii le doresc si noi le putem comercializa.<\/span><\/p>\n<h2><span style=\"text-decoration: underline;\"><b>Cum face performance marketing in 2022?<\/b><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Primul pas pe care noi il recomandam oricarui magazin, este sa identifice tipul de produs comercializat (<\/span><b>urgent sau non-urgent<\/b><span style=\"font-weight: 400;\">). Pasul doi este analiza surselor de trafic si veniturile generate de acestea. Pasul 3 este bugetarea, care trebuie sa fie facuta astfel:<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Categorii \/ produse cu marja mica<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Categorii \/ produse cu marja medie<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Categorii \/ produse cu arja mare<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">SAU<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promovarea \u201c<\/span><b>Produselor vedeta (Hero Products)<\/b><span style=\"font-weight: 400;\">\u201c. <\/span><b>Important<\/b><span style=\"font-weight: 400;\">: a nu se confunda cu \u201cprodusele tractor\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promovarea restului de produse<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Intersectam segmentarea de mai sus cu categoriile \/ brandurile pe care vrem sa le comercializam si obtinem o lista de campanii granulate <\/span><b>dar foarte performante<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17084 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/1502651_573005422783614_1351815861_o.jpg\" sizes=\"auto, (max-width: 143px) 100vw, 143px\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/1502651_573005422783614_1351815861_o.jpg 960w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/1502651_573005422783614_1351815861_o-150x150.jpg 150w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/1502651_573005422783614_1351815861_o-300x300.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/1502651_573005422783614_1351815861_o-768x768.jpg 768w\" alt=\"\" width=\"143\" height=\"143\" \/><strong>C\u0103t\u0103lin Macovei<\/strong><\/p>\n<p><em>Co-Founder\u00a0<a href=\"http:\/\/www.moloso.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">MOLOSO<\/a><\/em><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/catalin-macovei-a4ab1651\/\" target=\"_blank\" rel=\"noopener noreferrer\">C\u0103t\u0103lin Macovei<\/a>\u00a0este Co-founder la agen\u021bia de perfomance marketing MOLOSO. A reu\u0219it s\u0103 ajute \u00een promovarea \u0219i cre\u0219terea a sute de branduri locale \u0219i interna\u021bionale prin folosirea campaniilor pl\u0103tite (Google, Facebook, Twitter, Linkedin) \u00een domenii precum fashion, travel, IT, auto, banking \u0219i multe altele. \u00cen 2018 a lansat produsul Limitless \u0219i alte produse automatizate care ajut\u0103 IMM-urile s\u0103 \u00ee\u0219i automatizeze campaniile de marketing online f\u0103r\u0103 s\u0103 lucreze cu o agen\u021bie.<\/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\/studiu-moloso-performance-marketing-in-2021-si-ce-facem-in-2022\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Echipa din cadrul agen\u021biei MOLOSO a f\u0103cut o analiz\u0103 ampl\u0103 a 220 de magazine din portofoliul propriu \u0219i a identificat un pattern al venitului generat \u00een func\u021bie de tipul de produs comercializat. Studiul s-a concentrat pe datele din performance marketing la nivel de produs, \u00een func\u021bie de m\u0103rimea \u0219i ni\u0219a \u00een care activeaz\u0103 magazinele online analizate. Red\u0103m \u00een articol, integral, rezultatele studiului.<\/p>\n","protected":false},"author":23,"featured_media":18828,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3473,3479,3547],"tags":[2865,2959,779,704],"class_list":["post-18818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","category-google-ads","category-marketing","tag-facebook-ads-ro","tag-google-ads","tag-moloso","tag-studiu"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/18818","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\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=18818"}],"version-history":[{"count":3,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/18818\/revisions"}],"predecessor-version":[{"id":18830,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/18818\/revisions\/18830"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/18828"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=18818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=18818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=18818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}