{"id":4068,"date":"2016-12-11T08:23:46","date_gmt":"2016-12-11T08:23:46","guid":{"rendered":"http:\/\/mvrks.ro\/blog\/?p=4068"},"modified":"2016-12-12T09:30:35","modified_gmt":"2016-12-12T09:30:35","slug":"cum-au-performat-campaniile-de-black-friday","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/cum-au-performat-campaniile-de-black-friday\/","title":{"rendered":"Cum au performat campaniile de Black Friday?"},"content":{"rendered":"

\u00a0O \u00eentrebare pe care mul\u021bi \u0219i-o adreseaz\u0103, iar r\u0103spunsul este variabil \u0219i c\u00e2t se poate de subiectiv: bine, r\u0103u, bini\u0219or, se putea mai bine, a rupt, am f\u0103cut succes, etc. Ce indicatori cheie (KPIs) urm\u0103re\u0219ti pentru a stabili ce \u00eenseamn\u0103 bine \u0219i ce \u00eenseamn\u0103 r\u0103u?<\/p>\n

\u0218i poate mai mult dec\u00e2t at\u00e2t, ai aplicat \u00een aceast\u0103 campanie de Black Friday foarte multe strategii de performance: retargeting, custom audience, display, search, DSA, target\u0103ri noi, etc. Ce analizezi, astfel \u00eenc\u00e2t s\u0103 vezi ce strategie a func\u021bionat mai bine?<\/p>\n

D\u0103-mi un punct de sprijin \u0219i voi r\u0103sturna P\u0103m\u00e2ntul, spunea Arhimede. Care e punctul t\u0103u de sprijin \u0219i care este planeta ta? Cum stabile\u0219ti benchmark-ul campaniilor tale de performance?<\/p>\n

Trei \u00eentreb\u0103ri fire\u0219ti, care la o prim\u0103 vedere par s\u0103 aib\u0103 un r\u0103spuns u\u0219or, dar c\u00e2nd vine vorba de o analiz\u0103 elaborat\u0103, multe lucruri se pierd pe parcurs. \u00cen cadrul acestui articol o s\u0103 \u00eencerc s\u0103 r\u0103spund la aceste trei \u00eentreb\u0103ri ap\u0103s\u0103toare:<\/p>\n

Ce indicatori cheie (KPIs) urm\u0103re\u0219ti pentru a stabili ce ce \u00eenseamn\u0103 bine \u0219i ce \u00eenseamn\u0103 r\u0103u?
Ce analizezi, astfel \u00eenc\u00e2t s\u0103 vezi ce strategie a func\u021bionat mai bine?
Cum stabile\u0219ti benchmark-ul campaniilor tale de performance?<\/p>\n

Aceste r\u0103spunsuri vin \u00een urma unei analize comune pe 6 magazine online din portofoliul Mavericks care au desf\u0103\u0219urat campanii de promovare \u00een perioada de Black Friday (18-20 noiembrie). Pentru toate aceste conturi au fost aplicate 13 strategii diferite de performance media, iar datele din analiz\u0103 reprezint\u0103 media tuturor acestor conturi, astfel \u00eenc\u00e2t s\u0103 putem stabili un benchmark, un punct de sprijin, \u00een ceea ce prive\u0219te rezultatele ob\u021binute pe fiecare strategie sau canal media \u00een parte.<\/p>\n

C\u00e2nd cerem o p\u0103rere despre rezultatele campaniilor de performance media este recomandat ca analiza sa plece de la indicatorii macro \u0219i apoi s\u0103 coboare u\u0219or spre detalii micro, granulare.<\/p>\n

Primele lucruri pe care trebuie s\u0103 le analizezi atunci c\u00e2nd vorbe\u0219ti despre o campanie punctual\u0103, \u00een spe\u021b\u0103 campania de Black Friday, sunt KPIs cantitativi \u0219i defalcarea rezultatelor pe canale media (Facebook Ads \u0219i Google AdWords).<\/p>\n

Cei mai importan\u021bi doi indicatori cantitativi sunt: volumul de vizite \u0219i bugetul total investit \u00een campaniile de promovare.<\/p>\n

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\u00cen acest caz observ\u0103m c\u0103 defalcarea la nivel de buget a fost de \u2154 pentru campaniile Google AdWords \u0219i \u2153 pentru campaniile Facebook Ads. Cu toate acestea, la nivel de volum de trafic cele dou\u0103 canale media au procente aproape egale: 48.7% pentru Facebook \u0219i doar 51.3% pentru Google AdWords. Acest raport dintre cei doi KPIs cantitativi (buget investit vs. volum de vizite) ne arat\u0103 faptul c\u0103 de\u0219i pe Facebook am investit un buget mai mic, traficul adus din acest canal a fost sensibil mai eficient la nivel de pre\u021b dec\u00e2t cel din AdWords. Altfel spus, din Facebook am adus trafic cu 32% mai ieftin dec\u00e2t din Google AdWords.<\/p>\n

Un CPC mai mic pe Facebook dec\u00e2t pe AdWords; dar cum st\u0103m la nivel de KPIs calitativi din aceste 2 canale media?<\/p>\n

Atunci c\u00e2nd vorbim de KPIs calitativi, 2 dintre cei mai importan\u021bi indicatori de calitate pentru magazinele online sunt volum de tranzactii si venituri totale ob\u021binute din campaniile de promovare.<\/p>\n

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\"image-17\"<\/p>\n

Aveam o investi\u021bie de \u2154 din bugetul de promovare \u00een Google AdWords \u0219i \u2153 din buget \u00een Facebook Ads. C\u00e2nd vorbim de volumul de tranzac\u021bii (comenzi finalizate) acest raport se p\u0103streaz\u0103 (65.1% AdWords vs. 34.9% Facebook). Atunci c\u00e2nd vorbim de revenue lucrurile stau mult mai diferit. Din campaniile AdWords am adus peste 85% din venitul total al campaniilor de promovare de Black Friday. A\u0219adar, valoarea medie pe co\u0219 \u00een cazul campaniilor AdWords a fost net superioar\u0103 \u00een compara\u021bie cu campaniile de pe Facebook.<\/p>\n

\u0218i pentru c\u0103 vorbeam de valoarea medie pe co\u0219, un alt indicator secundar pe care ar trebui s\u0103 \u00eel analizezi \u00een campaniile tale de Black Friday este \u0219i rezultatul ob\u021binut pe goal-ul secundar, \u0219i anume, ad\u0103ugarea \u00een co\u0219. Aici ar trebui analizat at\u00e2t volumul total de goal-uri ob\u021binute, dar \u0219i rata de abandon pe fiecare co\u0219.<\/p>\n

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\"image-19\"<\/p>\n

La nivel de volum de ad\u0103ug\u0103ri \u00een co\u0219, ra\u021bia de \u2154 vs. \u2153 \u00een favoarea Google AdWords se men\u021bine \u0219i aici. Rezultate interesante sunt ob\u021binute \u00een cazul unui alt indicator, \u0219i anume rata de abandon a co\u0219ului (cei care adaug\u0103 \u00een co\u0219 \u0219i nu finalizeaz\u0103 comanda). Dac\u0103 AdWords are o rat\u0103 de abandon de 39%, Facebook are o rat\u0103 aproape la jum\u0103tate, de doar 26%. Acest lucru arat\u0103 eficien\u021ba crescut\u0103 a campaniilor de Facebook \u0219i targetarea c\u00e2t mai aproape de ciclul final de achizi\u021bie \u00een care se afl\u0103 utilizatorul, spre deosebire de AdWords, unde utilizatorii sunt mai degrab\u0103 \u00een etapa de considerare de oferte \u0219i research.<\/p>\n

C\u00e2nd vorbim la nivel macro, ace\u0219tia ar fi cei mai importan\u021bi \u0219ase indicatori pe care ar trebui s\u0103 \u00eei urm\u0103re\u0219ti al\u0103turi de conexiunile dintre bugetul invesit, volumul de conversii (principale \u0219i secundare) \u0219i revenue.<\/p>\n

Dar cum analizezi canalele media \u0219i strategiile media pe care le-ai aplicat \u00een campanie? A\u0219a cum \u00ee\u021bi spuneam la \u00eenceput, analiza este f\u0103cut\u0103 pe 6 magazine online din portofoliul Mavericks \u0219i 13 strategii de performance media diferite. Sunt sigur c\u0103 \u0219i tu ai avut destul de multe strategii pe care le-ai aplicat, a\u0219a c\u0103 analiza granular\u0103 ce urmeaz\u0103 cred c\u0103 te-ar ajuta foarte mult s\u0103 \u00ee\u021bi dai seama c\u00e2t de bine a performat campania ta de Black Friday.<\/p>\n

\u00cenainte de a intra \u00een analiz\u0103, iat\u0103 care sunt cele 13 strategii pe care le-am aplicat:<\/p>\n

Google AdWords:<\/p>\n

Search, Brand Protect (pe c\u0103ut\u0103ri ce \u021bin de brandul magazinului online, cu varia\u021biuni ce \u021bin de domeniul de activitate \u0219i Black Friday)
Search, non Brand Protect (aici am inclus toate strategiile de search care nu se afi\u0219au \u0219i pe brandul magazinului online; de la c\u0103ut\u0103ri generale, pe categorii, exporturi de produse \u0219i campanii DSA)
Retargeting all (retargetarea tuturor vizitatorilor site-ului)
Retargeting General (retargetarea tuturor vizitatorilor site-ului mai pu\u021bin cei care au f\u0103cut bounce)
Retargeting Categorii (retargetarea userilor care au intrat pe anumite categorii specifice)
Retargeting Audien\u021be Specifice (retargetarea userilor care au un anumit comportament calitativ pe site <demografic, sistem de operare, jude\u021b, device, etc.>)
Gmail Ads (targeterea contextual\u0103 a userilor \u00een Gmail)
Display (campanii de display cu metode de segmentare multipl\u0103 <contextual, interes, etc>)
Facebook Ads<\/p>\n

New Target (targetarea utilizatorilor noi, care nu au mai ajuns pe site, \u00een func\u021bie de o segmentare psiho-socio-demografic\u0103 \u00een func\u021bie de publicul \u021bint\u0103 al fiec\u0103rui magazin online \u0219i a fiec\u0103rei categorii de produse promovate)
Retargeting (retargetarea userilor care au mai ajuns pe site \/ anumite categorii)
Custom Audience (targetarea abona\u021bilor la newsletter \/ clien\u021bilor)
Lookalike (targetarea audien\u021belor de lookalike plec\u00e2nd de la liste calitative de retargeting \/ fani)
Fani (targetarea fanilor paginii respectivului magazin online)
Acestea au fost cele 13 strategii aplicate pentru toate cele 6 magazine online. Hai s\u0103 vedem cum a func\u021bionat fiecare strategie \u00een parte.<\/p>\n

Facebook Ads<\/p>\n

\u0218i \u00een cazul analizei granulare, datele pleac\u0103 ini\u021bial de la analiza cantitativ\u0103 a KPIs: volum de vizitatori \u0219i buget investit.<\/p>\n

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Astfel putem s\u0103 tragem concluzii cu privire la:<\/p>\n

– costul mediu al traficului<\/p>\n

– unde am avut un cost mai mare pe vizitator adus pe site –<\/p>\n

– unde am avut un cost mai mic.<\/p>\n

Observ\u0103m c\u0103 \u00een cazul strategiei de custom audience \u0219i lookalike costul pe click a fost cu mult mai mare dec\u00e2t rezultatul ob\u021binut. Pentru new target \u0219i retargeting costul a fost mult mai eficient, aduc\u00e2nd mai mult trafic pe site la un cost pe click mic. \u00cen cazul strategiei \u00een care targetam fanii am avut un cost fix \u00een benchmark-ul acestui canal.<\/p>\n

Pe l\u00e2ng\u0103 conexiunea dintre buget \u0219i volumul de trafic adus pe site este util\u0103 \u0219i o analiz\u0103 strict la nivel de buget: 31% din totalul de buget investit a mers \u00een strategii de retargeting, 23% pe lookalike, dup\u0103 care aproape 22% din buget \u00een strategii de new target \u0219i doar 15.5% din totalul de buget a fost investit \u00een strategii de custom audience. Cea mai mic\u0103 investi\u021bie a fost \u00een cazul target\u0103rii fanilor.<\/p>\n

\"image-21\"<\/p>\n

Vorbim despre bugetul investit, dar s\u0103 vedem \u0219i care au fost rezultatele la nivel calitativ: volum de tranzac\u021bii \u0219i revenue ob\u021binut.<\/p>\n

\"image-22\"<\/p>\n

\"image-23\"<\/p>\n

Dac\u0103 31% din totalul de investi\u021bie a venit din strategii de retargeting, observ\u0103m c\u0103 aceast\u0103 surs\u0103 de trafic a adus peste 40% din totalul de conversii \u0219i peste 42% din revenue \u00a0adus de acest canal. Deci aceast\u0103 strategie are un return pozitiv. La fel \u0219i \u00een cazul strategiei de custom audience, unde am investit 15% din totalul de buget \u0219i am adus peste 20% din totalul de tranzac\u021bii \u0219i un revenue tot de 20%.<\/p>\n

Situa\u021bia este diametral opus\u0103 atunci c\u00e2nd vorbim despre strategia pe audien\u021be lookalike – aici am investit 23% din totalul de buget \u0219i am adus doar 8% din totalul de conversii (de trei ori mai pu\u021bin \u00a0fa\u021b\u0103 de c\u00e2t ar trebui s\u0103 aduc\u0103 aceast\u0103 strategie, conform benchmark-ului canalului \u0219i bugetului investit).<\/p>\n

Pentru strategia legat\u0103 de fani \u0219i new target rezultatele ob\u021binute au fost \u00een benchmark-ul canalului de promovare.<\/p>\n

\"image-24\"<\/p>\n

Ce concluzii putem trage de aici? Lookalike is a no, no sau cel pu\u021bin trebuie limitat\u0103 foarte mult. Retargeting \u0219i custom audience pot aduce rezultate foarte bune dac\u0103 ne permite \u0219i audien\u021ba care \u00een ambele cazuri este o audien\u021b\u0103 limitat\u0103, finit\u0103. Pentru strategia de new target provocarea cea mai mare este s\u0103 scalezi investi\u021bia \u00een buget astfel \u00eenc\u00e2t s\u0103 p\u0103strezi rezultate similare \u00een ceea ce prive\u0219te p\u0103strarea ROIului pozitiv.<\/p>\n

Google AdWords<\/p>\n

Prima analiz\u0103 pe care trebuie s\u0103 o facem \u0219i \u00een cazul campaniilor AdWords este raportul dintre buget investit \u0219i volumul de click-uri. Se observ\u0103 clar c\u0103 \u00een cazul campaniilor AdWords volumul de click-uri este mult mai redus dec\u00e2t bugetul total investit pe fiecare strategie \u00een parte. Singura excep\u021bie este campania de Brand Protect, unde costul pe click a fost mult sub media acestui canal media.<\/p>\n

\"screen-shot-2016-12-09-at-09-17-40\"<\/p>\n

Analiz\u00e2nd separat doar volumul de click-uri adus pe site, observ\u0103m c\u0103 cele mai multe vizite au venit din campania de brand protect, urmate apoi de search \u0219i retargeting general (toate strategiile de retargeting au adus approx. 21% din totalul de trafic).<\/p>\n

\"image-26\"<\/p>\n

\u00cen ceea ce prive\u0219te campania de Brand Protect, am investit approx. 10% din bugetul total alocat acestui canal media \u0219i am adus peste 40% din totalul de vizitatori.<\/p>\n

Analiza calitativ\u0103 a datelor arat\u0103 c\u0103 tot campania de pe c\u0103ut\u0103rile de brand au adus volumul cel mai mare de trazac\u021bii \u0219i un revenue \u0219i mai mare. Approx. 80% din totalul de revenue adus de acest canal a fost adus de campaniile de Brand Protect.<\/p>\n

\"image-27\"<\/p>\n

\"image-28\"<\/p>\n

Primul instinct este s\u0103 spui c\u0103 brandul a f\u0103cut toat\u0103 munca. La prima vedere poate fi adev\u0103rat, dar cel mai important este s\u0103 analizezi comportamentul userilor \u00een acea perioad\u0103 destul de aprins\u0103 din punct de vedere al stimulilor mai mult sau mai pu\u021bin ira\u021bionali.<\/p>\n

Campania de Brand Protect se afl\u0103 de cele mai multe ori la finalul perioadei de informare\/consideration \u0219i utilizatorii care vin din aceast\u0103 campanie fac de cele mai multe ori \u0219i achizi\u021bia final\u0103.<\/p>\n

De multe ori percep\u021bia magazinelor online este c\u0103 alearg\u0103 singuri pe pista de atletism, uit\u00e2nd dou\u0103 aspecte importante:<\/p>\n

Nu este o curs\u0103 de cai \u0219i nu alearg\u0103 doar un singur cal \u00een curs\u0103 (userii se pot \u0219i se vor uita st\u00e2nga-dreapta la competi\u021bie)
Nu este o curs\u0103 individual\u0103, ci una de \u0219tafet\u0103 (cele mai multe conversii sunt aduse de c\u0103tre o succesiune de canale media \u0219i campanii de promovare, cum e cazul celor 10 succesiuni prezentate mai jos.
Revenind la \u00eentrebarea simpl\u0103 de la care am plecat; cum au mers campaniile de performance media de Black Friday?<\/p>\n

Acum am un r\u0103spuns ceva mai clar. Dup\u0103 ce am investit \u2153 din buget \u00een Facebook \u0219i \u2154 am adus cam acela\u0219i num\u0103r de vizitatori din cele 2 surse de trafic – avantaj Facebook aici la nivel de CPC. Apoi, la nivel de tranzac\u021bii, AdWords \u00ee\u0219i p\u0103streaz\u0103 ra\u021bia de \u2154, dar aduce un revenue mult mai mare (85% vs. 15% pentru Facebook).<\/p>\n

Principala strategie pe AdWords a fost Search (at\u00e2t brand, c\u00e2t \u0219i non-branded). Dup\u0103 care am mai adus un volum destul de bun de conversii din retargeting \u0219i o rat\u0103 bun\u0103 de conversie din GMail Ads.<\/p>\n

Display nu prea a func\u021bionaT, la fel cum pe Facebook nu a adus rezultatele scontate strategia de lookalike. Pe Facebook rezultatele cele mai bune le-am ob\u021binut din strategii de retargeting \u0219i custom audience. Pentru campaniile \u00een care am targetat public nou am avut rezultate \u00een marja benchmark-ului. A\u0219adar aici provocarea cea mai mare este legat\u0103 de scalabilitate.<\/p>\n

La tine? Cum au mers campaniile de performance media de Black Friday?<\/p>\n","protected":false},"excerpt":{"rendered":"

O \u00eentrebare pe care mul\u021bi \u0219i-o adreseaz\u0103, iar r\u0103spunsul este variabil \u0219i c\u00e2t se poate de subiectiv: bine, r\u0103u, bini\u0219or, se putea mai bine, a rupt, am f\u0103cut succes, etc. Ce indicatori cheie (KPIs) urm\u0103re\u0219ti pentru a stabili ce \u00eenseamn\u0103 bine \u0219i ce \u00eenseamn\u0103 r\u0103u?<\/p>\n

\u0218i poate mai mult dec\u00e2t at\u00e2t, ai aplicat \u00een aceast\u0103 campanie de Black Friday foarte multe strategii de performance: retargeting, custom audience, display, search, DSA, target\u0103ri noi, etc. Ce analizezi, astfel \u00eenc\u00e2t s\u0103 vezi ce strategie a func\u021bionat mai bine?<\/p>\n

D\u0103-mi un punct de sprijin \u0219i voi r\u0103sturna P\u0103m\u00e2ntul, spunea Arhimede. Care e punctul t\u0103u de sprijin \u0219i care este planeta ta? Cum stabile\u0219ti benchmark-ul campaniilor tale de performance?<\/p>\n

Trei \u00eentreb\u0103ri fire\u0219ti, care la o prim\u0103 vedere par s\u0103 aib\u0103 un r\u0103spuns u\u0219or, dar c\u00e2nd vine vorba de o analiz\u0103 elaborat\u0103, multe lucruri se pierd pe parcurs. \u00cen cadrul acestui articol o s\u0103 \u00eencerc s\u0103 r\u0103spund la aceste trei \u00eentreb\u0103ri ap\u0103s\u0103toare:<\/p>\n","protected":false},"author":1,"featured_media":4007,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[],"class_list":["post-4068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","entry"],"yoast_head":"\nCum au performat campaniile de Black Friday? | Blogul Mavericks<\/title>\n<meta name=\"description\" content=\"Cum stabile\u0219ti benchmark-ul campaniilor tale de performance? \u0218i cum po\u021bi stabili ce \u00eenseamn\u0103 bine \u0219i ce nu \u00een campaniile tale de Black Friday?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mavericks.ro\/blog\/cum-au-performat-campaniile-de-black-friday\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum au performat campaniile de Black Friday? 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