{"id":4109,"date":"2017-01-16T07:20:06","date_gmt":"2017-01-16T07:20:06","guid":{"rendered":"http:\/\/mvrks.ro\/blog\/?p=4109"},"modified":"2017-01-16T07:34:04","modified_gmt":"2017-01-16T07:34:04","slug":"folosim-pretul-anunturile-din-adwords-search","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/folosim-pretul-anunturile-din-adwords-search\/","title":{"rendered":"Folosim pre\u021bul \u00een anun\u021burile din AdWords Search?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">S\u0103 comunic \u00een anun\u021b pre\u021bul produselor mele? C\u00e2nd s\u0103 \u00eel comunic? Este o dilem\u0103 pe care foarte multe magazine online o au atunci c\u00e2nd vine vorba de strategia de promovare \u00een motorul de c\u0103utare sau pe facebook pentru categoriile lor de produse. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagineaz\u0103-\u021bi c\u0103 magazinul t\u0103u online vinde ou\u0103. Doar ou\u0103. Cum sunt ou\u0103le? Se clasific\u0103 de la 0 (ecologice) la 3 (crescute \u00een baterie, f\u0103r\u0103 lumin\u0103 natural\u0103), cu coaj\u0103 alb\u0103 sau maro, m\u0103rimea S sau L. Ou\u0103 pe care toat\u0103 lumea le vinde, care nu se pot diferen\u021bia cu nimic \u00een afar\u0103 de codul care arat\u0103 cum au fost produse, culoarea \u0219i dimensiunea. Categoric aici singurul diferen\u021biator ar fi pre\u021bul, nu? Crezi c\u0103 dac\u0103 voi cump\u0103ra ast\u0103zi ou\u0103 la cel mai bun pre\u021b de la tine s\u0103pt\u0103m\u00e2na viitoare, c\u00e2nd poate nu vei mai avea acela\u0219i pre\u021b, aceea\u0219i ofert\u0103, voi cump\u0103ra tot de la tine? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mergi \u00eentr-un hypermarket \u0219i uit\u0103-te la raionul de ou\u0103. Ai spune c\u0103 ar trebui s\u0103 fie cel mai anost raion. \u0218i totu\u0219i, vei vedea acolo \u2018ou\u0103 nobile\u2019, \u2018ou\u0103 bine crescute\u2019, \u2018ou\u0103 de la g\u0103ini fericite\u2019, \u2018ou\u0103 de la bunica\u2019 \u0219i multe alte denumiri. Nu comunic\u0103 nimeni pre\u021bul, nu comunic\u0103 nimeni faptul c\u0103 eu am cele mai ieftine ou\u0103. To\u021bi produc\u0103torii \u00eencearc\u0103 s\u0103 se diferen\u021bieze \u00een comunicare prin altceva \u00een afar\u0103 de pre\u021b \u0219i s\u0103 fie memorabili astfel \u00eenc\u00e2t data viitoare c\u00e2nd mergi \u00een hypermarket s\u0103 \u0219tii ce fel de ou\u0103 vrei s\u0103 alegi.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\u00cenainte de a vorbi strict despre rezultate atunci c\u00e2nd vine vorba de anun\u021buri cu sau f\u0103r\u0103 pre\u021b \u00een anun\u021buri ar trebui s\u0103 vorbim despre diferen\u021biatorul <\/span><b>pre\u021b<\/b><span style=\"font-weight: 400;\"> \u00een comunicare. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pre\u021bul nu trebuie s\u0103 fie locomotiva comunic\u0103rii tale \u00een rela\u021bia cu clien\u021bii \u0219i poten\u021bialii clien\u021bi. Nu trebuie s\u0103 vinzi doar produsele la care ai pre\u021bul cel mai bun, nu trebuie s\u0103 comunici peste tot pre\u021bul. Clien\u021bii care sunt sensibili la pre\u021b nu sunt \u0219i clien\u021bi fideli; sunt acei clien\u021bi care r\u0103m\u00e2n fideli pre\u021bului \u0219i nu brandului; atunci c\u00e2nd un alt competitor va avea un pre\u021b mai bun va migra f\u0103r\u0103 nicio remu\u0219care c\u0103tre el.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Pre\u021bul trebuie folosit ca un filtru de comunicare nu ca un diferen\u021biator.<\/strong> El trebuie comunicat doar \u00een strategiile de conversie (\u00een campaniile unde targetezi utilizatorii \u00een etapa final\u0103, cea de achizi\u021bie) \u0219i doar pe produsele pe care \u0219i competi\u021bia le are. <\/span><\/p>\n<p><\/p>\n<p><span style=\"font-weight: 400;\">Hai s\u0103 vedem \u0219i o analiz\u0103 pe rezultate. \u0218i c\u00e2nd vorbim de rezultate, ce KPIs urm\u0103rim c\u00e2nd vine vorba de anun\u021buri? Doi indicatori: rata de click (CTR) \u0219i rata de conversie (conversie = \u00eendeplinirea obiectivului dorit pe site). Pentru acest exemplu am analizat redgoblin.ro \u0219i mai exact 3 grupuri de cuvinte cheie \u00een care promovam alternativ 2 anun\u021buri: unul cu pre\u021b \u0219i altul \u00een care puneam mai mult accent pe joc.<\/span><\/p>\n<p><\/p>\n<h5>Analiza ratei de click<\/h5>\n<p><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><br \/> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4113 size-full\" src=\"http:\/\/mvrks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.00.png\" alt=\"Screen Shot 2017-01-09 at 10.02.00\" width=\"823\" height=\"187\" srcset=\"https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.00.png 823w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.00-300x68.png 300w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.00-768x175.png 768w\" sizes=\"auto, (max-width: 823px) 100vw, 823px\" \/><br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4114 size-full\" src=\"http:\/\/mvrks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.02.png\" alt=\"Screen Shot 2017-01-09 at 10.01.02\" width=\"827\" height=\"187\" srcset=\"https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.02.png 827w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.02-300x68.png 300w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.02-768x174.png 768w\" sizes=\"auto, (max-width: 827px) 100vw, 827px\" \/><br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4115 size-full\" src=\"http:\/\/mvrks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.36.png\" alt=\"Screen Shot 2017-01-09 at 10.00.36\" width=\"822\" height=\"187\" srcset=\"https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.36.png 822w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.36-300x68.png 300w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.36-768x175.png 768w\" sizes=\"auto, (max-width: 822px) 100vw, 822px\" \/><\/p>\n<p><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen toate cele 3 grupuri de cuvinte anun\u021bul \u00een care puneam accent mai mare pe joc a avut o rat\u0103 de click mai bun\u0103 \u0219i prin urmare mai multe click-uri c\u0103tre site. De la o diferen\u021b\u0103 de 0.5% p\u00e2n\u0103 la o diferen\u021b\u0103 de peste 4% \u00een cazul jocului Pandemic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bun. Avantaj CTR p\u00e2n\u0103 acum. <\/p>\n<p><\/span><\/span><\/p>\n<h5>Analiza ratei de\u00a0conversie<\/h5>\n<p> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4121\" src=\"http:\/\/mvrks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.10.png\" alt=\"Screen Shot 2017-01-09 at 10.02.10\" width=\"918\" height=\"186\" srcset=\"https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.10.png 918w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.10-300x61.png 300w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.02.10-768x156.png 768w\" sizes=\"auto, (max-width: 918px) 100vw, 918px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4122 size-full\" src=\"http:\/\/mvrks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.11.png\" alt=\"Screen Shot 2017-01-09 at 10.01.11\" width=\"919\" height=\"186\" srcset=\"https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.11.png 919w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.11-300x61.png 300w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.01.11-768x155.png 768w\" sizes=\"auto, (max-width: 919px) 100vw, 919px\" \/><br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4123 size-full\" src=\"http:\/\/mvrks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.44.png\" alt=\"Screen Shot 2017-01-09 at 10.00.44\" width=\"915\" height=\"187\" srcset=\"https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.44.png 915w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.44-300x61.png 300w, https:\/\/mavericks.ro\/blog\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-09-at-10.00.44-768x157.png 768w\" sizes=\"auto, (max-width: 915px) 100vw, 915px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Aici lucrurile se schimb\u0103 destul de mult. Dac\u0103 vorbim de conversie (\u00een acest caz conversia fiind finalizarea de comand\u0103), anun\u021burile \u00een care am comunicat pre\u021bul au avut o rat\u0103 de conversie dubl\u0103 (\u00een cazul Cards against humanity \u0219i Ticket to ride) \u0219i chiar tripl\u0103 \u00een cazul Pandemic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Avantaj clar, pre\u021b. <\/span><\/p>\n<h3>\u00a0<\/h3>\n<p><span style=\"font-weight: 400;\">A\u0219adar, \u00een acest caz pre\u021bul a ajutat. De men\u021bionat c\u0103 este aplicat \u00eentr-o strategie \u00een care utilizatorul se afl\u0103 \u00een etapa final\u0103, cea de achizi\u021bie, \u0219i comunicarea pre\u021bului \u00een anun\u021buri filtreaz\u0103 audien\u021ba \u0219i construie\u0219te mindset-ul \u0219i nivelul de a\u0219tept\u0103ri ale userului cu privire la ceea ce va g\u0103si mai apoi pe site. Mai jos sunt \u0219i c\u00e2teva recomand\u0103ri cu privire la c\u00e2nd \u0219i cum ar trebui s\u0103 comunici pre\u021bul.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/><\/span><strong>C\u00e2nd ar trebui s\u0103 comunici pre\u021bul? <\/strong><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Atunci c\u00e2nd te afi\u0219ezi \u00een etapa final\u0103 de achizi\u021bie (search specific pe produs, retargeting dinamic, etc.)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">C\u00e2nd promovezi un produs identic cu al concuren\u021bei \u0219i aici decizia poate fi luat\u0103 \u00een func\u021bie de pre\u021b (ex: laptop, c\u0103r\u021bi, etc.)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pe c\u0103ut\u0103ri de sales unde competi\u021bia nu comunic\u0103 pre\u021bul<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pe un produs la care ai cel mai bun pre\u021b din pia\u021b\u0103<\/span><\/li>\n<\/ul>\n<p><strong><br \/>C\u00e2nd NU\u00a0ar trebui s\u0103 comunici pre\u021bul?<\/strong><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">C\u00e2nd promovezi un produs nou (o nou\u0103 categorie de produse, un produs nou intrat pe pia\u021b\u0103 (un nou joc, o carte nou\u0103), o exclusivitate)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">C\u00e2nd ai un produs diferit de concuren\u021b\u0103 (ex: haine, modele diferite de \u00eenc\u0103l\u021b\u0103minte sport, etc.)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">C\u00e2nd pre\u021bul nu te avantajeaz\u0103 \u00een rela\u021bie cu ceilal\u021bi advertiseri (dac\u0103 diferen\u021ba de pre\u021b este foarte mare atunci poate ar trebui s\u0103 nu te afi\u0219ezi pe respectiva categorie de produse \u0219i s\u0103 te axezi pe alte categorii unde e\u0219ti competitiv)<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>S\u0103 comunic \u00een anun\u021b pre\u021bul produselor mele? C\u00e2nd s\u0103 \u00eel comunic? Este o dilem\u0103 pe care foarte multe magazine online o au atunci c\u00e2nd vine vorba de strategia de promovare \u00een motorul de c\u0103utare sau pe facebook pentru categoriile lor de produse. Imagineaz\u0103-\u021bi c\u0103 magazinul t\u0103u online vinde ou\u0103. Doar ou\u0103. Cum sunt ou\u0103le? Se &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/mavericks.ro\/blog\/folosim-pretul-anunturile-din-adwords-search\/\" class=\"more-link\">Continu\u0103 lectura<span class=\"screen-reader-text\"> \u201eFolosim pre\u021bul \u00een anun\u021burile din AdWords Search?\u201d<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":4110,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[],"class_list":["post-4109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00e2nd folosim pre\u021bul \u00een anun\u021burile din AdWords Search?<\/title>\n<meta name=\"description\" content=\"Comunic pre\u021bul \u00een anun\u021burile mele din Google AdWords Search sau nu? 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