{"id":4514,"date":"2019-03-20T09:27:02","date_gmt":"2019-03-20T09:27:02","guid":{"rendered":"https:\/\/mavericks.ro\/blog\/?p=4514"},"modified":"2019-03-21T05:29:55","modified_gmt":"2019-03-21T05:29:55","slug":"va-creste-cost-pe-conversie-google-ads","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/va-creste-cost-pe-conversie-google-ads\/","title":{"rendered":"Cum va cre\u0219te costul pe conversie \u00een Google Ads"},"content":{"rendered":"

UPDATE: se pare c\u0103 m-am l\u0103sat dus de val \u0219i emo\u021bii privind cele 2 \u0219tiri. Dac\u0103 cea de a doua \u0219tire este corect\u0103 \u0219i se va \u00eent\u00e2mpla de la finalul lui septembrie, prima modificare, cea legat\u0103 de second price auction nu va avea loc \u00een platforma Google Ads ci \u00een Ads Manager. Aici explica\u021bia netru pe alb din comunicarea Google: ‘it\u2019s important to note that our move to a single unified first price auction only impacts display and video inventory sold via Ad Manager’. Le mul\u021bumesc tuturor celor care m-au tras de m\u00e2nec\u0103 \u0219i mi-au spus c\u0103 am gre\u0219it.\u00a0<\/span><\/span>Acum parc\u0103 \u0219i pesimismul meu a mai disp\u0103rut \u0219i probabil costul pe conversie nu va mai cre\u0219te at\u00e2t de mult.\u00a0
Bottom of line: sistemul de licita\u021bie va r\u0103m\u00e2ne la fel \u00een Google Ads, deci calculul costului pe lcick efectiv va r\u0103m\u00e2ne acela\u0219i iar indicatorul de average position va disp\u0103rea totu\u0219i \u0219i probabil c\u0103 va afecta optimiz\u0103rile de fine tuning. M\u0103 opresc aici din erat\u0103 \u0219i las totu\u0219i articolul original pentru posteritate \u0219i pentru pus cenu\u0219\u0103 \u00een cap.<\/p>\n

\/\/<\/p>\n

Un articol cu un titlu sumbru, pesimist, deloc \u00een nota obiectivelor pe care \u021bi le setezi year over year. Vrem cre\u0219tere YoY, rat\u0103 de conversie mai mare, cost pe conversie mai mic. Se poate ca primele dou\u0103 s\u0103 le \u00eendepline\u0219ti \u00eens\u0103 costul pe conversie cel mai probabil va cre\u0219te dup\u0103 2 update-uri \u00een Google Ads. Update-urile acestea seam\u0103n\u0103 cu modificarea pe care a f\u0103cut-o Google acum vreo 5 ani (asta apropos de \u00eentrebarea unde te vezi peste 5 ani) \u00een care a scos op\u021biunea de a licita strict pentru o anumit\u0103 pozi\u021bie.\u00a0<\/p>\n

Aici sursa:\u00a0https:\/\/www.wordstream.com\/blog\/ws\/2011\/04\/14\/adwords-position-preference-bidding<\/p>\n

Bun, s\u0103 revenim totu\u0219i la cele 2 schimb\u0103ri din 2019.<\/p>\n

Cum va cre\u0219te costul pe conversie?\u00a0<\/strong><\/p>\n

Nu prin modific\u0103ri \u00een campanii, nu pentru c\u0103 vor fi mai mul\u021bi advertiseri ci pentru c\u0103 vei avea mai pu\u021bin control asupra costului pe click. Cum a\u0219a? Simplu.<\/p>\n

1. Modificarea sistemului de licita\u021bie<\/p>\n

<\/strong><\/p>\n

Acum costul pe click efectiv era calculat pe baza formulei Ad rank-ul celui de pe pozi\u021bia inferioar\u0103 \/ Scorul t\u0103u de calitate<\/em>, unde Ad Rank-ul este calculat prin Pre\u021b de licita\u021bie X Scor de calitate.<\/em>\u00a0Se poate s\u0103 fi fost prea multe formule; uite aici o simulare cu 4 advetiseri:<\/p>\n

\"Screenshot<\/p>\n

\u00cencep\u00e2nd din septembrie costul pe click se va modifica; din second price auction va trece la first price auction. Adic\u0103 pre\u021bul pe click licitat va fi \u0219i cel efectiv \u00een cazul \u00een care nu e un alt advertier care s\u0103 liciteze mai mult. Pirn urmare costul pe click va cre\u0219te.<\/del> Doar \u00een Ads Manager.<\/p>\n

Aici sursa:\u00a0https:\/\/www.socialmediatoday.com\/news\/google-is-simplifying-its-ad-auction-with-a-single-bid-process\/550003\/<\/p>\n

\"second<\/p>\n

2. Dispare average position<\/p>\n

<\/strong><\/p>\n

\u00cencep\u00e2nd cu luna septembrie va disp\u0103rea un alt indicator: average position. Din punctul meu de vedere unul din cei mai importan\u021bi indicatori care e \u00een str\u00e2ns\u0103 leg\u0103tur\u0103 cu costul pe click. Rela\u021bia dintre average position, rata de click, quality score \u0219i \u00een final cost pe click este o lec\u021bie \u00eenv\u0103\u021bat\u0103 \u00een luna 2 de Mavericks. Cre\u0219ti bid-ul, cre\u0219te pozi\u021bia de afi\u0219are, deci cre\u0219te \u0219i rata de click \u0219i prin urmare scorul de calitate care \u00een final ajunge la CPC care va fi mai mic pentru c\u0103 ai un scor de calitate mai mare. Neav\u00e2nd acum average position, vei fi pu\u021bin mai legat la ochi.<\/p>\n

Este un indicator foarte important prin care po\u021bi afla dac\u0103 supra sau sub licitezi pentru un anumit cuv\u00e2nt cheie. Sco\u021b\u00e2nd acest indicator va fi mult mai greu s\u0103 \u00ee\u021bi dai seama dac\u0103 pre\u021bul de licita\u021bie este prea mare sau nu. \u0218i ne \u00eentoarcem astfel la punctul 1, modificare sistemului de licita\u021bie. Va fi \u00eenlocuit de un indicator de un indicator mult mai vag, absolute top impression.<\/p>\n

Aici sursa:\u00a0https:\/\/www.seroundtable.com\/google-ads-sunsetting-average-position-metric-27176.html<\/p>\n

 <\/p>\n

Concluzia? Simplu, un control mai mic asupra costului pe click care este primul metric care influen\u021beaz\u0103 costul pe click. Prin urmare acest cost pe conversie va cre\u0219te \u0219i va trebui s\u0103 fie ponderat cu o rat\u0103 de conversie mai mare (adic\u0103 s\u0103 aduci o conversie la c\u00e2t mai pu\u021bine click-uri), un co\u0219 mai mare (revenue mai mare per co\u0219) sau licitarea pe cuvinte cheie mai specifice (dar acest lucru va afecta volumul total de tranzac\u021bii).\u00a0<\/p>\n

Schimbarea va veni din septembrie \u0219i probabil \u00een septembrie octombrie nu vei vedea schimb\u0103ri; cel mai probabil luna noiembrie 2019 va fi mult mai diferit\u0103 la nivel de CPC fa\u021b\u0103 de 2018 mai ales c\u0103 de Black Friday mul\u021bi advertiseri liciteaz\u0103 mai mult pentru mai mult\u0103 expunere. Prin urmare, pune\u021bi un reminder pentru \u00eenceput de decembrie 2019 \u0219i analiza\u021bi \u00een primul r\u00e2nd infla\u021bia costului pe click pe acelea\u0219i cuvinte cheie \u00een 2019 vs. anul anterior. S-ar putea s\u0103 fi surpins de c\u00e2t de mult a crescut costul pe click dar mai ales despre faptul c\u0103 nu ai la \u00eendem\u00e2n\u0103 metricii direc\u021bi prin care s\u0103 ponderezi acest cost f\u0103r\u0103 s\u0103 destabilizezi pu\u021bin contul.<\/p>\n","protected":false},"excerpt":{"rendered":"

UPDATE: se pare c\u0103 m-am l\u0103sat dus de val \u0219i emo\u021bii privind cele 2 \u0219tiri. Dac\u0103 cea de a doua \u0219tire este corect\u0103 \u0219i se va \u00eent\u00e2mpla de la finalul lui septembrie, prima modificare, cea legat\u0103 de second price auction nu va avea loc \u00een platforma Google Ads ci \u00een Ads Manager. Aici explica\u021bia netru … <\/p>\n

Continu\u0103 lectura \u201eCum va cre\u0219te costul pe conversie \u00een Google Ads\u201d<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":4520,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[],"class_list":["post-4514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","entry"],"yoast_head":"\nCum va cre\u0219te costul pe conversie \u00een Google Ads | Blogul Mavericks<\/title>\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\/va-creste-cost-pe-conversie-google-ads\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum va cre\u0219te costul pe conversie \u00een Google Ads | Blogul Mavericks\" \/>\n<meta property=\"og:description\" content=\"UPDATE: se pare c\u0103 m-am l\u0103sat dus de val \u0219i emo\u021bii privind cele 2 \u0219tiri. 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