{"id":4688,"date":"2019-10-10T06:11:49","date_gmt":"2019-10-10T06:11:49","guid":{"rendered":"https:\/\/mavericks.ro\/blog\/?p=4688"},"modified":"2019-11-14T20:51:30","modified_gmt":"2019-11-14T20:51:30","slug":"cum-poti-creste-numarul-de-clienti-cu-ajutorul-catalog-sales","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/cum-poti-creste-numarul-de-clienti-cu-ajutorul-catalog-sales\/","title":{"rendered":"Cum po\u021bi cre\u0219te num\u0103rul de clien\u021bi noi cu ajutorul campaniei Catalog Sales din Facebook Ads"},"content":{"rendered":"

A geek\u2019s confession<\/strong><\/p>\n

Dear PPC Geek, articolul de fa\u021b\u0103 este pentru tine. Vreau s\u0103 \u00ee\u021bi spun mai multe despre campania mea preferat\u0103 de Facebook Ads, Catalog Sales, \u0219i cum o po\u021bi folosi smart \u00een strategia ta. <\/p>\n

F\u0103r\u0103 s\u0103 vrem devenim exper\u021bi pe subiectele care ne pasioneaz\u0103. Le \u00eentoarcem pe toate fetele, experiment\u0103m orice se poate \u0219i vrem s\u0103 vorbim despre asta c\u00e2t mai mult\u0103 lume. Sun\u0103 cunoscut? <\/span>Unii dintre noi sunt noroco\u0219i \u0219i lucreaz\u0103 cu pasiune, iar eu m\u0103 num\u0103r printre ei.<\/span><\/span><\/p>\n

Pu\u021bin despre Catalog Sales <\/b><\/p>\n


\n<\/b><\/b><\/p>\n

Este important de re\u021binut c\u0103 nu po\u021bi folosi tipul de campanie Catalog Sales pentru orice business. Pentru a seta campania vei avea nevoie de un feed de produse sau de servicii. Un exemplu de alte business-uri care pot folosi o astfel de campanie este mai jos:
\n\"Product-Catalog-for-business-types\"<\/span><\/p>\n

Cite\u0219te <\/span>aici<\/span><\/a> \u0219i <\/span>aici<\/span><\/a> cum po\u021bi s\u0103 creezi un feed de produse pentru business-ul t\u0103u, iar la o simpl\u0103 c\u0103utare vei g\u0103si \u0219i mai multe articole folositoare.
\n<\/span><\/p>\n

Dup\u0103 ce feed-ul a fost creat \u0219i ad\u0103ugat \u00een Facebook Ads Manager, po\u021bi crea prima ta campanie Catalog Sales. A\u0219a va ar\u0103ta Product Feed-ul t\u0103u:<\/span><\/p>\n

\"Screenshot
\nTip: Nu uita s\u0103 dai acces la catalog tuturor celor implica\u021bi \u00een preg\u0103tirea campaniilor.<\/span><\/p>\n

A\u0219a vor ar\u0103ta ad-urile tale care provin din campania Catalog Sales. Atunci c\u00e2nd utilizatorul d\u0103 click pe unul dintre produsele din carousel, link-ul \u00eel va redirec\u021bia c\u0103tre pagina de
\nprodus.<\/span><\/p>\n

\"Format<\/p>\n

Ad-urile sunt \u00een format crousel, iar fiecare cartona\u0219 are propriul Headline \u0219i Link Description. Po\u021bi ad\u0103uga denumirea \u0219i pre\u021bul produsului sau orice alt\u0103 informa\u021bie despre produs care \u021bi se pare relevant\u0103. <\/span><\/p>\n

 <\/p>\n

Cum targetezi Returning Users \u0219i New Clients<\/b><\/p>\n


\n<\/b><\/b><\/p>\n

Campania Catalog Sales are dou\u0103 super-puteri, care sunt yin \u0219i yang-ul Facebook Ads. Dynamic Remarketing \u0219i Audien\u021be Optimised by Facebook sau audien\u021bele Broad.<\/span><\/p>\n


\n\"Tipuri<\/span><\/p>\n

Dynamic Remarketing te ajut\u0103 s\u0103 livrezi ad-urile c\u0103tre utilizatorii care au fost recent pe site, au vizualizat produse sau au ad\u0103ugat \u00een co\u0219. Acest tip de targetare este cel mai cunoscut. Dac\u0103 strategia ta Facebook Ad este bine pus\u0103 la punct deja se afl\u0103 printre campaniile tale curente. <\/p>\n

Dac\u0103 \u00eenc\u0103 nu ai descoperit acest tip de campanie, sper s\u0103 te inspir\u0103m s\u0103 o descoperi \u0219i s\u0103 o implementezi c\u00e2t mai cur\u00e2nd.<\/span><\/p>\n

Tip: Folose\u0219te <\/span>Time Lag Report<\/span><\/i> din Analytics pentru a afla dac\u0103 Dynamic Remarketing va aduce rezultate bune pentru business-ul pe care urmeaz\u0103 s\u0103 \u00eel promovezi. Cite\u0219te mai multe <\/span>aici<\/span><\/a>.<\/span><\/p>\n

 <\/p>\n

Tu folose\u0219ti campania Catalog Sales la capacitate maxim\u0103?<\/b><\/p>\n

Vreau s\u0103 \u00ee\u021bi povestesc despre tipul de targetare mai pu\u021bin folosit\u0103 a campaniei Catalog Sales, Broad Audiences. Aceasta se adreseaz\u0103 \u00een special unui public nou, acei new clients pe care cu to\u021bii ne dorim s\u0103 \u00eei ob\u021binem \u00eentru bun\u0103starea \u0219i cre\u0219terea unui business.<\/span><\/p>\n

 <\/p>\n

O metod\u0103 eficient\u0103 de a targeta \u201cprospective clients\u201d<\/b><\/p>\n

Eu o numesc \u201cm\u00e2na invizibil\u0103\u201d a Facebook-ului, acest tip de adset este poate cel mai smart mod de a te bucura de machine learning-ul care st\u0103 \u00een spatele campaniilor de Facebook Ads.
\n<\/span><\/p>\n

Atunci c\u00e2nd creezi audien\u021bele broad, a\u0219a cum le nume\u0219te \u0219i Facebook, va trebui s\u0103 fii generos cu poten\u021bial reach-ul audien\u021bei. \u021aine cont c\u0103 aici mai mult \u00eenseamn\u0103 mai bine. <\/span><\/p>\n

\"Audience<\/p>\n

Este nevoie de un volum mare de utilizatori din interesele \u0219i comportamentul c\u0103rora machine learning-ul Facebook va putea \u00eenv\u0103\u021ba care sunt utilizatorii cei mai aproape de a converti. Facebook va livra ad-urile \u00een special c\u0103tre acei utilizatori care au c\u0103utat sau caut\u0103 \u00een mod activ produse similare cu ale tale.<\/p>\n

 <\/p>\n

Cum creezi audien\u021bele Broad pentru Catalog Sales<\/b><\/p>\n


\n<\/b><\/b><\/p>\n

\u00cen quest-ul t\u0103u pentru a g\u0103si audien\u021bele cele mai bune vei avea ocazia s\u0103 \u00ee\u021bi folose\u0219ti cuno\u0219tin\u021bele de Google Analytics. De asemenea \u021bine cont de <\/span>persona<\/span><\/i> pe care ai creat-o pentru business-ul pe care \u00eel promovezi. S\u0103 nu uit\u0103m de <\/span>Audience Insights<\/span><\/a> \u0219i bine\u00een\u021beles, de intui\u021bia \u0219i imagina\u021bia ta.<\/span><\/p>\n

Atunci c\u00e2nd creez audien\u021be noi \u021bin cont de o regul\u0103 care consider c\u0103 m\u0103 ajut\u0103 s\u0103 analizez ulterior ce categorie de interese \u0219i comportamente a ob\u021binut cele mai bune rezultate.<\/span><\/p>\n

Pornesc de la o idee \u0219i aleg interesele, datele demografice \u0219i comportamentele utilizatorilor \u00een jurul acelei idei. \u00cen exemplul de mai jos am ales s\u0103 targetez utilizatorii interesa\u021bi de camere foto \u0219i de fotografie. Pentru c\u0103 nu am diferen\u021be mari la nivel de performan\u021b\u0103 pe nici una dintre intervalele de v\u00e2rst\u0103, de aceast\u0103 dat\u0103  am targetat 18-65. <\/span><\/p>\n

\"Facebook<\/p>\n

Nu uita s\u0103 g\u00e2nde\u0219ti \u0219i outside the box<\/em>, \u00een afara intereselor pe care le dicteaz\u0103 persona sau a celor mai evidente interese pentru business-ul \u00een cauz\u0103. De aceea \u00ee\u021bi propun s\u0103 incluzi \u00een lista ta de audien\u021be \u0219i ceva diferit. \u00cen exemplul de mai sus am ob\u021binut rezultate foarte bune de\u0219i nu promovam aparate foto sau nimic legat de fotografie, ci bijuterii.<\/span><\/p>\n

O alt\u0103 surs\u0103 de inspira\u021bie este raportul <\/span>Affinity Audiences<\/span><\/i> din Analytics \u0219i mai jos po\u021bi vedea cum m-a ajutat s\u0103 descop\u0103r audien\u021be noi. \u00cen exemplul meu am analizat ultimele 3 luni \u0219i am ordonat <\/span>Affinity Categories<\/span><\/i> \u00een func\u021bie de rata de conversie. Am c\u0103utat mai apoi un pattern de interese care pot fi \u00eencadrate \u00een aceea\u0219i categorie. Music lovers (galben), Going out (verde), Interested in Cars and Driving (albastru).<\/span><\/p>\n

\"Affinity<\/p>\n

\u00cen categoria audien\u021belor care targeteaz\u0103 un public nou intr\u0103 \u0219i audien\u021bele Lookalike. Dimensiunea audien\u021bei Lookalike poate fi \u00eentre 1% \u0219i 10% din popula\u021bie, 1% fiind audien\u021ba cea mai apropiat\u0103 de lista ta de clien\u021bi. \u00cens\u0103 dac\u0103 putem testa p\u00e2n\u0103 la 10%, de ce s\u0103 nu o facem?! <\/span><\/p>\n

Eu \u00ee\u021bi recomand s\u0103 testezi 1%, 5% \u0219i 10% sau orice procent p\u00e2n\u0103 g\u0103se\u0219ti varianta care \u00ee\u021bi aduce \u021bie cele mai bune rezultate. Acest tip de audien\u021be Lookalike care dep\u0103\u0219esc 1% se numesc \u201cnested\u201d \u0219i po\u021bi citi mai mult despre ele aici<\/span><\/a>.<\/span><\/p>\n

A\/B test everything<\/b><\/p>\n

Da, indiferent dac\u0103 vorbim de campanii de Google sau Facebook Ads, este important s\u0103 testezi. \u00cencearc\u0103 mai multe audien\u021be, diferite categorii de produse, copy-uri, frame-uri, you name it. Exploreaz\u0103, vezi ce func\u021bioneaz\u0103 mai bine pentru fiecare business \u00een parte \u0219i bucur\u0103-te de rezultate. <\/span>Testeaz\u0103 \u0219i las\u0103-te surprins.<\/span><\/p>\n

 <\/p>\n

Tot nu te-am convins? Un exemplu concret din experien\u021ba noastr\u0103<\/b><\/p>\n

 <\/p>\n

De\u0219i folosesc acest tip de targetare de mai bine de un an, anul acesta am \u00eenceput s\u0103 \u00eel ofer mai mult\u0103 aten\u021bie iar rezultatele nu s-au l\u0103sat a\u0219teptate.
\n <\/span><\/p>\n

\"Rezultate<\/span><\/p>\n

\u00cen exemplul de mai sus campania f_catalog_nt_ongoing con\u021bine doar audien\u021be broad. Costul pe click este, cum ne-am a\u0219tepta, mai mic pentru audien\u021bele brand fa\u021b\u0103 de campania Dynamic Remarketing. De aceea observ\u0103m o diferen\u021b\u0103 mare la nivel de volum de utilizatori \u0219i automat \u0219i o rat\u0103 de conversie mai mic\u0103. \u00cen acea\u0219i timp volumul de conversii din campania broad este \u0219i el mai mare.<\/p>\n

Cel mai relevant indicator al performan\u021bei \u00een acest caz este costul din revenue, care este 5.7% \u00een cazul campaniei broad \u0219i 4% \u00een cazul campaniei de remarketing. O diferen\u021b\u0103 1.7% procente \u00eens\u0103 dou\u0103 rezultate la fel de bune. Nu uita c\u0103 acele peste 250 de tranzac\u021bii ale campaniei brod provin \u00een principal de la new buyers, astfel c\u0103 rezultatele sunt cu at\u00e2t mai \u00eembucur\u0103toare.<\/p>\n

 <\/p>\n

Sper c\u0103 te-am \u00eencurajat s\u0103 explorezi campania Catalog Sales, s\u0103 testezi mai mult, iar dac\u0103 \u021bi s-a p\u0103rut util articolul nu uita s\u0103 \u00eei dai share.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A geek\u2019s confession Dear PPC Geek, articolul de fa\u021b\u0103 este pentru tine. Vreau s\u0103 \u00ee\u021bi spun mai multe despre campania mea preferat\u0103 de Facebook Ads, Catalog Sales, \u0219i cum o po\u021bi folosi smart \u00een strategia ta.  F\u0103r\u0103 s\u0103 vrem devenim exper\u021bi pe subiectele care ne pasioneaz\u0103. Le \u00eentoarcem pe toate fetele, experiment\u0103m orice se poate … <\/p>\n

Continu\u0103 lectura \u201eCum po\u021bi cre\u0219te num\u0103rul de clien\u021bi noi cu ajutorul campaniei Catalog Sales din Facebook Ads\u201d<\/span><\/a><\/p>\n","protected":false},"author":9,"featured_media":4867,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[180,183,200],"class_list":["post-4688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","tag-ecommerce","tag-facebook-ads","tag-product-catalog","entry"],"yoast_head":"\nCum po\u021bi cre\u0219te num\u0103rul de clien\u021bi noi cu ajutorul campaniei Catalog Sales din Facebook Ads<\/title>\n<meta name=\"description\" content=\"Afl\u0103 de ce campania mea preferat\u0103 de Facebook Ads este Catalog Sales \u0219i cum o po\u021bi folosi \u00een strategiile de eCommerce pentru a ob\u021bine clien\u021bi noi.\" \/>\n<meta name=\"robots\" content=\"index, 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