{"id":5615,"date":"2022-03-31T12:24:55","date_gmt":"2022-03-31T12:24:55","guid":{"rendered":"https:\/\/mavericks.ro\/blog\/?p=5615"},"modified":"2022-04-20T07:55:20","modified_gmt":"2022-04-20T07:55:20","slug":"8-aspecte-care-fac-diferenta-in-rezultatele-campaniilor-de-performance-media","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/8-aspecte-care-fac-diferenta-in-rezultatele-campaniilor-de-performance-media\/","title":{"rendered":"8 aspecte care fac diferen\u021ba \u00een rezultatele campaniilor de performance media"},"content":{"rendered":"\n<p>Care este re\u021beta campaniilor de succes? Cu siguran\u021b\u0103 nu exist\u0103 o singur\u0103 re\u021bet\u0103 \u0219i nici o formul\u0103 magic\u0103, \u00eens\u0103 exist\u0103 c\u00e2teva aspecte care fac cu adev\u0103rat diferen\u021ba \u00een rezultatele campaniilor. Am auzit cu to\u021bii c\u0103 strategia este cea mai important\u0103, dar adev\u0103rul este c\u0103 raportul final vorbe\u0219te despre rezultatele aduse, dar \u0219i despre c\u00e2t de bun\u0103 a fost strategia.&nbsp; Cu siguran\u021b\u0103 strategia este important\u0103, dar ce se \u00eent\u00e2mpl\u0103 in between? Care sunt ac\u021biunile pe care le facem sau la ce ar trebui s\u0103 ne uit\u0103m \u00een timpul campaniei pentru a ajunge la rezultatele dorite?<\/p>\n\n\n\n<p>\u00cen continuare vom aborda campaniile din punctul A p\u00e2n\u0103 \u00een punctul Z pentru a sublinia care sunt cele mai importante aspecte pentru a ajunge la rezultatele dorite.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Strategia<\/h3>\n\n\n\n<p>Strategia joac\u0103 un rol important atunci c\u00e2nd vine vorba de campaniile de performance media de succes. Planificarea campaniilor, deciziile ini\u021biale privind tacticile \u0219i formatele pe care le folosim ne ajut\u0103 mult s\u0103 ob\u021binem ce e mai bun din campanii \u00een faza ini\u021bial\u0103. \u00cens\u0103 \u00eenainte de a porni campaniile este necesar s\u0103 \u0219tim ce vrem s\u0103 atingem \u0219i mai ales cum am putea s\u0103 facem acest lucru \u00eentr-un mod c\u00e2t mai eficient. <\/p>\n\n\n\n<p><strong>Obiectivul este cel pe care trebuie s\u0103 \u00eel avem \u00een minte mereu atunci c\u00e2nd \u00eencepem planificarea, astfel \u00eenc\u00e2t toate ac\u021biunile pe care le avem \u00een plan s\u0103 vizeze \u00eendeplinirea obiectivului. <\/strong>Totu\u0219i, avantajul principal pe care \u00eel avem este c\u0103 \u00een cazul campaniilor putem interveni asupra strategiei, putem ajusta \u0219i putem modifica campaniile astfel \u00eenc\u00e2t s\u0103 optimiz\u0103m rezultatele \u00een direc\u021bia pe care o dorim.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Analiza \u0219i optimizarea rezultatelor<\/h3>\n\n\n\n<p>Pentru a atinge obiectivul setat,<strong> campaniile trebuie verificate \u0219i optimizate constant<\/strong>. Nu este suficient s\u0103 ai o structur\u0103 bun\u0103 \u0219i campanii bine f\u0103cute, ci este important s\u0103 te ui\u021bi peste rezultate \u0219i s\u0103 analizezi ce ai ob\u021binut \u0219i ce po\u021bi face astfel \u00eenc\u00e2t lucrurile s\u0103 mearg\u0103 \u00een direc\u021bia bun\u0103. <\/p>\n\n\n\n<p>De multe ori ne pierdem \u00een optimiz\u0103ri foarte \u00een detaliu, \u00eens\u0103 secretul este ca optimizarea s\u0103 fie f\u0103cut\u0103 plec\u00e2nd de la obiectivul macro al campaniei sau al contului. Se spune c\u0103 ajungem c\u00e2teodat\u0103 s\u0103 nu mai vedem p\u0103durea de copaci, iar asta se \u00eent\u00e2mpl\u0103 \u0219i \u00een cazul campaniilor. Atunci c\u00e2nd ne pierdem \u00eentre foarte multe ac\u021biuni de optimizare micro, pierdem din vedere obiectivul pe care \u00eel avem. <\/p>\n\n\n\n<p>Cu siguran\u021b\u0103 optimizarea in depth ajut\u0103 la \u00eendeplinirea rezultatelor \u00eentr-un mod mai eficient, \u00eens\u0103 recomandarea noastr\u0103 este s\u0103 trat\u0103m campaniilor \u0219i dintr-o perspectiv\u0103 macro. Printre ac\u021biunile de optimizare strategice care pot impacta u\u0219or rezultatele campaniilor men\u021bion\u0103m:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>optimizarea bugetului per canal<\/strong> (de multe ori \u00eembun\u0103t\u0103\u021birea rezultatelor se face u\u0219or dac\u0103 intervenim asupra planific\u0103rii ini\u021biale \u0219i ajust\u0103m split-ul de buget c\u0103tre canalul cel mai performant);<\/li><li><strong>optimizarea formatelor, ad-urilor<\/strong>, dar \u0219i <strong>evaluarea tuturor campaniilor implementate<\/strong>;<\/li><li><strong>optimizarea strategiei,<\/strong> a planului ini\u021bial \u0219i adaptarea constant\u0103 pentru a aduce rezultatele cele mai bune;<\/li><\/ul>\n\n\n\n<p>Dup\u0103 ce ne asigur\u0103m c\u0103 bugetele sunt setate corect, c\u0103 avem f\u0103cut split-ul de buget \u00een func\u021bie de performan\u021b\u0103 \u0219i c\u0103 setarea campaniilor este corect\u0103, mergem mai departe la optimizarea in depth. Astfel, recomandarea noastr\u0103 este s\u0103:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Analiz\u0103m <strong>search terms<\/strong> din campaniile de search \u0219i shopping;<\/li><li>Ad\u0103ug\u0103m <strong>o list\u0103 de cuvinte negative<\/strong> pentru fiecare campanie \u00een parte, dar \u0219i una general\u0103 pe tot cont;<\/li><li>Sc\u0103dem <strong>pre\u021bul de licita\u021bie<\/strong> sau s\u0103 cre\u0219tem \u00een func\u021bie de rezultate;<\/li><li>Verific\u0103m <strong>raportul de loca\u021bii<\/strong>, <strong>ore<\/strong> sau <strong>device<\/strong> \u0219i s\u0103 intervenim asupra acestui aspect;<\/li><li>Analiz\u0103m \u0219i optimiz\u0103m <strong>formatul \u0219i textele campaniilor.<\/strong><\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Business Insights<\/h3>\n\n\n\n<p>Credem c\u0103 optimizarea este important\u0103 \u00een tot acest proces pentru a eficientiza rezultatele campaniilor pe care le facem. Pentru a putea face optimiz\u0103ri cu un impact foarte mare asupra rezultatelor, dar \u0219i pentru a putea ajusta strategia pe parcursul campaniilor este important s\u0103 avem c\u00e2t mai multe business insights. <strong>Contul de Analytics con\u021bine multe informa\u021bii, \u00eens\u0103 pentru a le \u00een\u021belege mai bine, ele trebuie completate de insight-urile de business<\/strong>. O serie de \u00eentreb\u0103ri utile pentru a afla aceste insights:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ce categorii de produse pot scoate \u00een fa\u021b\u0103?<\/li><li>Ce categorii sau ce produse au performant cel mai bine \u0219i de ce?&nbsp;<\/li><li>Unde am marja cea mai bun\u0103?<\/li><li>Unde \u00eemi permit s\u0103 pl\u0103tesc mai mult pe conversie?<\/li><li>Am stocuri suficiente pentru a \u00eempinge o anumit\u0103 categorie \u00een fa\u021b\u0103?<\/li><li>Am o selec\u021bie de produse suficient de bun\u0103 pentru a putea s\u0103 \u00eemi \u00eendeplinesc obiectivele de business?&nbsp;<\/li><\/ul>\n\n\n\n<p>Partea de insights este foarte important\u0103 \u0219i trebuie f\u0103cut\u0103 la fiecare campanie. Pentru ca acest lucru s\u0103 fie posibil, <strong>este important ca agen\u021bia \u0219i clientul s\u0103 aib\u0103 o rela\u021bie apropiat\u0103 \u0219i s\u0103 comunice c\u00e2t de mult posibil. F\u0103r\u0103 aceste informa\u021bii, strategia de performance media sau abordare pe care o avem asupra campaniilor s-ar putea s\u0103 fie incomplet\u0103.<\/strong> Credem c\u0103 aceast\u0103 comunicare st\u0103 la baza campaniilor de succes de performance media.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Implementarea campaniilor<\/h3>\n\n\n\n<p>Cum abord\u0103m campaniile, cum le set\u0103m \u0219i cum construim mesajul astfel \u00eenc\u00e2t s\u0103 atragem aten\u021bia consumatorului sunt doar c\u00e2teva elemente de la care pleac\u0103 succesul campaniei. Toate aceste lucruri ne ajut\u0103 s\u0103 \u00een\u021belegem mai bine cum func\u021bioneaz\u0103 \u0219i ce am putea \u00eembun\u0103t\u0103\u021bi \u00een campaniile noastre. <\/p>\n\n\n\n<p>Este foarte important ca persoana care face campaniile s\u0103 \u0219tie de ce folose\u0219te sau nu folose\u0219te smart bidding pe campanii, de ce folose\u0219te tipul de potrivire x sau de ce alege evenimentul de add to cart \u00een locul evenimentului de purchase. Dac\u0103 ai r\u0103spunsuri la toate aceste \u00eentreb\u0103ri, rezultatele campaniilor tale pot fi la nivelul a\u0219tept\u0103rilor. <strong>Alegerea cuvintelor cheie, alegerea audien\u021belor sau decizia dac\u0103 mergem sau nu pe audience expansion poate face diferen\u021ba \u00een rezultate.<\/strong>&nbsp; <strong>Poate c\u0103 la prima vedere nu par at\u00e2t de importante, \u00eens\u0103 set\u0103rile&nbsp; precum limba, ad rotation sau orele de afi\u0219are pot face diferen\u021ba<\/strong>.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Comunicarea uniform\u0103<\/h3>\n\n\n\n<p>Un alt aspect important este ca toate sursele de trafic pe care le avem s\u0103 comunice uniform. De ce este important? Pentru a ne asigura c\u0103 nu avem situa\u021bii \u00een care \u00een Newsletter promov\u0103m o anumit\u0103 categorie de produse, dar uit\u0103m s\u0103 preciz\u0103m categoria \u0219i \u00een campaniile de pe Google, spre exemplu, unde focusul a r\u0103mas neschimbat. Acela\u0219i lucru este valabil \u0219i pentru felul \u00een care comunic\u0103m \u00een Social Media \u0219i ce se \u00eent\u00e2mpl\u0103 \u00een restul mediilor. <strong>Campaniile care au o comunicare unitar\u0103 \u0219i sus\u021binut\u0103 prin toate mediile, au \u0219anse mai mari de reu\u0219it\u0103, concentr\u00e2ndu-\u0219i efortul comun \u00eentr-o singur\u0103 direc\u021bie.<\/strong><br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Igiena conturilor<\/h3>\n\n\n\n<p>\u00cenainte s\u0103 lans\u0103m o campanie de anvergur\u0103 este necesar s\u0103 ne asigur\u0103m c\u0103 avem toate lucrurile puse \u00een ordine, cum ar fi: toate extensiile setate pentru campania de Google Search, toate bannerele gata urcate pe canalele pe care vrem s\u0103 comunic\u0103m \u0219i chiar s\u0103 mai d\u0103m un 360 check pe toate campaniile preg\u0103tite. \u00cen acela\u0219i timp, trebuie s\u0103 \u021binem cont \u0219i de feed-uri, at\u00e2t de Google, c\u00e2t \u0219i de Facebook, pentru c\u0103 nimic nu este mai nepl\u0103cut dec\u00e2t s\u0103 avem probleme cu acestea \u00eentr-o perioad\u0103 de comunicare mai puternic\u0103.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7.  Reporting<\/h3>\n\n\n\n<p>Raportarea aduce tuturor lini\u0219tea \u0219i \u00een\u021belegerea de care avem nevoie. <strong>Cel mai potrivit este ca indicatorii de performan\u021b\u0103 s\u0103 fie stabili\u021bi \u00eempreun\u0103 cu clientul: care este ROAS-ul pe care \u00eel a\u0219tept\u0103m, c\u00e2t % din audien\u021ba urmeaz\u0103 s\u0103 atingem sau c\u00e2t trafic vom aduce pe website.<\/strong> Pe l\u00e2ng\u0103 metricii principali analiza\u021bi \u00een func\u021bie de obiectivul campaniei \u0219i strategia aleas\u0103, fiecare campanie aduce \u00een aten\u021bie \u0219i metrici secundari necesari de urm\u0103rit, \u00een func\u021bie de canalul ales \u0219i optimiz\u0103rile realizate pe parcurs. <\/p>\n\n\n\n<p>Recomandarea este s\u0103 ne uit\u0103m la metrici comparativ \u00eentre campanii sau perioade, dar \u0219i s\u0103-i c\u0103ut\u0103m pe aceia care ar face diferen\u021ba, pe baza insight-urilor trimise de c\u0103tre client. <strong>Nu este \u00eendeajuns doar s\u0103 scoatem datele din platform\u0103, ci c\u0103ut\u0103m ra\u021bionamente pentru rezultate, at\u00e2t din punct de vedere a ce a mers bine, c\u00e2t \u0219i ce nu a mers bine.<\/strong><\/p>\n\n\n\n<p>De ce spunem c\u0103 este important\u0103 raportarea? \u00cen primul r\u00e2nd pentru c\u0103 trebuie s\u0103 ai o viziune de ansamblu asupra a ceea ce s-a \u00eent\u00e2mplat. Caut\u0103 s\u0103 ai o modalitate vizual\u0103 de a verifica rezultatele, fie printr-un Data Studio sau un Spreadsheet \u00een care s\u0103-\u021bi pui cei mai importan\u021bi metrici la un loc. Un raport \u00een spreadsheet te ajut\u0103 s\u0103 vezi evolu\u021bia campaniilor de la s\u0103pt\u0103m\u00e2n\u0103 la s\u0103pt\u0103m\u00e2n\u0103, iar raportul vizual te ajut\u0103 s\u0103 \u00een\u021belegi mai bine datele pe care le ai.<\/p>\n\n\n\n<p>\u00cen acela\u0219i timp, ai grij\u0103 ca raportarea s\u0103 fie f\u0103cut\u0103 pentru fiecare tip de campanie \u00een parte sau s\u0103 urm\u0103reasc\u0103 indicatorii potrivi\u021bi. Campania de Youtube spre exemplu este o campanie de awareness, iar asta \u00eenseamn\u0103 c\u0103 trebuie s\u0103 te ui\u021bi la indicatori ce \u021bin de views, impresii, reach, nu la v\u00e2nz\u0103rile generate de aceast\u0103 campanie. Ai grij\u0103 s\u0103 o compari cu o alt\u0103 campanie de Youtube sau de Awareness, nu cu o campanie de Smart Shopping sau cu rezultatele din campania de Brand Protect. Raportarea te ajut\u0103 s\u0103 \u00een\u021belegi mai bine ce merge \u0219i ce nu, iar \u00een baza ei po\u021bi face ac\u021biunile de optimizare de care am discutat anterior.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Bunele practici sau informa\u021biile calitative<\/h3>\n\n\n\n<p>De la ele pleac\u0103 analiza campaniei \u0219i este important ca la final s\u0103 \u0219tim ce a mers, de ce a mers \u0219i ce nu a mers \u0219i mai ales, de ce nu a mers. Aceste \u00eentreb\u0103ri sunt esen\u021biale pentru planificarea urm\u0103toarelor campanii \u0219i <strong>secretul pentru a avea rezultate bune este s\u0103 pleci de la informa\u021biile calitative pe care le-ai str\u00e2ns \u00een timp, \u00een procesul de planificare. <\/strong>Toate acestea te ajut\u0103 s\u0103 eficientizezi din ce \u00een ce mai mult investi\u021biile \u0219i s\u0103 ai campanii din ce \u00een ce mai performance \u0219i potrivite pentru obiectivul t\u0103u.&nbsp;<\/p>\n\n\n\n<p><strong>Analizeaz\u0103 campaniile din toate punctele de vedere, set\u0103ri, mesaj, buget, targetare, banner, strategie, iar la final pune pe h\u00e2rtie lucrurile care au f\u0103cut diferen\u021ba. <\/strong>Folose\u0219te toate aceste informa\u021bii pe viitor pentru a aduce rezultate c\u00e2t mai bune mai bune pentru campaniile pe care le faci.&nbsp;<br><\/p>\n\n\n\n<p>\u00cen concluzie, <strong>strategia este important\u0103, \u00eens\u0103<\/strong> <strong>pa\u0219ii pe care \u00eei facem pe parcurs, ac\u021biunile de optimizare \u0219i felul \u00een care set\u0103m campaniile fac diferen\u021ba.<\/strong> Raportarea \u0219i \u00een\u021belegerea datelor \u00een timpul campaniilor te poate ajuta s\u0103 faci optimiz\u0103rile corecte pentru a ajunge la rezultatele dorite \u00een campanii.&nbsp;<br><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Articol by <\/h4>\n\n\n\n<p><strong><a href=\"https:\/\/www.linkedin.com\/in\/andranegru\/\">Andra Negru<\/a>, General Manager Mavericks <\/strong><\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.linkedin.com\/in\/razvan-cojan-b47653106\/\">R\u0103zvan Cojan<\/a>, Head of Performance Media<\/strong> <strong>Mavericks<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Strategia este important\u0103, \u00eens\u0103 pa\u0219ii pe care \u00eei facem \u00eentr-o campanie de performance media pe parcurs, ac\u021biunile de optimizare \u0219i felul \u00een care set\u0103m campaniile fac diferen\u021ba.<\/p>\n","protected":false},"author":11,"featured_media":5646,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[189,179,190,178,192,212],"class_list":["post-5615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","tag-digital-marketing","tag-marketing-digital","tag-pay-per-click-marketing","tag-performance-media","tag-ppc-marketing","tag-strategii","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>8 aspecte care fac diferen\u021ba \u00een rezultatele campaniilor de performance media | Blogul Mavericks<\/title>\n<meta name=\"description\" content=\"Strategia de performance media este important\u0103, \u00eens\u0103 pa\u0219ii pe care \u00eei facem pe parcurs, optimiz\u0103rile \u0219i felul \u00een care 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