{"id":5637,"date":"2022-04-19T13:42:44","date_gmt":"2022-04-19T13:42:44","guid":{"rendered":"https:\/\/mavericks.ro\/blog\/?p=5637"},"modified":"2022-04-20T11:55:44","modified_gmt":"2022-04-20T11:55:44","slug":"f64-cum-poti-creste-campaniile-de-shopping-ads-cu-200-year-over-year","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/f64-cum-poti-creste-campaniile-de-shopping-ads-cu-200-year-over-year\/","title":{"rendered":"F64 – cum po\u021bi cre\u0219te campaniile de Shopping Ads cu 200% year over year"},"content":{"rendered":"\n

Despre F64.ro<\/h3>\n\n\n\n

Cu o experien\u021b\u0103 de peste 20 de ani pe pia\u021b\u0103, F64<\/strong><\/a> este unul dintre cei mai importan\u021bi juc\u0103tori de furnizori foto, video \u0219i audio de pe pia\u021ba din Rom\u00e2nia<\/strong>, at\u00e2t B2C, c\u00e2t \u0219i B2B. Pe l\u00e2ng\u0103 magazinul online, F64 are un showroom important \u00een Bucure\u0219ti, unde clien\u021bii pot vedea \u0219i testa produsele, dar primesc \u0219i consultan\u021b\u0103 din partea echipei de exper\u021bi F64.<\/p>\n\n\n\n

Context<\/h3>\n\n\n\n

Campaniile de Shopping Ads au devenit o parte important\u0103 din mixul de performance media, chiar \u00een top 3 strategii at\u00e2t la nivel de trafic, c\u00e2t \u0219i revenue. De aceea optimizarea mixului de campanii de Shopping din Google Ads este foarte important astfel \u00eenc\u00e2t s\u0103 ob\u021binem un revenue mai mare. <\/p>\n\n\n\n

Obiectivul case study-ului<\/h3>\n\n\n\n

Cre\u0219terea revenue-ului campaniilor de Shopping Ads cu minim 50% year over year.<\/strong><\/p>\n\n\n\n

Strategia abordat\u0103<\/h3>\n\n\n\n

Tabelul de mai jos \u0219i cifrele reprezint\u0103 rata medie de conversie a website-ului F64 \u0219i a rata primelor 3 campanii de Shopping Ads. <\/strong>De aici am plecat \u00een analiz\u0103 \u0219i deciziile privind performan\u021ba campaniilor.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Pasul 1: redistribuirea bugetelor \u00eentre campanii<\/strong><\/p>\n\n\n\n

Primul pas a fost s\u0103 redistribuim bugetul \u00eentre campanii. Existau anumite campanii care performau mai bine dec\u00e2t altele \u0219i totu\u0219i bugetul nu era optimizat din acest punct de vedere. \u00cen urma discu\u021biilor cu echipa de marketing intern\u0103 a F64, am decis distribuirea bugetului c\u0103tre campaniile cu eficien\u021ba cea mai mare \u0219i cu revenue mai mare.<\/p>\n\n\n\n

Pasul 2: optimizarea campaniilor de Shopping Ads<\/strong><\/p>\n\n\n\n

Pentru c\u0103 majoritatea bugetului de Search era \u00eendreptat c\u0103tre campaniile de Shopping, atunci \u0219i focusul nostru a fost \u00eendreptat tot c\u0103tre campaniile de Shopping. Aici am luat decizii de optimizare cum ar fi: <\/p>\n\n\n\n

– \u00eemp\u0103r\u021birea pe campanii distincte, \u00een func\u021bie de fiecare brand<\/p>\n\n\n\n

– \u00eemp\u0103r\u021birea fiec\u0103rei campanii pe grupuri de produse<\/p>\n\n\n\n

– analizarea volumului de trafic adus de top produse urm\u00e2nd ca mai apoi s\u0103 lu\u0103m decizia de p\u0103strare sau eliminare manual\u0103 din feed-ul de promovare.<\/p>\n\n\n\n

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

Pasul 3: dezvoltarea pe direc\u021bii noi de promovare<\/strong><\/p>\n\n\n\n

Pentru c\u0103 am \u0219i \u00eemp\u0103r\u021bit campaniile de Shopping pe branduri, am putut vedea cum func\u021bioneaz\u0103 anumite branduri \u0219i am putut redistribui buget suplimentar \u00een cazul anumitor campanii care au func\u021bionat foarte bine. \u00cen modul acesta am putut explora \u0219i plaje noi de c\u0103ut\u0103ri \u0219i branduri care ne-au permis s\u0103 vedem din timp oportunit\u0103\u021bile.<\/p>\n\n\n\n

Pasul 4: afi\u0219area campaniilor \u00een func\u021bie de ROI<\/strong><\/p>\n\n\n\n

Av\u00e2nd un sistem de licita\u021bie de tip smart bidding, cu Target ROAS controlezi afi\u0219area campaniilor \u00een func\u021bie de ROI-ul pe care \u00eel poate aduce campania. \u00cen cazul magazinelor online, \u00een special \u00een cazul f64.ro, fiecare brand are o marj\u0103 de profit diferit\u0103 \u0219i astfel, un target ROAS diferit de la brand la brand. Am setat campaniile \u00een func\u021bie de ROAS-ul pe care \u00eel aveam pe fiecare brand \u00een parte, iar astfel am reu\u0219it s\u0103 control\u0103m foarte bine ROI-ul pe care \u00eel aducem din campaniile de Shopping.<\/p>\n\n\n\n

Rezultatele strategiei<\/h3>\n\n\n\n

Am reu\u0219it s\u0103 cre\u0219tem revenue-ul total cu peste 200% year over year. <\/strong>Ne-am concentrat mai mult pe calitatea utilizatorilor \u0219i targetarea cu produsele cele mai potrivite \u0219i nu neap\u0103rat pe un cost pe click mai mic, fapt ce ne-a permis s\u0103 aducem rezultate exponen\u021bial mai bune. <\/p>\n\n\n\n

\"\"\/
Grafice \u0219i rezultate din Google Analitycs pentru contul F64<\/figcaption><\/figure>\n\n\n\n

Planuri de viitor<\/h3>\n\n\n\n

Campaniile de Shopping sunt un pilon esen\u021bial \u00een strategia oric\u0103rui magazin online din Rom\u00e2nia. Pe l\u00e2ng\u0103 optimizarea lor din punct de vedere buget, \u00eemp\u0103r\u021birea \u00een func\u021bie de categorii sau branduri \u0219i verificarea constant\u0103 a produselor c\u0103utate, recomand\u0103m \u0219i \u00eenceperea unor campanii de Performance Max<\/strong> astfel \u00eenc\u00e2t s\u0103 test\u0103m printre primii noile solu\u021bii oferite de Google \u0219i s\u0103 putem profita de costurile reduse pentru pionierat \u00een folosirea unei strategii.<\/p>\n\n\n\n

Takeaways<\/h3>\n\n\n\n
  1. Analizeaz\u0103 campaniile \u00een func\u021bie de eficien\u021b\u0103 \u0219i mai apoi raportate la buget. <\/li>
  2. Construie\u0219te campanii de shopping \u00een care s\u0103 po\u021bi urm\u0103ri mai clar centrul de cost. Recomand\u0103m campanii pe categorii sau branduri comercializate.<\/li>
  3. Nu analiza doar costul pe click al campaniilor, ci mai degrab\u0103 ROAS-ul campaniilor.<\/li><\/ol>\n\n\n\n

    _________<\/p>\n\n\n\n

    Echipa responsabil\u0103 de performan\u021ba contului F64.ro<\/strong><\/p>\n\n\n\n

    Alexandra Ghi\u021b\u0103<\/a><\/strong>, Performance Media Coordinator Mavericks<\/a><\/p>\n\n\n\n

    Alexandra Badea<\/a><\/strong>, Performance Media Executive Mavericks<\/a><\/p>\n\n\n\n

    C\u0103t\u0103lina Coterle\u021b<\/a><\/strong>, Digital Marketing Manager F64<\/a><\/p>\n\n\n\n

    Gabriela Geta Mititescu<\/strong>, Asistent Marketing Manager F64<\/a><\/p>\n\n\n\n

    __________<\/p>\n","protected":false},"excerpt":{"rendered":"

    Case study \u0219i analiza unui exemplu de campanii de shopping ads pentru magazinul online F64 \u0219i cum po\u021bi cre\u0219te cu 200% year over year<\/p>\n","protected":false},"author":11,"featured_media":5642,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[213,189,214,178,215],"class_list":["post-5637","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","tag-case-study","tag-digital-marketing","tag-f64","tag-performance-media","tag-shopping-ads","entry"],"yoast_head":"\nF64 - cum po\u021bi cre\u0219te campaniile de Shopping Ads cu 200% year over year | Blogul Mavericks<\/title>\n<meta name=\"description\" content=\"Case study \u0219i analiza unui exemplu de campanii de shopping ads pentru magazinul online F64 \u0219i cum po\u021bi cre\u0219te cu 200% year over year\" \/>\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\/f64-cum-poti-creste-campaniile-de-shopping-ads-cu-200-year-over-year\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"F64 - 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