{"id":5190,"date":"2020-12-03T08:55:05","date_gmt":"2020-12-03T08:55:05","guid":{"rendered":"https:\/\/nuevawebadv.advertis.es\/?p=9464"},"modified":"2024-09-30T14:22:26","modified_gmt":"2024-09-30T14:22:26","slug":"sem-inteligent-search-ads-360","status":"publish","type":"post","link":"https:\/\/advertis.es\/ca\/sem-inteligent-search-ads-360\/","title":{"rendered":"El SEM m\u00e9s intel\u00b7ligent: Campanyes amb Search Ads 360"},"content":{"rendered":"\n


Temps de lectura: 5\u2032<\/strong> Coneixes l’eina Search Ads 360?<\/p>\n\n\n\n

Dins del m\u00e0rqueting digital, una de les eines m\u00e9s utilitzades \u00e9s l’anomenat SEM<\/a> (Search Engine M\u00e0rqueting). Ens referim a les campanyes de publicitat dirigides als p\u00fablics que cerquen informaci\u00f3 a trav\u00e9s dels cercadors com Google o Yahoo i mostren anuncis d’acord amb paraules clau que l’anunciant decideix pr\u00e8viament. Segur que, fins aqu\u00ed, ja ho sabies.<\/p>\n\n\n\n

Tamb\u00e9 segurament saps que aquestes campanyes poden realitzar-se manualment, decidint el nombre d’anuncis i els seus continguts, en funci\u00f3 d’un pressupost i uns objectius. Per\u00f2 qu\u00e8 succeeix quan tens davant m\u00faltiples campanyes, amb desenes d’anuncis i centenars de Keywords? O que passa quan vols apar\u00e8ixer en diversos cercadors simult\u00e0niament? Es fa impossible de governar.<\/p>\n\n\n\n

Search Ads 360, una eina intel\u00b7ligent que millora resultats<\/h2>\n\n\n\n

Gestionar diverses campanyes d’anuncis de cerca simult\u00e0niament pot ser molt dif\u00edcil per als anunciants. El que \u00e9s encara m\u00e9s dif\u00edcil \u00e9s gestionar campanyes de m\u00e0rqueting de cerca en diverses plataformes i canals multim\u00e8dia. Aqu\u00ed \u00e9s on entra Search Ads 360.<\/p>\n\n\n\n

Search Ads 360, anomenada anteriorment DoubleClick Search, \u00e9s una plataforma avan\u00e7ada de gesti\u00f3 que permet a les marques accedir a diversos comptes i campanyes publicit\u00e0ries de diversos motors de cerca amb una interf\u00edcie integrada. Aquesta plataforma s’integra de manera nadiua amb la plataforma de m\u00e0rqueting de Google, que permet als anunciants gestionar i fer un seguiment de campanyes sense problemes des d’un mateix lloc.<\/p>\n\n\n\n

Aix\u00ed doncs, els anunciants poden gestionar campanyes de m\u00e0rqueting en cerques a tot el m\u00f3n, a trav\u00e9s de Google Ads, Microsoft Advertising, Yahoo, Baidu i tamb\u00e9 canals multim\u00e8dia. Aquesta plataforma proporciona als anunciants acc\u00e9s a un flux de treball simplificat i funcions d’informes potents que publiquen campanyes de manera eficient, mentre que les ofertes autom\u00e0tiques de la plataforma milloren el rendiment de les campanyes.<\/p>\n\n\n\n

Com funciona Search Ads 360?<\/h2>\n\n\n\n

La plataforma segueix una estructura d’ag\u00e8ncia, \u00e9s a dir, pot gestionar diversos comptes publicitaris en una mateixa xarxa. Cada compte publicitari individual t\u00e9 el seu propi grup de comptes de motors de cerca de pagament i campanyes de cerca:<\/p>\n\n\n\n

De manera similar a les ag\u00e8ncies de publicitat que mantenen equips separats per a gestionar la cerca i el m\u00e0rqueting social de diverses marques, Search Ads 360 permet gestionar diversos anunciants en una mateixa xarxa d’ag\u00e8ncies. Cadascun d’aquests anunciants cont\u00e9 el seu propi grup de comptes i campanyes de motors, a m\u00e9s del seu propi conjunt d’usuaris que poden veure informes i editar la configuraci\u00f3.<\/p>\n\n\n\n

El secret de Search Ads 360 \u00e9s que utilitza connexions directes d’una API<\/strong> per a intercanviar una gran quantitat d’informaci\u00f3<\/strong>, com la configuraci\u00f3 de la campanya, les paraules clau i els anuncis, amb els motors de cerca anteriorment esmentats. La plataforma presa dades directament d’aquests motors de cerca, les integra i les presenta en una \u00fanica interf\u00edcie f\u00e0cil de fer servir.<\/p>\n\n\n\n

Existeixen diversos tipus de campanyes disponibles en la plataforma: Campanyes manuals, campanyes universals d’aplicacions i campanyes intel\u00b7ligents de vendes. Es poden crear noves campanyes des de la plataforma, per\u00f2 tamb\u00e9 pot importar campanyes existents des de motors de cerca sincronitzant-se amb Search Ads 360.<\/p>\n\n\n\n

Quin \u00e9s l’objectiu principal del smart bidding?<\/h2>\n\n\n\n

En principi pot semblar que aquesta eina va n\u00e9ixer nom\u00e9s per a fer-nos la vida professional m\u00e9s f\u00e0cil, per\u00f2 va molt m\u00e9s all\u00e0. L’objectiu principal \u00e9s optimitzar la despesa publicit\u00e0ria <\/strong>a la llista de comptes de motors de cerca compatibles. La plataforma t\u00e9 com a objectiu maximitzar el rendiment de les campanyes de cerca en diversos motors amb estrat\u00e8gies automatitzades. Per exemple, Smart Bidding troba les ofertes \u00f2ptimes per a maximitzar el nombre de conversions en el seu lloc amb un CPA objectiu, una quota efectiva d’ingressos o un retorn de la despesa publicit\u00e0ria.<\/p>\n\n\n\n

Aix\u00ed doncs, es pot aconseguir el major nombre de conversions, la major quantitat d’ingressos, la posici\u00f3 ideal de l’anunci i el major nombre de clics que permeti el pressupost de la campanya. Segons el motor de cerca, les estrat\u00e8gies d’oferta de la plataforma tamb\u00e9 estableixen o recomanen ajustos de l’oferta per a les seves ubicacions objectiu, dispositius m\u00f2bils i objectius de remarketing. No \u00e9s necessari que estableixi ofertes o ajustos de l’oferta manualment en resposta als canvis en les seves campanyes, simplement, s’automatitza el proc\u00e9s amb l’estrat\u00e8gia d’ofertes de Search Ads 360.<\/p>\n\n\n\n

Les ofertes autom\u00e0tiques i les capacitats de generaci\u00f3 d’informes avan\u00e7ats de la plataforma permeten l’administraci\u00f3 de campanyes de cerca de manera m\u00e9s efica\u00e7 i aconseguir un ROI positiu en diversos motors de cerca.<\/p>\n\n\n\n

Casos d’\u00e8xit al SEM m\u00e9s intel\u00b7ligent<\/h2>\n\n\n\n

De tant en tant, Google<\/a> publica casos<\/a> de millora rellevants en campanyes SEM gestionades a partir del smart bidding. Els resultats que mostren marques com eDreams, Ceac, El Corte Ingl\u00e9s, Open Bank o Mapfre, demostren l’efic\u00e0cia d’una compra intel\u00b7ligent. En tots els casos es tractava de reduir el nombre de campanyes i anuncis, per a optimitzar-los de la millor manera possible.<\/p>\n\n\n\n

Per exemple, Openbank s’enfrontava a una realitat completament diferent en cadascun dels seus pa\u00efsos. D’Espanya i Portugal, on la marca ja era coneguda, a Alemanya i Holanda on la marca mancava de notorietat. El fet de tenir estructures de cerca granulars va resultar en una bona oportunitat d’optimitzaci\u00f3. El repte va ser simplificar l’estructura de campanyes perqu\u00e8 Openbank pogu\u00e9s comen\u00e7ar a gestionar tots els pa\u00efsos amb una estrat\u00e8gia comuna i escalable.<\/p>\n\n\n\n

Es van consolidar campanyes i grups d’anuncis (de 14 a 6 i de 48 a 20), es va ampliar el n\u00famero de les paraules clau, es va eliminar les que no tenien tr\u00e0nsit i es va centralitzar tot el pressupost del compte a trav\u00e9s d’estrat\u00e8gies d’oferta de pressupost.<\/p>\n","protected":false},"excerpt":{"rendered":"

Temps de lectura: 5\u2032 Coneixes l’eina Search Ads 360? Dins del m\u00e0rqueting digital, una de les eines m\u00e9s utilitzades \u00e9s l’anomenat SEM (Search Engine M\u00e0rqueting). Ens referim a les campanyes de publicitat dirigides als p\u00fablics que cerquen informaci\u00f3 a trav\u00e9s dels cercadors com Google o Yahoo i mostren anuncis d’acord amb paraules clau que l’anunciant […]<\/p>\n","protected":false},"author":4,"featured_media":4509,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[164],"tags":[139,140,160],"class_list":["post-5190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-ca","tag-google-2","tag-google-ads-2","tag-google-ads-ca"],"acf":[],"yoast_head":"\nEl SEM mes inteligent: Search Ads 360 | ADVERTIS<\/title>\n<meta name=\"description\" content=\"Coneixes l'eina Search Ads 360? 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