{"id":18529,"date":"2021-12-03T11:59:02","date_gmt":"2021-12-03T10:59:02","guid":{"rendered":"https:\/\/trilogi.com\/blog\/campanyes-a-google-ads-10-claus-perque-siguin-un-exit\/"},"modified":"2021-12-03T11:59:02","modified_gmt":"2021-12-03T10:59:02","slug":"campanyes-a-google-ads-10-claus-perque-siguin-un-exit","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/campanyes-a-google-ads-10-claus-perque-siguin-un-exit\/","title":{"rendered":"Campanyes a Google Ads: 10 claus perqu\u00e8 siguin un \u00e8xit"},"content":{"rendered":"<p><iframe src=\"https:\/\/player.vimeo.com\/video\/735841482?h=f34fcc574a\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Si est\u00e0s invertint a Google Ads, segur que tens el focus posat en com aconseguir millors resultats a la plataforma: com augmentar el retorn de la inversi\u00f3, millorar els CTR, optimitzar els CPC, arribar al teu client ideal de la manera m\u00e9s eficient, aconseguir m\u00e9s vendes o m\u00e9s clients potencials, etc.<\/p>\n<p>Hi ha molt\u00edssims factors que determinen el rendiment de les teves campanyes d\u2019Ads i a Trilogi, com a <strong><a href=\"https:\/\/trilogi.com\/blog\/ca\/google-tria-trilogi-per-entrar-al-seu-exclusiu-grup-de-partners-premier\/\">ag\u00e8ncia Google Partner Premier<\/a><\/strong>, sabem quins s\u00f3n els m\u00e9s importants. En aquest post veurem com fer una campanya d\u2019\u00e8xit a Google Ads i alguns dels factors que repercuteixen directament en la millora dels teus resultats.<\/p>\n<h2><strong>Seguiment de conversions a les campanyes de Google Ads<\/strong><\/h2>\n<p>Sempre cal assegurar-se que una mala implementaci\u00f3 t\u00e8cnica no t\u2019impedeix assolir els teus objectius.<\/p>\n<p>\u00c9s molt important comprovar que Google Ads registra tots els nostres leads o totes les nostres vendes amb els valors correctes, ja que el sistema basa les seves actuacions principalment en els objectius de conversi\u00f3 i, si no els tenim ben implementats, \u00e9s pr\u00e0cticament impossible aconseguir un rendiment \u00f2ptim de les campanyes.<\/p>\n<p>Tamb\u00e9 \u00e9s recomanable implementar microconversions que ajudin el sistema a entendre qui \u00e9s el nostre client potencial, com ara trucades, vendes a la botiga f\u00edsica, registres a la newsletter, etc. Tot i aix\u00ed, \u00e9s millor enfocar l\u2019objectiu de les campanyes a vendes o leads qualificats.<\/p>\n<h2><strong>Optimitzar els grups d\u2019anuncis a Google Ads<\/strong><\/h2>\n<p>En les campanyes de cerca est\u00e0ndard, l\u2019opci\u00f3 guanyadora s\u00f3n, sens dubte, els anuncis de cerca adaptables.<\/p>\n<p>L\u2019ideal \u00e9s tenir sempre 3 anuncis a cada grup d\u2019anuncis i cal intentar aconseguir sempre l\u2019excel\u00b7lent en l\u2019efic\u00e0cia de l\u2019anunci, cosa que s\u2019aconsegueix afegint paraules clau als t\u00edtols, utilitzant bones crides a l\u2019acci\u00f3 i afegint el nombre m\u00e0xim de t\u00edtols i descripcions, aix\u00ed com imatges o v\u00eddeos quan el tipus d\u2019anunci ho permet.<\/p>\n<p>Una cosa b\u00e0sica, per\u00f2 molt important, \u00e9s escollir b\u00e9 la p\u00e0gina de destinaci\u00f3 dels anuncis: com m\u00e9s relacionada estigui amb els termes que cerca l\u2019usuari, millor rendiment tindrem.<\/p>\n<h2><strong>Mantenir al 100% el nivell de recomanacions i el nivell d\u2019optimitzaci\u00f3<\/strong><\/h2>\n<p>\u00c9s positiu que el nivell d\u2019optimitzaci\u00f3 de totes les campanyes estigui sempre al 100%. Per fer-ho, cal seguir les recomanacions del mateix Google Ads: la majoria seran encertades i caldr\u00e0 implementar-les. D\u2019altres, en canvi, sabem que no milloraran el nostre rendiment o incrementaran el cost m\u00e9s del que estem disposats a assumir; en aquests casos, caldr\u00e0 tancar-les i deixar-les com a ignorades, per\u00f2 fins i tot respondre-hi negativament \u00e9s important per a l\u2019aprenentatge del sistema.<\/p>\n<h2><strong>Escollir tipus de campanya i grups d\u2019anuncis <\/strong><\/h2>\n<p>Escollir el tipus de campanya correcte ens pot ajudar a aconseguir grans difer\u00e8ncies en els resultats.<\/p>\n<p>\u00c9s molt bona idea complementar les campanyes de cerca est\u00e0ndard amb les din\u00e0miques, sempre amb els objectius d\u2019anuncis din\u00e0mics i les audi\u00e8ncies ben definits.<\/p>\n<p>Les variants smart de les campanyes de display i shopping solen aconseguir millors rendiments que les alternatives cl\u00e0ssiques, ja que implementen autom\u00e0ticament p\u00fablics de rem\u00e0rqueting, a m\u00e9s dels de prospecting, de manera ben equilibrada.<\/p>\n<h2><strong>Escollir la millor concordan\u00e7a de paraules clau i els millors termes de cerca<\/strong><\/h2>\n<p>Les paraules clau gaireb\u00e9 sempre s\u2019han d\u2019enfocar a concordan\u00e7a \u00e0mplia: el sistema t\u00e9 m\u00e9s capacitat que nosaltres per decidir quins termes exactes utilitzar i ho fa realment b\u00e9. Podem filtrar els errors que comet a trav\u00e9s dels termes de cerca i les paraules clau negatives.<\/p>\n<h2><strong>Utilitzar el m\u00e0xim d\u2019extensions d\u2019anunci<\/strong><\/h2>\n<p>Les extensions d\u2019anunci ens ajuden a guiar l\u2019usuari i donar-li informaci\u00f3 complement\u00e0ria, alhora que ocupem m\u00e9s espai a les SERP i millorem el CTR.<\/p>\n<p>Les extensions d\u2019enlla\u00e7 a p\u00e0gines del lloc i de text destacat ens van molt b\u00e9 per aportar informaci\u00f3 extra a l\u2019usuari. L\u2019extensi\u00f3 de trucada es fa indispensable per a la captaci\u00f3 de leads, i la d\u2019ubicaci\u00f3 va molt b\u00e9 quan tenim botiga f\u00edsica o atenci\u00f3 presencial a l\u2019oficina. Les extensions de preu i de promoci\u00f3 s\u00f3n gaireb\u00e9 obligat\u00f2ries en eCommerce.<\/p>\n<h2><strong>Estrat\u00e8gia de licitaci\u00f3 a Google Ads: smart bidding o licitaci\u00f3 intel\u00b7ligent<\/strong><\/h2>\n<p>\u00c9s molt recomanable utilitzar estrat\u00e8gies de smart bidding, en qu\u00e8 el sistema decideix quins CPC utilitza a cada sessi\u00f3. El sistema t\u00e9 molt\u00edssimes dades que avalen les seves decisions i, per norma general, sempre fixar\u00e0 millor les licitacions que nosaltres.<\/p>\n<p>Entre les estrat\u00e8gies de licitaci\u00f3 intel\u00b7ligent, destaquem maximitzar conversions i maximitzar el valor de les conversions, limitant-les per CPA i ROAS respectivament. Aquestes limitacions han de ser realistes entre el que necessites i els resultats reals que has obtingut a la campanya els darrers 30 dies.<\/p>\n<h2><strong>Filtrar el p\u00fablic per orientar millor els anuncis a Google Ads<\/strong><\/h2>\n<p>El p\u00fablic al qual adrecem els anuncis es pot filtrar de diverses maneres: per audi\u00e8ncia, per dades demogr\u00e0fiques, per empla\u00e7ament dels anuncis, per ubicaci\u00f3 geogr\u00e0fica, etc.<\/p>\n<p>Segons l\u2019objectiu de cada campanya, ens pot interessar, per exemple, deixar de mostrar anuncis a una franja d\u2019edat o un sexe concret, excloure una prov\u00edncia que no t\u00e9 el rendiment esperat o un munt de combinacions d\u2019aquest tipus.<\/p>\n<p>Tamb\u00e9 tenim l\u2019opci\u00f3 d\u2019augmentar o reduir la licitaci\u00f3 segons els mateixos criteris: podem fer que una audi\u00e8ncia dels nostres clients dels \u00faltims 3 mesos tingui una licitaci\u00f3 un 50% m\u00e9s alta que la resta, per pujar el CTR d\u2019aquest segment d\u2019usuaris que tan bon rendiment ens dona. Tamb\u00e9 podem fer accions com reduir la licitaci\u00f3 d\u2019aquell objectiu d\u2019anunci din\u00e0mic que t\u00e9 un CPC mitj\u00e0 tan alt.<\/p>\n<p>Com veus, les possibilitats s\u00f3n molt \u00e0mplies i, amb aquests recursos, es pot fer variar molt el rendiment d\u2019un compte.<\/p>\n<h2><strong>Vigilar la compet\u00e8ncia<\/strong><\/h2>\n<p>Revisa les estad\u00edstiques de subhasta per veure amb qui comparteixes els resultats de cerca i amb quina freq\u00fc\u00e8ncia apareixen per sobre teu. Aquesta informaci\u00f3 et pot ser molt \u00fatil a l\u2019hora d\u2019ajustar les licitacions de manera avan\u00e7ada.<\/p>\n<h2><strong>Continuar optimitzant les campanyes segons els resultats<\/strong><\/h2>\n<p>Al capdavall, una de les coses m\u00e9s importants \u00e9s ser reactius segons els informes de resultats que es vagin obtenint. Si el ROAS \u00e9s massa alt o els CPA massa baixos, potser estem perdent moltes oportunitats de venda per adre\u00e7ar-nos \u00fanicament a p\u00fablics que ja ens coneixen, o per altres raons. Si, al contrari, el ROAS o el CPA s\u00f3n molt dolents, potser ens hem de plantejar baixar la inversi\u00f3 i equilibrar les audi\u00e8ncies.<\/p>\n<p>Si els CTR s\u00f3n massa baixos, potser els anuncis no s\u00f3n prou efectius o podr\u00edem crear m\u00e9s extensions d\u2019anunci, segmentar les ubicacions a qu\u00e8 apuntem o pujar els CPC de certes audi\u00e8ncies.<\/p>\n<p>Prendre decisions segons els resultats \u00e9s sempre la clau de l\u2019\u00e8xit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si est\u00e0s invertint a Google Ads, segur que tens el focus posat en com aconseguir millors resultats a la plataforma: com augmentar el retorn de la inversi\u00f3, millorar els CTR, optimitzar els CPC, arribar al teu client ideal de la manera m\u00e9s eficient, aconseguir m\u00e9s vendes o m\u00e9s clients potencials, etc. Hi ha molt\u00edssims factors [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14977,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campanyes a Google Ads: 10 claus perqu\u00e8 siguin un \u00e8xit | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"No saps com millorar les teves campanyes a Google Ads? 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