{"id":18696,"date":"2017-10-02T00:00:00","date_gmt":"2017-10-01T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/he-dinvertir-en-campanyes-de-cerca-de-la-meva-propia-marca\/"},"modified":"2017-10-02T00:00:00","modified_gmt":"2017-10-01T22:00:00","slug":"he-dinvertir-en-campanyes-de-cerca-de-la-meva-propia-marca","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/he-dinvertir-en-campanyes-de-cerca-de-la-meva-propia-marca\/","title":{"rendered":"He d\u2019invertir en campanyes de cerca de la meva pr\u00f2pia marca?"},"content":{"rendered":"<p>S\u00f3n molts els clients que volen <strong>invertir en campanyes d\u2019Adwords<\/strong> i ens pregunten si realment val la pena invertir en campanyes de cerca enfocades a la seva pr\u00f2pia marca. \u00c9s cert que, en la majoria dels casos, una promoci\u00f3 (anunci) coincideix amb el primer resultat de cerca, i aix\u00f2 pot fer pensar que no cal. Per\u00f2 la nostra <a href=\"https:\/\/trilogi.com\/marketing-ecommerce\/\">experi\u00e8ncia en m\u00e0rqueting digital <\/a>ens indica que s\u00ed.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-8577\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/Portada_Post_SEP.jpeg\" alt=\"Cerca de Branding a Adwords\" width=\"750\" height=\"500\" \/><\/p>\n<h2>Com es ponderen els anuncis a Adwords?<\/h2>\n<p>La <strong>campanya de cerca<\/strong> funciona mitjan\u00e7ant paraules clau. Aquestes activen els anuncis i \u00e9s el sistema <strong>AdRank d\u2019Adwords <\/strong>el que s\u2019encarrega d\u2019atorgar una posici\u00f3 adequada segons els aspectes seg\u00fcents:<\/p>\n<ul>\n<li><strong>Rellev\u00e0ncia<\/strong>: l\u2019anunci respon a la intenci\u00f3 de cerca de l\u2019usuari. Proporciona informaci\u00f3 \u00fatil i detallada. Inclou una crida a l\u2019acci\u00f3 (CTA) atractiva i ajustada al context de l\u2019anunci.<\/li>\n<li><strong>Qualitat<\/strong>: es recull informaci\u00f3 sobre la paraula clau que volem que activi l\u2019anunci i es creua amb el contingut que oferim a l\u2019usuari a la p\u00e0gina de destinaci\u00f3 que hem definit pr\u00e8viament. Aix\u00ed, Adwords acaba elaborant un nivell de qualitat per a cada paraula clau que incorporem a cada grup d\u2019anuncis.<\/li>\n<li><strong>Licitaci\u00f3 feta<\/strong>: aqu\u00ed entra en joc el model de licitaci\u00f3 seleccionat per publicar l\u2019anunci. La licitaci\u00f3 final que s\u2019executa per a aquest anunci \u00e9s la que entraria dins del m\u00e8tode de valoraci\u00f3.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8552\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/bombillote.jpeg\" alt=\"inversi\u00f3 en campanyes de branding\" width=\"750\" height=\"500\" \/><\/p>\n<h3>Aparen\u00e7a d\u2019un anunci a Adwords<\/h3>\n<p>A AdWords tens la capacitat de diferenciar-te dels teus resultats org\u00e0nics, creant anuncis de cerca amb textos rellevants i atractius que es posicionaran per davant dels resultats org\u00e0nics. A m\u00e9s, pots <a href=\"https:\/\/trilogi.com\/blog\/ca\/augmenta-les-conversions-amb-una-campanya-de-sem-optimitzada\/\"><strong>incloure extensions d\u2019enlla\u00e7os de lloc<\/strong><\/a> amb qu\u00e8 l\u2019usuari accedir\u00e0 m\u00e9s r\u00e0pidament a la landing d\u2019ofertes.<\/p>\n<p class=\"curiosidad\">Aix\u00ed aconseguir\u00e0s una <strong>venda m\u00e9s impulsiva<\/strong> i l\u2019usuari coneixer\u00e0 les teves <strong>ofertes del moment<\/strong>. En utilitzar el teu nom de marca com a paraula clau, els teus anuncis sempre estaran en una posici\u00f3 destacada.<\/p>\n<p>Vegem-ne un exemple real:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8554 \" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/en-la-cocina-cojo-la-paella-por-el-mango.png\" alt=\"a la fruiteria compro mango\" width=\"540\" height=\"352\" \/><\/p>\n<h2>Quins factors has d\u2019observar per mesurar els resultats?<\/h2>\n<p>Per detectar si la teva <strong>campanya de cerca de Branding<\/strong> est\u00e0 donant resultats, haur\u00e0s de tenir en compte factors com:<\/p>\n<ul>\n<li><strong>Les impressions<\/strong>: en campanyes de Branding volem que <strong>ens vegi el m\u00e0xim nombre de persones<\/strong>; per aix\u00f2 establim un <strong>sistema de licitaci\u00f3 CPM<\/strong> (cost per mil impressions) amb paraules clau relacionades amb el producte que oferim.<\/li>\n<li><strong>La participaci\u00f3 del client<\/strong>: la interacci\u00f3 que genera el client amb els nostres anuncis es mesura amb una m\u00e8trica que <strong>defineix el percentatge de clics<\/strong> (CTR). Aquesta m\u00e8trica ens ajuda a entendre quants clics es generen per cada \u201cX\u201d impressions, i es mostra com un percentatge.<\/li>\n<li><strong>Cobertura i freq\u00fc\u00e8ncia<\/strong>: dins del tauler d\u2019Adwords hi ha l\u2019apartat de cobertura i freq\u00fc\u00e8ncia. Aqu\u00ed podem veure quina <strong>amplitud d\u2019usuaris <\/strong>podr\u00e0 accedir al nostre anunci i <strong>quantes vegades es mostra<\/strong> el mateix anunci al mateix client durant un per\u00edode concret.<\/li>\n<\/ul>\n<p>Tots aquests camps s\u00f3n de vital import\u00e0ncia i al <strong>departament de m\u00e0rqueting d<\/strong><strong>igital de TLG Commerce<\/strong> oferim un assessorament amb qu\u00e8 el teu <strong>eCommerce multimarca o de marca \u00fanica<\/strong> entendr\u00e0 com s\u2019ha de fer la publicitat digital.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8562\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/full-statistic.jpeg\" alt=\"m\u00e8triques adwords ecommerce\" width=\"750\" height=\"500\" \/><\/p>\n<h2>Quins avantatges tinc si inverteixo en la meva pr\u00f2pia marca a Adwords?<\/h2>\n<p><strong>Invertir en una campanya de cerca<\/strong> <strong>de la teva pr\u00f2pia marca<\/strong> et permet transmetre missatges, anuncis o promocions espec\u00edfiques per a un p\u00fablic nou mitjan\u00e7ant el t\u00edtol i la descripci\u00f3 de l\u2019anunci. A difer\u00e8ncia dels resultats de cerca org\u00e0nica, aquestes modificacions es poden fer de manera immediata i recurrent. \u00c9s recomanable anar modificant aquests anuncis segons les tend\u00e8ncies del moment per mostrar <strong>ofertes atractives per al teu p\u00fablic <\/strong><b>objectiu<\/b>.<\/p>\n<p>Un altre punt que ens pot ajudar a decidir si invertir \u00e9s la repercussi\u00f3 de l\u2019anunci en si sobre la resta d\u2019anuncis. En licitar per la nostra marca, obtindrem segur un CTR superior a la resta de campanyes, i aix\u00f2 millorar\u00e0 l\u2019historial del nivell de qualitat del compte, cosa que afectar\u00e0 positivament la resta de campanyes.<\/p>\n<p><strong>Si deixem d\u2019invertir part del pressupost en branding, altres anunciants podrien fer-ho. Aix\u00ed doncs, per qu\u00e8 no defensar la primera posici\u00f3, a m\u00e9s de refor\u00e7ar el branding i ser presents al Top of Mind dels clients?<\/strong><\/p>\n<p>Ara b\u00e9, un dels punts cr\u00edtics que sempre tenim en compte \u00e9s la <strong>situaci\u00f3 del mercat<\/strong> al qual ens adre\u00e7arem:<\/p>\n<ul>\n<li>Si la nostra intenci\u00f3 \u00e9s <strong>obrir mercat<\/strong> en una regi\u00f3 o un pa\u00eds nou, on el creixement no nom\u00e9s ha de venir de les conversions sin\u00f3 tamb\u00e9 de la notorietat i la visibilitat de marca, recomanem analitzar clarament el <strong>perfil del nostre buyer persona<\/strong> i les <strong>dades anal\u00edtiques de la nostra eShop<\/strong>.<\/li>\n<li>Con\u00e8ixer el <strong>percentatge de sessions noves<\/strong>, la interacci\u00f3 dels <strong>clients nous enfront dels recurrents<\/strong> o l\u2019an\u00e0lisi de les principals fonts d\u2019adquisici\u00f3 ens ajuden a decidir quin percentatge d\u2019inversi\u00f3 dedicarem a la promoci\u00f3 de la marca a Google Search.<\/li>\n<\/ul>\n<p class=\"dato_curioso\"><strong>Google Adwords ens permet con\u00e8ixer els competidors amb qui hem coincidit. A m\u00e9s, podem accedir a \u201cDades de subhasta\u201d i analitzar el compte per saber si val la pena invertir.<\/strong><\/p>\n<p>Prendre la decisi\u00f3 de <strong>on dedicar la teva inversi\u00f3<\/strong> i en <strong>quin tipus de campanyes<\/strong> requereix un coneixement ampli i una visi\u00f3 global de la teva marca, del teu sector i del p\u00fablic al qual t\u2019adreces.<\/p>\n<p>Invertir en <strong>AdWords<\/strong> proporciona resultats amb un <strong>retorn a curt-mitj\u00e0 termini<\/strong>. Anima\u2019t a llan\u00e7ar una campanya: no \u00e9s tan complex com sembla i, a m\u00e9s, saps que pots comptar amb la nostra <a href=\"\/crear-tienda-web-contacto\/\">ajuda i assessorament<\/a> per maximitzar i potenciar els teus resultats.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>S\u00f3n molts els clients que volen invertir en campanyes d\u2019Adwords i ens pregunten si realment val la pena invertir en campanyes de cerca enfocades a la seva pr\u00f2pia marca. \u00c9s cert que, en la majoria dels casos, una promoci\u00f3 (anunci) coincideix amb el primer resultat de cerca, i aix\u00f2 pot fer pensar que no cal. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13028,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18696","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>He d\u2019invertir en campanyes de cerca de la meva pr\u00f2pia marca? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"S\u00f3n molts els clients que volen invertir en campanyes d\u2019Adwords i ens pregunten si realment val la pena invertir en campanyes de cerca enfocades a la seva\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/ca\/he-dinvertir-en-campanyes-de-cerca-de-la-meva-propia-marca\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"He d\u2019invertir en campanyes de cerca de la meva pr\u00f2pia marca? 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