{"id":18943,"date":"2014-08-26T00:00:00","date_gmt":"2014-08-25T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/google-adwords-adeu-a-la-concordanca-exacta-i-de-frase\/"},"modified":"2014-08-26T00:00:00","modified_gmt":"2014-08-25T22:00:00","slug":"google-adwords-adeu-a-la-concordanca-exacta-i-de-frase","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/google-adwords-adeu-a-la-concordanca-exacta-i-de-frase\/","title":{"rendered":"Google AdWords: adeu a la concordan\u00e7a [exacta] i \u00abde frase\u00bb"},"content":{"rendered":"<p>Se sap que un bon pla d\u2019acci\u00f3 SEO i SEM de qualsevol botiga online o blog passa per una recerca i selecci\u00f3 estudiada de les paraules clau que ens serviran per iniciar una estrat\u00e8gia de m\u00e0rqueting. Les m\u00faltiples possibilitats i combinacions que ens ofereix Google AdWords (sumades sempre a altres eines de cerca) ens ajuden a tenir un control exhaustiu de la nostra campanya.<br \/>\nPer\u00f2 ens trobem amb una not\u00edcia nova: a partir de setembre, Google eliminar\u00e0 l\u2019opci\u00f3 que ens permet \u00ab<em>Incloure plurals, errors ortogr\u00e0fics i altres variants<\/em>\u00bb a la <strong>concordan\u00e7a exacta<\/strong> de les paraules clau. Davant de titulars alarmistes i debats diversos, t\u2019expliquem a qu\u00e8 es deu aquest canvi.<\/p>\n<h2>Deixa d\u2019existir la concordan\u00e7a exacta i de frase?<\/h2>\n<p>No, per\u00f2 canvia i s\u2019amplia el seu abast. Fins ara, amb la <strong>concordan\u00e7a exacta,<\/strong> els administradors d\u2019anuncis de Google AdWords podien apostar per aquelles keywords evitant combinacions de paraules mal escrites i plurals que, pel fet d\u2019estar escrits aix\u00ed, tenen m\u00e9s o menys cerques. Avui dia podem evitar que un anunci de roba interior aparegui per [braga], amb una primera p\u00e0gina de Google plena de resultats sobre la ciutat portuguesa, per\u00f2 s\u00ed per [bragas], amb botigues online i articles posicionats a les primeres p\u00e0gines del cercador.<\/p>\n<p>Per aix\u00f2, sempre despr\u00e9s d\u2019un estudi del sector i de la compet\u00e8ncia, eren molts els qui limitaven la campanya i el pressupost gr\u00e0cies a la concordan\u00e7a exacta de les cerques.<br \/>\nAix\u00f2 s\u00ed, Google ens permetia marcar la casella \u00ab<em>Incloure plurals, errors ortogr\u00e0fics i altres variants\u00bb<\/em> perqu\u00e8 l\u2019anunci aparegu\u00e9s en algunes combinacions diverses.<\/p>\n<p>Segons explica el product manager de Google AdWords, Jen Huang, al blog oficial, a partir de setembre <strong>es desactivar\u00e0 aquesta casella <\/strong>i aix\u00f2 far\u00e0 que, tot i marcar les paraules clau exactes, <strong>l\u2019anunci aparegui quan hi hagi un error ortogr\u00e0fic, una abreviaci\u00f3, el plural o una combinaci\u00f3<\/strong>; <strong>sempre que no aparegui juntament amb una paraula clau negativa<\/strong>. Aix\u00ed doncs, la concordan\u00e7a exacta i de frase de les paraules clau canvia per ampliar el seu abast.<\/p>\n<h2>Per qu\u00e8 aquest canvi a Google AdWords?<\/h2>\n<p>Segons s\u2019explica al blog, la gran majoria d\u2019anunciants que utilitzaven la <strong>concordan\u00e7a exacta<\/strong> als seus anuncis tamb\u00e9 tenien activada la casella que autoritzava Google a mostrar els anuncis si aquella paraula exacta tenia algun error tipogr\u00e0fic, estava escrita en plural, etc. Si a m\u00e9s <strong>hi sumem que el 7% dels usuaris comet algun tipus de falta d\u2019ortografia quan escriu al cercador*,<\/strong> aix\u00f2 porta a ampliar les paraules clau perqu\u00e8 qualsevol persona, escrigui de manera m\u00e9s o menys correcta, trobi el que busca.<br \/>\nPer aquests motius, Google actualitza els tipus de concordan\u00e7a exacta i de frase per fer-los m\u00e9s amplis amb l\u2019activaci\u00f3 permanent dels plurals.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/humor05.gif\"><img decoding=\"async\" class=\"size-medium wp-image-2358 aligncenter\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/humor05-300x207.gif\" alt=\"faltes d\u2019ortografia Google\" width=\"400\" height=\"314\" \/><\/a><\/p>\n<h2>Com afecta aix\u00f2 a les campanyes actives?<\/h2>\n<p>Els administradors de comptes d\u2019AdWords hauran de centrar els esfor\u00e7os en la recerca de <strong>paraules clau negatives,<\/strong> \u00e9s a dir, totes aquelles paraules que aporten tr\u00e0nsit poc qualificat a la botiga. Aix\u00ed doncs, si volem mantenir el control de la despesa de la campanya d\u2019AdWords com fins ara, caldr\u00e0 fer una feina exhaustiva amb les paraules per les quals no volem apar\u00e8ixer en cerques poc rellevants i poc adequades al model de negoci. B\u00e0sicament, perqu\u00e8 els CPC canvien quan s\u2019amplia o es redueix el volum de cerca d\u2019una paraula. Si aquesta paraula exacta s\u2019amplia, \u00e9s probable que els CPC augmentin perqu\u00e8 hi poden accedir m\u00e9s anunciants. Ser\u00e0 molt important examinar a fons la campanya perqu\u00e8 els costos no es disparin amb l\u2019ampliaci\u00f3 de mercat.<\/p>\n<p>Google vol, d\u2019aquesta manera, <strong>activar els anuncis<\/strong> fins i tot en els casos en qu\u00e8 l\u2019usuari ha escrit malament la cerca. Aix\u00ed es refor\u00e7a l\u2019estrat\u00e8gia del cercador de centrar-se en la sem\u00e0ntica del que es busca (donar resposta a la cerca) i no nom\u00e9s en la forma sint\u00e0ctica (com est\u00e0 escrit).<br \/>\n\u00c9s probable que, davant d\u2019aix\u00f2, la campanya es descontroli i aparegui per paraules clau que no s\u2019estan controlant. Per aix\u00f2 ser\u00e0 cada vegada m\u00e9s imprescindible que <strong>un expert controli les campanyes<\/strong>, elabori estrat\u00e8gies de paraules i, sobretot, investigui di\u00e0riament per poder controlar el que Google vol que se\u2019ns escapi.<\/p>\n<p>* Extret del blog oficial de Google AdWords: <a href=\"http:\/\/adwords.blogspot.com.es\" target=\"_blank\" rel=\"noopener\">http:\/\/adwords.blogspot.com.es\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se sap que un bon pla d\u2019acci\u00f3 SEO i SEM de qualsevol botiga online o blog passa per una recerca i selecci\u00f3 estudiada de les paraules clau que ens serviran per iniciar una estrat\u00e8gia de m\u00e0rqueting. Les m\u00faltiples possibilitats i combinacions que ens ofereix Google AdWords (sumades sempre a altres eines de cerca) ens ajuden [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12567,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1049,1051,1053],"class_list":["post-18943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-concordanca-de-frase","tag-concordanca-exacta","tag-concordanca-google-adwords"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google AdWords: adeu a la concordan\u00e7a [exacta] i \u00abde frase\u00bb | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Se sap que un bon pla d\u2019acci\u00f3 SEO i SEM de qualsevol botiga online o blog passa per 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