curso de facebook ads + google adwords
TRANSCRIPT
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SUGESTÃO DE LEITURAS
ZMOT – O Momento Zero da VerdadeGOOGLE
Baixar o livro:http://goo.gl/p7lnG
Trailer do livro:http://goo.gl/L93ya
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SUGESTÃO DE LEITURAS
Facebook MarketingCamila PortoR$65,00
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SUGESTÃO DE LEITURAS
Download:http://ideas.scup.com/
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O QUE É?
"O Google AdWords é a solução de publicidade on-line do Google que permite a você alcançar novos clientes e expandir seus negócios. Com o Google AdWords, você escolhe onde seu anúncio é exibido, define um orçamento com o qual se sente
confortável e avalia o impacto do seu anúncio.”
Fonte: https://support.google.com/adwords/answer/1704410?hl=pt-BR
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A REDE DE PESQUISA
:: A rede de pesquisa inclui a Pesquisa do Google, o Google
Shopping, o Google Maps, O images do Google e o Grupos
do Google, bem como sites parceiros de pesquisa, como a
AOL.
:: A correspondência entre os anúncios e as páginas de
resultado de pesquisa é feita com base nos termos ou nas
frases que o usuário pesquisa.
:: A Rede de Pesquisa é um dos componentes da Rede do
Google, nome que designa todos os aplicativos e páginas da
WEB em que os anúncios do Google Adwords podem ser
exibidos.
http://www.slideshare.net/JoaoPauloMFonseca/google-adwords-curso-bsico
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RESULTADOS PAGO (ADWORDS)
PUBLICIDADE
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RESULTADOS ORGÂNICOS
ORGÂNICO
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REDE DE DISPLAY
:: Anúncios de texto, gráficos, interativos e vídeo.
:: Os anúncios podem aparecer em websites que são
relevantes para o produto que você estiver vendendo.
:: Os anúncios serão exibidos para pessoas que
provavelmente ficarão mais interessadas.
:: A Rede de Display do Google permite colocar anúncios em
vários sites de notícias, blogs e outros sites na internet para
alcançar mais clientes em potencial.
http://www.slideshare.net/JoaoPauloMFonseca/google-adwords-curso-bsico
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ALGUNS FORMATOS DE BANNER
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EXEMPLO DE ANÚNCIO NA REDE DE DISPLAY
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EXEMPLO DE ANÚNCIO NA REDE DE DISPLAY
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YOUTUBE ADS
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O QUE PRECISA PARA COMEÇAR?
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QUAL A ESTRUTURA DO ADWORDS?Fonte: http://www.linhadecodigo.com.br/artigo/3645/planeje-e-tenha-uma-campanha-no-adwords-de-sucesso.aspx
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COMO OS ANÚNCIOS SÃO COBRADOS?
:: CPC (custo por clique)Você paga a cada vez que alguém CLICAR em seu anúncio.
:: CPM (custo por mil – 1000 impressões)Você paga a cada 1000 vezes que o seu anúncio for PUBLICADO.
:: CPA (custo por aquisição – somente para contas master)Você paga somente quando alguém COMPRAR em seu site.
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COMO FUNCIONA O LEILÃO
https://www.youtube.com/watch?v=u52jXRlmjcI
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COMO OS ANÚNCIOS SÃO COBRADOS?
Fonte: http://www.marketingtecnologico.com/Artigo/anatomia-da-rede-google-adwords
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1 – PRODUTOS OU SERVIÇOS
1 - Escola até 5 produtos ou serviços para anunciar.
2 - Organize os produtos em campanhas e grupos de anúncios.
3 – Para cada grupo de anúncio, defina até 10 palavras-chave.
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FERRAMENTAS PARA PALAVRA-CHAVE
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https://adwords.google.com/KeywordPlanner
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Autocompleto do Google
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ubersuggest.org
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http://keywordtool.io/
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http://www.keywordeye.com/
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http://www.semrush.com/sem/
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http://www.semrush.com/sem/
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CRIANDO UMA CONTA NO ADWORDS
1 - Acesse: www.google.com.br/adwords
2 – Clique em: Começar agora.
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CRIANDO UMA CONTA NO ADWORDS
Digite seu e-mail
Digite o endereço do seu site
Clique em continuar
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CRIANDO UMA CONTA NO ADWORDS
Faça login através da sua conta
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TIPOS DE CORRESPONDÊNCIA DE PALAVRA-CHAVE
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CRIANDO A PRIMEIRA CAMPANHA
Digite o seu orçamento diário
Digite o local de abrangência da campanha
Digite a rede do GoogleSelecione as palavras-chave
Selecione o modo como o anúncio será cobrado
Escreva o seu anúncio
Salvar e continuar
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FATURAMENTO DA CONTA
Preencha os dados para faturamento.
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FATURAMENTO DA CONTA
Confirme os dados da sua primeira campanha e
faturamento da conta.
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CONFIRMAÇÃO DE CAMPANHA
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DASHBOARD DO GOOGLE ADWORDS
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EXTENSÕES DE ANÚNCIOS
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CLIQUE EM EXTENSÕES DE ANÚNCIOS
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CLIQUE EM + EXTENSÃO
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SELECIONE AS CAMPANHAS
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CONFIGURAÇÃO DO SITELINK
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CRIAR NOVA CAMPANHA
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ESCOLHA O TIPO DE CAMPANHA
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NOME DA CAMPANHA
Digite o nome da campanha
Selecione todos os recursos
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LOCAL DE EXIBIÇÃO
Selecione o local onde o seu anúncio será exibido.
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OPÇÕES DE LOCAL AVANÇADO
DICA: selecione a primeira opção (recomendado)
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IDIOMAS
DICA:Selecione Portugues e Inglês.
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ESTRATÉGIA DE LANCES
DICA:Selecione “Definirei manualmente”. Preencha o lance padrão (CPC máximo) + Orçamento diário.
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MÉTODO DE EXIBIÇÃO
Padrão: a verba diária será gerenciada de forma que dure o dia inteiro.
Acelerada: os anúncios serão exibidos sempre que houver uma demanda.
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EXTENÇÕES DE ANÚNCIOS
DICA:Cadastre extenções de telefone e frases de efeito.
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CONFIGURAÇÕES AVANÇADAS
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OTIMIZAÇÃO: ROTAÇÃO DE ANÚNCIOS
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GRUPO DE ANÚNCIO
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CRIAÇÃO DO ANÚNCIO
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PALAVRAS-CHAVE DO GRUPO DE ANÚNCIO
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GRAVAÇÃO DO GRUPO DE ANÚNCIOS
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GERENCIADOR DE RESULTADOS
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PÁGINA DE RESULTADOS: COLAR O PIXEL DE CONVERSÃO
COLE O PIXEL DE CONVERSÃO SOMENTENA PÁGINA DE RESULTADOS DO SEU SITE
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COMO GERAR O CÓDIGO DE CONVERSÃO?
CAMINHO: GOOGLE ADWORDS > FERRAMENTAS > CONVERSÕES
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COMO GERAR O CÓDIGO DE CONVERSÃO?
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COMO GERAR O CÓDIGO DE CONVERSÃO?
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COMO GERAR O CÓDIGO DE CONVERSÃO?
Preencha os dados da ação de conversão
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CÓDIGO DE CONVERSÃO
Código de conversão:copiar e colar na página deresultados.
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REMARKETING SIMPLES
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REMARKETING SIMPLES
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CRIANDO UM PÚBLICO ESPECÍFICO PARA REMARKETING
ANTES DE CRIAR UM ANÚNCIODE REMARKETING, VOCÊ PRECISACRIAR UM PÚBLICO DE REMARKETING.CLIQUE EM:BIBLIOTECA COMPARTILHADA
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CRIANDO UM PÚBLICO ESPECÍFICO PARA REMARKETING
SELECIONE:PÚBLICOS-ALVO
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CRIANDO UM PÚBLICO ESPECÍFICO PARA REMARKETING
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TAG DE REMARKETING
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TAG DE REMARKETING
COLAR A TAG DE REMARKETINGEM TODAS AS PÁGINAS DO SEU SITE
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NOVA LISTA DE REMARKETING
CLIQUE PARA CRIAR UMA LISTADE REMARKETING SEGMENTADA
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NOVA LISTA DE REMARKETING
CONFIGURE SUA NOVALISTA DE REMARKETING
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ANÚNCIO DA REDE DE DISPLAY
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COMO SEGMENTAR NA REDE DE DISPLAY
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CRIANDO ANÚNCIO DE REMARKETING COM DISPLAY
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CRIANDO ANÚNCIO DE REMARKETING COM DISPLAY
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ESTRATÉGIA DE LANCE: CPC OU CPM
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CUSTO POR MIL IMPRESSÕES (CPM)
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SEGMENTAÇÃO PARA REMARKETING
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SELECIONANDO A LISTA DE REMARKETING
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SELECIONANDO A LISTA DE REMARKETING
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SELECIONANDO O TIPO DE ANÚNCIO
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FORMATOS SUPORTADOS DE BANNERS
FORMATOS DE ANÚNCIOSGRÁFICOS SUPORTADOS.
DICA: CRIE VARIAÇÕES DOS PRINCIPAISFORMATOS.
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DADOS DO ANÚNCIO
PREENCHA OS DADOS DO ANÚNCIO
CARREGAR ANÚNCIO:FORMATOS EM JPG E PNG
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CARREGAMENTO DO ANÚNCIO
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CARREGAR NOVOS ANÚNCIOS
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OTIMIZAÇÃO DAS CAMPANHAS
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TESTAR OS MELHORES ANÚNCIOS
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POSICIONAMENTO DOS ANÚNCIOS
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POSICIONAMENTO POR PALAVRA-CHAVE
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FERRAMENTA DE DIAGNÓSTICO E VISUALIZAÇÃO DE ANÚNCIOS
CAMINHO: FERRAMENTAS > DIAGNÓSTICO E VISUALIZAÇÃO DE ANÚNCIOS
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ALTERAÇÃO DO CPC POR PALAVRA-CHAVE
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DETALHES SOBRE TERMOS DE PESQUISA
CAMINHO: CAMPANHA > PALAVRAS-CHAVE > DETALHES > TERMOS DE PESQUISA > SELECIONADO
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DETALHES SOBRE TERMOS DE PESQUISA
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NEGATIVANDO TERMOS DE PESQUISA
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MUITOS CLIQUES, POUCAS VENDAS
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MUITAS VENDAS, POSICIONAMENTO RUIM
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MUITAS IMPRESSÕES, POUCOS CLIQUES
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FACEBOOK ADS
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ANÚNCIO NA TIMELINE
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ANÚNCIO NA LATERAL DIREITA
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ANÚNCIOS EM DISPOSITIVOS MOBILE
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ANÚNCIOS NO INSTAGRAM
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COMO CRIAR O PRIMEIRO ANÚNCIO
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SELECIONE O TIPO DE ANÚNCIO
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COLOQUE A URL QUE DESEJA PROMOVER
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PREENCHA COM O NOME DA SUA CAMPANHA
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INSIRA OS DADOS DA CONTA
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SEGMENTAÇÃO QUANTITATIVA
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SEGMENTAÇÃO QUALITATIVA
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INVESTIMENTO NA CAMPANHA
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APARÊNCIA DO ANÚNCIO
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SELEÇÃO DE IMAGENS OU VÍDEOS
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CRIAÇÃO DO ANÚNCIO
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INSIRA SEU CNPJ / CPF
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SELECIONE O MEIO DE PAGAMENTO
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DIGITE O VALOR DE INVESTIMENTO NA CARTEIRA
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DADOS DE PAGAMENTO
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EMISSÃO DO BOLETO
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DASHBOARD DO GERENCIADOR DE ANÚNCIOS
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POWER EDITOR (NECESSITA DE GOOGLE CHROME)
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PIXEL DE CONVERSÃO DO FACEBOOK ADS
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PIXEL DE CONVERSÃO DO FACEBOOK ADS
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CLICAR EM FERRAMENTAS > PIXELS
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CLICAR EM PIXEL DE RASTREAMENTO DE CONVERSÃO
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CLICAR EM CRIAR PIXEL
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CLICAR EM CRIAR PIXEL
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CÓDIGO DO PIXEL DE CONVERSÃO (COLAR NO SITE)
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PÚBLICO PERSONALIZADO
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PÚBLICO PERSONALIZADO: FERRAMENTAS > PÚBLICOS
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CLICLAR EM CRIAR PÚBLICO
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CLICAR EM PÚBLICO PERSONALIZADO
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CLICAR EM LISTA DE CLIENTES
:: Lista de clientesLista de e-mail com clientes da empresa ouLeads de campanhas de mkt digital.
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IMPORTAÇÃO DOS CONTATOS
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REMARKETING: CLICAR EM TRÁFEGO NO SITE
:: Tráfego do siteRemarketing para visitantes do site ou páginasespecíficas do site.
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CRIANDO O PIXEL DE PÚBLICO PERSONALIZADO
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PIXEL DE PÚBLICO PERSONALIZADO
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ESPECIFIQUE OS PARÂMETROS PARA REMARKETING
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OTIMIZAÇÃO DE ANÚNCIOS
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PERSONALIZAR AS COLUNAS DE DESEMPENHO
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CLIQUE EM PERSONALIZAR COLUNAS
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PERSONALIZE SUAS COLUNAS DE ACORDO COM OS OBJETIVOS
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IDENTIFIQUE CAMPANHAS COM BAIXO DESEMPENHO
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CRIE ANÚNCIOS ALTERNATIVOS E PAUSE OS PIORES
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CRIE CAMPANHAS SEPARADAS PARA TIMELINE E LADO DIREITO
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CRIE CAMPANHAS SEPARADAS MOBILE
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Segmente seus públicos em diferentes conjuntos de anúncios
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Que a forçaesteja com você!
Obrigado!