google adwords - curso básico
TRANSCRIPT
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João Paulo Fonseca- Publicitário - Newton Paiva (2004 / 2007)
- Pós-graduado em em Marketing Digital - UNIBH (2010 / 2011)
- SEO e Links Patrocinados
Quem sou:
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O que é?
O Google Adwords é o programa de publicidade do Google.
Com o Adwords, você pode criar anúncios simples e eficazes, e exibi-los para pessoas que estão buscando informações sobre o seu negócio.
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Rede de Pesquisa
● A Rede de Pesquisa inclui a Pesquisa do Google, o Google
Shopping, o Google Maps, o Imagens 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 resultados 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.
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Orgânico
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Publicidade
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Rede de Display
● Anúncios de texto, gráfico, interativo e em vídeo.
● Os anúncios vão aparecer em websites que são relevantes para o
produto que você estiver vendendo.
● Os anúncios serão exibidoas para pessoas que provavelmente
ficarão mais interessadas.
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Rede de DisplayA Rede de Display do Google permite colocar anúncios em vários sites de notícias, blogs e outros sites na Internetpara alcançar mais clientes em potencial.
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Formatos de banners:
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Exemplo de anúncio de Rede de Display:
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Exemplo de anúncio de Remarketing:
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Link: http://www.richmediagallery.com/detailPage?id=9558
Exemplo de anúncio de Rede de Display Rich Media:
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● Os anúncios são reproduzido diretamente nos
vídeos.
● Como o YouTube está incluído na Rede de
Display, você pode usar o Google AdWords
para colocar seus anúncios ao lado de vídeos
do YouTube.
Youtube Ads
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Link: https://www.youtube.com/watch?v=LqGh-aCn1lY
Exemplo de Youtube Ads True View:
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Google ShoppingOs anúncios da lista de produtos usam o feed de produtos do Google Merchant Center (não palavras-chave) para determinar como e onde exibir seus anúncios.
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Por que anunciar no Google?
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● Retorno à curto prazo
● Investimento relativamente baixo, se comparado com outras mídias
● É possível mensurar o retorno do investimento (ROI)
● ...
Por que anunciar no Google?
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O Google controla 65% das buscas (desktop), de acordo com dados da comScore:
Fonte: http://searchengineland.com/google-controls-65-percent-of-search-bing-33-percent-comscore-228765
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Nem sempre aparecer no 1º lugar no resultado orgânico vai ser melhor...
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No final das contas, é o Google quem manda...
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Desafios
Esteja preparado para encarar:
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O Google também oferece o Adwords Express. Para que agência, certo?
O próprio Google
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Todos os dias, muitas empresas de diversos nichos começam a utilizar o Google Adwords. O aumento da concorrência, faz com que os os lances dos leilões de palavras-chave fiquem muito altos.
Esse processo é contínuo, e vai ficando cada vez mais caro investir em Adwords.
CPCs inflacionados
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Para muitas pessoas, principalmente pequenos empresários céticos em relação à internet e retorno de investimento, muitas vezes por desconhecimento ou por resultados ruins em trabalhos anteriores, necessário orientação, e essa tarefa nem sempre é fácil.
Eles adoram procurar os próprios anúncios no Adwords...
Clientes monstros
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Concorrência
Desleal ou livre-concorrência?
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Prontos para a guerra?
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Estrutura
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Conta
Campanha 1 Campanha 2
Grupo de Anúncio 1 Grupo de Anúncio 2 Grupo de Anúncio 1 Grupo de Anúncio 2
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 1
Keyword 2
Keyword 3
Keyword 1
Keyword 2
Keyword 3
Keyword 1
Keyword 2
Keyword 3
Keyword 4
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Keywords
Fonte: https://support.google.com/adwords/answer/2497836?vid=1-635764428317485535-3987448084
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Como a posição dos anúncios é determinada?
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Leilão
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Índice de Qualidade
Fonte: http://estudiovmaia.com.br/artigo/27/Indice-de-Qualidade-e-como-ele-influencia-na-campanha
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CPC
Fonte: https://support.google.com/adwords/answer/1722122?vid=1-635764045135466438-3987448084
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Resumindo:
Fonte: https://support.google.com/adwords/answer/1722122?vid=1-635764045135466438-3987448084
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Respeite as políticas de anúncios do Google Adwords (https://support.google.com/adwordspolicy/answer/6008942?rd=1)
Conecte a conta de Adwords com o Google Analytics
Crie variações de anúncio, principalmente para desktop e mobile
Use no máximo 10 keywords por grupo de anúncio
Garanta que a landing page do seu anúncio seja coerente com seu anúncio
Não se esqueça!
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Algumas dicas
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1 - Muito testar tem você, jovem padawan...
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2 - Crie uma MCC ao invés de usar sua conta pessoal.
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Link: http://www.google.com/intl/pt-BR/adwords/myclientcenter/
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3 - Cadastre sua MCC no Google Partners.
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4 - Leita o material e tire os certificados.
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5 - Aproveite os benefícios.
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Bônus para novas contas:
Mais de R$300,00 de bônus para um novo cliente, que investiu R$500,00. Nada mau!
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Promoções exclusivas:
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Adwords Editor
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Link: http://www.google.com/intl/pt-BR/adwordseditor/
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Link: http://www.google.com/intl/pt-BR/adwordseditor/
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Scripts
Link: https://developers.google.com/adwords/scripts/?hl=pt-BR
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Dúvidas?