{"id":1760,"date":"2012-09-12T13:18:37","date_gmt":"2012-09-12T16:18:37","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1760"},"modified":"2012-09-12T13:18:37","modified_gmt":"2012-09-12T16:18:37","slug":"optimiza-tus-campanas-en-la-red-de-display-exclusion-de-categorias","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/it\/ppc-google-ads\/ottimizza-i-tuoi-cappucci-sulla-rete-esclusione-di-categorie\/","title":{"rendered":"Ottimizza le tue campagne sulla Rete Display: esclusione di categorie"},"content":{"rendered":"<p>La Rete Display \u00e8 amata da alcuni e odiata da altri, soprattutto perch\u00e9 per ottimizzarla in modo efficace dobbiamo cambiare la mentalit\u00e0 che utilizziamo per ottimizzare le campagne sulla rete di ricerca.<\/p>\n<p>Personalmente, penso alla rete di ricerca e alla Rete Display come due reti totalmente indipendenti e con proprie tecniche di ottimizzazione, che non dovrebbero essere misurate con la stessa regola e dovrebbero essere lavorate individualmente.<\/p>\n<p>Una tecnica di ottimizzazione che funziona MOLTO bene sulla Rete Display ed \u00e8 generalmente sottoutilizzata \u00e8 l&#039;esclusione di categorie.<\/p>\n<p>Questa tecnica implica l&#039;esclusione delle categorie di siti web in cui vengono visualizzate le nostre campagne sulla Rete Display, indipendentemente dal fatto che siano campagne di posizionamento contestuali o gestite, che danno il rendimento peggiore in base ai nostri obiettivi.<\/p>\n<p>L&#039;esclusione di categorie \u00e8 abbastanza semplice da eseguire e il valore di ottimizzazione che pu\u00f2 apportare alle nostre campagne sulla Rete Display \u00e8 molto alto, quindi non c&#039;\u00e8 motivo per non escludere le categorie se stiamo eseguendo campagne sulla Rete Display.<\/p>\n<p><strong>VA BENE! Ma come faccio a vedere quali categorie dovrei escludere?<\/strong><\/p>\n<p>Le categorie con il rendimento peggiore possono essere escluse seguendo i seguenti 4 passaggi:<\/p>\n<p><strong>1) <\/strong>Entra nella scheda &quot;Rete Display&quot; della campagna di nostro interesse.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1761\" title=\"rete di visualizzazione 1\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\" alt=\"esclusione di categoria\" width=\"973\" height=\"266\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg 973w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1-820x224.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1-300x82.jpg 300w\" sizes=\"(max-width: 973px) 100vw, 973px\" \/><\/a><\/p>\n<p><strong>2)<\/strong> Fare clic sull&#039;opzione &quot;Esclusioni&quot; e selezionare &quot;Categorie&quot; dal menu.<\/p>\n<p><strong><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1765\" title=\"rete di visualizzazione 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21.jpg\" alt=\"\" width=\"799\" height=\"175\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21.jpg 799w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-21-300x65.jpg 300w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><\/a>3)<\/strong> Quindi sulla destra vedremo un&#039;opzione per escludere categorie a livello di campagna, dobbiamo selezionare l&#039;opzione \u00abAggiungi esclusioni\u00bb.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1768\" title=\"rete di visualizzazione 3\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31.jpg\" alt=\"\" width=\"814\" height=\"198\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31.jpg 814w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-31-300x72.jpg 300w\" sizes=\"(max-width: 814px) 100vw, 814px\" \/><\/a><strong>4) <\/strong>Una volta pronto il passaggio precedente, si aprir\u00e0 una finestra con i dati di tutte le categorie del sito in cui sono stati visti i nostri annunci e potremo selezionare quelli che vogliamo escludere.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1770\" title=\"rete di visualizzazione 4\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41.jpg\" alt=\"\" width=\"722\" height=\"415\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41.jpg 722w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-41-300x172.jpg 300w\" sizes=\"(max-width: 722px) 100vw, 722px\" \/><\/a><\/p>\n<p>Dopo aver selezionato tutte le categorie che presentano un rendimento basso per la campagna, facciamo clic su \u00abSalva\u00bb e <strong>Ecco! <\/strong>Interromperemo la pubblicazione dei nostri annunci sulla Rete Display in queste categorie.<\/p>\n<p>Seguendo questi semplici passaggi, in pochi minuti possiamo migliorare notevolmente il rendimento delle nostre campagne per la Rete Display.<\/p>","protected":false},"excerpt":{"rendered":"<p>La Red de Display es amada por unos y odiada por otros, m\u00e1s que nada debido a que para poder optimizarla efectivamente debemos cambiar la mentalidad que utilizamos para optimizar las campa\u00f1as en la Red de B\u00fasqueda. Personalmente pienso en la Red de B\u00fasqueda y en la Red de Display como dos redes totalmente independientes&hellip;<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[14,91],"class_list":["post-1760","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords","tag-red-de-display"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/guillermopareja.com\/it\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/guillermopareja.com\/it\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/consultorgoogleadwords\/\" \/>\n<meta property=\"article:published_time\" content=\"2012-09-12T16:18:37+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\" \/>\n<meta name=\"author\" content=\"Guillermo Pareja\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@guillepareja\" \/>\n<meta name=\"twitter:site\" content=\"@guillepareja\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guillermo Pareja\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/\",\"url\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/\",\"name\":\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital\",\"isPartOf\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\",\"datePublished\":\"2012-09-12T16:18:37+00:00\",\"dateModified\":\"2012-09-12T16:18:37+00:00\",\"author\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\"},\"description\":\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.\",\"breadcrumb\":{\"@id\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#breadcrumb\"},\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#primaryimage\",\"url\":\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\",\"contentUrl\":\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/guillermopareja.com\/de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\",\"url\":\"https:\/\/guillermopareja.com\/de\/\",\"name\":\"Marketing y Anal\u00edtica Digital\",\"description\":\"Blog de Guillermo Pareja\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/guillermopareja.com\/de\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"it-IT\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\",\"name\":\"Guillermo Pareja\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x\",\"caption\":\"Guillermo Pareja\"},\"description\":\"Soy Guillermo Pareja, consultor de Marketing en Motores de B\u00fasqueda. En este blog escribo sobre Google Adwords, Facebook Ads, Google Analytics y todo lo referente a publicitar en internet, ya sean tus propios proyectos, tus clientes o incluso a vos mismo como profesional.\",\"sameAs\":[\"http:\/\/guillermopareja.com\"],\"url\":\"https:\/\/guillermopareja.com\/it\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital","description":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/guillermopareja.com\/it\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/","og_locale":"it_IT","og_type":"article","og_title":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital","og_description":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.","og_url":"https:\/\/guillermopareja.com\/it\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/","og_site_name":"Marketing y Anal\u00edtica Digital","article_publisher":"https:\/\/www.facebook.com\/consultorgoogleadwords\/","article_published_time":"2012-09-12T16:18:37+00:00","og_image":[{"url":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg"}],"author":"Guillermo Pareja","twitter_card":"summary_large_image","twitter_creator":"@guillepareja","twitter_site":"@guillepareja","twitter_misc":{"Scritto da":"Guillermo Pareja","Tempo di lettura stimato":"2 minuti"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/","url":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/","name":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas - Marketing y Anal\u00edtica Digital","isPartOf":{"@id":"https:\/\/guillermopareja.com\/de\/#website"},"primaryImageOfPage":{"@id":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#primaryimage"},"image":{"@id":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#primaryimage"},"thumbnailUrl":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg","datePublished":"2012-09-12T16:18:37+00:00","dateModified":"2012-09-12T16:18:37+00:00","author":{"@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88"},"description":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas.","breadcrumb":{"@id":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#breadcrumb"},"inLanguage":"it-IT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/"]}]},{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#primaryimage","url":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg","contentUrl":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/09\/red-de-display-1.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/otimize-seus-capuzes-no-display-rede-exclusao-de-categorias\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/guillermopareja.com\/de\/"},{"@type":"ListItem","position":2,"name":"Optimiza tus campa\u00f1as en la Red de Display: Exclusi\u00f3n de Categor\u00edas"}]},{"@type":"WebSite","@id":"https:\/\/guillermopareja.com\/de\/#website","url":"https:\/\/guillermopareja.com\/de\/","name":"Marketing y Anal\u00edtica Digital","description":"Blog de Guillermo Pareja","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/guillermopareja.com\/de\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"it-IT"},{"@type":"Person","@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88","name":"Guillermo Pareja","image":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x","caption":"Guillermo Pareja"},"description":"Soy Guillermo Pareja, consultor de Marketing en Motores de B\u00fasqueda. En este blog escribo sobre Google Adwords, Facebook Ads, Google Analytics y todo lo referente a publicitar en internet, ya sean tus propios proyectos, tus clientes o incluso a vos mismo como profesional.","sameAs":["http:\/\/guillermopareja.com"],"url":"https:\/\/guillermopareja.com\/it\/author\/admin\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/posts\/1760"}],"collection":[{"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/comments?post=1760"}],"version-history":[{"count":0,"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/posts\/1760\/revisions"}],"wp:attachment":[{"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/media?parent=1760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/categories?post=1760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/guillermopareja.com\/it\/wp-json\/wp\/v2\/tags?post=1760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}