{"id":1808,"date":"2012-12-31T22:29:33","date_gmt":"2013-01-01T01:29:33","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1808"},"modified":"2012-12-31T22:29:33","modified_gmt":"2013-01-01T01:29:33","slug":"las-4-novedades-mas-interesantes-de-google-adwords-en-el-2012","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/it\/ppc-google-ads\/le-4-notizie-piu-interessanti-di-google-adwords-nel-2012\/","title":{"rendered":"Le 4 notizie pi\u00f9 interessanti di Google Adwords nel 2012"},"content":{"rendered":"<p>Quest&#039;anno il 2012 \u00e8 arrivato con molte sorprese di ogni tipo, per quanto riguarda in particolare Adwords abbiamo visto molte nuove funzionalit\u00e0 e strumenti, oltre a una maggiore integrazione con Google Analytics.<\/p>\n<p>Personalmente trovo che queste siano state le 4 novit\u00e0 pi\u00f9 interessanti di Google Adwords nel 2012.<\/p>\n<p><strong>1) Importa i dati di Analytics in AdWords<\/strong><\/p>\n<p>A seconda del tipo di inserzionista, in molti casi i dati sul comportamento degli utenti in Analytics possono essere di grande valore per la stima dei risultati delle campagne AdWords.<\/p>\n<p>Ci\u00f2 \u00e8 particolarmente vero nei casi in cui gli inserzionisti non vendono i loro prodotti direttamente online o nel caso di editori che commercializzano spazi pubblicitari sui loro siti web.<\/p>\n<p>L&#039;importazione dei dati di Google Analytics aiuta a semplificare il processo di analisi del rendimento delle parole chiave per le seguenti metriche principali come:<\/p>\n<p>- Frequenza di rimbalzo<\/p>\n<p><strong><\/strong>- Pagine per visita<\/p>\n<p><strong><\/strong>- Durata media della visita<\/p>\n<p>- Percentuale di nuove visite<\/p>\n<p>Possiamo persino automatizzare l&#039;ottimizzazione delle parole chiave creando regole automatizzate che modificano le offerte CPC in base al rendimento comportamentale delle visite per una determinata parola chiave.<\/p>\n<p>Per importare i dati di Google Analytics, entrambi gli account devono prima essere collegati.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1810\" title=\"statistiche di Google\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg\" alt=\"\" width=\"332\" height=\"154\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics.jpg 332w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-300x139.jpg 300w\" sizes=\"(max-width: 332px) 100vw, 332px\" \/><\/a><\/p>\n<p>Una volta collegati gli account, dobbiamo aggiungere le colonne ai nostri rapporti per visualizzare i dati importati.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1811\" title=\"google analytics 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg\" alt=\"\" width=\"1000\" height=\"195\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2.jpg 1000w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2-820x160.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-2-300x58.jpg 300w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p><strong>2) Segnala le query di ricerca<\/strong><\/p>\n<p>In precedenza, quando si eseguiva un rapporto sui termini di ricerca per un particolare gruppo di annunci o campagna, c&#039;era sempre la domanda su quale parola chiave fosse stata attivata da quel termine di ricerca.<\/p>\n<p>Questi dati sono molto utili per l&#039;ottimizzazione delle nostre parole chiave.<\/p>\n<p>Per fare ci\u00f2, dobbiamo solo andare al rapporto sui termini di ricerca e aggiungere la colonna &quot;Parola chiave&quot;.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1813\" title=\"attributo di parole chiave\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg\" alt=\"\" width=\"534\" height=\"251\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave.jpg 534w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/atributo-palabras-clave-300x141.jpg 300w\" sizes=\"(max-width: 534px) 100vw, 534px\" \/><\/a><\/p>\n<p>Una volta aggiunta la nuova colonna, dovremmo vedere quali erano le parole chiave che sono state attivate in particolare da ciascun termine di ricerca.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1815\" title=\"parole chiave dei termini di ricerca\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-1024x169.jpg\" alt=\"\" width=\"620\" height=\"102\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-1024x169.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-820x136.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave-300x49.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/terminos-de-busqueda-palabras-clave.jpg 1074w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p><strong>3) Creazione di elenchi di remarketing da Analytics<\/strong><\/p>\n<p>Quando il remarketing \u00e8 stato inizialmente lanciato per Google Adwords, un&#039;attivit\u00e0 molto noiosa era la corretta implementazione di tag di codice diversi per ogni elenco che volevamo creare.<\/p>\n<p>Ci\u00f2 \u00e8 diventato pi\u00f9 semplice quando \u00e8 stata implementata la metodologia di utilizzo di un singolo tag di codice, creando i diversi elenchi semplicemente inserendo un URL.<\/p>\n<p>Il remarketing ha quindi fatto un salto al &quot;livello successivo&quot; consentendo la generazione di elenchi da Google Analytics, che attualmente consente di creare elenchi non solo in base alle pagine del sito Web visitate da un utente ma anche a metriche comportamentali, obiettivi Analytics e filtri personalizzati.<\/p>\n<p>Questo sicuramente ci aiuta ancora di pi\u00f9 a trasmettere il messaggio giusto al pubblico giusto.<\/p>\n<p>Per creare gli elenchi di remarketing dobbiamo avere accesso di amministratore all&#039;account e accedere alla scheda &quot;Amministratore&quot; e quindi selezionare l&#039;opzione &quot;elenchi di remarketing&quot;.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1818\" title=\"remarketing di Google Analytics\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-1024x244.jpg\" alt=\"\" width=\"620\" height=\"147\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-1024x244.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-820x195.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-300x71.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing.jpg 1095w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p>Una volta l\u00ec, possiamo creare elenchi per il remarketing secondo le nostre specifiche, utilizzando solo il codice di Google Analytics che avremmo gi\u00e0 dovuto implementare in tutto il nostro sito web.<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1819\" title=\"remarketing di google analytics 2\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg\" alt=\"\" width=\"422\" height=\"419\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2.jpg 704w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-150x150.jpg 150w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-300x297.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-analytics-remarketing-2-100x100.jpg 100w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><\/a><\/p>\n<p><strong>4) Estensioni dell&#039;annuncio di comunicazione<\/strong><\/p>\n<p>Le &quot;estensioni di comunicazione&quot; o &quot;estensioni di comunicazione&quot; sono arrivate alla fine dell&#039;anno e sono attualmente in versione beta, il che attualmente limita il loro utilizzo a un numero limitato di inserzionisti.<\/p>\n<p>Queste estensioni consentono di aggiungere un campo in cui gli utenti possono inserire un indirizzo email per ricevere ulteriori informazioni, offerte, ecc.<\/p>\n<p>Fondamentalmente \u00e8 una macchina per generare lead senza che gli utenti debbano nemmeno entrare nella landing page!<\/p>\n<p>Anche se l&#039;utente \u00e8 loggato in un account Google, durante la ricerca, il modulo viene compilato automaticamente, questo genera contatti di qualit\u00e0 a un costo molto contenuto.<\/p>\n<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1821\" title=\"estensioni-annuncio-comunicazione-google-adwords\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif\" alt=\"\" width=\"564\" height=\"370\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions.gif 564w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2012\/12\/google-adwords-communication-ad-extensions-300x196.gif 300w\" sizes=\"(max-width: 564px) 100vw, 564px\" \/><\/a><\/p>\n<p>Forse sto dimenticando diversi dettagli importanti, quindi se riesci a pensare a strumenti, funzioni, dati, ecc. che sono stati aggiunti ad AdWords nel 2012 non esitate a commentare!<\/p>\n<p>D&#039;altra parte, speriamo che il 2013 ci porti tante sorprese come il 2012, felice anno nuovo!<\/p>","protected":false},"excerpt":{"rendered":"<p>Este a\u00f1o 2012 vino con muchas sorpresas de todo tipo, en lo que respecta a Adwords espec\u00edficamente vimos muchas nuevas funcionalidades y herramientas, as\u00ed tambi\u00e9n como una mayor integraci\u00f3n con Google Analytics. Personalmente encuentro que estas fueron las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012. 1)\u00a0Importar datos de Analytics en Adwords Dependiendo&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],"class_list":["post-1808","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads","tag-google-adwords"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012 - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012.\" \/>\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\/as-4-noticias-mais-interessantes-do-google-adwords-em-2012\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las 4 novedades m\u00e1s interesantes de Google Adwords en el 2012 - 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