{"id":2259,"date":"2013-12-31T13:53:13","date_gmt":"2013-12-31T16:53:13","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=2259"},"modified":"2013-12-31T13:53:13","modified_gmt":"2013-12-31T16:53:13","slug":"google-adwords-2013","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/google-adwords-2013\/","title":{"rendered":"Google Adwords: as mudan\u00e7as mais importantes de 2013"},"content":{"rendered":"<p>Este ano trouxe muitas novidades no mundo do PPC e a verdade \u00e9 que mesmo trabalhando em tempo integral com contas Adwords fica dif\u00edcil manter o 100% atualizado.<\/p>\n<p>Ent\u00e3o, aqui est\u00e1 um resumo das mudan\u00e7as que considero as mais importantes em 2013.<\/p>\n<p><b>1) Campanhas Avan\u00e7adas<\/b><\/p>\n<p>Sem d\u00favida, as Campanhas Avan\u00e7adas conquistaram o pr\u00eamio de mudan\u00e7a mais importante do ano, pois afetaram literalmente todas as contas.<\/p>\n<p>Essa mudan\u00e7a foi muito pol\u00eamica na \u00e9poca por eliminar v\u00e1rias op\u00e7\u00f5es de segmenta\u00e7\u00e3o e apostar em uma abordagem mais integrativa em termos de dispositivos. Por exemplo, voc\u00ea n\u00e3o pode agendar independentemente para tablets e dispositivos de desktop.<\/p>\n<p>As opini\u00f5es sobre esta mudan\u00e7a variam muito, desde quem a acolhe de bra\u00e7os abertos e v\u00ea melhores resultados do que antes, at\u00e9 quem prefere voltar no tempo.<\/p>\n<p>Al\u00e9m disso, as campanhas avan\u00e7adas vieram para ficar e devemos aproveitar ao m\u00e1ximo as op\u00e7\u00f5es \u00fateis que elas oferecem.<\/p>\n<p>&nbsp;<\/p>\n<p><b>2) Nova f\u00f3rmula de classifica\u00e7\u00e3o de an\u00fancios<\/b><\/p>\n<p>Depois de muitos anos, o Google decide fazer uma modifica\u00e7\u00e3o importante em sua f\u00f3rmula de classifica\u00e7\u00e3o de an\u00fancios, ou seja, a f\u00f3rmula pela qual \u00e9 decidida a posi\u00e7\u00e3o dos an\u00fancios para um determinado leil\u00e3o.<\/p>\n<p>A nova f\u00f3rmula leva em considera\u00e7\u00e3o especial o uso de Extens\u00f5es de An\u00fancios, uma vez que seu impacto esperado contribui com pontos para o Ranking de nossos an\u00fancios.<\/p>\n<p>Hoje \u00e9 muito importante aproveitar todas as extens\u00f5es de an\u00fancio que s\u00e3o relevantes para nossas campanhas, a fim de melhorar nossa posi\u00e7\u00e3o m\u00e9dia e mostrar aos usu\u00e1rios an\u00fancios mais completos.<\/p>\n<p>&nbsp;<\/p>\n<p><b>3) Acompanhamento de convers\u00e3o offline<\/b><\/p>\n<p>Um problema que os anunciantes que fecham suas vendas off-line e s\u00f3 usam o Adwords para gerar os leads correspondentes sempre encontraram \u00e9 poder atribuir as vendas feitas a campanhas e palavras-chave espec\u00edficas.<\/p>\n<p>A qualidade de um Lead pode variar muito dependendo da Rede, Dispositivo e Palavra-chave de onde ele vem, por isso \u00e9 importante medir n\u00e3o apenas o custo por convers\u00e3o, mas tamb\u00e9m o custo por venda final.<\/p>\n<p>Recomendo o seguinte artigo para obter mais informa\u00e7\u00f5es sobre como funciona o acompanhamento de convers\u00f5es off-line: <a href=\"https:\/\/guillermopareja.com\/pt\/ppc-google-ads\/importar-offline-conversoes-para-adwords\/\">Importar convers\u00f5es offline para o Adwords<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><b>4) Links do site com descri\u00e7\u00e3o<\/b><\/p>\n<p>Uma das mudan\u00e7as mais interessantes realizadas com as Extens\u00f5es de An\u00fancios e que vai de par com as mudan\u00e7as realizadas na f\u00f3rmula do Ranking de An\u00fancios, \u00e9 a possibilidade de incluir uma descri\u00e7\u00e3o em nossos Links de Site.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2260\" alt=\"extens\u00f5es de an\u00fancio\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2013\/12\/extensiones-de-anuncios.png\" width=\"600\" height=\"360\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2013\/12\/extensiones-de-anuncios.png 600w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2013\/12\/extensiones-de-anuncios-300x180.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\u00c9 interessante pensar no que 2014 nos trar\u00e1, quais voc\u00ea acha que ser\u00e3o as surpresas que nos aguardam neste novo ano?<\/p>","protected":false},"excerpt":{"rendered":"<p>Este a\u00f1o trajo muchas novedades en el mundo del PPC y la verdad es que inclusive trabajando a tiempo completo con cuentas de Adwords se hace dif\u00edcil mantenerse 100% al d\u00eda. As\u00ed que ac\u00e1 va un resumen de los cambios que considero m\u00e1s importantes en este 2013. 1) Campa\u00f1as Avanzadas Sin dudas las Campa\u00f1as Avanzadas&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":[],"class_list":["post-2259","post","type-post","status-publish","format-standard","hentry","category-ppc-google-ads"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Adwords: Los cambios m\u00e1s importantes del 2013 - Marketing y Anal\u00edtica Digital<\/title>\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\/pt\/ppc-google-ads\/google-adwords-2013\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Adwords: Los cambios m\u00e1s importantes del 2013 - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"Este a\u00f1o trajo muchas novedades en el mundo del PPC y la verdad es que inclusive trabajando a tiempo completo con cuentas de Adwords se hace dif\u00edcil mantenerse 100% al d\u00eda. 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