oglašavanje na googleu
TRANSCRIPT
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Oglašavanje na Googleu
Mondo.hr: Željka Omeragić
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Željka Omeragić- SEM/SEO Specijalist prodaje
SEM - Search engine marketing (plaćeni Google oglasi)
SEO - Search engine optimization (optimizacija za web tražilice)
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AGENDA
• Važnost Online oglašavanja
• Zašto Google Adwords?
• Što je Google Adwords?
• Praćenje korisnikova ponašanja
• Analize slučaja
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Važnost Online oglašavanja
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Zašto Google Adwords?
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Što je Google Adwords?
• Platforma na kojoj možete oglašavati svoj proizvod ili uslugu na pretraživačkoj i prikazivačkoj mreži.
• Omogućuje postizanje brzih rezultata (posjećenost, promocija usluga i proizvoda) uz niske troškove.
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Oglasi na pretraživačkoj mreži
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Oglasi na prikazivačkoj mreži
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Adwords omogućuje precizno targetiranje klijenta
Gdje i kada se prikazuju moji oglasi?
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Gdje i kada se prikazuju moji oglasi?
Adwords omogućuje precizno targetiranje klijenta
![Page 11: Oglašavanje na Googleu](https://reader030.vdocuments.us/reader030/viewer/2022032617/55aa702f1a28abbc208b45f2/html5/thumbnails/11.jpg)
Adwords omogućuje precizno targetiranje klijenta
Gdje i kada se prikazuju moji oglasi?
![Page 12: Oglašavanje na Googleu](https://reader030.vdocuments.us/reader030/viewer/2022032617/55aa702f1a28abbc208b45f2/html5/thumbnails/12.jpg)
Koliko stoji Adwords oglašavanje?
Cijenu klika i dnevni budžet sami određujete
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Koliko stoji Adwords oglašavanje?
Cijenu klika i dnevni budžet sami određujete
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Koliko stoji Adwords oglašavanje?
Cijenu klika i dnevni budžet sami određujete
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Kako je strukturiran račun?
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Analize slučajeva
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Kako smo ostvarili rezultat?
• Optimizacija strukture računa
• Kreiranje proširenja oglasa
• Kreiranje sadržaja sukladno trendovima i promocija (specijali)
• Prikazivačke kampanje (remarketing, odabrane domene na kojima prikazujemo oglase)
• Redovna optimizacija kampanja i praćenje
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Kakvo je bilo stanje
• Izostaje oglašavanje na prikazivačkoj mreži
• Nisu pokrivene sve skupine proizvoda
• U oglasima su nejasno komunicirani benefiti
• Oglasi nemaju proširenja
• Stranice slijetanja nisu optimizirane
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Što smo napravili na pretraživačkoj mreži?
• Brand i generičke kampanje
• Ključne riječi u različitim varijacijama
• Longtailed ključne riječi
• Fokus na ključne riječi sa namjerom kupnje
• Negativne ključne riječi
• Proširenja oglasa (sitelinkovi, click to call)
• Split testing
• Promocija proizvoda sukladno sezonalnosti
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Primjer oglasa na pretraživačkoj mreži
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Što smo napravili na prikazivačkoj mreži
• Remarketing liste 7 i 14 dana za kategorije proizvoda i za određene proizvode
• Kreirali Bannere 300x250, 160x600 i 728x90
• Split test poziva na akciju tzv. Call-to-action
• Promoviramo najbolje ponude (proizvodi) ili komunciramo cijelu kampanju i korisnike vodimo na stranicu slijetanja kampanje
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Primjer oglasa
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Što dalje
• Tjedni i mjesečni izvještaji
• Optimizacija računa sukladno rezultatima
• Izrada novih kampanja i optimizacija (tjedno)
• Testiranje ponuda (besplatna dostava, popusti, ponude sa ograničenim vremenom trajanja)
• Optmizacija stranica slijetanja
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ROI
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Čarobna formula uspjeha je...
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Poboljšajte strukturu računa
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Kampanje organizirajte tematski
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Ciljajte pravi jezik i lokaciju
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Vrlo određene grupe oglasa
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Izbjegavajte duplicirane ključne riječi
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Ubacite ključne riječi u oglas
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Oglasi
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Optimizirajte stranice slijetanja
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Pratite učinkovitost kampanja
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Hvala na pažnji!