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HOME > ARTIGOS > LINKS PATROCINADOS: CUSTO X BENEFÍCIO?

Em Links Patrocinados

Links Patrocinados: Custo X Benefício?

26/11/2007 - 21:09

Por José Abilio Queiroz

Quando Google e Yahoo iniciaram no Brasil a venda de Link Patrocinado, estes chegaram com o discurso de que esta era, uma mídia altamente direcionada e com um custo muito baixo.

Realmente a mídia (link patrocinado) mostrou-se ao longo do tempo ser altamente qualificada e indicada para diversas aplicações, e, também de ter a possibilidade de obter retorno completamente mensurável.

O que mudou muito foi o custo dessa mídia, e como o sistema é de leilão, muitas palavras, expressões, tiveram seus valores tão inflacionados, que hoje se tornaram impraticáveis.

Outro dia numa reunião com minha agência de SEM estávamos estudando algumas opções de palavras, e uma das categorias que gostaria de realizar uma ação, era a de Fogões. Entretanto, fui avisado que as palavras mais genéricas dessa campanha, que o nome de uma linha de produtos custava a bagatela de R$8,50 o CPC. Isso mesmo, exatamente R$8,50 por cada clique.

Como meu trabalho é praticamente gerar venda para as lojas de e-commerce que são meus clientes, fiz na minha cabeça uma continha rápida: A taxa de um comparador de preços para produtos com esse Ticket Médio é de aproximadamente 2,5%, ou seja, de cada 100 cliques que enviamos para as lojas virtuais, 2,5% deles revertem-se em compras. Isso é uma taxa super alta, devido ao valor do ticket, e, conseguida apenas devido ao posicionamento do comparador de preços.

Pegando a nossa mesma taxa e aplicando ao Google onde estava o valor de R$8,50 o clique, cheguei à conclusão que uma empresa que comprasse essa palavra gastaria em torno de R$340,00 pra gerar uma venda. Isso mesmo, R$340,00 pra gerar a venda de apenas um produto de Ticket Médio de mais ou menos R$800,00. Isso, usando a minha taxa de conversão de comparadores para esse produto, e pelo que sei, os buscadores têm uma taxa um pouco menor.

Aquelas mídias, que nasceram com o conceito de ser aplicada das pequenas às grandes empresam justamente devido ao custo baixo, está se mostrando impraticável em alguns casos, até mesmo para as grandes empresas, quem dirá para as pequenas.

Isto é claro, observando somente o lado de venda, sem levar em consideração aspectos institucionais da campanha, mas mesmo assim é muita coisa.

Pelo meu lado, parei de trabalhar com algumas palavras e expressões devido ao custo exagerado da mídia, e tenho certeza que muitos colegas estão fazendo o mesmo. Isso é ruim pra nós anunciantes, para o mercado de SEM, e para os veículos.

Acho que chegou a hora de se repensar alguns valores, e quem sabe o modelo de comercialização dos links patrocinados...

Clique na estrela correspondente ao seu voto: (2 votos)

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