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HOME > NOTICIAS > O SUCESSO DE UMA CAMPANHA DE LINKS PATROCINADOS TAMBÉM DEPENDE DE VOCÊ

Em Links Patrocinados e Marketing Online

O sucesso de uma campanha de links patrocinados também depende de você

Fonte: Ribeirão Preto Online

A função dos links patrocinados do Google (adwords) é gerar tráfego aos sites anunciantes no momento em que os internautas fazem pesquisas usando as palavras-chave selecionadas. Devido a sua alta segmentação, o link patrocinado é uma das publicidades que gera mais resultados e recebe cada vez mais anunciantes de vários segmentos.

Outra característica extremamente positiva deste tipo de publicidade online é a possibilidade de identificarmos as palavras-chave mais rentáveis através da “taxa de conversão”. Seu cálculo envolve a realização de um objetivo por parte do internauta originário dos links patrocinados, tais como a efetivação de uma compra em um e-commerce, por exemplo.

Na prática, a taxa de conversão serve como parâmetro para a reflexão do retorno financeiro da publicidade (ROI).

Gerenciamento de links patrocinados (adwords)

Uma tarefa extremamente importante, e que deve ser feita ainda na fase de planejamento da campanha do link patrocinado, diz respeito à conscientização por parte dos clientes de que há algumas tarefas e responsabilidades que não dizem respeito à agência, e que, ainda assim, impactam consideravelmente no retorno financeiro da publicidade.

Só para exemplificar o que disse acima, para um site de e-commerce, cito como exemplos de responsabilidades dos clientes em campanhas de links patrocinados:
• Definição preços e monitoramente da concorrência
• Oferecer boas condições de pagamento
• Manter uma boa reputação, através de uma boa pós-venda e cumprimento de prazos
• Elaborar o detalhamento dos produtos a serem vendidos no site
• Reconhecimento da a credibilidade da marca anunciante
• Prestar bom atendimento via chat, telefone ou e-mails
• Adquirir certificações como e-bit
Nesse contexto, é necessário deixar claro que o site precisa “fazer a sua parte”, afinal de contas, por mais cativante que tenha sido o anúncio no google, qualquer detalhe negativo estimula ao internauta sair do site.

Atividades complementares aos links patrocinados

Dependendo do quanto o cliente pretende investir e da sua familiaridade com a internet, haverá (ou não) abertura para a definição e execução de melhorias sugeridas pela agência no site. Argumentos contrários, tais como, “esse é um gasto não previsto”, ou ainda, “vamos esperar um pouco” infelizmente ainda são muito utilizados pelos clientes que não compreendem como estas atividades são complementares.

Diante disso, reasseguro a importância de que trabalhos de webwriting, webmarketing, melhorias na usabilidade e acessibilidade sejam justamente remunerados, pois, trarão impactos positivos e ajudarão muito na eficiência das campanhas nos links patrocinados no Google (adwords).

Link da notícia: http://www.ribeiraopretoonline.com.br/transporte-rodoviario/coluna-de-rodrigo-sampaio--o-sucesso-de-uma-campanha-de-links-patrocinados-tambem-depende-de-voce/29181

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