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HOME > NOTICIAS > LINKS PATROCINADOS ATINGEM DIRETAMENTE POTENCIAIS INTERESSADOS

Em Links Patrocinados

Links patrocinados atingem diretamente potenciais interessados

Fonte: Yahoo Notícias

Nunca foi tão fácil encontrar os consumidores exatos de um produto. Nunca foi possível medir resultados de forma tão imediata. Nunca foi tão barato criar um anúncio. A lista de "nuncas" poderia ter vários parágrafos e ilustra a areia movediça que os links patrocinados lançaram sobre o mercado publicitário tradicional.

O principal serviço de links patrocinados - e que faz o Google ser a maior empresa do mundo, com patrimônio de mais de US$ 150 bilhões - é a dupla AdWords/AdSense. São aqueles links que aparecem do lado direito da página de busca do Google (que chega a 81% dos internautas, segundo a NetApplications). Pelo AdWords, é possível anunciar ali e em milhões de sites com conteúdo relacionado ao anúncio. Gasta-se relativamente pouco, já que só se paga por anúncio clicado, e não pelo número de vezes que é exibido.

A revolução dos links patrocinados é usar mecanismos de busca para dotar o anúncio de inteligência. Ele só aparece para palavras-chave relacionadas ao conteúdo. Se alguém tem uma sapataria, pode anunciar só para quem busca "reforma de sapato". É o sonho dos publicitários: atingir exatamente quem quer ver o anúncio.

Se tudo é muito simples, gerenciar a campanha online não é tão fácil assim, tanto pelo investimento a ser feito como pelo tempo gasto no acompanhamento e na "otimização" dos anúncios. Os únicos pré-requisitos são ter uma conta no Google e R$ 20 de assinatura. O resto é habilidade de entender o mecanismo de leilão.

É preciso também se acostumar a uma nova terminologia: CTR, CPC, impressões, rede de conteúdo, grupos de anúncios. E a uma nova lógica. Não funciona como banner, que o anunciante larga no site para só depois medir o retorno. É tudo imediato. Com decisões tomadas de hora em hora. Não é à toa que o publicitário Ricardo Vaz Monteiro publicou o livro "A Arte da Guerra para ensinar a gerenciar o AdWords".

"Links patrocinados são sempre bons. Mas há casos em que são mais ou menos indicados", diz o presidente da agência Click, Abel Reis. "É matador quando o objetivo é vender produtos na hora pela internet, mas não é tão relevante quando queremos agir sobre a imagem e presença da marca (branding)."

Link da notícia: http://br.noticias.yahoo.com/s/24062009/25/tecnologia-links-patrocinados-atingem-diretamente-potenciais.html

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