{"id":1628,"date":"2022-12-08T10:29:04","date_gmt":"2022-12-08T10:29:04","guid":{"rendered":"https:\/\/optimized1.wpengine.com\/?p=1628"},"modified":"2023-02-10T08:14:09","modified_gmt":"2023-02-10T08:14:09","slug":"cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta","status":"publish","type":"post","link":"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/","title":{"rendered":"How to adjust PPC campaigns as we exit the state of emergency"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_43 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-69db559f2121c\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-69db559f2121c\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/#Analizeaza_Whats_your_COVID-19_story\" title=\"Analyse. What\u2019s your COVID-19 related story?\">Analyse. What\u2019s your COVID-19 related story?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/#Focus_pe_profitabilitate\" title=\"Focus on profitability\">Focus on profitability<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/#Vizibilitate_si_focus_in_Google_Shopping_free_paid\" title=\"Visibility and focus on Google Shopping (free + paid)\">Visibility and focus on Google Shopping (free + paid)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/#Conversion_tracking_Este_inca_relevant\" title=\"Conversion tracking. Is it still relevant?\">Conversion tracking. Is it still relevant?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/#Ajusteaza_mesajele_si_vizualurile\" title=\"Adjust messages and visuals\">Adjust messages and visuals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/#Comunica_in_continuare\" title=\"Keep communicating\">Keep communicating<\/a><\/li><\/ul><\/nav><\/div>\n\n<div class=\"wp-block-group post-content-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><strong>Article preview: The COVID-19 context brought major changes in the way we conducted our professional activity and organized our business. Regarding PPC (pay-per-click) platforms, we have noticed a significant impact on interaction and conversion rates, and for us, as PPC specialists, the standard playbook was set aside, as we had to react in real time. We will soon exit the state of emergency, a moment that will again impact the retail sector. In this article we will discuss how PPC campaigns can be adjusted, but also other strategies that you can consider.<\/strong><\/p>\n\n\n\n<p class=\" translation-block\">After approximately 2 months of quickly adapting to the new context of crisis, the relaxation of social distancing measures could make us think that we will return to normal or <em>business as usual<\/em>. However, we are actually talking about a <em>new normal<\/em>, marked by some important lessons.<\/p>\n\n\n\n<p>First of all, the context created by COVID-19 determined us, marketing specialists, not only to put aside the standard book of good practices, but also to be much more anchored in reality and focused on what people want and need, rather than being focused on sending them messages at predefined times.&nbsp;<\/p>\n\n\n\n<p>Second, despite the extremely unpleasant situation, we cannot ignore the benefit brought by the speed with which brands have acted on issues that may have been delayed or neglected: ecommerce extensions, website developments, various tools to streamline operations, openness to communicate and to implement marketing strategies.<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-21177b2143bbac214e653f46a324ade3 translation-block\">Unfortunately, the crisis has been a turning point for several sectors (HoReCa, Events, Services, Luxury, Auto &amp; Moto etc.). In a recent <a rel=\"noreferrer noopener\" href=\"https:\/\/economie.hotnews.ro\/stiri-startupcafe-23975082-stare-urgenta-alerta-promovare-marketing-online-madalina-stanescu-deladistanta-stare-urgenta-alerta-promovare-marketing-online-madalina-stanescu-deladistanta.htm?fbclid=IwAR2UPnmT-Hil6gRR04bQOtIyRU6zCVKqI0xmNCT0IQ1XoJE5zB-1OEZ6d6E\" target=\"_blank\">interview for HotNews<\/a>, we talked about some marketing and communication strategies that small local businesses can use to reopen. You can watch the video below (click on the image) and read the summarized ideas in this article.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/optimized1.wpengine.com\/wp-content\/uploads\/2022\/12\/image-24.png\" alt=\"\" class=\"wp-image-1629\" width=\"340\" height=\"181\"\/><\/figure>\n\n\n\n<p>We will continue this article with some tips for ecommerce (the niche we specialize in Optimized), emphasising on some technical aspects of PPC campaigns. These are our suggestions:<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Analizeaza_Whats_your_COVID-19_story\"><\/span>Analyse. What\u2019s your COVID-19 related story?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Whether you are preparing to increase your budget or not in the near future, it is useful for you to understand what was the story of your PPC campaigns in the past 2 months. From the various metrics that can help you in this regard, we would recommend the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Average daily spending<\/li>\n\n\n\n<li>Average CTRs and CVRs (how did the users interact with the messages)<\/li>\n\n\n\n<li>Average CPCs and CPAs (how did the advertising costs have evolved)<\/li>\n<\/ul>\n\n\n\n<p>For a thorough outcome, segment the data by device (desktop \/ mobile) and audience type (warm or remarketing vs. cold audience or new users). This way, you will observe the new purchasing behaviour trends in detail and you will be able to extract some useful insights.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_pe_profitabilitate\"><\/span>Focus on profitability<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\" translation-block\">It is difficult to predict how online sales will evolve when stores will reopen and people will be on the move again. Plus, according to a <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-cee\/insights-trends\/thought-leadership\/consumption-and-spending-habits-during-coronavirus-\/\" target=\"_self\">Kantar study<\/a>, 71% of respondents in the G7 countries believe that their income will be affected by the coronavirus crisis. Thus, we can expect a decrease in consumer power, translated by a decrease in sales. This is, of course, relative to each ecommerce segment.<\/p>\n\n\n\n<p>Therefore, regardless of your vertical, continue to adjust your campaigns based on demand and profitability. Smart Bidding strategies (Target ROAS, Target CPA) are useful in Google Ads. As for Facebook, optimizing campaigns using the Purchase objective helps filtering the exposure of messages to an audience with a high purchasing potential. However, in order to use these to their full potential, you need a relevant data volume. If you don\u2019t have it yet, you can use eCPC for Google Ads or \u201cAdd to Cart\u201d for Facebook.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Vizibilitate_si_focus_in_Google_Shopping_free_paid\"><\/span>Visibility and focus on Google Shopping (free + paid)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-link-color wp-elements-a25da95189fe059aa3bc4b7533da654b translation-block\">Google recently <a rel=\"noreferrer noopener\" href=\"https:\/\/blog-google.cdn.ampproject.org\/c\/s\/blog.google\/products\/shopping\/its-now-free-to-sell-on-google\/amp\/?fbclid=IwAR0Wy5S6KdrVKdK2rk6rlanPMQwCcxOBePekSeXj21SbQrSuWDyHu0x-Isw\" target=\"_blank\">announced<\/a> that it will make listing on the Shopping tab free for those with a Merchant Centre account. This is the right time to set up your Merchant Centre account if you haven\u2019t already. <br><br>Regarding the paid Shopping campaigns, there are various ways in which you can scale and optimize: focus on top sales products, bidding depending on the profitability of each product category. You can find <a href=\"https:\/\/www.optimized.ro\/cum-optimizezi-campaniile-google-shopping-ads\/\" target=\"_self\">here<\/a> more info on this matter.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conversion_tracking_Este_inca_relevant\"><\/span>Conversion tracking. Is it still relevant?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\" translation-block\">The conversion tracking code communicates with Google and Facebook algorithms, sending relevant data on your account\u2019s \u201csuccess\u201d (ecommerce transaction or micro-conversions such as initiated checkout or phone call). <br><br> Make sure all the relevant conversions are registered to your accounts (especially if your business has undergone transformations, e.g., you have had a higher volume of phone calls) and the conversion assignment window is adjusted to your current context.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ajusteaza_mesajele_si_vizualurile\"><\/span>Adjust messages and visuals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-link-color wp-elements-1b399ef2483827be15b6ec7e0da7510c\">If you\u2019ve already changed your ad messages and images according to the #stayhome context, now is the time to make changes again. As the implemented social distancing measures relax, you can gradually drop visuals and messages focused on the indoor environment, and use instead visuals adapted for the outdoor. <\/p>\n\n\n\n<p class=\"has-link-color wp-elements-ff7ddf8c9a3293f00aa130b868898405 translation-block\">From a technical perspective, it is very effective to work with ads <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2475865?hl=en\" target=\"_self\">labels<\/a>, in order to start \/ restart them faster. Also, use extensions and monitor your account, because we will soon be able to use <a rel=\"noreferrer noopener\" href=\"http:\/\/www.clixmarketing.com\/blog\/2020\/05\/06\/google-ads-image-extensions\/\" target=\"_blank\">the Image extensions<\/a>.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Comunica_in_continuare\"><\/span>Keep communicating<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you also have an offline presence, announce that you have opened the stores and provide information on the implemented safety measures (how the spaces are being disinfected, how customers are allowed to enter the store, the employees\u2019 equipment, how do you manage a larger flow of visitors etc). For delivering this type of content we recommend the video format.&nbsp;<\/p>\n\n\n\n<p>In terms of communication tone, focus on empathy and keep in mind that the person who sees your message is not necessarily the end user or the product recipient. You can still address those who want to purchase products for their parents or for the elderly \u2013 people who still need to be protected during the pandemic.<\/p>\n\n\n\n<p>We hope you will find these tips useful. Stay safe!<\/p>\n\n\n\n<p>Did you enjoy reading this article? Let\u2019s get to know each other!<\/p>\n\n\n\n<p class=\"has-primary-color has-text-color\"><strong>About Optimized<\/strong><\/p>\n\n\n\n<p>At Optimized we are specialized in e-commerce PPC campaigns (Google Ads, Facebook Ads, Instagram Ads, Pinterest Ads, YouTube Ads). Our portfolio includes online stores and our approach is based on clear performance objectives (CPA, ROAS, ROI). Our team consists of PPC specialists and certified Google trainers, as well as people with hands-on experience in e-commerce.<\/p>\n\n\n\n<p>Our strategies are not generic, but strictly applied to e-commerce. We work with stores that want to profitably scale PPC campaigns, with clear objectives, aware that marketing is an investment.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Preview articol:&nbsp;Contextul COVID-19 a reprezentat o schimbare major\u0103 a modului \u00een care ne-am desf\u0103\u0219urat activitatea profesional\u0103 \u0219i organizat business-ul. \u00cen toate platformele PPC (pay per click) am observat un impact semnificativ asupra ratelelor de interac\u021biune \u0219i conversie, iar pentru noi, speciali\u0219tii PPC, playbook-ul standard a fost pus deoparte, fiind nevoi\u021bi s\u0103 reac\u021bion\u0103m \u00een timp real. [&hellip;]<\/p>","protected":false},"author":4,"featured_media":1630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-1628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-digitala"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cum ajust\u0103m campaniile PPC la ie\u0219irea din starea de urgen\u021b\u0103 - Optimized<\/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:\/\/www.optimized.ro\/en\/cum-ajustam-campaniile-ppc-la-iesirea-din-starea-de-urgenta\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum ajust\u0103m campaniile PPC la ie\u0219irea din starea de urgen\u021b\u0103 - Optimized\" \/>\n<meta property=\"og:description\" content=\"Preview articol:&nbsp;Contextul COVID-19 a reprezentat o schimbare major\u0103 a modului \u00een care ne-am desf\u0103\u0219urat activitatea profesional\u0103 \u0219i organizat business-ul. \u00cen toate platformele PPC (pay per click) am observat un impact semnificativ asupra ratelelor de interac\u021biune \u0219i conversie, iar pentru noi, speciali\u0219tii PPC, playbook-ul standard a fost pus deoparte, fiind nevoi\u021bi s\u0103 reac\u021bion\u0103m \u00een timp real. 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