Google adwords oglaševanje

8 aprila, 2016 admin OSTALO 161

Google AdWords je storitev podjetja Google, ki omogoča oglaševanje na spletu (Google Support
2016). Gre za najbolj priljubljen servis za spletno oglaševanje (Digitalna ladja 2016). Preden
je nastala storitev Google AdWords, je takratni Googlov konkurent, podjetje GoTo,
promoviralo znan spletni brskalnik GoTo.com, ki je prav tako omogočalo oglaševanje preko
iskalnika (Oremus 2013). Tovrstno oglaševanje je predstavljalo preprost podjetniški model s
štirimi koncepti, kjer so oglaševalci lahko prikazovali oglas, glede na to, kaj je iskalec na
internetu poskušal najti (Geddes 2014). Le štirje preprosti koncepti so naredili ta poslovni model revolucionaren, ti so: relevantnost, prenovljen cenovni model, proces registracije in
proces avkcije.

1. Relevantnost

Saj je iskalnik prikazal oglase, glede na to, kaj je nekdo aktivno iskal v.
iskalniku. Oglaševalci so tako prikazovali svoje oglase samo takrat, ko je nekdo vpisal
zakupljeno besedo oglaševalca v iskalnik. S tem, ko so se prikazovali relevantni
oglasi, na podlagi iskalnega niza, je to ustvarjalo harmonijo med iskalci ter oglaševalci
(Geddes 2014).

2. Prenovljen cenovni model

Ne deluje več po principu, da oglaševalec plača za določeno število prikazov v iskalniku. Oglaševalci niso vedeli, za koliko so povečali obisk na njihovi internetni strani ali koliko prodaje so ti oglasi sploh prinesli.

Prenovljen cenovni model, ki je znan med drugim pod imenom »Pay per click« oziroma krajše
PPC5 (Geddes 2014) ustvarja prihodke za podjetja in ni namenjen zasedanju prostora
in zgolj promoviranju določenega produkta ali znamke, temveč temu, da se prikažejo
pred targetirane stranke (Miller 2010). Ponudniki spletnih iskalnikov, ki uporabljajo
koncept PPC, so plačani le takrat, ko se pojavi klik in so tako prisiljeni, da prikazujejo
oglase, ki so relevantni.

3. Tretji koncept

Proces registracije mora biti odstranjen, saj predstavlja oviro prodajalca
med oglaševalcem in ponudnikom spletnega iskalnika. Priporočljivo je ustvariti
samopostrežni oglaševalski model, kjer lahko kdorkoli začne uporabljati storitev
(Oremus 2013).

4. Proces avkcije

kot četrti koncept predstavlja način postavljanja cene. Ponudnik ne
navede točno določene cene za oglas, določi se s klikom uporabnika na oglas z
določeno ključno besedo. V praksi je avkcija delovala tako, da so oglaševalci postavili
ceno, ki so jo bili pripravljeni plačati za določeno ključno besedo. Tistim z najvišjo
postavljeno ceno, je bila določena najvišja pozicija v iskalnih rezultatih (Geddes 2014;
AdWords Comunity 2013).

Leta 2002 je podjetje Google ponudil storitev z imenom Google Adwords Select, ki je
vsebovala vse štiri zgoraj navedene koncepte, z večjim poudarkom na relevantnosti. To je
Googlu prineslo bistveno prednost in na ta način je prehitel konkurenco. AdWords je ponujal
tudi stopnjo klikov na oglas ali CTR6, ki je med drugim tudi določala, kako visoko bo
posamezen oglas uvrščen. Formula, ki je določala oglase na najvišja mesta, je sestavljena iz:
najvišjega CPC7 pomnoženega s CTR. Tako se je Google izognil prikazovanju oglasom z
najvišjo denarno ponudbo na najvišjih mestih, če le-ti niso bili relevantni. Iskalnik s tem
naredi višji profit, če prikazuje oglase z nižjo ponudbo, ki jih uporabniki večkrat kliknejo kot
oglasi, ki imajo višjo ponudbo in jih uporabniki kliknejo manjkrat. Tako so oglaševalci bili
prisiljeni, izbirati ključne besede, bolj relevantne njihovim produktom in ustvarjati ujemajoče
oglase (Geddes 2014).

161 Comments

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  156. The concept of a “rival” is introduced as a downtime complication, adding recurring drama to the campaign. Xanathar’s Guide to Everything suggests creating NPCs who directly compete with the party. If you want a PDF guide on generating interesting rivals, our NPC workshops are a great place to start. We discuss how to build a rival that players love to hate, driving the story forward during the downtime weeks. elevate your campaign’s narrative arc by introducing personal stakes through the rival system. https://xanatharsguidetoeverythingpdf.ru/ Xanathar’s Guide To Everything Full Pdf

  157. The dialogue often has double meanings, layering the text with subtext. Dante says one thing but means another; Vivian decodes him. This interplay is brilliant. A King of Wrath PDF read allows you to catch these subtleties. It makes the re-read value very high. You see the signs of their falling in love long before they admit it. https://kingofwrathpdf.ru/ King Of Wrath Read Online Epub

  158. Competitive players often look to the Samurai Fighter for its Fighting Spirit ability. Xanathar’s Guide to Everything grants fighters a way to generate their own advantage on attacks. If you are looking for a PDF build guide for a sharpshooter Samurai, our optimization tips are top-tier. We calculate the damage potential and show you how to build a warrior that never misses. Combine social grace with deadly accuracy by mastering the way of the Samurai presented in this essential expansion.

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