{"id":18935,"date":"2014-07-23T14:40:57","date_gmt":"2014-07-23T12:40:57","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=18935"},"modified":"2023-02-27T14:34:43","modified_gmt":"2023-02-27T14:34:43","slug":"google-adwords-keyword-regolari-e-keyword-negative","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/google-adwords-keyword-regolari-e-keyword-negative\/","title":{"rendered":"Google Adwords: keyword regolari e keyword negative"},"content":{"rendered":"<p><strong>Google AdWords<\/strong> rappresenta uno degli strumenti pi\u00f9 utili per il web marketing delle aziende: conoscerne in profondit\u00e0 i segreti, le caratteristiche e le peculiarit\u00e0 pi\u00f9 importanti costituisce, quindi, un modo per essere competitivi rispetto alla concorrenza.<\/p>\n<p>Lo strumento per la pubblicit\u00e0 messo a disposizione da Mountain View si basa principalmente sulle parole chiave, o <strong>keyword<\/strong>: esse non sono altro che parole (o brevi frasi) che hanno lo scopo di far s\u00ec che gli annunci e le inserzioni siano abbinati a specifici termini di ricerca corrispondenti, e di conseguenza ai contenuti web (pertinenti con le keyword stesse) che vengono rintracciati dal motore di ricerca.<\/p>\n<p>Un utilizzo ottimale ed efficace di AdWords prevede di individuare parole chiave di alta qualit\u00e0 &#8211; il che vuol dire il pi\u00f9 possibile pertinenti &#8211; in maniera tale da riuscire a raggiungere in maniera precisa e mirata il <strong>target<\/strong> che si vuole &#8220;colpire&#8221;. Per fare un esempio, se un ristorante che prepara soprattutto specialit\u00e0 di pesce nelle proprie inserzioni utilizza come parole chiave &#8220;ristorante&#8221;, &#8220;cena&#8221; e &#8220;cucina&#8221; ma non &#8220;pesce&#8221;, \u00e8 evidente che chi \u00e8 intenzionato a gustarsi un pasto tra gamberetti, orate e cozze difficilmente giunger\u00e0 su quegli annunci, poich\u00e9 su Google tender\u00e0 a cercare &#8220;ristorante di pesce&#8221; o &#8220;cena a base di pesce&#8221;.<\/p>\n<p>Risulta chiara, dunque, l&#8217;importanza di trovare keyword assolutamente in linea con i contenuti proposti e correlate ai servizi e ai prodotti offerti. Va detto, in ogni caso, che AdWords propone anche consigli, suggerimenti e idee per la creazione di <strong>parole chiave<\/strong> e di elenchi.<\/p>\n<p>Se l\u2019importanza delle parole chiave regolari \u00e8 ormai nota anche ai meno esperti, vale la pena concentrare la propria attenzione anche sulle <strong>keyword negative<\/strong>, elementi indispensabili per fare s\u00ec che non vengano visualizzati gli annunci quando gli utenti eseguono ricerche proprio con quelle parole. Uno dei modi per fare rendere al meglio questi strumenti prevede di inserire non parole chiave negative a corrispondenza esatta, ma parole chiave negative a corrispondenza generica: le prime, infatti, escluderebbero unicamente le inserzioni che le comprendono perfettamente.<\/p>\n<p>Le keyword negative a corrispondenza generica si rivelano particolarmente utili quando si \u00e8 abbastanza sicuri del fatto che gli utenti potrebbero usare quelle keyword in maniera non corretta. D\u2019altro canto, una volta messe a punto le parole chiave negative, \u00e8 fondamentale prendere in esame gli utenti, per riuscire a individuare eventuali altre parole che potrebbero rendere attive erroneamente le inserzioni: per lo stesso motivo, \u00e8 consigliabile provare a trovare un minimo comune denominatore in grado di legare tra loro tutte le parole chiave negative. Come si pu\u00f2 facilmente intuire, il compito pi\u00f9 difficile \u00e8 quello di capire quali <strong>query di ricerca<\/strong>, pur ricevendo impressioni, non riescono a ricevere clic: in altre parole, bisogna scoprire cosa vanno a cercare gli utenti insieme con le parole chiave che fanno parte della campagna AdWords.<\/p>\n<p>Ecco, dunque, che due consigli potenzialmente utili sono quelli che suggeriscono di fare riferimento alle liste generali di keyword negative che si trovano sul web e di realizzare un elenco di parole chiave negative che andr\u00e0 inserito all\u2019interno della <strong>libreria condivisa<\/strong>, in maniera tale che, ogni volta che viene realizzata una campagna nuova o si interviene su una campagna gi\u00e0 esistente, sia possibile attingervi in maniera rapida e semplice.<\/p>\n<p>Vale la pena di notare, in conclusione, che il ricorso a keyword negative permette di ottenere risultati molto significativi dal punto di vista del <strong>budget<\/strong>, e pertanto rappresenta un investimento indispensabile per la maggior parte delle aziende.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>Google AdWords<\/strong> rappresenta uno degli strumenti pi\u00f9 utili per il web marketing: conoscerne in profondit\u00e0 le peculiarit\u00e0 \u00e8 un modo per essere competitivi rispetto alla concorrenza. Oggi analizziamo insieme keyword regolari e <strong>keyword negative<\/strong>.<\/p>\n","protected":false},"author":4,"featured_media":18980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[273,193,377],"class_list":["post-18935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-adwords","tag-keyword","tag-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Google Adwords: keyword regolari e keyword negative - Artera<\/title>\n<meta name=\"description\" content=\"Conoscere le peculiarit\u00e0 di Google AdWords permette di essere competitivi; oggi analizziamo insieme keyword regolari e keyword negative.\" \/>\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.artera.net\/it\/marketing\/google-adwords-keyword-regolari-e-keyword-negative\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2022 Google Adwords: keyword regolari e keyword negative - Artera\" \/>\n<meta property=\"og:description\" content=\"Conoscere le peculiarit\u00e0 di Google AdWords permette di essere competitivi; oggi analizziamo insieme keyword regolari e keyword negative.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.artera.net\/it\/marketing\/google-adwords-keyword-regolari-e-keyword-negative\/\" \/>\n<meta property=\"og:site_name\" content=\"Artera\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/artera.net\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-07-23T12:40:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-27T14:34:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.artera.net\/wp-content\/uploads\/2014\/07\/google-adwords-keyword-negative.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sergio Ravera\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sergio Ravera\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/\"},\"author\":{\"name\":\"Sergio Ravera\",\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/#\\\/schema\\\/person\\\/48ffb6b3727677643fbfd3ecf0a10aa0\"},\"headline\":\"Google Adwords: keyword regolari e keyword negative\",\"datePublished\":\"2014-07-23T12:40:57+00:00\",\"dateModified\":\"2023-02-27T14:34:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/\"},\"wordCount\":575,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.artera.net\\\/wp-content\\\/uploads\\\/2014\\\/07\\\/google-adwords-keyword-negative.jpg\",\"keywords\":[\"Google AdWords\",\"keyword\",\"PPC\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/\",\"url\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/\",\"name\":\"\u2022 Google Adwords: keyword regolari e keyword negative - Artera\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.artera.net\\\/it\\\/marketing\\\/google-adwords-keyword-regolari-e-keyword-negative\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.artera.net\\\/wp-content\\\/uploads\\\/2014\\\/07\\\/google-adwords-keyword-negative.jpg\",\"datePublished\":\"2014-07-23T12:40:57+00:00\",\"dateModified\":\"2023-02-27T14:34:43+00:00\",\"description\":\"Conoscere le peculiarit\u00e0 di Google AdWords permette di essere competitivi; 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