{"id":19141,"date":"2014-08-13T14:16:44","date_gmt":"2014-08-13T12:16:44","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=19141"},"modified":"2023-02-27T14:34:10","modified_gmt":"2023-02-27T14:34:10","slug":"campagne-video-su-google-adwords","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/campagne-video-su-google-adwords\/","title":{"rendered":"Le campagne video su Google AdWords"},"content":{"rendered":"<p>Google AdWords \u00e8 sempre foriero di interessanti novit\u00e0 per le aziende e i professionisti che vi ricorrono per le proprie campagne di web marketing. L\u2019ultima news riguarda le campagne video, che da qualche settimana sono contraddistinte da una nuova call to action. Le <strong>campagne video create con AdWords<\/strong> si basano su Youtube, sito di condivisione video grazie al quale \u00e8 possibile caricare filmati che possono venire impiegati come inserzioni per la campagna pubblicitaria. La nuova call to action \u2013 che va ad aggiungersi a notevoli miglioramenti relativi ai report per le campagne video \u2013 si \u00e8 fatta gi\u00e0 notare per il suo nuovo aspetto, non solo nella versione desktop, ma anche nella versione per tablet e smartphone. Il testo di accompagnamento, che prima proponeva due righe, \u00e8 stato accorciato e ridotto a una riga sola: in questo modo, l\u2019utente si pu\u00f2 concentrare in misura maggiore sui contenuti video.<\/p>\n<p>La novit\u00e0 \u00e8 stata introdotta da Google in maniera automatica: gli <strong>inserzionisti<\/strong> non devono fare nulla, poich\u00e9 le call to action gi\u00e0 esistenti sono gi\u00e0 state cambiate. Un altro aspetto degno di rilievo, al di l\u00e0 del nuovo look, riguarda il fatto che il CTR e i click delle call to action adesso fanno parte dei report di AdWords, in maniera tale da permettere di quantificare in maniera pi\u00f9 efficace l\u2019impatto che tale funzionalit\u00e0 ha nei confronti dei video.<\/p>\n<p>Le novit\u00e0 apportate da Mountain View testimoniano, ancora una volta, la crescente importanza che <strong>creazione e diffusione di video<\/strong> stanno assumendo nelle strategie di web marketing: la sensazione, che ben presto potrebbe essere confermata da dati e ricerche ufficiali, \u00e8 che l\u2019efficacia dei filmati sia ben superiore rispetto a quella dei banner e dei contenuti testuali. A proposito, vale la pena segnalare anche che, nell\u2019ambito delle nuove implementazioni che hanno caratterizzato i report delle <strong>campagne video<\/strong> di Google, sono state aggiunte segmentazioni di conversione in maniera tale da segmentare i video per categoria e per nome della conversione: un mezzo utile per capire come i tipi di conversione siano condotti dalle campagne video e quali e quanti risultati esse stiano producendo effettivamente.<\/p>\n<p>Come evidenziano le stesse indicazioni fornite da Google, la pubblicit\u00e0 video con AdWords permette di &#8220;raggiungere solo il pubblico giusto&#8221;: sono, in pratica, i benefici di una <strong>targettizzazione<\/strong> precisa e mirata, tanto pi\u00f9 conveniente se si pensa che ogni mese Youtube \u00e8 visitato da oltre un miliardo di utenti, per un totale di pi\u00f9 di sei miliardi di ore visualizzate mensilmente. Certo, questi numeri sono perfino esagerati, e d&#8217;altra parte non si pu\u00f2 pensare che in una marea cos\u00ec sconfinata sia possibile arrivare al proprio <strong>pubblico<\/strong> senza difficolt\u00e0. AdWords per i video \u00e8 uno strumento che serve proprio a tal scopo: in pratica, si paga unicamente nel caso in cui gli utenti che sono interessati all&#8217;azienda decidano di prendere visione degli annunci.<\/p>\n<p>La targettizzazione, o per meglio dire la suddivisione in <strong>categorie<\/strong>, \u00e8 molto semplice, e pu\u00f2 essere eseguita in base alle parole chiave, in base all&#8217;argomento o in base ai dati anagrafici: per fare un esempio, si pu\u00f2 importare un targeting unicamente per uomini sopra i 45 anni, se ci si rivolge prevalentemente a una clientela di quel tipo. Ma non \u00e8 tutto, perch\u00e9 tali campagne video permettono anche di misurare dal punto di vista quantitativo il successo: insomma, si ha un riscontro immediato dell&#8217;efficacia dei video, con il controllo diretto dei costi, del numero di clic, del numero di visualizzazioni e delle spese relative al budget.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google AdWords \u00e8 sempre foriero di interessanti novit\u00e0 per le aziende e i professionisti, l\u2019ultima riguarda le <strong>campagne video<\/strong>, che da qualche settimana sono contraddistinte da una nuova call to action.<\/p>\n","protected":false},"author":4,"featured_media":19167,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,273,358,359],"class_list":["post-19141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-adwords","tag-video","tag-youtube"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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