{"id":24306,"date":"2015-05-20T10:34:25","date_gmt":"2015-05-20T08:34:25","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=24306"},"modified":"2023-02-27T14:27:48","modified_gmt":"2023-02-27T14:27:48","slug":"come-sfruttare-le-campagne-google-shopping","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/come-sfruttare-le-campagne-google-shopping\/","title":{"rendered":"Come sfruttare le campagne Google Shopping"},"content":{"rendered":"<p>Le campagne <strong>Google Shopping<\/strong> rappresentano uno strumento molto efficace a disposizione di chi vuole sfruttare il web marketing per aumentare le vendite e incrementare la visibilit\u00e0 di un brand. Esse si basano su una serie di annunci che comprendono <strong>schede di prodotto<\/strong> all&#8217;interno delle quali sono riportate informazioni relative ai prodotti in vendita: il nome, una o pi\u00f9 immagini, il prezzo, eccetera. Per poter usufruire di queste campagne, \u00e8 indispensabile inserire nel feed di dati importato manualmente o automaticamente in <strong>Google Merchant Center<\/strong> le informazioni riguardanti i prodotti.<\/p>\n<p>Va sottolineato, in ogni caso, che la progettazione e la <strong>realizzazione di campagne Google Shopping<\/strong> non sono compiti semplici, in particolar modo per le aziende di dimensioni ridotte, che hanno a che fare con un mercato in cui la competitivit\u00e0 \u00e8 sempre pi\u00f9 elevata, specialmente sul web. Se \u00e8 vero che tale strumento permette di mostrare gli annunci pubblicitari agli utenti in cerca di prodotti in linea con i propri gusti e quindi interessati a intraprendere un certo tipo di azione, \u00e8 altrettanto vero che le campagne possono essere ottimizzate e dare <strong>risultati efficaci<\/strong> seguendo alcuni accorgimenti.<\/p>\n<p>In primo luogo, \u00e8 indispensabile tenere sempre sotto controllo tutte le campagne, in modo tale da monitorarle costantemente e aggiornarle ogni volta che ce n&#8217;\u00e8 bisogno, inserendo le informazioni sui prodotti e su eventuali cambiamenti di prezzi, ma anche specificandone la disponibilit\u00e0. C&#8217;\u00e8 chi ricorre ai fogli di calcolo di Google per gestire gli aggiornamenti e c&#8217;\u00e8 chi sfrutta dei software (ad esempio moduli Magento o Prestashop sviluppati ad hoc) che si basano sugli aggiornamenti pubblicati sul sito. In qualunque circostanza, non si pu\u00f2 prescindere dall&#8217;<strong>aggiornamento del feed di prodotti<\/strong>; il motivo \u00e8 molto semplice: nel momento in cui il feed di dati non corrisponde a quel che viene pubblicato sul sito, gli annunci di prodotto non vengono mostrati da Google.<\/p>\n<p>Per il successo delle campagne \u00e8 determinante un buon <strong>feed di dati<\/strong>, sapendo che la precisione a proposito dei prezzi deve essere assoluta, a maggior ragione nel caso in cui si abbia a che fare con delle valute internazionali. Tra gli accorgimenti da seguire per migliorare i risultati, \u00e8 bene tenere conto del fatto che nell&#8217;ambito delle campagne Shopping non si fa riferimento alle parole chiave. Le <strong>immagini di prodotto<\/strong> devono avere la migliore qualit\u00e0 possibile ed essere affidabili, nel senso che devono essere relative unicamente agli articoli in vendita. Nell&#8217;eventualit\u00e0 in cui si stia gestendo una campagna che coinvolge diversi Paesi, in Europa e non solo, \u00e8 essenziale contare su un product feed per ciascun Paese.<\/p>\n<p>Il formato degli annunci basati sulle <strong>schede prodotto<\/strong> \u00e8 molto utile perch\u00e9 sfrutta gli attributi di dati che provengono dalle informazioni inviate direttamente nel feed di dati. Le campagne Google Shopping consentono di <strong>ottimizzare gli annunci<\/strong> e di <strong>promuovere i prodotti venduti<\/strong> in maniera semplice e rapida, organizzando il catalogo nel modo pi\u00f9 flessibile possibile: la creazione di campagne personalizzate \u00e8 il punto di partenza per avere successo in questo ambito.<\/p>\n<p>Infine, \u00e8 bene sapere che per la creazione e la gestione di campagne Shopping in <strong>Google AdWords<\/strong> \u00e8 indispensabile collegare l&#8217;account <strong>Google Merchant Center<\/strong>, perorganizzare l&#8217;assortimento di articoli e individuare le strategie pi\u00f9 indicate per la pubblicit\u00e0. Le campagne si basano su gruppi di prodotti in funzione dei quali stabilire le offerte da creare. I prodotti, in ogni caso, possono essere distinti in categorie e in gruppi personalizzati, usando attributi differenti (condizione, marca, tipo di prodotto, categoria, e cos\u00ec via).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le campagne <strong>Google Shopping<\/strong> rappresentano uno strumento molto efficace a disposizione di chi vuole sfruttare il web marketing per aumentare le vendite e incrementare la visibilit\u00e0 di un brand.<\/p>\n","protected":false},"author":4,"featured_media":24490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,72,273,424,284],"class_list":["post-24306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-e-commerce","tag-adwords","tag-google-shopping","tag-prodotti"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Come sfruttare le campagne Google Shopping - 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