{"id":24808,"date":"2015-07-22T10:40:54","date_gmt":"2015-07-22T08:40:54","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=24808"},"modified":"2023-02-27T14:24:41","modified_gmt":"2023-02-27T14:24:41","slug":"google-adwords-le-novita-per-le-ricerche-tramite-smartphone","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/google-adwords-le-novita-per-le-ricerche-tramite-smartphone\/","title":{"rendered":"Google Adwords: le novit\u00e0 per le ricerche tramite smartphone"},"content":{"rendered":"<p><strong>Google Adwords<\/strong> \u00e8 in continuo aggiornamento per offrire sia agli inserzionisti che agli utenti la migliore esperienza possibile: ecco perch\u00e9 da Mountain View sono in arrivo alcune novit\u00e0 che renderanno felici gli inserzionisti intenzionati a raggiungere gli utenti che eseguono <strong>ricerche tramite smartphone<\/strong> e altri dispositivi mobili.<\/p>\n<p>Il punto di partenza di tali novit\u00e0 \u00e8 che gli utenti che sfruttano i device in mobilit\u00e0 si attendono molto dalle proprie ricerche: per questa ragione, il compito degli inserzionisti \u00e8 quello di dare vita ad annunci che abbiano la capacit\u00e0 di <strong>soddisfare le aspettative<\/strong> degli utenti. Ecco, quindi, che Google ha deciso di fornire una generazione nuova di formati, che &#8211; almeno nelle previsioni &#8211; dovrebbero risultare pi\u00f9 coinvolgenti: \u00e8 il caso, per esempio, degli <strong>annunci per alberghi<\/strong> e altre strutture ricettive, che attualmente sono a disposizione in tutto il mondo, e che mostrano agli utenti i prezzi applicati da vari partner; nel momento in cui gli utenti decidono in quale hotel soggiornare, possono completare l&#8217;acquisto cliccando direttamente sul <strong>tasto <em>&#8220;Prenota&#8221;<\/em><\/strong>.<\/p>\n<p>Un altro riferimento importante per gli inserzionisti \u00e8 la possibilit\u00e0 di misurare e quantificare nel modo pi\u00f9 oggettivo possibile il valore delle azioni compiute dagli utenti, a partire dalla prima impression per arrivare alla conversione conclusiva. Proprio a tale scopo il colosso di Mountain View ha scelto di introdurre delle nuove metriche al fine di <strong>valutare e misurare il percorso di acquisto<\/strong> compiuto dagli utenti: un percorso che, come si pu\u00f2 immaginare, l&#8217;impiego dei dispositivi mobili ha reso sempre pi\u00f9 elaborato e complesso, tra telefonate e app. Spazio, dunque, alle <strong>conversioni tra pi\u00f9 dispositivi<\/strong> nelle offerte automatiche, che permettono di misurare le conversioni che cominciano su un certo device e vengono portate a termine su un device differente. Uno strumento che consente di non perdere alcun passaggio e di tenere traccia dei comportamenti di chi \u00e8 abituato a usare dispositivi differenti.<\/p>\n<p>Con l&#8217;<strong>attribuzione Adwords<\/strong>, invece, l&#8217;inserzionista ha l&#8217;opportunit\u00e0 di selezionare un modello di attribuzione singolo per ciascun tipo di conversione che viene eseguito. Ci si spinge al di l\u00e0 del modello di attribuzione dell&#8217;ultimo clic effettuato dagli utenti.<\/p>\n<p>Molto importante, poi, \u00e8 il concetto di automazione, in virt\u00f9 del quale si ha la possibilit\u00e0 di mostrare unicamente gli annunci che vengono reputati adeguati al contesto nel quale viene eseguita la ricerca da parte del consumatore. Infatti, le <strong>offerte automatiche<\/strong> fanno s\u00ec che gli inserzionisti possano cambiare l&#8217;ammontare dell&#8217;offerta sulla parola chiave o sull&#8217;annuncio.<\/p>\n<p>A proposito di annunci, quelli dinamici della rete di ricerca permettono di <strong>mostrare le inserzioni in funzione dei contenuti<\/strong> dei siti evitando di passare attraverso il filtro delle parole chiave: il tutto all&#8217;insegna della massima tempestivit\u00e0 possibile.<\/p>\n<p>Google ha parlato di queste novit\u00e0 per Adwords come di <em>&#8220;annunci che colgono il momento&#8221;<\/em>: in sostanza, il presupposto \u00e8 che i consumatori si rivolgano ogni giorno al motore di ricerca in momenti diversi. Quello che conta, quindi, \u00e8 <strong>cogliere l&#8217;attimo<\/strong>, soprattutto tenendo conto dell&#8217;importanza assunta dai dispositivi mobili: basti pensare che in Giappone, negli Stati Uniti e in altri otto Paesi del mondo le ricerche che vengono effettuate sul motore di ricerca in mobilit\u00e0 sono pi\u00f9 numerose di quelle eseguite dai computer. Pertanto, i professionisti del marketing possono avvantaggiarsi di una chance molto rilevante: quella di arrivare alle persone e ai consumatori nei diversi <strong>touch point<\/strong> che compongono il percorso di acquisto. Le ultime novit\u00e0 proposte da Google Adwords sono mirate proprio al raggiungimento di questo obiettivo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Adwords \u00e8 in continuo aggiornamento per offrire sia agli inserzionisti che agli utenti la migliore esperienza possibile: ecco perch\u00e9 sono in arrivo alcune novit\u00e0 per gestire le <strong>ricerche tramite smartphone<\/strong>&#8230;<\/p>\n","protected":false},"author":4,"featured_media":25114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,273,220,430,377,366],"class_list":["post-24808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-adwords","tag-mobile","tag-motori-di-ricerca","tag-ppc","tag-smartphone"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Adwords e Ricerche Tramite Smartphone - 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