Orçamento Rápido

Glossário de Termos no Google Ads

Entenda os principais termos utilizados na ferramenta do Google

ANÚNCIOS: Divulgações em sites e aplicativos por meio de textos, imagens e animações. 

PÚBLICO ALVO: Grupo de pessoas que possuem uma mesma característica, com interesse em publicações de um mesmo assunto. 

CANAIS: Locais onde seus anúncios podem ser exibidos, como websites relevantes e aplicativos que fazem parceria com o Google. 

EXTENSÕES DE ANÚNCIOS: Ferramenta para exibir informações adicionais nos anúncios, como: links, número de telefone, botões de chamada, entre outros. 

GRUPOS DE ANÚNCIO: Organizar em grupos os anúncios que tenham temas em comum, que compartilham o mesmo grupo de palavras-chave. 

CAMPANHAS: Conjunto de grupos de anúncios, organizadas de acordo com regras de segmentação, orçamento e outras configurações. 

TÓPICOS: Por meio dos tópicos o anunciante determina os temas do site onde os anúncios são exibidos. 

GRUPO DE PRODUTOS: Organizar o inventário de produtos anunciados no Google Shopping conforme os dados deles. 

PALAVRAS -CHAVES: Palavras e frases usadas para relacionar pesquisas de usuários com seus anúncios publicados. 

PALAVRAS CHAVES NEGATIVAS: Palavras e frases que quando pesquisadas impedem que seus anúncios sejam exibidos. 

PÁGINA DE DESTINO: Página na qual as pessoas são direcionadas ao clicarem em um anúncio.

PPC: Pagamento por clique. O nome já diz: o anunciante paga a cada vez que seu anúncio é clicado.  

REMARKETING: Exibir anúncio para pessoas que já visitaram seu site ou aplicativo, pois elas demonstraram interesse e podem entrar novamente. 

ORÇAMENTO: Valor que o anunciante escolhe pagar por dia ao Google Ads, conforme suas metas de publicidade. 

Métricas de atributos

Os atributos tem a finalidade de organizar melhor as campanhas do Google Ads e facilitar o monitoramento, através deles é possível agrupar seus produtos por critérios como: ano, modelo, fabricante, entre outros. Com essas métricas é possível analisar relatórios, fatos e cálculos empresariais. Confira: 

TIPOS DE ESTRATÉGIAS DE LANCES: CPA Desejado, Maximizar Conversões, Custo Por Clique Otimizado e ROAS Desejado. Cada campanha possui uma estratégia ideal, pois as metas são diferentes. 

 ESTRATÉGIA DE LANCES: Através das opções de lances fornecidas pelo Google Ads (cliques, impressões, conversões ou visualizações) é possível determinar o melhor lance para o cliente, conforme o seu interesse e metas. RÓTULOS: Servem para organizar os elementos da sua conta em grupos, assim é mais fácil filtrar e gerar relatórios das informações que você precisa.

RÓTULOS: Servem para organizar os elementos da sua conta em grupos, assim é mais fácil filtrar e gerar relatórios das informações que você precisa.  

Métricas de desempenho

  Avaliar o desempenho de seus anúncios é de extrema importância, pois assim você sabe qual é capacidade de alcance e o rendimento de suas publicações. Quando você possui metas com as campanhas, é mais fácil de analisar se ela está realmente desempenhando a função que você deseja. Veja algumas métricas de desempenho: 

IMPRESSÕES: Informa quantas vezes o link patrocinado apareceu para as pessoas, mesmo que não tenha sido clicado.

CLIQUES: A ação do cliente em clicar no anúncio.

TAXA DE CLIQUES – CTR: É o resultado da divisão do número de cliques dados em seus anúncios pelo total de impressões. 

CUSTO: Serve para informar quanto o anunciante gastou em um determinado período. Para isso, soma-se o CPC ou o CPM. 

CPM – CUSTO MÉDIO POR MIL IMPRESSÕES – Médio: Valor médio cobrado a cada mil impressões. 

CPC MÉDIO – CUSTO MÉDIO POR CLIQUE – : Serve para o anunciante obter a média investida por cliente. É o resultado da divisão do valor pago pelos anúncios pelo total de cliques. 

CUSTO TOTAL: Inclui outros custos além do CPC e CPM, como por exemplo o custo por ligações telefônicas. 

CLIQUES INVÁLIDOS: Não são considerados, por isso não geram cobranças ao anunciante. São categorizados como inválidos: cliques duplos e cliques feitos por ferramentas automáticas. 

TAXA DE CLIQUES INVÁLIDO: Após uma análise de cliques inválidos registrados, é apresentado um percentual da quantidade desses cliques. 

INTERAÇÕES: Essa métrica informa quantas vezes os clientes clicaram, tiveram engajamentos e visualizaram vídeos. 

TAXA DE INTERAÇÃO: Número obtido pela divisão das interações ocorridas com o link patrocinado pela quantidade de impressões. 

INTERAÇÕES INVÁLIDAS: Interações que não geram cobranças para o anunciante, pois são geradas a partir de ferramentas automáticas. 

TAXA DE INTERAÇÃO INVÁLIDA: Percentual de interações inválidas. 

VISUALIZAÇÕES: Métrica utilizada para mostrar quantas vezes o anúncio em formato de vídeo foi visualizado. 

TAXA DE VISUALIZAÇÕES: Porcentagem de usuários que abriram o vídeo após a exibição dele em miniatura. 

CPV MÉDIO – CUSTO MÉDIO POR VISUALIZAÇÃO: O quanto é pago por exibições de anúncios em vídeo. O custo é obtido pela divisão do custo total de todas as visualizações pelo número de visualizações do vídeo. 

TEMPO DE EXIBIÇÃO: Apresenta o tempo total em que os usuários assistiram o anúncio até ele ser concluído, pulado ou interrompido. 

TEMPO MÉDIO DE EXIBIÇÃO POR IMPRESSÃO: Média estimada de quantos segundos, por impressão, as pessoas assistiram o anúncio em vídeo. 

ENVOLVIMENTO: Avaliar, por meio de interações com o link patrocinado, o quão envolvente é a publicidade do anunciante. 

TAXA DE ENGAJAMENTO: Resultado da divisão de vezes em que o anúncio é expandido pelo número de impressões, mostrando a frequência com que os usuários expandem seus anúncios após a exibição. 

CPE MÉDIO – CUSTO MÉDIO POR ENGAJAMENTO : Valor médio cobrado pela interação/engajamento dos usuários com os anúncios. 

CUSTO MÉDIO: Valor que o anunciante pagou por todas as interações com seus anúncios. 

Métricas de conversão

A conversão é uma ação contabilizada de quando um usuário interage com seus anúncios e depois realiza alguma compra ou então liga ou envia mensagens para sua empresa através de um celular, mesmo que seja apenas para tirar dúvidas. Esse indicador serve para mostrar a proporção do seu público. A seguir confira as métricas:

VALOR POR CONVERSÃO: Indica, em média, quanto vale cada conversão determinada pelo anunciante.

CUSTO POR CONVERSÃO: Número obtido pela divisão do custo total pelo número de conversões. Isso informa quanto, em média, cada uma de suas conversões custa.

TAXA DE CONVERSÃO: Total de conversões divido pelo total de cliques. Indica a frequência de que cliques se tornam conversões.

VALOR DE CONVERSÃO POR CUSTO: métrica que mostra o valor total das conversões dividido pelo custo total de todos os cliques em anúncios e visualizações de vídeos.

VALOR DE CONVERSÃO POR CLIQUE: Apresenta o valor da conversão dividido pelos cliques que podem se tornar conversões.

TODAS AS CONVERSÕES: Total de conversões para o seu negócio, incluindo dados da coluna Conversões e outras fontes, como visitas à loja.

CUSTO POR TODAS AS CONVERSÕES: Indica quanto custa, em média, as conversões definidas pelo anunciante.

VALOR DE TODAS AS CONVERSÕES: O anunciante pode estipular valores para suas conversões, e os valores de todas são apresentados nesta métrica.

VALOR DE TODAS AS CONVERSÕES PELO CUSTO: Divisão do valor das conversões pelo custo total das interações ocorridas nos anúncios.

TAXA DE TODAS AS CONVERSÕES: Representada pelo total de Todas as Conversões dividido pelo total de cliques. Mostra a frequência com que interações nos anúncios tornam-se conversões.

VALOR DE TODAS AS CONVERSÕES POR CLIQUE: Divisão do valor obtido de todas as conversões pelo número de cliques.

CONVERSÕES POR DISPOSITIVOS DIFERENTES: Dados dos anúncios que foram visualizados em um dispositivo, mas a conversão ocorreu em um dispositivo ou navegador diferente.

CONVERSÕES POR CHAMADA: Ligações telefônicas que foram feitas para a empresa utilizando os números de encaminhamento do Google.

CONVERSÕES POR VISUALIZAÇÃO: São conversões contabilizadas, porém, o cliente não clica no anúncio para interagir.

Espero ter ajudado.

Até a próxima.

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