Internet Marketing i Oglašavanje

20/06/2013

Blog, Google Adwords, Internet Marketing

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AUTOR

Internet specialist for online marketing, statistical analysis and data mining. Customer relation manager and online marketing lecturer at several schools and institutions. An honest, funny and warm person with a wide range of interest. A big fan of online marketing, especially Google AdWords and Google Analytics play-toys. As far as I know, I'm the only Google AdWords Certified Trainer and Google Analytics Individual qualified grandfather in the market. Maybe not the brightest but probably the oldest and the one with most mistakes made so far.

Koliko ulagati u Google AdWords

Koliko ulagati u Google AdWords? To je jedno od najčešće postavljanih pitanja vezano uz Google AdWords oglašavanje. Nedavno objavljena studija pokazuje da je na svaku uloženu kunu povrat oko 8 kuna.

Nedavno je kolega Davorin pisao o 10 najčešće postavljenih pitanja vezanih uz AdWords oglašavanje i tamo je to pitanje također spomenuto. Ako se malo kopa po povjesnim istraživanjima, odgovori su poznati još od 2009. godine.

Adwords ROI

Hal Ronald Varian, glavni Google ekonomista objavio je u svibnju 2009. godine rad u časopisu Američke udruge ekonomista pod nazivom Online Ad Auctions (Varian, Hal R. 2009. “Online Ad Auctions.” American Economic Review, 99(2): 430-34.). U tom radu je dokazao da je povrat (prihod) od ulaganja u Google AdWords oglašavanje u rasponu od 1::2 do 1::2,3. Ukratko, na svaku kunu koju uložite u Google AdWords oglašavanje, možete očekivati 2 – 2,30 kn prihoda.

Koliki je AdWords ROI

Još je 2003. godine istraživački par Bernard Jim Jansen i Amanda Spink dokazao u radu An Analysis of Web Documents Retrieved and Viewed da svaki klik na AdWords oglas, generira još 5 posjeta vrijednih kao 1 AdWords posjet. Stoga je Google u svom izvještaju za SAD u 2012. godini zaključio:

“Google and AdWords
To estimate the economic impact of Google Search and AdWords, we rely on two
conservative assumptions. First, that businesses generally make an average of $2
in revenue for every $1 they spend on AdWords. Our Chief Economist, Hal Varian,
developed this estimate based on observed cost-per-click activity across a large
sample of our advertisers; his methodology was published in the American Economic
Review in May 2009. Our second assumption is that businesses overall receive an
average of 5 clicks on their search results for every 1 click on their ads. This estimate
was developed by academic researchers Bernard Jansen and Amanda Spink based
on sample search log data and published in the International Journal of Internet
Marketing and Advertising in 2009.
If search clicks brought in as much revenue for businesses as ad clicks, these two
assumptions would imply that buisnesses receive $11 in profit for every $1 they
spend on AdWords. This is because, if advertisers recieve 2 times as much value from
AdWords as they spend on AdWords, and they receive 5 times as much value from
Google Search as they do from AdWords, then the total profit they receive 5 times as
much value from Google Search as they do from AdWords, then the total profit they
receive is 11 times what they spend.
However, clicks through search results may not be as commercially valuable as ad
clicks, so we want to be conservative: we estimate that search clicks are about 70%
as valuable as ad clicks. This means advertisers overall receive 8 times the profit that
they spend on AdWords.”

Uzme li se u obzir da naše tržište nije razvijeno kao američko (gdje 97% korisnika koristi internet i u komercijalne svrhe), moguće je očekivati upola lošije rezultate (to bi trebala biti tema magisterija jednog od naša dva postdiplomanta). Ukratko, na jednu uloženu kunu povrat bi mogao biti oko 4 kune. Ulažete li u Hrvatskoj u Google AdWords oglašavanje 2000 kn mjesečno, realno je očekivati povrat od 8000,00kn.

Oglašavate li se iz Hrvatske u Americi, možete očekivati povrate koji vrijede za oglašavanje u SAD (1::8). Oglašavate li se u Europskim državama, možete očekivati slične povrate. U Njemačkoj možete očekivati povrat ulaganja od 1::7,65. Naši klijenti koji se bave turizmom i oglašavaju vani, to već jako dobro znaju.

AdWords ROI u Njemačkoj

Na sva ova istraživanja treba još dodati i dvoznamenkasto povećanje foot-frequency (broja kupaca) odnosno brick and mortar impact on retail visitors koji dolaze na maloprodajna mjesta. U Njemačkoj je u 2012. godini zabilježen pad maloprodaje 0,6%, ali rast online prodaje je bio 26.5% i nadoknadio je tu razliku.

AdWords nije samo mjerenje odnosa klikova i konverzija. Radi se potpunom zaokretu u filozofiji pristupa prodaji. Nije stoga bez razloga poslovni model koji je u temelju Google AdWordsa, proglašen najboljim poslovnim modelom uopće u povijesti. 

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