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Ads for e-commerce
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In this Domestika course
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we will see the
advantages of catalog ads,
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we will build a feed and
see the different attributes.
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I will also explain to you
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how to upload the feed
within Google Merchant Center
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and the Facebook Business Manager,
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to be able to configure these platforms
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and leave them ready
to create your campaigns.
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We will see how to configure
the campaigns within each platform
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and make groupings to
make advanced strategies.
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Finally, we will see
how to analyze the metrics
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and how to optimize the
results within our campaigns.
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In this lesson we will
see the growth of e-commerce
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over the last few
years and I'll show you
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the different types of
ads and what they look like.
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Go.
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In this graph I wanted to
show you the growth of e-commerce
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over the years.
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As you can see, it is an upward trend
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and, at the very end,
there is a huge peak,
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due to the pandemic.
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Many people could not make
purchases in physical stores
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so the use of the internet
and e-commerce grew a lot.
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Once this situation is
over, as you see in this line,
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which is estimated
and I have invented it,
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people did not buy
again as they did before,
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since many people had
already gotten used to it
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to make purchases online
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and the base of the
graph that we are seeing here
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it starts much higher than before.
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This implies that we have won
in online sales and e-commerce
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about four or five years, therefore,
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it is a great moment
for your online store.
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In this graph I wanted to show you
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the trend of online sales by country.
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As you can see here, we are
analyzing the years 2012 to 2019,
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and we see that the
growths are very high,
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so imagine this year.
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Here we can see some
countries, on the left axis,
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and the growth they
have had between them.
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For example, the United
Kingdom has gone from ten in 2012,
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to almost twenty in 2019,
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therefore, the
growth has been enormous.
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However, there are other
countries, such as Poland,
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that we see here that
they have grown from 2% to 7%.
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The growth is actually
more than three times.
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So please think that you can not
only limit yourself to your country,
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but there are many countries
that have grown exponentially
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and that the limit is up to you.
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This graph seemed interesting
to me due to the buying trend
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of e-commerce by age and by product.
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Here you can find what
your type of product is
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and here we can see
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what age ranges are those who buy it.
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I have left this study in resources
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because I found it super interesting.
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I would like to tell you
about these types of business,
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where we see how fast food, clothes
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and electronic
devices are mostly bought
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for that age range
that is between 16 and 24,
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followed by 25 and 54, which,
more or less, can be logical.
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Medicine and dietary supplements
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It is most purchased by
those who are between 55 and 74.
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Perhaps medicines
are more evident to us,
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But maybe the supplements
didn't seem so obvious to us.
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In this case, children's toys
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are, obviously, more purchased by
those between 25 and 54 years old,
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but I wanted to show you
that maybe you can think
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that furniture and decoration
usually buy it between 25 and 54,
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and so it is, but, as you see,
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between 55 and 74 years
there is also a lot of shopping.
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Therefore, do not stay in the obvious
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and research your
market and your audience
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to be able to serve the
greatest number of people
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and have more purchasing possibilities.
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In this graph we can
also see it by age ranges.
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If we see the growths
from 16 to 24 and 25 to 54
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we see that they are more
than evident upward trends.
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00:04:02,679 --> 00:04:05,720
However, we can think that 55 to 74
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they do not have much use
of the Internet or buy online,
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and it turns out that, as
of 2019, the rise they have
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it is even higher than
that of the other two ranges.
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This means that the potential
is much greater than we thought.
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This graph also seems
very interesting to me,
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since they are the most used
social networks in online businesses.
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Here you can see that
Facebook and Instagram,
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followed by Twitter and
YouTube, they are the most used,
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But are we really interested in
the use that other businesses have
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or are we interested
in their profitability?
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This is really the interesting graph.
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If we see here, the channels
that have more profitability
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they are Facebook and Google,
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and they are precisely the
channels that we will see in this course.
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Google and YouTube will see them
together and Facebook and Instagram too.
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Therefore, we cover
almost the entire graph.
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And besides, Bing is
very similar to Google,
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therefore, although we do
not see it in the course,
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you can extrapolate all the
information from Google to Bing.
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Now I would like to
show you the difference
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between the ads with and
without use of the catalog.
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We will focus on those ads
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who use the catalog
to have more visibility.
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As you can see here, when
we use these types of ads,
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the visibility of our
products is much higher,
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because, if we use
others without catalog,
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we would have to create ads
with our products one by one.
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A product, an advertisement.
Another product, another advertisement.
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In this way, you will
see that, automatically,
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we can promote them all at once.
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The cost is similar,
because really how they work
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the bidding systems
of the two platforms
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is very similar, therefore,
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the cost will depend on
what you want to invest.
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In terms of configuration, catalog ads
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it is a bit more
complex than those without it,
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because we have to create this catalog,
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upload it to the platforms, etc.,
but that's why you have this course,
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in which we will see it little
by little and in a very simple way.
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Lastly, the ROI.
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Yes i have put here
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than in catalog ads is higher
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and in those without
a catalog it depends.
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Really, this is not
something we can say
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which is always higher in catalog ads.
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I have worked in important e-commerce
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in which we have used both types of ads
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and I've really always used catalog ads
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have had a return or
return on investment
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higher than when not using them.
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That does not mean that it
cannot happen that the other ads
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are also profitable
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or have a higher profitability,
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but, as a general rule,
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yes, those who use the
catalog tend to be higher.
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Now I will show you the types of ads
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so you can see the
difference between them.
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Now I would like to show
you the different formats
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when searching on Google.
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For example, I do a
search for vintage bikes
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and the first block I get ads,
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as you can see here, it says Ads.
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It is a block with three
products, it is a super large ad,
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with a picture of the
product and a certain description,
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Here you see the title, the price,
and which online store it is from.
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In this case,
biciclasica.com. And here, internetbikes.com.
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It is very important
to appear in this block
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because you see that it
is above any other result.
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Above this block, from the Maps result,
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from organic search, images, etc.
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Google can also show you these products
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with a slightly different format.
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As you can see, here it also says Ads.
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From what you can see
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these products,
although we see it smaller,
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but you can see the product
perfectly, the description,
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the price, etc.
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Also, an arrow appears here
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in which, if I "scroll" to the right,
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I can see different products
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from different
businesses and online stores.
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This is from LOLA home,
this is from Decathlon ...
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Another different
format where my ads can appear
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It is on this right bank.
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As you see, for example,
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here is a blank space
in which there is nothing,
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but sometimes Shopping results
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they can appear on this
side, and they look great too.
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This is something that Google decides,
it is not something that we can control,
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appear above or on the side.
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Whenever it appears on the side
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we can't really show up at the top,
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but they also look a lot,
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therefore, it is very important to
make these types of announcements.
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Also, if I go to the Shopping tab,
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this tab is a comparer that Google has.
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As you can see, all the filters
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that any comparison website could have,
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but it is in Google, in a Google tab.
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Likewise, as we have
seen in the previous formats,
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the ad unit, you see
that it says "sponsored",
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is at the top.
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They come out in the same way, with
their title, their photo, their price,
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and the business that
is selling this product
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and I can "scroll" to the right
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and see different products.
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For example, I may
want a bike with this price
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and the ads for this range I
have chosen will be filtered.
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I can do all the filters that I want.
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On the other hand, I can also appear
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not only in Google search results,
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but also on the Display Network,
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which are those websites
that collaborate with Google.
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If I, for example, am
doing a dictionary search,
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I want to know how to
say "marketing" in English,
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I can see how ads appear
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of something in which I am interested,
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which are bicycles.
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As you see, they appear to me
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at the top, bottom, right ...
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This depending on the web
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where you have your
space to put advertising.
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For example, when I
am reading a magazine,
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I am very interested in architecture,
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therefore, I am reading
in this online magazine
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an article on architecture.
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When I am reading, scrolling down,
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I see that I can also
get advertising here.
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This is the great potential
that the Display Network has.
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Even though they are not people
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who proactively
search for this product,
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yes it catches my attention,
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since I am interested in bicycles.
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This can also happen to us
on YouTube or social networks.
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If I want to find a
video related to it,
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This block will
always appear at the top
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where I can find bicycle items.
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I can keep scrolling to the right
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and see many products about bicycles.
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Another place where they can
appear is, when I am watching the video,
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you see here, to the right of the top,
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it also puts Ad in large.
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Another of the
locations where my ads can appear
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it is in Gmail mail.
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Here I can click.
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As you can see, I have three
ads that look like normal email,
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which I can click,
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and it catches my attention
because it says: "Vintage touring bike".
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And it's something I'm interested in.
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I click here.
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And you see that these types
of ads may be familiar to you.
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They look the same as we've seen
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in the Shopping tab and
in the Shopping search,
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but they are in my mail.
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For this, I have not had to get
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your email
initially, as it is a location
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of Shopping ads
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that I will teach you to do later.
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00:11:55,400 --> 00:11:59,080
Now I will show you what format
the ads have on social networks,
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both on Facebook and Instagram.
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This is a typical
catalog ad on Facebook.
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As you can see, the text
appears here, the name of the web
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and the title with the price and
the CTA, which is the call to action,
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00:12:15,239 --> 00:12:19,799
the button to do the
action, in this case, buy.
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As you can see, I can
keep scrolling to the right
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and you can see the
bicycles that this online store has.
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00:12:29,119 --> 00:12:31,000
The strength of these types of ads
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is that, when I click the buy button,
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I get directly to the
bike that I already liked,
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I don't get to a category page
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where I have to choose
the bike that I like again,
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since, since the same
announcement, I have already liked this bike
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and it is the one that I want to buy.
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So you just have to add to cart
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and finalize my purchase.
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Other type of ad
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I wanted to show you on Instagram
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it is an ad called a "collection" ad.
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As you can see, it is an ad
with a main image or a video,
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and below you have
the different products.
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In addition, the CTA, where
it says More information or Buy,
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or the selectable one you want.
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As you can see, if I
click on More information,
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The products are
displayed to me and I can see
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which of all the
products in my catalog I like.
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Here it seems that I am
in the category of the web,
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however, it is now that I enter it.
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I clicked on a shoe that I liked
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and here I am already on the web.
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These types of ads
are very interesting,
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especially for the
upper part of the "funnel",
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that is, when you
are simply visualizing
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what you might like.
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Not when you intend to buy,
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but when you're looking
and fiddling around a bit.
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Another type of ad
that may also sound to you
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inside Instagram is the carousel ad.
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00:14:06,559 --> 00:14:09,440
As you can see, under
the name of the store, Wish,
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put "advertising" and I can
"scroll" to the left or right
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and see different
products from the Wish catalog.
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As you can see, below there is
a CTA or a call to action button
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that says "buy".
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If I like this mug
or this other product,
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I can give to buy
directly to the specific product.
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Another very interesting type of ad
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00:14:34,280 --> 00:14:36,280
is this so-called "canva".
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00:14:36,280 --> 00:14:40,599
It is a type of ad that is very
similar to that of "collection",
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00:14:40,599 --> 00:14:43,880
because it has a main image or a video
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00:14:43,880 --> 00:14:46,440
and below you have the products.
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00:14:46,440 --> 00:14:48,880
In this case, I have
selected a specific product
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00:14:48,880 --> 00:14:52,239
in different colors,
a very nice notebook,
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00:14:52,239 --> 00:14:55,359
in addition, the More
information button also appears,
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that, when I click there,
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The detail of the
product is displayed to me.
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Do you see that it seems
that you are inside the web?
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However, you are still inside
the Facebook or Instagram ad.
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00:15:06,479 --> 00:15:10,479
Here you can see all the
information, different photos,
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also texts that explain a
little more about the product ...
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It is also a type of ad
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00:15:15,960 --> 00:15:17,919
which is at the top of the "funnel",
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00:15:17,919 --> 00:15:21,520
because you are really giving
more information to the user,
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00:15:21,520 --> 00:15:24,320
you are not
directly telling him to buy,
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00:15:24,320 --> 00:15:27,960
and, when you click on a buy button,
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00:15:27,960 --> 00:15:29,520
yes you go to the web.
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00:15:29,520 --> 00:15:34,679
You have seen that now
there is www.paper-republic.eu.
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00:15:34,679 --> 00:15:37,840
Here it is up to you if you
want to put more information
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or directly take it
to the shopping cart.
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00:15:43,640 --> 00:15:46,760
Since we saw the evolution of
e-commerce and the types of ads,
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00:15:46,760 --> 00:15:48,440
in the next lesson we will see
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what is a feed, what it
is for and its attributes.
24134
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