{"id":23245,"date":"2021-12-10T13:58:56","date_gmt":"2021-12-10T13:58:56","guid":{"rendered":"https:\/\/www.themarkers.ro\/?p=23245"},"modified":"2026-03-09T16:35:20","modified_gmt":"2026-03-09T16:35:20","slug":"google-shopping-ads-cum-sa-le-folosesti-profit","status":"publish","type":"post","link":"https:\/\/www.themarkers.ro\/en\/google-shopping-ads-cum-sa-le-folosesti-profit\/","title":{"rendered":"Google Shopping Ads \u2013 cum sa le folosesti pentru a genera profit"},"content":{"rendered":"<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Pe scurt, ce vei afla din acest articol:<\/strong><br>Google Shopping Ads sunt reclame vizuale care afi\u0219eaz\u0103 fotografia, pre\u021bul \u0219i numele produsului direct \u00een SERP, \u00eenainte ca utilizatorul s\u0103 dea click. Fa\u021b\u0103 de campaniile Search clasice, Shopping Ads pot aduce rate de conversie de p\u00e2n\u0103 la 5x mai mari \u0219i costuri per achizi\u021bie semnificativ mai mici. Acest articol explic\u0103 ce sunt aceste campanii, cum se configureaz\u0103 conturile necesare (Google Ads + Merchant Center + feed de produse) \u0219i cum alegi \u00eentre Standard Shopping \u0219i Smart Shopping.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Cu totii am folosit Google pentru a cauta obiecte si accesorii vestimentare pentru garderoba toamna-iarna, produse pentru casa si gradina, bijuterii pentru ziua de nastere a persoanei dragi, produse alimentare, jucarii pentru cei mici sau chiar case de marcat pentru magazinul fizic. Ai observat si tu in acel moment ca in zonele de deasupra sau in dreapta anunturilor platite din SERP (pagina pe care o returneaza motorul de cautare dupa ce un utilizator trimite o interogare de cautare) apar diverse bannere sau anunturi ce contin o fotografie de produs, titlul acestuia, pretul, numele magazinului si multe altele.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Defini\u021bie: Google Shopping Ads (Anun\u021buri pentru Cump\u0103r\u0103turi)<\/strong>. Reclame vizuale afi\u0219ate \u00een Google SERP care con\u021bin fotografia produsului, titlul, pre\u021bul \u0219i numele magazinului, \u00eenainte ca utilizatorul s\u0103 dea click. Sunt gestionate prin Google Ads \u0219i alimentate cu date din Google Merchant Center.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><em>Aceste reclame se numesc anunturi pentru cumparaturi (Google Shopping Ads) si apar intr-un format diferit, orientat mai mult catre vizual.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De ce sunt Google Shopping Ads mai eficiente dec\u00e2t campaniile Search clasice?<\/strong><\/h2>\n\n\n\n<p>Principalul avantaj al campaniilor Shopping este c\u0103 prezint\u0103 clar produsul utilizatorului \u00eenainte de click \u2014 ceea ce duce la o rat\u0103 de conversie mai mare \u0219i un cost per conversie mai mic fa\u021b\u0103 de campaniile Search standard.<\/p>\n\n\n\n<p>Iat\u0103 date reale din dou\u0103 magazine cu care am lucrat \u00een 2021:<\/p>\n\n\n\n<p><strong>Magazin online produse Home &amp; Garden \/ Scule &amp; Unelte<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Campanii Search \u2013 rata de conversie: 0.29%, cost per achizitie: 312 lei, Return on Ad Spent: 145%<\/em><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Campanii Shopping \u2013 rata de conversie: 0.57%, cost per achizitie: 85 lei, Return on Ad Spent: 460%<\/em><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_home-garden-1024x536.png\" alt=\"Google-Shopping_home-garden\" class=\"wp-image-25819\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_home-garden-1024x536.png 1024w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_home-garden-300x157.png 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_home-garden-768x402.png 768w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_home-garden-18x9.png 18w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_home-garden.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Magazin Online produse Barber Shop<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Campanii Search (generale) \u2013 rata de conversie: 0.56%, cost per achizitie: 214 lei, Return on Ad Spent: 66%<\/em><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Campanii Shopping \u2013 rata de conversie: 2.92%, cost per achizitie: 26 lei, Return on Ad Spent: 624%<\/em><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_barber-1-1024x536.png\" alt=\"Google-Shopping_barber\" class=\"wp-image-25820\" srcset=\"https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_barber-1-1024x536.png 1024w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_barber-1-300x157.png 300w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_barber-1-768x402.png 768w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_barber-1-18x9.png 18w, https:\/\/www.themarkers.ro\/wp-content\/uploads\/2021\/12\/Google-Shopping_barber-1.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Nu ne propunem ca acest articol sa favorizeze Google Shopping Ads in detrimentul Search Ads (campanii cu anunturi text in reteaua de cautare), pentru ca ambele tipuri de campanii pot fi rulate in acelasi timp, una nu o exclude pe cealalta \u2013 totul se rezuma la profilul afacerii si inventarul de produse\/servicii vandute. Mai precis, trebuie urmariti o serie de factori, precum:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Industrie;<\/li>\n\n\n\n<li>Tipul de website;<\/li>\n\n\n\n<li>Marja de profit per produs;<\/li>\n\n\n\n<li>Cererea pentru produse\/categorii de produse;<\/li>\n\n\n\n<li>Nivelul de concurenta per produs\/categorie de produs;<\/li>\n\n\n\n<li>Publicul tinta al business-ului;<\/li>\n\n\n\n<li>CPC (cost per click) mediu.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Cum configurezi conturile necesare pentru Google Shopping Ads?<\/h2>\n\n\n\n<p>Echipa noastra analizeaza frecvent toate aceste elemente, pentru a contura si pune in aplicare o strategie de marketing online dedicata atingerii obiectivelor afacerii tale. Daca vrei sa vezi cum ar arata un plan de campanii Google pentru afacerea ta, impreuna cu proiectie de costuri si rezultate, scrie-ne si iti vom oferi GRATUIT acest lucru!<\/p>\n\n\n\n<p>Pentru a rula campanii Shopping ai nevoie de trei componente conectate: un cont Google Ads, un cont Google Merchant Center \u0219i un feed de produse. Iat\u0103 pa\u0219ii \u00een ordine:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pasul 1: Creeaz\u0103 sau verific\u0103 contul Google Ads<\/h3>\n\n\n\n<p>Dac\u0103 nu ai deja un cont Google Ads activ, \u00eel creezi folosind creden\u021bialele unui cont Gmail. Acesta este contul din care vor rula efectiv campaniile Shopping.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pasul 2: Creeaz\u0103 contul Google Merchant Center<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Defini\u021bie: <\/strong><a href=\"https:\/\/merchants.google.com\/start\/?hl=en&amp;fmp=2&amp;utm_id=gfr&amp;utm_source=google.com&amp;utm_medium=referral&amp;gfr_referral=true&amp;mcsubid=us-en-web-g-mc-gfr&amp;variantId=0\"><strong>Google Merchant Center<\/strong> <\/a><em>Platform\u0103 Google \u00een care comercian\u021bii \u00ee\u0219i \u00eenregistreaz\u0103 produsele pentru a fi afi\u0219ate \u00een Google Shopping. Un singur cont Merchant Center poate fi folosit per website.<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Dup\u0103 crearea contului, completezi informa\u021biile despre companie (adres\u0103, nume, site, telefon), confirmi \u0219i revendici website-ul, apoi conectezi contul Merchant Center cu contul Google Ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pasul 3: Creeaz\u0103 \u0219i \u00eencarc\u0103 feedul de produse<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Defini\u021bie: <a href=\"https:\/\/support.google.com\/merchants\/answer\/160588?hl=ro\">Feed de produse<\/a><\/strong> <em>Fi\u0219ier structurat (.xml, .xls sau .txt) care con\u021bine datele fiec\u0103rui produs din inventarul t\u0103u: id, titlu, pre\u021b, disponibilitate, imagine, URL etc. Este sursa de date pe care Google o folose\u0219te pentru a afi\u0219a anun\u021burile Shopping.<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Exist\u0103 dou\u0103 variante de creare a feedului:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Varianta manual\u0103 (.xls \/ .txt)<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Descarci \u0219ablonul de feed \u00een format .xls sau .txt<\/li>\n\n\n\n<li>Completezi fiecare r\u00e2nd cu datele produselor<\/li>\n\n\n\n<li>\u00cencarci feedul \u00een Merchant Center: manual (Upload) sau programat (Schedule Download prin Google Sheets)<\/li>\n<\/ol>\n\n\n\n<p>Potrivit\u0103 pentru magazine cu inventar mic \u0219i modific\u0103ri rare de produse.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Varianta automat\u0103 (.xml)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Feedul este g\u0103zduit online \u00een format .xml<\/li>\n\n\n\n<li>Se actualizeaz\u0103 automat pe baza informa\u021biilor de pe website<\/li>\n\n\n\n<li>Google preia actualiz\u0103rile conform unui program setat<\/li>\n<\/ul>\n\n\n\n<p>Recomandat\u0103 pentru magazine cu sute de produse \u2014 economise\u0219ti timp \u0219i evi\u021bi erorile manuale.<\/p>\n\n\n\n<p>Indiferent de varianta aleas\u0103, unele atribute sunt obligatorii: <strong>id, titlu, pre\u021b, disponibilitate, link imagine, URL produs<\/strong>. Toate trebuie s\u0103 respecte <a href=\"https:\/\/support.google.com\/merchants\/answer\/7052112?hl=ro\">cerin\u021bele Google Merchant Center<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cum creezi campaniile Google Shopping Ads?<\/h2>\n\n\n\n<p>Dup\u0103 ce ai cele trei componente (Google Ads + Merchant Center + feed), po\u021bi crea campaniile. Ai dou\u0103 op\u021biuni principale:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Standard Shopping \u2014 mai mult control<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Defini\u021bie: Campanie Standard Shopping<\/strong> <em>Tip de campanie Google Ads \u00een care comerciantul controleaz\u0103 manual audien\u021bele, zonele de promovare, programul de licitare, cuvintele negative \u0219i segmentarea grupurilor de produse.<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Avantaje: control granular asupra bugetului, audien\u021belor \u0219i produselor promovate. Permite segmentarea Ad Groups \u0219i Product Groups dup\u0103 categorie, marj\u0103, pre\u021b, sezonalitate, produse-locomotiv\u0103 sau brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Smart Shopping \u2014 automatizare prin Machine Learning<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Defini\u021bie: Campanie Smart Shopping<\/strong> <em>Tip de campanie Google Ads care folose\u0219te machine learning \u0219i strategii de licitare automate pentru a maximiza valoarea conversiilor. Necesit\u0103 conversion tracking implementat pe site.<\/em><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Avantaje: configurare mai simpl\u0103, optimizare automat\u0103. Dezavantaj: libertate de control mai redus\u0103 fa\u021b\u0103 de Standard Shopping.<\/p>\n\n\n\n<p>Etapa cea mai valoroas\u0103 \u2014 care determin\u0103 \u00een mare m\u0103sur\u0103 rezultatele \u2014 este segmentarea Product Groups \u00een Standard Shopping, \u00een func\u021bie de: categorii de produse, marj\u0103 de profit, pre\u021buri, sezonalitate, produse noi \u0219i produse cu volum mare de v\u00e2nz\u0103ri.<\/p>\n\n\n\n<p><strong>Simplifica lucrurile!<\/strong><\/p>\n\n\n\n<p>La The Markers, analizam toti acesti factori, impreuna cu specificul companiei si potentialul pietei, pentru a contura si pune in aplicare o strategie de marketing online dedicata atingerii obiectivelor afacerii tale. Daca vrei sa vezi cum ar arata un plan de <a href=\"https:\/\/www.themarkers.ro\/en\/promovare-campanii-google-ads\/\">campanii Google<\/a> pentru afacerea ta, impreuna cu proiectie de costuri si rezultate, scrie-ne si iti vom oferi GRATUIT acest lucru!<\/p>\n\n\n\n<p>Pentru ca intelegem provocarile cu care se confrunta antreprenorii pe timpul acestei crize economice, vrem sa te ajutam cu un audit GRATUIT al contului tau de Google Ads!<\/p>\n\n\n\n<p><em>Poate lucrezi cu o agentie sau creezi si monitorizezi pe cont propriu campaniile PPC &#8211; o a doua opinie nu strica, ba mai mult, poate semnala anumite zone si directii care nu au fost descoperite. Asadar, apeleaza la recomandarile specialistilor nostri in Google Ads si ofera-ti sansa de a excela!<\/em><\/p>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1773074065203\"><strong class=\"schema-faq-question\"><strong>Ce sunt Google Shopping Ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">Google Shopping Ads sunt reclame vizuale afi\u0219ate \u00een Google SERP care con\u021bin fotografia, titlul, pre\u021bul \u0219i numele magazinului pentru un produs. Sunt gestionate prin Google Ads \u0219i alimentate cu date din Google Merchant Center.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1773074073839\"><strong class=\"schema-faq-question\"><strong>Care este diferen\u021ba dintre Standard Shopping \u0219i Smart Shopping?<\/strong><\/strong> <p class=\"schema-faq-answer\">Standard Shopping ofer\u0103 control manual asupra audien\u021belor, zonelor, cuvintelor negative \u0219i segment\u0103rii produselor. Smart Shopping folose\u0219te machine learning pentru licitare automat\u0103, dar necesit\u0103 conversion tracking \u0219i ofer\u0103 mai pu\u021bin control.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1773074082623\"><strong class=\"schema-faq-question\"><strong>Ce este un feed de produse \u0219i de ce este important?<\/strong><\/strong> <p class=\"schema-faq-answer\">Feedul de produse este un fi\u0219ier (.xml, .xls, .txt) cu datele tuturor produselor tale: id, titlu, pre\u021b, disponibilitate, imagini. F\u0103r\u0103 un feed corect \u0219i complet, anun\u021burile Shopping nu pot fi afi\u0219ate.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1773074094109\"><strong class=\"schema-faq-question\"><strong>Pot rula simultan campanii Shopping \u0219i Search?<\/strong><\/strong> <p class=\"schema-faq-answer\">Da. Cele dou\u0103 tipuri de campanii nu se exclud reciproc \u0219i pot rula \u00een acela\u0219i timp. Decizia depinde de industrie, tipul de website, marja de profit \u0219i bugetul disponibil.<\/p> <\/div> <\/div>","protected":false},"excerpt":{"rendered":"<p>Pe scurt, ce vei afla din acest articol:Google Shopping Ads sunt reclame vizuale care afi\u0219eaz\u0103 fotografia, pre\u021bul \u0219i numele produsului direct \u00een SERP, \u00eenainte ca utilizatorul s\u0103 dea click. Fa\u021b\u0103 de campaniile Search clasice, Shopping Ads pot aduce rate de conversie de p\u00e2n\u0103 la 5x mai mari \u0219i costuri per achizi\u021bie semnificativ mai mici. Acest [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":23246,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[125],"tags":[48,49,50],"class_list":["post-23245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-google-ads","tag-google-shopping-ads","tag-ppc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Shopping Ads \u25b7 Cum sa le folosesti pentru a genera profit<\/title>\n<meta name=\"description\" content=\"Strategia potrivita de Google Shopping Ads iti poate aduce beneficii deosebite! 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