{"id":112978,"date":"2020-05-27T10:12:33","date_gmt":"2020-05-27T10:12:33","guid":{"rendered":"https:\/\/tradetracker.com\/?p=112978"},"modified":"2022-01-27T00:28:49","modified_gmt":"2022-01-27T00:28:49","slug":"publisher-spotlight-shopforward","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/es\/publisher-spotlight-shopforward\/","title":{"rendered":"Publisher Spotlight: ShopForward"},"content":{"rendered":"

\"\"<\/p>\n

Seguimos con nuestra secci\u00f3n Spotlight<\/strong> en TradeTracker Espa\u00f1a con una entrevista muy instructiva e interesante a Dirk Verzijden, Managing Partner de ShopForward<\/a><\/strong>. \u00c9l es el responsable de gestionar las campa\u00f1as de Google Shopping de m\u00e1s de 10.000 campa\u00f1as en todo el mundo y ha accedido a responder todas las preguntas relacionadas con el trabajo que realiza un CSS Partner de Google con la particularidad del algoritmo propio con el que ellos cuentan.<\/p>\n

Esperamos que disfrut\u00e9is de la lectura.<\/p>\n

\u00bfQu\u00e9 es ShopForward?<\/strong><\/p>\n

ShopForward es un comparador de precios web que, de manera complementaria, ofrece la posibilidad de promoci\u00f3n en Google Shopping. De hecho, nuestra principal fuente de tr\u00e1fico proviene por Google Shopping ya que somos CSS Partner de Google. Nuestros anuncios en Google Shopping son complementarios y no reemplazan a las campa\u00f1as propias de los anunciantes, es decir, no afecta a los ajustes de sus propias campa\u00f1as. M\u00e1s del 90% de nuestros clientes tienen sus propias campa\u00f1as de Google Shopping y trabajan igualmente con nosotros.<\/p>\n

Geogr\u00e1ficamente estamos en Holanda, pero operamos en la mayor\u00eda de pa\u00edses europeos y podemos promover cualquier campa\u00f1a que tenga un feed de productos y que venda productos f\u00edsicos a clientes en Europa.<\/p>\n

\u00bfC\u00f3mo trabaja ShopForward?<\/strong><\/p>\n

Principalmente trabajamos mediante redes de afiliaci\u00f3n como TradeTracker. De este modo, trabajamos en base a las preferencias del cliente siendo en la mayor\u00eda de los casos un trabajo basado en un modelo de Coste por Adquisici\u00f3n (CPA) con una comisi\u00f3n determinada por el anunciante. Nosotros tomamos el feed de producto que est\u00e9 disponible para ese cliente en TradeTracker y lo integramos en nuestro back-end. Posteriormente, ajustamos la campa\u00f1a y tras una fase de aprendizaje, nuestro algoritmo empieza a optimizar por categor\u00edas, marcas y productos. A mayor tr\u00e1fico generado, mayor es la capacidad de aprendizaje de nuestro algoritmo. Esto da como resultado un mejor rendimiento para nuestros clientes.<\/p>\n

\u00bfCu\u00e1les son los beneficios de trabajar con un CSS Partner como ShopForward?<\/strong><\/p>\n

Los beneficios son diferentes con cada uno de los CSS Partners y depender\u00e1 del tipo de acuerdo alcanzado. Cuando un CSS Partner trabaja en un modelo basado en un Coste por Adquisici\u00f3n, el principal beneficio para el anunciante es que aumentar\u00e1 su visibilidad y su n\u00famero de impresiones en Google Shopping sin asumir ning\u00fan riesgo, ya que s\u00f3lo pagar\u00e1 por venta efectiva. El principal beneficio de trabajar con ShopForward es que tenemos nuestro propio algoritmo y no una soluci\u00f3n de Google. Esto hace que sea m\u00e1s adecuado trabajar con nosotros de manera complementaria a las propias campa\u00f1as de Shopping del cliente.<\/p>\n

Por otro lado, puedes detallar los t\u00e9rminos de la campa\u00f1a de Shopping con nosotros como quieres que sean, no hay un periodo de finalizaci\u00f3n determinado y la puesta en marcha es gratuita.<\/p>\n

Si un anunciante ya tiene sus propias campa\u00f1as de Google Shopping, \u00bfpasa a competir con los anuncios de ShopForward?<\/strong><\/p>\n

No, tal y como explica Google, las campa\u00f1as propias de CPC de los anunciantes no entran en conflicto ni se ven influenciado por los CSS Partners de Google para los mismos productos.<\/p>\n

Si a\u00fan as\u00ed el anunciante tuviese dudas, nosotros damos varias opciones como establecer keyowrds negativas para incluir esos par\u00e1metros de b\u00fasqueda, pueden adaptarnos el producto feed que quieren que utilicemos o pueden establecernos un CPC m\u00e1ximo para sus pujas.<\/p>\n

Y en estos casos, \u00bfse mostrar\u00eda el mismo producto varias veces si el anunciante realiza sus propias campa\u00f1as y trabajase tambi\u00e9n con ShopForward?<\/strong><\/p>\n

No, Google no permite que se dupliquen los productos para el mismo anunciante. Pueden aparecer otros productos del mismo anunciante que coincidan con el par\u00e1metro de b\u00fasqueda, pero no el mismo producto del mismo anunciante dos veces.<\/p>\n

\u00bfCu\u00e1les son las claves para tener \u00e9xito en una campana de Google Shopping? \u00bfInfluye como sea la configuraci\u00f3n del feed de productos?<\/strong><\/p>\n

En efecto, el feed de productos es fundamental para el \u00e9xito de campa\u00f1as de Google Shopping. Existen campos m\u00ednimos que son requeridos para una buena campa\u00f1a y otros que si son a\u00f1adidos mejoran a\u00fan m\u00e1s el performance. Puedes ver esto casos en la imagen que adjunto.
\n\"\"<\/p>\n

\u00bfCu\u00e1l es el valor a\u00f1adido de TradeTracker para ShopForward?<\/strong><\/p>\n

TradeTracker es un partner fundamental para nosotros. Tiene un portfolio de clientes muy interesante. Adem\u00e1s, la mayor\u00eda de sus anunciantes tienen ya un feed de productos predefinido que no necesita un trabajo extra para ser configurado. La posibilidad de tener este feed de producto con tracking para poder hacer seguimiento de las ventas que se generen es fundamental para el modelo de CPA con el que trabajamos.<\/p>\n

Por otro lado, el anunciante tiene el control de ver las ventas que se generan y, en el panel de TradeTracker pueden aceptarlas o rechazarlas ellos mismos por lo que hay una total transparencia en este aspecto. Otro punto importante es que todo lo relativo a la facturaci\u00f3n lo maneja directamente el equipo de TradeTracker.<\/p>\n

Por \u00faltimo, y seguramente sea lo m\u00e1s importante, trabajamos mucho con TradeTracker en Espa\u00f1a por su equipo de Account Management. Tenemos un contacto directo que responde a nuestras cuestiones r\u00e1pido y de manera eficiente. Esto permite solventar problemas y preguntas que puedan surgir en s\u00f3lo unos minutos. Consecuentemente, la transparencia y confianza que tenemos con ellos es muy alta y nos permite trabajar con mucha comodidad.<\/p>\n","protected":false},"excerpt":{"rendered":"

Seguimos con nuestra secci\u00f3n Spotlight en TradeTracker Espa\u00f1a con una entrevista muy instructiva e interesante a Dirk Verzijden, Managing Partner de ShopForward. \u00c9l es el responsable de gestionar las campa\u00f1as de Google Shopping de m\u00e1s de 10.000 campa\u00f1as en todo el mundo y ha accedido a responder todas las preguntas relacionadas con el trabajo que […]<\/p>\n","protected":false},"author":69,"featured_media":130906,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2572,2584,1406,2339],"class_list":["post-112978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-charlas-formativas","category-insights","category-noticias-afiliacion","category-tradetracker-news-es"],"yoast_head":"\nPublisher Spotlight: ShopForward - 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