{"id":1957,"date":"2020-06-25T12:34:19","date_gmt":"2020-06-25T12:34:19","guid":{"rendered":"https:\/\/promoguy.nl\/facebook-ad-system-overview-what-you-need-to-know\/"},"modified":"2025-04-05T13:47:50","modified_gmt":"2025-04-05T13:47:50","slug":"facebook-ad-system-overview-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2020\/06\/25\/facebook-ad-system-overview-what-you-need-to-know\/","title":{"rendered":"Vis\u00e3o geral do sistema de an\u00fancios do Facebook: O que precisa de saber"},"content":{"rendered":"

Facebook<\/a> Os an\u00fancios do Google s\u00e3o frequentemente alvo de d\u00favidas quanto ao seu n\u00edvel de relev\u00e2ncia, mas continuam a ser uma parte importante do marketing online. Com mais de mil milh\u00f5es de utilizadores \u00fanicos, a empresa \u00e9 uma pot\u00eancia em termos de dinheiro para publicidade. No entanto, por vezes, a empresa pode ser um pouco opaca quanto \u00e0s especificidades do funcionamento do sistema. Recentemente, por\u00e9m, o Facebook lan\u00e7ou alguma luz sobre o seu funcionamento interno e forneceu aos utilizadores um guia \u00fatil sobre o funcionamento do seu sistema de an\u00fancios.<\/p>\r\n\r\n\r\n\r\n

O comunicado de imprensa do Facebook cont\u00e9m algumas informa\u00e7\u00f5es interessantes que esclarecem o funcionamento da plataforma de marketing da empresa. Existem algumas informa\u00e7\u00f5es e altera\u00e7\u00f5es em rela\u00e7\u00e3o \u00e0s vers\u00f5es anteriores que \u00e9 bom saber para quem procura gerar buzz na plataforma.<\/p>\r\n\r\n\r\n\r\n

J\u00e1 fal\u00e1mos anteriormente sobre a forma como os utilizadores podem utilizar as tend\u00eancias do Facebook no seu marketing, mas este artigo ter\u00e1 um enfoque diferente. Estamos a analisar os pormenores de como funciona o sistema de an\u00fancios do Facebook e as novas informa\u00e7\u00f5es no comunicado de imprensa, resumindo as partes que s\u00e3o importantes para a empresa m\u00e9dia.<\/p>\r\n\r\n\r\n\r\n

Sele\u00e7\u00e3o do p\u00fablico-alvo<\/h2>\r\n\r\n\r\n\r\n

O primeiro fator principal que o Facebook utiliza para determinar que utilizadores v\u00eaem que an\u00fancios \u00e9 p\u00fablico<\/a> direcionamento<\/a>. Este fator \u00e9 definido pelo anunciante em quest\u00e3o e ajuda a direcionar pessoas espec\u00edficas com carater\u00edsticas semelhantes. Como o Facebook \u00e9 particularmente bom a recolher dados sobre os utilizadores dados<\/a>Isto torna todo o processo muito c\u00f3modo. No entanto, como mostraremos mais tarde, pode ser vantajoso ter os seus dados prontos.<\/p>\r\n\r\n\r\n\r\n

Para come\u00e7ar, os anunciantes escolhem um p\u00fablico-alvo atrav\u00e9s das ferramentas de autosservi\u00e7o do Facebook para poderem direccion\u00e1-lo. O Facebook cria um p\u00fablico-alvo utilizando uma s\u00e9rie de factores como a idade e o sexo, os seus padr\u00f5es de comportamento na p\u00e1gina do Facebook ou o seu hist\u00f3rico de cliques em an\u00fancios. Os anunciantes tamb\u00e9m podem aplicar as suas pr\u00f3prias informa\u00e7\u00f5es para criar audi\u00eancias personalizadas ou audi\u00eancias \"semelhantes\" (como o Facebook lhes chama).<\/p>\r\n\r\n\r\n\r\n

As empresas podem utilizar listas de correio eletr\u00f3nico ou dados sobre pessoas que visitaram os seus s\u00edtio Web<\/a> para criar as suas pr\u00f3prias listas personalizadas, que o Facebook pode utilizar para identificar carater\u00edsticas semelhantes, embora a precis\u00e3o dependa da profundidade dos seus dados.<\/p>\r\n\r\n\r\n\r\n

Depois, h\u00e1 o sistema de leil\u00e3o de an\u00fancios do Facebook...<\/p>\r\n\r\n\r\n\r\n

Leil\u00e3o de an\u00fancios<\/h2>\r\n\r\n\r\n
\r\n
\"Sistema<\/figure>\r\n<\/div>\r\n\r\n\r\n

A publicidade no Facebook tem outra dimens\u00e3o que requer um pouco mais de explica\u00e7\u00e3o. Trata-se da quantidade de dinheiro que est\u00e1 disposto a gastar em an\u00fancios no Facebook, sendo que as dota\u00e7\u00f5es mais elevadas contribuem para um melhor alcance da publicidade. H\u00e1 dois elementos que pode controlar. A qualidade do an\u00fancio \u00e9 o primeiro, e a licita\u00e7\u00e3o do leil\u00e3o \u00e9 o segundo. No entanto, isto n\u00e3o deve dar \u00e0s empresas a ilus\u00e3o de controlo total.<\/p>\r\n\r\n\r\n\r\n

Para cada an\u00fancio, o Facebook calcula factores que o profissional de marketing nem sempre pode controlar. Assim, de acordo com o Facebook, os an\u00fancios com a licita\u00e7\u00e3o mais elevada nem sempre ganham o leil\u00e3o. O algoritmo favorece o envolvimento em detrimento do dinheiro gasto. Os an\u00fancios com ofertas mais baixas ganham frequentemente se o sistema determinar que \u00e9 mais prov\u00e1vel que uma demonstra\u00e7\u00e3o responda a eles. Os tipos de an\u00fancios e o seu objetivo tamb\u00e9m s\u00e3o muito importantes. O algoritmo tamb\u00e9m pode atribuir a um an\u00fancio uma pontua\u00e7\u00e3o mais baixa devido \u00e0 qualidade insuficiente do an\u00fancio.<\/p>\r\n\r\n\r\n\r\n

Outros factores que influenciam o sistema de an\u00fancios do Facebook<\/h2>\r\n\r\n\r\n
\r\n
\"Factores<\/figure>\r\n<\/div>\r\n\r\n\r\n

Depois de as prefer\u00eancias do seu p\u00fablico estarem prontas, h\u00e1 ainda outras considera\u00e7\u00f5es a ter em conta. O Facebook tentar\u00e1 calcular o valor total do seu an\u00fancio atrav\u00e9s de uma f\u00f3rmula que cont\u00e9m os outros factores. A f\u00f3rmula \u00e9 mais ou menos assim: Valor total = Proposta do anunciante x Taxa de a\u00e7\u00e3o estimada + Qualidade do an\u00fancio<\/strong>.<\/p>\r\n\r\n\r\n\r\n

A taxa de a\u00e7\u00e3o estimada \u00e9 um conceito bastante simples, embora o seu c\u00e1lculo seja complexo. O Facebook utiliza-a como uma estimativa da probabilidade de cada utilizador realizar uma a\u00e7\u00e3o num an\u00fancio. Isto baseia-se numa s\u00e9rie de factores relacionados com os seus comportamentos, como os descritos anteriormente.<\/p>\r\n\r\n\r\n\r\n

Como diz o comunicado de imprensa do Facebook:<\/p>\r\n\r\n\r\n\r\n

\"Para encontrar a taxa de a\u00e7\u00e3o estimada, os modelos de aprendizagem autom\u00e1tica prev\u00eaem a probabilidade de uma determinada pessoa realizar a a\u00e7\u00e3o pretendida pelo anunciante, com base no objetivo comercial que o anunciante seleciona para o seu an\u00fancio, como aumentar as visitas ao seu s\u00edtio Web ou impulsionar as compras. Para tal, os nossos modelos consideram o comportamento dessa pessoa dentro e fora do Facebook, bem como outros factores, como o conte\u00fado do an\u00fancio, a hora do dia e as intera\u00e7\u00f5es entre as pessoas e os an\u00fancios.\"<\/em><\/p>\r\n\r\n\r\n\r\n

O Facebook tamb\u00e9m mede a qualidade do an\u00fancio em tempo real, tendo em conta o feedback que recebe dos utilizadores. Isto pode incorporar o n\u00famero de pessoas que denunciam ou ocultam o seu an\u00fancio no feed ou os pormenores que comp\u00f5em a qualidade. J\u00e1 enumer\u00e1mos estes factores determinantes da qualidade num artigo anterior, mas para resumir: factores como demasiado texto na imagem do an\u00fancio, linguagem sensacionalista e isco de envolvimento tamb\u00e9m podem ter um impacto negativo.<\/p>","protected":false},"excerpt":{"rendered":"

Os an\u00fancios do Facebook s\u00e3o frequentemente alvo de d\u00favidas quanto ao seu n\u00edvel de relev\u00e2ncia, mas continuam a ser uma parte importante do marketing online. Saiba mais sobre como o sistema funciona.<\/p>","protected":false},"author":1,"featured_media":15751,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10,16],"tags":[417,419,418,405],"wl_entity_type":[47,54],"class_list":["post-1957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","category-websites","tag-auction-ads","tag-audience-targeting","tag-facebook-ad-system","tag-facebook-ads","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"\nFacebook Ad System Overview: What You Need to Know - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Recently, however, Facebook has provided user's with a helpful guide for how their ad system works. 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