{"id":60179,"date":"2021-04-16T00:44:48","date_gmt":"2021-04-15T23:44:48","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=event_listing&#038;p=60179"},"modified":"2026-03-08T12:47:56","modified_gmt":"2026-03-08T12:47:56","slug":"how-melia-hotels-international-transformed-its-ppc-strategy-with-ai-google-ml","status":"publish","type":"event_listing","link":"https:\/\/www.artefact.com\/br\/events\/how-melia-hotels-international-transformed-its-ppc-strategy-with-ai-google-ml\/","title":{"rendered":"Meli\u00e1 Hotels International x Artefact||Meli\u00e1 Hotels International x Artefact||Meli\u00e1 Hotels International x Artefact"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Descri\u00e7\u00e3o<\/h2><\/div><div class=\"fusion-text fusion-text-1\"><p>A pesquisa paga mudou. J\u00e1 se foi o tempo em que se usavam SKAGs granulares (grupos de an\u00fancios de palavra-chave \u00fanica) para controlar e medir as combina\u00e7\u00f5es de textos de an\u00fancios. Agora, os profissionais de marketing de busca podem automatizar estrat\u00e9gias de lances de palavras-chave e usar o aprendizado de m\u00e1quina para refinar e otimizar.<\/p>\n<p>Mas como as marcas reagiram a essas mudan\u00e7as? O que funcionou? O que n\u00e3o funcionou? E como s\u00e3o as melhores pr\u00e1ticas atualmente?<\/p>\n<p>Nesta sess\u00e3o, o Artefact conversa com a equipe de PPC da Meli\u00e1 Hotels International para discutir como a marca desenvolveu com sucesso suas estrat\u00e9gias de PPC, automatizou lances e simplificou a estrutura da conta para encontrar o equil\u00edbrio certo entre controle e desempenho.<\/p>\n<p>Abordado nesta sess\u00e3o:<\/p>\n<p>- Como as t\u00e1ticas de PPC da Meli\u00e1 se transformaram nos \u00faltimos 5 anos.<br \/>\n- Principais dicas para mudar para uma estrutura de conta simplificada.<br \/>\n- Brand performance bidding: como encontrar o equil\u00edbrio certo entre controle e desempenho.<\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"featured_media":60180,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"country":[],"event_listing_category":[858],"event_listing_type":[854],"class_list":["post-60179","event_listing","type-event_listing","status-publish","has-post-thumbnail","hentry","event_listing_category-digital-marketing","event_listing_type-webinars"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing\/60179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/event_listing"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/60180"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=60179"}],"wp:term":[{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/country?post=60179"},{"taxonomy":"event_listing_category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing_category?post=60179"},{"taxonomy":"event_listing_type","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing_type?post=60179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}