干货！Google宣传投放终极指南
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RzzMTZg8EGZfZl~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=sF9vvQstu7S%2BY6xts5jfC8wr%2F%2Bg%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span><span style="color: black;">宣传</span>投放最重要的平台之一，<span style="color: black;">每日</span>的互动量为35亿，投资<span style="color: black;">报答</span>率约700％。<span style="color: black;">宣传</span>投放<span style="color: black;">仅有</span>把钱花在刀刃上，<span style="color: black;">才可</span><span style="color: black;">有效</span>地触达潜在消费者。你的<span style="color: black;">宣传</span>投放后，Google 会计算多少访客从搜索页点击了你的<span style="color: black;">宣传</span>，进入了你的网站，从而计算你的<span style="color: black;">宣传</span>消费。<span style="color: black;">倘若</span><span style="color: black;">无</span>访客，Google 是不会收你钱的。在指南中，将带您深入了解 Google Ads以及在Google上<span style="color: black;">宣传</span>投放的技巧。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Google <span style="color: black;">宣传</span>投放真的必要？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google Ads平台已诞生近20年，在付费<span style="color: black;">宣传</span><span style="color: black;">行业</span>可谓是老大哥了。Google是最常用的搜索引擎，<span style="color: black;">按照</span>Google数据，<span style="color: black;">每日</span>会接收35亿个搜索<span style="color: black;">查找</span>。<span style="color: black;">宣传</span>商在Google Ads上每花费1美元，就能赚取8美元。当业内其他竞争对手正在<span style="color: black;">运用</span>Google Ads，这<span style="color: black;">寓意</span>着<span style="color: black;">倘若</span>您不采取行动，您的搜索结果会被竞争对手挤到页面的最后，更难吸引消费者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是Google Ads？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google Ads是一个以每点击付费(Pay-per-click)收费形式为主<span style="color: black;">宣传</span>投放平台。<span style="color: black;">宣传</span>商们在 Google Ads<span style="color: black;">途径</span>中按点击次数或千次展示<span style="color: black;">花费</span>(CPM)来进行付费。相<span style="color: black;">针对</span>其他<span style="color: black;">宣传</span>投放平台，Google Ads触达潜在消费者更为<span style="color: black;">精细</span>。当<span style="color: black;">目的</span>用户<span style="color: black;">经过</span> Google 搜索或Google Maps<span style="color: black;">查询</span><span style="color: black;">关联</span>的<span style="color: black;">制品</span>和服务时，<span style="color: black;">宣传</span>商的业务就会<span style="color: black;">表示</span>在搜索引擎结果页面（SERP），<span style="color: black;">这般</span>就能吸引<span style="color: black;">目的</span>受众。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">初级知识：Google词汇科普</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这边给<span style="color: black;">大众</span>介绍一下做Google投放必知的常用条款，<span style="color: black;">经过</span><span style="color: black;">认识</span>游戏规则，<span style="color: black;">咱们</span><span style="color: black;">能够</span>在规则内让<span style="color: black;">宣传</span>投放变得更有效。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Ad Rank：决定您的<span style="color: black;">宣传</span>展示位。AdRank由最高出价乘以质量得分确定。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>类型：投放<span style="color: black;">宣传</span>时需要<span style="color: black;">选取</span><span style="color: black;">宣传</span>类型，<span style="color: black;">能够</span>分为三种类型。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜索<span style="color: black;">宣传</span>是在 Google 搜索结果页上<span style="color: black;">表示</span>的文字<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">视频<span style="color: black;">宣传</span>的时长在6到15秒间，<span style="color: black;">表示</span>在YouTube上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">展示<span style="color: black;">宣传</span><span style="color: black;">一般</span>是<span style="color: black;">照片</span>形式，<span style="color: black;">表示</span>在Google展示<span style="color: black;">宣传</span>的网页上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">竞价投标：指<span style="color: black;">宣传</span>商基于出价系统愿意为<span style="color: black;">宣传</span>投放支付的价格，基本<span style="color: black;">能够</span>分为三种出价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每千次展示<span style="color: black;">花费</span>（CPM）是为一千次<span style="color: black;">宣传</span>展示支付的<span style="color: black;">花费</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每次互动<span style="color: black;">花费</span>（CPE）是当用户对<span style="color: black;">宣传</span>采取行动时您要支付的金额。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每次点击<span style="color: black;">花费</span>（CPC）是为<span style="color: black;">宣传</span>的每次点击支付的<span style="color: black;">花费</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S2F5OHx99hXWff~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=o8p%2FBiplHXRC9CAQKvthqNnCHpc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google展示<span style="color: black;">宣传</span>网络：Google<span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">表示</span>在搜索结果页或Google多<span style="color: black;">媒介</span><span style="color: black;">宣传</span>联播网（GDN）GDN <span style="color: black;">准许</span>Google文字或图像的<span style="color: black;">宣传</span>在其网页上进行展示。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点击率（CTR）：<span style="color: black;">宣传</span><span style="color: black;">得到</span>点击次数占观看次数的比例。点击率越高，<span style="color: black;">暗示</span><span style="color: black;">宣传</span>质量越高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">转换率（CVR）：表单提交占<span style="color: black;">拜访</span>登陆页面总数的比例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">附加信息：<span style="color: black;">做为</span><span style="color: black;">弥补</span><span style="color: black;">宣传</span>的信息。这些附加信息有五个类别，后文<span style="color: black;">咱们</span>会<span style="color: black;">仔细</span>介绍。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S2F5OIDFZrdub2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=aet31ppEfdFBHVR9LITqopn0hRU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词：当用户在搜索字段中<span style="color: black;">查找</span>，Google会反馈搜索者意图相符的结果。关键字是与搜索者<span style="color: black;">需要</span>相符并能满足其<span style="color: black;">查找</span><span style="color: black;">需求</span>的词或短语、否定关键字。否定关键字会阻止针对特定关键字短语<span style="color: black;">表示</span><span style="color: black;">宣传</span>，Google 会将<span style="color: black;">宣传</span>从这些关键字的出价中撤出。<span style="color: black;">一般</span>否定关键词与想要的关键词<span style="color: black;">关联</span>，但不是<span style="color: black;">宣传</span>商<span style="color: black;">供给</span>的服务或不想参与其排名。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每次点击付费（PPC）：指一种<span style="color: black;">平常</span>的<span style="color: black;">宣传</span>类型（并非只适用于Google Ads）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">质量得分（QS）：得分与点击率（CTR）、关键字的<span style="color: black;">关联</span>性、<span style="color: black;">转</span>网页的质量、过去在SERP上的效果<span style="color: black;">相关</span>。<span style="color: black;">同期</span>它<span style="color: black;">亦</span>是AdRank 的决定<span style="color: black;">原因</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">中级速成：尝试反馈要总结！</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span>有<span style="color: black;">伴侣</span>给Brenda反馈，初步尝试了Google Ads但效果不<span style="color: black;">明显</span>，Brenda分析可能是以下某个<span style="color: black;">原由</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、虚假<span style="color: black;">描述</span>，Google不<span style="color: black;">期盼</span>用户感到被<span style="color: black;">宣传</span>误导，<span style="color: black;">因此呢</span><span style="color: black;">咱们</span><span style="color: black;">奋斗</span><span style="color: black;">保证</span><span style="color: black;">宣传</span>信息坦诚、<span style="color: black;">知道</span>，并为用户<span style="color: black;">供给</span>所需的信息来<span style="color: black;">帮忙</span><span style="color: black;">她们</span>做出明智的决策。<span style="color: black;">倘若</span><span style="color: black;">宣传</span>或<span style="color: black;">目的</span>页面有意<span style="color: black;">诈骗</span>用户，其中不含<span style="color: black;">关联</span>信息或所<span style="color: black;">供给</span>的<span style="color: black;">制品</span>、服务或商家信息有误导性，则<span style="color: black;">咱们</span>不<span style="color: black;">准许</span>投放此类<span style="color: black;">宣传</span>或<span style="color: black;">目的</span>页面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、关键字<span style="color: black;">不足</span><span style="color: black;">精细</span>，关键字是投放过程中非常精细、重点关注的部分。<span style="color: black;">同期</span>关键字需要测试并<span style="color: black;">持续</span><span style="color: black;">调节</span>，<span style="color: black;">倘若</span>关键字过于笼统，Google会将<span style="color: black;">宣传</span>展示在<span style="color: black;">不足</span><span style="color: black;">精细</span>的受众群体面前。Brenda<span style="color: black;">意见</span><span style="color: black;">大众</span><span style="color: black;">持续</span>地尝试<span style="color: black;">调节</span>，选出最佳<span style="color: black;">方法</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S2F5OIm7jjls7D~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=ofjZiRUpVZ0zN3jlgbcviLwTHdA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、<span style="color: black;">宣传</span>评级：决定<span style="color: black;">宣传</span><span style="color: black;">是不是</span>展示以及展示<span style="color: black;">次序</span>的是<span style="color: black;">宣传</span>评级，而决定<span style="color: black;">宣传</span>评级的<span style="color: black;">重点</span><span style="color: black;">原因</span><span style="color: black;">包含</span>出价、<span style="color: black;">宣传</span>和网站的质量，以及附加信息和其他<span style="color: black;">宣传</span>格式的预期效果。要<span style="color: black;">加强</span><span style="color: black;">宣传</span>排名，<span style="color: black;">加强</span>出价&优化<span style="color: black;">宣传</span>质量&<span style="color: black;">提高</span>计算机版和移动版着陆页体验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、登陆页面体验<span style="color: black;">不良</span>，<span style="color: black;">咱们</span><span style="color: black;">不该</span>该仅仅着眼于的<span style="color: black;">宣传</span>，点击后的用户体验<span style="color: black;">亦</span>是转化中的一环。用户点击<span style="color: black;">宣传</span>后会看到什么？<span style="color: black;">目的</span>网页<span style="color: black;">是不是</span>为转化<span style="color: black;">目的</span>进行了优化？页面<span style="color: black;">是不是</span><span style="color: black;">能够</span><span style="color: black;">处理</span>用户的痛点？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、网站质量得分不高，您的质量分数(QS)是 Google 确定<span style="color: black;">宣传</span>排名的方式。排名越高，位置就越好。<span style="color: black;">倘若</span>您的质量分数很低，<span style="color: black;">得到</span>流量和转化的机会就越少。Google会告诉您质量分数，您<span style="color: black;">能够</span><span style="color: black;">瞧瞧</span><span style="color: black;">是不是</span>需要优化内容质量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、涉嫌黄赌毒，受限制的成人内容如：性玩具、成人杂志、性功能<span style="color: black;">加强</span>内容。受限制的赌博如：实体赌场、用户<span style="color: black;">能够</span>押注扑克、宾果卡、轮盘或体育赛事的网站、国家或私人彩票。Google都是不给予投放<span style="color: black;">宣传</span>的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6、<span style="color: black;">欠妥</span>内容，令人反感或不适当的内容的示例：欺凌或胁迫个人或群体、种族<span style="color: black;">卑视</span>、仇恨团体的用具、犯罪现场或事故<span style="color: black;">照片</span>、虐待动物、谋杀、自残、敲诈勒索、贩卖或交易濒危物种、言语<span style="color: black;">肮脏</span>的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7、金融服务，宣传金融<span style="color: black;">制品</span>和服务时，您必须遵守<span style="color: black;">宣传</span>定位到的任何区域的国家和<span style="color: black;">地区</span>性法规，例如，<span style="color: black;">根据</span>当地法律<span style="color: black;">需求</span>加入特定的披露信息。<span style="color: black;">相关</span><span style="color: black;">仔细</span>信息，请参阅Google列出的<span style="color: black;">有些</span>特定国家/地区的<span style="color: black;">需求</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8、商标与版权，能否在<span style="color: black;">宣传</span><span style="color: black;">运用</span><span style="color: black;">详细</span>商标取决于<span style="color: black;">非常多</span><span style="color: black;">原因</span>。除了政策中心所述的<span style="color: black;">原因</span>，商标与版权所有人还需要向Google提交有效的投诉，这些政策才适用。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">高级进阶：Google Ads<span style="color: black;">怎样</span>达到最佳效果？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">许多<span style="color: black;">原因</span>都会影响Google Ads的效果，下面Brenda<span style="color: black;">仔细</span>介绍这些<span style="color: black;">关联</span><span style="color: black;">原因</span>，广告迸发出更大能量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>一：<span style="color: black;">宣传</span>附加信息</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">运用 Google Ads 应该会<span style="color: black;">运用</span><span style="color: black;">宣传</span>附加信息。<span style="color: black;">她们</span><span style="color: black;">不仅</span>免费为用户<span style="color: black;">供给</span><span style="color: black;">更加多</span>信息还能让受众与用户间产生互动。这些附加信息有五个类别：附加链接，通话，位置，优惠或应用。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">附加连接：可指向网站的其他链接，吸引用户进行<span style="color: black;">更加多</span>的点击。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S2F5OJCEWO69dz~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=WmsKJAI48E2gXaQkboyPYHO0CoA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">通话扩展：可放入<span style="color: black;">宣传</span><span style="color: black;">tel</span>号，<span style="color: black;">经过</span><span style="color: black;">这般</span>的<span style="color: black;">即时</span>信息<span style="color: black;">能够</span>与用户取得联系。<span style="color: black;">倘若</span>有客服团队，这种方式<span style="color: black;">能够</span>吸引和转化<span style="color: black;">宣传</span>的受众。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">附加<span style="color: black;">位置</span>信息：在<span style="color: black;">宣传</span>中<span style="color: black;">包括</span>位置信息，<span style="color: black;">因此呢</span>搜索者<span style="color: black;">能够</span><span style="color: black;">经过</span> Google 地图以<span style="color: black;">容易</span>找到您。此选项非常适合<span style="color: black;">持有</span>实体店的企业，对搜索<span style="color: black;">查找</span>“ ...<span style="color: black;">周边</span>”的关键词<span style="color: black;">特别有</span>效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">附加优惠信息：<span style="color: black;">倘若</span>当前有<span style="color: black;">必定</span>优惠，<span style="color: black;">能够</span>附加优惠信息。搜索者<span style="color: black;">发掘</span>您比竞争对手更优惠，会诱使<span style="color: black;">她们</span>点击您的<span style="color: black;">宣传</span>。</p><img src="https://p26-sign.toutiaoimg.com/pgc-image/S2F5OeiCAMGWUV~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=9TWmgXn2tt43pUc1sQ7GjvbLn3k%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">附加应用程序：为移动用户<span style="color: black;">供给</span>了指向应用下载的链接。减少在 AppStore 中重新搜索的<span style="color: black;">过程</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S2F5Oez7u22BW5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=8twJ0yu7aR4dMAPD1NEoMw4WEmE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>二：优化Ad Rank和质量得分</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Ad Rank决定<span style="color: black;">宣传</span>的位置，而Ad Rank由质量得分和出价金额决定，<span style="color: black;">咱们</span>能把握的质量得分取决于<span style="color: black;">宣传</span>的质量和<span style="color: black;">关联</span>性。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S2F5OfR3DnT7NS~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914882&x-signature=bGnnOA8G5MbO60nc4fBUNTIkAEM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google 会<span style="color: black;">按照</span><span style="color: black;">宣传</span>的点击率来衡量这些标准，而点击率取决于<span style="color: black;">宣传</span>与搜索者意图的匹配程度，<span style="color: black;">因此</span>我总结要<span style="color: black;">重视</span>以下三个点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键字的<span style="color: black;">关联</span>性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>文案等搜索者的期望匹配程度</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">转</span>网页的用户体验</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">意见</span>将<span style="color: black;">海量</span>的精力用在质量得分的<span style="color: black;">加强</span>上。质量得分越高，花费的投放成本就越低，还能<span style="color: black;">得到</span>更好的展示位置，何乐而不为呢？）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>三：网站HTTPS<span style="color: black;">部署</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">HTTPS其实<span style="color: black;">便是</span>一份加密协议，<span style="color: black;">亦</span><span style="color: black;">叫作</span>为SSL，它的<span style="color: black;">重点</span>功能<span style="color: black;">便是</span><span style="color: black;">能够</span>防止黑客<span style="color: black;">或</span><span style="color: black;">违法</span>技术<span style="color: black;">运用</span>页面<span style="color: black;">转</span>劫持，<span style="color: black;">此刻</span>基本世界上所有的商城网站都会<span style="color: black;">运用</span>，<span style="color: black;">针对</span>线上支付<span style="color: black;">运用</span>SSL<span style="color: black;">能够</span><span style="color: black;">提高</span>极高的安全性。<span style="color: black;">况且</span><span style="color: black;">重点</span>的<span style="color: black;">原由</span><span style="color: black;">便是</span>，谷歌会把<span style="color: black;">无</span>设置HTTPS的网站归类为”不安全站点”，<span style="color: black;">因此</span>当你<span style="color: black;">宣传</span>引入流量的时候，谷歌和火狐浏览器会先提示用户此页面为“非安全页面”<span style="color: black;">是不是</span>需要继续<span style="color: black;">拜访</span>，那就<span style="color: black;">特别有</span>可能<span style="color: black;">提高</span>用户的跳出率了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>四：推广地区定位</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">定位效果是谷歌推广不可<span style="color: black;">忽略</span>的一个环节，<span style="color: black;">区别</span>的<span style="color: black;">制品</span>都有其适合于投放的国家，<span style="color: black;">亦</span>有适合于其年龄的用户购买<span style="color: black;">需要</span>。正是如此，<span style="color: black;">因此</span>定位技巧<span style="color: black;">亦</span>是有着<span style="color: black;">必定</span>的考究，<span style="color: black;">经过</span>数据的解析<span style="color: black;">能够</span>去<span style="color: black;">认识</span><span style="color: black;">区别</span>的<span style="color: black;">制品</span>在谷歌<span style="color: black;">每日</span>11亿搜索量的占比以及分布。找准相应的蓝海市场，再着重的进行投放，是做好谷歌推广的关键所在，<span style="color: black;">况且</span>时区<span style="color: black;">亦</span>会影响着投放的效果，欧美的时区同中国的时区有很大的区别，<span style="color: black;">怎样</span>去营造好一个周期的谷歌推广，定位技巧不可<span style="color: black;">忽略</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>五：匹配类型</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">匹配类型在关键字<span style="color: black;">选取</span>方面为您<span style="color: black;">供给</span>了些许余地，有四种类型您<span style="color: black;">能够</span><span style="color: black;">选取</span> Google <span style="color: black;">是不是</span>要完全匹配搜索<span style="color: black;">查找</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">广泛匹配是默认设置，任意<span style="color: black;">次序</span><span style="color: black;">运用</span>关键字短语中的任何单词都能够相互匹配。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">优化后的广泛匹配可让<span style="color: black;">宣传</span>商<span style="color: black;">经过</span>“ +”<span style="color: black;">暗示</span>关键字，从而锁定关键字中的某些词。匹配类型中将<span style="color: black;">最少</span><span style="color: black;">包括</span>某些锁定必<span style="color: black;">显现</span>的词。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">词组匹配会按准确<span style="color: black;">次序</span>匹配<span style="color: black;">包括</span>关键字组的<span style="color: black;">查找</span>，但可能在其前后<span style="color: black;">包括</span>其他词。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">完全匹配会<span style="color: black;">根据</span>关键字正确<span style="color: black;">次序</span>和内容来进行匹配。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>六：网站打开速度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个可想而知，现代人都非常忙碌，<span style="color: black;">倘若</span><span style="color: black;">运用</span>谷歌引入<span style="color: black;">目的</span>客户流量后，网站打开时间非常之长，<span style="color: black;">那样</span>可能网站还没打开客户就<span style="color: black;">已然</span>离开了，而这个时候点击消费却产生了，这可<span style="color: black;">便是</span>一个<span style="color: black;">劫难</span>性的时刻。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">简单一说，<span style="color: black;">处理</span>外贸站网站打开速度的<span style="color: black;">重点</span><span style="color: black;">原因</span>就几个点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网站的服务器位置，做<span style="color: black;">全世界</span>外贸的话<span style="color: black;">意见</span>购买云服务器，当然<span style="color: black;">倘若</span>网站内容<span style="color: black;">很强</span>的话，需要配置更高的服务器。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网站结构，<span style="color: black;">日前</span>比较流行的<span style="color: black;">便是</span>DIV+CSS框架结构，压缩和优化<span style="color: black;">有些</span>JS、CSS、<span style="color: black;">照片</span>尺寸<span style="color: black;">亦</span><span style="color: black;">能够</span>对网站速度的<span style="color: black;">提高</span>有质的飞跃。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">缓存，<span style="color: black;">重点</span>分2块，一个是浏览器缓存，<span style="color: black;">另一</span>一个则是CDN网络分发，<span style="color: black;">能够</span>缓存的文件有<span style="color: black;">照片</span>、CSS、视频等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>七：域名<span style="color: black;">是不是</span>健康</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">购买一个从未<span style="color: black;">运用</span>过的.com域名基本<span style="color: black;">无</span>问题，<span style="color: black;">然则</span><span style="color: black;">倘若</span>被<span style="color: black;">处罚</span>过的域名，<span style="color: black;">例如</span>之前拿此域名发布过不良内容、黄赌毒内容都是有可能被谷歌<span style="color: black;">处罚</span>降权的，<span style="color: black;">特别有</span>可能谷歌推广不会接纳此域名下的<span style="color: black;">宣传</span>计划，<span style="color: black;">例如</span>域名以前<span style="color: black;">出现</span>过品牌侵权<span style="color: black;">或</span><span style="color: black;">有些</span>违规操作，<span style="color: black;">那样</span>后期在谷歌<span style="color: black;">宣传</span>推广上都会有<span style="color: black;">必定</span>的影响，有可能不被上线等可能<span style="color: black;">原因</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>八：<span style="color: black;">宣传</span>创意</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创意描述方面，巧用<span style="color: black;">有些</span>词汇，搭配<span style="color: black;">关联</span>的<span style="color: black;">制品</span>图文。<span style="color: black;">针对</span>做谷歌推广<span style="color: black;">来讲</span><span style="color: black;">亦</span>是有着举足轻重的地位。设计创意描述<span style="color: black;">亦</span>是牵连着对消费者<span style="color: black;">行径</span>习惯的一种认知。好的创意描述在推广效果中是非常<span style="color: black;">明显</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如芭比娃娃玩具</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A<span style="color: black;">机构</span>：芭比娃娃玩具，好玩又适合<span style="color: black;">孩儿</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B<span style="color: black;">机构</span>：限价出售，让芭比娃娃为你的<span style="color: black;">孩儿</span>增添多一份来自家庭的爱。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">原因</span>九：<span style="color: black;">即时</span>沟通</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌推广上线后，会有<span style="color: black;">海量</span>的<span style="color: black;">精细</span>客户到访你的网站，<span style="color: black;">因此</span><span style="color: black;">做为</span>主人自然要接待客人，而不是空荡荡的页面中留下联系方式<span style="color: black;">或</span>直接邮件联系。<span style="color: black;">因此</span><span style="color: black;">咱们</span>在做谷歌推广的时候，在页面上安装相应的在线沟通工具，<span style="color: black;">能够</span><span style="color: black;">加强</span>用户黏度，让客户从被动转化为主动。<span style="color: black;">即时</span>沟通能带来四两拨千斤的效果，花小钱<span style="color: black;">常常</span>能办大事。客户到访网站，就要<span style="color: black;">即时</span>的安排<span style="color: black;">关联</span>客户人员跟进。<span style="color: black;">认识</span>客户的所需，解答客户的疑问。营销成单的氛围，把握好和<span style="color: black;">认识</span>好客户的<span style="color: black;">爱好</span>以及目的，让客户在服务上就接受了你的<span style="color: black;">机构</span>，再从<span style="color: black;">制品</span>击溃他最后的戒心。最后<span style="color: black;">便是</span>成交的喜悦属于你所做的谷歌推广。</p><span style="color: black;">恰当</span>设置您的Google Ads<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在 Google上设置付费<span style="color: black;">宣传</span>非常<span style="color: black;">方便</span>，<span style="color: black;">倘若</span>您已创建<span style="color: black;">宣传</span>文案或<span style="color: black;">照片</span>，设置过程最多只需10分钟。<span style="color: black;">不外</span>其中有<span style="color: black;">有些</span>小的细节需要<span style="color: black;">咱们</span><span style="color: black;">重视</span>，给<span style="color: black;">大众</span><span style="color: black;">瞧瞧</span>应该<span style="color: black;">怎样</span>设置</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、自动出价与手动出价：在关键字出价方面有两种<span style="color: black;">选取</span>——自动和手动。自动出价是 Google <span style="color: black;">处在</span>主导地位，<span style="color: black;">准许</span>它<span style="color: black;">按照</span>竞争对手<span style="color: black;">调节</span>您的出价。您<span style="color: black;">能够</span>设置最高预算或其他限制，Google 会在限制内产出结果。手动出价<span style="color: black;">能够</span>为<span style="color: black;">宣传</span>和关键字设置出价金额，更有机会减少效果欠佳<span style="color: black;">宣传</span>的支出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、Google Ads与Google Analytics打通：您<span style="color: black;">能够</span>将Analytics 帐户链接到Google Ads，<span style="color: black;">这般</span><span style="color: black;">能够</span>在任何<span style="color: black;">地区</span>查看投放 的数据<span style="color: black;">状况</span>，更方便<span style="color: black;">跟踪</span>和分析。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、将Google Ads与CRM集成：<span style="color: black;">这般</span>一来所有数据会<span style="color: black;">保留</span>在一个<span style="color: black;">能够</span>跟踪、分析的<span style="color: black;">地区</span>。您<span style="color: black;">能够</span>看到<span style="color: black;">那些</span><span style="color: black;">宣传</span>有效，继而采取行动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、设置跟踪转化<span style="color: black;">安装</span>：转化跟踪准确告诉您从<span style="color: black;">宣传</span>系列中<span style="color: black;">得到</span>了多少客户或潜在客户。设置不是强制性的，<span style="color: black;">然则</span><span style="color: black;">无</span>它，想<span style="color: black;">晓得</span><span style="color: black;">宣传</span>的投资<span style="color: black;">报答</span>率只能凭空猜想。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、添加UTM代码：Google<span style="color: black;">运用</span>Urchin跟踪模块（UTM）来跟踪与特定链接<span style="color: black;">关联</span>的用户<span style="color: black;">行径</span>。UTM 代码会告诉您哪个<span style="color: black;">宣传</span>促<span style="color: black;">成为了</span>转化，<span style="color: black;">能够</span>跟踪分析<span style="color: black;">宣传</span>中最有效的部分，让您更<span style="color: black;">容易</span>地优化Google Ads。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6、Google Ads最强出价策略：设置<span style="color: black;">宣传</span>并进行<span style="color: black;">跟踪</span>后，就该<span style="color: black;">起始</span>出价了。虽然出价金额取决于预算和<span style="color: black;">目的</span>，<span style="color: black;">然则</span>在<span style="color: black;">起始</span><span style="color: black;">宣传</span>投放时，您应该<span style="color: black;">认识</span><span style="color: black;">有些</span>策略和出价设置。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7、每次转化<span style="color: black;">花费</span>（CPA）：<span style="color: black;">倘若</span>您觉得花钱转化潜在客户的思路不<span style="color: black;">可靠</span>，<span style="color: black;">亦</span><span style="color: black;">能够</span>设置每次转化<span style="color: black;">花费</span>，仅在用户转化为客户时才付款。<span style="color: black;">这般</span>的出价策略可能会花费<span style="color: black;">更加多</span>，但<span style="color: black;">经过</span>此策略<span style="color: black;">能够</span>证明<span style="color: black;">宣传</span>支出更<span style="color: black;">恰当</span>。</p>Google Ads投放设置小结<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>大<span style="color: black;">都数</span>Google Ads<span style="color: black;">宣传</span>客户而言，只要潜在客户点击了你的<span style="color: black;">宣传</span>，就会用掉<span style="color: black;">有些</span>预算。<span style="color: black;">宣传</span><span style="color: black;">得到</span>的点击次数越多，平均每日预算就会越快用完。<span style="color: black;">宣传</span>系列的<span style="color: black;">宣传</span>投放方式决定了预算以多快的速度<span style="color: black;">运用</span>。<span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>系列受到预算的限制，<span style="color: black;">那样</span><span style="color: black;">宣传</span>投放方式的设置就<span style="color: black;">非常</span>重要，<span style="color: black;">由于</span>这决定着预算多快会花完。<span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>系列不受预算限制，<span style="color: black;">那样</span><span style="color: black;">宣传</span>投放方式的设置貌似就没<span style="color: black;">那样</span>重要，<span style="color: black;">由于</span>你的预算足以<span style="color: black;">保证</span><span style="color: black;">宣传</span>在一整天中都有机会投放。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">源自</span>：Google论坛）</p>以上内容属作者个人观点，不<span style="color: black;">表率</span>雨果网立场！本文经原作者授权转载，转载需经原作者授权同意。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">上雨果网搜索“跨境资料库”,领取欧美/东南亚各国市场商机、各大平台热销品报告、跨境电商营销白皮书！</strong></p>
你的言辞如同繁星闪烁，点亮了我心中的夜空。
页:
[1]