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fny5jt9 发表于 2024-7-30 16:36:43

干货 | 2020年Google宣传投放终极指南

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><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。</strong>
    </p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上周店小匠给<span style="color: black;">大众</span>介绍了 Facebook 和 Instagram 的<span style="color: black;">宣传</span>，本周<span style="color: black;">咱们</span>深扒 Google 这个平台。<span style="color: black;">做为</span><span style="color: black;">宣传</span>投放最重要的平台之一，Google 每日<span style="color: black;">拜访</span>者超过2.46亿，<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％。</p>在指南中，店小匠将带您深入<span style="color: black;">认识</span> Google Ads 以及在 Google 上<span style="color: black;">宣传</span>投放的技巧，<span style="color: black;">经过</span><strong style="color: blue;">初级、中级、高级</strong>三<span style="color: black;">周期</span>手把手教您<span style="color: black;">怎样</span>优化<span style="color: black;">宣传</span>，让<span style="color: black;">宣传</span>投入<span style="color: black;">得到</span>超值<span style="color: black;">报答</span>。
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">什么是Google Ads？</h1>
    <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。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/93f7511d4ee24dd58d093464fccc19a4~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=xSDqFNRKSQ4hD1PpAHcT%2B0pVSSQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Google <span style="color: black;">宣传</span>投放真的必要？</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">店小匠给您三个在 Google 上投放<span style="color: black;">宣传</span>的理由：</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">-Google 是最常用的搜索引擎，<span style="color: black;">每日</span>会接收35亿个搜索<span style="color: black;">查找</span>。而 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。</p>-<span style="color: black;">按照</span> Google 数据，<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。
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">初级知识新体验：Google 词汇科普</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">在正式<span style="color: black;">起始</span>之前，</strong>
    </p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">店小匠给<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><strong style="color: blue;">Ad Rank</strong>-决定您的<span style="color: black;">宣传</span>展示位。AdRank由最高出价乘质量得分确定。
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">投标</strong>-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，有三种出价选项。</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>
    <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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/24d42669ea154693a8e7df7fef410fef~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=egd4Dcsa93VyeWKSJt4k%2F3yB0d4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">宣传</span>类型</strong>-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，有三种类型。</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;"> ○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； ○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;"><strong style="color: blue;">点击率（CTR）</strong>-<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;"><strong style="color: blue;">转换率（CVR）</strong>-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;"><strong style="color: blue;">Google 展示<span style="color: black;">宣传</span>网络</strong>-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;"><strong style="color: blue;">附加信息</strong>-<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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/68f21bc463864539b11bdd1612693d6d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=XIuIJrv%2FmEok6scIyCogwWWaXPA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键词</strong>-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;"><strong style="color: blue;">每次点击付费（PPC）</strong>-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;"><strong style="color: blue;">质量得分（QS）</strong>-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>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">中级小TIPS：尝试反馈要总结</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span>有朋友给店小匠反馈，初步尝试了 Google Ads 但效果不<span style="color: black;">明显</span>，店小匠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;"><strong style="color: blue;">关键字<span style="color: black;">不足</span><span style="color: black;">精细</span></strong>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。店小匠<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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/dd73f4c3275b4137897fe65b711ff329~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=VLs2ZMiUFx0PeoX5JAIXYxP%2BJwE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">广告<span style="color: black;">关联</span>性<span style="color: black;">不足</span>强</strong><span style="color: black;">倘若</span><span style="color: black;">宣传</span>与搜索者的意图不符，那<span style="color: black;">得到</span>的点击数自然不高。标题和<span style="color: black;">宣传</span>文案必须与关键字相匹配，<span style="color: black;">宣传</span>内容必须在<span style="color: black;">处理</span>搜索者在经历的某种诉求。店小匠<span style="color: black;">意见</span>您<span style="color: black;">能够</span>为<span style="color: black;">每一个</span><span style="color: black;">宣传</span>系列制作多个<span style="color: black;">宣传</span>，拆分测试哪种方式效果最好。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">质量得分不高</strong>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;"><strong style="color: blue;">登陆页面体验<span style="color: black;">不良</span></strong><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>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">高级速成干货：Google Ads <span style="color: black;">怎样</span>达到最佳效果？</h1>
    <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，下面店小匠<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>，<span style="color: black;">宣传</span>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：优化Ad Rank 和质量得分</strong>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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/48286dc76e1742ff9614ff15799f7bc7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=ngF7tAM94SGSGjULX7g%2Br59vSCE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <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>店小匠总结要<span style="color: black;">重视</span>以下三个点： ○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 ○<span style="color: black;">转</span>网页的用户体验</p>店小匠<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 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：<span style="color: black;">恰当</span>运用<span style="color: black;">宣传</span>类型</strong><strong style="color: blue;">搜索<span style="color: black;">宣传</span></strong></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<span style="color: black;">表示</span>在 Google 结果页上的文字<span style="color: black;">宣传</span>。搜索<span style="color: black;">宣传</span>让搜索者在 Google <span style="color: black;">查询</span>信息的<span style="color: black;">地区</span>看到<span style="color: black;">宣传</span>，贴合用户习惯，方便查看和点击结果。例如，搜索“pocket squares”将反馈如下：</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/c4d6a95c4c9d4d9495a46c753d7ce819~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=LIi7PnbnGdwwhpg9xPYc5iwNnyI%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <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>还有一个特殊类别——自适应搜索<span style="color: black;">宣传</span>（Responsive Search Ads）。<span style="color: black;">能够</span>输入标题和<span style="color: black;">宣传</span>文案的多个版本，Google 自动匹配到适合的<span style="color: black;">宣传</span>给用户。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Google 展示<span style="color: black;">宣传</span>网络</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google <span style="color: black;">持有</span>一个覆盖各个行业内容的网站，<span style="color: black;">同期</span>它<span style="color: black;">亦</span>有<span style="color: black;">海量</span>受众，它被<span style="color: black;">叫作</span>为Google 展示<span style="color: black;">宣传</span>网络。<span style="color: black;">一般</span>运用<span style="color: black;">照片</span>承载<span style="color: black;">宣传</span>，再将用户的<span style="color: black;">重视</span>力吸引到网页的内容。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c6920bc992ed459a9e6bebd86485f692~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=ixT7iZxTJd4dX6wasa5%2Fdm5c8i4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">视频<span style="color: black;">宣传</span></strong>视频<span style="color: black;">宣传</span>在 YouTube 视频内、视频下方或边栏展示。<span style="color: black;">因为</span>YouTube <span style="color: black;">亦</span>是搜索引擎，<span style="color: black;">因此</span><span style="color: black;">精细</span>的关键字依然重要。</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：<span style="color: black;">选取</span>合适的地理区域</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">首次设置 Google <span style="color: black;">宣传</span>时将<span style="color: black;">选取</span>展示<span style="color: black;">宣传</span>的地理区域。<span style="color: black;">倘若</span>有实体店，店小匠<span style="color: black;">意见</span>您<span style="color: black;">按照</span><span style="color: black;">实质</span>位置<span style="color: black;">选取</span>的<span style="color: black;">恰当</span>范围。<span style="color: black;">倘若</span>您是线上商店，则应设置区域在发货地点<span style="color: black;">周边</span>。</p>地理区域在<span style="color: black;">宣传</span>投放中<span style="color: black;">亦</span>会发挥<span style="color: black;">功效</span>。<span style="color: black;">咱们</span>在A地区<span style="color: black;">供给</span>的服务<span style="color: black;">通常</span>不会被投放到B地区搜索相同服务的人群面前。Google <span style="color: black;">始终</span><span style="color: black;">期盼</span>全程<span style="color: black;">表示</span>与搜索者诉求最<span style="color: black;">关联</span>的内容。
    <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：<span style="color: black;">精细</span>的关键词</strong></p>关键字对<span style="color: black;">宣传</span>投放和自然搜索都很重要，关键字需要尽可能符合搜索者的意图。Google 会<span style="color: black;">按照</span><span style="color: black;">选取</span>的关键字将<span style="color: black;">宣传</span>与搜索<span style="color: black;">查找</span>进行匹配，创建的<span style="color: black;">每一个</span><span style="color: black;">宣传</span>关键字最好是一到五个。
    <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>： ○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。 ○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。 ○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><span style="color: black;">倘若</span>您刚入门，不<span style="color: black;">晓得</span>应该匹配的类型，店小匠<span style="color: black;">意见</span>您<span style="color: black;">能够</span>从广泛匹配转向更<span style="color: black;">精细</span>的类型，测试<span style="color: black;">怎样</span>产生最佳结果。
    <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：标题和说明</strong>您的<span style="color: black;">宣传</span>文案可能<span style="color: black;">促进</span>人们点击您的<span style="color: black;">宣传</span>而不是竞争对手的<span style="color: black;">宣传</span>，<span style="color: black;">因此</span>要<span style="color: black;">重视</span>标题和说明。<span style="color: black;">不外</span>要谨记<span style="color: black;">宣传</span>文案要符合搜索者的意图、与<span style="color: black;">目的</span>关键字保持一致，<span style="color: black;">实质</span>的<span style="color: black;">处理</span>用户的痛点。店小匠举个栗子，</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3444486da4644c88a447ac1c57359438~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=eRz4ZR3QwzhFRpKjaaygsEZLAkk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜索“婴儿游泳课”得出以下结果。内容简洁明了，并在有限的空间内机智地表达了与<span style="color: black;">目的</span>受众的联系。</p>“Swim Revolution”<span style="color: black;">做为</span>关键字放在标题上，<span style="color: black;">因此呢</span>受众能明白这个<span style="color: black;">宣传</span>与正在寻找的内容匹配。而说明内容<span style="color: black;">运用</span>如“技能”，“乐趣”，“<span style="color: black;">自信心</span>”和“在水里舒适”等词进行巩固，证明将从课程中得到想要的东西。
    <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：<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><strong style="color: blue;">附加连接</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7e1d1f0296b44ac19f8539ab706baedc~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=dLHLkN3EEtpRgxy6MKDvcuqpNuw%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">通话扩展</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/fe97914f199f4b659502aea46cd334c1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=22esuY7wp4ExgSI1Q%2BOpHNl5lpM%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">附加<span style="color: black;">位置</span>信息</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8bfe9799020f40af9a60684724d2bd28~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=yAwYbJXGV50w1g8spy%2Bpi6kcLgQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">附加优惠信息</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/0532340c53c0498fbfeefd0f488486b3~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=Jgy8BYJYyREHmpU5u2ncNyW1ink%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">附加应用程序</strong>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>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/934897f14e664c4e865b4302e065f04a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=%2Fgzpnvh6TfT%2B077UHLRR5YBBBtY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">恰当</span>设置您的Google Ads</h1>
    <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。</p><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>，店小匠给<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 Google Ads.
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">与 Google Analytics 打通</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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;"><strong style="color: blue;">添加UTM代码</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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;"><strong style="color: blue;">设置跟踪转化<span style="color: black;">安装</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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;"><strong style="color: blue;">将 Google Ads 与 CRM 集成</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Google Ads 最强出价策略</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。之前店小匠有介绍 Google Ads 中排名取决于您的出价。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><strong style="color: blue;">自动出价与手动出价</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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;"><strong style="color: blue;">竞标品牌搜寻字词</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌词<span style="color: black;">指的是</span>带有您<span style="color: black;">机构</span>名<span style="color: black;">叫作</span>或<span style="color: black;">制品</span>名<span style="color: black;">叫作</span><span style="color: black;">独一</span>标识的词。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于<span style="color: black;">是不是</span>以要用品牌<span style="color: black;">做为</span>关键词来进行出价的争论<span style="color: black;">非常多</span>。<span style="color: black;">有些</span>人认为浪费金钱，另<span style="color: black;">有些</span>人认为这些字词能<span style="color: black;">帮忙</span>触达到<span style="color: black;">更加多</span>更广泛的潜在客户。例如店小匠在<span style="color: black;">科研</span>聊天工具，简单搜索“WeChat”就<span style="color: black;">能够</span>准确找到所寻结果，无需进行滚动操作。</p>您<span style="color: black;">能够</span>结合<span style="color: black;">自己</span><span style="color: black;">思虑</span>，当然<span style="color: black;">亦</span>需要认识到这件事上<span style="color: black;">倘若</span>您不竞标，竞争者可能会竞标，从而占用应属于您的资源。
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">每次转化<span style="color: black;">花费</span>（CPA）</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写在最后</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>以上介绍<span style="color: black;">期盼</span><span style="color: black;">大众</span>活学活用 Google Ads ，店小匠<span style="color: black;">期盼</span>近期干货能<span style="color: black;">帮忙</span><span style="color: black;">大众</span>转化<span style="color: black;">更加多</span>的客户，让<span style="color: black;">更加多</span>消费者看到您的品牌。</p>店小匠愿意在变化莫测的<span style="color: black;">将来</span>和<span style="color: black;">大众</span><span style="color: black;">一块</span>探讨DTC品牌出海的策略和<span style="color: black;">办法</span>，一同进步。添加【店小匠】，回复<strong style="color: blue;">“进群”</strong>，探讨之路即刻启程
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/16949adbc3cb486da0517c5ae121690c~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=9y8lt2CDTwX8sl%2FbKGU95GUvtTQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/802df1a6e831447595b623378f0a5948~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722914903&amp;x-signature=GdU5j9MDvfQ1uIMiCxCBZjArU9c%3D" style="width: 50%; margin-bottom: 20px;"></div>

情迷布拉格 发表于 2024-8-20 23:37:46

外贸网站建设方法 http://www.fok120.com/

听听海 发表于 2024-8-21 23:02:03

“NB”（牛×的缩写，表示叹为观止）‌

查看完整版本: 干货 | 2020年Google宣传投放终极指南