fny5jt9 发表于 2024-7-30 16:52:08

谷歌上怎么样投放宣传？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌<span style="color: black;">宣传</span>算法系统里面自从引入了质量得分权重以后，不管是对投放主还是消费者<span style="color: black;">来讲</span>，用户体验有了<span style="color: black;">加强</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span><span style="color: black;">咱们</span>要明白谷歌<span style="color: black;">宣传</span>排名不是基于你的出价高低来决定的，是基于你的<span style="color: black;">宣传</span>质量得分，这个得分反映了你<span style="color: black;">宣传</span><span style="color: black;">是不是</span>满足了用户的搜索意图，你的出价关键词和文案之间是不是有高度一致性，你的落地页是不是能满足客户的<span style="color: black;">需要</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词质量得分<span style="color: black;">是由于</span>下面三个<span style="color: black;">原因</span>决定的：</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;">CTR</span></strong></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;"><span style="color: black;">宣传</span><span style="color: black;">关联</span>性</span></strong></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;">落地页质量</span></strong></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">为何</span>关键词的质量得分非常重要：</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第1</span>，质量得分决定了你的<span style="color: black;">宣传</span>是不是能够有<span style="color: black;">揭发</span>量，质量得分越高，<span style="color: black;">揭发</span>量越高</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二，你的<span style="color: black;">宣传</span>位置，分数越高，排名越靠前</span>第三，CPC出价成本，分数越高，CPC出价成本越低</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三，你的ads extensions<span style="color: black;">是不是</span>能够被展示，这个extension不要<span style="color: black;">忽略</span>了，<span style="color: black;">非常多</span>客户是<span style="color: black;">经过</span>这个extensions点击的</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第四，质量得分<span style="color: black;">亦</span><span style="color: black;">寓意</span>着你的落地页质量得分，落地页质量越高，得分<span style="color: black;">亦</span>越高，<span style="color: black;">更易</span><span style="color: black;">加强</span>转化率</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">怎样</span><span style="color: black;">加强</span>关键词质量得分</h1>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">一，在后台看下你的质量得分</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">每一个</span><span style="color: black;">宣传</span>组里面，<span style="color: black;">咱们</span>都<span style="color: black;">能够</span>看到<span style="color: black;">每一个</span>关键词的质量得分，从1-10分，<span style="color: black;">按照</span>我以往的投放经验，<span style="color: black;">小于</span>7分的就该<span style="color: black;">检测</span>一下是不是哪里有问题了，<span style="color: black;">同期</span><span style="color: black;">咱们</span><span style="color: black;">亦</span>能<span style="color: black;">检测</span>到落地页的得分，<span style="color: black;">宣传</span>质量等等，参考下我投放的<span style="color: black;">宣传</span>质量得分，转化率和质量得分，<span style="color: black;">宣传</span><span style="color: black;">关联</span>性有着密切的<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/tos-cn-i-qvj2lq49k0/0cfdc378f5e84451a55994d1941bb912~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722915368&amp;x-signature=3GXiYQT1BLhDtN3VDiM%2FYbEwSwY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">二，<span style="color: black;">选取</span><span style="color: black;">关联</span>关键词</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个关键词<span style="color: black;">必定</span>要<span style="color: black;">选取</span><span style="color: black;">精细</span>，不要投放泛流量的词，<span style="color: black;">否则</span>你<span style="color: black;">全部</span>预算烧的<span style="color: black;">火速</span>还没啥效果。<span style="color: black;">宣传</span>组分组<span style="color: black;">能够</span><span style="color: black;">根据</span>Buyer Journey来分，<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">根据</span>你<span style="color: black;">制品</span>的种类来分，<span style="color: black;">然则</span>不要把所有的<span style="color: black;">制品</span>词都放在一个分组里面，乱糟糟的。我学员能够投放高转化的效果<span style="color: black;">亦</span>跟关键词分组<span style="color: black;">精细</span><span style="color: black;">相关</span>，informational的词和decistion的词不要放在一个组里面。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">三，在<span style="color: black;">宣传</span>文案中加入特定关键词，<span style="color: black;">加强</span>点击率</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>的搜索<span style="color: black;">宣传</span>是responsive ads，你<span style="color: black;">能够</span>针对1个<span style="color: black;">宣传</span>设置15个headline，<span style="color: black;">咱们</span>尽可能设置10个<span style="color: black;">上下</span>的headlines，<span style="color: black;">而后</span>谷歌会自动<span style="color: black;">按照</span>用户的<span style="color: black;">爱好</span>给你<span style="color: black;">摆列</span><span style="color: black;">宣传</span>。下面这个截图里面第三个<span style="color: black;">宣传</span>的标题就<span style="color: black;">非常</span>符合用户的搜索意图。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f827a9333ea14a8392c1f3d65c230a7c~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722915368&amp;x-signature=T21Kmj5miTzPsb2LCA5wSY9fYHU%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">四，关键词的分组要得当</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还是那句话，你一个<span style="color: black;">宣传</span>组里面的关键词<span style="color: black;">必定</span>是围绕着一个主题来投放，<span style="color: black;">例如</span>你打算投放natural dog food，<span style="color: black;">那样</span>就不要把cat food放在<span style="color: black;">这儿</span>面，<span style="color: black;">或</span>类似于dog food这种泛词，没啥用。<span style="color: black;">咱们</span>投放<span style="color: black;">宣传</span>要的是ROI，越细分越好。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">五，否定词要排除</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">咱们</span>投放的过程中，<span style="color: black;">必定</span>要<span style="color: black;">即时</span>观察<span style="color: black;">哪些</span>搜索字词，针对不<span style="color: black;">精细</span>的搜索词<span style="color: black;">即时</span>排除，<span style="color: black;">否则</span>你<span style="color: black;">全部</span><span style="color: black;">宣传</span>预算会被这些毫不<span style="color: black;">关联</span>的词浪费掉。否定词的匹配方式<span style="color: black;">尽可能</span><span style="color: black;">运用</span><span style="color: black;">精细</span>匹配，<span style="color: black;">倘若</span>是广泛匹配的话可能有效关键词<span style="color: black;">亦</span>会被误认为否定词得不到展示。还有你否定词是添加到你的当前<span style="color: black;">宣传</span>组里面，<span style="color: black;">倘若</span>是适用到<span style="color: black;">全部</span>系列，可能其他<span style="color: black;">宣传</span>组的关键词<span style="color: black;">亦</span>会被否定掉。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">六，<span style="color: black;">加强</span>点击率</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最能<span style="color: black;">加强</span>关键词质量得分的是点击率，<span style="color: black;">由于</span>用户看了你的<span style="color: black;">宣传</span>都不点击，说明你的关键词肯定有问题。<span style="color: black;">运用</span>responsive search ads，这种<span style="color: black;">宣传</span>形式<span style="color: black;">能够</span><span style="color: black;">加强</span>你的<span style="color: black;">宣传</span>点击率。<span style="color: black;">宣传</span>中加<span style="color: black;">有些</span>吸引人的号召，<span style="color: black;">例如</span>Freeshipping，Next Day Delivery，Return Policy之类的词。CTA的词，Buy Now,Order Now,Get A Quote等等。设置<span style="color: black;">有些</span>extensions，<span style="color: black;">增多</span>你的<span style="color: black;">宣传</span>点击率，这个extensions确实非常管用。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/94b0b4f720984c818199a44dd1f9c871~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722915368&amp;x-signature=nEKVBXyUC4ZJ%2FUUVeLgN9IF9P04%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">七，<span style="color: black;">加强</span>落地页质量</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页是<span style="color: black;">咱们</span><span style="color: black;">宣传</span>投放的终点站，<span style="color: black;">最后</span>流量要落在这上面，<span style="color: black;">因此</span>落地页就非常重要。<span style="color: black;">然则</span><span style="color: black;">非常多</span>人的<span style="color: black;">宣传</span>点击率高，<span style="color: black;">然则</span>到了落地页质量就不高，停留时间短，跳出率<span style="color: black;">亦</span>高。有个落地页的误区<span style="color: black;">便是</span>所有的流量都指向首页，针对<span style="color: black;">有些</span>泛流量的词<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">这般</span>，<span style="color: black;">然则</span><span style="color: black;">有些</span><span style="color: black;">制品</span>词<span style="color: black;">咱们</span>最好引到<span style="color: black;">制品</span>详情页上面。B2B的落地页没什么太大的难度，最<span style="color: black;">重点</span>的是<span style="color: black;">必定</span>别忘了加Inquiry Button<span style="color: black;">或</span>是Inquiry Form。B2C的优点<span style="color: black;">繁杂</span>，影响的变量太多了，价格，<span style="color: black;">评估</span>，退换货政策，交付，<span style="color: black;">制品</span><span style="color: black;">照片</span>都会影响你的加购率和转化率。当用户来到你的落地页的时候，你的Headline<span style="color: black;">必定</span>要非常醒目，让客户<span style="color: black;">第1</span>时间<span style="color: black;">晓得</span>来对<span style="color: black;">地区</span>了。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">便是</span>几种<span style="color: black;">加强</span>你关键词质量得分的<span style="color: black;">办法</span>，记住质量得分非常重要，当质量得分<span style="color: black;">小于</span>7分的时候，赶紧<span style="color: black;">检测</span>下是哪里有问题。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上内容属作者个人观点，转载需经作者授权同意。</span></p>




流星的美 发表于 2024-9-24 16:48:39

你的言辞如同繁星闪烁，点亮了我心中的夜空。

b1gc8v 发表于 2024-10-30 06:41:34

你的话语如春风拂面，让我感到无比温暖。
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