m5k1umn 发表于 2024-7-30 17:41:07

谷歌宣传: 怎么样加强宣传的质量得分？

<span style="color: black;">今天<span style="color: black;">咱们</span>来<span style="color: black;">认识</span>一下在Google的<span style="color: black;">宣传</span>中，关于</span><span style="color: black;">质量得分中，是<span style="color: black;">怎样</span>计算出来的？</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">管理大师彼得·德鲁克（Peter Drucker）曾说过：“<span style="color: black;">倘若</span><span style="color: black;">没法</span>衡量，就无从改进。”</p>
    </span><span style="color: black;">这一句话，<span style="color: black;">一样</span>的<span style="color: black;">亦</span><span style="color: black;">能够</span>放在<span style="color: black;">咱们</span>做Google<span style="color: black;">宣传</span>上，<span style="color: black;">由于</span><span style="color: black;">宣传</span>的数据，<span style="color: black;">尤其</span>需要精细化运营。</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>为了<span style="color: black;">咱们</span>能取得更好的成绩，很显然，<span style="color: black;">咱们</span>有必要去<span style="color: black;">认识</span>其内在的指标以及它的运算<span style="color: black;">规律</span></p>
    </span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span>今天的内容，<span style="color: black;">咱们</span>会分为以下几点来讲解：</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是质量得分?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">获取质量得分时有<span style="color: black;">那些</span>秘诀呢?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">揭秘 : 质量得分<span style="color: black;">怎样</span>计算?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">三个关键要素</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>改善谷歌关键字的质量得分?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">改善点击率 (CTR)</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">改善着陆页体验 (Landing Page Experience)</p><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">晓得</span>谷歌会为<span style="color: black;">每一个</span>关键字评出质量得分。这些得分，它会影响每次点击<span style="color: black;">花费</span>，以及<span style="color: black;">宣传</span>评级和<span style="color: black;">宣传</span>展示率。</span><span style="color: black;">这将影响你点击付费<span style="color: black;">宣传</span>系列（PPC）的盈利能力!</span><span style="color: black;">尽管谷歌给出了<span style="color: black;">怎样</span>改进质量得分的<span style="color: black;">通常</span>性<span style="color: black;">意见</span>，但从未公开过这些分数是<span style="color: black;">怎样</span>计算出来的。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/44k1ricUO475wXvqKeiakjTib0IGtBSU6rdPjN39IyKzbmhGMupXTzl0eyOhaporkY9J50iaCOsneSnRKdgFkHPOibA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">等等<span style="color: black;">这儿</span>介绍一个工具，<span style="color: black;">便是</span>SEISO</span><span style="color: black;"><span style="color: black;">全世界</span>有超过15000个<span style="color: black;">宣传</span>商的<span style="color: black;">宣传</span>系列利用SEISO来分析，<span style="color: black;">倘若</span><span style="color: black;">大众</span>还没用过的<span style="color: black;">能够</span>去用一用，<span style="color: black;">剧烈</span><span style="color: black;">举荐</span></span><span style="color: black;"><span style="color: black;">位置</span>：</span><span style="color: black;"><strong style="color: blue;">http://b9e.net/mhx0s</strong></span><span style="color: black;">那<span style="color: black;">咱们</span>就<span style="color: black;">起始</span>今天的<span style="color: black;">文案</span>吧~</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span><strong style="color: blue;"><span style="color: black;">什么是质量得分？</span></strong><span style="color: black;">质量得分取决于谷歌对关键字与其<span style="color: black;">宣传</span>及<span style="color: black;">目的</span>页面的质量和<span style="color: black;">关联</span>性的<span style="color: black;">评定</span>。</span><span style="color: black;">质量得分是一个<strong style="color: blue;">1 到 10 的分数&nbsp;</strong>(10 是最高得分)。</span><span style="color: black;"><span style="color: black;">而后</span>谷歌会<span style="color: black;">按照</span>质量得分对特定关键字的点击出价进行价格浮动。</span><span style="color: black;">简而言之, <strong style="color: blue;">质量得分越高, 每次点击<span style="color: black;">花费</span>就会越低。</strong></span><span style="color: black;">为了确定您的<span style="color: black;">宣传</span>在搜索结果页面上的排名，谷歌会<span style="color: black;">检测</span>所有竞争<span style="color: black;">宣传</span>的出价和质量得分，并对它们进行排名。</span><strong style="color: blue;"><span style="color: black;">CPC最高出价 X 质量得分 = <span style="color: black;">宣传</span>排名</span></strong><span style="color: black;">为了改善您在谷歌搜索结果页面上的排名, 您<span style="color: black;">能够</span><span style="color: black;">经过</span>以下两点实现:</span><span style="color: black;">1.<span style="color: black;">增多</span>出价</span><span style="color: black;">2.改善质量得分</span><span style="color: black;">这<span style="color: black;">便是</span><span style="color: black;">为何</span>要<span style="color: black;">加强</span>质量得分的所在，<span style="color: black;">尽可能</span>用最低的CPC<span style="color: black;">得到</span><span style="color: black;">宣传</span>可见度!</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span><strong style="color: blue;"><span style="color: black;">获取质量得分时，有<span style="color: black;">那些</span>秘诀呢？</span></strong><span style="color: black;">正如谷歌官方所给出的那样, 以下三要素便是质量得分的评判指标 :</span><span style="color: black;">1.预计点击率 (CTR)</span><span style="color: black;">2.<span style="color: black;">宣传</span><span style="color: black;">关联</span>性 (Ad Relevance)</span><span style="color: black;">3.着陆页体验 (Landing Page Experience)</span><img src="https://mmbiz.qpic.cn/mmbiz_png/44k1ricUO475wXvqKeiakjTib0IGtBSU6rdPnUnflFqibeGKI9icYIUwyfOBEdHWx5jpspCzs9RuT1BtSePthue0NsQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" 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;"><span style="color: black;">每一个</span>要素会有三个等级 :</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">1.中下</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2.中等</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.中上</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span>所指的是平均值，即此分数相较于<strong style="color: blue;">您的竞争对手们对同一关键字出价的平均值。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每一个</span>指标的权重是多少?</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该权重是固定的还是会取决于其所在垂直行业或页面?</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>组中的关键字<span style="color: black;">是不是</span>存在联系?</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">请<span style="color: black;">重视</span>这是<span style="color: black;">按照</span><span style="color: black;">每一个</span><span style="color: black;">宣传</span>关键字计算的, 无论您的<span style="color: black;">宣传</span>关键字<span style="color: black;">怎样</span>匹配。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">03</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>的质量得分<span style="color: black;">怎样</span>计算？</span></strong><span style="color: black;"><span style="color: black;">第1</span>点就要明白，质量得分是所有指标水平<span style="color: black;">触及</span>的综合分数。&nbsp;</span><span style="color: black;">得分需要您从1<span style="color: black;">起始</span>计算 – <span style="color: black;">便是</span>质量得分的最低值 – <span style="color: black;">而后</span>从<span style="color: black;">这儿</span><span style="color: black;">起始</span>加入其它的质量得分。</span><span style="color: black;">等级相对简单，如下图所示:&nbsp;</span><strong style="color: blue;"><span style="color: black;">指标 /&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">质量得分等级</span></strong><strong style="color: blue;"><span style="color: black;">预计点击率</span></strong><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><strong style="color: blue;"><span style="color: black;">着陆页体验</span></strong><span style="color: black;">中下</span><span style="color: black;">0</span><span style="color: black;">0</span><span style="color: black;">0</span><span style="color: black;">中等</span><span style="color: black;">1,75</span><span style="color: black;">1</span><span style="color: black;">1,75</span><span style="color: black;">中上</span><span style="color: black;">3,5</span><span style="color: black;">2</span><span style="color: black;">3,5</span><span style="color: black;"><span style="color: black;">针对</span>谷歌<span style="color: black;">来讲</span>，这表格似乎太简单了，它以<span style="color: black;">运用</span><span style="color: black;">繁杂</span>模型著<span style="color: black;">叫作</span>。</span><span style="color: black;">两年多来，该模型<span style="color: black;">已然</span>在数千个帐户上进行了测试。</span><span style="color: black;">为了让您更好理解质量得分的计算，我将以一个游戏类帐户进行举例 :</span><strong style="color: blue;"><span style="color: black;">关键字</span></strong><strong style="color: blue;"><span style="color: black;">预计点击率</span></strong><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><strong style="color: blue;"><span style="color: black;">着陆页体验</span></strong><strong style="color: blue;"><span style="color: black;">总值 +1</span></strong><span style="color: black;">Assassins creed Valhalla PS5</span><span style="color: black;">中等</span><span style="color: black;">1,75</span><span style="color: black;">中等</span><span style="color: black;">1</span><span style="color: black;">中下</span><span style="color: black;">0</span><span style="color: black;">4</span><span style="color: black;">(3,75)</span><span style="color: black;">+ Ratchet + clank + ps5</span><span style="color: black;">中上</span><span style="color: black;">3,5</span><span style="color: black;">中下</span><span style="color: black;">0</span><span style="color: black;">中上</span><span style="color: black;">3,5</span><span style="color: black;">8</span><strong style="color: blue;"><span style="color: black;">表格中<span style="color: black;">第1</span>个关键字 Assassins creed Valhalla PS5</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">质量得分的<span style="color: black;">基本</span>值1分</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点击率中等, <span style="color: black;">因此呢</span><span style="color: black;">得到</span> 1,75 分</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">关联</span>性中等，<span style="color: black;">因此呢</span><span style="color: black;">得到</span>1分&nbsp;</span></p><span style="color: black;">总值为 3,75 分 ，四舍五入<span style="color: black;">便是</span>4分。</span><strong style="color: blue;"><span style="color: black;">表格中第二个关键字 + Ratchet + clank + ps5</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">质量得分的<span style="color: black;">基本</span>值仍是用1分</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点击率中上, <span style="color: black;">因此呢</span><span style="color: black;">得到</span> 3,5 分</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">着陆页体验中上, <span style="color: black;">因此呢</span><span style="color: black;">得到</span> 3,5 分</span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span>总值<span style="color: black;">便是</span>8分。</span></strong><span style="color: black;"><span style="color: black;">另外</span>，SEISO <span style="color: black;">已然</span>证明了平均质量得分的分数为6，而不是5。</span><span style="color: black;"><span style="color: black;">因此呢</span><span style="color: black;">咱们</span>推论出标准质量得分的中立数不是5，而是中等分数+1的总和。</span><span style="color: black;">中等关键字的质量得分计算公式为 : 1 + 1,75 + 1 + 1, 75 = 5,5</span><span style="color: black;"><span style="color: black;">因为</span>质量得分等级是按整数<span style="color: black;">表示</span>, <span style="color: black;">因此</span>四舍五入为 6。</span><span style="color: black;"><span style="color: black;">检测</span>所<span style="color: black;">相关</span>键字可能是一个漫长的过程。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">04</span></strong></span><span style="color: black;"><strong style="color: blue;">三个关键要素</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">改善点击率或着陆页体验，比单纯改善<span style="color: black;">宣传</span><span style="color: black;">关联</span>性来<span style="color: black;">加强</span>质量得分，效果好两倍</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>账户的历史纪录<span style="color: black;">亦</span>会对质量得分产生影响的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>您已在某指标上<span style="color: black;">得到</span>了高于平均水平的分数，则进一步改善它<span style="color: black;">无</span>必要且浪费时间。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">05</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>改善谷歌关键词的质量得分？</span></strong><span style="color: black;">请牢记质量得分是谷歌用来标记您的<span style="color: black;">宣传</span>满足用户<span style="color: black;">需要</span>的方式。</span><span style="color: black;">您越能满足潜在客户的<span style="color: black;">需要</span>，<span style="color: black;">她们</span>对谷歌<span style="color: black;">宣传</span>体验的满意度就越高，谷歌对<span style="color: black;">宣传</span>点击收取的<span style="color: black;">花费</span>就会越少。</span><span style="color: black;">这是一个良性循环。</span><span style="color: black;"><span style="color: black;">此刻</span>您<span style="color: black;">晓得</span>应朝哪个方向<span style="color: black;">奋斗</span>了，您<span style="color: black;">能够</span>使用工具来<span style="color: black;">帮忙</span>您进行优化。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/44k1ricUO475wXvqKeiakjTib0IGtBSU6rdbRJchMxLoNIqxccuib6RhIp8ic2IpKtXj0f2NOKibHeQUiczNpnDWriayibw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">06</span></strong></span><strong style="color: blue;"><span style="color: black;">改善点击率（CTR）</span></strong><span style="color: black;"><span style="color: black;">首要</span>，您需要排除<span style="color: black;">哪些</span>浪费了您预算的不<span style="color: black;">关联</span>搜索字词。</span><span style="color: black;"><span style="color: black;">而后</span>，优化您的匹配类型以使关键字更易到达指定受众。</span><span style="color: black;"><span style="color: black;">例如</span>, 关键词 "PS5" 即为广泛<span style="color: black;">目的</span>, 它将在<span style="color: black;">查找</span> "Fix out Playstation 4" 时<span style="color: black;">表示</span><span style="color: black;">宣传</span>。</span><span style="color: black;"><span style="color: black;">另一</span><span style="color: black;">剧烈</span><span style="color: black;">举荐</span><span style="color: black;">大众</span><span style="color: black;">运用</span>UTM tracking code</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/44k1ricUO475wXvqKeiakjTib0IGtBSU6rdAI4IFr6k6UmTnficXqsIKV25DdwPL8c6RvuEks4hb5KN1qLUtNsYo1Q/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>商在<span style="color: black;">运用</span>谷歌分析的时候需要添加<span style="color: black;">有些</span>参数，用于在连接中追加这些参数，以便能够<span style="color: black;">跟踪</span>到<span style="color: black;">每一个</span>用户的<span style="color: black;">源自</span>信息。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这方便<span style="color: black;">咱们</span>对<span style="color: black;">咱们</span>的用户，关键词的<span style="color: black;">跟踪</span>，方便今后<span style="color: black;">咱们</span><span style="color: black;">宣传</span>的改进和<span style="color: black;">加强</span>。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">07</span></strong></span><strong style="color: blue;"><span style="color: black;">改善着陆页（Landing Page Experience）</span></strong><span style="color: black;">移动体验效果和页面加载率是两个要<span style="color: black;">注重</span>的问题。</span><span style="color: black;">另外一个即页面跳出率， 它揭示了主页内容与用户期望值<span style="color: black;">关联</span>性。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">谷歌账户诊断分析报告SEISO ，让您<span style="color: black;">认识</span><span style="color: black;">怎样</span>改善质量得分Quality Score !</span> <span style="color: black;">http://b9e.net/mhxfm</span></strong></span><span style="color: black;"><span style="color: black;">此刻</span>，你<span style="color: black;">晓得</span>谷歌是<span style="color: black;">怎样</span>定义关键字的质量得分了。</span><span style="color: black;">请牢记，改善预计点击率或着陆页体验对质量得分产生的影响是采取其他<span style="color: black;">办法</span>的两倍，<span style="color: black;">因此呢</span>应将其<span style="color: black;">做为</span>头等大事对待。但这<span style="color: black;">亦</span>不总是正确的， 一旦您高于平均水平，不需要浪费时间进行过度优化。</span><strong style="color: blue;"><span style="color: black;">关键<span style="color: black;">过程</span>:&nbsp;</span></strong><span style="color: black;">1.优先<span style="color: black;">思虑</span>点击率和着陆页质量</span><span style="color: black;">2.排除会对您的点击率<span style="color: black;">导致</span><span style="color: black;">有害</span>影响的搜索字词</span><span style="color: black;">3.优化您的 PageSpeed 得分</span><span style="color: black;">4.细化您的<span style="color: black;">宣传</span><span style="color: black;">目的</span></span><span style="color: black;">5.参考SEISO每月给出的个性化优化报告</span><span style="color: black;">JVWEB是SEISO的母<span style="color: black;">机构</span>，今年五月喜获2500万欧元融资，投资方来自Capital Croissance和法国国家投资银行 Bpifrance。资金将用于提速国际化技术创新脚步。</span><span style="color: black;">您的谷歌<span style="color: black;">宣传</span>系列<span style="color: black;">是不是</span>已得到了优化? <span style="color: black;">此刻</span>就来测试谷歌账户免费分析工具SEISO吧, <span style="color: black;">位置</span>：</span><strong style="color: blue;"><span style="color: black;">https://seiso.io/cn</span></strong><span style="color: black;">扫码咨询</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/44k1ricUO475wXvqKeiakjTib0IGtBSU6rdRkJcq4CoBJweLcxYY1ibA6ov1fZfqPe7YbWAfCKUia1dTSVxyZVGN6vg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>




qzmjef 发表于 2024-11-10 12:03:55

我深受你的启发，你的话语是我前进的动力。

b1gc8v 发表于 昨天 14:43

感谢你的精彩评论，为我的思绪打开了新的窗口。
页: [1]
查看完整版本: 谷歌宣传: 怎么样加强宣传的质量得分？