独立站篇--Google宣传怎么样设置和投放?
<img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3sgdialGMvN6w9esYfMMfgwL4EibbwdUjHicWQP8gG4YYEzhvpd06XWGzg/640?wx_fmt=gif&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;">Google<span style="color: black;">宣传</span>是<span style="color: black;">全世界</span>最大的<span style="color: black;">宣传</span>平台之一,<span style="color: black;">能够</span><span style="color: black;">帮忙</span>您在Google搜索结果页、YouTube视频、Google展示联盟网站以及其他合作伙伴网站上展示您的<span style="color: black;">宣传</span>,触达<span style="color: black;">目的</span>受众并实现您的营销<span style="color: black;">目的</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">01</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是谷歌Ads<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;"><strong style="color: blue;">GoogleAds是一种<span style="color: black;">经过</span><span style="color: black;">运用</span>Google关键字<span style="color: black;">宣传</span>或Google遍布<span style="color: black;">全世界</span>的内容联盟网络来进行推广的付费网络推广方式,Goolge会<span style="color: black;">按照</span>用户点击<span style="color: black;">宣传</span>的次数或<span style="color: black;">宣传</span>展示次数向<span style="color: black;">宣传</span>主收取相应<span style="color: black;">花费</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌Ads的<span style="color: black;">宣传</span>,能够覆盖的范围非常广,除了谷歌自己的搜索结果,还<span style="color: black;">能够</span><span style="color: black;">选取</span>展示在<span style="color: black;">供给</span><span style="color: black;">宣传</span>位的各类网站中,这些网站会从谷歌那里分润到<span style="color: black;">宣传</span>费。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你用Google搜索关键词,如3d printer,经常<span style="color: black;">能够</span><span style="color: black;">发掘</span>下图<span style="color: black;">这般</span>开头带了“Ad”标志的条目,这类信息<span style="color: black;">便是</span>做了Ads竞价推广。搜索结果页面中的Ads<span style="color: black;">宣传</span>位,<span style="color: black;">通常</span>在页面的最上方和最下方区域。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3ESKpV1HyWPVyhgJVINNYHmOPDlMb6sicwqKUHw4MfKiaEqxOcp6Qw9Ug/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">02</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">谷歌搜索<span style="color: black;">宣传</span>创建流程</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">创建Google Ads账户</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>步是<strong style="color: blue;">用Google AdWords创建一个账户</strong>。<span style="color: black;">全部</span>过程就像创建自己的电子邮件帐户<span style="color: black;">同样</span>简单。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你需要输入账单<span style="color: black;">位置</span>、时区和货币。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3RWpNM1Lib1De5FNoflsWleTE7XLsHsjLhUNXVuBysWcwvmdaNYkrVpQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3tQFHYSFiaJLEjePm7aRPiaSVbMmI1eREnaicVLFuJDgrMJu0iammLuEiaaA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3O4dic2LQKDbetlPepIPUC78k9BibS9QKeicvaianAqL7YvpZFf4GYkaxYw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;">在<span style="color: black;">选取</span><span style="color: black;">宣传</span>系列<span style="color: black;">目的</span>之前,请切换到“Expert”(专家)模式,千万不要选新手模式,正确的模式就如下:</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm37QhsicrxJfuKTEFEXrjU5jNGgAia4Xu9mNLh1xpa2V55hHBgibiaTb2R2g/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">2</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">确定你的<span style="color: black;">宣传</span>系列<span style="color: black;">目的</span></strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当你在任何平台上<span style="color: black;">起始</span>投放新的在线<span style="color: black;">宣传</span>系列时,都需要确切地<span style="color: black;">晓得</span>要实现的<span style="color: black;">目的</span>。<strong style="color: blue;">当你的心中有一个<span style="color: black;">知道</span>的<span style="color: black;">目的</span>时,<span style="color: black;">宣传</span>创作的过程就会更顺利。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google Adwords为用户<span style="color: black;">供给</span>了多种在线<span style="color: black;">宣传</span><span style="color: black;">选取</span>:</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>、展示<span style="color: black;">宣传</span>、购物<span style="color: black;">宣传</span>、视频<span style="color: black;">宣传</span>和应用程序<span style="color: black;">宣传</span>。你<span style="color: black;">能够</span><span style="color: black;">运用</span><span style="color: black;">区别</span>类型的<span style="color: black;">宣传</span>实现<span style="color: black;">区别</span>的<span style="color: black;">目的</span>,<span style="color: black;">这儿</span><span style="color: black;">咱们</span><span style="color: black;">重点</span>讲搜索<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">选取</span>你的<span style="color: black;">宣传</span>系列类型</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span><span style="color: black;">选取</span><span style="color: black;">第1</span>个搜索<span style="color: black;">宣传</span>,<strong style="color: blue;">它<span style="color: black;">重点</span>展示在谷歌搜索引擎的结果中,</strong><span style="color: black;">一般</span>会在搜索结果的左上角有一个"Sponsored"标志</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3ObBAyfnz4RY83JVC7zOyNK0239S3L36zxliaBa89TSRcZWEQuYWJqvQ/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3AdzUHIqrlcFw1Vupl5cCRS23A9RqX9yjGmAWsJx7g6A241L1zOiayhQ/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">4</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">选取</span>Google<span style="color: black;">宣传</span>投放<span style="color: black;">目的</span>位置</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在Google上投放<span style="color: black;">宣传</span>的下一步是<span style="color: black;">选取</span><span style="color: black;">宣传</span>的位置。<strong style="color: blue;"><span style="color: black;">经过</span><span style="color: black;">选取</span>特定的位置,你<span style="color: black;">能够</span>更好地定位<span style="color: black;">宣传</span>,并<span style="color: black;">得到</span>高质量的潜在客户。</strong>默认<span style="color: black;">状况</span>下,Google AdWords会<span style="color: black;">按照</span>用户可能看到的位置向<span style="color: black;">她们</span>展示<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google可<span style="color: black;">选取</span>的投放<span style="color: black;">目的</span><span style="color: black;">包含</span>:<span style="color: black;">营销</span>(吸引用户购买),潜在客户(吸引用户转化),网站流量,<span style="color: black;">制品</span>和品牌钟意度,品牌认知度和覆盖面以及应用宣传等。<span style="color: black;">而后</span>设定<span style="color: black;">选择</span><span style="color: black;">目的</span>,<span style="color: black;">选择</span><span style="color: black;">目的</span>这点<span style="color: black;">亦</span>常常被<span style="color: black;">非常多</span>人忽略。<span style="color: black;">每一个</span>人<span style="color: black;">运用</span><span style="color: black;">宣传</span>的<span style="color: black;">目的</span>的都不<span style="color: black;">同样</span>,有些是要<span style="color: black;">加强</span>网站流量、<span style="color: black;">揭发</span>,有些是要<span style="color: black;">增多</span>来电次数、app下载量等,<span style="color: black;">因此呢</span>请依据你的<span style="color: black;">目的</span>来<span style="color: black;">选择</span>。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3rwvVuqppHmMUW2hgGwfWjAW0Jl3XBouCo47soPmvLObb5qZCQGOUzw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">5</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">选取</span><span style="color: black;">目的</span>语言及受众群体</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">语言<span style="color: black;">选取</span>你<span style="color: black;">目的</span>国家<span style="color: black;">运用</span>的语言,</strong><span style="color: black;">倘若</span><span style="color: black;">无</span><span style="color: black;">知道</span>的<span style="color: black;">目的</span>语言,便<span style="color: black;">选取</span>“所有语言”。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm38iaL2w94Ijswu1U8XOE0CJMFShBLLVxlp4pSndvnwT3PMZLYzVITGgw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">您<span style="color: black;">能够</span><span style="color: black;">按照</span>您的<span style="color: black;">目的</span>受众的兴趣、人口统计信息和其他<span style="color: black;">原因</span>来<span style="color: black;">选取</span><span style="color: black;">目的</span>受众。</strong>这<span style="color: black;">能够</span><span style="color: black;">帮忙</span>您<span style="color: black;">保证</span>您的<span style="color: black;">宣传</span>展示给最有可能对您的<span style="color: black;">制品</span>或服务感兴趣的人。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3Jm4E562egnVMXYXh5dqAByPsR7sWelDO8ezGDEQnuDtyNeP6tDvLXQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">6</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">设置<span style="color: black;">宣传</span>投放预算</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">选取</span>最适合您的业务的选项以及您<span style="color: black;">期盼</span>达到的效果。</strong>您<span style="color: black;">能够</span>随时进行更新。<span style="color: black;">这儿</span>随意先<span style="color: black;">选取</span>一个,底下<span style="color: black;">能够</span><span style="color: black;">选取</span>币种,<span style="color: black;">亦</span>可以自定义金额:</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3qIrDcicQicV15QWGzPRR5jb5cS0VicF9xgggSqf29Up51M9icpBwH9k5mA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">7</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">选取</span>谷歌<span style="color: black;">宣传</span>附加信息</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">设定预算后,你还需要继续<span style="color: black;">选取</span><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;"><span style="color: black;">宣传</span>附加信息是随<span style="color: black;">宣传</span>出<span style="color: black;">此刻</span>谷歌搜索结果页面中的信息,其<strong style="color: blue;">目的是<span style="color: black;">加强</span><span style="color: black;">宣传</span>文案的有效性。</strong>这些附加信息<span style="color: black;">能够</span>为你的用户<span style="color: black;">供给</span><span style="color: black;">更加多</span>的信息,<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">加强</span><span style="color: black;">宣传</span>的点击率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用</span>附加信息还有<span style="color: black;">非常多</span>额外的好处。例如,它使你<span style="color: black;">能够</span>衡量特定链接上的点击。<span style="color: black;">或</span>,你<span style="color: black;">能够</span>为用户可能<span style="color: black;">错失</span>的页面运行短期的在线<span style="color: black;">宣传</span>系列。你<span style="color: black;">能够</span><span style="color: black;">运用</span>附件信息以<span style="color: black;">加强</span>品牌知名度并<span style="color: black;">得到</span><span style="color: black;">更加多</span>的潜在客户。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3aZZqtrLIQZmxkWj3CTGg7kZsKT5FFwBBN1pPLiaItV7J7fKviciboCuQQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">8</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">设置关键字主题</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">知道</span>关键字主题后,当用户在 Google 上搜索的内容与这些主题匹配时,您的<span style="color: black;">宣传</span>就<span style="color: black;">能够</span>展示。</strong>请输入您<span style="color: black;">供给</span>的<span style="color: black;">制品</span>和服务,<span style="color: black;">咱们</span>将在用户搜索<span style="color: black;">关联</span>内容时展示您的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>,输入自己的产品关键词,<span style="color: black;">精细</span>的关键词很重要,<span style="color: black;">非常多</span>看似流量大的关键词,耗钱多、烧钱快、转化率低,想想用户搜索什么关键词是为了<span style="color: black;">发掘</span>你这类供应商:</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3Y5aQiaZAY8qWhhFXVc66cxufTPAyas7VibxTsoJ5qdAJtbW1sw598SXw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;">9</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">建好谷歌<span style="color: black;">宣传</span>着陆页</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">倘若</span>你的<span style="color: black;">目的</span>是吸引流量或吸引潜在客户,则应该提前准备一个<span style="color: black;">靠谱</span>的着陆页。</strong><span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>将潜在客户重定向到首页,则<span style="color: black;">她们</span>可能<span style="color: black;">没法</span>找出要<span style="color: black;">查询</span>的内容。定制的着陆页面可以缩短<span style="color: black;">营销</span><span style="color: black;">途径</span>,并<span style="color: black;">得到</span>更快的结果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span>,着陆页面将<span style="color: black;">准许</span>你自定义号召性用语 (CTA:call-to-action)。<span style="color: black;">倘若</span>你的<span style="color: black;">目的</span>PPC<span style="color: black;">宣传</span>系列的<span style="color: black;">目的</span>是<span style="color: black;">哪些</span>想买新车的人,你<span style="color: black;">能够</span><span style="color: black;">这般</span>自定义CTA:“Get This Car”。当<span style="color: black;">触及</span>到着陆页面和CTA时,你需要进行A/B测试以找出适合你的<span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">10</strong></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">制作谷歌<span style="color: black;">宣传</span>文案</strong></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">重点说明您<span style="color: black;">供给</span>的<span style="color: black;">制品</span>和服务,以及贵商家的独特之处。</strong><span style="color: black;">这儿</span><span style="color: black;">根据</span>提示,填写<span style="color: black;">宣传</span>标题、<span style="color: black;">宣传</span>描述:</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/bMrGfibYjf9iaEC5YficteSytE1EWC2wqm3EEQhvI0qKfYJXMaVsIjS9DWlUasJM6IaNBKKiagOuI03yutnXtZqOlw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&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;">以上<span style="color: black;">便是</span>谷歌投放<span style="color: black;">宣传</span>的全过程,需要<span style="color: black;">重视</span>的是在谷歌上<span style="color: black;">起步</span><span style="color: black;">宣传</span>系列之后,你应该<span style="color: black;">起始</span>对其进行监控。<span style="color: black;">检测</span>你的质量分数,并采取<span style="color: black;">办法</span>以<span style="color: black;">保证</span>其得到<span style="color: black;">加强</span>。</p>
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