玩转 Google 展示宣传，实现流量再突破
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">非常多</span>跨境卖家反馈，在投放 Google 购物<span style="color: black;">宣传</span>时经常会面临搜索&购物到达<span style="color: black;">必定</span>量之后，很难再有所突破。这是<span style="color: black;">由于</span> Google 关键字的搜索量在一<span style="color: black;">按时</span>间内是有限的，<span style="color: black;">因此呢</span>此类被动展示的<span style="color: black;">宣传</span>投放在达到<span style="color: black;">必定</span>量之后便会难有流量方面的突破。今天 店匠SHOPLAZZA 为<span style="color: black;">大众</span>介绍的 <strong style="color: blue;">Google Display Ads （Google 展示<span style="color: black;">宣传</span>）</strong>将助您化被动为主动，<strong style="color: blue;">实现独立站流量的再<span style="color: black;">提高</span></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;">一：展示<span style="color: black;">宣传</span>概念及其原理</strong></span></p>
<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>（GDN）借助 Google 展示<span style="color: black;">宣传</span>网络<span style="color: black;">，无论用户浏览独立站、向<span style="color: black;">伴侣</span><span style="color: black;">举荐</span> YouTube 视频、查看 Gmail 账户，还是在<span style="color: black;">运用</span>移动设备和应用程序，都<span style="color: black;">能够</span><span style="color: black;">经过</span>定位<span style="color: black;">精细</span>的展示<span style="color: black;">宣传</span>覆盖至用户。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/74952b37f96843d1ac8f5710f16a91ec~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938621&x-signature=3kfCKWK7XsOPbcFWktl%2BkLP9L2A%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">与被动展示的搜索<span style="color: black;">宣传</span><span style="color: black;">区别</span>，购物时搜索关键字的用户脑海中<span style="color: black;">通常</span>都对<span style="color: black;">制品</span>有较<span style="color: black;">知道</span>的<span style="color: black;">需要</span>，<span style="color: black;">她们</span>是为了满足自己的搜索意图而进行关键字搜索。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">GDN 则是<span style="color: black;">经过</span>对<span style="color: black;">制品</span>有<span style="color: black;">知道</span>兴趣的人群进行主动展示，<span style="color: black;">因此呢</span>它<span style="color: black;">能够</span>吸引<span style="color: black;">更加多</span>新用户进入购买转化漏斗。<span style="color: black;">或</span>依托巨大的<span style="color: black;">拜访</span>流量，针对性的<span style="color: black;">加强</span>独立站知名度，<span style="color: black;">亦</span><span style="color: black;">能够</span>针对老用户进行再营销，从而<span style="color: black;">加强</span>转化效果。</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;">二：展示<span style="color: black;">宣传</span>核心</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. <span style="color: black;">照片</span>素材</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展示<span style="color: black;">宣传</span><span style="color: black;">经过</span><span style="color: black;">照片</span>轮播的形式进行展示以吸引潜在用户的<span style="color: black;">重视</span>，从而实现拉新。<span style="color: black;">因此呢</span>高质量的<span style="color: black;">照片</span>素材对展示<span style="color: black;">宣传</span>非常重要。<span style="color: black;">那样</span>高质量的展示<span style="color: black;">宣传</span>素材需要满足<span style="color: black;">那些</span><span style="color: black;">要求</span>呢？</span></p><span style="color: black;"><span style="color: black;">首要</span>便是<strong style="color: blue;">清晰度</strong>，高清的<span style="color: black;">照片</span>能够清晰地展示<span style="color: black;">制品</span>，<span style="color: black;">供给</span>用户良好的观看体验。</span><span style="color: black;">其次是<strong style="color: blue;"><span style="color: black;">照片</span>内容</strong>，<span style="color: black;">照片</span>内容要能够展示<span style="color: black;">制品</span>及其<span style="color: black;">运用</span>场景，让用户清楚地<span style="color: black;">晓得</span><span style="color: black;">制品</span>是什么、用途是什么。</span><span style="color: black;">最后要有多种<strong style="color: blue;"><span style="color: black;">照片</span>尺寸</strong>供<span style="color: black;">区别</span>展示位置<span style="color: black;">运用</span>，如：300*250、160*600、300*600 等。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 定位方式</strong></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;">因为</span> Google 展示<span style="color: black;">宣传</span>借助 </span>Google 展示<span style="color: black;">宣传</span>网络<span style="color: black;"> 覆盖了<span style="color: black;">全世界</span>超过 90% 的<span style="color: black;">宣传</span>用户，<span style="color: black;">因此呢</span><strong style="color: blue;">筛选<span style="color: black;">制品</span>定位群体、<span style="color: black;">精细</span>覆盖<span style="color: black;">目的</span>消费人群</strong>便尤为重要。Google 展示<span style="color: black;">宣传</span>的定位方式有受众定位和内容定位，<span style="color: black;">那样</span><span style="color: black;">怎样</span><span style="color: black;">运用</span>合适的定位方式<span style="color: black;">精细</span>定位人群呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）受众定位</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">受众定位<span style="color: black;">包含</span><strong style="color: blue;">受众特征定位</strong>和<strong style="color: blue;">受众群体定位</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;">受众特征定位</strong><span style="color: black;">包含</span>年龄、性别、育儿<span style="color: black;">情况</span>和家庭收入。<span style="color: black;">宣传</span><span style="color: black;">能够</span>针对<span style="color: black;">制品</span>定位，绘制<span style="color: black;">详细</span>用户画像从而定位<span style="color: black;">宣传</span>展示人群。</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;">受众群体定位</strong><span style="color: black;">包含</span>兴趣<span style="color: black;">类似</span>的受众群体、人生大事受众群体、有<span style="color: black;">详细</span>兴趣（购买意向）的受众群体、类似受众群体、再营销受众群体和自定义受众群体。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/983e2c45bd0d4b0badd8123c80a4958a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938621&x-signature=ZVSFh2TFjs9RXPKPZ1aX7yKLFSg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">兴趣<span style="color: black;">类似</span>的受众群体</strong><span style="color: black;">按照</span>用户在生活方式、<span style="color: black;">兴趣</span>和习惯等方面的整体<span style="color: black;">状况</span>向<span style="color: black;">她们</span>展示<span style="color: black;">宣传</span>。<span style="color: black;">例如</span>美容行业就<span style="color: black;">能够</span>定位到<span style="color: black;">有些</span>爱美人士以及经常<span style="color: black;">光临</span>美容院的人。</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;">人生大事受众群体</strong><span style="color: black;">指的是</span>正面临大学毕业、迁居或结婚等人生大事的用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">店匠SHOPLAZZA <span style="color: black;">意见</span>：<span style="color: black;">针对</span><span style="color: black;">制品</span>有<span style="color: black;">知道</span><span style="color: black;">运用</span>节点和场景的站点<span style="color: black;">能够</span>针对该受众群体划分进行<span style="color: black;">选取</span>。<span style="color: black;">例如</span>：<span style="color: black;">针对</span>婚礼策划行业<span style="color: black;">来讲</span>，可<span style="color: black;">精细</span>定位到即将要结婚的群体。</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;">有<span style="color: black;">详细</span>兴趣（购买意向）的受众群体</strong><span style="color: black;">指的是</span>有购买意向的用户，这类用户正在<span style="color: black;">科研</span><span style="color: black;">各样</span><span style="color: black;">制品</span>并主动<span style="color: black;">思虑</span>购买所<span style="color: black;">供给</span>的<span style="color: black;">制品</span>或服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">店匠SHOPLAZZA <span style="color: black;">意见</span>：<span style="color: black;">运用</span>该类人群进行<span style="color: black;">宣传</span>投放时，<span style="color: black;">能够</span>给出适当优惠来吸引用户做出<span style="color: black;">最后</span>决策。<span style="color: black;">然则</span>有<span style="color: black;">详细</span>兴趣的受众人群受众相对<span style="color: black;">精细</span>，并且 CPC <span style="color: black;">亦</span>会较高。</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;">类似受众群体</strong><span style="color: black;">指的是</span>与商家的独立站<span style="color: black;">拜访</span>者或现有用户兴趣<span style="color: black;">类似</span>的新用户。<span style="color: black;">倘若</span>独立站的用户兴趣是摄影<span style="color: black;">兴趣</span>，那系统就定位到与此兴趣<span style="color: black;">类似</span>的人群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">店匠SHOPLAZZA <span style="color: black;">意见</span>：例如 Google 可能会把<span style="color: black;">爱好</span>运动的人都归在类似受众群体中，<span style="color: black;">因此呢</span>该群体的人群相对比较广泛，需要<span style="color: black;">重视</span>受众的数量并结合其他定位方式<span style="color: black;">一块</span><span style="color: black;">精细</span>定位用户群。</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;">再营销受众群体</strong>是针对之前<span style="color: black;">拜访</span>过独立站的用户，<span style="color: black;">包含</span>未加购用户、加购用户、未结账用户。需要在账户受众群体管理器中先行设置受众<span style="color: black;">目的</span>进行受众收集。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">店匠SHOPLAZZA <span style="color: black;">意见</span>：<span style="color: black;">因为</span>该类群体对站内有高度兴趣或购买意愿，<span style="color: black;">能够</span>对该类群体进行<span style="color: black;">宣传</span>二次投放来回笼<span style="color: black;">精细</span>用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自定义受众群体<span style="color: black;">能够</span><span style="color: black;">经过</span>输入关键字、网址和应用名<span style="color: black;">叫作</span>以确定受众。<span style="color: black;">针对</span>美容行业<span style="color: black;">来讲</span>，自定义受众就<span style="color: black;">能够</span>添加与美容<span style="color: black;">相关</span>的搜索字词、兴趣<span style="color: black;">或</span>购买意向。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家<span style="color: black;">能够</span><span style="color: black;">选取</span>适合<span style="color: black;">制品</span>定位的人群进行针对性的展示<span style="color: black;">宣传</span>投放，<span style="color: black;">按照</span>细分受众人群的身份、兴趣和习惯与<span style="color: black;">制品</span>定位匹配，进行展示<span style="color: black;">宣传</span>投放。<span style="color: black;">倘若</span>独立站<span style="color: black;">已然</span>投放一段时间<span style="color: black;">亦</span><span style="color: black;">能够</span>在受众群体管理器中创建新的细分受众群体，针对已到达站内的用户进行受众细分，从而<span style="color: black;">经过</span><span style="color: black;">精细</span>流量实现拉新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）内容定位</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内容定位<span style="color: black;">包含</span><strong style="color: blue;">关键字、主题和展示位置定位</strong>，是对展示<span style="color: black;">宣传</span>展示在何处进行的抉择。</span></p><span style="color: black;"><strong style="color: blue;">关键字定位</strong><span style="color: black;">重点</span>是<span style="color: black;">举荐</span>与商家的<span style="color: black;">制品</span>或服务<span style="color: black;">关联</span>的字词，以定位到有<span style="color: black;">关联</span>字词的独立站。</span><span style="color: black;"><strong style="color: blue;">主题定位</strong>是将<span style="color: black;">宣传</span>定位到与特定主题<span style="color: black;">关联</span>的独立站页面、应用和视频。</span><span style="color: black;"><strong style="color: blue;">展示位置定位</strong>将<span style="color: black;">宣传</span>定位在商家<span style="color: black;">期盼</span>在其中展示<span style="color: black;">宣传</span>的独立站、视频或应用。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">店匠SHOPLAZZA <span style="color: black;">意见</span>：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 商家<span style="color: black;">能够</span><span style="color: black;">运用</span>单<span style="color: black;">必定</span>位方式进行受众定位，<span style="color: black;">例如</span>只对人群进行定位<span style="color: black;">或</span>只对内容进行定位。这种定位方式简单实用。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">- 商家还<span style="color: black;">能够</span>进行组合定位，即在五种基本定位方式中<span style="color: black;">选取</span>两种进行<span style="color: black;">同期</span>定位，例如：受众群体定位+主题定位，<span style="color: black;">或</span>受众特征定位+关键字定位。组合定位使得流量与<span style="color: black;">制品</span>之间的<span style="color: black;">关联</span>性更强，但<span style="color: black;">亦</span>需要<span style="color: black;">思虑</span>定位后的覆盖人群<span style="color: black;">体积</span><span style="color: black;">是不是</span>合适。</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;">三：<span style="color: black;">怎样</span>制作展示<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制作展示<span style="color: black;">宣传</span>的<span style="color: black;">重点</span><span style="color: black;">过程</span>为：<strong style="color: blue;">新建<span style="color: black;">宣传</span>系列——设置预算和出价——确定定位方式——制作<span style="color: black;">宣传</span>——审核</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展示<span style="color: black;">宣传</span>类型分为自适应展示<span style="color: black;">宣传</span>和<span style="color: black;">照片</span><span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 自适应展示<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;"><span style="color: black;">自适应展示<span style="color: black;">宣传</span>基于<span style="color: black;">设备</span>学习模型，<span style="color: black;">经过</span>历史数据分析<span style="color: black;">宣传</span>的最佳素材组合从而达到<span style="color: black;">宣传</span>效果的最大化。最多可<span style="color: black;">供给</span> 5 个标题、<span style="color: black;">宣传</span>内容描述和徽标，且最多可<span style="color: black;">供给</span> 15 张营销<span style="color: black;">照片</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google 会采用<span style="color: black;">设备</span>学习算法，将这些素材资源组合为在独立站和应用中展示的<span style="color: black;">各样</span>形式，<span style="color: black;">同期</span><span style="color: black;">持续</span>优化以<span style="color: black;">提高</span>效果。Google 组合的<span style="color: black;">宣传</span>可自动<span style="color: black;">调节</span>尺寸、外观和格式，<span style="color: black;">自动</span>组合，几乎<span style="color: black;">能够</span>适应任何可用的<span style="color: black;">宣传</span>空间，最大程度的<span style="color: black;">加强</span><span style="color: black;">宣传</span>覆盖面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. <span style="color: black;">照片</span><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;"><span style="color: black;"><span style="color: black;">能够</span>制作和上传<span style="color: black;">宣传</span>。商家<span style="color: black;">能够</span>采用<span style="color: black;">区别</span>尺寸<span style="color: black;">照片</span>或 HTML5 格式上传<span style="color: black;">宣传</span>，展示<span style="color: black;">宣传</span>可上传GIF、JPG 和 PNG 格式的<span style="color: black;">照片</span>，并且对<span style="color: black;">照片</span>的尺寸和<span style="color: black;">体积</span>有<span style="color: black;">必定</span><span style="color: black;">需求</span>，<span style="color: black;">照片</span>的<span style="color: black;">体积</span><span style="color: black;">不可</span>超过 150KB。<span style="color: black;">照片</span>尺寸如下图所示（<span style="color: black;">意见</span><span style="color: black;">运用</span>尺寸：300*250、160*600、300*600）：</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/cc6c68b782374dbdb96a3dfac6520395~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938621&x-signature=HfcFngOBYu%2BUaYvsV9T%2Fir8fw6A%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上便是 Google 展示<span style="color: black;">宣传</span>制作的全过程，若你正在遇到流量瓶颈期，赶快试试吧！关注 店匠SHOPLAZZA，<span style="color: black;">更加多</span>独立站运营干货<span style="color: black;">连续</span>输出中！</span></p>
这篇文章真的让我受益匪浅，外链发布感谢分享！ 你的见解独到，让我受益匪浅，非常感谢。 感谢楼主的分享！我学到了很多。 交流如星光璀璨，点亮思想夜空。 你的见解真是独到，让我受益匪浅。
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