8000字超强长文丨分步拆解谷歌宣传，意见保藏！
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google Ads是谷歌的在线<span style="color: black;">宣传</span>计划，<span style="color: black;">能够</span>用来覆盖新客户和发展业务。好的<span style="color: black;">制品</span>自然会行成口碑效应，然而谷歌<span style="color: black;">宣传</span>能够短、平、快吸睛，快速吸引到客户或买家的<span style="color: black;">重视</span>。</p>
</span><span style="color: black;"><strong style="color: blue;">√ </strong>它<span style="color: black;">揭发</span>量大、覆盖面广：谷歌是<span style="color: black;">全世界</span>最大的搜索引擎，在谷歌上面做<span style="color: black;">宣传</span>，相当于在巨人的肩膀上做营销。</span><span style="color: black;"><strong style="color: blue;">√</strong>只为效果付费，恰当其实地触达<span style="color: black;">目的</span>客户：预算多少，自由<span style="color: black;">掌控</span>，只为潜在客户买单。<span style="color: black;">报答</span><span style="color: black;">能够</span>衡量。</span><span style="color: black;"><strong style="color: blue;">今天，本文着重解析谷歌常用的<span style="color: black;">宣传</span>门类，带你<span style="color: black;">走进</span>谷歌营销。</strong></span><span style="color: black;"><span style="color: black;">首要</span>，<span style="color: black;">大众</span><span style="color: black;">必定</span>要记住Google Ads的登陆网址：<span style="color: black;">https://ads.google.com</span></span><span style="color: black;">开户<span style="color: black;">办法</span>有两种，<strong style="color: blue;">一种是个人直接开通</strong>，自己运营管理。这种比较适合经验丰富、有<span style="color: black;">海量</span>时间用于<span style="color: black;">科研</span>，且<span style="color: black;">准许</span>有<span style="color: black;">必定</span>试错成本的人。准备工作：一个Gmail邮箱（注册），VPN（翻墙），信用卡和网银（支付），<span style="color: black;">而后</span>进行注册。</span><span style="color: black;">另一种是将谷歌<span style="color: black;">宣传</span><strong style="color: blue;">托管给有资质的代理商</strong>，负责安装<span style="color: black;">关联</span>谷歌的工具，分析行业和竞争对手，给出运营策略和技巧，企业<span style="color: black;">能够</span>省心省力还少花冤枉钱。</span><span style="color: black;">顺便提一句，<span style="color: black;">咱们</span><span style="color: black;">供给</span>谷歌学习课程和<span style="color: black;">宣传</span>代运营服务，身为<span style="color: black;">谷歌<span style="color: black;">优秀</span>合作伙伴</span>，<span style="color: black;">能够</span>为<span style="color: black;">大众</span><span style="color: black;">供给</span>13年的专业优化团队支持。</span><span style="color: black;">Google<span style="color: black;">宣传</span>的架构分为<span style="color: black;">宣传</span>账户（Account）→<span style="color: black;">宣传</span>系列（Campaign）→<span style="color: black;">宣传</span>组（Ad Group）→<span style="color: black;">宣传</span>（Ads）和关键词（Keywords）。</span><span style="color: black;">一个<span style="color: black;">宣传</span>账户可设置多个<span style="color: black;">宣传</span>系列，<span style="color: black;">每一个</span><span style="color: black;">宣传</span>系列可设置多个<span style="color: black;">宣传</span>组，<span style="color: black;">每一个</span><span style="color: black;">宣传</span>组可设置多个<span style="color: black;">详细</span>的<span style="color: black;">宣传</span>和关键词。</span><span style="color: black;">接下来步入主题，<span style="color: black;">咱们</span>分别介绍各个<span style="color: black;">宣传</span>类别。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">PART1 </span>搜索<span style="color: black;">宣传</span></span></strong></span><span style="color: black;"><span style="color: black;">搜索<span style="color: black;">宣传</span>分为</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">通常</span>搜索<span style="color: black;">宣传</span></span></strong><span style="color: black;">与</span><strong style="color: blue;"><span style="color: black;">动态搜索<span style="color: black;">宣传</span></span></strong><span style="color: black;">。</span></span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/fuvhfDwwHB3mkcSyEP8pTwRyA6qsDdEuu1sZMj1dSF51ZUFAcZo2ibiaX8olNzJbLpBwfWuttZ0jl4MVKT8M7fHQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">这种<span style="color: black;">宣传</span>产生的链路是<span style="color: black;">这般</span>的</span><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">1. 商家为某关键字投放<span style="color: black;">宣传</span></span><span style="color: black;">2. 用户在谷歌输入关键字 </span><span style="color: black;">3. 搜索关键字和<span style="color: black;">宣传</span>关键字匹配 </span><span style="color: black;">4. <span style="color: black;">宣传</span>被展示</span><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>我是一个<span style="color: black;">LED</span>商家，为</span><span style="color: black;">”</span><span style="color: black;">LED Lights</span><span style="color: black;">”</span><span style="color: black;">这个关键词投放了<span style="color: black;">宣传</span>。</span></span><span style="color: black;"><span style="color: black;">那样</span>，当有一个买家点开<span style="color: black;">Google</span>搜索框，<span style="color: black;">忽然</span>想买些<span style="color: black;">LED</span>灯，于是在搜索框输入了<span style="color: black;">LED Lights</span>这个字样。</span><span style="color: black;">刹那间你们缘分相遇——他的搜索词和你的关键词匹配上了——<span style="color: black;">那样</span>他将能看到这个<span style="color: black;">宣传</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">详细</span>说来，在后台设置<span style="color: black;">这般</span>一支搜索<span style="color: black;">宣传</span>，<span style="color: black;">构成</span>部分<span style="color: black;">包含</span>四个部分。</span></strong></span><span style="color: black;">1. 关键字</span><span style="color: black;"><span style="color: black;">咱们</span>需要定义<span style="color: black;">宣传</span>的关键字，<span style="color: black;">一般</span><span style="color: black;">状况</span>下，是和<span style="color: black;">制品</span><span style="color: black;">关联</span>的业务<span style="color: black;">或</span>服务名<span style="color: black;">叫作</span>。</span><span style="color: black;">2. <span style="color: black;">宣传</span>系列</span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">咱们</span>在投<span style="color: black;">宣传</span>的时候，打算给“美国”投<span style="color: black;">40%</span>的预算；</span><span style="color: black;">又<span style="color: black;">或</span><span style="color: black;">倘若</span><span style="color: black;">咱们</span>的商品品类<span style="color: black;">非常多</span>，想给<span style="color: black;">区别</span><span style="color: black;">归类</span>设置预算，<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">经过</span>来<span style="color: black;">宣传</span>系列来设置。</span><span style="color: black;">3. <span style="color: black;">宣传</span>组</span><span style="color: black;">它<span style="color: black;">能够</span>做出更<span style="color: black;">仔细</span>细分的架构，比方说<span style="color: black;">制品</span>品类有不同的关键词，<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>设置<span style="color: black;">区别</span>的视频、<span style="color: black;">照片</span>、文字等等形式的<span style="color: black;">宣传</span>。</span><span style="color: black;">4. <span style="color: black;">宣传</span></span><span style="color: black;"><span style="color: black;">包含</span><span style="color: black;">宣传</span>描述和附加信息。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">接下<span style="color: black;">来讲</span>说动态<span style="color: black;">宣传</span>。</span></strong></span><span style="color: black;"><span style="color: black;">传统搜索<span style="color: black;">宣传</span>依赖于关键词竞价机制，而动态<span style="color: black;">宣传</span>则是<span style="color: black;">运用</span>网页，<span style="color: black;">或</span>是<span style="color: black;">制品</span>信息<span style="color: black;">product feeds</span>，进行自动抓取和匹配，呈<span style="color: black;">此刻</span>潜在客户的搜索页面，</span><strong style="color: blue;"><span style="color: black;">从视觉表现形式上是跟普通搜索<span style="color: black;">宣传</span>完全一致的</span></strong><span style="color: black;">。</span></span><span style="color: black;"><span style="color: black;">因此</span>，这种<span style="color: black;">宣传</span>形式格外<span style="color: black;">尤其</span>适合多<span style="color: black;">SKU</span>、多网页的电商网站。</span><span style="color: black;">从后台制作方面，<span style="color: black;">因为</span>此种<span style="color: black;">宣传</span>属于谷歌自动抓取网页或<span style="color: black;">制品</span>信息，不需要单独编辑<span style="color: black;">宣传</span>标题，<span style="color: black;">然则</span>详述标题<span style="color: black;">90</span>字仍需编写。</span><span style="color: black;"><span style="color: black;">讲了这么多设置<span style="color: black;">宣传</span>的层面，<span style="color: black;">那样</span>，</span><strong style="color: blue;"><span style="color: black;">投放谷歌搜索<span style="color: black;">宣传</span>，最关键的是什么？是接下来要说的：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">设置关键词。</span></strong></span><span style="color: black;">关键词<span style="color: black;">重点</span><span style="color: black;">包含</span>以下几个概念：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">广泛匹配。</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">广泛匹配是系统为所<span style="color: black;">相关</span>键字指定的默认匹配类型。</span> <span style="color: black;"><span style="color: black;">倘若</span>用户的搜索<span style="color: black;">查找</span>中<span style="color: black;">包括</span>错误拼写、同义词、<span style="color: black;">关联</span>搜索和其他<span style="color: black;">关联</span>变体形式，<span style="color: black;">宣传</span>可能会展示。</span> <span style="color: black;"><span style="color: black;">例如</span>说，<span style="color: black;">倘若</span>关键字是</span></span><span style="color: black;">“<span style="color: black;">LED</span>灯”</span><span style="color: black;">，搜索“购买</span><span style="color: black;"><span style="color: black;">LED</span>灯”</span><span style="color: black;">的用户就可能会看到这条</span><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>。</span> </span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">否定关键字</span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">避免<span style="color: black;">包括</span>相应字词的搜索<span style="color: black;">查找</span>触发您的<span style="color: black;">宣传</span>进行展示。</span> <span style="color: black;"><span style="color: black;">例如</span>说，</span></span><span style="color: black;">有一家</span><span style="color: black;">LED</span><span style="color: black;"><span style="color: black;">机构</span>，不<span style="color: black;">营销</span></span><span style="color: black;">红色<span style="color: black;">LED</span>灯</span><span style="color: black;">，则<span style="color: black;">能够</span>添加一个否定关键字（红色），其中减号<span style="color: black;">暗示</span>否定匹配。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">广泛匹配修饰符</span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">与广泛匹配类似，区别在于广泛匹配修饰符选项仅针对<span style="color: black;">包括</span>以下内容的搜索<span style="color: black;">查找</span>展示<span style="color: black;">宣传</span>：</span> <span style="color: black;">带有加号的字词（</span>+</span><span style="color: black;">LED Lights</span><span style="color: black;">）或其紧密变体形式。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">词组匹配</span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>用户搜索的内容与某词组匹配，<span style="color: black;">或</span>是该词组的紧密变体形式，且其前面或后面还有其他字词，<span style="color: black;">那样</span>就<span style="color: black;">能够</span>触发<span style="color: black;">宣传</span>展示。<span style="color: black;">不外</span>，<span style="color: black;">倘若</span>该词组中间还有其他字词，<span style="color: black;">或</span>词组中的字词<span style="color: black;">次序</span>有任何<span style="color: black;">区别</span>，<span style="color: black;">宣传</span>将不会展示。词组匹配以引号<span style="color: black;">暗示</span>（</span><span style="color: black;">“<span style="color: black;">LED Lights</span>”</span><span style="color: black;">）。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">完全匹配</span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>用户搜索的内容与某个字词完全匹配，<span style="color: black;">或</span>是该确切字词的紧密变体形式，就<span style="color: black;">能够</span>触发<span style="color: black;">宣传</span>展示。紧密变体形式<span style="color: black;">包含</span>与完全匹配关键字<span style="color: black;">拥有</span>相同含义的搜索字词，其中不<span style="color: black;">思虑</span>搜索<span style="color: black;">查找</span>与相应关键字在拼写或语法上的区别</span><span style="color: black;">。 </span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">这儿</span>再<span style="color: black;">举荐</span>一个拓展词工具，关键字规划师：</span><span style="color: black;">https://ads.google.com/aw/keywordplanner/</span></span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/fuvhfDwwHB3mkcSyEP8pTwRyA6qsDdEuMNWJXJXZjyjicQSvam3wHxqKkUZeDKZObNTJWp4fpCHvibp6PuiaS17KQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">好，<span style="color: black;">认识</span>了这些，<span style="color: black;">怎样</span>写出最佳的谷歌搜索<span style="color: black;">宣传</span>呢？</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，<span style="color: black;">必定</span>要<span style="color: black;">明显</span>你的<span style="color: black;">USP</span>。</span></strong></span><span style="color: black;"><span style="color: black;">USP</span>，<span style="color: black;">Your Unique Selling Proposition</span><span style="color: black;">便是</span><span style="color: black;">机构</span>的独特价值主张。其实<span style="color: black;">便是</span><span style="color: black;">机构</span>独特的点，和竞争对手<span style="color: black;">区别</span>的部分。<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">重视</span>标题，与品牌名<span style="color: black;">叫作</span><span style="color: black;">关联</span>，具备高识别度，能够与竞争对手区<span style="color: black;">掰开</span>来，<span style="color: black;">能够</span><span style="color: black;">明显</span>业界评级，<span style="color: black;">提高</span>信任度。</span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;">要<span style="color: black;">提高</span><span style="color: black;">宣传</span>的信任度和说服力。</span></strong></span><span style="color: black;"><span style="color: black;">能够</span>提示获奖信息，<span style="color: black;">提高</span>可信度；<span style="color: black;">增多</span><span style="color: black;">更加多</span>信任<span style="color: black;">原因</span>，例如专业知识；<span style="color: black;">供给</span>重点链接，供用户直接查阅感兴趣的内容；列举<span style="color: black;">机构</span>统计信息，吸引潜在用户，<span style="color: black;">提高</span>品牌影响力。</span><span style="color: black;"><span style="color: black;">3. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">关联</span>文案技巧要<span style="color: black;">重视</span>。</span></strong></span><span style="color: black;">要避免问句，直接从文案上写出答案，避免空泛，要<span style="color: black;">保证</span><span style="color: black;">宣传</span>内容与着陆页匹配。避免<span style="color: black;">运用</span>带有强迫性消费的语句，消费者<span style="color: black;">常常</span>不会为之买单。文案要多从用户<span style="color: black;">方向</span>思考，撰写概念性强的<span style="color: black;">宣传</span>内容。<span style="color: black;">尤其</span>需要<span style="color: black;">重视</span>，你的<span style="color: black;">制品</span>带来的好处正好是客户需要的，就会很大程度上激发起客户的购买欲望。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最后，<span style="color: black;">必定</span>不要忘记查看优化效果并改进。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">PART2 购物<span style="color: black;">宣传</span></span></strong></span><span style="color: black;">谷歌购物<span style="color: black;">宣传</span>，是以<span style="color: black;">制品</span>为<span style="color: black;">基本</span>的一种谷歌<span style="color: black;">宣传</span>系列，<span style="color: black;">宣传</span>展示横跨了<span style="color: black;">Google </span>搜索结果页和购物页，是<span style="color: black;">Google Ads</span>平台的一部分，是专门针<span style="color: black;">针对</span><span style="color: black;">C</span>端零售卖家推出的一种<span style="color: black;">宣传</span>类型，其目的<span style="color: black;">重点</span>是方便消费者对<span style="color: black;">制品</span>进行在线搜索<span style="color: black;">/</span>比较和<span style="color: black;">容易</span>购买。</span><span style="color: black;">在搜索结果中，它<span style="color: black;">重点</span><span style="color: black;">表示</span>为搜索结果页文字<span style="color: black;">宣传</span>上方或侧边带<span style="color: black;">照片</span>的模式。</span><span style="color: black;">但与文字<span style="color: black;">宣传</span><span style="color: black;">区别</span>的是，<span style="color: black;">Google Shopping</span><span style="color: black;">宣传</span>会带有<span style="color: black;">照片</span>、价格和<span style="color: black;">制品</span>描述以及<span style="color: black;">有些</span>附加信息，消费者<span style="color: black;">能够</span>直观地看到<span style="color: black;">制品</span>的<span style="color: black;">重点</span>要素，点击链接就可直接到独立站<span style="color: black;">制品</span>详情页面进行购买，效果会比文字<span style="color: black;">宣传</span>更加立竿见影。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/fuvhfDwwHB3mkcSyEP8pTwRyA6qsDdEuFwWrednxKhpuRJrmUSPM7jfVagqktwn9d8xsSGQz4C5LibuzibicHebHQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">谷歌购物<span style="color: black;">宣传</span>不需要<span style="color: black;">宣传</span>主为<span style="color: black;">宣传</span>撰写<span style="color: black;">宣传</span>语，只需将其<span style="color: black;">关联</span><span style="color: black;">营销</span><span style="color: black;">制品</span>数据（<span style="color: black;">Product Feed</span>）提交到谷歌商家中心后台（<span style="color: black;">GMC</span>），<span style="color: black;">而后</span><span style="color: black;">Google Ads</span>会结合用户的搜索和浏览内容，自动调取<span style="color: black;">GMC</span>里的商品信息来决定<span style="color: black;">宣传</span>的展示方式和展示位置。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">谷歌购物<span style="color: black;">宣传</span>不是<span style="color: black;">经过</span>关键词触发的，而是<span style="color: black;">按照</span>上传到账户里的商品数据做触发的。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">优化技巧有<span style="color: black;">那些</span>呢？让<span style="color: black;">咱们</span>从头梳理一下。</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;">注册<span style="color: black;">Merchant</span>账户</span></strong></span><span style="color: black;">需要用<span style="color: black;">Google Ads</span>相同登录的邮箱进行注册，<span style="color: black;">这般</span>不影响<span style="color: black;">相关</span>。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/fuvhfDwwHB3mkcSyEP8pTwRyA6qsDdEuyXPXsBCBw8O5I17f2IrDwQic2SqsWQ01LUrlUpq7SdNqpvKKALjIib0g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">注册之后，需要完善店铺信息，<span style="color: black;">包含</span>店铺名<span style="color: black;">叫作</span>（会<span style="color: black;">表示</span>在购物<span style="color: black;">宣传</span>上），<span style="color: black;">不可</span>有促销信息<span style="color: black;">或</span>其他违禁信息。</span><span style="color: black;">接下来，要验证网站的所有权；完善商家信息，设置运费和<span style="color: black;">营销</span>税等信息（<span style="color: black;">通常</span>在页面右上角）。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">接下来，做<span style="color: black;">Feed</span>审核。</span></strong></span><span style="color: black;"><span style="color: black;">咱们</span>需要随时监测<span style="color: black;">Merchant Center</span>中<span style="color: black;">制品</span><span style="color: black;">状况</span>。</span><span style="color: black;"><span style="color: black;">仅有</span>在商品<span style="color: black;">起始</span>展示后，<span style="color: black;">宣传</span>系列的结构和出价才会生效，<span style="color: black;">处理</span>了<span style="color: black;">意见</span>的问题，<span style="color: black;">宣传</span>展示次数和可出价机会都会自动<span style="color: black;">增多</span>。</span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">显现</span>黄色提醒，<span style="color: black;">暗示</span>有问题需要必须纠正；<span style="color: black;">倘若</span><span style="color: black;">显现</span>红色提醒，可能<span style="color: black;">导致</span>账户遭停用。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">网站<span style="color: black;">制品</span>价格运费等信息<span style="color: black;">显现</span>变动时，要<span style="color: black;">即时</span>更新</span>Product feed<span style="color: black;">。<span style="color: black;">意见</span>只要商品有更动就做更新</span>, <span style="color: black;">一天一次，若更动小</span></span><span style="color: black;">，</span><span style="color: black;">30<span style="color: black;">天内<span style="color: black;">最少</span>更新一次。</span></span></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;">标题优化。</span></strong></span><span style="color: black;"><span style="color: black;">意见</span>标题列出商品名<span style="color: black;">+</span>品牌<span style="color: black;">+</span>尺寸<span style="color: black;">+</span>尺寸类型<span style="color: black;">+</span>颜色<span style="color: black;">+</span>性别<span style="color: black;">+</span>年龄<span style="color: black;">+</span>样式<span style="color: black;">+</span>材料。排序<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">实质</span><span style="color: black;">状况</span><span style="color: black;">调节</span>，<span style="color: black;">例如</span><span style="color: black;">已然</span>投了一段时间的购物<span style="color: black;">宣传</span>后，当<span style="color: black;">咱们</span><span style="color: black;">发掘</span>有人搜索品牌名，<span style="color: black;">那样</span><span style="color: black;">能够</span>实时优化，把品牌名放前面；<span style="color: black;">例如</span>某种颜色的<span style="color: black;">制品</span><span style="color: black;">作为</span>爆款，<span style="color: black;">咱们</span><span style="color: black;">能够</span>把对应的颜色往前排。</span><span style="color: black;">英文单词不要用太多生僻的。</span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;">描述优化。</span></strong></span><span style="color: black;">描述的核心，是基于<span style="color: black;">制品</span>的核心信息。把描述扩充<span style="color: black;">作为</span><span style="color: black;">150</span>字符<span style="color: black;">上下</span>的通顺段落。<span style="color: black;">能够</span>在描述里适量<span style="color: black;">插进</span>与<span style="color: black;">制品</span><span style="color: black;">关联</span>的主词，词语灵感<span style="color: black;">能够</span>来自于搜索<span style="color: black;">宣传</span>系列字词报告或投放一段时间后的购物<span style="color: black;">宣传</span>搜索字词报告。</span><span style="color: black;"><span style="color: black;">平常</span>的低质量描述<span style="color: black;">包含</span>：和标题一模<span style="color: black;">同样</span>；描述太短；语法错误、太过<span style="color: black;">繁杂</span>；多条描述重复。</span><span style="color: black;"><span style="color: black;">3. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">制品</span>类型优化。</span></strong></span><span style="color: black;"><span style="color: black;">Product type</span><span style="color: black;">制品</span>类型<span style="color: black;">能够</span>利用网站上的一级类目<span style="color: black;">+</span>二级类目进行填充，<span style="color: black;">能够</span>参考<span style="color: black;">Google</span>商品类别<span style="color: black;">运用</span><span style="color: black;">最少</span><span style="color: black;">2-3</span>级深度的商品类别值。</span><span style="color: black;"><span style="color: black;">4. </span><strong style="color: blue;"><span style="color: black;">素材优化。</span></strong></span><span style="color: black;"><span style="color: black;">照片</span>高清，无<span style="color: black;">LOGO</span>；</span><span style="color: black;"><span style="color: black;">能够</span>多<span style="color: black;">方向</span>、多场景展现，<span style="color: black;">表现</span>细节；</span><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">能够</span>采用自然的实物背景，如此优于纯白背景和合成背景。</span><span style="color: black;"><span style="color: black;">5. </span><strong style="color: blue;"><span style="color: black;">其他属性。</span></strong></span><span style="color: black;"><span style="color: black;">剧烈</span><span style="color: black;">意见</span>添加<span style="color: black;">GTIN</span><span style="color: black;">全世界</span>交易品项代码，让内容更加完善；</span><span style="color: black;">结合<span style="color: black;">运用</span><span style="color: black;">Product type</span>和<span style="color: black;">custome lable</span>，<span style="color: black;">制品</span>分组用<span style="color: black;">product type</span>；</span><span style="color: black;"><span style="color: black;">Custom lable</span><span style="color: black;">能够</span>指定<span style="color: black;">区别</span>的颜色、款式、促销、折扣、款型；</span><span style="color: black;"><span style="color: black;">Adult</span>属性<span style="color: black;">指的是</span>商品<span style="color: black;">包括</span>成人内容，不<span style="color: black;">指的是</span><span style="color: black;">制品</span>受众是成人，指年龄段<span style="color: black;">能够</span>用<span style="color: black;">age group</span>。</span><span style="color: black;"><span style="color: black;">6. </span><strong style="color: blue;"><span style="color: black;">账户优化。</span></strong></span><span style="color: black;"><span style="color: black;">首要</span>是出价<span style="color: black;">调节</span>，<span style="color: black;">包含</span><span style="color: black;">product</span>分组、<span style="color: black;">custom table</span>、地理位置和设置（<span style="color: black;">PC/Mobile</span>）；</span><span style="color: black;">其次是关键词，之前在搜索<span style="color: black;">宣传</span>部分<span style="color: black;">说到</span>过；</span><span style="color: black;">最后观察数据指标：<span style="color: black;">宣传</span>展示份额、点击率、浏览时长、跳出率、浏览页数、加购率、付款页面到达率、成交率、成交金额。</span><span style="color: black;">即便<span style="color: black;">重视</span>到了<span style="color: black;">非常多</span>细节，但购物<span style="color: black;">宣传</span>运营者仍会遇到<span style="color: black;">宣传</span>被拒的现象。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">盘点一下购物<span style="color: black;">宣传</span><span style="color: black;">平常</span>被拒<span style="color: black;">原由</span>。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1.</span>仿冒<span style="color: black;">制品</span>。</span></strong></span><span style="color: black;">仿冒大牌<span style="color: black;">LOGO</span><span style="color: black;">或</span>经典款式；未<span style="color: black;">供给</span>经销商文件，<span style="color: black;">营销</span>大牌<span style="color: black;">制品</span>。这种<span style="color: black;">状况</span>不要侥幸，<span style="color: black;">特别有</span>可能不仅赚不了钱，还要付出法律代价。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2.</span>用户安全。</span></strong></span><span style="color: black;">缺少商户重要信息：真实有效的实体<span style="color: black;">位置</span>；联系<span style="color: black;">tel</span>邮箱；缺少退货政策，如退货<span style="color: black;">位置</span>、退货方式、退货<span style="color: black;">花费</span>等。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3.</span>虚假<span style="color: black;">描述</span>。</span></strong></span><span style="color: black;">虚假促销和不真实销量、不真实评论、不真实<span style="color: black;">位置</span>、盗图，<span style="color: black;">运用</span>倒数插件。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4.</span>成人内容。</span></strong></span><span style="color: black;">宣传煽情露骨内容；锁定未成年人<span style="color: black;">/</span>宣传未成年人主题等；<span style="color: black;">倘若</span>宣传成人内容，需在<span style="color: black;">GMC</span>账户层级开启“成人内容”标签。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5.</span>不受支持的购物<span style="color: black;">宣传</span>内容。</span></strong></span><span style="color: black;">武器等危险商品、烟草、仿冒商品等，这些都不受支持。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">接下<span style="color: black;">来讲</span>一下<span style="color: black;">Feed</span>违规，<span style="color: black;">便是</span><span style="color: black;">咱们</span>上传的商品数据会有什么违规。</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">照片</span>违规。</span></strong></span><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">包括</span>水印、边框、宣传性文字，会判定违规。</span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;">价格。</span></strong></span><span style="color: black;">商品和货币不正确，并与着陆页上的价格未保持一致，判定违规。</span><span style="color: black;"><span style="color: black;">3. </span><strong style="color: blue;"><span style="color: black;">库存。</span></strong></span><span style="color: black;"><span style="color: black;">保证</span>库存<span style="color: black;">情况</span>（有货、缺货、预定），与着陆页上的库存不一致的话，就会违规。需要<span style="color: black;">重视</span>，<span style="color: black;">倘若</span>商品的库存<span style="color: black;">情况</span>为预定，则需要在商品数据中<span style="color: black;">运用</span>【发售日期】这一属性。</span><span style="color: black;"><span style="color: black;">4. </span><strong style="color: blue;"><span style="color: black;">运费。</span></strong></span><span style="color: black;"><span style="color: black;">保证</span>运费为最新且准确的数字，如有变化，需要<span style="color: black;">即时</span>更新，否则违规。</span><span style="color: black;"><span style="color: black;">5. </span><strong style="color: blue;"><span style="color: black;">税费。</span></strong></span><span style="color: black;">在<span style="color: black;">Merchant Center</span>中<span style="color: black;">经过</span>账号设置提交所有商品税费信息，如有问题，会违规。</span><span style="color: black;"><span style="color: black;">6. </span><strong style="color: blue;"><span style="color: black;">语言。</span></strong></span><span style="color: black;">着陆页中语言与<span style="color: black;">目的</span>国家、地区的语言保持一致，否则会判定违规。</span><span style="color: black;">接下来，<span style="color: black;">咱们</span>说说展示<span style="color: black;">宣传</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">PART3 展示<span style="color: black;">宣传</span></span></strong></span><span style="color: black;">在<span style="color: black;">咱们</span>浏览某个<span style="color: black;">资讯</span>网站、门户网站的时候，经常看到页面上挂了<span style="color: black;">非常多</span><span style="color: black;">宣传</span>窗口。<span style="color: black;">倘若</span><span style="color: black;">咱们</span>曾经搜索过某些东西，会在其他<span style="color: black;">地区</span>再次看到该<span style="color: black;">制品</span>的<span style="color: black;">宣传</span>。<span style="color: black;">例如</span>，<span style="color: black;">Gmail</span>邮箱里的那种<span style="color: black;">宣传</span>。这<span style="color: black;">便是</span>展示<span style="color: black;">宣传</span>。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/fuvhfDwwHB3mkcSyEP8pTwRyA6qsDdEupicaiaJFkzpsDgRpXh9ibMoGtxdpyAVDTsr4p0nNX5AGIw7ibUdRsIUVMw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">红框圈中的部分，<span style="color: black;">便是</span>一则展示<span style="color: black;">宣传</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">为何</span>要做展示<span style="color: black;">宣传</span>呢？</span></strong></span><span style="color: black;">用户花在互联网上的时间会越来越多，有一项数据<span style="color: black;">显示</span>，用户<span style="color: black;">96%</span>的上网时间，都是在浏览网页、社交<span style="color: black;">媒介</span>等，而不是在主动搜索。还有数据<span style="color: black;">显示</span>，在完成转化之前，消费者<span style="color: black;">广泛</span><span style="color: black;">拜访</span><span style="color: black;">10+</span><span style="color: black;">区别</span>的接触点，<span style="color: black;">90%</span>的用户还会在中间更换平台、设备。</span><span style="color: black;">是搜索<span style="color: black;">宣传</span>的神助攻，它能够刺激用户产生购物欲望，<span style="color: black;">精细</span>定位用户群体，主动出击转化订单。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">详细</span>优化，<span style="color: black;">能够</span>执行“三步走”策略。</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;">防守。细分再营销列表，最大化已有人群价值。</span></strong></span><span style="color: black;"><span style="color: black;">首要</span>，利用账户已有的受众列表，<span style="color: black;">重点</span>投放“标准展示<span style="color: black;">宣传</span><span style="color: black;">/</span>发现<span style="color: black;">宣传</span><span style="color: black;">+</span>再营销”和<span style="color: black;">目的</span>客户匹配；</span><span style="color: black;">细分优化再营销列表，并利用<span style="color: black;">GMC Feed</span>或表格上传尝试动态再营销。</span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;">出击。<span style="color: black;">安身</span>历史搜索数据，<span style="color: black;">恰当</span>规划测试方向。</span></strong></span><span style="color: black;">利用已有的搜索系列或标准购物系列的已转化搜索字词，投放“标准展示<span style="color: black;">宣传</span><span style="color: black;">/</span><span style="color: black;">发掘</span><span style="color: black;">宣传</span><span style="color: black;">+</span>自定义意向”；</span><span style="color: black;"><span style="color: black;">按照</span>商品特性和人群洞察有限投放效果导向受众，如<span style="color: black;">详细</span>兴趣意向、人生大事等。</span><span style="color: black;"><span style="color: black;">3. </span><strong style="color: blue;"><span style="color: black;">拓展。利用类似受众和受众扩展功能，让雪球越滚越大。</span></strong></span><span style="color: black;">利用类似受众和受众扩展功能，对已有受众列表或<span style="color: black;">宣传</span>组进行适当扩展；</span><span style="color: black;">尝试<span style="color: black;">运用</span>智能展示<span style="color: black;">宣传</span>扩展新客。</span><span style="color: black;">展示<span style="color: black;">宣传</span>的参考<span style="color: black;">CTR</span>为：<span style="color: black;">0.1%~0.3%</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从设置层面讲，展示<span style="color: black;">宣传</span>的定位方式有两种：</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;">基于定位内容位置。</span></strong></span><span style="color: black;">这<span style="color: black;">便是</span>利用网络内容，在具备<span style="color: black;">关联</span>性的位置上覆盖受众群体，决定在哪里会看到<span style="color: black;">宣传</span>。</span><span style="color: black;">有三种定位方式：</span><span style="color: black;">关键词：<span style="color: black;">选取</span>与<span style="color: black;">制品</span>或服务<span style="color: black;">关联</span>的字词以定位<span style="color: black;">关联</span>的内容位置；</span><span style="color: black;">主题：定位到与特定主题<span style="color: black;">关联</span>的网页、应用和视频；</span><span style="color: black;">展示位置：<span style="color: black;">运用</span>已知网址定位到<span style="color: black;">详细</span>的展示位置。</span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;">基于定位人的形式。</span></strong></span><span style="color: black;">利用<span style="color: black;">Cookie</span>数据，<span style="color: black;">按照</span>在线<span style="color: black;">行径</span>定位受众群体，决定有谁来看<span style="color: black;">宣传</span>。</span><span style="color: black;">有九种定位方式：</span><span style="color: black;">受众特征：<span style="color: black;">选取</span>年龄、性别、生育<span style="color: black;">情况</span>、家庭收入<span style="color: black;">状况</span>；</span><span style="color: black;">兴趣<span style="color: black;">类似</span>的受众全体：兴趣点；</span><span style="color: black;">自定义的兴趣<span style="color: black;">类似</span>受众群体：<span style="color: black;">运用</span>网址、关键字定位兴趣相同<span style="color: black;">类似</span>受众群体；</span><span style="color: black;">人生大事：正<span style="color: black;">处在</span>人生某些大事<span style="color: black;">周期</span>；</span><span style="color: black;">有<span style="color: black;">详细</span>兴趣的受众群体：对<span style="color: black;">详细</span>的<span style="color: black;">制品</span>或服务类别感兴趣的受众群体；</span><span style="color: black;">自定义的意向受众群体：吸引在<span style="color: black;">Google</span>搜索过某关键词的受众群体；</span><span style="color: black;">类似受众群体：与当前理想受众群体类似的受众群体；</span><span style="color: black;"><span style="color: black;">目的</span>客户匹配：上传<span style="color: black;">CRM</span>列表（<span style="color: black;">包含</span>电子邮件<span style="color: black;">位置</span>、家庭住址、<span style="color: black;">tel</span>等）；</span><span style="color: black;">再营销：吸引与您网站有过互动的用户。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">展示<span style="color: black;">宣传</span>的素材及规则如下：</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">机构</span><span style="color: black;">LOGO</span>和商家名<span style="color: black;">叫作</span></span></strong></span><span style="color: black;"><span style="color: black;">Logo</span>首选居中背景；</span><span style="color: black;"><span style="color: black;">Logo</span>位置居中；</span><span style="color: black;">首选不带文字的<span style="color: black;">logo</span>；</span><span style="color: black;">商家名<span style="color: black;">叫作</span><span style="color: black;">运用</span><span style="color: black;">平常</span>使用的品牌名<span style="color: black;">叫作</span>；</span><span style="color: black;">商家民<span style="color: black;">叫作</span>请勿<span style="color: black;">运用</span>商标和版权符号；</span><span style="color: black;">不要添加不必要的标点符号和大写字母。</span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>标题</span></strong></span><span style="color: black;">不要在标题最后加上标点；</span><span style="color: black;">请勿<span style="color: black;">运用</span>完全相同的文字；</span><span style="color: black;">勿<span style="color: black;">运用</span><span style="color: black;">机构</span>名<span style="color: black;">叫作</span><span style="color: black;">做为</span>短标题；</span><span style="color: black;">长标题可能会脱离描述文字，独立<span style="color: black;">显现</span>，<span style="color: black;">因此</span>要<span style="color: black;">保证</span>其意思完整，<span style="color: black;">能够</span>自成一句。</span><span style="color: black;"><span style="color: black;">3. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>描述</span></strong></span><span style="color: black;">文字内容要对标题起到<span style="color: black;">弥补</span>的<span style="color: black;">功效</span>，尽可能的说明清楚<span style="color: black;">制品</span><span style="color: black;">/</span>服务的卖点和<span style="color: black;">优良</span>。</span><span style="color: black;"><span style="color: black;">4. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">照片</span></span></strong></span><span style="color: black;"><span style="color: black;">运用</span>高质量的<span style="color: black;">照片</span>；</span><span style="color: black;"><span style="color: black;">制品</span><span style="color: black;">/</span>服务应是<span style="color: black;">照片</span>的焦点；</span><span style="color: black;"><span style="color: black;">照片</span>上不要放文字内容；</span><span style="color: black;"><span style="color: black;">照片</span>上不要放<span style="color: black;">logo</span>；</span><span style="color: black;">不要<span style="color: black;">运用</span>拼接<span style="color: black;">照片</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">PART3视频<span style="color: black;">宣传</span></span></strong></span><span style="color: black;">谷歌视频<span style="color: black;">宣传</span>，是<span style="color: black;">经过</span><span style="color: black;">Google Ads</span>将视频<span style="color: black;">宣传</span>投放在<span style="color: black;">YouTube</span>和<span style="color: black;">全部</span>展示<span style="color: black;">宣传</span>网络上。</span><span style="color: black;">据统计，<span style="color: black;">日前</span><span style="color: black;">YouTube </span>面向 <span style="color: black;">70 </span>多个国家或地区开放，<span style="color: black;">供给</span><span style="color: black;">60 </span>种以上的语言，<span style="color: black;">持有</span>约 <span style="color: black;">10 </span>亿用户。<span style="color: black;">同期</span>，<span style="color: black;">Google </span>展示<span style="color: black;">宣传</span>网络<span style="color: black;">包含</span>两百万个网站和应用，覆盖<span style="color: black;">全世界</span><span style="color: black;">90%</span>以上的互联网用户。</span><span style="color: black;"><span style="color: black;">优良</span>还是非常<span style="color: black;">显著</span>的。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span><span style="color: black;">必定</span>要记住：</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">投放视频<span style="color: black;">宣传</span>的视频必须托管在</span>Youtube<span style="color: black;">上。</span></span></strong><span style="color: black;">（<span style="color: black;">亦</span><span style="color: black;">便是</span></span><span style="color: black;"><span style="color: black;">必须把视频上传到</span> YouTube</span><span style="color: black;">上）。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">谷歌视频<span style="color: black;">宣传</span>的格式</span></strong><strong style="color: blue;"><span style="color: black;">有</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5</span>种，<span style="color: black;">重点</span></span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">包含</span>：</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">可跳过的插播<span style="color: black;">宣传</span>（</span>Skippable in-stream ads<span style="color: black;">）</span></span></strong><span style="color: black;"><span style="color: black;">：展示位置：</span>YouTube <span style="color: black;">的观看页面、</span>Google <span style="color: black;">展示<span style="color: black;">宣传</span>网络上的<span style="color: black;">各样</span>网站和应用。可在其他视频播放前、播放中或播放后播放。视频<span style="color: black;">宣传</span>播放</span>5<span style="color: black;">秒钟之后，观看者<span style="color: black;">能够</span><span style="color: black;">选取</span>跳过<span style="color: black;">宣传</span>。</span></span></span><span style="color: black;"><span style="color: black;">这个<span style="color: black;">宣传</span>类型很适用于宣传品牌<span style="color: black;">或</span><span style="color: black;">机构</span>有新品推出需要<span style="color: black;">海量</span><span style="color: black;">揭发</span>。<span style="color: black;">仅有</span>在观看者<span style="color: black;">选取</span>观看或与您的<span style="color: black;">宣传</span>互动时，才需要付费；<span style="color: black;">能够</span>创建再营销列表，可对客户进行<span style="color: black;">宣传</span>跟踪；实时判断<span style="color: black;">那些</span><span style="color: black;">宣传</span>的效果较为理想，</span><span style="color: black;"><span style="color: black;">与标准插播<span style="color: black;">宣传</span>相比，</span>4/5 <span style="color: black;">的观众更<span style="color: black;">爱好</span></span></span><span style="color: black;">这种插播<span style="color: black;">宣传</span>；</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">日前</span>，电商客户用得最多<span style="color: black;">便是</span>这种视频<span style="color: black;">宣传</span></span><span style="color: black;"><span style="color: black;">，<span style="color: black;">能够</span><span style="color: black;">经过</span>在视频<span style="color: black;">宣传</span>中添加醒目的号召性用语</span> (CTA)<span style="color: black;">、标题文字叠加层及片尾画面，<span style="color: black;">帮忙</span></span></span><span style="color: black;">人吸引<span style="color: black;">更加多</span>潜在客户和<span style="color: black;">增多</span>转化次数。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">视频<span style="color: black;">发掘</span><span style="color: black;">宣传</span>（</span>Video discovery ads<span style="color: black;">）</span></span></strong><span style="color: black;"><span style="color: black;">：展示位置：<span style="color: black;">关联</span></span> YouTube <span style="color: black;">视频、</span>YouTube <span style="color: black;">搜索结果、移动版 </span>YouTube <span style="color: black;">首页上的视频<span style="color: black;">发掘</span>位置。由来自视频的一张缩略图和<span style="color: black;">有些</span>文字<span style="color: black;">构成</span>，点击可查看完整视频<span style="color: black;">宣传</span>。</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3.</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">不可跳过的插播<span style="color: black;">宣传</span>（</span>Non-skippable in-stream ads<span style="color: black;">）</span></span></strong><span style="color: black;"><span style="color: black;">：展示位置：</span>YouTube <span style="color: black;">视频、合作伙伴网站上的视频，以及 </span>Google <span style="color: black;">展示<span style="color: black;">宣传</span>网络上的应用。<span style="color: black;">宣传</span><span style="color: black;">能够</span>在其他视频播放前、播放中或播放后播放，时长在 </span>15 <span style="color: black;">秒以内，观看者<span style="color: black;">没法</span>跳过<span style="color: black;">宣传</span>。</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4.</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">外播<span style="color: black;">宣传</span>（</span>Outstream ads<span style="color: black;">）</span></span></strong><span style="color: black;"><span style="color: black;">：专门面向手机和平板电脑的视频<span style="color: black;">宣传</span>，可在</span>Google<span style="color: black;">展示<span style="color: black;">宣传</span>网络中的合作伙伴网站和应用中展示（不<span style="color: black;">包含</span></span>Youtube<span style="color: black;">）。</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5.</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">导视<span style="color: black;">宣传</span>（</span>Bumper ads<span style="color: black;">）</span></span></strong><span style="color: black;"><span style="color: black;">：展示位置：</span>YouTube <span style="color: black;">视频、合作伙伴网站上的视频、</span>Google <span style="color: black;">展示<span style="color: black;">宣传</span>网络上的应用。时长</span>6<span style="color: black;">秒以内，可在其他视频播放前、播放中或播放后播放。观看者<span style="color: black;">没法</span>跳过。</span></span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">与不可跳过的<span style="color: black;">宣传</span><span style="color: black;">同样</span>，导视<span style="color: black;">宣传</span>是按千次展示收费（</span>CPM<span style="color: black;">）</span></span><span style="color: black;">。有人可能会想，</span><span style="color: black;">6<span style="color: black;">秒可能不足以吸引用户的<span style="color: black;">重视</span>力，但事实上恰恰相反，在</span>300<span style="color: black;">个</span>6<span style="color: black;">秒<span style="color: black;">宣传</span>系列中，</span>90%<span style="color: black;">的<span style="color: black;">宣传</span>转化有所<span style="color: black;">提高</span>，<span style="color: black;">倘若</span><span style="color: black;">期盼</span><span style="color: black;">提高</span>自己的品牌知名度，<span style="color: black;">能够</span><span style="color: black;">运用</span>这种<span style="color: black;">宣传</span>，但不<span style="color: black;">意见</span>预算比较有限的<span style="color: black;">宣传</span>主</span></span><span style="color: black;">。</span></span><span style="color: black;"><span style="color: black;">7.</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">Youtube</span>标头<span style="color: black;">宣传</span>（<span style="color: black;">YouTube Masthead ads</span>）：</span></strong><span style="color: black;"><span style="color: black;">在桌面设备、移动设备和电视屏幕上展示在</span> YouTube <span style="color: black;">首页 </span>Feed <span style="color: black;">的顶部。<span style="color: black;">然则</span>只能以预订方式进行投放。</span></span><span style="color: black;">标头<span style="color: black;">宣传</span>适合于<span style="color: black;">期盼</span>在短期内吸引<span style="color: black;">海量</span>受众、<span style="color: black;">加强</span>对新<span style="color: black;">制品</span>或服务的认知度的企业<span style="color: black;">运用</span>，<span style="color: black;">然则</span>这个<span style="color: black;">宣传</span>非常昂贵，并且有<span style="color: black;">必定</span>的花费门槛，<span style="color: black;">亦</span>是采取预约制进行的，<span style="color: black;">因此</span><span style="color: black;">一般</span><span style="color: black;">仅有</span>大型企业在推新<span style="color: black;">制品</span>的时候才会<span style="color: black;">思虑</span>。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">可支持的谷歌视频<span style="color: black;">宣传</span>文件类型：</span></strong></span><span style="color: black;">.MOV<span style="color: black;">、</span>.MPEG4<span style="color: black;">、</span>.MP4<span style="color: black;">、</span>.AVI<span style="color: black;">、</span>.WMV<span style="color: black;">、</span>.MPEGPS<span style="color: black;">、</span>.FLV<span style="color: black;">、</span>3GPP<span style="color: black;">、</span>WebM<span style="color: black;">、</span>DNxHR<span style="color: black;">、</span>ProRes<span style="color: black;">、</span>CineForm<span style="color: black;">、</span>HEVC (h265)</span><span style="color: black;"><span style="color: black;">有的<span style="color: black;">宣传</span>系列，</span><span style="color: black;"><span style="color: black;"><span style="color: black;">需求</span>视频<span style="color: black;">源自</span>必须是与</span>Google Ads<span style="color: black;">帐号<span style="color: black;">相关</span>的频道。<span style="color: black;">另一</span>，两者<span style="color: black;">相关</span>后，<span style="color: black;">能够</span>深入<span style="color: black;">认识</span>观众<span style="color: black;">怎样</span>与视频<span style="color: black;">宣传</span>互动，还<span style="color: black;">能够</span>向互动者开展再营销活动等。</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">以下讲讲关于</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">做</span>YouTube<span style="color: black;"><span style="color: black;">宣传</span>前的素材准备和频道设置<span style="color: black;">意见</span></span></span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">素材准备：</span></strong></span><span style="color: black;"><span style="color: black;">保证</span>最重要的内容出<span style="color: black;">此刻</span>视频的最佳视效范围内，避免重要的文字或<span style="color: black;">制品</span>信息被按钮覆盖；</span><span style="color: black;">在关键的前五秒展示最重要的讯息，提出一个让<span style="color: black;">公众</span>感兴趣的痛点；</span><span style="color: black;"><span style="color: black;">Call To Action<span style="color: black;">按钮，反复提示客户要采取行动</span></span><span style="color: black;">。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">频道设置<span style="color: black;">意见</span>：</span></strong></span><span style="color: black;"><span style="color: black;">1. </span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">创建和优化视频</span>“<span style="color: black;">元数据</span>”<span style="color: black;">，让</span>YouTube<span style="color: black;">的算法自动识别视频的内容</span></span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><span style="color: black;">所说</span>的元数据，<span style="color: black;">便是</span>为观看者<span style="color: black;">供给</span>的<span style="color: black;">有些</span>关于视频的信息，<span style="color: black;">包含</span>视频的标题、描述、标签、类目、字幕。</span><span style="color: black;"><span style="color: black;">当用户在搜索类似视频时，<span style="color: black;">倘若</span>你的视频元数据里<span style="color: black;">供给</span>的信息是正确的，<span style="color: black;">这般</span>就有利于</span>YouTube<span style="color: black;">正确检索你的视频，更<span style="color: black;">精细</span>的匹配到<span style="color: black;">目的</span>用户。</span></span><span style="color: black;"><span style="color: black;">2. </span><strong style="color: blue;"><span style="color: black;">清晰的频道内容设置与板块划分</span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;">为非订阅者设置频道预告片，非订阅者进入频道后会自动播放，激励用户订阅<span style="color: black;">运用</span>高清专业的封面图，树立专业形象等。</span><span style="color: black;"><span style="color: black;">优化视频与播放内容，把同一类型的<span style="color: black;">制品</span>内容归类到同一列表中，利于用户检索</span><span style="color: black;">YouTube<span style="color: black;">视频内容的设置和频道设置类似于网站建设和</span>SEO<span style="color: black;">优化，他的规则<span style="color: black;">亦</span>和</span>Google<span style="color: black;">自然搜索排名优化的规则大同小异，对一个视频元数据的认真设置，是让潜在客户找的你的关键哦</span></span><span style="color: black;">。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最后，做<span style="color: black;">有些</span></span></strong><strong style="color: blue;"><span style="color: black;">YouTube<span style="color: black;">实用工具<span style="color: black;">举荐</span></span></span></strong><strong style="color: blue;"><span style="color: black;">。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">YouTube Video Builder</span></strong></span><span style="color: black;"><span style="color: black;">Video Builder<span style="color: black;">是一款</span>YouTube<span style="color: black;">工具，它简单快速</span></span><span style="color: black;">，<span style="color: black;">能够</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">帮忙</span><span style="color: black;">无</span>视频的客户<span style="color: black;">经过</span>静态素材生成视频。<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">经过</span>素材库中的音乐为<span style="color: black;">照片</span>、文本和</span>logo<span style="color: black;">设置动画。还<span style="color: black;">能够</span><span style="color: black;">按照</span>信息和<span style="color: black;">目的</span>从<span style="color: black;">各样</span>布局中进行<span style="color: black;">选取</span>自定义颜色和字体</span></span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">快速生成简短的</span>YouTube<span style="color: black;">视频（</span>6<span style="color: black;">秒或</span>15<span style="color: black;">秒），</span></span><span style="color: black;"><span style="color: black;">这般</span>，一支简单的宣传视频就<span style="color: black;">能够</span>做好了。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">YouTube Director Mix</span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">经过</span><span style="color: black;">运用</span>这个工具，</span><span style="color: black;"><span style="color: black;">一个视频<span style="color: black;">能够</span>在面对<span style="color: black;">区别</span>的用户时自动<span style="color: black;">调节</span>。同一组视频<span style="color: black;">宣传</span>的创意素材，</span> <span style="color: black;"><span style="color: black;">咱们</span>只需要再<span style="color: black;">供给</span><span style="color: black;">有些</span>元素，例如<span style="color: black;">制品</span>包装图像、背景声效、文案标语、动画轨迹等，就可针对<span style="color: black;">区别</span>的人群替换投放，灵活<span style="color: black;">有效</span>，<span style="color: black;">容易</span>为兴趣迥异的受众群体量身打造<span style="color: black;">区别</span>的个性化导视视频<span style="color: black;">宣传</span>，真正做到了</span></span><span style="color: black;">“千人千面”。这为<span style="color: black;">精细</span>营销<span style="color: black;">供给</span><span style="color: black;">帮忙</span>。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">YouTube mockup tool</span></strong></span><span style="color: black;"><span style="color: black;">这个工具<span style="color: black;">能够</span>预览</span><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>在</span>YouTube</span><span style="color: black;">、全屏、移动或桌面格式下的展示效果，只需上传一个视频，<span style="color: black;">选取</span>预览，并分享<span style="color: black;">宣传</span>样板，<span style="color: black;">就可</span>进行展示或审查。在上传视频<span style="color: black;">或</span><span style="color: black;">宣传</span>前，<span style="color: black;">意见</span><span style="color: black;">大众</span>都<span style="color: black;">运用</span>。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">PART4应用<span style="color: black;">宣传</span></span></strong></span><span style="color: black;"><span style="color: black;"><span style="color: black;">谷歌应用<span style="color: black;">宣传</span>系列（</span>Google APP Campaign<span style="color: black;">）</span></span><span style="color: black;">在跨境电商中适用范围不广，<span style="color: black;">咱们</span>简单介绍一下<span style="color: black;">就可</span>。</span></span><span style="color: black;"><span style="color: black;">它<span style="color: black;">重点</span></span><span style="color: black;"><span style="color: black;">适用于</span>APP<span style="color: black;">和游戏，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>我们在应用发布前</span></span><span style="color: black;">、发布中，以及再营销环节，赢取<span style="color: black;">更加多</span>的下载与付费。</span></span><span style="color: black;">应用<span style="color: black;">宣传</span>的展示位置<span style="color: black;">包含</span>：<span style="color: black;">Google</span>搜索、<span style="color: black;">Google Play</span>、<span style="color: black;">YouTube</span>、<span style="color: black;">Google</span>展示<span style="color: black;">宣传</span>网络、<span style="color: black;">AdMob</span>、<span style="color: black;">Google</span>搜索上的探索和<span style="color: black;">Google</span>展示<span style="color: black;">宣传</span>网络。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">PART5 关于预算及设置</span></strong></span><span style="color: black;">关于谷歌<span style="color: black;">宣传</span>的<span style="color: black;">制品</span><span style="color: black;">运用</span>和预算分配，<span style="color: black;">咱们</span>用三个时期来界定：探索期、增<span style="color: black;">长时间</span>和成熟期。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">亦</span>需要进行<span style="color: black;">恰当</span>的预算设置，<span style="color: black;">从而</span>有<span style="color: black;">恰当</span>的成本预期，<span style="color: black;">意见</span><span style="color: black;">宣传</span>系列的预算设置超过<span style="color: black;">5-10</span>倍的转化成本。</span><span style="color: black;">在谷歌后台的报告中心，<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到十几种报表，涵盖相近的分析及转化跟踪。</span><span style="color: black;">最后，还是要给<span style="color: black;">大众</span>安利，<span style="color: black;">咱们</span><span style="color: black;">持有</span>一支<span style="color: black;">13</span>年经验的谷歌<span style="color: black;">宣传</span>代运营团队，无论在关键字优化还是<span style="color: black;">宣传</span>品类及预算<span style="color: black;">选取</span>，都能给到<span style="color: black;">大众</span>不错的<span style="color: black;">意见</span>。外贸出海任重道远，欢迎联系<span style="color: black;">咱们</span>，<span style="color: black;">或</span>切磋关于谷歌<span style="color: black;">宣传</span>的运营心得！</span>
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