靠卖宣传年赚1500亿美元，谷歌帝国怎么样生财有道？
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说到Alphabet，<span style="color: black;">大众</span>可能会略显陌生，但<span style="color: black;">说到</span>大名鼎鼎的谷歌（Google），那几乎就无人不知无人不晓了。</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;"><span style="color: black;">实质</span>上，Alphabet创建于2015年，是谷歌的控股<span style="color: black;">机构</span>，其所有的收入和利润几乎都<span style="color: black;">是由于</span>谷歌创造的。而截止到今年5月份，Alphabet的市值<span style="color: black;">已然</span>超过</span><strong style="color: blue;"><span style="color: black;">1.5万亿美元</span></strong><span style="color: black;">，使其<span style="color: black;">作为</span>世界上最有价值的上市<span style="color: black;">机构</span>之一。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>一家诞生于硅谷的<span style="color: black;">机构</span>，谷歌无时无刻不在标榜自己的</span><strong style="color: blue;"><span style="color: black;">“科技”</span></strong><span style="color: black;">属性，并在许多影响深远的技术<span style="color: black;">行业</span>进行投资，最典型的<span style="color: black;">便是</span>互联网搜索引擎、智能手机、人工智能、自动驾驶汽车和医疗技术。</span></span></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;"><span style="color: black;">但略显讽刺的是，时<span style="color: black;">迄今</span>日，这些前瞻性的技术投资还<span style="color: black;">没法</span><span style="color: black;">马上</span>为谷歌<span style="color: black;">机构</span>带来巨量的财务<span style="color: black;">报答</span>，<span style="color: black;">因此</span>谷歌的<span style="color: black;">重点</span>营收<span style="color: black;">源自</span>还是依靠看起来<span style="color: black;">非常</span>“传统”的在线<span style="color: black;">宣传</span>业务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Alphabet<span style="color: black;">机构</span>2020年的年度报告<span style="color: black;">表示</span>，该<span style="color: black;">机构</span>当年共创造了近</span><strong style="color: blue;"><span style="color: black;">1,830亿美元</span></strong><span style="color: black;">的收入，其中超过</span><strong style="color: blue;"><span style="color: black;">80%（1,470亿美元）</span></strong><span style="color: black;">都是来自谷歌的<span style="color: black;">宣传</span>业务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">按照</span>eMarketer的数据，谷歌十<span style="color: black;">数年</span>来<span style="color: black;">始终</span>是在线<span style="color: black;">宣传</span>的市场领导者，预计2021年将占据<span style="color: black;">全世界</span>数字<span style="color: black;">宣传</span>支出的近</span><strong style="color: blue;"><span style="color: black;">29%</span></strong><span style="color: black;">份额。排名第二的Facebook预计将<span style="color: black;">得到</span>不到</span><strong style="color: blue;"><span style="color: black;">24%</span></strong><span style="color: black;">的份额，而阿里巴巴预计将<span style="color: black;">作为</span>第三名，但所占市场份额不到</span><strong style="color: blue;"><span style="color: black;">9%</span></strong><span style="color: black;">。</span></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;"><span style="color: black;"><span style="color: black;">那样</span>，谷歌是<span style="color: black;">怎样</span>从一个小小的搜索引擎<span style="color: black;">逐步</span>发展成当今<span style="color: black;">叫作</span>霸<span style="color: black;">全世界</span>的“<span style="color: black;">宣传</span>巨擘”的？</span></strong><span style="color: black;"><span style="color: black;">经过</span>这篇<span style="color: black;">文案</span>，我带你来揭开其<span style="color: black;">奥秘</span>的面纱！</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">“搜索”——谷歌刻在骨子的基因</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">数年</span>来，谷歌<span style="color: black;">始终</span><span style="color: black;">持续</span>在其起家的搜索工具上加大投资力度，并<span style="color: black;">经过</span>自研和收购<span style="color: black;">创立</span>了一系列<span style="color: black;">宣传</span>技术工具。如此一来，不仅<span style="color: black;">宣传</span>买家<span style="color: black;">能够</span>在谷歌搜索、YouTube、地图和互联网上的其他网站上找到<span style="color: black;">她们</span>想要的信息，<span style="color: black;">况且</span>内容发布者<span style="color: black;">亦</span>能够<span style="color: black;">经过</span><span style="color: black;">宣传</span>赚到钱。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这般</span>一来，搜索<span style="color: black;">亦</span>就<span style="color: black;">成为了</span>谷歌最<span style="color: black;">挣钱</span>的<span style="color: black;">分部</span>。2020年，该<span style="color: black;">机构</span>的</span><strong style="color: blue;"><span style="color: black;">“搜索和其他”（search and other）</span></strong><span style="color: black;">收入为</span><strong style="color: blue;"><span style="color: black;">1,040亿美元</span></strong><span style="color: black;">，占谷歌<span style="color: black;">宣传</span>收入的</span><strong style="color: blue;"><span style="color: black;">71%</span></strong><span style="color: black;">，占Alphabet总收入的</span><strong style="color: blue;"><span style="color: black;">57%</span></strong><span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这个“搜索和其他”的数字<span style="color: black;">包含</span>谷歌搜索<span style="color: black;">制品</span>产生的收入，<span style="color: black;">亦</span><span style="color: black;">包含</span>谷歌旗下其他<span style="color: black;">制品</span>的<span style="color: black;">宣传</span>收入，如Gmail、地图和Google Play应用商店。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而在开展<span style="color: black;">详细</span>的业务时，就离不开<span style="color: black;">咱们</span>都比较<span style="color: black;">熟练</span>的一个词——</span><strong style="color: blue;"><span style="color: black;">竞价排名</span></strong><span style="color: black;">。其<span style="color: black;">指的是</span><span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>竞价购买搜索关键词（特定的词和短语），使<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>在搜索结果中<span style="color: black;">表示</span>给<span style="color: black;">关联</span>用户。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其实，任何<span style="color: black;">宣传</span>客户都<span style="color: black;">能够</span><span style="color: black;">选取</span><span style="color: black;">区别</span>的竞价策略。例如，<span style="color: black;">倘若</span><span style="color: black;">她们</span>想给自己的网站带来流量，<span style="color: black;">她们</span>可能会<span style="color: black;">选取</span>“按点击付费“的竞价，即当有人点击<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>时，<span style="color: black;">她们</span>就付费。<span style="color: black;">另一</span>，<span style="color: black;">她们</span><span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">选取</span>一个<span style="color: black;">她们</span>想为该点击支付的最高金额，<span style="color: black;">这般</span>每次<span style="color: black;">宣传</span>有机会出<span style="color: black;">此刻</span>搜索中时，竞价结果将会决定该<span style="color: black;">宣传</span><span style="color: black;">是不是</span><span style="color: black;">显现</span>，以及出<span style="color: black;">此刻</span>哪个位置。</span></span></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;"><span style="color: black;">“<span style="color: black;">一般</span>，一个行业的竞争越激烈、价格越高，出价就越高！”数字营销专家Joe Balestrino说。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“例如，<span style="color: black;">倘若</span>你是一个律师，<span style="color: black;">由于</span>你的收入非常可观，<span style="color: black;">因此</span>你可能要为<span style="color: black;">每一个</span>点击支付几百美元。而<span style="color: black;">倘若</span>你在经营房屋清洁业务，<span style="color: black;">由于</span>你的平均<span style="color: black;">营销</span>可能仅有50美元，<span style="color: black;">因此</span>你可能只需要为每次点击支付7美元。总的<span style="color: black;">来讲</span>，市场的竞争程度越高、企业主能赚的钱越多，这些关键词的成本就越高。”他说。</span></span></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;"><span style="color: black;"><span style="color: black;">不外</span>，<span style="color: black;">按照</span>Wedbush的估计，谷歌<span style="color: black;">机构</span><span style="color: black;">重点</span>在<span style="color: black;">商场</span>搜索上<span style="color: black;">表示</span><span style="color: black;">宣传</span>，这<span style="color: black;">寓意</span>着大约</span><strong style="color: blue;"><span style="color: black;">80%</span></strong><span style="color: black;">的搜索仍然<span style="color: black;">无</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>来实现盈利。而随着线上营销的大势所趋，分析师预计客户手中的<span style="color: black;">宣传</span>预算将继续从有线电视和直接营销等<span style="color: black;">行业</span>转移到搜索<span style="color: black;">行业</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这就<span style="color: black;">引起</span>各大互联网巨头都紧盯着“搜索”这块蛋糕不放，其中以亚马逊表现最为<span style="color: black;">明显</span>。据eMarketer预计，尽管2021年谷歌仍将占全美所有搜索<span style="color: black;">宣传</span>收入的</span><strong style="color: blue;"><span style="color: black;">56.8%</span></strong><span style="color: black;">，但亚马逊<span style="color: black;">亦</span>将斩获</span><strong style="color: blue;"><span style="color: black;">19%</span></strong><span style="color: black;">的份额，并<span style="color: black;">始终</span>在稳步增长。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">eMarketer首席分析师Nicole Perrin说：“谷歌失去搜索<span style="color: black;">宣传</span>份额的<span style="color: black;">原由</span>是<span style="color: black;">更加多</span>的搜索<span style="color: black;">宣传</span>支出流向了亚马逊等网站，而不是谷歌或必应（Bing）等<span style="color: black;">通常</span>的搜索网站。”</span></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;"><span style="color: black;">“疫情<span style="color: black;">时期</span>，消费者越来越多地寻求在线购买商品，谷歌从中受益不菲，但亚马逊显然获益<span style="color: black;">更加多</span>。”</span></strong><span style="color: black;">她说。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当然，<span style="color: black;">亦</span>有对谷歌搜索业务持<span style="color: black;">阳光</span>态度的分析师指出，谷歌的搜索业务这些年来<span style="color: black;">始终</span>在发展，并将继续发展下去，无论是<span style="color: black;">运用</span>语音和图像搜索，还是其他创新技术，都能让<span style="color: black;">制品</span>吸引潜在的用户眼球。</span></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;"><span style="color: black;">与此<span style="color: black;">同期</span>，像地图<span style="color: black;">这般</span>的<span style="color: black;">制品</span>在<span style="color: black;">宣传</span>业务中正变得更具战略性。</span></strong><span style="color: black;"><span style="color: black;">运用</span>谷歌地图，<span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>为当地企业打<span style="color: black;">宣传</span>，使其更易于搜索。<span style="color: black;">因此</span>，<span style="color: black;">持有</span>10亿月活用户的谷歌地图在2019年<span style="color: black;">起始</span><span style="color: black;">准许</span>投放<span style="color: black;">宣传</span>。</span></span></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;"><span style="color: black;">摩根士丹利分析师布莱恩·诺瓦克（Brian Nowak）说，谷歌还<span style="color: black;">无</span><span style="color: black;">颁布</span>其地图业务的利润，但它的<span style="color: black;">潜能</span>被严重低估。他估计，到2023年，谷歌地图带来的收入可能会达到</span><strong style="color: blue;"><span style="color: black;">110亿美元</span></strong><span style="color: black;">。</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">“谷歌网络”——谷歌的地下英雄</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>仅次于搜索的重要业务，谷歌网络（Google Network）的重要性经常被外界忽略，但<span style="color: black;">实质</span>上，2020年谷歌网络的<span style="color: black;">宣传</span>收入达到了</span><strong style="color: blue;"><span style="color: black;">230亿美元</span></strong><span style="color: black;">，约占谷歌<span style="color: black;">宣传</span>总收入的</span><strong style="color: blue;"><span style="color: black;">16%</span></strong><span style="color: black;">。</span></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;"><span style="color: black;">这部分收入来自谷歌自有资产以外的<span style="color: black;">宣传</span><span style="color: black;">营销</span>收入。</span></strong><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>，<span style="color: black;">宣传</span>发布商或应用程序<span style="color: black;">研发</span>者<span style="color: black;">能够</span><span style="color: black;">运用</span>谷歌平台，如AdSense、谷歌<span style="color: black;">宣传</span>管理器（Google Ad Manager）或AdMob，来向客户<span style="color: black;">供给</span><span style="color: black;">宣传</span>位出售。<span style="color: black;">宣传</span>发布商<span style="color: black;">运用</span>这些工具来管理<span style="color: black;">她们</span>的活动，<span style="color: black;">同期</span>将<span style="color: black;">有些</span>库存转交给谷歌来匹配<span style="color: black;">宣传</span>客户。<span style="color: black;">宣传</span>发布商和谷歌<span style="color: black;">按照</span>各自的工作量按<span style="color: black;">区别</span>的比例分配收入。</span></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;"><span style="color: black;">以下是内容创作者<span style="color: black;">运用</span>的<span style="color: black;">重点</span>工具：</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;"><span style="color: black;">AdSense：</span></strong><span style="color: black;">截止<span style="color: black;">日前</span>，有超过200万的内容发布商是 AdSense 的客户。经<span style="color: black;">准许</span>的<span style="color: black;">宣传</span>发布商<span style="color: black;">能够</span>在<span style="color: black;">她们</span>的网站或视频上输入谷歌代码，而<span style="color: black;">宣传</span>客户则竞拍这些<span style="color: black;">宣传</span>位。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>一个<span style="color: black;">宣传</span>发布商的内容<span style="color: black;">经过</span>AdSense<span style="color: black;">表示</span><span style="color: black;">宣传</span>，该<span style="color: black;">宣传</span>发布商将<span style="color: black;">得到</span>谷歌确认的与该服务<span style="color: black;">相关</span>的68%的收入。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">另外</span>，网站制作者<span style="color: black;">亦</span><span style="color: black;">能够</span>在<span style="color: black;">她们</span>自己的网站或应用程序上<span style="color: black;">安置</span>搜索<span style="color: black;">宣传</span>，这让<span style="color: black;">她们</span>在访客点击时<span style="color: black;">得到</span>收入。当<span style="color: black;">触及</span>到搜索时，<span style="color: black;">宣传</span>发布商<span style="color: black;">能够</span><span style="color: black;">得到</span>谷歌确认的AdSense收入的51%。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d95d0f1f6cb64f3991101d23ddedc325~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725952659&x-signature=6FGf7wACN%2FiIl%2F3llkYnmzvlqrQ%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;"><span style="color: black;">谷歌<span style="color: black;">宣传</span>管理器（Google Ad Manager ）：</span></strong><span style="color: black;">这是一个<span style="color: black;">宣传</span>管理平台，适用于有<span style="color: black;">海量</span>库存直接出售给<span style="color: black;">宣传</span>客户的大型<span style="color: black;">宣传</span>发布商。该平台支持多个<span style="color: black;">宣传</span>交易所和网络，<span style="color: black;">包含</span>谷歌的AdSense、谷歌的<span style="color: black;">宣传</span>交易所（<span style="color: black;">准许</span><span style="color: black;">宣传</span>发布商向更大的<span style="color: black;">需要</span>群体开放其<span style="color: black;">宣传</span>库存），以及其他第三方网络和交易所。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">它<span style="color: black;">包含</span>2007年以31亿美元收购的DoubleClick的一部分，<span style="color: black;">包含</span>DoubleClick for Publishers和DoubleClick Ad Exchange。</span></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;"><span style="color: black;">AdMob：</span></strong><span style="color: black;">谷歌于2009年收购了AdMob平台，它<span style="color: black;">供给</span>给移动应用<span style="color: black;">研发</span>商在其应用中出售<span style="color: black;">宣传</span>空间，<span style="color: black;">例如</span>出<span style="color: black;">此刻</span>应用顶部或底部的小横幅，<span style="color: black;">或</span>可能出<span style="color: black;">此刻</span>游戏关卡间的弹出式<span style="color: black;">宣传</span>。在苹果的iOS和安卓系统上运行的设备制造商<span style="color: black;">能够</span><span style="color: black;">运用</span>AdMob来挣钱。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">谷歌<span style="color: black;">暗示</span>，有超过一百万的应用程序<span style="color: black;">运用</span>AdMob，有超过一百万的<span style="color: black;">宣传</span>客户在<span style="color: black;">运用</span>AdMob。谷歌估计，<span style="color: black;">倘若</span>一个应用有5万个月度活跃用户，<span style="color: black;">那样</span>该应用程序<span style="color: black;">研发</span>商每年<span style="color: black;">能够</span>赚取超过6,300美元。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/362423050319487c9ad1e27913025636~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725952659&x-signature=kvguVyBgHFuVxNfmc4h5Oibyn9c%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;"><span style="color: black;">谷歌<span style="color: black;">宣传</span>（Google Ads）：</span></strong><span style="color: black;">这是一个<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>客户运行搜索、展示、视频、应用、购物和本地<span style="color: black;">宣传</span>的平台。这类活动的成本完全取决于<span style="color: black;">宣传</span>客户想要重点实现的<span style="color: black;">目的</span>。当用户与<span style="color: black;">宣传</span>互动时，无论是打<span style="color: black;">tel</span>给企业还是<span style="color: black;">拜访</span>网站，<span style="color: black;">宣传</span>客户都会被收取<span style="color: black;">花费</span>，而<span style="color: black;">花费</span><span style="color: black;">亦</span>会有所<span style="color: black;">区别</span>。</span></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;"><span style="color: black;">谷歌营销平台（Google Marketing Platform）：</span></strong><span style="color: black;">该平台<span style="color: black;">重点</span>为大型企业<span style="color: black;">宣传</span>客户以及针对小型企业<span style="color: black;">供给</span>分析工具。该平台<span style="color: black;">包含</span>DoubleClick<span style="color: black;">宣传</span>客户<span style="color: black;">制品</span>和谷歌的分析360套件。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在谷歌营销平台中有<span style="color: black;">表示</span>和视频360（<span style="color: black;">包括</span>曾经的DoubleClick竞价管理器、活动管理器、工作室和受众中心）。<span style="color: black;">按照</span>谷歌的DV360网站介绍，DV360<span style="color: black;">供给</span>了一个“单一的工具，用于计划活动，设计和管理创意，组织和应用受众数据，寻找和购买库存，以及<span style="color: black;">测绘</span>和优化活动”。</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">YouTube——新的增长点</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>谷歌三个<span style="color: black;">重点</span><span style="color: black;">宣传</span>收入<span style="color: black;">源自</span>中最小的一个，YouTube在2020年的收入接近</span><strong style="color: blue;"><span style="color: black;">200亿美元</span></strong><span style="color: black;">，约占谷歌总<span style="color: black;">宣传</span>收入的</span><strong style="color: blue;"><span style="color: black;">13%</span></strong><span style="color: black;">。</span></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;"><span style="color: black;">然而，YouTube的增长速度比该<span style="color: black;">机构</span>的其他<span style="color: black;">重点</span><span style="color: black;">宣传</span><span style="color: black;">源自</span>都要快。</span></strong><span style="color: black;"><span style="color: black;">第1</span>季度，该部门带来了60.1亿美元的<span style="color: black;">宣传</span>收入，比去年同期的40亿美元增长了</span><strong style="color: blue;"><span style="color: black;">49%</span></strong><span style="color: black;">。相比之下，“搜索及其他”和“谷歌网络”<span style="color: black;">第1</span>季度的收入比去年同期各增长了30%。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>，<span style="color: black;">倘若</span>YouTube创作者想<span style="color: black;">经过</span><span style="color: black;">她们</span>的频道<span style="color: black;">挣钱</span>，<span style="color: black;">她们</span><span style="color: black;">能够</span>打开视频的<span style="color: black;">宣传</span>，并与谷歌分享这些<span style="color: black;">宣传</span>的收入。而<span style="color: black;">想要</span><span style="color: black;">得到</span>视频盈利的资格，一个频道需要在过去12个月内有4,000个公众观看小时，有1,000个用户，并且必须遵守<span style="color: black;">有些</span>政策。</span></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;"><span style="color: black;">YouTube<span style="color: black;">宣传</span>是<span style="color: black;">经过</span>AdSense、谷歌<span style="color: black;">宣传</span>管理器和其他YouTube的<span style="color: black;">营销</span><span style="color: black;">途径</span><span style="color: black;">供给</span>的，其中<span style="color: black;">包含</span>直接<span style="color: black;">营销</span>的交易。</span></strong><span style="color: black;">例如，<span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>在YouTube Select等项目上购买，该项目<span style="color: black;">准许</span><span style="color: black;">她们</span>获取“品牌安全”的视频和某些受众。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在运营之后，创作者要将其<span style="color: black;">宣传</span>收入的一部分交给YouTube。<span style="color: black;">然则</span> YouTube <span style="color: black;">亦</span><span style="color: black;">能够</span>在其合作伙伴计划之外的频道上播放<span style="color: black;">宣传</span>，这<span style="color: black;">寓意</span>着这些视频的创作者并不会从中分一杯羹。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而创作者要<span style="color: black;">挣钱</span>还<span style="color: black;">能够</span><span style="color: black;">经过</span>其他方式，例如，为<span style="color: black;">她们</span>的频道<span style="color: black;">创立</span>会员制、<span style="color: black;">营销</span>商品，<span style="color: black;">或</span>当YouTube高级会员观看<span style="color: black;">她们</span>的视频时抽成。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">想在YouTube上购买<span style="color: black;">宣传</span>的营销人员有一系列<span style="color: black;">选取</span>，<span style="color: black;">包含</span>出<span style="color: black;">此刻</span>视频前后或视频流中的可跳过或不可跳过的<span style="color: black;">宣传</span>、视频<span style="color: black;">发掘</span><span style="color: black;">宣传</span>（将用户引向其他YouTube视频或频道）和刊头<span style="color: black;">宣传</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c80fb2a3f24c41acaed99ae3daa24434~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725952659&x-signature=JQ1koG9zFgML%2FXh1ysYUzVH2nbM%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;"><span style="color: black;">在过去几个月里，YouTube宣布了<span style="color: black;">有些</span>实验性功能，这些功能不仅<span style="color: black;">能够</span>识别视频中的<span style="color: black;">制品</span>，还<span style="color: black;">能够</span>整合这些物品的<span style="color: black;">名单</span>。<span style="color: black;">而后</span>，<span style="color: black;">举荐</span>算法可以在用户滚动浏览网站时<span style="color: black;">表示</span><span style="color: black;">关联</span>视频。</span><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">已然</span><span style="color: black;">导致</span>了华尔街分析师的<span style="color: black;">重视</span>，<span style="color: black;">她们</span>认为这是一个巨大的潜在盈利点。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">MightyHive<span style="color: black;">机构</span><span style="color: black;">全世界</span>数据实践部高级主管迈尔斯·杨格（Myles Younger）说：“尽管YouTube<span style="color: black;">已然</span>很庞大了，但它仍然像是谷歌生态系统中的一个沉睡的巨人。”</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">瑞士信贷估计，这种<span style="color: black;">制品</span>更新将有助于个性化<span style="color: black;">宣传</span>的展示，并<span style="color: black;">加强</span> YouTube 的盈利能力。<span style="color: black;">日前</span>，<span style="color: black;">每一个</span> YouTube用户每年的收入约为9.8美元，而Facebook每年<span style="color: black;">每一个</span>用户的盈利能力约为30美元。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“<span style="color: black;">宣传</span>客户对视频的<span style="color: black;">喜欢</span>程度怎么强调都不为过，”Perrin说。</span><strong style="color: blue;"><span style="color: black;">“<span style="color: black;">宣传</span>客户<span style="color: black;">始终</span>想把互联网变成电视，<span style="color: black;">由于</span><span style="color: black;">她们</span>认为视频比其他<span style="color: black;">媒介</span>形式更有吸引力。”</span></strong></span></p>
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