2019全年盘点：历数谷歌的搜索宣传制品更新
<span style="color: black;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fcmOjAhra3qhwAVMkhovqaf7icK6NkiaLDqrVrLv8vzDdHnuUsXP0u5dqxYn4MqlB8bTAvJf3axgny89697nOYsQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qY31TPMzKLFCz3Lh3my5koSDQvh3sF0qElkBqj9fPwApXge4abWVA8ylVu9CofUBF5CF26WdibyBA/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;">营</strong></span><span style="color: black;">销自动化、纵向穿透营销漏斗的<span style="color: black;">宣传</span>战役（full-funnel campaigns）、即看即买购物<span style="color: black;">宣传</span>（shoppable ads）和用户隐私<span style="color: black;">守护</span>——这些是2019年搜索<span style="color: black;">宣传</span>的最大变革。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在2019年，谷歌重新设计了移动搜索的结果页面。在新的交互系统中，搜索结果中的<span style="color: black;">宣传</span>被加上了黑色的“<span style="color: black;">宣传</span>”标签，并且针对自然搜索，<span style="color: black;">增多</span>了特殊图标处理。这些改变向品牌和营销者传递了一个信号：</span><span style="color: black;">谷歌<span style="color: black;">起始</span><span style="color: black;">帮忙</span><span style="color: black;">她们</span>进行<span style="color: black;">宣传</span>管理了。</span><span style="color: black;">营销自动化仍然是一个重要的命题。这一点在今年的谷歌<span style="color: black;">制品</span>发布会中得到了最<span style="color: black;">明显</span>的<span style="color: black;">表现</span>，谷歌的意图<span style="color: black;">非常</span><span style="color: black;">显著</span>，旨在<span style="color: black;">经过</span>多<span style="color: black;">途径</span>的<span style="color: black;">宣传</span>战役，覆盖<span style="color: black;">全部</span>营销漏斗。适应新的隐私限制政策变得更加紧迫，这<span style="color: black;">亦</span>将在新的一年对搜索营销产生重要影响。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOiaY8dJ4eR1KdibbOP3Wn2y9SRiaT1sussyKUx5FsRB8kO3cf5gzT3Jv3g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">Source：Search Engine Land</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2019年，微软的搜索引擎Bing<span style="color: black;">刚才</span>庆祝了它的10岁生日。</span><span style="color: black;">十年过去了，Bing的市场份额仍旧<span style="color: black;">没法</span>与谷歌抗衡，<span style="color: black;">况且</span>可能永远<span style="color: black;">亦</span><span style="color: black;">没法</span>与之匹敌，但这并不重要。</span><span style="color: black;">经过品牌重塑后的微软<span style="color: black;">宣传</span>不必像竞争对手Facebook和谷歌<span style="color: black;">宣传</span>业务那样承担其母<span style="color: black;">机构</span>90%以上的收入，并且它在2019年<span style="color: black;">起始</span>展现出<span style="color: black;">更加多</span>的独立自主性，而<span style="color: black;">不仅</span>是为了迎头追赶谷歌<span style="color: black;">宣传</span>的新功能（尽管它还在<span style="color: black;">这般</span>做）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天<span style="color: black;">咱们</span>就来盘点一下2019年搜索<span style="color: black;">宣传</span>的重大变化，这<span style="color: black;">亦</span>将引导<span style="color: black;">咱们</span>在2020年的营销活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>告别了：</span></strong></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;">平均排名</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">平均排名（Average position metric）退出历史舞台比数据的丢失还要令人头疼。</span><span style="color: black;"><span style="color: black;">宣传</span>主为了适应谷歌在2018年末推出的新的排名指标，花了数月时间来改变其出价策略、报告和代码。</span><span style="color: black;">而基于<span style="color: black;">揭发</span>次数份额的新排名<span style="color: black;">能够</span>更好地<span style="color: black;">显示</span>你的<span style="color: black;">宣传</span>出<span style="color: black;">此刻</span>自然搜索列表之前的频率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微软<span style="color: black;">亦</span>推出了新的排名指标，但<span style="color: black;">她们</span><span style="color: black;">暗示</span>，<span style="color: black;">短期</span>年内还是会继续<span style="color: black;">运用</span>平均排名来展示结果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">加速投放</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索<span style="color: black;">宣传</span>和购物<span style="color: black;">宣传</span><span style="color: black;">再也不</span>支持在<span style="color: black;">每日</span>结束或每日预算用尽前，<span style="color: black;">能够</span>尽早且尽可能多地投放<span style="color: black;">宣传</span>了。</span><span style="color: black;"><span style="color: black;">针对</span>预算<span style="color: black;">无</span>上限的促销活动，加速投放是它们的最爱。</span><span style="color: black;"><span style="color: black;">然则</span>谷歌<span style="color: black;">暗示</span>，大<span style="color: black;">都数</span>商家还是有<span style="color: black;">宣传</span>预算上限的。</span><span style="color: black;">这种方式会<span style="color: black;">增多</span><span style="color: black;">每日</span>早些时候的竞争、或无<span style="color: black;">认识</span>的让你的钱在<span style="color: black;">每日</span>早些时候花掉，从而抬高cpc。</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;">日前</span>，<span style="color: black;">按照</span>营销活动的<span style="color: black;">目的</span>、出价策略及情境信号，营销活动可<span style="color: black;">经过</span>谷歌算法进行标准化投放和优化。</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;">搜索关键词紧密变体实验</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">紧密变体形式<span style="color: black;">准许</span>关键字匹配</span><span style="color: black;">与指定关键字<span style="color: black;">类似</span>但不完全相同</span><span style="color: black;">的搜索。这一项<span style="color: black;">制品</span>更新，和谷歌糟糕的客服<span style="color: black;">同样</span>，是2019年搜索<span style="color: black;">宣传</span>最令人<span style="color: black;">懊丧</span>并且最大<span style="color: black;">消极</span>影响的变化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2019年夏天，谷歌推出这项<span style="color: black;">制品</span>更新：在<span style="color: black;">准许</span>将完全匹配关键字与紧密变体形式进行匹配的<span style="color: black;">基本</span>上（错误拼写、单复数、词干变体、缩写、重新<span style="color: black;">摆列</span><span style="color: black;">拥有</span>相同含义的字词、添加或移除虚词），在<span style="color: black;">将来</span>，还会<span style="color: black;">起始</span>扩展到</span><span style="color: black;">广泛匹配修饰符和词组匹配关键字</span><span style="color: black;">，即与搜索<span style="color: black;">查找</span>中所<span style="color: black;">包括</span>的与关键字<span style="color: black;">拥有</span>相同含义的字词进行匹配。例如，<span style="color: black;">倘若</span>您的词组匹配的关键字是“images royalty free”，当用户搜索“free copyright images of baseball”时，<span style="color: black;">亦</span><span style="color: black;">能够</span>触发<span style="color: black;">宣传</span>展示。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOvBdqm6LqUvODvia1Jx48tv0ibJHOGpjnoC4WbYFWibzRibz7yXPg9mk7IQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOfo1bBPrDQW4ib5qA8OJ4Z4ibcKN57E0JRNuI8via7BNllCibOUu3wgEWhw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Search Engine Land</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>主直到<span style="color: black;">此刻</span>都还<span style="color: black;">无</span>完全从这次影响中恢复过来。</span><span style="color: black;">紧跟着这次<span style="color: black;">制品</span>更新，谷歌又在八月份推出另一项关键词<span style="color: black;">选取</span>偏好的变革，使关键词之间<span style="color: black;">再也不</span>相互竞争。</span><span style="color: black;"><span style="color: black;">然则</span>Adalysis<span style="color: black;">机构</span>（搜索工具）负责人Brad Geddes在SMX East大会上<span style="color: black;">仔细</span>举例，说明谷歌此举大大影响了搜索<span style="color: black;">宣传</span>战役管理模式和<span style="color: black;">过程</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">基于排名的竞价策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自 2019 年 6 月，<span style="color: black;">宣传</span>主将<span style="color: black;">没法</span>再添加新的“<span style="color: black;">目的</span>搜索页位置”或“排名胜出率<span style="color: black;">目的</span>”出价策略。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOvlN3QzdD4K2JXs8CDASVTicJjddVuOOibsHZ0l56tmof5OSpOv1QiaboQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Google</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年晚些时候，仍在<span style="color: black;">运用</span>这些出价策略的现有<span style="color: black;">宣传</span>系列将<span style="color: black;">按照</span>之前的<span style="color: black;">目的</span>地理位置和历史展示次数份额自动迁移至“</span><span style="color: black;"><span style="color: black;">目的</span>展示次数份额</span><span style="color: black;">”出价策略。“<span style="color: black;">目的</span>展示次数份额”可<span style="color: black;">供给</span>更加灵活精细的<span style="color: black;">掌控</span>功能，以<span style="color: black;">按照</span><span style="color: black;">宣传</span>主所需的展示次数份额和搜索页位置进行优化。<span style="color: black;">宣传</span>主还<span style="color: black;">能够</span>将“绝对页首展示次数份额”或“页首展示次数份额”与“<span style="color: black;">目的</span>展示次数份额”结合<span style="color: black;">运用</span>来赢得在页首位置展示。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOuL3dpW0icDWSCEciaeRmuPialY41ByBT6XzHezicTZViaIKxicVXCfMQgWgw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Google</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>迎接了：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">即看即买的探索<span style="color: black;">宣传</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Discovery 探索<span style="color: black;">宣传</span>（<span style="color: black;">处在</span>内测<span style="color: black;">周期</span>）是2019谷歌营销大会最重要的宣布之一。<span style="color: black;">经过</span>首次<span style="color: black;">运用</span>与Facebook单幅图像和轮播图形式<span style="color: black;">类似</span>的</span><span style="color: black;">原生插播<span style="color: black;">宣传</span>形式</span><span style="color: black;">使得Google Discover Feed首次获利。这<span style="color: black;">寓意</span>着<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>相当容易地重新定位现有创意。像谷歌其他自动化的营销活动类型<span style="color: black;">同样</span>，Discovery探索<span style="color: black;">宣传</span>横跨多个谷歌资源，可调用多个谷歌<span style="color: black;">制品</span>，如Discover Feed，Gmail 和 YouTube Home Feed。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzO2h2e2icvUTDiaVOmmNbgBfTb3qxkDuewZ3U5ic2a6TsLm0MX9hiazzAK8w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Search Engine Land</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;">针对电商的数字<span style="color: black;">宣传</span><span style="color: black;">处理</span><span style="color: black;">方法</span></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;">无</span>任何迹象<span style="color: black;">显示</span>，亚马逊<span style="color: black;">宣传</span>要放慢它前进的脚步，恰恰相反，它正在继续<span style="color: black;">悄悄地</span>地撼动着谷歌搜索<span style="color: black;">宣传</span>的霸主地位。</span><span style="color: black;">毫无疑问的是，谷歌<span style="color: black;">亦</span>感受到了来自Instagram，Snapchat和Pinterest等社交平台带来的压力。</span><span style="color: black;">综上所述，随着<span style="color: black;">宣传</span>平台之间对<span style="color: black;">宣传</span>预算的争夺愈发激烈，数字<span style="color: black;">宣传</span><span style="color: black;">制品</span><span style="color: black;">持续</span>地更新换代。</span><span style="color: black;">经过重新设计的谷歌购物已于10月份感恩节（Holiday Seasons）前在全美推出。</span><span style="color: black;">谷歌购物支持的“在谷歌购买”的功能为用户<span style="color: black;">供给</span>了非常<span style="color: black;">尤其</span>的全新体验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌还将购物<span style="color: black;">宣传</span><span style="color: black;">更加多</span>地拓展到YouTube平台和<span style="color: black;">照片</span>搜索。</span><span style="color: black;">11月，本地业务的推广<span style="color: black;">宣传</span>会以推广图钉的方式在地图上呈现，<span style="color: black;">亦</span><span style="color: black;">能够</span>目录的形式出<span style="color: black;">此刻</span>展示<span style="color: black;">宣传</span>上。8月，微软收购了PromoteIQ，这使得<span style="color: black;">宣传</span>主可在零售网站上直接投放<span style="color: black;">制品</span>的<span style="color: black;">宣传</span>。2020年在这方面会有<span style="color: black;">更加多</span>值得期待的变革。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">更加多</span>的自适应搜索<span style="color: black;">宣传</span>（RSA）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微软<span style="color: black;">宣传</span>于9月在<span style="color: black;">全世界</span>范围内开放了自适应搜索<span style="color: black;">宣传</span>（Responsive Search Ads） beta版。营销者应预料到自适应搜索<span style="color: black;">宣传</span><span style="color: black;">最后</span>会<span style="color: black;">作为</span>标准的文字搜索<span style="color: black;">宣传</span>格式。</span><span style="color: black;">自适应搜索<span style="color: black;">宣传</span>是文字<span style="color: black;">宣传</span>和<span style="color: black;">宣传</span>测试继续发展的方向</span><span style="color: black;">——<span style="color: black;">宣传</span>系统会在竞拍时，实时地确定<span style="color: black;">宣传</span>素材，并<span style="color: black;">按照</span>历史效果进行<span style="color: black;">持续</span><span style="color: black;">调节</span>。而这<span style="color: black;">不仅</span>只<span style="color: black;">出现</span>于搜索<span style="color: black;">宣传</span>中，Facebook在十月底时，<span style="color: black;">亦</span>推出了<span style="color: black;">她们</span>自适应<span style="color: black;">宣传</span>的版本，被<span style="color: black;">叫作</span>为多文本优化。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOUsKC2aCxO5csU9p5gx6iaUib8ZShsOzKc9S0kjyTCVibcQUGcrz0KNsXw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Google</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微软于7月在<span style="color: black;">全世界</span>范围内<span style="color: black;">供给</span>了<span style="color: black;">宣传</span>定制化工具。</span><span style="color: black;"><span style="color: black;">宣传</span>主<span style="color: black;">能够</span>在微软<span style="color: black;">宣传</span>的用户界面上创建定制<span style="color: black;">宣传</span>，或直接从其谷歌的<span style="color: black;">宣传</span>账号中导入。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">新的投放观众选项</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;">本来</span>“兴趣<span style="color: black;">类似</span>的受众群体”是一项只对展示<span style="color: black;">宣传</span>和YouTube开放的功能，这在2019年10月<span style="color: black;">亦</span>被加入了搜索<span style="color: black;">宣传</span>中。</span><span style="color: black;"><span style="color: black;">宣传</span>主<span style="color: black;">能够</span><span style="color: black;">选取</span>即时可用的用户组，<span style="color: black;">或</span>自定义用关键字词组输入的兴趣用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从2019年11月份<span style="color: black;">起始</span>，<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>构建较为<span style="color: black;">繁杂</span>的</span><span style="color: black;">合并用户组</span><span style="color: black;">，<span style="color: black;">例如</span>用”是x且是x“<span style="color: black;">这般</span>的and<span style="color: black;">规律</span>来组建能满足兴趣/人口/购物等多重组合的定向用户列表。这使得搜索<span style="color: black;">宣传</span>能够更<span style="color: black;">精细</span>地向<span style="color: black;">关联</span>人群投放<span style="color: black;">宣传</span>。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOrSBCw67FtduEZz8ZSIctjqd4n8w8PlVkpYMkoWicrNkjvCRudLVOy0g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzOOmLeJuSt994DpYsf8vzwSibHfkwjGM2mHSWSfa46GQs03eVibc8n7LgA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Google Ads</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微软将重定向自定义用户群组的功能推向了<span style="color: black;">全世界</span>市场。与谷歌和脸书的做法<span style="color: black;">区别</span>，微软允许<span style="color: black;">宣传</span>主直接将用户列表以邮箱的形式直接上传到平台上。Bing<span style="color: black;">宣传</span>还与第三方用户数据平台（DMP）Adobe Audience Manager, Liveramp, 和甲骨文的BlueKai<span style="color: black;">创立</span>了合作。</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;">新的智能竞价工具</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌智能竞价策略已于8月发布，<span style="color: black;">能够</span>最大程度的<span style="color: black;">帮忙</span>你实现转化。</span><span style="color: black;">旨在自动最大化你的预算所能<span style="color: black;">得到</span>的价值。</span><span style="color: black;">微软<span style="color: black;">亦</span>在<span style="color: black;">全世界</span>实行了<span style="color: black;">能够</span>最大化点击量的Bing<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;"><span style="color: black;">谷歌还针对搜索和展示<span style="color: black;">宣传</span>（购物<span style="color: black;">宣传</span>），<span style="color: black;">起步</span></span><span style="color: black;">季节性<span style="color: black;">调节</span></span><span style="color: black;">，使得<span style="color: black;">宣传</span>主可将由促销、<span style="color: black;">制品</span>发布或淡旺季<span style="color: black;">引起</span>的转化率的<span style="color: black;">提高</span>，<span style="color: black;">通知</span>谷歌智能竞价系统，由此来<span style="color: black;">调节</span>竞价的算法。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">基于营销活动转化率的设置、以及搜索和展示<span style="color: black;">宣传</span>的规则，可使智能竞价策略进行更<span style="color: black;">精细</span>的<span style="color: black;">掌控</span>。<span style="color: black;">针对</span>实体<span style="color: black;">宣传</span>主而言，</span><span style="color: black;">智能竞价策略<span style="color: black;">能够</span>将实体店的客流量纳入<span style="color: black;">思虑</span>中。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3okjpXdW4aGFNdRlbYFXvzObaslPAehotYyvI3oyUT0ZgC9t5T8hdR2aXo3XT616iaIZXZgClaJORA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source：Google</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;">更加多</span>的扩展应用</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Bing<span style="color: black;">宣传</span>中首次推出<span style="color: black;">能够</span>让用户“采取行动”的附加功能，它在文字<span style="color: black;">宣传</span>中展示了CTA按钮，<span style="color: black;">能够</span>让用户看到<span style="color: black;">宣传</span>以后立刻下单，或预约餐厅。</span><span style="color: black;"><span style="color: black;">同期</span>谷歌<span style="color: black;">亦</span>又双叒叕测试了<span style="color: black;">能够</span>用来拓展潜在客户（Leads）的拓展应用。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">搜索页面中的展示<span style="color: black;">宣传</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实证明，在搜索结果中的展示<span style="color: black;">宣传</span>仍难有好的效果。</span><span style="color: black;">在2019年，GalleryAds （轮播相册<span style="color: black;">宣传</span>）运行过一小段时间。</span><span style="color: black;">而在几个月后，谷歌对其重新进行了整合，该Beta版本便悄悄地偃旗息鼓。</span><span style="color: black;">但这一类<span style="color: black;">制品</span>依然有可能重出江湖，<span style="color: black;">由于</span>谷歌依然<span style="color: black;">期盼</span><span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主将已有的Facebook<span style="color: black;">宣传</span>素材在谷歌平台上再次得以利用。</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;">数年</span>来，谷歌和微软<span style="color: black;">始终</span>在<span style="color: black;">实验</span>搜索结果中的<span style="color: black;">各样</span>展示<span style="color: black;">宣传</span>，但这些测试<span style="color: black;">始终</span>都<span style="color: black;">无</span>头绪。</span><span style="color: black;">例外的是汽车<span style="color: black;">宣传</span>，谷歌曾尝试<span style="color: black;">运用</span>Gallery Ads （轮播相册<span style="color: black;">宣传</span>）的形式将其推广到其他行业。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/fcmOjAhra3qY31TPMzKLFCz3Lh3my5koBibyIVpelZLw8yR0CW5ILWWHXA84fGicSOPd9990vP1JpRiac5VlHa0Ag/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Source: Search Engine Land</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微软今年还针对三星的3D<span style="color: black;">宣传</span>进行了短暂的实验，<span style="color: black;">倘若</span>你是在台式机上浏览三星手机的<span style="color: black;">宣传</span>，你<span style="color: black;">能够</span>旋转360度，无死角地查看手机的样子，并放大<span style="color: black;">宣传</span>中手机型号的图像。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">注重</span>隐私，限制对cookies的<span style="color: black;">跟踪</span></span></strong></p><span style="color: black;">在2019年，谷歌的Chrome、Mozilla的火狐、以及苹果的Safari都在<span style="color: black;">区别</span>程度上引入或加强了对<span style="color: black;">跟踪</span>cookies的限制。</span><span style="color: black;">苹果公司的Webkit团队于12月推出了Safari智能预防<span style="color: black;">跟踪</span>（ITP）的最新更新。</span><span style="color: black;">这些更新限制了<span style="color: black;">宣传</span>主们<span style="color: black;">经过</span>coockie来定位<span style="color: black;">目的</span>受众（<span style="color: black;">包含</span>重新定位营销活动），并限制了<span style="color: black;">经过</span>Safari收集用来进行归因分析的数据</span><span style="color: black;">，这<span style="color: black;">寓意</span>着<span style="color: black;">宣传</span>主很难再看到并衡量营销活动的表现。</span><span style="color: black;">在<span style="color: black;">没法</span><span style="color: black;">拜访</span>数据时，谷歌越来越依赖<span style="color: black;">设备</span>学习（machine learning）模型，来展示<span style="color: black;">宣传</span>是<span style="color: black;">怎样</span>进行投放并且<span style="color: black;">评定</span><span style="color: black;">宣传</span>的效果。</span><span style="color: black;">随着《加州消费者隐私法案（CCPA）》在2020年初生效，隐私法规和针对cookie的限制将继续<span style="color: black;">作为</span>2020年营销人的关键问题。</span><span style="color: black;">在这个特殊的时期，需要待在家中减少出门的你，正好<span style="color: black;">能够</span>花<span style="color: black;">更加多</span>时间来学习<span style="color: black;">有些</span>有用的知识。<span style="color: black;">倘若</span>你想系统学习<strong style="color: blue;">以付费搜索为<span style="color: black;">表率</span>的<span style="color: black;">宣传</span>科技行业知识与技能</strong>，投身这一快速发展的行业，在面对面试与工作中的专业问题时更加得心应手，就快来报名MarTechApe联合6大行业专家推出的<strong style="color: blue;">《<span style="color: black;">宣传</span>科技专项系列课程》！</strong></span><span style="color: black;">该专项课专</span><span style="color: black;"><span style="color: black;">注于美国<span style="color: black;">宣传</span>投放市场，主打Facebook、Google、Amazon等平台的投放策略，以及移动应用App的增长营销战略。</span>该系列课程分为6大部分，由6位<span style="color: black;">宣传</span>营销科技专家教会你<strong style="color: blue;">线上线下<span style="color: black;">宣传</span>购买与投放运作方式、数据驱动的<span style="color: black;">宣传</span>技术和<span style="color: black;">测绘</span>手段</strong>，带你从0到1，系统学习<span style="color: black;">作为</span><span style="color: black;">宣传</span>营销科技人才的所需技能，为你全面<span style="color: black;">创立</span>这方面的知识体系，满足你的专业和技能<span style="color: black;">需要</span>！</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. 课程老师</span></strong></span><strong style="color: blue;"><span style="color: black;">《美国<span style="color: black;">宣传</span>科技专项》</span></strong><span style="color: black;"><strong style="color: blue;">由MarTechApe邀请美国<span style="color: black;">宣传</span>科技专家精心打造！主讲老师在美国<span style="color: black;">宣传</span>营销科技行业知名<span style="color: black;">机构</span>从事一线工作，<span style="color: black;">她们</span>是：</strong></span><span style="color: black;">美国抖音TikTok<span style="color: black;">宣传</span><span style="color: black;">营销</span>经理（Ad Partnership Manager）</span><span style="color: black;">美国喜马拉雅增长总监（Director of Growth）</span><span style="color: black;">美国Amazon亚马逊程序化<span style="color: black;">宣传</span>顾问（Programmatic Solutions Consultant）</span><span style="color: black;">美国Dentsu电通集团媒介策划经理（Media Planning Manager）</span><span style="color: black;">美国第三大<span style="color: black;">宣传</span>集团Omnicom搜索<span style="color: black;">宣传</span>专员（Social Specialist）</span><span style="color: black;">美国线上彩票应用JackPocket高级增长经理、前纽约社交类科技<span style="color: black;">机构</span>增长负责人（Senior Growth Marketing Manager）</span><span style="color: black;">点击下图，<span style="color: black;">认识</span>课程大纲详情 “沙发”（SF，第一个回帖的人）
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