海外营销常用的6个谷歌工具
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7264d38a65b1434ca8de48c8aecd7d2a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=uZ7ki%2Bd9INvI4%2Bi%2FiTf493TOXWk%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;">照片</span><span style="color: black;">源自</span>：图虫创意</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google<span style="color: black;">日前</span>旗下6款<span style="color: black;">制品</span>超过10亿月活,分别是视频服务YouTube、操作系统Android、搜索、地图、浏览器Chrome以及应用店Google Play。流量非常巨大,是做海外营销必不可少的<span style="color: black;">途径</span>,本文<span style="color: black;">重点</span>是简单介绍几个谷歌常用的免费工具。</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;">第1</span>是谷歌的<span style="color: black;">全世界</span>商机通（market finder）,<span style="color: black;">亦</span>是免费的，直接输入你要调研的品类</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">链接：</p>https://ads.google.cn/intl/ALL_cn/marketfinder/#!/10878/
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌的<span style="color: black;">全世界</span>商机通的数据都是免费的,数据<span style="color: black;">亦</span>非常<span style="color: black;">仔细</span>,<span style="color: black;">大众</span><span style="color: black;">能够</span>去尝试下,<span style="color: black;">亦</span><span style="color: black;">能够</span>点开下面<span style="color: black;">每一个</span>的类目去仔细<span style="color: black;">瞧瞧</span>，这<span style="color: black;">针对</span>做后续的营销推广有很重要的借鉴<span style="color: black;">道理</span>,<span style="color: black;">例如</span>这个国家用户的购买<span style="color: black;">行径</span>分析是怎么样的,<span style="color: black;">重点</span><span style="color: black;">经过</span><span style="color: black;">那些</span><span style="color: black;">途径</span>,偏线上还是线下,线上<span style="color: black;">那些</span>是<span style="color: black;">重点</span><span style="color: black;">途径</span>等等。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/97cc6667e6b94be7897925b8055e8e8b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=lJdEy6QQv%2BCFrXH5yijkQ8oOof0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d2a61a806d8c4d7eb0b0894830261d2e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=h3Eil%2BKmBd2GnNV93bCdv2DwLAw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8540469a69b14a24845628afee2218f9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=0zebhV56b4yFbAdvbK5cEabApWM%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;">例如</span>以智能手机为例,看US的市场<span style="color: black;">状况</span>,<span style="color: black;">能够</span>看到手机的搜索次数,estimeated cpc以及36%的人购买决策中会<span style="color: black;">运用</span>搜索引擎, <span style="color: black;">因此</span>做好搜索闭环,<span style="color: black;">做为</span>营销漏斗的最后一环是多么重要，在<span style="color: black;">全部</span>链路营销中,Search<span style="color: black;">亦</span>是转化最高的一个<span style="color: black;">途径</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ad6748c13fe84c0db3081a84ceab6e30~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=8Wr97obPsd1QG%2Few0kBgG0u6JWE%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;">另一</span>一个比较重要的参考点<span style="color: black;">便是</span>购买<span style="color: black;">行径</span>分析, 各个购买<span style="color: black;">周期</span>的互联网<span style="color: black;">运用</span>习惯,购物频次,登录设备，调研设备等,<span style="color: black;">这般</span><span style="color: black;">咱们</span>就<span style="color: black;">能够</span>针对这些人群投放ads的时候有个数据参考,<span style="color: black;">例如</span><span style="color: black;">她们</span>的购机频次大都集中在每年<span style="color: black;">最少</span>一次，<span style="color: black;">那样</span>在设置ads targeting的时候就<span style="color: black;">能够</span>用户安卓手机1年<span style="color: black;">或</span>以上的人群，<span style="color: black;">加强</span>转化。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2a28e1a741054afd8bfb1f992e82a364~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=50h1hT2qcUcH%2ByBKhIiqlEdNFLE%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;">第二个工具<span style="color: black;">便是</span>Google trend,<span style="color: black;">能够</span>看到某个品类<span style="color: black;">或</span>品牌的趋势<span style="color: black;">状况</span>,这<span style="color: black;">针对</span>准入市场<span style="color: black;">能够</span><span style="color: black;">做为</span>很大的一个参考，看下这个品类的trend是<span style="color: black;">提升</span>还是下降。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以印度市场为例,三个手机品牌所做campaign的<span style="color: black;">有些</span>trend,<span style="color: black;">按照</span>有些波峰突升的<span style="color: black;">状况</span>, 就<span style="color: black;">能够</span>去<span style="color: black;">她们</span>的社交<span style="color: black;">媒介</span>上去<span style="color: black;">瞧瞧</span>做了<span style="color: black;">那些</span>campaign的动作,<span style="color: black;">另一</span>还<span style="color: black;">能够</span>看到<span style="color: black;">那些</span>区域是比较火热的,<span style="color: black;">这般</span>做<span style="color: black;">宣传</span>投放的时候<span style="color: black;">能够</span><span style="color: black;">重点</span>针对这些地区。</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;">另一</span>还<span style="color: black;">能够</span>看到<span style="color: black;">有些</span>搜索量<span style="color: black;">提升</span>的词,是不是跟<span style="color: black;">近期</span>所做的<span style="color: black;">制品</span><span style="color: black;">重点</span>宣传点相符合,<span style="color: black;">亦</span><span style="color: black;">能够</span>把这个热词加入到Google ads account里面进行Search ads的投放。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7dd681c8084c41148cdf8134187fbf5f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=NOl53LXjiQTqVXoaleBDITu%2F7iQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0a19b40204284a20b1a9919b1ee9c87a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=ae3giifFCXDVrxLcLHPCJlKgUdw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8b79f594adea41cb84e68c64fd3e3868~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=5ahCT8u7OMQrz9HAG9sSuS8zMoQ%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;">第三个<span style="color: black;">便是</span>Google关键词规划师（Keywords planner）,<span style="color: black;">发掘</span>新关键词以及获取搜索量和预测数据, 这些是<span style="color: black;">做为</span>规划关键词预算投放的重要<span style="color: black;">基本</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌关键词规划师工具就在Google ads account的工具与设置那里,<span style="color: black;">例如</span><span style="color: black;">咱们</span>输入自己的品牌词，<span style="color: black;">制品</span>词等,<span style="color: black;">按照</span>规划师给出的大概搜索量以及预估的CPC，就大概<span style="color: black;">晓得</span>需要安排多少预算<span style="color: black;">能够</span>cover住，<span style="color: black;">另一</span>关键词规划师<span style="color: black;">亦</span>会<span style="color: black;">供给</span><span style="color: black;">有些</span>拓展的词汇,扩大搜索量，都<span style="color: black;">能够</span>加到google ads account的关键词列表上去。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8a8787d0fda947d09ab9fcc43ff42fff~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=qQW%2By1en6t9zdYla%2BqlicwrA3aA%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;">第四个<span style="color: black;">便是</span>Google GA(Google analytics)，GA实在是太重要了,<span style="color: black;">全部</span>链路营销的过程，转化路径跟过程一目了然。</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>有多少到站UV，流量<span style="color: black;">源自</span>,转化<span style="color: black;">状况</span>,会话数,跳出率,转化率,转化金额跟次数，收入等，这<span style="color: black;">针对</span>媒介组合投放策略的制定,后续优化等等都是非常重要的数据,打通从前端到后端的数据。</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;">另一</span><span style="color: black;">针对</span><span style="color: black;">那些</span>页面用户停留时间长,<span style="color: black;">那些</span>时间短,<span style="color: black;">针对</span>优化网站非常重要,分析用户到站之后的<span style="color: black;">行径</span>分析。到站用户的画像，<span style="color: black;">例如</span>年龄,性别，Affinity, in-market等兴趣<span style="color: black;">兴趣</span>标签,这些兴趣<span style="color: black;">兴趣</span>的用户标签<span style="color: black;">能够</span>用来投放ads<span style="color: black;">做为</span>TA投放。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6c191029f0a34e2d99c59e917a09799b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=IFLsI%2FP%2B%2FQsP6ux%2Bpp%2BmEg%2F%2F1t0%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;">GA的转化,归因分析,社交跟展示<span style="color: black;">宣传</span>的助攻转化,转化路径等等非常清楚,GA实在是太重要了,上面看到的数据太多了,以后要专门讲一讲GA,学会分析GA是做独立站必不可少的一步。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/43d6a430570b406dbaa865a4380f5805~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=uFCwHZQYUYGBJEI27GOmbWUqSG4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">分享给<span style="color: black;">大众</span>一个谷歌出的教程链接</p>https://analytics.google.com/analytics/academy/
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/45cfaedcc308475c9d1c35335d967987~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=iOxc0zCjKvzvQG3sZgUCnv6J4W4%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;">说到</span>GA就介绍下GA URL Builder,用带UTM的链接<span style="color: black;">才可</span>在GA平台看到流量转化跟流量,是<span style="color: black;">那些</span>投放<span style="color: black;">途径</span>带来的，下面这个链接<span style="color: black;">便是</span>创建GA的URL Builder,<span style="color: black;">根据</span>上面的提示去创建UTM链接,就会在下面生成独特的链接,<span style="color: black;">亦</span><span style="color: black;">能够</span>转化为短链。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">链接：</p>https://ga-dev-tools.appspot.com/campaign-url-builder/
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c53ebedcd0b94f2688112c17ae964970~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=vHJq2tku%2BnFqB1uWOuEqToG6KAw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第五个<span style="color: black;">便是</span>Thinkwithgoogle（</p>https://www.thinkwithgoogle.com/）,借助Google思考与数据报告，指南，信息图表和<span style="color: black;">文案</span>，<span style="color: black;">认识</span>最新的营销<span style="color: black;">科研</span>和数字趋势。
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Thinkwithgoogle上面有<span style="color: black;">非常多</span>的洞察，最新型的创意<span style="color: black;">宣传</span>以及案例分析，是<span style="color: black;">认识</span>google<span style="color: black;">宣传</span>创意以及最新数据洞察的一个不错的平台。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后一个<span style="color: black;">便是</span>google<span style="color: black;">宣传</span>学习平台（</p>https://support.google.com/），是学习谷歌搜索<span style="color: black;">宣传</span>,视频<span style="color: black;">宣传</span>以及展示类<span style="color: black;">宣传</span>等一个很好的平台,会教你<span style="color: black;">怎样</span>设置Google ads,管理优化<span style="color: black;">宣传</span>,衡量<span style="color: black;">宣传</span>效果等.
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8002d721609747189b7fa00737bd4584~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725947946&x-signature=BuGMZw8WwXVohoBLysR0PPFF0mc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上几个工具是<span style="color: black;">博主</span>经常用到的比较实用的, 还有Google search console等<span style="color: black;">非常多</span>的谷歌工具。<span style="color: black;">另一</span>google ads的<span style="color: black;">宣传</span>类型<span style="color: black;">亦</span>比较多，<span style="color: black;">重点</span>有Search ads（<span style="color: black;">包括</span>关键词搜索,shopping ads）,展示<span style="color: black;">宣传</span>（GDN,Gmail等）以及Youtube视频<span style="color: black;">宣传</span>（bumper,trueview, overlay等）,接下来会一个个去写写这个ads的投放以及优化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">备注：图中素材来自Google官方截图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">(以上内容属作者个人观点，转载需经作者授权同意。)</strong></p>
你的言辞如同繁星闪烁，点亮了我心中的夜空。 说得好啊！我在外链论坛打滚这么多年，所谓阅人无数，就算没有见过猪走路，也总明白猪肉是啥味道的。
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