SHOPYY：5分钟看懂Google 购物宣传
<img src="https://p3-sign.toutiaoimg.com/pgc-image/RmxUFIIFvEyAJU~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725962710&x-signature=Z0AKzvyNxmCUzfP%2FYJ6NmwziCmc%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google 购物<span style="color: black;">宣传</span>（Shopping Ads）<span style="color: black;">已然</span><span style="color: black;">作为</span>众多商家除Facebook<span style="color: black;">宣传</span>以外的重要流量<span style="color: black;">源自</span>入口，<span style="color: black;">亦</span>是营销人员必须<span style="color: black;">认识</span>的<span style="color: black;">宣传</span>推广方式之一。做谷歌购物<span style="color: black;">宣传</span>的<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>不需要设定文案、素材和关键词，<span style="color: black;">由于</span><span style="color: black;">宣传</span>的内容来自<span style="color: black;">宣传</span>主事先传到Google Merchant Center的<span style="color: black;">制品</span>目录。谷歌会自动抓取<span style="color: black;">制品</span>目录中信息（}product Data）,将<span style="color: black;">制品</span>图、<span style="color: black;">制品</span>名<span style="color: black;">叫作</span>、价格等信息直接呈<span style="color: black;">此刻</span>购物<span style="color: black;">宣传</span>里。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">一 、Google购物<span style="color: black;">宣传</span><span style="color: black;">怎样</span>呈现</strong></p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RmxUFIn6u8fCwR~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725962710&x-signature=speLwKagqgXEQXV7QtN4kn464Ns%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当<span style="color: black;">运用</span>者在Google搜索特定<span style="color: black;">制品</span>后，若Google认为你的<span style="color: black;">制品</span>与这个词<span style="color: black;">关联</span>，就会以图文的方式呈<span style="color: black;">此刻</span>购物<span style="color: black;">宣传</span>的搜索结果的最上方。购物<span style="color: black;">宣传</span>又分成两种，在<span style="color: black;">宣传</span>的程序和设定上都有些<span style="color: black;">区别</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、<span style="color: black;">制品</span>购物<span style="color: black;">宣传</span>（product Shopping Ads）:<span style="color: black;">宣传</span>内容直接<span style="color: black;">按照</span>你在Merchant Center中提交的<span style="color: black;">制品</span>资料制作而成，<span style="color: black;">每一个</span><span style="color: black;">制品</span>会有一个界面，<span style="color: black;">包括</span><span style="color: black;">制品</span>图、<span style="color: black;">制品</span>名<span style="color: black;">叫作</span>、价格、网站名<span style="color: black;">叫作</span>。<span style="color: black;">运用</span>者点击<span style="color: black;">宣传</span>后，会直接被带到该<span style="color: black;">制品</span>的页面。这种<span style="color: black;">宣传</span>较容易被长尾型的搜索字词触发，适合品牌较响亮的商家<span style="color: black;">运用</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、展示购物<span style="color: black;">宣传</span>（Showcase Shopping Ads）:是在Adwords 中集结<span style="color: black;">关联</span><span style="color: black;">制品</span>制作而成。当<span style="color: black;">运用</span>者点击<span style="color: black;">宣传</span>后，不会直接被带到网站的<span style="color: black;">制品</span>页面上，而是在Google 的环境中展开<span style="color: black;">宣传</span>，两两并列展示<span style="color: black;">更加多</span><span style="color: black;">关联</span>的<span style="color: black;">制品</span>。展示购物<span style="color: black;">宣传</span>相对较容易被广泛性搜索词触发，适合<span style="color: black;">制品</span>数较多的商家<span style="color: black;">运用</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;">2、</span><span style="color: black;">怎样</span>设定购物<span style="color: black;">宣传</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过程</span><span style="color: black;">1、</span><span style="color: black;">检测</span>自己的<span style="color: black;">制品</span><span style="color: black;">是不是</span>符合符合购物<span style="color: black;">宣传</span>政策、<span style="color: black;">是不是</span>适合刊登购物<span style="color: black;">宣传</span></p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RmxUFJJ2314gCb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725962710&x-signature=WkT2FP1fiUfFs8eSj5fUWHAdiF8%3D" 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;">更加多</span>细节请参见Google发布的购物政策</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过程</span><span style="color: black;">2、</span>在Google Merchant Center 开设账户</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">开了账户之后，你还需要填写完整的商家信息、并<span style="color: black;">经过</span>上传Google HTMl文件验证网站所有权，<span style="color: black;">况且</span>要<span style="color: black;">保证</span>自己<span style="color: black;">最少</span>每30天能更新一次<span style="color: black;">制品</span>资料(Product Data)。<span style="color: black;">倘若</span>你的商品数量多的话，<span style="color: black;">一般</span>会在整理商品资料和上传资料的这一<span style="color: black;">周期</span>卡的最久。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过程</span><span style="color: black;">3、</span>在 Google AdWords 开设账户，并连接Merchant Center的账户</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">能够</span>在Adwords界面的右上角找到一个扳手的图示，点开后会<span style="color: black;">显现</span>【已<span style="color: black;">相关</span>的账户】。在这个页面就能设定Adwords账户与Merchant Center之间的连接。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RmxUFJnBFMgcEn~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725962710&x-signature=Cp%2BsPTkTHw7Lo9CEjXCEPuEj1Kw%3D" 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;">过程</span><span style="color: black;">4、</span>在Google AdWords <span style="color: black;">创立</span><span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">完<span style="color: black;">成为了</span>前三个<span style="color: black;">过程</span>之后，你就<span style="color: black;">能够</span>在AdWords里<span style="color: black;">创立</span>购物<span style="color: black;">宣传</span>了。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RmxUFKE9usvrKP~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725962710&x-signature=1mZrH4Ig0fEpx5X6dDsxJdBWHKI%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">创立</span>新的<span style="color: black;">宣传</span>活动(Campaign)的时候，<span style="color: black;">选取</span>「购物」之后，就能依次选择商家、<span style="color: black;">营销</span>国家、竞价、预算等项目，将<span style="color: black;">宣传</span>设定完成。若要<span style="color: black;">选取</span><span style="color: black;">运用</span>展示型购物<span style="color: black;">宣传</span>，只要在<span style="color: black;">宣传</span>群组类别(Ad Group Type)<span style="color: black;">选取</span>展示型购物(Showcase Shopping)，就能依序<span style="color: black;">创立</span>出标题图像(Header Image)、<span style="color: black;">制品</span>图像(Product Image)、文案等信息，设定好你的展示型购物<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下为你整理4个<span style="color: black;">过程</span>的要点 :</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RmxUFhNFhekrvk~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725962710&x-signature=BAhcyInB1FqECaJjfoIzrgebVTM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span>购物<span style="color: black;">宣传</span>的收费方式</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>购物<span style="color: black;">宣传</span>与展示购物<span style="color: black;">宣传</span>的收费方式<span style="color: black;">区别</span>，前者以CPC计费，后者以CPE计费。CPC计费比较好理解，但CPE<span style="color: black;">指的是</span>什么呢？<span style="color: black;">这儿</span>的E指的是互动（Enagagment）。只要点击展示<span style="color: black;">宣传</span>购物后，<span style="color: black;">运用</span>者在展开的页面停留10秒以上，或是在10秒内点击了商品<span style="color: black;">或</span>链接，就会被计算为一个互动。</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;">4、</span><span style="color: black;">平常</span>问题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.有规定<span style="color: black;">制品</span>资料更新的最低频率吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google<span style="color: black;">期盼</span>商家<span style="color: black;">最少</span>每隔 30 天推送一次最新的<span style="color: black;">制品</span>资料，<span style="color: black;">不仅</span>能让<span style="color: black;">运用</span>者享有最佳购物体验，<span style="color: black;">亦</span>有助于<span style="color: black;">提高</span><span style="color: black;">宣传</span>成效。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 展示购物<span style="color: black;">宣传</span>的内页中<span style="color: black;">能够</span>放的商品数量有限制吗?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span><span style="color: black;">无</span>数量的规范，<span style="color: black;">不外</span><span style="color: black;">意见</span>你放10种热销<span style="color: black;">制品</span>，比较容易吸引消费者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 有些<span style="color: black;">制品</span>购物<span style="color: black;">宣传</span>上面会<span style="color: black;">表示</span>星级评分(Ratings)，这些评分是谁给的呢?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google上<span style="color: black;">表示</span>的评分汇集商家、第三方评论为你工作和消费者等多个资料來源。换句话说，你<span style="color: black;">能够</span>自己上传评分，或是与 Google 核准的<span style="color: black;">制品</span>评分网站合作，直接联系并<span style="color: black;">拜托</span><span style="color: black;">她们</span>为你提交<span style="color: black;">制品</span>评分资料；又或是 Google 顾客评论计划，让 Google 直接帮你收集。但不管怎么样，评分结果不<span style="color: black;">必定</span>会出<span style="color: black;">此刻</span>购物<span style="color: black;">宣传</span>上。<span style="color: black;">仅有</span>已<span style="color: black;">得到</span>三个以上的评论，且Google系统认为评分信息无误、结合购物者的<span style="color: black;">需要</span>时，才会展示评分。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>前文的介绍，<span style="color: black;">大众</span>是不是有了更深度的<span style="color: black;">认识</span>呢？<span style="color: black;">期盼</span>前文所述的信息，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>各位卖家有效的提升<span style="color: black;">制品</span>转化率。想<span style="color: black;">认识</span><span style="color: black;">更加多</span>干货，请关注SHOPYY平台公众号，<span style="color: black;">文案</span><span style="color: black;">连续</span>更新中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">SHOPYY<span style="color: black;">做为</span>国内SaaS模式自建站平台，全中文后台简单易操作，只需商家<span style="color: black;">供给</span>域名，<span style="color: black;">就可</span>快速搭建好网站。并且SHOPYY平台将为<span style="color: black;">每一个</span>商家<span style="color: black;">供给</span>一对一资深顾问建站咨询服务，从点到面<span style="color: black;">处理</span>网站搭建过程中遇到的难点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">【SHOPYY全新SAAS模式，三秒自助建站】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">订阅号：每日推送干货<span style="color: black;">文案</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">公众号：注册和开通SHOPYY账号</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">选取</span>SHOPYY，一键开启跨境电商独立站</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">以上内容仅<span style="color: black;">表率</span>作者个人观点，不<span style="color: black;">表率</span>雨果网立场！</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">上雨果网搜索“跨境资料库”,领取欧美/东南亚各国市场商机、各大平台热销品报告、跨境电商营销白皮书！</strong></p>
感谢你的精彩评论，带给我新的思考角度。 我赞同你的看法，你的智慧让人佩服，谢谢分享。 外贸论坛是我们的，责任是我们的，荣誉是我们的，成就是我们的，辉煌是我们的。 “板凳”（第三个回帖的人） 你的见解真是独到，让我受益匪浅。
页:
[1]