论坛 › 河北 › 谷歌宣传无转化？本文告诉你怎么样诊断

wloe2gf 发表于 2024-9-4 08:15:47

谷歌宣传无转化？本文告诉你怎么样诊断

    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e57ab51498ea4761a4977831185eedeb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=61KiD0jxK6KBPnnZRPFqNnxycVs%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">平板电脑中的谷歌网络搜索主页The Google Web Search homepage in a</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;">谷歌<span style="color: black;">宣传</span>转化率低到让你夜<span style="color: black;">不可</span>寐？谷歌搜索<span style="color: black;">宣传</span>的平均转化率<span style="color: black;">小于</span>4%，展示网络的转化率<span style="color: black;">乃至</span>不到1%？要<span style="color: black;">晓得</span>，即使你是一个<span style="color: black;">宣传</span>文案<span style="color: black;">能手</span>，<span style="color: black;">亦</span><span style="color: black;">不可</span>百分之百<span style="color: black;">保准</span>你的<span style="color: black;">营销</span>额会在运行<span style="color: black;">宣传</span>后突增。</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;">影响谷歌<span style="color: black;">宣传</span>转化率的<span style="color: black;">原因</span>有<span style="color: black;">非常多</span>，<span style="color: black;">倘若</span>你的谷歌<span style="color: black;">宣传</span><span style="color: black;">无</span>任何转化，很可能是<span style="color: black;">有些</span>关键<span style="color: black;">原因</span>的组合的结果。</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;">在这篇<span style="color: black;">文案</span>中，你将<span style="color: black;">认识</span><span style="color: black;">为何</span>你的谷歌<span style="color: black;">宣传</span><span style="color: black;">无</span>转化，以及<span style="color: black;">怎样</span>改善这一局面。</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;"><span style="color: black;">无</span>正确处理用户的</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;">搜索意图</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;">人们登录Facebook和Twitter等平台<span style="color: black;">一般</span>是<span style="color: black;">处在</span>社交和娱乐的<span style="color: black;">需要</span>，虽然<span style="color: black;">此刻</span>有越来越多的外贸人<span style="color: black;">选取</span>Facebook和Twitter等海外SNS平台进行品牌营销和<span style="color: black;">制品</span>推广，<span style="color: black;">然则</span>大部分时候，人们不会在Facebook和Twitter<span style="color: black;">这般</span>的平台上寻找<span style="color: black;">制品</span>或<span style="color: black;">处理</span><span style="color: black;">方法</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;">而谷歌<span style="color: black;">宣传</span>的<span style="color: black;">优良</span>就在<span style="color: black;">这儿</span>，当人们在谷歌有搜索<span style="color: black;">行径</span>时，人们<span style="color: black;">实质</span>上是在谷歌上搜索<span style="color: black;">制品</span>和服务。<span style="color: black;">她们</span><span style="color: black;">已然</span>产生了<span style="color: black;">实质</span>的<span style="color: black;">需要</span>，<span style="color: black;">或</span><span style="color: black;">认识</span>到自己有这方面的<span style="color: black;">需要</span>，并且在积极地寻找<span style="color: black;">处理</span><span style="color: black;">方法</span>。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/dec6ca904aaf4c39bd3d8aaacef4008f~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=rP9bB9vg%2B12X7gjS9hP5sXthmXI%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌<span style="color: black;">宣传</span>计划Google Advertising Program</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;">这就<span style="color: black;">寓意</span>着，</span><strong style="color: blue;"><span style="color: black;">利用谷歌<span style="color: black;">宣传</span>，<span style="color: black;">咱们</span>有机会<span style="color: black;">捕捉</span><span style="color: black;">哪些</span><span style="color: black;">已然</span>离转化不远的流量</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;"><span style="color: black;">倘若</span>谷歌<span style="color: black;">宣传</span><span style="color: black;">无</span>转化，很可能是<span style="color: black;">由于</span>你<span style="color: black;">无</span>匹配<span style="color: black;">她们</span>的个性化搜索意图。</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;">瞧瞧</span>”best crm”这个关键词搜索的搜索结果。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/fe1e6bdb43b646b1b0e36cd5b7b266b7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=9XVkSMhmarsBg5ThlPL4cDrN8e0%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;">你在这前两个<span style="color: black;">宣传</span>中<span style="color: black;">重视</span>到了什么？</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;">这两个<span style="color: black;">宣传</span>都出自比较知名的CRM<span style="color: black;">机构</span>。它们都有清晰的标题和吸引人的<span style="color: black;">宣传</span>扩展。让<span style="color: black;">咱们</span>更深入地看一下<span style="color: black;">每一个</span><span style="color: black;">宣传</span>的文字描述。简单地说，<span style="color: black;">她们</span>都在宣传<span style="color: black;">她们</span>自己的CRM工<span style="color: black;">拥有</span>很好的功能、能带来<span style="color: black;">更加多</span>好处、在价格上的<span style="color: black;">优良</span>等等。</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;">那样</span><span style="color: black;">她们</span><span style="color: black;">为何</span>不把自己的<span style="color: black;">宣传</span>语写为”best crm”？想一想<span style="color: black;">咱们</span>搜索的关键词，你认为我搜索的目的是什么？</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;">当人们搜索”best crm”时，是想看到声<span style="color: black;">叫作</span>自己是"best CRM "的<span style="color: black;">宣传</span>吗？还差得远呢。</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;">当有人搜索 "best xx"时，这<span style="color: black;">显示</span><span style="color: black;">她们</span>正<span style="color: black;">处在</span>买方旅程的<span style="color: black;">思虑</span><span style="color: black;">周期</span>。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/80760417f7524563a39f238d2c411287~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=s9qkWmeH9EPkRcVxloEPrKVBBXk%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;"><span style="color: black;">她们</span>其实是在寻找有什么<span style="color: black;">制品</span><span style="color: black;">或</span>服务能<span style="color: black;">处理</span><span style="color: black;">她们</span><span style="color: black;">此刻</span>面临的问题。<span style="color: black;">处在</span><span style="color: black;">思虑</span><span style="color: black;">周期</span>的消费者会面临进行<span style="color: black;">各样</span>比较，这<span style="color: black;">亦</span>是<span style="color: black;">各样</span>测评软文赖以<span style="color: black;">存活</span>的地方。</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;">再搜索一下 "best"+任何<span style="color: black;">制品</span>类别，你就会明白我的意思。只要向下滚动，看一下该关键词的自然搜索结果。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/77603c823c1b411a8b6e548e2863d5a0~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=36bGucd%2Ff0Te0QgZIs8XblGvbuQ%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;">这些排名靠前的搜索结果反映了最准确、最符合搜索意图的内容。</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<span style="color: black;">倘若</span><span style="color: black;">咱们</span>用不符合该意图的PPC<span style="color: black;">宣传</span>进行竞价，不难想象，<span style="color: black;">咱们</span>很难<span style="color: black;">得到</span><span style="color: black;">目的</span>受众的点击，即使有了点击，<span style="color: black;">亦</span>很难产生购买等转化<span style="color: black;">行径</span>。<span style="color: black;">由于</span><span style="color: black;">她们</span>根本<span style="color: black;">无</span>准备好进行购买。</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;">此刻</span>，<span style="color: black;">瞧瞧</span>我的 "best CRM "搜索结果下的的第三和第四个<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/d888e5a025c44b7fa8e4b17a31135434~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=Nzr4N69PpuTCDNAeZsHkxEkc89w%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;"><span style="color: black;">她们</span>恰恰符合了<span style="color: black;">思虑</span><span style="color: black;">周期</span>买家的搜索意图——比较，即使<span style="color: black;">她们</span>不是搜索结果<span style="color: black;">宣传</span>位的<span style="color: black;">第1</span>第二位，但这些<span style="color: black;">宣传</span>肯定<span style="color: black;">得到</span>了大部分<span style="color: black;">宣传</span>点击和转换。</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;">她们</span>完美地匹配了意图，并<span style="color: black;">运用</span>PPC来产生一个漏斗，而不是只攻击漏斗底部的搜索或使用被误导的意图。</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;">况且</span>，<span style="color: black;">因为</span>它们才是<span style="color: black;">第1</span>批符合搜索者意图的<span style="color: black;">宣传</span>，它们排名位置较低的<span style="color: black;">原由</span><span style="color: black;">重点</span>是它们的出价和每次点击的<span style="color: black;">花费</span>较低。</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;">因此呢</span>，在为了定位关键词而给关键词出价前，<span style="color: black;">咱们</span>需要停下来分析<span style="color: black;">每一个</span>关键词试图实现的<span style="color: black;">目的</span>以及该关键词<span style="color: black;">背面</span>的意图。<span style="color: black;">倘若</span>关键词不符合用户的搜索意图，肯定<span style="color: black;">没法</span>产生转化。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2</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;">无</span>为<span style="color: black;">每一个</span><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;"><strong style="color: blue;"><span style="color: black;">量身定做<span style="color: black;">宣传</span>扩展</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;"><span style="color: black;">宣传</span>扩展是<span style="color: black;">加强</span>AdWords转换率和点击率的绝佳方式。谷歌<span style="color: black;">已然</span><span style="color: black;">显示</span>，网站链接扩展将使点击率平均<span style="color: black;">加强</span>10-20%。呼叫扩展<span style="color: black;">亦</span>能<span style="color: black;">增多</span>10%的呼叫转化率。</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;">然则</span>，<span style="color: black;">不可</span><span style="color: black;">由于</span>它们平均有效，就认为把它们放在你的谷歌<span style="color: black;">宣传</span>上就能立刻<span style="color: black;">加强</span><span style="color: black;">宣传</span>的转化和<span style="color: black;">营销</span>额。</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;">有效的<span style="color: black;">宣传</span>拓展必须与你的<span style="color: black;">宣传</span><span style="color: black;">关联</span>、必须是重要的；最重要的是，<span style="color: black;">宣传</span>拓展必须能够</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">经过</span>改善用户体验<span style="color: black;">增多</span>价值</span></strong>。例如，<span style="color: black;">倘若</span>你的<span style="color: black;">目的</span>受众不是本地人，就不要添加<span style="color: black;">商场</span><span style="color: black;">位置</span>，这可能会对转化率产生<span style="color: black;">消极</span>影响。</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;">对<span style="color: black;">宣传</span>扩展的<span style="color: black;">运用</span>要有策略，<span style="color: black;">仅有</span>在它们能<span style="color: black;">加强</span>你的<span style="color: black;">宣传</span>效果时才<span style="color: black;">运用</span><span style="color: black;">宣传</span>拓展。</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，SEMRush就很好地<span style="color: black;">运用</span><span style="color: black;">宣传</span>扩展来强调<span style="color: black;">她们</span>的价值主张。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d888101bb3ad4203bbf23d11d39bccfb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=SQULH2KQYW0MlfTD0yCmnbRejIg%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;">SEMRush给<span style="color: black;">她们</span>的SEO工具投放<span style="color: black;">宣传</span>，<span style="color: black;">她们</span>利用网站链接扩展，细化<span style="color: black;">她们</span>的<span style="color: black;">各样</span>SEO工具，<span style="color: black;">这般</span>能够让用户从一个广泛的关键字搜索中<span style="color: black;">快速</span>找到<span style="color: black;">她们</span>的<span style="color: black;">详细</span><span style="color: black;">需要</span>。SEMRush<span style="color: black;">经过</span><span style="color: black;">宣传</span>拓展节省了点击时间，优化用户的<span style="color: black;">宣传</span>体验。</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;">有些<span style="color: black;">宣传</span><span style="color: black;">运用</span>的<span style="color: black;">宣传</span>扩展并不多，但却<span style="color: black;">特别有</span>效，<span style="color: black;">由于</span>它们有助于用户的搜索过程。</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;">因此呢</span>，不要为了<span style="color: black;">增多</span>转化率而将<span style="color: black;">运用</span><span style="color: black;">各样</span><span style="color: black;">宣传</span>拓展，<span style="color: black;">仅在</span><span style="color: black;">她们</span>能够改善用户的搜索体验时，为实现<span style="color: black;">宣传</span>和用户的搜索意图为<span style="color: black;">宣传</span>量身定做<span style="color: black;">宣传</span>拓展。下次你<span style="color: black;">运用</span><span style="color: black;">宣传</span>扩展时，想想<span style="color: black;">那些</span>扩展会直接（积极）影响你的<span style="color: black;">宣传</span>活动。不要只是为了<span style="color: black;">运用</span>它们而<span style="color: black;">运用</span>它们。</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;"><span style="color: black;">宣传</span>组混乱</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;">搜索者的意图<span style="color: black;">检测</span>了。<span style="color: black;">宣传</span>扩展<span style="color: black;">检测</span>了。</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;">咱们</span><span style="color: black;">已然</span><span style="color: black;">掌控</span>了这两个重要的<span style="color: black;">原因</span>，<span style="color: black;">那样</span>是时候<span style="color: black;">处理</span>谷歌<span style="color: black;">宣传</span>低转化率的下两个罪魁祸首了。</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;">让<span style="color: black;">咱们</span>跳到你的<span style="color: black;">宣传</span>组。<span style="color: black;">通常</span><span style="color: black;">来讲</span>，谷歌<span style="color: black;">宣传</span>和谷歌搜索的本质都是<span style="color: black;">详细</span>性。</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<span style="color: black;">便是</span><span style="color: black;">宣传</span>质量分数存在的<span style="color: black;">原由</span>：<span style="color: black;">保证</span>用户得到符合<span style="color: black;">她们</span>搜索意图的确切内容。</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>有人在搜索一个长尾的特定短语，如“iPhone12手机壳红色”，<span style="color: black;">那样</span><span style="color: black;">她们</span>想看到的正是这个短语，<span style="color: black;">她们</span>并不想看到一整页的手机壳，<span style="color: black;">她们</span>想要的只是红色的iPhone12手机壳。</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<span style="color: black;">便是</span>问题所在。大<span style="color: black;">都数</span><span style="color: black;">宣传</span>组的结构并不是为了创建足够<span style="color: black;">详细</span>的<span style="color: black;">宣传</span>。当然这并不是你的错。当<span style="color: black;">咱们</span>一<span style="color: black;">起始</span><span style="color: black;">运用</span>谷歌<span style="color: black;">宣传</span>时，系统会提示你在一个<span style="color: black;">宣传</span>组中添加10-20个关键词。但这只会<span style="color: black;">引起</span>一个<span style="color: black;">宣传</span>组<span style="color: black;">不可</span>足够<span style="color: black;">详细</span>地针对<span style="color: black;">每一个</span>关键词。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9151e1f6e11a44c0be057d0d00053927~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=Csjcm27ZIvdpJbmJTmkNSlA4Ui0%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;">这种<span style="color: black;">宣传</span>很<span style="color: black;">平常</span>，<span style="color: black;">同期</span><span style="color: black;">亦</span>很难带来转化。同一个<span style="color: black;">宣传</span>组中的<span style="color: black;">各样</span>关键词，会让<span style="color: black;">宣传</span>组变得不<span style="color: black;">详细</span>，这在本质上<span style="color: black;">增多</span>了搜索者的工作量，当人们点击进入<span style="color: black;">宣传</span>，还需要进行一系列工作，<span style="color: black;">才可</span>找到<span style="color: black;">她们</span>的原始<span style="color: black;">查找</span>结果。</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;">但这不是对待可能带来转化的客户的方式，为了<span style="color: black;">增多</span>访客转化的意愿，<span style="color: black;">宣传</span>必须完全满足<span style="color: black;">她们</span>的<span style="color: black;">需求</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;">同一个<span style="color: black;">宣传</span>组<span style="color: black;">包括</span><span style="color: black;">各样</span>指向的关键词会让<span style="color: black;">宣传</span>的<span style="color: black;">详细</span>性降低，<span style="color: black;">从而</span><span style="color: black;">引起</span><span style="color: black;">关联</span>性、点击率的降低，<span style="color: black;">同期</span>还会<span style="color: black;">增多</span>每次点击成本。</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;">数据<span style="color: black;">表示</span>，<span style="color: black;">宣传</span>质量分数简单地<span style="color: black;">加强</span>一分，就能使每次转换成本降低16%。</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;">因此呢</span>你的<span style="color: black;">宣传</span>组<span style="color: black;">调节</span>得越精细越好，为此，最好的<span style="color: black;">办法</span>是<span style="color: black;">运用</span>单一关键词<span style="color: black;">宣传</span>组。单一关键词<span style="color: black;">宣传</span>组<span style="color: black;">能够</span><span style="color: black;">加强</span><span style="color: black;">宣传</span>质量得分，并快速<span style="color: black;">加强</span>点击率。</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;">那样</span>，什么是单一关键词<span style="color: black;">宣传</span>组？单一关键词<span style="color: black;">宣传</span>组针对单一关键词，而不是10多个。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/pgc-image/dc3714464c3648559f19811421d64d72~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=GcbaziIzjeF%2F1iruuxQCk298DqQ%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;"><span style="color: black;">经过</span>修复现有的<span style="color: black;">宣传</span>组，<span style="color: black;">运用</span>单个关键字，<span style="color: black;">能够</span>制作直接围绕该关键字和相应着陆页展开的<span style="color: black;">宣传</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;">你<span style="color: black;">能够</span>针对你想定位的其他热门关键字重复此过程。例如，<span style="color: black;">能够</span>给”men’s blue socks”设置一个全新的着陆页，其中<span style="color: black;">包括</span>仅适用于男士的蓝色袜子变体。</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;">着陆页上缺乏信息匹配</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;"><span style="color: black;">此刻</span><span style="color: black;">咱们</span><span style="color: black;">已然</span><span style="color: black;">检测</span>了<span style="color: black;">宣传</span>组，并<span style="color: black;">能够</span><span style="color: black;">起始</span><span style="color: black;">运用</span>更准确的<span style="color: black;">宣传</span>组来定位客户，<span style="color: black;">此刻</span>是时候对着陆页做<span style="color: black;">一样</span>的工作了。</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;">宣传</span>着陆页是影响转化率的一个重要<span style="color: black;">原因</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;">即使<span style="color: black;">宣传</span>文案、关键字定位都很出色，<span style="color: black;">倘若</span>着陆页差强人意，<span style="color: black;">宣传</span><span style="color: black;">亦</span>很难实现转化。</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;">简单地把网站的主页定为着陆页是行不通的，将访客引导到一个简单的定价页面可能<span style="color: black;">亦</span>不会有太好的转化。</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;">想要实现转化率最大化，<span style="color: black;">咱们</span>需要有</span><strong style="color: blue;"><span style="color: black;">特定关键词的专用着陆页</span></strong>。<span style="color: black;">为何</span>？<span style="color: black;">由于</span><span style="color: black;">这般</span>能够做到信息匹配。信息匹配<span style="color: black;">能够</span>将转化率<span style="color: black;">加强</span> 200+%。<span style="color: black;">那样</span>，着陆页的信息匹配<span style="color: black;">到底</span>是什么呢？</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;">着陆页的信息匹配<span style="color: black;">不仅</span>是创建一个<span style="color: black;">相关</span>键词填充的页面或与<span style="color: black;">宣传</span>完美匹配的页面。相反，它是创造人们在点击<span style="color: black;">宣传</span>时所期望得到的页面。</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;">着陆页的信息匹配应该是<span style="color: black;">宣传</span>中所有变量的完美对应：意图、关键字、期望等。</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;">先给<span style="color: black;">大众</span>举个<span style="color: black;">消极</span>的例子。这是三星 Galaxy 的一个<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/8762f31285f045839cc7f4b314b7eed0~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=70urPCSOvVsH7%2BKYEwo4L2eZipc%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;"><span style="color: black;">此刻</span><span style="color: black;">瞧瞧</span>着陆页。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/389c7b84c9b04e7eb3dab2fd81898aa8~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=UYWjQ%2FNzAhHU1f%2B%2B7WCgqR9hA2k%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;"><span style="color: black;">咱们</span><span style="color: black;">能够</span>看到，两个界面的颜色是<span style="color: black;">同样</span>的，这是一个好的<span style="color: black;">起始</span>。着陆页展示了两个平板电脑，看起来是个中规中矩的<span style="color: black;">宣传</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;">但要深入挖掘。看一下信息传递。你<span style="color: black;">重视</span>到了什么？</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>的价值主张转移了。<span style="color: black;">宣传</span><span style="color: black;">表示</span>了平板电脑<span style="color: black;">做为</span>父亲节礼物价值。但着陆页则说该平板电脑是一个家庭<span style="color: black;">处理</span><span style="color: black;">方法</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;">用户点击<span style="color: black;">宣传</span>可能是为了<span style="color: black;">认识</span><span style="color: black;">更加多</span>关于<span style="color: black;">制品</span>的信息以及<span style="color: black;">为何</span>它<span style="color: black;">做为</span>父亲节礼物的<span style="color: black;">原由</span>。但在着陆页<span style="color: black;">她们</span>并<span style="color: black;">无</span><span style="color: black;">得到</span>符合预期的信息。</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;">此刻</span>，让<span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span>Moz<span style="color: black;">宣传</span>中信息匹配的正面例子。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/65fb1eaf06a24999ab0fba21bae3c7c2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=2HJjJBqzso147LTpm%2F2EfTSVrQQ%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;">这是随后的着陆页。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f527fcb55b4f41849b17a69ca2e589b5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=0YK8uOMlsZRD2h9UaUL6c3Qk2nk%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;"><span style="color: black;">她们</span>在外观和文字上都有协调统一的风格，<span style="color: black;">包含</span>着陆页上的CTA按钮与原始<span style="color: black;">宣传</span>上的价值主张都是一致的，即30天的免费试用。</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;">仅有</span>当<span style="color: black;">宣传</span>实现<span style="color: black;">咱们</span>在这篇<span style="color: black;">文案</span>中讨论的所有<span style="color: black;">原因</span>时，才有可能实现信息匹配。</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;">①意图必须是正确的。<span style="color: black;">倘若</span>你在 "best CRM "搜索结果中<span style="color: black;">表示</span>你自己的CRM<span style="color: black;">制品</span>，<span style="color: black;">因为</span>缺少客户的期望，信息匹配就会<span style="color: black;">显现</span>问题。</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;">②<span style="color: black;">倘若</span>你<span style="color: black;">无</span><span style="color: black;">关联</span>的<span style="color: black;">宣传</span>扩展，用户会<span style="color: black;">选取</span>点击其他符合他们期望的<span style="color: black;">宣传</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;">③<span style="color: black;">倘若</span><span style="color: black;">宣传</span>组太笼统，<span style="color: black;">宣传</span>就会缺乏<span style="color: black;">详细</span>性。</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;">④着陆页将<span style="color: black;">帮忙</span>你把所有这些<span style="color: black;">原因</span>联系起来，以<span style="color: black;">保证</span><span style="color: black;">宣传</span>能尽可能多地推动转化率。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/db7993ca001c4042860579c20247b5c3~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725977323&amp;x-signature=bY4DalJvR3sR2EZoAPV8f6F2LqA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">结论</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;">谷歌搜索<span style="color: black;">宣传</span>的转化率超过4%，展示活动的转化率超过1%——<span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>转化率达到了这一<span style="color: black;">需求</span>，值得开心，但<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">不可</span>满足于此。</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>谷歌<span style="color: black;">宣传</span><span style="color: black;">始终</span><span style="color: black;">无</span>转化，与其寻找快速<span style="color: black;">处理</span>方案，不如试试对<span style="color: black;">宣传</span>的关键部位进行审查，并且在<span style="color: black;">发掘</span>问题后采取相应的<span style="color: black;">办法</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;">从<span style="color: black;">处理</span>最基本的概念<span style="color: black;">起始</span>。关键词的意图：你的<span style="color: black;">目的</span>是与你的<span style="color: black;">制品</span>相匹配的关键词吗？</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;">接下来，清理你的<span style="color: black;">宣传</span>组，使之更加<span style="color: black;">详细</span>，并<span style="color: black;">加强</span>你的质量分数。</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;">保证</span>着陆页是针对<span style="color: black;">每一个</span><span style="color: black;">宣传</span>组的，以使你的影响最大化。它们必须<span style="color: black;">包含</span>信息匹配，以满足客户的期望。</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;">始终使用<span style="color: black;">宣传</span>扩展来<span style="color: black;">加强</span>你的点击率和<span style="color: black;">增多</span>转化率。但不要只是把它们拍在上面。要有策略地利用适合<span style="color: black;">每一个</span><span style="color: black;">宣传</span>组并符合<span style="color: black;">宣传</span>活动<span style="color: black;">目的</span>的扩展。</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;">快速修复<span style="color: black;">能够</span>起<span style="color: black;">功效</span>，但它们<span style="color: black;">不可</span><span style="color: black;">连续</span>。<span style="color: black;">咱们</span>必须专注于基本要素，为用户创造一个良好的体验，从搜索到转化以及之间的一切内容。</span></span></p>

4zhvml8 发表于 2024-10-15 13:50:47

你的话语如春风拂面，温暖了我的心房，真的很感谢。

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