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fny5jt9 发表于 2024-9-4 11:03:45

旺季冲刺｜Google 智能购物宣传7大投放策略

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不久前店匠为商家分享了<span style="color: black;">文案</span>购物季<span style="color: black;">区别</span><span style="color: black;">周期</span>投放的<span style="color: black;">宣传</span>类型，而<span style="color: black;">此刻</span><span style="color: black;">已然</span>到了冲刺黑五的白热化<span style="color: black;">周期</span>，本篇<span style="color: black;">文案</span>帮你抓紧<span style="color: black;">机会</span>，利用 Google 智能购物<span style="color: black;">宣传</span>实现 ROAS 最大化！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">一：购物季<span style="color: black;">运用</span> Google 智能购物<span style="color: black;">宣传</span><span style="color: black;">优良</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;">1.实现流量全面覆盖。</strong>Google 智能购物<span style="color: black;">宣传</span><span style="color: black;">经过</span><span style="color: black;">设备</span>学习技术，会<span style="color: black;">运用</span>商品 Feed 来制作<span style="color: black;">各样</span><span style="color: black;">宣传</span>，并且投放到<span style="color: black;">区别</span>网络上（<span style="color: black;">包含</span><span style="color: black;">Google 搜索网络、Google 展示<span style="color: black;">宣传</span>网络、YouTube 和 Gmail</span>）进行展示，为独立站扩大潜在消费者<span style="color: black;">供给</span>了无限可能。</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;">2.<span style="color: black;">按照</span>效果变化快速<span style="color: black;">调节</span>，设置简单。</strong>与标准购物<span style="color: black;">宣传</span>相比，Google 智能购物<span style="color: black;">宣传</span>设置相对简单。在<span style="color: black;">创立</span><span style="color: black;">宣传</span>系列初期，商家可以<span style="color: black;">按照</span>自己的预期预算进行设置，Google 智能购物<span style="color: black;">宣传</span>将自动确定展示位置和出价，出价算法能够<span style="color: black;">思虑</span>短期内的效果变化并快速做出<span style="color: black;">调节</span>，<span style="color: black;">提高</span>优化效率。</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;">3.强大测试体系，展示最佳<span style="color: black;">宣传</span>。</strong>Google 智能购物<span style="color: black;">宣传</span>系列会将现有的<span style="color: black;">制品</span> Feed 和素材资源组合起来制成<span style="color: black;">宣传</span>，Google 的强大系统会对其展开测试，并在<span style="color: black;">各样</span><span style="color: black;">宣传</span>网络中展示效果最好的<span style="color: black;">宣传</span>。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6fd7f8184e81441ea1ed7d04a4c95b4e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=MiRV7yDVx1p4MYcepTqbsF800qI%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（Google 智能购物<span style="color: black;">宣传</span>示例）</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">二：开启 Google 智能购物<span style="color: black;">宣传</span>前准备</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;">按照</span> Google Ads 的<span style="color: black;">需求</span>，只要有过审的 Merchant Center Feed、遵守购物<span style="color: black;">宣传</span>政策，商家就<span style="color: black;">能够</span>制作智能购物<span style="color: black;">宣传</span>系列。<span style="color: black;">然则</span>，为了最大限度发挥 Google 智能购物<span style="color: black;">宣传</span>的价值，还需要做以下准备：</span></p><span style="color: black;"><strong style="color: blue;">设置有效的转化跟踪。</strong><span style="color: black;">针对</span> Google 智能购物<span style="color: black;">宣传</span><span style="color: black;">来讲</span>，转化价值和转化次数是<span style="color: black;">设备</span>学习的重要依据，<span style="color: black;">宣传</span>会据此来尽可能<span style="color: black;">加强</span>转化价值。</span><span style="color: black;"><strong style="color: blue;">创建再营销列表。</strong>Google 智能购物<span style="color: black;">宣传</span>系列会向列表中的用户（即<span style="color: black;">拜访</span>过您独立站的用户）投放再营销<span style="color: black;">宣传</span>。<span style="color: black;">重视</span>，要<span style="color: black;">保证</span><span style="color: black;">宣传</span>尽可能扩大覆盖范围，<span style="color: black;">独立站必须在过去30天内<span style="color: black;">持有</span>超过100位活跃用户或<span style="color: black;">拜访</span>者。</span>点击此处学习创建再营销列表的<span style="color: black;">仔细</span>操作。</span><span style="color: black;"><strong style="color: blue;">上传<span style="color: black;">宣传</span>素材。</strong>上传徽标、<span style="color: black;">照片</span>和文字等素材资源，用于制作自适应再营销<span style="color: black;">宣传</span>，以在展示<span style="color: black;">宣传</span>网络和 YouTube 中展示。<span style="color: black;">优秀</span><span style="color: black;">宣传</span>素材制作请查看往期<span style="color: black;">文案</span>。</span>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b7da3531ed88486eba311f6aff845b6f~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=xsqEqdIxCbHwC7LsylCO3D2HpcQ%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;">三：<span style="color: black;">怎样</span>有效投放 Google 智能购物<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;"><strong style="color: blue;">01 <span style="color: black;">选择</span>部分商品或国家做测试</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;">将同一国家、同一部分商品的智能购物<span style="color: black;">宣传</span>优先级定位高于标准购物<span style="color: black;">宣传</span>，<span style="color: black;">这般</span>标准购物<span style="color: black;">宣传</span>的流量会慢慢降低，<span style="color: black;">最后</span><span style="color: black;">所有</span>转移到智能购物<span style="color: black;">宣传</span>中。</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;">针对<span style="color: black;">已然</span>投放一段时间标准购物<span style="color: black;">宣传</span>的账户，为了不影响整体流量，<span style="color: black;">意见</span>先<span style="color: black;">选择</span>部分国家<span style="color: black;">或</span>商品，新建智能购物<span style="color: black;">宣传</span>做测试，在有<span style="color: black;">必定</span>流量后再关闭相应的标准购物<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;"><strong style="color: blue;"><span style="color: black;">店匠提示：</span></strong><span style="color: black;">为了让<span style="color: black;">宣传</span>系列发挥效用，最大限度<span style="color: black;">加强</span>转化价值或转化次数，制作新的<span style="color: black;">宣传</span>系列时，应</span><span style="color: black;"><span style="color: black;">尽可能</span><span style="color: black;">选取</span>近30天转化次数高的商品或国家</span>，以创建在近30天内转化不少于100次的<span style="color: black;">宣传</span>系列。<span style="color: black;">能够</span>把同一个国家里<span style="color: black;">选择</span>的所有商品放在同一个系列中去进行投放。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">02 设置<span style="color: black;">目的</span> ROAS</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;">针对</span>智能购物<span style="color: black;">宣传</span>，Google 默认使用“尽可能<span style="color: black;">加强</span>转化价值”，商家<span style="color: black;">能够</span>设置一个<strong style="color: blue;"><span style="color: black;">目的</span><span style="color: black;">宣传</span>支出<span style="color: black;">报答</span>率</strong>（<span style="color: black;">Target ROAS</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;">设置<span style="color: black;">办法</span>：</span><span style="color: black;">倘若</span>您<span style="color: black;">已然</span>有了 ROAS <span style="color: black;">目的</span>，<span style="color: black;">能够</span><span style="color: black;">根据</span>您的<span style="color: black;">目的</span>值来设置；<span style="color: black;">倘若</span>您还<span style="color: black;">无</span><span style="color: black;">详细</span>的<span style="color: black;">目的</span>，<span style="color: black;">能够</span>查看标准购物<span style="color: black;">宣传</span>的历史转化数据，<span style="color: black;">按照</span>过去<span style="color: black;">宣传</span>的 ROAS 来设置 Target ROAS。</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;">店匠提示：</span></strong><span style="color: black;">出价策略需要<span style="color: black;">必定</span>的适应期，Google 智能购物<span style="color: black;">宣传</span>学习期需等待，不要频繁<span style="color: black;">调节</span> Target ROAS。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/bf45ceeea4fa465aafdfd9a6ba5976a1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=1UG1rXIRGS7x24XIph0Og%2BzqWV8%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;">03 优化<span style="color: black;">宣传</span>系列结构</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">宣传</span>系列流量趋于稳<span style="color: black;">按时</span>，<span style="color: black;">意见</span><span style="color: black;">按照</span>表现，将转化量和流量<span style="color: black;">很强</span>的<span style="color: black;">制品</span>与其余<span style="color: black;">制品</span>区<span style="color: black;">掰开</span>来，单独设定优先级更高的系列，给预算来投放头部商品。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">另外</span>，<span style="color: black;">区别</span>的营销<span style="color: black;">目的</span>或<span style="color: black;">区别</span>的<span style="color: black;">制品</span>类别，<span style="color: black;">意见</span>创建<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>系列，以<span style="color: black;">掌控</span>预算分配。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/587a931a12ca4a4e9a84a26f7991d2c7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=djP0A9IWfShbPoaPmP7tX%2F99UiU%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;">04 <span style="color: black;">调节</span>出价和预算，<span style="color: black;">提高</span><span style="color: black;">营销</span>额</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为<span style="color: black;">提高</span>您的<span style="color: black;">宣传</span>竞争力，<span style="color: black;">意见</span>在当前购物季的冲刺<span style="color: black;">周期</span>，适当降低智能购物<span style="color: black;">宣传</span>的 Target ROAS，并<span style="color: black;">提高</span>预算，最大化购物季高峰期的商品可见度，以<span style="color: black;">提高</span><span style="color: black;">营销</span>额。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">05 优化 Feed 标题和描述，<span style="color: black;">提高</span>搜索<span style="color: black;">关联</span>度</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Feed 标题和描述的质量是影响智能购物<span style="color: black;">宣传</span>表现的关键<span style="color: black;">原因</span>，<span style="color: black;">尤其</span>会影响到账户的整体流量、搜索字词的准确程度。优化标题和描述，<span style="color: black;">能够</span><span style="color: black;">提高</span>消费者搜索内容与<span style="color: black;">宣传</span>的<span style="color: black;">关联</span>度，店匠优化<span style="color: black;">意见</span>：</span></p><span style="color: black;"><span style="color: black;">标题<span style="color: black;">意见</span>：</span><strong style="color: blue;">品牌 + 商品 + 属性（颜色、尺寸、质量）</strong></span><span style="color: black;"><span style="color: black;">描述<span style="color: black;">意见</span>：</span><span style="color: black;">按照</span>商品的核心信息，扩充成150个字符<span style="color: black;">上下</span>的段落，适量放入<span style="color: black;">与商品<span style="color: black;">关联</span>的高流量关键词。</span>在其时间段，加入与节日活动<span style="color: black;">关联</span>（如黑<span style="color: black;">5、</span>圣诞节）的关键词。<span style="color: black;">怎样</span><span style="color: black;">精细</span>定位关键词，点击查看往期<span style="color: black;">文案</span>。</span>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/fedc843d2e2c4a9b9ada027d9ba7a977~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=AfRqKGHTATQ9wifSbwjiuPeb%2Bls%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;">06 添加促销信息，<span style="color: black;">提高</span><span style="color: black;">宣传</span>竞争力</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">宣传</span><span style="color: black;">平常</span>优化中，商家<span style="color: black;">能够</span>灵活运用 GMC 的促销功能，将站内的<span style="color: black;">制品</span>优惠<span style="color: black;">经过</span>促销设置进行投放，从而<span style="color: black;">加强</span><span style="color: black;">宣传</span>展示份额，<span style="color: black;">提高</span><span style="color: black;">宣传</span>竞争力。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p6-sign.toutiaoimg.com/pgc-image/b0253dce72cc487997d6035b7d70c65a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=rjuJ6wyFAwDIBVdKZV3RmmwYb6E%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;">准许</span>商家<span style="color: black;">运用</span>的促销信息类型）</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">制作促销活动流程演示：</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;">步骤一：</span>打开 GMC <span style="color: black;">选取</span>对应账户，找到促销，点击蓝色按钮进行添加。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5cbefc2f1a0e47379ce6ddbf359dcb05~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=yNEP%2B8jOXXAyZpZ2SzX%2FIB1gzUg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">过程</span>二：</span><span style="color: black;">选取</span>投放国家。</strong></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f91af88fddbb4a2b9b7e064514c9e37e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=9bSues0mK%2FgCgCBuJUUCqSjA204%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;">过程</span>三：</span><span style="color: black;">按照</span>自己<span style="color: black;">需要</span><span style="color: black;">选取</span>促销类型，<span style="color: black;">包含</span>满减、赠礼、折扣优惠、免邮四种优惠方式。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d0bc7637ed994f229c420ac73c9c3b46~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=W8%2BkI%2B2HSqHBetPb8HK6VUEIeo4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">店匠提示：</strong><span style="color: black;">倘若</span><span style="color: black;">运用</span>折扣优惠<span style="color: black;">做为</span>促销，需要填写折扣 code，<span style="color: black;">倘若</span><span style="color: black;">无</span> code 促销将不会生效。</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;">过程</span>四：</span>设置促销标题和 ID。标题可与独立站的促销活动名<span style="color: black;">叫作</span>对应，<span style="color: black;">亦</span>可<span style="color: black;">自动</span>创建。ID 需<span style="color: black;">自动</span>创建，切忌不可重复。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/204a0ec6a29341c19dbc0bb2e5a79985~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=E5KbzJ9JYxblHGXRoUJpdQmfvdo%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;">最后，设置活动<span style="color: black;">起始</span>时间与结束时间<span style="color: black;">就可</span>完成。等待审核成功之后，促销立即生效。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">07 <span style="color: black;">运用</span>时间衰减归因模型优化<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;"><span style="color: black;">时间衰减是 Google <span style="color: black;">宣传</span>的归因模型之一，其<span style="color: black;">道理</span>在于<span style="color: black;">宣传</span>互动越接近转化<span style="color: black;">出现</span>时间，<span style="color: black;">宣传</span>带来的转化就越多。<span style="color: black;">宣传</span>互动每相隔七天，<span style="color: black;">宣传</span>转化效果就会相差一半。换言之，</span><span style="color: black;">转化<span style="color: black;">出现</span> 8 天前的<span style="color: black;">宣传</span>互动所带来的效果<span style="color: black;">仅有</span>转化<span style="color: black;">出现</span> 1 天前的<span style="color: black;">宣传</span>互动所获效果的 50%。</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;">店匠提示：</span></strong><span style="color: black;"><span style="color: black;">因为</span>某些商品转化的周期可能较长，<span style="color: black;">宣传</span>会<span style="color: black;">显现</span>转化延迟<span style="color: black;">状况</span>，<span style="color: black;">因此呢</span>要</span><span style="color: black;">以更长的周期来衡量<span style="color: black;">宣传</span>系列的效果</span>，<span style="color: black;">运用</span>时间衰减归因模型<span style="color: black;">能够</span><span style="color: black;">帮忙</span>商家追溯到更<span style="color: black;">长期</span>的转化周期，让跟踪到的转化数据更准确，有利于 Google 智能购物<span style="color: black;">宣传</span>进行优化。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/81586a30afeb446997182bd2a4e72282~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725956215&amp;x-signature=Nne6OLib5Dw0gt%2FXu%2FsAsU7tY3c%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（Google 6 类归因模型）</p>
    </div>

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