wrjc1hod 发表于 2024-7-29 11:26:08

做独立站推广Google与Facebook宣传应该怎么样抉择？


    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/12b425338b3e4138ab981ec6ed3cd17e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1722819631&amp;x-signature=0G9EdhAxWi7C7g%2FPlI7IYym75%2Fk%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;">非常多</span>卖家在做独立站推广时都会遇到<span style="color: black;">这般</span>的问题，到底Google<span style="color: black;">宣传</span>和Facebook<span style="color: black;">宣传</span>应该做哪一个？哪一个<span style="color: black;">途径</span>带来的<span style="color: black;">报告</span>更大<span style="color: black;">有些</span>？今天为<span style="color: black;">大众</span>分享Google<span style="color: black;">宣传</span>与Facebook<span style="color: black;">宣传</span>的区别。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">首要</span><span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span>Google<span style="color: black;">宣传</span>与Facebook<span style="color: black;">宣传</span>的区别：</h1>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Google AdWords与Facebook<span style="color: black;">宣传</span>的区别核心在于关键字</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google AdWords的核心在于关键字，当用户在搜索引擎<span style="color: black;">查询</span>关键字的时候才会<span style="color: black;">显现</span>关键字<span style="color: black;">宣传</span>。用户主动搜索是<span style="color: black;">由于</span>不<span style="color: black;">认识</span>，或是对某些主题有兴趣，想要<span style="color: black;">经过</span>比较搜索结果，<span style="color: black;">认识</span>有<span style="color: black;">那些</span>内容<span style="color: black;">能够</span>满足他的<span style="color: black;">需要</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">投放 Facebook <span style="color: black;">宣传</span>让你的品牌站在一个主动出击的相对位置。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span><span style="color: black;">通常</span><span style="color: black;">来讲</span>，顾客不会主动找到你，有的人可能会担心这像传统的<span style="color: black;">宣传</span>方式，<span style="color: black;">宣传</span>变成一种干扰，<span style="color: black;">况且</span>这个干扰的体验让顾客你的品牌?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你的 Facebook <span style="color: black;">宣传</span>投放给对的顾客，大<span style="color: black;">能够</span>不必担心这个问题;这些对的顾客反而会在 Facebook 上与品牌互动、<span style="color: black;">乃至</span>分享你的品牌、把你的品牌<span style="color: black;">揭发</span>，触及到与<span style="color: black;">她们</span>具备<span style="color: black;">同样</span><span style="color: black;">特殊</span>「对的顾客」。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">1、Facebook<span style="color: black;">宣传</span>主动接触顾客，Google AdWords被动搜索</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook<span style="color: black;">宣传</span>出<span style="color: black;">此刻</span>动态或是右侧，让每次滑过手机，浏览帖子的顾客<span style="color: black;">处在</span>放松的<span style="color: black;">心理</span>，<span style="color: black;">此时</span>候<span style="color: black;">更易</span>形成[潜<span style="color: black;">认识</span>的暗示]，<span style="color: black;">更易</span><span style="color: black;">创立</span>品牌在顾客心中的认同和<span style="color: black;">认识</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google AdWords 关键字<span style="color: black;">宣传</span>点击后把顾客带往网站首页，常常在进入首页后，顾客不知<span style="color: black;">怎样</span>寻找刚才搜寻的内容，若是有弹跳视窗来引导顾客的，有时<span style="color: black;">亦</span>可能<span style="color: black;">显现</span>反效果、阻挡顾客<span style="color: black;">认识</span>能得到的什么服务、因而离开此页，故关键字<span style="color: black;">宣传</span>相对难以塑造品牌<span style="color: black;">认识</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">2、投放<span style="color: black;">宣传</span>受众<span style="color: black;">选取</span>的方式</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google AdWords以关键字为主，但关键字本身<span style="color: black;">无</span>受众<span style="color: black;">要求</span>的设定，<span style="color: black;">仅有</span>语言和地区<span style="color: black;">能够</span><span style="color: black;">选取</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">投放Facebook<span style="color: black;">宣传</span>时，还<span style="color: black;">能够</span><span style="color: black;">选取</span><span style="color: black;">通常</span>基本<span style="color: black;">要求</span>，如性别、年龄、工作、兴趣、点赞的页面、<span style="color: black;">行径</span>等的，更细部的将个人<span style="color: black;">新闻</span><span style="color: black;">做为</span>受众的<span style="color: black;">要求</span>，收窄投放<span style="color: black;">宣传</span>的受众对象。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">「<span style="color: black;">行径</span>」的范畴<span style="color: black;">包括</span>：<span style="color: black;">运用</span>的<span style="color: black;">安装</span>与系统(手机或是电脑)、旅游习惯、 Facebook 专页管理员、中小企业主等。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除此之外，Facebook <span style="color: black;">宣传</span><span style="color: black;">亦</span>有「<span style="color: black;">类似</span>的受众 (Lookalike Audience) 」的功能。<span style="color: black;">经过</span>「类似<span style="color: black;">宣传</span>受众」的设定，店主<span style="color: black;">能够</span>用 Facebook 找到与该受众<span style="color: black;">拥有</span>相同特徵(如<span style="color: black;">以上</span>的筛选<span style="color: black;">要求</span>，地点、年龄、性别和兴趣)的顾客，藉此让<span style="color: black;">宣传</span>触及<span style="color: black;">更加多</span>的「潜在顾客、新顾客！」</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">3、Facebook<span style="color: black;">宣传</span>让你用图文、影片诉说故事，让顾客分享品牌故事</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook 的本质是社群<span style="color: black;">媒介</span>，被你的<span style="color: black;">宣传</span>所投放的顾客，<span style="color: black;">能够</span>轻易的与这些<span style="color: black;">宣传</span>互动。无论是<span style="color: black;">照片</span>、Gif、影片、<span style="color: black;">通常</span>的文字贴文，在与顾客按讚、留言、分享的互动过程，自然会<span style="color: black;">揭发</span>在顾客的<span style="color: black;">伴侣</span>动态上，<span style="color: black;">增多</span>自然流量。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相较于 Google AdWords 关键字<span style="color: black;">宣传</span>，顾客较<span style="color: black;">没法</span>与关键字<span style="color: black;">宣传</span>本身互动、无企业 logo、<span style="color: black;">照片</span>等，较<span style="color: black;">没法</span>吸引顾客点入，<span style="color: black;">亦</span>较<span style="color: black;">没法</span>塑造品牌的<span style="color: black;">认识</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">4、<span style="color: black;">宣传</span>的<span style="color: black;">目的</span>弹性</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google AdWords <span style="color: black;">重点</span>以访客点击<span style="color: black;">宣传</span>关键字、而达成网站购买等转换为<span style="color: black;">目的</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而 Facebook <span style="color: black;">宣传</span>则多以「互动」为<span style="color: black;">目的</span>。<span style="color: black;">能够</span>择其他<span style="color: black;">宣传</span>活动形式，如加强推广贴文、推广粉丝专页、推广 APP等。<span style="color: black;">区别</span><span style="color: black;">宣传</span>活动<span style="color: black;">亦</span>会有<span style="color: black;">区别</span>的<span style="color: black;">目的</span>;<span style="color: black;">宣传</span>除了点击式，如加强推广的<span style="color: black;">宣传</span><span style="color: black;">便是</span>以互动率为<span style="color: black;">目的</span>，而非以转换为<span style="color: black;">目的</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">做独立站应该<span style="color: black;">选取</span>什么样的引流<span style="color: black;">途径</span>？</h1>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Google<span style="color: black;">宣传</span>的<span style="color: black;">优良</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google<span style="color: black;">每日</span>有超过十亿次的搜寻量，<span style="color: black;">因此呢</span><span style="color: black;">亦</span>拥<span style="color: black;">有没有</span>与伦比的潜在受众群体，<span style="color: black;">做为</span>世界上最受欢迎和广泛<span style="color: black;">运用</span>的搜寻引擎，<span style="color: black;">数年</span>来，Google<span style="color: black;">亦</span><span style="color: black;">始终</span>是数位<span style="color: black;">宣传</span>的领导者。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Adwords<span style="color: black;">宣传</span>服务分为两个主体：搜寻<span style="color: black;">宣传</span>和展示<span style="color: black;">宣传</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搜寻<span style="color: black;">宣传</span><span style="color: black;">包括</span>了Google搜寻引擎和<span style="color: black;">关联</span>合作<span style="color: black;">媒介</span>，<span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>针对关键字、词组投放相对应内容，透过日益精确的搜寻功能赢得<span style="color: black;">精细</span>流量、触及潜在客户。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">展示<span style="color: black;">宣传</span><span style="color: black;">由于</span>涵盖<span style="color: black;">更加多</span>内<span style="color: black;">外边</span><span style="color: black;">媒介</span>，<span style="color: black;">因此</span><span style="color: black;">能够</span>为<span style="color: black;">宣传</span>主<span style="color: black;">供给</span>更广泛的<span style="color: black;">揭发</span>量，例如：Youtube影片、<span style="color: black;">各样</span>横幅<span style="color: black;">宣传</span>，其涵盖范围多达90％的网络<span style="color: black;">运用</span>者，<span style="color: black;">亦</span>更能够<span style="color: black;">加强</span>品牌知名度。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>人对PPC<span style="color: black;">宣传</span>最大的误解之一<span style="color: black;">便是</span>，<span style="color: black;">持有</span>最多<span style="color: black;">宣传</span>预算的人就会赢得头筹，幸运的是，这并不是真相，<span style="color: black;">由于</span>Google更关注<span style="color: black;">宣传</span>的质量和<span style="color: black;">关联</span>性，而不是<span style="color: black;">宣传</span>主的口袋有多深。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>，<span style="color: black;">宣传</span>与用户越<span style="color: black;">关联</span>，用户可能<span style="color: black;">拥有</span>更好的<span style="color: black;">运用</span>体验，<span style="color: black;">她们</span>就越有可能<span style="color: black;">连续</span><span style="color: black;">运用</span>Google<span style="color: black;">做为</span><span style="color: black;">重点</span>搜寻引擎。<span style="color: black;">因此呢</span>，价格高低只是所有评断<span style="color: black;">宣传</span>好坏的其一<span style="color: black;">原因</span>，而非<span style="color: black;">所有</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Facebook<span style="color: black;">宣传</span>的<span style="color: black;">优良</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与谷歌AdWords相比，Facebook<span style="color: black;">宣传</span>是一个斗志旺盛的新人，<span style="color: black;">数年</span>来<span style="color: black;">始终</span>在改进和改进其<span style="color: black;">宣传</span><span style="color: black;">处理</span><span style="color: black;">方法</span>。如今，Facebook<span style="color: black;">宣传</span><span style="color: black;">已然</span><span style="color: black;">作为</span>付费社交<span style="color: black;">行业</span>的先驱，并已<span style="color: black;">作为</span>许多<span style="color: black;">商场</span>数字营销战略的核心部分。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（一）无与伦比的受众细分</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与Google AdWords类似，Facebook<span style="color: black;">持有</span>真正广泛的<span style="color: black;">全世界</span>受众群体。每月活跃用户超过1.55亿 （超过<span style="color: black;">全世界</span>人口的五分之一，并且不计算不活跃或不经常<span style="color: black;">运用</span>的帐户），Facebook在其受众群体的庞大性方面<span style="color: black;">无</span>竞争对手。然而，Facebook广大受众的真正<span style="color: black;">优良</span>在于<span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>瞄准Facebook用户的潜在维度，而不是向广大受众展示<span style="color: black;">宣传</span>客户及其<span style="color: black;">信息</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（二）可视化平台</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与其基于文本的PPC<span style="color: black;">区别</span>，Facebook<span style="color: black;">宣传</span><span style="color: black;">拥有</span>强大的视觉效果。最好的Facebook<span style="color: black;">宣传</span>与用户<span style="color: black;">资讯</span>信息流中的视频，图像和其他可视内容无缝融合，这使得<span style="color: black;">宣传</span>客户不仅能够利用视觉<span style="color: black;">宣传</span>的强大说服力，<span style="color: black;">况且</span>能够以传达理想的方式实现这一<span style="color: black;">目的</span>。<span style="color: black;">信息</span>传递使高质量的<span style="color: black;">宣传</span>如此引人注目。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">来自Uber的视觉效果强大的Facebook<span style="color: black;">宣传</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正如Google<span style="color: black;">持续</span>尝试基于文本的PPC<span style="color: black;">宣传</span>的格式化<span style="color: black;">同样</span>，Facebook<span style="color: black;">持续</span><span style="color: black;">评定</span><span style="color: black;">怎样</span>为<span style="color: black;">宣传</span>客户<span style="color: black;">供给</span>卓越的营销平台和用户<span style="color: black;">供给</span>令人满意的、有益的在线体验。在过去，Facebook强制<span style="color: black;">需求</span>其平台上的<span style="color: black;">宣传</span>所占据的文字占总<span style="color: black;">宣传</span>区域的不超过20％，这是自放宽<span style="color: black;">败兴</span>的限制。然而，尽管其<span style="color: black;">宣传</span>治理<span style="color: black;">出现</span>了相当大的变化，但Facebook仍然是一个固有的视觉平台 - 这是许多<span style="color: black;">宣传</span>商的<span style="color: black;">重点</span>卖点。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（三）优秀的投资<span style="color: black;">报答</span>率</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">实验</span>Facebook<span style="color: black;">宣传</span>的企业和营销商<span style="color: black;">一般</span>会对其定位选项的维度以及<span style="color: black;">她们</span>为创建精美，引人入胜的<span style="color: black;">宣传</span>所<span style="color: black;">持有</span>的工具留下深刻印象。然而，Facebook<span style="color: black;">宣传</span>的一个元素<span style="color: black;">始终</span>让新人惊讶的是，Facebook上的<span style="color: black;">宣传</span><span style="color: black;">供给</span>了潜在的投资<span style="color: black;">报答</span>，以及精明的<span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>在平台上扩展有限的<span style="color: black;">宣传</span>预算。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook的经济实惠预算=可能<span style="color: black;">拥有</span>极高的投资<span style="color: black;">报答</span>率</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然Facebook<span style="color: black;">宣传</span>活动的预算会<span style="color: black;">按照</span>一系列<span style="color: black;">原因</span>（例如范围，<span style="color: black;">信息</span>传递和整体活动<span style="color: black;">目的</span>）而有很大差异，但Facebook<span style="color: black;">宣传</span>的价格非常<span style="color: black;">优惠</span>，<span style="color: black;">尤其</span>是<span style="color: black;">思虑</span>到它们的潜在影响以及<span style="color: black;">宣传</span>客户<span style="color: black;">能够</span>针对<span style="color: black;">她们</span>的粒度理想的观众。这种极具竞争力的价格使得Facebook<span style="color: black;">宣传</span><span style="color: black;">针对</span>资源有限的小型企业和<span style="color: black;">机构</span><span style="color: black;">来讲</span>是一个非常有吸引力的主张 - 而<span style="color: black;">不仅</span>是<span style="color: black;">持有</span><span style="color: black;">海量</span>营销预算的大品牌。结合该平台<span style="color: black;">供给</span>的显着潜在<span style="color: black;">报答</span>，Facebook Ads是当今最具价值的在线<span style="color: black;">宣传</span><span style="color: black;">处理</span><span style="color: black;">方法</span>之一。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">总结</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对顾客<span style="color: black;">来讲</span>，Google AdWords 在<span style="color: black;">她们</span>搜寻的时候是非常好的提示，<span style="color: black;">显现</span>的关键字<span style="color: black;">宣传</span>让<span style="color: black;">她们</span><span style="color: black;">更易</span><span style="color: black;">晓得</span>你<span style="color: black;">供给</span>的服务或<span style="color: black;">制品</span>，你的关键字<span style="color: black;">宣传</span>在这些顾客主动搜寻会有最佳成效，但<span style="color: black;">这般</span>的<span style="color: black;">宣传</span>方式你只能触及到这些主动的人。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而，对顾客<span style="color: black;">来讲</span>看见 Facebook <span style="color: black;">宣传</span>所<span style="color: black;">表率</span>的<span style="color: black;">道理</span>更深远；<span style="color: black;">更加多</span>的是不经意的滑过<span style="color: black;">照片</span>、感到兴趣而仔细看文案。这一刻，你的电商品牌<span style="color: black;">已然</span>在顾客的潜<span style="color: black;">认识</span>中种下一粒种子；<span style="color: black;">她们</span><span style="color: black;">能够</span>按赞、分享贴文，<span style="color: black;">从而</span>不知不觉灌溉你的品牌与顾客的互动关系，<span style="color: black;">加强</span><span style="color: black;">更加多</span>转换的可能！</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google AdWords 帮你找到顾客，Facebook <span style="color: black;">宣传</span>让顾客<span style="color: black;">发掘</span>你。<span style="color: black;">认识</span>两者<span style="color: black;">宣传</span>投放的差异后，你会<span style="color: black;">发掘</span>投放<span style="color: black;">宣传</span>时，不必二选一，不必把营销预算<span style="color: black;">所有</span>放在Facebook <span style="color: black;">宣传</span>或是只放在竞价 Google AdWords 关键字<span style="color: black;">宣传</span>上；而是<span style="color: black;">评定</span>自己本身<span style="color: black;">制品</span>特性、顾客的<span style="color: black;">源自</span>、市场的成熟<span style="color: black;">情况</span>，将 Google AdWords 与 Facebook<span style="color: black;">宣传</span><span style="color: black;">协同</span>投放！</p>




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