独立站：Google宣传和Facebook宣传该怎么样选取？
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2d4215d187e44d039751a3c43bf21bd4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722819759&x-signature=I5zOeo8ouL6NY75sO5l0JwmZTkM%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;">Google和Facebook是独立站卖家投放付费<span style="color: black;">宣传</span>的两大<span style="color: black;">重点</span>平台，绝大<span style="color: black;">都数</span>卖家都会在这二者中选其一。<span style="color: black;">那样</span>这两大平台在<span style="color: black;">宣传</span>投放方面，存在<span style="color: black;">那些</span>优缺点？卖家又该<span style="color: black;">怎样</span><span style="color: black;">选取</span>呢？</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;">01</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google<span style="color: black;">宣传</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;">优点：</strong></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;">1、接近<span style="color: black;">营销</span>漏斗底端：</strong>Google<span style="color: black;">宣传</span>能够在消费者产生购买意图时，与消费者<span style="color: black;">创立</span>联系，<span style="color: black;">因此</span>Google<span style="color: black;">宣传</span>的转化率会更高<span style="color: black;">有些</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;">2、预算<span style="color: black;">掌控</span>：</strong>投放谷歌<span style="color: black;">宣传</span>时，卖家能够<span style="color: black;">经过</span>点击互动、每日支出等<span style="color: black;">要求</span>来更好地<span style="color: black;">掌控</span>预算，避免超出预算的花费产生。</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、再营销<span style="color: black;">宣传</span>：</strong>谷歌再营销<span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">捉捕</span>到曾经<span style="color: black;">拜访</span>过你网站的用户，并向<span style="color: black;">她们</span>再次展现你的<span style="color: black;">宣传</span>，从而起到挽回流失用户的<span style="color: black;">功效</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;">缺点：</strong></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;">1、成本高：</strong><span style="color: black;">按照</span>Fit small business数据<span style="color: black;">表示</span>，Google<span style="color: black;">宣传</span>的单价是比Facebook高的，Google搜索<span style="color: black;">宣传</span>平均每次点击<span style="color: black;">花费</span>为2.96美元，而Facebook只需要1.06美元。当然<span style="color: black;">区别</span>行业的价格数据是存在差异的，部分行业<span style="color: black;">亦</span>可能存在完全相反的<span style="color: black;">状况</span>。<span style="color: black;">不外</span>谷歌<span style="color: black;">宣传</span><span style="color: black;">亦</span>很容易在<span style="color: black;">无</span>转化的<span style="color: black;">状况</span>下，就产生<span style="color: black;">巨额</span>成本。</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、优化<span style="color: black;">繁杂</span>，耗时长：</strong>相对Facebook<span style="color: black;">宣传</span><span style="color: black;">来讲</span>，Google<span style="color: black;">宣传</span>优化起来是比较<span style="color: black;">繁杂</span>的，<span style="color: black;">因此</span>需要卖家花费更长的时间来管理。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d31bfd35752649ed82cfa28e3fa972fc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722819759&x-signature=QBzGXYenlRo%2BpmQOMR9PtXJug4U%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;">02</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Facebook<span style="color: black;">宣传</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;">优点：</strong></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;">1、接触潜在受众：</strong>Facebook<span style="color: black;">宣传</span>的<span style="color: black;">精细</span>度虽然不如Google<span style="color: black;">宣传</span><span style="color: black;">那样</span>高，但Facebook<span style="color: black;">宣传</span>是依靠分析用户数据来寻找潜在受众的，<span style="color: black;">因此</span>能够更早一步接触到潜在用户，<span style="color: black;">乃至</span>种草<span style="color: black;">诱发</span>消费者购买欲望。</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、成本更低：</strong>Facebook<span style="color: black;">宣传</span>的单价虽然在<span style="color: black;">连续</span>上涨，但总体成本还是<span style="color: black;">小于</span>Google<span style="color: black;">宣传</span>的。这<span style="color: black;">寓意</span>着<span style="color: black;">一样</span>的成本，卖家在Facebook上能够覆盖更为广泛的受众，<span style="color: black;">因此</span>其会更有利于品牌知名度的扩大。</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;">缺点：</strong></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;">1、转化时间长：</strong><span style="color: black;">由于</span>Facebook<span style="color: black;">宣传</span>更接近于<span style="color: black;">营销</span>漏斗顶端，到用户决策还有较长的旅程，<span style="color: black;">因此</span>转化率和转化时间方面都<span style="color: black;">无</span>谷歌<span style="color: black;">那样</span>理想。<span style="color: black;">另外</span>，这<span style="color: black;">亦</span><span style="color: black;">引起</span>有些时候，Facebook<span style="color: black;">宣传</span>的效果会比较难以衡量。</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、对内容<span style="color: black;">需求</span>较高：</strong><span style="color: black;">想要</span>激发消费者兴趣，并<span style="color: black;">诱发</span>消费者<span style="color: black;">行径</span>，卖家的<span style="color: black;">宣传</span>内容就要更加<span style="color: black;">优秀</span><span style="color: black;">有些</span>，<span style="color: black;">同期</span><span style="color: black;">亦</span>需要经常性的进行<span style="color: black;">宣传</span>创新，避免让消费者产生审美疲劳。</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;">选取</span><span style="color: black;">运用</span>Google<span style="color: black;">宣传</span>还是Facebook<span style="color: black;">宣传</span>，取决于你的<span style="color: black;">目的</span>和<span style="color: black;">目的</span>受众。</strong>这两个平台都是<span style="color: black;">宣传</span>投放的热门<span style="color: black;">选取</span>，但它们在定位和功能上有所<span style="color: black;">区别</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;">1、</span>Google<span style="color: black;">宣传</span>适用于以下<span style="color: black;">状况</span>：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.搜索引擎<span style="color: black;">宣传</span>：<span style="color: black;">倘若</span>你想<span style="color: black;">经过</span>关键字搜索来吸引潜在客户，Google搜索<span style="color: black;">宣传</span>是一个不错的<span style="color: black;">选取</span>。当用户在Google上搜索与你的<span style="color: black;">制品</span>或服务<span style="color: black;">关联</span>的关键词时，你的<span style="color: black;">宣传</span>会在搜索结果页上<span style="color: black;">表示</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.展示<span style="color: black;">宣传</span>：<span style="color: black;">倘若</span>你想<span style="color: black;">经过</span>在其他网站上展示<span style="color: black;">宣传</span>来<span style="color: black;">增多</span>品牌<span style="color: black;">揭发</span>和触达人群，Google展示<span style="color: black;">宣传</span>是一个不错的<span style="color: black;">选取</span>。你<span style="color: black;">能够</span><span style="color: black;">按照</span>受众的兴趣、<span style="color: black;">行径</span>和位置等<span style="color: black;">原因</span>定位<span style="color: black;">宣传</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;">2、</span>Facebook<span style="color: black;">宣传</span>适用于以下<span style="color: black;">状况</span>：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.社交<span style="color: black;">媒介</span><span style="color: black;">宣传</span>：<span style="color: black;">倘若</span>你想在社交<span style="color: black;">媒介</span>平台上推广<span style="color: black;">制品</span>或服务，Facebook<span style="color: black;">宣传</span>是一个不错的<span style="color: black;">选取</span>。Facebook<span style="color: black;">持有</span>庞大的用户<span style="color: black;">基本</span>和<span style="color: black;">仔细</span>的用户数据，你<span style="color: black;">能够</span>利用这些数据来准确地定位你的<span style="color: black;">目的</span>受众。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.品牌推广和内容营销：Facebook<span style="color: black;">宣传</span><span style="color: black;">供给</span>了多种<span style="color: black;">宣传</span>格式，如<span style="color: black;">照片</span>、视频和滑动画廊等，适合品牌推广和内容营销。你<span style="color: black;">能够</span><span style="color: black;">经过</span>有趣、有吸引力的<span style="color: black;">宣传</span>内容来吸引用户的<span style="color: black;">重视</span>力。</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;">除了以上<span style="color: black;">原因</span>，你还<span style="color: black;">能够</span><span style="color: black;">思虑</span>以下<span style="color: black;">原因</span>来<span style="color: black;">帮忙</span>你做出<span style="color: black;">选取</span>：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.预算：<span style="color: black;">按照</span>你的预算来决定<span style="color: black;">运用</span>哪个平台。<span style="color: black;">区别</span>平台的<span style="color: black;">宣传</span><span style="color: black;">花费</span>和投放方式有所<span style="color: black;">区别</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.受众特征：<span style="color: black;">思虑</span>你的<span style="color: black;">目的</span>受众的特征，如年龄、性别、地理位置和兴趣等，<span style="color: black;">选取</span>适合的平台。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.<span style="color: black;">宣传</span><span style="color: black;">目的</span>：<span style="color: black;">知道</span>你的<span style="color: black;">宣传</span><span style="color: black;">目的</span>，是<span style="color: black;">增多</span>品牌<span style="color: black;">揭发</span>、<span style="color: black;">增多</span>网站流量还是<span style="color: black;">加强</span><span style="color: black;">营销</span>转化率等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最好的方法是在<span style="color: black;">实质</span>投放之前，先进行小规模的测试，<span style="color: black;">评定</span><span style="color: black;">区别</span>平台的效果，并<span style="color: black;">按照</span>数据和反馈做出<span style="color: black;">调节</span>。</span></p>
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