APP谷歌宣传怎么样投放
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着移动互联网购物快速增长，人们在手机端花费的时间变多，使得手机应用(Mobile App)受到了不少商家的<span style="color: black;">喜爱</span>，尤其是社交、游戏、餐饮、教育和零售行业等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">来自App Annie的数据<span style="color: black;">暗示</span>，过去两年来，<span style="color: black;">全世界</span>App下载量增长了35％，App商店的消费者支出增长了75％。<span style="color: black;">按照</span>eMarketer的数据，在移动设备上，用户将其87％的时间都花在了应用程序上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">App有着方便快捷、信息展示全面、以及用户体验满意度高等这些特点。更关键的是，在App上有<span style="color: black;">海量</span>的消费群体，发展好后<span style="color: black;">便是</span>你的固定客源，潜在的<span style="color: black;">商场</span>价值不容<span style="color: black;">忽略</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天<span style="color: black;">咱们</span>要讲的重点是，<span style="color: black;">倘若</span>你<span style="color: black;">已然</span>制作好了App，接下来该<span style="color: black;">怎样</span>在谷歌上推广你的APP呢？这就必须得<span style="color: black;">说到</span>谷歌的App<span style="color: black;">宣传</span>(Google Ads Apps)，<span style="color: black;">亦</span>是谷歌为专门推广App而<span style="color: black;">供给</span>的<span style="color: black;">宣传</span>模式。<span style="color: black;">咱们</span>先来看一下什么是谷歌App<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/046ca02d3ace402c8b7fd72498657127~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914068&x-signature=RmHvnmLviDn1aT7wUnb1q0XJq9I%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;">谷歌App<span style="color: black;">宣传</span>介绍</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌App<span style="color: black;">宣传</span>，<span style="color: black;">亦</span><span style="color: black;">叫作</span>作谷歌UAC<span style="color: black;">宣传</span>，<span style="color: black;">目的</span>是将商家的App推给潜在<span style="color: black;">目的</span>用户，<span style="color: black;">宣传</span>可能<span style="color: black;">显现</span>的网络位置非常广泛，<span style="color: black;">包含</span>：Google Search Network (谷歌搜索网络)，Google Play (谷歌Play商城)，YouTube平台，Google Display Network (谷歌联播网)，以及Discover on Google Search (谷歌搜索Discover界面，<span style="color: black;">日前</span><span style="color: black;">仅在</span>英文版安卓手机上展示)。用户看到后可能会下载并<span style="color: black;">运用</span>你的应用，这<span style="color: black;">便是</span>Google App<span style="color: black;">宣传</span>可预期的效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">和绝大部分的谷歌<span style="color: black;">宣传</span><span style="color: black;">区别</span>，Google App<span style="color: black;">宣传</span>不需要设计完整的<span style="color: black;">宣传</span>内容。谷歌会<span style="color: black;">按照</span>你<span style="color: black;">供给</span>的文字与素材来合成<span style="color: black;">宣传</span>。谷歌<span style="color: black;">意见</span><span style="color: black;">最少</span><span style="color: black;">供给</span>一张横向<span style="color: black;">照片</span>、一个竖屏视频和横屏视频，以及HTML5 素材资源，它的系统会对<span style="color: black;">区别</span>的素材资源组合进行测试，频繁地投放效果最佳的<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;">你<span style="color: black;">晓得</span>吗？购物类的App中，用户的转换率是网站移动端的3倍，平均订单价值更高，放弃率更低。<span style="color: black;">按照</span>来自Criteo的数据，2018年<span style="color: black;">全世界</span>购物应用程序的时间增长至180亿小时，比2016年增长了45％。</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;">谷歌App<span style="color: black;">宣传</span>竞价形式介绍</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;">1. 以<span style="color: black;">得到</span>安装量为主。</span></strong><span style="color: black;">谷歌<span style="color: black;">宣传</span>会为你优化竞价和投放，为商家尽可能多地<span style="color: black;">得到</span>App下载。你<span style="color: black;">能够</span><span style="color: black;">选取</span>设置或不设置竞价。<span style="color: black;">倘若</span>设置竞价，<span style="color: black;">意见</span>金额是你愿意为每次安装App支付的平均金额；<span style="color: black;">倘若</span>不设置竞价，谷歌会自动设置竞价来投放。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2. 以<span style="color: black;">得到</span>App内转化为主。</span></strong><span style="color: black;"><span style="color: black;">倘若</span>你的<span style="color: black;">目的</span>是找到更有价值的用户，并且将关键的App内操作设置为转化动作进行跟踪(例如App内的购买动作)，这种竞价是较好的<span style="color: black;">选取</span>。竞价方式需要设置成“<span style="color: black;">目的</span>每次转化<span style="color: black;">花费</span> (CPA) ”，<span style="color: black;">亦</span><span style="color: black;">便是</span>为用户每次在App中执行某种操作支付的平均金额。</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;">3. 以<span style="color: black;">加强</span>App内转化价值为主。</span></strong><span style="color: black;"><span style="color: black;">针对</span>这种竞价形式，谷歌<span style="color: black;">宣传</span>的<span style="color: black;">目的</span>是为你争取可能带来最高价值的用户。出价方式是<span style="color: black;">根据</span><span style="color: black;">目的</span><span style="color: black;">宣传</span>支出<span style="color: black;">报答</span>率来设定。<span style="color: black;">例如</span>你的设置是200%，意思就是花$1的<span style="color: black;">宣传</span>费，<span style="color: black;">期盼</span>拿到$2的价值。以此可见，<span style="color: black;">倘若</span>你的<span style="color: black;">目的</span>值设置得越高，潜在的用户人群就越少；相反，<span style="color: black;">目的</span>值越低，潜在的客户人群就越多。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(需<span style="color: black;">重视</span>：要<span style="color: black;">运用</span>此竞价策略，你需要在App中安装Firebase SDK。<span style="color: black;">倘若</span>你要对某些转化动作进行出价，需要预先将转化动作在Firebase SDK进行设置)</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;">谷歌App<span style="color: black;">宣传</span>的推广<span style="color: black;">办法</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;">1. <span style="color: black;">选取</span><span style="color: black;">宣传</span>系列类型</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;">最新的谷歌App<span style="color: black;">宣传</span>有三大系列类型，<span style="color: black;">咱们</span>来介绍一下：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">App Install (App下载安装)，配套的文案就需要<span style="color: black;">明显</span><span style="color: black;">制品</span>的<span style="color: black;">特殊</span>、<span style="color: black;">优良</span>以及<span style="color: black;">各样</span>新客户优惠活动，鼓励用户来下载<span style="color: black;">运用</span>App。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">App engagement (App内互动)，针对的是<span style="color: black;">已然</span>下载app的用户，用<span style="color: black;">宣传</span>告诉<span style="color: black;">她们</span>采取进一步行动 (如下单、预定等)，加大用户的活跃度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">App pre-registration (App提前注册)，这种<span style="color: black;">宣传</span>用来鼓励用户提前注册未正式在Google Play上线的App，好处自然是能在<span style="color: black;">制品</span>上线前，提前为<span style="color: black;">制品</span>预热，聚集人气。<span style="color: black;">日前</span>这种<span style="color: black;">宣传</span>形式仅适用于安卓的手机和平板。有一点需要<span style="color: black;">重视</span>的是，Pre-registration活动<span style="color: black;">起始</span>后，商家需要<span style="color: black;">保准</span>应用在90天之内上线，<span style="color: black;">因此</span><span style="color: black;">制品</span>的调控和测试都需要提前做好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2. 测试<span style="color: black;">宣传</span>素材</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关于谷歌App<span style="color: black;">宣传</span>有个<span style="color: black;">平常</span>的误区：我把<span style="color: black;">宣传</span>设置好了，就<span style="color: black;">能够</span>不管了，谷歌自动来帮我投放和优化效果。虽然谷歌的<span style="color: black;">目的</span>是<span style="color: black;">尽可能</span>达到你的营销效果，但商家<span style="color: black;">亦</span>需要进行测试，给到谷歌的素材和资源越多，投放起来的针对性越高。<span style="color: black;">因此</span><span style="color: black;">这儿</span>就需要经常做素材测试，分辨哪种<span style="color: black;">宣传</span>创意在投放中能有更好的效果，更好地契合企业营销<span style="color: black;">目的</span>。测试的次数<span style="color: black;">亦</span>需要分<span style="color: black;">状况</span>而定：</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;">3. 设定充足的预算</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">和其他的谷歌<span style="color: black;">宣传</span>模式<span style="color: black;">同样</span>，预算越少，<span style="color: black;">宣传</span>投放就越会受限。当你的预算快花完时，谷歌会<span style="color: black;">选取</span>性地展示你的<span style="color: black;">宣传</span>，从而延长整体的投放时间。预算耗尽后，<span style="color: black;">宣传</span><span style="color: black;">亦</span>就停止<span style="color: black;">显现</span>了。</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;">因此</span><span style="color: black;">意见</span>商家刚<span style="color: black;">起始</span>设定比较充足的预算，给谷歌<span style="color: black;">更加多</span>的机会去展示<span style="color: black;">宣传</span>，更重要的是<span style="color: black;">累积</span>足够的数据以供Google的<span style="color: black;">设备</span>学习<span style="color: black;">运用</span>。<span style="color: black;">那样</span>预算应该设多少比较合适呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌<span style="color: black;">举荐</span>值是单次下载成本<span style="color: black;">目的</span>(tCPI)的50倍，或单次App内转化动作成本<span style="color: black;">目的</span>(tCPA)的10倍。举个例子，在设定CPA的时候，你的CPA设置为$2.5，<span style="color: black;">那样</span>每日预算的话可设置为$25。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌App<span style="color: black;">宣传</span><span style="color: black;">帮忙</span><span style="color: black;">全世界</span>的商家进行推广App，<span style="color: black;">得到</span>下载<span style="color: black;">运用</span>。谷歌<span style="color: black;">针对</span>这款<span style="color: black;">宣传</span>形式<span style="color: black;">亦</span>是<span style="color: black;">非常</span>钟爱，为它配备了最全面的展示<span style="color: black;">途径</span> (谷歌搜索网络，YouTube，Google Play，谷歌展示网络等)，让<span style="color: black;">更加多</span>的潜在用户看到你的App。</span></p>
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