引擎力-展示宣传
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">什么是展示<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;"><span style="color: black;">展示<span style="color: black;">宣传</span>，有时<span style="color: black;">亦</span>被<span style="color: black;">叫作</span>为横幅<span style="color: black;">宣传</span>，是一种基于视觉的存在，<span style="color: black;">宣传</span>以图像、标识、动画、按钮、富<span style="color: black;">媒介</span>、视频或其他图形来传递<span style="color: black;">商场</span>信息。与基于文本的<span style="color: black;">宣传</span><span style="color: black;">区别</span>，展示<span style="color: black;">宣传</span>出<span style="color: black;">此刻</span>网站、应用程序和社交<span style="color: black;">媒介</span>平台，而不是搜索引擎结果页面上。</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;">虽然展示<span style="color: black;">宣传</span>的点击率(</span></span><span style="color: black;">CTR</span><span style="color: black;"><span style="color: black;">)<span style="color: black;">一般</span>很低，<span style="color: black;">仅有</span>约0.35%</span></span><span style="color: black;">(数据来自HubSpot)但展示<span style="color: black;">宣传</span>的有效性<span style="color: black;">不可</span>仅<span style="color: black;">经过</span>CTR来衡量，还<span style="color: black;">能够</span><span style="color: black;">思虑</span>到其他指标，例如展示<span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">加强</span>品牌知名度和购买意愿。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展示<span style="color: black;">宣传</span><span style="color: black;">功效</span>如下：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)展示<span style="color: black;">宣传</span><span style="color: black;">做为</span>视觉展示形式，很容易博人眼球。展示<span style="color: black;">宣传</span>用图形内容创建，<span style="color: black;">能够</span><span style="color: black;">根据</span>业务或品牌的风格设计。<span style="color: black;">针对</span>展示<span style="color: black;">宣传</span>，<span style="color: black;">能够</span>用明亮的颜色、大的文本，<span style="color: black;">乃至</span>视频、音频或富<span style="color: black;">媒介</span>来发挥创意。其他<span style="color: black;">办法</span><span style="color: black;">包含</span><span style="color: black;">运用</span>动画将观众引到想让<span style="color: black;">她们</span>看到的内容。展示<span style="color: black;">宣传</span>，像付费搜索<span style="color: black;">宣传</span><span style="color: black;">同样</span>，<span style="color: black;">亦</span><span style="color: black;">包含</span>标题、文本和URL。然而，展示<span style="color: black;">宣传</span><span style="color: black;">亦</span><span style="color: black;">包括</span><span style="color: black;">有些</span>图形、视频或音频元素，这使它们脱颖而出。</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;">帮忙</span><span style="color: black;">目的</span>用户<span style="color: black;">熟练</span>品牌。搜索<span style="color: black;">宣传</span>影响有购买意向的受众，而展示<span style="color: black;">宣传</span>则有助于创造最初的兴趣。<span style="color: black;">近期</span>的一项<span style="color: black;">科研</span><span style="color: black;">发掘</span>，在<span style="color: black;">运用</span>数字展示<span style="color: black;">宣传</span>的活动中，品牌认知度<span style="color: black;">加强</span>了21%(数据来自MarketingTech)。展示<span style="color: black;">宣传</span>覆盖面广，<span style="color: black;">一般</span>出<span style="color: black;">此刻</span>潜在客户经常<span style="color: black;">光临</span>的网站上。例如，<span style="color: black;">运用</span>谷歌展示网络(GDN)进行宣传活动，将<span style="color: black;">宣传</span>整合到精心挑选的网站中，把<span style="color: black;">宣传</span>呈<span style="color: black;">此刻</span><span style="color: black;">全世界</span>的<span style="color: black;">目的</span>受众面前。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(3)展示<span style="color: black;">宣传</span><span style="color: black;">增多</span>再营销的机会。再营销<span style="color: black;">能够</span>让企业在之前<span style="color: black;">拜访</span>过网站的特定受众面前定位定向展示<span style="color: black;">宣传</span>。一旦潜在客户<span style="color: black;">晓得</span>了<span style="color: black;">制品</span>或服务，一个合适的展示<span style="color: black;">宣传</span><span style="color: black;">能够</span>提醒<span style="color: black;">她们</span>购买。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再营销是一种与潜在客户<span style="color: black;">创立</span>联系的好<span style="color: black;">办法</span>，这些潜在客户可能<span style="color: black;">无</span>初次购买或询问。<span style="color: black;">能够</span><span style="color: black;">经过</span>展示<span style="color: black;">宣传</span>网络设置<span style="color: black;">宣传</span>展示在特定的网站上或排除特定的网站，<span style="color: black;">同期</span>还<span style="color: black;">能够</span>展示品牌信息，以便让潜在客户在这些特定网站上看到特定<span style="color: black;">制品</span>的展示<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;">(4)展示<span style="color: black;">宣传</span>有助于跟踪和监控<span style="color: black;">宣传</span>参与度和<span style="color: black;">宣传</span>活动的成功。谷歌展示网络(GoogleDisplayNetwork,GDN)和Facebook<span style="color: black;">宣传</span><span style="color: black;">供给</span><span style="color: black;">仔细</span>的报告，<span style="color: black;">包含</span><span style="color: black;">那些</span>展示<span style="color: black;">宣传</span><span style="color: black;">持有</span>最多的点击量，以及这些点击的价值。<span style="color: black;">另外</span>，GDN有一个<span style="color: black;">所说</span>的“透视窗口”,<span style="color: black;">能够</span><span style="color: black;">监测</span>在特定时间内看到<span style="color: black;">宣传</span>的任何人，以及<span style="color: black;">她们</span><span style="color: black;">是不是</span>转化为客户或潜在客户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(5)展示<span style="color: black;">宣传</span>是一种较便宜的<span style="color: black;">宣传</span>形式。不像其他<span style="color: black;">宣传</span><span style="color: black;">途径</span>，如电视或广播，需要<span style="color: black;">海量</span>的投资，展示<span style="color: black;">宣传</span>的定价不高，<span style="color: black;">一般</span>是<span style="color: black;">按照</span>“印象次数”来计算的，一个印象相当于一个互联网用户的单一页面浏览。<span style="color: black;">针对</span><span style="color: black;">拥有</span>高度针对性的<span style="color: black;">宣传</span>，每千次印象(CPM)的<span style="color: black;">花费</span>可能低至50美分。这<span style="color: black;">寓意</span>着只要50美分，<span style="color: black;">宣传</span>就能被看到1000次。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展示<span style="color: black;">宣传</span>营销策略是<span style="color: black;">加强</span>品牌知名度、推动流量来到网站，并<span style="color: black;">最后</span><span style="color: black;">加强</span>转化率的</span><span style="color: black;">好<span style="color: black;">办法</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;">展示<span style="color: black;">宣传</span>原理</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google展示<span style="color: black;">宣传</span>网络是一个由网站、视频和应用程序<span style="color: black;">构成</span>的<span style="color: black;">繁杂</span>网络(超过200万，并且还在<span style="color: black;">持续</span><span style="color: black;">增多</span>),旨在<span style="color: black;">帮忙</span>用户找到合适的受众群体。它的定位选项能够有的放矢，在恰当的位置和<span style="color: black;">机会</span>向潜在客户展示<span style="color: black;">咱们</span>的<span style="color: black;">宣传</span>信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google展示<span style="color: black;">宣传</span>网络是Google的合作网站和合作应用程序<span style="color: black;">构成</span>的投放网络。Google与数百万个网站和应用程序达成协议，这些网站因<span style="color: black;">准许</span>Google<span style="color: black;">这里</span>做<span style="color: black;">宣传</span>而<span style="color: black;">得到</span>收益。Google展示<span style="color: black;">宣传</span>网络是展示<span style="color: black;">宣传</span>在<span style="color: black;">全部</span>互联网上向用户展示的<span style="color: black;">地区</span>，<span style="color: black;">每日</span>有90%的用户<span style="color: black;">拜访</span>。<span style="color: black;">经过</span>灵活自定义的受众定位方式，<span style="color: black;">能够</span><span style="color: black;">选取</span>将<span style="color: black;">宣传</span>展示给<span style="color: black;">那些</span>人群，<span style="color: black;">或</span>将<span style="color: black;">宣传</span>展示在<span style="color: black;">那些</span>网站上。</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;">展示<span style="color: black;">宣传</span>类型</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.展示<span style="color: black;">宣传</span>系列的类别</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)<span style="color: black;">按照</span>系列划分，展示<span style="color: black;">宣传</span><span style="color: black;">能够</span>分成如下两种类型。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①标准展示<span style="color: black;">宣传</span>系列：<span style="color: black;">能够</span><span style="color: black;">自动</span><span style="color: black;">选取</span><span style="color: black;">有些</span>设置和定位<span style="color: black;">要求</span>，<span style="color: black;">同期</span>还采用<span style="color: black;">有些</span>自动化选项。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②智能型展示<span style="color: black;">宣传</span>：<span style="color: black;">按照</span><span style="color: black;">宣传</span>系列的效果以及客户对<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>和服务的兴趣，优化出价、定位和<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;">(2)<span style="color: black;">按照</span><span style="color: black;">宣传</span>类型划分，<span style="color: black;">能够</span>分成如下两种类型。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①自适应型展示<span style="color: black;">宣传</span>：是标准展示<span style="color: black;">宣传</span>系列和智能型展示<span style="color: black;">宣传</span>系列的默认<span style="color: black;">宣传</span>类型。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②上传展示<span style="color: black;">宣传</span>：不需要填写标题、长标题、描述。<span style="color: black;">然则</span><span style="color: black;">倘若</span>需要<span style="color: black;">运用</span>HTML5和AMPHTML<span style="color: black;">宣传</span>的话，Ads账户需要具备更高的<span style="color: black;">要求</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.自适应型展示<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;">此类<span style="color: black;">宣传</span>是基于素材资源的<span style="color: black;">宣传</span>，可自动<span style="color: black;">调节</span>尺寸、外观和格式，以适应可用的<span style="color: black;">宣传</span>空间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google会在<span style="color: black;">宣传</span>空间可用时<span style="color: black;">运用</span><span style="color: black;">宣传</span>主<span style="color: black;">供给</span>的素材资源(<span style="color: black;">包含</span>徽标、标题、<span style="color: black;">照片</span>、视频和<span style="color: black;">宣传</span>内容描述)自动生成<span style="color: black;">宣传</span>，并能利用<span style="color: black;">区别</span>的素材资源对<span style="color: black;">宣传</span>进行优化，以<span style="color: black;">得到</span>最佳效果。自适应型展示<span style="color: black;">宣传</span>几乎能够以任何尺寸的文字、<span style="color: black;">照片</span>或原生<span style="color: black;">宣传</span>格式进行展示。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自适应型展示<span style="color: black;">宣传</span>投放初期<span style="color: black;">举荐</span>人工出价，<span style="color: black;">能够</span>先设置成最高每次点击<span style="color: black;">花费</span>0.5元。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)制作<span style="color: black;">意见</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最多<span style="color: black;">能够</span>上传15张营销<span style="color: black;">照片</span>和5个徽标。<span style="color: black;">能够</span>将单张<span style="color: black;">照片</span>分别剪裁为横向格式和方形格式，<span style="color: black;">亦</span><span style="color: black;">能够</span>针对每种宽高比<span style="color: black;">运用</span><span style="color: black;">区别</span>的<span style="color: black;">照片</span>。请务必只<span style="color: black;">选择</span>能<span style="color: black;">明显</span>业务、<span style="color: black;">制品</span>或品牌的高质量<span style="color: black;">照片</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①横向：横向<span style="color: black;">照片</span>的宽高比应为1.91:1,尺寸不<span style="color: black;">少于</span>600×314像素，文件<span style="color: black;">体积</span>上限为5120kB。</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方形：方形(1:1)<span style="color: black;">照片</span>的尺寸应不<span style="color: black;">少于</span>300×300像素，文件<span style="color: black;">体积</span>上限</span></span><span style="color: black;">为5120kB。</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徽标(可选):最多<span style="color: black;">能够</span>上传5个<span style="color: black;">区别</span>的徽标，宽高比为1:1或4:1,最好用</span></span><span style="color: black;">Logo,<span style="color: black;">意见</span><span style="color: black;">同期</span>上传这两种尺寸的徽标。<span style="color: black;">针对</span>所有徽标，最好<span style="color: black;">运用</span>透明背景，但前提是徽标必须<span style="color: black;">处在</span>居中位置，文件<span style="color: black;">体积</span>上限为5120kB。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④避免添加文字。文字在<span style="color: black;">照片</span>中所占空间不得超过20%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑤自适应型展示<span style="color: black;">宣传</span>还<span style="color: black;">能够</span>添加视频素材，请<span style="color: black;">重视</span>视频的首选时长应为30秒或更</span><span style="color: black;"><span style="color: black;">短(<span style="color: black;">举荐</span>的宽高比：16:9,1:1,4:3,9:16)。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑥短标题<span style="color: black;">重视</span>事项：标题末尾无须<span style="color: black;">运用</span>标点符号，避免与<span style="color: black;">宣传</span>内容描述中的文字重复，请勿在标题中<span style="color: black;">包括</span>商家名<span style="color: black;">叫作</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(2)优化<span style="color: black;">意见</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①<span style="color: black;">供给</span>尽可能多的独特标题、<span style="color: black;">宣传</span>内容描述和<span style="color: black;">照片</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;">最少</span>添加5张<span style="color: black;">照片</span>、5个短标题和5条<span style="color: black;">宣传</span>内容描述。<span style="color: black;">由于</span>平均而言，在自适应型展示<span style="color: black;">宣传</span>中<span style="color: black;">运用</span>多个标题、<span style="color: black;">宣传</span>内容描述和<span style="color: black;">照片</span>时，在每次转化<span style="color: black;">花费</span>大致相当的<span style="color: black;">状况</span>下，转化次数会比只<span style="color: black;">运用</span>一组素材资源<span style="color: black;">增多</span>10%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②<span style="color: black;">宣传</span>内容描述文字<span style="color: black;">不可</span>与加长型标题相同。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③上传<span style="color: black;">拥有</span><span style="color: black;">剧烈</span>视觉效果和最少文字叠加层的<span style="color: black;">照片</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④<span style="color: black;">运用</span>特写图像(<span style="color: black;">思虑</span>缩小后的图像效果)。</span></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;">思虑</span>到移动端<span style="color: black;">选取</span>图像时，请<span style="color: black;">思虑</span>图像的全尺寸外观，以及缩小后的外观。<span style="color: black;">倘若</span>缩小时图像太模糊，可能会失去潜在客户的<span style="color: black;">喜爱</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑤每隔几周上传新的展示<span style="color: black;">宣传</span>。<span style="color: black;">倘若</span><span style="color: black;">运用</span>的是自适应型展示<span style="color: black;">宣传</span>，请将效果<span style="color: black;">不良</span>的<span style="color: black;">宣传</span>素材资源替换为新的。<span style="color: black;">由于</span>即使是再出色的<span style="color: black;">宣传</span>，效果<span style="color: black;">亦</span>会随着时间的推移而降低。新的<span style="color: black;">宣传</span>素材<span style="color: black;">能够</span>防止用户产生审美疲劳。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑥将再营销受众群体与新用户<span style="color: black;">掰开</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">已<span style="color: black;">拜访</span>过网站的用户<span style="color: black;">熟练</span>品牌，<span style="color: black;">意见</span>企业更改<span style="color: black;">宣传</span>描述，展示给<span style="color: black;">已然</span><span style="color: black;">熟练</span>品牌的用户和新用户<span style="color: black;">区别</span>的信息，针对再营销受众群体与新用户，企业需要展示<span style="color: black;">区别</span>的信息，此时需要用到受众群体排除功能。</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;">运用</span>受众群体排除功能将再营销<span style="color: black;">宣传</span>系列与常规的<span style="color: black;">宣传</span>系列<span style="color: black;">掰开</span>。这将有助于尽可能避免两个受众之间的任何重叠。<span style="color: black;">况且</span><span style="color: black;">宣传</span>主将能够更改预算、出价、<span style="color: black;">宣传</span>以及着陆页，以便在营销<span style="color: black;">途径</span>的更深处更好地与用户交流。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑦监控频率。</span></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;">必定</span>数量的浏览量之后，<span style="color: black;">目的</span>转化率或参与度都会下降，<span style="color: black;">因此</span>要监控频率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在GoogleAds中，<span style="color: black;">能够</span>添加特定的覆盖率列以<span style="color: black;">监测</span>用户看到<span style="color: black;">宣传</span>的频率以及<span style="color: black;">独一</span>身份用户看到展示<span style="color: black;">宣传</span>的数量。随着这些数字的变化，观察点击率、转化率或其它指标<span style="color: black;">怎样</span>随着<span style="color: black;">独一</span>用户数和频率数字的变化而变化。<span style="color: black;">而后</span>，<span style="color: black;">能够</span><span style="color: black;">运用</span>此数据更新展示<span style="color: black;">宣传</span>网络<span style="color: black;">宣传</span>系列中的频次上限设置。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑧CTA按钮颜色：<span style="color: black;">无</span>最佳的颜色，<span style="color: black;">按照</span>网站和<span style="color: black;">宣传</span>颜色来决定，<span style="color: black;">选取</span>对比色。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑨与在搜索中添加否定关键词的方式类似，可<span style="color: black;">经过</span>展示<span style="color: black;">宣传</span>排除某些展示位置，排除特定展示位置。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑩不要过度分层。</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;">因为</span>网络规模庞大且受众众多，<span style="color: black;">因此呢</span>，正确定位<span style="color: black;">目的</span>是必要且至关重要的。<span style="color: black;">有些</span><span style="color: black;">宣传</span>主会将<span style="color: black;">办法</span>互相叠加(如展示位置、关键词、主题、兴趣等),<span style="color: black;">由于</span><span style="color: black;">她们</span>相信<span style="color: black;">这般</span>做会减少不合格的展示和点击。</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;">实质</span>上，过度分层会<span style="color: black;">引起</span><span style="color: black;">非常多</span>问题，<span style="color: black;">由于</span><span style="color: black;">宣传</span>主<span style="color: black;">一般</span>不<span style="color: black;">认识</span>这种定位在层层叠加时<span style="color: black;">怎样</span>工作。<span style="color: black;">倘若</span>想执行所有这些<span style="color: black;">选取</span>，请在<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>系列中进行测试。分层会大大减少覆盖面，对结果产生<span style="color: black;">消极</span>影响，并<span style="color: black;">引起</span><span style="color: black;">没法</span>跟踪<span style="color: black;">那些</span>定位是有效的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑪监控资源效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">查看<span style="color: black;">宣传</span>效果报告，<span style="color: black;">即时</span>替换显示效果<span style="color: black;">不良</span>的<span style="color: black;">宣传</span>素材。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.智能型展示<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;">智能型展示<span style="color: black;">宣传</span>系列以Google<span style="color: black;">设备</span>学习技术为依托，只需几分钟<span style="color: black;">就可</span>制作完成。只需输入<span style="color: black;">宣传</span>的<span style="color: black;">构成</span>要素(如标题、<span style="color: black;">照片</span>和徽标),谷歌就会在掌控的每次转化<span style="color: black;">花费</span>出价和预算范围内，找到尽可能多的客户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)自动出价：智能型展示<span style="color: black;">宣传</span>系列以<span style="color: black;">目的</span>每次转化<span style="color: black;">花费</span>为<span style="color: black;">基本</span>进行优化，以便<span style="color: black;">按照</span>每次<span style="color: black;">宣传</span>竞价中的转化可能性设置出价，争取最理想的效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(2)自动制作<span style="color: black;">宣传</span>：系统会自动利用<span style="color: black;">宣传</span><span style="color: black;">构成</span>要素(如标题、<span style="color: black;">宣传</span>内容描述、徽标和<span style="color: black;">照片</span>)生成<span style="color: black;">宣传</span>。这些<span style="color: black;">宣传</span>采用自适应设计，能适应展示<span style="color: black;">宣传</span>网络上的几乎<span style="color: black;">所有</span><span style="color: black;">宣传</span>空间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(3)自动定位：<span style="color: black;">运用</span>网站<span style="color: black;">拜访</span>者数据、着陆页数据分析以及搜索<span style="color: black;">宣传</span>系列的最佳效果关键词，来自动定位网络上的客户。定位会随着<span style="color: black;">宣传</span>系列的投放而优化，这<span style="color: black;">寓意</span>着，能带来最多转化的<span style="color: black;">宣传</span>系列会被更频繁地展示。在适用<span style="color: black;">状况</span>下，智能型展示<span style="color: black;">宣传</span>系列会<span style="color: black;">运用</span>“动态潜客争取<span style="color: black;">宣传</span>”,它会结合运用用户信息和<span style="color: black;">制品</span>信息，在恰当的<span style="color: black;">机会</span>向最感兴趣的用户展示最好的<span style="color: black;">制品</span>，<span style="color: black;">同期</span><span style="color: black;">能够</span>结合Feed匹配最有可能<span style="color: black;">出现</span>转化的用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(4)准备工作：<span style="color: black;">保证</span>已设置转化跟踪，并符合基于转化的资格<span style="color: black;">需求</span>。要设置智能型展示<span style="color: black;">宣传</span>系列，则在过去30天内，投放到展示<span style="color: black;">宣传</span>网络的标准展示<span style="color: black;">宣传</span>系列需要带来<span style="color: black;">最少</span>50次转化，或搜索<span style="color: black;">宣传</span>系列需要带来<span style="color: black;">最少</span>100次转化。<span style="color: black;">保证</span>每日预算充足，能担负<span style="color: black;">最少</span>两倍于<span style="color: black;">目的</span>每次转化<span style="color: black;">花费</span>出价的金额。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(5)让系统针对转化进行优化：就智能型展示<span style="color: black;">宣传</span>系列而言，可能需要一段时间<span style="color: black;">才可</span>扩大投放规模并稳定下来，<span style="color: black;">详细</span>取决于<span style="color: black;">得到</span>的转化次数，<span style="color: black;">由于</span>较高的转化量<span style="color: black;">一般</span>会带来较快的优化。请<span style="color: black;">准许</span>系统<span style="color: black;">认识</span><span style="color: black;">那些</span>素材资源和策略的效果最佳。<span style="color: black;">倘若</span><span style="color: black;">宣传</span>系列<span style="color: black;">每日</span>都能吸引几次转化，这个过程可能需要大约2个星期；<span style="color: black;">通常</span>而言，应等待累积到40～50次转化，除非并未吸引任何转化。<span style="color: black;">倘若</span><span style="color: black;">显现</span>这种<span style="color: black;">状况</span>，可<span style="color: black;">思虑</span><span style="color: black;">加强</span><span style="color: black;">目的</span>每次转化<span style="color: black;">花费</span>出价，直至转化<span style="color: black;">起始</span><span style="color: black;">显现</span>为止。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(6)<span style="color: black;">运用</span>素材资源报告查看效果。素材资源评级是<span style="color: black;">按照</span>素材资源促成转化的效果，以彼此为参照的相对评级，分为“最佳”“良好”“<span style="color: black;">不睬</span>想”。若状态为“等待审批”,<span style="color: black;">暗示</span>素材资源尚未<span style="color: black;">经过</span>审核和<span style="color: black;">准许</span>；若为“正在学习”,则<span style="color: black;">暗示</span>系统仍在收集数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①<span style="color: black;">按照</span>素材资源报告进行小幅、循序渐进的<span style="color: black;">调节</span>。在查看新<span style="color: black;">宣传</span>系列的素材资源报告后，<span style="color: black;">能够</span><span style="color: black;">选取</span>移除评级为“<span style="color: black;">不睬</span>想”的素材资源，改为<span style="color: black;">运用</span>与效果“最佳”的素材资源更<span style="color: black;">类似</span>的素材资源。待这些素材资源累积了进行评级所需的足够数据之后(最长可能需要2个星期),<span style="color: black;">能够</span><span style="color: black;">选取</span>再次移除效果评级为“<span style="color: black;">不睬</span>想”的素材资源。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②素材资源评级是以彼此为参照的相对评级。在进行小幅<span style="color: black;">调节</span>后，曾经表现“良好”的素材资源<span style="color: black;">亦</span>可能会变为“<span style="color: black;">不睬</span>想”,即使其<span style="color: black;">实质</span>效果并未<span style="color: black;">出现</span>变化。为避免效果波动并强化优化<span style="color: black;">办法</span>，请不要对<span style="color: black;">宣传</span>系列做大范围的重大<span style="color: black;">调节</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③效果数据工作原理：随着<span style="color: black;">宣传</span>系列步入正轨，可能会想要查看成效并管理素材资源。智能型展示<span style="color: black;">宣传</span>系列素材资源报告<span style="color: black;">包括</span>示例<span style="color: black;">宣传</span>和效果数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④查看<span style="color: black;">宣传</span>在多种尺寸下投放的示例。在表格中查看每项素材资源的效果数据，<span style="color: black;">包含</span>谷歌<span style="color: black;">怎样</span><span style="color: black;">按照</span><span style="color: black;">关联</span>素材资源促成转化的能力，并评定其效果。</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;">展示<span style="color: black;">宣传</span>定位方式</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展示<span style="color: black;">宣传</span><span style="color: black;">详细</span>有两大定位方式，一种是“跟人”的定位，即想向<span style="color: black;">那些</span>人展示<span style="color: black;">宣传</span>；<span style="color: black;">另一</span>一种是“跟内容”的定位，即想<span style="color: black;">宣传</span>展示在<span style="color: black;">怎么样</span>的网站上。</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.“跟人”的受众群体定位方式(见图1)</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/a5e7740832404b88803e293ce7600a8b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722931311&x-signature=MbKnZz9Hz4JyQGN0Ct%2FKJmj8w9k%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图1 “跟人”的受众群体定位方式</p>
</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;">按照</span>营销漏斗，漏斗越上端覆盖的群体越大，购买的意向度<span style="color: black;">亦</span>相应越不<span style="color: black;">知道</span>。<span style="color: black;">通常</span><span style="color: black;">意见</span>先从漏斗下端的群体进行投放。</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;">类似</span>群体和再营销都<span style="color: black;">举荐</span><span style="color: black;">运用</span>，<span style="color: black;">由于</span>获客成本低，每次点</span></span><span style="color: black;">击<span style="color: black;">花费</span>相较于拉新的展</span><span style="color: black;"><span style="color: black;">示<span style="color: black;">宣传</span>系列<span style="color: black;">来讲</span>，基本是80%<span style="color: black;">上下</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是对自定义受众群体定位方式的<span style="color: black;">仔细</span>介绍：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)输入与<span style="color: black;">制品</span>或服务<span style="color: black;">关联</span>的关键词、网址以定义自己的受众群体。<span style="color: black;">而后</span>，GoogleAds</span><span style="color: black;"><span style="color: black;">会向可能对这些网站关键词感兴趣的用户展示<span style="color: black;">宣传</span>。筛选30～50个成效最好的关</span></span><span style="color: black;">键词，<span style="color: black;">宣传</span>会展示给对这些关键词感兴趣的群体。</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)输入竞争对手网站<span style="color: black;">或</span>行业门户网站。<span style="color: black;">意见</span>10～20个，不<span style="color: black;">意见</span>写首页，<span style="color: black;">由于</span></span></span><span style="color: black;">首页流量非常杂乱，可能会有求职<span style="color: black;">或</span>想要<span style="color: black;">认识</span><span style="color: black;">机构</span>的人，<span style="color: black;">她们</span>的意图不是非常<span style="color: black;">知道</span>。<span style="color: black;">举荐</span><span style="color: black;">制品</span>或品类页面，<span style="color: black;">保证</span>到达这个页面的人<span style="color: black;">便是</span><span style="color: black;">咱们</span>想要投放的群体。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不要<span style="color: black;">长期</span><span style="color: black;">运用</span>相同的定位选项，而<span style="color: black;">无</span>进行任何其他测试。即使在GoogleAds中找到了<span style="color: black;">能够</span>始终实现<span style="color: black;">目的</span>的基本定位选项，仍然<span style="color: black;">能够</span>尝试并做得更好。自定义<span style="color: black;">目的</span>受众<span style="color: black;">始终</span>是视频和展示<span style="color: black;">宣传</span>系列中最受欢迎的定位选项。Google为创建这些受众群体的<span style="color: black;">宣传</span>客户<span style="color: black;">表示</span>了<span style="color: black;">举荐</span>的关键词列表，<span style="color: black;">能够</span><span style="color: black;">选取</span>将其添加到受众群体中。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.“跟内容”的定位方式</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;">“跟内容”的定位<span style="color: black;">重点</span>有以下三种<span style="color: black;">选取</span>(见图2):</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)内容关键词：定位与<span style="color: black;">制品</span>或服务<span style="color: black;">关联</span>的网站。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(2)主题：定位和<span style="color: black;">制品</span><span style="color: black;">关联</span>的主题网站。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(3)展示位置：<span style="color: black;">详细</span>指定的行业网站、<span style="color: black;">关联</span>YouTube视频、应用等。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/d1b256989790461d827bfbedb2b71fc2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722931311&x-signature=fJ0xIBZeod4gy%2F%2FnxU6Ku9vJouc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图2 “跟内容”的定位方式</p>
</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;">展示<span style="color: black;">宣传</span>定位设置</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;">展示<span style="color: black;">宣传</span>的定位<span style="color: black;">能够</span>设置两种<span style="color: black;">要求</span>：定位和观察。“定位”和“观察”设置决定</span></span><span style="color: black;">了<span style="color: black;">宣传</span>的覆盖面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①定位：将<span style="color: black;">宣传</span>限制为只能<span style="color: black;">按照</span>所选定位方式进行展示，如关键词。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②观察：不会将<span style="color: black;">宣传</span>限制为只能<span style="color: black;">按照</span>所选定位方式进行展示。</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><span style="color: black;">目的</span>是<span style="color: black;">营销</span>商品并覆盖特定类型的受众群体，<span style="color: black;">意见</span>向<span style="color: black;">宣传</span>组添加几</span></span><span style="color: black;">种定位方式并将它们设置为“定位”。</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><span style="color: black;">目的</span>是吸引尽可能多的客户群，应避免为<span style="color: black;">宣传</span>组添加<span style="color: black;">太多</span>的定位方式；<span style="color: black;">然则</span></span></span><span style="color: black;">仍<span style="color: black;">能够</span><span style="color: black;">选取</span>为<span style="color: black;">宣传</span>组添加几个定位方式，<span style="color: black;">而后</span>把其中一个设置为“观察”,<span style="color: black;">这般</span>就不会<span style="color: black;">太多</span>限制<span style="color: black;">宣传</span>的覆盖面。</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;">针对</span>中小型商家而言，最好不要将一个<span style="color: black;">宣传</span>系列中的多个广告组的受众群体设置</span></span><span style="color: black;">为“定位”;否则，可能会缩小<span style="color: black;">宣传</span>的覆盖面，<span style="color: black;">引起</span><span style="color: black;">宣传</span>展示率极低。</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;">展示再营销</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;">展示再营销和搜索再营销工作原理相同，是针对<span style="color: black;">哪些</span><span style="color: black;">拜访</span>过或与网站有过互动的群体投放的定制化<span style="color: black;">宣传</span>。<span style="color: black;">意见</span>对受众群体尽可能细分，<span style="color: black;">根据</span><span style="color: black;">拜访</span>的页面、时间、</span></span><span style="color: black;">地理</span><span style="color: black;"><span style="color: black;">位置，有针对性地展示<span style="color: black;">宣传</span>素材。<span style="color: black;">针对</span><span style="color: black;">出现</span>过转化的用户<span style="color: black;">亦</span><span style="color: black;">能够</span>设置再营销，向<span style="color: black;">她们</span></span></span><span style="color: black;">宣传新<span style="color: black;">制品</span><span style="color: black;">或</span><span style="color: black;">关联</span><span style="color: black;">制品</span>。</span></p>
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