谷歌宣传的落地页怎么样分配
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">非常多</span><span style="color: black;">朋友</span><span style="color: black;">起始</span>做谷歌<span style="color: black;">宣传</span>以后，<span style="color: black;">发掘</span>不<span style="color: black;">晓得</span><span style="color: black;">怎样</span>来分配谷歌<span style="color: black;">宣传</span>的落地页。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天就跟<span style="color: black;">大众</span>来聊聊，在投放<span style="color: black;">宣传</span>的过程中，<span style="color: black;">咱们</span><span style="color: black;">怎样</span>来分配落地页Landing Page，<span style="color: black;">根据</span>什么样子的原则来分配。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">落地页的分配要跟你的营销漏斗<span style="color: black;">或</span>叫消费者<span style="color: black;">拜访</span>旅途还有你的关键词分组相一致。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在我之前的公开课上我专门讲过<span style="color: black;">咱们</span>在筛选关键词的时候要<span style="color: black;">根据</span>营销漏斗的几个<span style="color: black;">过程</span>来进行分组。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还记得营销转化漏斗的<span style="color: black;">过程</span>吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最上面是Problem/awareness，用户在生活中<span style="color: black;">发掘</span>了<span style="color: black;">有些</span>问题<span style="color: black;">或</span>痛点，可能是关于健康的，<span style="color: black;">亦</span>可能关于理财的，your money or your life，总之肯定遇到了<span style="color: black;">有些</span><span style="color: black;">处理</span>不了的问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再往下<span style="color: black;">便是</span>Solution，用户有了痛点以后会怎么办呢，肯定会想办法<span style="color: black;">处理</span>吧，去哪里<span style="color: black;">处理</span>，可能会打<span style="color: black;">tel</span>问家人<span style="color: black;">伴侣</span>，<span style="color: black;">亦</span>可能会网上找<span style="color: black;">处理</span><span style="color: black;">方法</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再接着往下一层<span style="color: black;">便是</span>Interests，用户在线上搜索问题关键词以后在搜索结果中寻找最能契合他搜索意图的网站，<span style="color: black;">而后</span>点击进去，<span style="color: black;">倘若</span>网站能够给出<span style="color: black;">处理</span><span style="color: black;">方法</span>，<span style="color: black;">那样</span>用户就会对这个网站产生兴趣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最底层的<span style="color: black;">便是</span>Actions了，当用户对你的网站产生信任以后，剩下<span style="color: black;">便是</span>采取行动，可能会给你打<span style="color: black;">tel</span>，<span style="color: black;">亦</span>可能会发邮件询盘，<span style="color: black;">亦</span>有可能直接在线下单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然用户<span style="color: black;">亦</span>并不是完全<span style="color: black;">根据</span>以上的途径走的，可能用户首次<span style="color: black;">拜访</span>你网站的时候，基于不信任，可能会去其他平台调查你<span style="color: black;">机构</span>的信誉，<span style="color: black;">例如</span>社交平台，<span style="color: black;">或</span>去Youtube搜下关于你品牌的reviews等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大体上用户不会脱离以上几个路径的。</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;">咱们</span>在打<span style="color: black;">宣传</span>的时候<span style="color: black;">亦</span>要<span style="color: black;">根据</span>营销路径设置，<span style="color: black;">不外</span><span style="color: black;">针对</span>搜索<span style="color: black;">宣传</span><span style="color: black;">来讲</span>，实现最大ROI的应该是buy intent keywords，<span style="color: black;">便是</span>变现属性非常<span style="color: black;">剧烈</span>的关键词。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">详细</span>表<span style="color: black;">此刻</span>B2B<span style="color: black;">行业</span><span style="color: black;">便是</span>keywords+supplier，keywords+wholesaler，keywords+manufacturer等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">表<span style="color: black;">此刻</span>B2C<span style="color: black;">行业</span><span style="color: black;">便是</span>keywords online buy, keywords purchase, keywords discount, cheap keywords等等类似的一看<span style="color: black;">便是</span>用户想要购买的词。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种关键词对应的<span style="color: black;">宣传</span>文案落地页非常简单，我的<span style="color: black;">意见</span>是直接链接到对应<span style="color: black;">制品</span>详情页，<span style="color: black;">详细</span><span style="color: black;">制品</span>分别对应<span style="color: black;">区别</span>的<span style="color: black;">制品</span>详情页。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实营销漏斗solution漏斗比较适合用来做content marketing，<span style="color: black;">由于</span>但凡是用户想要找<span style="color: black;">详细</span>的<span style="color: black;">处理</span><span style="color: black;">方法</span><span style="color: black;">必定</span>是非常长尾的关键词，这种关键词搜索量低，<span style="color: black;">然则</span>数量非常多。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常适合做content SEO.</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;">不外</span><span style="color: black;">亦</span>有<span style="color: black;">有些</span>做affiliate marketing的营销人<span style="color: black;">运用</span>这种词做<span style="color: black;">宣传</span>，<span style="color: black;">由于</span>affiliate marketer大部分是<span style="color: black;">经过</span>blog post的形式介绍<span style="color: black;">区别</span>的<span style="color: black;">制品</span>以及这些<span style="color: black;">制品</span>带来的好处，<span style="color: black;">非常多</span>访客<span style="color: black;">亦</span>会直接在<span style="color: black;">文案</span>里面直接点击<span style="color: black;">制品</span>链接进行购买。</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><span style="color: black;">有些</span>通用类的大词，general keywords，这种词转化率可能不高，<span style="color: black;">然则</span>在前期会给你带来<span style="color: black;">有些</span>流量，我的<span style="color: black;">意见</span>是这种词对应的落地页是首页。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有<span style="color: black;">有些</span>属于一个大行业下下面的二级<span style="color: black;">归类</span>词，<span style="color: black;">例如</span>pet products下面的dog beds, dog food这种词，这种词<span style="color: black;">意见</span>把落地页链接到<span style="color: black;">归类</span>页面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还要一种词，比较特殊的，适合偏门行业，用户但凡是搜索这个词即<span style="color: black;">表率</span>着购买，<span style="color: black;">例如</span>说医药中间体，精细化工品，有技术门槛<span style="color: black;">或</span>专利的<span style="color: black;">制品</span>，这种词的转化率<span style="color: black;">亦</span>很高，落地页<span style="color: black;">能够</span>直接对应<span style="color: black;">制品</span>详情页。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上<span style="color: black;">便是</span>我<span style="color: black;">按照</span>以往我个人的投放经验总结的，<span style="color: black;">能够</span><span style="color: black;">做为</span>一个参考，<span style="color: black;">区别</span>行业会有差别，要<span style="color: black;">按照</span>自己的<span style="color: black;">实质</span><span style="color: black;">状况</span>进行测试。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上内容属作者个人观点，转载需经作者授权同意。</p>
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