系列Google数字营销大讲堂-6:程序化宣传的技术加速度
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Digital Marketing Technology Space</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">连接数字<span style="color: black;">商场</span> 赢在数字营销</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/10e2000abc85074b38db~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938420&x-signature=1c6udNidDwjHkP159e3evD%2BRW%2Bk%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不论<span style="color: black;">白日</span>还是黑夜，遍布<span style="color: black;">全世界</span>的消费者都在<span style="color: black;">运用</span>着尺寸不一的设备，多屏时代已然来临。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">繁杂</span>多样的设备中，<span style="color: black;">怎样</span><span style="color: black;">精细</span>触达<span style="color: black;">目的</span>消费者是当今<span style="color: black;">宣传</span>主面临重大的挑战。技术简化了这一问题，<strong style="color: blue;">程序化<span style="color: black;">宣传</span></strong>应运而生————<span style="color: black;">经过</span>消费者洞察和技术<span style="color: black;">运用</span>，在最恰当的时刻找到相对应<span style="color: black;">需要</span>的受众，并向其推送适当的<span style="color: black;">宣传</span>内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/1012000ad7f346a97053~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938420&x-signature=cbmJ56gWXJwmOmMGZ0%2BvsrsK8C0%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">移植</span>了<span style="color: black;">设备</span>学习技术的程序化<span style="color: black;">宣传</span>，<span style="color: black;">更加是</span><span style="color: black;">能够</span>进行定位、出价，<span style="color: black;">乃至</span>衡量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">捉捕</span>环境信息，深度分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>数百万网站和应用（<span style="color: black;">包含</span>覆盖<strong style="color: blue;">超过十亿</strong>用户的 YouTube）的洞察，Google<span style="color: black;">能够</span><span style="color: black;">得到</span><span style="color: black;">各样</span>环境信息来<span style="color: black;">认识</span>用户的关注点，<span style="color: black;">例如</span>用户正查看的酒店<span style="color: black;">评估</span>、浏览房地产应用上的房子、观看汽车<span style="color: black;">关联</span>视频等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">识别受众意图，区别覆盖</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>对数百万网站和应用进行了归类，Google可区分<span style="color: black;">那些</span>人是一时兴起，而<span style="color: black;">那些</span>人是真正有购买意图，从而让<span style="color: black;">宣传</span>主以适当的方式接触到受众。例如，电子<span style="color: black;">制品</span>商<span style="color: black;">倘若</span>想要<span style="color: black;">提高</span>品牌认知度，可能<span style="color: black;">期盼</span>覆盖正浏览<span style="color: black;">相关</span>电子<span style="color: black;">制品</span>的博客和视频的受众，<span style="color: black;">倘若</span>目的是<span style="color: black;">加强</span><span style="color: black;">营销</span>量，则可能想覆盖正在价格比较网站上调研高清电视的受众。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">实时数据更新，拒绝重复<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">AdWords 会实时更新受众的<span style="color: black;">关联</span>信息，每次展示<span style="color: black;">宣传</span>时都会添加<span style="color: black;">有些</span>新信息，并删除<span style="color: black;">有些</span><span style="color: black;">再也不</span>反应该用户当前关注点的信息。毕竟，今天买了机票的人很可能明天就不需要买了。</p>Google 可在<strong style="color: blue;">几毫秒</strong>内分析出<strong style="color: blue;">数百万</strong>信号组合，<span style="color: black;">而后</span>向人们展示最<span style="color: black;">关联</span>的<span style="color: black;">宣传</span> ——这绝对比“眨眼之间”还要快。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处理</span>了何时、何地投放<span style="color: black;">宣传</span>的问题，程序化<span style="color: black;">宣传</span><span style="color: black;">亦</span>要力求最美最省心。<span style="color: black;">经过</span>为<span style="color: black;">宣传</span>主<span style="color: black;">供给</span>工具，Google使得程序化<span style="color: black;">宣传</span>可扩展，更加易于制作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">新技术催生了下面三种新的程序化<span style="color: black;">宣传</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">▼</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">➤ <strong style="color: blue;">原生<span style="color: black;">宣传</span></strong>（<strong style="color: blue;">Native ads</strong>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/10ea00029e2460747060~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938420&x-signature=FXfQUV2hx11cQazdFi7d7GAgQ8Q%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">外观和风格与网站或应用相配并能丰富其内容，但又不会对其<span style="color: black;">导致</span>干扰的<span style="color: black;">宣传</span>。<span style="color: black;">日前</span><strong style="color: blue;">DoubleClick Bid Manager</strong>已支持原生<span style="color: black;">宣传</span>的交易。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">➤ <strong style="color: blue;">动态<span style="color: black;">宣传</span></strong>（<strong style="color: blue;">Dynamic ads</strong>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">支持批量处理，在投放时变换成符合受众<span style="color: black;">状况</span>的<span style="color: black;">宣传</span>内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">➤ <strong style="color: blue;">自适应<span style="color: black;">宣传</span> </strong>（<strong style="color: blue;">Responsive ads</strong>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种<span style="color: black;">宣传</span>只需要制作一次，投放时，系统会<span style="color: black;">运用</span> Google 的<span style="color: black;">设备</span>学习功能将它变换成适合任意应用和网站的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p26-sign.toutiaoimg.com/10e30005237af0a9613b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725938420&x-signature=kbkNHTbHG%2F4NRH%2F62BhBEgYCVEM%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主洞察受众<span style="color: black;">需要</span>，紧跟受众步伐，顺应时代潮流，Google的程序化<span style="color: black;">宣传</span>正以技术助力<span style="color: black;">宣传</span>主<span style="color: black;">得到</span>成功！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">【系列】Google数字营销大讲堂</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（回复1、2、3、4获取对应<span style="color: black;">文案</span>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大讲堂1:消费者的掌上时代</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“微时刻”，<span style="color: black;">指的是</span>在移动时代，无论何时何地、遇到何种<span style="color: black;">情况</span>，人们<span style="color: black;">经过</span><span style="color: black;">运用</span>手机即时<span style="color: black;">处理</span>问题的时刻；<span style="color: black;">亦</span><span style="color: black;">便是</span>消费者产生学习、探索、观看、<span style="color: black;">查询</span>或购买意愿时，习惯于<span style="color: black;">经过</span>智能手机这类最贴身的移动设备达到目的、满足<span style="color: black;">需要</span>的时刻。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">移动营销五步走：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.识别与营销<span style="color: black;">关联</span>的“微时刻”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.出<span style="color: black;">此刻</span>消费者最需要的时刻</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.推送最<span style="color: black;">关联</span>的<span style="color: black;">制品</span>及服务信息</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.衡量<span style="color: black;">每一个</span>“微时刻”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5.优化移动端的用户体验</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大讲堂2:移动时代的搜索</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google推出了App Indexing（将应用编入索引技术），<span style="color: black;">能够</span>把<span style="color: black;">研发</span>者的应用纳入搜索。当用户搜索<span style="color: black;">关联</span>内容时，<span style="color: black;">能够</span>在结果中予以呈现；<span style="color: black;">倘若</span>用户<span style="color: black;">已然</span>安装了该应用，则<span style="color: black;">能够</span>直接从搜索结果中<span style="color: black;">起步</span>。这一功能，<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">研发</span>者在合适的<span style="color: black;">机会</span>、面向合适的受众在搜索结果中展示<span style="color: black;">她们</span>的应用。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">移动搜索三步走：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">科研</span>消费者<span style="color: black;">行径</span>习惯</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.<span style="color: black;">发掘</span>消费者<span style="color: black;">需要</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.规划营销策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大讲堂3:展示<span style="color: black;">宣传</span>网络</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google展示<span style="color: black;">宣传</span>网络旨在<span style="color: black;">帮忙</span>商家从数百万网站和应用的用户中找到最理想的受众群体，在合适的<span style="color: black;">机会</span>和地点向<span style="color: black;">她们</span>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;">玩转Google展示<span style="color: black;">宣传</span>网络：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">经过</span>关键字和主题覆盖用户</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.<span style="color: black;">选取</span>合适的<span style="color: black;">宣传</span>展示位置</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.找到对<span style="color: black;">制品</span>或服务感兴趣的用户</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.衡量<span style="color: black;">宣传</span>效果</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大讲堂－4：视频<span style="color: black;">宣传</span>取胜之道</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当Google推出True View<span style="color: black;">宣传</span>时，<span style="color: black;">宣传</span>主们<span style="color: black;">亦</span>曾有所<span style="color: black;">可疑</span>，到底谁会<span style="color: black;">选取</span>观看<span style="color: black;">宣传</span>？事实上，当<span style="color: black;">宣传</span>足够引人入胜，观众的确会<span style="color: black;">选取</span>观看，观看次数<span style="color: black;">乃至</span>能达到数百万次。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">资深YouTube创作者<span style="color: black;">意见</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.讲述真人真事</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.<span style="color: black;">关联</span>性很重要</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大讲堂－5：<span style="color: black;">怎样</span>运用通用应用<span style="color: black;">宣传</span>系列</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在创建时输入应用的几项信息<span style="color: black;">就可</span>。<span style="color: black;">例如</span>要在<span style="color: black;">宣传</span>内容中<span style="color: black;">运用</span>的宣传文字、<span style="color: black;">期盼</span>覆盖的受众群体、<span style="color: black;">详细</span>的预算金额。<span style="color: black;">而后</span>，这种<span style="color: black;">宣传</span>系列便可自动触及正在在线搜索信息、观看YouTube 视频、<span style="color: black;">运用</span>其他应用、浏览移动网站以及<span style="color: black;">拜访</span>Google Play商店的用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">－－－［数字营销技术邦2016企业名录］－－－</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">AdTime｜Avazu｜AdView｜爱点击｜阿里妈妈｜百分点｜百媒网｜璧合科技｜BiddingX舜飞科技｜传漾科技｜创略中国｜多盟｜Google｜广点通｜蓝色光标｜利欧集团｜inmobi｜猎豹｜互动通｜精硕科技｜秒针系统｜摩邑诚｜Madhouse｜ 品友互动｜泰一指尚｜Talkingdata｜网易有道｜新好耶｜亿玛｜友盟｜有米｜悠易互通｜亿起联｜紫博蓝｜360……（按首字母排序，名录<span style="color: black;">连续</span>更新中）</p>
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