出海干货 | 引流宣传，投Facebook还是Google？
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d40e40ec86e543cdbd802b41e7a31f43~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725954678&x-signature=nW5lX5bn1R8i%2F%2B6F%2F30chPnbVL4%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;">上一次<span style="color: black;">咱们</span>聊到该<span style="color: black;">怎样</span><span style="color: black;">选取</span>引流<span style="color: black;">宣传</span>的时候，提出了</span><strong style="color: blue;"><span style="color: black;">可<span style="color: black;">跟踪</span>效果、海量用户、<span style="color: black;">精细</span>定位、在营销功能以及<span style="color: black;">宣传</span>场景5个<span style="color: black;">选取</span>标准</span></strong><span style="color: black;">。在<span style="color: black;">运用</span>这5个标准衡量之后，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>Facebook和Google的表现各有千秋。在<span style="color: black;">选取</span><span style="color: black;">宣传</span>投放<span style="color: black;">媒介</span>的操作过程中，<span style="color: black;">咱们</span><span style="color: black;">亦</span>确实会疑惑：</span><strong style="color: blue;">Facebook和Google<span style="color: black;">到底</span>哪个的<span style="color: black;">实质</span>投放效果更好？</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/044ac44589104f1593d0ffb5a09a97f0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725954678&x-signature=HTKRK89gEKbCiM%2BJuj%2F0qyeE48s%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;">然而事实上，这个问题别人并<span style="color: black;">不可</span>给出答案。</strong>所有的<span style="color: black;">最后</span><span style="color: black;">选取</span>，都应该是<span style="color: black;">宣传</span>主<span style="color: black;">按照</span>自己的<span style="color: black;">宣传</span><span style="color: black;">需要</span>来权衡<span style="color: black;">选取</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;">匹配<span style="color: black;">规律</span></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;">这儿</span>，<span style="color: black;">咱们</span>将以Google搜索<span style="color: black;">宣传</span>和Facebook社交<span style="color: black;">宣传</span>为例，<span style="color: black;">仔细</span>解析这两类<span style="color: black;">宣传</span>的内在<span style="color: black;">规律</span>有什么<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;">Google搜索<span style="color: black;">宣传</span>的<span style="color: black;">规律</span>叫</span><strong style="color: blue;">发起问题、满足<span style="color: black;">需要</span></strong>，是“<strong style="color: blue;">你问我答</strong>”，即<strong style="color: blue;">用户提出问题，Google<span style="color: black;">经过</span>算法匹配答案内容</strong>；</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/733c50c000054074b4fa075a4515c742~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725954678&x-signature=NIf7e6KUsCTxDc%2BamCC5b4yr3EE%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;">Facebook社交<span style="color: black;">宣传</span>的<span style="color: black;">规律</span>是</span><strong style="color: blue;">深谙<span style="color: black;">爱好</span>、影响决策</strong>，<span style="color: black;">亦</span>叫做“<strong style="color: blue;">我非常懂你</strong>”，<span style="color: black;">由于</span>Facebook强大的标签能力，它<span style="color: black;">晓得</span>用户的<span style="color: black;">爱好</span>，<strong style="color: blue;">会<span style="color: black;">按照</span>用户偏好将<span style="color: black;">关联</span><span style="color: black;">宣传</span>主的内容推送过去，由用户来决定<span style="color: black;">是不是</span>购买</strong>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/4cd9f10f05024489abcff7d2b81b8426~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725954678&x-signature=UP69oKcWWJFuGvTWJaiu%2FiHoYEI%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;"><span style="color: black;">由于</span>Google带来了<span style="color: black;">需要</span>，Facebook只是推送了一个内容。</span><strong style="color: blue;"><span style="color: black;">这两个<span style="color: black;">规律</span>听起来<span style="color: black;">好似</span>Google更好</span></strong><span style="color: black;">？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实<span style="color: black;">亦</span>许并非如此。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">给<span style="color: black;">大众</span>举个例子，用100美元投放蓝牙耳机<span style="color: black;">宣传</span>。<span style="color: black;">日前</span>Google的一个点击成本大概是5美元，转化率为10%，100美元<span style="color: black;">能够</span>获取20个点击，转化出2个订单；而Facebook的单个点击成本是0.4美元，<span style="color: black;">一样</span>的花费能有250个点击，1.2%的转化率<span style="color: black;">能够</span>转化3单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">从<span style="color: black;">最后</span>结果来看，Facebook更胜一筹。</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;"><span style="color: black;">跟踪</span>效果</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然体量巨大，但事实上</span><strong style="color: blue;"><span style="color: black;">Google和Facebook的系统<span style="color: black;">亦</span>都并不完美</span></strong><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Google的缺陷在于<span style="color: black;">没法</span>实现跨设备<span style="color: black;">跟踪</span></strong>。当人们<span style="color: black;">运用</span>Google搜索引擎的时候，不会有登录账户这个动作，一旦用户更换设备，Google对用户的<span style="color: black;">跟踪</span>就会被迫中断。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而Facebook是必须登陆<span style="color: black;">才可</span><span style="color: black;">运用</span>的社交软件，跨设备<span style="color: black;">跟踪</span><span style="color: black;">亦</span>就轻而易举，但<strong style="color: blue;">Facebook的缺点在于更适合对<span style="color: black;">运用</span>移动端APP的用户推送<span style="color: black;">宣传</span>，电脑端<span style="color: black;">宣传</span>则效果欠佳</strong>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/861b3424513b441598ad4fedda3489bb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725954678&x-signature=vXnfZMtNV%2F3nyKoiqtz6E7wFB9o%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;">随着科技<span style="color: black;">制品</span>的更新迭代，<span style="color: black;">咱们</span>能看到一个<span style="color: black;">显著</span>的变化：</span><strong style="color: blue;">用户的触网<span style="color: black;">行径</span><span style="color: black;">再也不</span>局限于一个设备</strong>。譬如早上在<span style="color: black;">轻轨</span>上刷手机，被种草了一个商品，但<span style="color: black;">晌午</span>上班后才<span style="color: black;">经过</span>电脑将商品加到购物车，<span style="color: black;">夜晚</span>临睡前决定购买，买单时<span style="color: black;">运用</span>的是iPad。这<span style="color: black;">亦</span>使得<strong style="color: blue;">跨设备<span style="color: black;">跟踪</span><span style="color: black;">针对</span><span style="color: black;">宣传</span>投放而言<span style="color: black;">拥有</span>更重要的<span style="color: black;">道理</span>，越来越多的<span style="color: black;">宣传</span>主<span style="color: black;">增多</span>了移动端的<span style="color: black;">宣传</span>投放预算</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">数据<span style="color: black;">显示</span>，人们在移动端消化信息的速度比在电脑端更快，电脑端消化一个信息的速度是2.5秒，移动端是1.7秒。这<span style="color: black;">亦</span><span style="color: black;">寓意</span>着，</span><strong style="color: blue;"><span style="color: black;">在移动端用户的容忍度更低，<span style="color: black;">宣传</span>主需要在非常短的时间内抓住用户的眼球</span></strong><span style="color: black;">，才有可能得到转化。<span style="color: black;">因此呢</span>，Facebook对<span style="color: black;">宣传</span>的<span style="color: black;">需求</span><span style="color: black;">亦</span>越来越高，<span style="color: black;">那样</span></span><strong style="color: blue;">什么样的<span style="color: black;">宣传</span>更能满足Facebook的<span style="color: black;">需求</span>、<span style="color: black;">得到</span><span style="color: black;">更加多</span>的<span style="color: black;">揭发</span>机会呢？</strong><span style="color: black;">咱们</span>下期<span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>吧～</p>
回顾过去一年，是艰难的一年；展望未来，是辉煌的一年。
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