保藏！营销人必须Google Ads专业术语大全
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">注</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;">点击上方置顶</span><span style="color: black;">雨果网</span><span style="color: black;">，不<span style="color: black;">错失</span>跨境电商<span style="color: black;">体积</span>事</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下文这些常用谷歌<span style="color: black;">宣传</span>术语将<span style="color: black;">帮忙</span>你设置、管理和优化Google Ads，其中<span style="color: black;">有些</span>特定于Google Ads。<span style="color: black;">认识</span>这些信息，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>你更有效地运行<span style="color: black;">宣传</span>系列。</span></p>0<span style="color: black;">1</span><strong style="color: blue;"><span style="color: black;">AdRank</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你的AdRank决定<span style="color: black;">宣传</span>展示位置。AdRank的值越高，排名就越高，用户点击<span style="color: black;">宣传</span>的可能性<span style="color: black;">亦</span>就越大。AdRank由最高出价乘以质量得分而得到。</span></p>0<span style="color: black;">2</span><strong style="color: blue;"><span style="color: black;">投标（Bidding）</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google Ads基于竞价系统，即<span style="color: black;">宣传</span>客户<span style="color: black;">选取</span>愿意为<span style="color: black;">宣传</span>点击支付的最高出价金额。出价越高，展示位置就越好。你<span style="color: black;">能够</span><span style="color: black;">运用</span>以下三种出价方式：CPC、CPM或CPE。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">CPC：</strong>Cost Per Click即每次点击<span style="color: black;">花费</span>，<span style="color: black;">指的是</span>为<span style="color: black;">宣传</span>的每次点击所支付的<span style="color: black;">花费</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">CPM：</strong>Cost Per Mille即每千次展示<span style="color: black;">花费</span>，当<span style="color: black;">宣传</span>向一千人展示时需要支付的<span style="color: black;">花费</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">CPE：</strong>Cost Per Engagement即每次互动<span style="color: black;">花费</span>，当用户对<span style="color: black;">宣传</span>采取预定操作时需要支付的<span style="color: black;">花费</span>。</span></p>0<span style="color: black;">3</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>活动类型</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在Google Ads上开启付费<span style="color: black;">宣传</span>系列之前，你有三种<span style="color: black;">宣传</span>系列类型可选：搜索<span style="color: black;">宣传</span>、展示<span style="color: black;">宣传</span>或视频<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;"><strong style="color: blue;">搜索<span style="color: black;">宣传</span></strong><span style="color: black;">指的是</span><span style="color: black;">表示</span>在Google搜索结果页上的文本<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;"><strong style="color: blue;">展示<span style="color: black;">宣传</span></strong><span style="color: black;">一般</span>基于<span style="color: black;">照片</span>，并<span style="color: black;">表示</span>在Google展示<span style="color: black;">宣传</span>网络的网页上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">视频<span style="color: black;">宣传</span></strong>的播放时间<span style="color: black;">一般</span>介于6秒到15秒之间，并<span style="color: black;">表示</span>在YouTube上。</span></p>0<span style="color: black;">4</span><strong style="color: blue;"><span style="color: black;">点击率</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CTR<span style="color: black;">指的是</span><span style="color: black;">宣传</span><span style="color: black;">得到</span>的点击次数占观看次数的比例。点击率越高，<span style="color: black;">暗示</span><span style="color: black;">宣传</span>质量越高，该<span style="color: black;">宣传</span>就<span style="color: black;">能够</span>匹配搜索意图并定位<span style="color: black;">关联</span>的关键字。</span></p>0<span style="color: black;">5</span><strong style="color: blue;"><span style="color: black;">转换率</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CVR<span style="color: black;">指的是</span>表单提交量占着陆页总<span style="color: black;">拜访</span>量的比例。高CVR<span style="color: black;">寓意</span>着登录页面呈现了与<span style="color: black;">宣传</span>承诺相匹配的无缝用户体验。</span></p>0<span style="color: black;">6</span><strong style="color: blue;"><span style="color: black;">展示<span style="color: black;">宣传</span>网络（Display Network）</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google<span style="color: black;">宣传</span><span style="color: black;">能够</span><span style="color: black;">表示</span>在搜索结果页面或Google展示<span style="color: black;">宣传</span>网络（GDN）内的网页上。GDN（Google’s Display Network）是一个网站网络，其<span style="color: black;">准许</span>在网页上<span style="color: black;">安置</span>谷歌<span style="color: black;">宣传</span>，<span style="color: black;">能够</span>是基于文本或图像的<span style="color: black;">宣传</span>，并<span style="color: black;">表示</span>与<span style="color: black;">目的</span>关键字<span style="color: black;">关联</span>的内容。较受欢迎的展示<span style="color: black;">宣传</span>选项是Google Shopping和应用<span style="color: black;">宣传</span>系列。</span></p>0<span style="color: black;">7</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>附加信息（Extensions）</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>附加信息<span style="color: black;">能够</span>让你<span style="color: black;">经过</span>附加信息<span style="color: black;">弥补</span><span style="color: black;">宣传</span>，无需支付额外<span style="color: black;">花费</span>。<span style="color: black;">宣传</span>附加信息有5种类型：站点链接（Sitelink）、联系方式（Call）、位置（Location）、报价（Offer）、应用程序（App）。</span></p>0<span style="color: black;">8</span><strong style="color: blue;"><span style="color: black;">关键词</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当Google用户在搜索框中输入关键字<span style="color: black;">查找</span>时，Google会<span style="color: black;">表示</span>与搜索者意图相符的一系列结果。关键字是与搜索者的需求相符并能满足其<span style="color: black;">查找</span><span style="color: black;">要求</span>的词或短语。你<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">表示</span><span style="color: black;">宣传</span>的<span style="color: black;">查找</span><span style="color: black;">选取</span>关键字。例如，输入“<span style="color: black;">怎样</span>清除鞋上的口香糖”后，将看到“鞋上的口香糖”和“清洁鞋”等搜索结果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">否定关键字（Negative Keywords）</strong><span style="color: black;">指的是</span>你不想为其排名的关键字词的列表。Google会将这些关键字从你的出价中撤出。<span style="color: black;">一般</span><span style="color: black;">状况</span>下，这些关键词与你想要的关键词还是有<span style="color: black;">必定</span>联系的，但却超出了你所能<span style="color: black;">供给</span>或想要的排名范围。</span></p>0<span style="color: black;">9</span><strong style="color: blue;"><span style="color: black;">PPC</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按点击付费(PPC：Pay Per Click)是一种<span style="color: black;">宣传</span>客户按点击付费的<span style="color: black;">宣传</span>类型。PPC并非特定于Google Ads，而是较<span style="color: black;">平常</span>的付费<span style="color: black;">宣传</span>系列。在<span style="color: black;">起始</span>你的<span style="color: black;">第1</span>个Google Ads<span style="color: black;">宣传</span>系列之前，<span style="color: black;">意见</span>你<span style="color: black;">必定</span>要了解PPC的来龙去脉。</span></p>0<span style="color: black;">10</span><strong style="color: blue;"><span style="color: black;">质量得分（QS）</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你的质量得分将<span style="color: black;">经过</span>点击率(CTR)、关键词的<span style="color: black;">关联</span>性、着陆页的质量和过去SERP的表现进行综合衡量。QS是AdRank的决定性<span style="color: black;">原因</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;">Google Ads<span style="color: black;">怎样</span>运作？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1Enm3u8I4pGE2J39FicrpicicmTAiaPmHyk7p1YKaEdM7ibvLJfW5qAFUaIRHw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">Google Ads会将<span style="color: black;">宣传</span>展示给对你的<span style="color: black;">制品</span>或服务感兴趣的潜在客户。<span style="color: black;">宣传</span>客户将<span style="color: black;">按照</span>搜索字词或关键字出价，出价的中标者<span style="color: black;">宣传</span>将出<span style="color: black;">此刻</span>搜索结果页面的顶部、YouTube视频或<span style="color: black;">关联</span>网站上，<span style="color: black;">详细</span>位置取决于<span style="color: black;">宣传</span>活动的类型。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">许多<span style="color: black;">原因</span>都会影响你投放有效且高性能的Google Ads。<span style="color: black;">例如</span>以下几个<span style="color: black;">原因</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>评级（AdRank）和质量得分（Quality Score）</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">AdRank决定<span style="color: black;">宣传</span>的位置，质量得分是决定AdRank的关键<span style="color: black;">原因</span>之一（另一个是出价金额）。请记住，你的质量得分取决于<span style="color: black;">宣传</span>的质量和<span style="color: black;">关联</span>性，Google衡量的是<span style="color: black;">宣传</span>展示时产生的点击量（即点击率）。点击率取决于<span style="color: black;">宣传</span>与搜索者意图的匹配程度，你<span style="color: black;">能够</span>从以下三个方面得出结论：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）关键字的<span style="color: black;">关联</span>性</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>文案和CTA能否满足搜索者的期望</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）着陆页的用户体验</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">设置Google<span style="color: black;">宣传</span>系列时，你大部分精力应该放在在QS上。QS越高，你的出价成本就越低，并且<span style="color: black;">能够</span><span style="color: black;">得到</span>更好的展示位置。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>活动类型：搜索<span style="color: black;">宣传</span>、展示<span style="color: black;">宣传</span>和视频<span style="color: black;">宣传</span></strong></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;">能够</span>从Google Ads上的三种<span style="color: black;">宣传</span>系列类型中<span style="color: black;">选取</span>一种：搜索<span style="color: black;">宣传</span>、展示<span style="color: black;">宣传</span>或视频<span style="color: black;">宣传</span>。下面让<span style="color: black;">咱们</span>介绍一下每种类型的用途。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">搜索<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索<span style="color: black;">宣传</span>是显示在Google搜索结果页上的文字<span style="color: black;">宣传</span>。例如，搜索“pocket squares”Google将会<span style="color: black;">表示</span>赞助结果或<span style="color: black;">宣传</span>，如下所示：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnXaN95aeBHu9K9fE26ZGVLTlHbeAraVIYFLJpLbPUqO4dOtXKAvNMHg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">搜索<span style="color: black;">宣传</span>的好处是，你<span style="color: black;">能够</span>在大<span style="color: black;">都数</span>用户<span style="color: black;">查询</span>信息的<span style="color: black;">地区</span>展示<span style="color: black;">宣传</span>。谷歌会展示与搜索结果内容<span style="color: black;">关联</span>的<span style="color: black;">宣传</span>，<span style="color: black;">这般</span>用户更有可能查看和点击<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;"><strong style="color: blue;">自适应搜索<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自适应搜索<span style="color: black;">宣传</span>可让你输入多个版本的标题和<span style="color: black;">宣传</span>文案（分别为15个和4个），供Google<span style="color: black;">选取</span>效果最佳的<span style="color: black;">宣传</span>展示给用户。<span style="color: black;">针对</span>传统<span style="color: black;">宣传</span>而言，需要每次<span style="color: black;">运用</span>相同的标题和说明制作静态版本的<span style="color: black;">宣传</span>。自适应<span style="color: black;">宣传</span><span style="color: black;">准许</span>动态<span style="color: black;">宣传</span>进行自动测试，直到<span style="color: black;">得到</span>适合<span style="color: black;">目的</span>受众的版本。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">展示<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google<span style="color: black;">持有</span>由各个行业<span style="color: black;">构成</span>的网站网络，即Google展示<span style="color: black;">宣传</span>网络，并且拥有<span style="color: black;">海量</span>Google Ads受众群体。<span style="color: black;">针对</span>网站所有者而言，<span style="color: black;">她们</span><span style="color: black;">能够</span>收取<span style="color: black;">宣传</span>每次点击或展示的<span style="color: black;">花费</span>。<span style="color: black;">针对</span><span style="color: black;">宣传</span>商而言，<span style="color: black;">她们</span><span style="color: black;">能够</span>将其<span style="color: black;">宣传</span>内容展示在受众面前，<span style="color: black;">而后</span><span style="color: black;">经过</span>图像<span style="color: black;">宣传</span>吸引受众的<span style="color: black;">重视</span>力。</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>的其他选项<span style="color: black;">包含</span>购物<span style="color: black;">宣传</span>系列和应用<span style="color: black;">宣传</span>系列，它们都<span style="color: black;">能够</span><span style="color: black;">表示</span>在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;"><strong style="color: blue;">视频<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">视频<span style="color: black;">宣传</span>会展示在YouTube视频之前或之后（有时在视频中间）。请记住，YouTube<span style="color: black;">亦</span>可视作搜索引擎。正确的关键字会将你的<span style="color: black;">宣传</span>置于视频中，从而吸引用户的<span style="color: black;">重视</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">位置</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首次设置Google<span style="color: black;">宣传</span>时，你将<span style="color: black;">选取</span>展示<span style="color: black;">宣传</span>的地理区域。<span style="color: black;">倘若</span>你有店面，则应该设置在门店的<span style="color: black;">实质</span>位置的<span style="color: black;">恰当</span>范围内。<span style="color: black;">倘若</span>你<span style="color: black;">持有</span>电子商务商店和实物<span style="color: black;">制品</span>，则应在发货地点设置你的<span style="color: black;">宣传</span>位置。<span style="color: black;">倘若</span>你<span style="color: black;">供给</span>可在<span style="color: black;">全世界</span>范围内<span style="color: black;">运用</span>的服务或<span style="color: black;">制品</span>，那就<span style="color: black;">无</span>限制了。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnMr45wibrLM5IvOJSPCfhON4r76skhDpLTsuvfM4T1V9g2tlaCOH8qRw/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>位置的设置将在展示位置中发挥<span style="color: black;">功效</span>。例如，<span style="color: black;">倘若</span>你在旧金山<span style="color: black;">持有</span>一家瑜伽工作室，<span style="color: black;">那样</span>无论你的AdRank<span style="color: black;">怎样</span>，在纽约搜索“瑜伽工作室”的人不会看到你的<span style="color: black;">宣传</span>。这是<span style="color: black;">由于</span>Google的<span style="color: black;">重点</span><span style="color: black;">目的</span>是向本地搜索者<span style="color: black;">表示</span>最<span style="color: black;">关联</span>的结果，即使在付费的<span style="color: black;">状况</span>下。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">关键词</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关键字<span style="color: black;">科研</span><span style="color: black;">针对</span>付费<span style="color: black;">宣传</span>和自然搜索都<span style="color: black;">一样</span>重要。你的关键字需要尽可能符合搜索者的意图。这是<span style="color: black;">由于</span>Google会<span style="color: black;">按照</span>你<span style="color: black;">选取</span>的关键字将<span style="color: black;">宣传</span>与搜索<span style="color: black;">查找</span>进行匹配。你在<span style="color: black;">宣传</span>系列中创建的<span style="color: black;">每一个</span><span style="color: black;">宣传</span>组都将定位一小组关键字（为一个到五个关键字不等），Google会<span style="color: black;">按照</span>这些<span style="color: black;">选取</span>展示你的<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;"><strong style="color: blue;">匹配类型</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">匹配类型在关键字<span style="color: black;">选取</span>方面给了你些许回旋的余地，它们会告诉Google是进行精确匹配搜索<span style="color: black;">查找</span>，还是将<span style="color: black;">宣传</span><span style="color: black;">表示</span>给任何搜索<span style="color: black;">查找</span>的用户。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnF5favT3J3SAhugZ87oPyicBWqNC2L2DILrWPEpibdKGsoq4Eu2icthd0A/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">有四种匹配类型可供<span style="color: black;">选取</span>：</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）广泛匹配（Broad Match）</strong><span style="color: black;">是默认设置，它以任意<span style="color: black;">次序</span><span style="color: black;">运用</span>关键字短语中的单词。例如，“奥克兰的山羊瑜伽”将匹配为“山羊瑜伽”或“奥克兰瑜伽”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（2）可修改广泛匹配（Modified Broad Match）</strong><span style="color: black;">准许</span>你锁定关键字短语中的某些单词，<span style="color: black;">办法</span>是用“+”符号<span style="color: black;">暗示</span>它们。匹配需<span style="color: black;">最少</span><span style="color: black;">包括</span>该锁定单词。例如，“奥克兰+山羊瑜伽”<span style="color: black;">能够</span>产生“山羊”、“山羊<span style="color: black;">爱好</span>的<span style="color: black;">食品</span>”、“山羊和瑜伽”等搜索结果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（3）词组匹配（Phrase Match）</strong>将与按准确<span style="color: black;">次序</span>的关键字词组进行<span style="color: black;">查找</span>匹配，但词组前后可能还<span style="color: black;">包括</span>其他词。例如，“山羊瑜伽”将产生“斑点山羊瑜伽”或“带幼犬的山羊瑜伽”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（4）完全匹配（Exact Match）</strong>会按正确的<span style="color: black;">次序</span><span style="color: black;">守护</span>你的关键字词组。例如，<span style="color: black;">倘若</span>输入“山羊瑜伽课”，就不会<span style="color: black;">表示</span>“山羊瑜伽”。</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;">倘若</span>你只是刚起步而又不完全<span style="color: black;">认识</span><span style="color: black;">宣传</span>搜索方式的卖家，<span style="color: black;">意见</span>你<span style="color: black;">能够</span>从广泛匹配转向其他<span style="color: black;">办法</span>，以便测试<span style="color: black;">那些</span><span style="color: black;">查找</span>可<span style="color: black;">得到</span>最佳搜索结果。<span style="color: black;">然则</span>，<span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>将针对多种<span style="color: black;">查找</span>进行排名，<span style="color: black;">那样</span>你应密切关注<span style="color: black;">宣传</span>并对其进行修改，以获取新的信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">标题和描述（Headline and Description）</strong></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;">宣传</span>文案是<span style="color: black;">加强</span>点击率的关键。<span style="color: black;">宣传</span>文案须符合搜索者的意图，与<span style="color: black;">目的</span>关键字保持一致，并<span style="color: black;">经过</span>清晰的<span style="color: black;">处理</span><span style="color: black;">方法</span><span style="color: black;">处理</span>痛点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnFHse7mp6OtnicAHB15M4fYFXlXziaI83gLV32B0JNl1OIicxSqWKUEyCQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">搜索“婴儿游泳课”<span style="color: black;">能够</span>得出上图所示的结果。该<span style="color: black;">宣传</span>文本简洁明了，并在有限的空间内<span style="color: black;">知道</span>地传达了信息，与<span style="color: black;">目的</span>受众<span style="color: black;">创立</span>联系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该<span style="color: black;">宣传</span>主Swim Revolution将关键字集中在<span style="color: black;">她们</span>的标题上，用户马上就能找到<span style="color: black;">她们</span>需要的关键信息。接着，描述又会告诉用户<span style="color: black;">为何</span>要<span style="color: black;">选取</span>Swim Revolution的游泳课。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该<span style="color: black;">宣传</span>描述<span style="color: black;">运用</span>“技能”、“乐趣”、“自信”和“水中舒适”之类的词语减轻用户对教婴儿游泳的担忧，<span style="color: black;">同期</span>向用户<span style="color: black;">显示</span>婴儿将从这堂课中学会游泳。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>附加信息（Ad Extensions）</strong></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;">倘若</span>你正在运行Google Ads，则<span style="color: black;">运用</span><span style="color: black;">宣传</span>附加信息有两个<span style="color: black;">原由</span>：它们是免费的，它们为用户<span style="color: black;">供给</span>了<span style="color: black;">更加多</span>信息，另一个<span style="color: black;">原由</span>是用户<span style="color: black;">能够</span>利用其与你的<span style="color: black;">宣传</span>进行互动。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnF5favT3J3SAhugZ87oPyicBWqNC2L2DILrWPEpibdKGsoq4Eu2icthd0A/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>附加信息有5种类型：</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）附加链接（Sitelink Extensions）</strong><span style="color: black;"><span style="color: black;">能够</span>扩展添加内容，使你脱颖而出并<span style="color: black;">供给</span>指向你网站的其他链接。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EngbYo50YGvsRLkqaWficN4ia0C2GNiaBOXfjgYEiaMd7Njb9ItalwMbpia8Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><strong style="color: blue;">（2）附加<span style="color: black;">tel</span>信息（Call Extensions）</strong>可让你在<span style="color: black;">宣传</span>中加入<span style="color: black;">tel</span>号码，以便用户有其他（即时）联系你的方式。<span style="color: black;">倘若</span>你的客户服务团队已准备就绪，<span style="color: black;">那样</span>你<span style="color: black;">能够</span><span style="color: black;">经过</span>此附加信息吸引和转化<span style="color: black;">更加多</span>受众群体。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnvYotQd5lDdczUdrTReDf7VFcVOkF6XeYbGMHLibEsnOib67zWoLBPIEA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><strong style="color: blue;">（3）附加<span style="color: black;">位置</span>信息（Location Extensions）</strong>可在你的<span style="color: black;">宣传</span>中<span style="color: black;">表示</span>地理位置和<span style="color: black;">tel</span>号码，Google<span style="color: black;">能够</span>向搜索者<span style="color: black;">供给</span>地图以<span style="color: black;">帮忙</span>搜索者<span style="color: black;">容易</span>找到你。此选项非常适合<span style="color: black;">持有</span>店面的企业，并且<span style="color: black;">针对</span>搜索<span style="color: black;">查找</span>“我的<span style="color: black;">周边</span>”非常有效。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnTMZxU568910UeVT5AfSibnO0tkiaQqIicC4vJ55V0GAw5xexPgxfYlbMw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><strong style="color: blue;">（4）</strong><span style="color: black;">倘若</span>你正进行促销活动，则<strong style="color: blue;">附加价格信息（Offer Extensions）</strong>将起很大<span style="color: black;">功效</span>。价格附加信息<span style="color: black;">能够</span>吸引对价格更为<span style="color: black;">敏锐</span>的受众。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnRuTn53ec3W6fty1Fpibp9cunfSfPawdticjaQaNyxicK6fQSCPlAtt0bQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><strong style="color: blue;">（5）应用程序附加信息（App Extensions）</strong>为移动用户<span style="color: black;">供给</span>了指向应用程序下载的链接。这减少了必须执行新搜索以在AppStore中<span style="color: black;">查询</span>和下载该应用程序的麻烦。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1End3tzYybJJq4v2Y9HyFxNN0beS0nfSteCe7UeCCm8BD3jjd3hQsPlbw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><strong style="color: blue;">Google Ads重定向</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google Ads中的重定向（<span style="color: black;">亦</span><span style="color: black;">叫作</span>为再营销）是向与你在线互动但尚未转化的用户做<span style="color: black;">宣传</span>的方式。Cookie将跟踪网络上的用户，并<span style="color: black;">经过</span>你的<span style="color: black;">宣传</span>定位这些用户。再营销非常有效，据<span style="color: black;">科研</span>，潜在客户在<span style="color: black;">作为</span>客户之前<span style="color: black;">最少</span>需要进行7次再营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">免费开通Google企业<span style="color: black;">宣传</span>账户，</span>【<strong style="color: blue;">阅读原文</strong>】<span style="color: black;">开启你的海外营销之路</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;">◎文/雨果网 吕晓琳</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雨果网致力为卖家<span style="color: black;">供给</span><span style="color: black;">优秀</span>干货</span></p><span style="color: black;">▼扫码关注<span style="color: black;">加星标，<span style="color: black;">每日</span>看好文</span>▼</span><span style="color: black;">1</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1EnpBV1jFnulnJ7OqIZZO5ibnfxHJEuu7ngn6B6GsfJnFDGma8OwplbwaQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">2</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ungZFmlkMeZnsyD4yicYI3nhkpH6Va1En0kvpyQm1sHdcr60MyaVhBrGk9TPOr0UICN3P8HJzYicchC6QSDSuLoQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
认真阅读了楼主的帖子，非常有益。
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