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Google adwords
1.
Google Adwords
2.
基本步骤 1. 进入网址: http://adwords.google.com/ 2.
按照视频中的讲述操作步骤进行操作即可 。 Note :初学者请主要参照视频内容,如果有 问题请及时询问 tutor 。
3.
1. 建立良好的帐户结构
更容易管理,测试广告质量,点击率,转 化率。良好分类的广告系统与广告组更具 有相关性和针对性,被谷歌评为质量高分 。
4.
2. 质量得分的主要影响
1) 影响广告的实际 CPC 。 2) 展示到首页的估算 CPC 。 3) 决定一个关键词是否有资格展示广告。 4) 影响广告的具体排名
5.
3. 决定质量得分的因素:
1) 关键词的质量 2) 广告词的相关性 3) 目标页面的质量,相关性,加载时间 4) 广告点击率 5) 最高出价 6) 帐号的表现历史
6.
4. 优化质量得分
1) 根据关键词的不同,分别创建到不同的 广告组中 2) 创建不同的广告词,选择最优广告 3) 使用不同的关键词匹配 4) 为不同关键词设置相应的目标页面 5) 优化目标页面关键词与描述
7.
5. 广告评级与实际点击费用
广告评级 = 最大出价 X 质量得分 实际花费 = ( 下面一位的广告评级 / 质量 得分 ) + $0.01
8.
6. 常见错误
1) 没有区分搜索网络跟展示网络,难以优 化 2) 只信赖词组匹配与完全匹配,失去潜在 客户 3) 滥用广泛匹配,影响针对性,点击率, 浪费预算
9.
7. 计算出自己的投资回报率 ROI
计算总的花费与收入。点击次数,注册数 ,付费数。考虑增加或降低最大出价对广 告排名,点击率以及点击次数的影响。
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