AdWords is a powerful online marketing tool. Many people use it for pay-per-click advertising, but you can also use cost-per-impression or cost-per-acquisition bidding to target specific audiences. 另外, 高級用戶可以用 AdWords 嚟建立同埋使用唔同嘅市場推廣工具, 例如關鍵字生成器同埋某啲類型嘅實驗.
Google Adwords is an auction house where businesses compete for visibility in search engine results by bidding for ad space. 目標係為網站帶嚟優質嘅流量. 廣告客戶會為佢哋嘅廣告指定預算, 同埋佢哋想要嘅目標對象. 佢哋亦都可以加入去佢哋網站嘅特定部分嘅連結, 佢哋嘅地址, 同埋電話號碼.
AdWords 嘅運作方式係喺唔同嘅關鍵字上面出價. 視乎廣告嘅質素分數而定, 個廣告會排名高啲或者低啲. Higher-ranked ads pay lower “每次點擊嘅費用” than those below them. 一個好嘅到達網頁會喺搜尋引擎結果嘅頂端排名，而且成本最低.
除咗喺廣告位置出價之外, Google 亦都會對幾千個關鍵字出價. 呢個做法引起咗一啲爭議. 而 Google 就聲稱佢嘅廣告購買對其他廣告客戶冇影響, it has been criticized for creating a “conflict of interest” that affects the fairness of the auction. 《華爾街日報》喺最近嘅一份報告中突顯咗呢個問題.
Google 有一個主導嘅出價策略. 佢會盡量出價買家願意付出嘅價值. 但係呢個唔係成日有效. 出價高好過出低價，希望最好. Google 唔係唯一一間參與拍賣嘅公司.
AdWords 廣告客戶每個月都會喺佢哋嘅廣告系列上面花費幾千美元. 但係佢哋需要知道邊啲廣告系列產生最多流量. 如果廣告系列 A 每日產生十個潛在客戶, 但係 B 活動只係揸到五個, 佢哋需要知道邊個廣告系列帶嚟更多銷售. 佢哋亦都需要追蹤每個廣告系列嘅收入.
AdWords 係一個競爭激烈嘅市場. 揀啱嘅關鍵字好重要. 缺乏研究可能會令你嘅廣告隨機出現. 冇轉換追蹤, 你嘅關鍵字研究唔會有效. You can use SEMrush to analyze your competitors’ 關鍵字. 呢個功能會顯示呢啲關鍵字嘅平均點擊率，同埋其他廣告客戶喺呢啲關鍵字上面花咗幾多錢.
你可以為每個關鍵字建立好多廣告系列. 講真, you can even have several campaigns with several Ad Groups. This makes it easier to compare ads from different companies. You can also use tools such as CrazyEgg, which shows the clicks and scrolls of visitors.
AdWords is a competitive auction where your ad appears when someone types in a valid query. There are also other competitors bidding on the same keywords. If you want to stay ahead of your competition, use custom affinity audience targeting and contextual keywords. It’s also essential to monitor your competitors’ strategies and keep track of how they’re performing.
When you are determining the cost-effectiveness of advertising, you need to take into account two aspects: revenue and cost. 收入係由點擊產生嘅錢, 而賣出嘅貨品成本包括廣告支出, 生產成本, 同埋任何其他費用. 透過計算收入, 你可以計算一個廣告系列嘅投資回報率，同埋睇下你總共要幾多錢先可以產生銷售.
AdWords 嘅平均轉換率係 2.70%, 但係呢個數字會因你嘅行業而異. 例如, 金融同保險業嘅轉換率係 10%, 而電子商務只係見到轉換率係 2%. 你可以用 Google 試算表追蹤你嘅轉換率.
Google Adwords 係一個強大嘅廣告工具，提供幾乎無限嘅潛力. 呢個功能係免費嘅，亦可以擴大嚟進行更大嘅廣告系列. 佢好易用，仲有幾百萬個關鍵字畀你揀. 佢亦都提供一個冇風險嘅體驗，冇合約或承諾. 此外, 如果你睇唔到所需嘅結果，你可以輕鬆調整你嘅預算，甚至取消你嘅廣告系列.
Adwords 廣告系列可能要花幾千蚊, 但係就算係一間細嘅生意都可以用幾百蚊嚟攞到成績. 你唔需要花多過 $10,000 每個月為咗一個成功嘅廣告系列, 你可以每日設定預算限制同最高出價. 你亦可以根據受眾嘅興趣同行為去定位佢哋, 呢個可以幫你降低每次點擊嘅成本. 你亦可以請個 PPC 專家嚟降低你每次點擊嘅成本. But hiring a PPC specialist doesn’t have to be expensive – it’s usually cheaper to pay through a flat monthly fee or monthly.
Google 嘅關鍵字計劃工具係一個有用嘅工具，可以用嚟估計你嘅出價. 佢會提供唔同關鍵字嘅平均每次點擊成本估計值. 此外, 佢畀你建立一個有欄嘅關鍵字清單，同埋確定估計嘅首頁, 頂頁, 同埋第一位置出價. 呢個工具亦會通知你關鍵字嘅競爭水平.
When using Adwords to promote your brand, 你需要確保你嘅目標係啱嘅客戶. 即係話喺關鍵字研究階段使用品牌查詢. 你亦可以用 Google 趨勢嚟監察品牌名稱搜尋. 你亦都應該用社交網站去評估顧客對你嘅品牌嘅反應. Hootsuite 係一個好好嘅工具. 也, 確保你喺你嘅電郵廣告系列入面加入咗個問卷調查，噉你就可以評估品牌知名度.
喺現今嘅市場，品牌意識係至關重要, 競爭增加，消費者變得更加有選擇性. 潛在客戶想喺熟悉同可信嘅品牌度買嘢. 換句話說, 佢哋想感覺到自己識咗個品牌背後嘅人. 用廣告系列嚟提高品牌知名度係接觸合適受眾嘅好方法.
你亦可以用 Facebook 嚟提高品牌知名度. 呢個社交網絡係世界上其中一個最大嘅網上社群. 你可以喺 Facebook 上面建立個人檔案，然後叫佢哋追蹤你嘅連結，噉樣就可以喺 Facebook 上面定位用戶. 如果啲人喺佢哋嘅 Facebook 時間軸入面見到你嘅品牌名，佢哋就更有可能跟進你嘅網站.
用再營銷嚟宣傳你嘅品牌係另一個有效嘅選擇. 呢個功能可以畀你定位瀏覽過特定網頁或者睇過某啲影片嘅人. 然後你可以建立再營銷廣告系列嚟宣傳特定嘅產品或者服務. 呢個工具亦都好靈活，提供咗好多定位選項.
使用重新定位廣告系列係產生潛在客戶同銷售嘅好方法. 呢個策略最適合喺網上賣產品嘅公司. 吸引同埋重新定位已經對你嘅產品表示興趣嘅人, 你會可以增加銷售同埋產生潛在客戶.
