有几种方法可以在 Adwords 上制作高效的广告. You can copy and paste other ads from your competitors, 或者你可以同时使用这两种方法. 复制和粘贴可让您测试两个广告并根据需要进行修改. 检查这两个选项以比较和对比您的广告与同行的比较. 您还可以更改文案和标题. 毕竟, 这就是文案的全部内容. 以下是制作完美广告的一些有用提示:
关键词研究
While keyword research may seem straightforward, 确定 AdWords 的最佳关键字不是. 它需要一些工作和时间, 但良好的关键字研究对于您的广告系列的成功至关重要. 没有适当的关键字研究, 您可能会以失败的活动告终，甚至错过销售. 以下是进行有效关键字研究的一些技巧. (并且不要忘记检查关键字变体和竞争!). *完全匹配关键字的每次点击费用非常低, 平均转化率为 2.7% 在所有行业.
进行关键字研究时, 重要的是要记住特定关键字的每月搜索量. 如果夏天气温高, 在那段时间瞄准它. 您还可以使用关键字规划器根据您的限制条件查找相关关键字和搜索量. 使用这个工具, 您可以浏览数百个关键字. 然后, 选择最佳组合并开始推广您的产品或服务. 这将帮助您获得更高的转化率.
长尾关键词一般适合博文，需要逐月获得流量. 我们将在另一篇文章中详细讨论这些. 使用 Google 趋势是检查关键字搜索量并确定它们是否产生良好投资回报的好方法. 如果您的关键字研究没有给您带来好的结果, 别担心! Conductor 的关键词研究平台是释放 SEO 研究无限潜力的关键. 我们的平台分析关键词数据并识别相关行业相关关键词，以提升您品牌的数字形象.
进行关键字研究是自然搜索营销工作流程中必不可少的一步. 它使您可以了解您的受众并根据他们正在搜索的内容优先考虑您的策略. 关注行业竞争也很重要. 一旦您对目标受众有了清晰的认识, 然后，您可以开始为这些关键字创建内容. 虽然有些人可能已经准备好购买您的产品或服务, 其他人只会点击.
Automatic bidding vs manual bidding
There are many advantages of manual bidding in Adwords. 人工出价可让您对广告定位进行精细控制，并允许您为每个关键字设置最高每次点击费用. 手动出价还可以让您相应地分配预算. 与自动出价不同, 人工出价需要更多时间, 耐心, 以及对 PPC 的深刻理解. 然而, 手动出价是企业帐户更好的长期选择.
给菜鸟的, 人工出价可能是一个不错的选择. 它可以帮助您提高出价, 如果您是 Adwords 新手，那就太好了. 然而, 自动出价需要时间来实施, 如果您想立即进行更改, 人工出价可能是可行的方法. 您甚至可以安排与客户经理进行一对一通话，以帮助您确定最适合您的策略.
人工出价也有缺点. 自动出价不考虑上下文信号, 例如天气或最近发生的事件, 这可能会影响出价. 还, 人工出价往往会浪费钱, 尤其是当每次点击费用较低时. 此外, 并非每个广告系列或帐户都可以从智能出价中受益. 主要问题是某些广告过于笼统或没有足够的历史数据来发挥作用.
Manual bidding allows you to make changes in a single keyword bid at a time. This process may take some time, but it gives you more control over your ads. Manual bidding can be helpful for newcomers to PPC, but it can also take up time away from other tasks. You’ll have to manually review your keywords to make changes and analyze their performance. There are benefits and disadvantages to both manual bidding and automated bidding.
SKAG
Adwords 中的 SKAG 是创建和运行广告系列的流行方式. You duplicate ad groups to get more keywords, then create specific ads for each group. If your keywords are popular, create two ads per ad group, one for each keyword, and one for the most competitive. This process is relatively slow, but it will pay off in the long run. Here are a few ways to use SKAGs in your Adwords campaign.
One of the benefits of SKAGs is that they allow you to tailor your ads to your keywords. This helps you get higher CTR, which in turn improves your quality score. Remember that your quality score depends largely on the CTR, so making your ads relevant to your keyword will help you get a better quality score. One thing to remember when adjusting SKAGs is that different keyword match types perform differently, so it’s important to experiment with them and learn which ones perform best.
One of the drawbacks of using SKAGs is that they can be a pain to set up and maintain. Most AdWords accounts have hundreds of keywords, and each one requires separate ad sets. This makes it difficult to run trustworthy tests and make adjustments. 然而, one benefit of SKAGs is that they allow you to track one variable at a time. If you’re a newbie to Adwords, you can try this method first and see if it suits your needs.
Using SKAGs is a good way to segment campaigns in Adwords. It allows you to target zoekwoorden that are relevant to your product. By using SKAGs, you can optimize your AdWords account and make it perform better. 所以, why are SKAGs so important? The answer is simple: you want to target the right audience, and a better way to do this is to make sure that your ad groups are properly targeted.
短语匹配
While broad match is a great way to target a wider range of customers, phrase match can be a better option for local businesses. Phrase match will display ads based on the exact order of the keywords you enter, even if there are words before or after the phrase. Phrase match also includes close variants of the keyword. 例如, 如果有人输入 “lawn mowing service” 进入谷歌, they will see ads for local lawn mowing services, including rates, 小时, and seasonal specials.
If you know what type of keyword your audience is using, phrase match will give you the most targeted traffic. With this type of match, you can upload a list of words in a single file. You can use a keyword wrapper tool to surround your keywords with quotation marks. Search the Internet for “adwords keyword wrapper” and you’ll find plenty of options. AdWords editors are another great option for phrase match. You can create a column for keywords and one for match type.
A broad match modifier can also be used to exclude certain words in a phrase. If you’ve ever wondered why your ads don’t show up for searches containing the exact term, then this is the type of match you’re looking for. If your ads do not show up on searches with these terms, you’ll have a better chance of getting the clicks you want. Broad matches are generally much more effective, but can be tricky to use.
Although the exact match option in AdWords is less accurate than phrase match, it does have the advantage of allowing additional text to accompany the keyword. 还, since Phrase match requires more specific word order, it’s better to use it for long-tail searches. 如果您不确定哪种类型的词组匹配适合您, 选择使用 Optmyzr 或其他类似工具免费试用.
重新定位
Retargeting with Adwords can be used for remarketing campaigns. 如果您已有 Adwords 帐户, you can create one by selecting the “再行销” 选项. 然后它可以在其他网站和平台上为您的产品展示动态广告, 只要您有相应的 Adwords 帐户. 为了最有效地使用重定向, 确保您对网站访问者进行细分以找到最相关的广告.
重定向对电子商务业务特别有用. 虽然它可能不适用于管道服务, 如果此类企业的销售周期较长，则更有可能转化客户. 通过使用再营销和电子邮件活动, 您可以联系之前查看过您的产品但没有购买的客户. 这边走, 您能够赢得他们的关注并帮助他们购买您的产品.
Google 的政策禁止从网站访问者那里收集任何个人或可识别信息, 包括电子邮件地址和电话号码. 您网站上的重定向代码对访问者不可见，仅与他们的浏览器通信. 每个互联网用户都可以选择允许或禁用 cookie. 禁用 cookie 可能会对个性化的在线体验产生负面影响. 或者, 您可以跳过此步骤并使用您网站上现有的 Google Analytics（分析）标签.
使用 Adwords 重新定位是推广您的产品或服务的一种非常有效的策略. It works well across a variety of channels and requires the use of browser cookies. By collecting and storing cookies, you can track your website traffic and determine your conversion goals. Retargeting is particularly useful for e-commerce websites, as it helps your brand stay in front of frequent visitors and make them repeat purchases. 而且, it can work in conjunction with other digital marketing channels.
