Month: 七月 2022

充分利用您的 AdWords 广告系列, you must focus on bringing in the most paying customers, opt-ins, and buyers. 例如, campaign A could deliver 10 leads and campaign B could deliver five leads and one customer, but the average order value would be higher on Campaign A. 因此, it is essential to set your Maximum bid and target a high CPC to get the best ROI. Listed below are some tips for optimizing your AdWords campaign to ensure that it will produce the best results for your business.

每次点击费用

CPC (每次点击费用) in Google Adwords varies from one to two dollars, but it can be as high as $50. While clicks can be extremely expensive, this cost does not have to be so high that it is out of reach for most small business owners. To help you keep costs to a minimum, consider these tips. Use long tail keywords with low search volume and clear search intent. More generic keywords will attract more bids.

The cost of each click is usually determined by several factors, including the position of the ad and the number of competitors. If the industry is highly competitive, the CPC will be higher. 在某些情况下, you can lower the cost of CPC by booking large amounts of ads. 最后, remember that CPC is determined by several factors, such as the amount of competition in the industry, relevance of website, and volume of advertisements.

In addition to lowering your CPC, you can also optimize the ad experience by using extensions and improving landing page conversions. Marta Turek has outlined a few tips to help you lower your cost per click. You can save a ton of money while still getting exposure and brand mileage. There is no magic way to lower CPC in AdWords, but you can take these tips to improve your campaign and reduce the cost per click.

While cost per mille is an effective method of creating brand and product awareness, CPC is considered more effective for generating revenue. The difference between CPC and cost per click can be seen in the types of businesses and types of products offered. While electronics companies can spend hundreds of dollars per customer, the insurance industry can spend only a few dollars per click. The latter is a great way to find an audience without spending hundreds of dollars on each click.

最高出价

You can change your maximum bid in Google Adwords to optimize your ads. There are several ways to do this, and there are some strategies you can use that will make it easier to spend your money wisely. These include the Maximum bid strategy, Target ROAS, and the Maximize Conversions strategy. The Maximize Conversions strategy is very simple and lets Google use your daily budget to the fullest.

The amount that you bid will vary according to your goals and budget. 换句话说, you can set the maximum CPC based on your budget and desired number of conversions. This is best suited for campaigns that focus on brand awareness, which can be accomplished through campaigns in the Search Network, Google Display Network, and Standard Shopping. Manual bidding allows you to customize your bids, allowing you to spend more on specific keywords or placements.

In the same vein, you can also use the Maximum CPC strategy to optimize your campaign for remarketing. This strategy uses historical data and contextual signals to automatically adjust your Max CPC based on your website traffic. While this strategy is prone to error, it is effective in increasing brand visibility and generating new product awareness. 或者, you can use other conversion-based strategies that will drive relevant traffic. But these strategies aren’t for everyone.

In addition to setting your maximum CPC, you can also use a bidding strategy called Maximize Clicks. It is a simple way to increase your ROI by increasing the amount of traffic you receive. And because Google Adwords automatically increases and lowers your bid based on the number of conversions, it will ensure your ad gets the most exposure. When using Target Cost per action bidding, it is best to choose a target CPA of less than 80%.

关键词研究

Search engine marketing is all about using the right keywords to get the best search results. Without keyword research, your advertising campaign will be a failure and your competitors will overtake you. To ensure the success of your advertising campaign, you need to use the latest tools and strategies, 包括关键词研究. The most effective keywords are those that your audience actually uses. A free keyword research tool like SEMrush can help you determine how popular a keyword is and approximate how many search results will be listed in the SERP.

进行关键词研究, you will need to gather relevant keywords. You can do this with free tools like Google’s Keyword Planner, but it’s a good idea to use paid tools if you want more detailed data. Keyword tools like Ubersuggest let you export keywords as a PDF and read them offline. Enter the keywords that interest you and click “suggest” to get suggestions and data regarding recent headlines, competition and difficulty of ranking for that keyword.

获得关键字列表后, you should prioritize them and choose three or five of the most popular searches. You can also narrow down your list by creating a content calendar and an editorial strategy. Keyword research can help you understand recurring themes within your niche. 一旦你知道了这些, you can create new posts and blog posts related to these topics. The best way to maximize the profits from your Adwords campaign is to focus on a few keywords and select the most relevant ones for your target audience.

In addition to finding the most popular keywords, you should also use tools to identify your target audience. These tools can help you target your audience based on their needs and interests. 例如, if your business sells clothing, you might want to target women who are looking for new shoes, or men who are interested in buying accessories. These users are likely to spend more money on clothes and shoes. Using keyword tools, you can find out what these people are looking for and craft relevant content.

Bidding on trademarked keywords

In addition to using keyword research tools, advertisers can bid on trademarked terms. 通过这样做, they increase their chances of receiving high placements for their ads in search results. 此外, bidding on trademarked terms allows competitors to buy relevant placements and avoid high cost-per-clicks. Though competitors will often be unaware of trademark bidding, they may still be willing to add negative keywords.

The practice of bidding on trademarked keywords is a controversial one. Some companies have decided to buy trademarked keywords instead of taking legal action. 在 2012, Rosetta Stone Ltd. filed a trademark infringement suit against Google, Inc. Google had changed its program to allow bids on trademarked words in 2004. Since then, more than 20 companies have filed legal cases against Google, Inc.

While trademark law has been settled through lawsuits, it is not as clear what can be done in the future. A court-approved injunction could force competitors to pay more for trademarked keywords. 然而, this approach can negatively impact a campaign. It will also require bids that are disproportionate to the value of the trademark. By following these guidelines, advertisers can avoid getting sued for trademark infringement.

It is also important to note that the use of competitor brand names in advertising may also be classified as trademark infringement. Bidding on trademarked keywords in Adwords is risky since you may end up claiming a competitor’s branded keywords. In such a scenario, the competitor can report the activity to Google. If a competitor reports your ad, he or she may block you from using that brand name.

Campaign optimization

Keyword selection is essential for campaign optimization. Using a keyword planner is free and can help you determine your budget and how much to bid. Remember that longer keyword phrases will not match the search terms, so keep that in mind when creating your ad. Creating a persona is essential in understanding your target market and determining the best keywords for your campaign. It also helps to know who will be viewing your ad.

You can also try to use a target impression share to determine the cost per click. The higher the percentage of your audience, the higher your bids will be. This will increase the visibility of your ad and potentially lead to more conversions. 然而, it is possible that your ad will receive less than desired clicks, but you’ll be generating more revenue. If you’re using Google Ads to promote your website, consider using a target impression share.

To make campaign optimization easier, use the Task Management feature. You can assign different optimization tasks to team members. You can also keep tips handy like how to use ad extensions. Boost your ad by using at least 4 广告附加信息. These include website links, callouts, and structured snippets. You can also create a review or promotion extension. The more extensions you use, the more successful your campaign will be.

Campaign optimization for Google Adwords can be challenging, but it’s worth it if you can improve the CTR and reduce the CPC. By following these 7 steps, you’ll be on your way to getting a higher CPC and better CTR for your ads. You’ll soon see a significant improvement in the performance of your campaigns. Don’t forget that a successful campaign optimization requires regular analysis. If you don’t track your results, you’ll be left chasing the same old mediocre results.

There are some basic steps you should follow when using Adwords. These include Competitive bidding model, 转化跟踪, 和否定关键字. Here are some examples of how to use AdWords to your advantage. Once you have mastered these, it is time to make your first ad. In the following paragraphs, I will go over some of the most important topics you need to know. You may also want to check out the links below to learn more.

每次点击费用

Whether you run your own PPC campaign on Facebook, 谷歌, or other paid advertising platforms, understanding how much your advertisements cost is critical to efficient marketing spend. 每次点击费用, or CPC for short, refers to the amount an advertiser will pay for each click on an advertisement. Cost per click is an excellent way to gauge your campaign’s effectiveness, as it lets you know exactly how much your ads cost you when individuals click on them.

Various factors affect your cost per click, including quality score, keyword relevance, 和着陆页相关性. When all three components are well-matched, the CTR (点击率) is likely to be high. High CTR means your ad is relevant and attracting visitors. Increasing the CTR means your ads are more relevant to the searcher, and it will lower your overall cost per click. 然而, a high CTR isn’t always the best sign.

Cost per click varies based on the type of industry, 产品, 和目标受众. Generally speaking, CPC for Adwords is between $1 和 $2 在搜索网络上, and under $1 for display network. High-cost keywords will cost more than $50 每次点击, and are typically in highly competitive industries with a high customer lifetime value. 然而, giant retailers can spend $50 million or more a year on Adwords.

With CPC, you can put your ads on websites, and track the visitors’ entire journey on your site. AdWords are the backbone of e-commerce retailers, putting your products in front of consumers who are actively searching for a product or service similar to yours. By only charging for clicks, CPC can help you earn $2 for every $1 花费. You can use these tools to grow your business while simultaneously increasing profits.

Competitive bidding model

A competitive bidding model for Google Adwords is used for determining the highest cost per click. This model varies depending on the goals of an advertisement campaign. A low-cost ad may not generate much interest, so advertisers may consider aggressively bidding for high-quality keywords. 然而, aggressive bidding can result in higher-cost per click, so it’s best to avoid it if possible.

The easiest strategy to follow is to maximize conversions. In this strategy, advertisers set a maximum daily budget and let Google do the bidding. By maximizing conversions, they can get more traffic for their money. Before making any decisions, 然而, it’s important to track ROI and determine whether maximizing conversions produced profitable sales. Once this is established, advertisers can adjust their bids accordingly. While there are many possible strategies, this model is most effective for small and medium-sized businesses.

Manual CPC bidding can be combined with bid modifiers, which take into account different signals. This model is especially useful for small businesses with low conversion rates, since most of their conversions are leads, and the quality of these leads varies widely. Not all leads convert to paying customers, but if you define a lead as a conversion action, Google will treat them as the same, regardless of quality.

The manual CPC bidding model is the default strategy for beginners, but it can be time-consuming and difficult to master. You’ll need to set up bids for different groups and placements. ECPC can help control budgets and adjust bids according to the likelihood of conversions. There are also automated options for manual CPC bidding, which is the most popular method. There are three primary types of bid models: Manual CPC bidding, 智能点击付费, and ECPC.

转化跟踪

Without Adwords conversion tracking, you’re flushing money down the toilet. Running your ads while you wait for a third party to implement tracking code is just a waste of money. Only after you have the conversion tracking code implemented can you begin to see real data from your ads. So what are the steps to implement conversion tracking? Read on to learn more. 记住: if it’s not working, you’re not doing your job properly.

第一的, you must define a conversion. Conversions should be actions that show that a person was interested in your website and purchased something. These actions can range from a contact form submission to a free ebook download. 或者, if you have an ecommerce site, you may want to define any purchase as a conversion. Once you’ve defined a conversion, you’ll need to set up a tracking code.

下一个, you need to implement Google Tag Manager on your website. This will require you to add a snippet of JavaScript code to your site’s HTML code. 一旦你这样做了, you can create a new Tag. In the Tag Manager, you’ll see a list of all the different types of tags available for your site. Click the Google AdWords tag and fill out the necessary information.

一旦你这样做了, you can install the conversion tracking code onto your website. 然后, you can view your conversions on various levels. 广告组, 广告, and Keyword level data will be displayed in a conversion tracking interface. Conversion tracking will help you identify which ad copy is most effective. You can also use this information to guide the writing of future ads. The conversion tracking code will also allow you to base your bids on your keywords based on how well they convert.

否定关键字

To optimize your search engine optimization, use negative keywords in your ad campaigns. These are terms that your users do not want to see, but are semantically related to your product or service. Using irrelevant keywords can lead to disappointing experiences for your users. 例如, 如果有人搜索 “red flowers,” your ad will not show up. 相似地, 如果有人搜索 “red roses,” 您的广告将展示.

You can also use tools to find common misspellings. You can do this by mining through the raw search queries to find out what people commonly misspell a keyword. Some tools can even export a list of common misspellings, letting you search for these with a click. Once you have a list of misspellings, you can add them to your ad campaigns in the phrase match, exact match, or broad match negatives.

Negative keywords in Adwords can reduce wasted ad spend by ensuring that your ad will appear only to people who are searching for the exact thing you are selling. These tools are highly effective in eliminating wasteful ad spend and increasing return on investment. If you’re unsure about the best way to use negative keywords in your Adwords campaigns, you can read Derek Hooker’s article on the topic.

While negative keywords don’t trigger ads, they can increase the relevance of your campaigns. 例如, if you sell climbing gear, your ad will not be displayed to people looking for climbing equipment. This is because the people searching for that specific item don’t match your target market’s profile. 所以, a negative keyword can improve your campaigns. 然而, it’s important to be consistent. In the Adwords manual, you can change your negative keywords whenever necessary.

Targeting by device

You can now target your ads based on the type of device that someone is using. 例如, if you’re a business, you might want to target ads to people who use their mobile devices. 然而, if you want to reach mobile users and improve conversion rates, you should know the device type they use. 那样, you can better tailor your ad content and messaging to the type of device that they use.

As mobile users continue to grow in number, cross-device targeting will become more important to marketers. By paying attention to user behavior across devices, you can understand where customers are in the buying process and allocate micro-conversions accordingly. With this information, you’ll be able to build more effective campaigns and provide seamless experiences for your customers. 所以, the next time you plan to target mobile users, be sure to consider cross-device targeting.

If you’re targeting users of tablets, you’ll want to use device targeting in Adwords. 这边走, your ads will be more relevant to those users who use tablets. Google is rolling out device targeting options in the coming weeks, and it will notify you when it’s available. This will increase your mobile advertising costs and allow you to tailor your ads to target the people who are most likely to use your tablet device.

In Google Adwords, targeting by device is an important step in any Google Ads campaign. Without proper device targeting, you may end up making incorrect assumptions about the motivations of your customers. 所以, it’s important to understand this process. You can split your content and search campaigns and run a more effective campaign by considering the device of the users. But how do you set device targeting? Here’s how you can do it.

Before you start your Adwords campaign, it’s important to understand the basics of Cost per click, 投标模式, Keyword testing, 和转化跟踪. By following these basic steps, you’ll have a successful campaign. 希望, this article has been useful in getting you started with your advertising. Keep reading for more tips and tricks! And if you have any questions, feel free to ask in the comments! Here are some of the most common questions you might ask.

每次点击费用

The cost per click for Adwords campaigns depends on how closely your ads match customers’ 搜索. 在某些情况下, higher bids will bring you higher rankings, while low bids will bring you lower conversion rates. You should track your costs using a Google Sheet or similar tool to see how much you can expect to spend on a specific keyword or combination of keywords. 然后, you can adjust your bids accordingly to achieve the highest possible conversion rate.

The average cost per click for Adwords campaigns in e-commerce is between a few dollars and $88. 换句话说, the amount an advertiser bids for a term containing holiday socks is low compared to the cost of a pair of Christmas socks. Of course, this depends on many factors, including the keyword or search term, 行业, and final product. While there are some factors that can increase or decrease the cost per click, most advertisers don’t bid outrageous amounts. If a product is only $3, you won’t make much money by bidding for it.

例如, advertisers who sell clothing on Amazon will pay $0.44 每次点击. For Health & Household items, advertisers will pay $1.27. For Sports and Outdoors, the cost per click is $0.9

While CPC is a useful metric for evaluating the effectiveness of an ad campaign, it’s only a small part of the puzzle. While cost per click is a crucial part of any paid advertising campaign, the overall ROI is far more important. With content marketing, you can attract huge amounts of SEO traffic, while paid media can bring clear ROI. A successful ad campaign should drive the highest ROI, generate maximum traffic, and avoid missing out on sales and leads.

In addition to CPC, advertisers should also consider the number of keywords. A good tool to use to estimate CPC is SEMrush’s Keyword Magic tool. This tool lists related keywords and their average CPC. It also displays how much each keyword costs. By analyzing this data, you can determine which keywords combinations have the lowest CPC. A lower cost per click is always better for your business. There’s no reason to spend more money than you have to.

招标模式

You can adjust your bid strategy for Adwords using Google’s Draft and Experiments feature. You can also use data from Google Analytics and conversion tracking to make your bid decisions. 一般来说, you should base your bids on impressions and clicks. If you’re trying to generate brand awareness, use cost-per-click. If you’re looking to increase conversions, you can use the CPC column to determine your starting bids. 最后, you should simplify the structure of your account so you can make bid strategy changes without affecting performance.

You should always set your maximum bid according to the relevant data. 然而, you can also bid according to the type of content that’s displayed. You can bid on content on YouTube, Google’s Display Network, Google apps, and websites. Using this strategy will allow you to raise your bid if you see a drop in conversions. But be sure that you’re targeting your bid appropriately so that you can make the most of your advertising dollars.

A good strategy for increasing clicks is to maximize your bid within your budget. This strategy works best for high-converting keywords or for finding higher volume. But you should be careful not to overbid, or you’ll waste money on unproductive traffic. Always remember to use conversion tracking to ensure that your campaign is getting the most out of your efforts. The Bidding model for Adwords is critical to your success! But how do you set it up?

The most common method for determining the cost of Adwords is the cost per click. It’s useful for high-quality traffic but isn’t ideal for large volume campaigns. Another method is the cost-per-mille bidding method. Both of these methods give you insight into the number of impressions, which is important when running a long-term marketing campaign. The CPC is important if you want to make more conversions from the clicks.

Smart bidding models depend on algorithms and historical data to maximize conversion results. If you’re running a high-converting campaign, Google may increase your max CPC by as much as 30%. 另一方面, if your keywords are highly competitive, you can decrease your max CPC bid. Smart bidding systems like this require that you constantly monitor your ads and make sense of the data. Getting a professional help to optimize your Adwords campaign is a smart move, and MuteSix offers a free consultation to get you started.

Keyword testing

You can do keyword testing in Adwords by telling your agency which keywords to keep and which to change. You can choose to test as many keywords as you want in the experimental group. But the more changes you make to your keywords, the more difficult it will be to determine whether they are having the desired effect. Once you know which keywords are underperforming, you can replace them with more relevant ones. Once you have determined which keywords are generating more clicks, it’s time to create ad copy, ad extension, and landing pages that are optimized for conversion.

To determine which keywords are underperforming, try using different variations of a similar ad copy in different ad groups. 去做这个, you can make significant changes to your ad copy. You should focus on high volume segments and ad groups. Ad groups with a low volume should test different ad copy and keyword combinations. You should also test ad group structures. You will have to make several experiments to find the optimal combination of keywords for your ad copy.

Among the advantages of keyword testing for Adwords is that Google now provides a keyword diagnosis tool, which is hidden in the user interface. It gives you a comprehensive view of the keyword’s health. You can see how often your ad appears and where it’s appearing. If you want to improve the quality of your ad copy, you can choose to optimize all the keywords in your campaign. Once you find the ones that perform better, you can move on to the next step.

Keyword tools can help you create a list of keywords, and can be filtered based on difficulty. For small businesses, you should choose the medium difficulty keywords, because they typically have a lower suggested bid, and you’ll earn more money with the higher level of competition. 最后, you can make use of an AdWords campaign experiment tool to enter specific keywords on your landing pages and test which keywords are more effective.

转化跟踪

Conversion tracking can be very helpful in determining ROI of your campaigns. Conversions are actions taken by a customer after they visit a web page or make a purchase. The Adwords conversion tracking feature generates HTML code for your website to track these actions. The tracking tag should be customized for your business. You can track different types of conversions and track different ROI for each campaign. 这样做, 按着这些次序.

In the first step of AdWords conversion tracking, enter the Conversion ID, 标签, 和价值. 然后, select the “开火” section to specify the date that the conversion tracking code should be fired. 默认情况下, the code should fire when a visitor lands on the “谢谢你” 页. You should report your results 30 days after the month ends to be sure you’re capturing the maximum number of conversions and revenue.

The next step is to create a conversion tracking tag for each type of conversion. If your conversion tracking code is unique to each conversion, you should set the date range for each ad to make it easier to compare them. 这边走, you can see which ads are resulting in the most conversions and which ones are not. It’s also helpful to know how many times a visitor views a page and whether that click is a result of the ad.

除了跟踪转化, you can also use the same code to track phone calls made through your ads. Phone calls can be tracked through a Google forwarding number. In addition to the duration and start and end times of the calls, the area code of the caller can also be tracked. Local actions such as app downloads are also recorded as conversions. This data can be used to analyze your campaigns and ad groups to make the best decisions possible.

Another way to track AdWords conversions is to import your Google Analytics data into Google Ads. 这边走, you will be able to compare the results of your AdWords campaigns with your analytics results. The data you collect is useful for determining your ROI and reducing business costs. If you can successfully track the conversions from both sources, you can make better decisions with fewer expenses. 那样, you’ll be able to use your budget more efficiently and reap more benefits from your website.

If you’re new to using Google Adwords, you might be wondering how to go about setting up your ads. There are several things to consider, including cost per click (CPC) 广告, negative keywords, Site targeted advertising, and retargeting. This article will explain all of them, 和更多. This article will also help you decide which type of ad is best for your website. Regardless of your level of experience with PPC, you’ll learn a lot about Adwords in this article.

每次点击费用 (CPC) 广告

There are advantages to CPC advertising. CPC ads are usually removed from sites and search engine results pages once the budget is reached. This method can be very effective at increasing overall traffic to a business’s website. It is also effective at ensuring that advertising budgets are not wasted, as advertisers only pay for clicks made by potential customers. Further, advertisers can always rework their ads to increase the number of clicks they receive.

To optimize your PPC campaign, look at cost per click. You can choose from CPC advertising in Google Adwords using metrics available on your admin dashboard. Ad Rank is a calculation that measures how much each click will cost. It takes into account Ad Rank and Quality Score, as well as projected impacts from other ad formats and extensions. 除了每次点击费用之外, there are other ways to maximize the value of each click.

CPC can also be used to determine return on investment. High CPC keywords tend to produce better ROI because they have a higher conversion rate. It can also help executives determine whether they’re underspending or overspending. Once this information is available, you can refine your CPC advertising strategy. 但要记住, CPC isn’t everything – it’s only a tool to optimize your PPC campaign.

CPC is a measurement of your marketing efforts in the online world. It allows you to determine whether you’re paying too much for your ads and not making enough profit. With CPC, you can improve your ad and your content to boost your ROI and drive more traffic to your website. It also allows you to make more money with fewer clicks. 此外, CPC allows you to monitor the effectiveness of your campaign and adjust accordingly.

While CPC is considered the most effective type of online advertising, it’s important to know that it’s not the only method. 每千次展示费用 (cost per mille) 和注册会计师 (cost per action or acquisition) are also effective options. The latter type is more effective for brands that are focusing on brand recognition. 相似地, 每次转化费用 (cost per action or acquisition) is another type of advertising in Adwords. By choosing the right payment method, you’ll be able to maximize your advertising budget and make more money.

否定关键字

Adding negative keywords to Adwords is a relatively easy process. Follow Google’s official tutorial, which is the most recent and comprehensive, to learn how to set up this important feature. Pay-per-click ads can add up fast, so negative keywords will streamline your traffic and reduce wasted ad spend. 开始, you should create a list of negative keywords and set a time frame for reviewing the keywords in your account.

Once you’ve made your list, go to your campaigns and see which of the queries were clicked. Select the ones that you don’t want to appear in your ads and add negative keywords to those queries. AdWords will then nix the query and only show relevant keywords. 记住, 尽管, that a negative keyword query cannot contain more than 10 words. 所以, be sure to use it sparingly.

You should also include misspellings and plural versions of the term in your negative keyword list. 拼写错误在搜索查询中很猖獗, so it’s helpful to use plural versions of words to ensure a comprehensive list. You can also exclude terms that don’t relate to your products. 这边走, your ads won’t appear on sites that are not relevant to your product. If your negative keywords are used sparingly, they can have the opposite effect as those that do.

Aside from avoiding keywords that won’t convert, negative keywords are also helpful for improving your campaign’s targeting. By using these keywords, you’ll make sure that your ads appear only on relevant pages, which will cut down on wasted clicks and PPC spending. 通过使用否定关键字, you’ll get the best possible audience for your advertising campaign and increase ROI. 当正确完成时, negative keywords can dramatically increase the ROI on your advertising efforts.

The benefits of using negative keywords are numerous. Not only will they help you improve your ad campaign, but they will also boost your campaign’s profitability. 实际上, using negative keywords is one of the easiest ways to boost your AdWords campaigns. The program’s automated tools will analyze query data and suggest negative keywords that will increase the likelihood of your ads being displayed in the search results. You’ll save a significant amount of money by using negative keywords and have more success with your ad campaign.

Site targeted advertising

的Adwords’ Site Targeting feature allows advertisers to reach prospects using their website. It works by using a tool to find websites related to the product or service that the advertiser is offering. The advertising cost with Site Targeting is lower than standard CPC, but conversion rates vary greatly. The minimum cost is $1 per thousand impressions, which equates to 10C/click. The conversion rate varies greatly depending on the industry and competition.

重新定位

Retargeting is a great way to reach your existing customers and convince hesitant visitors to give your brand another chance. This method uses tracking pixels and cookies to target visitors who have left your website without taking any action. The best results are obtained by segmenting your audience by age, 性别, and interests. If you segment your audience by age, 性别, and interests, you can easily target remarketing efforts accordingly. But be careful: using retargeting too soon may irritate your online visitors and hurt your brand image.

You must also remember that Google has policies about using your data for retargeting. 一般来说, it is prohibited to collect or use personal information such as credit card numbers or email addresses. The retargeting ads that Google offers are based on two different strategies. One method uses a cookie and another uses a list of email addresses. The latter method is best for companies that offer a free trial and want to convince them to upgrade to a paid version.

When using retargeting with Adwords, it is important to remember that consumers are more likely to engage with ads that are relevant to them. This means that people who visit a product page are more likely to make a purchase than visitors who land on your homepage. 所以, it is important to create an optimized post-click landing page that features conversion-centric elements. You can find a comprehensive guide on this subject here.

Retargeting with Adwords campaigns are one way to reach out to lost visitors. This technique allows advertisers to display ads to visitors of their website or mobile apps. Using Google Ads, you can also reach out to users of mobile applications. Whether you’re promoting an e-commerce website or an online store, retargeting can be a very effective way to keep in touch with abandoned customers.

Retargeting with Adwords campaigns have two primary goals: to retain and convert existing customers and to increase sales. The first is to build a following on social media. Facebook and Twitter are both effective platforms for acquiring followers. 推特, 例如, has more than 75% 移动用户. 因此, your Twitter ads must be mobile-friendly as well. Your audience will be more likely to convert if they see your ads on their mobile device.

There are several ways to structure your Adwords account. 在本文中, we’ll discuss Keyword themes, Targeting, 投标, 和转化跟踪. Each has its own advantages and disadvantages. But whichever way you decide, the key is to set your goals and get the most out of your account. 然后, follow these steps to improve your ROI. 然后, you’ll have a successful campaign. Listed below are the most important steps to optimize your account.

关键字主题

Listed under the ‘Keywords’ 选项, the ‘Keyword Themes’ feature of Google’s ad platform will let advertisers customize the keywords that they use for their ads. Keyword themes are an important aspect of targeting your ads. People are more likely to click on ads that contain keywords that they are searching for. Using keyword themes in your ad campaign will give you a better idea of who your target audience is.

If possible, use a theme group to group keywords by brand, intent, or desire. 这边走, you can speak directly to the searcher’s query and encourage them to click. Remember to test your ads, because the ad that has the highest CTR doesn’t necessarily mean it’s the most effective one. Theme groups will help you determine the best ads based on what the searcher wants and needs.

When using a Smart campaign, don’t use negative keywords, and avoid mixing keyword themes. Google is notorious for maxing out Smart campaigns quickly. It’s important to use at least 7-10 keyword themes in your campaign. These phrases are related to the type of searches people are likely to make, which determines whether or not they see your ads. If people are looking for your service, they’re likely to use a keyword theme related to it.

Negative keywords block irrelevant searches. Adding negative keywords will keep your ads from being displayed to people who are looking for something unrelated to your business. 然而, you must remember that a negative keyword theme will not block the entire search, but only the relevant ones. This will ensure that you’re not paying for irrelevant traffic. 例如, if you have a campaign with a minus keyword theme, it will show ads to people who search for something that doesn’t have a meaning.

Targeting

The benefits of targeting Adwords campaigns by location and income are well documented. This type of advertising targets users based on their location and zip code. Google AdWords has a variety of demographic location groups and income levels to choose from. This type of targeting has limited functionality for a single ad group, and combining methods may reduce the effectiveness of your campaign. 然而, it is worth trying if your campaign’s performance depends on precise targeting.

The most common way of targeting is using the content of a website. By analyzing a website’s content, you can decide which ads are most relevant to the content on that site. 例如, a website that contains recipes could show ads for dishware, while a running forum would feature advertisements for running shoes. This type of targeting is like the digital version of niche magazine ads that assume that readers interested in running will also be interested in the advertised products.

Another way of targeting Adwords campaigns is by using the phrase match keyword type. This type of targeting will trigger ads for any combination of keywords, including synonyms or close variations. Broad match keywords are often the most effective for advertising a specific product or service. The same can be said for a phrase match keyword. When using phrase match keywords, you will have to add quotation marks around your keyword to get more targeted traffic. 例如, if you want to target air conditioners in Los Angeles, you should use the phrase match keyword type.

You can also target your ads by location and income level. You can choose from six income levels and a variety of locations. 通过使用这些工具, you can target your ads and your ad campaigns to the exact locations of your potential customers. 而且, you can also choose to target people within certain distances from your business. While you may not have any data to back this up, these tools can provide you with valuable information about your audience.

投标

AdWords 出价的两种最常见方式是每次点击费用 (CPC) 和每千次展示费用 (每千次展示费用). Choosing one method over the other depends on your goals. CPC bidding is best for a niche market where your target audience is very specific and you want your ads to be visible to as many people as possible. 另一方面, CPM bidding is only appropriate for display network ads. Your ads will appear more frequently on related websites that also display AdSense ads.

The first method involves organizing your bidding into separate “广告组。” 例如, you could group 10 至 50 related phrases and evaluate each group separately. Google will then apply a single maximum bid for each group. This intelligent division of your phrases will help you manage your entire campaign. In addition to manual bidding, automated bid strategies are also available. These systems can adjust bids automatically based on previous performance. 然而, they cannot account for recent events.

Using a keyword research tool is an excellent way to find low-cost specializations and niches. In addition to Google Ads’ free keyword research tool, SEMrush can help you find search terms that are relevant to your business. With this tool, you can discover competitor keywords and see their competition’s bidding performance. With the keyword bidding tool, you can narrow down your research by ad group, campaign, and keyword.

Another method for bidding on Adwords is CPC. This method requires conversion tracking and gives you an exact cost for every sale. This method is best for more advanced Google Adwords users because it allows you to monitor ROI. 用这个方法, you can change your bid based on the performance of your ads and your budget. You can also use cost per click as a base for CPC bidding. But you need to know how to calculate ROI and choose the best way to achieve this.

If you are targeting local customers, you may want to opt for local SEO instead of national advertising. Adwords helps your business reach out to another billion internet users. Adwords helps track the behavior of your target audience and helps you understand the type of customers who are looking for your product. You can also improve your Adwords quality by tracking user activity to lower your cost per click. 所以, don’t forget to optimize your ads with local SEO and improve your ROI!

转化跟踪

Once you have installed AdWords conversion tracking code on your website, you can use it to see which advertisements are converting the best. It is possible to see conversion data on several levels, such as campaign, 广告组, and even keyword. Conversion tracking data can also guide your future ad copy. 而且, based on this data, you can set a higher bid for your keywords. Here’s how.

首先, you have to decide whether you want to track unique or average conversions. While AdWords conversion tracking allows you to track conversions that occur in the same session, Google Analytics tracks multiple conversions from the same user. 然而, some sites wish to count every conversion separately. If this is the case for you, make sure you set up conversion tracking properly. 第二, if you want to know whether the conversion data you see are accurate, compare it to hard sales.

Once you’ve set up AdWords conversion tracking on your website, you can also place a global snippet on your confirmation page. This snippet can be placed on all of your website’s pages, including those on the mobile app. 这边走, you’ll be able to see exactly which adverts your customers click on to reach your website. Then you can decide whether to use this data in your remarketing efforts or not.

If you’re interested in analyzing the effectiveness of your ad campaigns, you can set up conversion tracking on Google Adwords. Google provides three simple methods to track phone calls. 第一的, you need to create a new conversion and select phone calls. 下一个, you should insert your phone number on your ads. Once you’ve done this, you can choose the type of conversion you want to track. You can also select the number of conversions that occurred from a given pixel.

Once you’ve installed conversion tracking on your website, you can track how many people clicked on your ads. You can also track phone calls from your ads, though they don’t necessarily require a conversion code. You can connect to an app store, a firebase account, or any other third-party store. Phone calls are important for your business. You can see who is calling your ads, which is why you should track phone calls.

如果您想通过 Google Adwords 在线赚取更多收入, 你需要知道一些基本的事情. 这些是关键字研究, 广告组定位, 每次点击费用, 和竞争对手情报. 在本文中, 我将简要解释这些. 无论您是 AdWords 新手还是已使用多年, 您应该知道一些事情才能开始.

关键词研究

您之前可能听说过关键字工具, 但它们到底是什么? 简而言之, 它们是一组工具，用于查找新关键字并确定要竞标的关键字. 关键字工具是 AdWords 广告流程的重要组成部分, 因为它们允许您优化搜索并识别新关键字. 无论您使用什么工具, AdWords 营销成功的关键是确保定期重新审视这些任务.

关键词研究的第一步是了解你的利基和人们提出的问题. 通过确定目标受众的需求来吸引他们的注意力至关重要. 幸运的是, 有一个工具可以帮助你做到这一点: Google关键字规划师. 该工具可让您浏览数百个不同的关键字并找到搜索量高的关键字. 缩小关键字列表后, 你可以开始围绕他们创建新帖子.

关键字研究的下一步是竞争. 您需要选择竞争不太激烈的关键字, 但仍然不太通用. 您的利基市场应该充满寻找特定短语的人. 确保比较竞争对手的定位和内容，找出最有效的. 请务必记住，您的受众正在搜索您的产品或服务. 如果某个地方已经流行的关键字与您的业务相关，那么它的搜索量就会很高.

缩小关键字列表后, 您可以专注于与您的利基最相关的那些. 选择一些对您的产品或服务有利可图的关键字和词组很重要. 记住, 您只需要三到五个即可成功开展活动. 关键字越具体, 您成功和盈利的机会越高. 重要的是要了解哪些关键词是消费者搜索最多的关键词，哪些不是.

关键字研究的下一步是围绕您选择的关键字创建内容. 使用相关的长尾关键词将增加合格的流量和转化率. 当你这样做时, 尝试不同类型的内容. 您可以在不同的文章或不同的登录页面中使用相同的关键词. 这边走, 您将能够发现哪种关键字和内容组合最适合您的业务. 您的目标受众将能够通过吸引这些特定搜索的内容找到您.

广告组定位

如果您准备开始为您的网站制作针对性强的广告, 考虑设置广告组. 广告组是一组关键字, 广告文字, 以及特定于您的利基和受众的目标网页. 在决定将广告放置在何处时，Google 会特别注意广告组. 您还可以从各种语言中进行选择, 这意味着您将能够针对世界各地的潜在客户.

虽然观察不会缩小广告系列的定位范围, 您可以在广告组中试验不同的标准. 例如, 如果您拥有一家自行车商店, 您可以考虑同时选择性别和有亲和力的观众 “自行车爱好者” 为您的广告组. 您可能还想测试您的目标受众是否对运动服感兴趣, 如果他们是, 您可以将它们从广告组中排除.

除了广告组定位, 您还可以按位置调整出价. 您可以从搜索中导入地理列表作为渠道. 在一个广告系列中修改多个关键字, 您可以使用批量编辑选项. 如果您没有每日预算, 您还可以一次编辑多个关键字. 请记住，此功能仅适用于没有每日预算的广告系列.

测试广告文案的最佳方法是从大改动开始. 不要只测试广告组中的一个关键字. 您需要测试至少三到四种不同的广告文案变体，以确定哪一种最适合您的受众. 从长远来看，这将为您节省时间和金钱. 它还将帮助您确定最有效的 USP 并呼吁采取行动. 这是 PPC 策略的关键部分.

创建广告组时, 请注意，广告组中的关键字可以具有相同的含义. 广告组中关键字的选择将决定广告是否展示. 幸运的是, 在选择要拍卖的关键字时，Google AdWords 使用一组偏好. 帮助您优化广告组, 这是一份来自 Google 的文档，解释了如何在 Google Ad 帐户中使用相似和重叠的关键字. 不管它看起来如何, 只有一个关键字可以触发您帐户中的广告.

每次点击费用

不管你是新手还是老手, 您会想知道 Adwords 的每次点击费用会带来什么. 您会发现成本的范围可以从 $1 至 $4 取决于行业, 每次点击的平均费用通常介于 $1 和 $2. 虽然这可能看起来很大, 值得注意的是，高 CPC 并不一定意味着低 ROI. 好消息是，有一些方法可以提高您的每次点击费用并控制成本.

大致了解每次点击的费用, 我们可以比较不同国家的每次点击费用率. 例如, 在美国, Facebook 广告的 CPC 费率约为 $1.1 每次点击, 而日本和加拿大的支付高达 $1.6 每次点击. 在印度尼西亚, 巴西, 和西班牙, Facebook 广告的每次点击费用为 $0.19 每次点击. 这些价格低于全国平均水平.

成功的广告活动将确保花最少的钱获得最大的投资回报率. 低出价不会转化, 高出价不会推动销售. 广告系列的每次点击费用可能每天都在变化, 取决于特定关键字的竞争. 在大多数情况下, 广告商只需支付足够的费用来突破广告评级阈值并击败低于他们的竞争对手的广告评级.

您可以提高营销渠道的投资回报率, 包括 Adwords 的每次点击费用. 投资于可扩展的营销渠道，如电子邮件, 社交媒体, 和重定向广告. 处理客户获取成本 (CAC) 帮助您管理预算, 改善您的业务, 并提高您的投资回报率. 这是提高 Adwords 每次点击费用的三种最常用方法. 一个好的开始方法是使用这些工具，看看它们能为你做什么.

降低 Adwords 每次点击费用的一个好方法是确保您的质量得分足够高，可以与出价最高的人竞争. 您最多可以出价两倍于下一个广告客户的价格, 但您应该记住，Google 会将您支付的金额称为每次点击的实际费用. 同样重要的是要记住，有许多因素会影响广告点击的价格, 包括您网站的质量得分.

竞争对手情报

当您尝试制作成功的广告活动时, 竞争情报很重要. 这对于找出竞争对手的位置至关重要, 以及他们在做什么. Ahrefs 等竞争情报工具可以为您提供有关竞争对手的信息’ 自然流量, 内容表现, 和更多. Ahrefs 是 SEO 竞争情报社区的一部分, 并帮助您识别竞争对手’ 关键词.

最好的竞争情报技术之一是了解竞争对手的指标. 因为数据因企业而异, 在分析竞争对手时使用自己的 KPI 很重要. 通过比较你的竞争对手’ 车流量, 您可以确定您可能错过的机会领域. 以下是 Adwords 有效竞争情报的一些提示:

观察你的竞争对手’ 登陆页面. 您可以从研究竞争对手中获得好主意’ 登陆页面. 竞争情报的另一个好处是掌握竞争对手的新报价和策略. 您还可以注册竞争对手警报，以了解竞争对手的动态. 您还可以在社交网络上查看竞争对手的内容，看看它与您自己的比较. 您可能会发现一种产品或服务会吸引您尝试定位的特定人群.

了解你的竞争对手’ 痛点. 通过分析你的竞争对手’ 供品, 您可以确定哪些优惠对您的目标受众更具吸引力. 您还可以深入了解他们的定价计划和服务. 竞争情报工具跟踪详细的营销洞察. 然后, 你可以决定如何回应这些. 竞争情报工具将告诉您您的竞争对手是否实施了类似的策略. 这可以帮助您超越竞争对手并增加收入.

您可能已经听说过关键字和出价, 但您可能不知道如何正确构建您的帐户以最大限度地提高广告费用的有效性. 下面列出了有关如何构建帐户的提示. 一旦您知道如何构建您的帐户, 你今天就可以开始. 您还可以查看我们关于如何选择正确关键字的详细指南. 选择正确的关键字对于提高转化率和销售额至关重要.

关键词

在为 Adwords 选择关键字时, 请记住，并非所有关键字都是一样的. 虽然有些起初看起来合乎逻辑, 他们实际上可能是无效的. 例如, 如果有人输入 “无线密码” 进入谷歌, 他们可能不会为自己的家庭 WiFi 寻找密码. 或者, 他们可能正在寻找朋友的 wifi 密码. 在诸如wifi密码之类的词上做广告对您来说毫无意义, 因为人们不太可能在寻找那种信息.

重要的是要知道关键字会随着时间而变化, 所以您需要跟上关键字定位的最新趋势. 除了广告文案, 关键字定位需要经常更新, 随着目标市场和观众习惯的变化. 例如, 营销人员在他们的广告中使用更自然的语言, 价格总是在变化. 为了保持竞争力和相关性, 您需要使用最新的关键字来为您的网站带来更多流量.

避免在低质量流量上浪费金钱的一个关键方法是创建否定关键字列表. 这将帮助您避免在不相关的搜索词上浪费金钱, 并提高您的点击率. 虽然找到潜在的关键字相对容易, 使用负面的可能是一个挑战. 正确使用否定关键字, 您需要了解什么是否定关键字以及如何识别它们. 有很多方法可以找到高转化关键字并确保它们与您的网站相关.

根据您网站的性质, 您可能需要为每次搜索选择多个关键字. 充分利用 Adwords 关键字, 选择范围广泛且可以吸引更广泛受众的内容. 请记住，您希望始终处于观众心目中的首位, 不仅如此. 在选择好的关键字策略之前，您需要知道人们在搜索什么. 这就是关键字研究的用武之地.

您可以使用 Google 的关键字工具或通过链接到您的 Adwords 帐户的网站管理员搜索分析查询报告来查找新关键字. 任何状况之下, 确保您的关键字与您网站的内容相关. 如果您的目标是信息搜索, 您应该使用词组匹配关键字并将词组与您网站的内容相匹配. 例如, 一个卖鞋的网站可能会针对寻找相关信息的访问者 “如何” – 两者都具有高度针对性.

投标

在 Adwords 中, 您可以通过多种方式为您的流量出价. 最常见的方法是每次点击费用, 您只需为广告收到的每次点击付费. 然而, 您还可以使用每千次费用出价, 成本更低，但允许您为广告的数千次展示付费. 以下是 Adwords 出价的一些技巧:

您可以研究过去的 AdWords 广告系列和关键字，以确定哪些出价最有效. 您还可以使用竞争对手的数据来更好地确定要出价的关键字和广告. 当您汇总出价时，所有这些数据都很重要. 他们将帮助您了解您需要投入多少工作. 然而, 最好从一开始就寻求专业帮助. 一个好的机构将能够指导您完成整个过程, 从设置预算到调整每日预算.

第一的, 了解您的目标市场. 你的听众想读什么? 他们需要什么? 询问熟悉您的市场并使用他们的语言来设计您的广告以满足他们的需求的人. 除了了解您的目标市场, 考虑其他因素，例如竞争, 预算, 和目标市场. 通过做这个, 您将能够确定您的广告应该花费多少. 如果您的预算有限, 最好专注于更便宜的国家, 因为这些国家通常比那些花费很多钱的国家更有可能对您的广告做出积极回应.

一旦你制定了正确的策略, 您可以使用 Adwords 来提高您的业务知名度. 您也可以针对本地客户, 这意味着您可以跟踪用户行为并提高您的业务质量得分. 除了增加流量, 您可以通过提高广告质量来降低每次点击费用. 如果您有本地观众, 专注于搜索引擎优化将帮助您避免任何陷阱.

质量得分

影响 Adwords 质量得分的三个主要因素. 它们是广告位置, 成本, 和竞选成功. 这是一个如何相互影响的例子. 在下面的例子中, 如果两个品牌有相同的广告, 获得的更高质量分数将显示在位置 #1. 如果其他品牌列在位置 #2, 获得第一名将花费更多. 为了提高您的质量得分, 您必须确保您的广告符合这些标准.

尝试提高质量得分时要考虑的第一个组件是着陆页. 如果您使用蓝色笔之类的关键字, 您需要创建一个包含该关键字的页面. 然后, 您的目标网页必须包含以下字词 “蓝色笔。” 然后，该广告组将包含一个指向具有完全相同关键字的目标网页的链接. 登陆页面应该是获取有关蓝笔的更多信息的好地方.

第二个因素是您的每次点击费用出价. 您的质量得分将有助于确定哪些广告被点击. 高质量得分意味着您的广告会被搜索者注意到. 这也是您的广告在拍卖中排名的决定因素，可以帮助您超越那些钱多于时间的高出价者. 您可以通过使您的广告与他们所定位的字词相关来提高您的质量得分.

Adwords 质量得分的第三个因素是您的点击率. 此措施将允许您测试您的广告与您的受众群体的相关性. 它还有助于确定广告的每次点击费用. 更高的点击率意味着更高的投资回报率. 到底, 您的目标网页应与广告中的关键字相关. 如果您的目标网页与您的受众不相关, 您的广告将获得更低的每次点击费用.

影响质量得分的最后一个因素是您的关键字和您的广告. 与您的受众不相关的关键字和广告将不会获得高质量分数. 除了关键字和每次点击费用, 您的质量得分也会影响您的广告成本. 高质量的广告通常更有可能转化并降低您的每次点击费用. 但是如何提高质量得分? 下面列出了一些提高 Adwords 质量得分的策略.

成本

为了准确了解您的 Adwords 广告系列的成本, 你必须先了解CPC的概念 (每次点击费用). 虽然每次点击费用是了解 Adwords 费用的绝佳组成部分, 还不够. 您还必须考虑订阅 Adwords 软件程序的费用. 例如, WordStream 提供为期六个月的订阅, 12-月, 和预付年度计划. 确保您在签署之前了解这些合同的条款.

最近几年, 某些垂直行业的 Adwords 成本增加了三到五倍. 尽管来自线下玩家和现金充裕的初创企业的需求，但价格仍居高不下. 谷歌将 Adwords 成本上升归因于市场竞争加剧, 有比以往更多的企业使用网络来推销他们的产品. Adwords 的成本往往超过 50% 产品成本, 但在某些垂直领域，它要低得多.

尽管很贵, AdWords 是一种有效的广告工具. 在 AdWords 的帮助下, 您可以接触到数百万的独立用户，并为您的投资带来可观的回报. 您甚至可以跟踪广告系列的结果并确定哪些关键字产生的流量最多. 为此原因, 该程序是许多小型企业的完美解决方案. 它将帮助您获得比以往更高的转化率.

设置 AdWords 预算时, 确保为每个广告系列分配一部分整体广告预算. 您应该以 PS200 的每日预算为目标. 它可能更高或更低, 取决于您的业务利基和您期望每月产生的流量. 将每月预算除以 30 获取您的每日预算. 如果您不知道如何为您的 AdWords 广告系列设置适当的预算, 你可能在浪费你的广告预算. 记住, 预算是学习如何使用 Adwords 取得成功的关键部分.

无论您是使用 Adwords 来获得更多潜在客户还是更多销售, 您必须决定每次点击要花多少钱. AdWords 吸引新客户, 你需要知道他们每个人的价值是多少, 在第一次互动和整个生命周期中. 例如, 我的一位客户使用 Adwords 来增加利润. 在这种情况下, 一次成功的广告活动可以为她节省数千美元的广告支出.

付费搜索是为您的网站带来流量的最直接方式. SEO需要几个月才能显示结果, 付费搜索立即可见. Adwords 广告系列可以通过提升您的品牌并为您的网站带来更多合格流量来帮助抵消 SEO 的缓慢启动. Adwords 广告系列还可以确保您的网站在 Google 搜索结果页面的首位保持竞争力. 根据谷歌, 您投放的付费广告越多, 您获得自然点击的可能性越大.

每次点击费用

Adwords 的平均每次点击费用取决于几个因素, 包括您的业务类型, 行业, 和产品或服务. 它还取决于您的出价和广告的质量得分. 如果您的目标是本地受众, 您可以专门为移动用户设置预算. 您可以针对特定类型的移动设备. 高级定位选项可以大大减少您的广告支出. 您可以通过查看 Google Analytics 提供的信息了解您的广告费用.

Adwords 的每次点击费用通常介于 $1 和 $2 每次点击, 但在一些竞争激烈的市场, 成本可能会上升. 确保您的广告文案与转化优化页面相对应. 例如, 如果您的产品页面是黑色星期五促销活动的主要登录页面, 您应该根据该内容编写广告. 然后, 当客户点击这些广告时, 他们将被定向到该页面.

质量得分反映了关键字的相关性, 广告文字, 和登陆页面. 如果这些元素与目标受众相关, 您的每次点击费用会更低. 如果你想获得更高的职位, 你应该设置一个更高的出价, 但保持足够低以与其他广告商竞争. 如需更多帮助, 阅读完整, Google Ads 预算简明指南. 然后, 您可以确定您的预算并进行相应的计划.

每次转化费用

如果您试图确定将访问者转化为客户的成本, 您需要了解每次购置成本的运作方式以及如何充分利用它. 在 AdWords 中, 您可以使用关键字规划器来计算每次获取的成本. 只需输入关键字或关键字列表，即可查看转化每位访问者所需费用的预测. 然后, 您可以提高出价，直到达到所需的每次转化费用.

每次转化成本是为特定广告系列产生流量的总成本除以转化次数. 例如, 如果你花 $100 在一个广告系列中，只获得五次转化, 您的每次点击费用将是 $20. 这意味着您将支付 $80 每次转换一次 100 您的广告的浏览量. 每次转化费用不同于每次点击费用, 因为它给广告平台带来了更大的风险.

在确定广告活动的成本时, 每次转化成本是衡量广告活动经济性和效果的重要指标. 使用每次转化费用作为基准将帮助您专注于广告策略. 它还可以让您了解访问者操作的频率. 然后, 将您当前的转化率乘以一千. 您将知道您当前的广告系列是否产生了足够的潜在客户以保证提高出价.

每次点击费用与最高出价

Adwords 的出价策略主要有两种类型: 人工出价和增强的每次点击费用 (智能点击付费). 手动出价允许您为每个关键字设置 CPC 最高出价. 这两种方法都允许您微调广告定位并控制在哪些关键字上花费更多的钱. 手动出价可让您通过广告投资回报率和业务目标获得战略性目标.

虽然需要高出价以确保最大曝光率, 低出价实际上会损害您的业务. 对与事故相关的律师事务所的高出价可能会比对圣诞袜的低价出价产生更多的业务. 虽然这两种方法都可以有效地增加收入, 它们并不总是产生预期的结果. 请务必注意，每次点击的最高费用并不一定转化为最终价格; 在某些情况下, 广告商将支付最低金额以达到广告评级阈值并超过低于其的竞争对手.

手动出价允许您设置每日预算, 指定最高出价, 并使投标过程自动化. 自动出价允许 Google 根据您的预算自动确定您的广告系列的最高出价. 您还可以选择手动提交出价或将出价留给 Google. 手动出价让您可以完全控制出价并跟踪您在点击上的花费.

广泛匹配

Adwords 中的默认匹配类型是广泛匹配, 允许您在搜索包含您的关键短语中的任何单词或短语的关键字时展示广告. 虽然这种匹配类型可以让您接触到尽可能多的受众, 它还可以帮助您发现新的关键字. 下面简要解释一下为什么应该在 Adwords 中使用广泛匹配:

广泛匹配修饰符会添加到您的关键字中，并带有 “+.” 它告诉 Google 存在关键字的紧密变体来展示您的广告. 例如, 如果你想卖旅游小说, 您不想对这些关键字使用广泛匹配修饰符. 然而, 如果您针对特定产品或服务, 你需要使用完全匹配, 只有当人们搜索确切的字词时才会触发您的广告.

虽然广泛匹配是再营销最有效的关键字设置, 这不是每个公司的最佳选择. 它可能会导致不相关的点击，并可能严重破坏您的广告活动. 而且, 谷歌和必应在投放广告方面可能会很激进. 像这样, 您需要确保向相关用户展示您的广告. 通过在 Adwords 中使用受众分层, 您可以控制观众的数量和质量. 广泛匹配关键字可以仅限于特定类型的受众, 例如有购买意向的受众群体或再营销受众群体.

附加电话信息

您可以在 Adwords 广告系列中添加附加电话信息以提高转化率. 您可以安排它们仅在您的电话响铃或搜索特定关键字时显示. 然而, 如果您的广告系列仅限于展示广告网络或产品详情广告，则无法添加附加电话信息. 下面列出了一些将附加电话信息添加到 Adwords 广告系列的提示. 您可以立即开始使用 Adwords. 只需按照以下步骤最大化您的转化率.

附加电话信息通过将您的电话号码添加到您的广告中来发挥作用. 它将显示在搜索结果和 CTA 按钮中, 以及在链接上. 添加的功能提高了客户参与度. 多于 70% 的移动搜索者使用点击通话功能联系企业. 此外, 47% 的移动搜索者在拨打电话后会访问多个品牌. 因此, 附加电话信息是吸引潜在客户的绝佳方式.

当您在 Adwords 中使用附加电话信息时, 您可以安排它们仅在特定时间出现. 您还可以启用或禁用附加电话信息报告. 例如, 如果你是芝加哥的披萨餐厅, 附加电话信息广告可以向搜索深盘披萨的访问者展示. 然后，芝加哥的游客可以点击通话按钮或点击进入网站. 当附加电话信息显示在移动设备上时, 搜索时会优先选择电话号码. 相同的扩展也将出现在 PC 和平板电脑上.

附加地址信息

企业主可以通过定位其所在地区的消费者来从附加地址信息中受益. 通过在他们的广告中添加位置信息, 企业可以增加步入, 线上和线下销售, 并更好地接触目标受众. 此外, 超过 20 百分比的搜索是针对本地产品或服务的, 根据谷歌的研究. 事实证明，在搜索广告系列中添加附加地址信息可以将点击率提高多达 10%.

使用附加地址信息, 首先将您的地方信息帐户与 AdWords 同步. 在那之后, 刷新您的附加地址信息屏幕. 如果您没有看到附加地址信息, 手动选择它. 在大多数情况下, 应该只有一个位置. 否则, 可能会出现多个位置. 新的附加地址信息可帮助广告商确保他们的广告与其定位的位置相关. 然而, 使用附加地址信息时最好使用过滤.

附加地址信息对于拥有实体位置的企业特别有用. 通过添加附加地址信息, 搜索者可以从广告中获得前往商家位置的路线. 该扩展为他们加载谷歌地图. 此外, 这对移动用户来说很棒, 正如最近的一项研究发现 50 百分比的智能手机用户在使用智能手机搜索后的一天内访问了商店. 了解更多信息, 查看 Adwords 中的附加地址信息并开始将它们实施到您的营销策略中.