{"id":6251,"date":"2020-04-21T11:00:00","date_gmt":"2020-04-21T03:00:00","guid":{"rendered":"https:\/\/www.i-spotmedia.com\/Blog\/?p=6251"},"modified":"2021-01-07T13:17:38","modified_gmt":"2021-01-07T05:17:38","slug":"2020-google-shopping-campaign-tips-part1","status":"publish","type":"post","link":"https:\/\/www.i-spotmedia.com\/Blog\/2020-google-shopping-campaign-tips-part1\/","title":{"rendered":"\u3010Google \u5de5\u5177\u3011\u8cfc\u7269\u5b63\u5fc5\u5099\uff01Google \u5ee3\u544a\u885d\u523a\u7cbe\u83ef\u653b\u7565 \u2460 \u5275\u9020\u8072\u91cf\u7bc7"},"content":{"rendered":"

 <\/p>\n

\n

\u672c\u7bc7\u70ba\u300a<\/span>Google <\/span>\u5ee3\u544a\u885d\u523a\u7cbe\u83ef\u653b\u7565\u300b\uff0c\u5c07\u4f86\u8b1b\u89e3\u5982\u4f55\u96c6\u4e2d\u706b\u529b\u5275\u9020\u8cfc\u7269\u7bc0\u8072\u91cf\uff0c\u4e26\u6703\u65bc\u4e0b\u96c6\u5206\u4eab\u5982\u4f55\u6536\u670d\u5c0d\u7684\u6f5b\u5728\u5ba2\u7fa4\u3002<\/span><\/p>\n<\/blockquote>\n

 <\/p>\n

\u60f3\u8981\u5728\u8cfc\u7269\u7bc0\u5275\u9020\u9ad8\u8f49\u63db\uff0c\u4f46\u9762\u5c0d\u773e\u591a\u6578\u4f4d\u7522\u54c1\u537b\u4e0d\u77e5\u5982\u4f55\u904b\u7528<\/span>…<\/span>\u90a3\u4f60\u7d55\u4e0d\u80fd\u932f\u904e\u9019\u7bc7\u300a<\/span>Google <\/span>\u5ee3\u544a\u885d\u523a\u7cbe\u83ef\u653b\u7565\u300b\uff01\u6211\u5011\u5c07\u5206\u70ba\u4e0a\u4e0b\u7bc7\u4f86\u8b1b\u89e3\u5982\u4f55\u5728\u8cfc\u7269\u7bc0\u6176\u300a\u5275\u9020\u8072\u91cf\u300b\u8207\u300a\u6536\u670d\u65b0\u5ba2\u7fa4\u300b\uff0c\u4ee5\u4e0b\u5c07\u8981\u4f86\u5206\u4eab\u4e00\u4e0b\u4e94\u7a2e\u5ee3\u544a\uff08\u641c\u5c0b\u5ee3\u544a\u3001\u8cfc\u7269\u5ee3\u544a\u3001\u591a\u5a92\u9ad4\u5ee3\u544a\u3001\u61c9\u7528\u7a0b\u5f0f\u5ee3\u544a\uff0c\u4ee5\u53ca<\/span> YouTube <\/span>\u5f71\u97f3\u5ee3\u544a\uff09\u7684\u884c\u92b7\u7b56\u7565\u5efa\u8b70\u3002<\/span><\/p>\n

\u6709\u8208\u8da3\u7684\u670b\u53cb\u5011\uff0c\u8acb\u63a5\u8457\u8b80\u4e0b\u53bb\u5427\uff01<\/span><\/p>\n

 <\/p>\n

Search Ad <\/span>\u641c\u5c0b\u5ee3\u544a<\/span><\/strong><\/span><\/h3>\n

\u51fa\u50f9\u7b56\u7565<\/span><\/strong><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aGoogle<\/figcaption><\/figure>\n

\u2460<\/span> \u904b\u7528\u91cd\u9ede\u95dc\u9375\u5b57\u638c\u63e1\u7528\u6236\u641c\u5c0b\u610f\u5716\uff0c\u5982\uff0c\u91cd\u9ede\u4fc3\u92b7\u8a5e\uff08\u7279\u50f9\u3001\u512a\u60e0\u3001\u4fc3\u92b7<\/span>…<\/span>\u7b49\uff09\u3001\u7bc0\u65e5\u806f\u5408\u4fc3\u92b7\uff08\u6bcd\u89aa\u7bc0\u3001\u60c5\u4eba\u7bc0\u3001\u9ed1\u8272\u661f\u671f\u4e94\u3001\u96d9<\/span> 11…\u7b49<\/span>\uff09\u3002
\n<\/span>\u2461<\/span> \u5584\u7528\u52d5\u614b\u641c\u5c0b\u5ee3\u544a\uff08<\/span>Dynamic Search Ads, DSA<\/span>\uff09\u628a\u63e1\u5feb\u901f\u6210\u9577\u7684\u65b0\u641c\u5c0b\u610f\u5716\uff0c\u5efa\u8b70\u4f7f\u7528\u300e\u5168\u90e8\u7db2\u7ad9\u3001\u5206\u985e\u5b9a\u4f4d\u3001\u7279\u5b9a\u7db2\u9801<\/span> Landing Page<\/span>\u300f\u7684\u5b9a\u4f4d\u65b9\u5f0f\u3002<\/span><\/p>\n

\ud83d\udc3d <\/span>\u88dc\u5145\u8cc7\u6599<\/span><\/strong><\/span>
\n\u52d5\u614b\u641c\u5c0b\u5ee3\u544a\u4ecb\u7d39<\/span><\/a><\/span>\u3001\u52d5\u614b\u641c\u5c0b\u5ee3\u544a\u64cd\u4f5c\u6559\u5b78<\/span><\/a>\u3001\u52d5\u614b\u641c\u5c0b\u5ee3\u544a\uff1a\u7591\u5718\u7834\u89e3\u7bc7<\/span><\/a><\/span><\/p>\n

 <\/p>\n

Shopping Ads <\/span>\u8cfc\u7269\u5ee3\u544a<\/span><\/strong><\/span><\/h3>\n

\u51fa\u50f9\u7b56\u7565<\/span><\/strong><\/span><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aGoogle<\/figcaption><\/figure>\n

\u2460<\/span> \u904b\u7528\u5c55\u793a\u578b\u8cfc\u7269\u5ee3\u544a\uff08<\/span>Showcase Shopping Ad<\/span>\uff09\u7372\u53d6\u66f4\u591a\u65b0\u7528\u6236\u95dc\u6ce8\u3002<\/span>
\n<\/span>\u2461<\/span> \u5efa\u8b70\u9078\u64c7<\/span> Max Conversion <\/span>\uff08\u76e1\u91cf\u722d\u53d6\u8f49\u63db\u51fa\u50f9\uff09\u8986\u84cb\u5168\u54c1\u985e\u7522\u54c1\u52d5\u614b\u994b\u7d66\uff0c\u4e26\u914d\u5408\u92b7\u552e\u6d3b\u52d5\u6216\u4e3b\u6253\u7522\u54c1\u5275\u9020\u76f8\u5c0d\u61c9\u7684\u5ee3\u544a\u5167\u5bb9\u3002<\/span>
\n<\/span>\u2462<\/span> \u900f\u904e\u667a\u6167\u578b\u8cfc\u7269\u5ee3\u544a\uff08<\/span>Smart Shopping campaign, SSC<\/span>\uff09\u64f4\u5c55\u6d41\u91cf\uff0c\u53ef\u6309\u54c1\u9805\u6216<\/span> ROI <\/span>\u9032\u884c\u5ee3\u544a\u7cfb\u5217\u5206\u985e\uff0c<\/span> \u4e26\u642d\u914d\u4fc3\u92b7\u6d3b\u52d5\u9069\u5ea6\u653e\u5bec\u51fa\u50f9\u3002<\/span><\/p>\n

\u7d20\u6750\u5167\u5bb9<\/span><\/strong><\/span><\/p>\n

\u2460<\/span> \u6ce8\u610f<\/span> GMC feed <\/span>\u4e0a\u50b3\u53ca\u5be9\u6838\u60c5\u51b5\uff0c\u662f\u5426\u6709\u9055\u53cd\u76f8\u95dc\u653f\u7b56\u800c\u88ab\u62d2\u767b<\/span>
\n<\/span>\u2461<\/span> \u5efa\u8b70\u958b\u555f\u5716\u7247\u81ea\u52d5\u66f4\u65b0\u529f\u80fd\uff0c\u8b93\u7cfb\u7edf\u80fd\u5920\u5354\u52a9\u5546\u5bb6\u5373\u6642\u76e3\u6e2c\u8207\u4fee\u6539\u88ab\u62d2\u767b\u7684\u7522\u54c1\u5716\uff08\u5982\uff0c\u542b\u6709\u4fc3\u92b7\u8a0a\u606f\u6d6e\u6c34\u5370\uff09\u3002<\/span><\/p>\n

\ud83d\udc3d <\/span>\u88dc\u5145\u8cc7\u6599<\/span><\/strong><\/span><\/p>\n

\u667a\u6167\u578b\u8cfc\u7269\u5ee3\u544a\u4ecb\u7d39<\/a><\/span>\u3001\u667a\u6167\u578b\u8cfc\u7269\u5ee3\u544a\u64cd\u4f5c\u6559\u5b78<\/span><\/a>\u3001Showcase <\/span>\u88dc\u5145<\/span><\/a>\u3001\u7522\u54c1\u8cc7\u6599\u898f\u683c<\/span><\/a><\/span><\/p>\n

 <\/p>\n

Display Network <\/span>\u591a\u5a92\u9ad4\u5ee3\u544a\u806f\u64ad\u7db2<\/span><\/span><\/strong><\/h3>\n

\u51fa\u50f9\u7b56\u7565<\/span><\/strong><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aGoogle<\/figcaption><\/figure>\n

\u2460<\/span> \u5075\u6e2c\u7528\u6236\u5b9a\u4f4d\uff0c\u5438\u5f15\u5ba2\u6236\u4e0b\u55ae\uff1a<\/span>\u904b\u7528\u63a2\u7d22\u5ee3\u544a\uff08<\/span>Discovery Ads<\/span>\uff09\u6e2c\u8a66\u5177\u8cfc\u8cb7\u610f\u9858\u7684\u5ba2\u7fa4<\/span>\u3002
\n<\/span>\u2461<\/span> \u91dd\u5c0d\u7db2\u7ad9\u66a2\u92b7\u8207\u4fc3\u92b7\u5546\u54c1\u589e\u52a0\u9810\u7b97\u6295\u653e\uff1a<\/span>\u5efa\u7acb\u56de\u61c9\u5f0f\u591a\u5a92\u9ad4\u5ee3\u544a\uff08<\/span>Responsive Display Ads, RDA<\/span>\uff09\u70ba\u5546\u54c1\u88fd\u9020\u66f4\u591a\u66dd\u5149\u4f4d\u7f6e\uff0c\u540c\u6642\u642d\u914d<\/span> audience expansion <\/span>\u63d0\u5347\u6d41\u91cf\u3002<\/span><\/p>\n

\u7d20\u6750\u5167\u5bb9<\/span><\/strong><\/p>\n

\u5728\u5ee3\u544a\u7d2f\u7a4d\u4e00\u5b9a\u7684\u6578\u64da\u8f49\u63db\u91cf\u5f8c\uff0c\u53ef\u958b\u555f\u667a\u6167\u578b\u591a\u5a92\u9ad4\u5ee3\u544a\uff08<\/span>Smart Display campaigns, SDC<\/span>\uff09\uff0c\u53ef\u4ee5\u78ba\u4fdd\u9810\u7b97\u5145\u8db3\u5916\uff0c\u9084\u53ef\u4ee5\u900f\u904e\u6a5f\u5668\u5b78\u7fd2\u7f6e\u5165\u6210\u6548\u826f\u597d\u7684\u7d20\u6750\u63d0\u5347\u8f49\u63db\u3002<\/span><\/p>\n

\ud83d\udc3d <\/span>\u88dc\u5145\u8cc7\u6599<\/span><\/span><\/strong><\/p>\n

RDA \u4ecb\u7d39<\/a><\/span>\u3001RDA <\/span>\u6559\u5b78<\/span><\/a>\u3001SDC <\/span>\u4ecb\u7d39<\/span><\/a>\u3001SDC <\/span>\u6559\u5b78<\/span><\/a><\/span><\/p>\n

 <\/p>\n

App Campaigns <\/span>\u61c9\u7528\u7a0b\u5f0f\u5ee3\u544a<\/span><\/span><\/strong><\/h3>\n

\u51fa\u50f9\u7b56\u7565<\/span><\/strong><\/span><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aGoogle \/ Icons made by Smashicons<\/a><\/figcaption><\/figure>\n

\u2460<\/span> \u6839\u64da\u63a8\u5ee3\u76ee\u6a19\uff0c\u9078\u64c7\u9069\u5408\u7684<\/span> App Campaigns <\/span>\u7248\u672c\u3002<\/span>
\n<\/span>\u2461<\/span> \u5275\u9020\u8cfc\u7269\u65e5\u9810\u7b97\u81f3\u5c11\u8a2d\u5b9a<\/span> tCPI<\/span>\uff08\u76ee\u6a19\u55ae\u6b21\u5b89\u88dd\u51fa\u50f9\uff09<\/span>50 <\/span>\u500d\uff0c<\/span>tCPA<\/span>\uff08\u76ee\u6a19\u55ae\u6b21\u5ba2\u6236\u958b\u767c\u51fa\u50f9\uff09 <\/span>10 <\/span>\u500d\u4ee5\u4e0a\u3002<\/span>
\n<\/span>\u2462<\/span> \u5efa\u7acb\u65b0\u5ee3\u544a\u6d3b\u52d5\u81f3\u5c11\u63d0\u524d\u56db\u5929\uff08\u5efa\u8b70\u63d0\u524d\u5169\u5468\uff09\uff0c\u51fa\u50f9\u6bcf\u6b21\u6700\u591a\u589e\u6e1b<\/span> 20%<\/span>\u3002<\/span><\/p>\n

\u7d20\u6750\u5167\u5bb9<\/span><\/strong><\/span><\/p>\n

\u2460<\/span> \u5c07\u76f8\u95dc\u7d20\u6750\uff08\u5f71\u7247\u3001\u5716\u7247\u3001\u6587\u5b57\uff09\u52a0\u5165<\/span> App Campaigns <\/span>\u4e2d\u512a\u5316\uff0c\u4ee5\u78ba\u4fdd\u5167\u5bb9\u7684\u65b0\u9bae\u611f\u3002<\/span>
\n<\/span>\u2461<\/span> \u5229\u7528\u52d5\u614b\u994b\u7d66\u4f86\u589e\u52a0\u6d88\u8cbb\u8005\u641c\u7d22\u5b57\u8a5e\uff08<\/span>query<\/span>\uff09\u7684\u8986\u84cb\u91cf\uff08\u9700\u767d\u540d\u55ae\uff09\u3002<\/span><\/p>\n

\ud83d\udc3d <\/span>\u88dc\u5145\u8cc7\u6599<\/span><\/span><\/strong><\/p>\n

\u51fa\u50f9\u6a21\u5f0f\u88dc\u5145<\/span><\/a><\/span>\u3001feed <\/span>\u88dc\u5145<\/span><\/a>\u3001\u61c9\u7528\u7a0b\u5f0f\u5ee3\u544a\u4ecb\u7d39<\/span><\/a><\/span><\/p>\n

 <\/p>\n

YouTube <\/span>\u5f71\u97f3\u5ee3\u544a<\/span><\/span><\/strong><\/h3>\n

\u51fa\u50f9\u7b56\u7565<\/span><\/strong><\/p>\n

<\/div>\n
\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aGoogle<\/figcaption><\/figure>\n

\u5229\u7528\u9996\u9801<\/span> 2.0<\/span>\uff08<\/span>CPM, <\/span>\u5343\u6b21\u66dd\u5149\u51fa\u50f9\uff09\u642d\u914d<\/span> TrueView <\/span>\u8207<\/span> Bumper Ads<\/span>\uff08\u5f71\u7247\u4e32\u5834\u5ee3\u544a\uff09\u7372\u5f97\u66f4\u591a\u65b0\u5ba2\u7fa4\u3002<\/span><\/p>\n

\u7d20\u6750\u5167\u5bb9<\/span><\/strong><\/span><\/p>\n

\u2460<\/span> \u900f\u904e<\/span> Google Ignition Lab <\/span>\u5c07\u5716\u7247\u7d20\u6750\u88fd\u4f5c\u6210\u5f71\u7247\uff0c\u6709\u52a9\u65bc\u9396\u5b9a\u6b63\u78ba\u53d7\u773e\u3001\u7372\u53d6\u66f4\u591a\u6d41\u91cf\u3002<\/span>
\n<\/span>\u2461<\/span> \u4f7f\u7528<\/span> Brand Lift Survey <\/span>\u54c1\u724c\u63d0\u5347\u8abf\u67e5\u5831\u544a<\/span>\u76e3\u6e2c\u6578\u64da\u4e26\u5c0d\u5ee3\u544a\u6295\u653e\u9032\u884c\u6301\u7e8c\u7684\u512a\u5316\u3002<\/span><\/p>\n

\ud83d\udc3d <\/span>\u88dc\u5145\u8cc7\u6599<\/span><\/span><\/strong><\/p>\n

CPM \u88dc\u5145<\/a><\/span>\u3001 TrueView <\/span>\u8cfc\u7269\u5ee3\u544a<\/span><\/a>\u3001TrueView <\/span>\u5f71\u7247\u63a2\u7d22\u5ee3\u544a\u6559\u5b78<\/span><\/a>\u3001\u54c1\u724c\u63d0\u5347\u8abf\u67e5<\/span> BLS 2.0 <\/span>\u4ecb\u7d39<\/span><\/a><\/span><\/p>\n

 <\/p>\n

\u4ee5\u4e0a\u5c31\u662f\u672c\u65e5\u7684\u6578\u4f4d\u8cc7\u8a0a\u5206\u4eab\uff0c\u611f\u8b1d\u4f60\u7684\u95b1\u8b80\u3002<\/span>
\n<\/span>\u5982\u679c\u5c0d\u6578\u4f4d\u5ee3\u544a\u6295\u653e\u6709\u8208\u8da3\uff0c\u6b61\u8fce\u4f86\u96fb\u6d3d\u8a62\uff0c\u6211\u5011\u6703\u5b89\u6392\u5c08\u696d\u7684\u512a\u5316\u5e2b\u70ba\u60a8\u670d\u52d9\u3002<\/span>
\n<\/span>\u2706<\/span> 02-23965819
\n<\/span>\u2709\ufe0e<\/span>\u00a0https:\/\/pse.is\/ispot<\/span><\/a><\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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