Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

AdWords Academy 谷歌展示广告基础+TrueView广告分享

1,407 views

Published on

AdWords Academy 谷歌展示广告基础+TrueView广告分享

Published in: Marketing
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL eBOOK INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookeBOOK Crime, eeBOOK Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

AdWords Academy 谷歌展示广告基础+TrueView广告分享

  1. 1. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 课程名称:谷歌展示广告基础+YouTube TrueView广告分享 大家好,欢迎您来到我们谷歌 AdWords Academy 在线学院,为更好地参与本次活动: √ 请首先保证您已经关闭了VPN连接, 确保网络环境处于稳定状态。 √ 如果您现在可以听到我们播放的测试音乐,说明您已经成功进入我们的课堂。 √ 如果您无法正常收听,请查看您的扬声器是否取消静音,要确保页面上方“小喇叭 ”标记显示为 绿色。 √ 如果您希望调整音量,请点击扬声器下拉菜单,进行调整。
  2. 2. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 关注 “谷歌在线学院小助手”(ID:gugexueyuan) 您可以: 1. 获取谷歌三大微信公众账号的活动信息推送,重要活 动绝不错过! 2. 了解最新产品更新以及行业洞察,让您站在在线营销 的最前沿! 3. 享受谷歌广告产品专家零距离交流机会,熟知最新产 品和营销建议! 4. 和同行业专业人士交流互动,共同进步! 5. 在好友圈查看谷歌学院最新动态,时时关注,简单分 享! So easy!
  3. 3. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 马上开始课程啦,大家记得打卡 哦!同时转发打卡最后页面的推 荐文章链接,学期结束后可获得精 美e-证书一张!
  4. 4. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential 谷歌展示广告基础+TrueView广告分享 10/23/2015 预计时长:1 小时(包括问题解答环节) 期间如果您有任何问题,请在课程结束后向我们提问 声音:如果在幻灯片开始演示后您 还听不到主讲人的声 音或看不到课件展示,请刷新尝试。 谷歌学院免费在线课程 AdWords Academy
  5. 5. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential 讲座内容 1.Google 展示网络广告概览 2.为何选择展示广告网络 3.如何制作展示广告系列 (TrueView 广告制作) 4.展示广告优化小贴士
  6. 6. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential 讲座内容 1.Google 展示网络广告概览 2.为何选择展示广告网络 3.如何制作展示广告系列 (TrueView 广告制作) 4.展示广告优化小贴士
  7. 7. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Google 广告网络 谷歌广告 搜索广告 Google搜索 搜索合作伙伴 展示广告 展示广告网络-网站 展示广告网络-APP YouTube 谷歌Gmail广告 其他
  8. 8. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Google 助力您挖掘网络的最大价值。
  9. 9. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential * Google 广告网络 – 网站 谷歌广告 搜索广告 Google搜索 搜索合作伙伴 展示广告 展示广告网络-网站 展示广告网络-APP YouTube 谷歌邮箱推广 其他
  10. 10. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 每日 PV 数量 >20KV 且点击率 >0.2% 的网站示例 * 网站 行业 yododo.com 旅游 95105105.com 旅游 youku.com 旅游 buscx.cn 旅游 tielu.org 旅游 001200.com 旅游 laorili.com 人与社会 jc001.cn 人与社会 haixen.com.cn 人与社会 zgjiemeng.com 人与社会 qiming168.com 人与社会 supfree.net 人与社会 fl78.com 房地产 fdcew.com 房地产 h2h.cn 房地产 hlgnet.com 房地产 tianya.cn 房地产 fl78.com 房地产 ut8d.com 体育 nba98.com 体育 98zhibo.com 体育 airmb.com 体育 ballive.com 体育 gamenice.com 体育 cntaijiquan.com 体育 网站 行业 tfysw.com 饮食 youban.com 饮食 5ikfc.com 饮食 aibang.com 饮食 chinaquhua.cn 饮食 xixik.com 饮食 bendibao.com 购物 mycollect.net 购物 w018.com 购物 didatuan.com 购物 cjiyou.net 购物 51bi.com 购物 shhbm.com 购物 chemyq.com 科学 cooco.net.cn 科学 etyyy.com 参考信息 pptbz.com 参考信息 xidong.net 参考信息 meet99.com 参考信息 114best.com 参考信息 51yala.com 参考信息 51ppt.com.cn 参考信息 edushi.com 参考信息 51voa.com 参考信息 24en.com 参考信息 行业 行业 weizhang8.cn 法律和政府 592163.com 法律和政府 xzjgw.com 法律和政府 weizhangwang.com 法律和政府 110.com 法律和政府 dffy.com 法律和政府 vibole.com 求职与教育 sanwen8.cn 求职与教育 wdji.com 求职与教育 bomimi.com 求职与教育 61flash.com 求职与教育 iqeq.com.cn 求职与教育 littleducks.cn 求职与教育 bitauto.com 健康 eekang.net 健康 69jk.cn 健康 qm120.com 健康 yanyue.cn 健康 zhong-yao.net 健康 439pk.com 游戏 45575.com 游戏 7k7k.la 游戏 dztyx.com 游戏 365wanba.com 游戏 4339.cc 游戏
  11. 11. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential * Google 广告网络-APP 谷歌广告 搜索广告 Google搜索 搜索合作伙伴 展示广告 展示广告网络-网站 展示广告网络-APP YouTube 谷歌邮箱推广 其他
  12. 12. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential * Google 广告网络-YouTube 谷歌广告 搜索广告 Google搜索 搜索合作伙伴 展示广告 展示广告网络-网站 展示广告网络-APP YouTube 谷歌邮箱推广 其他 • 10亿用户 • 每分钟会有100小时 的视频上传 • 每月有60亿小时的视 频被观看 • 每天有超过20亿移动 观看次数 • 73个国家 • 61个语种
  13. 13. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential * Google 广告网络-谷歌 Gmail 广告 谷歌广告 搜索广告 Google搜索 搜索合作伙伴 展示广告 展示广告网络-网站 展示广告网络-APP YouTube 谷歌邮箱推广 其他 本季度会有专门针对谷歌邮箱 推广的线上课程,想提高品牌影 响度或者定位国内外国人的朋 友们不要错过了!
  14. 14. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential 讲座内容 1.Google 展示网络广告概览 2.为何选择展示广告网络 3.如何制作展示广告系列 (TrueView 广告制作) 4.展示广告优化小贴士
  15. 15. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 搜索广告非常重要,但随着业务的发展,单独投放也有一定局限性 5% 搜索 95% 其他 上网总时间 在所有上网时间中,搜索只占5% 搜索需要更主动的广告方式配合, 以提高相关用户搜索量
  16. 16. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 展示广告有效配合搜索广告,打造完整的在线营销方案 • 覆盖面广 • 平均点击成本低于搜索广告 价格取决于广告投放的地区 本地平均每次点击费用:0.10~0.70 USD 全球平均每次点击费用:0.20~1.00 USD • 对于B2B的广告商,展示广告可以以较低成本 建立品牌知名度(Branding),可尝试制作“搜索 广告系列“相对应的“展示广告“。 • 对于B2C的广告商,在打造品牌知名度同时,也 可以使用展示广告针对某类兴趣的客户(例如服 装),并在购买周期的不同阶段,以图片,视频或 文字等形式吸引到客户注意。 与再营销同时使用
  17. 17. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 丰富的广告格式 - 文字、图片、富媒体、视频 ● 文字广告 ● 图片广告 / 富媒体广告 - 包含动画或其他 动态内容 ● 视频广告
  18. 18. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 多样化的定位方式 可用的定位 方式 年龄/性別 地理区域/语言 设备 主题/兴趣 关键字字/展示位置
  19. 19. Proprietary + Confidential Proprietary + Confidential Phone Tablet Desktop Laptop OTV:Online TV 美国 PC >223,810,000 智能手机 > 19亿 平板电脑 > 10亿 TrueView 广告 放大互动魅力 ● 跨设备Top1视屏平台 ● 用户数量超过10亿 ● 用户黏性高 每天观看 时间增长60% ● 多元化内容
  20. 20. Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem TrueView 视频广告格式 TrueView视频插播广告 TrueView展示视频广告
  21. 21. Proprietary + Confidential 案例分享
  22. 22. Proprietary + Confidential
  23. 23. Proprietary + Confidential TrueView新更新,有助提升广告效益 52 43 7 8 1 9 6 1. 完整观看视频广告达30秒(內) 2. 选择 品牌 YouTube频道标题/图像 3. 选择 品牌 TrueView视频标题 4. 选择 info cards信息卡內容 5. 选择TrueView视频分享 6. 选择Banner /视频库 7. 选择号召性用语重叠式广告 8. 选择视频链接 到达指定网站 9. 手机选择安装 下载移动应用APP
  24. 24. Proprietary + Confidential 1. 完整观看视频广告达30秒(內) TrueView 52 43 7 8 1
  25. 25. Proprietary + Confidential 2. 选择 品牌 YouTube频道标题/图像 TrueView 52 43 7 8 1
  26. 26. Proprietary + Confidential 3. 选择 品牌 TrueView视频标题 TrueView 52 43 7 8 1
  27. 27. Proprietary + Confidential 4. 选择 信息卡內容 Info Cards TrueView 在视频開始或顯示播 放器控制選項時,圖示 就會出現 1 預告會在指定 時間顯示數秒 2 3 在视频播放期間輕按 預告或圖示,即可開 啟「信息卡」導覽匣 5 輕按自訂文字 [立即購物],會將 用戶帶到廣告客戶的網站、產品 網頁、视频或视频播放清單 4 用戶可以掃一下來瀏 覽「信息卡」導覽匣內 的「信息卡」
  28. 28. Proprietary + Confidential 1 在影片開始或 顯示播放器控 制選項時,圖 示就會出現 2 輕按即可開啟 「信息卡」 3 輕按信息卡,會將消費者帶到廣告客戶 網站、產品網頁、影片或影片播放清單 4. 选择 信息卡內容 Info Cards TrueView
  29. 29. Proprietary + Confidential 5. 选择TrueView视频分享到社交媒体 TrueView 52 43 7 8 1
  30. 30. Proprietary + Confidential 6. 选择Banner /视频库观看更多影片 TrueView 1 6
  31. 31. Proprietary + Confidential 7. 选择号召性用语重叠式广告 TrueView 52 43 7 8 1
  32. 32. Proprietary + Confidential 8. 选择视频链接 到达指定网站 TrueView 52 43 7 8 1
  33. 33. Proprietary + Confidential 9.手机选择安装 下载移动应用APP TrueView
  34. 34. Proprietary + Confidential #1 OTV : YouTube 跨设备精准定位 OS 网络选 择 地点 客层 兴趣 主题 刊登 位置 內容 关键 字 行动设备操作系 统 TrueView YouTube 10周年广告功能更强大 阅读并分享我们的文章 如何利用YouTube触及潜在可群 妈妈们巧用YouTube 视频
  35. 35. Proprietary + Confidential 总结-为何使用展示广告 • 用相对较低的单次点击成本增大广告覆盖面 • 多样化的广告形式,更佳吸引用户眼球 • 提升品牌知名度,为最终转化助攻 • 和再营销同时使用,有助培养品牌忠诚度
  36. 36. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential 讲座内容 1.Google 展示网络广告概览 2.为何选择展示广告网络 3.如何制作展示广告系列 (TrueView 广告制作) 4.展示广告优化小贴士
  37. 37. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential AdWords 帐户结构 * 广告系列层级: 广告网络:搜索网络/展示广告网络 地理位置和语言 每日预算和出价选项 广告组层级: 根据产品或服务来组织广告组 或根据定位方式来划分广告组 广告、关键字/展示位置层级: 不同定位方式组合 组内有共同主题但形式、策略不同的广告创意
  38. 38. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 创建展示广告系列
  39. 39. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 下一步,选择您的展示广告定位方式
  40. 40. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential ★★★展示广告多种定位方式的同时使用 定位与出价:定位某一个目标并且对他们出价 仅出价:对由其他定位条件确定的目 标中的某一部分单独(更高)出价 定位条件一:展示位置 定位及出价 定位条件二:关键字 定位及出价 阴影部分及为广告展现的综合条件 示例:新浪网上含有“手机”的页面广告会出现 定位条件一:展示位置 定位及出价 定位条件二:兴趣 仅出价 阴影部分及为广告展现的条件,黄蓝重合部分有不同出价 示例:普通用户登陆新浪网,广告可展现,一次点击出价1元: 一个对金融产品有兴趣的人登陆新浪网,广告展现,一次点击出价1.5元 示例一: 示例二: 对于中小业务而言,最好不 要将多个定位条件设置为 “定位和出价“, 否则,您会缩 小广告的覆盖面,导致展示 率极低 https://support.google.com/adwords/answer/1209882?hl=zh-Hans
  41. 41. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位方式确定后,制作广告素材 • 建议最少两种图片尺 寸,涵盖越多,曝光机 会越多
  42. 42. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 谷歌可帮您自动生成图片广告 您可以自己上传素材,具体规格见下页; 若您的没有足够的资源或时间去制作图片广告素材,谷歌可帮您自动生成。 从扫描您页面后生成的素材中, 选择您认为合适广告
  43. 43. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 图片规格要求 图片大小 文件类型 文件大小 更多广告格式请参考 https://support.google.com/adwordspolicy/answer/176108?hl=en
  44. 44. Proprietary + Confidential 设计视频广告系列 选择指定方式 完成! 超简单设立 TrueView 广告
  45. 45. Proprietary + Confidential Step1 : 打开 AdWords並登入 点击“视频” 3 1 2 点击“广告系列”
  46. 46. Proprietary + Confidential Step2 : 制作YouTube TrueView广告系列 输入广告系列名称、预算 选择“YouTube视频”
  47. 47. Proprietary + Confidential Step 3: 选择广告视频并且输入插播广告信息 输入你的广告视频 填入链接网址
  48. 48. Proprietary + Confidential Step 4: (选择)设置视频展示广告 若想在YouTube搜索结 果页面/相关推荐视频/重 叠式广告显示,可以在此 设定
  49. 49. Proprietary + Confidential Step 5: (选择)设定广告开始结束时间/频率等 若有广告开始结束日期、 放送频率、时间等,均在这里设定 储存下一步设定视频定位
  50. 50. Proprietary + Confidential Step 6: 设定 CPV & Targeting 设定 CPV 选择“修改”设定定位条件
  51. 51. Proprietary + Confidential Step 7: 大功告成!! 若频道尚未与AdWords关联,可以关联起來 大功告成!! TrueView广告设定完成!
  52. 52. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential 讲座内容 1.Google 展示网络广告概览 2.为何选择展示广告网络 3.如何制作展示广告系列 (TrueView 广告制作) 4.展示广告优化小贴士
  53. 53. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位优化-出价调整 选择“展示位置“->启动自定义出价->增加表现好的展示位置的出价/降低表 现差的展示位置出价
  54. 54. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位优化-出价调整 选择“展示位置“->选择想进行更改的定位位置- >“修改”->“更改出价调整”->填写比例
  55. 55. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位优化-排除对象 可以将完全不想广告出 现的展示位置排除,节约不必要的开支
  56. 56. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位优化-网站类别排除 展示位置标签下,拉到页面底端:
  57. 57. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位优化- 展示广告规划师
  58. 58. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 定位优化- 展示广告规划师
  59. 59. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential • 谷歌展示广告网络覆盖网站、APP、谷歌邮箱、YouTube等平台 • 展示广告与搜索广告相辅相成,形成完整的营销链 • 不同定位方式的有效组合加上多样化的广告形式 • 不断尝试、调整,实现不同定位方式的最大价值 展示位 置 再营销 主题 兴 趣 展示广告网 络关键字 效果/ 转化 覆盖面/收看率 回顾:
  60. 60. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 您随时随地的AdWords小帮手 在您最熟悉的社交媒体中,与 Google官方广告专家分享交流,了解 AdWords最新活动以及产品信息分享。 Google AdWords微信账号: 谷歌广告 (ID: AdWordsOfficial) 或者扫描左侧二维码立刻关注! 您可以查看历史记录消息了解更多。 不可错过: 1. Google广告小组为您进行1对1的咨询服务 2. 及时了解来自Google产品经理的产品更新和新功能发布 3. 免费一站式谷歌官方培训课程/课件视频下载中心 Google AdWords官方社群: https://www.zh.adwords-community.com/ 不可错过: 1. 您可以提任何与AdWords有关问题,并且获得专业回答 2. 您可以学习来自行业专家的操作撇步 3. 您可以参加社群内的精彩 线上线下活动,获得来自我们的礼品 其他官方资源: -Facebook: Google AdWords,官方发布中文专页 -YouTube: AdWords Greater China,在线课程和视频中心 -Google+: AdWords Greater China,网络培训和产品更新中心

×