30. Confidential + Proprietary
实现搜索再营销价值的三个优化点
针对性的广告 适当提升出价 扩大关键字范围
• Telecoms provider
customized ads based on
product categories viewed
(e.g., TV, voice, ISP)
• Saw a 66% decline in CPO
• Bid higher for home page
visitors and even higher
for product browsers
• Total sales +22%, -43%
CPO, +161% CVR
• Used broad keywords like
present and gift during peak
gift season
• CvR comparable to brand
terms, ROI 30% better than
non-brand terms
1 2 3