adwords廣告基礎 懶人包
TRANSCRIPT
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AdWords
廣告基礎課程
懶人包
製作者:熊北鼻
資料來源:Google線上課程
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Google廣告的排名
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Google廣告展示位置有四種
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多媒體廣告聯播網
– GDN
– 由上百萬個能夠刊登您的廣告的網站、影片和應用程式所組成。
– 這個聯播網中的網站會顯示相關的 AdWords 廣告。
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Google擁有全台最大的展示型廣告聯播網
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多媒體廣告刊登位置
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搜尋聯播網又分Google搜尋和合作的搜尋夥伴兩種
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搜尋廣告刊登位置
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Google廣告的術語
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專有名詞
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專有名詞
–搜尋詞組– 又叫搜尋字詞或搜尋查詢。
– 使用者上網搜尋時所打的字詞或詞組。
–搜尋結果– 隨機搜尋結果:符合搜尋詞組的網站清單。
– 廣告:又叫付費結果。符合搜尋詞組的廣告清單。
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基本觀念:3個R
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Google廣告競價方式
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基本概念---出價方式
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自動出價
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有效千次曝光出價(eCPM)
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要顯示廣告前,欲廣告者能透過「廣告競價」來調整廣告排列的順序。
– 但實際上不一定是出價最高者就在最前面,爛廣告出價很高排第一的話,消費者點進去會不開心,久
了就不用Google搜尋了,身為想長青的企業,Google當然不會讓它發生。
– 將出價金額、廣告和到達網頁的品質、額外資訊和其他廣告格式的預期成效列入計算,計算出「廣告
評級」的公式。廣告會依據廣告評級在網頁上依序顯示,若都爛廣告沒達到一定標準,Google寧可都
不刊登。
– 要提高廣告評級排名,品質或是(和)金額要勝過你的競爭對手。
– 每一次消費者上網搜尋時,系統就會再次進行整個競價程序。
– 最高單次點擊出價通常會小於實際單次點擊出價。
– 在AdWords帳戶中,廣告活動分頁—>統計資料表內有「平均排名」可以觀看之。
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廣告評級怎麼算
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廣告評級的決定---品質分數
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廣告評級的決定---品質分數如何查看
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廣告評級的決定---額外資訊預期效果
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廣告額外資訊
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廣告額外資訊的設定
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網站連結額外資訊
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地點額外資訊
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地點額外資訊
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來電額外資訊
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社交廣告額外資訊
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實際單次點擊費用
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AdWords帳戶
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分成首頁、廣告活動、商機、工具四大分頁
– 首頁:包含帳戶數據匯報及帳戶的重要資訊
– 廣告活動:製作或修改廣告活動、廣告、關鍵字和廣告活動設定
– 商機:尋找新關鍵字、改善出價和預算等。
– 工具:管理及改善帳戶的帳戶工具,如你可以用進階報表工具來找出潛在的問題。
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一旁齒輪選單分成帳單、帳戶設定
– 帳單:更改帳單詳情、查看完整的帳單紀錄、列印月結單
– 帳戶設定:更新個人資訊,如登入資訊、使用者偏好設定。
– 可設定語言、時區、數字格式
– 可以針對廣告活動曝光率的提高和點擊率的下降等設定快訊
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時區與貨幣的更改
– 時區在帳戶效用期間內只能「更改一次」
– 更改方式為直接聯絡Google
– 時區選擇只會影響到帳戶管理和報表形成,不會影響到廣告可能顯示的位置
– 貨幣不能改
– 只能使用一種貨幣
– 建議選取支付廣告費用時會使用的幣別
– 若要使用其他貨幣付錢,要新建立一個帳戶
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帳戶的限制
– 最多可以加入10000個廣告活動
– 每個廣告活動可容納20000個廣告群組
– 每個廣告群組可以加入50個文字廣告
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帳戶的存取權
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商機
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工具---廣告預覽與診斷
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工具---關鍵字/多媒體規劃工具
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帳戶架構總覽
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帳戶上面有我的客戶中心(MCC)
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帳戶下有兩個層級:廣告活動和廣告群組
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廣告活動
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廣告活動的設定方式
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廣告活動
– 每日預算
– 指定國家/地區和語言
– 指定聯播網和裝置
– 放送方式的設定
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廣告活動---設定
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廣告活動---指定聯播網和裝置
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廣告活動---指定語言和區域
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廣告活動---指定語言和區域
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廣告活動---指定曝光區域
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廣告活動---在「設定」的「出價策略」中設定預算
基本出價策略
手動出價:可以自行管理最高單次點擊出價,出價可以在「廣告群組」設定,也可以針對個別關鍵字指定。
自動出價:系統會在你的預算內盡量幫你爭取最多點擊。但還是可以設定最高單次點擊出價。
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廣告活動---指定廣告時段
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廣告活動---設定IP排除工具
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廣告活動---網站與類別排除工具
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轉換追蹤
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轉換追蹤
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轉換最佳化工具的好處
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廣告群組
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廣告群組
– 製作或新增關鍵字和廣告
– 選取要放送廣告的網站
– 設定廣告群組的預設單次點擊出價
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廣告群組---新增或修改關鍵字
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廣告群組---設定最高單次點擊出價
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關鍵字
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只要設定適當的關鍵字,就能在帳戶中產生良性循環
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怎麼發想關鍵字
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如何選擇關鍵字
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關鍵字的比對類型
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關鍵字的規劃工具---關鍵字提案
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關鍵字的規劃工具---關鍵字提案
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關鍵字的規劃工具---下載企劃書
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關鍵字的規劃工具---關鍵字提案項目說明
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診斷關鍵字的好與壞
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用成效報表查看效果好的關鍵字,加入它
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設定排除關鍵字
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設定排除關鍵字
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廣告文案
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編輯廣告文案
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製作有效文案的訣竅
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撰寫廣告文案的重點
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圖像廣告製作訣竅
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Google AdWords編輯政策
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不當用語範例
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Google廣告內容政策---禁止內容
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圖像和影片廣告遭拒登的常見原因
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行動廣告3大製作要點
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行動廣告---廣告文字
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行動廣告---關鍵字
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行動廣告---費用
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最佳化
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最佳化定義
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最佳化秘訣
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最佳化廣告群組規劃
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行銷手法
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精準行銷:只把廣告投放給正確TA
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再行銷---消費者行為分析
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再行銷---分析技術
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再行銷---如何進行
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行動裝置上的廣告
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行動裝置上的廣告類型
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多媒體廣告
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影片廣告格式
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片頭影音廣告
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影片內嵌廣告
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展示型廣告
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影片廣告格式
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多媒體廣告製作工具---製作多媒體廣告
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多媒體廣告製作工具---製作圖像廣告
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多媒體規劃工具
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