Google Adwords广告效果不好的原因?

不少人抱怨Google Adwords广告效果不好,甚至有种被欺骗的感觉,比如什么是否会有人恶意点击,是否真的能带来流量等顾虑。其实Adwords广告效果不好的原因是很多人都没有掌握这门Powerful的工具。在我看来对于大部分做外贸B2B企业的公司来说,Google的按点击付费广告比SEO来的更有效果,当然前提是你掌握了它,一旦你驯服它,它就会不停的帮你吸金。如果你的谷歌广告设置都包含了我下面介绍的方法,那么我很难想象他没给你带来回报,Adwords推广也可以变的很容易。

1.转换率追踪 

如果你的Adwords账户里还没有转换率追踪,那我完全理解你认为PPC广告无效果的原因。据我观察80%的中国用户都没有设置转换率追踪(Conversion Track) ,设置转换率跟踪是很重要的一步骤,因为你必须把不带来收益的关键词和广告组给删除,同时加大投资在带来收益的广告组,这就是优化账户的一种办法。你的投资也都能产生可追踪的回报率。

Adwords广告账户设置 Google Adwords广告效果不好的原因?

2. 广告扩展 -Ad Extension

谷歌广告扩展的功能也非常强大,我们都知道一般只有权重很强的网站才会有在搜索结果中出现全站链接,然而扩展中的Ad Sitelink能实现类似的效果,同时极度的方便了用户点击相关内容,另外看起来也比其他的付费广告大气,比较容易吸引人眼球。看下图的站内链接效果(箭头应该往上指)顺便考大家一个小问题,大家可以看到H&R Block这个公司已经在自然排名第一了,且有全站地图出现,为什么还要做Adwords广告呢?

谷歌广告的站内链接 Google Adwords广告效果不好的原因?

同样针对做外贸B2C商城的网站也有很好的广告扩展,比如产品扩展 Product Extension,这个扩展可以将你预先设置好的与某个产品关键词相关产品照片也是显示在搜索结果里,方便了用户,我说过用户都很懒,这样做他们不用点你广告,就大概了解你产品了,如果真有需要才会点击,同时大大提高了你的CTR。看看效果:

谷歌广告产品扩展 Google Adwords广告效果不好的原因?

除了以上两种扩展我认为比较适合外贸企业或者国外想做老外生意的朋友外,Location Extension和Call Extension也是非常有用的扩展,只不过更适合于做本地生意的企业。所以看看你的Adwords账户吧,如果你是请人管理的,他既没用到我上面说的Conversion Track又没用到Ad Extension的话,你就可以对他说 ‘You’re fired‘ 你是在花钱请人来帮你烧钱。

3. 搜索网络和展示网络

谷歌的PPC广告可以投在搜索网络 Search Network,通常大家的理解就是谷歌的搜索引擎上以及谷歌的一些合作伙伴,同时还有展示网络 Display Network,也就是大家看到的很多网站旁边都有些Adsense的牛皮癣广告大小的网络广告。展示网络的作用起始很大,可以说是一种借力的广告,借他人地盘给自己打广告,这种广告虽然点击率不高,但是一旦你投入精准后,效果会很好。

当然我个人不建议新手使用,如果方法不当,烧钱那是很猛的,还是先把基础打扎实了,以后的文章我会详细介绍如果做好Adwords的展示广告。下图可以看到展示广告的效果,想象一下一个用户正在阅读纽约时报的新闻关于Vera Wong的婚纱设计,旁边就出现你的小广告 ‘苏州婚纱设计,Vera-Wong 2012款’ 这个定位还算不错吧

adwords展示广告案列 Google Adwords广告效果不好的原因?

4. 关键词匹配

这里讲个偏深的新概念,我假设大家都明白Google广告的几种基本匹配模式:

  • 广泛匹配
  • 精准匹配
  • 词组匹配
  • Negative keyword (不好意思,实在想不起来用什么中文翻译这个顺口,有人提示下吗?)

上面是传统的四种方式,其中广泛匹配大家都不太敢用,为什么?因为他太广泛了,烧钱快。那么广泛匹配在投放广告的时候有一个好处就是可以帮你收集用户搜索的关键词类型,也算是给你些提示和思路。那么今天我要介绍的是被升级过的广泛匹配- Board match modifier, 他实现的效果就是介于词组匹配和广泛匹配之间的模式,唉,解释太拗口,还是直接举列吧:

在你关键词前放个+符号就等于实现了Board match modifier ,比如  wedding +shoes 就会和 running shoes, black shoes, buy shoe关联,shoe/shoes必须出现在所有的match里。再比如 +wedding +shoes就可以和 wedding shoe, wedding shoes, shoes for wedding, wed shoe匹配。再简单一点说,他可以实现关键词的各种变体。

学习+练习=成功

上面四点是很简单的技巧提高Adwords广告账户效果,优化谷歌的广告账户还是需要多操作练习才可以完全的体会和感受到其中的奥秘,当然你如果能完全理解我这篇文章,相信你已经比你的同行牛逼很多了,带来订单只是迟早的事情了。当然谷歌广告再厉害,如果脱离了一个好的网站和适当正确的优化,也很难带来很好的推广效果。这一切都是环环相通。

 

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Google Adwords广告效果不好的原因?》有 12 条评论

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