DeliveryPlan投放计划制定

DeliveryPlanSetTheBasisForAdServing1Types

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AdWords

Campaigns2目录Contents目录SetTheBasisForAdServing

GoogleAdWordsprovideawidevarietyofmediumstoadvertiseon.ThesemediumsincludetheGooglesearchenginesandGooglepartnersearchenginessuchasAOL.ViaDisplayadvertising(whichreaches83%oftheworld’swebsitesandmobileapplications)youcanadvertisestaticbannersaswellasdynamicHTML5banners,videoadsandinterstitialads.SetTheBasisForAdServingBiddingonthoseplacementscanbedoneusingthefollowingbiddingmethods:PayPerClick(PPC)–youpayonlywhensomeoneclicksyourad–popularwithsearchadvertisingwithaspecificactiondrivingobjectivelikeapurchaseorasignup.PayPerMil(thousand)(PPM)–youpaywhensomeoneviewsyourad–popularwithdisplayadvertisingwithabranding/awarenessgenerationobjective.PayPerView(PPV)–thisispopularinvideoadvertisingwithabranding/awarenessgenerationobjective.

Choosingthebiddingandadvertisingmediumwillalwaysdependonyourgoalsandbudget.SetTheBasisForAdServingTheBasicCycleofWorkingofAdWords：SetTheBasisForAdServingWhenyoustartusingGoogleAdWords,everydollaryouspendshouldbetakenintoconsiderationcarefully.Ifyoustartinvestingyourmoneyincertainkeywordsoradsandrealizetheyarenotleadingtopositiveresults,it’sanalerttoreassessyourstrategy.TheadvantageinGoogleAdWordsisyoucanseethenumberofpeoplewhosawyourad,thenumberofpeoplewhoclickedonyouradstovisityourwebsite,andtheleadsgeneratedfromyourads.WhenyoustartusingGoogleAdWords,everydollaryouspendshouldbetakenintoconsiderationcarefully.Ifyoustartinvestingyourmoneyincertainkeywordsoradsandrealizetheyarenotleadingtopositiveresults,it’sanalerttoreassessyourstrategy.TheadvantageinGoogleAdWordsisyoucanseethenumberofpeoplewhosawyourad,thenumberofpeoplewhoclickedonyouradstovisityourwebsite,andtheleadsgeneratedfromyourads.SetTheBasisForAdServingThemorerelevantyouradsandlandingpagesare,thehigheryourqualityscore–resultinginahigheradrank,higheradpositionandlowercostperclick.ThethreecomponentsofQualityScoreare:EXPECTEDCLICKTHROUGHRATEADRELEVANCELANDINGPAGEEXPERIENCE.Types

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AdWords

CampaignsSearchCampaignsDisplayCampaignsSearchwithDisplaySelectRemarketingCampaigns(DisplayandSearch)VideoAdcampaignsGoogleShoppingCampaignsUniversalAppCampaignsTypesofCampaignsTypes

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AdWords

CampaignsYoucansetupacampaigntargetingtheGoogleSearchNetwork(GSN)consistsofGoogleSearch,GoogleMaps,GoogleShopping,andmanyNon-GoogleSearchPartnerwebsiteslikeAOLthatshowGoogleAdsmatchedtosearchqueries.OntheGSNyoucansetupcampaignstoshowyouradsalongwithSERPS.TheAdformatavailableforSearchCampaignsisTextAds.OnGSNyoucantargetcampaignstospecificlocations,time,anddevices.Thesecampaignsarekeywordbased.WewillelaborateonthatbutfornowwhatyoushouldknowisthatonGSNwhenpeoplesearchthekeywordsyouaretargeting,ifyourbidwins,youradswillbedisplayedtothemalongwiththesearchresultsonGoogleSearch.Ifanyoneclicksyourad,youwillpayfortheclick.AKAPayPerClick(PPC).SearchCampaignsTypes

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AdWords

CampaignsHereisanexampleofdifferentGSNwinningbidsforthekeywords“Men'sShoes”Types

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AdWords

CampaignsYoucansetupaDisplaycampaigntargetingTheGoogleDisplayNetwork(GDN)whichaggregatesabout83%oftheworld’sadvertisinginventoryoradvertisingspaceonwebsitesacrosstheworldincludingGoogleWebsiteslikeGoogleFinance,GoogleBlogger,YouTube,andGmail,ahostofGooglePartnersites,MobilessitesandMobileApps.AdformatsavailableforDisplayCampaignsareTextAds,ImageAds,RichMediaAdsandVideoAds.DisplayCampaignsTypes

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AdWords

CampaignsHereisanexampleofdifferentGDNads:Types

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AdWords

CampaignsIfyouwanttotryoutAdWordswiththeleastefforts–SearchwithDisplaySelectisagoodplacetostart.ThiscampaigntypeenablesyoutouseacombinationofSearchandDisplayadstargetingboththesearchanddisplaycampaignfromonesinglecampaign.Thisisrecommendedonlyforbeginners,assearchonlyanddisplayonlycampaignshavebettertargetingfeaturesthathelpthemperformbetter.AdformatsavailableforSearchwithDisplaySelectcampaignsareTextAds,ImageAds,RichMediaAdsandVideoAds.SearchwithDisplaySelectTypes

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AdWords

CampaignsRemarketingcampaignstargetprospectivecustomerswhovisitedyourwebsitepreviouslywhiletheybrowsetheinternet.Theseprospectivecustomersarepeoplewhohavevisitedyourwebsitebutnottakenaspecificactionyouwantedthemto–likemakeapurchase,fillaform,downloadawhitepaperore-guide,clicktocallyou,etc.Remarketingcampaignshavetobesetupseparatelyforsearchanddisplaynetworks.RemarketingforSearchisalsoknownasRemarketingListsforSearchAds(RLSA).WewilltalkaboutRemarketingcampaignsindetailinaseparatechapteronhowtosetupandoptimizethem.AdformatsavailableforDisplayRemarketingCampaignsareTextAds,ImageAds,RichMediaAds.ForSearchRemarketingCampaignsonlyTextAdformatisavailable.RemarketingCampaigns(DisplayandSearch)Types

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AdWords

CampaignsYoucancreatevideoadcampaignswhichrunonYouTubeandotherGooglePartnerwebsites.VideoAdshaveshotupinimportanceasYouTubeisthesecondlargestsearchengineintheworldafterGoogleSearch.YoucantargetYouTubewithotheradformatsliketextadsanddisplayadsfromthedisplaycampaigns.AdformatsavailableforVideoCampaignsaredisplayvideoadsandinsteamingvideoads.VideoAdCampaignsTypes

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AdWords

CampaignsIfyouaresellingaproduct,youcansetupyourproductadsthroughGoogleShoppingCampaignstargetingpeoplewhoaresearchingfortheproductyouoffer.GoogleShoppingCampaignsdisplaysyourproductimages,priceandyourbusinessname.GoogleShoppingCampaignsletyoushowyourproductspecificadsacrossdeviceswhenpeoplearesearchingproductsthatyouoffer.GoogleShoppingCampaignsprovidesfeatureswhichallowyoutoshowcaseyourlocalinventoryfromthecloseststore(incaseyouareamultistoreretailer),andstandoutastrustedstore,withpromotionaloffers,andproductratings.GoogleShoppingCampaignsTypes

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AdWords

CampaignsUniversalAppCampaignstargetspecificgoalslike