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  • The AdWords Reports are all about your Google AdWords performance.

    所謂的 AdWords 報告就是談論你在 Google 上 AdWords 的使用成效如何的報告。

  • These reports differ from other acquisition reports in two ways.

    這些報告和其他人所做的報告有兩個不同處。

  • First, they show you information that's specific to AdWords.

    第一,它們把跟 AdWords 直接相關的資訊提供給你。

  • For example, you can analyze how AdWords settings like match type and geographic targeting impact campaign performance.

    舉例來說,你可以分析AdWords 設定像是吻合類型和地域性的鎖定衝擊的活動表現。

  • Second, these reports make use of cost data imported directly from Google AdWords.

    第二,這些報告使用直接從Google AdWords來的成本資料。

  • Google Analytics uses this cost data

    Google Analytics 使用這個成本資料

  • along with your revenue data

    和你的收益資料一起來

  • to calculate metrics like ROI and Revenue Per Click.

    計算像是投資收益比和每次點擊的收益。

  • These metrics, and others, allow you to evaluate

    這些指標,和其他的指標,讓你能夠評估

  • the performance of each campaign, ad group, and keyword.

    每個活動、廣告群體和關鍵字的效益。

  • In this lesson you'll learn:

    在這堂課中你會學到:

  • how to view your AdWords campaigns in Google Analytics

    如何使用Google Analytics來檢視你的 AdWords 上的活動

  • how to view AdWords metrics like cost data and campaign ROI and

    、如何檢視 AdWords 指標像是成本資料和投資收益

  • how to measure the impact of AdWords specific features

    以及如何衡量 AdWords 特定的功能像是 Day Parting 和

  • like Day Parting and Match Type.

    Match Type 的作用影響。

  • The AdWords reports give you post-click performance metrics for your traffic from AdWords

    AdWords 報告提供你 AdWords 網路流動上點擊後效益指標給你

  • so you can see what happens after visitors click on your ads.

    你將能夠了解瀏覽者點擊你的廣告之後的結果是什麼。

  • You can view site usage metrics,

    你可以檢視網站的使用率指標

  • goal conversion metrics,

    目標轉換指標

  • ecommerce activity

    電子商務活動

  • and revenue metrics, like ROI and revenue per click.

    及收益指標,像是投資收益比和每次點擊收益

  • To start, let's first take a look at the structure of the AdWords Campaigns report.

    我們首先從AdWords 活動報告的結構開始看起

  • This report contains performance metrics for your AdWords search and display campaigns.

    這份報告包含了你的AdWords搜尋和顯示的活動的效益指標

  • You enter the report at the campaign level,

    你進入了報告中的活動層級

  • which is the top level of a hierarchy of reports.

    也就是報告層級中最頂的地方

  • By clicking one of of the Campaigns in the table,

    只要點擊活動表格中的其中一項

  • you can drill down to the Ad Groups report

    你就能夠深入了解 Ad Groups 報告

  • which lists all of the Ad Groups you have created for a given Campaign.

    也就是你已創立活動的Ad Groups的列表清單

  • Clicking into one the Ad Groups let's you drill down to the AdWords Keywords report.

    點擊其中一個 Ad Groups 讓你能夠深入了解 AdWords 關鍵字報告

  • For search campaigns, this report lists all of the keywords

    為了要能夠搜尋活動,這份報告列出全部你在已創立的Ad Groups 組織好的

  • you've organized into a given Ad Group.

    關鍵字

  • Now let's look at some of the metrics in the AdWords reports.

    現在我們來看看一些 AdWords 報告中的指標吧

  • Visits is the number of visits your site received from AdWords campaigns.

    瀏覽次數指得是從AdWords活動中來到你網站的瀏覽數量

  • Impressions is the number of times your ads were displayed.

    印象數值是你的廣告的播放次數

  • Clicks shows the number of clicks your ads received and for which you paid.

    點擊數是你花錢買的廣告被點擊了幾次

  • It's normal for Visits and Clicks to show different numbers.

    而瀏覽數和點擊數不同是正常的。

  • In this case, we have fewer Clicks than Visits.

    在這個例子中,我們的點擊數是比瀏覽數少的

  • The reason is that some visitors clicked on the ad, and then later,

    原因在於有些瀏覽者第一次來這個網站時是透過點擊,但之後

  • during a different session, returned to the site through a bookmark.

    經過一段時間後,是透過書籤的方式回到這個網站導致

  • The referral information from the original visit was retained,

    初始瀏覽的相關資訊是被保留的

  • so some clicks resulted in multiple visits.

    也就是為什麼某些點擊數會包含不只一次的瀏覽數

  • If you have fewer Visits than Clicks, you may not have the Google Analytics Tracking

    你的瀏覽數若少於點擊數,你可能沒有正確安裝Google Analytics Tracking

  • Code

    Code

  • correctly installed on all your landing pages.

    在你的登陸頁面上

  • It's also possible that some visitors clicked away from your website

    葉可能有些瀏覽者點擊離開你的網站

  • or stopped that landing page from loading before the tracking code was executed.

    或者在追蹤碼執行前就已經停止執行登陸頁面了

  • Also, your visitors must have JavaScript, images, and cookies enabled in their browsers

    還有,你的瀏覽者必須有安裝JavaScript、圖像檔和cookies在瀏覽器上

  • in order to be tracked in Google Analytics.

    才能在Google Analytics重被追蹤

  • However, AdWords will still be able to register clicks

    總之,就算瀏覽者沒有安裝這些檔案

  • from visitors who do not have those features enabled.

    AdWords仍可以記錄瀏覽者的點擊數

  • Impressions, clicks, cost and CTR, or click-through-rate,

    印象數值、點擊數、成本和CTR,或這稱作 click-through-rate

  • all relate to how many times your ads were displayed

    都跟你廣告播放了幾次

  • and how frequently people clicked on them.

    以及人們點擊它們的頻繁程度有關

  • These metrics can help you understand how visible and compelling your ads are.

    這些指標能幫助你理解你的廣告的能見度和吸引力的程度

  • For example, if you want a higher click-through-rate,

    舉例而言,你若想要有更高的 click-through-rate

  • you might consider bidding for a better position,

    你可能會考慮來競標更好的位置

  • or re-writing your ads so that they are more relevant to the users who search for them.

    或者重新製作你的廣告以與搜尋這些廣告的使用者更有關連性,

  • If you collect ecommerce data for your site or have set up values for your goals,

    你若替你的網站蒐集電子商務的資料或者替你的目標設定價值

  • revenue-per-click, return-on-investment and margin

    每點擊收益、投資收益和邊際效應

  • can help you assess keyword profitably.

    就能幫助你評估關鍵字的收益程度

  • ROI in particular is useful because it provides a single metric comparison

    投資收益特別有用的原因是它提供你在AdWords之間花費

  • of how much you spent on AdWords

    比上你靠這些瀏覽者瀏覽你的網站所賺的

  • versus how much you made on your site for these visits.

    這種一對一指標的比較

  • An ROI of zero percent means you earned in revenue

    投資收益為百分之零代表你賺的

  • the same amount of money that you spent.

    跟你花的一樣多

  • An ROI of 100% means that you spent X and received 2X in revenue.

    100%的投資收益代表你花了X量的錢,賺了2X回來

  • If your RPC numbers are all 0 and your ROI numbers are all minus 100%,

    如果你的每點擊收益是零而你的投資收益就會全是負的100%

  • it's because you have zero revenue.

    這是因為你的收益是零

  • Make sure that you've set goal values,

    如果這是你的報告的例子

  • or that you've enabled ecommerce tracking

    要確定你有設定目標值

  • if this is the case in your reports.

    或者你能夠追蹤電子商務的數據

  • Before you make adjustments to your campaigns based on ROI metrics in Google Analytics,

    在你根據投資收益指標調整你Google Analytics裡的活動前

  • consider how much you've spent and whether you have enough data yet to make a decision.

    考慮一下你花了多少錢以及你是否有足夠的資料來做下一步決定

  • In particular, watch out for short date ranges.

    特別是,小心短天期的使用範圍

  • It's generally not a good idea to make keyword, placement, ad or campaign changes

    短期內的資料為基礎

  • on the basis of a few days worth of data.

    一般來說不是做關鍵字、定位、打新廣告或者做活動的時機

  • Also, consider return customers -- those that find the site via an AdWords ad

    同時,考慮回遊客 -- 那些透過AdWords廣告找到網站

  • and then return later to buy again.

    消費過的人,過一段時間會再回來消費

  • You'll miss repeat conversions if you set too short of a date range.

    你如果設定太短天期的範圍時就會錯過重複轉換

  • It may take days or longer for many of your visitors to become customers,

    要從瀏覽者變成你的客戶的過程需要幾天甚至更久

  • so set a date range that is at least as long as your expected sales cycle.

    所以定一個時間範圍至少跟你預期的銷售循環相符和的

  • Now, let's take a look at some of the more specific AdWords reports.

    現在,我們來看一特定的AdWords報告案

  • This Bid Adjustments report lets you analyze your AdWords performance

    這個標售調整報告基於裝置、地點和行程表

  • for each of the bid adjustments you make in your campaign

    讓你能夠分析每個你的活動中標售調整時

  • based on device, location, and ad schedule.

    你的AdWords效益

  • You can use this report to identify high or low performing device types, locations, and

    你能夠使用這個報告來分別你的裝置類型、地點和時間點

  • times of day.

    表現優劣

  • Select which type of bid adjustment you want to analyze

    點擊報告列表左上角其中一個選項

  • by clicking one of the options at the top left of the report table.

    選擇你要分析的標售調整類型

  • Click the arrow next to each campaign name in the table

    點擊表格內活動名稱旁邊箭號

  • to expand the campaign and quickly view your bid adjustments

    來擴充活動內容和快裡瀏覽你的標售調整

  • and performance metrics by device, location, or time.

    以及裝置、地點或時間的表現指標

  • You can use this data to decide

    你能夠基於你的廣告表現優劣

  • whether to increase or decrease your AdWords bid adjustments

    幫助改進了你的投資收益多少,

  • based on how your ads perform,

    用這筆資料來決定,

  • helping to improve your return on investment.

    要增加或者減少你的 AdWords下標校正

  • The AdWords Keywords report let's you see your performance broken out

    這個AdWords 關鍵字報告讓你看見你的效益有所突破

  • by the keywords you've chosen to target in your search campaigns.

    藉由那些你在你的搜尋活動中所選擇的關鍵字。

  • Using this report, you can identify

    用這份報告,你能辨識

  • which keywords are good at acquiring new visitors,

    哪些關鍵字能夠有效地開發新的瀏覽者,

  • which bring in visitors who don't bounce, but engage with your site,

    也就是帶來那些不喜歡回應,但是會來看你的網站的人,

  • and which ones end up converting.

    和那些最終會變成忠實顧客的人。

  • This information can help you optimize your keyword targeting strategy

    這個資訊能夠幫助你最佳化你的關鍵字目標策略

  • to build awareness about your business,

    來建立關於你的企業意識

  • drive conversions

    製造話題

  • and retain customers using search ads.

    和保留顧客使用搜尋廣告的紀錄

  • In the AdWords Keywords report

    你可以加入第二種維度

  • you can add a secondary dimensions

    像是目的地URL或者廣告內容

  • like Destination URL or Ad Content,

    到AdWords 關鍵字報告中

  • to see how the performance of your keywords differs

    來了解你的關鍵字隨著你使用的登陸網頁或者廣告副本

  • depending on the landing page or ad copy you use.

    的不同,而有怎樣的效益。

  • To see the search queries that users entered which matched your keyword lists,

    要看使用者鍵入的搜尋字跟你的關鍵字清單有多少媒合之處

  • visit the Match Search Queries report.

    就去參閱搜尋請求媒合度報告

  • You can add in the secondary dimension "Keyword" to this report

    你可以加入第二個參閱值「關鍵字」到這份報告中

  • to see which keywords specifically triggered your ads for each user query.

    來看看哪個關鍵字特別容易引起使用者想要看的慾望

  • The Day Parts report lets you view statistics by hour of the day and by day of the week

    單日報告根據時區設定相關的瀏覽計算基礎

  • based on the time zone settings for the relevant view.

    讓你看一天中每個小時或者一週中每天的瀏覽統計數量

  • You can use this report to analyze which times of the day

    你能夠用這份報告來分析一天當中或

  • or which days of the week are most valuable for showing your ads.

    一週當中你的廣告播出的精華時段

  • For example, you might discover you have higher conversions rates and higher average value

    舉例而言,你可能發現在週間

  • on the weekdays,

    你會有更高的轉換率及更高的平均價值

  • but lower conversion value and lower conversion rate on the weekends.

    但是週末時轉換率和轉換價值就相對低許多

  • In this case you might decide to adjust your bidding in AdWords

    這個例子你可能會決定調整你的 AdWords 下標時間區段

  • so that you're bidding more competitively during the week

    讓你在週間標到更多有競爭力的時段

  • when you see the most value from your site visitors.

    當你發現你的網站瀏覽者的最有價值時段時

  • You can also add in secondary dimensions, like Keyword,

    你也可以加入第二的參數,像是關鍵字

  • to see if certain targeting tactics work better at particular times of the day.

    來看看是否特定目標戰術會在一天中某個時段有更好的表現

  • The Destination URLs report lets you see the URLs in your site

    URLs的參數能讓你的網站顯示URLs

  • to which you've directed visitors from your AdWords ads,

    讓你的瀏覽者能夠從你的AdWords廣告直接導向產品頁面

  • along with any campaign tagging in those URLs.

    只要進入這些URLs的任一個活動標籤頁即可

  • This functions as a landing-page report exclusively for AdWords traffic,

    這個登陸頁面報告的功能專門給AdWords流量計算

  • and given this information, you can see which of those pages is most effective

    且由這些資訊,你能夠知道哪些頁面在吸引瀏覽者

  • in engaging your visitors and helping them make the conversions you want.

    以及幫助他們轉換到你想要的地方上能夠更有效率

  • From the Destination URLs report,

    從目標URLs報告中

  • you can also easily segment your data by Ad Distribution Network.

    你可以用廣告分布網路輕鬆選取你要的資料片段

  • Here you can see your data broken out by distribution network:

    這裡,你可以看到你的資料被分布網路給切分,像是:

  • Google Search, Search Partners, and Content, for the Google Display Network.

    Google Display Netwrok的Google Search、Search Partners和 Content

  • The Placements report allows you to investigate

    定位分析報告讓你研究

  • the performance of your automatic and managed placements on the Google Display Network.

    在Google Display Network 上你的自動化的和管理定位表現效益

  • It will show you the domains and specific URLs on which your ads are placed.

    這會顯示你的廣告放置的網域和其特定的URLs給你

  • Using this report, you can identify if there are high performing automatic placements

    用這個報告,你能確認是否有高效益自動化定位

  • that would be valuable to add as managed placements in your display campaigns.

    可以被加進管理定位中而對你的展示活動帶來價值

  • You can also use this report to compare which placements bring you a significant amount

    你也能夠用這份報告來比較哪種定位方式帶來顯著的

  • of new traffic,

    新客流量

  • and which ones are good at driving conversions.

    且哪些對於轉換客群有助益

  • If you want to see how ad position affected keyword performance, you can use the Keyword

    你若想看廣告位置如何影響關鍵字的表現效益,你可以使用關鍵字

  • Positions report.

    位置報告得知

  • First, select a keyword from the list.

    首先,選取清單中的關鍵字

  • Then, choose which metric you want to use to compare the performance of that keyword

    再來,選擇你想要比較的廣告燈箱上的關鍵字效益

  • by ad slot.

    的指標

  • For example, if you choose the metric bounce rate,

    舉例說,你若選擇了指標回傳率,

  • you can see that the bounce rate for this keyword varies significantly

    你可以看到這個關鍵字的回傳率高度

  • depending on which ad position the user clicked on the ad from.

    相關於使用者點擊廣告文案上的位置。

  • By setting the metric back to visits,

    藉由設定好指標回傳給瀏覽者,

  • you use this report to see how your keywords and bidding relate to where your ads most

    你可用這份報告來看你的關鍵字和下標與

  • often show.

    你的廣告最常播放的地區之見有和關連。

  • For more examples of how you can use the data from the AdWords reports

    如果想要如何在知道更多AdWords報告中使用這些資料

  • to produce actionable insights,

    來增添行動策略的洞察,

  • check out the resources in this lesson.

    就來看看這堂課中的資源吧。

The AdWords Reports are all about your Google AdWords performance.

所謂的 AdWords 報告就是談論你在 Google 上 AdWords 的使用成效如何的報告。

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