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  • (upbeat instrumental music)

    (歡快的器樂)

  • - [Brad] Before you begin creating your campaign,

    - [Brad] 在你開始創建你的活動之前。

  • it's important to learn how Google Ads

    重要的是要了解谷歌廣告如何

  • is structured.

    是結構化的。

  • A well-organized account will be essential

    一個有條理的賬戶將是必不可少的

  • in creating effective campaigns

    在創建有效的運動中

  • that target the right audience,

    瞄準正確的閱聽人。

  • and ultimately help you reach more

    並最終幫助你達到更多

  • of your advertising goals.

    的廣告目標。

  • Now, Google Ads is organized into five tiers,

    現在,谷歌廣告被組織成五個層次。

  • your account, campaigns, ad groups, keywords,

    你的賬戶、活動、廣告組、關鍵詞。

  • and then the advertisements themselves.

    然後是廣告本身。

  • At the very top,

    在最頂端。

  • you have your account,

    你有你的賬戶。

  • and this is the information

    而這就是資訊

  • that you'll establish

    你將建立

  • when you sign up your email address,

    當你註冊了你的電子郵件地址。

  • password and billing information.

    密碼和帳單資訊。

  • Now there's not much you'll do

    現在你沒有什麼可做的了

  • at the account level,

    在賬戶層面上。

  • unless you move into managing Google Ads

    除非你轉入管理谷歌廣告

  • for other clients.

    為其他客戶。

  • Now, an account has to have one campaign,

    現在,一個賬戶必須有一個活動。

  • and one ad group,

    和一個廣告組。

  • but a well-structured account

    但結構良好的帳戶

  • will have multiple campaigns,

    將有多個運動。

  • and multiple ad groups.

    和多個廣告組。

  • Your campaign is configured with a budget,

    你的活動被配置了一個預算。

  • and a variety of settings

    和各種設置

  • that will determine when,

    這將決定何時。

  • and where you're ad appears,

    和你的廣告出現的地方。

  • and campaigns help you stay organized.

    和運動幫助你保持有序。

  • For example,

    比如說。

  • an online clothing retailer

    一個在線服裝零售商

  • might organize campaigns in the same manner

    可能以同樣的方式組織運動

  • that their website is organized.

    他們的網站是有組織的。

  • You might have a campaign

    你可能有一個運動

  • for each product category,

    為每個產品類別。

  • such as one for jackets and one for shoes.

    例如,一個是外套,一個是鞋子。

  • And beneath those campaigns,

    而在這些運動之下。

  • you'll have ad groups that add more granularity.

    你會有廣告組,增加更多的顆粒度。

  • Under jackets,

    在夾克衫下。

  • you might have rain, winter and snow.

    你可能會有雨,冬天和雪。

  • And under say shoes,

    而在說鞋子。

  • you might have men's, women's and children.

    你可能有男人的、女人的和兒童的。

  • This is how you can organize campaigns

    你可以這樣組織運動

  • by category,

    按類別劃分。

  • but you can also organize campaigns by objective.

    但你也可以按目標組織活動。

  • Let's say that we're advertising

    比方說,我們在做廣告

  • a software company

    一個軟件公司

  • that provides online time tracking.

    提供在線時間跟蹤。

  • Now you might have two objectives.

    現在你可能有兩個目標。

  • One could be to show up alongside competitors,

    一個可能是與競爭對手一起出現。

  • and the other is to show up for people

    而另一個是為人們展示

  • searching for time tracking software.

    尋找時間跟蹤軟件。

  • Now I could then create two campaigns

    現在我可以創建兩個活動

  • to start with.

    以此為起點。

  • One for competitors,

    一個給競爭對手。

  • and one for time tracking software.

    和一個用於時間跟蹤軟件。

  • And beneath that,

    而在這之下。

  • we'd set up several ad groups,

    我們設立了幾個廣告組。

  • and the goal is to have tightly themed ad groups.

    而目標是要有緊密的主題廣告組。

  • This way,

    這種方式。

  • you're able to show ads

    你能夠顯示廣告

  • that are really relevant to the consumer.

    與消費者真正相關的。

  • So we could create an ad group

    是以,我們可以創建一個廣告組

  • for each competitor.

    每位參賽者。

  • Next, I'd set up ad groups

    接下來,我將設置廣告組

  • for the different industries

    為不同行業提供服務

  • that the software is useful for

    該軟件可用於

  • under that time tracking campaign.

    在該時間跟蹤運動下。

  • This could be freelancers,

    這可能是自由職業者。

  • restaurant owners and customer service managers.

    餐館老闆和客戶服務經理。

  • I would imagine that freelancers

    我可以想象,自由職業者

  • would be using different keywords than say,

    將使用與說不同的關鍵詞。

  • restaurant owners.

    餐館老闆。

  • I think you get the idea.

    我想你會明白的。

  • Now within each ad group,

    現在在每個廣告組內。

  • you'll have your keywords,

    你會有你的關鍵詞。

  • and the advertisements themselves,

    和廣告本身。

  • and you really only want 10 to 15 keywords

    而且你真的只需要10到15個關鍵詞

  • in an ad group,

    在一個廣告組中。

  • and those keywords need to be tightly themed.

    而這些關鍵詞需要有緊密的主題。

  • So when in doubt,

    是以,在有疑問的時候。

  • create a new ad group,

    創建一個新的廣告組。

  • and keep those keywords limited.

    並保持這些關鍵詞的侷限性。

  • Now, as for ad groups,

    現在,至於廣告組。

  • if you have more than say 10 ad groups

    如果你有10個以上的廣告組

  • in a campaign,

    在一個運動中。

  • it might be time to break things

    是時候了

  • into more campaigns.

    進入更多的運動。

  • By keeping your account organized,

    通過保持你的賬戶有序。

  • and keeping everything thematically grouped,

    並將所有東西按主題分組。

  • and as narrow as possible,

    並儘可能地窄。

  • you can identify which approaches

    你可以確定哪些方法

  • yield the best result,

    產生最好的結果。

  • and it is far easier

    而且,這要容易得多

  • to make sense of the reporting

    以瞭解報告的內容

  • when it's all grouped together.

    當它被分組在一起的時候。

  • So start organizing your campaigns,

    是以,開始組織你的運動。

  • and ad groups before you create them.

    和廣告組,然後再創建它們。

  • I recommend drawing out your structure

    我建議畫出你的結構

  • in a spreadsheet.

    在電子表格中。

  • It's better to start by being too specific

    開始的時候,最好是太過具體

  • than too broad.

    而不是太廣泛。

  • So consider creating several ad groups

    是以考慮創建幾個廣告組

  • that are very targeted.

    這些都是非常有針對性的。

  • And if you aren't getting enough traffic flow,

    而如果你沒有得到足夠的交通流量。

  • you can always loosen up that targeting.

    你可以隨時鬆開那個目標。

  • (upbeat instrumental music)

    (歡快的器樂)

(upbeat instrumental music)

(歡快的器樂)

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