- [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)