Name: 在 2024 年以正確的方式構建您的谷歌廣告系列 (Structure Your Google Ads Campaigns the RIGHT Way in 2024)
Uploaded: 2024-11-02T11:56:53.000Z
Duration: 12 min 22 s

動名詞

Using the right campaigns with the right structure is a core foundation for success in Google Ads in 2024.

使用具有正確結構的正確營銷活動是 2024 年在 Google Ads 上取得成功的核心基礎。

現在進行式

Because let's face it, if you're using the wrong campaigns or they've been set up the wrong way, you're never gonna see the full amount of success that you could be seeing with Google Ads for your business in 2024.

因為讓我們面對現實吧，如果你使用了錯誤的廣告系列或以錯誤的方式設置了廣告系列，那麼你將永遠無法在 2024 年通過 Google Ads 為你的業務取得全面的成功。

So that is why in this lesson of Get Google Ready, I'm gonna be taking you through how to structure and organise your Google Ads account the right way.

是以，在 "為谷歌做好準備 "的這一課中，我將教你如何以正確的方式構建和管理你的谷歌廣告賬戶。

One of the biggest issues I see with Google Ads campaigns when I'm going through and doing reviews of accounts is that I can see that just people tend to have a bit of a slapstick approach to their Google Ads accounts.

我在審查谷歌廣告賬戶時發現，谷歌廣告活動存在的一個最大問題是，人們對谷歌廣告賬戶的處理往往有點蜻蜓點水。

And what I mean by that is that they hear that it's a good idea to do search, so they run a search campaign, and then they hear that someone else says to do performance max, so they do performance max.

我的意思是，他們聽說做搜索是個好主意，於是就開展了搜索活動，然後又聽說別人說要做性能最大化，於是就做了性能最大化。

For success at Google Ads, the key is to take a step back and actually take the time to plan out why you're doing certain things in your Google Ads account.

要想在 Google Ads 上取得成功，關鍵在於退一步，真正花時間計劃一下為什麼要在 Google Ads 賬戶中做某些事情。

And that's why I wanna give you access to what's called my How to Win at Google Ads Planner.

這就是為什麼我想讓你瞭解我的 "如何在谷歌廣告策劃中獲勝"。

And you can get that just by following the link in the description below.

您只需點擊下面描述中的鏈接，就能獲得這些資訊。

And once you've answered all of those questions, you are then able to design your own Google Ads account structure, which is gonna be best for your business.

一旦你回答了所有這些問題，你就能設計出最適合自己業務的 Google Ads 賬戶結構。

So once again, if you wanna get access to that How to Win at Google Ads Planner, just follow that link in the description below.

所以，如果你想獲取《如何在谷歌廣告策劃中獲勝》，只需按照下面描述中的鏈接進行操作即可。

Now, because this is such an important topic, what we are gonna do is we're gonna move into an extended screen share, because I've prepared some teaching slides for you so that I can take you through this content in the most clearest way possible.

現在，因為這是一個如此重要的話題，我們要做的就是進入一個擴展的螢幕共享，因為我已經為你準備了一些教學幻燈片，這樣我就可以用最清晰的方式帶你瞭解這些內容。

So right now, let's get straight into the teaching.

現在，讓我們直接進入教學環節。

The first question you need to ask when it comes to planning your Google Ads account structure is you need to go through what and who you will target.

在規劃 Google Ads 賬戶結構時，您需要問的第一個問題是，您需要了解您的目標是什麼和誰。

And you need to remember that in Google Ads, there are four main options for targeting.

您需要記住，在 Google 廣告中，有四個主要的目標定位選項。

Obviously, keywords are the search terms that you will target.

顯然，關鍵字是您的目標搜索詞。

So these are the search terms which you're gonna add to your campaign, which are gonna trigger your ads.

是以，這些都是你要添加到廣告系列中的搜索詞，它們會觸發你的廣告。

So these are the groups of people with specific interests, intents, and demographics that Google groups together.

是以，谷歌將這些具有特定興趣、意圖和人口統計特徵的人群歸類在一起。

So that's your age, your gender, income range, and also other things like parental status.

是以，這就是你的年齡、性別、收入範圍，以及父母狀況等其他因素。

And then there's the location, the physical location that people live.

然後是地點，即人們居住的實際地點。

So when I think about Google Ads and the targeting that we go through, it's not just about the keywords that they're searching.

是以，當我考慮谷歌廣告和我們的目標定位時，並不只是考慮他們搜索的關鍵字。

It's also what groups of people in different locations are searching those terms which are giving me the best results.

此外，不同地點的哪些人群在搜索這些詞，也會給我帶來最好的結果。

And that's the way that you need to think about it.

It's keywords, audiences, demographics, and locations all together.

它將關鍵字、閱聽人、人口統計和地點結合在一起。

So once you've got that built out and you know that there's four main drivers of optimizations that we're looking at with those keywords, the audiences, the demographics, and the locations, you can also target by devices.

是以，一旦你建立了這個系統，並知道我們正在關注的關鍵詞、閱聽人、人口統計和位置這四個主要優化驅動因素，你還可以通過設備進行定位。

So whether it be a mobile or a tablet or a laptop.

是以，無論是手機、平板電腦還是筆記本電腦。

The next thing is the different types of Google Ads campaigns.

其次是不同類型的 Google 廣告活動。

The reason for why this is important is because if you have an understanding of the different types of campaigns and what the purpose of each campaign is, you can then better work out which campaigns are gonna be right for your business.

之所以說這一點很重要，是因為如果您瞭解了不同類型的營銷活動以及每種營銷活動的目的，您就能更好地確定哪些營銷活動適合您的業務。

And time and time again, I see accounts where campaigns are either used the wrong way, so they're not used in the intention that Google has designed it, and they're just not suitable for their business.

我一次又一次地發現，有些賬戶的營銷活動要麼使用方式不對，要麼沒有按照谷歌的設計意圖使用，要麼就是不適合他們的業務。

So this is a core understanding that you need to have.

是以，這是你需要了解的核心內容。

So what I'm gonna be breaking it down to is the type of ads, the network, so that's where the ads appear, who it's suitable for, and also what it can focus on.

是以，我將細分為廣告類型、網絡，也就是廣告出現的地方、適合的人群以及廣告的重點。

So with their search campaign, obviously these are text ads.

是以，他們的搜索活動顯然是文字廣告。

They appear on, obviously, the Google search network.

顯然，它們出現在谷歌搜索網絡上。

I find these suitable for service-based e-commerce and software as a service companies.

我認為這些適用於以服務為基礎的電子商務和軟件即服務公司。

And you can also have a separation between new clients, existing clients, and remarketing audiences.

您還可以將新客戶、現有客戶和再營銷閱聽人區分開來。

Then when it comes to Performance Max, the thing that you need to remember with Performance Max is that you are getting not only text ads, but shopping ads, image ads, and Google Map ads, and also video ads, and that's then also search, display, Gmail, and YouTube.

說到 Performance Max，你需要記住的是，Performance Max 帶來的不僅是文字廣告，還有購物廣告、圖片廣告、Google 地圖廣告和視頻廣告，此外還有搜索、展示、Gmail 和 YouTube。

For shopping, shopping is, once again, is only on the shopping network, and it's only for e-commerce brands.

對於購物來說，購物同樣只在購物網上進行，而且只針對電子商務品牌。

When it comes to display, it's important to know that display is for your image ads, and that only appears on the display network.

說到展示，重要的是要知道展示是針對圖片廣告的，而且只出現在展示網絡上。

Now Discovery, which has now been updated to the Demand Gen, so Discovery campaigns no longer exist, and they are image ads and video ads, and they're very much focusing on the YouTube Shorts.

現在，Discovery 已更新為 Demand Gen，是以 Discovery 廣告系列已不復存在，它們是圖片廣告和視頻廣告，而且非常注重 YouTube 短片。

And then there's also your video ads, which is on YouTube only.

此外，還有隻在 YouTube 上播放的視頻廣告。

So the thing when you look down here, the only thing that I would say about this bottom section is just know that with your Demand Gen or your Discovery campaigns, which we now know are Demand Gen, they are very much for new clients only.

所以，當你往下看的時候，關於底部這一部分，我唯一想說的是，你要知道，你的 "需求創造 "或 "發現 "活動，我們現在都知道是 "需求創造"，它們在很大程度上只針對新客戶。

You don't have the options to really set it for remarketing or for existing clients.

您沒有為再營銷或現有客戶進行真正設置的選項。

Although I haven't spent too much time on it, but then there's obviously your app campaigns, which makes sense that you need an app to run that campaign.

雖然我還沒有花太多時間在這上面，但很明顯，你需要一個應用程序來開展活動。

So what I wanna do now is just quickly run you through the pros and cons for the different types of Google Ads campaigns, and we're gonna break this down into keyword or audience targeting, and the control of ad copy, and what conversion endpoints work the best.

是以，我現在要做的就是快速向大家介紹一下不同類型的 Google 廣告活動的優缺點，我們將把它細分為關鍵字或閱聽人定位、廣告文案的控制，以及哪些轉換終端效果最好。

So with Search, this is where you have the highest amount of control over your keyword and audience targeting.

是以，在搜索方面，您對關鍵字和閱聽人定位的控制能力最強。

So you can have exact match keywords or broad match.

是以，您可以使用精確匹配關鍵詞或廣泛匹配關鍵詞。

Now they are not as exact as they were previously, but still Search campaigns is where you have the highest level of control.

現在，它們不再像以前那樣精確，但搜索活動仍然是您控制程度最高的地方。

And for your audiences, you can even still set up targeted audience campaigns.

對於閱聽人，您甚至還可以設置目標閱聽人營銷活動。

Now, the reason for why with the control of ad copy, I've put a little asterisk there, is that throughout 2023, and also as we move into 2024, Google is gonna be rolling out more and more automatically created assets.

我之所以在廣告文案的控制上打上星號，是因為在整個 2023 年，以及進入 2024 年後，谷歌將推出越來越多的自動創建資產。

At the moment, we still do have opt-outs, but it's just something to keep in mind.

目前，我們仍然有選擇退出的權利，但這一點要牢記在心。

And for conversion endpoints, I find Search campaigns great.

對於轉換終端，我覺得搜索廣告系列非常不錯。

You can pretty much tailor it for all of the different types of endpoints you'd want, and the main reason for that is because you can also tailor your ad copy and really start letting people know in the ad copy what conversion action you want them to complete.

你幾乎可以為所有不同類型的終端量身定製，其主要原因是你還可以定製廣告文案，並在廣告文案中真正開始讓人們知道你希望他們完成哪些轉換操作。

Now with Performance Max, it's low control on keyword and audience targeting.

現在有了 Performance Max，對關鍵字和閱聽人定位的控制能力更強了。

You do add in keywords and you do add in audiences, but for Performance Max, you have to be very, very mindful that these are only suggestions.

你可以添加關鍵字，也可以添加閱聽人，但對於性能最大化，你必須非常非常注意，這些只是建議。

And then you also have a low control over the ad copy.

而且，你對廣告文案的控制能力也很低。

But you do have a lot of different conversion endpoints.

但你確實有很多不同的轉換終端。

It is important to remember that Performance Max is built for conversions.

重要的是要記住，Performance Max 是為轉換而設計的。

So on a new account, I would not be starting with Performance Max.

是以，對於一個新賬戶，我不會從 "性能最大值 "開始。

I'd be starting with either Search or Shopping and then adding in Performance Max once you have a collection of conversions.

我會先從搜索或購物開始，然後在有了一系列轉換後再加入性能最大化。

Still, I'm giving the recommendation of 30 conversions in 30 days.

不過，我還是建議在 30 天內實現 30 次轉換。

Shopping is pretty much similar to Search in that you have a high control over the keyword and audience targeting.

購物與搜索非常相似，您可以對關鍵字和目標閱聽人進行高度控制。

Now, Search is different in that you don't select the keywords, but you can build out your negative keyword lists.

現在，"搜索 "的不同之處在於，你不需要選擇關鍵字，但你可以建立否定關鍵字列表。

So Shopping campaigns, the keyword targeting comes from your product titles and your descriptions, and that's why it's really, really important to have a good keyword focus in your product title, and then you can build out a negative keyword list to limit where your ads are showing.

是以，購物廣告系列的關鍵字定位來自於產品標題和產品描述，所以在產品標題中突出關鍵字非常重要，然後您可以建立否定關鍵字列表來限制廣告的展示位置。

And when I say you've got a control of the ad copy, it is high control, but remembering that's coming from your shopping feed, not from within Google Ads.

當我說您可以控制廣告文案時，這的確是很高的控制權，但請記住，廣告文案來自您的購物源，而不是谷歌廣告。

And obviously, Shopping, it's all about sales.

Display, once again, you have a high control over the keyword and audience targeting.

同樣，您可以對關鍵字和閱聽人目標進行高度控制。

The reason for why I'm saying high control is because you can still select the individual audiences that you want your ads to appear.

我之所以說 "高度控制"，是因為您仍然可以選擇希望廣告出現的個別閱聽人。

You have a moderate control over your ad copy, and the reason for that is because more and more, Google is rolling out responsive ads.

您可以對廣告文案進行適度控制，這是因為谷歌正在推出越來越多的響應式廣告。

And similar to your Search campaigns, I'm saying that you can use Display for all of the different endpoints, once again, because you can add in the ad copy once you're wanting the user to do.

與您的搜索營銷活動類似，我想說的是，您可以將顯示屏用於所有不同的終端，因為您可以在您希望用戶做的事情中添加廣告文案。

Discovery, once again, we're talking about Demand Gen there.

發現》，我們又一次在這裡討論了 Demand Gen。

You have low control over the keyword targeting and low control over the ad copy.

您對關鍵字定位和廣告文案的控制能力都很低。

And Video, now, for your keyword and audience targeting, you do have moderate control.

現在，對於關鍵字和閱聽人定位，您可以適度控制視頻。

This is actually getting less and less, but the one thing you do have a high control over is the ad copy, and the reason being is because you're creating the video ads.

實際上，這種情況越來越少，但有一點你確實可以高度控制，那就是廣告文案，原因是你正在創建視頻廣告。

So once we've built on how you can target your Google Ads campaigns and also the different types of Google Ads campaigns you can use, another paradigm that I use when it comes to setting up my Google Ads accounts and how I structure them is I think of campaigns in four different types.

一旦我們瞭解瞭如何定位 Google Ads 廣告系列，以及可以使用的 Google Ads 廣告系列的不同類型，我在設置 Google Ads 賬戶以及如何構建賬戶時就會使用另一種模式，即我認為廣告系列分為四種不同類型。

They are either business building, they are either defensive, aggressive, or promotional.

它們要麼是業務建設，要麼是防禦性、攻擊性或促銷性的。

So business building, these are what I call your always-on campaigns.

是以，業務建設就是我所說的 "永遠在線 "活動。

They'll be running every week of the year, and they are promoting your core services and products.

它們將在一年中的每個星期進行，宣傳您的核心服務和產品。

So whether you're running a sale or whether you're not running a sale, they are your always-on campaigns that you'll be gonna be running for as long as your business is open.

是以，無論您是在進行銷售還是不進行銷售，只要您的企業還在營業，這些活動就會一直持續下去。

Then there's your defensive campaigns, and these are campaigns that are set up to stop or limit the benefits that competitors can get from bidding on your brand or your core service keywords.

然後是防禦性營銷活動，這些營銷活動旨在阻止或限制競爭對手通過競價您的品牌或核心服務關鍵詞而獲得的利益。

So unfortunately, after you've established a brand for yourself, you will get some other people that will come in and try and move in on your brand, and that's where you find a lot of the time a branded campaign is a necessary evil.

是以，不幸的是，當你建立了自己的品牌之後，就會有其他人加入進來，試圖搶佔你的品牌。

Some people don't like spending on their brand, but in many cases, you just have to do it.

有些人不喜歡在自己的品牌上花錢，但在很多情況下，你不得不這樣做。

And then there's an aggressive campaign where it's flipped, where you're intentionally targeting your competitors and you're bidding on their name or their core products because you wanna take over their tier one service market share.

然後是一種積極的活動，在這種活動中，你故意瞄準競爭對手，競標他們的名字或核心產品，因為你想奪取他們的一級服務市場份額。

And then there's the promotional seasonal campaigns that only run for a period of time.

還有隻在一段時間內開展的季節性促銷活動。

So think Mother's Day sales, Father's Day sales, Black Friday, new product launches, or seasonality.

是以，可以考慮母親節銷售、父親節銷售、黑色星期五、新產品發佈或季節性銷售。

So if you're selling swimwear, obviously, leading into summer, you will be increasing your spend to sell more of those products.

是以，如果你銷售的是泳裝，很明顯，進入夏季後，你將增加支出，銷售更多的這些產品。

So there are the four different types of campaigns that you can run.

是以，您可以開展四種不同類型的活動。

And now it comes to the all-important Google Ads structure.

現在，我們來談談最重要的 Google 廣告結構。

So obviously, we've got a Google Ads account.

顯然，我們已經有了一個谷歌廣告賬戶。

現在，我將其分為兩種核心方法。

We've got our always-on campaigns and our sales or promotional campaigns.

我們有永遠在線的活動，也有銷售或促銷活動。

And in our always-on campaigns, I'm generally using search, obviously, for our brand and our competitor campaigns.

在我們的 "始終在線 "營銷活動中，我一般會使用搜索，很明顯，是針對我們的品牌和競爭對手的營銷活動。

So that's our aggressive and defensive campaigns.

I also do go through and use and search for our non-brand core product or keyword themes.

我也會通過使用和搜索我們的非品牌核心產品或關鍵詞主題。