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  • Online advertising has a language all its own

    線上廣告有許多特殊詞彙

  • and if it sounds like a foreign language to you

    乍聽之下總是一頭霧水

  • You're not alone.

    別擔心,這是很正常的情況

  • But it's important to get comfortable with the terms

    話雖如此,熟悉相關詞彙還是很重要的

  • so that you can make the most out of your AdWords investment.

    這樣你才能充分運用 AdWords

  • To help make sense of it all, here's a scenario:

    為了方便理解,咱來舉個例子好了:

  • Owen is planning a wedding

    Owen 正在籌備婚禮

  • and Brenda is a photographer.

    而 Brenda 是位攝影師

  • Brenda uses AdWords to advertise online

    Brenda 使用 AdWords 在線上打廣告

  • to people who are looking for a photographer.

    與尋求攝影師的潛在客戶接觸

  • This is one of her ads.

    這是她的其中一則廣告

  • Brenda takes three types of photos:

    Brenda 提供三種攝影服務:

  • Babies,

    嬰兒攝影

  • Real estate

    房地產攝影

  • and weddings.

    以及婚禮攝影

  • She uses different ads for each area of her business.

    她替每個業務領域放送不同的廣告

  • Each collection of ads makes up an ad group.

    每一組廣告構成一個廣告群組

  • Brenda assigns to each ad group

    而 Brenda 為每個廣告群組

  • the words and phrases that are relevant to that part of her business.

    指定與業務領域相關的字詞和詞組

  • These are keywords.

    這些就是關鍵字

  • AdWords uses keywords to help decide which ads

    AdWords 會根據關鍵字

  • to show to people searching for things online.

    判斷應向線上搜尋的使用者顯示哪些廣告

  • Brenda's three ad groups make up a campaign.

    Brenda 的三個廣告群組構成一個廣告活動

  • The campaign is where Brenda decides big picture things,

    廣告活動是 Brenda 進行整體規劃的地方

  • like her preferences for the devices her ads will show up on,

    例如希望廣告在哪些裝置上顯示

  • and how much she spends.

    以及廣告預算的設定等

  • Owen types "experienced wedding photographer" into Google.com.

    Owen 在 Google.com 輸入「資深婚禮攝影師」

  • The phrase "experienced wedding photographer" is his search term.

    「資深婚禮攝影師」這個詞組就是他的搜尋字詞

  • He sees two types of search results:

    他看到兩種類型的搜尋結果

  • organic search results located in the middle of the page

    出現在網頁中間的隨機搜尋結果

  • are the websites that match Owen's search term.

    列出的是符合 Owen 搜尋字詞的網站

  • No one can pay to appear in these results.

    這種搜尋結果排名是無法透過付費改變的

  • The second type of results, paid results, are usually located

    而第二種類型的搜尋結果是付費結果,通常會出現在

  • At the top

    網頁頂端

  • bottom

    底部

  • or right side of the page.

    或是右側

  • These are ads from businesses that are using AdWords.

    這些廣告來自使用 AdWords 進行宣傳的商家

  • In most cases, an advertiser is charged when someone like Owen

    一般來說,只有在像 Owen 這樣的使用者點擊廣告時

  • clicks one of these ads.

    廣告客戶才需要付費

  • Does Brenda's ad appear when Owen makes his search?

    Brenda 的廣告會在 Owen 的搜尋結果裡出現嗎?

  • That depends.

    這要看情況

  • Whenever someone uses Google to search

    每當有人使用 Google 搜尋時

  • there's an auction that determines which ads appear and in which order.

    廣告都必須進行競價,決定 能否顯示以及顯示順序

  • Two main factors determine the outcome:

    結果主要取決於兩個因素:

  • How much an advertiser is willing to pay for a click,

    廣告客戶願意為廣告點擊支付的費用

  • which is a bid,

    也就是出價

  • and something called "Quality Score".

    以及所謂的「品質分數」

  • Quality Score is an estimate of how relevant and useful your ad

    品質分數衡量廣告和到達網頁

  • and the page on your website it links to

    與客戶需求的關聯性

  • are to someone seeing your ad.

    以及實用程度

  • Together, bid and Quality Score determine

    出價和品質分數共同決定了

  • where and if Brenda's ad appears on Owen's search results page.

    Brenda 的廣告能否出現在 Owen 的搜尋結果頁 以及出現的位置

  • Bids and budget are different.

    出價和預算是不一樣的概念

  • Your bids affect how much you'll spend

    出價是使用者點擊你的廣告時

  • each time someone clicks one of your ads.

    你必須為每次點擊支付的費用

  • Your budget affects how much you'll spend

    預算則決定整個廣告活動的

  • each day on your entire campaign,

    每日開銷

  • which influences how often your ads are shown.

    這會影響廣告顯示的頻率

  • As it turns out, Brenda's ad appears on Owen's search results page.

    結果揭曉,Brenda 的廣告成功出現在 Owen 的搜尋結果網頁上

  • This is an impression.

    這就是一次曝光

  • Owen clicks Brenda's ad to find out more on her website.

    Owen 點進 Brenda 的廣告,查看網站詳情

  • This is a click.

    這就是一次點擊

  • Owen likes what he sees on Brenda's website

    Owen 很喜歡 Brenda 網站上的內容

  • and hires her to photograph his wedding.

    決定請她擔任婚禮攝影師

  • Brenda's ad has gotten Owen to do something valuable.

    Brenda 的廣告產生了效果,吸引 Owen

  • Hire her for an event.

    聘請她提供攝影服務

  • This is a conversion.

    這就是一次轉換

  • Owen is a satisfied customer.

    Owen 這位消費者相當滿意

  • Brenda is a happy advertiser.

    Brenda 也達到了廣告目的

  • These are results.

    這就是 AdWords 創造的效果

Online advertising has a language all its own

線上廣告有許多特殊詞彙

字幕與單字

單字即點即查 點擊單字可以查詢單字解釋

A2 初級 中文 美國腔 廣告 搜尋 攝影師 婚禮 網頁 點擊

【廣告英文】了解廣告用語的基本知識 (Learn The ABCs of AdWords)

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    Jason Tsao 發佈於 2016 年 01 月 21 日
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