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