Name: 在線廣告101：搜索廣告 (Online Ads 101: Search ads)
Uploaded: 2021-01-14T06:50:59.000Z
Duration: 2 min 3 s

Search ads appear on the results page of a search engine.

搜索廣告會顯示在搜尋引擎的結果頁上

For example, if you search for "hawaii vacation homes" you'll see your results in the middle

例如，如果你搜尋「夏威夷度假屋」，你會在頁面中間看到你的

基礎被動語態

of the page. These are called organic search results.

搜尋結果。這些被稱為自然搜尋結果

The paid results or ads show at the top of the page and down the right side.

付費結果或付費廣告會顯示在頁面頂部和右側

You won't see just any ad in the search results.

你不會在搜尋結果中看到任何廣告

The idea is to let advertisers tell you about their product when it's related to what you're

這麼做是為了讓廣告主在與你搜尋的內容相關時提供你有關其產品的資訊

searching for. This is great for advertisers and keeps your search results relevant. Here's

這對廣告主來說非常有用，且可以維持搜尋結果的相關性

The advertiser picks key words or phrases that someone might enter when searching for

廣告主會挑選大眾在搜尋某物時所輸入

something similar to their product or service. In this example, those keywords might be things

與他們產品或服務相似的的關鍵字句。在這個範例中，所謂的關鍵字

After figuring out which keywords they want to appear next to, the advertiser sets a bid

找出他們想要在哪些關鍵字旁邊顯示後，廣告主在每一個關鍵字上

"Bid"? Yep: this is pretty much like an auction - if you really want something, you're willing

「競價？」 沒錯 : 這跟拍賣很像 - 如果你真的很想要某樣東西，你會樂意

to pay more. If it's not something you're so keen on, you might not even bid.

付更多錢來得到它。如果不是你真的很渴望的東西，或許你甚至不會參與競標

Similarly, advertisers set limits on how much they are willing to pay for a click for each

相似地，廣告主為他們願意付多少錢來換取關鍵字的點擊

Once they have their keywords and their bidding strategy, they create a text ad like this.

一有關鍵字和競標策略後，廣告主就會創造一個像這樣的信息

The advertiser then enters into an auction with other advertisers who also want their

然後廣告主會和其他也想要他們的廣告顯示在

To win the auction, the advertiser's bid and the relevance of their ad are taken into consideration.

為了贏得競價，廣告主的出價和廣告的關聯性會被納入考量

The advertiser with the best combination will show in the top spot, the second in the next,

擁有最佳組合的廣告主將顯示在第一位順位，第二位次之，

Really, search is pretty exciting. Each and every time there's a search, there's a real-time

的確，搜尋這件事本身非常令人興奮。 每一次的搜尋背後，都有一場

針對廣告空間的即時競價戰開打

So the next time you click on a search ad, pat yourself on the back. You just made someone

下次你點擊某個搜索廣告時，表揚你自己吧。你正好讓某人成了

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