{"id":21144,"date":"2021-10-25T15:31:44","date_gmt":"2021-10-25T07:31:44","guid":{"rendered":"https:\/\/www.kickads.co\/?p=21144"},"modified":"2021-10-25T15:31:44","modified_gmt":"2021-10-25T07:31:44","slug":"google-ads-updates-in-september-everything-you-need-to-know-default-attribution-model-changes-smarter-keyword-matching-behavior","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/zh\/google-ads-updates-in-september-everything-you-need-to-know-default-attribution-model-changes-smarter-keyword-matching-behavior\/","title":{"rendered":"Google\u5ee3\u544a9\u6708\u66f4\u65b0\u4f60\u8981\u77e5\uff1a\u9810\u8a2d\u6b78\u56e0\u6a21\u5f0f\u8b8a\u66f4\u3001\u66f4\u667a\u80fd\u5316\u7684\u95dc\u9375\u5b57\u914d\u5c0d\u884c\u70ba"},"content":{"rendered":"

\u5728\u4e4b\u524d\u7684\u6587\u7ae0\u4e2d\uff0c\u6211\u5011\u8a0e\u8ad6\u4e86Google\u5c0d \u95dc\u9375\u5b57\u914d\u5c0d\u985e\u578b<\/a>\u7684\u66f4\u65b0\uff0c\u57289 \u6708\uff0cGoogle \u66f4\u65b0\u4e26\u5206\u4eab\u4e86\u6709\u95dc\u5982\u4f55\u9078\u64c7\u95dc\u9375\u5b57\u7684\u898f\u5247\uff0c\u4ee5\u4fbf\u5c07\u6700\u76f8\u95dc\u7684\u95dc\u9375\u5b57\u8207\u6bcf\u6b21\u641c\u7d22\u5b57\u8a5e\u914d\u5c0d\u3002 \u6b64\u5916\uff0cGoogle\u9084\u767c\u5e03\u4e86\u95dc\u65bc\u6539\u8b8a\u9810\u8a2d\u6b78\u56e0\u6a21\u5f0f\u7684\u516c\u544a\u3002\u8b93\u6211\u5011\u4e00\u8d77\u4f86\u770b\u770b\u9019\u4e9b\u66f4\u65b0\u5427\uff01<\/p>\n

Google\u5ee3\u544a\u66f4\u65b0 1\uff1a<\/strong>
\u65b0\u7684\u9810\u8a2d\u6b78\u56e0\u6a21\u5f0f - Data-driven Attribution Model\uff08\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f\uff09<\/strong><\/h2>\n

Google\u65bc9\u670827\u65e5\u5ba3\u5e03\uff0c\u5c07\u6703\u628aGoogle Ads\u4e2d\u6240\u6709\u65b0\u8f49\u63db\u884c\u70ba\u7684\u9810\u8a2d\u6b78\u56e0\u6a21\u5f0f\u7531Last-Click Attribution (\u6700\u7d42\u9ede\u64ca\u6b78\u56e0) \u66f4\u6539\u70baData-driven Attribution (DDA, \u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f\uff09\u3002 \u901a\u904e\u53d6\u6d88\u5ee3\u544a\u7cfb\u5217\u7684\u6578\u64da\u8981\u6c42\uff0cDDA\u6b78\u56e0\u53ef\u7528\u65bc\u6bcf\u500b\u8f49\u63db\u884c\u70ba\uff0c\u4e26\u53ef\u7528\u65bc\u66f4\u591a\u8f49\u5316\u985e\u578b\uff0c\u5305\u62ecin-app\u548c\u7dda\u4e0b\u8f49\u63db\u3002<\/p>\n

\u00a0<\/p>\n

\u6bd4\u8f03Data-driven Attribution Model(\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u8207Last-Click Attribution (\u6700\u7d42\u9ede\u64ca\u6b78\u56e0\u6a21\u5f0f)<\/strong><\/h3>\n

\u7531\u65bc\u6700\u521d\u7684\u9810\u8a2d\u6a21\u5f0f\u662fLast-Click(\u6700\u7d42\u9ede\u64ca\u6b78\u56e0)\uff0c\u800c\u8b8a\u66f4\u5f8c\u5c31\u6210\u70ba\u4e86DDA\uff08\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\uff09\uff0c\u6211\u76f8\u4fe1\u900f\u904e\u4ee5\u4e0b\u65b9\u5f0f\u6bd4\u8f03\u80fd\u8b93\u4f60\u4e86\u89e3\u66f4\u591a\u5169\u8005\u7684\u5206\u5225\uff1a<\/p>\n

1. Data-driven Attribution Model(\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u80fd\u63d0\u4f9b\u66f4\u5168\u9762\u7684\u6578\u64da<\/strong><\/h4>\n

Last-Click Attribution (\u6700\u7d42\u9ede\u64ca\u6b78\u56e0) \u5c0d\u8f49\u63db\u529f\u52de\u7684\u5206\u914d\u5341\u5206\u56b4\u683c\uff0c\u53ea\u6703\u70ba\u6700\u5f8c\u4e00\u6b21\u9ede\u64ca\u7684\u5ee3\u544a\u5206\u914d\u5168\u90e8\u529f\u52de\u3002<\/span><\/p>\n

\u76f8\u5c0d\u800c\u8a00\uff0cDDA(\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u53ef\u4ee5\u7d66\u4f60\u66f4\u5168\u9762\u7684\u8996\u91ce\u4e86\u89e3\u8f49\u63db\u8def\u5f91\uff0c\u8b93\u4f60\u80fd\u770b\u5230\u5e33\u6236\u4e2d\u7684\u5f31\u8005\uff0c\u8acb\u8a18\u4f4f\uff0c\u5373\u4f7f\u9019\u4e9b\u6e20\u9053\u6c92\u6709\u4ee5\u6700\u5f8c\u4e00\u6b21\u9ede\u64ca\u7684\u8eab\u4efd\u5e36\u4f86\u8f49\u63db\uff0c\u4ed6\u5011\u7684\u4e92\u52d5\u4ecd\u6703\u70ba\u4f60\u7684\u8f49\u63db\u505a\u4e86\u4e00\u4e9b\u4e8b\u60c5\u3002<\/span><\/p>\n

\u00a0<\/h4>\n

2. Last-Click Attribution (\u6700\u7d42\u9ede\u64ca\u6b78\u56e0) \u7684\u5831\u544a\u8f03\u70ba\u523b\u677f<\/strong><\/h4>\n

Last-Click Attribution (\u6700\u7d42\u9ede\u64ca\u6b78\u56e0) \u53ea\u6703\u5728\u5831\u544a\u4e2d\u8a18\u9304\u4e00\u500b\u5b8c\u6210\u7684\u8f49\u63db\uff0c\u56e0\u6b64\u5728\u5206\u6790\u4f60\u7684\u5ee3\u544a\u6295\u8cc7\u56de\u5831\u7387\u6642\u6703\u66f4\u5bb9\u6613\u638c\u63e1\uff1b\u800cDDA(\u4ee5\u6578\u64da\u70ba\u6e96\u6b78\u56e0\u6a21\u5f0f)\u5247\u6703\u8a18\u9304\u5ee3\u544a\u4e2d\u5f15\u5c0e\u9867\u5ba2\u8d70\u5411\u8f49\u63db\u52d5\u4f5c\u7684\u4e92\u52d5\uff0c\u5373\u4f7f\u9019\u4e9b\u4e92\u52d5\u6700\u5f8c\u4e26\u672a\u76f4\u63a5\u5b8c\u6210\u8f49\u63db\u3002<\/span><\/p>\n

\u7531\u6b64\u53ef\u898b\uff0cLast-Click Attribution (\u6700\u7d42\u9ede\u64ca\u6b78\u56e0) \u7684\u5831\u544a\u8f03\u70baBlack and White\uff0c\u800cDDA\u5247\u6703\u67e5\u770b\u5404\u7a2e\u6b77\u53f2\u7684\u6578\u64da\u4ee5\u4e86\u89e3\u4f55\u6642\u7684\u4e92\u52d5\u5c0d\u8f49\u63db\u6709\u771f\u6b63\u610f\u7fa9\u3002 <\/span><\/p>\n

\u00a0<\/p>\n

Google\u5ee3\u544a\u66f4\u65b0 2\uff1a<\/strong>
\u66f4\u667a\u80fd\u5316\u7684\u95dc\u9375\u5b57\u914d\u5c0d\u884c\u70ba<\/strong><\/h2>\n

\u00a0<\/h3>\n

\u7576\u641c\u7d22\u8207\u4f60\u7684\u4efb\u4f55\u95dc\u9375\u5b57\u90fd\u4e0d\u76f8\u540c\u6642 <\/strong><\/h3>\n

\u904e\u5f80\uff0c\u7576\u4f60\u6709\u591a\u500b\u7b26\u5408\u914d\u5c0d\u689d\u4ef6\u7684\u95dc\u9375\u5b57\u4f46\u537b\u6c92\u6709\u4e00\u500b\u8207\u641c\u5c0b\u5b57\u8a5e\u5b8c\u5168\u76f8\u540c\u6642\uff0c\u4f60\u7684\u5ee3\u544a\u8a55\u7d1a\uff08Ad Rank\uff09\u6703\u7528\u65bc\u6c7a\u5b9a\u63d0\u4f9b\u54ea\u500b\u95dc\u9375\u5b57\u3002 \u73fe\u5728\u9664\u4e86\u5ee3\u544a\u8a55\u7d1a\uff0cGoogle\u4ea6\u628a\u76f8\u95dc\u6027\u4fe1\u865f\u4e00\u4f75\u8003\u91cf\u3002\u76f8\u95dc\u6027\u4fe1\u865f\u5373\u662f\u901a\u904e\u67e5\u770b\u53ca\u8a55\u4f30\u641c\u7d22\u5b57\u8a5e\u7684\u542b\u7fa9\u3001\u5ee3\u544a\u7d44\u4e2d\u6240\u6709\u95dc\u9375\u5b57\u7684\u542b\u7fa9\uff0c\u4ee5\u53ca\u5ee3\u544a\u7d44\u4e2d\u7684\u8457\u9678\u9801\u4f86\u78ba\u5b9a\uff0c\u4ee5\u4e0b\u662f\u7531Google\u63d0\u4f9b\u7684\u5404\u7a2e\u60c5\u6cc1\u4e0b\u7684\u904b\u4f5c\u539f\u7406\uff1a\u00a0<\/span><\/p>\n

\"google<\/p>\n

\u4ee5\u6b64\u4f8b\u5b50\u4f5c\u89e3\u8aaa\uff1a\u5047\u8a2d\u73fe\u5728Terrence\u641c\u5c0b\u300cHong Kong SEM Agency\u300d\uff0c\u800c\u4f60\u4f7f\u7528\u300cSEM Agency\u300d\u4f5cPhrase Match\u95dc\u9375\u5b57\uff0c\u4ee5\u53ca\u300cDigital Marketing Agency\u300d\u4f5c\u70baBroad Match\u95dc\u9375\u5b57\u3002\u5728\u9019\u60c5\u6cc1\u4e0b\uff0c\u5373\u4f7fPhrase Match\u95dc\u9375\u5b57\u7684\u5ee3\u544a\u8a55\u7d1a\u4f4e\u65bcBroad Match\u95dc\u9375\u5b57\uff0c\u7cfb\u7d71\u4e5f\u6703\u56e0\u70ba\u524d\u8005\u7684\u662f\u95dc\u806f\u6027\u8f03\u9ad8\u800c\u63a1\u7528\u524d\u8005\u3002<\/span><\/p>\n

\u5728\u9019\u4e9b\u898f\u5247\u4e0b\uff0c\u6700\u76f8\u95dc\u7684\u95dc\u9375\u5b57\u5c07\u4e00\u5f8b\u512a\u5148\u63a1\u7528\uff0c\u56e0\u6b64\u4f60\u53ef\u4ee5\u8f15\u9b06\u5730\u4f7f\u7528\u548c\u63a7\u5236Broad Match \u3002 <\/span>\u6b64\u6587<\/span><\/a> \u66f4\u591a\u7cfb\u7d71\u9078\u7528\u95dc\u9375\u5b57\u7684\u6e96\u5247\u3002<\/span><\/p>\n

Google\u5efa\u8b70\u5ee3\u544a\u5546\u53ef\u4ee5\u5c07\u95dc\u9375\u5b57\u6309\u4e3b\u984c\u5206\u985e\u5230\u4e0d\u540c\u7684Ad Group\uff0c\u4ee5\u4fbf\u7cfb\u7d71\u5f9e\u76f8\u61c9\u7684\u5ee3\u544a\u7fa4\u7d44\u4e2d\u6311\u9078\u5ee3\u544a\uff0c\u90a3\u9ebc\u4f60\u7684\u5ee3\u544a\u5c31\u6703\u5f9e\u4f60\u671f\u671b\u7684\u5ee3\u544a\u7d44\u4e2d\u6295\u653e\u3002<\/span><\/p>\n

\u8209\u4f8b\u4f86\u8aaa\uff0c\u5047\u5982\u4f60\u662f\u4e00\u9593Digital Marketing\u516c\u53f8\uff0c\u800c\u6700\u71b1\u9580\u7684\u641c\u5c0b\u985e\u5225\u662fSearch Engine Marketing\u548cContent Marketing\u3002\u4f60\u53ef\u4ee5\u5efa\u7acb\u4e09\u500b\u5ee3\u544a\u7fa4\u7d44\uff0c\u6bd4\u5982\u8aaa\u300cSearch Engine Marketing\u300d\u3001\u300cContent Marketing\u300d\u3001\u300cDigital Marketing\u300d\u9019\u6a23\u4f60\u5c31\u53ef\u4ee5\u5206\u5225\u81ea\u8a02\u4f60\u5ee3\u544a\u7d20\u6750\u548c\u8457\u9678\u9801\u3002<\/span><\/p>\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

In the previous article, we have talked about the Google ads update on keyword matching type. In September, Google updated and shared the rules on how keywords are selected in order to match the most relevant keyword to every search. In addition, Google also published an announcement about the change of default attribution model, from […]<\/p>\n","protected":false},"author":6,"featured_media":21152,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-21144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/comments?post=21144"}],"version-history":[{"count":0,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21144\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media\/21152"}],"wp:attachment":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media?parent=21144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/categories?post=21144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/tags?post=21144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}