{"id":21176,"date":"2021-11-15T15:00:00","date_gmt":"2021-11-15T07:00:00","guid":{"rendered":"https:\/\/www.kickads.co\/?p=21176"},"modified":"2021-11-15T15:00:00","modified_gmt":"2021-11-15T07:00:00","slug":"google-ads-updates-in-october-adsense-auction-model-change-introduce-continuous-scrolling-q3-earnings-breakout-star","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/zh\/google-ads-updates-in-october-adsense-auction-model-change-introduce-continuous-scrolling-q3-earnings-breakout-star\/","title":{"rendered":"Google\u5ee3\u544a10\u6708\u66f4\u65b0\u4f60\u8981\u77e5\uff1aAdSense \u7af6\u50f9\u6a21\u5f0f\u8b8a\u66f4\uff0c\u9023\u7e8c\u6372\u52d5\u641c\u5c0b\u9801\uff0cQ3 \u76c8\u5229\u7a81\u7834\u4e4b\u661f"},"content":{"rendered":"<p>\u5728\u904e\u53bb\u768410\u6708\uff0cGoogle \u5ba3\u5e03\u5c07\u66f4\u6539AdSense\u7684\u7af6\u50f9\u6a21\u5f0f\u4ee5\u8207\u5176\u4ed6\u5e73\u53f0\u4fdd\u6301\u4e00\u81f4\uff0c\u4e26\u4e14\u5728\u7f8e\u570b-\u82f1\u8a9e\u7684\u79fb\u52d5\u641c\u7d22\u9801\u9762\u4e2d\u5f15\u5165\u4e86\u9023\u7e8c\u6372\u52d5\u529f\u80fd\u3002 \u8207\u6b64\u540c\u6642\uff0cAlphabet\u7684\u7b2c\u4e09\u5b63\u5ea6\u8ca1\u5831\u51fa\u7210\uff0cGoogle\u6210\u70ba\u8d0f\u5bb6\u4e4b\u4e00\u3002 \u8b93\u6211\u5011\u4f86\u770b\u770b\u9019\u4e9b\u8b8a\u5316\u5427\uff01<\/p>\n<p>\u00a0<\/p>\n<h2><strong>Google\u5ee3\u544a\u66f4\u65b0 1\uff1a<br \/><\/strong><strong>AdSense \u7af6\u50f9\u6a21\u5f0f\u8b8a\u66f4<\/strong><\/h2>\n<p>Google AdSense \u65e8\u5728\u901a\u904e\u6613\u65bc\u4f7f\u7528\u7684\u5ee3\u544a\u5e73\u53f0\u4f86\u5e6b\u52a9\u7db2\u4e0a\u5167\u5bb9\u767c\u5e03\u8005\u5f9e\u4ed6\u5011\u7684\u7db2\u7ad9\u4e2d\u7372\u5229\u3002\u70ba\u4e86\u7c21\u5316\u5ee3\u544a\u7a7a\u9593\u8cfc\u8cb7\u65b9\u5f0f\uff0c <a href=\"https:\/\/blog.google\/products\/adsense\/our-move-to-a-first-price-auction\/\">Google\u5ba3\u5e03<\/a> \u5c07\u5728\u4eca\u5e74\u5e74\u5e95\uff082021 \u5e74\uff09\u5c07 AdSense\uff08\u5167\u5bb9\u3001\u5f71\u7247\u548c\u904a\u6232\u5ee3\u544a\uff09\u7684\u5f97\u6a19\u7af6\u50f9\u5f9e\u6b21\u9ad8\u50f9(second-price)\u6539\u70ba\u6700\u9ad8\u50f9(first-price)\u3002<\/p>\n<p>Google\u8868\u793a\u6b64\u8209\u662f\u70ba\u4e86\u8b93 AdSense \u7684\u7af6\u50f9\u6a21\u5f0f\u8207\u591a\u5a92\u9ad4\u5ee3\u544a\u751f\u614b\u7cfb\u7d71\u4e2d\u7684\u5176\u4ed6\u5ee3\u544a\u92b7\u552e\u5e73\u53f0\u4fdd\u6301\u4e00\u81f4\uff0c\u5305\u62ec Google Ad Manager \u548c Google AdMob\u3002 \u9019\u6709\u52a9\u65bc\u7c21\u5316\u5ee3\u544a\u5546\u7684\u7af6\u50f9\u9ad4\u9a57\uff0c\u540c\u6642\u63d0\u9ad8\u4ed6\u5011\u7684\u6d88\u8cbb\u4fe1\u5fc3\u3002<\/p>\n<h3>\u00a0<\/h3>\n<h3><strong>\u6700\u9ad8\u50f9\u5f97\u6a19\u7af6\u50f9\u6a21\u5f0f(First-Price Auction)\u8207\u6b21\u9ad8\u50f9\u5f97\u6a19\u7af6\u50f9\u6a21\u5f0f(Second-Price Auction)\u7684\u5206\u5225<\/strong><\/h3>\n<p>\u5982\u679c\u5ee3\u544a\u7a7a\u9593\u4ee5\u6b21\u9ad8\u51fa\u50f9\u7684\u65b9\u5f0f\u51fa\u552e\u7d66\u5ee3\u544a\u5546\u5f8c\uff0c\u7372\u52dd\u7684\u5ee3\u544a\u5546\u9700\u652f\u4ed8\u7684\u6700\u7d42\u50f9\u683c\u662f\u7b2c\u4e8c\u9ad8\u51fa\u50f9\u91d1\u984d\u3002 \u5728\u6700\u9ad8\u50f9\u5f97\u6a19\u7af6\u50f9\u6a21\u5f0f\u4e2d\uff0c\u6700\u7d42\u50f9\u683c\u5247\u8207\u4e2d\u6a19\u50f9\u683c\u76f8\u540c\u3002<\/p>\n<p>\u7cfb\u7d71\u5c07\u81ea\u52d5\u5957\u7528\u9019\u8b8a\u66f4\uff0c\u5ee3\u544a\u5546\u6216\u767c\u5e03\u5546\u7121\u9700\u63a1\u53d6\u4efb\u4f55\u884c\u52d5\u3002 \u7531\u65bc\u7af6\u50f9\u74b0\u5883\u4e0d\u65b7\u8b8a\u52d5\uff0c\u56e0\u6b64\u5f88\u96e3\u9810\u6e2c\u7279\u5b9a\u7684 AdSense \u767c\u5e03\u5546\u5c07\u53d7\u5230\u600e\u6a23\u7684\u5f71\u97ff\u3002 \u4f46<a href=\"https:\/\/support.google.com\/adsense\/answer\/10858748?hl=en-GB\"> Google\u9810\u8a08<\/a> \u767c\u5e03\u5546\u7684\u6574\u9ad4\u6536\u76ca\u4e0d\u6703\u53d7\u5230\u592a\u5927\u5f71\u97ff\u3002 \u5ee3\u544a\u7ba1\u7406\u61c9\u6ce8\u610f\u9019\u4e00\u8b8a\u5316\uff0c\u4e26\u5728\u5fc5\u8981\u6642\u8abf\u6574\u7af6\u50f9\u7b56\u7565\u3002<\/p>\n<p>\u00a0<\/p>\n<h2><strong>Google\u5ee3\u544a\u66f4\u65b0 2\uff1a<br \/><\/strong><strong>\u5f15\u5165\u9023\u7e8c\u6372\u52d5\u641c\u5c0b\u9801<\/strong><\/h2>\n<p>\u70ba\u4e86\u5728\u7528\u6236\u700f\u89bd\u641c\u7d22\u7d50\u679c\u6642\u63d0\u4f9b\u66f4\u52a0\u7121\u7e2b\u548c\u76f4\u89c0\u7684\u9ad4\u9a57\uff0cGoogle\u91cd\u65b0\u8a2d\u8a08\u4e86\u641c\u7d22\u7d50\u679c\u9801\u9762\uff0c\n\u4e26\u5728\u7f8e\u570b\u7684\u79fb\u52d5\u8a2d\u5099\u4e0a\u5f15\u5165\u4e86 <a href=\"https:\/\/blog.google\/products\/search\/continuous-scrolling-mobile\/\">\u9023\u7e8c\u6372\u52d5<\/a> \u3002 \u73fe\u5728\u7576\u4f60\u5728\u624b\u6a5f\u4e0a\u5230\u9054\u641c\u7d22\u7d50\u679c\u9801\u9762\u7684\u5e95\u90e8\u6642\uff0c\u5728\u201c\u67e5\u770b\u66f4\u591a\u201d\u6309\u9215\u51fa\u73fe\u4e4b\u524d\uff0cGoogle\u6703\u81ea\u52d5\u52a0\u8f09\u5927\u7d04\u56db\u9801\u7684\u641c\u7d22\u7d50\u679c\u3002<\/p>\n<div class=\"h-c-page\">\n<div class=\"article-image                             h-c-grid__col-l--4 h-c-grid__col--6 h-c-grid__col-l--offset-4 h-c-grid__col--offset-3\">\u00a0<\/div>\n<\/div>\n<div class=\"module--text h-c-page\">\n<div class=\"h-c-grid\">\n<div class=\"uni-paragraph                    h-c-grid__col h-c-grid__col--8 h-c-grid__col-m--6 h-c-grid__col-l--6                    h-c-grid__col--offset-2 h-c-grid__col-m--offset-3 h-c-grid__col-l--offset-3\" data-component=\"uni-article-paragraph\">\n<div class=\"rich-text\" contenteditable=\"true\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/lh3.googleusercontent.com\/CA4os4xPTWCPGrdx5kxURcm2aCMD8FFYSUVdMfzY7gfQlrsTPVHyp2DPemQaT3d7EvH1ebYps5zmFvtK8sGEMwz_EkDINP33VgnhtaW4Sts8sq3Ul8_OGg3WEWuTl1b0twJeVJpz\" alt=\"Google ads update (Continuous scrolling search page)\" width=\"300\" height=\"600\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p style=\"text-align: center;\">Source: blog.google<\/p>\n<h3>\u00a0<\/h3>\n<h3><strong>\u9019\u5c0d\u5ee3\u544a\u5546\u4f86\u8aaa\u610f\u5473\u8457\u4ec0\u9ebc\uff1f<\/strong><\/h3>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/11213669?hl=en-GB\">Google\u8868\u793a<\/a> \u5c07\u70ba\u6bcf\u500b\u641c\u7d22\u7d50\u679c\u9801\u9762\u91cd\u65b0\u8a08\u7b97\u5ee3\u544a\u8a55\u7d1a\uff0c\u4ee5\u78ba\u4fdd\u6700\u76f8\u95dc\u7684\u5ee3\u544a\u986f\u793a\u5728\u9802\u90e8\uff0c\u9019\u8b8a\u5316\u4e0d\u6703\u5f71\u97ff\u5ee3\u544a\u7af6\u50f9\u7684\u904b\u4f5c\u65b9\u5f0f\u6216\u5ee3\u544a\u8a55\u7d1a\u7684\u8a08\u7b97\u65b9\u5f0f\u3002\u00a0<\/p>\n<p>\u7136\u800c\uff0c\u96a8\u8457\u641c\u7d22\u7d50\u679c\u5728\u79fb\u52d5\u8a2d\u5099\u4e0a\u986f\u793a\u65b9\u5f0f\u7684\u6539\u8b8a\uff0cGoogle\u6b63\u5728\u91cd\u65b0\u5206\u914d\u5728\u7f8e\u570b\u82f1\u8a9e\u624b\u6a5f\u641c\u5c0b\u9801\u9762\u9802\u90e8\u548c\u5e95\u90e8\u4e4b\u9593\u53ef\u4ee5\u986f\u793a\u7684\u6587\u5b57\u5ee3\u544a\u7684\u6578\u91cf\u3002 \u6587\u5b57\u5ee3\u544a\u4ecd\u6703\u986f\u793a\u5728\u7b2c\u4e8c\u9801\u53ca\u4e4b\u5f8c\u9801\u9762\u9802\u90e8\u986f\u793a\uff0c\u4f46\u6bcf\u9801\u5e95\u90e8\u6703\u986f\u793a\u7684\u6587\u5b57\u5ee3\u544a\u5c07\u6703\u6e1b\u5c11\u3002<\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u6b64\u66f4\u6539\u4e0b\uff0c\u7b26\u5408\u689d\u4ef6\u7684\u5ee3\u544a\u53ef\u80fd\u6703\u91dd\u5c0d\u540c\u4e00\u7b46\u67e5\u8a62\u800c\u591a\u6b21\u986f\u793a\uff0c\u7cfb\u7d71\u4ea6\u6703\u5728\u8a08\u7b97\u6bcf\u500b\u7db2\u9801\u7684\u5ee3\u544a\u8a55\u7d1a\u6642\u8003\u616e\u5230\u9019\u4e00\u9ede\u3002 \u56e0\u6b64\u5ee3\u544a\u5ba2\u6236\u53ef\u80fd\u6703\u5728\u641c\u5c0b\u3001\u8cfc\u7269\u548c\u5340\u57df\u5ee3\u544a\u5217\u4e0a\u770b\u5230\u66f4\u591a\u7684\u884c\u52d5\u66dd\u5149\u6b21\u6578\u548c\u8f03\u4f4e\u7684\u9ede\u64ca\u7387\uff0c\u800c\u9ede\u64ca\u6b21\u6578\u3001\u8f49\u5316\u6b21\u6578\u3001\u5e73\u5747 CPC \u548c\u5e73\u5747 CPA \u9810\u671f\u4fdd\u6301\u4e0d\u8b8a\u3002\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u9019\u9805\u5c0d\u79fb\u52d5\u641c\u7d22\u7d50\u679c\u7684\u66f4\u6539\u9810\u8a08\u5c07\u5728\u660e\u5e74\u63a8\u5ee3\u5230\u66f4\u591a\u570b\u5bb6\/\u5730\u5340\u548c\u8a9e\u8a00\uff0c \u641c\u5c0b\u5ee3\u544a\u7cfb\u5217\u53ef\u80fd\u6703\u9802\u90e8\u7684\u5ee3\u544a\u66dd\u5149\u6b21\u6578\u589e\u52a0\u548c\u5e95\u90e8\u5ee3\u544a\u7684\u66dd\u5149\u6b21\u6578\u6e1b\u5c11\uff0c\u5efa\u8b70\u5ee3\u544a\u5546\u6839\u64da\u5176\u6548\u679c\u6578\u64da\u76e3\u63a7\u548c\u512a\u5316\u5176\u5ee3\u544a\u7cfb\u5217\u3002<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><strong>Google\u5ee3\u544a\u66f4\u65b0 3\uff1a<br \/><\/strong><strong>\u7b2c\u4e09\u5b63\u5ea6\u6536\u76ca\u7a81\u7834\u4e4b\u661f<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u5728\u4e0d\u65b7\u8b8a\u5316\u7684\u75ab\u60c5\u74b0\u5883\u4e0b\uff0c\u4e0d\u5c11\u4eba\u504f\u597d\u81ea\u884c\u53d6\u4ef6\u3001\u9001\u8ca8\u548c\u5728\u7dda\u8cfc\u7269\u5e36\u4f86\u7684\u65b9\u4fbf\uff0c\u9019\u70ba\u96fb\u5b50\u5546\u52d9\u548c\u591a\u6e20\u9053\u5ee3\u544a\u5e36\u4f86\u7684\u6301\u7e8c\u7684\u6295\u8cc7\uff0c\u4e26\u4f7fGoogle\u6210\u70ba <\/span><a href=\"https:\/\/abc.xyz\/investor\/static\/pdf\/2021Q3_alphabet_earnings_release.pdf?cache=f1ba3f6\"><span style=\"font-weight: 400;\">Alphabet<\/span><\/a><span style=\"font-weight: 400;\"> Q3 \u8ca1\u5831\u4e2d\u7684\u8d0f\u5bb6\u4e4b\u4e00\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728Google\u7684\u6240\u6709\u5e73\u53f0\u4e2d\uff0cYouTube\u6210\u70ba\u4e86\u7b2c\u4e09\u5b63\u5ea6\u7684\u7a81\u7834\u4e4b\u661f\uff0c\u5e36\u4f86\u4e86 72 \u5104\u7f8e\u5143\u7684\u5ee3\u544a\u6536\u5165\uff0c\u6bd4\u4e0a\u4e00\u5b63\u5ea6\u589e\u9577\u4e86 43%\uff0c\u9019\u4e9b\u90fd\u6b78\u529f\u65bc YouTube \u7684 CTV \u5ee3\u544a\u7684\u589e\u52a0\u53ca\u5176\u7af6\u722d\u7522\u54c1 Shorts \u7684\u6d41\u884c\u3002\u7531\u65bc\u6700\u8fd1 iOS App Tracking Transparency\u7684\u5be6\u65bd\u6709\u53ef\u80fd\u5c0d YouTube\u7b49\u5f71\u7247\u793e\u4ea4\u5a92\u9ad4\u61c9\u7528\u7a0b\u5e8f\u5e36\u4f86\u5f71\u97ff\uff0c\u6b64\u7d71\u8a08\u6578\u64da\u5c0d\u5ee3\u544a\u5546\u610f\u7fa9\u91cd\u5927\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u9664\u4e86\u5c0d\u96fb\u5b50\u5546\u52d9\u7684\u6295\u8cc7\uff0cGoogle\u9084\u770b\u5230\u4e86\u5be6\u9ad4\u5e97\u8cfc\u7269\u56de\u5831\u7684\u589e\u9577\uff0c\u5c24\u5176\u662f\u5728\u5047\u671f\u81e8\u8fd1\u6642\uff0c\u56e0\u6b64Google\u70ba\u5ee3\u544a\u5546\u63d0\u4f9b\u4e86\u66f4\u591a\u9078\u64c7\u7684\u6642\u5019\uff0c \u9019\u7d55\u5c0d\u662f\u5ee3\u544a\u5546\u70ba2022\u5e74\u71df\u92b7\u7b56\u7565\u9700\u8981\u8003\u616e\u7684\u4e8b\u60c5\uff0c\u53ef\u4ee5\u671f\u5f85\u770b\u5230\u672c\u5730\u548c\u5168\u6e20\u9053\u641c\u5c0b\u71df\u92b7\u7b56\u7565\u7684\u6301\u7e8c\u8f49\u8b8a\u3002<\/span><\/p>\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>In October, Google announced the AdSense auction model will be changed in order to align with other platforms and also the continuous scrolling feature has been introduced to the mobile search page in US-English. Meanwhile, Alphabet\u2019s Q3 earnings report was out and Google became one of the winners. Let\u2019s have a look at these updates. [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":21182,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-21176","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\/21176","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=21176"}],"version-history":[{"count":0,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21176\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media\/21182"}],"wp:attachment":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media?parent=21176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/categories?post=21176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/tags?post=21176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}