{"id":241,"date":"2016-04-29T17:59:57","date_gmt":"2016-04-29T17:59:57","guid":{"rendered":"https:\/\/www.kickads.co\/?p=241"},"modified":"2016-04-29T17:59:57","modified_gmt":"2016-04-29T17:59:57","slug":"%e4%b8%8d%e5%90%8c%e7%9a%84%e9%97%9c%e9%8d%b5%e5%ad%97%e6%af%94%e5%b0%8d%e5%92%8c%e9%81%8b%e7%94%a8","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/zh\/%e4%b8%8d%e5%90%8c%e7%9a%84%e9%97%9c%e9%8d%b5%e5%ad%97%e6%af%94%e5%b0%8d%e5%92%8c%e9%81%8b%e7%94%a8\/","title":{"rendered":"\u4e0d\u540c\u7684\u95dc\u9375\u5b57\u6bd4\u5c0d\u548c\u904b\u7528"},"content":{"rendered":"

Keyword\uff0c\u662fSearch Campaign\u7684\u9748\u9b42\uff0c\u53ef\u4ee5\u8aaa\u662f\u76f4\u63a5\u5f71\u97ff\u4f60\u7684\u5ee3\u544a\u8868\u73fe\u3002\u4e00\u822c\u4eba\u90fd\u4ee5\u70ba\u5c07\u4e00\u5927\u5806\u4e0d\u540c\u7684\u7d44\u5408\u81ea\u4ee5\u70ba\u662f\u5730\u653e\u5728\u4e00\u500bad group\u5167\u5c31\u5b8c\u4e8b\uff0c\u9019\u5be6\u5728\u662f\u5927\u932f\u5927\u932f\uff0c\u96d6\u7136\u5c0f\u5f1f\u4e0d\u662f\u5c08\u5bb6\uff0c\u4f46\u65e5\u5b50\u6709\u529f\uff0c\u5927\u6982\u9818\u7565\u5230\u600e\u6a23\u5229\u7528\u4e0d\u540c\u7684keyword match type\u4f86\u6539\u5584\u5ee3\u544a\u7684\u6548\u679c\uff0c\u9996\u5148\uff0c\u5fc5\u9808\u8981\u8a8d\u8b58\u4e0d\u540c\u7684keyword match type\u3002<\/p>\n

 <\/p>\n

Keyword\u7684\u7528\u8655\uff0c\u5c31\u662f\u5e0c\u671b\u7576\u6211\u5011\u5728Google Search Engine\u641c\u5c0b\u4e00\u4e9b\u5b57\u8a5e\uff0c\u800c\u9019\u4e9b\u5b57\u8a5e\u914d\u5c0d\u4e86\u4f60\u8a2d\u5b9a\u7684keyword\u5f8c\uff0c\u5c31\u6703\u5f15\u767c\u4f60\u7684\u5ee3\u544a\uff0c\u800cmatch type\u914d\u5c0d\u65b9\u6cd5\u6709\u4e0b\u5217\u9019\u56db\u7a2e\u3002<\/p>\n

 <\/p>\n

\"Screen<\/strong><\/p>\n

 <\/p>\n

Broad Match<\/strong>\uff1a\u5ee3\u6cdb\u914d\u5c0d\uff0c\u5305\u62ec\u4e32\u932f\u5b57\u3001\u540c\u7fa9\u5b57\u3001\u76f8\u95dc\u641c\u5c0b\u5b57\u8a5e\u548c\u5176\u4ed6\u76f8\u95dc\u8b8a\u5316\u5b57\uff0c\u4f8b\u5982\u4f60\u8a2d\u5b9a\u7684keywords\u662f Baseball Cap<\/span>\uff0csearch term(\u641c\u5c0b\u5b57\u8a5e)\u662f Baseball Caps\/ Baseball Hats\u7b49\u7b49\uff0c\u5ee3\u544a\u90fd\u6709\u6a5f\u6703\u51fa\u73fe\u3002\u597d\u8655\u662f\u4f60\u7684\u5ee3\u544a\u66dd\u5149\u7684\u6a5f\u6703\u7387\u5f88\u9ad8\uff0c\u58de\u8655\u662f\u6703\u6709\u4e00\u4e9b\u4e0d\u76f8\u95dc\u7684\u9ede\u64ca\uff0c\u4ee4\u6210\u672c\u589e\u52a0\u3002<\/p>\n

 <\/p>\n

Broad Match Modifier<\/strong>\uff1a\u5373\u662f\u689d\u4ef6\u5f0f\u7684Broad Match\uff0c\u4f8b\u5982\u4f60\u8a2d\u5b9a\u7684keyword\u662f\u00a0+Baseball +Cap<\/span>\uff0c\u53ea\u8981\u4f60\u7684search term\u6709baseball\u548ccap\uff0c\u6392\u540d\u4e0d\u5206\u5148\u5f8c\uff0c\u4f60\u7684\u5ee3\u544a\u5c31\u6709\u6a5f\u6703\u51fa\u73fe\u3002\u597d\u8655\u662fkeyword\u7684\u589e\u52a0\u6703\u9650\u5236\u5ee3\u544a\u904e\u4efd\u66dd\u5149\u3002<\/p>\n

 <\/p>\n

Phrase Match<\/strong>\uff1a\u8a5e\u7d44\u6bd4\u5c0d\uff0c\u4f8b\u5982\u4f60\u8a2d\u5b9a\u7684keyword\u662f “Baseball Cap”<\/span>\uff0c\u5982\u679c\u4f60\u7684search term\u662fbuy baseball cap\/ baseball cap hong kong\uff0ckeyword\u7684\u524d\u5f8c\u90fd\u52a0\u4e0asearch term\uff0c\u4f60\u7684\u5ee3\u544a\u5c31\u6709\u6a5f\u6703\u51fa\u73fe\u3002\u4f7f\u7528\u689d\u4ef6\u662f\u4f60\u8981\u898f\u9650keywords\uff0c\u800c\u9019\u4e9bkeywords\u662f\u5927\u773e\u90fd\u4e00\u60f3\u8d77\u5c31\u77e5\u9053\u8981\u600e\u6a23search\u3002<\/p>\n

 <\/p>\n

Exact Match<\/strong>\uff1a\u5b8c\u5168\u6bd4\u5c0d\uff0c\u4f8b\u5982\u4f60\u8a2d\u5b9a\u7684keyword\u662f [Baseball Cap]<\/span>\uff0c\u4f60\u7684search term\u5fc5\u9808\u662fBaseball Cap (baseball cap\u4e5f\u884c) \uff0c\u4f60\u7684\u5ee3\u544a\u624d\u6709\u6a5f\u6703\u51fa\u73fe\u3002\u597d\u8655\u662f\u9ad8click through rate(CTR, \u9ede\u64ca\u7387)\uff0c\u4f46\u58de\u8655\u662f\u5927\u6a21\u5ea6\u9650\u5236\u66dd\u5149\u6b21\u6578\uff0c\u9019\u662f\u666e\u904d\u7528\u5728\u4e00\u4e9b\u5927\u773e\u90fd\u77e5\u9053\u7684\u54c1\u724c\u6216products\u4e0a\u3002<\/p>\n

 <\/p>\n

\n

Q: \u4f55\u7528\u904b\u7528\u4e0d\u540c\u7684keyword match type\uff1f<\/strong><\/p>\n

 <\/p>\n

\u60c5\u6cc1\u4e00\uff1a\u5b8c\u5168\u4e0d\u77e5\u9053\u5f9e\u4f55\u5165\u624b<\/strong><\/p>\n

\"Keywordplanner\"<\/p>\n

Keyword Planner\u662f\u4e00\u500b\u633a\u597d\u7528\u7684\u5de5\u5177\uff0c\u4f60\u53ef\u4ee5\u7528\u4ed6\u4f86\u627e\u65b0\u7684keywords\uff0c\u53c8\u53ef\u4ee5\u53d6\u5f97\u9810\u8a08\u641c\u5c0b\u91cf\uff0c\u66f4\u53ef\u4ee5\u9810\u6e2c\u9ede\u64ca\u548c\u6210\u672c\u3002\u5728\u9019\u60c5\u6cc1\u4e0b\uff0c\u9078\u64c7\u7b2c\u4e00\u500b\uff0c\u7136\u5f8c\u8f38\u5165\u4f60\u7684\u7522\u54c1\uff0cTarget\u5730\u65b9\u548c\u8a9e\u8a00\u7b49\u7b49\u3002\u6709\u4e00\u5927\u5806Keywords\u6703Suggest\u4f60\uff0c\u800c\u4f60\u53ea\u9700\u8981\u628a\u9019\u52a0\u5230\u4f60\u7684Keyword List\u5167\u5c31\u53ef\u4ee5\u3002\u554f\u984c\u662f\uff0c\u7576\u4f60\u4ed4\u7d30\u770b\u770b\u9019\u4e9bkeywords\uff0c\u5176\u5be6\u6bcf\u4e00\u500b\u90fd\u662f\u5927\u540c\u5c0f\u7570\uff0c\u6709S\u6c92\u6709S\u548c\u5148\u5f8c\u6b21\u5e8f\u7684\u5206\u5225\u800c\u5df1\uff0c\u9019\u4e9bkeywords\u90fd\u662fBroad Match Type Keywords\u4f86\u7684\u3002<\/p>\n

 <\/p>\n

\"Searchterm\"<\/p>\n

\u60c5\u6cc1\u4e8c\uff1a\u6709\u4e86\u57fa\u672c\u7684Search Term Report \u641c\u5c0b\u5b57\u8a5e\u5831\u544a<\/strong><\/p>\n

 <\/p>\n

\u7576\u4f60\u5229\u7528Broad Match Keywords\u5f8c\uff0c\u518d\u756a\u67e5\u4f60\u7684Search Term Report\uff0c\u4f60\u6703\u767c\u73fe\u6709\u4e00\u4e9b\u6bd4\u8f03\u71b1\u9580\u7684\u641c\u67e5\u5b57\u8a5e\uff0c\u4f60\u53ef\u4ee5\u628a\u9019\u4e9b\u8f49\u70ba\u4f60\u7684keyword<\/span>\uff0c\u82e5\u679c\u9019\u4e9bSearch Term\u662f\u5341\u5206\u71b1\u9580\uff0c\u662f\u4ee5\u9019\u500b\u65b9\u5f0f\u4e0d\u65b7\u51fa\u73fe\uff0c\u4f8b\u5982Adidas NMD\uff0c\u4f60\u5c31\u53ef\u4ee5\u7528Phrase “Adidas NMD”<\/span>\/ Exact Match\u00a0[Adidas NMD]<\/span>\uff0c\u914d\u4ee5\u8f03\u9ad8\u7684max CPC bid\u4ee5\u63d0\u9ad8\u5ee3\u544a\u51fa\u73fe\u548c\u88ab\u9ede\u64ca\u7684\u6a5f\u6703\u3002<\/p>\n

 <\/p>\n

\u82e5\u679cSearch Term Report\u986f\u793a\uff0cBuy NMD Adidas Hong Kong, Adidas NMD HK, Hong Kong Adidas NMD Price, Adidas NMD HK Price\uff0c\u5728\u9019\u500b\u60c5\u6cc1\u4e0b\uff0c\u770b\u5230\u4e3b\u8981\u7684component\u662fAdidas, NMD\u548cHong Kong\uff0c\u6240\u4ee5Keywords\u53ef\u4ee5\u8a2d\u5b9a\u70ba +Adidas +NMD +HK<\/span>\uff0c\u9019\u6a23\u53ef\u4ee5\u6536\u7a84\u641c\u5c0b\u7bc4\u570d\u4e4b\u9918\uff0c\u53c8\u53ef\u4ee5\u4ee4\u5ee3\u544a\u51fa\u73fe\u5728\u76f8\u95dc\u641c\u5c0b\u5b57\u8a5e\u3002<\/p>\n

 <\/p>\n

\u60c5\u6cc1\u4e09\uff1a\u5b8c\u5168\u4e86\u89e3\u5927\u773e\u7684\u641c\u5c0bPattern<\/strong><\/p>\n

\u82e5\u679c\u505acampaign\u7684\u6642\u5019\uff0c\u5df2\u7d93\u5b8c\u5168\u6e05\u695a\u4e86\u89e3Audience\u7684search pattern\uff0c\u7576\u7136\u53ef\u4ee5\u7528phrase match\u548cexact match\uff0c\u4f46\u6211\u4e0d\u76f8\u4fe1\u5927\u5bb6\u5b8c\u5168\u80fd\u5920\u77e5\u9053\u4e00\u822c\u4eba\u7684search pattern\uff0c\u6240\u4ee5\u7528\u4e00\u4e9bbroad match modifier\u53bb\u5354\u52a9\u662f\u6700\u7406\u60f3\u7684\u3002<\/p>\n

 <\/p>\n

\u6700\u7406\u60f3\u7684\u9078\u64c7Keyword Match Type\u6d41\u7a0b<\/strong>\u00a0<\/span><\/p>\n

\u5148\u7528broad match\uff0c\u4ee5\u4e00\u500b\u6bd4\u8f03\u4fdd\u5b88\u7684bidding\uff0c\u4ee4\u4f60\u7684\u5ee3\u544a\u51fa\u73fe\uff0c\u76ee\u7684\u662f\u6536\u96c6\u4e0d\u540c\u7684search term\u3002<\/p>\n

2\u500b\u661f\u671f\u5f8c\uff0c\u5728search term report\u4e2d\u6536\u96c6\u5230\u8db3\u5920\u7684\u641c\u67e5\u5b57\u8a5e\u5f8c\uff0c\u53ef\u4ee5\u628a\u4e0d\u76f8\u95dc\u7684search term\u8f49\u70banegative keyword\uff0c\u628a\u76f8\u95dc\u7684\u8f49\u70babroad match modifier\u6216phrase match\/ exact match\u3002<\/p>\n

Broad match modifier\u7684bidding\u53ef\u4ee5\u8abf\u5230\u5efa\u8b70\u9996\u9801\u51fa\u50f9\uff0cphrase\/ exact match\u53ef\u4ee5\u53d6\u9032\u4e00\u9ede\uff0c\u51fa\u50f9\u4ee51\u81f33\u4f4d\u70ba\u76ee\u6a19<\/p>\n

 <\/p>\n

\u6700\u5f8c\uff0c\u63d0\u63d0\u5927\u5bb6\u5343\u842c\u4e0d\u8981\u5728\u540c\u4e00\u500bad group (even\u540c\u4e00\u500bcampaign)\u8a2d\u5b9a\u540c\u4e00\u500bkeywords\uff0c\u56e0\u70ba\u9019\u6703\u5f15\u81f4\u81ea\u5df1\u8207\u81ea\u5df1\u7af6\u50f9\uff0c\u4ee4\u6210\u672c\u66f4\u9ad8\u3002\u770b\u5b8c\u9019\u7bc7\u6587\u7ae0\u5f8c\uff0c\u5e0c\u671b\u5927\u5bb6\u5c0d\u5229\u7528\u4e0d\u540c\u7684keyword type\u6703\u6709\u66f4\u591a\u7684\u4e86\u89e3\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"

Keyword\uff0c\u662fSearch Campaign\u7684\u9748\u9b42\uff0c\u53ef\u4ee5\u8aaa\u662f\u76f4\u63a5\u5f71\u97ff\u4f60\u7684\u5ee3\u544a\u8868\u73fe\u3002\u4e00\u822c\u4eba\u90fd\u4ee5\u70ba\u5c07\u4e00\u5927\u5806\u4e0d\u540c\u7684\u7d44\u5408\u81ea\u4ee5\u70ba\u662f\u5730\u653e\u5728\u4e00\u500bad group\u5167\u5c31\u5b8c\u4e8b\uff0c<\/p>","protected":false},"author":6,"featured_media":247,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-241","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\/241","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=241"}],"version-history":[{"count":0,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/241\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media\/247"}],"wp:attachment":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media?parent=241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/categories?post=241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/tags?post=241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}