{"id":24966,"date":"2018-11-17T18:21:56","date_gmt":"2018-11-17T18:21:56","guid":{"rendered":"https:\/\/www.kickads.co\/?p=14371"},"modified":"2018-11-17T18:21:56","modified_gmt":"2018-11-17T18:21:56","slug":"4-ads-ecommerce-stores-must-do","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/zh\/4-ads-ecommerce-stores-must-do\/","title":{"rendered":"E-Commerce \u7db2\u5e97\u5fc5\u9700\u76844\u500b\u5ee3\u544a"},"content":{"rendered":"

\u5728\u9019\u500b\u4eba\u4eba\u90fd\u505aE-Commerce\u96fb\u5546\u7684\u5e74\u4ee3\u4e2d\uff0c\u7121\u8ad6\u4f60\u7684\u516c\u53f8\u662f\u4e2d\u5c0f\u4f01\u6216\u5927\u4f01\u696d\u4e5f\u597d\uff0c\u67d0\u4e9b\u5ee3\u544a\u662f\u4e00\u9593E-Commerce\u7db2\u5e97\u5fc5\u9808\u9700\u8981\u505a\u7684\u3002\u53ef\u80fd\u4f60\u5c0d\u7db2\u4e0a\u5ee3\u544a\u7121\u5f9e\u5165\u624b\uff0c\u5168\u529b\u4ea4\u7d66Agency\u53bb\u8655\u7406\uff0c\u6216\u8005\u4f60\u5df2\u7d93\u628aFacebook Boosting\u505a\u5f97\u5341\u5206\u7cbe\u6e96\uff0cFacebook Post\u548c\u5ee3\u544a\u4e5f\u5341\u5206\u6709\u5167\u5bb9\u3002\u4e0d\u7dca\u8981\uff0c\u4f46\u6211\u5011\u8a8d\u70ba\u4f5c\u70ba\u4e00\u500bE-Commerce Store\uff0c\u4ee5\u4e0b\u67094\u500b\u5ee3\u544aFormat\u662f\u5fc5\u9700\u8981\u505a\uff0c\u4e00\u9f4a\u4f86\u770b\u770b\u90194\u500b\u5ee3\u544a\u5f62\u5f0f\u662f\u4ec0\u9ebc\u4f86\uff0c\u9084\u6709\u5982\u4f55\u5e6b\u5230\u4f60\u516c\u53f8\u7684Online Presence\u548cSales<\/p>\n

\"\"<\/p>\n

 <\/p>\n

ALWAYS-ON\u5ee3\u544a VS TACTICAL\u5ee3\u544a<\/b><\/span><\/h2>\n

\u5728Agency\u7684\u4e16\u754c\u4e2d\uff0c\u6240\u6709\u7684\u5ee3\u544a\u53ea\u5206\u70ba2\u7a2e\uff0c\u4e00\u7a2e\u662fAlways-On Campaign\uff0c\u610f\u601d\u662f\u4e00\u5e74365\u5929\u90fd\u6703\u4e0a\u7dda\uff0c\u6c92\u6709End Date\uff1b\u53e6\u4e00\u7a2e\u7a31\u70baTactical Campaign (\u6709\u4eba\u7a31\u70baEvent-Oriented)\uff0c\u610f\u601d\u662f\u7576\u4f60\u6709\u4e00\u4e9b\u7bc0\u65e5\u6027\u7684\u63a8\u5ee3 Festive Promotions\uff0c\u6216\u8005\u6709\u65b0\u7522\u54c1\u8981\u63a8\u51fa (Product Launch Ad \/ Teaser Ad)\uff0c\u751a\u81f3\u662f\u4e00\u4e9bE-Commerce Store\u5927\u6e1b\u50f9\u6216Crossover\u5176\u4ed6\u54c1\u724c\u7b49\u7b49\uff0c\u7e3d\u4e4b\u6709\u7279\u5225\u7684\u6771\u897f\u800c\u60f3\u53bb\u63a8\u5ee3\uff0c\u90fd\u53ef\u7a31\u70baTactical Campaign\u3002<\/p>\n

Why do we have to introduce the type of campaign\uff1f<\/b><\/span><\/h3>\n

\u4ee5\u4e0b\u4ecb\u7d39\u76844\u500b\u5ee3\u544aFormat\u90fd\u662fAlways-On Campaign\uff0c\u56e0\u70baAlways-On\u7684\u5ee3\u544a\u5728ROI\u6b63\u6578\u7684\u60c5\u6cc1\u4e0b\u90fd\u61c9\u8a72\u7e7c\u7e8c\uff0c\u56e0\u70baAlways-On Campaign\u4e3b\u8981\u662f\u7528\u4f86\u8dd1\u6578 (\u8ffdSales \/ Online Transaction)<\/p>\n

 <\/p>\n

\u56db\u500bALWAYS-ON\u5ee3\u544a<\/b><\/h1>\n

<\/h1>\n

Paid Search (Search Ads + RLSA)<\/span><\/h2>\n

I am sure that everyone here who browse through our blog regularly knows what SEM represents, otherwise known as Search Engine Marketing. Within Search Engine Marketing, it includes SEO and Paid Search. However, during the initial launching of websites or online stores, it\u2019s more reasonable to exclude SEO and focus solely on PAID SEARCH (Please be noted here that the usual SEM we practiced refers to Paid Search<\/p>\n

 <\/p>\n

PAID SEARCH\u5982\u4f55\u6709\u6548\u5e6b\u52a9ONLINE SALES\u5462\uff1f<\/span><\/h3>\n

\u5728\u4e16\u754c\u4e0a\uff0c\u4efb\u4f55\u7684Targeting\u65b9\u6cd5\u90fd\u6c92\u6709\u6bd4\u81ea\u5df1\u53bb\u641c\u5c0b\u66f4\u52a0\u6e96\u78ba\u3002\u5728Paid Search\u4e2d\uff0c\u6211\u5011\u6703\u8cb7\u7684Keywords\u4e3b\u8981\u67093\u985e \u2013 BRAND, GENERIC\/ PRODUCTS, COMPETITORS\uff0c\u4f8b\u5b50\u5982\u4e0b<\/p>\n

Brands \u2013 \u6240\u6709\u81ea\u5df1Brand Name\u7684Combination (adidas)<\/p>\n

Generic\/ Product \u2013 \u6240\u6709\u81ea\u5df1\u7684\u670d\u52d9\/\u7522\u54c1\/\u554f\u984c\u7684Combination (NMD R1)<\/p>\n

Competitors \u2013 \u81ea\u5df1\u7af6\u722d\u5c0d\u624b\u7684Combination (nike)<\/p>\n

\u7531\u65bcPaid Search\u8b93\u4f60\u7684\u5ee3\u544a\u51fa\u73fe\u5728Correct Timing to the Correct Audience\uff0c\u800c\u5ba2\u4eba\u4e5f\u76f4\u63a5Land\u5230Product Page\u4e2d\uff0cCustomer Journey\u4e0a\u4e5f\u76f8\u5c0d\u5927\u5927\u7e2e\u77ed\uff0c\u6240Paid Search\u662f\u5728\u773e\u591a\u5ee3\u544a\u6e20\u9053\u4e2d\u6700\u80fd\u5920\u62ff\u5230Direct Response<\/p>\n

\u4e0d\u904e\uff0c\u7531\u65bc\u95dc\u9375\u5b57\u5ee3\u544a\u6108\u4f86\u6108\u88ab\u5ee3\u6cdb\u5730\u4f7f\u7528\uff0c\u4ee4\u6bcf\u500bClick\u7684\u6210\u672c\u6108\u4f86\u6108\u9ad8\uff0c\u5c0d\u65bc\u4e00\u4e9bBranding\u4e0d\u5f37\u7684E-Commerce\uff0c\u53ea\u80fd\u55ae\u5920Generic Keyword\u4f86\u63a5\u89f8\u5ba2\u4eba\uff0c\u56e0\u70ba\u6210\u672c\u6108\u4f86\u6108\u9ad8\u7684\u60c5\u6cc1\u4e0bCPA(\u6bcf\u500b\u8f49\u63db\u7684\u6210\u672c)\u4e5f\u6108\u4f86\u6108\u9ad8\u3002\u662f\u7684\uff0c\u6211\u662f\u5728\u8aaaPaid Search\u7684\u4e0d\u662f\uff0c\u56e0\u70ba\u6709\u826f\u5fc3\u7684agency\u4e0d\u6703\u8aaa\u5047\u8a71 (\u770b\u4e0b\u5716)<\/p>\n

\"\"<\/p>\n

\u96d6\u7136Pay Per Click\u6108\u4f86\u6108\u8cb4\uff0c\u9019\u4ee3\u8868\u6bcf\u4e00\u500b\u9ede\u64ca\u90fd\u8981\u63a7\u5236\u5f97\u5b9c\uff0c\u800c\u4e0d\u662f\u53bb\u9003\u907f\uff0c\u6240\u4ee5\u5728SEM\u4e2d\u4e5f\u8981\u8a2d\u7acbRLSA -> Remarketing List For Search Ads\uff0c\u4e5f\u662f\u5728Search\u4e0a\u9762\u662f\u8a2d\u7acbRemarketing\uff0c\u8b93\u81ea\u5df1\u66f4\u638c\u63e1CPC\u3002<\/p>\n

 <\/p>\n

RLSA<\/span><\/h3>\n

\"\"<\/p>\n

\u6700\u8fd1\u6211\u5011\u5728\u67d0\u4e9b\u5ba2\u4eba\u4e2d\u63a8\u884cRLSA\uff0c\u5373\u662f\u628aRemarketing\u7684\u6982\u5ff5\u653e\u5728Paid Search\u4e0a\u9762\u3002\u597d\u50cf\u4e0a\u5716\u4e2d\uff0c\u5982\u679c\u4f60\u662f\u5b8c\u5168\u6c92\u6709\u9032\u904e\u6211\u5011\u7684website\u4e2d\uff0c\u4f60\u6703\u88ab\u5206\u6d41\u5230Normal Paid Search\uff0c\u770b\u5230\u7684\u662fMessage 1\uff1b\u5982\u679c\u4f60\u66fe\u7d93\u5230\u8a2a\u904e\u6211\u5011\u7684\u7db2\u7ad9\uff0c\u4f60\u6703\u88ab\u5206\u6d41\u5230Remarketing List for Search Ads\uff0c\u8a72\u5ee3\u544a\u7684\u6392\u540d\u6703\u8f03\u9ad8 (\u56e0\u70ba\u6211\u60f3\u4f60\u6703\u8a8d\u5f97\u6211\u5011\u7684\u54c1\u724c)\uff0c\u540c\u6642\u770b\u5230\u7684\u662fMessage 2<\/p>\n

 <\/p>\n

\u6578\u7d71\u8aaa\u660e\u4e00\u5207<\/span><\/h3>\n

\"\"<\/p>\n

\u5982\u60f3\u50cf\u4e2d\u4e00\u6a23\uff0cRLSA\u7684CTR\u8f03\u9ad8\u548c\u6709\u8f03\u591a\u7684Conversions (\u7531\u65bc\u4fdd\u8b77\u5ba2\u4eba\u7684\u8cc7\u6599\uff0c\u5148hide\u6389\u5176\u4ed6\u654f\u611f\u7684\u8a0a\u606f)<\/p>\n

 <\/p>\n

Dynamic Remarketing Banner on GDN<\/b><\/span><\/h2>\n

Remarketing\u662f\u4ec0\u9ebc\u5927\u5bb6\u61c9\u8a72\u5341\u5206\u719f\u6089\uff0c\u81f3\u65bcDynamic Remarketing\u662f\u4ec0\u9ebc\u5462\uff1f\u5176\u5be6\u5927\u5bb6\u5e73\u6642\u4e00\u5b9a\u6703\u9047\u5230\u7684\uff0c\u4f60\u5011\u6709\u8a66\u904e\u53bbBooking.com\u770b\u9152\u5e97\u4f46\u6c92\u6709\u9810\u8a02\uff0c\u7136\u5f8c\u770b\u904e\u90a3\u5e7e\u9593\u9152\u5e97\u5c31\u4e0d\u65b7\u8ddf\u5f9e\u4f60\uff0c\u5982\u4ee5\u4e0b\u7684\u4f8b\u5b50<\/p>\n

\"\"<\/p>\n

\u597d\u8655\u7576\u7136\u662f\u53ef\u4ee5\u63d0\u9ad8CTR\u548cConversion Rate\uff0c\u539f\u56e0\u5f88\u7c21\u55ae\uff0c\u6211\u4e5f\u76f8\u4fe1\u5927\u5bb6\u4e5f\u53ef\u4ee5\u660e\u767d\u5230\u3002\u4f46\u58de\u8655\u53ef\u80fd\u6703\u4ee4\u5230\u5ba2\u4eba\u611f\u5230\u53cd\u611f\uff0c\u6240\u4ee5\u6211\u5011\u5fc5\u9700\u8981\u628aConverted Customer\u505aExclusion\uff0c\u540c\u6642\u9593\u4e5f\u6703\u8a2d\u7f6eFrequency Capping\u3002<\/p>\n

 <\/p>\n

DYNAMIC REMARKETING? \u807d\u8d77\u4f86\u597d\u50cf\u662f\u4e00\u4ef6\u5f88\u56f0\u96e3\u7684\u4e8b\u60c5\uff1f<\/b><\/span><\/h3>\n

\u6578\u5e74\u524d\u525b\u4f7f\u7528Google Ads\u6642\uff0c\u6240\u6709Dynamic\u7684\u5ee3\u544a\u8a2d\u7f6e\u7684\u7684\u78ba\u78ba\u662f\u5341\u5206\u9ebb\u7169\uff0c\u56e0\u70ba\u6211\u5011\u9700\u8981\u653e\u5f88\u591acustomize\u7684code\u5728\u7db2\u9801\u4e2d\u3002\u96a8\u7740\u5404\u5927website builder\u7684\u9032\u6b65\u548cGoogle\u7684\u958b\u653e\uff0cDynamic Remarketing\u7684\u8a2d\u7f6e\u58de\u5ea6\u5df2\u7d93\u5927\u5927\u6e1b\u4f4e\u3002\u5728\u9019?\uff0c\u6211\u7c21\u55ae\u8aaa\u8aaa\u6b65\u9a5f\u5c31\u597d\u4e86<\/p>\n

 <\/p>\n

DYNAMIC REMARKETING \u7c21\u55ae\u8a2d\u7f6e\u6b65\u9a5f<\/b><\/span><\/h3>\n

\"\"<\/p>\n

\u7531\u65bc\u672c\u6587\u4e26\u4e0d\u662f\u4e3b\u8981\u4ecb\u7d39Dynamic Remarketing\u6216Product Feed\u8a2d\u7f6e\u548cOptimization\u65b9\u5411\uff0c\u6240\u4ee5\u4e0d\u6703\u5728\u6b64\u5927\u8cbb\u5468\u7ae0\u53bb\u8b1b\u8ff0\uff0c\u4e0d\u904e\u76f8\u4fe1\u6211\uff0cDynamic Remarketing Ads Give a MASSIVE Help on E-Commerce\u3002<\/p>\n

 <\/p>\n

Shopping Campaign<\/b><\/span><\/h2>\n

\u7576\u4f60\u8a2d\u7f6e\u4e86Product Feed\u5728Google Merchant Center\u5f8c\uff0c\u9664\u4e86\u53ef\u4ee5\u5efa\u7acbDynamic Remarketing\u4e4b\u5916\uff0cShopping Campagin\u4e5f\u662f\u53e6\u4e00\u500bE-Commerce\u7db2\u5e97\u9700\u8981\u8003\u616e\u7684\u5ee3\u544a\u985e\u5f62\u3002\u5176\u5be6\u6211\u5011\u5df2\u7d93\u4ecb\u7d39\u4e86Google Shopping\u5f88\u591a\u6b21\u4e86\uff0c\u53ef\u80fd\u5927\u5bb6\u89ba\u5f97\u4f5c\u7528\u4e0d\u5927\u7684\u539f\u56e0\u662f\u53ea\u6709\u5927\u578bE-Commerce\u624d\u4f7f\u7528Google Shopping? (\u5982\u4e0b\u5716)<\/p>\n

\"\"<\/p>\n

\u662f\u7684\uff0c\u5927\u578bE-Commerce\u7db2\u7ad9\u7684\u78baDominate\u4e86Shopping\u7684Listing\uff0c\u4f46\u5728CPC\u7684Model\u5e95\u4e0b\uff0c\u5982\u679c\u4f60\u7684\u7522\u54c1show up\u4e86\u7684\u8a71\uff0c\u6c92\u6709\u9ede\u64ca\u4e0d\u7528\u4ed8\u9322\uff0c\u9ede\u64ca\u4e86\u4e0d\u8cfc\u8cb7\u7684\u8a71\uff0c\u4f60\u7684Dynamic Remarketing\u5c31\u767c\u63ee\u529f\u6548\u4e86\u3002\u6240\u4ee5\uff0c\u5f88\u591a\u6642\u5019Shopping\u548cDynamic Remarketing\u662f\u4e26\u884c\u7684\u3002\u52a0\u4e0a\uff0cShopping Campaign\u7684CPC\u5176\u5be6\u5c1a\u7b97\u4fbf\u5b9c(\u53c3\u8003\u4e0b\u5716)\uff0c\u6240\u4ee5\u66f4\u52a0\u61c9\u8a72\u904e\u4efd\u666e\u53ca\u524d\u8981\u5145\u4efd\u5229\u7528\uff01<\/p>\n

 <\/p>\n

\"\"<\/h2>\n

Facebook Dynamic Remarketing<\/h2>\n

\u9664\u4e86\u5728Google Display Network\u4e2d\u9032\u884cDynamic Remarketing\u5ee3\u544a\uff0cFacebook\u7d55\u5c0d\u662f\u53e6\u4e00\u500b\u4f60\u5fc5\u9808\u8981\u8ddf\u9032\u7684\u5e73\u53f0\u3002\u76f8\u4fe199%\u7684\u670b\u53cb\u90fd\u662f\u96e2\u4e0d\u958b\u90192\u500b\u5e73\u53f0(\u6211\u77e5\u9053\uff0c\u662f\u5ee2\u8a71)\uff0c\u6240\u4ee5\u4f60\u505aRemarketing\u5ee3\u544a\uff0c\u4e00\u662f\u5b8c\u5168\u4e0d\u505a\uff0c\u4e00\u505a\u5c31\u8981\u505a\u5230\u5e95\u3002\u4f46\u5343\u842c\u4e0d\u8981\u88abDynamic\u5687\u5230\uff0c\u5176\u5be6\u7a0b\u5e8f\u548cGoogle\u4e0a\u7684Remarketing\u5206\u5225\u4e0d\u5927\uff0c\u8b93\u6211\u5f88\u5feb\u5730\u53bb\u5206\u4eab\u6574\u500b\u6d41\u7a0b<\/p>\n

 <\/p>\n

FACEBOOK DYNAMIC REMARKETING \u88fd\u4f5c\u6d41\u7a0b<\/span><\/h3>\n

\"\"<\/p>\n

FACEBOOK DYNAMIC REMARKETING \u5927\u5927\u6e1b\u4f4eCPA<\/span><\/h3>\n

\u6211\u5011\u4e4b\u524d\u5728\u99ac\u4f86\u897f\u4e9e\u66fe\u7d93\u904b\u4f5c\u904e\u7684\u4e00\u500bE-Commerce Store\u4e2d\uff0c\u6211\u5011\u6bd4\u8f03\u904e\u4e00\u822c\u7684Remarketing Campaign\u548cDynamic Remarketing Campaign\u7684\u6578\u64da\uff0c\u5f88\u660e\u986f\u5730\uff0cDynamic Remarketing\u7684\u5ee3\u544a\u82b1\u8cbb\u8f03\u4f4e\uff0c\u4f46CPA\u537b\u6bd4\u4e00\u822c\u7684Remarketing\u5ee3\u544a\u4fbf\u5b9c\u4e863\u500d\u6709\u591a\uff01<\/p>\n

\"\"<\/p>\n

 <\/p>\n

\u4ee5\u4e0a\u56db\u9805\u5c31\u662f\u4e00\u9593E-Commerce Store\u61c9\u8a72\u8981\u904b\u884c\u7684Always-On\u5ee3\u544a\uff0c\u5982\u679c\u4f60\u4e0d\u61c2\u904b\u4f5c\uff0c\u6b61\u8fce\u96a8\u6642\u5728Facebook\u8a62\u554f\u6211\u5011\u3002\u5982\u679c\u4f60\u60f3\u4e86\u89e3Kick Ads\u5982\u4f55\u53ef\u4ee5\u5e6b\u52a9\u5230\u4f60\u7684E-Commerce Store\u6210\u9577\uff0c\u7acb\u5373\u7559\u4e0b\u4f60\u7684\u8cc7\u6599\u5411\u6211\u5011\u67e5\u8a62\uff01<\/p>\n

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

Regardless of the size or capacity of your firm, either it\u2019s a gigantic firm or a SME entity, there are some vital advertisements which must be done especially in this era where E-Commerce is gradually becoming more common. Perhaps you have literally zero knowledge about online advertising, and have always entrusted this on the hands […]<\/p>\n","protected":false},"author":6,"featured_media":15057,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55,52],"tags":[],"class_list":["post-24966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-information","category-sem"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/24966","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=24966"}],"version-history":[{"count":0,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/24966\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media\/15057"}],"wp:attachment":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media?parent=24966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/categories?post=24966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/tags?post=24966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}