通过对与您的业务相关的关键字进行竞标，在搜索引擎结果页面的顶部购买空间的行为
搜索引擎营销
搜索引擎营销又名按点击付费广告，是通过对与您业务相关的关键字进行竞标，在搜索引擎结果页面的顶部购买空间的行为.
与搜索引擎优化相比，SEM将您置于“广告”出现的页面顶部. If you no longer pay, your ad will not appear at the top of the page.
活动结构 & 最佳实践
Campaign structure is the first step in setting up a successful campaign. 正确的结构会产生更好的结果，并提供更好的能力来跟踪哪些是有效的，哪些是无效的.
主题紧密的广告组
主题紧密的广告组 can improve 结果. Each campaign has multiple ad groups focused around a theme.
每个广告组三个文本广告
每个广告组有3个广告. 这使我们的团队能够在与他们的广告组和广告系列高度相关的更好的广告之间进行优化.
1-30 targeted keywords in each ad group
There are up to 30 targeted keywords in each ad group. 在广告组中使用更多关键字并不一定会提高广告效果. The focus should be on the relevance of keywords, not volume.
竞争对手分析 & 侵略征服
Because Google Ads is a highly competitive space in many industries, 重要的是，你的b谷歌广告团队做一个彻底的竞争对手分析. These text ads often show up right next to a competitor, so having a specific claim or offer can be a compelling way to stand out, or a reason for someone to click – or not click – on your ad. 侵略征服 campaigns can be useful in high-competition industries. These clicks can increase your overall CPC.
例子: If someone searches for Ford Fiesta, it might be relevant for a competitor ad like a Chevy Malibu ad to appear. 然而，这并不意味着你可以在你的广告中使用竞争对手的名字.
关键词分析
我们的团队进行彻底的关键字分析，以推荐您的关键字列表. 谷歌会从他们的计划工具中吐出很多信息——一些相关的, 但也有一些不相关的. 记住，谷歌是一台机器. Google sometimes also might suggest geographic areas that don’t make sense.
Quality keywords are the foundation of a good search campaign.
高质量的广告活动架构包括主题紧密的广告组和自定义广告的无尽的关键字列表.
Our team looks at multiple sources to form the right keyword list:
你的网站
竞争对手的网站
谷歌搜索
Google Ads Keyword Planner Tool
谷歌趋势
过程 & 策略
A sound strategy is important for a Google Ads campaign. 这些策略是为了增加点击量，并最终转化为你的网站或登陆页面. 花些时间思考这些问题的答案，以协助活动的开展.
以客户为中心
Differentiate the product or service
显示URL
Adisplay URL containing keyword.
独特的广告
定制、创意广告.
产品的好处
Demonstrate why consumers should choose you.
预先具有资格
Differentiate luxury buyers from discount buyers.
动态关键字插入
Use the specific keyword triggered by the user’s search query in your ad.
号召行动
Guide visitors to achieve desired 结果.
着陆页选择
Deep link to most relevant landing page.
标题和描述
Keywords in headlines and descriptions.
实现
Implement ALL applicable ad extensions.
剖析搜索广告
在上面显示的这个文本广告中，有超过6个与客户互动的机会. Google can change the look and makeup of the ad. It also chooses when extensions are shown. 确保你的广告系列具有这些功能和扩展以获得最佳效果是至关重要的.
特性 & 例子
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Google now allows up to 3 headlines (all three might not be shown)
汽车经销商可能希望在第一标题显示他们的名字，以从竞争对手中脱颖而出. - Google now allows up to 2 descriptions (both might not be shown)
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Callouts to highlight your differentiators
Callouts could be “#1 Car Dealership.” -
Call extensions to allow direct calls
Call extensions will allow potential buyers to call them directly.
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Link Google My Business to show address, hours, and phone number
链接到谷歌我的业务将允许访问者看到他们何时开放或获得驾驶方向. -
结构化的片段显示多种产品，如服务、课程、设施
Structured snippets to show available models -
Sitelink extensions to link to other relevant pages of your website
Sitelinks to available inventory and financing pages for easy navigation.
运动的优化
Our campaign managers monitor budgets closely to bring consistent traffic. By continuously A/B testing ads, we retire the low-performing ads. Low-performing keywords are paused and more relevant keywords are added. All changes are documented and communicated.
检查投标和预算
优化文字广告
暂停表现不佳的关键词
优化活动结构
添加新关键字
记录活动变更
问责制 & 结果
We are a Google Premier partner. Premier partners are among the Top 3% of all Google Partners. That status is given based on historical performance, 竞选体积, 谷歌认证专家的数量以及遵循最佳实践的可靠记录.