{"id":481,"date":"2005-10-15T02:03:38","date_gmt":"2005-10-14T20:33:38","guid":{"rendered":"http:\/\/tao.kaoart.info\/?p=121"},"modified":"2005-10-15T02:03:38","modified_gmt":"2005-10-14T20:33:38","slug":"%e5%88%9b%e5%bb%bagoogle%e5%85%b3%e9%94%ae%e8%af%8d%e5%b9%bf%e5%91%8a%e7%9a%8412%e9%ab%98%e6%8b%9b","status":"publish","type":"post","link":"https:\/\/tao0.date\/?p=481","title":{"rendered":"\u521b\u5efaGoogle\u5173\u952e\u8bcd\u5e7f\u544a\u768412\u9ad8\u62db"},"content":{"rendered":"<blockquote><p>\u4f5c\u8005\u7b80\u4ecb\uff1aMichael Wong\u662f\u4f4d\u8d44\u6df1\u7684\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u4e13\u5bb6\uff0c\u4ed6\u521b\u4f5c\u4e86\u5f88\u591a\u6709\u5173\u641c\u7d22\u5f15\u64ce\u65b9\u9762\u7684\u4e66\u7c4d\u3002\u540c\u65f6Mike\u4e5f\u662f\u300aMike\u7684\u8425\u9500\u7b56\u7565\u300b\u4e00\u4e66\u7684\u7f16\u8f91\u8005\uff0c\u53ef\u4ee5\u8bf4\u4ed6\u662f\u7f51\u7edc\u5e02\u573a\u8425\u9500\u7b56\u7565\u7684\u9886\u5934\u4eba\u3002<br \/>\n\u6458\u8981: \u8fd9\u7bc7\u6587\u7ae0\u8981\u5411\u5927\u5bb6\u5c55\u793a\u5728Google\u5173\u952e\u8bcd\u6392\u540d\u5e7f\u544a(Google AdWords Select)\u4e2d\u521b\u5efa\u6210\u529f\u7684\u5e7f\u544a\u5185\u5bb9\u7684\u4e00\u4e9b\u6280\u5de7\u3002\u6211\u5df2\u7ecf\u7528\u8fd9\u4e9b\u65b9\u6cd5\u5bf9Google\u7684\u6309\u70b9\u51fb\u4ed8\u8d39\u5e7f\u544a\u670d\u52a1\u6d4b\u8bd5\u4e86\u6709\u4e00\u6bb5\u65f6\u95f4\u4e86\uff0c\u7ed3\u679c\u975e\u5e38\u6210\u529f\u3002\u8fd912\u4e2a\u6280\u5de7\u53ef\u4ee5\u5e2e\u52a9\u4f60\u5728google\u5173\u952e\u8bcd\u6392\u540d\u5e7f\u544a\u4e2d\u521b\u5efa\u4e00\u4e2a\u8f83\u9ad8\u7684\u70b9\u51fb\u7387\uff0c\u5e76\u4ee5\u66f4\u4f4e\u7684\u4ef7\u683c\u6392\u5728\u524d\u9762\u3002&#8212;\u6b63\u5982\u4f60\u6240\u671f\u5f85\u7684\uff01<\/p><\/blockquote>\n<p>1. \u9501\u5b9a\u6b63\u786e\u7684\u76ee\u6807\u7fa4\u4f53\u3000\u3000\u901a\u8fc7\u9009\u62e9\u67d0\u79cd\u8bed\u8a00\u548c\u67d0\u4e2a\u56fd\u5bb6\u6216\u5730\u533a\u6765\u9501\u5b9a\u4f60\u7684\u6f5c\u5728\u5ba2\u6237\u7fa4\u4f53\u3002\u4f8b\u5982\uff0c\u4f60\u53ef\u4ee5\u8bbe\u5b9a\u53ea\u8ba9\u4f60\u7684\u5e7f\u544a\u51fa\u73b0\u5728\u67d0\u4e2a\u7279\u5b9a\u56fd\u5bb6\u7684\u6f5c\u5728\u5ba2\u6237\uff0c\u6bd4\u5982\u73b0\u5728\u6709\u8bb8\u591a\u8bb2\u6cd5\u8bed\u7684\u56fd\u5bb6\uff0c\u4f46\u5982\u679c\u4f60\u7684\u76ee\u6807\u5ba2\u6237\u53ea\u5728\u52a0\u62ff\u5927\uff0c\u5219\u4f60\u53ef\u4ee5\u628a\u9664\u52a0\u62ff\u5927\u4ee5\u5916\u7684\u5176\u4ed6\u8bb2\u6cd5\u8bed\u7684\u56fd\u5bb6\u5c4f\u853d\u6389\u3002\u6362\u8a00\u4e4b\uff0c\u6cd5\u56fd\u7684\u67e5\u8be2\u8005\u662f\u65e0\u6cd5\u201c\u70b9\u51fb\u201d\u4f60\u7684\u5e7f\u544a\u7684\uff0c\u56e0\u4e3a\u5b83\u4e0d\u4f1a\u51fa\u73b0\u3002\u4ece\u800c\u907f\u514d\u4e86\u7531\u4e8e\u8fd9\u90e8\u5206\u70b9\u51fb\u5e26\u7ed9\u4f60\u7684\u989d\u5916\u7684\u548c\u4e0d\u5fc5\u8981\u7684\u652f\u51fa\u4e86\u3002<br \/>\n2. \u63d0\u70bc\u5e7f\u544a\u4e2d\u7684\u5173\u952e\u8bcd\u3000\u3000\u7528\u65b9\u62ec\u53f7\u201c[&#8230;]\u201d\u628a\u4f60\u7684\u5173\u952e\u5b57(\u8bcd)\u62ec\u8d77\u6765\u3002\u4f8b\u5982\uff1a[Google][Google AdWords] \u8fd9\u6837\u4e00\u6765\uff0c\u53ea\u6709\u5f53\u67e5\u8be2\u8005\u952e\u5165\u7684\u5173\u952e\u8bcd\u4e0e\u4f60\u7528\u65b9\u62ec\u53f7\u62ec\u8d77\u6765\u7684\u5173\u952e\u8bcd(\u5173\u952e\u77ed\u8bed)\u7cbe\u786e\u5339\u914d\u65f6\uff0c\u4f60\u7684\u5e7f\u544a\u624d\u4f1a\u5448\u73b0\u5728\u7528\u6237\u9762\u524d\u3002\u6362\u8a00\u4e4b\uff0c\u5018\u82e5\u641c\u7d22\u7684\u5173\u952e\u8bcd\u4e2d\u5305\u542b\u4e86\u5176\u5b83\u7684\u8bcd\uff0c\u90a3\u4e48\u641c\u7d22\u7ed3\u679c\u4e2d\u4e0d\u4f1a\u51fa\u73b0\u4f60\u7684\u5e7f\u544a\u3002\u4ece\u800c\u6709\u6548\u5730\u6392\u9664\u4e86\u5bf9\u4f60\u7684\u4e1a\u52a1\u4e0d\u76f8\u5173\u7684\u8bbf\u95ee\u8005\uff0c\u6700\u5927\u7a0b\u5ea6\u5730\u51cf\u5c11\u4e86\u4f60\u7684\u5e7f\u544a\u652f\u51fa\u3002<br \/>\n3. \u540c\u65f6\u5bf9\u591a\u4e2a\u5e7f\u544a\u8fdb\u884c\u6d4b\u8bd5\u3000\u3000\u4e00\u822c\u9700\u8981\u540c\u65f6\u5bf92\u4e2a\u6216\u8005\u66f4\u591a\u5e7f\u544a\u8fdb\u884c\u6d4b\u8bd5\u3002\u8fd9\u79cd\u6d4b\u8bd5\u65b9\u6cd5\u5728\u5370\u5237\u884c\u4e1a\u4e2d\u53eb\u505aA\/B\u5206\u79bb\u6d4b\u8bd5\u3002\u901a\u8fc7\u6bd4\u8f83\u627e\u51fa\u80fd\u591f\u83b7\u5f97\u8f83\u9ad8\u70b9\u51fb\u7387\u7684\u90a3\u4e2a\u5e7f\u544a\uff0c\u7136\u540e\u7528\u5b83\u6765\u66ff\u6362\u539f\u6709\u7684\u5e7f\u544a\u5185\u5bb9\u3002\u91cd\u590d\u6b64\u8fc7\u7a0b\uff0c\u4ee5\u83b7\u5f97\u4e00\u4e2a\u70b9\u51fb\u7387\u6700\u9ad8\u7684\u5e7f\u544a\u5185\u5bb9\u3002<!--page--><br \/>\n4. \u8ddf\u8e2a\u6bcf\u4e2a\u5e7f\u544a\u7684\u6295\u8d44\u56de\u62a5(ROI) \u3000\u3000\u867d\u7136Google\u4f1a\u8ddf\u8e2a\u5176\u4e0a\u6bcf\u4e2a\u5173\u952e\u8bcd\u5e7f\u544a\u7684\u70b9\u51fb\u7387\uff0c\u4f46\u5b83\u4e0d\u4f1a\u53bb\u8ddf\u8e2a\u5230\u5e95\u6709\u591a\u5c11\u70b9\u51fb\u7387\u5b9e\u9645\u8f6c\u5316\u6210\u4e86\u4f60\u7684\u6295\u8d44\u56de\u62a5(ROI)\u3002\u4f60\u53ef\u4ee5\u5bf9\u6bcf\u4e2a\u5e7f\u544a\u4f7f\u7528\u4e00\u4e2a\u7279\u6b8a\u7684\u8ddf\u8e2a\u94fe\u63a5\u6765\u8ffd\u8e2a\u8be5\u5e7f\u544a\u7684\u8f6c\u5316\u6295\u8d44\u6bd4\u4f8b\u3002\u4f8b\u5982\uff1a\u4f60\u53ef\u4ee5\u7ed9\u6bcf\u4e2a\u5e7f\u544a\u52a0\u4e0a\u4e00\u4e2a\u6210\u5458\u8ddf\u8e2a\u7cfb\u7edf\u94fe\u63a5(affiliate tracking system link)\u3002\u8fd9\u6837\u505a\u53ef\u4ee5\u68c0\u67e5\u4f60\u6295\u8d44\u7684\u94b1\u6ca1\u6709\u6ca1\u6709\u6253\u6c34\u6f02\uff0c\u4ece\u800c\u786e\u4fdd\u6bcf\u4e2a\u6295\u653e\u7684\u5e7f\u544a\u90fd\u4f1a\u4e3a\u4f60\u5e26\u6765\u6295\u8d44\u56de\u62a5\u3002<br \/>\n5. \u5e7f\u544a\u4e2d\u5e94\u5305\u542b\u76ee\u6807\u5173\u952e\u8bcd\u3000\u5728\u4f60\u7684\u5e7f\u544a\u6807\u9898\u548c\u5185\u5bb9\u4e2d\u5e94\u5305\u542b\u5177\u4f53\u7684\u76ee\u6807\u5173\u952e\u8bcd\u3002Google\u4f1a\u628a\u5e7f\u544a\u4e2d\u4e0e\u67e5\u8be2\u5339\u914d\u7684\u5173\u952e\u8bcd\u52a0\u7c97\u8fdb\u884c\u7a81\u51fa\u3002\u5927\u5bb6\u90fd\u77e5\u9053\uff0c\u5f53\u4e00\u4e2a\u67e5\u8be2\u8005\u6d4f\u89c8\u67e5\u8be2\u7ed3\u679c\u65f6\uff0c\u4ed6\u5176\u5b9e\u662f\u5728\u627e\u952e\u5165\u7684\u5173\u952e\u8bcd\u3002\u8fd9\u65f6\u4ee5\u7c97\u4f53\u7a81\u51fa\u7684\u67e5\u8be2\u5173\u952e\u8bcd\u81ea\u7136\u80fd\u591f\u5438\u5f15\u67e5\u8be2\u8005\u7684\u6ce8\u610f\u529b\u3002\u4e5f\u6b63\u662f\u7531\u4e8e\u8fd9\u4e2a\u539f\u56e0\uff0c\u5305\u542b\u5173\u952e\u8bcd\u7684\u5e7f\u544a\u5f80\u5f80\u4f1a\u6bd4\u90a3\u4e9b\u4e0d\u5305\u542b\u5173\u952e\u8bcd\u7684\u5e7f\u544a\u6548\u679c\u8981\u597d\u7684\u591a\u3002<br \/>\n6. \u5f3a\u8c03\u4ea7\u54c1\u548c\u670d\u52a1\u7684\u597d\u5904\u3000\u3000\u5728\u4f60\u7684\u5e7f\u544a\u4e2d\u5e94\u63d0\u4f9b\u4e00\u5230\u51e0\u4e2a\u4f60\u4ea7\u54c1\u6216\u670d\u52a1\u80fd\u591f\u4e3a\u5ba2\u6237\u5e26\u6765\u7684\u4e3b\u8981\u76ca\u5904\u3002\u4f8b\u5982\uff1a\u8d5a\u66f4\u591a\u94b1\uff0c\u4fdd\u6301\u9752\u6625\uff0c\u51cf\u80a5\uff0c\u8eab\u4f53\u66f4\u5065\u5eb7\uff0c\u751f\u6d3b\u7684\u66f4\u5feb\u4e50\uff0c\u7b49\u7b49\u8bf8\u5982\u6b64\u7c7b\u7684\u597d\u5904\u3002<br \/>\n7. \u5e7f\u544a\u4e2d\u5e94\u5305\u542b\u80fd\u591f\u6293\u4f4f\u6ce8\u610f\u529b\u7684\u8bcd\u3000\u3000\u5728\u5e7f\u544a\u7684\u6807\u9898\u4e2d\uff0c\u5e94\u63d0\u4f9b\u6709\u80fd\u591f\u6293\u4f4f\u67e5\u8be2\u8005\u6ce8\u610f\u529b\u7684\u8bcd\u3002\u4f8b\u5982\u201c\u514d\u8d39\u7684\u201d\uff0c\u201c\u65b0\u7684\u201d\u7b49\u7b49\u3002\u4e0d\u8fc7\u540c\u65f6\u8981\u786e\u4fdd\u6ca1\u6709\u8fdd\u80cc Google\u7684\u5173\u952e\u8bcd\u7f16\u8f91\u6307\u5bfc\u89c4\u5219\u3002\u4f8b\u5982\uff1a\u5982\u679c\u4f7f\u7528\u4e86\u201c\u514d\u8d39\u201d\uff0c\u90a3\u4e48\u5728\u4f60\u5e7f\u544a\u76f4\u63a5\u94fe\u63a5\u7684\u9875\u9762\u5fc5\u987b\u6709\u76f8\u5bf9\u5e94\u7684\u514d\u8d39\u7684\u4ea7\u54c1\u6216\u670d\u52a1\uff1b\u5982\u679c\u4f7f\u7528\u4e86\u201c\u65b0\u7684\u201d\uff0c\u90a3\u4e48\u4f60\u63a8\u51fa\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u4e0d\u80fd\u8d85\u8fc7\u534a\u5e74\u3002\u800c\u4e14\u5982\u679c\u901a\u8fc7\u4f60\u7684\u5546\u52a1\u6216\u7b2c\u4e09\u65b9\u7684\u68c0\u9a8c\u53d1\u73b0\u4f60\u4e0d\u80fd\u6709\u76f8\u5173\u7684\u4fdd\u8bc1\uff0c\u90a3\u4e48\u5728\u4f60\u7684\u5e7f\u544a\u4e2d\u5c31\u4e0d\u80fd\u5305\u542b\u76f8\u5173\u7684\u6216\u4e3b\u89c2\u7684\u8bcd\u8bed\uff0c\u4f8b\u5982\uff1a\u201c\u6700\u597d\u7684\u201d\uff0c\u201c\u6700\u5ec9\u4ef7\u7684\u201d\uff0c\u201c\u9876\u7ea7\u7684\u201d\uff0c\u201c\u7b2c\u4e00\u201d\u7b49\u7b49\u3002<!--page--><br \/>\n8. 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\/>\n9. \u4ea7\u54c1\u8425\u9500\u5e94\u5177\u6709\u72ec\u7279\u7684\u5356\u70b9\u4e3b\u5f20(USP) \u3000\u3000Rosser Reeves\u63d0\u51fa\u4e86\u4ea7\u54c1\u7684\u6838\u5fc3\u6982\u5ff5\uff0c\u4e5f\u79f0\u6838\u5fc3\u5356\u70b9(\u5373Unique Selling Proposition\uff0c\u7b80\u79f0USP\uff0c\u5373\u72ec\u7279\u7684\u5356\u70b9\u4e3b\u5f20\/\u9500\u552e\u4e3b\u5f20)\u3002USP\u662f\u4ea7\u54c1\u6838\u5fc3\u4ef7\u503c\u7684\u5916\u5728\u8868\u73b0\uff0c\u4e5f\u662f\u4f20\u9012\u7ed9\u6d88\u8d39\u8005\u7684\u6700\u91cd\u8981\u7684\u4ea7\u54c1\u4fe1\u606f\u3002 Rosser Reeves\u4e3b\u5f20\uff0c\u5728\u5236\u4f5c\u5e7f\u544a\u65f6\uff0c\u6700\u91cd\u8981\u7684\u662f\u53d1\u73b0\u5176USP\uff0c\u5373(1) \u5fc5\u987b\u5305\u542b\u7279\u5b9a\u7684\u5546\u54c1\u6548\u76ca\uff1b(2) 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