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ID:55668484
大小:5.73 MB
页数:62页
时间:2020-05-23
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1、adCenterBasics,Tools&OptimizationBestPracticesThursday,8/11/11adCenterBasics,Tools&OptimizationBestPracticesThursday,8/11/11Yahoo!&BingMarketplaceBasics&BestPractices12AgendaTools3Yahoo!&Bing1UnifiedMarketplacePerformanceMetricsAPowerfulMarketplace31.3%S
2、earchShare163MUniqueSearchers6billionMonthlysearches4.7billionvisitspermonthintheU.S.Yahoo!ishometo11#1propertiesintheU.S.178millionuniquevisitorsintheU.S.3rdmostvisitedsiteintheU.S.35%NotusingGoogleMarketPerformanceUpdatesWe’reseeingcontinuedstabil
3、izationofthemarketplace,demonstratedbyimprovedROI.Basics&BestPractices2VolumePerformanceBudgetStrategicInsights:VolumeKeywordsExpandingyourkeywordsetisintegraltomaintainingandimprovingyourcampaign’sperformanceinadCenter.Addingnewkeywordsusingthefollowing
4、tacticsarebestpractices:CheckwithyourAMtoidentifynewkeywordopportunitiesBroadMatchWhenusingbroadmatch,youradappears ifasearchquery:ContainsallwordsinyourkeywordinadifferentorderWordsareinthesameorderbuthavetermsinbetweenthemIncludewordsthatarecloselyrela
5、tedtoyourkeywords.YouraccountrepresentativecanhelpyouidentifyinstanceswhereyouarenotbiddingonBroadThebenefitsofthismatchtypeinclude:AdServingadCenter’srelevanceandqualitymechanismsfocuson:CTRThreshold:MustmeetcertainCTRrequirementstoshowMinBid:$0.05toent
6、ersystem,butistypicallyhighertoshowLandingPageRelevance:adCentercrawlsLP’stodeterminerelevanceBestPractice:MonitorQualityScoreperformanceandcorrectlow-performingcomponentsIncreaseminimumbids(particularlyforlowervolumeterms)toensureparticipationEnsurethat
7、landingpageisdirectlyrelevanttotheuserqueryandkeywordKeywordLandingPagesUsingthemostrelevantlandingpagewillhelpdriveperformance,andimproveQualityScoresGeneralLandingPageKeyword:NikeRedShoesBetterLandingPageKeyword:NikeRedShoesBiddingIt’simportanttoreme
8、mberthat:DefaultbidsaresetattheadgrouplevelKeywordlevelbidsaresetatthematchtypelevelTheminbidis$.05,buttypicallyrequiresmoretoshowNegativeKeywordsNegativeKeywordsinadCenter:HelpsyouoptimizeBroad&PhraseMatchtrafficWorksdiff
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