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Google智能竞价策略,如何实现广告目标价值最大化

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如今,一些广告商正在利用Google在机器学习方面的先进技术,如其智能竞价策略、覆盖范围和机器人算法帮助带动他们的电子商务业务。

 

关于Google智能竞价

智能竞价(Google Ads Smart Bidding)是自动竞价策略的一个子类别,其利用机器学习,在一秒钟内增强和分析数以百万计的信号,以调整竞价,帮助你实现目标转化率或转化价值。

 

它的工作原理是什么?

Google 智能竞价使用“拍卖时出价”,这意味着它会针对每个购物者实时调整出价。因此,对于每一个输入触发您广告关键词的购物者,Google都会根据他们认为该人购买的可能性来调整该关键词出价。

利用广告创意、时间和用户设备等内容线索,它可以计算出转化的可能性,然后围绕这些数字制定竞价策略,并随着时间的推移进行改进。

 

使用Google「智能竞价」的4大优点

能够助您节省时间和提升成效。

1、先进的机器学习科技

竞投时,机器学习演算法会进行大规模的数据分析,助您更准确预测帐户上不同竞价金额对转换次数和转换价值的潜在影响。机器学习演算法会考虑各种影响成效的参数,超乎单人或团队的计算能力。

 

2、多种不同的背景讯号

若使用每次竞投自动竞价,您可在优化竞价时将多种不同的讯号纳入考虑。讯号指进行特定竞投期间,某人或其背景的可识别属性。系统会将用于手动竞价调整的属性纳入考虑,例如用户的装置和位置,再加入其他「智能竞价」专用的讯号及讯号组合。以下列出一些重要的讯号。

3、灵活地控制成效

「智能竞价」让您设定成效目标,并因应独特的业务目标自订设定:根据您所选的归因模型 (包括以数据为本的归因) 优化「搜寻」竞价。

以「目标每次动作竞价」(即将推出) 为流动装置、桌面电脑和平板电脑设定装置专属成效目标。

 

4、成效报告具透明度

「智能竞价」的报告工具可让您更深入了解竞价成效,并助您迅速解决各种问题。这些报告工具包括:

  • 竞价策略报告 – 助您了解「智能竞价」策略成效。
  • 详尽的竞价策略状态 – 显示出影响竞价的各项元素如何互动。
  • 「搜寻广告系列」及「多媒体广告系列」的广告系列草稿和实验 – 易于测试「智能竞价」与目前竞价方式相比成效如何。
  • 模拟工具- 如果您已设定不同的每次动作成本、目标广告开支回报率或广告预算,此工具可预测您的广告在成本、转换次数、转换价值、展示次数和点击次数等重要数据方面可取得的成效。
  • 快讯与通知 – 标示有关转换追踪的问题,并提供清晰明确的修正步骤。

准备好使用Google来拓展您的业务了吗?了解我们如何帮助您的电子商务实现其目标。联系我们,与我们的专家交流。

 

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D38 拥有一支专门从事社交营销和电子商务的专家团队。让我们帮助您端到端规划和管理电子商务需求,立即与我们联系以获取报价。

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