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AI技术加持,Google Ads黄金组合再升级

by 海纳互动 20 Jul 2023

随着生活高度科技化的Z世代逐渐成为主要消费群体,消费需求及搜索方式不断改变,数字营销面临着重要转型,亟待高新营销工具持续推新、升级,在巨大流量池中精准吸引目标客户注意力。

Google Ads的黄金组合便在AI技术的加持下,完成了与时俱进的升级。

1. 广泛比对的搜索广告活动(Broad Match)

广泛比对功能可进一步整合相关性强的查询结果,扩张触及对象的范围。

例如广告主在建立关键字清单时,仅使用少数广告比对关键字如「低碳饮食计划」,便能实现「无碳食物」、「低碳食物」、「低卡路里食谱」、「地中海饮食书籍」或是「低碳水化合物饮食计划」等多个搜索内容的覆盖,触及更多的目标对象。

2. 最高成效广告活动(Performance Max)

最高成效广告活动以目标为导向,用机器学习模型围绕广告目标建立适用的广告格式。无论是在YouTube短视频、信息流等界面,还是在Goolge发现界面、地图界面或是Gmail,都能找出最适合的广告出价和投放位置,从而挖掘更多转换客户,获取更多转换或更高的转化价值。

而黄金组合再搭配上「智能出价」以及「回应式搜索广告」能够进一步提升广告效益。

  • 智能出价:可运用Google AI技术精准地评估数十亿种信号组合,结合业务目标、出价策略、搜索查询数据以及竞价设定智能出价,持续更新出价演算法,并配合成效变化和商家特定转换周期进行调整,锁定目标客户,将收益更大化。

  • 回应式搜索广告:广告主提供多则可用广告标题和说明,即可通过系统自动进行组合搭配,并根据搜索数据测试出成效最佳的广告组合,触达更多潜在客户。

科技巨头Google 使用AI全面赋能营销方案,让AI技术成为Google Ads核心。在多重AI技术的助力下,广告主的投放效益实现成倍增长。英国狗粮定制网站Tails.com的广告活动便在AI赋能下,让注册次数增加了182%,点击次数增加了258%。

科技正在高速发展,出海营销平台的升级和更迭也在飞快提速,中国品牌如果想要抓住重塑全球格局的机遇,需要搭上科技发展的快车,深入了解各媒体平台的新工具,并快速将其融入自身的营销计划中。

海纳互动深耕出海数字营销服务,对市场趋势的高速变化有着敏锐的洞察力以及高度的适应力,能够在瞬息万变的全球媒体环境中灵活应对突发状况,高效使用最新工具,并且提供实时追踪反馈数据的服务,协助广告主把控营销的整体方向,做到快而准的营销决策。

我们致力于将线上的商机转化为品牌的业绩
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