《优化及提高帐户的质量得分》.ppt

? 2005 Google Slide * 优化及提高帐户的质量得分 识别效能低的关键字 将关键字添加到广告文字中 选择有效广告及链接 学习这一模块后，您将可以： 目标 检查现有关键字清单 识别效能低的关键字 CTR(质量得分1-10分) 了解关键字没效果的原因 检查现有广告清单 广告文字 显示网址 目标网址 关键字常见问题 关键字太宽泛 使用单个关键字要特别注意 关键字工具利用 有哪些信誉好的足球投注网站结果（自然结果） 广告文字与关键字没有相关性 创建更有相关性的广告文字 帐户结构 – 同一个广告组含有无相关的关键字 关键字太少 未使用否定关键字 广告及链接常见问题 广告与链接网址内容不匹配 链接网址打开速度 广告描述吸引度低 删除效能低的关键字 创建新的广告组 如果关键字需要新的广告文字，创建一个新的广告组 一定要添加所选择的关键字的复数形式、常见变体形式和同义词。 浏览网站 寻找更多相关的关键字 检阅公司业务介绍来寻找有效的关键字 关键字 – 否定 仔细评估对关键字的建议 如果提议的关键字不适合所提供的产品/服务，则考虑将其用作否定关键字 主要问题：有哪些信誉好的足球投注网站这些关键字的用户会对所提供的产品或服务感兴趣吗？ 添加否定关键字能够减少广告所产生的无关展示次数，提高点击率，降低每次点击费用。 * Welcome to Topic 1: Optimizing an account with a low Quality Score. * * * * A crucial early step in optimizing a campaign is reviewing the keyword list. Here’s a sample set of keywords. One of the immediate actions you can take to improve the quality score of your keywords is to delete poorly performing keywords that are irrelevant to your business. [Animation] As you can see, this list contains one poorly performing keyword, ‘chocolates’. This keyword is inactive on Google and our search network and should be deleted. * Creating additional Ad Groups allows you to tailor ad text to keywords. [Animation] You should also add plurals, common variations and synonyms from the Keyword Tool in your new Ad Groups. Adding these relevant variations allows you to monitor the performance of each variation, and potentially optimize your Ad Group even further. Keep in mind that if any keywords you’re adding to a new Ad Group, already exist somewhere else in the account with the same CPC, you should delete those duplicate keywords. If the same keyword exists in multiple Ad Groups with the same maximum CPC, the AdWords system will evenly alternate the delivery of each ad for that keyword, resulting in the optimized, more effective ad appearing less frequently. * Review the website to get ideas for other relevant keywords. Some new keywords may fit into existing Ad Groups, or will require you to create additional Ad Grou