\u63a8\u52a8\u5047\u65e5\u96f6\u552e\u5546\u540c\u65f6\u4f7f\u7528\u6587\u5b57\u5e7f\u544a\u548c\u4ea7\u54c1\u5217\u8868\u5e7f\u544a<\/p>\n
\u6587\u5b57\u5e7f\u544a\u548c\u4ea7\u54c1\u5217\u8868\u5e7f\u544a(PLAs)\u4e00\u8d77\u4f7f\u7528\u66f4\u5f3a\u5927\uff0c\u6839\u636e\u8c37\u6b4c;\u4ed6\u4eec\u8868\u793a\uff0c\u4e8b\u5b9e\u4e0a\uff0c\u4ec5\u4f7f\u7528\u6587\u5b57\u5e7f\u544a\u5c31\u610f\u5473\u7740\u54c1\u724c\u8ba4\u77e5\u5ea6\u8f83\u4f4e\uff0c\u7f51\u7ad9\u53c2\u4e0e\u5ea6\u8f83\u4f4e\uff0c\u5728\u7ebf\u9500\u552e\u989d\u4e5f\u8f83\u4f4e\u3002\u8c37\u6b4c\u6700\u8fd1\u4e0e\u7814\u7a76\u54a8\u8be2\u516c\u53f8\u660e\u7565\u884c(Millward Brown)\u5408\u4f5c\u8fdb\u884c\u7684\u4e00\u9879\u7814\u7a76\u663e\u793a:\u4e0e\u53ea\u770b\u5230\u6587\u672c\u5e7f\u544a\u7684\u4eba\u76f8\u6bd4\uff0c\u770b\u5230\u54c1\u724c\u7684\u5ba2\u6237\u7aef\u5e7f\u544a\u548c\u6587\u672c\u5e7f\u544a\u7684\u4eba\u572830\u5929\u5185\u641c\u7d22\u8be5\u54c1\u724c\u7684\u53ef\u80fd\u6027\u8981\u9ad8\u51fa75%\u3002\u540c\u65f6\u770b\u5230\u6587\u672c\u5e7f\u544a\u548c\u5ba2\u6237\u7aef\u5e7f\u544a\u7684\u4eba\u8bbf\u95ee\u8be5\u96f6\u552e\u5546\u7f51\u7ad9\u7684\u53ef\u80fd\u6027\u8981\u9ad8\u51fa90%\u3002\u4ed6\u4eec\u4e5f\u66f4\u6709\u53ef\u80fd\u8bbf\u95ee\u4ea7\u54c1\u9875\u9762\uff0c\u6dfb\u52a0\u5546\u54c1\u5230\u4ed6\u4eec\u7684\u8d2d\u7269\u8f66\uff0c\u5e76\u70b9\u51fb\u5546\u5e97\u5b9a\u4f4d\u6309\u94ae\u3002\u540c\u65f6\u770b\u5230\u6587\u672c\u5e7f\u544a\u548c\u7b49\u79bb\u5b50\u4f53\u5e7f\u544a\u7684\u7528\u6237\u6bd4\u53ea\u770b\u5230\u6587\u672c\u5e7f\u544a\u7684\u7528\u6237\u66f4\u6709\u53ef\u80fd\u8fdb\u884c\u8d2d\u4e70\u3002\u8c37\u6b4c\u627f\u8ba4\uff0c\u4ed6\u4eec\u7684\u53d1\u73b0\u4e3b\u8981\u662f\u9488\u5bf9\u79d1\u6280\u4ea7\u54c1\u8d2d\u7269\u8005\uff0c\u4e0d\u8fc7\u4ed6\u4eec\u76f8\u4fe1\uff0c\u540c\u65f6\u4f7f\u7528\u7b49\u79bb\u5b50\u4f53\u5e7f\u544a\u548c\u6587\u672c\u5e7f\u544a\u7684\u79ef\u6781\u7ed3\u679c\u4e5f\u9002\u7528\u4e8e\u5176\u4ed6\u8d2d\u7269\u8005\u3002\u6839\u636e\u8c37\u6b4c\u7684\u6570\u636e\u663e\u793a\uff0c\u5ba2\u6237\u7aef\u5e7f\u544a\u548c\u6587\u672c\u5e7f\u544a\u7684\u7ed3\u5408\u4f7f\u7528\u4e5f\u4f7f\u6d88\u8d39\u8005\u670970%\u7684\u53ef\u80fd\u6027\u70b9\u51fb\u5546\u5e97\u5b9a\u4f4d\u5668\uff0c42%\u7684\u53ef\u80fd\u6027\u8bbf\u95ee\u4ea7\u54c1\u9875\u9762\u3002\u7136\u800c\uff0c\u503c\u5f97\u6ce8\u610f\u7684\u662f\uff0c\u8c37\u6b4c\u53ea\u8c08\u8bba\u90a3\u4e9b\u9500\u552e\u81ea\u5df1\u54c1\u724c\u7684\u4e3b\u8981\u670d\u88c5\u96f6\u552e\u5546\u3002\u8fd9\u9879\u7279\u522b\u7814\u7a76\u7684\u65f6\u95f4\u9009\u62e9\u662f\u6709\u610f\u4e3a\u4e4b\u7684\uff0c\u56e0\u4e3a\u96f6\u552e\u5546\u6b63\u52a0\u7d27\u5907\u6218\u5047\u65e5\u9500\u552e\u5b63\uff0c\u5c4a\u65f6\u7535\u5b50\u5546\u52a1\u5728\u5047\u65e5\u9500\u552e\u4e2d\u6240\u5360\u7684\u4efd\u989d\u5c06\u6bd4\u4ee5\u5f80\u4efb\u4f55\u65f6\u5019\u90fd\u8981\u5927\u3002\u8fd9\u90fd\u662f\u597d\u6d88\u606f\uff0c\u5bf9\u5427?\u63d0\u9ad8\u8282\u65e5\u9500\u552e\u989d\u7684\u79d8\u8bc0\u5c31\u5728\u8fd9\u91cc:\u5728\u6587\u672c\u5e7f\u544a\u548c\u7b49\u79bb\u5b50\u4f53\u5e7f\u544a\u4e0a\u6295\u5165\u66f4\u591a\u7684\u5e7f\u544a\u3002\u7136\u800c\u5c31\u5728\u4e00\u5e74\u524d\uff0c\u8c37\u6b4c\u7684\u7814\u7a76\u96c6\u4e2d\u5728\u8ba9\u8425\u9500\u4eba\u5458\u76f8\u4fe1\u6587\u672c\u5e7f\u544a\u548c\u6709\u673a\u641c\u7d22\u7ed3\u679c\u4e4b\u95f4\u7684\u5173\u7cfb\u662f\u79ef\u6781\u7684\u2014\u2014\u6362\u53e5\u8bdd\u8bf4\uff0c\u6587\u672c\u5e7f\u544a\u4e0d\u4f1a\u8695\u98df\u6709\u673a\u641c\u7d22\u7ed3\u679c\u3002\u5f53\u65f6\uff0c\u4ed6\u4eec\u544a\u8bc9\u6211\u4eec\uff0c\u5f53\u5e7f\u544a\u6682\u505c\u65f6\uff0c89%\u7684\u5e7f\u544a\u4ea7\u751f\u7684\u6d41\u91cf\u5e76\u6ca1\u6709\u88ab\u6709\u673a\u70b9\u51fb\u6240\u53d6\u4ee3\u3002<\/p>\n
\u76f8\u5173:AdWords\u8d2d\u7269\u6d3b\u52a8\u5de5\u4f5c\u5417?2012\u5e74\uff0c\u51fa\u73b0\u5728\u4ed8\u8d39\u641c\u7d22\u548c\u6709\u673a\u641c\u7d22\u7684\u524d\u5217\u662f\u63d0\u9ad8\u6d41\u91cf\u3001\u610f\u56fe\u548c\u8f6c\u5316\u7387\u7684\u795e\u5947\u516c\u5f0f\u3002\u662f\u4ec0\u4e48\u6539\u53d8\u4e86?\u7b80\u5355\u5730\u8bf4\uff0c\u7559\u7ed9\u6709\u673a\u7ed3\u679c\u7684\u7a7a\u95f4\u975e\u5e38\u5c0f\u3002\u8c37\u6b4c\u653e\u7f6e\u7684\u514d\u8d39\u5e7f\u544a\u610f\u5473\u7740\u5927\u7ea680%\u7684\u5c4f\u5e55\u73b0\u5728\u88ab\u4ed8\u8d39\u5e7f\u544a\u5360\u636e\u3002\u4eca\u5e74\u65e9\u4e9b\u65f6\u5019\uff0c\u62c9\u91cc\u00b7\u91d1\u5c06\u89e3\u653e\u519b\u79f0\u4e3a\u201c\u5438\u98df\u5546\u4e1a\u610f\u56fe\u7684\u602a\u7269\u2026\u2026\u4ece\u6709\u673a\u548c\u975e\u89e3\u653e\u519b\u641c\u7d22\u7ed3\u679c\u4e2d\u7a83\u53d6\u6240\u6709\u8f6c\u5316\u7387\u3002\u201d\u4ed6\u89e3\u91ca\u8bf4\uff0c\u610f\u56fe\u8f83\u5f3a\u7684\u8d2d\u7269\u8005\u4f1a\u88abpla\u5438\u5f15;\u56fe\u5f62\u5e7f\u544a\uff0c\u5305\u62ec\u4ef7\u683c\u4fe1\u606f\uff0c\u5e76\u76f4\u63a5\u5f15\u5bfc\u5230\u7535\u5b50\u5546\u52a1\u7684\u767b\u9646\u9875\u9762\uff0c\u4f7f\u5f97\u5728\u6f0f\u6597\u672b\u7aef\u7684\u4eba\u4eec\u8f6c\u6362\u8d77\u6765\u5f88\u7b80\u5355\u3002\u90a3\u4e9b\u6d4f\u89c8\u8fc7\u6587\u672c\u5e7f\u544a\u548cPLAs\u5230\u6709\u673a\u5217\u8868\u7684\u7528\u6237\u662f\u5426\u4f1a\u8fdb\u884c\u8f6c\u6362\u5462?\u4ed6\u4eec\u66f4\u6709\u53ef\u80fd\u5904\u4e8e\u63a2\u7d22\u6a21\u5f0f\uff0c\u641c\u7d22\u4fe1\u606f\u800c\u4e0d\u662f\u5feb\u901f\u8d2d\u4e70\u3002\u6211\u4eec\u5f88\u96be\u76f8\u4fe1\u8c37\u6b4c\u7684\u7814\u7a76\u7ed3\u679c\uff0c\u56e0\u4e3a\u5f53\u4ed6\u4eec\u628a\u6240\u6709\u7684\u6709\u673a\u7ed3\u679c\u653e\u5728\u9875\u9762\u4e0b\u65b9\u65f6\uff0c\u4ed6\u4eec\u4f3c\u4e4e\u53ea\u662f\u5f3a\u5316\u4e86\u6211\u4eec\u77e5\u9053\u6211\u4eec\u4f1a\u770b\u5230\u7684\u4e1c\u897f\u3002\u5982\u679c\u9875\u9762\u4e0a\u67098\u4e2a\u5e7f\u544a\uff0c\u5176\u4e2d\u4e24\u4e2a\u662f\u4f60\u7684\uff0c\u4ece\u903b\u8f91\u4e0a\u8bb2\uff0c\u4f60\u6bd4\u53ea\u6709\u4e00\u4e2a\u5e7f\u544a\u7684\u4eba\u6709\u66f4\u5927\u7684\u673a\u4f1a\u83b7\u5f97\u70b9\u51fb\u3002\u5f53Larry\u53c2\u52a0\u4eca\u5e74\u590f\u5929\u7684\u641c\u7d22\u5185\u5e55\u5cf0\u4f1a\u7684\u65f6\u5019\uff0c\u5bf9PLAs\u6765\u8bf4\u8fd8\u4e3a\u65f6\u5c1a\u65e9\uff0c\u4f46\u662f\u5927\u54c1\u724c\u7684PPC\u7ecf\u7406\u5df2\u7ecf\u62a5\u544a\u8bf4\uff0cPLAs\u8868\u73b0\u5f97\u975e\u5e38\u597d\u2014\u2014\u4ee5\u4ed6\u4eec\u7684\u6587\u672c\u5e7f\u544a\u4e3a\u4ee3\u4ef7\u3002\u73b0\u5728\u8c37\u6b4c\u4f3c\u4e4e\u6b63\u5728\u8fd0\u884c\u6d4b\u8bd5\uff0c\u7ed9PLAs\u63d0\u4f9b\u66f4\u591a\u7684\u9ec4\u91d1\u8d44\u4ea7\u3002\u6211\u4eec\u77e5\u905353%\u7684\u6709\u673a\u70b9\u51fb\u4f1a\u6307\u5411\u7b2c\u4e00\u4e2a\u94fe\u63a5(Compete, 2012)\u3002\u5982\u679c\u4f60\u4e0d\u5728\u90a3\u91cc\uff0c\u6ca1\u6709\u9884\u7b97\u540c\u65f6\u5728\u9876\u90e8\u4f4d\u7f6e\u6295\u653e\u5e7f\u544a\u548c\u6587\u672c\u5e7f\u544a\uff0c\u4f60\u7684\u6709\u673a\u641c\u7d22\u6216\u4ed8\u8d39\u641c\u7d22\u7ed3\u679c\u8fd8\u4f1a\u6709\u4ec0\u4e48\u5438\u5f15\u529b\u5462?\u53bb\u5e74\u7b2c\u4e00\u5b63\u5ea6\uff0c\u8c37\u6b4c\u544a\u8bc9\u6211\u4eec81%\u7684\u60c5\u51b5\u4e0b\uff0cw\u5f53\u4e00\u4e2a\u4ed8\u8d39\u5e7f\u544a\u663e\u793a\u51fa\u6765\u65f6\uff0c\u5728\u7b2c\u4e00\u9875\u6ca1\u6709\u76f8\u5e94\u7684\u6709\u673a\u5217\u8868\u3002\u5728\u4efb\u4f55\u7ed9\u5b9a\u7684\u65f6\u95f4\uff0c\u90fd\u6709\u6709\u9650\u6570\u91cf\u7684\u6d88\u8d39\u8005\u641c\u7d22\u4efb\u4f55\u7ed9\u5b9a\u7684\u4ea7\u54c1\uff0c\u6bcf\u4e2a\u4eba\u90fd\u6709\u81ea\u5df1\u7684\u610f\u56fe\u7ea7\u522b\u3002\u968f\u7740\u8c37\u6b4c\u7ee7\u7eed\u63d0\u4f9b\u90a3\u4e9b\u51c6\u5907\u8d2d\u4e70\u4ed8\u8d39\u9009\u62e9\u800c\u4e0d\u662f\u6709\u673a\u98df\u54c1\u7684\u4eba\uff0c\u6211\u4eec\u4e0d\u9700\u8981\u80af\u5b9a\u4ed8\u8d39\u662f\u6709\u6548\u7684\u3002\u85aa\u916c\u8d8a\u9ad8\u6548\u679c\u8d8a\u597d\uff0c\u8fd9\u4e00\u70b9\u4e5f\u4e0d\u5947\u602a\u3002\u8fd9\u662f\u610f\u6599\u4e4b\u4e2d\u7684\u3002<\/p>\n
\u8c37\u6b4c\u7684\u6700\u65b0\u7814\u7a76\u7ed3\u679c\u53ea\u9002\u7528\u4e8e\u90a3\u4e9b\u65e2\u80fd\u5728AdWords\u6587\u672c\u5e7f\u544a\u53c8\u80fd\u5728pla\u5e7f\u544a\u4e2d\u5360\u636e\u524d\u5217\u7684\u5927\u54c1\u724c\u3002\u7531\u4e8e\u9884\u7b97\u539f\u56e0\uff0c\u4e0d\u5f97\u4e0d\u5728\u6587\u672c\u5e7f\u544a\u548c\u7b49\u79bb\u5b50\u5e7f\u544a\u4e4b\u95f4\u505a\u51fa\u9009\u62e9\u7684\u5c0f\u516c\u53f8\u5e94\u8be5\u505a\u597d\u51c6\u5907\uff0c\u5728\u8fd9\u4e2a\u5047\u671f\u5b63\u8282\u88ab\u51b7\u843d\u3002\u89c1Miranda Miller<\/p>\n
\u89c1Miranda Miller<\/p>\n
\u7684\u5176\u4ed6\u6587\u7ae0\u66f4\u591a\u50cf\u8fd9\u6837\u7684\u6587\u7ae08\u79cd\u806a\u660e\u7684\u65b9\u6cd5\u5728\u8c37\u6b4c\u5e7f\u544a\u7ade\u4e89(\u4e0d\u63d0\u9ad8\u51fa\u4ef7)\u8fd9\u91cc\u67098\u4e2a\u7b56\u7565\u548c24\u4e2a\u6218\u672f\uff0c\u4f60\u53ef\u4ee5\u5728\u51fa\u4ef7\u4e4b\u524d\u505a\u3002<\/p>\n
\u5982\u4f55\u4f7f\u7528\u8c37\u6b4c\u5e7f\u544a\u81ea\u5b9a\u4e49\u7247\u6bb5<\/p>\n
\u4e86\u89e3\u5982\u4f55\u4f7f\u7528\u8fd9\u4e2a\u672a\u5145\u5206\u5229\u7528\u7684\u8c37\u6b4c\u5e7f\u544a\u529f\u80fd\u7684\u529b\u91cf\u3002<\/p>\n
\u4e3a\u4ec0\u4e48\u4f60\u7684\u975e\u7535\u5b50\u5546\u52a1\u4e1a\u52a1\u5e94\u8be5\u8bbe\u7f6e\u8f6c\u6362\u503c(\u53ca\u5982\u4f55\u505a)<\/p>\n
\u63ed\u793a\u4e86\u5982\u4f55\u5728\u8c37\u6b4c\u5e7f\u544a(\u548c\u5176\u4ed6\u5e73\u53f0)\u4e2d\u63d0\u9ad8\u9886\u5148\u8d28\u91cf\u548c\u786e\u4fdd\u6700\u9ad8ROI\u7684\u5173\u952e\u3002<\/p>\n
\u8bc4\u8bba<\/p>\n
\u8bc4\u8bba\u524d\u8bf7\u9605\u8bfb\u6211\u4eec\u7684\u8bc4\u8bba\u653f\u7b56\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"
\u63a8\u52a8\u5047\u65e5\u96f6\u552e\u5546\u540c\u65f6\u4f7f\u7528\u6587\u5b57\u5e7f\u544a\u548c\u4ea7\u54c1\u5217\u8868\u5e7f\u544a \u6587\u5b57\u5e7f\u544a\u548c\u4ea7\u54c1\u5217\u8868\u5e7f\u544a(PLAs)\u4e00\u8d77\u4f7f\u7528\u66f4\u5f3a\u5927\uff0c\u6839\u636e\u8c37\u6b4c;\u4ed6\u4eec […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1364","post","type-post","status-publish","format-standard","hentry","category-gmail"],"_links":{"self":[{"href":"http:\/\/www.gmail360.com\/index.php?rest_route=\/wp\/v2\/posts\/1364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.gmail360.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.gmail360.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.gmail360.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.gmail360.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1364"}],"version-history":[{"count":1,"href":"http:\/\/www.gmail360.com\/index.php?rest_route=\/wp\/v2\/posts\/1364\/revisions"}],"predecessor-version":[{"id":3026,"href":"http:\/\/www.gmail360.com\/index.php?rest_route=\/wp\/v2\/posts\/1364\/revisions\/3026"}],"wp:attachment":[{"href":"http:\/\/www.gmail360.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.gmail360.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1364"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.gmail360.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}