{"id":4305,"date":"2024-09-18T01:58:31","date_gmt":"2024-09-17T17:58:31","guid":{"rendered":"http:\/\/www.gmail360.com\/?p=4305"},"modified":"2024-09-18T02:18:53","modified_gmt":"2024-09-17T18:18:53","slug":"airbnb-%e7%9a%84%e6%90%9c%e7%b4%a2%e8%90%a5%e9%94%80%e8%bd%ac%e5%8f%98%ef%bc%9a%e5%b9%bf%e5%91%8a%e5%95%86%e6%98%af%e5%90%a6%e5%ba%94%e8%af%a5%e6%95%88%e4%bb%bf%ef%bc%9f","status":"publish","type":"post","link":"http:\/\/www.gmail360.com\/?p=4305","title":{"rendered":"Airbnb \u7684\u641c\u7d22\u8425\u9500\u8f6c\u53d8\uff1a\u5e7f\u544a\u5546\u662f\u5426\u5e94\u8be5\u6548\u4eff\uff1f"},"content":{"rendered":"<h1><\/h1>\n<h2 class=\"subhead\"><span>\u968f\u7740\u5404\u9ad8\u6548\u5a92\u4f53\u6e20\u9053\u7684\u6bcf\u6b21\u70b9\u51fb\u8d39\u7528\u4e0d\u65ad\u4e0a\u6da8\uff0cAirbnb \u4ece PPC \u8f6c\u5411\u54c1\u724c\u8425\u9500\u662f\u5426\u503c\u5f97\u6548\u4eff\uff1f\u4ee5\u4e0b\u662f\u9700\u8981\u8003\u8651\u7684\u4e8b\u9879\u3002<\/span><\/h2>\n<div id=\"st-1\">\n<div class=\"st-btn st-last st-custom-button\" data-network=\"searchbot\" data-bs-toggle=\"modal\" data-bs-target=\"#SearchBotModal\"><\/div>\n<\/div>\n<div class=\"body-content pt-3\">\n<div class=\"bialty-container\">\n<p><span>\u300a\u534e\u5c14\u8857\u65e5\u62a5\u300b<\/span><span>\u6700\u8fd1\u4e00\u7bc7\u6587\u7ae0\u62a5\u9053\u79f0\uff0cAirbnb\u201c\u524a\u51cf\u5e7f\u544a\u652f\u51fa\u3001\u6295\u8d44\u54c1\u724c\u8425\u9500\u548c\u51cf\u5c11\u5bf9\u641c\u7d22\u5f15\u64ce\u8425\u9500\u4f9d\u8d56\u7684\u7b56\u7565\u6b63\u5728\u7ee7\u7eed\u53d6\u5f97\u6210\u6548\u201d\u3002<\/span><\/p>\n<p><span>\u6b64\u8a00\u5f15\u8d77\u4f17\u591a\u5e7f\u544a\u5546\u7684\u8ba8\u8bba\uff0c\u4ed6\u4eec\u60f3\u77e5\u9053\u7c7b\u4f3c\u7684\u7b56\u7565\u662f\u5426\u4e5f\u9002\u7528\u4e8e\u81ea\u5df1\u3002\u00a0<\/span><\/p>\n<p><span>2019 \u5e74\uff0cAirbnb \u5f00\u59cb\u5c06\u9884\u7b97\u4ece\u641c\u7d22\u8425\u9500\u8f6c\u79fb\u5230\u66f4\u5e7f\u6cdb\u7684\u8425\u9500\u8ba1\u5212\u3002<\/span><\/p>\n<p><span>\u6839\u636e Semrush \u548c Pathmatics \u6536\u96c6\u7684\u6570\u636e\uff0c\u75ab\u60c5\u52a0\u901f\u4e86\u8fd9\u4e00\u8f6c\u53d8\uff0c\u89c6\u9891\u548c\u793e\u4ea4\u5a92\u4f53\u5728 2021 \u5e74\u5360\u636e\u4e86\u6570\u5b57\u652f\u51fa\u7684\u6700\u5927\u4efd\u989d\u3002<\/span><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-390071 entered lazyloaded\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-800x457.png.webp\" alt=\"Airbnb \u6570\u5b57\u5a92\u4f53\u7ec4\u5408\uff08\u6309\u5b63\u5ea6\uff09-2019 \u5e74 1 \u6708\u81f3 2022 \u5e74 10 \u6708\" width=\"800\" height=\"457\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-800x457.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-592x338.png.webp 592w,https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-198x113.png.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-768x439.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-150x86.png.webp 150w,https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022.png.webp 1119w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/12\/Airbnb-digital-media-mix-by-quarter-January-2019-to-October-2022-800x457.png.webp\" data-ll-status=\"loaded\" \/><\/figure>\n<\/div>\n<p><span>2021 \u5e74\u7b2c\u56db\u5b63\u5ea6\uff0c\u8be5\u516c\u53f8\u5c06\u5176\u6570\u5b57\u6218\u7565\u6269\u5c55\u5230 OTT \u548c CTV\uff0c\u8fdb\u4e00\u6b65\u51cf\u5c11\u4e86 PPC \u7684\u9884\u7b97\u4efd\u989d\u3002<\/span><\/p>\n<p><span>\u968f\u7740\u5404\u4e2a\u6548\u679c\u5a92\u4f53\u6e20\u9053\u7684\u6bcf\u6b21\u70b9\u51fb\u8d39\u7528\u4e0d\u65ad\u4e0a\u6da8\uff0c\u5e7f\u544a\u5546\u5f00\u59cb\u6000\u7591\u653e\u5f03\u6548\u679c\u8425\u9500\u6e20\u9053\u662f\u5426\u662f\u6b63\u786e\u7684\u4e3e\u63aa\u3002\u00a0<\/span><\/p>\n<p><span>\u4f46\u5728\u60a8\u91c7\u53d6\u7c7b\u4f3c\u884c\u52a8\u4e4b\u524d\uff0c\u8ba9\u6211\u4eec\u5148\u770b\u770b\u4e09\u4e2a\u5173\u952e\u7684\u8003\u8651\u56e0\u7d20\u3002\u00a0<\/span><\/p>\n<h2 id=\"h-1-what-external-forces-are-impacting-your-business\" class=\"wp-block-heading\"><span>1. \u54ea\u4e9b\u5916\u90e8\u529b\u91cf\u6b63\u5728\u5f71\u54cd\u60a8\u7684\u4e1a\u52a1\uff1f\u00a0<\/span><\/h2>\n<p><span>\u8fd9\u573a\u75ab\u60c5\u5bf9 Airbnb \u7684\u6218\u7565\u8f6c\u53d8\u4ea7\u751f\u4e86\u76f8\u5f53\u5927\u7684\u5f71\u54cd\u3002<\/span><\/p>\n<p><span>\u8be5\u516c\u53f8\u4ece 2020 \u5e74 4 \u6708\u5230 2020 \u5e74 11 \u6708\u51cf\u5c11\u4e86\u8425\u9500\u652f\u51fa\uff0c\u4e4b\u540e\u51ed\u501f\u5f3a\u5927\u7684\u793e\u4ea4\u5a92\u4f53\u5f71\u54cd\u529b\u91cd\u65b0\u51fa\u73b0\u3002\u00a0<\/span><\/p>\n<p><span>\u968f\u540e\u5728 12 \u6708\uff0cAirbnb \u901a\u8fc7\u89c6\u9891\u5e7f\u544a\u63d0\u9192\u5ba2\u6237\uff0c\u5f53\u4eba\u4eec\u51c6\u5907\u65c5\u884c\u65f6\uff0c\u8be5\u54c1\u724c\u5c31\u4f1a\u51fa\u73b0\u3002<\/span><\/p>\n<p><span>\u6d88\u8d39\u8005\u884c\u4e3a\u53d1\u751f\u4e86\u53d8\u5316\uff0cAirbnb \u9700\u8981\u91c7\u7528\u4e00\u79cd\u80fd\u591f\u5b89\u5fc3\u5e76\u6fc0\u53d1\u4fe1\u4efb\u7684\u5a92\u4ecb\u3002\u8fd8\u6709\u4ec0\u4e48\u6bd4\u89c6\u9891\u66f4\u597d\u7684\u65b9\u6cd5\u5462\uff1f\u00a0<\/span><\/p>\n<p><span>\u4e0e\u5f71\u54cd\u4f60\u7684\u8425\u9500\u7ec4\u5408<\/span><span>\u7684\u5916\u90e8\u529b\u91cf\u4fdd\u6301\u4e00\u81f4\u81f3\u5173\u91cd\u8981\u3002\u00a0<\/span><\/p>\n<p><span>\u4f60\u662f\u60f3\u521b\u9020\u4e00\u4e2a\u65b0\u7684\u4ea7\u54c1\u7c7b\u522b\uff1f\u8fd8\u662f\u60f3\u6539\u53d8\u6d88\u8d39\u8005\u7684\u884c\u4e3a\uff1f\u00a0<\/span><\/p>\n<p><span>\u5982\u679c\u786e\u5b9e\u5982\u6b64\uff0c\u8f6c\u5411\u4ee5\u54c1\u724c\u4e3a\u4e3b\u7684\u5e7f\u544a\u53ef\u80fd\u662f\u660e\u667a\u4e4b\u4e3e\u3002\u00a0<\/span><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row\">\n<div class=\"col-12\"><\/div>\n<\/div>\n<div class=\"row align-items-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\"><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\">\n<\/div>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\" \/>\n<h2 id=\"h-2-have-you-reached-a-tipping-point\" class=\"wp-block-heading\"><span>2. \u4f60\u5df2\u7ecf\u5230\u8fbe\u4e34\u754c\u70b9\u4e86\u5417\uff1f<\/span><\/h2>\n<p><span>Airbnb 90% \u7684\u6d41\u91cf\u76f4\u63a5\u6765\u81ea\u8be5\u7f51\u7ad9\u3002\u6839\u636e<\/span><span>Second Measure<\/span><span>\u7684\u6570\u636e\uff0c\u4ed6\u4eec\u5728\u8be5\u9886\u57df\u7684\u5e02\u573a\u4efd\u989d\u63a5\u8fd1 20% \u3002<\/span><\/p>\n<p><span>Airbnb \u5df2\u7ecf\u5230\u8fbe\u4e86\u4e34\u754c\u70b9\u3002\u5176\u6240\u5c5e\u9886\u57df\u5df2\u7ecf\u975e\u5e38\u6210\u719f\uff0c\u5e76\u4e14\u662f\u8be5\u9886\u57df\u7684\u9886\u5bfc\u8005\u3002\u00a0<\/span><\/p>\n<p><span>\u4ed6\u4eec\u53ef\u4ee5\u5229\u7528\u7ee9\u6548\u5a92\u4f53\u4f5c\u4e3a\u4f9b\u9700\u7684\u6218\u7565\u6760\u6746\uff0c\u800c\u4e0d\u662f\u7528\u5b83\u6765\u5438\u5f15\u65b0\u5ba2\u6237\u3002<\/span><\/p>\n<p><span>\u628a\u54c1\u724c\u77e5\u540d\u5ea6\u652f\u51fa\u89c6\u4e3a\u4e3b\u8981\u5de5\u4f5c\uff0c\u628a\u7ee9\u6548\u5a92\u4f53\u89c6\u4e3a\u5fae\u8c03\u3002\u00a0<\/span><\/p>\n<p><span>\u5728\u51b3\u5b9a\u5c06\u8425\u9500\u8d44\u91d1\u82b1\u5728\u4f55\u5904\u4e4b\u524d\uff0c\u5148\u8981\u6e05\u695a\u81ea\u5df1\u7684\u76ee\u6807\u662f\u4ec0\u4e48\u3002\u00a0<\/span><\/p>\n<p><span>\u60a8\u662f\u8be5\u9886\u57df\u7684\u9886\u5bfc\u8005\u5417\uff1f\u5927\u591a\u6570\u8bbf\u5ba2\u662f\u5426\u76f4\u63a5\u8bbf\u95ee\u60a8\u7684\u7f51\u7ad9\uff1f\u00a0<\/span><\/p>\n<p><span>\u5982\u679c\u662f\u8fd9\u6837\u7684\u8bdd\uff0c\u52a0\u5927\u54c1\u724c\u5e7f\u544a\u7684\u6743\u91cd\uff0c\u5e76\u4f9d\u9760\u6548\u679c\u5a92\u4f53\u8fdb\u884c\u5fae\u8c03\uff0c\u662f\u6709\u610f\u4e49\u7684\u3002\u00a0<\/span><\/p>\n<p><span>\u4f46\u5982\u679c\u60a8\u9700\u8981\u83b7\u5f97\u66f4\u591a\u5ba2\u6237\u4ee5\u8fbe\u5230\u4e34\u754c\u70b9\uff0c\u8bf7\u8003\u8651\u91c7\u7528\u66f4\u6709\u6548\u7684\u5a92\u4f53\u7b56\u7565\u3002\u00a0<\/span><\/p>\n<h2 id=\"h-3-do-you-have-wasted-spend\" class=\"wp-block-heading\"><span>3. \u60a8\u662f\u5426\u6709\u8fc7\u6d6a\u8d39\u7684\u5f00\u652f\uff1f\u00a0<\/span><\/h2>\n<p><span>\u6700\u540e\uff0c\u4ece\u5916\u90e8\u6765\u770b\uff0c\u5f88\u96be\u8bf4 Airbnb \u7684\u7ee9\u6548\u8425\u9500\u652f\u51fa\u6709\u591a\u5c11\u88ab\u6d6a\u8d39\u4e86\u3002<\/span><\/p>\n<p><span>\u4f46\u4e50\u5929\u8425\u9500<\/span><span>\u548c<\/span><span>\u5546\u4e1a\u4fe1\u53f7<\/span><span>\u7684\u8c03\u67e5\u663e\u793a\uff0c\u8425\u9500\u4eba\u5458\u7ecf\u5e38\u6d6a\u8d39 25-40% \u7684\u8425\u9500\u9884\u7b97\u3002\u00a0<\/span><\/p>\n<p><span>\u53ea\u8981\u524a\u51cf\u8fd9\u4e9b\u6d6a\u8d39\u7684\u5f00\u652f\uff0c\u5e76\u5c06\u8fd9\u4e9b\u8d44\u91d1\u91cd\u65b0\u7528\u4e8e\u66f4\u5e7f\u6cdb\u7684\u8425\u9500\u6d3b\u52a8\uff0c\u5e7f\u544a\u5546\u5c31\u6709\u53ef\u80fd\u83b7\u5f97\u4e0e Airbnb \u7c7b\u4f3c\u7684\u6548\u679c\u3002\u00a0<\/span><\/p>\n<p><span>\u8bc4\u4f30\u60a8\u73b0\u6709\u7684<\/span><span>\u7ee9\u6548\u8425\u9500\u8d44\u91d1<\/span><span>\uff0c\u627e\u51fa\u663e\u800c\u6613\u89c1\u7684\u6d6a\u8d39\u652f\u51fa\u3002\u5728\u7ebf\u5ba1\u8ba1\u5de5\u5177\u4ee5\u53ca\u8425\u9500\u673a\u6784\u7684\u5ba1\u8ba1\u53ef\u4ee5\u63d0\u4f9b\u5e2e\u52a9\u3002\u00a0<\/span><\/p>\n<h2 id=\"h-rethink-your-marketing-mix-based-on-your-unique-situation\" class=\"wp-block-heading\"><span>\u6839\u636e\u4f60\u7684\u72ec\u7279\u60c5\u51b5\u91cd\u65b0\u8003\u8651\u4f60\u7684\u8425\u9500\u7ec4\u5408<\/span><\/h2>\n<p><span>\u503c\u5f97\u518d\u6b21\u5f3a\u8c03\u7684\u662f\uff0cAirbnb \u4ecd\u7136\u5c06\u5176\u9884\u7b97\u7684\u7ea6 50% \u7528\u4e8e\u6548\u679c\u5a92\u4f53\u3002<\/span><\/p>\n<p><span>\u56e0\u6b64\uff0c\u867d\u7136\u4ed6\u4eec\u7684\u4ea7\u54c1\u7ec4\u5408\u5df2\u4ece\u4e4b\u524d\u7684 80% \u53d1\u751f\u53d8\u5316\uff0c\u4f46\u8be5\u516c\u53f8\u4ecd\u7136\u4e25\u91cd\u4f9d\u8d56\u7ee9\u6548\u5a92\u4f53\u6765\u5e2e\u52a9\u5e73\u8861\u4f9b\u9700\u3002\u00a0<\/span><\/p>\n<p><span>\u5f53\u5e7f\u544a\u5546\u8003\u8651\u662f\u5426\u5c06\u9884\u7b97\u8f6c\u79fb\u5230\u54c1\u724c\u77e5\u540d\u5ea6\u65f6\uff0c\u5e94\u8be5\u91cd\u65b0\u8bc4\u4f30\u8425\u9500\u6e20\u9053\u7684\u4f5c\u7528\u3002<\/span><\/p>\n<p><span>\u8ba9\u6bcf\u4e2a\u6e20\u9053\u53d1\u6325\u5176\u8d85\u80fd\u529b\u53ef\u4ee5\u5728\u60a8\u7684\u8425\u9500\u7ec4\u5408\u4e2d\u521b\u9020\u51fa\u7f8e\u5999\u7684\u5171\u751f\u5173\u7cfb\u3002\u00a0<\/span><\/p>\n<p><span>\u56e0\u6b64\uff0c\u5982\u679c\u60a8\u6b63\u5728\u8003\u8651\u7c7b\u4f3c Airbnb \u7684\u6218\u7565\u8f6c\u53d8\uff0c\u90a3\u4e48\u5728\u91c7\u53d6\u884c\u52a8\u4e4b\u524d\u8ba4\u771f\u601d\u8003\u60a8\u7684\u4e1a\u52a1\u662f\u5f88\u91cd\u8981\u7684\u3002\u00a0<\/span><\/p>\n<p><span>\u8003\u8651\u4e00\u4e0b\u60a8\u7684\u4ea7\u54c1\u7c7b\u522b\u3001\u6d88\u8d39\u8005\u884c\u4e3a\u548c\u5e02\u573a\u5730\u4f4d\u3002\u6700\u540e\uff0c\u8bc4\u4f30\u4efb\u4f55\u6d6a\u8d39\u7684\u652f\u51fa\u3002<\/span><\/p>\n<p><span>\u5982\u679c\u60a8\u5df2\u51c6\u5907\u597d\u5192\u9669\uff0c\u8bf7\u8bb0\u4f4f\u6d4b\u8bd5\u3001\u8861\u91cf\u3001\u8bc4\u4f30\u548c\u91cd\u590d\u3002\u00a0<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u968f\u7740\u5404\u9ad8\u6548\u5a92\u4f53\u6e20\u9053\u7684\u6bcf\u6b21\u70b9\u51fb\u8d39\u7528\u4e0d\u65ad\u4e0a\u6da8\uff0cAirbnb \u4ece PPC \u8f6c\u5411\u54c1\u724c\u8425\u9500\u662f\u5426\u503c\u5f97\u6548\u4eff\uff1f\u4ee5\u4e0b\u662f\u9700\u8981\u8003\u8651\u7684 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