\u5bb6-\u535a\u5ba2-\u4ec0\u4e48\u662f\u76ee\u6807ROAS\u5728\u8c37\u6b4c\u5e7f\u544a\u548c\u4ec0\u4e48\u65f6\u5019\u6211\u5e94\u8be5\u4f7f\u7528\u5b83?<\/p>\n
\u5bf9\u4e8e\u90a3\u4e9b\u5728\u4ed8\u8d39\u641c\u7d22\u7b56\u7565\u4e2d\u4e13\u6ce8\u4e8e\u8f6c\u6362\u7684\u4eba\u6765\u8bf4\uff0c\u6700\u5927\u5316\u4f60\u7684\u5e7f\u544a\u52aa\u529b\u7684\u76c8\u5229\u80fd\u529b\u662f\u91cd\u4e2d\u4e4b\u91cd\u3002\u8c37\u6b4c\u63d0\u4f9b\u4e86\u5404\u79cd\u5404\u6837\u7684\u667a\u80fd\u7ade\u4ef7\u7b56\u7565\uff0c\u53ef\u4ee5\u8ba9\u60a8\u4ee5\u8212\u9002\u7684\u6210\u672c\u9a71\u52a8\u66f4\u591a\u7684\u8f6c\u6362\u3002\u7136\u800c\uff0c\u5982\u679c\u60a8\u60f3\u5c06\u8be5\u7b56\u7565\u63d0\u5347\u5230\u4e0b\u4e00\u4e2a\u5c42\u6b21\uff0c\u5e76\u4ec5\u4e13\u6ce8\u4e8e\u63a8\u52a8\u79ef\u6781\u7684\u6295\u8d44\u56de\u62a5\uff0c\u60a8\u53ef\u80fd\u9700\u8981\u8003\u8651Target ROAS (tROAS)\u6295\u6807\u3002\u8fd9\u79cd\u81ea\u52a8\u7ade\u4ef7\u7b56\u7565\u5e76\u4e0d\u662f\u4e00\u4e2a\u4e07\u80fd\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u53ef\u4ee5\u8ba9\u6bcf\u4e2a\u5e7f\u544a\u5ba2\u6237\u4ece\u8c37\u6b4c\u5e7f\u544a\u4e0a\u8d5a\u94b1\uff0c\u7136\u800c\uff0c\u5bf9\u5f88\u591a\u4eba\u6765\u8bf4\uff0c\u5b83\u53ef\u4ee5\u4ea7\u751f\u5de8\u5927\u7684\u5f71\u54cd\u3002\u5728\u8fd9\u7bc7\u6587\u7ae0\u4e2d\uff0c\u6211\u5c06\u6df1\u5165\u63a2\u8ba8:<\/p>\n
\u4ec0\u4e48\u662f\u76ee\u6807ROAS?\u5982\u4f55\u8bbe\u7f6e\u4f60\u7684tROAS<\/p>\n
\uff0c\u6211\u4e5f\u4f1a\u5206\u4eab\u4e00\u4e9b\u5efa\u8bae\uff0c\u8ba9\u4f60\u7684\u9884\u7b97\u5f97\u5230\u6700\u5927\u7684\u5229\u7528\u3002\u8ba9\u6211\u4eec\u5f00\u59cb\u5427\u3002\u4ec0\u4e48\u662f\u76ee\u6807ROAS?<\/p>\n
\u76ee\u6807ROAS\u6216\u201ctROAS\u201d\u4ee3\u8868\u201c\u5e7f\u544a\u652f\u51fa\u7684\u76ee\u6807\u56de\u62a5\u201d\uff0c\u5c5e\u4e8e\u8c37\u6b4c\u7684\u667a\u80fd\u7ade\u4ef7\u7b56\u7565\u7c7b\u522b\u3002\u8fd9\u4e9b\u662f\u4f7f\u7528\u201c\u62cd\u5356\u65f6\u7ade\u4ef7\u201d\u7684\u81ea\u52a8\u7ade\u4ef7\u7b56\u7565\u2014\u2014\u8fd9\u610f\u5473\u7740\u8c37\u6b4c\u5c06\u5728\u60a8\u8fdb\u5165\u7684\u6bcf\u6b21\u62cd\u5356\u4e2d\u4f18\u5316\u8f6c\u6362\u6216\u8f6c\u6362\u4ef7\u503c\u3002\u4ec0\u4e48\u662fROAS?\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u8861\u91cf\u7684\u662f\u4f60\u7684\u4f01\u4e1a\u6bcf\u82b1\u4e00\u7f8e\u5143\u5728\u5e7f\u544a\u4e0a\u6240\u83b7\u5f97\u7684\u6536\u5165\u3002\u5b83\u662fROI\uff0c\u6295\u8d44\u662f\u4f60\u5728\u5e7f\u544a\u4e0a\u7684\u82b1\u8d39\u2014\u2014\u5728\u672c\u4f8b\u4e2d\u662f\u8c37\u6b4c\u5e7f\u544a\u3002\u4f60\u53ef\u4ee5\u5728\u8c37\u6b4c\u5e7f\u544a\u4e2d\u7684\u5e10\u6237\u3001\u6d3b\u52a8\u3001\u5e7f\u544a\u7ec4\u548c\u5e7f\u544a\u7ea7\u522b\u4e0a\u8861\u91cfROAS\u3002\u5728\u7ade\u4ef7\u7b56\u7565\u7684\u60c5\u51b5\u4e0b\uff0c\u8fd9\u4e9b\u662f\u5728\u6295\u8d44\u7ec4\u5408\u3001\u6d3b\u52a8\u6216\u5e7f\u544a\u7ec4\u7ea7\u522b\u4e0a\u8bbe\u7f6e\u7684\u3002\u4e3a\u4e86\u771f\u6b63\u4e86\u89e3tROAS\uff0c\u4f60\u9700\u8981\u4e86\u89e3\u5b83\u5728\u7ade\u4ef7\u7b56\u7565\u8fdb\u5316\u6811\u4e0a\u7684\u4eb2\u621a\u3002<\/p>\n
\u6700\u5927\u8f6c\u5316\u7387<\/p>\n
\u6700\u5927\u8f6c\u5316\u7387\u201d\u662f\u4e00\u4e2a\u81ea\u52a8\u7ade\u4ef7\u7b56\u7565\uff0c\u65e8\u5728\u8ba9\u60a8\u5728\u60a8\u7684\u65e5\u5e38\u9884\u7b97\u5185\u5c3d\u53ef\u80fd\u591a\u7684\u8f6c\u5316\u7387\u3002\u8fd9\u79cd\u81ea\u52a8\u7684\u8bbe\u7f6e\u6709\u5f88\u591a\u7684\u4f18\u70b9\u548c\u7f3a\u70b9\uff0c\u6211\u4e0d\u4f1a\u5728\u8fd9\u7bc7\u6587\u7ae0\u4e2d\u8bf4\u5f97\u592a\u6df1\u2014\u2014\u4f60\u53ef\u4ee5\u5728\u8fd9\u91cc\u627e\u5230\u6bcf\u4e00\u4e2a\u81ea\u52a8\u7ade\u4ef7\u7b56\u7565\u7684\u4f18\u70b9\u548c\u7f3a\u70b9)-\u4f46\u6211\u8981\u8bf4\u7684\u662f\uff0c\u5728\u4f7f\u7528\u8fd9\u79cd\u7ade\u4ef7\u7b56\u7565\u65f6\uff0c\u8f6c\u6362\u8d28\u91cf\u5e76\u6ca1\u6709\u88ab\u8003\u8651\u5230\uff0c\u8c37\u6b4c\u79ef\u6781\u5730\u4e3a\u4f60\u51fa\u4ef7\uff0c\u4ee5\u63a8\u52a8\u5c3d\u53ef\u80fd\u591a\u7684\u8f6c\u6362\u3002\u5b83\u672c\u8d28\u4e0a\u662f\u4e0b\u9762\u4e24\u79cd\u7b56\u7565\u7684\u7cbe\u7b80\u7248\u3002<\/p>\n<\/p>\n
\u76ee\u6807CPA <\/p>\n
\u76ee\u6807CPA\u4ee3\u8868\u6bcf\u52a8\u4f5c\u76ee\u6807\u6210\u672c\uff0c\u662f\u4ee5\u8f6c\u6362\u4e3a\u91cd\u70b9\u7684\u81ea\u52a8\u7ade\u4ef7\u8fdb\u5316\u5c3a\u5ea6\u4e0a\u7684\u4e0b\u4e00\u4e2a\u7ea7\u522b\u3002\u8fd9\u662fMax conversion\u4e2d\u7684\u4e00\u4e2a\u9644\u52a0\u9009\u9879\uff0c\u5141\u8bb8\u60a8\u6307\u5b9a\u6240\u9700\u7684\u6bcf\u4e2a\u64cd\u4f5c\u7684\u76ee\u6807\u6210\u672c(\u4e5f\u79f0\u4e3a\u6bcf\u83b7\u53d6\u6210\u672c(\u4e0d\u540c\u4e8e\u5ba2\u6237\u83b7\u53d6\u6210\u672c)\u3002\u8c37\u6b4c\u8c03\u6574\u51fa\u4ef7\uff0c\u4ee5\u6ee1\u8db3\u60a8\u6307\u5b9a\u7684\u6bcf\u8f6c\u6362\u7f16\u53f7\u7684\u5e73\u5747\u6210\u672c\u3002<\/p>\n<\/p>\n
\u201c\u6700\u5927\u8f6c\u6362\u503c\u201d<\/p>\n
\u8fd9\u4e2a\u7ade\u4ef7\u7b56\u7565\u7684\u5de5\u4f5c\u539f\u7406\u4e0e\u6700\u5927\u8f6c\u6362\u503c\u7b56\u7565\u975e\u5e38\u76f8\u4f3c\uff0c\u4f46\u5b83\u4e0d\u662f\u4f18\u5316\u8f6c\u6362\u91cf\uff0c\u800c\u662f\u5bfb\u6c42\u6700\u5927\u5316\u8f6c\u6362\u503c\u3002\u4e3a\u4e86\u4f7f\u7528\u8fd9\u79cd\u7b56\u7565(\u548ctROAS)\uff0c\u4f60\u5fc5\u987b\u4e3a\u4f60\u60f3\u8981\u9a71\u52a8\u7684\u52a8\u4f5c\u5206\u914d\u8f6c\u6362\u503c\u3002<\/p>\n
\u8fd9\u610f\u5473\u7740\uff0c\u5982\u679c\u60a8\u63d0\u4ea4\u7684\u662f\u7b80\u5355\u7684\u4e3b\u8981\u8868\u5355\uff0c\u800c\u6ca1\u6709\u4e0e\u4e4b\u76f8\u5173\u7684\u4efb\u4f55\u76f4\u63a5\u4ef7\u503c\uff0c\u90a3\u4e48\u60a8\u5c31\u4e0d\u4f1a\u4f7f\u7528\u8fd9\u4e24\u79cd\u6295\u6807\u7b56\u7565\u3002<\/p>\n
\u76ee\u6807ROAS <\/p>\n
\u76ee\u6807ROAS\u4f4d\u4e8e\u6700\u5927\u8f6c\u6362\u503c\u9009\u9879\u4e4b\u4e0b:<\/p>\n<\/p>\n
\n
\n
\u8c37\u6b4cAds\u9884\u6d4b\u672a\u6765\u7684\u8f6c\u6362\u548c\u76f8\u5173\u503c(\u4f7f\u7528\u60a8\u5728\u8f6c\u6362\u8ddf\u8e2a\u7ea7\u522b\u4e0a\u5206\u914d\u7684\u90a3\u4e9b\u8f6c\u6362\u503c)\u3002\u7136\u540e\u8c37\u6b4c\u5c06\u8bbe\u7f6e\u6700\u5927\u6bcf\u6b21\u70b9\u51fb\u6210\u672c\u51fa\u4ef7\uff0c\u4ee5\u6700\u5927\u5316\u60a8\u7684\u8f6c\u6362\u4ef7\u503c\uff0c\u540c\u65f6\u8bd5\u56fe\u5b9e\u73b0\u5e7f\u544a\u652f\u51fa\u7684\u5e73\u5747\u56de\u62a5\u7b49\u4e8e\u60a8\u6307\u5b9a\u7684\u76ee\u6807\u3002tCPA\u548ctROAS\u7684\u533a\u522b\u662f\u4ec0\u4e48?\u8fd9\u4e24\u79cd\u7ade\u4ef7\u7b56\u7565\u64cd\u4f5c\u975e\u5e38\u76f8\u4f3c\uff0c\u4f46\u662fTarget CPA\u548cTarget ROAS\u4e4b\u95f4\u7684\u4e3b\u8981\u533a\u522b\u662fTarget CPA\u8c03\u6574\u60a8\u7684\u7ade\u4ef7\u4ee5\u6ee1\u8db3\u9884\u5b9a\u4e49\u7684\u6bcf\u8f6c\u6362\u6210\u672c\u76ee\u6807\uff0c\u76ee\u6807ROAS\u8c03\u6574\u51fa\u4ef7\u4ee5\u6700\u5927\u5316\u8fd9\u4e9b\u8f6c\u6362\u7684\u4ef7\u503c\u3002\u4e3a\u4e86\u6b63\u786e\u4f7f\u7528tROAS\uff0c\u4f60\u5fc5\u987b\u7ed9\u8f6c\u6362\u64cd\u4f5c\u8d4b\u503c\u3002\u6839\u636e\u201c\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u201d\u8fd9\u4e2a\u540d\u79f0\u7684\u672c\u8d28\uff0c\u8fd9\u4e9b\u8f6c\u6362\u503c\u5e94\u8be5\u53cd\u6620\u4f60\u901a\u8fc7\u7528\u6237\u5bf9\u4f60\u7684\u5e7f\u544a\u8fdb\u884c\u8f6c\u6362\u800c\u4ea7\u751f\u7684\u6536\u76ca\u3002\u5982\u679c:\u4f60\u7684\u8c37\u6b4c\u5e7f\u544a\u8f6c\u6362\u6ca1\u6709\u4ea7\u751f\u76f4\u63a5\u7684\u6295\u8d44\u56de\u62a5(\u4f8b\u5982\uff0c\u7535\u5b50\u4e66\u4e0b\u8f7d\u6216\u514d\u8d39\u5de5\u5177)\uff0c\u5c31\u4e0d\u8981\u4f7f\u7528tROAS\u3002\u5982\u679c\u4f60\u7684\u8c37\u6b4c\u5e7f\u544a\u8f6c\u6362\u80fd\u591f\u5e26\u6765\u76f4\u63a5\u7684\u6295\u8d44\u56de\u62a5(\u4f8b\u5982\uff0c\u5728\u7ebf\u9500\u552e)\uff0c\u8bf7\u4f7f\u7528tROAS\u3002<\/p>\n
\u573a\u666f#1:\u60a8\u7ecf\u8425\u6216\u5de5\u4f5c\u7684\u4f01\u4e1a\u9700\u8981\u5411\u9500\u552e\u56e2\u961f\u8f93\u9001\u5408\u683c\u7684\u5ba2\u6237\u3002\u4f60\u7684\u8f6c\u6362\u884c\u52a8\u56f4\u7ed5\u7740\u6ce8\u518c\u4e00\u4e2a\u9500\u552e\u6f14\u793a\u548c\u4e00\u4e9b\u7535\u5b50\u4e66\u4e0b\u8f7d\u3002<\/p>\n<\/p>\n
\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u60a8\u6700\u597d\u4f7f\u7528Max conversion\u6216Target CPA\u6295\u6807\u3002\u9a7e\u8f66\u9020\u5c31\u4e86\u4e00\u4e2a\u9500\u552e\u56e2\u961f\uff0c\u65e0\u8bba\u591a\u4e48\u5408\u683c\uff0c\u603b\u662f\u6709\u4e00\u4e2a\u4e0d\u662f\u7acb\u5373\u7684\u5468\u671f\u3002\u9500\u552e\u4ee3\u8868\u901a\u8fc7\u7535\u8bdd\u8054\u7cfb\u6f5c\u5728\u5ba2\u6237\uff0c\u7136\u540e\u8fd9\u4e9b\u6f5c\u5728\u5ba2\u6237\u5b8c\u6210\u8d2d\u4e70\u6d41\u7a0b\u9700\u8981\u65f6\u95f4\u3002\u73b0\u5728\uff0c\u5982\u679c\u4f60\u771f\u7684\u60f3\uff0c\u4f60\u53ef\u4ee5\u628aSalesforce\u8fde\u63a5\u5230\u8c37\u6b4c\u5e7f\u544a\uff0c\u5728\u90a3\u79cd\u60c5\u51b5\u4e0b\uff0c\u4f60\u5c31\u53ef\u4ee5\u4f7f\u7528tROAS\u4e86\u3002\u7136\u800c\uff0c\u4f60\u9700\u8981\u5bf9Salesforce\u6709\u76f8\u5f53\u7684\u4e86\u89e3\uff0c\u6216\u8005\u4e0e\u6709\u6b64\u7ecf\u9a8c\u7684\u4eba\u5408\u4f5c\uff0c\u4ee5\u4fbf\u6b63\u786e\u5730\u8bbe\u7f6e\u6b64\u529f\u80fd\u3002<\/p>\n
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