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Objective.
Hello everyone, I'm Little Fish 101 (xiaoyuer101.com). Think about how many dry goods we've seen, and why is it often ineffective to use it? What we want is not just dry goods, but how they come about. What is the methodology behind dry goods? What is the theory behind methodology? Only by mastering the most fundamental theory can you turn dry goods into your own and adapt to your business model and play a role.
The problems and solutions that this article solves.Q1: Why have you seen so many ads dry, but it just doesn't work?Solution: Master the knowledge system of advertising (read this article to master), build their own advertising methodology.Q2: What theories do Google's advertising knowledge systems come from? What is little fish's Google advertising methodology?1) The cornerstone of advertising (theory):A model a theory(Funnel model and Maslow requirements hierarchy theory);2) The methodology of advertising: Google funnel advertising model.It's simple, university knowledge. No matter how long you advertise, all your experience, skills, and dry goods are based on "one model, one theory".Google Funnel Ad Model,It helped our company break through from 0 to 1, and ROAS reached 2 (the profit/loss line is 1.2). Any model is based on a specific business model. For your information only. My business model is boutique e-commerce,Weaknesses: The product is very common, there are no patents, there are a large number of competitors in the market，The price is higher than the peer。Advantage.: We have our own designers, protected by copyright.Outline of the article
0. Little Fish 101: Related concepts and theories1. Google Funnel Advertising Strategy 101 1.1 Theoretical cornerstone: funnel model 1.2 The nature of Google advertising 1.3 Pre-advertising preparation2. Google ads type detailed3. Google sells funnel models 3.1 The basic explanation of the funnel model table 3.2 TOF (Funnel Upper) campaign settings 3.3 MOF (Funnel Middle) ads 3.4 MOF-BOF (Lower Middle Funnel) User Feedback Ads 3.5 BOF (Funnel Lower) AdsReferences
0. Little Fish 101: Related concepts and theories0.1 Theoretical cornerstone: funnel modelTheoretical model: Funnel model AIDA-model (hierarchy of effects models or hierarchical models) This model was developed more than 100 years agoElias Lewis proposed.
Google Funnel Ad Model: A Google advertising strategy based on a sales funnel
3D Funnel Advertising Model: An advertising strategy based on a sales funnel
TOFU (TOF): A user at the top of a conversion funnel who has no awareness of the brand/product
MOFU (MOF): A user who transforms the middle layer of the funnel and interacts with an ad or website
BOFU (BOF): At the bottom of the conversion funnel, there have been purchases (add-ons, initiated checkouts, purchases).
The funnel model is most suitable for cross-border e-commerce is the AISDALSLove modelhttps://en.wikipedia.org/wiki/AIDA_(marketing)。Note that the user does not go through these processes in its entirety, and it is likely that the purchase was made directly from the notice.For this model, the role of the different stages of advertising is | | | | |
| | TOF display ads, similar audience ads | | Product ads, online red recommended ads |
| | TOF search ads, display ads | Exposure, first conversion | Product ads, online red recommended ads |
| | TOF-MOF search ads, re-marketing ads | First conversion, re-purchase | Product ads, user reviews of advertising language |
| | TOF-MOF display, search ads, and re-marketing ads | First conversion, exposure | Products and promotions; products and users recommend, red people recommend |
| | Website operations, BOF new products, promotional advertising | First conversion, re-purchase | New product advertising, product, company value, user recommendation |
| Like /dislike (like/dislike) | | Website Operations, MOF-BOF User Feedback (Research) Ads | User feedback to enhance brand value | User survey questionnaire |
| | Website Operations, BOF UGC Campaign Ads | Promote brand value, user communication, re-purchase | Encourage users to share forwarded ads |
| Love/hate (love/hate, emotion) | | Customer service, long-term UGC user maintenance | | |
0.2 The difference between the nature of Google ads and Facebook adsGoogle ad users have a clear need; Facebook ad users do not have a clear need (impulsive consumption is the main)
Google ads are shown with competitor ads; Facebook is not;
Note: Google ads here do not include display and video ads
0.3 Pre-advertising preparation (important)0.3 Pre-advertising preparation (important)Shopify Stand-alone: Boutique e-commerce model
Google Advertising Account
Google shopping feed 插件 https://apps.shopify.com/google-shopping-feed
Google ads tags are installed on shopify and can get the following data:
ecomm_pagetype
ecomm_prodid
ecomm_totalvalue
How to install google ads tag, see google shopping feed plug-in https://gsf.simpshopifyapps.com/google_conversion_tracking.php 后台/settings/Google Re-marketing & Conversion Tracking
Once the google ads tag is installed, the following audiences are automatically generated.AdWords optimized list
All visitors (Google Ads)
All converters
General visitors (Retail) (Google Ads)
Product viewers (Retail) (Google Ads)
Shopping cart abandoners (Retail) (Google Ads)
Past buyers (Retail) (Google Ads)
Lookalike audience (needs to wait for the seed audience to meet the requirements and it will be automatically generated)See. https://support.google.com/google-ads/answer/2676774Similar to AdWords optimized list
Similar to All visitors (AdWords)
Similar to All Converters
| |
| Based on a collection of all audiences that can get a data source. The data source can be a site user, an app user, or another type of user. |
| All visitors (Google Ads) | Go to the audience on the page that inserts the google ad tag code |
| Users identified by the conversion tracking code who have had conversion behavior. (Conversion behavior depends on the conversion behavior set by your tracking code, watching the product, re-ordering, initiating a checkout, and purchasing are all likely to be considered conversion behavior at the same time) |
| General visitors (Retail) (Google Ads) | Users who go to the website but don't see the product details page. |
| Product viewers (Retail) (Google Ads) | Users who have viewed the product details page. |
| Shopping cart abandoners (Retail) (Google Ads) | The user who abandoned the shopping cart. |
| Past buyers (Retail) (Google Ads) | The user who purchased the product. |
| Similar to AdWords optimized list | Lookalike audiences that are automatically generated based on Adwords optimized audiences. |
| Similar to All visitors (AdWords) | Lookalike audiences that are automatically generated based on All visitors audiences. |
| Similar to All Converters | A lookalike audience that is automatically generated based on the All converter audience. |
1. Google Advertising Strategy: Google Funnel Ad Model
1.1 Google Funnel Model Definition1.1 Definition: Google advertising strategy based on the sales funnel model. At the heart of the sales funnel is user layering.
1.2 Model applicable conditions1.2 Model applicable conditionsBrand station, competition, product quality in general, high re-purchase, high unit price (more than 100 U.S. dollars), etc. , the more conditions met the more applicable this model;(1) In the early period to ensure that ROAS leveling the premise, a large number of accurate users (the most difficult);(2) in the medium term to the user layering, the delivery of different re-marketing ads;(3) Later through Facebook and Google (and Youtube) to achieve 100-channel funnel advertising model.
2. Google ads type detailed
Google has many types of ads, with campaign targets like sales, website traffic, product and branding, brand awareness and reach, leads, app promotion and no goals. The types of ads are: search, display, shopping, video. The advertising sub-types are also divided into two categories: standard and intelligence.
For brand marketing these advertising goals and types should be combined to use. For different business models, the combination is different, and the overall logic is based on the funnel model.Here are all the ad goals I've summarized and the type of ads they correspond to:Summary of Google Ad Types http://bit.ly/2CyzdEP(Scientific Internet access required). It is recommended that you make a table while doing your own exercises,Be sure to know all google ad types before you can understand the Google Sales Funnel model below.Google Ad Types Summary Table3. Google sells funnel models
I summarize the model in oneIn the table:Google ad funnel strategy http://bit.ly/2X6sdsd (Scientific Internet access required) Here's the picture.A detailed explanation can be found below。3.1 Basic explanation of the table3.1.1 For any technical terms you do not understand, please inquireOverseas advertising glossary http://bit.ly/2NI0gDK3.1.2 I classify google advertising important settings in 7 categories
(1) Purpose: Campaign goals as shown in the table(2) Ad types: Campaign type (campaign type), Campaign subtype (campaign subtype), Campaign (campaign name)Note: The same campaign/ad group name is a separate campaign/campaign(3) Budget: Reference ratio, don't look at absolute values(5) Crowd location restrictions:Targeting/People/Audience (Audience)Audience Exclusions (Audience Exclusion)Targeting/People/Demographic (Demographics)content Targeting/Keywords (content targeting/keywords)content Targeting/Topic (Content Positioning/Theme)Content Targeting/Positioning (Content Positioning/Exhibition Location)Audience Targeting (Audience Targeting Extension)Target expansion (positioning range extension)Note: All seven categories contain content that can be found on Google. If you do not understand please checkSummary of Google Ad Types
3.2 TOF Ads (Funnel Upper, Middle)
TOFU (TOF Top of Funnel): The top level of the conversion funnel/sales path, the upstream of the conversion funnel/sales path: the user awareness stage, when the advertising crowd is large targeting, brand advertising, etc., you hope that at this point to TOFU can have more exposure, accumulate more user data. This phase includes a large number of users who are not aware of the brand. From. Overseas advertising glossary http://bit.ly/2NI0gDK
3.2.1 TOF campaign settings(1) The purpose of advertising is to direct new users to the website, while ROAS reaches break-even.(2) Ad type: sale target shopping, search and display ads.a) Campaign types and campaign sub-typesIn fact, my TOF ads come mainly from Facebook, and TOF Google's ad traffic is only 20% of Facebook's. This is determined by our lily market. If your product google searches are limited, it's recommended to combine Facebook ads.Standard shopping campaigns: Build different campaigns based on product type, best-selling degree, and unit price. Early directly through the product type classification can be, in the middle and late stage according to the good performance of the product type, and then this product type subdivided into high unit price best-selling, bottom unit price best-selling and so onStandard Display campaigns: By location, audience, keywords, topics, and locations. Display ads are not recommended for new users and are not as effective as Facebook ads. If you have enough site data to accumulate, you can run similar audience ads first.Dynamic sneakers fight for advertising(Similar to Facebook DABA ads): All settings, like standard re-marketing, are different from more data feeds. Just choose the appropriate Feed when advertising. See Dynamic Sneaker for AdsDynamic prospecting Adb) The name of the campaignCampaign Name Rules: Funnel Location - Ad Target - Ad Type - Date - Product - Ad Account ID Last Four如：TOF-Sale-Shopping-Standard-0917-shoes-7888Why: Easy to see and easily analyze differences between ads, the last four ad account IDs are designed to help Supermetric and Google Data Studio achieve fully automated reporting by allowing Google Analytics to differentiate between different ad accounts. Here's the picture
Automated reports can greatly improve the efficiency of data analysis, leaving a hole here.
Pre-budget: Standard shopping ads: Standard display ads: brand word search ads : 2:1:1, later according to the effect, adjust the budget.Standard shopping ads: You can build different campaigns based on product type, price, etc., and allocate budgets based on the number or importance of the product.Display ads: Test usage, crowd targeting restrictions: Buy similar audiences for users.The bidding method is based on the purpose of the advertisement. There are three purposes for advertising: 1 to get a lot of traffic 2 to improve ROAS 3 stable ROASA campaign changes its bid method at different times.Standard shopping campaigns: Get traffic up front, use manual bids or maximize clicks, followed by eCPC. Don't understand eCPC? View. Overseas advertising glossary http://bit.ly/2NI0gDKStandard Display campaigns: Get traffic, use manual bids, or maximize clicksTip: Use manual bidding (which can assist smart click-to-pay),How do I determine a reasonable maximum CPC?Get location: Google ad backstage/keyword planner/get search volume and forecast data. As shown in the figure below, set the time period, cpc, conversion rate, conversion value (guest price) to determine how many impressions are expected. Adjust the cpc value to determine the maximum CPC based on the resulting ROAS.
Conversion rate: that is, the conversion rate of existing traffic sites in the past 30 average, the conversion rate of new sites: 1 to 5%, it is recommended to choose 2% calculation.
Conversion value: customer unit price(5) Crowd positioning restrictionsTOF advertising is basically no crowd limit,Only display ads need to restrict targeting。 Shopping ads later have negative keywords, standard display to a similar audience to start running.Note: Crowd targeting restrictions are demographic, keywords, topics in your ad settings, which narrow your audience.1) Display ad targeting restrictions (show ads segmented by audience targeting)Audience: Similar audience(Show) Keywords: Keywords of interest to the target audienceThemes: Topics that your target audience likesLocation: It is recommended to exclude app class locations, focusing on Youtube2) Standard shopping positioning restrictionsNegative keywords: early exclusion of peer brand words, cheap related words, large e-commerce platform keywords3) Audience Targeting (Audience Targeting Extension)Audience targeting expansion: When you select crowd targeting (interest targeting), you select how people are targeted. This option does not appear if you do not select the audience dimension.There are two types of positioning extensions: Targeting and Observer.Positioning.: Ads are delivered exactly according to your audience's targeting (take all people's targeting such as topics, locations, and intersections of your audience).Observation.Ads will still be guaranteed to run according to their original orientation, but they will also increase the delivery of this part of your selection.Examples: You run search ads, after keywords targeting, you select the audience / users who interact with the site / all visitors, if you choose the targeting extension method for targeting, then the people you reach are searching for relevant keywords "all visitors", such people get intersections, if the targeting extension method is observation, then the targeting people are searching for relevant keywords users and searching for relevant keywords "all visitors". See for a detailed explanationTargetingIn summary, when running search and shopping ads, you can select "people who have interacted with the site" at the same time and choose targeting methods for observation. This allows you to reach both new and old customers,No more creating search or shopping talk ads alone。(6) Advertising content / creatives (focus, focus, focus! )For grocery store mode, I don't care much about creatives. If the effect is not good, change the product directly. But to do brand, especially the need to hoard goods. With these products, it's hard to make a profit at first. That's itFocus on optimizing footage!This is important, without a good material, 3D funnel marketing can not be performed!Advertising is important to reach the pain point, become a door to promote user purchases. For the $40 unit price, the pain point I choose isMeet the needs of users to express beauty and style and reliability (quality).Why these two requirements? See the 8 basic desires of mankind at the end of the text and the needs of the 9 learned the day after tomorrow.If it's a high price, the pain point is most likely trust. At this point, third-party evaluation (such as trustpilot), online red assessment, UGC content importance is greatly increased (focus on meeting the user's need for brand reliability).1. Features of this type of creative: The creative material for shopping ads is Feed, as detailed in the feedhttps://xiaoyuer101.com/2019-shopify-google-shopping-feed-guide/(1) Comprehensive reference to competitors and keyword planners.(2) Keywords to choose a large traffic, high correlation of the big words. Big Word Standard: More than 40,000 searches per month, including product category keywords.For example, you are selling electric skateboards, keywords are: skateboards, electric skateboards, charging skateboards, etc. , electric skateboards are the most effective.Because (1) the electric skateboard contains the product category word "skateboard", in the case of phrase matching, the picture should be different from the competitors;Show ads: Facebook's successful creatives, if not Facebook, is the first image of the product;See specific TOF strategyGoogle ad funnel strategy http://bit.ly/2X6sdsd （Scientific Internet access is required） (7) Geographical location restrictionsBe sure to segment your target country into states (it is recommended that a campaign run only one country)3.2.2 TOF ad optimizationThe main optimization dimensions are below, as detailed in the operating guide$7.3 million Google Shopping Advertising Strategy - LEO 2.5h Live Course NotesProduct dimension optimization checklistKeyword optimization checklist: brand search ads focus, keywords - advertising language - landing page of the three unity.Regional dimension optimization checklistThe device dimension optimization checklistCreative (or Feed) optimization checklist (branding site important!) )Optimised Feed (1) isLearn more about feed's data on shopify, (2) research competitors, (3) different from competitors' product pictures. Unlike Facebook ads, shopping ads are displayed with competitors. It's very important to stand out at this time. We improved CTR by 127% by simply changing the background of a picture.Standard display ads:Crowd targeting optimized, action in ad groups, data for the last 3 daysROAS is lower than the ad group that flattens ROAS, excluding corresponding places, keywords, topics, or lower bidsROAS is greater than leveling ROAS, waiting or increasing the number of placemention, keywords, topic testsSpot strategy optimizationStandard display ads: There are many bidding methods, and It is recommended to use Manual CPCTarget CPA, Target ROAS (this campaign has received more than 15 conversions in the last 30 days before it can be used), Maxmize clicks, Maximize conversions, Viewable CPM, Manual CPCBrand search ads: Just use Maximize Clicks all the timeCampaign budget optimizationAdjust your budget 2 to 3 times a week,ROAS meets the target, increasing the budget by 30% to 100% each time,ROAS is not up to standard, a 30% reduction each time.ROAS is more than 50% profitable, and can create a large number of identical products (different first images) for shopping ads to occupy a large number of search impressions.
MOF Middle of Funnel: The middle of the conversion funnel/sales path, the middle of the conversion funnel/sales path: The user consideration stage, when the ad population is the target user target, which may result in the purchase of users, such as post interactive users, users who have watched videos, etc. before entering the site and browsing but no conversion behavior of users.
If the TOF doesn't meet the standards, it's hard to do real-time advertising (I'm sure a lot of people get stuck in TOF ads, it's really hard). Only if the TOF is qualified will a large number of new, so as to obtain enough to market the audience. TOF is not qualified, and re-marketing is hard to do.The main purpose of MOF re-marketing advertising: to eliminate user concerns and prompt them to order.3.3.1 MOF campaign settingsMOF Search, Display, Shopping Ad Target: Website trafficMOF Video Campaign Target: product and takeddring brandThe purpose of the re-marketing ads is to get users back to the site, who already have the will to buy, do not choose to buy as the target.Brand search term campaigns:1 to create different ad groups by keywordSearch for ads: Standard search ads - re-marketingShow ads: Standard Display Ads - Demarketing,Dynamic real-world advertising (focus)Gmail display ads: Standard Gmail ads - re-marketingVideo ads: Video shopping adsSearch, Display, Gmail, brand search term ads are all available with Maximize Clicks and video ads with Maxim CPV(5) Crowd positioning restrictions1) Audience Targeting (Audience Targeting Extension)Targeting is chosen, but if you have too few BOF people, use Watch directly to target both BOF audiences in similar situations. See this article for 3.5 BOF (Funnel Lower) Remarketing AdsBrand search ad keywords: Divided into three categories, brand words, brand words and discounts, brand words and reviews, brand words and product names are used very little.Standard shopping ads - re-marketing: Audience All visitors (Google Ads) or All converters, Note:The crowd size must be greater than 1000.New sites are rarely required to be rejected or purchased by users. You can now merge your campaigns by using the Targeting Extension feature. (What is a positioning extension, see .) Overseas advertising glossary http://bit.ly/2NI0gDK）Standard search ads - re-marketing：受众群体为All visitors (Google Ads) 或 All converters，需要排除"Shopping cart abandoners (Retail) (Google Ads)，Past buyers (Retail) (Google Ads)受众。Note: How do I create an audience? Shopify uses Google shopping feeds https://apps.shopify.com/google-shopping-feed Plug-in, which has a complete tutorial.Standard Display Ads - Remarketing:General Visitors (Google Ads) because this audience has excluded people who have made purchases. So don't exclude the audience.Dynamic re-marketing ads:受众群体为All visitors (Google Ads) 或 All converters，需要排除"Shopping cart abandoners (Retail) (Google Ads)，Past buyers (Retail) (Google Ads)受众。Dynamic re-marketing and dynamic sneaker advertising settings are very similar, the only difference is that dynamic real-time re-marketing audience must be in-site users. Dynamic sneaker advertising combines user and product information to show your best products to the most interested users at the right time. Dynamic re-marketing focuses on getting the most value from existing customers, while dynamic sneaker advertising is used to reach new users. Given this difference, if you're a new advertiser, or if the audience you're targeting isn't your own first-party data, including your talk list, it's preferable to use dynamic sneakers for ads.Standard Gmail ads - re-marketing: All visitors (Google Ads) or All converters, don't exclude the audience, because Gmail volume is small.Video shopping ads: Divided into 2 ad groups by audience, AdWords optimized list and Product Viewers (Google Ads)Brand word search ads: Highlight the brand's trustworthy degree, advertising content is divided into discount information, company values, business model characteristics advantages, excellent pre-sales after-sales service, users, KOL (Red Man) recommendation, recommendation, questionnaire advertising and other five categories. At the heart of these ads is addressing users' final concerns.Based on many white papers and our own research reports. Reasons why the user didn't buy (sorted by weight size):2) I didn't have a credit card with me at the time;3) Transport time is too long;4) poor customer service;5) Worried about scam sites;The corresponding advertising content is3) Explain the shipping time, if too long, you can set up additional freight charges through UPS and other transportation, advertising language for UPS 3 days to arrive;4) User feedback ads (not used here, will be dedicated to MOF-BOF campaigns), customer recommendations (service-related);5) Third-party certification, net red (user) recommendation, company values and so onStandard Shopping Ads - Remarketing:Discount information, this discount information by feed attributepromotion_id (Promotion ID)Control.1 Step https://support.google.com/merchants/answer/4588748
1.1 Fill out the Merchant Promotions interest form
Google Account Manager is the person who manages the account
After the form has been approved
1.2 Click on the menu bar on the left side of the mechant home page to create a promotion,
Choose the promotion category that best suits your promotion. Follow the prompts and click SaveStandard search ads - re-marketing: Search for ads with the same brand name, do not serve user feedback adsStandard Display Ads - Remarketing:Adaptive ads and search ads with the same brand name, do not serve user feedback adsDynamic re-marketing ads (important):Adaptive Ads , Same Brand Search Ads , Dynamic Ads (controlled by Feed),Standard Gmail ads - re-marketing: Search for ads with the same brand name, do not serve user feedback adsVideo shopping ads: Business model features advantages, users, KOL (Red Man) recommendations and dynamic advertising (controlled by Feed)3.3.2 MOF campaign optimizationThe direction of optimizationBrand search ads:The main optimization of advertising language, testing different types of advertising language corresponding to different keywords, landing page.Standard shopping ads - re-marketing: Negative keyword optimizationStandard search ads - re-marketing: Keyword optimization, ad language optimizationStandard Display Ads - Remarketing:Layout optimization (topic, placement, etc.), adaptive ad optimizationDynamic re-marketing ads:Layout optimization (topic, placement, etc.), adaptive ad optimizationStandard Gmail ads - re-marketing: Ad language optimizationVideo shopping ads: Ad video optimization, channel layout optimization (different Youtube channels)Campaign Budget Optimization: Other budget optimizations with TOF campaigns. Special optimizations are below1) Theoretical display ads, search ads, Gmail ads, video ads are guaranteed to have a campaign running.Display ads, for example, have been tested to run only the most effective dynamic re-marketing ads.2) The budget increase depends on the average number of impressions per user (Avg. impr. freq. per user ), the budget must not be too high, to prevent the display too often.Avg. impr. freq. per user More than 10 times is not appropriate.
3.4 MOF and BOF re-marketing ads
(User research feedback ads)
This is important, especially for brands or high-priced products. Users buy more than just physical goods but services.Advertising, it is widely reported, is initiated and paid for by a clear sponsor to promote the activities of its ideas, goods, or services (from Marketing Management) through a non-person presentation box.Here you want to promote not only products, but also services, user research ads can be very goodTo achieve excellent service publicityat the same timeCollect first-hand user feedback data。
Friendship reminder: Using Facebook to conduct user research is far more effective than Google ads.3.4.1 User research campaign settingsCreatives: User Survey Questionnaire1) It is recommended to use the Google Form tool to design the questionnaire and get the code for the questionnaire and place it on the website.2) Set up questionnaire rewards: large discounts or small gifts3) Questionnaire attention content: a) Are users willing to recommend products to friends? What's the reason? b) Users who did not purchase, why not? c) What needs to be improved on our website?Optimization dimensions: Ad image optimization, ad language optimization. The main purpose is to reduce the cost of each valid questionnaire. (Controlled within $2)Campaign budget optimization: Guaranteed reach to all inbound users without specifically increasing or decreasing your budget.
3.5 BOF (Lower Funnel) Remarketing Ads
BOF Bottom of Funnel: At the bottom of the conversion funnel/sales path, downstream of the conversion funnel/sales path (where the user goes through the deciding buy phase, when the ad crowd is entering the site, the person who has added, checked out but has not purchased, or the user who has already purchased), at this point in the BOFU you want to be able to influence the traffic that you have recently crossed the channel to convert. BOF users are divided into two tiers: 1) there is conversion behavior, but not purchased;
3.5.1 BOF campaign settings(1) Purpose: BOF advertising purposes: 1) not purchased users to buy, 2) purchased users to increase re-purchase and dissemination(2) Ad types: search, display, video(3) Budget: as shown in the table(4) Bidding method: as shown in the table1) Audience targeting expansionAs described in section 3.4, these two types of user data for the new site are few (less than 1000) to effectively serve ads.All audiences in BOF can be added directly to MOF ads, use Targeting in the Audience Targeting extension to add both audiences.In the future, when such audiences increase to more than 5000, separate BOF advertising will be delivered. If you're running a separate ad, follow the settings in the table.Gmail re-marketing: Adaptive Gmail adsVideo Ad Remarketing: User Reviews videos and Shopping Ads (use feed)Non-purchased users focus on promotions, increase trust to promote purchases;
Purchased users focus on identity, make them feel right (measure videos) and encourage user sharing activities.
Purchased users: Add new product recommendations (video or ad language New arrival)
3.5.2 BOF Ad OptimizationThe optimization characteristics of BOF advertising: 1) long cycles (on average, once a week) 2) The most effective optimization is the creativeCreative optimization is the most important part of your ad, and the most time you spend in the process of following this table is the creative. What is good creative material? How do I make a good creative? Strictly speaking, I'm talking about branded creatives.Good creative standards: 1) Uniform values 2) to reach the level of the industry's first.Uniform values: Each of your ads has the same thing. For example, brand name and slogan. With this plan, no matter how long it takes you to get the value of your first ad. Brands really aren't that scary, the easiest way is to have a unified logo, brand name, brand logo in every ad language. For example, melon car second-hand network, there is no middleman to earn the difference. That's enough, all that's left is persistence.Reaching the industry's number one level: it's hard to quantify, it's your material and your peers' number one, and it feels close.How do I make a good material? Peer creativity and interior shootingCore: To meet the needs of users of Maslow. Subdividing human needs are 8 basic desires and 9 major learned needs.There are 8 basic human desires:1 Survive, enjoy life, and live longer3 Free from fear, pain and danger4 Seeking a sexual partner5 Pursue comfortable living conditions7 Take care of and protect the people you love9 kinds of human needs learned (secondary) after heaven1 The need to obtain information2 Meet the needs of curiosity3 The need to keep your body and surroundings clean4 The need for efficiency5 The need for convenience6 The need for reliability (quality).7 Express the need for beauty and style8 Pursuit of economic (profit) demand9 Demand for affordable goodsAll the material you analyze your peers must clearly express at least one of these points. It's easy to say, but it's hard to really advertise. Need creativity, need designers, film crews. It took our team a year to get closeReach the industry's relatively leading level.It's hard to say, next time talk in detail about how to make a good material.
Overseas advertising glossary http://bit.ly/2NI0gDKGoogle Funnel Ad Model http://bit.ly/2X6sdsdSummary of Google Ad Types http://bit.ly/2CyzdEPJohnathan Dane https://klientboost.com/Are we really going to do our own brand name keywords?http://bit.ly/36X4FKP
$7.3 million Google Shopping Advertising Strategy - LEO 2.5h Live Course Notes
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