优化谷歌本地广告的

  

管理付费搜索营销的前景常常令人感到不知所措，尤其是对于那些需要处理众多其他事务的本地企业主来说。疫情期间，企业不仅要应对快速变化的行业需求，还要应对繁重的日常工作，这会让许多创业者精疲力竭，甚至无法独自学习如何全面驾驭这些平台。

在这篇文章中，我将提供一些关于如何在 Google 上构建符合您本地业务需求的付费搜索策略的技巧。我将涵盖以下内容：

  • 有关您的 Google Ads 帐户结构、广告扩展和目标网页的专业提示。
  • 最有效的转化跟踪、关键字研究和定位工具。
  • 确保您的 Google Ads 投资获得最高回报的其他方法。

无论您之前是否尝试过投放 Google 广告，还​​是正在考虑首次投放广告系列，又或者是希望为本地客户提供服务的代理商，阅读完本文后，您都将获得取得成功所需的知识、工具和最佳实践。

本地企业成功投放 Google 广告的 10 个秘诀

如果操作得当，在 Google 上投放本地广告可 手机号码列表 以成为吸引附近客户、推动本地业务目标的有效途径。那么，让我们来了解一些技巧，助您实现这一目标。

1. 尝试基于 SKAG 的账户结构

对于任何广告主来说，在投资付费营销渠道时，充分理解“为什么”至关重要。表面上看，这似乎是常识，但我经常遇到一些企业觉得必须投放广告，或者应该投放广告，但却没有明确的目标。这个问题的答案，无论是针对单个广告系列还是多个广告系列，对于如何构建帐户至关重要。



对于许多本地商家来说，增加客流量或在线订单可能是他们起步的主要动力，但这些目标需要进一步细化。如果您愿意投资定向关键词，就应该为这些广告组设定具体的目标。我倾向于根据单关键词广告组策略（或称“SKAG”）来构建账户。这允许我创建高度精准的广告系列和关键词广告组，并可根据匹配类型进行细化。以下是该策略的可视化效果：

在针对本地搜索查询投放付费搜索广告系列时，这种帐户结构非常有效，因为它可以让您非常具体地确定要定位的字词以及投放给这些群体的广告。与任何投放PPC 广告的企业一样，相关性至关重要。例如，如果您经营一家本地披萨店，则可以采用如下广告系列结构：

活动：披萨

广告组：附近的披萨

关键词： “我附近的披萨”

[我附近的披萨]

+披萨 +附近 +我

2. 使用 Google Tag Manager 跟踪转化情况

付费广告最难（但也是最重要的）的方面之一在于你追踪转化的能力。对于初入数字营销这个美妙领域的新人来说，转化是指你希望用户点击广告后采取的行动。例如，如果我的广告将用户引导至一个带有注册表单的网页，并且用户提交了信息，这就算作一次转化。对于餐厅或花店这样的企业来说，转化指的是订单或预订的完成。

对于网页开发经验有限的用户来说，设置这些设置的过程可能相当麻烦。创建转化事件最简单的方法是在整个企业网站上安装Google 跟踪代码管理器。跟踪代码管理器可让您在所需的位置快速创建所需的事件。

例如，如果您想增加外卖订单，则需要在订单确认页面上创建转化操作。对于这类企业，一些高级选项是为购买分配转化价值。例如，您可以将购物车价值反馈给 Google，这样当有人下单时，您就可以确定广告的投资回报率。这种额外的复杂性将使您能够逐步了解哪些广告系列的利润最高；并且您可以根据平均转化率，自信地分配预算。

相关： 立即提高 Google 本地服务广告投资回报率的 7 个技巧

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