谷歌：家居园艺类全渠道广告策略（102页）.pdf

1、GRCN Product Specialist x Analytical Lead x gCare2022 SeptemberPerformance Max:1Search:2Display&Discovery:3Video:Campaign:Video Creative:4gCare Support:5目录PMaxSearchDisplay&DiscoveryVACVARPMaxSearchDisplay&DiscoveryVACVARGoogle ImageGoogle ShoppingFeed#1#2tROAS800%600%400%300%NANA200%(1)ROAS tROAS(2

2、)ROAS ROI(3)(4)tROAS tROAS400%300%NA(1)tROAS(2)xx kga cm x b cm 30 2 Feed Google AdsGoogle Analytics4Merchant Center Feed 330 190 290160 1600 x316 1300 x300 1314x314 1128x1281200 6285,120 KBGoogle10 34%32%29%Feed FeedFeeddurablegood value for price+=46%33%RemarketingCustomer MatchSimilar AudiencesAf

3、finityIn-MarketCustom IntentPMaxSearchDisplay&DiscoveryVACVARAppApp Google/Kantar,2022 4 n=801n=8002525252423232316138%1515131212136%6%5%决策路径中的不同节点+90%+73%+75%Visit a websiteAdd to CartSearch for Brand290%21%72%90%28%10%Google/Kantar2022 4 n=801，n=8001homary,homary label day sale,homary TV standTV s

4、tand,outdoor armchairs,living room setGarden ideas,outdoor decorXX,XX review,XX TV stand2Google/Kantar20224CBA80%+$100$300$500123Bid:$10Bid:$10Bid:$10Bid:$5Bid:$10Bid:$15GoogleCLV20%Source:Google Internal Data,Global,March 202138%33%57%Google/Kantar,2022 4 n=801n=80034Google/Kantar,2022 4 https:/ Gm

5、ail 24of online consumers will take a product-related action within 24 hours of discovering a product that meets their needs85%https:/ 1.81 倍86%86%Source:Google Internal Data-Private&Confidential(NDA Only)Small Clients are relative to Big Clients,referring the difference in their investment on Ad pr

6、oducts and performance30 12%26%1x2.7x1x7x1x10 x1x0.2xNSGoogleCPA,Max Conversionlogin in95%100 180+10appStopHoldCloseImage assetsText assetsImage&text assets1.2.3.30-40%CTR 2x Search CPASearch ROI=2.5:1 Shopping ROI=3:1Total Google Ads ROI=2.7:1 PMaxSearchDisplay&DiscoveryVACVAR70%of YouTube viewers