AdWords移动广告介绍（课堂PPT）

1、Google Confidential and Proprietary1Google Confidential and Proprietary1AdWords移动广告介绍 Google Confidential and Proprietary2Google Confidential and Proprietary2 移动APP展示类广告介绍 移动广告适合的客户类型Google Confidential and Proprietary3Google Confidential and Proprietary3移动APP广告 整合进入 AdWords!AdWord的特有优势：的特有优势：精确投放，转

2、化精确投放，转化跟踪，报告系统跟踪，报告系统超过超过15万个万个 Android 和和 iOS APP资源资源!Google Confidential and Proprietary4Google Confidential and Proprietary4rich media brandingblasteCommerce & site trafficapp downloaddigital download移动广告 可使用的平台 目前目前AdWords可用可用电子商务，网站流量点击通话，APP下载Google Confidential and Proprietary5Google Con

3、fidential and Proprietary5轻松便利的选择APP类别定投广告搜索 APP名称和类别查看每日展示次数数以万计的APP供你选择选择针对的移动设备, 手机型号,手机系统，系统型号, 运营商和wifi可以跟踪推广的APP下载量数据Google Confidential and Proprietary6Google Confidential and Proprietary6AdMob & AdWords 功能对比FeatureAdMobAdWordsNotes设备定位operator, OS, 设备, etc.CPC流量估计APP位置定投Angry Birds vs. N

4、Y Times语言定位App & 点击再营销ICM 兴趣定位人群定位点击添加日历Android下载转化跟踪Google Play Store codeless integrationiOS下载转化跟踪-待定Google Analytics 整合mobile web 移动网站1.5 点击模式 (文字)提高转化率Google Confidential and Proprietary7Google Confidential and Proprietary7AdWords 移动展示广告格式介绍帮助中心地址Text 文字类似于传统桌面广告,经过优化显示在移动界面上. 1.5 点击模式 在apps

5、 和移动网站上。More InformationImage 图片四种主要格式的图片. 其中 320 x50 为最主流的广告格式. 限制在 50K 以下的图片大小. More InformationClick-to-Download 点击下载推动客户的APP在智能机用户的下载和安装.More InformationClick-to-Call 点击致电获得客户的直接来电咨询More InformationLocation 地图扩展提供地图，指路， 点击通话等各种本地信息.More Information If a GDN 系列aign targets mobile 设备s, ads can sho

6、w on desktop sites viewed from mobile browsers.Google Confidential and Proprietary8Google Confidential and Proprietary8广告格式: 文字广告1.5 Clicks:与桌面广告一样的文字限制要求文字广告会滚动投放在APP和移动网站上1.5 点击功能可以大大改进广告展示效果广告左侧会提示 AdChoices 或 “” 在广告左侧。广告会因为设备的界面优化展示字数右侧会出现“大箭头”If a user clicks on the original small blue arrow ti

7、le, he or she will go directly to the advertisers CTA.Google Confidential and Proprietary9Google Confidential and Proprietary9广告格式:图片广告320 x50 smartphone banner广告图片建议清晰明了，有号召性语言不要超过50K大小智能手机格式: 320 x50平板电脑格式: 300 x250, 468x60, 728x90平板电脑可以覆盖全尺寸网站的展示广告728x90 smartphone bannerGoogle Confidential and P

8、roprietary10Google Confidential and Proprietary1010广告格式: 移动App的广告样式Click-to-Call(CPC)Text /展示展示 Ads(CPC/CPM)Click-to-Download(CPC/CPM)Google Confidential and Proprietary11Google Confidential and Proprietary11投放到APP和移动网盟的对比FeatureAppsSitesNotesMobile-specificoperator, OS, 设备, etc.Remarketing & IC

9、Mdifferent in apps see hereDemographicgender, agePlacement, Categorymanaged placementsLocationcountry, state, DMALanguage41 different languagesTopicpages about a specific subjectKeywordterms related to your products or servicesGoogle Confidential and Proprietary12Google Confidential and Proprietary1

10、2 移动APP展示类广告介绍 移动广告适合的客户类型Google Confidential and Proprietary13Google Confidential and Proprietary13 *各种解决方案各种解决方案eCommerce & Site Traffic 电子商务和网站流量Calls 电话咨询Drive to Store 推动用户到店App Promotion APP应用下载Google Confidential and Proprietary14Google Confidential and Proprietary14标准 文字广告附加链接购物搜索用户点评CPC

11、 or CPA 出价附加链接 Google & 搜索 伙伴转化跟踪Analytics标准 文字广告标准 横幅广告CPC 出价Google 展示 网络设备/OS运营商时段控制Online offer ads3 top ads / mFlexDeja Vu (Target in-market users)Automate mobile only Campaign setup (Velocity)Device level bids跨 设备 转化跟踪广告格式和界面广告格式和界面报告和跟踪报告和跟踪投放投放 & 系列系列. 设置设置用户类型用户类型:广告主希望用户通过移动网站完成指定的行

12、动，例如购买或注册广告主愿意提高移动网站的访问流量，以此完成品牌提升或者信息发布搜索搜索未来新功能未来新功能1. eCommerce and Site Traffic Solution 电子商务和网站流量 展示展示Google Confidential and Proprietary15Google Confidential and Proprietary15Direct consumers to the relevant page of your mSite电子商务和网站流量 案例：Google Confidential and Proprietary16Google Confidentia

13、l and Proprietary16点击致电仅致电广告电话号码 附加链接地理位置 附加链接致电和点击 CPC出价一致Calls from landing pages as conversionsCall metrics which enables reporting of real calls, duration, area codeCall link click reporting for non call metrics点击致电关键字内容定位 类别投放设备/OS运营商时段控制3rd Party Tracking Options 第三方跟踪mFlex creativesGMM format

14、 changesCTC on CanoeNoneCalls from ad as conversionsMeasuring actual calls without call metrics广告格式和界面广告格式和界面报告和跟踪报告和跟踪投放投放 & 系列系列. 设置设置Use Cases:广告主通过电话来完成销售和宣传。客户倾向于通过电话来进一步了解广告内容。搜索搜索未来新功能未来新功能2. Calls展示展示Google Confidential and Proprietary17Google Confidential and Proprietary17电话附加链接 展示效果 So

15、urece: https:/ Confidential and Proprietary18Google Confidential and Proprietary18附加地理位置地图附加链接城市定位Clicks on Get Direction linkMobile clicks-to-callClick-to-MapClick-to-Site/Directions地区 投放设备/OS运营商时段控制区域报告GMM format changesMultiple addresses formatProximity based 出价 in AWFESemantic keywords 出价Click l

16、ocation query heatmap 广告格式和界面广告格式和界面报告和跟踪报告和跟踪投放投放 & 系列系列. 设置设置Use Cases:广告主有门店，例如星巴克，汽车4S店，学校等需要客户来店咨询和购买服务。大卖场或产品线下促销活动，希望吸引用户来到演示位置。小城市用户步行可以到访店面，例如丽江，澳门等旅行城市的本地服务3. 吸引用户到店搜索搜索未来新功能未来新功能展示展示Google Confidential and Proprietary19Google Confidential and Proprietary19地址附加链接 案例Source: https:/ Conf

17、idential and Proprietary20Google Confidential and Proprietary20点击进入下载页面点击进入应用市场手机APP附加连接设备/OS 投放CPC 出价设备/OS运营商时段控制包日Google Analytics (Android only)转化跟踪点击下载Smart-BannerMobile app extension (full launch)Fancy format (ratings, screenshot)Deep linkingAds in Android MarketiOS/Android URL wizardCode free conversions (Android)In-app conversions广告格式和界面广告格式和界面报告和跟踪报告和跟踪投放投放 & 系列系列. 设置设置Use Cases:广告主需要用户下载安装各种APP:1 - Apps2 - Books3 - Music4 - TV shows5 - Movies搜索搜索