B2B 广告商需要了解的有关 Google 展示广告网络的信息

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展示广告可以非常有效地提高知名度，告知客户和潜在客户关键变化和价值主张，并在涵盖大量主题和类别的许多不同网站上创建巨大的数字足迹。 谷歌自选展示位置 多年来，我查看了数十个 AdWords 帐户，其中 营销人员选择使用基于关键字的广告以及 展示广告网络。很多时候，这些广告商不知道他们的一部分预算（在某些情况下几乎是全部）被用于基于展示的广告，并且惊讶地看到他们的广告正在展示的一些位置。 这并不一定意味着我们永远不想使用 GDN，但我们需要非常小心地在这些广告系列中使用的设置和定位选项。 展示广告网络的陷阱 对于潜在的 B2B 营销人员来说，了解以下几点很重要： 不要使用系统推荐的展示位置： 无论内容、质量、主题、流量或任何其他因素如何，自动展示位置都让 可以在 内的每个网站上展示您的广告。

在搜索广告系列中，您可以在不使用广告组或特定广告系列的否定关键字的情况下使用非常广泛的关键字，而这种想法可能会让大多数营销人员做噩梦。 谷歌自动定位 您可能会发现自己在许多品牌不想与之关联的有争议的网站上。这可以涵盖从政治或意识形态网站到新闻和模仿网站，再到漫画、成人网站等等。GDN 上的内容仅受出版商想象 克罗地亚 WhatsApp 号码 力的限制，因此大多数品牌都希望避免出现无数类型的可疑内容。 成为 展示广告网络网站的准入门槛几乎不存在： 有超过200 万 个已发布的网站使用 的广告服务平台 。 每年只有的网站 被删除，并且与 所做的几乎所有事情一样，这是一个自动化的过程。这意味着从 网络中剔除的绝大多数网站都不是由于用户报告或质量不佳造成的；大多数网站要么下线，要么不符合 的安全法规，并被自动删除。



网站未被删除的事实并不意味着它一定会满足您希望与您的品牌相关联的质量标准。 发布商有时会尝试“诱骗”用户点击： 我最常在软件领域看到这一点。由于 以每次点击模式为发布商带来收入，因此他们非常有动力通过任何必要的方式获得点击。这可以以几种不同的形式发生： 自定义网站，使广告看起来和感觉像是它的自然部分。这很容易使用户感到困惑，并让他们点击看似自然的类别链接或文章，但实际上是伪装的广告。 以使用户感到困惑的方式定制号召性用语。同样，这是您经常在以软件为中心的网站上看到的内容：由于许多号召性用语涉及下载或免费试用，精明的广告商可能会以诱使用户点击提供下载的广告的方式放置横幅广告，而不是比网站上托管或链接的实际软件。

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