庄斌：电商神器 谷歌三宝

GoogleConfidentialandProprietary1GoogleConfidentialandProprietary1电商神器谷歌三宝谷歌大客户业务部庄斌GoogleConfidentialandProprietary2GoogleConfidentialandProprietary2Agenda产品详情广告---ProductListingAds动态再营销---DynamicRemarketing搜索再营销---RemarketingListforSearchAd123GoogleConfidentialandProprietary3GoogleConfidentialandProprietary33Googleconfidential产品详情广告哪个吸引眼球？GoogleConfidentialandProprietary4GoogleConfidentialandProprietary4TopAdPlacementRightHandSidePC界面GoogleConfidentialandProprietary5GoogleConfidentialandProprietary5手机、平板界面移动产品广告移动产品广告GoogleConfidentialandProprietary6GoogleConfidentialandProprietary620%转化成本CPA低于平均2X点击率CTR高于平均让数据说话GoogleConfidentialandProprietary7GoogleConfidentialandProprietary77Googleconfidential上传产品目录数据---GoogleMerchantCenterGoogleconfidentialAttributesinthefeedGoogleMerchantCenterfeed:Products谷歌商家中心数据文件---GoogleMerchantCenterFeedGoogleConfidentialandProprietary9GoogleConfidentialandProprietary9TitleSamsung–LA40D550Series540inchLCDTVDescriptionThenewSamsungLCDTVispartoftheHDserieslaunchedin2012…TitleCanonPowerShotSD780ISDigitalELPH..DescriptionThenewCannonSD780serieslaunchedin2010…自动扫描、精确匹配GoogleConfidentialandProprietary10GoogleConfidentialandProprietary10Agenda产品详情广告---ProductListingAds动态再营销---DynamicRemarketing搜索再营销---RemarketingListforSearchAd123GoogleConfidentialandProprietary11GoogleConfidentialandProprietary11他们看了看，走了你的网站再营销100个新访客96个人会离开再营销你还有第二次机会GoogleConfidentialandProprietary12GoogleConfidentialandProprietary12你还有第二次机会用户跟踪访客离开覆盖全球87%互联网用户的广告联盟网站访客用户再次访问网站GoogleConfidentialandProprietary13GoogleConfidentialandProprietary13广告跟着人走展示广告搜索广告跟踪代码GoogleConfidentialandProprietary14GoogleConfidentialandProprietary14哪些用户更值钱？DiscovergreatdealsCheckoutnewarrivalsFreeshipping30%offtodayonlyReferafriend25%off$2.00$3.00$5.00$8.00$5.00浏览过T-Shirt访问过主页放弃过购物车放弃过付款购买成功GoogleConfidentialandProprietary15GoogleConfidentialandProprietary15为什么要做展示广告？TIMESPENTONLINECaptureDemandCreateDemand99.97%5%5%搜索95%新闻视频游戏……87.6%94%87.6%美国互联网用户全球互联网用户GoogleDisplayNetwork谷歌网盟GoogleConfidentialandProprietary16GoogleConfidentialandProprietary16不同用户、不同广告*Source:GoogleInternaldata根据用户访问页面和浏览商品，动态生成用户感兴趣的广告450%点击率提升•颜色：黑•性别：男士•款式：T恤•风格：圆领•号码:LGoogleConfidentialandProprietary17GoogleConfidentialandProprietary17动态推荐、交叉销售Tennisanyone?ShopNOWShoeSaleBUYNOWGoogleConfidentialandProprietary18GoogleConfidentialandProprietary18不同网站、不同模板•自动适应不同网站布局，从MerchantCenter挑选最优模板展示GoogleConfidentialandProprietary19GoogleConfidentialandProprietary19自助创建，无需专业美工GoogleConfidentialandProprietary20GoogleConfidentialandProprietary20Agenda产品详情广告---ProductListingAds动态再营销---DynamicRemarketing搜索再营销---RemarketingListforSearchAds123GoogleConfidentialandProprietary21GoogleConfidentialandProprietary21哪个用户更有可能转化？访问过你的网站“leaseBMWconvertible”“leaseBMWconvertible”“leaseBMWconvertible”“leaseBMWconvertible”GoogleConfidentialandProprietary22GoogleConfidentialandProprietary22只将广告给“她”看GoogleConfidentialandProprietary23GoogleConfidentialandProprietary23转化率提高3倍48%零售业再营销搜索广告的CPA能降低48％GoogleConfidentialandPropri[e-mail]