ppc64和ppc64le_降低PPC成本的7种行之有效的方法

ppc64和ppc64le

Competition between advertisers has caused the cost of Pay Per Click (PPC) campaigns to rise dramatically over recent years. For many campaign managers, that means the unenviable task of increasing sales and lowering costs at the same time. However, doing this is not impossible and in this post, we’ll explain how to lower your PPC costs while still generating significant traffic.

广告客户之间的竞争已导致近年来按点击付费(PPC)广告系列的费用急剧上升。 对于许多竞选经理来说，这意味着增加销售额和降低成本的艰巨任务。 但是，这样做并不是没有可能，在这篇文章中，我们将说明如何在降低PPC成本的同时仍产生大量流量。

1. 聪明地出价 (1. Bid smartly )

Google Ads’ Smart Bidding is a clever way to reduce the costs of your bids. It works by utilising machine learning to create automated bidding strategies that are optimised for your campaign. It does this by basing your bids on a number of set targets, for example, cost per action and return on ad spending. As part of the process, Google Ads aims to achieve your targets within your desired budget.

Google Ads的智能出价是一种降低出价成本的聪明方法。 它通过利用机器学习来创建针对您的广告系列进行优化的自动出价策略，从而发挥作用。 它通过将出价设置为多个设定目标来实现，例如，每次操作费用和广告支出回报率。 在此过程中，Google Ads的目标是在所需预算内实现目标。

2. 定制的登陆页面 (2. Bespoke landing pages)

The price businesses pay for their ads and how well they rank can depend on website quality. This means that if you have a website of a high standard, your ads can work out less expensive and be better placed to attract more traffic. 

企业为广告支付的价格以及排名如何取决于网站质量。 这意味着，如果您拥有一个高标准的网站，则您的广告可以更便宜地工作，并且可以更好地吸引更多流量。

To achieve this, however, the landing page which an ad links to must be highly relevant to the keywords used in the ad’s text. Ensuring that this is the case requires landing pages to be purposely created for specific ads instead of sending users directly to existing product pages. These landing pages should cater for the needs of the users who clicked on the ad, rather than generic users who might be interested in the product.

为此，广告链接到的登录页面必须与广告文字中使用的关键字高度相关。 要确保这种情况，需要针对特定​​广告有针对性地创建目标网页，而不是直接将用户吸引到现有产品页面。 这些着陆页应满足点击广告的用户的需求，而不是可能对产品感兴趣的普通用户的需求。

3. 提高质量得分 (3. Ramp up your Quality Score)

Aside from landing pages, Google takes into consideration a range of other quality factors in order to score your campaign. The higher your score, the less you are likely to be charged for advertising. The areas you will need to focus on are:

除了目标网页之外，Google还会考虑其他一系列质量因素，以便为您的广告系列评分。 分数越高，您收取的广告费用就越少。 您需要重点关注的领域是：

• the relevance of your ad’s textual content
  广告文字内容的相关性
• the relevance of your keyword to its ad group
  您的关键字与其广告组的相关性
• your click-through rate (CTR)
  您的点击率(CTR)
• the previous performance of your Google Ads account
  您的Google Ads帐户以前的效果

Improving each of these can have a beneficial effect on the cost of your advertising.

改进其中每一项都可以对您的广告费用产生有益的影响。

4. 在您的比赛类型中取得适当的平衡 (4. Getting the right balance with your match types)

Google Ads offer a number of options about how near a match your keyword should be to a user’s search query before you want it displayed. The broad match option shows your ad to users who have a broadly relevant query to your keyword; the exact match option requires the user to include the exact keyword in the search.

Google Ads提供了多种选择，可让您在显示关键字之前将关键字与用户的搜索查询进行匹配。 广泛匹配选项向对您的关键字有广泛相关查询的用户展示您的广告； 完全匹配选项要求用户在搜索中包含完全匹配的关键字。

There are advantages and disadvantages to both these options. Using the broad match, your ad will display to more people and likely be clicked on more frequently. While this will improve your CTR, it will also mean you are paying for more clicks. However, as it is a broad match, there’s an increased likelihood that fewer people who click through will actually buy the product.

这两种选择都有优点和缺点。 使用广泛匹配，您的广告将展示给更多的人，并且可能会被更频繁地点击。 虽然这可以提高点击率，但也意味着您需要为获得更多点击次数付费。 但是，由于匹配范围很广，因此点击的实际购买产品的人越来越少。

On the other hand, exact matches will result in a lower CTR but with the probability that more of those that do click through will buy. This means less spending overall but with the possibility of fewer overall purchases.   

另一方面，完全匹配会导致较低的点击率，但有更多点击的人会购买的可能性。 这意味着总支出减少，但总购买次数可能减少。

5. 提高点击率 (5. Improve your Click-Through Rate )

The Click-Through Rate (CTR) – the percentage of impressions which get a click – is a key metric for measuring an ad’s success. The higher the CTR, the more traffic your website is getting. You’ll also benefit from an improved quality score and, consequently, lower costs per click.

点击率(CTR)–获得点击的印象数百分比–是衡量广告成功与否的关键指标。 点击率越高，您的网站获得的流量越多。 您还将受益于更高的质量得分，从而降低了每次点击费用。

Split testing can be a great way to find small changes which have a big impact on your CTR. Consider making tweaks to the ad’s text or the Call to Action and track how these perform. This can help you find out which versions of your ads attract customers the best.

分割测试是查找对您的点击率有重大影响的细微变化的好方法。 考虑对广告文字或号召性用语进行调整，并跟踪其效果。 这可以帮助您找出最能吸引客户的广告版本。

6. 设备出价优化 (6. Device bid optimisation)

You can now optimise your bids to target different devices which, with the increase in mobile browsing, could be a very shrewd move. If you know the devices your target market uses to make purchases, you can focus your advertising budget far more effectively.

现在，您可以针对不同的设备优化出价，随着移动浏览量的增加，这可能是非常明智的选择。 如果您知道目标市场用于购买的设备，则可以更有效地集中精力投放广告预算。

7. 不要忘记自然流量 (7. Don’t forget organic traffic)

While PPC ads will bring customers to your site, every visitor comes with a price tag. Putting in the effort to make your website rank higher means you can get more visitors without having to pay for them, which reduces your advertising budget and increases your sales.

虽然PPC广告会吸引客户访问您的网站，但每个访问者都带有价格标签。 努力使您的网站排名更高，这意味着您可以吸引更多的访问者而无需付费，这可以减少您的广告预算并提高销售量。

Simple factors like high-quality, relevant and engaging content can have a dramatic impact on how well your site performs on search engines. Great SEO and mobile-friendly themes also play a part. And don’t forget the importance of great hosting: faster page loading, website reliability and security features, such as SSL certificates, can all help you rank higher and drive more traffic to your site. 

高质量，相关且引人入胜的内容等简单因素可能会对您的网站在搜索引擎上的效果产生重大影响。 出色的SEO和移动友好主题也发挥了作用。 而且，不要忘记托管功能的重要性：更快的页面加载速度，网站的可靠性和安全性功能(例如SSL证书)都可以帮助您提高排名并吸引更多访问量。

结论 (Conclusion)

The growing expense of PPC advertising together with the need to reduce spending makes this a challenging time for online businesses. Hopefully, this post will have shown you a number of ways that you can strive to reduce your PPC spend without accepting lower traffic.

PPC广告费用的增长以及减少支出的需求使在线业务面临着充满挑战的时期。 希望这篇文章向您展示了许多方法，您可以在不减少流量的情况下努力减少PPC支出。

If you are looking for hosting to help you improve the performance and security of your website, check out our homepage to see our range of hosting solutions.

如果您正在寻找托管服务以帮助您改善网站的性能和安全性，请查看我们的主页以查看我们的托管解决方案范围。

翻译自: https://www.eukhost.com/blog/webhosting/7-proven-ways-to-reduce-ppc-costs/

ppc64和ppc64le