ppc64和ppc64le
One of the worst things that can happen to an online business is to invest a great deal of time and money into creating a great website and then find out that no one visits. Without traffic there can be no sales, so for new online businesses, one of the most important parts of your business strategy has to be to generate traffic to your site. In this article, we’ll explain two of the main methods business use to promote their websites: pay per click (PPC) advertising and affiliate marketing.
在线业务可能发生的最糟糕的事情之一就是花费大量时间和金钱来创建一个出色的网站，然后发现没有人访问。 没有流量，就不会有销售，因此对于新的在线业务，业务策略中最重要的部分之一必须是为您的网站产生流量。 在本文中，我们将解释企业用来推广其网站的两种主要方法：每次点击付费(PPC)广告和会员营销。
每次点击付费广告 (Pay per click advertising )
Advertising is one of the chief methods used by businesses to attract visitors to their website and is usually done on a pay per click (PPC) basis. This means you create an advert which you only pay for when someone clicks on it. The most common PPC method is called Paid Search which means you set your advert to appear on search engine results pages when someone has searched for a keyword that relates to your business. So, for example, if you sold outdoor clothing, you could arrange for your adverts to appear when someone searched for walking boots or waterproof coats. This way, you make sure that your adverts are targeted at the right people.
广告是企业用来吸引访问者访问其网站的主要方法之一，通常按每次点击付费(PPC)进行。 这意味着您创建了一个广告，仅当有人点击时才付费。 最常见的PPC方法称为“付费搜索”，这意味着您可以将广告设置为在有人搜索与您的业务相关的关键字时在搜索引擎结果页面上展示。 因此，举例来说，如果您销售户外服装，则可以安排广告在有人搜索步行靴或防水外套时出现。 这样，您可以确保将广告定位到合适的人。
The main channel for PPC adverts is search engine advertising networks like Google Adwords. Whilst search engine PPC can generate a lot of traffic, the downside is that is can be expensive. Although you only pay when someone clicks on your ad, competition from other companies means you could be paying significant amounts for each visitor. Whilst some ads can be purchased very cheaply, an independent mortgage advisor, as you can see below, might pay over £20 for each click.
PPC广告的主要渠道是Google Adwords等搜索引擎广告网络。 虽然搜索引擎PPC可以产生大量流量，但缺点是价格昂贵。 尽管您只有在有人点击您的广告时才付费，但与其他公司的竞争意味着您可能需要为每位访问者支付大量费用。 尽管可以很便宜地购买一些广告，但如下所示，独立抵押贷款顾问可能会为每次点击支付20英镑以上。
Besides putting adverts on search engine results, Google Adwords and other companies also let website owners put adverts on websites. So, for example, our outdoor clothing company can arrange to have adverts appear on hiking blogs or Visit Yorkshire websites.
PPC advertising is not just limited to search engines; it is also possible to use it on social media sites – and often at a much cheaper rate than on search engines. Facebook ads are a very popular channel for many businesses and can be extremely effective. Facebook can also provide you with metrics about your ads’ performance and enable you to undertake remarketing.
PPC广告不仅限于搜索引擎； 也可以在社交媒体网站上使用它，而且价格通常比在搜索引擎上便宜得多。 Facebook广告在许多企业中是非常受欢迎的渠道，并且可能非常有效。 Facebook还可以为您提供有关广告效果的指标，并使您能够进行再营销。
Other companies offer different methods of advertising. It is possible to join advertisers who instead of paying PPC simply charge you a monthly fee and guarantee your ad will appear a certain number of times on relevant sites.
其他公司提供不同的广告方法。 可以加入广告商，而不是向PPC付费，而只是向您收取月租费，并确保您的广告在相关网站上展示一定次数。
To get the most from paid advertising, it is essential that you have an excellent understanding of the search terms that customers use to find the products you are selling. If you are paying for your adverts to appear when searchers use certain keywords, it is important that you have selected the right keywords to appear on.
为了从付费广告中获得最大收益，至关重要的是，您必须对客户用来查找要销售产品的搜索词有很好的了解。 如果您为广告在搜索者使用某些关键字时显示而付费，则选择正确的关键字来显示很重要。
It is also important that you are able to create well-crafted adverts that are going to attract readers and make them click. Adverts that appear on search results pages are text only and need to be well written, adverts that appear on websites are often banner ads that combine both text and images and need a range of different sizes and shapes.
同样重要的是，您必须能够制作精巧的广告，以吸引读者并使其点击。 出现在搜索结果页面上的广告仅是文字，需要写得很好，出现在网站上的广告通常是横幅广告，它将文字和图像结合在一起，并且需要一定范围的不同大小和形状。
会员营销 (Affiliate Marketing)
Another valuable way to advertise your business is through affiliate marketing. Affiliate marketing is where other website owners promote your products on their site. If someone clicks on a link on their website to yours and then makes a sale, then you pay them a percentage of the sale price. The advantage is that you only pay if a sale has been made; you are not spending money on a click that might not lead to anything.
宣传您的业务的另一种有价值的方法是通过会员营销。 联盟营销是其他网站所有者在其网站上推广您的产品的地方。 如果某人单击其网站上的链接到您的网站然后进行销售，那么您将按销售价格的一定百分比向他们付款。 这样做的好处是，您仅在完成销售后才付款； 您并未将钱花在可能不会带来任何收益的点击上。
Affiliate marketing is exceptionally powerful and is used by many major businesses. Amazon alone has over 900,000 affiliates advertising its products and, according to PRWeb, relies on affiliate marketing for 40% of its global sales.
会员营销功能异常强大，并且被许多主要企业使用。 据PRWeb称 ，仅亚马逊一地就有超过900,000个会员在为其产品做广告，并且40％的销售依赖于会员营销。
There are lots of website owners interested in being an affiliate, especially bloggers. Bloggers write about subjects they are interested in but do not sell products themselves, so, in order to generate an income for their website, they promote the products and services of other companies.
有很多网站所有者有兴趣成为会员，尤其是博客作者。 博客写他们感兴趣的主题，但自己不销售产品，因此，为了为他们的网站赚钱，他们推广其他公司的产品和服务。
Affiliates generate income for companies in three ways. They either place one of your adverts on their website, mention you in one of their articles with a link to your website or they write an article promoting your products with a link included. This latter option is especially useful as it works as an independent endorsement. If you have a high-profile blogger with significant traffic telling their audience how good they think your products are, then the impact on your traffic and sales can be huge. A similar effect can be achieved by having lots of affiliates with smaller audiences each sending you a few visitors a day.
会员通过三种方式为公司创造收入。 他们或者在您的网站上放置您的广告之一，在其中一篇文章中提到您，并带有指向您网站的链接，或者他们撰写一篇文章来宣传您的产品，并附带一个链接。 后一种选择特别有用，因为它可以作为独立认可。 如果您有一个知名度很高的博客作者，它的访问量很大，告诉他们的听众他们认为您的产品有多好，那么对您的访问量和销售的影响就会很大。 通过使许多会员的受众较小，可以实现类似的效果，每个会员每天都会向您发送一些访问者。
What you generally find with affiliate marketing is that you get website owners specialising in your niche who will want to promote your products because they are relevant to their audience. A hiking blogger, for example, would be keen to promote the outdoor clothing company because their readers would be interested in those products. If a reader goes on to purchase from the outdoor clothing company, both websites benefit – it is the perfect symbiotic relationship.
联盟营销通常会发现，您会得到专门针对利基市场的网站所有者，他们会因为与受众群体相关而想要推广您的产品。 例如，一位徒步旅行的博客作者会热衷于推广这家户外服装公司，因为他们的读者会对这些产品感兴趣。 如果读者继续从户外服装公司购买商品，那么两个网站都会受益–这是完美的共生关系。
To get started with affiliate marketing, you need to set up an affiliate program. This allows website owners to sign up for the program and start promoting. There are two routes you can use to start an affiliate program – you can host your own or join an established third party company.
要开始会员营销，您需要设置会员计划。 这使网站所有者可以注册该计划并开始推广。 您可以使用两种方法来启动会员计划–您可以托管自己的公司或加入已建立的第三方公司。
With a self-hosted affiliate program, all you need to do is install an affiliate program plugin on your website. This will allow you to set the terms and conditions for applicants and enable those you have accepted to create special affiliate links on their site. These special links give each affiliate their own unique identifier that enables you to track which affiliates have generated sales so that you can pay them the percentage rate you have agreed on.
使用自托管的会员计划，您需要做的就是在您的网站上安装会员计划插件。 这将使您能够为申请人设置条款和条件，并使已被接受的人可以在其网站上创建特殊的会员链接。 这些特殊链接为每个会员提供了自己的唯一标识符，使您能够跟踪哪些会员产生了销售额，以便您可以按商定的百分比率向他们付款。
With a self-hosted affiliate program, it is up to you to advertise the affiliate program itself and to recruit affiliates. This can be difficult for new businesses, especially if you have little in the way of traffic. The advantage, however, is that you do not need to pay the third-party company to manage the program for you.
使用自托管的会员计划，您可以自行宣传会员计划并招募会员。 对于新企业而言，这可能很困难，尤其是在您交通拥挤的情况下。 但是，优点是您无需支付第三方公司的费用来为您管理程序。
Third party companies, whilst more expensive, do have significant advantages. Companies like Webgains, LinkShare and CJ Affiliate have enormous numbers of affiliates on their books and as soon as you set up an affiliate program their account managers will inform relevant affiliates that your products are now available to promote. They will even help you create an incentivised recruitment program to get website owners to sign up. The result is that within a short time you will have many affiliates promoting your products.
第三方公司虽然价格较高，但确实具有明显的优势。 像Webgains，LinkShare和CJ Affiliate这样的公司，都有大量的会员，而在您建立会员计划后，他们的客户经理就会通知相关会员，您的产品现在可以推广了。 他们甚至可以帮助您创建激励性的招聘计划，以吸引网站所有者注册。 结果是在很短的时间内，您将有许多会员推广您的产品。
The one question people always ask about affiliate programs is how much commission do I pay? This is entirely your choice. However, if there are two companies selling similar products and one is offering a higher commission rate than another, then affiliates are likely to promote the product which is going to make them the most money. In general, physical products usually have a rate of around 5%. For non-physical products where overheads are much lower, such a software downloads, the rate is often much higher – up to 50%. You would need to research what other companies were offering in order to make sure you were offering competitive rates.
人们总是问有关会员计划的一个问题是我要支付多少佣金？ 这完全是您的选择。 但是，如果有两家公司销售相似的产品，而一家公司提供的佣金率比另一家更高，则子公司可能会推广该产品，这将使他们赚到最多的钱。 通常，物理产品的比率通常为5％。 对于间接费用较低的非物理产品(例如软件下载)，该比率通常要高得多-高达50％。 您需要研究其他公司提供的产品，以确保您提供具有竞争力的价格。
The other advantage of affiliate programs is that they give online businesses the opportunity to develop long-term relationships with their advertisers. You can contact them directly to inform them about new products and services and ask them to do a special promotion for you. As you are part of their income stream, it is also unlikely that they will write you a bad review.
联属网络营销计划的另一个优势是，它们为在线企业提供了与广告客户建立长期关系的机会。 您可以直接与他们联系，以告知他们有关新产品和服务的信息，并要求他们为您做特别促销。 由于您是他们收入来源的一部分，他们不太可能给您写不好的评论。
结论 (Conclusion)
From reading this article you should now have a much better understanding of how to advertise your new online business using PPC on search engines and social media as well as understanding how affiliate marketing can be used to promote your company and boost sales.
通过阅读本文，您现在应该对如何在搜索引擎和社交媒体上使用PPC宣传新的在线业务有更好的了解，以及如何使用会员营销来促进公司发展和销售增长。
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ppc64和ppc64le
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