高效的Play推广应用与Google推广竞价开户指南
Google广告平台面临品牌抵制危机
Google Ads Platform Faces Brand Boycott Crisis
近期，全球最大的广告平台Google遭遇了品牌广告主的集体抵制。包括奔驰汽车、迪士尼和《卫报》在内的多家知名企业的广告内容，被发现出现在恐怖组织ISIS以及纳粹支持者上传的YouTube视频旁边。
Recently, Google, the world's largest advertising platform, has faced a collective boycott from brand advertisers. Ads from renowned companies including Mercedes-Benz, Disney, and The Guardian were found appearing alongside YouTube videos uploaded by terrorist group ISIS and Nazi supporters.
程序化购买广告的风险暴露
Risks of Programmatic Advertising Exposed
这些广告主都是通过Google的广告程序化购买平台DoubleClick AdX投放广告的。《卫报》原本希望通过广告推广增加订阅用户数量，但程序化购买的自动投放机制导致其广告出现在了不恰当的内容旁边。
These advertisers all used Google's programmatic advertising platform DoubleClick AdX. The Guardian originally intended to increase subscription numbers through advertising, but the automatic placement mechanism of programmatic buying led to its ads appearing alongside inappropriate content.
Google的回应与行业影响
Google's Response and Industry Impact
Google发言人表示将加强广告投放渠道的审核，并强调这种情况属于极少数案例。然而，全球营销公司Havas已暂停在Google程序化购买上的支出。
A Google spokesperson stated they would strengthen the review of advertising channels, emphasizing this was an extremely rare case. However, global marketing company Havas has suspended its spending on Google's programmatic advertising.
程序化购买的市场现状
Current Market Status of Programmatic Buying
尽管存在风险，程序化购买因其高效精准的特点仍在快速发展。数据显示，2016年美国程序化购买广告支出增长39.7%，达2210万美元。宝洁75%的数字广告预算都用于程序化购买。
Despite the risks, programmatic buying continues to grow rapidly due to its efficiency and precision. Data shows that in 2016, U.S. programmatic ad spending grew 39.7% to $22.1 million. Procter & Gamble allocates 75% of its digital ad budget to programmatic buying.
SEO优化建议
SEO Optimization Suggestions
1. 在Google Ads开户时，务必设置精准的目标受众和内容排除列表
1. When opening a Google Ads account, be sure to set precise target audiences and content exclusion lists
2. 定期审核广告投放效果和展示位置
2. Regularly review ad performance and placement
3. 考虑结合SEO自然流量与付费广告的综合营销策略
3. Consider an integrated marketing strategy combining SEO organic traffic and paid advertising
