跨境营销首选：成都谷歌竞价推广中心的广告账户结构解析
跨境营销首选：成都谷歌竞价推广中心的广告账户结构解析
Cross-Border Marketing First Choice: Analysis of Google Ads Account Structure at Chengdu Google Bidding Promotion Center
一、为何要重视账户结构
1. Why Account Structure Matters
在交流群中，大家经常讨论如何优化账户中的预算分配、出价策略、受众、关键字等以提高广告效果，但在这些优化之前，还有一个会影响账户整体效果的重要因素——广告账户结构。
In discussion groups, people often talk about optimizing budget allocation, bidding strategies, audiences, and keywords to improve ad performance. But before these optimizations, there's a crucial factor affecting overall account performance - the ad account structure.
高效的账户结构可以：
An efficient account structure can:
- 高效管理广告系列和预算，方便优化
- Effectively manage campaigns and budgets for easier optimization
- 提高广告相关性和质量得分
- Improve ad relevance and quality score
- 提高广告投入产出比，简单说，就是省下不必要的广告费，赚回来更多的钱
- Increase ROI - simply put, save unnecessary ad spend and earn more money
二、谷歌广告账户结构
2. Google Ads Account Structure
谷歌广告账户结构分为三层：账号、广告系列、广告组，每层设置内容不同。
The Google Ads account structure has three levels: Account, Campaign, and Ad Group, each with different settings.
1. 账号层级 (Account Level)
- 账号名称：自定义账号显示名称
- Account Name: Custom display name
- 结算资料：账号付款资料
- Billing Information: Payment details
- 币种：账户结算币种
- Currency: Settlement currency
- 时区：账户数据显示时区
- Timezone: Data display timezone
2. 广告系列层级 (Campaign Level)
- 广告系列名称：命名不影响效果
- Campaign Name: Doesn't affect performance
- 预算：每日预算设置
- Budget: Daily budget settings
- 出价策略：关键优化点
- Bidding Strategy: Key optimization point
- 地理位置：目标投放区域
- Locations: Target areas
3. 广告组层级 (Ad Group Level)
- 关键字：匹配用户搜索词
- Keywords: Match user search terms
- 广告：展示的具体内容
- Ads: Specific display content
- 广告附加信息：增强广告效果
- Ad Extensions: Enhance ad performance
三、如何设置优化账户结构
3. How to Set Up and Optimize Account Structure
比较常用的账户结构是按照产品分类或按照地理位置（目标市场）来设计。
The most common account structures are organized by product categories or geographic locations (target markets).
1. 按产品分类设计 (By Product Categories)
适用于广告系列内产品投放地理位置相同的情况。
Suitable when products in a campaign target the same geographic locations.
2. 按地理位置设计 (By Geographic Locations)
适用于不同市场有不同主推产品或预算的情况。
Ideal when different markets have different featured products or budgets.
随着对系统、产品、网站研究的深入，可能会调整使用不同的账户结构。
As you gain deeper understanding of the system, products, and website, you may adjust to use different account structures.
