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Zalando谷歌广告投放指南：关键词设置与广告组创建全攻略

作为欧洲领先的时尚电商平台，Zalando的成功很大程度上归功于其精准的谷歌广告策略。本文将深入解析谷歌广告的底层逻辑，并手把手教您设置高效关键词。

As Europe's leading fashion e-commerce platform, Zalando's success largely stems from its precise Google Ads strategy. This article will analyze the underlying logic of Google Ads and provide step-by-step guidance for setting up effective keywords.

一、广告组创建方法

1. Creating Ad Groups

广告系列(Campaign)由多个广告组(Ad Group)组成。建议为每个产品系列创建单独广告组：

A campaign consists of multiple ad groups. We recommend creating separate ad groups for each product line:

标准广告组创建步骤：

Standard Ad Group Setup:

• 为广告组命名
• Name your ad group
• 输入关键词（每行一个）
• Enter keywords (one per line)
• 选择匹配类型：
• Select match type:
• 词组匹配："关键词"
• Phrase match: "keyword"
• 完全匹配：[关键词]
• Exact match: [keyword]
• 否定匹配：-关键词
• Negative match: -keyword

动态广告组创建步骤：

Dynamic Ad Group Setup:

• 选择"动态"广告组类型
• Select "Dynamic" ad group type
• 输入网站域名
• Enter website domain
• 设置定位规则（如URL包含"shoes"）
• Set targeting rules (e.g. URL contains "shoes")

二、关键词策略

2. Keyword Strategies

关键词是触发广告展示的核心要素。以家具公司为例：

Keywords are the core element that triggers ad displays. Take a furniture company as example:

• 广告组："长沙发"
• Ad group: "Sofa"
• 关键词："皮革沙发"、"沙发"、"双人沙发"
• Keywords: "Leather sofa", "Sofa", "Two-seater sofa"

三、使用关键词规划工具

3. Using Keyword Planner

操作步骤：

Steps:

• 进入Google Ads工具 > 关键词规划师
• Go to Google Ads Tools > Keyword Planner
• 输入业务信息获取关键词建议
• Enter business information to get keyword suggestions
• 将相关关键词加入同一广告组
• Add relevant keywords to the same ad group

新手提示：建议从标准广告组开始，动态广告更适合大型广告计划。

Pro Tip: Start with standard ad groups, save dynamic for larger campaigns.

通过精准的关键词设置和广告组优化，Zalando等电商平台可以显著提升广告ROI。下期我们将分享如何编写高转化广告文案，敬请期待！

Through precise keyword setup and ad group optimization, e-commerce platforms like Zalando can significantly improve ad ROI. In our next issue, we'll share how to write high-converting ad copy - stay tuned!