万州SEO推广技巧：从零开始的竞价广告实战指南

万州SEO推广技巧：从零开始的竞价广告实战指南

Wanzhou SEO Promotion Techniques: A Practical Guide to PPC Advertising from Scratch

什么是竞价广告？

What is PPC Advertising?

竞价广告的核心可以总结为三个关键点：购买排名、吸引流量、实现转化。

The core of PPC advertising can be summarized in three key points: buying rankings, attracting traffic, and achieving conversions.

账户层级结构

Account Hierarchy Structure

竞价账户的标准层级为：账户→计划→单元→关键词/创意，其中关键词和创意属于同一级别。

The standard hierarchy of a PPC account is: Account → Campaign → Ad Group → Keywords/Creatives, where keywords and creatives are at the same level.

Glen观点：这种分类方式就像整理衣柜，我们需要把不同物品分类存放才能高效管理。同样，竞价广告也需要清晰的框架结构才能实现精准投放。

Glen's Perspective: This classification is like organizing a wardrobe - we need to categorize different items for efficient management. Similarly, PPC advertising requires a clear framework structure for precise targeting.

广告触发机制

Ad Trigger Mechanism

完整的广告展示流程：搜索词→触发关键词→匹配创意→最终展现

The complete ad display process: Search Query → Triggers Keyword → Matches Creative → Final Display

广告计费算法

Ad Billing Algorithm

点击价格计算公式：[（下家出价×下家质量度）/自身质量度] + 0.01元

Click price calculation formula: [(Next Advertiser's Bid × Next Advertiser's Quality Score)/Your Quality Score] + 0.01 RMB

Glen观点：这就像现实中的"保护费"机制，你给平台的钱越多，获得的展示机会就越好。但要注意，出价高不一定排名就高，质量度同样至关重要。

Glen's Perspective: This is like the "protection fee" mechanism in reality - the more you pay the platform, the better exposure you get. But note that a higher bid doesn't necessarily mean higher ranking - quality score is equally crucial.

SEM概念解析

SEM Concept Analysis

SEM通常指竞价推广，主要方式是通过购买关键词排名，将精准流量引入网站，再通过团队协作实现转化。

SEM typically refers to PPC advertising, mainly through purchasing keyword rankings to drive targeted traffic to websites, then achieving conversions through team collaboration.

下期预告：在下一篇文章中，我们将深入探讨如何提升账户质量度，敬请期待...

Next Preview: In the next article, we'll delve into how to improve account quality scores. Stay tuned...