谷歌广告账户结构详解：如何优化账户提升竞价推广效果
谷歌广告账户结构详解：如何优化账户提升竞价推广效果
Google Ads Account Structure: How to Optimize for Better PPC Performance
一、为何要重视账户结构 | 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 that affects overall account performance - the ad account structure.
高效的账户结构可以： | An effective account structure can:
1. 高效管理广告系列和预算，方便优化；
1. Efficiently manage campaigns and budgets for easier optimization
2. 提高广告相关性和质量得分；
2. Improve ad relevance and quality score
3. 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。
3. Increase ROI - simply put, save unnecessary ad spend and earn more money
二、谷歌广告账户结构 | 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，不影响广告效果
• Account Name: Custom display name, doesn't affect ad performance
• 结算资料：账号付款资料
• Billing: Payment information
• 转化跟踪：要跟踪的用户操作行为
• Conversion Tracking: User actions to track
2. 广告系列层级 | Campaign Level
• 预算：广告系列每日预算
• Budget: Daily campaign budget
• 出价策略：选择广告系列要使用的出价策略
• Bidding Strategy: Campaign bidding strategy
• 地理位置：广告投放的地理位置
• Locations: Target geographic locations
3. 广告组层级 | Ad Group Level
• 关键字：用户搜索哪些词时展示我们的广告
• Keywords: Terms that trigger your ads
• 广告：触发广告时展示的内容
• Ads: Content shown when ads are triggered
• 广告附加信息：附加链接、电话等信息
• Ad Extensions: Additional links, phone numbers, etc.
三、如何设置自己账户的结构 | How to Structure Your Account
1. 按照产品分类设计 | Product-Based Structure
这种分类方法可以按照网站导航设计广告系列和广告组。
This approach organizes campaigns and ad groups according to website navigation.
2. 按照地理位置设计 | Location-Based Structure
适用于针对不同市场有不同主推产品的情况。
Suitable when different markets have different featured products.
最佳实践： | Best Practices:
• 保持结构清晰一致
• Maintain clear and consistent structure
• 定期审查和优化
• Regularly review and optimize
• 测试不同结构找出最佳方案
• Test different structures to find the best approach
