结果付费的APP推广框架：谷歌中国推广策略与广告底层逻辑解析

结果付费的APP推广框架：谷歌中国推广策略与广告底层逻辑解析

Performance-Based App Promotion Framework: Google's China Strategy and Advertising Fundamentals

一、最有耐心的SEO营销推广平台

1. Most Patient SEO Marketing Platforms

1. Google Ads (AdWords) - 全球最大的广告平台，提供精准的关键词竞价和展示广告网络

1. Google Ads (AdWords) - The world's largest advertising platform offering precise keyword bidding and display ad networks

2. Facebook Ads - 基于社交关系的精准投放系统

2. Facebook Ads - Precision targeting system based on social relationships

3. 百度推广 - 中文市场最主要的搜索引擎广告平台

3. Baidu Ads - The dominant search engine advertising platform in Chinese market

4. 今日头条广告 - 基于内容推荐的精准信息流广告

4. Toutiao Ads - Precision feed ads based on content recommendation

二、谷歌广告的底层逻辑

2. The Fundamental Logic of Google Ads

坊间流传这样的说法：Google不是科技公司，它是全世界最大的广告公司。的确，Google的大部分收入都来自于广告业务(AdWords)。

There's a saying in the industry: Google isn't a tech company, it's the world's largest advertising company. Indeed, most of Google's revenue comes from its advertising business (AdWords).

Google Ads主要有两大盈利模型：

Google Ads has two main revenue models:

1. 搜索引擎广告(Search Ads)

当用户在Google搜索关键词后，在搜索结果顶部或右侧会显示相关性较高的广告。这些广告是依据用户输入的关键词而显示的，采用CPC(按点击付费)收费模式。

1. Search Ads

When users search keywords on Google, relevant ads appear at the top or right side of search results. These ads are displayed based on the keywords users input, using CPC (Cost Per Click) pricing model.

2. 展示广告网络(Display Network)

网站主和开发者通过Google的AdSense产品与Google合作，将他们的网页广告位资源提供给Google。这些资源组成了庞大的展示广告网络。

2. Display Network

Website owners and developers collaborate with Google through AdSense, providing their ad spaces to Google. These resources form a massive display advertising network.

Google通过实时竞价系统，根据用户的Cookies、地理位置、浏览内容等信息，选出最适合展示且出价最高的广告，实现精准营销。

Through real-time bidding system, Google selects the most suitable and highest-bidding ads based on user cookies, geolocation, browsing content etc., achieving precision marketing.

三、收益分配机制

3. Revenue Sharing Mechanism

AdSense采用CPC计价模式。假设BMW付给Google 1美元广告费，其中68美分会分给网页主人，Google收取32美分。这种模式也应用于移动端的AdMob平台。

AdSense uses CPC pricing model. If BMW pays $1 to Google for ads, 68 cents goes to the website owner while Google keeps 32 cents. This model also applies to mobile AdMob platform.

四、流量分发渠道

4. Traffic Distribution Channels

Google的广告主要有两个流量分发渠道：

Google ads mainly have two traffic distribution channels:

1. 搜索引擎广告 - Google自有流量

1. Search Ads - Google's own traffic

2. 展示广告网络 - 与发布商合作的合作流量

2. Display Network - Partner traffic from publishers

百度的商业模式与Google类似，主要区别在于服务中文市场。

Baidu's business model is similar to Google's, with the main difference being its focus on Chinese market.