外贸赚钱必选！谷歌竞价推广创始人教你8招玩转互联网广告
外贸赚钱必选！谷歌竞价推广创始人教你8招玩转互联网广告
Must-Choose Foreign Trade Money Makers! Google Ads Founder Teaches 8 Tricks to Master Internet Advertising
近年来各大网络平台的兴起让很多人看准了互联网广告这一大块肥肉，作为一种全新的广告媒体，互联网广告的速度快效果理想简直成为了投放者的福音。
In recent years, the rise of major online platforms has made many people focus on internet advertising as a lucrative field. As a new advertising medium, its fast speed and ideal results have become a boon for advertisers.
今天给大家讲讲想玩转互联网广告你要了解以下八个要点：
Today we'll explain 8 key points you need to know to master internet advertising:
1. 广告展现形式 (Ad Display Formats)
主要的展现形式有以下几种：banner（头图）、轮播图、专题、子链、彩链、擎天柱、动图等等；以上这些一般统称为投放"物料"。
Main formats include: banners, carousels, special topics, sublinks, color links, skyscrapers, GIFs, etc. These are collectively called "ad materials".
2. 主要售卖方式 (Main Pricing Models)
主要的售卖方式有四种：CPM（按千次展示付费）；CPC（按点击付费）；CPA（按用户行为付费）；CPT（按展示时长付费）。
Four main pricing models: CPM (cost per mille), CPC (cost per click), CPA (cost per action), CPT (cost per time).
3. 广告平台模式 (Ad Platform Models)
广告平台的模式一般有DSP、SSP、RTB、AD Exchange等。笔者平时投放以RTB为主，也就是偏向SEM方向。
Platform models include DSP, SSP, RTB, AD Exchange. I mainly use RTB, focusing on SEM.
4. 互联网广告的目的 (Purposes of Internet Ads)
互联网广告的最广义目的，是流量，这也是它与传统广告行业的最大区别。
The broadest purpose is traffic generation, which is the biggest difference from traditional advertising.
5. 什么是精准广告 (What is Targeted Advertising?)
将最有吸引力的广告放到最有需求的人眼前。你给穆斯林看猪肉广告，看一辈子他也不会买。
Showing the most attractive ads to people most likely to need them. Showing pork ads to Muslims will never convert.
6. 初级、中级、高级市场运营的区别 (Differences Between Junior/Mid/Senior Marketers)
初级运营可以找到渠道并完成投放；中级运营可以找到高性价比渠道；高级运营可以操纵网站后端的一切数据。
Junior: finds channels; Mid: finds cost-effective channels; Senior: controls all backend data (PV, UV, IP, registrations, ROI etc).
7. 渠道搭配 (Channel Mix)
没有最好只有更好的渠道组合。通过简单的渠道组合可以达到1+1>2的效果。
There's no best but better channel combinations. Simple mixes can achieve 1+1>2 results.
8. 五个小tips (5 Quick Tips)
- 市场投放是杠杆，拯救不了世界
- 任何乙方都是以赚钱为根本目的的
- 沟通能力很重要，洗脑能力更重要
- 渠道永远不嫌多
- 人会撒谎，数据也会
- Marketing is leverage, not a savior
- All vendors fundamentally want profits
- Communication matters, persuasion matters more
- Never enough channels
- People lie, so can data
