{"id":3608,"date":"2024-10-09T14:00:04","date_gmt":"2024-10-09T06:00:04","guid":{"rendered":"https:\/\/uniquelogic.com\/?p=3608"},"modified":"2024-09-24T12:16:09","modified_gmt":"2024-09-24T04:16:09","slug":"google-negative-keyword-exclusions-in-performance-max","status":"publish","type":"post","link":"https:\/\/uniquelogic.com\/sc\/google-negative-keyword-exclusions-in-performance-max\/","title":{"rendered":"Google \u5728 Performance Max \u4e2d\u5f15\u5165\u5426\u5b9a\u5173\u952e\u5b57\u6392\u9664\uff1aPPC \u7684\u6e38\u620f\u89c4\u5219\u6539\u53d8\u8005"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<span style=\"font-weight: 400;\">Google \u6700\u8fd1\u5ba3\u5e03\u5bf9\u5176 Performance Max \u5e7f\u544a\u6d3b\u52a8\u8fdb\u884c\u91cd\u5927\u66f4\u65b0\uff0c\u5141\u8bb8\u5e7f\u544a\u5546\u6dfb\u52a0\u6d3b\u52a8\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57\u3002\u8fd9\u4e00\u671f\u5f85\u5df2\u4e45\u7684\u529f\u80fd\u5c06\u5f7b\u5e95\u6539\u53d8<\/span><a class=\"bloglink\" href=\"https:\/\/uniquelogic.com\/sc\/solutions\/sem-performance-media-paid-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u70b9\u51fb\u4ed8\u8d39\uff08PPC\uff09\u5e7f\u544a<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u63d0\u4f9b\u66f4\u5927\u7684\u5e7f\u544a\u5b9a\u4f4d\u63a7\u5236\u5e76\u6539\u5584\u6574\u4f53\u6d3b\u52a8\u6548\u679c\u3002\u4e00\u8d77\u63a2\u8ba8\u8fd9\u4e00\u65b0\u529f\u80fd\u5982\u4f55\u4f7f\u5e7f\u544a\u5546\u53d7\u76ca\u5e76\u63d0\u5347 PPC \u7b56\u7565\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u5426\u5b9a\u5173\u952e\u5b57\u7684\u91cd\u8981\u6027<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><a class=\"bloglink\" href=\"https:\/\/uniquelogic.com\/sc\/utilize-negative-keywords-ppc-campaigns\/\" target=\"_blank\" rel=\"noopener\">\u5426\u5b9a\u5173\u952e\u5b57<\/a> (Negative Keywords) \u662f\u4efb\u4f55\u6210\u529f\u7684 PPC \u5e7f\u544a\u6d3b\u52a8\u7684\u91cd\u8981\u7ec4\u6210\u90e8\u5206\u3002\u5b83\u4eec\u5141\u8bb8\u5e7f\u544a\u5546\u6392\u9664\u4e0e\u5176\u4ea7\u54c1\u6216\u670d\u52a1\u65e0\u5173\u7684\u7279\u5b9a\u641c\u7d22\u8bcd\uff0c\u4ece\u800c\u9632\u6b62\u5e7f\u544a\u663e\u793a\u7ed9\u9519\u8bef\u7684\u53d7\u4f17\u3002\u8fd9\u4e0d\u4ec5\u6709\u52a9\u4e8e\u8282\u7701\u5e7f\u544a\u652f\u51fa\uff0c\u8fd8\u901a\u8fc7\u786e\u4fdd\u5e7f\u544a\u4ec5\u663e\u793a\u7ed9\u66f4\u6709\u53ef\u80fd\u5bf9\u4ea7\u54c1\u611f\u5174\u8da3\u7684\u7528\u6237\u6765\u63d0\u9ad8\u70b9\u51fb\u7387 (CTR) \u548c\u8f6c\u5316\u7387\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u4ec0\u4e48\u662f Performance Max\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Performance Max (PMax) \u662f\u4e00\u79cd\u57fa\u4e8e\u76ee\u6807\u7684\u5e7f\u544a\u6d3b\u52a8\u7c7b\u578b\uff0c\u5141\u8bb8\u5e7f\u544a\u5546\u4ece\u5355\u4e00\u6d3b\u52a8\u4e2d\u8bbf\u95ee Google \u7684\u6240\u6709\u5e7f\u544a\u5e93\u5b58\u3002\u5b83\u4f7f\u7528 Google \u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u6765\u4f18\u5316\u5404\u4e2a\u6e20\u9053\u7684\u5e7f\u544a\u6548\u679c\uff0c\u5305\u62ec\u641c\u7d22\u3001\u5c55\u793a\u3001YouTube\u3001Discover\u3001Gmail \u548c\u5730\u56fe\u3002\u901a\u8fc7\u5229\u7528\u673a\u5668\u5b66\u4e60\uff0cPerformance Max \u65e8\u5728\u63a8\u52a8\u66f4\u591a\u8f6c\u5316\u5e76\u4e3a\u5e7f\u544a\u5546\u63d0\u4f9b\u66f4\u597d\u7684\u7ed3\u679c\u3002<\/span><\/p>\n<p><b>\u65b0\u529f\u80fd\uff1a\u6d3b\u52a8\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u8fc4\u4eca\u4e3a\u6b62\uff0cPerformance Max \u5e7f\u544a\u6d3b\u52a8\u7684\u4e00\u4e2a\u9650\u5236\u662f\u65e0\u6cd5\u5728\u6d3b\u52a8\u7ea7\u522b\u6dfb\u52a0\u5426\u5b9a\u5173\u952e\u5b57\u3002\u5e7f\u544a\u5546\u4e0d\u5f97\u4e0d\u4f9d\u8d56\u5e10\u6237\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57\u6216\u901a\u8fc7\u5176 Google \u5e10\u6237\u7ecf\u7406\u8bf7\u6c42\u6392\u9664\uff0c\u8fd9\u5e76\u4e0d\u603b\u662f\u9ad8\u6548\u6216\u6709\u6548\u3002\u968f\u7740\u6d3b\u52a8\u7ea7\u522b\u5426\u5b9a\u5173\u952e\u5b57\u7684\u5f15\u5165\uff0c\u5e7f\u544a\u5546\u73b0\u5728\u53ef\u4ee5\u66f4\u7ec6\u81f4\u5730\u63a7\u5236\u5176\u5e7f\u544a\u5b9a\u4f4d\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8fd9\u4e00\u65b0\u529f\u80fd\u5141\u8bb8\u5e7f\u544a\u5546\u5728 Performance Max \u754c\u9762\u4e2d\u76f4\u63a5\u6392\u9664\u4e0e\u5176\u6d3b\u52a8\u76ee\u6807\u65e0\u5173\u7684\u7279\u5b9a\u641c\u7d22\u67e5\u8be2\u3002\u8fd9\u610f\u5473\u7740\u5e7f\u544a\u5546\u53ef\u4ee5\u66f4\u7cbe\u786e\u5730\u8c03\u6574\u5176\u6d3b\u52a8\uff0c\u786e\u4fdd\u5176\u5e7f\u544a\u663e\u793a\u7ed9\u6700\u76f8\u5173\u7684\u53d7\u4f17\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u6d3b\u52a8\u7ea7\u522b\u5426\u5b9a\u5173\u952e\u5b57\u7684\u597d\u5904<\/b><\/p>\n<p><strong>1 &#8211; \u63d0\u9ad8\u5e7f\u544a\u76f8\u5173\u6027\/strong><span style=\"font-weight: 400;\">\uff1a\u901a\u8fc7\u6392\u9664\u65e0\u5173\u7684\u641c\u7d22\u8bcd\uff0c\u5e7f\u544a\u5546\u53ef\u4ee5\u786e\u4fdd\u5176\u5e7f\u544a\u4ec5\u663e\u793a\u7ed9\u66f4\u6709\u53ef\u80fd\u5bf9\u5176\u4ea7\u54c1\u6216\u670d\u52a1\u611f\u5174\u8da3\u7684\u7528\u6237\u3002\u8fd9\u63d0\u9ad8\u4e86\u5e7f\u544a\u7684\u76f8\u5173\u6027\u5e76\u589e\u52a0\u4e86\u8f6c\u5316\u7684\u673a\u4f1a\u3002<\/span><\/p>\n<p><strong>2 &#8211; \u6210\u672c\u6548\u76ca<\/strong><span style=\"font-weight: 400;\">\uff1a\u5426\u5b9a\u5173\u952e\u5b57\u6709\u52a9\u4e8e\u51cf\u5c11\u6d6a\u8d39\u7684\u5e7f\u544a\u652f\u51fa\uff0c\u9632\u6b62\u5e7f\u544a\u663e\u793a\u7ed9\u4e0d\u592a\u53ef\u80fd\u8f6c\u5316\u7684\u7528\u6237\u3002\u8fd9\u5bfc\u81f4\u66f4\u9ad8\u6548\u5730\u4f7f\u7528\u5e7f\u544a\u9884\u7b97\u5e76\u63d0\u9ad8\u6295\u8d44\u56de\u62a5\u7387 (ROI)\u3002<\/span><\/p>\n<p><strong>3 &#8211; \u66f4\u9ad8\u7684 CTR \u548c\u8d28\u91cf\u5f97\u5206<\/strong><span style=\"font-weight: 400;\">\uff1a\u663e\u793a\u7ed9\u66f4\u76f8\u5173\u53d7\u4f17\u7684\u5e7f\u544a\u66f4\u6709\u53ef\u80fd\u83b7\u5f97\u70b9\u51fb\u3002\u8fd9\u63d0\u9ad8\u4e86 CTR\uff0c\u8fdb\u800c\u53ef\u4ee5\u5bf9\u5e7f\u544a\u7684\u8d28\u91cf\u5f97\u5206\u4ea7\u751f\u79ef\u6781\u5f71\u54cd\u3002\u66f4\u9ad8\u7684\u8d28\u91cf\u5f97\u5206\u53ef\u4ee5\u5bfc\u81f4\u66f4\u4f4e\u7684\u6bcf\u6b21\u70b9\u51fb\u6210\u672c (CPC) \u548c\u66f4\u597d\u7684\u5e7f\u544a\u4f4d\u7f6e\u3002<\/span><\/p>\n<p><strong>4 &#8211; \u589e\u5f3a\u7684\u6d3b\u52a8\u7ba1\u7406<\/strong><span style=\"font-weight: 400;\">\uff1a\u5728\u6d3b\u52a8\u7ea7\u522b\u6dfb\u52a0\u5426\u5b9a\u5173\u952e\u5b57\u7684\u80fd\u529b\u4e3a\u5e7f\u544a\u5546\u63d0\u4f9b\u4e86\u66f4\u591a\u7684\u63a7\u5236\u548c\u7075\u6d3b\u6027\u6765\u7ba1\u7406\u5176\u6d3b\u52a8\u3002\u4ed6\u4eec\u53ef\u4ee5\u6839\u636e\u6027\u80fd\u6570\u636e\u5feb\u901f\u8c03\u6574\u5176\u5b9a\u4f4d\u5e76\u66f4\u6709\u6548\u5730\u4f18\u5316\u5176\u6d3b\u52a8\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u5982\u4f55\u5b9e\u65bd\u6d3b\u52a8\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5728 Performance Max \u4e2d\u5b9e\u65bd\u6d3b\u52a8\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57\u975e\u5e38\u7b80\u5355\u3002\u5e7f\u544a\u5546\u53ef\u4ee5\u76f4\u63a5\u5728 Google Ads \u754c\u9762\u4e2d\u8bbf\u95ee\u6b64\u529f\u80fd\u3002\u4ee5\u4e0b\u662f\u5c06\u5426\u5b9a\u5173\u952e\u5b57\u6dfb\u52a0\u5230 Performance Max \u6d3b\u52a8\u7684\u6b65\u9aa4\uff1a<\/span><\/p>\n<p><strong>1 &#8211; \u5bfc\u822a\u5230\u6d3b\u52a8\u8bbe\u7f6e<\/strong><span style=\"font-weight: 400;\">\uff1a\u8f6c\u5230 Google Ads \u4eea\u8868\u677f\u5e76\u9009\u62e9\u8981\u7f16\u8f91\u7684 Performance Max \u6d3b\u52a8\u3002<\/span><\/p>\n<p><strong>2 &#8211; \u8bbf\u95ee\u9644\u52a0\u8bbe\u7f6e<\/strong><span style=\"font-weight: 400;\">\uff1a\u70b9\u51fb\u300c\u8bbe\u7f6e\u300d\u9009\u9879\u5361\uff0c\u7136\u540e\u9009\u62e9\u300c\u9644\u52a0\u8bbe\u7f6e\u300d\u3002<\/span><\/p>\n<p><strong>3 &#8211; \u6dfb\u52a0\u5426\u5b9a\u5173\u952e\u5b57<\/strong><span style=\"font-weight: 400;\">\uff1a\u5728\u300c\u5426\u5b9a\u5173\u952e\u5b57\u300d\u90e8\u5206\uff0c\u60a8\u53ef\u4ee5\u6dfb\u52a0\u8981\u4ece\u6d3b\u52a8\u4e2d\u6392\u9664\u7684\u7279\u5b9a\u641c\u7d22\u8bcd\u3002<\/span><\/p>\n<p><strong>4 &#8211; \u4fdd\u5b58\u66f4\u6539<\/strong><span style=\"font-weight: 400;\">\uff1a\u6dfb\u52a0\u5426\u5b9a\u5173\u952e\u5b57\u540e\uff0c\u4fdd\u5b58\u66f4\u6539\u4ee5\u5c06\u5176\u5e94\u7528\u4e8e\u60a8\u7684\u6d3b\u52a8\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u603b\u7ed3<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5728 Performance Max \u4e2d\u5f15\u5165\u6d3b\u52a8\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57\u662f\u4e00\u9879\u91cd\u5927\u6539\u8fdb\uff0c\u89e3\u51b3\u4e86\u5e7f\u544a\u5546\u957f\u671f\u4ee5\u6765\u7684\u9700\u6c42\u3002\u8fd9\u4e00\u529f\u80fd\u63d0\u4f9b\u4e86\u66f4\u5927\u7684\u5e7f\u544a\u5b9a\u4f4d\u63a7\u5236\uff0c\u63d0\u9ad8\u4e86\u5e7f\u544a\u76f8\u5173\u6027\u5e76\u589e\u5f3a\u4e86\u6574\u4f53\u6d3b\u52a8\u6548\u679c\u3002\u901a\u8fc7\u5229\u7528\u8fd9\u4e00\u65b0\u529f\u80fd\uff0c\u5e7f\u544a\u5546\u53ef\u4ee5\u66f4\u6709\u6548\u5730\u4f18\u5316\u5176 PPC \u7b56\u7565\u5e76\u53d6\u5f97\u66f4\u597d\u7684\u7ed3\u679c\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u968f\u7740 Google \u7ee7\u7eed\u521b\u65b0\u548c\u6539\u8fdb\u5176\u5e7f\u544a\u89e3\u51b3\u65b9\u6848\uff0cPerformance Max \u4e2d\u7684\u6d3b\u52a8\u7ea7\u522b\u5426\u5b9a\u5173\u952e\u5b57\u7b49\u529f\u80fd\u5c55\u793a\u4e86\u8be5\u516c\u53f8\u81f4\u529b\u4e8e\u4e3a\u5e7f\u544a\u5546\u63d0\u4f9b\u6210\u529f\u6240\u9700\u5de5\u5177\u7684\u627f\u8bfa\u3002\u91c7\u7528\u8fd9\u4e00\u65b0\u529f\u80fd\u7684\u5e7f\u544a\u5546\u5c06\u5904\u4e8e\u6709\u5229\u4f4d\u7f6e\uff0c\u80fd\u591f\u6700\u5927\u5316\u5176\u6295\u8d44\u56de\u62a5\u7387\u5e76\u4ece\u5176 PPC \u5e7f\u544a\u6d3b\u52a8\u4e2d\u83b7\u5f97\u66f4\u591a\u6709\u610f\u4e49\u7684\u7ed3\u679c\u3002<\/span><\/p>\n<p>\u56fe\u7247\uff1a<a class=\"bloglink\" href=\"https:\/\/www.freepik.com\/author\/freepik\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">@freepik<\/span><\/a><br \/>\n\u6765\u6e90\uff1a<a class=\"bloglink\" href=\"https:\/\/searchengineland.com\/google-pmax-negative-keyword-exclusions-446686\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Search Engine Land<\/span><\/a>[\/vc_column_text][vc_column_text]<\/p>\n<div class=\"blog-bottom-solgan\">\n<div class=\"blog-gochat\"><a href=\"https:\/\/uniquelogic.com\/sc\/contact-us\/\" target=\"_blank\" rel=\"noopener\">\u6709\u7591\u95ee\u5417\uff1f\u6b22\u8fce\u8054\u7cfb\u6211\u4eec<\/a><\/div>\n<div class=\"blog-tagdes\"><span style=\"font-weight: 400;\">\u6211\u4eec\u63d0\u4f9b <\/span> <a class=\"bloglink\" href=\"https:\/\/uniquelogic.com\/sc\/contact-us\/\" target=\"_blank\" rel=\"noopener\">\u514d\u8d39\u54a8\u8be2<\/a> \u56e2\u961f\u4ea6\u51c6\u5907\u597d\u4e3a\u4f60\u670d\u52a1\u3002\u8ba9\u6211\u4eec\u5f00\u59cb\u5427\uff01<\/div>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Google \u6700\u8fd1\u5ba3\u5e03\u5bf9\u5176 Performance Max \u5e7f\u544a\u6d3b\u52a8\u8fdb\u884c\u91cd\u5927\u66f4\u65b0\uff0c\u5141\u8bb8\u5e7f\u544a\u5546\u6dfb\u52a0\u6d3b\u52a8\u7ea7\u522b\u7684\u5426\u5b9a\u5173\u952e\u5b57\u3002\u8fd9\u4e00\u671f\u5f85\u5df2\u4e45\u7684\u529f\u80fd\u5c06\u5f7b\u5e95\u6539\u53d8\u70b9\u51fb\u4ed8\u8d39\uff08PPC\uff09\u5e7f\u544a\uff0c\u63d0\u4f9b\u66f4\u5927\u7684\u5e7f\u544a\u5b9a\u4f4d\u63a7\u5236\u5e76\u6539\u5584\u6574\u4f53\u6d3b\u52a8\u6548\u679c\u3002\u4e00\u8d77\u63a2\u8ba8\u8fd9\u4e00\u65b0\u529f\u80fd\u5982\u4f55\u4f7f\u5e7f\u544a\u5546\u53d7\u76ca\u5e76\u63d0\u5347 PPC \u7b56\u7565\u3002[\/vc_column_text][vc_column_text]\u5426\u5b9a\u5173\u952e\u5b57\u7684\u91cd\u8981\u6027 \u5426\u5b9a\u5173\u952e\u5b57 (Negative Keywords) \u662f\u4efb\u4f55\u6210\u529f\u7684 PPC 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