{"id":3609,"date":"2024-10-09T14:00:04","date_gmt":"2024-10-09T06:00:04","guid":{"rendered":"https:\/\/uniquelogic.com\/?p=3609"},"modified":"2024-09-24T12:16:18","modified_gmt":"2024-09-24T04:16:18","slug":"google-negative-keyword-exclusions-in-performance-max","status":"publish","type":"post","link":"https:\/\/uniquelogic.com\/tc\/google-negative-keyword-exclusions-in-performance-max\/","title":{"rendered":"Google \u5728 Performance Max \u4e2d\u5f15\u5165\u5426\u5b9a\u95dc\u9375\u5b57\u6392\u9664\uff1aPPC \u7684\u904a\u6232\u898f\u5247\u6539\u8b8a\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\u5c0d\u5176 Performance Max \u5ee3\u544a\u6d3b\u52d5\u9032\u884c\u91cd\u5927\u66f4\u65b0\uff0c\u5141\u8a31\u5ee3\u544a\u5546\u6dfb\u52a0\u6d3b\u52d5\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57\u3002\u9019\u4e00\u671f\u5f85\u5df2\u4e45\u7684\u529f\u80fd\u5c07\u5fb9\u5e95\u6539\u8b8a<\/span><a class=\"bloglink\" href=\"https:\/\/uniquelogic.com\/tc\/solutions\/sem-performance-media-paid-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u9ede\u64ca\u4ed8\u8cbb\uff08PPC\uff09\u5ee3\u544a<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u63d0\u4f9b\u66f4\u5927\u7684\u5ee3\u544a\u5b9a\u4f4d\u63a7\u5236\u4e26\u6539\u5584\u6574\u9ad4\u6d3b\u52d5\u6548\u679c\u3002\u4e00\u8d77\u4f86\u63a2\u8a0e\u9019\u4e00\u65b0\u529f\u80fd\u5982\u4f55\u4f7f\u5ee3\u544a\u5546\u53d7\u76ca\u4e26\u63d0\u5347 PPC \u7b56\u7565\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u5426\u5b9a\u95dc\u9375\u5b57\u7684\u91cd\u8981\u6027<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><a class=\"bloglink\" href=\"https:\/\/uniquelogic.com\/tc\/utilize-negative-keywords-ppc-campaigns\/\" target=\"_blank\" rel=\"noopener\">\u5426\u5b9a\u95dc\u9375\u5b57<\/a> (Negative Keywords) \u662f\u4efb\u4f55\u6210\u529f\u7684 PPC \u5ee3\u544a\u6d3b\u52d5\u7684\u91cd\u8981\u7d44\u6210\u90e8\u5206\u3002\u5b83\u5011\u5141\u8a31\u5ee3\u544a\u5546\u6392\u9664\u8207\u5176\u7522\u54c1\u6216\u670d\u52d9\u7121\u95dc\u7684\u7279\u5b9a\u641c\u7d22\u8a5e\uff0c\u5f9e\u800c\u9632\u6b62\u5ee3\u544a\u986f\u793a\u7d66\u932f\u8aa4\u7684\u53d7\u773e\u3002\u9019\u4e0d\u50c5\u6709\u52a9\u65bc\u7bc0\u7701\u5ee3\u544a\u652f\u51fa\uff0c\u9084\u901a\u904e\u78ba\u4fdd\u5ee3\u544a\u50c5\u986f\u793a\u7d66\u66f4\u6709\u53ef\u80fd\u5c0d\u7522\u54c1\u611f\u8208\u8da3\u7684\u7528\u6236\u4f86\u63d0\u9ad8\u9ede\u64ca\u7387 (CTR) \u548c\u8f49\u5316\u7387\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u4ec0\u9ebc\u662f Performance Max\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Performance Max (PMax) \u662f\u4e00\u7a2e\u57fa\u65bc\u76ee\u6a19\u7684\u5ee3\u544a\u6d3b\u52d5\u985e\u578b\uff0c\u5141\u8a31\u5ee3\u544a\u5546\u5f9e\u55ae\u4e00\u6d3b\u52d5\u4e2d\u8a2a\u554f Google \u7684\u6240\u6709\u5ee3\u544a\u5eab\u5b58\u3002\u5b83\u4f7f\u7528 Google \u7684\u6a5f\u5668\u5b78\u7fd2\u7b97\u6cd5\u4f86\u512a\u5316\u5404\u500b\u6e20\u9053\u7684\u5ee3\u544a\u6548\u679c\uff0c\u5305\u62ec\u641c\u7d22\u3001\u5c55\u793a\u3001YouTube\u3001Discover\u3001Gmail \u548c\u5730\u5716\u3002\u901a\u904e\u5229\u7528\u6a5f\u5668\u5b78\u7fd2\uff0cPerformance Max \u65e8\u5728\u63a8\u52d5\u66f4\u591a\u8f49\u5316\u4e26\u70ba\u5ee3\u544a\u5546\u63d0\u4f9b\u66f4\u597d\u7684\u7d50\u679c\u3002<\/span><\/p>\n<p><b>\u65b0\u529f\u80fd\uff1a\u6d3b\u52d5\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u8fc4\u4eca\u70ba\u6b62\uff0cPerformance Max \u5ee3\u544a\u6d3b\u52d5\u7684\u4e00\u500b\u9650\u5236\u662f\u7121\u6cd5\u5728\u6d3b\u52d5\u7d1a\u5225\u6dfb\u52a0\u5426\u5b9a\u95dc\u9375\u5b57\u3002\u5ee3\u544a\u5546\u4e0d\u5f97\u4e0d\u4f9d\u8cf4\u5e33\u6236\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57\u6216\u901a\u904e\u5176 Google \u5e33\u6236\u7d93\u7406\u8acb\u6c42\u6392\u9664\uff0c\u9019\u4e26\u4e0d\u7e3d\u662f\u9ad8\u6548\u6216\u6709\u6548\u3002\u96a8\u8457\u6d3b\u52d5\u7d1a\u5225\u5426\u5b9a\u95dc\u9375\u5b57\u7684\u5f15\u5165\uff0c\u5ee3\u544a\u5546\u73fe\u5728\u53ef\u4ee5\u66f4\u7d30\u7dfb\u5730\u63a7\u5236\u5176\u5ee3\u544a\u5b9a\u4f4d\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u9019\u4e00\u65b0\u529f\u80fd\u5141\u8a31\u5ee3\u544a\u5546\u5728 Performance Max \u754c\u9762\u4e2d\u76f4\u63a5\u6392\u9664\u8207\u5176\u6d3b\u52d5\u76ee\u6a19\u7121\u95dc\u7684\u7279\u5b9a\u641c\u7d22\u67e5\u8a62\u3002\u9019\u610f\u5473\u8457\u5ee3\u544a\u5546\u53ef\u4ee5\u66f4\u7cbe\u78ba\u5730\u8abf\u6574\u5176\u6d3b\u52d5\uff0c\u78ba\u4fdd\u5176\u5ee3\u544a\u986f\u793a\u7d66\u6700\u76f8\u95dc\u7684\u53d7\u773e\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u6d3b\u52d5\u7d1a\u5225\u5426\u5b9a\u95dc\u9375\u5b57\u7684\u597d\u8655<\/b><\/p>\n<p><strong>1 &#8211; \u63d0\u9ad8\u5ee3\u544a\u76f8\u95dc\u6027<\/strong><span style=\"font-weight: 400;\">\uff1a\u901a\u904e\u6392\u9664\u7121\u95dc\u7684\u641c\u7d22\u8a5e\uff0c\u5ee3\u544a\u5546\u53ef\u4ee5\u78ba\u4fdd\u5176\u5ee3\u544a\u50c5\u986f\u793a\u7d66\u66f4\u6709\u53ef\u80fd\u5c0d\u5176\u7522\u54c1\u6216\u670d\u52d9\u611f\u8208\u8da3\u7684\u7528\u6236\u3002\u9019\u63d0\u9ad8\u4e86 Search Ads \u5ee3\u544a\u7684\u76f8\u95dc\u6027\u4e26\u589e\u52a0\u4e86\u8f49\u5316\u7684\u6a5f\u6703\u3002<\/span><\/p>\n<p><strong>2 &#8211; \u6210\u672c\u6548\u76ca<\/strong><span style=\"font-weight: 400;\">\uff1a\u5426\u5b9a\u95dc\u9375\u5b57\u6709\u52a9\u65bc\u6e1b\u5c11\u6d6a\u8cbb\u7684\u5ee3\u544a\u652f\u51fa\uff0c\u9632\u6b62\u5ee3\u544a\u986f\u793a\u7d66\u4e0d\u592a\u53ef\u80fd\u8f49\u5316\u7684\u7528\u6236\u3002\u9019\u5c0e\u81f4\u66f4\u9ad8\u6548\u5730\u4f7f\u7528\u5ee3\u544a\u9810\u7b97\u4e26\u63d0\u9ad8\u6295\u8cc7\u56de\u5831\u7387 (ROI)\u3002<\/span><\/p>\n<p><strong>3 &#8211; \u66f4\u9ad8\u7684 CTR \u548c\u8cea\u91cf\u5f97\u5206<\/strong><span style=\"font-weight: 400;\">\uff1a\u986f\u793a\u7d66\u66f4\u76f8\u95dc\u53d7\u773e\u7684\u5ee3\u544a\u66f4\u6709\u53ef\u80fd\u7372\u5f97\u9ede\u64ca\u3002\u9019\u63d0\u9ad8\u4e86 CTR\uff0c\u9032\u800c\u53ef\u4ee5\u5c0d\u5ee3\u544a\u7684\u8cea\u91cf\u5f97\u5206\u7522\u751f\u7a4d\u6975\u5f71\u97ff\u3002\u66f4\u9ad8\u7684\u8cea\u91cf\u5f97\u5206\u53ef\u4ee5\u5c0e\u81f4\u66f4\u4f4e\u7684\u6bcf\u6b21\u9ede\u64ca\u6210\u672c (CPC) \u548c\u66f4\u597d\u7684\u5ee3\u544a\u4f4d\u7f6e\u3002<\/span><\/p>\n<p><strong>4 &#8211; \u589e\u5f37\u7684\u6d3b\u52d5\u7ba1\u7406<\/strong><span style=\"font-weight: 400;\">\uff1a\u5728\u6d3b\u52d5\u7d1a\u5225\u6dfb\u52a0\u5426\u5b9a\u95dc\u9375\u5b57\u7684\u80fd\u529b\u70ba\u5ee3\u544a\u5546\u63d0\u4f9b\u4e86\u66f4\u591a\u7684\u63a7\u5236\u548c\u9748\u6d3b\u6027\u4f86\u7ba1\u7406\u5176\u6d3b\u52d5\u3002\u4ed6\u5011\u53ef\u4ee5\u6839\u64da\u6027\u80fd\u6578\u64da\u5feb\u901f\u8abf\u6574\u5176\u5b9a\u4f4d\u4e26\u66f4\u6709\u6548\u5730\u512a\u5316\u5176\u6d3b\u52d5\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u5982\u4f55\u5be6\u65bd\u6d3b\u52d5\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5728 Performance Max \u4e2d\u5be6\u65bd\u6d3b\u52d5\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57\u975e\u5e38\u7c21\u55ae\u3002\u5ee3\u544a\u5546\u53ef\u4ee5\u76f4\u63a5\u5728 Google Ads \u754c\u9762\u4e2d\u8a2a\u554f\u6b64\u529f\u80fd\u3002\u4ee5\u4e0b\u662f\u5c07\u5426\u5b9a\u95dc\u9375\u5b57\u6dfb\u52a0\u5230 Performance Max \u6d3b\u52d5\u7684\u6b65\u9a5f\uff1a<\/span><\/p>\n<p><strong>1 &#8211; \u5c0e\u822a\u5230\u6d3b\u52d5\u8a2d\u7f6e<\/strong><span style=\"font-weight: 400;\">\uff1a\u8f49\u5230 Google Ads \u5100\u8868\u677f\u4e26\u9078\u64c7\u8981\u7de8\u8f2f\u7684 Performance Max \u6d3b\u52d5\u3002<\/span><\/p>\n<p><strong>2 &#8211; \u8a2a\u554f\u9644\u52a0\u8a2d\u7f6e<\/strong><span style=\"font-weight: 400;\">\uff1a\u9ede\u64ca\u300c\u8a2d\u7f6e\u300d\u9078\u9805\u5361\uff0c\u7136\u5f8c\u9078\u64c7\u300c\u9644\u52a0\u8a2d\u7f6e\u300d\u3002<\/span><\/p>\n<p><strong>3 &#8211; \u6dfb\u52a0\u5426\u5b9a\u95dc\u9375\u5b57<\/strong><span style=\"font-weight: 400;\">\uff1a\u5728\u300c\u5426\u5b9a\u95dc\u9375\u5b57\u300d\u90e8\u5206\uff0c\u60a8\u53ef\u4ee5\u6dfb\u52a0\u8981\u5f9e\u6d3b\u52d5\u4e2d\u6392\u9664\u7684\u7279\u5b9a\u641c\u7d22\u8a5e\u3002<\/span><\/p>\n<p><strong>4 &#8211; \u4fdd\u5b58\u66f4\u6539<\/strong><span style=\"font-weight: 400;\">\uff1a\u6dfb\u52a0\u5426\u5b9a\u95dc\u9375\u5b57\u5f8c\uff0c\u4fdd\u5b58\u66f4\u6539\u4ee5\u5c07\u5176\u61c9\u7528\u65bc\u60a8\u7684\u6d3b\u52d5\u3002<\/span>[\/vc_column_text][vc_column_text]<b>\u7e3d\u7d50<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5728 Performance Max \u4e2d\u5f15\u5165\u6d3b\u52d5\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57\u662f\u4e00\u9805\u91cd\u5927\u6539\u9032\uff0c\u89e3\u6c7a\u4e86\u5ee3\u544a\u5546\u9577\u671f\u4ee5\u4f86\u7684\u9700\u6c42\u3002\u9019\u4e00\u529f\u80fd\u63d0\u4f9b\u4e86\u66f4\u5927\u7684\u5ee3\u544a\u5b9a\u4f4d\u63a7\u5236\uff0c\u63d0\u9ad8\u4e86\u5ee3\u544a\u76f8\u95dc\u6027\u4e26\u589e\u5f37\u4e86\u6574\u9ad4\u6d3b\u52d5\u6548\u679c\u3002\u901a\u904e\u5229\u7528\u9019\u4e00\u65b0\u529f\u80fd\uff0c\u5ee3\u544a\u5546\u53ef\u4ee5\u66f4\u6709\u6548\u5730\u512a\u5316\u5176 PPC \u7b56\u7565\u4e26\u53d6\u5f97\u66f4\u597d\u7684\u7d50\u679c\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u96a8\u8457 Google \u7e7c\u7e8c\u5275\u65b0\u548c\u6539\u9032\u5176\u5ee3\u544a\u89e3\u6c7a\u65b9\u6848\uff0cPerformance Max \u4e2d\u7684\u6d3b\u52d5\u7d1a\u5225\u5426\u5b9a\u95dc\u9375\u5b57\u7b49\u529f\u80fd\u5c55\u793a\u4e86\u8a72\u516c\u53f8\u81f4\u529b\u65bc\u70ba\u5ee3\u544a\u5546\u63d0\u4f9b\u6210\u529f\u6240\u9700\u5de5\u5177\u7684\u627f\u8afe\u3002\u63a1\u7528\u9019\u4e00\u65b0\u529f\u80fd\u7684\u5ee3\u544a\u5546\u5c07\u8655\u65bc\u6709\u5229\u4f4d\u7f6e\uff0c\u80fd\u5920\u6700\u5927\u5316\u5176\u6295\u8cc7\u56de\u5831\u7387\u4e26\u5f9e\u5176 PPC \u5ee3\u544a\u6d3b\u52d5\u4e2d\u7372\u5f97\u66f4\u591a\u6709\u610f\u7fa9\u7684\u7d50\u679c\u3002<\/span><\/p>\n<p>\u5716\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\u4f86\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\/tc\/contact-us\/\" target=\"_blank\" rel=\"noopener\">\u6709\u7591\u554f\u55ce\uff1f\u6b61\u8fce\u806f\u7e6b\u6211\u5011<\/a><\/div>\n<div class=\"blog-tagdes\"><span style=\"font-weight: 400;\">\u6211\u5011<\/span>\u63d0\u4f9b <a class=\"bloglink\" href=\"https:\/\/uniquelogic.com\/tc\/contact-us\/\" target=\"_blank\" rel=\"noopener\">\u514d\u8cbb\u8aee\u8a62<\/a><span style=\"font-weight: 400;\">\uff0c\u5718\u968a\u4ea6\u6e96\u5099\u597d\u70ba\u4f60\u670d\u52d9<\/span><span style=\"font-weight: 400;\">\u3002<\/span><span style=\"font-weight: 400;\">\u8b93\u6211\u5011\u958b\u59cb\u5427\uff01<\/span><\/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\u5c0d\u5176 Performance Max \u5ee3\u544a\u6d3b\u52d5\u9032\u884c\u91cd\u5927\u66f4\u65b0\uff0c\u5141\u8a31\u5ee3\u544a\u5546\u6dfb\u52a0\u6d3b\u52d5\u7d1a\u5225\u7684\u5426\u5b9a\u95dc\u9375\u5b57\u3002\u9019\u4e00\u671f\u5f85\u5df2\u4e45\u7684\u529f\u80fd\u5c07\u5fb9\u5e95\u6539\u8b8a\u9ede\u64ca\u4ed8\u8cbb\uff08PPC\uff09\u5ee3\u544a\uff0c\u63d0\u4f9b\u66f4\u5927\u7684\u5ee3\u544a\u5b9a\u4f4d\u63a7\u5236\u4e26\u6539\u5584\u6574\u9ad4\u6d3b\u52d5\u6548\u679c\u3002\u4e00\u8d77\u4f86\u63a2\u8a0e\u9019\u4e00\u65b0\u529f\u80fd\u5982\u4f55\u4f7f\u5ee3\u544a\u5546\u53d7\u76ca\u4e26\u63d0\u5347 PPC 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href=\"https:\/\/uniquelogic.com\/tc\/google-negative-keyword-exclusions-in-performance-max\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":3,"featured_media":3615,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[57],"tags":[],"class_list":["post-3609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-blog-tc"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google\u5728Performance Max\u4e2d\u5f15\u5165\u5426\u5b9a\u95dc\u9375\u5b57\u6392\u9664 PPC\u7684\u904a\u6232\u898f\u5247\u6539\u8b8a\u8005\uff5cSEM \u7db2\u4e0a\u5ee3\u544a\u516c\u53f8<\/title>\n<meta name=\"description\" content=\"Google \u6700\u8fd1\u5ba3\u5e03\u5c0d\u5176 Performance Max 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