{"id":18177,"date":"2020-07-28T12:44:49","date_gmt":"2020-07-28T11:44:49","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=18177"},"modified":"2024-09-20T17:45:05","modified_gmt":"2024-09-20T16:45:05","slug":"why-you-should-be-using-dv360-and-google-display-ads-simultaneously","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/why-you-should-be-using-dv360-and-google-display-ads-simultaneously\/","title":{"rendered":"\u4e3a\u4ec0\u4e48\u8981\u540c\u65f6\u4f7f\u7528 DV360 \u548c Google \u663e\u793a\u5e7f\u544a\uff1f"},"content":{"rendered":"

<\/span><\/div><\/div><\/div>

\u65b0\u95fb \/ \u6570\u636e\u8425\u9500<\/p>\n<\/div>

2020 \u5e74 7 \u6708 28 \u65e5
\n\u7a0b\u5e8f\u5316\u5c55\u793a\u662f\u589e\u957f\u6700\u5feb\u7684\u7f51\u7edc\u8425\u9500\u6e20\u9053\u4e4b\u4e00\u3002Artefact \u7684\u7a0b\u5e8f\u5316\u5c55\u793a\u9ad8\u7ea7\u987e\u95ee Sjoerd Lops \u4ecb\u7ecd\u4e86\u5e94\u4e3a\u5c55\u793a\u5e7f\u544a\u9009\u62e9\u54ea\u4e9b\u5de5\u5177\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u5c55\u793a\u5e7f\u544a\u662f\u63a5\u89e6\u6f5c\u5728\u5ba2\u6237\uff08\u5305\u62ec\u90a3\u4e9b\u6ca1\u6709\u76f4\u63a5\u63a5\u89e6\u8fc7\u60a8\u7684\u54c1\u724c\u6216\u4ea7\u54c1\u7684\u5ba2\u6237\uff09\u7684\u7406\u60f3\u8425\u9500\u6e20\u9053\u3002\u5c55\u793a\u5e7f\u544a\u7b49\u63a8\u9001\u5f0f\u8425\u9500\u6e20\u9053\u53ef\u4ee5\u6fc0\u6d3b\u6f5c\u5728\u9700\u6c42\u5e76\u5efa\u7acb\u54c1\u724c\u504f\u597d\u3002\u4f46\u60a8\u5982\u4f55\u77e5\u9053\u8be5\u9009\u62e9\u54ea\u4e2a\u5e73\u53f0\u5462\uff1f <\/span><\/p>\n

\u4e86\u89e3 Google \u5806\u6808\u5e73\u53f0\u4e4b\u95f4\u7684\u533a\u522b\u975e\u5e38\u91cd\u8981\uff1aGoogle Display Ads\uff08\u524d\u8eab\u4e3a Google Display network - GDN\uff09\u548c Display & Video 360\uff08\u524d\u8eab\u4e3a DoubleClick Bid Manager - DBM\uff09\u3002.<\/span><\/p>\n

DV360 \u548c GDA \u7684\u53d1\u5c55\u60c5\u51b5<\/b><\/p>\n

\u8c37\u6b4c\u5c55\u793a\u5e7f\u544a\uff08GDA\uff09\u901a\u5e38\u5728\u8c37\u6b4c\u5e7f\u544a\u8d26\u6237\u4e2d\u4f7f\u7528\uff0c\u4e0e\u641c\u7d22\u6d3b\u52a8\u4e00\u8d77\u4ea7\u751f\u589e\u91cf\u8986\u76d6\u3002\u7531\u4e8e GDA \u662f Google Ads \u7684\u4e00\u90e8\u5206\uff0c\u56e0\u6b64\u5f88\u5bb9\u6613\u4f7f\u7528\uff0c\u800c\u4e14\u53ef\u4ee5\u5728\u540c\u4e00\u73af\u5883\u4e2d\u8bbf\u95ee\u5e7f\u544a\u7cfb\u5217\u3001\u9884\u7b97\u548c\u62a5\u544a\u3002\u8be5\u5e73\u53f0\u65e8\u5728\u6ee1\u8db3\u8f83\u65b0\u6216\u8f83\u5c0f\u5e7f\u544a\u8303\u56f4\u7684\u9700\u6c42\u3002.<\/span><\/p>\n

\u4e0d\u8fc7\uff0cDisplay & Video 360 (DV360) \u8fd8\u80fd\u63d0\u4f9b\u66f4\u591a\u3002\u8fd9\u5305\u62ec\u6269\u5c55\u7684 targeting \u529f\u80fd\u3001\u66f4\u5927\u7684\u8986\u76d6\u8303\u56f4\uff08\u5e93\u5b58\uff09\u3001\u66f4\u597d\u7684\u521b\u610f\u9009\u9879\u3001\u9891\u7387\u7ba1\u7406\u548c\u66f4\u597d\u7684\u54c1\u724c\u5b89\u5168\u8bbe\u7f6e\u3002\u4e0d\u8fc7\uff0c\u5bf9\u4e8e\u89c4\u6a21\u8f83\u5c0f\u7684\u5e7f\u544a\u5546\u6765\u8bf4\uff0c\u5b83\u53ef\u80fd\u8fc7\u4e8e\u590d\u6742\u3002.<\/span><\/p>\n

DV360 \u4e0e GDA<\/b><\/p>\n

\u8ba9\u6211\u4eec\u6df1\u5165\u4e86\u89e3\u4e00\u4e0b\u8fd9\u4e9b\u5e73\u53f0\u4e4b\u95f4\u7684\u5dee\u5f02\uff1a<\/span><\/p>\n

1.Data \u4fe1\u53f7\u6e90
\n<\/b>GDA \u7684\u6700\u5927\u4f18\u52bf\u4e4b\u4e00\u662f\u7b97\u6cd5\u4ece\u6574\u4e2a\u5e73\u53f0\u7684 data \u4e2d\u5b66\u4e60\u3002\u6b64\u5916\uff0c\u8c37\u6b4c\u5e7f\u544a\u4f7f\u7528\u6765\u81ea\u641c\u7d22\u3001Gmail\u3001YouTube \u548c\u53d1\u73b0\/\u65b0\u95fb\u529f\u80fd\u7684\u786e\u5b9a\u6027\u767b\u5f55 data\u3002.<\/p>\n

\u5728 DV360 \u4e2d\uff0c\u53ea\u4f7f\u7528\u60a8\u8d26\u6237\u4e2d\u7684 data\u3002\u4f46\u662f\uff0c\u53ef\u4ee5\u5408\u5e76\u591a\u4e2a data \u6765\u6e90\uff0c\u4ee5\u5145\u5206\u5229\u7528\u60a8\u7684\u6240\u6709 data\u3002\u793a\u4f8b\u6765\u6e90\u5305\u62ec\u5e7f\u544a\u4ea4\u6362\u3001\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u3001\u8425\u9500\u6d3b\u52a8\u3001\u7f51\u7ad9\u548c\u53d1\u5e03\u5546 data\u3002.<\/p>\n

\u4e0d\u8fc7\uff0c\u5728\u5b9e\u65bd GDA retargeting \u65f6\uff0c\u53ef\u4ee5\u8fdb\u884c\u4ea4\u53c9\u4ea4\u6362\u3002\u53ef\u4ee5\u5728 GDA retargeting \u4e2d\u4f7f\u7528\u5176\u4ed6\u4ea4\u6362\u673a\uff0c\u4ee5\u63d0\u9ad8\u8986\u76d6\u8303\u56f4\u548c\u6027\u80fd\u3002.<\/p>\n

2.\u51fa\u4ef7\u7b56\u7565 CPC \u4e0e CPM<\/b>
\n<\/b>\u5728 DV360 \u4e2d\u53ef\u4ee5\u8bbe\u7f6e\u4e0d\u540c\u7684\u6027\u80fd\u76ee\u6807\uff0c\u5982 CPA \u6216 CPC \u4f18\u5316\u51fa\u4ef7\u3002\u4e0d\u8fc7\uff0c\u5176\u6838\u5fc3\u7b97\u6cd5\u662f\u57fa\u4e8e CPM \u51fa\u4ef7\u3002.<\/span>
\n<\/span>
\n<\/span>\u5728 Google Search Ads \u548c GDA \u5e7f\u544a\u7cfb\u5217\u4e2d\uff0c\u53ef\u4ee5\u4f7f\u7528\u57fa\u4e8e\u7ed3\u679c\u7684\u7ade\u4ef7\uff0c\u901a\u8fc7\u667a\u80fd\u7ade\u4ef7\u5b9e\u73b0\u57fa\u4e8e CPA\/ROAS \u7b49\u7279\u5b9a\u76ee\u6807\u7684 targeting\u3002.<\/span><\/p>\n

3.\u521b\u610f - \u4ece\u4e16\u754c\u7ea7\u8bbe\u8ba1\u5230\u975e\u5e38\u7b80\u5355\u7684\u8bbe\u8ba1<\/b>
\n<\/b>DV360 \u662f\u901a\u8fc7\u9ad8\u8d28\u91cf\u521b\u610f\uff08\u5bcc\u5a92\u4f53\u3001\u4e92\u52a8\u5e7f\u544a\u548c\u9ad8\u5f71\u54cd\u529b\u683c\u5f0f\uff09\u6700\u5927\u9650\u5ea6\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\u7684\u6700\u4f73\u5e73\u53f0\u3002DV360 \u8fd8\u53ef\u4ee5\u66f4\u591a\u5730\u4f7f\u7528\u52a8\u6001\u5e7f\u544a\u8fdb\u884c 1 \u5bf9 1 \u518d\u8425\u9500\u3002\u7814\u7a76\u8868\u660e\uff0c\u5f3a\u5927\u7684\u521b\u610f\u5bf9 \u201c\u5e02\u573a\u5185 \u201d\u7684\u6210\u529f\u6709 89% \u7684\u5f71\u54cd (<\/span>\u5c3c\u5c14\u68ee<\/span><\/a>).<\/span>
\n<\/span>
\n<\/span>\u5728 GDA \u4e2d\uff0c\u53ea\u80fd\u4f7f\u7528\u6709\u9650\u7684 JPEG \u548c HTML5 \u6a2a\u5e45\u3002\u7136\u800c\uff0c\u8fd9\u662f\u574f\u4e8b\u5417\uff1f\u9762\u5411\u53c2\u4e0e audience \u7684\u4f4e\u6f0f\u6597\u5e7f\u544a\u53ef\u80fd\u610f\u5473\u7740\u4e0d\u9700\u8981\u534e\u4e3d\u7684\u6a2a\u5e45\u5e7f\u544a\u3002.\u00a0<\/span><\/p>\n

\u90a3\u4e48\uff0c\u6211\u5e94\u8be5\u9009\u62e9\u4ec0\u4e48\uff1fDV360 \u8fd8\u662f Google \u5e7f\u544a\uff1f<\/b><\/p>\n


\n<\/b>\u9664\u4e86\u8fd9\u4e9b\u5dee\u5f02\u4e4b\u5916\uff0c\u8fd8\u6709\u5176\u4ed6\u4e00\u4e9b\u65b9\u9762\u4f1a\u5f71\u54cd\u60a8\u5bf9\u6218\u7565\u7684\u9009\u62e9\uff0c\u4ece\u800c\u5f71\u54cd\u60a8\u5bf9\u5e73\u53f0\u7684\u9009\u62e9\u3002.\u00a0<\/span><\/p>\n

1.\u6570\u5b57\u5316\u6210\u719f\u5ea6<\/b>
\n<\/b>\u5e73\u53f0\u7684\u9009\u62e9\u5e94\u4ee5\u4f01\u4e1a\u7684\u6570\u5b57\u5316\u6210\u719f\u5ea6\u4e3a\u57fa\u7840\u3002GDA \u66f4\u50cf\u662f\u4e00\u4e2a\u6613\u4e8e\u96c6\u6210\u7684 \u201c\u4e00\u7ad9\u5f0f \u201d\u89e3\u51b3\u65b9\u6848\u3002DV360 \u7531\u4e8e\u5176\u590d\u6742\u6027\u3001\u66f4\u590d\u6742\u7684\u6d41\u7a0b\u548c\u7cfb\u7edf\uff0c\u4e0d\u592a\u5bb9\u6613\u96c6\u6210\u3002\u5b83\u6709\u66f4\u591a\u7684\u53ef\u80fd\u6027\uff0c\u4f46\u9700\u8981\u66f4\u591a\u7684\u6295\u5165\u3002.<\/span><\/p>\n


\n<\/span>2.\u65f6\u95f4<\/b>
\n<\/b>\u6211\u4eec\u77e5\u9053\uff0c\u6548\u7387\u548c\u6548\u679c\u662f\u6570\u5b57\u8425\u9500\u7684\u5173\u952e\uff0c\u8fd9\u4e00\u70b9\u4e5f\u4f53\u73b0\u5728\u5e73\u53f0\u7684\u9009\u62e9\u4e0a\u3002.<\/span><\/p>\n

GDA \u76f8\u5bf9\u7b80\u5355\uff0c\u8bbe\u8ba1\u65f6\u8003\u8651\u5230\u4e86\u81ea\u52a8\u5316\u548c\u7528\u6237\u53cb\u597d\u6027\u3002\u5b83\u7684\u666e\u904d\u6027\u4f7f\u754c\u9762\u548c\u5e73\u53f0\u5bf9\u4ece\u4e1a\u4eba\u5458\u6765\u8bf4\u975e\u5e38\u8212\u9002\u548c\u503c\u5f97\u4fe1\u8d56\u3002.<\/span><\/p>\n

\u800c DV360 \u7684\u5de5\u4f5c\u65b9\u5f0f\u4e0d\u540c\uff0c\u9700\u8981\u989d\u5916\u7684\u77e5\u8bc6\u548c\u4e13\u4e1a\u6280\u80fd\u3002\u6b64\u5916\uff0cDV360 \u548c\u5176\u4ed6 GMP \u4ea7\u54c1\u5fc5\u987b\u4e0e\u8c37\u6b4c\u7b7e\u8ba2\u5408\u540c\uff0c\u9700\u8981\u7b7e\u8ba2\u7ecf\u9500\u5546\u5408\u540c\u3002Artefact \u662f\u7ecf\u8fc7\u8ba4\u8bc1\u7684\u7ecf\u9500\u5546\u548c GMP \u5408\u4f5c\u4f19\u4f34\uff0c\u8fd9\u610f\u5473\u7740\u6211\u4eec\u53ef\u4ee5\u7ba1\u7406 DV360 \u4efb\u52a1\u3001\u9886\u5bfc\u57f9\u8bad\u5e76\u4fc3\u8fdb GMP \u534f\u8bae\u6808\u7684\u63a8\u51fa\u3002.\u00a0<\/span><\/p>\n

3.\u4e1a\u52a1\u76ee\u6807<\/b>
\n<\/b>\u9009\u62e9\u6b63\u786e\u7684\u5e73\u53f0\u9700\u8981\u4e0e\u60a8\u7684\u4e1a\u52a1\u76ee\u6807\u4fdd\u6301\u4e00\u81f4\u3002. <\/span>\u7531\u4e8e\u57fa\u4e8e\u7ed3\u679c\u7684\u7ade\u4ef7\u4e0e\u7531\u5e7f\u6cdb\u7684 Google data \u6765\u6e90\u63d0\u4f9b\u7684\u5f3a\u5927\u7b97\u6cd5\u76f8\u7ed3\u5408\uff0c\u56e0\u6b64\u63a8\u8350\u4f7f\u7528 GDA \u6765\u5b9e\u73b0\u77ed\u671f\u4e1a\u7ee9\u3002.<\/span><\/p>\n

\u8981\u5efa\u7acb\u54c1\u724c\u548c\u54c1\u724c\u77e5\u540d\u5ea6\uff0cDV360 \u662f\u4e00\u4e2a\u4e0d\u9519\u7684\u9009\u62e9\u3002\u5b83\u80fd\u66f4\u597d\u5730\u63a7\u5236 audience \u548c\u6295\u653e\uff0c\u5177\u6709\u5f3a\u5927\u7684\u54c1\u724c\u5b89\u5168\u8bbe\u7f6e\u548c\u66f4\u5148\u8fdb\u7684\u521b\u610f\u53ef\u80fd\u6027<\/span><\/p>\n

.\u00a0<\/span><\/p>\n

\u8759\u8760\u4fa0\u548c\u7f57\u5bbe--\u6709\u4e9b\u4e1c\u897f\u653e\u5728\u4e00\u8d77\u66f4\u597d<\/b><\/p>\n


\n<\/b>\u8fd9\u4e24\u4e2a\u5e73\u53f0\u5404\u6709\u5229\u5f0a\uff0c\u5728\u51b3\u5b9a\u4f7f\u7528\u54ea\u4e2a\u5e73\u53f0\u65f6\u9700\u8981\u8003\u8651\u5f88\u591a\u95ee\u9898\u3002\u60a8\u7684\u957f\u671f\u548c\u77ed\u671f\u4e1a\u52a1\u76ee\u6807\u662f\u4ec0\u4e48\uff1f\u60a8\u7684\u6d3b\u52a8\u76ee\u6807\u662f\u4ec0\u4e48\uff1f\u8c01\u62e5\u6709\u60a8\u7684 data\uff1f<\/span><\/p>\n

\u5bf9\u4e8e\u6548\u679c\u8425\u9500\uff0c\u6211\u4eec\u63a8\u8350 GDA\uff0c\u800c\u5bf9\u4e8e\u77e5\u540d\u5ea6\u548c\u54c1\u724c\u5efa\u8bbe\uff0cDV360 \u5219\u66f4\u6709\u5438\u5f15\u529b\u3002\u4e0d\u8fc7\uff0c\u6211\u4eec\u7ecf\u5e38\u5efa\u8bae\u5ba2\u6237\u91c7\u7528\u53cc\u5e73\u53f0\u65b9\u6cd5\u3002\u8fd9\u6837\u5c31\u80fd\u5728\u4e00\u4e2a\u5c55\u793a\u7b56\u7565\u4e2d\u5b9e\u73b0\u4e24\u4e2a\u65b9\u9762\u7684\u6700\u4f73\u6548\u679c\u3002.<\/span><\/p>\n

\"\"<\/p>\n

Emerce \u5728\u6b64\u9996\u6b21\u53d1\u5e03\u3002.<\/a><\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

<\/span><\/div><\/div><\/div>
<\/span><\/a><\/span>

\u5bf9\u6570\u5b57\u6280\u672f\u548c data marketing \u611f\u5174\u8da3\uff1f<\/b><\/p>\n

\u6ce8\u518c Data Digest\uff08Artefact \u65f6\u4e8b\u901a\u8baf\uff09\uff0c\u6bcf\u6708\u5728\u60a8\u7684\u6536\u4ef6\u7bb1\u4e2d\u6536\u5230\u53ef\u884c\u7684\u5efa\u8bae\u3001\u89c1\u89e3\u548c\u610f\u89c1\u3002.<\/p>\n

\u7ed9\u6211\u62a5\u540d<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"

2020 \u5e74 7 \u6708 28 \u65e5
\n\u7a0b\u5e8f\u5316\u5c55\u793a\u662f\u589e\u957f\u6700\u5feb\u7684\u7f51\u7edc\u8425\u9500\u6e20\u9053\u4e4b\u4e00\u3002Artefact \u7684\u7a0b\u5e8f\u5316\u5c55\u793a\u9ad8\u7ea7\u987e\u95ee Sjoerd Lops \u4ecb\u7ecd\u4e86\u5e94\u4e3a\u5c55\u793a\u5e7f\u544a\u9009\u62e9\u54ea\u4e9b\u5de5\u5177\u3002.<\/p>","protected":false},"featured_media":18179,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-18177","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-marketing","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/18177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/18179"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=18177"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=18177"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=18177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}