{"id":86564,"date":"2023-12-08T10:36:34","date_gmt":"2023-12-08T10:36:34","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&p=86564"},"modified":"2024-09-20T17:39:26","modified_gmt":"2024-09-20T16:39:26","slug":"nissan-driving-significant-total-search-efficiencies","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/nissan-driving-significant-total-search-efficiencies\/","title":{"rendered":"\u65e5\u4ea7<\/span> \u663e\u8457\u63d0\u9ad8\u641c\u7d22\u603b\u6548\u7387"},"content":{"rendered":"

\u4f01\u4e1a\u5e0c\u671b\u76c8\u5229\u5e76\u63d0\u9ad8\u6295\u8d44\u56de\u62a5\u7387--\u4ed6\u4eec\u4e0d\u65ad\u5bfb\u6c42\u521b\u65b0\u548c\u63d0\u9ad8\u4e1a\u7ee9\uff0c\u540c\u65f6\u964d\u4f4e\u6210\u672c\u3002\u63d0\u9ad8\u6570\u5b57\u8425\u9500\u7684\u6548\u7387\u6709\u52a9\u4e8e\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\uff0c\u800c\u6211\u4eec Artefact \u7684\u804c\u8d23\u5c31\u662f\u5e2e\u52a9\u5ba2\u6237\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\u3002.<\/p>\n<\/div>

\u5373\u4f7f\u5230\u4e86 2023 \u5e74\uff0c\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u548c\u4ed8\u8d39\u641c\u7d22\u56e2\u961f\u4e5f\u7ecf\u5e38\u5404\u81ea\u4e3a\u653f\uff0c\u5c3d\u7ba1\u8fd9\u4e24\u4e2a\u6e20\u9053\u6709\u7740\u5185\u5728\u8054\u7cfb\u3002Data \u663e\u793a\uff0c\u6709\u673a\u5217\u8868\u7684\u70b9\u51fb\u7387\uff08CTR\uff09\u4f18\u4e8e\u4ed8\u8d39\u5217\u8868\uff0c\u4f46\u5f53\u641c\u7d22\u5f15\u64ce\u5728\u7ed3\u679c\u9875\u9762\u4e0a\u663e\u793a\u5e7f\u544a\u65f6\uff0c\u7b2c\u4e00\u4e2a\u6709\u673a\u7ed3\u679c\u7684\u70b9\u51fb\u7387\u4f1a\u4e0b\u964d 30%1 \u3002\u5728\u5f88\u591a\u60c5\u51b5\u4e0b\uff0c\u4ed8\u8d39\u51fa\u73b0\u5728\u641c\u7d22\u5f15\u64ce\u7ed3\u679c\u9875\u9762\uff08SERP\uff09\u4e0a\u4f1a\u63d0\u9ad8\u6574\u4f53\u6027\u80fd\u548c\u6295\u8d44\u56de\u62a5\u7387\u3002\u4f46\u662f\uff0c\u4e5f\u6709\u4e00\u4e9b\u60c5\u51b5\u4e0b\uff0c\u7f51\u7ad9\u7684\u6709\u673a\u6027\u80fd\u5f88\u597d\uff1b\u5728\u8fd9\u4e9b\u5173\u952e\u5b57\u4e0a\u7684\u82b1\u8d39\u5e76\u4e0d\u80fd\u63d0\u9ad8\u6574\u4f53\u6027\u80fd\uff0c\u8fd8\u53ef\u80fd\u6d6a\u8d39\u5728\u5e7f\u544a\u4e0a\u3002.<\/p>\n<\/div>

\u6211\u4eec\u7684\u5de5\u4f5c<\/h2><\/div>

Artefact \u6700\u8fd1\u5728\u65e5\u4ea7\u6c7d\u8f66\u7684\u4e00\u4e2a\u5e02\u573a\u5f00\u5c55\u4e86\u4e00\u9879\u5de5\u4f5c\uff0c\u76ee\u7684\u662f\u63d0\u9ad8\u6574\u4f53\u641c\u7d22\uff08\u641c\u7d22\u5f15\u64ce\u4f18\u5316 x PPC\uff09\u6548\u7387\u3002\u6211\u4eec\u7684\u5047\u8bbe\u662f\uff0c\u5982\u679c\u65e5\u4ea7\u6c7d\u8f66\u7684\u6709\u673a\u6392\u540d\u5728 #1 \u4f4d\uff0c\u90a3\u4e48\u5b83\u53ef\u80fd\u5c31\u4e0d\u9700\u8981\u5728\u7eaf\u54c1\u724c\u5e7f\u544a\u4e0a\u82b1\u8d39\uff0c\u8fd9\u6837\u5c31\u53ef\u4ee5\u817e\u51fa\u9884\u7b97\u7528\u4e8e\u5176\u4ed6\u65b9\u9762\u3002\u4f46\u662f\uff0c\u6709\u4e00\u4e2a\u91cd\u8981\u7684\u6ce8\u610f\u4e8b\u9879\uff1a\u53ea\u6709\u5728 SERP \u4e0a\u6ca1\u6709\u5176\u4ed6\u5e7f\u544a\uff08\u7ade\u4e89\u5bf9\u624b\uff09\u51fa\u73b0\u7684\u60c5\u51b5\u4e0b\uff0c\u8fd9\u624d\u80fd\u8bc1\u660e\u662f\u6210\u529f\u7684\u3002.<\/p>\n<\/div>

\u8fd9\u4e00\u5047\u8bbe\u5728\u4e00\u4e2a\u5e02\u573a\u4e0a\u8fdb\u884c\u4e86\u6d4b\u8bd5\uff0c\u5728\u4e0d\u5f71\u54cd\u6574\u4f53\u6027\u80fd\u7684\u60c5\u51b5\u4e0b\uff0c\u8282\u7701\u4e86\u6570\u4e07\u82f1\u9551\u3002.<\/p>\n<\/div>

\n
\u201c\u5728\u65e5\u4ea7\u6c7d\u8f66\u516c\u53f8\uff0c\u6211\u4eec\u4e00\u76f4\u5728\u5bfb\u6c42\u4f18\u5316\u6211\u4eec\u7684\u5168\u7403\u5e7f\u544a\u652f\u51fa\uff0c\u4ee5\u786e\u4fdd\u4e3a\u4f01\u4e1a\u5e26\u6765\u6700\u4f73\u6548\u679c\u3002\u6211\u4eec\u7684\u5168\u7403\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u4ee3\u7406\u516c\u53f8 Artefact \u80fd\u591f\u5728\u4e0d\u5f71\u54cd\u6211\u4eec\u6574\u4f53\u4e1a\u7ee9\u7684\u60c5\u51b5\u4e0b\uff0c\u6307\u51fa\u53ef\u4ee5\u8282\u7701\u5f00\u652f\u7684\u9886\u57df\u3002\u6211\u4eec\u5f88\u9ad8\u5174\u80fd\u5728\u66f4\u591a\u5e02\u573a\u5f00\u5c55\u7c7b\u4f3c\u7684\u6d4b\u8bd5\uff0c\u5e76\u521b\u5efa\u4e00\u4e2a\u534f\u540c\u7684'\u5168\u9762\u641c\u7d22'\u6218\u7565\u3002\u2018<\/div>\n
\u65e5\u4ea7\u6c7d\u8f66\u516c\u53f8\u8f6c\u6362\u79d1\u5b66\u5168\u7403\u8d1f\u8d23\u4eba\u8fea\u666e-\u6c99\u963f\uff08Dip Shah\uff09\u8bf4\u3002.<\/div>\n<\/blockquote>\n<\/div>

\u6d4b\u8bd5\u671f\u4e0d\u5230 3 \u4e2a\u6708\uff0876 \u5929\uff09\u3002\u4ed8\u8d39\u6d3b\u52a8\u5f00\u542f\u4e86 44 \u5929\uff0c\u5173\u95ed\u4e86 32 \u5929\u3002\u4e3a\u4e86\u8861\u91cf\u6d4b\u8bd5\u7684\u6210\u529f\u4e0e\u5426\uff0c\u6211\u4eec\u5c06\u6765\u81ea Google Search Console \u548c Google Ads \u7684 data \u7ed3\u5408\u8d77\u6765\uff0c\u5e76\u5bf9\u70b9\u51fb\u7387\u8fdb\u884c\u76d1\u6d4b\uff0c\u4ee5\u786e\u5b9a\u6bcf\u6b21\u70b9\u51fb\u4ed8\u8d39 (PPC) \u662f\u5426\u5e26\u6765\u4e86\u589e\u91cf\u4ef7\u503c\u3002.<\/p>\n<\/div>

Artefact \u5c06\u6709\u673a\u70b9\u51fb\u7387\u4e58\u4ee5\u6709\u673a\u70b9\u51fb\u91cf\uff0c\u8ba1\u7b97\u51fa\u4ed8\u8d39\u6d3b\u52a8\u5173\u95ed\u65e5\u7684\u5e73\u5747\u6709\u673a\u70b9\u51fb\u7387\u3002\u6839\u636e\u6574\u4e2a\u671f\u95f4\u7684\u6570\u636e\uff0c\u53ef\u4ee5\u4f30\u7b97\u51fa\u5982\u679c\u5728\u6b64\u671f\u95f4\u6ca1\u6709\u4ed8\u8d39\u6d3b\u52a8\uff0c\u6709\u673a\u70b9\u51fb\u7684\u6570\u91cf\u3002.<\/p>\n<\/div>

\u6211\u4eec\u5c06\u8fd9\u4e00\u4f30\u7b97\u4e0e\u8fd9\u4e00\u671f\u95f4\u7684\u5b9e\u9645\u70b9\u51fb\u91cf\uff08\u6709\u673a\u70b9\u51fb\u91cf\u52a0\u4e0a\u4ed8\u8d39\u70b9\u51fb\u91cf\uff09\u4ee5\u53ca\u9884\u8ba1\u7684\u6709\u673a\u70b9\u51fb\u91cf\uff08\u4ed8\u8d39\u6d3b\u52a8\u5173\u95ed\u65f6\u7684\u70b9\u51fb\u7387\u4e58\u4ee5\u6574\u4e2a\u671f\u95f4\u7684\u6709\u673a\u5370\u8c61\uff09\u8fdb\u884c\u4e86\u6bd4\u8f83\uff0c\u4ee5\u8bc4\u4f30\u662f\u5426\u6709\u4efb\u4f55\u589e\u91cf\u6d41\u91cf\u6765\u81ea\u4e8e\u6240\u4ea7\u751f\u7684 PPC \u8d39\u7528\u3002.<\/p>\n<\/div>

\u4e0b\u56fe\u663e\u793a\uff0c\u5728\u5bf9\u7eaf\u54c1\u724c\u5173\u952e\u8bcd \u2018Nissan \u2019\u542f\u7528 PPC \u65f6\uff0c\u4e0e\u5173\u95ed PPC \u65f6\u76f8\u6bd4\uff0c\u603b\u6d41\u91cf\u5dee\u522b\u4e0d\u5927\u3002.<\/p>\n<\/div>

<\/span><\/div>

\u8be5\u56fe\u663e\u793a\u4e86\u6d4b\u8bd5\u671f\u95f4\u83b7\u5f97\u7684\u5b9e\u9645\u6d41\u91cf\uff08\u6709\u673a\u70b9\u51fb\u52a0\u4ed8\u8d39\u70b9\u51fb\uff09\uff0c\u5e76\u4e0e\u5728\u4e0d\u5f00\u542f\u4ed8\u8d39\u6d3b\u52a8\u7684\u60c5\u51b5\u4e0b\u4f30\u8ba1\u7684\u6709\u673a\u6d41\u91cf\u8fdb\u884c\u4e86\u6bd4\u8f83\u3002.<\/p>\n<\/div>

<\/span><\/div>

\u5982\u4e0a\u56fe\u6240\u793a\uff0c\u8fd9\u4e00\u65f6\u671f\u7684\u9884\u8ba1\u6709\u673a\u6d41\u91cf\u4e3a 105,890 \u6b21\uff0c\u4ec5\u6bd4\u6d4b\u8bd5\u671f\u95f4\u5b9e\u9645\u7d2f\u79ef\u7684\u6709\u673a\u548c\u4ed8\u8d39\u6d41\u91cf\uff08111,2525 \u6b21\uff09\u5c11 5,362 \u6b21\u70b9\u51fb\u3002\u56e0\u6b64\uff0c\u5728\u6b64\u671f\u95f4\u5f00\u542f PPC \u53ea\u589e\u52a0\u4e86 5362 \u6b21\u70b9\u51fb\u3002.<\/p>\n<\/div>

\u7531\u4e8e\u5f00\u542f\u4e86\u4ed8\u8d39\u6d3b\u52a8\uff0c\u8fd9\u4f7f\u5f97\u6709\u673a\u7ed3\u679c\u5728 SERP \u4e2d\u7684\u6392\u540d\u9760\u540e\uff0c\u8fd9\u610f\u5473\u7740\u4ed8\u8d39\u6d41\u91cf\u5360\u5230\u4e86 39,974 \u6b21\u8bbf\u95ee\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u4e24\u4e2a\u6e20\u9053\u5171\u540c\u5e26\u6765\u7684 5,362 \u6b21\u589e\u91cf\u70b9\u51fb\u3002\u5982\u524d\u6240\u8ff0\uff0c\u6839\u636e Artefact \u7684\u8ba1\u7b97\uff0c\u5982\u679c\u4e0d\u5f00\u542f PPC\uff0c\u8fd9\u4e9b\u8bbf\u95ee\u91cf\u4e2d\u7684 34,612 \u6b21\u4f1a\u88ab\u6709\u673a\u8bbf\u95ee\u91cf\u53d6\u4ee3\u3002\u8fd9\u610f\u5473\u7740\uff0c\u901a\u8fc7\u4ed8\u8d39\u6d3b\u52a8\u83b7\u5f97\u7684\u6bcf\u6b21\u70b9\u51fb\u6210\u672c\uff08CPC\uff09\u672c\u5e94\u4e3a 0.23 \u82f1\u9551\uff0c\u4f46\u5b9e\u9645\u4e0a\u6bcf\u6b21\u589e\u91cf\u70b9\u51fb\u6210\u672c\u4e3a 1.71 \u82f1\u9551\u3002.<\/p>\n<\/div>

\u6d4b\u8bd5\u5176\u4ed6\u65b9\u6848<\/h2><\/div>

\u6b64\u524d\u66fe\u5bf9 \u2018\u65e5\u4ea7 Qashqai \u2019\u8fd9\u4e00\u8f66\u578b\u641c\u7d22\u8bcd\u8fdb\u884c\u8fc7\u7c7b\u4f3c\u7684\u6d4b\u8bd5\uff0c\u7ed3\u679c\u4e5f\u4e0d\u5c3d\u76f8\u540c\u3002\u8fd9\u6b21\u6d4b\u8bd5\u4f7f\u7528\u4e86\u4e0e\u4e0a\u8ff0\u76f8\u540c\u7684\u65b9\u6cd5\uff0c\u4f46\u7531\u4e8e\u6709\u66f4\u591a\u7684 data \u53ef\u4f9b\u4f7f\u7528\uff0c\u6240\u4ee5\u6d4b\u8bd5\u6301\u7eed\u4e86 16 \u4e2a\u6708\u3002.<\/p>\n<\/div>

\u4e0b\u56fe\u4e2d\u7684\u6d4b\u8bd5\u7ed3\u679c\u8868\u660e\uff0c\u5f53\u9488\u5bf9 \u2018Nissan Qashqai \u2019\u8fd9\u4e00\u5173\u952e\u5b57\u5f00\u5c55\u4ed8\u8d39\u63a8\u5e7f\u6d3b\u52a8\u65f6\uff0c\u7f51\u7ad9\u7684\u603b\u6d41\u91cf\u8fdc\u9ad8\u4e8e\u5173\u95ed\u4ed8\u8d39\u6d3b\u52a8\u3001\u5b8c\u5168\u4f9d\u8d56\u6709\u673a\u6d41\u91cf\u7684\u60c5\u51b5\u3002\u5728\u8fd9 16 \u4e2a\u6708\u4e2d\uff0c\u4ed8\u8d39\u6d3b\u52a8\u4e3a\u65e5\u4ea7\u7f51\u7ad9\u5e26\u6765\u4e86 25,590 \u6b21\u989d\u5916\u70b9\u51fb\uff0c\u800c\u8fd9\u4e9b\u70b9\u51fb\u662f\u65e5\u4ea7\u6709\u673a\u641c\u7d22\u7ed3\u679c\u6240\u6ca1\u6709\u7684\u3002\u8fd9\u53ef\u80fd\u662f\u591a\u79cd\u6f5c\u5728\u56e0\u7d20\u9020\u6210\u7684\uff0c\u5305\u62ec\uff08\u4f46\u4e0d\u9650\u4e8e\uff09\u7ade\u4e89\u5bf9\u624b\u7684 PPC \u6d3b\u52a8\u3001\u641c\u7d22\u610f\u56fe\u4ee5\u53ca\u65e5\u4ea7\u7f51\u7ad9\u5728\u6709\u673a\u641c\u7d22\u7ed3\u679c\u4e2d\u7684\u8868\u73b0\u3002.<\/p>\n<\/div>

<\/span><\/div>

\u4e24\u6b21\u6d4b\u8bd5\u7684\u7ed3\u679c\u622a\u7136\u4e0d\u540c\u3002\u5bf9\u4e8e\u641c\u7d22\u8bcd \u2018Nissan\u2019\uff0cArtefact \u5efa\u8bae\u5173\u95ed PPC\uff0c\u800c\u5bf9\u4e8e\u641c\u7d22\u8bcd \u2018Nissan Qashqai\u2019\uff0cPPC \u5efa\u8bae\u4fdd\u6301\u5f00\u542f\u3002Artefact \u5728\u6d4b\u8bd5\u5176\u4ed6\u8f66\u578b\u5173\u952e\u8bcd\u65f6\u4e5f\u53d1\u73b0\u4e86\u7c7b\u4f3c\u7684\u7ed3\u679c\u3002\u7ade\u4e89\u5bf9\u624b\u4e00\u76f4\u5728\u5bf9\u8f66\u578b\u5173\u952e\u8bcd\u8fdb\u884c\u7ade\u4ef7\uff0c\u56e0\u6b64\u65e5\u4ea7\u516c\u53f8\u81ea\u5df1\u7684 PPC \u662f\u5fc5\u4e0d\u53ef\u5c11\u7684\u3002.<\/p>\n<\/div>

\u867d\u7136 Artefact \u786e\u5b9a\u7eaf\u54c1\u724c\u641c\u7d22\u8bcd\u53ef\u4ee5\u7981\u7528\u7eaf\u54c1\u724c PPC\uff0c\u4f46\u5982\u679c\u7ade\u4e89\u5bf9\u624b\u5bf9\u7eaf\u54c1\u724c\u8bcd\u8fdb\u884c\u7ade\u4ef7\uff0c\u8fd9\u4e00\u7ed3\u8bba\u53ef\u80fd\u5c31\u4e0d\u6210\u7acb\u4e86\u3002\u56e0\u6b64\uff0c\u5bf9\u8be5\u641c\u7d22\u8bcd\u7684\u6709\u673a\u70b9\u51fb\u7387\u8fdb\u884c\u4e86\u76d1\u63a7\uff0c\u5e76\u7528\u4e8e\u663e\u793a\u7ade\u4e89\u5bf9\u624b\u7684\u6d3b\u52a8\u3002.<\/p>\n<\/div>

\u6211\u4eec\u7684\u6536\u83b7<\/h2><\/div>

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