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璺ㄥ鐢靛晢鐭ヨ瘑:浜氶┈閫婂箍鍛婃姇鍏ヤ骇鍑烘瘮鐨勬甯歌寖鍥存槸澶氬皯


鏈湡鍒嗕韩鐨勫澶栫數鍟嗙煡璇嗘槸浜氶┈閫婂箍鍛婃姇鍏ヤ骇鍑烘瘮鐨勬甯歌寖鍥存槸澶氬皯锛岃繎骞存潵锛岄殢鐫€鐢靛瓙鍟嗗姟鐨勫揩閫熷彂灞曞拰浜轰滑娑堣垂涔犳儻鐨勬敼鍙橈紝瓒婃潵瓒婂鐨勪紒涓氶€夋嫨鍦ㄤ簹椹€婂钩鍙颁笂杩涜骞垮憡鎶曟斁锛屼互鎻愬崌鍝佺墝鐭ュ悕搴︺€侀攢鍞噺鍜屽埄娑︺€傜劧鑰岋紝瀵逛簬璁稿涓皬鍨嬩紒涓氭潵璇达紝浜氶┈閫婂箍鍛婃姇鍏ヤ骇鍑烘瘮寰€寰€鏄粬浠叧娉ㄧ殑閲嶇偣涔嬩竴銆傞偅涔堬紝鍦ㄨ繖涓棶棰樹笂锛屼簹椹€婂箍鍛婃姇鍏ヤ骇鍑烘瘮鐨勬甯歌寖鍥存槸澶氬皯锛熷浣曟帉鎻℃湁鏁堢殑骞垮憡鎶曟斁绛栫暐鍛紵

浜氶┈閫婂箍鍛婃姇鍏ヤ骇鍑烘瘮鐨勬甯歌寖鍥?/p>

骞垮憡鎶曞叆浜у嚭姣旓紙Advertising return on investment, ROI锛夋寚鐨勬槸骞垮憡鎶曞叆甯︽潵鐨勫埄娑︿笌鎶曞叆鐨勬瘮渚嬨€傚湪浜氶┈閫婂钩鍙颁笂锛屽箍鍛婃姇鍏ヤ骇鍑烘瘮涓€鑸湪2:1~10:1涔嬮棿銆備篃灏辨槸璇达紝姣忔姇鍏?缇庡厓锛岄璁¤兘澶熻幏寰?~10缇庡厓鐨勫埄娑︺€?/p>

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鎺屾彙鏈夋晥鐨勫箍鍛婃姇鏀剧瓥鐣?/p>

1.閫夋嫨鍚堥€傜殑骞垮憡绫诲瀷

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瀵逛簬鏂板搧鎴栬€呴渶瑕佹彁楂樻洕鍏夌巼鐨勪骇鍝侊紝鍙互閫夋嫨Sponsored Products鎴朣ponsored Brands锛涘浜庨渶瑕佸鍔犺浆鍖栫巼鎴栬€呮彁楂橀【瀹㈠繝璇氬害鐨勪骇鍝侊紝鍙互閫夋嫨Sponsored Display锛涘鏋滀紒涓氭湁瑙嗛鍒朵綔鑳藉姏锛屽彲浠ュ皾璇曚娇鐢╒ideo Ads鏉ユ彁楂樺搧鐗岀煡鍚嶅害鍜屾洕鍏夌巼銆?/p>

2.璁剧疆鍚堢悊鐨勫箍鍛婇绠?/p>

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涓€鑸潵璇达紝鍒氬紑濮嬫姇鏀惧箍鍛婃椂锛屽彲浠ュ厛璁剧疆涓€涓緝灏忕殑棰勭畻杩涜娴嬭瘯锛屽苟閫氳繃鏁版嵁鍒嗘瀽鏉ョ‘瀹氭槸鍚︾户缁繘琛屾姇鏀俱€傚鏋滈绠楄繃浣庯紝鍙兘浼氬鑷村箍鍛婃洕鍏夌巼浣庯紝鏃犳硶杈惧埌棰勬湡鐨勬晥鏋滐紱濡傛灉棰勭畻杩囬珮锛屽垯鍙兘浼氶€犳垚娴垂銆?/p>

3.閫夋嫨鍚堥€傜殑骞垮憡鍏抽敭璇?/p>

鍦ㄤ簹椹€婂钩鍙颁笂锛屽箍鍛婃姇鏀剧殑鍏抽敭璇嶉潪甯搁噸瑕侊紝瀹冪洿鎺ュ奖鍝嶅埌骞垮憡鐨勬洕鍏夌巼鍜岀偣鍑荤巼銆備紒涓氶渶瑕侀€氳繃甯傚満璋冪爺鍜岀珵浜夊垎鏋愭潵纭畾鍚堥€傜殑鍏抽敭璇嶏紝鍚屾椂鍙互鍒╃敤浜氶┈閫婃彁渚涚殑涓€浜涘伐鍏锋潵甯姪杩涜鍏抽敭璇嶇爺绌躲€?/p>

鍦ㄩ€夋嫨鍏抽敭璇嶆椂锛岄渶瑕佹敞鎰忎互涓嬪嚑鐐癸細

1锛夊叧閿瘝涓庝骇鍝佺浉鍏虫€у己锛岃兘澶熷噯纭弿杩颁骇鍝佺壒鐐瑰拰浼樺娍锛?/p>

2锛夊叧閿瘝鐨勬悳绱㈤噺閫備腑锛屾棦涓嶈兘杩囦綆锛屼篃涓嶈兘杩囬珮锛屼互鍏嶇珵浜夎繃浜庢縺鐑堬紱

3锛夊叧閿瘝鐨凜PC锛堟瘡娆$偣鍑昏垂鐢級鍚堢悊锛屼紒涓氶渶瑕佹牴鎹嚜韬儏鍐垫潵璁惧畾鏈€楂樺嚭浠凤紝浠ヤ繚璇佸箍鍛婃姇鏀剧殑鏁堟灉鍜屾垚鏈帶鍒躲€?/p>

4.瀹氭湡杩涜骞垮憡鏁版嵁鍒嗘瀽鍜屼紭鍖?/p>

鍦ㄥ箍鍛婃姇鏀捐繃绋嬩腑锛屼紒涓氶渶瑕佸畾鏈熻繘琛屽箍鍛婃暟鎹垎鏋愬拰浼樺寲锛屼互渚垮強鏃跺彂鐜伴棶棰樺苟璋冩暣绛栫暐銆傚湪鏁版嵁鍒嗘瀽杩囩▼涓紝浼佷笟闇€瑕佸叧娉ㄤ互涓嬪嚑涓柟闈細

1锛夊箍鍛婃洕鍏夌巼鍜岀偣鍑荤巼鏄惁绗﹀悎棰勬湡锛?/p>

2锛夊箍鍛婅浆鍖栫巼鍜岄攢鍞鏄惁鏈夋彁鍗囷紱

3锛夊叧閿瘝璐ㄩ噺鍒嗘暟鍜屾帓鍚嶆槸鍚﹀悎鐞嗭紱

4锛夊箍鍛婇绠楀拰CPC鏄惁閫傚綋锛屾槸鍚﹂渶瑕佽繘琛岃皟鏁淬€?/p>

閫氳繃鏈夋晥鐨勬暟鎹垎鏋愬拰浼樺寲锛屼紒涓氬彲浠ヤ笉鏂彁楂樺箍鍛婃姇鍏ヤ骇鍑烘瘮锛屽疄鐜版洿濂界殑钀ラ攢鏁堟灉鍜屽埄娑﹀洖鎶ャ€?/p>

鎬荤粨

浜氶┈閫婂箍鍛婃姇鍏ヤ骇鍑烘瘮鏄紒涓氬叧娉ㄧ殑閲嶇偣涔嬩竴锛屽畠鐩存帴褰卞搷鍒板箍鍛婃姇鏀剧殑鏁堟灉鍜屾垚鏈帶鍒躲€傚湪杩涜骞垮憡鎶曟斁鏃讹紝浼佷笟闇€瑕侀€夋嫨鍚堥€傜殑骞垮憡绫诲瀷銆佽缃悎鐞嗙殑骞垮憡棰勭畻銆侀€夋嫨鍚堥€傜殑骞垮憡鍏抽敭璇嶏紝骞跺畾鏈熻繘琛屽箍鍛婃暟鎹垎鏋愬拰浼樺寲锛屼互淇濊瘉骞垮憡鎶曟斁鐨勬晥鏋滃拰鎴愭湰鎺у埗銆?/p>

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