{"id":338,"date":"2020-03-28T08:13:45","date_gmt":"2020-03-28T00:13:45","guid":{"rendered":"https:\/\/smefastlane.com\/my\/?p=338"},"modified":"2020-04-09T22:00:58","modified_gmt":"2020-04-09T14:00:58","slug":"facebook-ads-vs-google-ads","status":"publish","type":"post","link":"https:\/\/smefastlane.com\/my\/facebook-ads-vs-google-ads\/","title":{"rendered":"\u672c\u5730\u4e2d\u5c0f\u4f01\u4e1a\u5e94\u8be5\u4f7f\u7528Facebook\u5e7f\u544a\u8fd8\u662fGoogle\u5e7f\u544a?"},"content":{"rendered":"

\u5982\u679c\u4f60\u662f\u4e2d\u5c0f\u4f01\u4e1a\u7684\u8001\u677f\uff0c\u6b63\u5728\u5bfb\u627e\u4e00\u79cd\u5728\u7ebf\u8425\u9500\u7b56\u7565\u6765\u53d1\u5c55\u4f60\u7684\u4e1a\u52a1\uff0c\u4f60\u53ef\u80fd\u4f1a\u9047\u5230\u4e24\u4e2a\u4e3b\u8981\u7684\u4ed8\u8d39\u8425\u9500\u6e20\u9053\uff0cGoogle\u5e7f\u544a\u548cFacebook\u5e7f\u544a\u3002\u4f60\u53ef\u80fd\u60f3\u77e5\u9053\u6709\u4ec0\u4e48\u4e0d\u540c\uff0c\u54ea\u4e00\u4e2a\u5bf9\u4f60\u66f4\u597d?<\/p>\n

Google\u7684\u5e7f\u544a\u7b56\u7565<\/h2>\n

\u9996\u5148\uff0cGoogle\u5e7f\u544a\u662f\u4e00\u79cd\u641c\u7d22\u610f\u56fe(Search Intent)\u7684\u8425\u9500\u7b56\u7565\u3002\u5b83\u662f\u8fd9\u6837\u64cd\u4f5c\u7684\u3002\u8bbf\u5ba2\u5728Google\u641c\u7d22\u4e2d\u8f93\u5165\u5173\u952e\u5b57\u6765\u627e\u5230\u89e3\u51b3\u65b9\u6848\u6216\u4ea7\u54c1\u3002\u4f8b\u5982\uff0c\u5728\u5409\u9686\u5761\u7684\u82b1\u5e97\u3002\u6709\u4e86Google\u5e7f\u544a\uff0c\u4f60\u7684\u4fe1\u606f\u53ef\u4ee5\u663e\u793a\u5728\u7b2c1\u9875\u641c\u7d22\u7ed3\u679c\u7684\u9876\u90e8\u3002\u5982\u679c\u4ed6\u4eec\u70b9\u51fb\u4f60\u7684\u4fe1\u606f(\u5e7f\u544a)\uff0c\u6765\u8bbf\u95ee\u4f60\u7684\u7f51\u7ad9\u4ee5\u4e86\u89e3\u66f4\u591a\uff0cGoogle\u5c31\u4f1a\u6839\u4f60\u6536\u8d39\u3002<\/p>\n

\"\"<\/p>\n

\u8fd9\u7c7b\u8bbf\u5ba2\u4f1a\u79ef\u6781\u5bfb\u627e\u89e3\u51b3\u65b9\u6848\u3001\u4ea7\u54c1\u6216\u670d\u52a1\u6765\u6ee1\u8db3\u4ed6\u4eec\u7684\u9700\u6c42\u3002<\/p>\n

\u4eceGoogle\u6765\u7684\u8bbf\u5ba2\uff0c\u6211\u4eec\u901a\u5e38\u8ba4\u4e3a\u4ed6\u4eec\u662f\u6696\/\u70ed\u7684\u6f5c\u5728\u5ba2\u6237(\u6f5c\u5728\u5ba2\u6237\u662f\u6307\u8bbf\u5ba2\u8868\u660e\u6709\u5174\u8da3\u4e70\u4f60\u7684\u4ea7\u54c1\u6216\u670d\u52a1)\u3002<\/p>\n

\u5bf9\u4e8eGoogle\u8425\u9500\uff0c\u4f60\u7684\u76ee\u6807\u53d7\u4f17\u662f\u90a3\u4e9b\u8feb\u5207\u9700\u8981\u4f60\u7684\u5e2e\u52a9\u8bbf\u5ba2\u3002<\/p>\n

Facebook\u7684\u5e7f\u544a\u7b56\u7565<\/h2>\n

Facebook\u5e7f\u544a\u662f\u4e00\u79cd\u4e2d\u65ad\u6a21\u5f0f(pattern interrupt)\u7684\u8425\u9500\u3002\u5f88\u5c11\u6709\u4eba\u4f1a\u5728Facebook\u4e0a\uff0c\u641c\u7d22\u89e3\u51b3\u65b9\u6848\u3001\u670d\u52a1\u6216\u4ea7\u54c1\u3002\u6bcf\u4e2a\u4eba\u90fd\u5728Facebook \u4e0a\u6d4f\u89c8\u670b\u53cb\u3001\u5bb6\u4eba\u6216\u65b0\u95fb\u7f51\u7ad9\u7684\u8d44\u8baf\uff0c\u56fe\u7247\u4e0e\u6709\u8da3\u7684\u89c6\u9891\u3002\u5f53\u4ed6\u4eec\u770b\u5230\u4f60\u7684\u5e7f\u544a\u6709\u5174\u8da3\u65f6\uff0c\u4ed6\u4eec\u53ef\u80fd\u4f1a\u70b9\u51fb\u67e5\u770b\uff0c\u4ee5\u4e86\u89e3\u66f4\u591a\u4fe1\u606f\u3002<\/p>\n

\"\"<\/p>\n

\u4ed6\u4eec\u5e76\u4e0d\u8feb\u5207\u9700\u8981\u4f60\u7684\u670d\u52a1\u6216\u4ea7\u54c1\u3002\u4f46\u4e00\u4ed6\u4eec\u9700\u8981\u4f60\u7684\u670d\u52a1\u6216\u4ea7\u54c1\uff0c\u4ed6\u4eec\u5c31\u4f1a\u6765\u627e\u4f60\u3002\u524d\u63d0\u662f\u4f60\u5fc5\u987b\u4e0e\u4ed6\u4eec\u5efa\u7acb\u53ef\u9760\u7684\u4fe1\u4efb\u5ea6\u3002\u8fd9\u4e9b\u8bbf\u5ba2\uff0c\u88ab\u8ba4\u4e3a\u662f\u51b7\u7684\u6f5c\u5728\u5ba2\u6237 (Cold Leads)\u3002\u4ed6\u4eec\u53ef\u80fd\u9700\u8981\u66f4\u957f\u7684\u65f6\u95f4\u6210\u4e3a\u4f60\u7684\u5ba2\u6237\u3002\u5bf9\u4e8eFacebook\u8425\u9500\uff0c\u4f60\u7684\u76ee\u6807\u662f\u4e00\u7fa4\u6709\u7279\u5b9a\u5174\u8da3\u7684\u4eba\u7fa4\u3002\u4e0b\u9762\u662f\u7b80\u77ed\u7684\u603b\u7ed3<\/p>\n\n\n\n\n\n\n\n\n\n\n
\u200b<\/strong><\/th>\nGoogle \u5e7f\u544a<\/strong><\/th>\nFacebook \u5e7f\u544a<\/strong><\/th>\n<\/tr>\n<\/thead>\n
\u7b56\u7565<\/span><\/strong><\/td>\n\u641c\u7d22\u610f\u56fe\u6a21\u5f0f\u8425\u9500<\/p>\n

(Search Intent Marketing)<\/td>\n

\u4e2d\u65ad\u6a21\u5f0f\u8425\u9500<\/p>\n

(Pattern Interrupt Marketing)<\/td>\n<\/tr>\n

\u6536\u8d39<\/span><\/strong><\/td>\n\u6309\u70b9\u51fb\u6536\u8d39<\/td>\n\u6309\u66dd\u5149\u6536\u8d39 (Impression)<\/td>\n<\/tr>\n
\u6f5c\u5728\u5ba2\u6237\u7c7b\u578b(\u9996\u6b21\u63a5\u89e6)<\/span><\/strong><\/td>\n\u6696\u6f5c\u5728\u5ba2\u6237<\/td>\n\u51b7\u6f5c\u5728\u5ba2\u6237<\/td>\n<\/tr>\n
\u7d27\u8feb\u611f(Urgency)<\/span><\/strong><\/td>\n\u9ad8<\/td>\n\u4f4e<\/td>\n<\/tr>\n
\u5b9a\u4f4d\u65b9\u6cd5<\/span><\/strong><\/td>\n\u8f93\u5165\u5173\u952e\u5b57<\/td>\n\u4eba\u53e3\u3001\u5174\u8da3<\/td>\n<\/tr>\n
\u89c2\u4f17\u89c4\u6a21<\/span><\/strong><\/td>\n\u4e2a\u4eba<\/td>\n\u90e8\u5206\/\u7ec4<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
\u200b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Google\u641c\u7d22\u8425\u9500\u662f\u5426\u9002\u5408\u6211\u7684\u4e1a\u52a1?<\/h2>\n

\u7b80\u800c\u8a00\u4e4b\uff0c\u5982\u679c\u4f60\u7684\u201c\u5b9a\u4f4d\u5173\u952e\u5b57\u201d\u6709\u5f88\u5927\u7684\u641c\u7d22\u91cf\uff0cGoogle\u641c\u7d22\u8425\u9500\u975e\u5e38\u9002\u5408\u4f60\u3002\u5b9a\u4f4d\u7684\u5173\u952e\u5b57\uff0c\u4ee3\u8868\u6f5c\u5728\u4e70\u5bb6\uff0c\u5728\u641c\u7d22\u4f60\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u641c\u7d22\u65f6\u800c\u8f93\u5165\u7684\u5173\u952e\u5b57\u3002<\/p>\n

\u5bf9\u4e8e\u5927\u591a\u6570\u63d0\u4f9b\u672c\u5730\u670d\u52a1\u6216\u4ea7\u54c1\u7684\u4f01\u4e1a\u4e3b\u6765\u8bf4\uff0c\u8fd9\u662f\u4e00\u4e2a\u5f88\u597d\u7684\u9009\u62e9\u3002\u4f8b\u5982\uff0c\u5bb6\u5ead\u670d\u52a1\u4f9b\u5e94\u5546\uff0c\u96f6\u552e\u5546\u5e97\uff0c\u65c5\u6e38\u548c\u4e13\u4e1a\u670d\u52a1\u90fd\u662f\u975e\u5e38\u597d\u7684\u3002<\/p>\n

\u4f46\u662f\uff0c\u5982\u679c\u4f60\u6b63\u5728\u9500\u552e\u4e00\u4e9b\u6ca1\u6709\u4eba\u5728Google\u4e2d\u641c\u7d22\u5230\u7684\u65b0\u4e1c\u897f\uff0c\u8fd9\u53ef\u80fd\u5e76\u4e0d\u9002\u5408\u4f60\u3002Facebook\u5c06\u662f\u4e00\u4e2a\u66f4\u597d\u7684\u9009\u62e9\uff0c\u4f60\u53ef\u4ee5\u5728\u90a3\u91cc\u5f00\u62d3\u65b0\u7684\u5e02\u573a\u3002<\/p>\n

\u4f7f\u7528Google\u5e7f\u544a\u76846\u4e2a\u597d\u5904<\/h2>\n

#1 \u2013 \u66f4\u597d\u7684\u6f5c\u5728\u5ba2\u6237<\/h3>\n

\u4f60\u4f1a\u5f97\u5230\u613f\u610f\u4e3a\u4f60\u7684\u670d\u52a1\u6216\u4ea7\u54c1\u4ed8\u8d39\u7684\u6696\u6216\u70ed\u6f5c\u5728\u5ba2\u6237\u3002\u6765\u81eaGoogle\u7684\u8bbf\u5ba2\uff0c\u6b63\u5904\u4e8e\u4ed6\u4eec\u8d2d\u4e70\u65c5\u7a0b\u7684\u6700\u540e\u9636\u6bb5\u3002\u4e0e\u4e2d\u65ad\u6a21\u5f0f\u8425\u9500\u7684\u8bbf\u5ba2\u6bd4\u8f83\uff0cFacebook\u7684\u8bbf\u5ba2\u9700\u8981\u66f4\u591a\u7684\u65f6\u95f4\uff0c\u4f7f\u4ed6\u4eec\u6210\u4e3a\u4f60\u7684\u5ba2\u6237\u3002<\/p>\n

\"\"<\/p>\n

#2 – \u4f60\u4e0d\u9700\u8981\u9891\u7e41\u5730\u6295\u653e\u65b0\u7684\u5e7f\u544a<\/h3>\n

\u5982\u679c\u4f60\u719f\u6089Facebook\u5e7f\u544a\uff0c\u4f60\u7ecf\u5e38\u9700\u8981\u53d1\u8d77\u591a\u4e2a\u5e7f\u544a\u6d3b\u52a8\u6765\u6d4b\u8bd5\u5404\u79cd\u4fe1\u606f\u3001\u56fe\u50cf\u548c\u89c6\u9891\u3002\u4e00\u65e6\u4f60\u83b7\u5f97\u4e86\u6210\u529f\u7684\u5e7f\u544a\uff0c\u4f60\u5c31\u4f1a\u6162\u6162\u5730\u589e\u52a0\u9884\u7b97\u4ee5\u83b7\u5f97\u6700\u5927\u7684\u56de\u62a5\u3002\u4f46\u5728\u5927\u591a\u6570\u60c5\u51b5\u4e0b\uff0c\u5e7f\u544a\u6d3b\u52a8\u53ef\u80fd\u53ea\u5728\u4e00\u4e2a\u7279\u5b9a\u7684\u65f6\u95f4\u5185\u6709\u6548\uff0c\u5e76\u9010\u6e10\u5931\u6548\u3002\u7136\u540e\u4f60\u9700\u8981\u53d1\u8d77\u4e00\u4e2a\u65b0\u7684\u6d3b\u52a8\uff0c\u9488\u5bf9\u4e0d\u540c\u7684\u53d7\u4f17\u3002<\/p>\n

\"\"<\/p>\n

\u5bf9\u4e8e\u5fd9\u788c\u7684\u4f01\u4e1a\u4e3b\u6765\u8bf4\uff0c\u8fd9\u662f\u4e00\u4e2a\u975e\u5e38\u8017\u65f6\u7684\u8fc7\u7a0b\u3002\u4e0eGoogle\u5e7f\u544a\u4e0d\u540c\u7684\u662f\uff0c\u5b83\u4e00\u65e6\u5efa\u7acb\u5e76\u8fd0\u884c\u826f\u597d\uff0c\u901a\u5e38\u51e0\u5e74\u90fd\u80fd\u8fd0\u884c\u826f\u597d\uff0c\u4e0d\u9700\u8981\u505a\u5f88\u591a\u6539\u53d8\u3002<\/p>\n

#3 – Google\u641c\u7d22\u5e7f\u544a\u4e0d\u9700\u8981\u56fe\u7247<\/h3>\n

\u6211\u77e5\u9053\u5f88\u591a\u4eba\u90fd\u4e0d\u64c5\u957f\u8bbe\u8ba1\u3002\u5728Facebook\u7684\u5e7f\u544a\u5ba3\u4f20\u6d3b\u52a8\u4e2d\uff0c\u6211\u4eec\u7ecf\u5e38\u9700\u8981\u82b1\u5f88\u591a\u65f6\u95f4\u53bb\u8bbe\u8ba1\u56fe\u50cf\u548c\u89c6\u9891\u3002<\/p>\n

\"\"<\/p>\n

\u4f7f\u7528Google\u5e7f\u544a\u7684\u597d\u5904\uff0c\u662f\u4f60\u4e0d\u9700\u8981\u4efb\u4f55\u56fe\u50cf!\u4f60\u53ea\u9700\u8981\u6709\u6b63\u786e\u7684\u6587\u6848(\u5e7f\u544a\u4fe1\u606f)\uff0c\u5c31\u80fd\u4ece\u4eba\u7fa4\u4e2d\u8131\u9896\u800c\u51fa\u3002<\/p>\n

#4 – \u5e7f\u544a\u8d39\u7528\u8ba1\u7b97\u4e8e\u70b9\u51fb\u6b21\u6570\uff0c\u800c\u4e0d\u662f\u66dd\u5149\u7387 (impression)<\/h3>\n

\u5f53\u8bbf\u5ba2\u70b9\u51fb\u4f60\u7684\u5e7f\u544a\u65f6\uff0c\u4f60\u624d\u88ab\u6536\u53d6\u4e00\u5b9a\u7684\u8d39\u7528\u3002\u5982\u679c\u4f60\u7684\u5e7f\u544a\u662f\u6309\u66dd\u5149\u6536\u8d39\uff0c\u6ca1\u6709\u4eba\u70b9\u51fb\u4f60\u7684\u5e7f\u544a\u67e5\u770b\u4f60\u7684\u4fe1\u606f\uff0c\u4f60\u4e5f\u4f1a\u88ab\u6536\u53d6\u8d39\u7528\u3002<\/p>\n

#5 – \u6700\u9002\u5408\u7d27\u6025\u63d0\u4f9b\u670d\u52a1\u6216\u4ea7\u54c1\u7684\u4f01\u4e1a<\/h3>\n

Google\u5e7f\u544a\u662f\u4e00\u79cd\u641c\u7d22\u610f\u56fe\u8425\u9500\u7b56\u7565\uff0c\u5bf9\u8fd9\u7c7b\u516c\u53f8\u662f\u975e\u5e38\u6709\u6548\u7684\u3002\u4eba\u4eec\u8feb\u5207\u5730\u5bfb\u627e\u4ea7\u54c1\u6216\u670d\u52a1\u6765\u89e3\u51b3\u4ed6\u4eec\u7684\u95ee\u9898\u3002\u5982\u679c\u4f60\u662f\u4e00\u4e2a\u50cf\u623f\u5c4b\u670d\u52a1\u63d0\u4f9b\u5546\uff0c\u96f6\u552e\u6216\u7ef4\u4fee\u5e97\u7684\u4f01\u4e1a\u4e3b\uff0cGoogle\u5e7f\u544a\u5c06\u80fd\u591f\u63d0\u4f9b\u5f88\u597d\u7684\u6f5c\u5728\u5ba2\u6237\u3002<\/p>\n

\"\"<\/p>\n

#6 – \u53ef\u4ee5\u6253\u5f00\u6216\u5173\u95ed\u4f60\u7684\u5e7f\u544a\u800c\u4e0d\u5f71\u54cd\u6027\u80fd<\/h3>\n

\u91cd\u65b0\u542f\u52a8\u5e7f\u544a\u540e\uff0c\u4f60\u53ef\u4ee5\u968f\u65f6\u6839\u636e\u81ea\u5df1\u7684\u53ef\u7528\u6027\u6682\u505cGoogle\u5e7f\u544a\uff0c\u800c\u4e0d\u4f1a\u5f71\u54cd\u5e7f\u544a\u7684\u6548\u679c\u3002\u4e0eFacebook\u5e7f\u544a\u4e0d\u540c\u7684\u662f\uff0c\u4e00\u65e6\u4f60\u6682\u505c\u4f60\u7684\u5e7f\u544a\u6d3b\u52a8\uff0c\u91cd\u65b0\u542f\u52a8\u76f8\u540c\u7684\u5e7f\u544a\u6d3b\u52a8\u5c06\u91cd\u65b0\u542f\u52a8Facebook\u7b97\u6cd5\uff0c\u8fd9\u5c06\u5f71\u54cd\u5e7f\u544a\u7684\u8868\u73b0\u3002<\/p>\n

\u7ed3\u8bba<\/h2>\n

\u51c6\u5907\u597d\u5f00\u59cbGoogle\u5e7f\u544a\u4e86\u5417? \u201c\u6211\u5e94\u8be5\u81ea\u5df1\u7ba1\u7406Google\u5e7f\u544a\u5417?\u201d<\/strong>\u201c\u6211\u5e94\u8be5\u627eMarketing Agency \u5e2e\u6211\u505aGoogle\u5e7f\u544a\u5417?\u201d<\/strong>\u70b9\u51fb\u8fd9\u91cc\uff0c\u89e3\u7b54\u4f60\u7684\u7591\u95ee\u3002<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u5982\u679c\u4f60\u662f\u4e2d\u5c0f\u4f01\u4e1a\u7684\u8001\u677f\uff0c\u6b63\u5728\u5bfb\u627e\u4e00\u79cd\u5728\u7ebf\u8425\u9500\u7b56\u7565\u6765\u53d1\u5c55\u4f60\u7684\u4e1a\u52a1\uff0c\u4f60\u53ef\u80fd\u4f1a\u9047\u5230\u4e24\u4e2a\u4e3b\u8981\u7684\u4ed8\u8d39\u8425\u9500\u6e20\u9053\uff0cGoogle\u5e7f\u544a\u548cFacebook\u5e7f\u544a\u3002<\/p>\n

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