{"id":14698,"date":"2018-04-23T03:18:46","date_gmt":"2018-04-23T03:18:46","guid":{"rendered":"https:\/\/www.applift.com\/blog\/budget_advertising_cn"},"modified":"2018-10-30T08:32:43","modified_gmt":"2018-10-30T08:32:43","slug":"budget_advertising_cn","status":"publish","type":"post","link":"http:\/\/applift.sohocreative.eu\/zh-hans\/blog\/budget_advertising_cn","title":{"rendered":"\u79fb\u52a8\u5e7f\u544a\u4e3b\u7684\u300a\u5e7f\u544a\u7ecf\u8d39\u9884\u7b97\u65b0\u624b\u6307\u5357\u300b"},"content":{"rendered":"<p><img decoding=\"async\" style=\"width: 893px;height: 591.811px\" src=\"https:\/\/lh6.googleusercontent.com\/D_oEX_ceqm2qZthMBjomd0DKsuVpdDLfLl-rpVK10aFiiU0jT5hxn0WIr2WhvkT2uoy6c7Un48KUX0_klppEAMjoaxrz3u1HKvhr2Frlp7bBSSsvulF9Nne0XaaYs1p4OrFX9iBM\" alt=\"\" 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href=\"https:\/\/www.statista.com\/topics\/1538\/social-media-marketing\/\">\u9884\u7b97\u5728\u77ed\u77ed\u7684\u4e24\u5e74\u95f4\u7ffb\u4e86\u4e00\u756a<\/a>\uff0c\u5373\u4ece2014\u5e74\u7684160\u4ebf\u7f8e\u5143\u589e\u81f32016\u5e74\u7684310\u4ebf\u7f8e\u5143\u3002<\/li>\n<li><a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/gartner-cmo-spend-survey-2016-2017-shows-marketing-budgets-continue-to-climb\/\">\u670965%\u7684\u8425\u9500\u63a8\u5e7f\u4eba\u5458<\/a>\u5728\u53d1\u73b0\u53ef\u83b7\u53d6\u9ad8\u6295\u8d44\u56de\u62a5\u7387\u7684\u8bc0\u5de7\u540e, \u73b0\u5728\u4e5f\u5f00\u59cb\u8ba1\u5212\u5728\u6765\u5e74\u589e\u52a0\u5176\u6570\u5b57\u5e7f\u544a\u63a8\u5e7f\u9884\u7b97\u4e86\u3002<\/li>\n<li>\u8c08\u5230\u793e\u4ea4\u5a92\u4f53\u5e7f\u544a\uff0c\u5982\u4eca\u5404\u5927\u4f01\u4e1a\u5747\u70ed\u8877\u6295\u8d44\u4e8e\u8138\u4e66(Facebook\uff0c\u536084%)\u3001\u8c37\u6b4c(Google\uff0c\u536041%)\u8fd8\u6709\u9886\u82f1(LinkedIn\uff0c\u536018%)\u3002(\u6570\u636e\u6765\u6e90\uff1a<a href=\"http:\/\/www.socialmediaexaminer.com\/SocialMediaMarketingIndustryReport2015.pdf\">Social Media Examiner<\/a>\u63d0\u4f9b\u7684&lt;2015\u5e74\u793e\u4ea4\u5a92\u4f53\u8425\u9500\u62a5\u544a&gt;)<\/li>\n<\/ul>\n<p>\u90a3\u4e48\u5e7f\u544a\u6fc0\u589e\u7684\u4e3b\u8981\u6838\u5fc3\u5728\u65b9\u5411\uff1f\u7b54\u66f0\uff1a\u5728\u79fb\u52a8\u7aef\u3002\u79fb\u52a8\u7aef\u5e7f\u544a<a href=\"http:\/\/www.adweek.com\/digital\/facebook-now-makes-84-of-its-advertising-revenue-from-mobile\/\">\u5360Facebook\u5e7f\u544a\u8425\u6536\u768484% \u4ee5\u4e0a<\/a>\uff0c<a href=\"https:\/\/www.recode.net\/2017\/7\/24\/16020330\/google-digital-mobile-ad-revenue-world-leader-facebook-growth\">\u5360\u8c37\u6b4c(Google)\u8425\u6536\u768467%<\/a>\uff0c\u79fb\u52a8\u5e7f\u544a\u65e5\u76ca\u6210\u4e3a\u5168\u7403\u5404\u5730\u5a92\u4f53(\u5373\u6e20\u9053\u5546)\u7684\u9996\u9009\u8425\u9500\u6e20\u9053\u3002<\/p>\n<p>\u6570\u5b57\u5e7f\u544a\u7684\u72ec\u7279\u4e4b\u5904\u5728\u4e8e\u80fd\u591f\u5e2e\u52a9\u4f60\u786e\u5b9a\u9884\u7b97\u3002\u4f60\u65e0\u9700\u4e3a\u6b64\u518d\u652f\u4ed8\u56fa\u5b9a\u8d39\u7528\u6216\u6708\u8d39\u4e86\uff1b\u5982\u4eca\u4f60\u7684\u5e7f\u544a\u9884\u7b97\u5b8c\u5168\u53d6\u51b3\u4e8e\u4f60\u81ea\u5df1\u7684\u4e2a\u4eba\u9700\u6c42-\u53ca\u4e1a\u52a1\u589e\u957f\u76ee\u6807\u3002<\/p>\n<p>\u8fd9\u5c31\u6d89\u53ca\u5230Pay-Per-Click(PPC,\u5373\u6309\u6bcf\u70b9\u51fb\u4ed8\u8d39)\u3002\u987e\u540d\u601d\u4e49\uff0c\u8fd9\u5c31\u610f\u5473\u7740\u5e7f\u544a\u4e3b\u662f\u6309\u6bcf\u6b21\u70b9\u51fb\u652f\u4ed8\u5e7f\u544a\u8d39(\u5373\u6309\u70b9\u51fb\u91cf\u4ed8\u8d39)\u3002<\/p>\n<p>\u4f8b\u5982\uff1a\u6bcf\u5929\u6295\u8d4420\u7f8e\u5143\u7684\u5e7f\u544a\u9884\u7b97\uff0c\u5373\u53ef\u83b7\u5f97\u6bcf\u65e58\u6b21\u70b9\u51fb\u91cf\u6216\u5e94\u7528\u5b89\u88c5\u91cf\uff0c\u5177\u4f53\u53d6\u51b3\u4e8e\u4f60\u7684\u5e7f\u544a\u6295\u653e\u60c5\u51b5\u3002\u540c\u6837\u5730\uff0c\u82e5\u4f60\u4e00\u5929\u6295\u8d4440\u7f8e\u5143\u5e7f\u544a\u8d39\u5373\u53ef\u83b7\u5f9716\u6b21\u70b9\u51fb\u6570\u6216\u5b89\u88c5\u6570\u91cf\u3002\u4f60\u6295\u5165\u7684\u9884\u7b97\u8d8a\u5927\uff0c\u6536\u83b7\u5c31\u8d8a\u5927\u3002\u7136\u800c\uff0c\u82e5\u60f3\u627e\u5230\u5e7f\u544a\u652f\u51fa\u4e0e\u6536\u83b7\u4e4b\u95f4\u7684\u771f\u6b63\u5e73\u8861\u53ef\u80fd\u5e76\u975e\u6613\u4e8b\u3002<\/p>\n<p>\u6709\u5173\u4f60\u6295\u5165\u7684\u4ed8\u8d39\u5e7f\u544a\u6700\u7ec8\u80fd\u83b7\u5f97\u591a\u5c11\u6536\u76ca\uff0c\u8fd9\u51e0\u4e4e\u65e0\u4eba\u80fd\u4fdd\u8bc1\u3002\u6211\u4eec\u5c06\u5728\u672c\u6587\u4e2d\u8c08\u53ca\u5c06\u6295\u5165\u5e7f\u544a\u89c6\u4e3a\u4e00\u9879\u6295\u8d44\u7684\u610f\u4e49\uff0c\u5982\u4f55\u7ed9\u81ea\u5df1\u7684\u9996\u6b21\u4ed8\u8d39\u5e7f\u544a\u8bbe\u7f6e\u9884\u7b97\u4ee5\u53ca\u5982\u4f55\u786e\u4fdd\u80fd\u591f\u83b7\u53d6\u8f83\u9ad8\u7684\u5e7f\u544a\u6295\u8d44\u56de\u62a5\u7387(ROAS)\u7b49\u3002<\/p>\n<p>\u54b1\u4eec\u7acb\u5373\u5f00\u59cb\u8fdb\u5165\u4e3b\u9898\u5427!<\/p>\n<p>&nbsp;<\/p>\n<h2>\u5c06\u5e7f\u544a\u89c6\u4f5c\u6295\u8d44<\/h2>\n<p>\u5f53\u4f60\u5728\u8003\u8651\u5e7f\u544a\u6210\u672c\u65f6, \u52a1\u8bf7\u8003\u8651\u5982\u4e0b\u56e0\u7d20:<\/p>\n<p>\u5e73\u5747\u800c\u8a00, \u4e00\u5bb6\u4f01\u4e1a\uff0c\u5728\u641c\u7d22\u5f15\u64ceGoogle AdWords\u7684\u5173\u952e\u8bcd\u7ade\u4ef7\u5e7f\u544a\u5e73\u53f0\u4e0a<a href=\"https:\/\/economicimpact.google.com\/about\/#\/?sections_activeEl=introduction\">\u6bcf\u6295\u8d441\u7f8e\u5143\u5373\u53ef\u8d5a\u53d62\u7f8e\u5143\u7684\u6536\u5165<\/a>\u3002<\/p>\n<p>\u6295\u653e\u4e8e\u5e94\u7528\u5546\u5e97(App store)\u4e2d\u7684\u5e7f\u544a\u53ef\u770b\u5230\u5a92\u4f53\u8f6c\u5316\u6362\u7387<a href=\"https:\/\/splitmetrics.com\/blog\/whats-a-good-app-store-page-conversion-rate\/\">\u9ad8\u8fbe32%<\/a>\uff0c\u5177\u4f53\u53d6\u51b3\u4e8e\u5e94\u7528\u7684\u4e0d\u540c\u7c7b\u522b\u3002<\/p>\n<p>\u7559\u4f4f\u7528\u6237\u6bd4\u83b7\u53d6\u65b0\u7528\u6237<a href=\"https:\/\/www.forbes.com\/sites\/alexlawrence\/2012\/11\/01\/five-customer-retention-tips-for-entrepreneurs\/#20c3c495e8df\">\u5bb9\u661350%<\/a>;<\/p>\n<p>\u4ed8\u8d39\u5e7f\u544a\u5b58\u5728\u98ce\u9669\uff0c\u4f46\u662f\u4f5c\u4e3a\u4e00\u9879\u4e1a\u52a1\uff0c\u5982\u679c\u4f60\u4e0d\u613f\u5148\u6295\u5165\uff0c\u90a3\u5c31\u65e0\u6cd5\u6307\u671b\u4f60\u7684\u4e1a\u52a1\u80fd\u591f\u4ea7\u751f\u6536\u76ca\u3002\u636e\u7edf\u8ba1\uff0c2017\u5e74\uff0c\u5168\u7403\u6570\u5b57\u5e7f\u544a\u82b1\u8d39\u9ad8\u8fbe<a href=\"https:\/\/www.recode.net\/2017\/12\/4\/16733460\/2017-digital-ad-spend-advertising-beat-tv\">2090\u4ebf\u7f8e\u5143<\/a>\uff0c\u5176\u4e2d\u7ea6\u670963%\u76f4\u63a5\u6765\u6e90\u4e8e\u79fb\u52a8\u5e7f\u544a\u3002\u9884\u8ba1\u81f32020\u5e74\uff0c\u5168\u7403\u6570\u5b57\u5e7f\u544a\u82b1\u8d39\u5c06\u8d85\u8fc7<a href=\"https:\/\/www.cnbc.com\/2017\/12\/04\/global-advertising-spend-2020-online-and-offline-ad-spend-to-be-equal.html\">2910\u4ebf\u7f8e\u5143<\/a>\uff0c\u6570\u5b57\u5e7f\u544a\u7ea6\u5360\u5168\u7403\u5e7f\u544a\u82b1\u8d39\u7684\u4e00\u534a\u3002\u8fd9\u5c31\u610f\u5473\u7740\u660e\u77e5\u4ed8\u8d39\u5e7f\u544a\u5b58\u5728\u98ce\u9669\uff0c\u4f46\u4ecd\u6709\u8d8a\u6765\u8d8a\u591a\u7684\u4f01\u4e1a\u613f\u610f\u6295\u8d44\u505a\u4ed8\u8d39\u5e7f\u544a\u3002<\/p>\n<p>\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48PPC\u6a21\u5f0f\u7684\u5e7f\u544a\u5df2\u6210\u4e3a\u76ee\u524d\u5e7f\u544a\u6295\u5165\u7684\u6700\u4f73\u9009\u62e9\u3002\u6700\u7ec8\u7684\u7ed3\u679c\u4e0e\u5e7f\u544a\u7684\u6548\u679c\u76f8\u5173\u8054\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u5982\u679c\u6ca1\u6709\u4eba\u53c2\u4e0e\u4f60\u7684\u5e7f\u544a\u4e92\u52a8\uff0c\u4f60\u5c31\u65e0\u9700\u4ed8\u8d39\u3002\u5c31\u8fd9\u4e48\u7b80\u5355!<\/p>\n<p>\u4f46\u5018\u82e5\u4f60\u88ab\u6536\u8d39\u4e86\uff0c\u800c\u70b9\u51fb\u7684\u4eba\u5374\u5e76\u672a\u4ea7\u751f\u8f6c\u5316\uff0c\u90a3\u4e48\u8fd9\u4e5f\u662f\u6bcf\u4e2a\u4f01\u4e1a\u5fc5\u987b\u627f\u62c5\u7684\u98ce\u9669\u3002<\/p>\n<p>&nbsp;<\/p>\n<h2>\u5efa\u8bae\u8bbe\u7f6e\u5c0f\u989d\u9884\u7b97\u5f00\u59cb\u6295\u5165\u6570\u5b57\u5e7f\u544a<\/h2>\n<p>\u5982\u679c\u8fd9\u662f\u4f60\u7684\u7b2c\u4e00\u6b21\u201c\u8bd5\u6c34\u201d\uff0c\u90a3\u4e48\u5efa\u8bae\u8bbe\u7f6e\u4e00\u4e2a\u5c0f\u989d\u5e7f\u544a\u9884\u7b97\uff0c\u4ee5\u51cf\u5c11\u4f60\u7684\u6f5c\u5728\u98ce\u9669\u3002\u4f46\u662f\uff0c\u8981\u6ce8\u610f\u786e\u4fdd\u81ea\u5df1\u80fd\u591f\u6536\u96c6\u5230\u57fa\u51c6\u6570\u636e\u624d\u80fd\u4e86\u89e3\u81ea\u5df1\u7684\u5e7f\u544a\u6295\u653e\u662f\u5426\u4ea7\u751f\u6548\u679c\u3002<\/p>\n<p>\u8bbe\u7f6e\u4e00\u4e2a\u65f6\u95f4\u7ebf(\u65f6\u95f4\u6bb5)\uff0c\u6bd4\u5982\u8bf4\u4e00\u4e2a\u661f\u671f\uff0c\u81f3\u5c11\u6bcf\u5929\u80fd\u591f\u83b7\u53d610\u6b21\u70b9\u51fb\u6570\u6216\u5b89\u88c5\u6570\u7684\u9884\u7b97\u3002\u6700\u521d\u7684\u6570\u636e\u6709\u52a9\u4e8e\u8ba9\u4f60\u521d\u6b65\u4e86\u89e3\u81ea\u5df1\u7684\u5e7f\u544a\u6295\u653e\u6548\u679c\u7b49\u60c5\u51b5\u3002\u56e0\u6b64\uff0c\u4f60\u53ef\u6839\u636e\u60c5\u51b5\u4f18\u5316\u81ea\u5df1\u7684\u5e7f\u544a\u6295\u653e\u6d3b\u52a8\u4ee5\u83b7\u53d6\u66f4\u4f73\u6548\u679c\u3002(\u6211\u4eec\u8fd9\u91cc\u6240\u8bf4\u7684\u201c\u4f18\u5316\u201d\uff0c\u662f\u6307\u66f4\u6539\u5e7f\u544a\u6587\u6848\u3001\u56fe\u5f62\/\u56fe\u7247\u3001\u5173\u952e\u8bcd\u3001\u5e7f\u544a\u4f4d\u7b49\uff0c\u4ee5\u5438\u5f15\u66f4\u591a\u7684\u76ee\u6807\u53d7\u4f17\u3002)<\/p>\n<p>\u65e0\u8bba\u4f60\u662f\u5728\u8ba1\u5212\u6295\u653e\u79fb\u52a8\u7aef\u7f51\u7edc\u5e7f\u544a(\u5982\u793e\u4ea4\u7f51\u7edc\u3001\u641c\u7d22\u5e7f\u544a\u3001\u5c55\u793a\u5e7f\u544a\u7f51\u76df\u7b49)\u6216\u5177\u4f53\u7684\u5e94\u7528\u6e20\u9053(\u5982\u5e94\u7528\u5546\u5e97\u7b49)\uff0c\u5c06\u82e5\u5e72\u5929\u5212\u4e3a\u4e00\u4e2a\u65f6\u95f4\u6bb5\uff0c\u8fd9\u6837\u5373\u53ef\u4e3a\u5e7f\u544a\u7f51\u76df\u63d0\u4f9b\u8db3\u591f\u7684\u65f6\u95f4\u8fdb\u884c\u5ba1\u6279\u5e76\u5f00\u59cb\u5e2e\u52a9\u4f60\u5ba3\u4f20\u63a8\u5e7f\u5e7f\u544a\u3002\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u9700\u8981\u4e00\u5468(\u6700\u77ed)\u7684\u65f6\u95f4\u7ebf(\u65f6\u95f4\u6bb5)\u624d\u8db3\u4ee5\u786e\u4fdd\u4f60\u7684\u5e7f\u544a\u5df2\u5b8c\u5168\u6210\u529f\u6295\u653e\u3002<\/p>\n<p>\u8bf7\u6ce8\u610f: 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