{"id":358,"date":"2026-07-08T20:40:52","date_gmt":"2026-07-08T17:40:52","guid":{"rendered":"https:\/\/kadkon.net\/blog\/consideration-funnel-bottleneck-on-device\/"},"modified":"2026-07-08T20:40:52","modified_gmt":"2026-07-08T17:40:52","slug":"consideration-funnel-bottleneck-on-device","status":"publish","type":"post","link":"https:\/\/kadkon.net\/zh-hans\/blog\/consideration-funnel-bottleneck-on-device\/","title":{"rendered":"Consideration\u2014\u2014\u6f0f\u6597\u7684\u65b0\u74f6\u9888\uff1a\u5a92\u4f53\u4e70\u624b\u5982\u4f55\u6839\u636eOn Device\u6570\u636e\u91cd\u65b0\u5206\u914d\u9884\u7b97"},"content":{"rendered":"<div class=\"kadkon-article-content\">\n<p>Consideration\uff08\u8003\u91cf\u9636\u6bb5\uff09\u2014\u2014\u4ecb\u4e8e\u201c\u77e5\u9053\u54c1\u724c\u201d\u548c\u201c\u60f3\u8981\u8d2d\u4e70\u201d\u4e4b\u95f4\u7684\u9636\u6bb5\u2014\u2014\u5df2\u6210\u4e3a2026\u5e74\u6700\u96be\u63d0\u5347\u7684\u6307\u6807\u3002On Device Research\u7684\u6700\u65b0\u57fa\u51c6\u62a5\u544a\u663e\u793a\uff1aDigital Display\uff08\u6570\u5b57\u5c55\u793a\u5e7f\u544a\uff09\u5728\u77e5\u540d\u5ea6\u63d0\u5347\u65b9\u9762\u8868\u73b0\u6700\u4f73\uff08+3.8\u4e2a\u767e\u5206\u70b9\uff09\uff0c\u4f46\u5bf9\u8d2d\u4e70\u610f\u5411\u7684\u62c9\u52a8\u4e3a\u96f6\u3002OOH\uff08\u6237\u5916\u5e7f\u544a\uff09\u662f\u552f\u4e00\u5728\u6f0f\u6597\u4e24\u7aef\u90fd\u4ea7\u751f\u663e\u8457\u6548\u679c\u7684\u6e20\u9053\u3002\u6ca1\u6709\u4efb\u4f55\u88ab\u6d4b\u6e20\u9053\u80fd\u5728\u6574\u4e2a\u6f0f\u6597\u4e2d\u5747\u4ea7\u751f\u6548\u679c\u3002\u5bf9\u4e8e\u5a92\u4f53\u4e70\u624b\u548c\u6d41\u91cf\u5957\u5229\u8005\u800c\u8a00\uff0c\u8fd9\u610f\u5473\u7740\u201c\u5355\u4e00\u6e20\u9053\u8986\u76d6\u5168\u6f0f\u6597\u201d\u7684\u6a21\u5f0f\u5df2\u6b7b\uff0c\u9884\u7b97\u9700\u8981\u6309\u9636\u6bb5\u8fdb\u884c\u6392\u5e8f\uff0c\u800c\u4e0d\u662f\u5747\u5300\u5730\u5e73\u644a\u5230\u6240\u6709\u5e73\u53f0\u3002<\/p>\n<p>\u6d41\u91cf\u5957\u5229\u7684\u5173\u952e\u95ee\u9898\u5728\u4e8e\uff1a\u4f20\u7edf\u7684\u5f52\u56e0\u6a21\u578b\uff08\u5982Google Ads\u4e2d\u7684\u6700\u7ec8\u70b9\u51fb\u548c\u6570\u636e\u9a71\u52a8\u5f52\u56e0\uff09\u53ea\u8bb0\u5f55\u70b9\u51fb\u548c\u8f6c\u5316\uff0c\u5374\u65e0\u6cd5\u6355\u6349\u201c\u7528\u6237\u6b63\u5728\u8003\u8651\u8be5offer\u201d\u8fd9\u4e00\u4e2d\u95f4\u51b3\u7b56\u3002\u8fd9\u5bfc\u81f4\u56e2\u961f\u4f18\u5316\u4e86\u9519\u8bef\u7684\u6307\u6807\u2014\u2014\u62fc\u547d\u538b\u4f4eCPC\u548c\u63d0\u5347CTR\uff0c\u4f46\u8f6c\u5316\u7387\u5374\u5728\u4e0b\u964d\uff0c\u56e0\u4e3a\u5728\u8003\u91cf\u9636\u6bb5\u7528\u6237\u88ab\u7ade\u4e89\u5bf9\u624b\u622a\u80e1\u4e86\u3002\u4ee5\u4e0b\u662f\u57fa\u51c6\u62a5\u544a\u7684\u6570\u636e\u3001\u5b9e\u7528\u7684\u6e20\u9053\u7ec4\u5408\u4ee5\u53ca\u4e00\u5929\u5185\u5373\u53ef\u90e8\u7f72\u7684\u4ee3\u7406\u6307\u6807\u3002<\/p>\n<h2 id=\"ondevice\">On Device\u57fa\u51c6\u62a5\u544a\u63ed\u793a\u4e86\u4ec0\u4e48<\/h2>\n<p>On Device Research\u53d1\u5e03\u4e86\u4e00\u4efd\u57fa\u51c6\u62a5\u544a\uff0c\u8861\u91cf\u4e86\u4e0d\u540c\u5e7f\u544a\u6e20\u9053\u5728\u6f0f\u6597\u5404\u9636\u6bb5\u7684\u5b9e\u9645\u5f71\u54cd\u3002\u5176\u65b9\u6cd5\u8bba\u662f\u5728\u5e7f\u544a\u6d3b\u52a8\u524d\u540e\u5bf9\u7528\u6237\u8fdb\u884c\u8c03\u67e5\uff0c\u6d4b\u91cf\u77e5\u540d\u5ea6\u3001consideration\uff08\u5217\u5165\u8003\u8651\u540d\u5355\uff09\u548cintent\uff08\u8d2d\u4e70\u610f\u5411\uff09\u7684\u63d0\u5347\u3002\u4e3b\u8981\u6570\u636e\u5982\u4e0b\uff1a<\/p>\n<ul>\n<li><strong>Digital Display<\/strong>\uff1a\u77e5\u540d\u5ea6\u63d0\u5347+3.8\u4e2a\u767e\u5206\u70b9\u2014\u2014\u5728\u6240\u6709\u6e20\u9053\u4e2d\u8868\u73b0\u6700\u4f73\u3002\u4f46\u5bf9intent\u7684\u63d0\u5347\u4e3a0\u4e2a\u767e\u5206\u70b9\u2014\u2014\u8d2d\u4e70\u610f\u5411\u96f6\u589e\u957f\u3002<\/li>\n<li><strong>OOH\uff08\u6237\u5916\u5e7f\u544a\uff09<\/strong>\uff1aintent\u63d0\u5347+1.7\u4e2a\u767e\u5206\u70b9\u2014\u2014\u5e95\u5c42\u6f0f\u6597\u6700\u4f73\u7ed3\u679c\u3002\u540c\u65f6\u5bf9\u77e5\u540d\u5ea6\u4e5f\u6709\u5f3a\u52b2\u7684\u63d0\u5347\u4f5c\u7528\u3002\u662f\u552f\u4e00\u5728\u6f0f\u6597\u4e24\u7aef\u90fd\u4ea7\u751f\u663e\u8457\u6548\u679c\u7684\u6e20\u9053\u3002<\/li>\n<li><strong>\u5176\u4ed6\u6e20\u9053<\/strong>\u5448\u73b0\u788e\u7247\u5316\u7ed3\u679c\uff1a\u6709\u7684\u6e20\u9053\u62c9\u52a8\u4e86\u77e5\u540d\u5ea6\uff0c\u5374\u6ca1\u62c9\u52a8consideration\uff1b\u6709\u7684\u62c9\u52a8\u4e86intent\uff0c\u5374\u6ca1\u62c9\u52a8\u77e5\u540d\u5ea6\u3002\u6ca1\u6709\u4e00\u4e2a\u6e20\u9053\u80fd\u5728\u5168\u90e8\u4e09\u4e2a\u9636\u6bb5\u5747\u5b9e\u73b0\u663e\u8457\u63d0\u5347\u3002<\/li>\n<\/ul>\n<p>\u57fa\u51c6\u62a5\u544a\u7684\u7ed3\u8bba\u662f\uff1a\u5e7f\u544a\u4e3b\u518d\u4e5f\u65e0\u6cd5\u4f9d\u8d56\u5355\u4e00\u6e20\u9053\u5b9e\u73b0\u5168\u6f0f\u6597\u7684\u7ee9\u6548\u8868\u73b0\u3002\u6e20\u9053\u7ec4\u5408\u7684\u91cd\u8981\u6027\u65e5\u76ca\u51f8\u663e\u2014\u2014\u5373\u5728\u6f0f\u6597\u7684\u4e0d\u540c\u9636\u6bb5\u4f9d\u6b21\u4f7f\u7528\u4e0d\u540c\u7684\u6e20\u9053\u3002<\/p>\n<h2 id=\"consideration\">\u4e3a\u4ec0\u4e48consideration\u662f\u6700\u201c\u6602\u8d35\u201d\u7684\u6307\u6807<\/h2>\n<p>Consideration\u4e0d\u4ec5\u4ec5\u662f\u201c\u7528\u6237\u770b\u5230\u4e86\u5e7f\u544a\u201d\u3002\u5b83\u662f\u6307\u201c\u7528\u6237\u5728\u8d2d\u4e70\u65f6\u4f1a\u628a\u4f60\u7684offer\u5217\u5165\u5019\u9009\u540d\u5355\u201d\u3002\u5728\u6d41\u91cf\u5957\u5229\u548c\u8054\u76df\u8425\u9500\u7684\u8bed\u5883\u4e0b\uff0c\u8fd9\u662f\u4e00\u4e2a\u5173\u952e\u9636\u6bb5\uff1a\u7528\u6237\u70b9\u51fb\u4e86\u6a2a\u5e45\uff0c\u8fdb\u5165\u4e86\u843d\u5730\u9875\uff0c\u5374\u6ca1\u6709\u8f6c\u5316\u5c31\u79bb\u5f00\u4e86\u2014\u2014\u56e0\u4e3a\u5728consideration\u9636\u6bb5\uff0c\u4ed6\u88ab\u7ade\u4e89\u5bf9\u624b\u7528\u66f4\u6709\u5229\u7684offer\u6216\u66f4\u4f18\u79c0\u7684\u843d\u5730\u9875\u622a\u80e1\u4e86\u3002<\/p>\n<p>\u95ee\u9898\u5728\u4e8e\uff0cconsideration\u5f88\u96be\u7528\u6807\u51c6\u5de5\u5177\u8fdb\u884c\u8861\u91cf\u3002\u6700\u7ec8\u70b9\u51fb\u5f52\u56e0\u5c06\u8f6c\u5316\u5f52\u529f\u4e8e\u6700\u540e\u4e00\u6b21\u70b9\u51fb\uff08\u901a\u5e38\u662fSearch\uff09\uff0c\u4ece\u800c\u62b9\u6740\u4e86\u5c55\u793a\u5e7f\u544a\u3001\u539f\u751f\u6d41\u91cf\u548c\u91cd\u5b9a\u5411\u5728\u4fc3\u4f7f\u7528\u6237\u505a\u51fa\u9009\u62e9\u8fc7\u7a0b\u4e2d\u7684\u8d21\u732e\u3002Google Ads\u4e2d\u7684\u6570\u636e\u9a71\u52a8\u5f52\u56e0\u90e8\u5206\u8003\u8651\u4e86\u8fd9\u4e00\u70b9\uff0c\u4f46\u4ec5\u5728Google\u751f\u6001\u7cfb\u7edf\u5185\u6709\u6548\u2014\u2014\u5982\u679c\u4f60\u540c\u65f6\u5728Meta\u3001TikTok\u3001\u539f\u751f\u7f51\u7edc\u548cGoogle Ads\u4e0a\u6295\u653e\uff0c\u6570\u636e\u662f\u5272\u88c2\u7684\u3002<\/p>\n<p>\u7ed3\u679c\u5c31\u662f\uff1a\u5957\u5229\u8005\u770b\u5230CPC\u548cCTR\u5f88\u7a33\u5b9a\uff0c\u4f46\u8f6c\u5316\u7387\u5728\u4e0b\u964d\u3002\u539f\u56e0\u4e0d\u5728\u4e8e\u70b9\u51fb\u6210\u672c\uff0c\u800c\u5728\u4e8econsideration\u9636\u6bb5\u7684\u65ad\u5c42\u3002\u9884\u7b97\u82b1\u5728\u4e86\u77e5\u540d\u5ea6\u4e0a\uff0c\u5374\u6ca1\u6709\u8f6c\u5316\u4e3a\u8d2d\u4e70\u610f\u5411\uff0c\u56e0\u4e3a\u7f3a\u4e4f\u80fd\u591f\u63a8\u52a8consideration\u7684\u4e2d\u95f4\u89e6\u70b9\u3002<\/p>\n<h2 id=\"digitaldisplayawarenessintent\">Digital Display\uff1a\u77e5\u540d\u5ea6\u7684\u738b\u8005\uff0c\u610f\u5411\u7684\u96f6\u86cb<\/h2>\n<p>Digital Display\u2014\u2014\u6a2a\u5e45\u3001\u539f\u751f\u5e7f\u544a\u3001\u7a0b\u5e8f\u5316\u8d2d\u4e70\u2014\u2014\u5728\u77e5\u540d\u5ea6\u63d0\u5347\u65b9\u9762\u8868\u73b0\u6700\u597d\uff1a+3.8\u4e2a\u767e\u5206\u70b9\u3002\u8fd9\u8bc1\u5b9e\u4e86\u5c55\u793a\u5e7f\u544a\u4f5c\u4e3a\u53ef\u6269\u5c55\u7684\u8986\u76d6\u9a71\u52a8\u529b\u7684\u4f5c\u7528\u3002\u6210\u672c\u4f4e\u3001\u8986\u76d6\u5e7f\uff0c\u5728\u9884\u70ed\u53d7\u4f17\u65b9\u9762\u975e\u5e38\u6709\u6548\u3002<\/p>\n<p>\u4f46\u5728intent\u65b9\u9762\u2014\u2014\u4e3a\u96f6\u3002\u7528\u6237\u770b\u5230\u4e86\u6a2a\u5e45\uff0c\u8bb0\u4f4f\u4e86\u54c1\u724c\uff0c\u4f46\u6ca1\u6709\u5f62\u6210\u8d2d\u4e70\u610f\u5411\u3002\u8fd9\u5e76\u4e0d\u610f\u5473\u7740\u5c55\u793a\u5e7f\u544a\u6ca1\u7528\u3002\u8fd9\u610f\u5473\u7740\u5c55\u793a\u5e7f\u544a<strong>\u65e0\u6cd5\u5355\u72ec\u95ed\u5408\u6f0f\u6597<\/strong>\u3002<\/p>\n<p>\u5bf9\u4e8e\u5957\u5229\u8005\u6765\u8bf4\uff0c\u7ed3\u8bba\u5f88\u76f4\u63a5\uff1a\u5728\u6ca1\u6709\u4e2d\u95f4\u89e6\u70b9\u7684\u60c5\u51b5\u4e0b\uff0c\u76f4\u63a5\u5c06\u5c55\u793a\u6d41\u91cf\u5bfc\u5411\u8f6c\u5316\u662f\u5728\u70e7\u94b1\u3002\u5c55\u793a\u5e7f\u544a\u7684\u4f5c\u7528\u662f\u9884\u70ed\uff0c\u800c\u4e0d\u662f\u4fc3\u6210\u4ea4\u6613\u3002\u9700\u8981\u5c06\u5176\u4e0e\u80fd\u591f\u63a8\u52a8consideration\u548cintent\u7684\u6e20\u9053\u7ed3\u5408\u8d77\u6765\u3002<\/p>\n<h2 id=\"ooh\">OOH\uff1a\u51fa\u4eba\u610f\u6599\u7684\u5e95\u5c42\u6f0f\u6597\u9886\u5bfc\u8005<\/h2>\n<p>OOH\uff08\u6237\u5916\u5e7f\u544a\uff09\u5728intent\u65b9\u9762\u63d0\u5347\u4e86+1.7\u4e2a\u767e\u5206\u70b9\u2014\u2014\u5728\u6240\u6709\u88ab\u6d4b\u6e20\u9053\u4e2d\u8868\u73b0\u6700\u4f73\u3002\u540c\u65f6\u5bf9\u77e5\u540d\u5ea6\u4e5f\u6709\u5f3a\u52b2\u7684\u63d0\u5347\u3002\u5b83\u662f\u552f\u4e00\u5728\u6f0f\u6597\u4e24\u7aef\u90fd\u4ea7\u751f\u663e\u8457\u6548\u679c\u7684\u6e20\u9053\u3002<\/p>\n<p>\u5bf9\u4e8e\u5a92\u4f53\u4e70\u624b\u6765\u8bf4\uff0c\u8fd9\u6709\u8fdd\u76f4\u89c9\uff1aOOH\u901a\u5e38\u88ab\u89c6\u4e3a\u201c\u54c1\u724c\u201d\u6e20\u9053\uff0c\u800c\u975e\u6548\u679c\u8425\u9500\u5de5\u5177\u3002\u4f46\u6570\u636e\u663e\u793a\uff0c\u7269\u7406\u73af\u5883\u5efa\u7acb\u7684\u4fe1\u4efb\u611f\u80fd\u591f\u63a8\u52a8consideration\u2014\u2014\u800c\u8fd9\u6b63\u662f\u6570\u5b57\u6e20\u9053\u9677\u5165\u505c\u6ede\u7684\u9636\u6bb5\u3002<\/p>\n<p>\u5728\u5957\u5229\u4e2d\u7684\u5b9e\u9645\u5e94\u7528\uff1aOOH\u5e76\u975e\u5728\u6240\u6709GEO\u548c\u5782\u76f4\u9886\u57df\u90fd\u53ef\u7528\uff0c\u4f46\u5728\u53ef\u7528\u7684\u5730\u65b9\uff08Tier-1\u5730\u533a\u3001\u672c\u5730offer\uff09\uff0c\u503c\u5f97\u5c06\u5176\u4f5c\u4e3a\u6570\u5b57\u6e20\u9053\u7684\u7ec4\u5408\u8fdb\u884c\u6d4b\u8bd5\u3002\u5bf9\u4e8e\u5177\u6709\u672c\u5730\u5b9a\u4f4d\u7684\u8054\u76dfoffer\uff08\u91d1\u878d\u3001\u4fdd\u9669\u3001\u672c\u5730\u670d\u52a1\uff09\uff0cOOH\u53ef\u80fd\u6210\u4e3a\u88ab\u4f4e\u4f30\u7684\u5ec9\u4ef7\u610f\u5411\u6d41\u91cf\u6765\u6e90\u3002<\/p>\n<figure class=\"wp-block-image size-large kadkon-inline-image\"><img decoding=\"async\" src=\"https:\/\/kadkon.net\/wp-content\/uploads\/2026\/07\/inline-5.png\" alt=\"\u6e20\u9053\u6392\u5e8f\u56fe\u8868\uff1a\u5c55\u793a\u548c\u539f\u751f\u6d41\u91cf\u7528\u4e8e\u77e5\u540d\u5ea6\uff0c\u91cd\u5b9a\u5411\u7528\u4e8e\u8003\u91cf\uff0c\u641c\u7d22\u548cPerformance Max\u7528\u4e8e\u610f\u5411\"\/><figcaption>\u6309\u6f0f\u6597\u9636\u6bb5\u7684\u6e20\u9053\u7ec4\u5408\uff1a\u6bcf\u4e2a\u6e20\u9053\u5728\u5404\u81ea\u7684\u5c42\u7ea7\u53d1\u6325\u4f5c\u7528\uff0cconsideration\u662f\u77e5\u540d\u5ea6\u4e0e\u610f\u5411\u4e4b\u95f4\u7684\u74f6\u9888<\/figcaption><\/figure>\n<h2 id=\"\">\u201c\u5355\u4e00\u6e20\u9053\u8986\u76d6\u5168\u6f0f\u6597\u201d\u6a21\u5f0f\u7684\u7ec8\u7ed3<\/h2>\n<p>\u57fa\u51c6\u62a5\u544a\u7684\u4e3b\u8981\u7ed3\u8bba\u662f\uff1a\u6ca1\u6709\u4efb\u4f55\u6e20\u9053\u80fd\u5728\u6574\u4e2a\u6f0f\u6597\u4e2d\u5b9e\u73b0\u663e\u8457\u63d0\u5347\u3002\u8fc7\u53bb\uff0c\u4f60\u53ef\u4ee5\u5728Google Ads\u4e2d\u542f\u52a8Search\u5e7f\u544a\u7cfb\u5217\uff0c\u5e76\u5728\u4ece\u77e5\u540d\u5ea6\u5230\u8f6c\u5316\u7684\u6240\u6709\u9636\u6bb5\u90fd\u83b7\u5f97\u6548\u679c\u3002\u73b0\u5728\u4e0d\u884c\u4e86\u3002<\/p>\n<p>\u539f\u56e0\u5728\u4e8e\uff1a\u6ce8\u610f\u529b\u7684\u788e\u7247\u5316\u3002\u7528\u6237\u5728\u7f51\u7ad9\u4e0a\u770b\u5230\u6a2a\u5e45\uff0c\u7136\u540e\u5728TikTok\u770b\u5230\u77ed\u89c6\u9891\uff0c\u63a5\u7740\u5728Google\u641c\u7d22\u2014\u2014\u6bcf\u4e2a\u6e20\u9053\u5728\u4e0d\u540c\u7684\u9636\u6bb5\u53d1\u6325\u4f5c\u7528\u3002\u5982\u679c\u6574\u4e2a\u9884\u7b97\u90fd\u653e\u5728\u4e00\u4e2a\u6e20\u9053\u4e2d\uff0c\u4f60\u53ea\u80fd\u8986\u76d6\u6f0f\u6597\u7684\u4e00\u4e2a\u9636\u6bb5\uff0c\u800c\u5931\u53bb\u5176\u4ed6\u9636\u6bb5\u3002<\/p>\n<p>\u65e7\u7684\u9884\u7b97\u5206\u914d\u6a21\u5f0f\uff1a70%\u7528\u4e8eSearch\uff08\u610f\u5411\uff09\uff0c30%\u7528\u4e8eDisplay\uff08\u77e5\u540d\u5ea6\uff09\u3002\u65b0\u6a21\u5f0f\u662f\u2014\u2014<strong>\u6e20\u9053\u6392\u5e8f<\/strong>\uff1aDisplay\/\u539f\u751f\u6d41\u91cf \u2192 \u77e5\u540d\u5ea6\uff0c\u901a\u8fc7Meta\/Google\u91cd\u5b9a\u5411 \u2192 consideration\uff0cSearch + Performance Max \u2192 \u610f\u5411\u548c\u8f6c\u5316\u3002\u6bcf\u4e2a\u9636\u6bb5\u5355\u72ec\u8861\u91cf\u3002<\/p>\n<h2 id=\"-1\">\u5982\u4f55\u91cd\u65b0\u8ba1\u7b97\u5a92\u4f53\u7ec4\u5408\uff1a\u5957\u5229\u8005\u7684\u6e20\u9053\u7ec4\u5408<\/h2>\n<p>\u5bf9\u4e8e\u9884\u7b97\u6709\u9650\u7684\u5957\u5229\u8005\u6765\u8bf4\uff0c\u91cd\u65b0\u8ba1\u7b97\u5a92\u4f53\u7ec4\u5408\u9996\u5148\u8981\u5c06\u6f0f\u6597\u5206\u4e3a\u4e09\u4e2a\u9636\u6bb5\uff0c\u5e76\u4e3a\u6bcf\u4e2a\u9636\u6bb5\u9009\u62e9\u5408\u9002\u7684\u6e20\u9053\uff1a<\/p>\n<h3 id=\"1awareness\">\u9636\u6bb51\uff1aAwareness\uff08\u9884\u70ed\uff09<\/h3>\n<ul>\n<li><strong>\u6e20\u9053<\/strong>\uff1aDisplay\u3001\u539f\u751f\u5e7f\u544a\uff08Taboola\u3001Outbrain\u3001MGID\uff09\u3001Meta\/TikTok\u7684\u89c6\u9891\u89c2\u770b<\/li>\n<li><strong>KPI<\/strong>\uff1a\u5343\u6b21\u5c55\u793a\u6210\u672c\uff08CPM\uff09\u3001\u8986\u76d6\u9762\u3001\u9891\u6b21\uff08\u6bcf\u4f4d\u7528\u62373-5\u6b21\u5c55\u793a\uff09<\/li>\n<li><strong>\u9884\u7b97<\/strong>\uff1a\u5360\u603b\u9884\u7b97\u768420-30%<\/li>\n<\/ul>\n<h3 id=\"2consideration\">\u9636\u6bb52\uff1aConsideration\uff08\u9009\u62e9\uff09<\/h3>\n<ul>\n<li><strong>\u6e20\u9053<\/strong>\uff1a\u901a\u8fc7Meta Pixel\u548cGoogle Display\u8fdb\u884c\u91cd\u5b9a\u5411\u3001\u4e0a\u4e0b\u6587\u5b9a\u5411\u3001\u57fa\u4e8e\u6536\u96c6\u7684\u6570\u636e\u5e93\u8fdb\u884c\u90ae\u4ef6\u7fa4\u53d1<\/li>\n<li><strong>KPI<\/strong>\uff1aconsideration rate\uff08\u5728\u63a5\u89e6\u5e7f\u544a\u540e\uff0c\u5728\u843d\u5730\u9875\u505c\u7559>30\u79d2\u6216\u6eda\u52a8\u8d85\u8fc7\u7b2c\u4e00\u5c4f\u7684\u7528\u6237\u6bd4\u4f8b\uff09<\/li>\n<li><strong>\u9884\u7b97<\/strong>\uff1a\u5360\u603b\u9884\u7b97\u768430-40%<\/li>\n<\/ul>\n<h3 id=\"3intent\">\u9636\u6bb53\uff1aIntent\u548c\u8f6c\u5316<\/h3>\n<ul>\n<li><strong>\u6e20\u9053<\/strong>\uff1aGoogle Search Ads\uff08\u54c1\u724c\u548c\u975e\u54c1\u724c\u67e5\u8be2\uff09\u3001Performance Max\u3001\u57fa\u4e8e\u8d2d\u7269\u8f66\/\u8868\u5355\u7684\u91cd\u5b9a\u5411<\/li>\n<li><strong>KPI<\/strong>\uff1a\u8f6c\u5316\u6210\u672c\uff08CPA\uff09\u3001ROAS<\/li>\n<li><strong>\u9884\u7b97<\/strong>\uff1a\u5360\u603b\u9884\u7b97\u768430-40%<\/li>\n<\/ul>\n<p>\u53ea\u6709\u6bcf\u4e2a\u9636\u6bb5\u5355\u72ec\u8861\u91cf\uff0c\u8fd9\u79cd\u7ec4\u5408\u624d\u6709\u6548\u3002\u5982\u679c\u4f60\u5c06\u6240\u6709\u6307\u6807\u5408\u5e76\u5230\u4e00\u4e2a\u6f0f\u6597\u4e2d\uff0c\u53ea\u770b\u6700\u7ec8\u7684CPA\uff0c\u4f60\u5c31\u770b\u4e0d\u51fa\u65ad\u70b9\u5230\u5e95\u5728\u54ea\u91cc\u3002<\/p>\n<h2 id=\"lastclickconsideration\">\u5f52\u56e0\u95ee\u9898\uff1a\u6700\u7ec8\u70b9\u51fb\u62b9\u6740\u4e86consideration\u7684\u771f\u76f8<\/h2>\n<p>\u6700\u7ec8\u70b9\u51fb\u5f52\u56e0\u5c06\u8f6c\u5316\u5f52\u529f\u4e8e\u6700\u540e\u4e00\u6b21\u89e6\u70b9\u2014\u2014\u901a\u5e38\u662fSearch Ads\u3002\u8fd9\u610f\u5473\u7740\u51c6\u5907\u7528\u6237\u7684\u5c55\u793a\u5e7f\u544a\u3001\u539f\u751f\u6d41\u91cf\u548c\u91cd\u5b9a\u5411\u7684\u8d21\u732e\u88ab\u5f52\u96f6\u3002\u7ed3\u679c\uff0c\u5957\u5229\u8005\u524a\u51cf\u4e86\u4e0a\u6e38\u6e20\u9053\u7684\u9884\u7b97\uff0c\u56e0\u4e3a\u5b83\u4eec\u201c\u4e0d\u5e26\u6765\u8f6c\u5316\u201d\uff0c\u5e76\u5c06\u6240\u6709\u8d44\u91d1\u6295\u5165Search\u30022-3\u5468\u540e\uff0cSearch\u7684\u6548\u679c\u4e5f\u4f1a\u4e0b\u964d\uff0c\u56e0\u4e3a\u6f0f\u6597\u9876\u90e8\u4e0d\u518d\u6709\u6d41\u91cf\u6ce8\u5165\u3002<\/p>\n<p>\u8fd9\u662f\u4e00\u4e2a\u5178\u578b\u7684\u9519\u8bef\uff0cOn Device\u7684\u6570\u636e\u5728\u6570\u91cf\u4e0a\u8bc1\u5b9e\u4e86\u8fd9\u4e00\u70b9\uff1aDigital Display\u5bf9\u77e5\u540d\u5ea6\u7684\u63d0\u5347\u4e3a+3.8\u4e2a\u767e\u5206\u70b9\uff0c\u4f46\u5982\u679c\u4f60\u53ea\u8861\u91cf\u8f6c\u5316\uff0c\u5c55\u793a\u5e7f\u544a\u770b\u8d77\u6765\u6beb\u65e0\u7528\u5904\u3002\u5b9e\u9645\u4e0a\u5b83\u662f\u6709\u6548\u7684\u2014\u2014\u53ea\u662f\u5728\u6f0f\u6597\u7684\u53e6\u4e00\u4e2a\u9636\u6bb5\u53d1\u6325\u4f5c\u7528\u3002<\/p>\n<h3 id=\"-2\">\u8be5\u600e\u4e48\u529e<\/h3>\n<ol>\n<li>\u5728Google Ads\u4e2d\u542f\u7528\u6570\u636e\u9a71\u52a8\u5f52\u56e0\uff08\u5982\u679c\u5c1a\u672a\u542f\u7528\uff09\u2014\u2014\u5b83\u4f1a\u8003\u8651Google\u5185\u90e8\u7684\u4e2d\u95f4\u89e6\u70b9\u3002<\/li>\n<li>\u5bf9\u4e8e\u8de8\u5e73\u53f0\u7684\u7ec4\u5408\uff0c\u4f7f\u7528MMM\uff08\u8425\u9500\u7ec4\u5408\u6a21\u578b\uff09\u6216\u81f3\u5c11\u4f7f\u7528\u8d2d\u4e70\u540e\u8c03\u67e5\uff08\u201c\u60a8\u662f\u600e\u4e48\u77e5\u9053\u6211\u4eec\u7684\uff1f\u201d\uff09\u3002<\/li>\n<li>\u5c06consideration rate\u4f5c\u4e3a\u5355\u72ec\u7684KPI\u5f15\u5165\u2014\u2014\u5177\u4f53\u65b9\u6cd5\u5982\u4e0b\u3002<\/li>\n<\/ol>\n<h2 id=\"considerationrate\">Consideration rate\uff1a\u4e00\u5929\u5185\u5373\u53ef\u90e8\u7f72\u7684\u4ee3\u7406\u6307\u6807<\/h2>\n<p>Consideration rate\u662f\u6307\u5728\u63a5\u89e6\u5e7f\u544a\u540e\uff0c\u8868\u73b0\u51fa\u5c06offer\u5217\u5165\u5019\u9009\u540d\u5355\u884c\u4e3a\u7684\u7528\u6237\u6bd4\u4f8b\u3002\u5168\u9762\u8861\u91cfconsideration\u9700\u8981\u8c03\u67e5\uff0c\u4f46Google Analytics 4\u548cGoogle Ads\u4e2d\u63d0\u4f9b\u4e86\u4e00\u4e9b\u4ee3\u7406\u6307\u6807\uff1a<\/p>\n<ul>\n<li><strong>\u5728\u843d\u5730\u9875\u505c\u7559>30\u79d2<\/strong>\u2014\u2014\u7528\u6237\u5728\u9605\u8bfb\uff0c\u800c\u4e0d\u662f\u7acb\u523b\u79bb\u5f00\u3002<\/li>\n<li><strong>\u6eda\u52a8\u8d85\u8fc7\u7b2c\u4e00\u5c4f<\/strong>\u2014\u2014\u7528\u6237\u5728\u7814\u7a76offer\u7684\u7ec6\u8282\u3002<\/li>\n<li><strong>\u8bbf\u95ee>2\u4e2a\u9875\u9762<\/strong>\u2014\u2014\u7528\u6237\u5728\u7f51\u7ad9\u5185\u6bd4\u8f83\u9009\u9879\u3002<\/li>\n<li><strong>\u70b9\u51fb\u5305\u542b\u8be6\u7ec6\u4fe1\u606f\u7684\u5143\u7d20<\/strong>\uff08FAQ\u3001\u8d44\u8d39\u3001\u8bc4\u8bba\uff09\u2014\u2014\u7528\u6237\u5728\u6df1\u5165\u4e86\u89e3\u3002<\/li>\n<\/ul>\n<p>\u5728GA4\u4e2d\u5c06\u8fd9\u4e9b\u4e8b\u4ef6\u8bbe\u7f6e\u4e3a\u5fae\u8f6c\u5316\uff0c\u5e76\u5c06\u5176\u4f20\u9012\u7ed9Google Ads\uff0c\u4ee5\u4f18\u5316consideration\u9636\u6bb5\u7684\u5e7f\u544a\u7cfb\u5217\u3002\u8fd9\u8ba9\u4f60\u4e0d\u4ec5\u80fd\u8861\u91cf\u6700\u7ec8\u8f6c\u5316\uff0c\u8fd8\u80fd\u8861\u91cf\u4e2d\u95f4\u7684\u63d0\u5347\u2014\u2014\u4ece\u800c\u4e86\u89e3\u54ea\u4e2a\u6e20\u9053\u63a8\u52a8consideration\uff0c\u54ea\u4e2a\u6e20\u9053\u53ea\u63a8\u52a8\u77e5\u540d\u5ea6\u3002<\/p>\n<h2 id=\"-3\">\u98ce\u9669\u4e0e\u9650\u5236\uff1a\u6570\u636e\u53ef\u80fd\u5931\u6548\u7684\u5730\u65b9<\/h2>\n<p>On Device\u57fa\u51c6\u62a5\u544a\u57fa\u4e8e\u8c03\u67e5\u2014\u2014\u8fd9\u662f\u7528\u6237\u7684\u81ea\u6211\u62a5\u544a\uff0c\u800c\u975e\u884c\u4e3a\u6570\u636e\u3002\u9650\u5236\u5982\u4e0b\uff1a<\/p>\n<ul>\n<li><strong>GEO\u7279\u5f02\u6027<\/strong>\uff1a\u6570\u636e\u662f\u6c47\u603b\u7684\uff0c\u672a\u6309\u56fd\u5bb6\u5212\u5206\u3002\u5bf9\u4e8eTier-2\/Tier-3 GEO\uff0c\u7ed3\u679c\u53ef\u80fd\u6709\u6240\u4e0d\u540c\u2014\u2014\u5728\u6ca1\u6709\u6237\u5916\u5e7f\u544a\u57fa\u7840\u8bbe\u65bd\u7684\u5730\u65b9\uff0cOOH\u53ef\u80fd\u4e0d\u8d77\u4f5c\u7528\u3002<\/li>\n<li><strong>\u5782\u76f4\u9886\u57df\u7279\u5f02\u6027<\/strong>\uff1a\u8054\u76dfoffer\uff08iGaming\u3001\u91d1\u878d\u3001\u7535\u5546\uff09\u53ef\u80fd\u8868\u73b0\u51fa\u4e0d\u540c\u7684\u6a21\u5f0f\u3002iGaming\u6d41\u91cf\u901a\u5e38\u8f6c\u5316\u66f4\u5feb\u2014\u2014consideration\u9636\u6bb5\u66f4\u77ed\u3002<\/li>\n<li><strong>\u6837\u672c\u91cf<\/strong>\uff1a\u57fa\u51c6\u62a5\u544a\u672a\u63d0\u4f9b\u6bcf\u4e2a\u7ec6\u5206\u5e02\u573a\u4e2d\u6bcf\u4e2a\u6e20\u9053\u7684\u7edf\u8ba1\u663e\u8457\u6027\u3002<\/li>\n<\/ul>\n<p>\u5bf9\u4e8e\u5957\u5229\u8005\u7684\u7ed3\u8bba\u662f\uff1a\u5c06On Device\u7684\u6570\u636e\u4f5c\u4e3a\u6d4b\u8bd5\u7684\u5047\u8bbe\uff0c\u800c\u4e0d\u662f\u6559\u6761\u3002\u542f\u52a8A\/B\u6d4b\u8bd5\uff0c\u6309\u6f0f\u6597\u9636\u6bb5\u5206\u914d\u9884\u7b97\uff0c\u5e76\u57282-3\u5468\u5185\u4e0e\u57fa\u51c6\u6a21\u578b\u8fdb\u884c\u6bd4\u8f83\u3002<\/p>\n<section class=\"kadkon-checklist\">\n<h2>\u68c0\u67e5\u6e05\u5355\uff1a\u5728\u5957\u5229\u7ec4\u5408\u4e2d\u5b9e\u65bdconsideration rate<\/h2>\n<ul>\n<li>\u5c06\u9884\u7b97\u5206\u4e3a\u4e09\u4e2a\u6c60\uff1a\u77e5\u540d\u5ea6\uff0820-30%\uff09\u3001consideration\uff0830-40%\uff09\u3001\u610f\u5411\uff0830-40%\uff09\u2014\u2014\u4e0d\u8981\u5747\u5300\u5206\u914d\u3002<\/li>\n<li>\u5728GA4\u4e2d\u8bbe\u7f6e\u5fae\u8f6c\u5316\uff1a\u505c\u7559>30\u79d2\uff0c\u6eda\u52a8\u8d85\u8fc7\u7b2c\u4e00\u5c4f\uff0c>2\u4e2a\u9875\u9762\uff0c\u70b9\u51fbFAQ\/\u8d44\u8d39\u3002<\/li>\n<li>\u5c06\u5fae\u8f6c\u5316\u4f20\u9012\u7ed9Google Ads\uff0c\u5e76\u57fa\u4e8e\u5b83\u4eec\u4f18\u5316consideration\u5e7f\u544a\u7cfb\u5217\uff0c\u800c\u4e0d\u662f\u6700\u7ec8\u8f6c\u5316\u3002<\/li>\n<li>\u5c06Google Ads\u4e2d\u7684\u5f52\u56e0\u6a21\u578b\u4ece\u6700\u7ec8\u70b9\u51fb\u5207\u6362\u4e3a\u6570\u636e\u9a71\u52a8\u2014\u2014\u4ee5\u67e5\u770b\u4e2d\u95f4\u89e6\u70b9\u7684\u8d21\u732e\u3002<\/li>\n<li>\u5728\u5c55\u793a\u548c\u641c\u7d22\u4e4b\u95f4\u6dfb\u52a0\u5355\u72ec\u7684\u91cd\u5b9a\u5411\u5e7f\u544a\u7cfb\u5217\u2014\u2014\u8fd9\u662f\u63a8\u52a8consideration\u7684\u9636\u6bb5\u3002<\/li>\n<li>\u542f\u52a8\u4e3a\u671f2-3\u5468\u7684A\/B\u6d4b\u8bd5\uff1a\u65e7\u6a21\u578b\uff08\u6240\u6709\u9884\u7b97\u6295\u5165Search\uff09\u5bf9\u6bd4\u6392\u5e8f\u6a21\u578b\uff08\u6309\u6f0f\u6597\u9636\u6bb5\u5206\u914d\u9884\u7b97\uff09\u3002<\/li>\n<li>\u4e0d\u4ec5\u6bd4\u8f83CPA\uff0c\u8fd8\u8981\u6bd4\u8f83consideration rate\u2014\u2014\u5982\u679cconsideration\u4e0a\u5347\u800c\u8f6c\u5316\u5c1a\u672a\u63d0\u5347\uff0c\u8bf7\u7b49\u5f85\uff1a\u6f0f\u6597\u4f1a\u586b\u6ee1\u7684\u3002<\/li>\n<\/ul>\n<\/section>\n<section class=\"kadkon-faq\">\n<h2>\u5e38\u89c1\u95ee\u9898<\/h2>\n<details>\n<summary>\u7528\u901a\u4fd7\u7684\u8bdd\u8bf4\uff0c\u5e7f\u544a\u4e2d\u7684consideration\u662f\u4ec0\u4e48\uff1f<\/summary>\n<p>Consideration\u662f\u6f0f\u6597\u7684\u4e00\u4e2a\u9636\u6bb5\uff0c\u5728\u8fd9\u4e2a\u9636\u6bb5\uff0c\u7528\u6237\u5df2\u7ecf\u77e5\u9053\u4f60\u7684offer\uff0c\u5e76\u5c06\u5176\u5217\u5165\u8d2d\u4e70\u7684\u5019\u9009\u540d\u5355\u3002\u5b83\u4e0d\u662f\u70b9\u51fb\uff0c\u4e5f\u4e0d\u662f\u8d2d\u4e70\uff0c\u800c\u662f\u201c\u6211\u6b63\u5728\u8003\u8651\u8fd9\u4e2a\u9009\u9879\u201d\u7684\u4e2d\u95f4\u51b3\u7b56\u3002<\/p>\n<\/details>\n<details>\n<summary>\u4e3a\u4ec0\u4e48Digital Display\u80fd\u63d0\u5347\u77e5\u540d\u5ea6\u5374\u4e0d\u80fd\u63d0\u5347\u610f\u5411\uff1f<\/summary>\n<p>\u6a2a\u5e45\u548c\u539f\u751f\u5e7f\u544a\u5728\u8986\u76d6\u9762\u65b9\u9762\u5f88\u6709\u6548\u2014\u2014\u7528\u6237\u770b\u5230\u5e76\u8bb0\u4f4f\u4e86\u54c1\u724c\u3002\u4f46\u6a2a\u5e45\u672c\u8eab\u5e76\u4e0d\u80fd\u5f62\u6210\u8d2d\u4e70\u610f\u5411\uff1a\u8fd9\u9700\u8981\u989d\u5916\u7684\u89e6\u70b9\uff08\u91cd\u5b9a\u5411\u3001\u641c\u7d22\u3001\u4e0a\u4e0b\u6587\uff09\uff0c\u8fd9\u4e9b\u89e6\u70b9\u5728consideration\u9636\u6bb5\u53d1\u6325\u4f5c\u7528\u3002On Device\u7684\u6570\u636e\u8bc1\u5b9e\uff1a\u5c55\u793a\u5e7f\u544a\u5bf9\u77e5\u540d\u5ea6\u7684\u63d0\u5347\u4e3a+3.8\u4e2a\u767e\u5206\u70b9\uff0c\u800c\u5bf9\u610f\u5411\u7684\u63d0\u5347\u4e3a0\u3002<\/p>\n<\/details>\n<details>\n<summary>\u6ca1\u6709\u8c03\u67e5\u548c\u54c1\u724c\u63d0\u5347\u7814\u7a76\uff0c\u5982\u4f55\u8861\u91cfconsideration\uff1f<\/summary>\n<p>\u5728GA4\u4e2d\u4f7f\u7528\u4ee3\u7406\u6307\u6807\uff1a\u5728\u843d\u5730\u9875\u505c\u7559>30\u79d2\uff0c\u6eda\u52a8\u8d85\u8fc7\u7b2c\u4e00\u5c4f\uff0c\u8bbf\u95ee>2\u4e2a\u9875\u9762\uff0c\u70b9\u51fb\u5305\u542b\u8be6\u7ec6\u4fe1\u606f\u7684\u533a\u5757\uff08FAQ\u3001\u8d44\u8d39\u3001\u8bc4\u8bba\uff09\u3002\u5c06\u5b83\u4eec\u8bbe\u7f6e\u4e3a\u5fae\u8f6c\u5316\uff0c\u5e76\u57fa\u4e8e\u5b83\u4eec\u4f18\u5316\u5e7f\u544a\u7cfb\u5217\u3002<\/p>\n<\/details>\n<details>\n<summary>\u5957\u5229\u8005\u5e94\u8be5\u6d4b\u8bd5OOH\u5417\uff1f<\/summary>\n<p>\u5982\u679c\u4f60\u5728Tier-1 GEO\u4ece\u4e8b\u672c\u5730offer\uff08\u91d1\u878d\u3001\u4fdd\u9669\u3001\u672c\u5730\u670d\u52a1\uff09\u2014\u2014\u503c\u5f97\u6d4b\u8bd5\u3002\u5728On Device\u7684\u57fa\u51c6\u62a5\u544a\u4e2d\uff0cOOH\u5728\u610f\u5411\u63d0\u5347\u65b9\u9762\u8868\u73b0\u6700\u4f73\uff08+1.7\u4e2a\u767e\u5206\u70b9\uff09\u3002\u5bf9\u4e8e\u5168\u7403\u8054\u76df\u6d41\u91cf\u548ciGaming\uff0cOOH\u53ef\u80fd\u4e0d\u53ef\u7528\u6216\u65e0\u5229\u53ef\u56fe\u3002<\/p>\n<\/details>\n<details>\n<summary>\u6e20\u9053\u6392\u5e8f\u5982\u4f55\u5f71\u54cdCPA\uff1f<\/summary>\n<p>\u5728\u5f00\u59cb\u65f6\uff0cCPA\u53ef\u80fd\u4f1a\u4e0a\u5347\u2014\u2014\u9884\u7b97\u6309\u9636\u6bb5\u5206\u914d\uff0c\u800c\u8f6c\u5316\u4f1a\u5ef6\u8fdf\u30022-3\u5468\u540e\uff0c\u5f53\u6f0f\u6597\u586b\u6ee1\u65f6\uff0cCPA\u4f1a\u7a33\u5b9a\u4e0b\u6765\uff0c\u5e76\u4e14\u901a\u5e38\u4f4e\u4e8e\u201c\u5168\u90e8\u6295\u5165Search\u201d\u7684\u6a21\u5f0f\uff0c\u56e0\u4e3a\u7528\u6237\u6765\u5230Search\u65f6\u5df2\u7ecf\u88ab\u9884\u70ed\uff0c\u8f6c\u5316\u6210\u672c\u66f4\u4f4e\u3002<\/p>\n<\/details>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Consideration\u6210\u4e3a2026\u5e74\u6700\u96be\u8f6c\u5316\u7684\u6307\u6807\u3002On Device\u6570\u636e\u663e\u793a\uff0c\u5355\u4e00\u6e20\u9053\u65e0\u6cd5\u8986\u76d6\u5168\u6f0f\u6597\u3002\u5a92\u4f53\u4e70\u624b\u9700\u6309\u9636\u6bb5\u5206\u914d\u9884\u7b97\uff0c\u800c\u975e\u5e73\u5747\u6295\u653e\u3002<\/p>\n","protected":false},"author":1,"featured_media":350,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71],"tags":[],"class_list":["post-358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-strategy-zhhans"],"wpml_language":"zh-hans","wpml_translation_of":{"ar":357,"en":355,"es":356,"ru":352,"uk":354},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Consideration\u6210\u4e3a2026\u5e74\u6700\u96be\u8f6c\u5316\u7684\u6307\u6807\u3002On 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