{"id":367,"date":"2026-07-09T18:06:48","date_gmt":"2026-07-09T15:06:48","guid":{"rendered":"https:\/\/kadkon.net\/blog\/era-of-outcomes-media-buying\/"},"modified":"2026-07-09T18:06:48","modified_gmt":"2026-07-09T15:06:48","slug":"era-of-outcomes-media-buying","status":"publish","type":"post","link":"https:\/\/kadkon.net\/zh-hans\/blog\/era-of-outcomes-media-buying\/","title":{"rendered":"\u6210\u679c\u65f6\u4ee3\uff1a\u4e3a\u4ec0\u4e48\u6bcf\u4e00\u7f8e\u5143\u5e7f\u544a\u6295\u5165\u73b0\u5728\u90fd\u5fc5\u987b\u8bc1\u660e\u5546\u4e1a\u56de\u62a5\u2014\u2014\u5a92\u4ecb\u91c7\u4e70\u5982\u4f55\u8f6c\u578b"},"content":{"rendered":"<div class=\"kadkon-article-content\">\n<p>\u5e7f\u544a\u884c\u4e1a\u5df2\u8fdb\u5165The Drum\u6240\u79f0\u7684\u201c\u6210\u679c\u65f6\u4ee3\u201d\u3002\u6838\u5fc3\u5f88\u7b80\u5355\uff1a\u6295\u5165\u7684\u6bcf\u4e00\u7f8e\u5143\u2014\u2014\u65e0\u8bba\u662f\u54c1\u724c\u5e7f\u544a\u8fd8\u662f\u6548\u679c\u91c7\u4e70\u2014\u2014\u73b0\u5728\u90fd\u5fc5\u987b\u8bc1\u660e\u5176\u5546\u4e1a\u6548\u679c\u3002\u8fc7\u53bb\u201c\u54c1\u724c\u5e7f\u544a\u201d\u4e0e\u201c\u76f4\u63a5\u6548\u679c\u5e7f\u544a\u201d\u7684\u754c\u9650\u6b63\u5728\u6d88\u878d\u3002\u5bf9\u5a92\u4ecb\u91c7\u4e70\u4eba\u5458\u548c\u6d41\u91cf\u5957\u5229\u8005\u800c\u8a00\uff0c\u8fd9\u610f\u5473\u7740\u4e0a\u5c42\u6f0f\u6597\u82e5\u65e0\u6cd5\u4ee5\u53ef\u8861\u91cf\u7684\u65b9\u5f0f\u4e0e\u8f6c\u5316\u6302\u94a9\uff0c\u5c06\u53d8\u5f97\u8d8a\u6765\u8d8a\u6602\u8d35\u4e14\u5145\u6ee1\u98ce\u9669\u3002<\/p>\n<p>\u63a8\u52a8\u8fd9\u4e00\u8f6c\u53d8\u7684\u56e0\u7d20\u5305\u62ec\u7a0b\u5e8f\u5316\u91c7\u4e70\u4e0e\u5b9e\u65f6\u7ade\u4ef7\u3001\u50cfGoogle Analytics\u8fd9\u6837\u5c06\u5c55\u793a\u5230\u884c\u52a8\u95ed\u73af\u7684\u5de5\u5177\uff0c\u4ee5\u53ca\u50cfAppLovin\u8fd9\u6837\u7684\u95ed\u73af\u7cfb\u7edf\u2014\u2014\u5b83\u4eec\u81ea\u52a8\u5438\u6536\u6210\u679c\u6570\u636e\u3001\u5efa\u6a21\u5e76\u91cd\u65b0\u5206\u914d\u9884\u7b97\u3002\u7ed3\u679c\u662f\uff0c\u6210\u679c\u4e0d\u518d\u662f\u76ee\u6807\uff0c\u800c\u662f\u91c7\u4e70\u7684\u67b6\u6784\u672c\u8eab\u3002<\/p>\n<p>\u672c\u6587\u5c06\u62c6\u89e3\u6210\u679c\u7ecf\u6d4e\u7684\u8fd0\u4f5c\u673a\u5236\uff0c\u5b83\u5bf9\u5957\u5229\u8005\u548c\u5a92\u4ecb\u91c7\u4e70\u8005\u610f\u5473\u7740\u4ec0\u4e48\uff0c\u4ee5\u53ca\u5982\u4f55\u5728\u8fc7\u6e21\u671f\u91cd\u65b0\u8c03\u6574\u91c7\u4e70\u7b56\u7565\u4ee5\u907f\u514dROI\u6d41\u5931\u3002<\/p>\n<h2 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AdWords\u8ba9\u70b9\u51fb\u6210\u4e3a\u4e3b\u8981\u8d27\u5e01\u3002\u8425\u9500\u4eba\u9996\u6b21\u83b7\u5f97\u4e86\u76f4\u63a5\u54cd\u5e94\u3002<\/li>\n<li><strong>2010\u5e74\u4ee3\u2014\u2014\u7a0b\u5e8f\u5316\u4e0eRTB\u3002<\/strong>\u7b97\u6cd5\u91c7\u4e70\u8ba9\u6bcf\u4e2a\u5c55\u793a\u5728\u6beb\u79d2\u5185\u88ab\u8bc4\u4f30\uff0c\u5e76\u57fa\u4e8e\u8f6c\u5316\u6982\u7387\u51fa\u4ef7\u3002<\/li>\n<li><strong>2020\u5e74\u4ee3\u2014\u2014\u95ed\u73af\u7cfb\u7edf\u3002<\/strong>AppLovin\u3001Meta\u548cGoogle\u5b8c\u6210\u4e86\u95ed\u73af\uff1a\u6210\u679c\u6570\u636e\u81ea\u52a8\u56de\u4f20\u5230\u4f18\u5316\u5668\uff0c\u65e0\u9700\u4eba\u5de5\u5e72\u9884\u5373\u53ef\u91cd\u65b0\u5206\u914d\u9884\u7b97\u3002<\/li>\n<\/ul>\n<p>\u6bcf\u4e2a\u9636\u6bb5\u90fd\u5728\u6536\u7d27\u5bf9\u53ef\u8861\u91cf\u6027\u7684\u8981\u6c42\u3002\u5728CPC\u65f6\u4ee3\uff0c\u4f60\u8fd8\u53ef\u4ee5\u7528\u201c\u7f51\u7ad9\u6d41\u91cf\u201d\u6765\u89e3\u91ca\u82b1\u8d39\uff1b\u800c\u73b0\u5728\uff0c\u5ba2\u6237\u6216\u91c7\u4e70\u8005\u5fc5\u987b\u8bf4\u660e\u8fd9\u4e9b\u6d41\u91cf\u5e26\u6765\u4e86\u591a\u5c11\u6536\u5165\u3002<\/p>\n<h2 id=\"closedloopperformanceapplovin\">\u95ed\u73af\u6548\u679c\uff1aAppLovin\u5982\u4f55\u6539\u5199\u89c4\u5219<\/h2>\n<p>AppLovin\u662f\u79fb\u52a8\u8425\u9500\u4e2d\u95ed\u73af\u7cfb\u7edf\u6700\u5178\u578b\u7684\u4f8b\u5b50\u3002\u5e73\u53f0\u4e0d\u4ec5\u91c7\u4e70\u5c55\u793a\u2014\u2014\u5b83\u5438\u6536\u56de\u4f20\u4e8b\u4ef6\u6570\u636e\uff08\u5b89\u88c5\u3001\u8d2d\u4e70\u3001\u7559\u5b58\uff09\uff0c\u6784\u5efa\u6210\u679c\u6982\u7387\u6a21\u578b\uff0c\u5e76\u81ea\u52a8\u5c06\u9884\u7b97\u91cd\u65b0\u6295\u5165\u5230\u6700\u6709\u6548\u7684\u53d7\u4f17\u7fa4\u4f53\u4e2d\u3002<\/p>\n<p>\u5bf9\u5957\u5229\u8005\u800c\u8a00\uff0c\u8fd9\u610f\u5473\u7740\uff1a<\/p>\n<ul>\n<li><strong>\u9884\u7b97\u5411\u7b97\u6cd5\u8f6c\u79fb\u3002<\/strong>\u57fa\u4e8eCPI\/CTR\u7684\u624b\u52a8\u4f18\u5316\u8f93\u7ed9\u4e86\u57fa\u4e8eLTV\/\u8d2d\u4e70\u884c\u4e3a\u7684\u81ea\u52a8\u4f18\u5316\u3002<\/li>\n<li><strong>\u900f\u660e\u5ea6\u4e0b\u964d\u3002<\/strong>\u4f60\u770b\u4e0d\u5230\u7b97\u6cd5\u9009\u62e9\u67d0\u4e2a\u5c55\u793a\u7684\u5177\u4f53\u903b\u8f91\u2014\u2014\u53ea\u80fd\u770b\u5230\u7ed3\u679c\u3002<\/li>\n<li><strong>\u53cd\u5e94\u901f\u5ea6\u52a0\u5feb\u3002<\/strong>\u5982\u679c\u67d0\u4e2a\u521b\u610f\u4e0d\u518d\u4ea7\u751f\u6210\u679c\uff0c\u7cfb\u7edf\u4f1a\u5728\u51e0\u5206\u949f\u5185\u800c\u975e\u51e0\u5929\u5185\u5173\u95ed\u5b83\u3002<\/li>\n<\/ul>\n<p>\u7c7b\u4f3c\u7684\u673a\u5236\u4e5f\u51fa\u73b0\u5728Google Ads\u4e2d\uff1aSmart Bidding\u7684Target ROAS\u3001Performance Max\u3001\u6309\u4ef7\u503c\u4f18\u5316\u2014\u2014\u8fd9\u4e9b\u90fd\u662f\u95ed\u73af\u65b9\u6cd5\u7684\u7ec4\u6210\u90e8\u5206\uff0c\u7cfb\u7edf\u81ea\u884c\u5c06\u5c55\u793a\u4e0e\u6210\u679c\u5173\u8054\u5e76\u8c03\u6574\u51fa\u4ef7\u3002<\/p>\n<h2 id=\"brand\">\u4e3a\u4ec0\u4e48\u54c1\u724c\u5e7f\u544a\u518d\u4e5f\u65e0\u6cd5\u9003\u907f\u95ee\u8d23<\/h2>\n<figure class=\"wp-block-image size-large kadkon-inline-image\"><img decoding=\"async\" src=\"https:\/\/kadkon.net\/wp-content\/uploads\/2026\/07\/inline-6.png\" alt=\"\u6210\u679c\u5bfc\u5411\u8425\u9500\u95ed\u73af\u793a\u610f\u56fe\uff1a\u4ece\u5e7f\u544a\u5c55\u793a\u5230\u8f6c\u5316\u518d\u5230\u9884\u7b97\u91cd\u65b0\u6295\u5165\"\/><figcaption>\u95ed\u73af\u7cfb\u7edf\u5c06\u5c55\u793a\u3001\u8f6c\u5316\u548c\u4ef7\u503c\u8fde\u63a5\u4e3a\u7edf\u4e00\u7684\u4f18\u5316\u5faa\u73af<\/figcaption><\/figure>\n<p>\u957f\u671f\u4ee5\u6765\uff0c\u54c1\u724c\u5e7f\u544a\u4e00\u76f4\u6d3b\u5728\u201c\u95ee\u8d23\u907f\u98ce\u6e2f\u201d\u91cc\uff1a\u5176\u6548\u679c\u88ab\u8ba4\u4e3a\u662f\u957f\u671f\u7684\u3001\u96be\u4ee5\u8861\u91cf\u7684\u3001\u4e0d\u9002\u7528\u4e8e\u76f4\u63a5\u5f52\u56e0\u7684\u3002\u6210\u679c\u65f6\u4ee3\u6b63\u5728\u6253\u7834\u8fd9\u4e2a\u907f\u98ce\u6e2f\u3002<\/p>\n<p>\u73b0\u5728\uff0c\u54c1\u724c\u6295\u8d44\u4e5f\u5fc5\u987b\u8bc1\u660e\u5546\u4e1a\u6548\u679c\u3002\u8fd9\u4e0d\u610f\u5473\u7740\u54c1\u724c\u8ba4\u77e5\u4e0d\u518d\u9700\u8981\u2014\u2014\u800c\u662f\u8bf4\uff0c\u6ca1\u6709\u4e0e\u8f6c\u5316\u5173\u8054\u7684\u8ba4\u77e5\u65e0\u6cd5\u8bc1\u660e\u9884\u7b97\u7684\u5408\u7406\u6027\u3002\u5bf9\u5a92\u4ecb\u91c7\u4e70\u8005\u6765\u8bf4\uff0c\u8fd9\u5e26\u6765\u4e86\u4e00\u4e2a\u5177\u4f53\u95ee\u9898\uff1a\u4e0a\u5c42\u6f0f\u6597\u91c7\u4e70\uff08\u5c55\u793a\u5e7f\u544a\u3001YouTube\u3001Meta\u89c6\u9891\uff09\u8d8a\u6765\u8d8a\u591a\u5730\u6309\u589e\u91cf\u6548\u679c\u6765\u8bc4\u4f30\u2014\u2014\u5373\u76f8\u6bd4\u5bf9\u7167\u7ec4\uff0c\u5b83\u4eec\u589e\u52a0\u4e86\u591a\u5c11\u8f6c\u5316\u3002<\/p>\n<p>\u5b9e\u9645\u5f71\u54cd\uff1a<\/p>\n<ul>\n<li><strong>\u6ca1\u6709\u589e\u91cf\u6d4b\u8bd5\u7684\u54c1\u724c\u5e7f\u544a\u662f\u98ce\u9669\u3002<\/strong>\u5982\u679c\u4f60\u65e0\u6cd5\u8bc1\u660e\u4e0a\u5c42\u6f0f\u6597\u5c55\u793a\u63d0\u5347\u4e86\u4e0b\u5c42\u8f6c\u5316\uff0c\u9884\u7b97\u5c31\u4f1a\u88ab\u524a\u51cf\u3002<\/li>\n<li><strong>\u5f52\u56e0\u53d8\u6210\u591a\u70b9\u89e6\u63a7\u3002<\/strong>\u4ec5\u9760\u6700\u540e\u4e00\u6b21\u70b9\u51fb\u5df2\u4e0d\u518d\u6709\u6548\u2014\u2014\u9700\u8981\u5728\u6240\u6709\u89e6\u70b9\u4e0a\u5206\u914d\u4ef7\u503c\u3002<\/li>\n<li><strong>\u5c55\u793a\u9891\u6b21\u6309\u6210\u679c\u4f18\u5316\uff0c\u800c\u975e\u8986\u76d6\u3002<\/strong>\u201c\u5c55\u793a7\u6b21\u4ee5\u52a0\u6df1\u8bb0\u5fc6\u201d\u662f\u65e7\u903b\u8f91\u3002\u65b0\u903b\u8f91\u662f\uff1a\u5c55\u793a\u5230\u8f6c\u5316\u6982\u7387\u6700\u5927\u5316\u7684\u6b21\u6570\u4e3a\u6b62\u3002<\/li>\n<\/ul>\n<h2 id=\"outcomes-1\">\u5982\u4f55\u5728\u6210\u679c\u65f6\u4ee3\u91cd\u65b0\u5206\u914d\u9884\u7b97<\/h2>\n<p>\u5bf9\u5957\u5229\u8005\u548c\u5a92\u4ecb\u91c7\u4e70\u8005\u6765\u8bf4\uff0c\u8f6c\u5411\u6210\u679c\u7ecf\u6d4e\u9700\u8981\u91cd\u65b0\u8ba1\u7b97\u5a92\u4ecb\u7ec4\u5408\u3002\u4ee5\u4e0b\u662f\u5173\u952e\u53d8\u5316\uff1a<\/p>\n<h3 id=\"1performance\">1. \u4ece\u8986\u76d6\u578b\u683c\u5f0f\u8f6c\u5411\u6548\u679c\u578b\u5e93\u5b58<\/h3>\n<p>\u8fc7\u53bb\u53ef\u4ee5\u628a30%\u9884\u7b97\u82b1\u5728\u201c\u9884\u70ed\u201d\u4e0a\uff0c\u73b0\u5728\u6bcf\u4e2a\u6e20\u9053\u90fd\u5fc5\u987b\u505a\u51fa\u53ef\u8861\u91cf\u7684\u8d21\u732e\u3002\u4e0a\u5c42\u6f0f\u6597\u683c\u5f0f\u4f9d\u7136\u5b58\u5728\uff0c\u4f46\u4efd\u989d\u7f29\u51cf\u523010\u201315%\uff0c\u91ca\u653e\u51fa\u7684\u8d44\u91d1\u6d41\u5411\u6548\u679c\u6e20\u9053\uff1aSearch\u3001Shopping\u3001Performance Max\u3001\u5e94\u7528\u5b89\u88c5\u5e7f\u544a\u3002<\/p>\n<h3 id=\"2value\">2. \u6309\u4ef7\u503c\u4f18\u5316\uff0c\u800c\u975e\u6309\u6570\u91cf<\/h3>\n<p>CPC\u548cCPA\u662f\u4e0a\u4e00\u9636\u6bb5\u7684\u6307\u6807\u3002\u6210\u679c\u7ecf\u6d4e\u8981\u6c42\u6309\u4ef7\u503c\u4f18\u5316\uff1aROAS\u3001LTV\u3001\u6bcf\u5c55\u793a\u5229\u6da6\u3002\u5728Google Ads\u4e2d\uff0c\u8fd9\u610f\u5473\u7740\u8f6c\u5411Target ROAS\u6216Maximize Conversion Value\u3002\u5728\u5957\u5229\u4e2d\uff0c\u8fd9\u610f\u5473\u7740\u4e0d\u518d\u6309\u201c\u4e00\u4e2a\u7ebf\u7d22\u591a\u5c11\u94b1\u201d\u8ba1\u7b97\u7ec4\u5408\uff0c\u800c\u662f\u6309\u201c\u4e00\u4e2a\u5ba2\u6237\u5168\u751f\u547d\u5468\u671f\u5e26\u6765\u591a\u5c11\u6536\u5165\u201d\u3002<\/p>\n<h3 id=\"3loop\">3. \u5728\u6570\u636e\u7aef\u5b8c\u6210\u95ed\u73af<\/h3>\n<p>\u5982\u679c\u4f60\u5728\u6295\u653e\u6d41\u91cf\u5374\u6ca1\u6709\u5b8c\u6210\u95ed\u73af\u2014\u2014\u4f60\u4e0d\u5728\u6210\u679c\u7ecf\u6d4e\u91cc\uff0c\u4f60\u8fd8\u5728CPC\u7ecf\u6d4e\u91cc\u3002\u4f60\u9700\u8981\uff1a<\/p>\n<ul>\n<li>\u8bbe\u7f6e\u670d\u52a1\u7aef\u8f6c\u5316\u8ddf\u8e2a\u3002<\/li>\n<li>\u5c06\u4ef7\u503c\uff08\u8ba2\u5355\u91d1\u989d\uff09\u56de\u4f20\u7ed9\u5e7f\u544a\u5e73\u53f0\u3002<\/li>\n<li>\u5728Google Ads\u4e2d\u4f7f\u7528\u589e\u5f3a\u8f6c\u5316\u4ee5\u5728Cookie\u4e22\u5931\u540e\u6062\u590d\u6570\u636e\u3002<\/li>\n<\/ul>\n<h2 id=\"googleadsoutcomebased\">Google Ads\u4e0e\u6210\u679c\u5bfc\u5411\u4f18\u5316\uff1a\u8be5\u7528\u4ec0\u4e48<\/h2>\n<p>Google Ads\u63d0\u4f9b\u4e86\u51e0\u4e2a\u76f4\u63a5\u652f\u6301\u6210\u679c\u5bfc\u5411\u65b9\u6cd5\u7684\u5de5\u5177\uff1a<\/p>\n<ul>\n<li><strong>Performance Max\u3002<\/strong>\u6839\u636e\u8f6c\u5316\u6982\u7387\u81ea\u52a8\u5728\u6240\u6709Google\u5e93\u5b58\u4e2d\u5206\u914d\u9884\u7b97\u3002\u672c\u8d28\u4e0a\u662fGoogle\u751f\u6001\u7cfb\u7edf\u5185\u7684\u95ed\u73af\u7cfb\u7edf\u3002<\/li>\n<li><strong>Target ROAS\u3002<\/strong>\u51fa\u4ef7\u6309\u76ee\u6807\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u4f18\u5316\uff0c\u800c\u975e\u6309\u70b9\u51fb\u6216\u8f6c\u5316\u6210\u672c\u3002<\/li>\n<li><strong>\u8f6c\u5316\u4ef7\u503c\u89c4\u5219\u3002<\/strong>\u5141\u8bb8\u6839\u636e\u53d7\u4f17\u3001\u5730\u533a\u6216\u8bbe\u5907\u8bbe\u7f6e\u4e0d\u540c\u7684\u8f6c\u5316\u4ef7\u503c\u2014\u2014\u8fd9\u5bf9\u7cbe\u786e\u7684\u6210\u679c\u5efa\u6a21\u81f3\u5173\u91cd\u8981\u3002<\/li>\n<li><strong>\u6570\u636e\u9a71\u52a8\u5f52\u56e0\u3002<\/strong>\u6839\u636e\u5b9e\u9645\u6570\u636e\u800c\u975e\u56fa\u5b9a\u6a21\u578b\uff0c\u5728\u6240\u6709\u89e6\u70b9\u4e0a\u5206\u914d\u8f6c\u5316\u4ef7\u503c\u3002<\/li>\n<\/ul>\n<p>\u5bf9\u5957\u5229\u8005\u6765\u8bf4\u81f3\u5173\u91cd\u8981\uff1a\u5982\u679c\u4f60\u4e0d\u5411Google Ads\u56de\u4f20\u8f6c\u5316\u4ef7\u503c\uff0c\u7b97\u6cd5\u4f1a\u6309\u6570\u91cf\u800c\u975e\u6536\u5165\u4f18\u5316\u3002\u8fd9\u610f\u5473\u7740\u4f60\u83b7\u5f97\u7684\u662f\u4fbf\u5b9c\u4f46\u4f4e\u8d28\u91cf\u7684\u8f6c\u5316\u3002<\/p>\n<h2 id=\"outcomebased\">\u6210\u679c\u5bfc\u5411\u65b9\u6cd5\u7684\u98ce\u9669\u4e0e\u5c40\u9650<\/h2>\n<p>\u6210\u679c\u7ecf\u6d4e\u5e76\u975e\u6ca1\u6709\u95ee\u9898\uff0c\u5a92\u4ecb\u91c7\u4e70\u8005\u5fc5\u987b\u7406\u89e3\uff1a<\/p>\n<ul>\n<li><strong>\u6570\u636e\u762b\u75ea\u3002<\/strong>\u8fc7\u591a\u7684\u6307\u6807\u548c\u4fe1\u53f7\u53ef\u80fd\u9020\u6210\u6df7\u4e71\u3002\u5982\u679c\u4f60\u8ddf\u8e2a15\u4e2a\u4e0d\u540c\u4ef7\u503c\u7684\u4e8b\u4ef6\uff0c\u7b97\u6cd5\u53ef\u80fd\u627e\u4e0d\u5230\u6a21\u5f0f\u3002\u89e3\u51b3\u65b9\u6848\uff1a\u9009\u62e92\u20133\u4e2a\u5173\u952e\u6210\u679c\u4e8b\u4ef6\u3002<\/li>\n<li><strong>\u77ed\u671f\u601d\u7ef4\u3002<\/strong>\u6309\u5373\u65f6\u6210\u679c\u4f18\u5316\u53ef\u80fd\u627c\u6740\u957f\u671f\u4ef7\u503c\u3002\u4f8b\u5982\uff0c\u6fc0\u8fdb\u7684\u91cd\u5b9a\u5411\u4eca\u5929\u63d0\u5347\u4e86\u8f6c\u5316\uff0c\u4f46\u56e0\u53d7\u4f17\u75b2\u52b3\u964d\u4f4e\u4e86LTV\u3002<\/li>\n<li><strong>\u5e73\u53f0\u4f9d\u8d56\u3002<\/strong>\u50cfAppLovin\u6216PMax\u8fd9\u6837\u7684\u95ed\u73af\u7cfb\u7edf\u4ece\u91c7\u4e70\u8005\u624b\u4e2d\u593a\u8d70\u4e86\u63a7\u5236\u6743\u3002\u4f60\u770b\u4e0d\u5230\u94b1\u5177\u4f53\u82b1\u5728\u54ea\u91cc\u2014\u2014\u53ea\u770b\u5230\u6700\u7ec8ROAS\u3002\u8fd9\u5bf9\u8584\u5229\u6da6\u5957\u5229\u8005\u662f\u98ce\u9669\u3002<\/li>\n<li><strong>\u4fe1\u53f7\u4e22\u5931\u3002<\/strong>\u9690\u79c1\u53d8\u5316\uff08ATT\u3001\u7b2c\u4e09\u65b9Cookie\u5f03\u7528\uff09\u964d\u4f4e\u4e86\u6210\u679c\u4f18\u5316\u6240\u4f9d\u8d56\u7684\u6570\u636e\u8d28\u91cf\u3002\u670d\u52a1\u7aef\u8ddf\u8e2a\u4e0d\u518d\u662f\u53ef\u9009\u9879\uff0c\u800c\u662f\u5fc5\u9700\u54c1\u3002<\/li>\n<\/ul>\n<h2 id=\"\">\u5a92\u4ecb\u91c7\u4e70\u8005\u7b56\u7565\uff1a\u5b9e\u64cd\u6b65\u9aa4<\/h2>\n<p>\u8981\u5728\u5411\u6210\u679c\u7ecf\u6d4e\u8fc7\u6e21\u65f6\u4fdd\u6301\u6548\u7387\uff0c\u5a92\u4ecb\u91c7\u4e70\u8005\u9700\u8981\u7cfb\u7edf\u6027\u5730\u884c\u52a8\uff1a<\/p>\n<h3 id=\"1\">\u6b65\u9aa41\uff1a\u5ba1\u8ba1\u73b0\u6709\u5f52\u56e0<\/h3>\n<p>\u68c0\u67e5\u4f60\u8ddf\u8e2a\u54ea\u4e9b\u8f6c\u5316\uff0c\u4ee5\u53ca\u662f\u5426\u56de\u4f20\u4e86\u4ef7\u503c\u3002\u5982\u679cGoogle Ads\u53ea\u8bbe\u7f6e\u4e86\u201c\u8d2d\u4e70\u201d\u8f6c\u5316\u800c\u6ca1\u6709\u4ef7\u503c\u2014\u2014\u4f60\u5728\u6309\u6570\u91cf\u800c\u975e\u6536\u5165\u4f18\u5316\u3002<\/p>\n<h3 id=\"2conversionvalue\">\u6b65\u9aa42\uff1a\u5b9e\u65bd\u8f6c\u5316\u4ef7\u503c<\/h3>\n<p>\u8bbe\u7f6e\u52a8\u6001\u8f6c\u5316\u4ef7\u503c\u3002\u7535\u5546\u7528\u8ba2\u5355\u91d1\u989d\u3002\u8054\u76df\u7528\u7ebf\u7d22\u4f63\u91d1\u3002mVAS\u7528\u6bcf\u8ba2\u9605\u6536\u5165\u3002\u901a\u8fc7GTM\u6216\u670d\u52a1\u7aef\u5c06\u6b64\u503c\u56de\u4f20\u7ed9Google Ads\u3002<\/p>\n<h3 id=\"3incrementality\">\u6b65\u9aa43\uff1a\u589e\u91cf\u6d4b\u8bd5<\/h3>\n<p>\u8fd0\u884c\u7559\u51fa\u6d4b\u8bd5\uff1a\u5728\u6d4b\u8bd5\u7ec4\u5173\u95ed\u4e0a\u5c42\u6f0f\u6597\u6e20\u9053\uff0c\u4e0e\u5bf9\u7167\u7ec4\u6bd4\u8f83\u8f6c\u5316\u3002\u5982\u679c\u5dee\u5f02\u5728\u7edf\u8ba1\u4e0a\u4e0d\u663e\u8457\u2014\u2014\u8be5\u6e20\u9053\u4e0d\u4ea7\u751f\u589e\u91cf\u6548\u679c\uff0c\u9884\u7b97\u5e94\u91cd\u65b0\u5206\u914d\u3002<\/p>\n<h3 id=\"4valuebasedbidding\">\u6b65\u9aa44\uff1a\u8f6c\u5411\u57fa\u4e8e\u4ef7\u503c\u7684\u51fa\u4ef7<\/h3>\n<p>\u5c06\u5e7f\u544a\u7cfb\u5217\u4eceMaximize Conversions\u5207\u6362\u5230Target ROAS\u6216Maximize Conversion Value\u3002\u7ed9\u7b97\u6cd52\u20133\u5468\u5b66\u4e60\u65f6\u95f4\u3002<\/p>\n<h3 id=\"5\">\u6b65\u9aa45\uff1a\u76d1\u63a7\u8f6c\u5316\u8d28\u91cf<\/h3>\n<p>\u6210\u679c\u4e0d\u4ec5\u662f\u6570\u91cf\uff0c\u66f4\u662f\u8d28\u91cf\u3002\u8ddf\u8e2a\u8f6c\u5316\u540e\u6307\u6807\uff1a\u9000\u8d27\u3001\u6d41\u5931\u3001\u590d\u8d2d\u3002\u5982\u679cROAS\u4e0a\u5347\u4f46LTV\u4e0b\u964d\u2014\u2014\u7cfb\u7edf\u5728\u9519\u8bef\u65b9\u5411\u4e0a\u4f18\u5316\u3002<\/p>\n<h2 id=\"criteosmb\">Criteo\u4e0e\u65b0\u6e20\u9053\uff1a\u5bf9\u4e2d\u5c0f\u4f01\u4e1a\u548c\u5957\u5229\u8005\u610f\u5473\u7740\u4ec0\u4e48<\/h2>\n<p>Criteo\u6700\u8fd1\u6269\u5c55\u4e86Criteo GO\u5e73\u53f0\uff0c\u4e3a\u4e2d\u5c0f\u4f01\u4e1a\u589e\u52a0\u4e86\u5168\u81ea\u52a9\u529f\u80fd\uff0c\u5e76\u52a0\u5165\u4e86ChatGPT Ads\u5e93\u5b58\u3002\u7ea62000\u4e2a\u54c1\u724c\u5df2\u901a\u8fc7Criteo\u5728ChatGPT\u4e0a\u6295\u653e\u5e7f\u544a\u3002\u5bf9\u5a92\u4ecb\u91c7\u4e70\u8005\u6765\u8bf4\uff0c\u8fd9\u610f\u5473\u7740\u4e00\u4e2a\u65b0\u6e20\u9053\u7684\u51fa\u73b0\uff1a<\/p>\n<ul>\n<li>\u53ef\u901a\u8fc7\u81ea\u52a9\u754c\u9762\u4f7f\u7528\uff08\u65e0\u9700\u5927\u578bDSP\u7684\u6700\u4f4e\u9884\u7b97\uff09\u3002<\/li>\n<li>\u652f\u6301\u8de8\u6e20\u9053\u91c7\u4e70\uff08Meta\u3001\u89c6\u9891\u3001ChatGPT\uff09\u3002<\/li>\n<li>\u57fa\u4e8eCriteo\u7684\u91cd\u5b9a\u5411\u6570\u636e\uff0c\u8fd9\u5bf9\u7535\u5546\u8054\u76df\u7ec4\u5408\u5c24\u5176\u6709\u4ef7\u503c\u3002<\/li>\n<\/ul>\n<p>\u4f46Criteo\u4f5c\u4e3a\u5957\u5229\u6e20\u9053\u9700\u8981\u8c28\u614e\uff1a\u91cd\u5b9a\u5411\u5e93\u5b58\u4f9d\u8d56Cookie\u548c\u7b2c\u4e09\u65b9\u6570\u636e\uff0c\u5728\u9690\u79c1\u6536\u7d27\u73af\u5883\u4e0b\u8986\u76d6\u9762\u4f1a\u4e0b\u964d\u3002\u5c06Criteo\u4f5c\u4e3aGoogle Ads\u7684\u8865\u5145\uff0c\u800c\u975e\u66ff\u4ee3\u3002<\/p>\n<h2 id=\"youtubeoutcome\">YouTube\u4f5c\u4e3a\u6210\u679c\u7b56\u7565\u7684\u4e00\u90e8\u5206<\/h2>\n<p>YouTube\u9884\u8ba1\u6536\u5165\u7ea6620\u4ebf\u7f8e\u5143\uff0c\u6b63\u4ece\u89c6\u9891\u6258\u7ba1\u5e73\u53f0\u8f6c\u53d8\u4e3a\u5168\u6f0f\u6597\u751f\u6001\u7cfb\u7edf\uff1aCTV +\u793e\u4ea4 +\u6548\u679c\u3002\u5bf9\u5a92\u4ecb\u91c7\u4e70\u8005\u6765\u8bf4\uff0cYouTube\u91c7\u4e70\u73b0\u5728\u53ef\u4ee5\u6309\u8f6c\u5316\u800c\u975e\u4ec5\u6309\u8986\u76d6\u6765\u4f18\u5316\u3002<\/p>\n<p>\u5b9e\u64cd\u6b65\u9aa4\uff1a<\/p>\n<ul>\n<li>\u4f7f\u7528Video Action Campaigns\u6309\u8f6c\u5316\u4f18\u5316\u3002<\/li>\n<li>\u4e3aYouTube\u5e7f\u544a\u7cfb\u5217\u63a5\u5165\u8f6c\u5316\u4ef7\u503c\u3002<\/li>\n<li>\u5728Google Ads\u4e2d\u6d4b\u8bd5Demand Gen\u4f5c\u4e3aMeta\u6548\u679c\u89c6\u9891\u7684\u66ff\u4ee3\u3002<\/li>\n<\/ul>\n<section class=\"kadkon-checklist\">\n<h2>\u6e05\u5355\uff1a\u8f6c\u5411\u6210\u679c\u5bfc\u5411\u91c7\u4e70<\/h2>\n<ul>\n<li>\u662f\u5426\u5728Google Ads\u4e2d\u8bbe\u7f6e\u4e86\u8f6c\u5316\u4ef7\u503c\u56de\u4f20\uff08\u800c\u975e\u4ec5\u8f6c\u5316\u4e8b\u5b9e\uff09\uff1f<\/li>\n<li>\u662f\u5426\u4f7f\u7528\u6570\u636e\u9a71\u52a8\u5f52\u56e0\u800c\u975e\u6700\u540e\u70b9\u51fb\uff1f<\/li>\n<li>\u662f\u5426\u81f3\u5c11\u5bf9\u4e00\u4e2a\u4e0a\u5c42\u6f0f\u6597\u6e20\u9053\u8fdb\u884c\u4e86\u7559\u51fa\u6d4b\u8bd5\uff1f<\/li>\n<li>\u5173\u952e\u5e7f\u544a\u7cfb\u5217\u662f\u5426\u5df2\u5207\u6362\u5230Target ROAS\u6216Maximize Conversion Value\uff1f<\/li>\n<li>\u662f\u5426\u8ddf\u8e2a\u8f6c\u5316\u540e\u6307\u6807\uff08\u9000\u8d27\u3001LTV\u3001\u6d41\u5931\uff09\uff1f<\/li>\n<li>\u662f\u5426\u8bbe\u7f6e\u4e86\u670d\u52a1\u7aef\u8ddf\u8e2a\u4ee5\u5728Cookie\u4e22\u5931\u540e\u6062\u590d\u6570\u636e\uff1f<\/li>\n<\/ul>\n<\/section>\n<h2 id=\"-1\">\u672a\u6765\u5c55\u671b<\/h2>\n<p>\u6210\u679c\u65f6\u4ee3\u4e0d\u662f\u4e34\u65f6\u8d8b\u52bf\uff0c\u800c\u662f\u7ed3\u6784\u6027\u8f6c\u53d8\u3002\u95ed\u73af\u7cfb\u7edf\u5c06\u7ee7\u7eed\u6269\u5c55\uff1aGoogle\u3001Meta\u3001AppLovin\u3001Amazon\u2014\u2014\u90fd\u5728\u5411\u6309\u5546\u4e1a\u7ed3\u679c\u81ea\u52a8\u4f18\u5316\u53d1\u5c55\u3002\u5a92\u4ecb\u91c7\u4e70\u8005\u7684\u89d2\u8272\u6b63\u4ece\u7ba1\u7406\u51fa\u4ef7\u8f6c\u5411\u7ba1\u7406\u6570\u636e\uff1a\u4f60\u4f20\u9012\u7ed9\u7cfb\u7edf\u7684\u4fe1\u53f7\u8d28\u91cf\u51b3\u5b9a\u4e86\u4f18\u5316\u8d28\u91cf\u3002<\/p>\n<p>\u5bf9\u5957\u5229\u8005\u6765\u8bf4\uff0c\u6ca1\u6709\u95ed\u73af\u7684\u7ec4\u5408\u2014\u2014\u5373\u6ca1\u6709\u8f6c\u5316\u53ca\u5176\u4ef7\u503c\u7684\u53cd\u9988\u2014\u2014\u5c06\u8d8a\u6765\u8d8a\u5904\u4e8e\u52a3\u52bf\u3002\u90a3\u4e9b\u5efa\u7acb\u9ad8\u8d28\u91cf\u6570\u636e\u7ba1\u9053\u5e76\u8f6c\u5411\u57fa\u4e8e\u4ef7\u503c\u4f18\u5316\u7684\u4eba\uff0c\u5c06\u56e0\u7b97\u6cd5\u83b7\u5f97\u6b63\u786e\u4fe1\u53f7\u800c\u5728CPM\u548c\u8f6c\u5316\u4e0a\u5360\u636e\u4f18\u52bf\u3002<\/p>\n<section 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