{"id":15705,"date":"2026-09-09T15:19:20","date_gmt":"2026-09-09T07:19:20","guid":{"rendered":"https:\/\/www.touliu123.com\/?p=15705"},"modified":"2026-09-09T15:19:36","modified_gmt":"2026-09-09T07:19:36","slug":"google-shopping-campaignself-service-platform-%e5%85%a8%e6%94%bb%e7%95%a5%ef%bc%9a%e4%bb%8e%e9%9b%b6%e5%88%b0%e4%b8%80%e7%9a%84%e8%87%aa%e4%b8%bb%e5%b9%bf%e5%91%8a%e6%8a%95%e6%94%be%e6%8c%87%e5%8d%97","status":"publish","type":"post","link":"https:\/\/www.touliu123.com\/?p=15705","title":{"rendered":"Google Shopping Campaign|Self-Service Platform \u5168\u653b\u7565\uff1a\u4ece\u96f6\u5230\u4e00\u7684\u81ea\u4e3b\u5e7f\u544a\u6295\u653e\u6307\u5357"},"content":{"rendered":"<p>\u5728\u5f53\u4eca\u6570\u5b57\u8425\u9500\u7684\u6fc0\u70c8\u7ade\u4e89\u4e2d\uff0cGoogle Shopping Campaign|Self-Service Platform 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Campaign<\/h3>\n<p>\u8981\u9a7e\u9a6d\u8fd9\u4e00\u81ea\u52a9\u670d\u52a1\u5e73\u53f0\uff0c\u60a8\u5fc5\u987b\u7406\u89e3\u4e24\u4e2a\u72ec\u7acb\u4f46\u6df1\u5ea6\u96c6\u6210\u7684\u6a21\u5757\uff1a<strong>Google Merchant Center (GMC)<\/strong> \u4e0e <strong>Google Ads<\/strong>\u3002GMC \u662f\u60a8\u7684\u5546\u54c1\u6570\u636e\u4ed3\u5e93\uff0c\u8d1f\u8d23\u5b58\u50a8\u5e76\u9a8c\u8bc1\u4ea7\u54c1\u4fe1\u606f\uff1b\u800c Google Ads \u4e2d\u7684 Shopping Campaign \u5219\u662f\u6d88\u8d39\u8fd9\u4e9b\u6570\u636e\u7684\u6267\u884c\u5c42\u3002\u5728 Self-Service \u6a21\u5f0f\u4e0b\uff0c\u60a8\u65e0\u9700\u8054\u7cfb\u4ee3\u7406\u5546\uff0c\u5373\u53ef\u901a\u8fc7\u754c\u9762\u5b8c\u6210\u4ee5\u4e0b\u64cd\u4f5c\uff1a<\/p>\n<ul>\n<li><strong>\u5546\u54c1\u5206\u7ec4\uff08Product Groups\uff09<\/strong>\uff1a\u6839\u636e\u201c\u54c1\u7c7b\u201d\u3001\u201c\u54c1\u724c\u201d\u3001\u201c\u5546\u54c1 ID\u201d\u6216\u201c\u81ea\u5b9a\u4e49\u6807\u7b7e\u201d\u521b\u5efa\u52a8\u6001\u8fc7\u6ee4\u6761\u4ef6\uff0c\u4ee5\u63a7\u5236\u9884\u7b97\u5728\u9ad8\u4f4e\u6548\u4ea7\u54c1\u95f4\u7684\u5206\u914d\u3002<\/li>\n<li><strong>\u51fa\u4ef7\u7b56\u7565\uff08Bidding Strategies\uff09<\/strong>\uff1a\u81ea\u4e3b\u9009\u62e9\u201c\u5c3d\u53ef\u80fd\u63d0\u9ad8\u8f6c\u5316\u4ef7\u503c\u201d\u6216\u201c\u76ee\u6807 ROAS\uff08\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\uff09\u201d\uff0c\u7cfb\u7edf\u901a\u8fc7\u673a\u5668\u5b66\u4e60\u81ea\u52a8\u8c03\u6574\u6bcf\u6b21\u70b9\u51fb\u51fa\u4ef7\u3002<\/li>\n<li><strong>\u4f18\u5148\u7ea7\u8bbe\u7f6e\uff08Campaign Priority\uff09<\/strong>\uff1a\u5f53\u540c\u4e00\u5546\u54c1\u88ab\u591a\u4e2a\u5e7f\u544a\u7cfb\u5217\u6295\u653e\u65f6\uff0c\u6b64\u8bbe\u7f6e\u51b3\u5b9a\u7531\u54ea\u4e2a\u7cfb\u5217\u53c2\u4e0e\u7ade\u4ef7\uff0c\u5e38\u7528\u4e8e\u7cbe\u7ec6\u5316\u5b63\u8282\u4fc3\u9500\u7ba1\u7406\u3002<\/li>\n<\/ul>\n<p>\u5bf9\u4e8e\u591a\u6570\u4e2d\u5c0f\u578b\u5356\u5bb6\u800c\u8a00\uff0c\u8fd9\u4e00\u81ea\u52a9\u670d\u52a1\u5e73\u53f0\u7684\u9b45\u529b\u5728\u4e8e\u5176\u900f\u660e\u5ea6\u3002\u60a8\u80fd\u5b9e\u65f6\u67e5\u770b\u6bcf\u4e2a SKU \u7684\u5c55\u793a\u4efd\u989d\u3001\u70b9\u51fb\u7387\u4e0e\u8f6c\u5316\u6210\u672c\uff0c\u4ece\u800c\u5feb\u901f\u8fed\u4ee3\u5546\u54c1\u6807\u9898\u4e2d\u7684\u5173\u952e\u5c5e\u6027\uff08\u5982\u989c\u8272\u3001\u5c3a\u5bf8\uff09\uff0c\u65e0\u9700\u7b49\u5f85\u5e73\u53f0\u5ba2\u670d\u4ecb\u5165\u3002<\/p>\n<h2>\u6784\u5efa\u9ad8\u8f6c\u5316\u7387 Shopping Campaign \u7684\u4e94\u5927\u4e13\u4e1a\u6b65\u9aa4<\/h2>\n<p>\u5c3d\u7ba1\u5e73\u53f0\u63d0\u4f9b\u4e86\u81ea\u52a9\u64cd\u4f5c\u7684\u4fbf\u5229\u6027\uff0c\u4f46\u82e5\u7f3a\u4e4f\u7cfb\u7edf\u5316\u7684\u7ed3\u6784\u642d\u5efa\uff0c\u5e7f\u544a\u9884\u7b97\u6781\u6613\u88ab\u4f4e\u76f8\u5173\u5ea6\u7684\u201c\u5e7f\u6cdb\u5339\u914d\u201d\u6d88\u8017\u3002\u4ee5\u4e0b\u662f\u7ecf\u8fc7\u9a8c\u8bc1\u7684\u3001\u7b26\u5408 Google \u7b97\u6cd5\u504f\u597d\u7684\u642d\u5efa\u6d41\u7a0b\uff0c\u4e13\u4e3a Self-Service \u7528\u6237\u8bbe\u8ba1\u3002<\/p>\n<h3>\u7b2c\u4e00\u6b65\uff1a\u4f18\u5316\u4ea7\u54c1 Feed \u7684\u201c\u7b2c\u4e00\u5370\u8c61\u201d<\/h3>\n<p>Google Shopping Campaign|Self-Service Platform \u7684\u6210\u8d25\uff0c\u6709 70% \u53d6\u51b3\u4e8e Feed \u6570\u636e\u8d28\u91cf\u3002\u8bf7\u52a1\u5fc5\u786e\u4fdd <strong>title<\/strong> \u5b57\u6bb5\u9075\u5faa\u201c\u54c1\u724c + \u6027\u522b + \u4ea7\u54c1\u7c7b\u578b + \u5173\u952e\u5c5e\u6027\uff08\u6750\u8d28\/\u989c\u8272\/\u5c3a\u5bf8\uff09\u201d\u7684\u987a\u5e8f\u3002\u4f8b\u5982\uff0c\u4e0d\u8981\u5199\u201c\u7537\u58eb\u8dd1\u978b\u201d\uff0c\u800c\u5e94\u5199\u201cNike Men&#8217;s Air Zoom Pegasus 40 Running Shoe &#8211; Black\u201d\u3002\u540c\u65f6\uff0c\u5229\u7528 <strong>custom_label<\/strong> \u5b57\u6bb5\u4e3a\u5546\u54c1\u6253\u4e0a\u201c\u5229\u6da6\u7387\u201d\u3001\u201c\u5b63\u8282\u6027\u201d\u6216\u201c\u6e05\u4ed3\u201d\u6807\u7b7e\uff0c\u8fd9\u5c06\u6210\u4e3a\u60a8\u5728\u81ea\u52a9\u5e73\u53f0\u4e2d\u7075\u6d3b\u8c03\u6574\u51fa\u4ef7\u7684\u5229\u5668\u3002<\/p>\n<h3>\u7b2c\u4e8c\u6b65\uff1a\u91c7\u7528\u201c\u6f0f\u6597\u5f0f\u201d\u8d26\u6237\u7ed3\u6784<\/h3>\n<p>\u5728 Self-Service \u5e73\u53f0\u4e2d\uff0c\u5efa\u8bae\u60a8\u521b\u5efa\u4e09\u4e2a\u5c42\u7ea7\u7684\u5e7f\u544a\u7cfb\u5217\uff1a<strong>\u4f18\u5148\u7ea7\u201c\u9ad8\u201d\u7684\u81ea\u52a8\u5168\u54c1\u7c7b\u7cfb\u5217<\/strong>\uff08\u7528\u4e8e\u6536\u96c6\u641c\u7d22\u8bcd\u6570\u636e\uff09\u3001<strong>\u4f18\u5148\u7ea7\u201c\u4e2d\u201d\u7684\u91cd\u70b9\u54c1\u7c7b\u7cfb\u5217<\/strong>\uff08\u9488\u5bf9\u9ad8\u8f6c\u5316\u54c1\u7c7b\u8bbe\u7f6e\u66f4\u9ad8\u51fa\u4ef7\uff09\u4ee5\u53ca<strong>\u4f18\u5148\u7ea7\u201c\u4f4e\u201d\u7684\u9632\u5fa1\u7cfb\u5217<\/strong>\uff08\u4f4e\u51fa\u4ef7\u8986\u76d6\u957f\u5c3e\u5546\u54c1\uff09\u3002\u8fd9\u79cd\u7ed3\u6784\u80fd\u786e\u4fdd Google \u7b97\u6cd5\u5feb\u901f\u5b66\u4e60\uff0c\u540c\u65f6\u907f\u514d\u5185\u90e8\u7ade\u4ef7\u5bfc\u81f4 CP \u8fc7\u9ad8\u3002<\/p>\n<h3>\u7b2c\u4e09\u6b65\uff1a\u5b9e\u65bd\u5426\u5b9a\u5173\u952e\u8bcd\u7684\u201c\u767d\u540d\u5355\u201d\u601d\u7ef4<\/h3>\n<p>\u867d\u7136 Shopping \u4e0d\u4f7f\u7528\u5173\u952e\u8bcd\uff0c\u4f46\u60a8\u5fc5\u987b\u5728 Self-Service \u5e73\u53f0\u7684\u201c\u641c\u7d22\u8bcd\u62a5\u544a\u201d\u4e2d\uff0c\u6301\u7eed\u5c06\u90a3\u4e9b\u5e26\u6765\u70b9\u51fb\u4f46\u65e0\u8f6c\u5316\u7684\u641c\u7d22\u8bcd\u6dfb\u52a0\u4e3a<strong>\u5426\u5b9a\u5173\u952e\u8bcd\uff08Negative Keywords\uff09<\/strong>\u3002\u4f8b\u5982\uff0c\u5982\u679c\u60a8\u53ea\u5356\u65b0\u978b\uff0c\u90a3\u4e48\u201cused\u201d\u3001\u201crepair\u201d\u6216\u201csize 5\u201d\u8fd9\u7c7b\u8bcd\u5c31\u5e94\u88ab\u7cbe\u51c6\u6392\u9664\u3002\u8fd9\u662f\u964d\u4f4e\u65e0\u6548\u82b1\u8d39\u6700\u76f4\u63a5\u7684\u81ea\u52a9\u624b\u6bb5\u3002<\/p>\n<h2>\u5229\u7528 Self-Service \u5e73\u53f0\u7684\u9ad8\u7ea7\u529f\u80fd\u5b9e\u73b0\u89c4\u6a21\u589e\u957f<\/h2>\n<p>\u5f53\u57fa\u7840\u67b6\u6784\u7a33\u5b9a\u540e\uff0c\u771f\u6b63\u7684\u589e\u957f\u6765\u81ea\u4e8e\u5bf9\u5e73\u53f0\u5185\u9ad8\u7ea7\u81ea\u52a8\u5316\u5de5\u5177\u7684\u6df1\u5ea6\u6316\u6398\u3002Google Shopping Campaign|Self-Service Platform \u5728 2024 \u5e74\u540e\u5df2\u5168\u9762\u62e5\u62b1 AI \u9a71\u52a8\uff0c\u4ee5\u4e0b\u529f\u80fd\u5fc5\u987b\u88ab\u7eb3\u5165\u60a8\u7684\u65e5\u5e38\u8fd0\u8425\u3002<\/p>\n<h3>\u6700\u5927\u5316\u8f6c\u5316\u4ef7\u503c\u4e0e\u76ee\u6807 ROAS \u7684\u535a\u5f08<\/h3>\n<p>\u5728\u5e7f\u544a\u7cfb\u5217\u8fdb\u5165\u5b66\u4e60\u671f\uff08\u901a\u5e38 7-14 \u5929\uff09\u540e\uff0c\u5efa\u8bae\u60a8\u4ece\u201c\u589e\u5f3a\u578b CPC\u201d\u5207\u6362\u81f3\u201c\u76ee\u6807 ROAS\u201d\u3002\u8bbe\u5b9a\u4e00\u4e2a\u7565\u4f4e\u4e8e\u5386\u53f2\u5e73\u5747\u503c\u7684 ROAS \u76ee\u6807\uff08\u4f8b\u5982 -20%\uff09\uff0c\u4ee5\u5e2e\u52a9\u7cfb\u7edf\u83b7\u53d6\u66f4\u591a\u8f6c\u5316\u6570\u636e\u3002\u5207\u52ff\u9891\u7e41\u4fee\u6539\u76ee\u6807\u503c\uff0c\u6bcf\u6b21\u8c03\u6574\u5e45\u5ea6\u4e0d\u5e94\u8d85\u8fc7 15%\uff0c\u5426\u5219\u4f1a\u89e6\u53d1\u7b97\u6cd5\u91cd\u65b0\u5b66\u4e60\uff0c\u5bfc\u81f4\u6ce2\u52a8\u3002<\/p>\n<h3>\u5229\u7528\u201c\u5546\u54c1\u5b9a\u5236\u5c5e\u6027\u201d\u8fdb\u884c\u53d7\u4f17\u4fe1\u53f7\u6d4b\u8bd5<\/h3>\n<p>Self-Service \u5e73\u53f0\u5141\u8bb8\u60a8\u5728 Shopping \u7cfb\u5217\u4e2d\u53e0\u52a0<strong>\u89c2\u5bdf\u578b\u53d7\u4f17\u4fe1\u53f7<\/strong>\uff0c\u4f8b\u5982\u201c\u518d\u8425\u9500\u5217\u8868\u201d\u6216\u201c\u76f8\u4f3c\u53d7\u4f17\u201d\u3002\u4f46\u8bf7\u6ce8\u610f\uff0c\u5728\u8d2d\u7269\u5e7f\u544a\u4e2d\uff0c\u53d7\u4f17\u4fe1\u53f7\u4ec5\u662f\u51fa\u4ef7\u8c03\u6574\u7684\u53c2\u8003\uff0c\u800c\u975e\u786c\u6027\u5b9a\u5411\u3002\u6700\u4f73\u5b9e\u8df5\u662f\uff1a\u4e3a\u9ad8\u4ef7\u503c\u5546\u54c1\u7ec4\u8bbe\u7f6e +30% \u7684\u201c\u8d2d\u7269\u8f66\u653e\u5f03\u8005\u201d\u53d7\u4f17\u8c03\u6574\uff0c\u540c\u65f6\u4fdd\u6301\u5e7f\u544a\u7ec4\u5bf9\u4e00\u5207\u65b0\u5ba2\u53ef\u89c1\uff0c\u4ee5\u7ef4\u6301\u6d41\u91cf\u89c4\u6a21\u3002<\/p>\n<h3>\u4e0e Performance Max \u7684\u534f\u540c\u7b56\u7565<\/h3>\n<p>\u5f88\u591a\u5e7f\u544a\u4e3b\u56f0\u60d1\u4e8e Shopping Campaign \u4e0e Performance Max \u7684\u5173\u7cfb\u3002\u5728 Self-Service \u751f\u6001\u4e2d\uff0c\u6807\u51c6 Shopping \u7cfb\u5217\u53ef\u4f5c\u4e3a<strong>\u6548\u679c\u8861\u91cf\u57fa\u7ebf<\/strong>\u3002\u5efa\u8bae\u60a8\u5c06 20% \u7684\u9884\u7b97\u5206\u914d\u7ed9\u6807\u51c6 Shopping \u7528\u4e8e\u6d4b\u8bd5\u65b0\u7d20\u6750\u4e0e\u51fa\u4ef7\u7b56\u7565\uff0c\u800c\u5c06 80% \u9884\u7b97\u6295\u5165 Performance Max \u4ee5\u83b7\u53d6\u6700\u5927\u8f6c\u5316\u3002\u901a\u8fc7\u5b9a\u671f\u5bf9\u6bd4\u4e24\u8005\u7684 \u201c\u641c\u7d22\u8bcd\u5c55\u793a\u4efd\u989d\u201d \u4e0e \u201cCPA\u201d\uff0c\u60a8\u80fd\u6e05\u6670\u5224\u65ad\u54ea\u79cd\u81ea\u52a8\u5316\u66f4\u9002\u5408\u7279\u5b9a\u4ea7\u54c1\u7ebf\u3002<\/p>\n<h2>\u6570\u636e\u8bca\u65ad\uff1aSelf-Service \u5e73\u53f0\u7684\u6838\u5fc3\u7ade\u4e89\u529b<\/h2>\n<p>\u4f5c\u4e3a\u5e7f\u544a\u4e3b\uff0c\u60a8\u6700\u9700\u8981\u57f9\u517b\u7684\u80fd\u529b\u662f\u901a\u8fc7\u5e73\u53f0\u62a5\u8868\u8fdb\u884c\u5f52\u56e0\u5206\u6790\u3002\u4ee5\u4e0b\u4e09\u4e2a\u8bca\u65ad\u7ef4\u5ea6\u662f\u8861\u91cf Google Shopping Campaign|Self-Service Platform \u5065\u5eb7\u5ea6\u7684\u5173\u952e\u6307\u6807\u3002<\/p>\n<h3>\u7ef4\u5ea6\u4e00\uff1a\u641c\u7d22\u8bcd\u62a5\u544a\u4e2d\u7684\u201c\u65e0\u6548\u6d41\u91cf\u201d\u8fc7\u6ee4<\/h3>\n<p>\u6bcf\u5468\u5bfc\u51fa\u641c\u7d22\u8bcd\u62a5\u544a\uff0c\u7b5b\u9009\u51fa\u201c\u70b9\u51fb\u6b21\u6570 &gt; 5 \u4e14 \u8f6c\u5316\u6b21\u6570 = 0\u201d\u7684\u8bcd\u6c47\u3002\u8fd9\u4e9b\u8bcd\u4e0d\u4ec5\u6d6a\u8d39\u9884\u7b97\uff0c\u66f4\u4f1a\u8bef\u5bfc\u7cfb\u7edf\u7684\u81ea\u52a8\u51fa\u4ef7\u6a21\u578b\u3002\u5c06\u5176\u6dfb\u52a0\u4e3a\u5426\u5b9a\u5173\u952e\u8bcd\u540e\uff0c\u89c2\u5bdf\u63a5\u4e0b\u6765 72 \u5c0f\u65f6\u7684\u70b9\u51fb\u7387\u53d8\u5316\uff0c\u5982\u679c CTR \u63d0\u5347\uff0c\u5219\u8bc1\u660e\u60a8\u7684\u4ea7\u54c1\u4e0e\u771f\u5b9e\u9700\u6c42\u5339\u914d\u5ea6\u66f4\u9ad8\u3002<\/p>\n<h3>\u7ef4\u5ea6\u4e8c\uff1a\u57fa\u51c6\u51fa\u4ef7\u4e0e CPC \u7684\u5dee\u8ddd\u5206\u6790<\/h3>\n<p>\u5728\u201c\u5546\u54c1\u7ec4\u201d\u6807\u7b7e\u4e0b\uff0c\u67e5\u770b\u201c\u57fa\u51c6\u51fa\u4ef7\u201d\u4e0e\u201c\u5b9e\u9645 CPC\u201d\u7684\u6bd4\u503c\u3002\u5982\u679c\u5b9e\u9645 CPC \u7ecf\u5e38\u8fdc\u4f4e\u4e8e\u60a8\u7684\u6700\u9ad8\u51fa\u4ef7\uff0c\u8bf4\u660e\u7ade\u4e89\u5ea6\u4f4e\uff0c\u53ef\u5c1d\u8bd5\u63d0\u9ad8\u51fa\u4ef7\u4ee5\u83b7\u5f97\u9876\u90e8\u5c55\u793a\u4f4d\uff1b\u53cd\u4e4b\uff0c\u5982\u679c\u5b9e\u9645 CPC \u603b\u662f\u89e6\u53ca\u51fa\u4ef7\u4e0a\u9650\uff0c\u5219\u9700\u8bc4\u4f30\u8be5\u5546\u54c1\u662f\u5426\u503c\u5f97\u63d0\u9ad8\u9884\u7b97\uff0c\u6216\u76f4\u63a5\u964d\u4f4e\u5176\u4f18\u5148\u7ea7\u3002<\/p>\n<h3>\u7ef4\u5ea6\u4e09\uff1a\u5229\u7528\u201c\u62c6\u5206\u5b9e\u9a8c\u201d\u9a8c\u8bc1\u5047\u8bbe<\/h3>\n<p>Self-Service 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