跨際數位行銷googleadwords與自然排序影響是否有關連像是骨牌一樣
跨際數位行銷廣告效果

跨際數位行銷告訴你每點擊付費(PPC)到底會不會影響自然搜尋結果?

跨際數位行銷要帶大家探討每點擊付費(PPC)對於自然搜尋結果的影響與否。一般來說,每點擊付費(PPC)會對自然搜尋結果產生一些作用,但是確切到底是那些作用,這些作用又會帶來什麼結果呢?讓我們來一探究竟吧!

 

跨際數位行銷報你知!

首先有一件很重要的事情要告訴大家- 「付費廣告不見得會直接影響自然搜尋結果」。相信應該不少人聽過一些說法,例如,「我們花很多錢在Google AdWords上面,所以我們自然搜尋結果一定會上升。」,或者是「我們雖然花了很多錢在Google上面,但是我們的競爭對手花得比我們多,所以他們自然搜尋結果比我們高。」,但是其實這些都是錯誤的想法,每點擊付費(PPC)不見得對自然搜尋結果產生直接影響。因為Google在這當中設立了一道無形的牆,讓付費方與自然方的自然搜尋結果不會被有付費與否而影響,也不會產生買榜的問題。

 

跨際數位行銷告訴你五大真相!

跨際數位行銷付費廣告真相

真相一:看到廣告的搜尋者更有可能點擊自然搜尋列表

假如搜尋者在自然搜尋列表上面看到一個廣告跟一個網站,他會比較偏向點擊進入網站觀看。換個角度來看,如果廣告的網站後自然搜尋排行第一名的網站是同一個,那麼這個網站對於搜尋者的影響力會更大,因為此時對搜尋者的誘惑更大,他們可能認為可信度更高,所以這就是為什麼很多人想要競價他們的品牌廣告,想藉機對搜尋者產生更大的影響力。

 

真相二:先前透過廣告接觸過網站/品牌的搜尋者更有可能點擊->參與->轉換

先前點擊過付費廣告的搜尋者如果在自然搜尋列表上看到相同的網站/品牌就更有可能會點進去看,甚至進一步的參與該網站或是購買網站裡面的產品,這是因為搜尋者會覺得品牌關聯更強,更加吸引他們去進行下一步的探索。反觀如果是尚未打起知名度的新公司,只是一味的砸錢在付費廣告上面,這樣不但沒辦法吸引搜尋者的興趣,還只會花費更多錢。

 

真相三:付費廣告在某些搜尋領域當中會有很顯著的效果

舉例來說,如果搜尋者在Google打上「餐桌燈光」的關鍵字,你就可以從手機或是電腦上看到付費的圖片廣告,這時候你就可以自己選擇想要看的燈光種類。看完圖片的廣告之後,底下還會有付費的文字廣告讓搜尋者可以點擊進去查看更詳細的文字說明。由此可知關鍵字在不同搜尋領域當中的影響非常大,搭配上付費廣告就可以產生更好的效果。

 

真相四:付費廣告可以增加更多連結、提及次數和分享次數,這些都是可以影響自然搜結果排名的因素

跨際數位行銷社群分享增加連結數

費付廣告可以帶來不同的效果。如果搜尋者透過點擊付費廣告進入網站,他們可能會選擇繼續觀看網站,或是在其他地方提及你的品牌名稱,甚至會在不同的社群媒體上分享。這些舉動都會直接或是間接地影響到自然搜尋結果的排名。

 

真相五:搜尋結果的出價可以透過改變搜尋者的需求或是激勵搜尋者來影響搜尋的市場

透過對搜尋結果的出價可能會影響搜尋者對於一個關鍵字的看法,也可能引起同行之間的興趣和競爭。很久以前沒有保險公司想要去競價搜尋結果,但是當有一間公司開始做了這件事情之後,開始吸引了不少搜尋者。與此同時也引起了同行的注意,所以更多的保險公司開始對於搜尋結果來競價。由此可知,在正確的時機利用對於搜尋結果的出價說不定可以引發異想不到的效果。

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