出版与作家生涯2011trevorburnham.posterous.com
用 AdWords 推广一本书的（惨痛）经历
(Mis)adventures in trying to promote a book on AdWords
导读
作者记录自己用 Google AdWords 推广一本书时踩过的坑；评论从投放设置、平台激励、流量质量和预算门槛等角度补充了失败原因。对写作者而言，它提醒我们作品推广不是买几个关键词等收钱，而要理解平台规则、目标读者和转化数据，避免把预算浪费在无效流量上。
可以直接用的写作要点
- 01
推广作品前先明确目标读者和否定关键词，过滤掉“免费、破解”等明显非买家流量。
- 02
不要默认接受平台推荐设置：搜索广告与展示广告应分开测试，否则容易把预算烧在展示网络上。
- 03
把“质量分”这类平台指标理解为平台利益指标，不要误当成内容质量的裁判。
- 04
用跳出率、访问量和转化数据判断是流量差还是落地页差，先小预算测试再决定加码。
HN 评论精选
AdWords 需要精细设置：限定网络和地域、加否定关键词、分开匹配方式并追踪转化。
我设置任何 AdWords 活动时都觉得有用的几个技巧：只选 Google 搜索；只定位美国和加拿大（或按需增加国家）；为活动添加否定关键词，排除明显不会购买的人（free、hack、crack 等）；对精确词和广泛匹配分别出价；用分析工具追踪所有关键词，看跳出率和每次访问页面数，判断是流量差还是网站没转化。AdWords 在我管理的多个行业活动里仍然有效，但需要花时间认真设置，不是丢几个关键词就能等钱来。
mikhaill查看英文原文
Here are a few tips that I always find useful for any AdWords campaign I setup. * Select Google Search only * Geo-target to US/Canada only (or add more countries if relevant) * Enter negative keywords for the campaign that we know aren't buyers for the product (free, hack, crack, etc) * Bid on Exact Terms and Broad Matches separately at different prices * Track all keywords through analytics to see what the bounce rates and PV/Visit are to see if the traffic is bad or the site is failing to convert the visitors. Google AdWords still work well for a number of campaigns I'm managing in different vertical industries. It does take time and effort to set them up right through, it's not as easy as just throwing in some keywords and waiting for cash to roll in.
平台所谓质量分主要服务平台收入最大化，而非内容质量，写作者做推广时要看穿默认设置。
每次看到“质量分”，请把它读成 BIG 分：Google 的最佳利益。它和质量无关，是为了最大化 Google 收入。质量分的主导因素不是相关性，而是点击率（Google 把你多付钱给它定义为“相关”）；其次是账户历史，就像航空公司会把普通乘客赶下飞机，如果超级钻石会员想要你的座位。默认设置也常偏向 BIG：比如没有负责的 AdWords 专业人员会建议把搜索广告和内容广告放在同一活动，因为两者表现不可比，会导致在内容网络大量超支；但默认行为就是把两者都勾选。广告轮换策略等默认值也类似。
patio11查看英文原文
So, whenever you see "Quality Score", I want you to read BIG Score: Best Interests of Google. This will remind you that QS has nothing to do with quality and is designed to maximize revenue for the borg. For example, the dominant factor of QS is not relevance, but is, in fact, click-through rate. (Google defines that which results in you paying more money to them as "relevant.") Next up is account history, for much the same reason that e.g. an airline will throw you off the plane if Mr. Super-Diamond-Elite really wants your seat. Defaults are also set to be notoriously BIG. For example, no responsible AdWords professional would suggest putting search and content ads in the same campaign, because the performance of the two is not comparable and this will result in massive overspending on the Content Network. Guess what the default behavior is? Yep, both checked. Default ad rotation strategy? BIG (n.b. which is sometimes in the best interest of the advertiser, too, if they're doing it wrong). The behavior of various match types? BIG etc, etc
广告点击可能大量来自合作站点或欺诈流量，不能把点击量直接当作真实读者。
Google 的收入完全依赖其“合作站点”和欺诈者带来的点击欺诈流量。他们还有 domainpark 这种页面。你在文章里声称 75% 是点击欺诈（约为合法流量的三倍）；以我的经验，大约三年前是 30% 的链接农场流量，而且我还说得比较保守，免得听起来像编造。
powertower查看英文原文
Google's revenues are completely dependent on click-fraud traffic from their "partner sites" and fraudsters. Nice of them to have this: http://www.google.com/domainpark/ In your post you claimed 75% click fraud (about 3x over legit traffic). In my own experience it was 30% link-farm traffic about 3 years ago. And I was being very modest with that figure so not to sound like I was making this up.
技术类读者常忽略广告，复杂投放系统更利于有预算的垃圾推广者和大公司，个人作者应谨慎投入。
Google AdSense 很久以前就不再相关了，尤其在技术主题上，因为大多数技术人会直接无视这些广告。而且要在 AdWords 上成功，你需要很多钱来反复调整活动；Google 设计的系统太复杂，只有垃圾推广者和大公司才有足够资金赢。
coliveira查看英文原文
Google adsense has stopped being relevant a long time ago... Specially for technical subjects, since most tech people just blog these ads anyway. Moreover, to be successful with Google adwords, one needs to have a lot of money to tweak the campaigns. The system created by Google is so complicated, that only spammers and big corporations have enough money to win the game.
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