2013年2月8日星期五

焦点新闻-新浪科技: 谷歌升级AdWords获专家支持

焦点新闻-新浪科技

科技焦点新闻

谷歌升级AdWords获专家支持
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Feb 8th 2013, 15:52

　　新浪科技讯 北京时间2月8日晚间消息，搜索引擎营销公司WordStream首席技术官拉里·吉姆(Larry Kim)周四力挺谷歌AdWords新系统，称旧系统过于复杂，而新系统则迎合了主要客户的需求。
　　谷歌周三发布了AdWords广告平台的"增强计划"，用户将可以统一管理PC、平板电脑和智能手机等设备上的广告活动，而无需像以往那样分别管理。
　　新系统将变得更简单，但对于广告主而言，他们很难比较针对不同移动设备(尤其是平板电脑)的广告效果。因此，新系统遭到了一部分广告主的抱怨，认为这将提高移动设备广告的点击付费(Cost-per-Click)成本。
　　但帮助谷歌进行此次调整的搜索引擎营销公司WordStream首席技术官吉姆却力挺谷歌，他说："很高兴看到谷歌淘汰旧系统，因为它太复杂了，几乎没人使用。"
　　吉姆接着说："之所以很少人使用，就是因为它令人费解，看起来像是复杂的核潜艇的控制面板。大部分广告主并不希望在100种设备上运行100则不同的广告。"
　　吉姆还称，对谷歌新系统抱怨声最大的是一些少数的精英广告主，如Adobe，他们的广告开支很庞大，因此在平板电脑和笔记本上的广告效果的不同对他们而言显得很重要。
　　但谷歌的广告主却不是这些客户。吉姆说："最可能通过移动广告获取更多用户的是本地商家，如牙医、饭店和汽车经销商等，而他们是最没有经验的广告主。在旧的Adwords系统下，移动搜索选项恰恰又是最复杂的部分。"
　　吉姆认为，对于这些广告主，平板电脑和笔记本几乎是没有区别的。需要指出的是，尽管新系统将桌面购买和移动设备购买整合在一起，但客户仍可以分别购买。当然，吉姆也同意新系统将提高移动设备广告的点击付费成本的说法。(李明)
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