介绍
您还在为展示广告进行人工出价吗？如果是这样，您可能会花费大量时间在可以通过机器学习做得更好的事情上。输入目标每次转化费用，或 Google 的原生出价工具（以前称为转化优化工具）。tCPA 代表“目标每次获取成本”，是广告商可以用来设置出价的工具，以捕获最接近您希望为每次获取支付的价格参数的转化。
tCPA 出价使用一种算法，该算法会随着时间的推移智能地发展，因为它了解您独特的业务绩效，以优化您的出价并让您获得最大的收益。它专为为每次转化费用目标出价的广告商而设计 以色列电话号码表 因此如果您希望产生潜在客户而不是根据排名、点击次数、ROAS 或目标展示次数份额（有其他可用选项）进行出价，则最好在谷歌内）。下面，我们详细介绍了为什么您应该考虑使用目标每次转化费用（如果您还没有这样做的话），并为您提供建立和改进出价策略的建议。
tCPA 与其他选项
tCPA 是 Google 的原生工具，但也有许多第三方选项可供展示广告商使用。在某些情况下，这些第 3 方会提供超出目标 CPA 出价和目标广告支出回报率的额外出价选项，例如“利润最大化”。
尽管 Google 与这些第 3 方合作，但您应该将它们视为 tCPA 的竞争选项，因为它与出价有关。一些值得注意的选项包括：Search Ads 360、Marin 软件、Kenshoo和Quantic Mind。这些工具还提供可能对您有用的报告和其他功能，并且可以执行跨平台竞价，包括 Bing Ads、Facebook 和其他平台。
也就是说，与第 3 方相比，谷歌至少具有三大优势。首先，谷歌拥有更多的受众信号数据。建议查看Google 使用的信号（也在下方列出）。我加粗的那些没有可直接在 Google Ads 用户界面中修改的出价修饰符。它们也无法通过 API 供第 3 方使用。
设备
物理位置
定位意图
工作日和一天中的时间
再营销名单
广告特色
界面语言
浏览器
操作系统
人口统计（搜索和显示）
实际搜索查询（搜索和购物）
搜索网络合作伙伴（仅限搜索网络）
网络放置（仅显示）
网站行为（仅显示）
产品属性（仅限购物）
移动应用评级（即将推出）
价格竞争力（购物即将推出）
季节性（购物即将推出）
另一个优势是谷歌可以进行实际的实时、查询级别的竞价。第 3 方仅限于像客户经理那样推动单个出价和出价修改器。他们通常每天更新一次出价。最后，使用 tCPA 没有额外费用，而第 3 方通常有最低费用和支出上行百分比。您还可以争辩说，谷歌在研究和开发其旗舰产品 Google Ads 上的花费比任何第 3 方都多得多尤其是在 tCPA 方面的投资。
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