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标题: 影响帐户单价的因素 [打印本页]

作者: 52WAP 时间: 2006-3-21
标题: 影响帐户单价的因素
影响单价的幕后英雄是 Smart Price 机制, 顾名思义是GG为平衡广告发布者的利益设置的价格平衡系统, 目前可以知道的是

1. Smart Price 会影响整个帐户, 而不是单个通道
2. Smart Price 的活动周期以周为单位
3. Smart Price 的活动周期以月为单位

Smart Price 的目的就是为了广告发布商(AdWords) 平衡价格, 简单地说如果来自一个Adsense帐户的引导没有最终为广告发布商带来效益, 在下一个 Smart Price的活动周期单价就会下降, GG有自己的和已经给广告发布商的分别评价系统.

Smart Price 即为保护广告发布商的利益, 其实也为GG自己考虑, 它需要真正能为广告发布商带来效益才是其广告计划的发展根本 (请多体会这句).

一个坏的通道, 会影响整个帐户

在网页投放广告方面, 因为 Smart Price, 如果着眼于颜色一体, 浏览者的误点击, 或者浏览者无意点击等等, 这样的点击不会为广告发布商带来任何效益, 所以不久会影响帐户的 Smart Price, 从而影响整个帐户. 这就象左派武功一样, 虽然短时间内很见效, 但长远考虑就不及正宗武功那样深厚了.

到后来, 别人0.5点击率的单价会远高于你1.5-2.0(或者更高)点击率的单价, 而你的点击率再回到0.5的时候, 你的价格已经惨不忍睹, 就象黄河水一样, 河堤会越来越高.

所以关键还是建设好网页的内容, 上面有浏览者真正需要的资料, 而广告的放置我们可以看看国外许多真正的大网站, 一般是独立的, 鲜明的, 相关的形式出现,让浏览者能选择其真正感兴趣的内容, 从而产生真正的价值这些大网站不是不知道各种技巧, 但其实只有这样才是真正的广告投放之道.

如老子言大巧若拙

仅仅发表与广告发布者论坛, 个人观点, 一家之言(另外GG最近关于欺诈点击的官司, 估计会让GG会对真正有效的引导更加重视, Smart Price影响帐户会越来越明显, 谁叫它没Yahoo硬气呢, 人家就是不陪

作者: david 时间: 2006-3-21
你的意思是不是说，放弃网页中投放的效果不怎么样的广告格式，只专心放广告效果明显的格式的广告，是这个意思吗？

作者: Lxyanzi 时间: 2006-3-21
可能我就出现了太多的无效点击？

作者: 端木忧伤 时间: 2006-3-21
着实是好文

作者: dwh0722 时间: 2006-3-21
写的挺有观点的，不错，期待更多帖子

作者: 大大 时间: 2006-3-21
谢谢你精彩的帖子。

原帖由 52WAP 于 2006-3-21 11:10 发表另外GG最近关于欺诈点击的官司, 估计会让GG会对真正有效的引导更加重视, Smart Price影响帐户会越来越明显, 谁叫它没Yahoo硬气呢, 人家就是不陪...

这个问题倒还是得区别来看，Google所谓的赔钱和促销差不多，因为不是赔给因为Fraud Clicks受到损失的人，而是给以后投放的一些广告主。

作者: ycrake 时间: 2006-3-21
哇第一次知道

作者: 每天100美元 时间: 2006-3-21
One poorly converting site can "smart price" an entire AdSense account
Google has said very little publicly about Smart Pricing secret sauce which results in some publishers earning more money for a click while others earn less (and yes, the advertiser will also pay less accordingly).

Here is the basis of how smart pricing works:

Google's smart pricing feature automatically adjusts the cost of a keyword-targeted content click. So if our data shows that a click from a content page is less likely to turn into actionable business results - such as online sales, registrations, phone calls, or newsletter signups - we reduce the price you pay for that click.
And this often used example explains how this works more precisely.

As an example of smart pricing, consider two websites, each related to digital photography. The first page features digital camera reviews, while the second offers photography tips. Clicks from the page of photography tips might be charged less, because they are expected to convert into sales less frequently, resulting in lower value for advertisers. Google data determines that clicks from the digital camera reviews convert better, so clicks from this page are not discounted.
And since very little is publicly disclosed to publishers about how smart pricing specifically works, there are many questions surrounding it. However, while AdSense was attempting to get a publisher back from YPN, one support team member disclosed more details than perhaps he or she should have.

Here is what that team member disclosed, as well as other tidbits already known about smart pricing.

Smart pricing affects an entire account. It is not on a per page or per site basis.
One poorly converting site can result in smart pricing impacting an entire account, even sites completely unrelated to the poorly converting one.
Smart pricing is evaluated each week. So removing ads from sites you suspect are converting poorly could result in seeing an adjustment to a higher smart pricing percent in as little as a week.
Smart pricing is tracked with a 30 day cookie, so you could be rewarded for new conversions that saw the initial click from your site up to 29 days earlier.
Image ads are also affected by smart pricing.
With smart pricing, an advertiser could end up paying less than their minimum bid, which would theoretically include the minimum bid price available, meaning publishers earn less for even the minimum valued clicks.
Conversions for smart pricing publisher accounts are tracked by those advertisers who have opted into AdWords Conversion Tracking
This raises the question about whether publishers should be removing AdSense from sites they suspect are converting poorly, in order to increase their smart pricing percentage. The loss of revenue could be more than made up with higher smart pricing across the rest of the account. But publishers do not have access to any of the data that would be used to determine which sites (if any) are converting better than others.

It would also be hard to tell this from AdSense stats - even using channels to differentiate sites because one site with a low CPM could actually be converting the highest, but is simply in a lower earning niche. But a publisher could mistaken a low CPM for also being poorly converting and remove those ads... which could result in even smart pricing reducing overall per click earnings even more.

Other things can also affect day to day earnings that have absolutely nothing to do with smart pricing. This means it is extremely hard to track without information AdSense is unwilling to disclose about each account.

This kind of unknown situation makes it very tempting for publishers to want a second AdSense account, especially for publishers that have quality sites as well as "less than quality" sites. While second accounts are hard to get, I bet there are publishers who will be working on getting a new company name for this purpose.

How do you plan on using this information? Removing AdSense - or swapping it for YPN instead - and wait a week or two and see if there seems to be an increase in CPM? Wait and see what others do?

作者: 每天100美元 时间: 2006-3-21
更详细的一个介绍
* Smart pricing affects an entire account. It is not on a per page or per site basis.
* One poorly converting site can result in smart pricing impacting an entire account, even sites completely unrelated to the poorly converting one.
* Smart pricing is evaluated each week. So removing ads from sites you suspect are converting poorly could result in seeing an adjustment to a higher smart pricing percent in as little as a week.
* Smart pricing is tracked with a 30 day cookie, so you could be rewarded for new conversions that saw the initial click from your site up to 29 days earlier.
* Image ads are also affected by smart pricing.
* With smart pricing, an advertiser could end up paying less than their minimum bid, which would theoretically include the minimum bid price available, meaning publishers earn less for even the minimum valued clicks.
* Conversions for smart pricing publisher accounts are tracked by those advertisers who have opted into AdWords Conversion Tracking

作者: cat345 时间: 2006-3-21
鸟文不太懂

作者: bullfrog 时间: 2006-3-21
QUOTE:

在网页投放广告方面, 因为 Smart Price, 如果着眼于颜色一体, 浏览者的误点击, 或者浏览者无意点击等等, 这样的点击不会为广告发布商带来任何效益, 所以不久会影响帐户的 Smart Price, 从而影响整个帐户. 这就象左派武功一样, 虽然短时间内很见效, 但长远考虑就不及正宗武功那样深厚了.

到后来, 别人0.5点击率的单价会远高于你1.5-2.0(或者更高)点击率的单价, 而你的点击率再回到0.5的时候, 你的价格已经惨不忍睹, 就象黄河水一样, 河堤会越来越高.

这是不可能的

作者: hahafei 时间: 2006-3-21
就不会来点我们网站主关心的事情，我来透漏个比你这还重要一点的信息。一般广告单价值高的广告google会事先放置展览，每天下午的16：00钟后两个小时就是黄金时间，看大伙怎么行动了。呵呵，这不比你的实用些，切！

真不知道小龙是怎么想的，这也能加进精华来煊，google的算法能那么清楚让你知道吗？它可能每时每刻都会有所变化，看看他频变的发布计划你就应该有所领悟了。

作者: rfidabc 时间: 2006-3-21
真是厉害，仔细体会

作者: suiyidifeng 时间: 2006-3-22
有道理，我现在很掺了，挣0.01$需要两个点了,

作者: dwh0722 时间: 2006-3-22

原帖由 hahafei 于 2006-3-21 21:14 发表就不会来点我们网站主关心的事情，我来透漏个比你这还重要一点的信息。一般广告单价值高的广告google会事先放置展览，每天下午的16：00钟后两个小时就是黄金时间...... ...

好笑，是google投放的广告商有每天的点击次数限制或每日最高消费，因为北京时间的14:30左右是美国的0点，开始统计一天的费用，因此前几个小时的点击是有费用的，时间越后，随着点击的次数增加，到达次数或到达费用额，点击是无效的，但被记入点击总数，不给费用，因此，有时候即使是一样的广告被点击，80和120次的费用是一样的。

[ 本帖最后由 dwh0722 于 2006-3-22 10:31 编辑 ]

作者: 不过尔尔 时间: 2006-3-22

原帖由 dwh0722 于 2006-3-22 10:24 发表好笑，是google投放的广告商有每天的点击次数限制或每日最高消费，因为北京时间的14:30左右是美国的0点，开始统计一天的费用，因此前几个小时的点击是有费用的，时间越后，随着点击的次数增加，到达次数或 ...

都是高人,我的GGAD就那么一直放着,每月只查查广告费是多少,虽然很少,唉!

作者: hahafei 时间: 2006-3-22

原帖由 dwh0722 于 2006-3-22 10:24 发表好笑，是google投放的广告商有每天的点击次数限制或每日最高消费，因为北京时间的14:30左右是美国的0点，开始统计一天的费用，因此前几个小时的点击是有费用的，时间越后，随着点击的次数增加，到达次数或 ...

你自己好好实践一下再说，简直是在无稽之谈。首先给你说，点击是有费用的，没有费用的商业广告google是不会展示的；如果有点击而没有费用那一定是无效点击或公益广告。再一个新的一轮计费时刻是在北京时间下午16:00，你自己好好试试，不要瞎说，这地球人都知道的。

作者: dwh0722 时间: 2006-3-22
Google广告新的一天计费时间就让大家自己来说吧，大家实践的结果应该是最有说服力的！

作者: 大大 时间: 2006-3-22
鼓励有益的争论，但是我们尽量不要用那些会让人觉得不舒服的字眼。

作者: hahafei 时间: 2006-3-22
看看这是我的一个渠道的某个数据，居然一个点击1.48＄，这是在新的周期刚更新数据之后的成绩，呵呵
18 1 5.6% USD81.98 USD1.48

作者: 大大 时间: 2006-3-22

原帖由 hahafei 于 2006-3-22 17:02 发表看看这是我的一个渠道的某个数据，居然一个点击1.48＄，这是在新的周期刚更新数据之后的成绩，呵呵
18 1 5.6% USD81.98 USD1.48

我的最新数据

AdSense for content 176 1 0.6% USD0.15 USD0.03

作者: topbook 时间: 2006-3-22

原帖由 每天100美元 于 2006-3-21 15:50 发表更详细的一个介绍
* Smart pricing affects an entire account. It is not on a per page or per site basis.
* One poorly converting site can result in smart pricing impacting an entire account, even s ...

可否翻译成中文，照顾一下我们这些E文差的兄弟。

作者: topbook 时间: 2006-3-22
一个更新周期，需要多少时间。

作者: 不过尔尔 时间: 2006-3-23

原帖由 hahafei 于 2006-3-22 17:02 发表看看这是我的一个渠道的某个数据，居然一个点击1.48＄，这是在新的周期刚更新数据之后的成绩，呵呵
18 1 5.6% USD81.98 USD1.48

5.6% ? 高了

作者: hahafei 时间: 2006-3-23

原帖由 不过尔尔 于 2006-3-23 08:10 发表

5.6% ? 高了

新周期的第一个小时内150%也算是正常，后还有23个小时的流量的

作者: 蓝点 时间: 2006-4-30
还是不太明白.

我加这个广告才只三天,第一天的时候USD为2.多,然后,第二天第三天就暴减,真郁闷的很.

其浏览量基本没变,就是USD收入少了.

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