1、谷谷歌歌数数字字化化营营销销为为中中国国教教育育行行业业出出海海赋赋能能Proprietary + ConfidentialProprietary + ConfidentialB By yr ro on n J Ji in nIndustry Manager team here todayP Pa at tr ri ic ck k L Li iu uAccount Manager教育行业全球数据洞察谷谷歌歌数数字字化化营营销销方方案案介介绍绍内容要点案例分享和谷歌资源支持2021，踏上数字化营销的浪潮Proprietary + ConfidentialProprietary + Confide

2、ntial全面了解GoogleProprietary + Confidential认识谷歌和谷歌广告Proprietary + Confidential谷歌的使命Googles Mission整整合合全全球球信信息息，供供大大众众使使用用，使使人人人人受受益益T To o o or rg ga an ni iz ze e t th he e w wo or rl ld d s s i in nf fo or rmma at ti io on n a an nd d mma ak ke e i it t u un ni iv ve er rs sa al ll ly y a ac cc ce e

3、s ss si ib bl le e a an nd d u us se ef fu ul lProprietary + Confidential谷歌一直在中国4 个办公室: : 北京, 上海, 广州，深圳 1 1,0 00 00 0 员工谷歌一直在中国3个办公室: : 北京, 上海, 深圳 2 2,0 00 00 0+ + 员工Proprietary + ConfidentialSundar Pichai, CEO搜索WazeYouTube安卓GEOAPI应用商店Chrome硬件Daydream & VR机器学习云传播&政策全球销售 & 运营全球合作伙伴广告及商务市场法律Last updat

4、ed January 2017从到2 29 9 亿亿每每个个月月覆覆盖盖全全球球独独立立用用户户9 9 款款超超过过 1 10 0 亿亿用用户户的的互互联联网网产产品品Proprietary + Confidential在谷歌上搜搜索索观观看看YouTube视频使使用用 应用浏浏览览网页Shopping apps下下载载 应用安卓操作系统谷歌搜索应用商店谷歌邮箱谷歌地图谷歌浏览器YouTube云端硬盘涵盖海外用户生活的方方面面Proprietary + Confidential通过 谷歌工具 洞察海外市场谷谷歌歌趋趋势势随时掌握热搜字词了解哪些市场对您的产品和服务感兴趣了解同行在目标市场的搜索

5、指数全全球球商商机机通通55个国家和地区400+产品品类19个洞察数据消消费费者者晴晴雨雨表表了解特定产品在不同市场的搜索趋势根据市场需求在线生成定制化数据报告谷歌大数据衡量营销成果Proprietary + Confidential人人工工智智能能 ” ”激激活活” ” 程程序序化化购购买买三三大大核核心心发掘精准受众机器学习优化购买效率个性化动态创意提升用户体验 媒体资源人工智能2 20 02 21 1 GGo oo og gl le e X X B Br ra an nd dZ Z 中中国国全全球球化化品品牌牌5 50 0强强发发布布Proprietary + ConfidentialP

6、roprietary + Confidential2021，踏上出海数字化营销的浪潮Confidential + Proprietary2020年中国在线教育行业市场规模2573亿元，过去4年的CAGR达34.5%，之后会回落到20%左右的年增速Confidential + Proprietary疫情期间，放眼全球市场，在线学习相关热词的搜索兴趣指数也是明显飙升，尤其是疫情刚在全球扩散时达到顶峰Source: Google Trends Public Data, Worldwide, Education, Web Search, Jan, 2018 - Jun, 2021搜搜索索热热度度Con

7、fidential + Proprietary趋势一：语言教育搜索关注度增长平缓从行业趋势来看，全球语言教育相关的搜索指数，随着疫情波及全球的时间变化，表现出持续上升的趋势Source: Google Internal Search, Language Education, Google Search Network, Generic queries Worldwide, Jun, 2019 - May, 2021搜搜索索热热度度Confidential + Proprietary搜搜索索热热度度Source: Google Internal Search, Language Educatio

8、n, Google Search Network, Generic queries Worldwide, Jun, 2019 - May, 2021趋势二：人口大国及高溢价市场对语言教育需求潜力更大全球用户对于语言教育相关搜索，搜索量最高的用户来自印度、美国和巴西，增长率最高的用户来自菲律宾Geo nameSearchesSearches (PoP)India10073.80%United States6621.16%Brazil5352.07%Japan4718.34%Indonesia44103.34%Mexico3342.66%Russia3011.95%Turkey2548.86%Ph

9、ilippines24146.04%Germany2126.98%Thailand1928.45%Confidential + Proprietary在美国市场，以下搜索词为头部搜索量级的代表Source: Google Internal Search, Language Education, Google Search Network, Generic queries Worldwide, Jun, 2019 - May, 2021搜搜索索热热度度YoY growthMonthly volume3 year trend lineQuerychinese1Mduolingo600Kitalia

10、n600Kaffect vs effect600Kalphabet500K+-41%+-43%+-59%+-47%+-11%Confidential + Proprietary人人群群画画像像Source: Google Internal Search, Language Education, Insights Finder对于语言教育相关搜索，美国用户的画像如下MaleFemale4 45 5%5 55 5%P Pa ar re en nt ta al l S St ta at tu us sGGe en nd de er rParentNot a parent3 39 9%6 61 1%A

11、 Ag ge eH Ho ou us se eh ho ol ld d I In nc co omme eYour audienceComparison audienceConfidential + Proprietary人人群群画画像像Source: Google Internal Search, Language Education, Insights Finder对语言教育感兴趣的美国用户，也对如下事物感兴趣They spend a considerable amount of their time investing their own moneyThey are extremely

12、knowledgeable about market trendsThey are often called upon by friends or family for investing advice71.0% of Total AudienceThey play games on their mobile phones or social networkThey play games as a recreationThey usually play games that are easier53.0% of Total AudienceThey are particularly fond

13、of cats as petsThey spend a lot of time interacting with and caring for their petTheir pets have a large variety of toys and treats40.0% of Total AudienceThey love the theater and performing artsThey love watching independent movies and foreign filmsThey enjoy activities such as ballroom dancing and

14、 drinking wine47.0% of Total AudienceThey are particularly fond of dogs as petsThey spend a lot of time interacting with and caring for their petTheir pets have a large variety of toys and treats54.0% of Total AudienceAvid Investors1.2x more likely to beCasual & Social Gamers1.3x more likely to beCa

15、t Lovers1.5x more likely to beArt & Theater Aficionados1.3x more likely to beDog Lovers1.3x more likely to beConfidential + Proprietary人人群群画画像像Source: Google Internal Search, Language Education, Insights Finder对语言教育感兴趣的美国用户，会更关注以下YouTube的相关频道话题Top ChannelsRelevanceShare40.0%Knowledge51.0%Culture34.0

16、%Society51.0%Food62.0%MoviesIndex2.0 x1.8x1.9x1.6x1.4x20.0%29.0%18.0%33.0%43.0%24.0%Science34.0%The Arts2.1x1.8x12.0%19.0%Top Topics VideosSubscribers1.8M2.2M1.1M1.3M3.7M2.5M991K92030K310ChannelsWoody & Kleiny ExtraKlem FamilyJeenie.WeenieJojo SimDan RhodesRM VideosDylan LemayIndex2.2x2.0

17、 x3.3x2.5x2.3x2.3x2.9xConfidential + Proprietary语语言言趋趋势势Source: Google Internal Search, Chinese Learning (Broad Match), Google Search Network, Generic queries Worldwide, Jun, 2019 - May, 2021语言教育中，中文学习相关搜索，搜索量最高的用户来自美国、菲律宾、马来和印度，增长率最高的用户来自马来Geo nameSearchesSearches (PoP)United States10010.77%Philipp

18、ines5342.38%Malaysia3545.10%India3540.76%Singapore3029.76%United Kingdom194.59%Canada193.28%Australia142.37%Confidential + Proprietary趋势三：语言教育中，以英语需求为，多语种需求为辅除了中文学习，全球用户也对不同的语言的学习充满热情Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietar

19、y新加坡用户：中文学习和英语学习的热度不相上下Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary菲律宾用户（+英语学习）：中文学习热度和日语、法语学习热度相近Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary菲律宾用户：中文学习

20、热度和日语、法语学习热度相近Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary英国用户：法语学习热情程度和西班牙语不分伯仲Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary英国用户（+英语学习）：法语学习热情程度和西班牙语不分伯

21、仲Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary印度用户（+英语学习）：法语学习的热度一骑绝尘Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary印度用户：法语学习的热度一骑绝尘Source: Google Trends, W

22、orldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary美国用户：西班牙语学习热度狂热，堪比英语学习热度Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary巴西用户：仍以英语学习为主要热度Source: Google Trends, Worldwide, All Categories

23、, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary墨西哥用户：和巴西用户情况相似Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2021语语言言趋趋势势Confidential + Proprietary印尼用户：多语种大熔炉，百花齐放Source: Google Trends, Worldwide, All Categories, Web Search, June, 2020 - May, 2

24、021语语言言趋趋势势Confidential + Proprietary对于手机端用户，全球通过Google Play下载的教育类App主要集中在印度、巴西、印尼、美国和墨西哥Source: App Annie, Education Category, All Android Devices, Paid & Free Apps, Jun, 2019 - May, 2021 应应用用表表现现Confidential + Proprietary从近一年教育类App在全球的变化趋势来看，除传统的欧美日韩澳及印度，建议关注墨西哥、巴西、印尼等新兴市场Source: App Annie, Educat

25、ion Category, All Android Devices, Paid & Free Apps, Jun, 2019 - May, 2021 应应用用表表现现Confidential + Proprietary全球语言学习趋势增长平缓语言学习需求仍以英语为主，其他多语种为辅语言学习涉及到文化和习惯，需要关注消费者多维度洞察Proprietary + ConfidentialProprietary + Confidential谷谷歌歌数数字字化化营营销销解解决决方方案案Proprietary + ConfidentialGoogle 数字营销解决方案概览Google AdsGoogle

26、Marketing PlatformGoogle Ad Manager全部广告功能，涵括了G、Google的其他产品和服务、合作伙伴网站和应用等广告投放平台，可为您对接数十亿用户。Google Marketing Platform进一步强化了Google Analytics 360全方位套件与DoubleClick数字营销之间的现有集成，助力营销人员规划宣传方案、购买数字媒体、衡量宣传效果和优化客户体验。将DFP广告管理系统与DoubleClick Ad Exchange整合到一个完整且统一的程序化平台中。Proprietary + Confidential人人工工智智能能 ” ”激激活活”

27、” 程程序序化化购购买买三三大大核核心心发掘精准受众机器学习优化购买效率个性化动态创意提升用户体验 媒体资源人工智能Confidential + Proprietary面对如此迅猛的发展趋势，我们通过和Google合作的教育类客户，归纳出主要3类营销目标Leads GenerationApp ExpansionBrand Awareness收集外教、学生的申请表单引导用户到官网，注册免费公开课吸引用户下载App监测应用内事件如付费行为在重点市场推广公司品牌通过品牌广告影响最终成效Confidential + ProprietaryProprietary + ConfidentialFrom G

28、oogle to Alphabet 1Action speak louder than words.Leads Generation 通过谷歌搜索网络广告收集表单谷歌搜索在全球拥有80%以上的搜索份额利用搜搜索索广广告告影响客户并与之建立联系吸引品牌或产品的目标受众并与之互动在用户接纳度最高的时刻与之开展互动吸引受众访问网站综合运用多种覆盖方式和广告格式吸引目标受众注意力搜搜索索“online learning”竞竞价价排排名名广广告告谷谷歌歌搜搜索索引擎Google Search付付费费搜搜索索结结果果的的广广告告排排名名广告位置广告费用=广广告告相相关关性性（质质量量得得分分）点击率关键词

29、与广告相关性关键词与着陆页相关性X支支付付意意愿愿（竞竞价价）广告主愿意为广告点击支付的最高费用搜搜索索“online learning”竞竞价价排排名名广广告告谷谷歌歌搜搜索索引擎Google SearchSEO建立快按点击付费效果好衡量付费广告竞争激烈点击免费长期可信度高花较长时间才能优化到上海品茶谷谷歌歌搜搜索索引擎SEM vs SEOSelect high-quality, relevant keywords for your ad campaign to help you reach only users likely to become your customers.Tools lik

30、e Google Trends and Keyword Planner can help you choose relevant keywords.选择合适的教育类关键词Confidential + ProprietaryProprietary + Confidential2App Expansion 通过谷歌应用解决方案加强用户互动Proprietary + ConfidentialProprietary + ConfidentialA Ap pp p应应用用推推广广周周期期 宣传预热Success！回收盈利吸引安装引导应用内事件上线冲榜维稳、拉新、召回老用户发布前发布期发布后U UA AC

31、 C + + O Ot th he er rs sProprietary + ConfidentialProprietary + Confidential利利用用U UA AC C在在各各阶阶段段做做针针对对性性投投放放Max Conversions InstallsActionsTarget ROAS B Be et ta a Engagement L La au un nc ch he ed d Pre-Registration B Be et ta a Proprietary + ConfidentialProprietary + ConfidentialActionsFind new

32、users who complete a selected in-app event at a set target cost-per-acquisition (tCPA) and budget Proprietary + ConfidentialProprietary + ConfidentialProprietary + ConfidentialProprietary + ConfidentialA AC C f fo or r V Va al lu ue e ( (t tR ROOA AS S/ /3 3. .0 0) ) 基于目标ROAS进行优化 更有利于实现回收和盈利目标 只能基于F

33、irebase事件进行投放 Proprietary + ConfidentialProprietary + ConfidentialA AC C f fo or r E En ng ga ag ge emme en nt t ( (A AC Ce e) ) 召回【老】用户Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential利利用用A AC Ce e召召回回老老用用户户：t tC CP PA A- -跳跳转转到到特特定定页页面面. users who downloaded but never

34、opened. users who are inactive. users who have not convertedProprietary + ConfidentialProprietary + Confidential利利用用A AC Ce e召召回回老老用用户户：自自动动生生成成- -多多展展示示渠渠道道Proprietary + ConfidentialProprietary + Confidential非付费用户付费程度活跃非付费用户活跃付费用户付费用户活跃程度非活跃付费用户用户召回用户流失前提升活跃程度提升活跃程度 预防流失用户召回提升付费程度已流失已流失利利用用A AC Ce

35、e召召回回老老用用户户：配配合合GGA A4 4F F甄甄选选不不同同类类型型Confidential + ProprietaryProprietary + Confidential3Brand Awareness 通过YouTube视频广告打造品牌声量 谷歌视频广告Youtube世世界界上上最最大大的的在在线线视视频频网网站站0.2B PV/Day支持73 个国家、61 种语言90%移动设备上视频观看时间的年增长率1B UV每分钟 100小时的视频内容被上传每天 10亿小时的视频被浏览400每分钟有400小时的视频上传65%65%观看时间来自手机19亿亿YouTube 的覆盖人口数量相当于全

36、球排名第三的国家见证 前所未有的增长 谷歌视频广告YoutubeYoutube广告形式： Bumper 导视广告（6s不可跳过）简短、聚焦地传递信息，高效触达目标人群。简洁明了的视频前贴片，高效传递品牌信息。可与时长较长的广告创意结合，最大化品牌影响。研究显示，90%的bumper广告可以带来明显的广告记忆提升，提升率可达38%。 谷歌视频广告Youtube 系统会在YouTube 影片播放前或播放期间放送这类影片广告。 影片广告先播放 5 秒，之后观众可选择略过广告或是继续观看。 只有在观众观看广告的时间到达 30 秒时，广告主才需要付費。如果广告长度不到 30 秒，则会在广告播完后向广告主

37、收费。 谷歌视频广告YoutubeYoutube广告形式： TrueView in-Stream Video 视频前贴片 广告刊登位置显示在 YouTube 观赏页面或搜寻结果页中。观众在观看视频时或搜寻相关视频时看到广告主的广告。 只有在使用者点击广告并开始观看视频时，广告主才需要付费。 谷歌视频广告YoutubeYoutube广告形式： TrueView in-Display 展示型广告Confidential + ProprietaryProprietary + Confidential跨屏、跨设备抢占 100% 的广告占有率，大规模覆盖 YouTube 上海品茶受众，迅速提升认知度 付费方

38、式：CPD按天购买独享引人注目的展示位置，全面展现您的品牌轻松上传视频或是为用户量身打造极具影响力的体验请请使使用用 S Sa al le es s A An ni imma at ti io on n T To oo ol l 为为您您的的客客户户制制作作自自定定义义模模拟拟屏屏幕幕内内容容 谷歌视频广告YoutubeYoutube广告形式：MasterHead 标头广告,大规模覆盖 YouTube 上海品茶受众Confidential + Proprietary衡量的指标衡量方式为您解答的问题广告回想度问卷调查怎样的频次能最大限度地提高对品牌讯息的广告回想度？品牌认知度问卷调查哪个受众特征对品

39、牌认知度带来的提升最大？品牌关注度自然搜索活动我的广告能否促使消费者搜索我的品牌或产品？除了覆盖面和频次之外，还可在投放期间利用“品牌提升”问卷调查来衡量 TrueView 广告系列的效果，然后在投放期间根据得到的调查数据调整广告内容。详详细细了了解解“ “品品牌牌提提升升” ”问问卷卷调调查查 谷歌视频广告YoutubeProprietary + ConfidentialProprietary + Confidential谷谷歌歌最最新新数数字字化化解解决决方方案案分分享享I In nt tr ro od du uc ci in ng g: :P Pe er rf fo or rmma an

40、 nc ce e MMa ax xC Ca ammp pa ai ig gn ns sA new campaign type to drive maximum performance from Google AdsP Pe er rf fo or rmma an nc ce e MMa ax xConfidential + ProprietaryP Pe er rf fo or rmma an nc ce e MMa ax xProprietary + ConfidentialI In nt tr ro od du uc ci in ng g: : P Pe er rf fo or rmma

41、an nc ce e MMa ax x F Fi in nd d mmo or re e c co on nv ve er rt ti in ng g c cu us st to omme er rs s: : Access the full breadth of Google Ads inventory from a single campaign to engage customers throughout the purchase journey - and use Googles real-time understanding of consumers to show up in th

42、e right moments. D Dr ri iv ve e mmo or re e v va al lu ue e f fr ro omm y yo ou ur r b bu ud dg ge et t: : Your budget is optimized across channels in order to optimize for the highest value opportunities with the best of Google Ads machine learning and attribution technology, customized to your bu

43、sinesss marketing objectives.G Ge et t r ri ic ch h a an nd d t tr ra an ns sp pa ar re en nt t i in ns si ig gh ht ts s* *: : Understand how automation is working and how you can improve your campaign. See which audiences, creatives and other drivers (incl. consumer insights & trends) are impacting

44、 performance. S St te ee er r a au ut to omma at ti io on n w wi it th h i in np pu ut ts s f fr ro omm A Au ud di ie en nc ce e S Si ig gn na al ls s a an nd d V Va al lu ue e R Ru ul le es s to accelerate the campaign ramp-up period and deliver better results faster.A A n ne ew w c ca ammp pa ai i

45、g gn n t ty yp pe e i in n GGo oo og gl le e A Ad ds s t th ha at t h he el lp ps s mma ax xi immi iz ze e y yo ou ur r p pe er rf fo or rmma an nc ce e a ac cr ro os ss s GGo oo og gl le e A Ad ds s i in nv ve en nt to or ry y u us si in ng g mma ac ch hi in ne e l le ea ar rn ni in ng g, , s sa av

46、 vi in ng g y yo ou u t ti imme e a an nd d d dr ri iv vi in ng g t to ow wa ar rd ds s y yo ou ur r g go oa al ls s*Announced at GML, coming soonP Pe er rf fo or rmma an nc ce e MMa ax xProprietary + ConfidentialP Pa at th h- -t to o- -p pu ur rc ch ha as se e a aw wa ar re e* so the right ad can b

47、e served at the right time according to your marketing objectiveA Al lw wa ay ys s s se er rv ve e o on n t th he e b be es st t i in nv ve en nt to or ry y across Google properties to reach customers where they are efficiently and at scalePerformance Max is g go oa al ls s- -b ba as se ed d which u

48、nlocks mma ax xi immu umm p pe er rf fo or rmma an nc ce e across all Google propertiesA At tt tr ri ib bu ut ti io on n g ga ap ps s: : Separate campaigns are not aware of customers full path-to-purchaseMMa ay y n no ot t a al lw wa ay ys s f fi in nd d t th he e c cu us st to omme er r: : Customer

49、s move between Google properties now more than ever, and having siloed campaigns means you may miss a key moment to influence their intentC Co ommp pl le ex x: : Set up and manage multiple campaigns split by Google propertiesC Ch ha an nn ne el l- -B Ba as se ed d C Ca ammp pa ai ig gn ns s* Youtube

50、 and Display DDA coming in Q3 2021S Si in ng gl le e g go oa al l- -b ba as se ed d c ca ammp pa ai ig gn n that focuses on achieving the performance objectives that matter to you with automation and machine learningP Pe er rf fo or rmma an nc ce e MMa ax xProprietary + ConfidentialPerformance Max t