了解LAZADA搜索推广的专业术语

LAZADA搜索推广专业词汇介绍

一、花费类

1. Spend 花费

实际花费总金额：Total actual spend amount.

二、曝光类

2. Impressions 曝光

推广商品被展示的次数：The number of times your promoted product is shown.

三、点击类

3. Click 点击

推广商品被点击的次数：The number of times someone clicked on your promoted product.

4. Clickthrough rate (CTR) 点击转化率

推广商品点击和曝光的比率：The ratio showing how often people who see your promoted product end up clicking on it. It's calculated as Clicks divided by Impressions.

5. CPC (cost-per-click)

推广商品每次被点击时，推广方平均支出的费用：The average amount you pay each time someone clicks your promoted product. It's calculated as Spend divided by Clicks.

四、转化率类

6. Conversion Rate (CR) 转化率

如何常，平均而言，一个推广商品的点击会导致其特定SKU的销量：How often, on average, a promoted product click leads to its unique SKU being sold. It's calculated as Unique SKU sold divided by Clicks.

五、销量类

7. Units Sold 销售件数

点击推广商品后产生的销售总件数：The total number of units sold after someone clicks your promoted product.

六、收入类

8. Revenue 收入

点击推广商品后产生的销售总收入：Revenue generated from units sold after someone clicks your promoted product.

七、回报率

9. Return on Investment (ROI) 投资回报率

由推广所带来的的所得与所耗费用之间的占有量：The revenue that resulted from Sponsored Search compared to the amount you've spent on Sponsored Search. It's calculated as Revenue divided by Spend.

八、店铺转化率

10. Store CR 店铺转化率

一般情况下，一个拉条广告会驱动店铺任何产品成交：How often, on average, a promoted product click leads to any product sold from your store listings. It's calculated as Store Unique SKU sold divided by Clicks .

九、店铺销量

11 Store Unit Sold 店铺销量

在一个人通过你的广告后带来店铺总件数：The total number of units sold from your store listings after someone clicks your promoted product

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常见问答(FQAS)

LAZADA搜索推广是指在LAZADA上搜索关键词进行投放广告,使您的产品在用户搜索对应关键词时可以在搜索结果页面出现,从而提高产品的点击率和销量。

LAZADA搜索推广根据关键词的竞争度以及广告排名设置不同的每日预算和每次点击费用。一般来说,竞争度越高和排名越前,每日预算和单击费用越高。您需要根据产品和预期效果合理设置每日预算和价格。

关键词是用户在LAZADA上进行搜索的词或词组,如\"耐克鞋\"、\"iPhone\"等,通过为这些关键词设置广告可以使您的产品出现在用户相关搜索结果页面,从而吸引用户点击和购买。

单击率代表您广告的点击率,也就是每次展现该广告的用户有多少人点击了该广告。转换率代表该广告点击后用户完成交易(下单购买)的概率。单击率和转换率的高低直接影响广告的效果和投入效率。