LAZADA搜索推广专业词汇介绍 spend花费totalactualspendamount

Spend 花费   

Total actual spend amount. 实际花费总金额

Impressions 曝光                      

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

Click 点击                               

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

Clickthrough rate (CTR)点击转化率

The ratio showing how often people who see your promoted product end up clicking on it. It's calculated as Clicks divided by Impressions.

推广商品点击和曝光的比率。

CPC (cost-per-click)

The average amount you pay each time someone clicks your promoted product. It's calculated as Spend divided by Clicks.

推广商品每次被点击时，推广方平均支出的费用。

  Conversion Rate (CR) 转化率 

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.

转化次数或销售件数和推广商品点击数的比率。计算公式是单一SKU销售次数/点击数。

Units Sold 销售件数 

The total number of units sold after someone clicks your promoted product.

点击推广商品后产生的销售总件数。

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.

Return on Investment (ROI)投资回报率

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.

由推广投入所带来的的收入和推广花费的比率。计算公式是收入/花费。

Store CR 店铺转化率 

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.

平均而言，一个推广点击引导的店铺任一商品成交的比率。计算公式是店铺单一SKU成交次数除以点击数。

Store Unit Sold店铺销售件数

The total number of units sold from your store listings after someone clicks your promoted product.点击推广后，经由您推广商品详情页所引导的商品成交总件数。

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常见问答(FQAS)

实际支出总额(Total Actual Spend Amount)指在一个广告活动或推广计划中实际为某些关键词或广告位置买下的广告投放费用总额。

预算是指你为广告活动设定的最高花费总额,超过此费用后系统将停止为你投放广告。而实际支出总额指的是活动实际运行过程中真正为某些关键词或广告位置支付的费用总和,它可能会低于或高于你设置的预算数额。

您可以登录拉卡拉企业管理系统,进入“推广”-“报表”模块,选择时间范围后系统会自动统计出您在这个时间段内为不同推广计划实际支付的费用总额,即实际支出总额。您也可以进入每个推广计划详情页面查看其实际支出信息。