百度广告账户搭建，云衔科技账户结构搭建指南

想让网络推广花更少精力拿更好效果？关键得把账户结构搭明白！就像盖房子要先画好图纸，账户结构就是推广的 “施工蓝图”，学会这几步，新手也能轻松掌握。

Want to with less in ? The key is to a clear ! Just like a house the first, the is the " " for . Even can these steps.

一、账户搭建的底层逻辑

1、 The logic of

推广账户就像一个大抽屉，得按类别把 “推广物料” 分好格子。核心逻辑是：让用户搜什么就能精准找到你，同时方便自己管理数据。比如卖运动鞋的商家，账户里要把 “跑步鞋”“篮球鞋”“休闲鞋” 分开管理，就像把零食按口味分区，既方便顾客找，也方便补货盘点。

A is like a big , where you need to the " " into by . The core logic is to users to find you by for , while also their own data . For , a shoes needs to " shoes," " shoes," and " shoes" in their , just like a by taste, which is for to find and for .

二、账户结构的三层框架

2、 The three-tier of

1. 计划层：定方向的 “总指挥”

1. layer: the " " who sets the

一个账户可以建多个计划，每个计划对应一个推广目标。比如：

One can plans, each to a goal. For :

按产品类型分：卖护肤品的可建 “洁面系列”“面霜系列”“精华系列” 计划；

to the type, " ", "face cream " and " " plans can be built for skin care ;

按地域分：想推济南市场，就建 “济南本地推广” 计划；

By : If you want to focus on the Jinan , the "Jinan Local " plan;

按时段分：夜间咨询多的话，单独建 “夜间推广” 计划。

Time : If there are many at night, a "night " plan.

计划名称要简单直白，比如 “2025 春季新款女装推广”，一看就知道这个计划在推什么。

The name of the plan be and , such as "2025 New Women's ", which what the plan is .

2. 单元层：细分需求的 “小团队”

2. Unit level: A "small team" for

每个计划里要拆分成多个单元，单元是按 “关键词类别” 分组的。比如 “跑步鞋” 计划下可设：

Each plan needs to be into units, which are by " ". For , under the " Shoes" , you can set:

品牌词单元：关键词像 “某品牌跑步鞋”“某品牌运动鞋正品”；

Brand word unit: such as "a brand of shoes" and "a brand of shoes";

功能词单元：“减震跑步鞋”“透气运动鞋”；

word units: "shock- shoes" " shoes";

词单元：“百元跑步鞋”“性价比高的运动鞋”。

Price word units: "100 yuan shoes" "cost- shoes".

单元划分越细，后续关键词和创意的匹配就越精准，比如 “减震跑步鞋” 单元里的关键词，创意就专门突出 “减震科技” 的卖点。

The finer the unit , the more the of and . For , in the "shock- shoes" unit, the are with the point of "shock- " in the .

3. 关键词 + 创意层：吸引点击的 “排头兵”

3. + layer: the "" of

关键词：就是你觉得用户可能搜索的词，要按 “精准度” 分类：

: words that you think users may for, by "":

精准词：“女士跑步鞋 38 码”“某品牌篮球鞋 2025 新款”；

words: "Women's shoes size 38" "A brand of shoes 2025 new model";

短语词：“跑步鞋 女款 透气”“篮球鞋 比赛用”；

: " shoes for women" " shoes for ";

广泛词：“运动鞋”“舒适鞋子选购”。

Wide range of words: " shoes" " shoe ".

技巧：精准词占比 60%，用来拿精准流量；短语词占 30% 拓量；广泛词占 10% 测试新需求。

Tip: words for 60%, used to ; for 30% of the ; Broad for 10% of new .

创意：就是用户搜索时看到的广告内容，要和关键词高度相关。比如关键词是 “减震跑步鞋”，创意就要写 “跑步不伤膝！某科技减震跑步鞋，跑者”，再配上鞋底减震结构的图片，点击量自然会高。

: It to the that users see when , which be to the . For , if the is "shock- shoes", the be as " does not harm the knees! A shock- shoe is by ", with of the shock- of the sole, the click rate will be high.

三、账户的黄金法则

3、 The Rule of

1. 结构清晰到 “一眼看懂”

1. The is clear to be at a

账户里别出现 “杂项计划”“其他单元” 这种模糊分类，就像衣柜里不能把冬装夏装混在一起。建议每个计划不超过 20 个单元，每个单元不超过 50 个关键词，太多了容易管理混乱。

Don't have vague like " plans" and "other units" in your , just like you can't mix and in your . It is that each plan not 20 units, and each unit not 50 . Too many can lead to in .

2. 数据跟踪 “分门别类”

2. Data ""

搭建时就要想清楚怎么看效果：

When , you need to think about how to see the :

每个计划单独看曝光量、点击量，比如 “济南本地推广” 计划的点击成本是不是比其他地域高；

Each plan be based on and click rates, such as the click cost of the "Jinan Local " plan is than other ;

每个单元看转化率，比如 “品牌词单元” 的咨询量是不是比 “词单元” 更；

Look at the rate of each unit, for , the of the "brand word unit" is than that of the "price word unit";

关键词和创意要绑定跟踪，比如某个创意的点击率低，就赶紧换图或改文案。

and ideas be and , for , if a idea has a low click rate, the image or copy.

3. 定期优化 “去芜存菁”

3. " the dross and the "

每周花 1 小时看数据：

Spend 1 hour per week at data:

删掉连续 30 天没点击的关键词；

that have not been for 30 days;

把点击量高但没转化的关键词，从 “广泛词” 调整到 “精准词” 单元，缩小匹配范围；

with high click rates but no from "broad " to " " to down the range;

复制效果好的创意，替换掉点击率低于行业平均水平的旧创意。

Copy ideas and old ideas with click rates lower than the .

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