Guide 指南

What is digital advertising? A beginner’s guide

Digital advertising, or online advertising, is a form of marketing used by companies to promote the brand, product, or service through online channels.

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What is digital advertising?
数字广告是什么?

Digital advertising refers to marketing through online channels, such as websites, streaming content, and more. Digital ads span media formats, including text, image, audio, and video. They can help you achieve a variety of business goals across the marketing funnel, ranging from brand awareness to customer engagement, to launching new products and driving repeat sales.
数字广告是指通过在线渠道进行的营销,例如网站、流媒体内容等。数字广告涵盖多种媒体格式,包括文本、图像、音频和视频。它们可以帮助您实现各种商业目标,跨越营销漏斗,从品牌知名度到客户参与,再到推出新产品和推动重复销售。


The field of digital advertising is relatively young, in comparison to traditional channels such as magazines, billboards, and direct mail. The evolution of advertising isn't just about what the ads look like or where they appear, but also the ways they're built, sold, and measured.
数字广告领域相对年轻,与杂志、广告牌和直邮等传统渠道相比。广告的演变不仅仅关乎广告的外观或出现的位置,还涉及它们的构建、销售和衡量方式。

Differences between digital advertising and traditional advertising
数字广告与传统广告的区别

The primary differences between digital advertising and traditional advertising are flexibility and precision.
数字广告和传统广告之间的主要区别是灵活性和精准性。

Flexibility 灵活性

One example of flexibility is how quickly digital ads can go live. The process of printing and distributing ads through traditional channels—sending out newspapers, painting a billboard—can take a significant amount of time. In contrast, digital advertising can have a much shorter lead time, showing up on a website almost immediately after the ad is created. For ads that are automatically generated based on a standard template, the process can take literally a few minutes.
灵活性的一个例子是数字广告上线的速度。通过传统渠道打印和分发广告——发送报纸、绘制广告牌——可能需要相当长的时间。相比之下,数字广告的前置时间可以短得多,广告创建后几乎立即出现在网站上。对于基于标准模板自动生成的广告,这个过程实际上只需几分钟。


Unlike print advertising, where an ad can't be changed once it's been published, digital ads are flexible even after the campaign is live. Depending on the specific channel, it may be possible to adjust the creative content, timing and frequency, targeting, and more. This allows for in-flight optimization where you can make adjustments to ad campaigns based on how they are performing.
与印刷广告不同,一旦发布,印刷广告就无法更改,而数字广告即使在活动进行中也具有灵活性。根据具体渠道,可能可以调整创意内容、时间和频率、目标受众等。这允许在活动进行中进行优化,您可以根据广告活动的表现进行调整。


Digital advertising is also extremely flexible in terms of budget. Complex and high-profile digital advertising campaigns may be just as expensive as traditional advertising—or more—but digital ads are also accessible to smaller businesses without significant budgets, and may scale up or down to match your financial investment.
数字广告在预算方面也非常灵活。复杂且高调的数字广告活动可能与传统广告一样昂贵——甚至更贵——但 数字广告也对没有大量预算的小型企业开放,并可以根据您的财务投资进行扩展或缩减。

Precision 精确

Another key difference between digital advertising and traditional advertising is precision. Traditional ads in magazines, on TV, or on billboards reach anyone who sees them. In contrast, digital advertising lets you use different methods of targeting in order to be more precise and reach audiences who are more likely to be interested in your ad. For instance, if you sell outdoors equipment, you may choose to reach audiences who are interested in hiking, or reengage shoppers who have browsed your products but not yet purchased. Depending on the format, you may also choose to limit your ad to certain times of day, or exclude audiences who have already viewed your ad once from seeing it again.
数字广告和传统广告之间的另一个关键区别是精准度。传统广告在杂志、电视或广告牌上展示,能够接触到任何看到它们的人。相比之下,数字广告允许你使用不同的定位方法,以便更精准地接触到更有可能对你的广告感兴趣的受众。例如,如果你销售户外设备,你可以选择接触对徒步旅行感兴趣的受众,或者重新吸引那些浏览过你的产品但尚未购买的购物者。根据格式的不同,你还可以选择将广告限制在特定的时间段,或排除已经看过你广告的受众再次看到它。

Why is digital advertising important?
数字广告为什么重要?

There are many reasons that digital ads are a crucial part of any business's marketing strategy. Maybe the most important one is that consumers are spending more and more time connected to the Internet through their computers, smartphones, and smart home devices. The average American has access to more than 10 connected devices in their household.1 Digital marketing allows you to meet audiences where they are.
数字广告是任何企业营销策略中至关重要的一部分,原因有很多。也许最重要的一点是,消费者通过他们的电脑、智能手机和智能家居设备,花越来越多的时间连接到互联网。平均每个美国家庭拥有超过 10 个联网设备。1数字营销使您能够在受众所在的地方与他们会面。


People make decisions about the goods and services they buy at all times of the day, during all kinds of activities. With digital ads, you can reach audiences when they are browsing online for products to buy. Or you might reach them when they're streaming a TV show, visiting a favorite website, or using social media. Even if they don't choose to purchase from you in that moment, reaching them in these different contexts can help them remember your brand later on, when they're ready to purchase.
人们在一天中的任何时刻、各种活动中都会对他们购买的商品和服务做出决策。通过数字广告,您可以在他们在线浏览购买产品时接触到受众。或者您可能在他们观看电视节目、访问喜欢的网站或使用社交媒体时接触到他们。即使他们在那一刻没有选择从您这里购买,在这些不同的情境中接触到他们也可以帮助他们在稍后准备购买时记住您的品牌。

What are the different types of digital advertising?
数字广告有哪些不同类型?

There are multiple types of advertising formats in digital marketing. These are some of the most common:
数字营销中有多种广告格式。这些是一些最常见的:

Search advertising

Search advertising 搜索广告

Search ads, also called search engine marketing (SEM), appear in search engine results pages (SERPs). These are typically text ads that appear above or alongside organic search results.
搜索广告,也称为 搜索引擎营销 (SEM),出现在搜索引擎结果页面 (SERPs) 中。这些通常是出现在自然搜索结果上方或旁边的文本广告。

Display advertising

Display advertising 展示广告

Display ads are online ads that use text and visual elements, such as an image or animation, and can appear on websites, apps, and devices. They appear in or alongside the content of a website.
展示广告是使用文本和视觉元素(如图像或动画)的在线广告,可以出现在网站、应用程序和设备上。它们出现在网站的内容中或旁边。

Online video advertising

Online video advertising 在线视频广告

Online video ads are ads that use a video format. Out-stream video ads appear in places similar to display ads: on websites, apps, and devices. In-stream video ads appear before, during, or after video content.
在线视频广告是使用视频格式的广告。流外视频广告出现在类似于展示广告的地方:在网站、应用程序和设备上。流内视频广告在视频内容之前、期间或之后出现。

Streaming media advertising

Streaming media advertising
流媒体广告

Also known as over-the-top (OTT), these are a specific type of video ad that appears in streaming media content delivered over the Internet without satellite or cable.
也称为超越顶层(OTT),这是一种特定类型的视频广告,出现在通过互联网传输的流媒体内容中,无需卫星或有线电视。

Audio advertising

Audio advertising 音频广告

In the context of digital advertising, audio ads are ads that play before, during, or after online audio content, such as streaming music or podcasts.
在数字广告的背景下,音频广告是在在线音频内容(如流媒体音乐或播客)之前、期间或之后播放的广告。

Social media advertising

Social media advertising 社交媒体广告

Social media ads appear in social media platforms, such as Twitter or LinkedIn.
社交媒体广告出现在社交媒体平台上,例如 Twitter 或 LinkedIn。

How do digital ads work?
数字广告是如何运作的?

There is no one answer to the question, "How do digital ads work?" With the wide variety of digital ad formats, you can find ads that are simple to create and publish, as well as ads that require more complex tools. There are also ad types for all levels of budget, with different pricing models and targeting methods.
没有一个答案可以回答“数字广告是如何运作的?”这个问题。由于数字广告格式多种多样,您可以找到简单易创建和发布的广告,也可以找到需要更复杂工具的广告。还有适合各种预算水平的广告类型,具有不同的定价模型和定位方法。

Publishing digital ads 发布数字广告

How digital ads are published is determined by the specific type of ad. With some ads, you can purchase advertising inventory—the space for ads on a given website, or publisher—directly from the publisher. For example, Sponsored Brands and Sponsored Products are ads that appear only on Amazon.
数字广告的发布方式取决于广告的具体类型。对于某些广告,您可以直接从发布者那里购买广告库存——在特定网站或发布者上的广告空间。例如,赞助品牌赞助产品是仅在亚马逊上出现的广告。


Digital ads can also be purchased programmatically. Programmatic advertising is the automated buying and selling of digital advertising inventory, including display advertising and video advertising. You can use a demand-side platform (DSP), which is software that automates purchasing and management of digital advertising inventory from multiple publishers. A supply-side platform or sell-side platform (SSP) is software used by publishers to automate the sale and management of their advertising inventory.
数字广告也可以通过程序化方式购买。程序化广告是数字广告库存的自动购买和销售,包括展示广告和视频广告。您可以使用需求方平台(DSP),这是一种自动化购买和管理来自多个出版商的数字广告库存的软件。供应方平台或卖方平台(SSP)是出版商用来自动化销售和管理其广告库存的软件。

Cost of digital advertising
数字广告的成本

The cost of digital advertising also varies by format. A common type of pricing is cost-per-click (CPC), or pay-per-click (PPC), which is a pricing model where you pay each time someone clicks your ad. Another type is cost-per-mille (CPM), which means cost-per-thousand-impressions. This is a pricing model where you pay a certain amount for 1,000 impressions, or times your ad appears.
数字广告的成本也因格式而异。一种常见的定价方式是 每次点击成本 (CPC),或按点击付费 (PPC),这是一种定价模型,您每次有人点击您的广告时都要付费。另一种是 每千次展示成本 (CPM),这意味着每千次展示的成本。这是一种定价模型,您为 1,000 次展示支付一定金额,或广告出现的次数。


You might also pay using other models, such as paying each time your ad leads to a desired action (e.g., someone signs up for your email list or downloads your eBook). Because digital advertising can be measured in so many different ways—how often an ad appears, is clicked, leads to a sale, and more—pricing can be tailored to the intended function of the ad.
您还可以使用其他模式付款,例如每次您的广告导致所需的行动时付款(例如,有人注册您的电子邮件列表或下载您的电子书)。由于数字广告可以通过多种方式进行衡量——广告出现的频率、被点击的次数、导致销售的情况等等——定价可以根据广告的预期功能进行调整。

Targeting for digital ads
数字广告的目标定位

As mentioned above, digital advertising is much more precise than more traditional forms of advertising. There are a variety of ways that ads are matched with audiences, depending on the type of ad. Search ads are targeted to specific search terms. Ads can also be matched based on shopping signals, such as audiences who have purchased products related to yours, or indicated interest in the type of product you sell.
如上所述,数字广告比传统广告形式更为精准。根据广告类型,有多种方式将广告与受众匹配。搜索广告针对特定的搜索词。广告还可以根据购物信号进行匹配,例如那些购买过与您产品相关的商品或对您销售的产品类型表示兴趣的受众。


The result of this robust matching ability is that audiences can see ads that are more likely to be relevant for them. Reaching relevant audiences boosts the success of your digital ads, and keeps you from spending your marketing budget on serving ads to audiences who wouldn't be interested in your product or service.
这种强大的匹配能力的结果是,观众可以看到更有可能与他们相关的广告。接触相关观众 提高了您的数字广告的成功率,并避免您将 营销预算 花费在对您的产品或服务不感兴趣的观众身上。

Digital advertising metrics
数字广告指标

Digital ads can be measured in almost every aspect of performance. To measure your digital advertising campaign, you might use these engagement metrics:
数字广告几乎可以在每个性能方面进行衡量。要衡量您的数字广告活动,您可以使用以下参与度指标:

  • Clicks: How many times your ad is clicked
    点击次数:您的广告被点击的次数
  • Impressions: How many times your ad appears
    印象:您的广告出现了多少次
  • Click-through rate (CTR): The percentage of impressions that result in a click
    点击率 (CTR): 产生点击的展示次数百分比
  • Reach: How many viewers are shown your ad
    触达 有多少观众看到了你的广告
  • Video completion rate: How many times viewers who are shown your video ad watch the entire ad
    视频完成率:观看您视频广告的观众观看完整广告的次数

The following metrics measure the results of your campaign:
以下指标衡量您活动的结果:

  • Conversion rate: How many times customers performed a desired action (click, purchase, subscription) after viewing your ad
    转化率 客户在查看您的广告后执行所需操作(点击、购买、订阅)的次数
  • Ad-attributed sales: Purchases that can be traced back to your ad (attribution models vary by ad type and service)
    广告归因销售:可以追溯到您的广告的购买(归因模型因广告类型和服务而异)
  • Return on ad spend (ROAS): How much revenue was generated by your ad campaign in relation to how much budget you spent
    广告支出回报率 (ROAS) 您的广告活动产生的收入与您花费的预算之间的关系是多少
  • Return on investment (ROI): How much net profit you earned from your ad campaign in relation to how much budget you spent
    投资回报率 (ROI): 您的广告活动所赚取的净利润与您花费的预算之间的关系
  • Advertising cost of sales (ACOS): The ratio of ad spend to ad-attributed sales
    广告销售成本 (ACOS) 广告支出与广告带来的销售额的比率
  • New-to-brand sales: How many purchases were made by customers who had never bought from you before
    新客户销售: 从未购买过您产品的客户进行了多少次购买

Digital advertising best practices and tips
数字广告最佳实践和技巧

Digital advertising strategy can be complex, but there are a few key best practices you should start with:
数字广告策略可能很复杂,但有一些关键的最佳实践你应该从中开始:

Reach the right audience 接触到正确的受众

Take advantage of the precision of digital advertising targeting, so you reach relevant audiences who are more likely to find your ad relevant and engage with it.
利用数字广告定位的精准性,接触到更有可能认为您的广告相关并与之互动的相关受众。

Track performance 跟踪表现

Performance metrics for digital ads can be tracked closer to real-time than traditional ad formats. Stay up to date on how your ad campaign is performing, so you can see what is working and what isn't, and be efficient with your ad spend.
数字广告的性能指标可以比传统广告格式更接近实时地进行跟踪。随时了解您的广告活动表现,以便您可以看到哪些有效,哪些无效,从而高效利用广告支出。

Test and optimize 测试和优化

You can customize nearly every aspect of digital ads, from the copy to the visual assets, which audience segments you're reaching, how much your budget is, and more. The best way to find success with your digital ad campaign is to keep testing variables to maximize performance. Make optimization a required part of your campaign execution.
您可以自定义数字广告的几乎每个方面,从文案到视觉资产、您所触及的受众细分、预算金额等。成功的数字广告活动的最佳方法是不断测试变量,以最大化性能。将优化作为您活动执行的必要部分。

Be authentic 保持真实

Digital ads continue to become more sophisticated. At the same time, so does your audience. Online audiences are discerning, so low-effort copy or irrelevant ad content will not set you up to succeed. In all aspects of your digital advertising strategy—your visual assets, your messaging, even which audiences you choose to reach—be authentic about what you have to offer, so you can genuinely engage your audience.
数字广告变得越来越复杂。与此同时,您的受众也在不断提升。在线受众具有鉴别力,因此低质量的文案或无关的广告内容不会让您成功。在数字广告策略的各个方面——您的视觉资产、您的信息传递,甚至您选择接触的受众——都要真实地展示您所提供的内容,以便能够真正吸引您的受众。

If you’d like additional support and guidance, reach out to request services managed by Amazon Ads. Budget minimums apply.
如果您需要额外的支持和指导,请联系以请求由亚马逊广告管理的服务。适用最低预算。

1 Statista, 2021.
1 Statista,2021 年。