{"id":4896,"date":"2019-01-01T01:34:00","date_gmt":"2018-12-31T18:34:00","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4896"},"modified":"2020-06-08T08:20:01","modified_gmt":"2020-06-08T01:20:01","slug":"facebook-hien-thi-quang-cao-tren-thanh-tim-kiem","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/facebook-hien-thi-quang-cao-tren-thanh-tim-kiem\/","title":{"rendered":"H\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o m\u1edbi c\u1ee7a Facebook: Qu\u1ea3ng c\u00e1o tr\u00ean thanh t\u00ecm ki\u1ebfm"},"content":{"rendered":"
\u00a0Trong khi doanh thu qu\u1ea3ng c\u00e1o News Feed t\u0103ng tr\u01b0\u1edfng ch\u1eadm l\u1ea1i, Facebook v\u1eabn \u0111ang xoay x\u1edf t\u00ecm ngu\u1ed3n thu m\u1edbi.<\/div>\n
\n

\u0110\u00f3 l\u00e0 m\u1ed9t tr\u1eadn chi\u1ebfn qu\u1ea3ng c\u00e1o gi\u1eefa hai g\u00e3 \u0111\u1ed9c quy\u1ec1n. Facebook \u0111ang b\u1eaft \u0111\u1ea7u th\u1eed nghi\u1ec7m qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm trong k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm c\u1ee7a m\u00ecnh v\u00e0 Marketplace, nh\u1eb1m c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi Google Ads. N\u0103m 2012, Facebook t\u1eebng th\u1eed l\u00e0m \u0111i\u1ec1u n\u00e0y v\u1edbi Sponsored Results nh\u01b0ng sau \u0111\u00f3 ph\u1ea3i \u0111\u00f3ng c\u1eeda d\u1ecbch v\u1ee5 v\u00e0o n\u0103m 2013.<\/p>\n

Gi\u1edd \u0111\u00e2y h\u1ecd \u0111ang b\u1eaft \u0111\u1ea7u cho ph\u00e9p m\u1ed9t nh\u00f3m nh\u1ecf nh\u1eefng nh\u00e0 qu\u1ea3ng c\u00e1o trong ng\u00e0nh \u00f4 t\u00f4, b\u00e1n l\u1ebb v\u00e0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o cho ng\u01b0\u1eddi d\u00f9ng trong trang k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm tr\u00ean di \u0111\u1ed9ng t\u1ea1i M\u1ef9 v\u00e0 Canada.<\/p>\n

Ch\u00fang s\u1ebd t\u01b0\u01a1ng t\u1ef1 nh\u01b0 qu\u1ea3ng c\u00e1o tr\u00ean News Feed v\u1edbi d\u00f2ng t\u1ef1a \u0111\u1ec1, h\u00ecnh \u1ea3nh \u0111o\u1ea1n text v\u00e0 link \u1ea3nh t\u0129nh ho\u1eb7c b\u0103ng chuy\u1ec1n \u0111\u1ec3 \u0111i\u1ec1u h\u01b0\u1edbng ng\u01b0\u1eddi d\u00f9ng t\u1edbi c\u00e1c trang web b\u00ean ngo\u00e0i. V\u00e0 t\u1ea5t nhi\u00ean, ch\u00fang s\u1ebd \u0111\u01b0\u1ee3c g\u1eafn tag Sponsored. Facebook cho bi\u1ebft thi\u1ebft k\u1ebf cu\u1ed1i c\u00f9ng v\u1eabn \u0111ang \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n, v\u00ec v\u1eady ch\u01b0a c\u00f3 \u1ea3nh ch\u1ee5p m\u00e0n h\u00ecnh. D\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 th\u1eed nghi\u1ec7m, Facebook c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm t\u1edbi nhi\u1ec1u qu\u1ed1c gia kh\u00e1c<\/p>\n

\u0110\u01b0a qu\u1ea3ng c\u00e1o v\u00e0o trong k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm c\u00f3 th\u1ec3 m\u1edf ra m\u1ed9t ngu\u1ed3n doanh thu quan tr\u1ecdng kh\u00e1c cho Facebook khi t\u0103ng tr\u01b0\u1edfng doanh thu c\u1ee7a h\u1ecd \u0111\u00e3 gi\u1ea3m nhanh ch\u00f3ng v\u00ec c\u1ea1n ki\u1ec7t kh\u00f4ng gian qu\u1ea3ng c\u00e1o tr\u00ean News Feed, v\u00e0 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o v\u1eabn \u0111ang t\u00ecm c\u00e1ch c\u00e2n b\u1eb1ng gi\u1eefa \u0111\u01b0a n\u1ed9i dung feed l\u00ean c\u00e1c \u1ee9ng d\u1ee5ng x\u00e3 h\u1ed9i v\u00e0 vi\u1ec7c ng\u01b0\u1eddi d\u00f9ng d\u00e0nh th\u1eddi gian cho nh\u1eefng \u0111i\u1ec1u kh\u00e1c.<\/p>\n

Vi\u1ec7c m\u1edf ra m\u1ed9t ngu\u1ed3n doanh thu qu\u1ea3ng c\u00e1o m\u1edbi t\u1eeb t\u00ecm ki\u1ebfm, d\u00f9 c\u00f3 th\u1ec3 l\u00e0m h\u1ed3i sinh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh thu, nh\u01b0ng v\u1edbi c\u00e1c scandal v\u1ec1 b\u1ea3o m\u1eadt v\u00e0 t\u00ednh ri\u00eang t\u01b0 g\u1ea7n \u0111\u00e2y c\u1ee7a Facebook, n\u00f3 c\u00f3 th\u1ec3 s\u1ebd l\u00e0m gia t\u0103ng \u00e1p l\u1ef1c v\u00e0o c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o c\u00f4ng ty, bao g\u1ed3m Mark Zuckerberg v\u00e0 Sheryl Sandberg.<\/p>\n

Th\u1ecb ph\u1ea7n Facebook tr\u00ean th\u1ecb tr\u01b0\u1eddng qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn to\u00e0n c\u1ea7u s\u1ebd t\u0103ng t\u1edbi m\u1ee9c 19,5% trong n\u0103m nay, v\u1eabn k\u00e9m xa ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u Google, v\u1edbi 31,5% th\u1ecb ph\u1ea7n. Sau khi gi\u00e0nh \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1 \u0111i\u1ec3m % th\u1ecb ph\u1ea7n v\u00e0o cu\u1ed1i n\u0103m ngo\u00e1i, eMarketer \u01b0\u1edbc t\u00ednh m\u1ee9c c\u1eaft gi\u1ea3m chi ti\u00eau qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn c\u1ee7a Facebook s\u1ebd \u1edf m\u1ee9c kho\u1ea3ng 1% trong v\u00f2ng 2 n\u0103m t\u1edbi.<\/p>\n

M\u1edf ra ngu\u1ed3n qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n c\u00e1c d\u1ef1 b\u00e1o n\u00e0y. Facebook ch\u1ec9 c\u1ea7n \u0111\u1ea1t m\u1ee9c 3,3% th\u1ecb ph\u1ea7n qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm to\u00e0n c\u1ea7u l\u00e0 c\u00f3 th\u1ec3 qua m\u1eb7t Microsoft, ho\u1eb7c 6,5% \u0111\u1ec3 \u0111\u1ee9ng tr\u00ean Baidu c\u1ee7a Trung Qu\u1ed1c.<\/p>\n

>>>Xem th\u00eam: C\u00e1ch t\u0103ng Conversion rate ( t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i) tr\u00ean c\u1ed9ng \u0111\u1ed3ng<\/a><\/strong><\/p>\n

C\u00e1ch tri\u1ec3n khai nh\u01b0 th\u1ebf n\u00e0o?<\/h1>\n

\"Qu\u1ea3ng<\/p>\n

V\u00e0o n\u0103m 2012, Facebook t\u1eebng th\u1eed nghi\u1ec7m ngu\u1ed3n doanh thu n\u00e0y. Sponsored Results cho ph\u00e9p c\u00e1c c\u00f4ng ty game, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb v\u00e0 nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c \u0111\u01b0a th\u00eam \u0111\u01b0\u1eddng d\u1eabn t\u1edbi \u1ee9ng d\u1ee5ng Facebook, Page v\u00e0 b\u00e0i \u0111\u0103ng c\u1ee7a h\u1ecd, d\u01b0\u1edbi d\u1ea1ng qu\u1ea3ng c\u00e1o trong k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm.<\/p>\n

Do c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 h\u01b0\u1edbng t\u00ecm ki\u1ebfm t\u1edbi m\u1ed9t s\u1ed1 Pages v\u00e0 \u1ee9ng d\u1ee5ng c\u1ee5 th\u1ec3 n\u00e0o \u0111\u00f3, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c nh\u00e0 ph\u00e1t tri\u1ec3n game th\u01b0\u1eddng t\u00ecm c\u00e1ch c\u01b0\u1edbp l\u1ea5y l\u01b0\u1ee3t truy c\u1eadp t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ee7a h\u1ecd. V\u00ed d\u1ee5, \u1ee9ng d\u1ee5ng h\u1eb9n h\u00f2\u00a0Match.com\u00a0c\u00f3 th\u1ec3 nh\u1eafm \u0111\u1ebfn c\u00e1c t\u00ecm ki\u1ebfm d\u00e0nh cho \u0111\u1ed1i th\u1ee7 OkCupid v\u00e0 hi\u1ec3n th\u1ecb ph\u00eda tr\u00ean k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm c\u1ee7a h\u1ecd. Facebook kh\u00f4ng cho ph\u00e9p c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o l\u00e0m v\u1eady b\u1eb1ng c\u00e1ch \u0111\u00f3ng c\u1eeda th\u1eed nghi\u1ec7m n\u00e0y.<\/p>\n

V\u1edbi c\u00f4ng c\u1ee5 l\u1ea7n n\u00e0y, c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd tr\u00ean News Feed \u0111\u1ebfn n\u00fat Search m\u1edbi th\u00f4ng qua Facebook Ads Manager, t\u01b0\u01a1ng t\u1ef1 nh\u01b0 c\u00e1ch h\u1ecd ch\u1ecdn Facebook Audience Network ho\u1eb7c Instagram. Qu\u1ea3ng c\u00e1o kh\u00f4ng \u0111\u01b0\u1ee3c ch\u1ee9a video v\u00e0 qu\u1ea3ng c\u00e1o trong t\u00ecm ki\u1ebfm s\u1ebd kh\u00f4ng xu\u1ea5t hi\u1ec7n tr\u00ean desktop.<\/p>\n

Qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm Marketplace n\u00e0y s\u1ebd xu\u1ea5t hi\u1ec7n tr\u00ean iOS v\u00e0 Android, nh\u01b0ng hi\u1ec7n t\u1ea1i Facebook m\u1edbi ch\u1ec9 \u0111ang th\u1eed nghi\u1ec7m tr\u00ean Android. Hi\u1ec7n gi\u1edd c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o s\u1ebd kh\u00f4ng ch\u1ecdn \u0111\u01b0\u1ee3c c\u00e1c t\u1eeb kh\u00f3a c\u1ee5 th\u1ec3 \u0111\u1ec3 qu\u1ea3ng c\u00e1o, thay v\u00e0o \u0111\u00f3, n\u00f3 c\u00f3 th\u1ec3 hi\u1ec3n th\u1ecb trong c\u00e1c t\u00ecm ki\u1ebfm li\u00ean quan \u0111\u1ebfn \u00f4 t\u00f4 ho\u1eb7c b\u00e1n l\u1ebb.<\/p>\n

M\u1eb7c d\u00f9 v\u1eady, vi\u1ec7c \u0111\u1eb7t th\u00eam n\u00fat search s\u1ebd cho ph\u00e9p c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o khai th\u00e1c s\u00e2u h\u01a1n n\u1ec1n t\u1ea3ng n\u00e0y \u0111\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 c\u00f3 d\u1ef1 \u0111\u1ecbnh mua g\u00ec \u0111\u00f3 v\u00e0 l\u1ea5p \u0111\u1ea7y nhu c\u1ea7u \u0111\u00f3. Qu\u1ea3ng c\u00e1o News Feed c\u1ee7a Facebook s\u1ebd t\u1ed1t h\u01a1n trong vi\u1ec7c t\u1ea1o ra nhu c\u1ea7u v\u00e0 ti\u1ebfp c\u1eadn \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi ch\u01b0a bi\u1ebft h\u1ecd mu\u1ed1n g\u00ec.<\/p>\n

>>> Xem th\u00eam: 6 th\u00e1ch th\u1ee9c cho ng\u01b0\u1eddi s\u00e1ng t\u1ea1o n\u1ed9i dung khi thi\u1ebft l\u1eadp s\u1ef1 hi\u1ec7n di\u1ec7n tr\u1ef1c tuy\u1ebfn<\/a><\/strong><\/p>\n

Nh\u1eefng v\u1ea5n \u0111\u1ec1 trong qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm c\u1ee7a Facebook<\/h1>\n

M\u1ed9t m\u1ed1i lo ng\u1ea1i ch\u00ednh c\u1ee7a vi\u1ec7c n\u00e0y l\u00e0 Facebook \u0111\u00e3 thu th\u1eadp nhi\u1ec1u th\u00f4ng tin c\u00f3 th\u1ec3 nh\u1ea5t v\u1ec1 m\u1ecdi ng\u01b0\u1eddi v\u00e0 h\u00e0nh vi c\u1ee7a h\u1ecd \u0111\u1ec3 qu\u1ea3ng c\u00e1o h\u01b0\u1edbng \u0111\u1ed1i t\u01b0\u1ee3ng. V\u1edbi vi\u1ec7c quay l\u1ea1i qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm, th\u1eadm ch\u00ed h\u1ecd c\u00f2n mu\u1ed1n khai th\u00e1c nhi\u1ec1u h\u01a1n n\u1eefa v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng khi tr\u1ef1c tuy\u1ebfn, nh\u1eefng g\u00ec ch\u00fang ta mua offline v\u00e0 c\u1ea3 vi\u1ec7c ch\u00fang ta l\u00e0 ai.<\/p>\n

Facebook s\u1ebd ph\u1ea3i t\u00ecm c\u00e1ch c\u00e2n b\u1eb1ng gi\u1eefa vi\u1ec7c hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o v\u00e0 t\u00ecm ki\u1ebfm b\u1ea1n b\u00e8, n\u1ed9i dung, doanh nghi\u1ec7p v\u00e0 nhi\u1ec1u h\u01a1n n\u1eefa. T\u00ecm ki\u1ebfm v\u1eabn ch\u01b0a ph\u1ea3i l\u00e0 c\u1ed1t l\u00f5i c\u1ee7a Facebook, khi ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng l\u01b0\u1edbt News Feed \u0111\u1ec3 t\u00ecm ki\u1ebfm c\u00e1c n\u1ed9i dung th\u00fa v\u1ecb ng\u1eabu nhi\u00ean, thay v\u00ec t\u00ecm ki\u1ebfm \u0111i\u1ec1u g\u00ec \u0111\u00f3 c\u1ee5 th\u1ec3.<\/p>\n

H\u00e0nh vi t\u00ecm ki\u1ebfm ph\u1ed5 bi\u1ebfn nh\u1ea5t nhi\u1ec1u kh\u1ea3 n\u0103ng l\u00e0 t\u00ean b\u1ea1n b\u00e8, v\u1ed1n kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t \u1ee9ng vi\u00ean ti\u1ec1m n\u0103ng cho qu\u1ea3ng c\u00e1o. Nh\u01b0ng c\u0103n c\u1ee9 v\u00e0o doanh thu qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm kh\u1ed5ng l\u1ed3 c\u1ee7a Google, ngu\u1ed3n doanh thu m\u1edbi n\u00e0y c\u00f3 th\u1ec3 gi\u00fap Facebook t\u0103ng c\u01b0\u1eddng c\u00e1c s\u1ed1 li\u1ec7u m\u00e0 kh\u00f4ng \u1ea3nh h\u01b0\u1edfng qu\u00e1 nhi\u1ec1u \u0111\u1ebfn d\u1ecbch v\u1ee5 ch\u00ednh c\u1ee7a m\u00ecnh.<\/p>\n

Theo Nguy\u1ec5n H\u1ea3i \/ TechCrunch<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Facebook \u0111ang “qu\u00e1 t\u1ea3i”? V\u00e0 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o v\u1eabn \u0111ang t\u00ecm c\u00e1ch c\u00e2n b\u1eb1ng gi\u1eefa \u0111\u01b0a n\u1ed9i dung feed l\u00ean c\u00e1c \u1ee9ng d\u1ee5ng x\u00e3 h\u1ed9i v\u00e0 vi\u1ec7c ng\u01b0\u1eddi d\u00f9ng d\u00e0nh th\u1eddi gian cho nh\u1eefng \u0111i\u1ec1u kh\u00e1c.<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,127],"tags":[646,642],"class_list":["post-4896","post","type-post","status-publish","format-standard","hentry","category-blog","category-trend","tag-ads","tag-social-media-marketing","no-thumb"],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4896","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=4896"}],"version-history":[{"count":6,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4896\/revisions"}],"predecessor-version":[{"id":11456,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4896\/revisions\/11456"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4896"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4896"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4896"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}