谷歌广告政策大变革：全面取消返点对跨境电商的影响与应对策略

谷歌广告政策大变革：全面取消返点对跨境电商的影响与应对策略

Google Advertising Policy Revolution: Impact of Complete Rebate Elimination on Cross-border E-commerce and Countermeasures

最新政策解读：据智象出海最新消息，谷歌广告政策将迎来重大调整，计划全面收紧对代理商的返点政策。这并非谷歌首次调整返点政策，去年已取消App端广告返点，而今年底的新政策将主要影响跨境电商行业。

Policy Update: According to the latest information from Zhixiang Chuhai, Google's advertising policy is undergoing major changes with plans to comprehensively tighten rebate policies for agencies. This follows last year's elimination of rebates for App advertising, with the new year-end policy primarily impacting cross-border e-commerce.

移动广告代理商首当其冲

Mobile Advertising Agencies Bear the Brunt

长期以来，各类广告代理商帮助中国企业通过谷歌、Facebook等平台开展海外营销业务。虽然全面取消代理返点的消息尚未最终确认，但已有不少代理厂商开始提醒广告主调整策略。

For years, advertising agencies have assisted Chinese companies in overseas marketing through platforms like Google and Facebook. While the complete elimination of agency rebates remains unconfirmed, many vendors are already advising clients to adjust strategies.

全球广告市场面临严峻挑战

Global Advertising Market Faces Severe Challenges

后疫情时代，全球广告业务都面临压力：

• AppsFlyer数据显示2022年Q2移动营销投放预算同比减少12%
• Meta第三季度广告收入同比下降4%，净利润下降52%
• 谷歌母公司Alphabet的Q3营收增速从41%大幅降至6%

Post-pandemic advertising pressures include:

• 12% YoY decrease in mobile marketing budgets (Q2 2022, AppsFlyer)
• Meta's Q3 ad revenue down 4% with 52% net profit decline
• Alphabet's Q3 revenue growth plunging from 41% to 6%

政策调整的三大深层原因

Three Fundamental Reasons for Policy Changes

行业专家指出核心动因：

1. 代理商增值空间有限
2. 谷歌希望转向直客模式
3. 市场已过拓荒期，谷歌具备直接服务能力

Industry experts identify key drivers:

1. Limited value-add from agencies
2. Google's shift toward direct client model
3. Market maturation enabling direct servicing

跨境电商的应对之道

E-commerce Counterstrategies

电商SaaS公司创始人胡文敏表示："全球出海离不开谷歌广告，阿里巴巴国际站、中国制造网等其实也是通过谷歌获客。"2021年广告占谷歌总收入的82%，预计2022年将占据全球在线广告市场29%的份额。

E-commerce SaaS founder Hu Wenmin notes: "Global expansion relies on Google Ads - even Alibaba International and Made-in-China.com acquire customers through Google." Advertising comprised 82% of Google's 2021 revenue, projected to claim 29% of global digital ad share in 2022.

行业转型路线图

Industry Transformation Roadmap

专家预测："纯操作型代理将逐步被淘汰，价值创造成为代理商生存关键。"

Expert forecast: "Pure operational agencies will phase out as value creation becomes the survival imperative."