Shopify推广必看：2023年谷歌广告政策收紧与竞价推广策略
谷歌广告政策重大调整 - 近期谷歌广告对多个行业进行了大规模整顿，导致许多广告主面临账户被封禁的困境。数据显示：2023年谷歌共屏蔽/移除了55亿条广告，较2022年有所上升；同时中止了超过1270万个广告主账户，处置数量接近翻倍。
Major Google Ads Policy Changes - Google has recently conducted large-scale rectifications across multiple industries, leaving many advertisers struggling with account suspensions. Statistics show: Google blocked/removed 5.5 billion ads in 2023, slightly higher than 2022; meanwhile, it suspended over 12.7 million advertiser accounts, with enforcement actions nearly doubling.
值得注意的是，90%以上的违规处置都是由机器学习(AI)模型发起的，包括谷歌最新的LLM(大语言模型)。这意味着：
Notably, over 90% of policy violations were initiated by machine learning (AI) models, including Google's latest LLM (Large Language Model). This means:
- 传统cloak技术可能逐渐失效
- 合法广告可能面临更多误判风险
- 广告优化师需要更频繁地监控和申诉
- Traditional cloak techniques may become ineffective
- Legitimate ads may face more false positives
- Ad optimizers need more frequent monitoring and appeals
Shopify商家如何应对？
How Should Shopify Merchants Respond?
1. 有限广告投放政策 - 新广告主将面临"熟悉期"，期间广告展示可能受限。建议：
1. Limited Ads Serving Policy - New advertisers will face a "learning period" with potential ad serving restrictions. Recommendations:
- 提前建立良好的广告行为记录
- 确保广告与品牌关系明确
- 逐步增加广告预算
- Establish good advertising behavior records in advance
- Ensure clear relationship between ads and brands
- Gradually increase ad budgets
2. 金融类产品特别注意事项 - LLM特别擅长识别金融欺诈广告，因此：
2. Special Considerations for Financial Products - LLM is particularly good at identifying financial fraud ads, therefore:
- 避免使用"快速致富"等敏感词汇
- 提供真实可靠的投资回报数据
- 保持广告内容与落地页一致性
- Avoid using sensitive terms like "get rich quick"
- Provide authentic and reliable ROI data
- Maintain consistency between ad content and landing pages
谷歌竞价推广优化建议
Google Bidding Optimization Tips
面对日益严格的审核环境，Shopify商家应：
In the face of increasingly strict review environments, Shopify merchants should:
- 重视账户健康度 - 避免频繁创建/删除广告系列
- 优化广告质量得分 - 提高CTR和相关性
- 多样化营销渠道 - 不要过度依赖谷歌广告
- Prioritize account health - Avoid frequently creating/deleting campaigns
- Optimize ad quality scores - Improve CTR and relevance
- Diversify marketing channels - Don't over-rely on Google Ads
随着AI审核技术的进步，合规经营将成为跨境电商在谷歌广告上长期发展的唯一选择。建议商家及时调整策略，适应新的广告环境。
With the advancement of AI review technology, compliant operations will become the only option for cross-border e-commerce to develop long-term on Google Ads. Merchants are advised to adjust their strategies promptly to adapt to the new advertising environment.
