Google推广申请与亚马逊FBA费用全解析：从入门到精通
在当今的数字营销与跨境电商领域，Google推广（即谷歌竞价推广）与亚马逊FBA（Fulfillment by Amazon）是两大核心增长引擎。无论是寻求线上流量突破，还是优化海外仓储物流，理解这两者的运作机制都至关重要。本文将为您详细解读Google推广的申请渠道以及亚马逊FBA的仓储费用结构，助您高效布局全球市场。
In today's digital marketing and cross-border e-commerce landscape, Google Ads and Amazon FBA are two core growth engines. Whether seeking breakthroughs in online traffic or optimizing overseas warehousing and logistics, understanding how they work is crucial. This article will detail the application channels for Google Ads and the structure of Amazon FBA storage fees, helping you efficiently plan your global market strategy.
一、如何申请Google推广（谷歌竞价推广）？
1. How to Apply for Google Ads?
要申请Google推广，最直接、最官方的渠道是访问 Google Ads 官网进行在线注册。这个过程相对简单，您需要准备一个Google账号（如Gmail）、企业网站以及付款信息（如信用卡）。Google推广作为一种按点击付费（PPC）的效果营销模式，能够帮助企业在Google搜索、YouTube、展示广告网络等平台精准触达目标客户，是获取高质量流量、提升品牌国际曝光度的利器，尤其适合希望快速验证市场和获取销售线索的企业。
To apply for Google Ads, the most direct and official channel is to visit the Google Ads official website for online registration. This process is relatively straightforward. You'll need a Google account (like Gmail), a business website, and payment information (such as a credit card). As a pay-per-click (PPC) performance marketing model, Google Ads helps businesses precisely reach target customers on platforms like Google Search, YouTube, and the Display Network. It is a powerful tool for acquiring high-quality traffic and enhancing brand international exposure, especially suitable for businesses looking to quickly validate markets and generate sales leads.
二、亚马逊FBA仓储费用详解
2. Amazon FBA Storage Fees Explained
在使用亚马逊FBA服务时，仓储费用是主要的成本之一。合理管理仓储成本能有效提升利润空间。FBA仓储费主要分为以下两类：
When using Amazon FBA services, storage fees are one of the primary costs. Managing storage costs effectively can significantly improve profit margins. FBA storage fees are mainly divided into the following two categories:
1. 月仓储费
1. Monthly Storage Fee
月仓储费根据商品尺寸和存放时间（淡旺季）按立方英尺计算。具体费率如下：
Monthly storage fees are calculated per cubic foot based on product size and storage period (off-peak vs. peak season). The specific rates are as follows:
标准尺寸商品：1-9月为$0.75/立方英尺；10-12月（旺季）为$2.40/立方英尺。
Standard Size: $0.75 per cubic foot from January to September; $2.40 per cubic foot from October to December (peak season).
大件商品：1-9月为$0.48/立方英尺；10-12月（旺季）为$1.20/立方英尺。
Oversize: $0.48 per cubic foot from January to September; $1.20 per cubic foot from October to December (peak season).
2. 长期仓储费
2. Long-Term Storage Fee
为了鼓励库存周转，亚马逊会对在运营中心存放超过365天的商品收取长期仓储费。该费用在每个月的15日进行评估和收取，计算方式为：每立方英尺$6.90 或 每件商品$0.15，以较高者为准。
To encourage inventory turnover, Amazon charges a Long-Term Storage Fee for items stored in fulfillment centers for over 365 days. This fee is assessed and charged on the 15th of each month, calculated as: $6.90 per cubic foot or $0.15 per item, whichever is greater.
三、如何避免高额FBA仓储费？
3. How to Avoid High FBA Storage Fees?
有效的库存管理是控制FBA成本的关键。卖家可以采取以下措施：
Effective inventory management is key to controlling FBA costs. Sellers can take the following measures:
• 定期检查库存状况报告：利用亚马逊卖家中心的库存报告工具，监控库存绩效指标（IPI）和库龄。
• Regularly check inventory reports: Use the inventory report tools in Amazon Seller Central to monitor Inventory Performance Index (IPI) and inventory age.
• 设置自动移除功能：在卖家后台设置自动移除陈旧库存或不可售库存，避免产生长期仓储费。
• Set up automatic removal: Configure settings in Seller Central to automatically remove old or unsellable inventory to avoid long-term storage fees.
• 及时处理滞销库存：通过促销、打折、站外引流（例如结合Google推广为清仓活动引流）或捐赠等方式加快清理滞销品。
• Dispose of slow-moving inventory promptly: Accelerate the clearance of slow-moving stock through promotions, discounts, external traffic (e.g., using Google Ads to drive traffic to clearance sales), or donations.
四、给新手卖家的建议
4. Recommendations for New Sellers
对于跨境电商新手，我们建议可以直接使用FBA服务，因为它能极大简化物流、提升客户体验和购物车赢得率。然而，前提是必须做好充分的市场调研和选品工作，确保产品有市场需求和合理利润空间，以覆盖FBA费用。同时，在推广新品时，可以考虑将亚马逊站内广告与站外的Google推广相结合，构建全方位的营销漏斗，从品牌认知到销售转化实现全覆盖。
For cross-border e-commerce beginners, we recommend using FBA services directly as they greatly simplify logistics, improve customer experience, and increase the Buy Box win rate. However, this must be preceded by thorough market research and product selection to ensure market demand and reasonable profit margins to cover FBA costs. Furthermore, when promoting new products, consider combining Amazon's internal advertising with external Google Ads to build a comprehensive marketing funnel, achieving full coverage from brand awareness to sales conversion.
（来源：绝版祥Cary | Source: Cary from Juebanxiang）
