跨境电商新手必看：如何通过谷歌竞价推广实现高效卖货
（经济观察）随着跨境电商的蓬勃发展，越来越多的中国品牌正通过数字化营销渠道走向全球市场。其中，谷歌竞价广告(Google Ads)已成为新手卖家快速打开海外市场的利器。
(Economic Observer) With the rapid development of cross-border e-commerce, more Chinese brands are going global through digital marketing channels. Among them, Google Ads has become a powerful tool for new sellers to quickly enter overseas markets.
据中新网上海6月23日电报道，中国企业出海已从"单打独斗"发展为"生态矩阵"模式。《2023-2024年中国企业出海发展研究白皮书》显示，近30%的大型企业和40%的中型企业已实施出海战略。
According to a report from China News Network on June 23, Chinese companies' overseas expansion has evolved from "going it alone" to an "ecosystem matrix" model. The "2023-2024 China Enterprise Overseas Development Research White Paper" shows that nearly 30% of large enterprises and 40% of medium-sized enterprises have implemented overseas strategies.
谷歌竞价推广的关键策略
Key Strategies for Google Ads Promotion
对于跨境电商新手，谷歌竞价推广需注意以下要点：
For cross-border e-commerce beginners, the following key points should be noted for Google Ads promotion:
- 精准定位目标市场：利用Google Analytics分析用户行为
- Accurate target market positioning: Use Google Analytics to analyze user behavior
- 优化广告文案：结合当地文化特点撰写吸引人的广告语
- Optimize ad copy: Write attractive ad copy based on local cultural characteristics
- 合理设置预算：建议新手采用"每日预算"模式控制成本
- Set reasonable budgets: Beginners are advised to use the "daily budget" mode to control costs
恺英网络IP商务负责人娄榕榕表示："从商品出海到品牌出海，企业需要与时俱进。谷歌广告等数字化工具可以帮助企业快速建立海外品牌认知。"
Lou Rongrong, IP business director of Kingnet Network, said: "From product export to brand export, enterprises need to keep pace with the times. Digital tools like Google Ads can help companies quickly establish overseas brand awareness."
全球化布局的营销策略
Marketing Strategies for Global Layout
上海财经大学叶巍岭副教授指出，真正的全球化需要：
Professor Ye Weiling from Shanghai University of Finance and Economics pointed out that true globalization requires:
- 建立本地化营销团队
- Establish localized marketing teams
- 深入了解目标市场文化
- Deep understanding of target market culture
- 采用多渠道整合营销
- Adopt multi-channel integrated marketing
元隆雅图华东区总裁林庆霖补充："我们通过AI技术研发智能选号和自动化内容生成服务，显著提升了海外营销效率。"
Lin Qinglin, president of East China Region of Yuanlong Yatu, added: "Through AI technology, we have developed intelligent number selection and automated content generation services, significantly improving overseas marketing efficiency."
专家建议：新手卖家可先从单一市场测试谷歌广告效果，待数据稳定后再逐步扩展至其他地区。
Expert advice: New sellers can first test the effect of Google Ads in a single market, and then gradually expand to other regions after the data stabilizes.
