外贸企业必看：谷歌需求挖掘广告(Demand Gen)的全面解析与应用指南
为什么大型外贸企业纷纷选择谷歌推广？ 在数字化转型浪潮中，Google广告已成为外贸信托产品获客的核心渠道。 随着Google最新推出的需求挖掘广告(Demand Gen)，企业现在可以通过AI驱动的智能投放，在YouTube、Gmail等平台触达30亿月活用户。
What makes Google Ads essential for large enterprises? In the wave of digital transformation, Google Ads has become the core channel for customer acquisition of financial trust products. With the newly launched Demand Generation Ads, businesses can now reach 3 billion monthly active users through AI-powered placements on YouTube, Gmail and other platforms.
需求挖掘广告的核心价值
Core Value of Demand Gen Ads
根据Google/Ipsos调研数据显示：33%的消费者会在浏览Google信息流时产生计划外消费。这种新型广告形式完美适应了当前数字营销的三大趋势：
According to Google/Ipsos research: 33% of consumers make unplanned purchases while browsing Google feeds. This new ad format perfectly adapts to three major trends in digital marketing:
- 产品吸引力竞争白热化 | Fierce competition in product appeal
- 多平台受众分散化 | Fragmented multi-platform audiences
- 直播/短视频崛起 | The rise of live streaming/short videos
五大核心优势解析
Five Key Advantages Analysis
1. 全渠道覆盖能力
支持在YouTube Shorts、探索频道、Gmail社交标签等多场景展示，单次创建即可实现跨平台投放。
1. Omni-channel Coverage
Supports display on YouTube Shorts, Discover, Gmail social tabs, etc., achieving cross-platform delivery with single setup.
2. 智能相似受众定位
基于第一方数据构建Lookalike Audience，系统每48小时自动更新目标人群，提供三种匹配精度选择：
2. Smart Lookalike Audience
Builds Lookalike Audience based on first-party data, automatically updates every 48 hours, offering three matching precision options:
- 严格匹配(2.5%人群) | Strict match (2.5% population)
- 平衡匹配(5%人群，默认) | Balanced match (5%, default)
- 广泛匹配(10%人群) | Broad match (10% population)
3. 创意素材实验室
提供广告预览功能，可提前测试不同素材组合在各类版位的展示效果，支持：
3. Creative Lab
Provides ad preview functionality to test different creative combinations across placements, supporting:
- 单视频广告 | Single video ads
- 单图广告 | Single image ads
- 多图轮播广告 | Multi-image carousel ads
4. 智能出价策略
提供三类AI驱动的出价方案，满足不同营销目标：
4. Smart Bidding Strategies
Offers three types of AI-driven bidding solutions for different marketing objectives:
| 类型 | Type | 适用场景 | Use Case | 具体策略 | Specific Strategies |
|---|---|---|
| 流量优化 | Traffic Optimization | 提升网站访问量 | Increase website visits | 尽可能争取更多点击次数 | Maximize Clicks |
| 转化优化 | Conversion Optimization | 控制获客成本 | Control acquisition cost | 目标每次转化费用(Target CPA) | Target CPA |
| 价值优化 | Value Optimization | 提升投资回报 | Improve ROI | 目标广告支出回报率(Target ROAS) | Target ROAS |
5. A/B测试系统
可在真实广告环境中进行创意测试，快速获得可执行的优化建议。
5. A/B Testing System
Conduct creative testing in real ad environments to quickly obtain actionable optimization suggestions.
实施四步曲
4-Step Implementation
- 准备种子名单：收集至少1000名有效客户数据 | Prepare seed list: Collect data of at least 1,000 valid customers
- 创建相似受众：提前3天设置确保数据生效 | Create lookalike audience: Set up 3 days in advance for data validation
- 设计多版位素材：制作适配各平台的创意组合 | Design multi-placement creatives: Create adaptive creative combinations
- 选择出价策略：根据营销目标匹配最佳方案 | Select bidding strategy: Match the best solution based on objectives
随着传统发现广告(Discovery Ads)逐步被替代，需求挖掘广告将成为外贸企业获取高质量客户的新利器。需要专业投放支持？易歌科技优化团队可为您定制完整解决方案。
With traditional Discovery Ads being phased out, Demand Gen Ads will become a new powerful tool for foreign trade enterprises. Need professional support? Yige Tech's optimization team can customize complete solutions for you.
