如何通过Google竞价推广实现全域销售？外贸人必看的跨境电商指南
证券时报记者 陈雨康 | Securities Times Reporter Chen Yukang
2025年，中国外贸将面临机遇与挑战并存的局面。在众多发展机遇中，跨境电商作为外贸增长的新动能，有望持续"加速跑"。数据显示，今年前三季度，我国跨境电商进出口达1.88万亿元，同比增长11.5%，占中国外贸比重近6%，高于同期我国外贸整体增速6.2个百分点。
In 2025, China's foreign trade will face both opportunities and challenges. Among the many development opportunities, cross-border e-commerce, as a new driver of foreign trade growth, is expected to continue its "accelerated run". Data shows that in the first three quarters of this year, China's cross-border e-commerce import and export volume reached 1.88 trillion yuan, a year-on-year increase of 11.5%, accounting for nearly 6% of China's foreign trade, which is 6.2 percentage points higher than the overall growth rate of China's foreign trade in the same period.
跨境电商：外贸新趋势 | Cross-Border E-commerce: The New Trend in Foreign Trade
深圳市跨境电商协会执行会长王馨表示："作为发展速度最快、潜力最大、带动作用最强的外贸新业态，跨境电商已然是国际贸易的重要发展趋势。"她建议2025年传统外贸从业者要加速拥抱跨境电商，培育新的外贸增长点。
Wang Xin, Executive President of Shenzhen Cross-Border E-commerce Association, stated: "As the fastest-growing, most potential, and most influential new form of foreign trade, cross-border e-commerce has become an important development trend in international trade." She suggested that traditional foreign trade practitioners should accelerate their embrace of cross-border e-commerce in 2025 to cultivate new growth points in foreign trade.
Google竞价推广策略 | Google Ads Bidding Strategies
外贸企业要充分利用Google Ads等数字营销工具实现全域销售。通过精准的关键词定位、优化广告文案和着陆页，以及合理设置竞价策略，可以有效提升广告转化率。建议企业：
Foreign trade enterprises should make full use of digital marketing tools such as Google Ads to achieve global sales. By accurately targeting keywords, optimizing ad copy and landing pages, and setting reasonable bidding strategies, companies can effectively improve ad conversion rates. Recommendations include:
- 进行深入的市场和竞争对手分析 | Conduct in-depth market and competitor analysis
- 使用长尾关键词降低获客成本 | Use long-tail keywords to reduce customer acquisition costs
- 实施再营销策略提高转化率 | Implement remarketing strategies to increase conversion rates
- 持续优化广告投放ROI | Continuously optimize advertising ROI
全渠道出海战略 | Omnichannel Global Expansion Strategy
王馨强调外贸企业要遵循"文化跨境、品牌出海、质量强国"十二字方针。建议企业：
Wang Xin emphasized that foreign trade enterprises should follow the 12-character guideline of "cultural cross-border, brand going global, and quality strengthening the country". Recommendations include:
- 深入研究目标市场消费者行为 | Conduct in-depth research on consumer behavior in target markets
- 实施产品本土化和营销本土化策略 | Implement product localization and marketing localization strategies
- 加强海外知识产权保护意识 | Strengthen awareness of overseas intellectual property protection
- 利用AI工具提升产品竞争力 | Use AI tools to enhance product competitiveness
供应链优化建议 | Supply Chain Optimization Recommendations
面对复杂的外贸环境，王馨建议企业优化供应链管理：
Facing the complex foreign trade environment, Wang Xin suggested that enterprises optimize supply chain management:
- 实现供应商多元化 | Achieve supplier diversification
- 建立长期合作关系 | Establish long-term cooperative relationships
- 提升供应链数字化水平 | Improve supply chain digitalization
- 加强风险管理能力 | Strengthen risk management capabilities
政策支持与金融服务 | Policy Support and Financial Services
王馨呼吁相关部门加强对外贸企业的支持：
Wang Xin called on relevant departments to strengthen support for foreign trade enterprises:
- 扩大出口信用保险覆盖范围 | Expand export credit insurance coverage
- 加强外贸领域信贷投放 | Strengthen credit support in the foreign trade sector
- 支持专精特新企业发展 | Support the development of specialized and sophisticated enterprises
- 优化跨境贸易结算服务 | Optimize cross-border trade settlement services
结语 | Conclusion
2025年，跨境电商将继续引领外贸创新发展。外贸企业应积极拥抱数字化转型，通过Google竞价推广等数字营销手段拓展全球市场，同时优化供应链管理，提升国际竞争力。
In 2025, cross-border e-commerce will continue to lead the innovative development of foreign trade. Foreign trade enterprises should actively embrace digital transformation, expand global markets through digital marketing methods such as Google Ads, while optimizing supply chain management to enhance international competitiveness.
