外贸客户调研必备：谷歌广告账户结构详解与优化指南

外贸客户调研必备：谷歌广告账户结构详解与优化指南

Essential Guide to Google Ads Account Structure for Foreign Trade Research

在当今数字营销时代，谷歌广告已成为外贸企业获取海外客户的重要渠道。 一个合理的账户结构不仅能提高广告效果，还能帮助企业更精准地进行客户调研和市场分析。

In today's digital marketing era, Google Ads has become a crucial channel for foreign trade enterprises to acquire overseas customers. A well-structured account can not only improve ad performance but also help businesses conduct more precise customer research and market analysis.

一、为何账户结构如此重要？

1. Why is Account Structure So Important?

在交流群中，大家经常讨论如何优化账户中的预算分配、出价策略等，但往往忽略了账户结构这个基础要素。高效的账户结构可以：

In discussion groups, people often talk about optimizing budget allocation and bidding strategies, but often overlook the fundamental element of account structure. An efficient account structure can:

• 提高管理效率：方便优化和调整广告系列
• Enhance management efficiency: Facilitate optimization and adjustment of ad campaigns
• 提升广告相关性：获得更高的质量得分
• Improve ad relevance: Achieve higher quality scores
• 优化投资回报：节省不必要的广告支出
• Optimize ROI: Save unnecessary ad spend

二、谷歌广告账户的三层结构

2. The Three-Tier Structure of Google Ads Account

1. 账号层级 (Account Level)

1. Account Level

包含账号名称、结算资料、权限设置等基础配置。特别需要注意的是：

Includes basic configurations such as account name, billing information, and permission settings. Special attention should be paid to:

• 转化跟踪设置
• Conversion tracking settings
• 关联账户(GA、GMC等)
• Linked accounts (GA, GMC, etc.)
• 自动跟踪功能
• Auto-tagging feature

2. 广告系列层级 (Campaign Level)

2. Campaign Level

这是最重要的层级之一，关键设置包括：

This is one of the most important levels, with key settings including:

• 预算和出价策略
• Budget and bidding strategy
• 地理位置和语言定位
• Geographic and language targeting
• 投放时间和设备选择
• Ad scheduling and device selection
• 受众群体设置
• Audience settings

3. 广告组层级 (Ad Group Level)

3. Ad Group Level

最具体的执行层面，主要包含：

The most specific execution level, mainly including:

• 关键字设置(完全匹配/词组匹配/广泛匹配)
• Keyword settings (exact/phrase/broad match)
• 广告创意内容
• Ad creative content
• 广告附加信息
• Ad extensions

三、如何设计最佳账户结构？

3. How to Design the Optimal Account Structure?

根据我们的经验，外贸企业最常用的两种结构设计方式是：

Based on our experience, the two most common structure design methods for foreign trade enterprises are:

1. 按产品分类设计

1. Product-Based Structure

适合产品线清晰、各市场推广策略一致的企业。可以按照网站导航设计广告系列和广告组。

Suitable for businesses with clear product lines and consistent marketing strategies across markets. Can be designed according to website navigation.

2. 按地理位置设计

2. Geography-Based Structure

适合不同市场有不同主推产品或预算分配的企业。例如轮胎行业在不同大洲主推不同型号。

Suitable for businesses with different main products or budget allocations in different markets. For example, the tire industry promotes different models in different continents.

温馨提示：账户结构没有绝对的对错，随着对市场和产品的深入了解，需要不断调整优化。

Reminder: There is no absolute right or wrong in account structure. Continuous optimization is needed as you gain deeper understanding of the market and products.