Google留痕霸屏：谷歌广告政策大变革下，跨境电商的挑战与机遇
在数字营销领域，“Google留痕霸屏”不仅是许多出海企业的核心目标，更代表着在谷歌生态中获得持续可见性与影响力的战略。然而，谷歌广告政策近期迎来重大调整，据智象出海从多方消息源获悉，谷歌计划全面收紧乃至取消对代理商的返点政策。这一变革预计将深刻影响依赖谷歌广告进行海外推广的跨境电商行业，迫使行业参与者重新思考其营销策略，以在变化中维持甚至强化其“Google留痕霸屏”的效果。
In the field of digital marketing, "Google dominating the screen" is not only a core objective for many companies expanding overseas but also represents a strategy to achieve sustained visibility and influence within the Google ecosystem. However, Google's advertising policy is undergoing major changes recently. According to multiple sources obtained by Zhixiang Chuhai, Google plans to comprehensively tighten and even eliminate its rebate policy for agencies. This transformation is expected to profoundly impact the cross-border e-commerce industry, which relies heavily on Google Ads for overseas promotion, forcing industry players to rethink their marketing strategies to maintain or even strengthen their "Google dominates the screen" effect amidst the changes.
移动广告代理商首当其冲，行业面临洗牌
Mobile Advertising Agencies Bear the Brunt, Industry Faces Reshuffle
长期以来，各类广告代理商是帮助中国企业通过谷歌等平台实现“Google留痕霸屏”的关键伙伴。虽然全面取消代理返点的消息尚未最终确认，但已有不少代理厂商开始提醒广告主提前调整策略。这一政策若落地，意味着单纯依靠返点差价盈利的“纯操作型”代理模式将难以为继。
For a long time, various advertising agencies have been key partners in helping Chinese companies achieve "Google dominates the screen" through platforms like Google. Although the news about completely eliminating agency rebates hasn't been officially confirmed, many agency vendors have already begun advising advertisers to adjust their strategies proactively. If this policy is implemented, it means that the "pure operational" agency model, which relies solely on rebate differentials for profit, will become unsustainable.
全球广告市场承压，谷歌寻求模式变革
Global Advertising Market Under Pressure, Google Seeks Model Transformation
后疫情时代，全球广告业务面临增长压力。Meta、谷歌母公司Alphabet等巨头的财报数据均显示出挑战。在此背景下，谷歌调整返点政策被业内视为其战略转向的信号。主要原因包括：代理商提供的增值空间日益有限；谷歌希望加强直客模式以提升服务效率和利润；市场已过拓荒期，谷歌自身具备了更强的直接服务大中型客户的能力。电商SaaS公司创始人胡文敏指出：“全球出海离不开谷歌广告。” 这正说明了实现“Google留痕霸屏”对出海业务的基础性作用，而政策变化将直接改变达成这一目标的成本与路径。
In the post-pandemic era, the global advertising business faces growth pressure. Financial reports from giants like Meta and Alphabet (Google's parent company) all show challenges. Against this backdrop, Google's adjustment of its rebate policy is seen by the industry as a signal of its strategic shift. The main reasons include: the increasingly limited value-added space provided by agencies; Google's desire to strengthen its direct customer model to improve service efficiency and profits; and the market having passed the pioneering stage, with Google now possessing stronger capabilities to directly serve medium and large clients. Hu Wenmin, founder of an e-commerce SaaS company, pointed out: "Global expansion cannot be separated from Google Ads." This precisely illustrates the fundamental role of achieving "Google dominates the screen" for overseas business, and policy changes will directly alter the cost and path to achieving this goal.
多方积极应对，探索新形势下的“霸屏”之道
Multiple Parties Respond Actively, Exploring New Ways to "Dominate the Screen" Under the New Landscape
面对即将到来的政策寒冬，行业各方正在积极寻求应对策略，以期在新的规则下继续实现有效的“Google留痕霸屏”。
Facing the impending policy winter, various parties in the industry are actively seeking countermeasures to continue achieving effective "Google dominates the screen" under the new rules.
广告主层面：部分广告主开始探索使用谷歌海外户（如阿根廷户等）以获取可能的返点空间，但这并非长久之计。更根本的是，广告主需要更精细化地运营广告账户，提升自身团队的能力，将预算更直接高效地用于提升广告质量与转化效果，这才是可持续的“留痕霸屏”根基。
Advertiser Level: Some advertisers have begun exploring the use of Google overseas accounts (such as Argentina accounts) to access potential rebate space, but this is not a long-term solution. More fundamentally, advertisers need to operate their ad accounts more meticulously, enhance the capabilities of their own teams, and allocate budgets more directly and efficiently to improve ad quality and conversion effectiveness. This is the sustainable foundation for "dominating the screen".
代理商层面：生存之道在于转型。从简单的广告投放操作，转向提供包含市场洞察、内容策略、数据分析、技术工具在内的整体营销解决方案。数字营销专家指出：“纯操作型代理将逐步被淘汰，代理商需要为媒体平台和广告主创造更多价值。” 能够帮助客户以更高ROI实现“Google留痕霸屏”的深度服务商将脱颖而出。
Agency Level: The path to survival lies in transformation. Moving from simple ad placement operations to providing comprehensive marketing solutions that include market insights, content strategy, data analysis, and technical tools. Digital marketing experts point out: "Pure operational agencies will gradually be eliminated - agencies need to create more value for media platforms and advertisers." Deep-service providers that can help clients achieve "Google dominates the screen" with higher ROI will stand out.
平台层面：谷歌自身也在调整，例如与艾森哲合作探索直销模式。这表明平台正试图缩短与大型广告主之间的链条，更直接地掌控核心客户和收入。这对于希望与谷歌深度绑定以实现“霸屏”效果的大品牌而言，可能意味着新的合作机遇。
Platform Level: Google itself is also adjusting, for example, by partnering with Accenture to explore direct sales models. This indicates that the platform is attempting to shorten the chain with large advertisers and more directly control core clients and revenue. For major brands hoping to deeply integrate with Google to achieve a "dominate the screen" effect, this may imply new cooperation opportunities.
结语
Conclusion
谷歌广告返点政策的全面收紧，无疑是跨境电商营销领域的一次地震。它宣告了粗放式依赖代理返点红利时代的结束，并推动整个行业向更专业、更精细、更注重实效的方向进化。对于志在出海的企业而言，“Google留痕霸屏”的目标从未改变，但实现路径必须升级。无论是加强内部团队建设，还是选择更具附加值的合作伙伴，核心都在于深化对谷歌广告生态的理解与运营能力，最终通过高质量的广告内容和精准的投放策略，在谷歌上赢得持续且有效的“霸屏”地位，从而在激烈的国际竞争中占据先机。
The comprehensive tightening of Google's ad rebate policy is undoubtedly an earthquake in the cross-border e-commerce marketing field. It宣告 the end of the era of extensively relying on agency rebate dividends and pushes the entire industry to evolve towards a more professional, meticulous, and results-oriented direction. For companies determined to expand overseas, the goal of "Google dominates the screen" remains unchanged, but the path to achievement must be upgraded. Whether it's strengthening internal team building or choosing partners with more added value, the core lies in deepening the understanding and operational capabilities of the Google Ads ecosystem. Ultimately, through high-quality ad content and precise targeting strategies, companies can win a sustained and effective "dominate the screen" position on Google, thereby gaining an advantage in fierce international competition.
