精准SEO推广公司齐河：外贸谷歌竞价推广原理与购物广告实战指南
君志学堂Google投放系列课程：深度解析购物广告的运营奥秘
Junzhi Academy Google Ads Series: Unlocking the Secrets of Shopping Ads
大家好！我是君志学堂的OKO，今天将为大家分享跨境电商谷歌广告投放的核心知识。2021年跨境电商行业经历重大变革，随着Facebook和亚马逊政策收紧，大量商家转向独立站并选择谷歌推广渠道。谷歌顺势推出的PMAX广告（效果最大化广告）整合了包括购物广告在内的多种广告形式。
Hello everyone! I'm OKO from Junzhi Academy. Today I'll share core knowledge about Google Ads for cross-border e-commerce. 2021 witnessed major changes in cross-border e-commerce. With policy tightening on Facebook and Amazon, many merchants turned to independent websites and Google Ads. Google's newly launched PMAX ads (Performance Max) integrate various ad formats including Shopping Ads.
一、PMAX广告与购物广告 | Part 1: PMAX Ads & Shopping Ads
PMAX广告是谷歌2021下半年推出的新型广告，整合了展示广告、发现广告、视频广告、搜索广告和购物广告等所有广告类型。作为PMAX广告的核心组成部分，购物广告将成为未来两年谷歌推广的重要红利渠道。
PMAX ads, launched in late 2021, integrate display ads, discovery ads, video ads, search ads and shopping ads. As a core component of PMAX, Shopping Ads will become a key channel for Google promotion in the next two years.
二、标准购物广告(PLA) | Part 2: Standard Shopping Ads (PLA)
1. 展示位置：购物广告主要展示在Google搜索结果的"Shopping"标签下，同时占据搜索广告头部位置。相比纯文字广告，购物广告能展示产品图片、价格等丰富信息，转化率更高。
1. Display Positions: Shopping ads mainly appear under the "Shopping" tab in Google search results, also occupying top positions of search ads. Compared to text-only ads, shopping ads display richer information like product images and prices, achieving higher conversion rates.
2. 广告构成：标准购物广告(PLA)通过产品Feed批量上传产品信息，包含：
- 产品ID
- 标题(Title)
- 描述(Description)
- 落地页链接
- 价格信息等
2. Ad Composition: Standard Shopping Ads (PLA) batch upload product information via product feed, including:
- Product ID
- Title
- Description
- Landing page URL
- Price info, etc.
三、创建购物广告的关键步骤 | Part 3: Key Steps to Create Shopping Ads
1. 基础准备：
- 通过GMC(Google Merchant Center)审核产品Feed
- 关联GMC与Google Ads账户
1. Preparation:
- Get product feed approved via GMC
- Link GMC with Google Ads account
2. 创建流程：
(1) 选择目标国家/地区（不可修改）
(2) 设置广告系列和广告组
(3) 选择产品组及出价方式（建议初始选择CPC）
(4) 根据数据持续优化不同产品组
2. Creation Process:
(1) Select target country/region (unmodifiable)
(2) Set up campaigns and ad groups
(3) Choose product groups and bidding (initial CPC recommended)
(4) Continuously optimize different product groups based on data
SEO优化提示：购物广告的Feed质量直接影响广告排名，建议：
- 使用精准的产品标题和描述
- 提供高清产品图片
- 保持价格竞争力
- 完善产品评价和物流信息
SEO Tips: Feed quality directly affects ad ranking. Suggestions:
- Use accurate product titles and descriptions
- Provide high-quality product images
- Maintain competitive pricing
- Complete product reviews and shipping info
想了解更多谷歌广告投放专业知识？欢迎关注君志学堂系列课程！跨境培训上君志，助您掌握全球数字营销先机！
Want to learn more about Google Ads? Follow Junzhi Academy series! Cross-border training with Junzhi helps you master global digital marketing opportunities!
