Google推广策略解析：宠物出海价格战失灵背后的市场洞察
在当今跨境电商领域，Google推广已成为品牌出海不可或缺的一环。特别是在宠物用品行业，传统的价格战策略正在逐渐失效。菲律宾宠物品牌Petsup的创始人Kinder向虎嗅透露："早几年，菲律宾宠物类目市场体量较小，很少有卖家关注这个类目。实际上宠物类目50%左右的毛利率并不低，现在随着当地消费水平和客单价的提高，做的人越来越多了。"
In today's cross-border e-commerce field, Google promotion has become an indispensable part of brand globalization. Especially in the pet supplies industry, traditional price war strategies are gradually failing. Kinder, founder of Philippine pet brand Petsup, told Huxiu: "In earlier years, the pet category market in the Philippines was relatively small, with few sellers paying attention to this category. Actually, the gross profit margin of about 50% in the pet category is not low. Now, with the improvement of local consumption levels and average order value, more and more people are entering this market."
值得注意的是，在2021年3月，当鲜有人关注菲律宾宠物市场时，Kinder就已经开始在当地线上经营该品类。通过精准的Google推广策略，其自营宠物品牌Petsup在两年后实现了线上月销售额400万元以上的成绩，客单价较初期提高了30%。
It's worth noting that in March 2021, when few people were paying attention to the Philippine pet market, Kinder had already started operating this category locally online. Through precise Google promotion strategies, their self-operated pet brand Petsup achieved monthly online sales exceeding 4 million yuan after two years, with average order value increasing by 30% compared to the initial period.
品牌营销机构AdLink的Jin指出，在欧美市场，Google推广成本正在不断攀升。以宠物智能产品为例，49美元的客单价中，广告成本就占到15-20美元，物料和运费还要各占7-10美元。这种现状使得单纯依靠价格战的策略难以为继。
Jin from brand marketing agency AdLink pointed out that in European and American markets, Google promotion costs are continuously rising. Taking smart pet products as an example, in a $49 average order value, advertising costs account for $15-20, while materials and shipping each take up $7-10. This situation makes strategies relying solely on price wars unsustainable.
数据显示，2022年亚马逊广告点击成本约为1.1美元，平均需要7次点击才能产生一笔销售。与此同时，自2020年以来，亚马逊已将订单履约费用提高了30%以上。这些数据充分说明了优化Google推广策略的重要性。
Data shows that in 2022, Amazon's advertising cost per click was about $1.1, with an average of 7 clicks needed to generate one sale. Meanwhile, since 2020, Amazon has increased order fulfillment fees by over 30%. These figures fully demonstrate the importance of optimizing Google promotion strategies.
在东南亚市场，情况同样不容乐观。Shopee菲律宾宠物相关的开店数达到34639家，但月销售额在百万元以上的店铺屈指可数。这表明，仅仅依靠平台流量已经不够，需要结合专业的Google推广方案才能脱颖而出。
In the Southeast Asian market, the situation is equally challenging. Shopee Philippines has 34,639 stores related to pets, but only a handful achieve monthly sales exceeding one million yuan. This indicates that relying solely on platform traffic is insufficient, and professional Google promotion solutions are needed to stand out.
Petsup的成功案例证明，通过TikTok+货架电商的引流方式，结合精准的Google推广，可以有效提升品牌知名度和用户粘性。其宠物汤罐产品上线5个月就达到20万罐以上的销售量，复购率达到30%。
The success case of Petsup proves that through TikTok + shelf e-commerce drainage methods, combined with precise Google promotion, brand awareness and user loyalty can be effectively improved. Their pet soup can product achieved sales of over 200,000 cans within 5 months of launch, with a repurchase rate of 30%.
业内人士认为，在当前产品同质化严重的背景下，跨境卖家应该更加重视Google推广的品牌建设功能。通过差异化的产品定位和专业的数字营销策略，才能在激烈的市场竞争中保持优势。
Industry insiders believe that in the current context of severe product homogenization, cross-border sellers should pay more attention to the brand building function of Google promotion. Only through differentiated product positioning and professional digital marketing strategies can they maintain advantages in the fierce market competition.
随着电商平台整体流量增长放缓，平台开始更加注重考核商家的转化率和运营能力。这意味着，专业的Google推广团队和科学的广告投放策略将变得越来越重要。
As overall platform traffic growth slows down, platforms are paying more attention to assessing merchants' conversion rates and operational capabilities. This means that professional Google promotion teams and scientific advertising strategies will become increasingly important.
无论是新兴的东南亚市场还是成熟的欧美市场，Google推广都已成为宠物出海品牌必须掌握的核心竞争力。只有通过科学的广告投放和精准的品牌定位，才能在这场没有硝烟的战争中取得最终胜利。
Whether in emerging Southeast Asian markets or mature European and American markets, Google promotion has become a core competency that pet export brands must master. Only through scientific advertising placement and precise brand positioning can they achieve ultimate victory in this silent war.
