谷歌竞价推广：英文独立站VS跨境电商，新手小白该如何选择？
在跨境电商领域，关于"做第三方平台还是独立站更有市场"的争论从未停止，就像咸甜豆花之争一样充满话题性。
In the cross-border e-commerce field, the debate about "whether third-party platforms or independent websites have more market potential" has never stopped, just like the never-ending sweet vs salty tofu debate.
为什么独立站值得考虑？
Why Consider Independent Websites?
欧美市场调查显示，52%的消费者习惯在独立站购物。欧美消费者不仅重视产品质量，更关注企业资质，他们通常会：
- 查看产品评价
- 通过搜索引擎查找品牌
- 访问品牌独立站了解产品详情
Market research shows that 52% of European and American consumers prefer shopping on independent websites. These consumers value not only product quality but also company credentials. They typically:
- Check product reviews
- Search for brands via search engines
- Visit brand websites to learn product details
独立站的独特优势
Unique Advantages of Independent Websites
1. 客户数据沉淀：与亚马逊等平台不同，独立站可以收集用户资料和EDM营销数据。
2. 无比价环境：客户进入独立站只有购买或离开两种选择，减少比价流失。
3. 品牌溢价能力：通过品牌故事和氛围营造提升产品价值。
4. 规则自主权：不受平台规则限制，降低被封风险。
1. Customer Data Retention: Unlike Amazon, independent websites can collect user data and EDM marketing information.
2. Price Comparison-Free Environment: Customers only have two options - buy or leave, reducing price comparison losses.
3. Brand Premium Potential: Enhance product value through brand storytelling and atmosphere creation.
4. Rule Autonomy: Not restricted by platform rules, reducing the risk of account suspension.
平台与独立站的本质区别
Fundamental Differences Between Platforms and Independent Websites
平台卖家注重"卖货"，而独立站卖家更注重"卖品牌"。举例说明：
• 购买廉价日用品：打开平台→搜索→比价→购买
• 购买品牌产品：搜索品牌→访问独立站→基于信任购买
Platform sellers focus on "selling products", while independent website sellers emphasize "selling brands". For example:
• Buying daily necessities: Open platform→Search→Compare prices→Purchase
• Buying branded products: Search brand→Visit website→Purchase based on trust
独立站流量获取策略
Independent Website Traffic Acquisition Strategies
虽然独立站没有平台自带流量，但可通过多种方式获取：
- Facebook广告
- TikTok营销
- SEO优化
- 网红合作
- 博客内容
Although independent websites don't have built-in traffic, you can acquire it through:
- Facebook Ads
- TikTok Marketing
- SEO Optimization
- Influencer Collaboration
- Blog Content
专家建议：许多成功商家采取双轨策略，同时运营平台和独立站，通过价格策略引导客户流向。
Expert Advice: Many successful merchants adopt a dual-track strategy, operating both platforms and independent websites, guiding customer flow through pricing strategies.
