外贸电商必备技能：如何提升回头客与避免谷歌竞价推广误区
外贸电商平台选择与现状分析
在众多外贸电商平台中，亚马逊和Wish是最为国内卖家所熟知的。作为一名在这两个平台都有店铺的卖家，我发现今年外贸电商的整体环境比往年更具挑战性。
Platform Selection and Current Situation Analysis
Among various foreign trade e-commerce platforms, Amazon and Wish are the most familiar to domestic sellers. As a seller with stores on both platforms, I've found this year's e-commerce environment more challenging than previous years.
亚马逊平台的竞争现状
亚马逊上的竞争尤为激烈，今年对中国卖家的打击力度明显加大。平台政策的变化使得许多中国卖家面临更大的经营压力。
Competition Status on Amazon
The competition on Amazon is particularly fierce, with significantly increased restrictions on Chinese sellers this year. Policy changes have created greater operational pressure for many Chinese merchants.
Wish平台的利好政策
相比之下，Wish今年推出了一系列利好商户的政策：
- 3月10日解封大量卖家账号
- 3月15日为被封账号卖家放款
- 3月23日开放大量限售商品
- 4月简化中国商户入驻流程
Wish's Merchant-Friendly Policies
In contrast, Wish has introduced a series of merchant-friendly policies this year:
- Unblocked numerous seller accounts on March 10
- Released payments to blocked accounts on March 15
- Opened many restricted products on March 23
- Simplified the onboarding process for Chinese merchants in April
外贸员必备的核心技能
要在当前环境下取得成功，外贸员需要掌握以下关键技能：
- 多平台运营能力
- 精准的市场分析
- 高效的客户维护
- 数据驱动的决策能力
Core Skills for Foreign Trade Professionals
To succeed in the current environment, foreign trade professionals need to master these key skills:
- Multi-platform operation capability
- Accurate market analysis
- Efficient customer maintenance
- Data-driven decision making
谷歌竞价推广的常见误区
许多外贸员在谷歌广告投放中存在以下误区：
- 盲目追求高点击率
- 忽视广告质量得分
- 缺乏精准的关键词策略
- 忽略转化率优化
Common Mistakes in Google Ads
Many foreign trade professionals make these mistakes in Google Ads:
- Blind pursuit of high CTR
- Neglecting ad quality score
- Lack of precise keyword strategy
- Ignoring conversion rate optimization
