TikTok海外业务重组：SEM推广与谷歌竞价策略如何优化？
近期TikTok全球业务重组引发行业热议。据虎嗅商业消费组报道，TikTok正在调整其全球业务布局，重点聚焦印度、马来西亚、泰国、日韩和中东市场。这一战略调整对跨境电商从业者的SEM推广和谷歌竞价策略提出了新的挑战。
The recent restructuring of TikTok's global operations has sparked industry discussions. According to Huxiu Business Consumption Group, TikTok is adjusting its global business layout, focusing on markets such as India, Malaysia, Thailand, Japan, South Korea, and the Middle East. This strategic shift presents new challenges for cross-border e-commerce practitioners in SEM promotion and Google Ads strategies.
资深TikTok玩家林令向虎嗅透露："欧美市场发展确实遇到阻力，人员调整势在必行。"这提醒跨境电商从业者需要重新评估各市场的推广预算分配。对于回头客多的SEM推广，谷歌推广竞价的合理设置尤为关键。
Senior TikTok player Lin Ling told Huxiu: "The development of the European and American markets has indeed encountered resistance, and personnel adjustments are imperative." This reminds cross-border e-commerce practitioners to reassess the allocation of promotion budgets across markets. For SEM promotions with many repeat customers, the reasonable setting of Google Ads bids is particularly critical.
团队与物流挑战影响推广效果
Team and Logistics Challenges Affect Promotion Results
多位业内人士用"力不从心"形容TikTok当前的海外运营状况。英国团队频繁更换、物流效率低下等问题直接影响广告转化率。在设置谷歌竞价时，需要充分考虑这些因素对ROI的影响。
Many industry insiders describe TikTok's current overseas operations as "overwhelmed". Frequent changes in the UK team and inefficient logistics directly affect ad conversion rates. When setting Google Ads bids, it is necessary to fully consider the impact of these factors on ROI.
吴萌指出："东南亚市场物流周期长、运费贵，这些都会推高获客成本。"建议在这些市场采用更精准的关键词定位和更保守的竞价策略，同时优化落地页转化率。
Wu Meng pointed out: "The long logistics cycle and high shipping costs in Southeast Asian markets will increase customer acquisition costs." It is recommended to adopt more precise keyword targeting and more conservative bidding strategies in these markets, while optimizing landing page conversion rates.
新兴市场机会与推广策略
Emerging Market Opportunities and Promotion Strategies
尽管面临挑战，但DC.Wang等早期玩家仍看好TikTok电商潜力。他们通过差异化选品和高客单价策略在美国市场取得不俗成绩，这为SEM推广提供了新思路。
Despite the challenges, early players like DC.Wang are still optimistic about the potential of TikTok e-commerce. They have achieved good results in the US market through differentiated product selection and high-price strategies, which provides new ideas for SEM promotion.
针对不同市场特点，建议采取以下推广策略：
According to the characteristics of different markets, the following promotion strategies are recommended:
- 欧美市场：提高广告质量得分，注重品牌词保护，适当提高竞价
- European and American markets: Improve ad quality score, focus on brand term protection, and appropriately increase bids
- 东南亚市场：侧重长尾关键词，采用更精准的受众定位
- Southeast Asian markets: Focus on long-tail keywords and adopt more precise audience targeting
- 中东市场：注意本地化调整，考虑文化差异对广告效果的影响
- Middle East market: Pay attention to localization adjustments and consider the impact of cultural differences on ad performance
随着TikTok全球业务重组，跨境电商从业者需要及时调整推广策略，在变化中寻找新的增长机会。虎嗅将持续关注出海领域最新动态，为行业提供有价值的参考。
With TikTok's global business restructuring, cross-border e-commerce practitioners need to adjust their promotion strategies in a timely manner to find new growth opportunities in the changes. Huxiu will continue to pay attention to the latest developments in the overseas field and provide valuable references for the industry.
