零基础学外贸必看：谷歌推广是竞价排名吗？2024年TikTok跨境新机遇
零基础学外贸必看：谷歌推广是竞价排名吗？2024年TikTok跨境新机遇
Is Google Ads PPC? TikTok's Cross-border Opportunities in 2024 for Beginners
【核心提示】随着TikTok在美国面临"不卖就禁"的生死考验，中国跨境卖家正在寻找新的增长点。本文将解析谷歌推广与竞价排名的关系，并深度剖析TikTok在欧洲市场的战略布局。
[Key Insight] As TikTok faces a "sell or ban" ultimatum in the US, Chinese cross-border sellers are seeking new growth opportunities. This article explains the relationship between Google Ads and PPC, while analyzing TikTok's strategic expansion in the European market.
谷歌推广≠纯竞价排名
Google Ads ≠ Pure PPC
谷歌推广（Google Ads）是一个包含多种广告形式的综合营销平台，其中：
- 搜索广告（Search Ads）采用竞价排名（PPC）模式
- 展示广告（Display Ads）按展示次数收费（CPM）
- 视频广告（Video Ads）按观看付费（CPV）
Google Ads is a comprehensive marketing platform including:
- Search Ads use PPC model
- Display Ads charge by CPM
- Video Ads charge by CPV
TikTok美国危机与欧洲机遇
TikTok's US Crisis & European Opportunity
最新数据显示，尽管面临禁令威胁，TikTok美国站在"黑五"期间仍创下销售记录：
- 支付GMV同比增长超300%
- 单日销售额突破1亿美元
Data shows despite ban threats, TikTok US achieved record sales during Black Friday:
- Payment GMV increased over 300% YoY
- Single-day sales exceeded $100 million
与此同时，TikTok正加速欧洲市场布局：
- 12月10日正式上线西班牙站点
- 2024年欧洲电商市场规模预计达6473.4亿美元
Meanwhile, TikTok is accelerating European expansion:
- Officially launched Spanish site on Dec 10
- European e-commerce market to reach $647.34B in 2024
跨境卖家的风险应对策略
Cross-border Sellers' Risk Management
专业卖家叶凡（化名）分享经验：
"我们不会把所有鸡蛋放在一个篮子里。即使TikTok美国站关闭，也可以通过Ins、Twitter等其他平台继续销售。"
Professional seller "Ye Fan" shares:
"We don't put all eggs in one basket. Even if TikTok US closes, we can sell through Instagram, Twitter etc."
2024年跨境新趋势
2024 Cross-border Trends
给零基础卖家的建议：
- 多平台布局降低风险
- 关注欧洲新兴市场
- 掌握Google Ads等多元化营销工具
For beginners:
- Multi-platform strategy reduces risks
- Focus on emerging European markets
- Master diversified tools like Google Ads
