谷歌竞价推广开户与电商SEO再营销终极指南
国际顶尖SEO推广策略和谷歌海外电商平台推广是跨境营销的核心。本文将为您提供史上最全面的谷歌广告再营销受众设置指南。
International top SEO strategies and Google overseas e-commerce platform promotion are the core of cross-border marketing. This article will provide you with the most comprehensive guide to Google Ads remarketing audience setup.
再营销的核心价值： 关键在于锁定那些已经对您产品或服务表现出兴趣的网站访客。相比新访客，这些用户的转化率通常高出3-5倍。
Core value of remarketing: The key is to target website visitors who have already shown interest in your products or services. Compared to new visitors, these users typically have 3-5 times higher conversion rates.
一、基础再营销受众设置
1. Basic Remarketing Audience Setup
操作步骤：
Steps:
- 进入谷歌广告后台 → Audience Manager（受众管理） → Website Visitors（网站访客）
- Go to Google Ads → Audience Manager → Website Visitors
- 关键设置项：
- Key settings:
- 受众名称（建议按页面类型+时间段命名）
- Audience name (recommended format: page type + time period)
- URL匹配规则（包含/排除特定页面）
- URL matching rules (include/exclude specific pages)
- 数据收集起始时间
- Data collection start time
- 受众有效期（30/60/90天）
- Audience duration (30/60/90 days)
推荐建立的5类基础受众（各设30/60/90天有效期）：
Recommended 5 basic audience types (each with 30/60/90 days duration):
- 产品页浏览用户
- Product page visitors
- 类目页浏览用户
- Category page visitors
- 加购用户
- Add-to-cart users
- 结账用户
- Checkout users
- 已购买用户
- Purchased users
二、进阶再营销受众设置
2. Advanced Remarketing Audience Setup
通过Google Analytics创建更精准的受众：
Create more precise audiences through Google Analytics:
- 进入Admin → Audience Definitions → 创建新受众
- Go to Admin → Audience Definitions → Create new audience
推荐两种高效受众类型：
Recommended two high-efficiency audience types:
- 高质量会话用户
筛选条件：Session Quality > 50分（谷歌根据转化潜力自动评分） - High-quality session users
Filter: Session Quality > 50 (Google automatically scores based on conversion potential) - 渠道来源细分
可创建Facebook等特定渠道的再营销受众 - Channel segmentation
Can create remarketing audiences for specific channels like Facebook
三、客户列表再营销
3. Customer List Remarketing
上传现有客户数据（邮箱/电话等）创建精准受众
Upload existing customer data (email/phone, etc.) to create precise audiences
再营销广告应用场景
Remarketing Ad Applications
- 搜索再营销广告(RLSA)
- 仅向特定受众展示搜索广告
- Only show search ads to specific audiences
- 广告文案可加入专属优惠信息
- Ad copy can include exclusive offers
- 动态再营销广告
- 自动向用户展示其浏览过的产品
- Automatically show users products they've viewed
- 需设置产品Feed（可对接GMC）
- Requires product feed setup (can connect to GMC)
优化建议
Optimization Tips
- 对再营销受众适当提高出价（CPC可提高20-30%）
- Appropriately increase bids for remarketing audiences (CPC can increase by 20-30%)
- 提供专属优惠提升转化
- Provide exclusive offers to improve conversion
- 确保开启谷歌分析数据收集功能
- Ensure Google Analytics data collection is enabled
通过以上方法，您可以系统性地建立高效的再营销体系，显著提升跨境电商的广告ROI。
Through the above methods, you can systematically establish an efficient remarketing system and significantly improve the ROI of cross-border e-commerce ads.
