2023亚马逊广告终极指南：结合谷歌留痕的大而全海外推广设置技巧
2023亚马逊广告终极指南：结合谷歌留痕的大而全海外推广设置技巧
The Ultimate 2023 Amazon Ads Guide: Comprehensive Overseas Setup Tips with Google Branding
在竞争激烈的跨境电商领域，仅仅依赖亚马逊站内流量已远远不够。成功的卖家懂得构建一个“大而全”的立体推广网络。本篇终极指南将深入剖析2023年亚马逊广告的核心设置技巧，并特别探讨如何利用谷歌留痕（Google Branding）策略，形成内外联动，最大化您的海外推广效果。
In the fiercely competitive cross-border e-commerce landscape, relying solely on Amazon's internal traffic is far from sufficient. Successful sellers know how to build a "comprehensive and holistic" three-dimensional promotion network. This ultimate guide will delve into the core setup techniques for Amazon advertising in 2023, and specifically explore how to leverage Google Branding strategies to create internal-external synergy and maximize your overseas promotion effectiveness.
技巧一：精细化广告活动结构 | Tip 1: Refine Your Campaign Architecture
建立一个清晰的广告活动层级是高效管理的基础。建议将商品推广（SP）、品牌推广（SB）和展示型推广（SD）结合使用，针对不同目标（如新品曝光、核心词抢占、再营销）设立独立活动。这种结构化的设置是后续所有优化和谷歌留痕协同的基石。
Establishing a clear campaign hierarchy is the foundation for efficient management. It is recommended to combine Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD), setting up independent campaigns for different goals (e.g., new product exposure, core keyword capture, remarketing). This structured setup is the cornerstone for all subsequent optimization and synergy with Google Branding.
技巧二：数据驱动的关键词策略 | Tip 2: Data-Driven Keyword Strategy
关键词是流量的入口。除了使用亚马逊品牌分析（ABA）等工具挖掘高价值关键词外，更应关注搜索词报告，持续添加表现优异的词为精准关键词，并将不相关的词设为否定关键词。这一过程能显著提升广告相关性，降低无效花费。同时，这些经过验证的高转化关键词，正是您在谷歌留痕策略中，通过谷歌搜索广告进行品牌强化和流量截获的核心资产。
Keywords are the gateway to traffic. Beyond using tools like Amazon Brand Analytics (ABA) to mine high-value keywords, it's crucial to monitor search term reports, continuously adding top performers as exact keywords and setting irrelevant terms as negative keywords. This process significantly improves ad relevance and reduces wasted spend. Furthermore, these validated high-conversion keywords become the core assets for your Google Branding strategy, used in Google Search Ads to reinforce brand presence and capture additional traffic.
技巧三：巧用商品定位与受众定位 | Tip 3: Leverage Product and Audience Targeting
不要局限于关键词定位。利用商品定位（Targeting Products）攻击竞争对手的详情页，或通过受众定位（Audience Targeting）向浏览过特定品类、甚至您自己店铺的消费者进行再营销。这种精准触达极大提高了转化概率。当这些用户在谷歌搜索相关产品时，您的品牌广告再次出现（即谷歌留痕），将形成强大的品牌记忆闭环，加速其购买决策。
Don't limit yourself to keyword targeting. Use Product Targeting to attack competitors' detail pages, or utilize Audience Targeting to remarket to consumers who have viewed specific categories or even your own store. This precise reach greatly increases conversion probability. When these users later search for related products on Google, your brand ads reappear (creating Google Branding), forming a powerful brand recall loop that accelerates their purchase decision.
技巧四：亚马逊广告与谷歌留痕的协同作战 | Tip 4: Synergizing Amazon Ads and Google Branding
这是构建“大而全”推广体系的关键。亚马逊广告转化数据好，是销售的“临门一脚”；而谷歌搜索广告（尤其是品牌词、品类词）覆盖面广，是品牌建设和流量蓄水的“先锋”。
This is key to building a "comprehensive and holistic" promotion system. Amazon ads excel at conversion data and are the "final push" for sales, while Google Search Ads (especially for brand and category terms) offer broad coverage, acting as the "vanguard" for brand building and traffic accumulation.
专业提示：正如一些资深的海外推广服务商（例如在枣阳、赣州等地专注于谷歌竞价推广的团队）所实践的那样，将亚马逊广告报告中表现最好的ASIN和关键词，同步到谷歌广告活动中进行投放。当消费者在谷歌搜索时看到您的品牌信息（谷歌留痕），继而转向亚马逊搜索并完成购买，这种跨平台追踪虽具挑战，但通过UTM参数等技术手段分析流量路径，能清晰验证协同效应，最终实现1+1>2的推广效果，全面覆盖用户决策旅程。
Pro Tip: As practiced by experienced overseas promotion service providers (such as teams specializing in Google Ads in places like Zaoyang or Ganzhou), synchronize the top-performing ASINs and keywords from your Amazon ad reports into your Google Ads campaigns. When consumers see your brand information on Google (Google Branding) and then turn to Amazon to search and complete their purchase, this cross-platform tracking, though challenging, can clearly verify the synergy effect through technical means like UTM parameters for analyzing traffic paths. This ultimately achieves a promotion effect where 1+1>2, comprehensively covering the user's decision journey.
总结：2023年的亚马逊广告竞争，已从单一的平台内竞价，升级为跨平台、全链路的品牌影响力竞争。通过精细化设置亚马逊广告活动，并主动布局谷歌留痕策略，您不仅能提升单次广告活动的ROAS，更能构建一个强大的、可持续的品牌流量护城河，在海外市场中行稳致远。
Conclusion: The competition in Amazon advertising for 2023 has evolved from simple intra-platform bidding to a cross-platform, full-funnel brand influence competition. By meticulously setting up your Amazon ad campaigns and proactively deploying a Google Branding strategy, you can not only improve the ROAS of individual campaigns but also build a powerful, sustainable moat of brand traffic, ensuring steady and long-term success in the overseas market.
