Google推广如何助力中东及北非电商掘金？先买后付与食杂电商崛起
对于寻求海外扩张的企业而言，“Google推广”是触及中东及北非（MENA）快速增长消费者的关键渠道。了解该地区的电商发展趋势，并制定相应的谷歌推广竞价策略，将直接影响市场开拓的成效与投资回报。
图片来源：图虫创意
Image Source: Tuchong Creative
受疫情影响，线上购物已成为中东及北非地区消费者的主流选择。迪拜商会报告显示，2020年阿联酋电商市场同比增长53%，市值达39亿美元。预计到2025年，MENA地区电商市值将突破80亿美元。这一巨大的市场潜力，使得通过精准的Google推广来获取流量和客户变得至关重要。
During the pandemic, online shopping has become a favorite among MENA consumers. A Dubai Chamber report shows UAE's e-commerce market grew 53% YoY in 2020, reaching $3.9 billion. By 2025, MENA's e-commerce value is projected to exceed $8 billion. This tremendous market potential makes precise Google promotion essential for acquiring traffic and customers.
1. 投资人加码三大市场：Google推广的精准定位
1. Increased Investment in Key Markets: Precise Targeting with Google Ads
沙特、阿联酋和埃及仍是投资和商业活动的焦点。企业可以利用谷歌推广竞价工具，针对这些高潜力市场的用户特征、搜索习惯进行精准广告投放。例如，伊拉克平台Orisdi近期获得六位数投资，显示了区域市场的广泛机会。
Saudi Arabia, UAE and Egypt remain investment and commercial hotspots. Businesses can utilize Google Ads bidding tools to target users in these high-potential markets based on demographics and search behaviors. For instance, Iraq's Orisdi recently secured six-figure funding, indicating broad regional opportunities.
2. 先买后付兴起：Google推广内容与关键词策略
2. BNPL Gaining Popularity: Content and Keyword Strategy for Google Promotion
中东地区货到付款比例大幅下降，24%的消费者使用BNPL服务。在规划Google推广时，商家应将“先买后付”等相关服务作为核心卖点，并优化与之相关的关键词，吸引正在寻找灵活支付方式的用户。Postpay、Tabby等平台的融资成功印证了这一趋势的价值。
Cash-on-delivery dropped significantly in MENA, with 24% of consumers using BNPL services. When planning Google promotion, merchants should highlight services like "Buy Now, Pay Later" as core selling points and optimize related keywords to attract users seeking flexible payment options. The funding success of platforms like Postpay and Tabby validates the value of this trend.
3. 食杂电商快速增长：本地化谷歌推广竞价的机遇
3. Rapid Growth in Online Grocery: Opportunities for Localized Google Ads Bidding
线上食杂销售预计未来五年年增30%。对于进入该领域的品牌，Google推广需要高度本地化，针对特定城市或社区进行竞价，并利用购物广告展示生鲜产品。开罗的MaxAB和GoodsMart的融资案例表明了资本对此赛道的看好。
Online grocery sales are projected to grow 30% annually in the next five years. For brands entering this sector, Google promotion requires high localization, bidding for specific cities or communities, and using Shopping Ads to display fresh produce. The funding cases of Cairo-based MaxAB and GoodsMart show strong capital confidence in this sector.
4. 极速配送发展：利用Google推广传递速度优势
4. Rise of Quick Commerce: Leveraging Google Promotion to Highlight Speed Advantage
预计2024年中东q-commerce市场规模将达200亿美元。相关企业应在Google推广中强调“快速配送”、“X分钟送达”等核心优势，通过搜索广告和展示广告网络快速建立消费者心智，抢占市场。
MENA's q-commerce market is expected to reach $20B by 2024. Related businesses should emphasize core advantages like "quick delivery" and "X-minute delivery" in their Google promotion, rapidly building consumer awareness and capturing market share through Search and Display Network ads.
5. 线上线下融合：整合营销与谷歌推广
5. Online-Offline Integration: Integrated Marketing and Google Promotion
品牌如Eyewa和Nana Direct正在实践全渠道策略。此时，Google推广可以发挥关键作用，例如使用本地搜索广告引导线上流量至线下门店，或通过再营销广告吸引网站访客完成购买，实现协同增长。
Brands like Eyewa and Nana Direct are implementing omnichannel strategies. Here, Google promotion can play a key role, such as using Local Search Ads to drive online traffic to physical stores, or retargeting website visitors to complete purchases, achieving synergistic growth.
结论
Conclusion
中东及北非电商市场充满活力，“先买后付”与“食杂电商”是两大明确增长引擎。对于想要进入或深耕该市场的企业，制定一个基于数据驱动、紧密结合本地趋势的Google推广与谷歌推广竞价策略，是控制获客成本、提升投资回报、最终赢得市场的核心。从关键词选择、广告内容创作到出价策略，每一步都需围绕当地消费者的独特偏好和行为进行优化。
The MENA e-commerce market is vibrant, with "BNPL" and "online grocery" being two clear growth engines. For companies looking to enter or deepen their presence in this market, developing a data-driven Google promotion and Google Ads bidding strategy, closely integrated with local trends, is key to controlling customer acquisition costs, improving ROI, and ultimately winning the market. Every step, from keyword selection and ad content creation to bidding strategies, needs to be optimized around the unique preferences and behaviors of local consumers.
