谷歌购物广告(Google Shopping Ads)完整指南 - 2023最新玩法
作者：君志学堂OKO | 更新时间：2023年
随着Facebook和亚马逊政策收紧，越来越多的跨境电商转向独立站和谷歌广告渠道。本文将详细介绍2023年最新谷歌购物广告玩法，帮助您抓住谷歌广告红利。
一、PMAX广告与购物广告的关系
1. PMAX and Shopping Ads Relationship
2021年下半年，谷歌推出了PMAX广告(效果最大化广告)，整合了展示广告、发现广告、视频广告、搜索广告和购物广告等多种广告形式。
In late 2021, Google launched Performance Max (PMAX) ads, combining display, discovery, video, search and shopping ads into one integrated format.
关键点：
- 购物广告是PMAX广告的核心组成部分
- Shopping ads are the core component of PMAX campaigns
- 谷歌资源明显向PMAX广告倾斜
- Google is allocating more resources to PMAX campaigns
- 掌握购物广告=抓住未来2年谷歌红利
- Mastering shopping ads means capturing Google's growth opportunities
二、标准购物广告(PLA)详解
2. Standard Shopping Ads (PLA) Deep Dive
1. 展示位置 | Display Locations
购物广告主要展示在：
- 谷歌搜索结果的"Shopping"标签页
- 部分搜索广告顶部位置
Shopping ads appear in:
- Google Search "Shopping" tab
- Top positions of some search results
2. 广告优势 | Advantages
相比传统搜索广告，购物广告具有：
- 更优质的展示位置
- 更丰富的产品信息(图片、价格等)
- 更高的转化率
Compared to search ads, shopping ads offer:
- Better ad positions
- Richer product information (images, prices, etc.)
- Higher conversion rates
三、创建购物广告的基础准备
3. Prerequisites for Shopping Ads
1. Google Merchant Center (GMC)
GMC是投放购物广告的必要条件，申请要求严格：
- 网站必须有完整的政策信息(物流、退货、隐私等)
- 需要提供营业执照等资质证明
GMC is mandatory for shopping ads with strict requirements:
- Complete website policies (shipping, returns, privacy, etc.)
- Business license and other certifications
2. 产品Feed | Product Feed
Feed是包含产品所有属性的数据文件，必须包含：
- 产品ID
- 标题和描述
- 价格和图片链接
- 落地页URL
Feed is a data file containing all product attributes:
- Product ID
- Title and description
- Price and image links
- Landing page URL
四、创建购物广告的步骤
4. Steps to Create Shopping Ads
完整流程：
- 确保GMC账户通过审核
- 准备符合要求的产品Feed
- 在Google Ads中选择"创建购物广告"
- 选择投放国家(不可更改)
- 设置广告系列和广告组
- 选择产品组和出价策略
Complete Process:
- Ensure GMC account is approved
- Prepare compliant product feed
- Select "Create Shopping Campaign" in Google Ads
- Choose target country (cannot be changed)
- Set up campaign and ad groups
- Select product groups and bidding strategy
优化提示：初期建议使用手动CPC出价，根据数据表现逐步优化不同产品组的出价。
Optimization Tip: Start with manual CPC bidding, then optimize bids for different product groups based on performance data.
五、为什么选择购物广告？
5. Why Choose Shopping Ads?
购物广告是打造品牌和长期精品站点的最佳选择之一：
- 谷歌官方优先支持优质卖家
- 展示形式更符合消费者购物习惯
- 转化率高于传统搜索广告
Shopping ads are ideal for brand building and premium stores:
- Google prioritizes high-quality merchants
- Display format matches consumer shopping habits
- Higher conversion rates than search ads
想了解更多谷歌广告投放知识？ | Want to learn more about Google Ads?
欢迎关注君志学堂，获取最新谷歌广告投放策略和技巧。
Follow Junzhi Academy for the latest Google Ads strategies and techniques.
